Brand Messaging Makeover Case Study: Jen Morilla, Business & Marketing Coach 


June 15, 2023



Jennifer Morilla (aka Jen) is a FORCE.

A business and marketing strategist + coach for online coaches, creatives, and service providers who want to build a wholeeeeee-ass legacy, Jen’s brand offers both courses and coaching programs. 

Through a unique combination of mindset, beliefs and cold, hard strategy within her courses and programs, she helps women scale to six figures (and well beyond). 


The work Jen does helps create incredible possibilities for women in their businesses at an accelerated rate (think, quitting their 9-5 and scaling their businesses to 6 figures in only 7-8 months 🤯).

Jen’s the real deal. So, she reached out to us at HCH when she recognized she needed that real deal to undeniably shine through in her brand messaging across the board.

Having been in the online space for a while, Jen already had a coaching website, but she wasn’t happy with the copy. So, she wanted a complete overhaul.

My job was to craft a brand new brand messaging strategy + full copy for her coaching website from top to bottom that aligned with her brand voice and vibe as an authority in her niche.


As a copywriter for coaches, I offer not only done-for-you conversion copywriting in the form of website copy (via VIP Weeks) but also brand messaging strategy where I create a client’s custom Brand Messaging Bible. 

(The combo of the two (website + brand messaging strategy) is what I call our Brand Messaging Makeover package)).

Click here to explore our services!


Jen had two central goals for her brand as a whole (aka the bigger purpose behind her coaching). With her business + brand, Jen aims to:

  1. Build leaders and community around collaboration.
  2. Help create the path for generations of women below us to generate wealth and make more impactful decisions.

Jen has set out to change the world. And she intends on doing that—no if’s, and’s, or but’s.

To develop a brand messaging strategy that supported her goals in the same capacity Jen supports her clients, I focused on three core elements:

  1. Her brand vision
  2. Her brand values
  3. Her ideal client avatars 


To build a brand messaging strategy that would help Jen achieve even her loftiest aspirations, I needed to first, zero the f*ck in on what those aspirations werewhat was this ultimate vision of hers, in-depth, as a whole?

We started by digging in with her Brand Breakdown Questionnaire. Here Jen brain-dumped everything she wanted from and for her brand and got all her ideas out on paper (well, computer screen).

Then, we worked together during her live Brand Breakthrough Intensive to clarify and clean up her vision. The goal was to leave the intensive 100% sure we were on the same page and that I was fully clear on where she wanted her brand to go BEFORE I did any of the work on the brand messaging strategy that would get her there.

With the info from these two pieces of the process, I was able to develop a brand mission and vision statement that the rest of her Brand Messaging Bible could be built around.


We also repeated this process of using the Brand Breakdown Questionnaire for brain-dumping and the Brand Breakthrough Intensive for clarity to solidify her core brand values.

In order to develop a Brand Messaging Bible that was true to Jen’s brand personality and goals AND effective as f*ck, I needed to ensure every part of her brand voice and overall strategy detailed inside were reflective of the three core values we landed on: 

  1. Community
  2. Transparency
  3. Simplified expansion.


Jen’s Brand Messaging Bible/overall brand messaging strategy and her coaching website were only going to work (aka connect with her audience AND convert prospects to loyal patrons) IF we knew exactly who that audience was.

Like most developed coaching businesses, Jen’s offer suite had three levels of offers: those for the beginners in her audience, those for the intermediate business owners, and those for the advanced entrepreneurs she worked with. 

This meant she would have three core ideal client avatars for us to work with. 

Through a f*ck ton of research (1:1 market research interviews, surveys, message mining, and more), I developed three fully fleshed out avatars for each stage of her client journey. Thanks to this part of the process, Jen walked away with all the following info for each of her avatars:

  • Demographics
  • Psychographics
  • Primary pain points
  • Primary goals
  • What this avatar needs to see and hear in order to trust Jen enough to make a purchase
  • Real-life ideal client quotes


Jen’s website copy needed to be crafted to embody the same two core goals for her business + brand (build leaders and community around collaboration and help create the path for generations of women to come) while also nailing the right vibe and converting. 

The two types of conversions Jen was looking for on her website included converting visitors directly to clients by signing up for one of her programs OR converting the visitors who weren’t quite ready to buy to email list subscribers so she could further nurture them.

Jen’s website was to include four core pages:

  1. Home
  2. About
  3. Work With Jen
  4. Press

As a whole, Jen wanted her website to feel professional, empowering, and have a strong sense of humor laced with wit.



An important thing to note about Jen’s ideal clients is the reason that they’re wanting to quit their 9-5 and grow their businesses to 6 and 7 figures.

Jen’s perfect people aren’t just working to scale their coaching or consulting businesses for profit’s sake—they want to do more. They want to have a bigger impact on the world, specifically, other women and generations to come. 

It was *crucial* that her website copy reflected these higher aspirations and reasons why (beneath the money and “surface” goals). 

For that reason, her services page headline on her coaching website is one of my favorite bits of the entire project, speaking directly to these deeper desires.


A huge piece of Jen’s brand—one that is visible throughout her content regardless of where it’s posted AND one that greatly contributes to the genuine connections she’s able to form with her perfect people—is the inspirational, empowering undercurrent

In order to create a full brand experience, one that’s seamlessly consistent from social media to her website and beyond, we needed to weave that inspirational + empowering vibe into her brand messaging strategy AND have it make a bold appearance throughout her website copy. 

A good example of this is in the lead (the first section below the page headline) on the “Work With Jen” page. 


If you think your number of IG followers is what’s going to make you stand out online as an authority…think again.

Sure, follower counts can affect how we perceive a person’s page, but having hella followers does NOT translate to “HALLELUJA!! this person is gonna save my mf’ LIFE, they must be good at what they do 😩.”

What people actually give a sh*t about is *HOW* you’re going to be the solution to their specific problem. And your unique experience cannot be replicated. 

This is where your “signature approach” as a coach or service provider comes in. 

Here’s what I mean by that…

Your signature approach = the unique method or framework for how you serve your perfect people. 

This shows your audience HOW you’re a step above the rest.

So, we included a “how it works” section on Jen’s about page, detailing the three pillars of her signature approach:

  1. Mindset
  2. Strategy
  3. Systems


“Mackenzie really nailed my brand messaging. She even helped me solidify more of my brand working with her. 

The biggest compliment I’ve received so far from the website is the copy and how amazing and beautiful the brand messaging was. It sounded just like me. 

And the entire process didn’t take that long. She spoke to previous clients, and she had an intensive amount of research that went into it. 

So if you are an entrepreneur, and you are looking through your website copy, conversion copy, sales copy—I highly, highly recommend Mackenzie, she nails down your clients.” 

“She really really nailed down my brand, my voice. Anybody knows that. 

That is one of the most difficult things when it comes to copy. And so I highly, highly recommend working with Mackenzie, if you’re lucky.”
Jen Morilla

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Love Notes



Love Notes

"Wowza! I knew from previously working with Mackenzie, that she’s a true expert at her craft, but she continues to blow me away.

We’ve trusted Mack for every phase of a launch, and let me tell you—the natural humor & wit Mack is able to seamlessly weave into our copy in a way that instantly lets the reader know we *get* them WHILE remaining clear and strategic, is unlike anything I’ve seen before. 

Plus, not only is what Mack delivers packed with the perfect punch of personality (gifs and all), but it usually requires no edits.
She nails it with the first draft, saving us tons of time.

shannon matson
 founder of the social bungalow

Basically, working with Mack is a total game-changer.

If you’re looking for that upper echelon sales copy that positions your offer as *the* one, you need to work with the Hot Copy Haus."

“After I met Mackenzie, I realized that writing and copywriting is not the same thing.
One will make you bank money and the other won’t. 

After only a 90-minute breakdown call, Mack was able to write copy that encapsulates my personality and who I am and transmitted that to my people. I just can't recommend her enough. 

Don't think about it. I thought about it for too long and I honestly regret not having invested in her a year ago.

Anna-Christina Gustafson | Business coach

It’s such a sound investment and you're going to get back every penny that you invest.”

“If you’ve been sitting in the copywriting spiral wishing that someone could jump into your brain and just get it, Mackenzie is your answer—trust me, she fucking gets it! Wow did she deliver and then some!  

I had worked with previous copywriters and was worried she wouldn’t be able to nail my voice—that my authenticity wouldn’t show through. But Mack absolutely smashed it.

Nicole Cienne | Bliss Coach

My copy sounded exactly like me but soooo much better.
 Mack brought life to my true voice AND the voice I’d been afraid to use!”

I couldn’t be more grateful for her expertise and inspiration to show up as my baddie-boss-betch self. Also, she makes me literally LOL which makes the entire writing process fun and enjoyable (instead of painful and overwhelming). 

Seriously, her services/offers are THE best business investments I’ve ever made, hands fucking down."

kierstin cifelli | fitness & nutrition coach

"Mackenzie is above and beyond amazing at putting my ideas into words that ATTRACT and SELL.
She over-delivers EVERY. Damn. Time. 

“This was the first time that I had outsourced copywriting, so I was very nervous to make this investment but it was 100% worth it. Every single penny.

Lauren Taylar | Website Designer

I was just blown away. Mackenzie really knows how to capture your brand voice, really make it sound like you, and pack it with personality. 

So if you're thinking of working with Mackenzie, you should totally do it. She's amazing. She's super talented, and it's going to be a really great investment.”

“When it comes to copywriting, Mackenzie knows exactly how to get clarity on your brand voice and how to convey that in your messaging. 

Megumi fujita | embodiment coach

Mack’s able to meet and bridge that gap of where my audiences are and what I want to convey. 

And there's nothing more exciting than to know that someone cares SO much about what you're producing that they make it their own job—they make it a priority to show up and to make it pizzazz and succeed

So what else could I say about Mackenzie except that she is phenomenal and you would be a sucker to not hire her.”

She’s such a genius with all things messaging, positioning, the nitty gritty of specific types of sales copy that you need in your business. 

And honestly, there’s just nobody who sums up better and more succinctly and actionably exactly how to formulate words that sell and copy that converts.


“Mackenzie is literally one of the most genius copy/messaging magicians of anybody that I’ve worked with in the online space. 

This woman, everything that she touches turns to gold.
I highly recommend!”

"Investing in 1:1 coaching with Mack has been the best thing I’ve done for my business. After silently stalking her for a while, I reached out and immediately knew my business would never be the same again.

kait cozzens | copywriter

As a copywriter myself, I was looking to learn from THE best.
And Mack’s it.

Her wit, passion, and knowledge are unmatched. Also, she’s just so much fucking fun!

I have so much more confidence in my abilities and she has been a huge part of that. I can’t think of a reason you wouldn’t invest in her coaching."