A short, powerful hook statement that shares the clear outcome prospects can expect from your program. Grab your ideal client’s attention and spark their curiosity!
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The Vanessa Template
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3
DAYS
12
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22
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34
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most marketing is a complete and utter waste of time and money
A short sentence that hooks your prospect
to watch your video.
Examples: Why
[PROGRAM NAME]?, Ready to [RESULT]?,
Struggling to [PAIN POINT]? Watch this.
tell me, is this you?
- 1
Three to six bullet points listing your ideal
client’s most important pain points or
desired
results they WANT, but are
struggling to get. - 2 What are they struggling with or missing?
What’s holding them back? - 3 Think about what your program provides
and work backwards to find the core
problems your offering solves.
- 4 Example: “You’re tired of being passed
up
for a promotion year after year, despite
working overtime.” - 5 Example: “You struggle with staying
consistent
with your YouTube channel,
and your views are
steadily declining.” - 6 Example: “You find it almost impossible to
save money and build wealth, no matter
how
hard you try”
imagine if...
- Three to six bullet points listing the
most beneficial
outcomes of your
service. What will your idea customer
learn, gain or achieve? - What are their biggest desires that your
program can
help them unlock? - Example: “You finally have a pay grade
that matches the
value you bring to
your workplace.” Example: “Getting more views on
Youtube becomes
effortless, because
you have a workflow that works
FOR
you and not against you.”- Example: “You’re able to step into your
fullest potential
and no longer second-
guess who you are and the value
you
provide.”
INTRODUCING…
program name
A PROVEN SYSTEM TO TAKE [IDEAL CLIENT]
FROM [POINT A] TO [POINT B] IN [TIME] DAYS.
who this program is for:
ARCHETYPE 1
ARCHETYPE 2
ARCHETYPE 3
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
WHAT OUR CLIENTS ARE SAYING
Two to four client success stories. Try to choose testimonials that show the breadth of your offerings and/or the subsequent positive outcomes.
Each testimonial should give the reader more information or insight
(as opposed to a list of clients saying how much they love you over and
over again — nice, but not super helpful!). Try to include first names,
photos, and even a pertinent description of each client you’re quoting
—the more context readers have, the more likely they are to connect
with an existing client’s story.
Client name goes here, client company/role/industry
Two to four client success stories.
Try to choose testimonials
that show the breadth of your
offerings and/or the subsequent
positive outcomes.
Each testimonial should give the reader more information or insight
(as opposed to a list of clients saying how much they love you over and
over again — nice, but not super helpful!). Try to include first names,
photos, and even a pertinent description of each client you’re quoting
—the more context readers have, the more likely they are to connect
with an existing client’s story.
Client name goes here,
client company/role/industry
client company/role/industry
Two to four client success stories.
Try to choose testimonials
that show the breadth of your
offerings and/or the subsequent
positive outcomes.
Each testimonial should give the reader more information or insight
(as opposed to a list of clients saying how much they love you over and
over again — nice, but not super helpful!). Try to include first names,
photos, and even a pertinent description of each client you’re quoting
—the more context readers have, the more likely they are to connect
with an existing client’s story.
Client name goes here,
client company/role/industry
client company/role/industry
what’s inside the program
- A bulleted list of 3-6 points summarizing the program’s features and how it all works.
- For example: How many modules? Are there calls included?
- Is there a private community attached? What type of access, lifetime or specific container?
- This is an opportunity to summarize the type of tangible benefits they receive from investing in your program!
take a peek inside the modules
What We'll Cover
01 Positioning
People often underestimate positioning because it seems so simple, and they frequently misunderstand what it is, too. They think it's about the space a product occupies in the market. But it isn't. It's about the space a brand occupies in a prospect's mind.
Spoiler alert: you want to be right at the top of it. And the easiest way to achieve this, of course, is to be first in line. Everyone knows Neil Armstrong was the first man on the moon (apparently). But if you can't be first, you can still assume category-of-one status through your positioning – by showing you're not just better than your competitors, but so different that you have none. An online coach who transcends commodity and defies comparison.
I know this sounds unrealistic, but it isn't, I promise. Brands have been doing this for decades, with offers identical – never mind just similar – to their competitors'. Take Lululemon, for example, who managed to charge a small fortune for standard gym clothes by repositioning them as "athleisure." The fabric had already been used by utilitarian brands like Nike and Under Armour, but Lulu priced their products higher and sold them as something else entirely – aesthetic, casual pieces hot girls wore on walks, to get coffee, or for bottomless brunches. This made them a status symbol – something women bought to tell people who they were: trendy, popular, and financially comfortable.
02 Persona
Another thing I support people with is their brand persona – who their brand needs to be to connect deeply and meaningfully with their target market. One of the biggest things I see online coaches getting wrong is thinking that because they have a personal brand, they themselves are the brand persona – and feeling like they need to overshare, even trauma-dump, to gain any traction.
In actual fact, over-indexing on raw self-expression is one of the easiest, fastest ways to lose market viability. Yes, you need to humanise and individuate your brand to set it apart from others. But "more" is definitely not "more" when it comes to brand persona.
I know this is confusing when people are posting things like "YOU are the niche" with bios that promise to help you "get paid to exist." But we know from Optimal Distinctiveness Theory that a human's need for belonging and uniqueness are in constant tension. What this means for you is that you have to differentiate enough to stand out, while assimilating enough to still fit in – which is necessary for people to see you as someone safe and trustworthy.
When you work with me, I'll support you in finding that sweet spot, so you know that everything you share helps you rather than hinders you. We'll also make sure you show up as empathic as much as you do authoritative – because that's been scientifically proven to be the highest-converting combination – along with all the other characteristics and traits you want to be known for by everyone who crosses your digital path.
03 Messaging
Most marketing doesn't fail because the strategy's wrong. It fails because the message is too complicated.
This is because the human brain is hardwired to conserve fuel. It already uses around 20% of the body's daily energy, so when it's faced with a page or post that's too long or densely packed, its automatic response is to tune out and move on.
One reason for this has to do with cognitive load limits. Human memory can only hold 4 to 7 pieces of information at once, for a start – and the more complex they are, the harder they are to process. Another has to do with cost-benefit analysis. If dopamine (the brain's reward chemical) is high when reading, the effort's considered worth making. But if it isn't, the mind will wander to something more stimulating.
Signs you have a messaging problem include: finding your offer hard to explain, people only really "getting it" after a long conversation, and struggling to get people on sales calls because your website doesn't get any traffic, never mind any conversions.
When you work with me, I'll help you make your message simple, concise, and plain, so it's actually possible to process. And I'll ensure it's clear – obvious and unambiguous – so people are able to understand it, too. In a world of attention scarcity, clarity is critical, trust me. The answer to confusion is always no.
04 Verbal Identity
People don't just get lost in a sea of noise because they aren't saying anything different. They get drowned out because they sound like everyone else, too. Now AI's entered the chat, this has become a bigger problem than ever – because coaches don't just sound like their competitors in 2026, they sound like the most popular bots.
Half the industry sounds over-caffeinated, toxically positive, and unable to explain a basic concept without reaching for a simile. The other half sounds verbose, humourless, and overly cautious, because they can't stop making caveats. Can you guess which camp is using ChatGPT, and which is using Claude?
If you're utilising them too, then yes – it really is painfully obvious to all your readers. Even if you think you're removing the "tells" by deleting your em dashes and the word "quietly."
For some reason, people don't realise their verbal identity is just as vital as their visual one. That their voice, tone, grammar and lexicon are to their copy what their logo, colours and typefaces are to their graphics. That a consistent sound aids brand awareness and recognition, differentiates you from your competitors, and earns the trust of your target market just as well as a consistent look does. And because it's so rare, it's pretty much guaranteed to give you an edge.
That's why I always ensure my clients define and develop theirs inside my coaching container. In neglecting to do so, people miss out on countless opportunities to make sales in their business. Please don't let that be you.
hey there
i'm vanessa
A short paragraph with some key points about yourself, your credentials and your offering. If people aren't convinced to purchase yet, this is a good way to gain their trust and connect with them on an emotional level.
What’s your story? Why do you do what you do?
Try to weave in as much credibility, personality and relatability as possible —you've been where they are and you know how to help!
is [program name] right for you?
THIS IS FOR YOU IF…
- In this section, in one column you want to emphasize who this program is for.
- In the other column, you want to describe who it’s not for.
- Before they decide to invest, this is a good opportunity to qualify your prospect.
THIS IS NOT FOR YOU IF…
- By attracting those with qualities you want, you will repel those who wouldn’t be a good fit.
- For example: “This program is not for you if you are not willing to put in the work to finally get [DESIRED RESULT].”
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
what our clients are saying
An outtake from the video testimonial would go here.
This is space for more information
if the above heading isn't enough.
Client name goes hereClient company/role/industry
An outtake from the
video testimonial would
go here.
This is space for more information
if the above heading isn't enough.
Client name goes here
Client company/role/industry
Client company/role/industry
an appeal
to
readers
to commit
Option 1 HEADER
Price breakdown 1
Billed monthly
- This is the first time your audience is seeing the cost of the program.
- You’ll want to reiterate all of the amazing features, benefits, outcomes, etc. of your service.
- Anchor the price in a way that makes the purchase seem worth every penny.
- Appeal to your ideal customer based on everything you know about them!
- This is the first time your audience is seeing the cost of the program.
Best value !
Option 2 HEADER
price breakdown 2
Billed annually
- This is the first time your audience is seeing the cost of the program.
- You’ll want to reiterate all of the amazing features, benefits, outcomes, etc. of your service.
- Anchor the price in a way that makes the purchase seem worth every penny.
- Appeal to your ideal customer based on everything you know about them!
- This is the first time your audience is seeing the cost of the program.
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a final appeal to readers
This is your final opportunity to sell your program. Appeal to your ideal customer based on everything you know about them! Maybe it’s the cost of just two months of chai lattes? Maybe there are free, bonus features or benefits that increase the overall value? Send them off with inspiration and drive to purchase!
