Launch Copy
Working with a therapist has always been on my dream client wishlist, but working a therapist who specializes in motherhood was something I could have even dreamed of. Molly was referred to me by her designer, and after a quick scroll of her Instagram feed, I was obsessed.
Molly’s work with moms and moms-to-be is incredible, and I was so honored to get to work with her on the launch of her maternity leave planning service.
the client
the brief
Poppy Therapy is a boutique therapy practice founded by Molly Vasa Bertolucci, a dedicated therapist specializing in perinatal mental health. Poppy Therapy provides individual therapy, group support, and maternity leave planning and consultation for new moms.
Molly’s personal experience with a traumatic birth and motherhood transition fueled her passion to support women through the big emotions, transitions, and decisions that come with motherhood. She combines evidence-based practices with her personal knowledge to help moms navigate birth trauma, postpartum anxiety and depression, and the challenges of returning to work after maternity leave.
Molly approached me to write launch email sequence copy for her maternity leave planning and return-to-work service, a new offering she was launching through Poppy Therapy.
While she had a clear vision of how impactful these services could be, she was struggling to articulate their full value to potential clients. Molly wanted to ensure that her service felt as valuable and impactful in writing as they were in practice.
She was looking for copy that would make moms feel seen and validated, while also addressing their concerns about balancing career and motherhood.
The challenge was to convey the depth of her services and help potential clients recognize that maternity leave planning was not just a luxury, but an essential part of setting themselves up for success both at home and at work.
The Process
While Molly still wanted the copy to feel professional, she wanted to emphasize her own approachability as a selling point of the service. I did tons of research into Molly and the certifications and qualifications she has to offer this unique service.
I got an understanding of the different screenings, assessments, and exercises Molly offered as part of the service so I could write copy that made any acronyms and industry jargon make sense to the ideal client.
To keep the overall theme lighthearted and welcoming, Molly wanted to use the term ‘Out of Office’ as a centerpiece of the messaging. She wanted to position maternity leave period as a time to experience the joy of missing out, and a season where being out of office doesn’t mean coming back to mountains of work and tons of stress.
I wanted the copy to feel like something you’d read while planning a trip during your time off, only in this case, the trip comes with an entirely new and exciting life chapter.
The Final Product
I created a launch strategy, email sequence copy, and social media post copy for Molly. Much of the copy on her sales page for Out of Office comes from the email sequence, as well.
The Emails
The ten-part email sequence built around the launch, carefully structured to introduce the service, highlight its unique value, and build urgency around launch pricing. Emails focused on common pain points, how the service works, and addressed client concerns about affordability and time commitment.
The Email Sequence Strategy
To maintain engagement and target the most interested clients, the strategy involved segmenting those who clicked on key CTAs and sending more specific follow-up emails, keeping engagement high while avoiding email fatigue.
The Social Media Posts
The social media posts were designed to mirror the tone of the emails while offering a concise, engaging introduction to the service. They used direct language and calls to action that encouraged further exploration of the service and drove traffic to the sales page.
see the sales page
After seeing the first draft, here’s what Molly had to say:
“Jessie!!! I'm so happy. This is so comprehensive and well thought out (much like a good maternity leave....) I'm so so pleased!”
Lots of the launch copy Molly and I worked on was implemented on her sales page– go take a peek!
