Client: BrainStrong
Cognitive Coaching Inc.
Marketing Lead: Madeline “Mads” Hartley, Brand Marketing Director
Copywriter: Ryan Huber, Health Copywriter & Messaging Strategist
BrainStrong exists for women in midlife who sense a memory shift and can’t name it.
Once clear-headed and articulate, these women now find words vanish mid-sentence. Names hang just out of reach. Focus slips. And no one’s talking about it.
BrainStrong Cognitive Coaching was built to break that silence. To give language to fear, tools for the come back, and dignity to women who quietly wonder if they’re losing their minds.
“We were trying to tell the truth about frightening changes in midlife that nobody ever prepares you for.”
— Mads Hartley, Brand Marketing Director
Their mission was getting lost in translation. The brand’s message, while accurate, wasn’t converting. It landed clinically, not emotionally.
BrainStrong wasn’t suffering from a visibility problem. Their audience, thoughtful, curious, and often overwhelmed, was already leaning in.
They clicked blog posts. Opened emails. Watched parts of webinars. Still… no action.
“We had warm leads sitting in our CRM for months,” Mads said. “They interacted everywhere but wouldn’t book a call.”
The offer was high-quality. The coaching was sound. The brand had heart. But the message didn’t connect emotionally or neurologically with women.
“It never sounded like the fear in a woman’s mind when she wonders, ‘Is this early dementia?’ It sounded like a brand trying to help.”
They needed messaging alignment between empathy and activation.
After months of rewrites and webinars that didn’t move the needle, Mads reframed the problem.
“What if it wasn’t structure or strategy… but emotional authenticity?”
Then Ryan joined the team. His first contribution was one line. Just a phrase that felt like truth:
“Forgetfulness Isn’t Failure. It’s Feedback.”
It hit Mads immediately.
“That line stopped me. I thought, ‘She’s going to read that and feel understood for the first time.’ That’s the voice we’ve been missing.”
The line was smart. It was her, the woman lying awake at 3am Googling “why can’t I focus anymore?”
Ryan created a moment
of resonance and a path to action.
Everything centered around a 10-minute Mini Workshop built to validate a real fear and offer a preliminary no cost solution.
The goal? Give her understanding before asking her for commitment.
Ryan wrote every asset from scratch, including:
All messaging tied back to a single mission: “She should feel understood before she ever clicks ‘book a call.’”
“The copy was like a mirror,” Mads
said. “She finally saw herself in the message. She was validated knowing her
concerns were important and that she could do something about them.”
Mads was very excited to share the campaign results.
She explained, “First off, the Clarity Conversion Page worked wonderfully. We were aiming for an 18–25% conversion rate from visitor to scheduled call and we hit 22%. That means for every 100 warm leads who landed on the page, 22 booked a BrainBoost Coaching Call. That’s a really strong result for a service-based wellness funnel, especially one that targets a cautious, midlife audience.
What surprised us even more was the workshop engagement. We saw a 47% click-to-play rate, and the average viewer stayed for over 7 minutes of a 10-minute video. That’s huge. It told us the storytelling and reframing connected to our audience.
And here’s where it really gets exciting: of the people who booked the free coaching call, 34% moved into a paid BrainStrong™ coaching program. The landing page, video, and emails, all did the warm-up work ahead of time, so the call didn’t have to hard-sell anything. They were emotionally ready.
All in all, the campaign educated,
resonated, and converted. Exactly what we designed it to do. Would I run this
exact play again for another campaign? Absolutely.
The ripple effects moved far beyond campaign metrics:
The copy had already done that
work.
If you’re a Brand or Content Director trying to connect empathy with outcomes, this case proves something you already suspect:
Leads don’t convert just because of design. They convert when the message reflects what they’re feeling.
This campaign won because it delivered what most health campaigns never do: emotional resonance.
I help DTC health brands like yours go beyond “brand voice” and build full-funnel campaigns that:
If your team is ready for a writer who thinks like a strategist and performs like a partner…