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The Operator Stack

Work samples

Four businesses. The ads, pages and emails I wrote for them.

I gave each business a one-page brief and wrote its campaign with the same system the Copy Machine installs in your AI. Read a piece, then the notes with it on what it's doing and why.

The businesses are invented. Every name, number, review and quote in the samples belongs to them, and none of it is a client result.

The agency · client work

Northbeam Growth for Bayview Implant Center

Northbeam is a four-person agency in Florida, and this is client work: a lead campaign for a one-location implant clinic in Tampa, written in the clinic's voice. The clinic's readers have put treatment off for years, afraid of the price and of being sold something expensive they don't understand.

What they asked for

Three pieces that lead to a free CT scan consultation: a Meta ad package, the landing page opening, and the email sent the moment someone books.

Read their full brief

Who is asking

Northbeam Growth, a 4-person patient-acquisition agency in Florida. They run Meta and Google ads, landing pages and follow-up for dental and medical practices. The person asking is the agency's copy lead. This job is for a client, so the copy must sound like the client, not like the agency.

The client

Bayview Implant Center, Tampa, Florida. One location, two oral surgeons (Dr. Elena Ruiz and Dr. Marcus Hale), in business 14 years, more than 3,100 implants placed. Specialises in full-arch implants ("teeth in a day") for people with failing teeth or dentures that slip.

The offer for this campaign

  • Free consultation with a 3D CT scan (normally $450), 60 minutes, with a surgeon, not a salesperson.
  • Full-arch price starts at $19,900 per arch, told upfront in the consultation. Financing through CareCredit and Proceed Finance, monthly plans available.
  • Temporary teeth placed the same day as surgery for most patients who qualify.
  • Booking: a short form on the landing page, then the office calls within one business day.

The reader

Adults 50-75 in the Tampa Bay area with failing teeth, several missing teeth, or dentures that slip and hurt. Many have put this off for years because of cost fear and embarrassment. They avoid smiling in photos, eat soft food, and cover their mouth when they laugh. Their fear is being sold something expensive they don't understand.

Proof we can use

  • 3,100+ implants placed, 14 years in Tampa.
  • 4.8 stars from 612 Google reviews.
  • One patient, Linda (68, retired teacher), agreed to be quoted: "I ate corn on the cob at my granddaughter's birthday. First time in eleven years."
  • No before/after photos cleared for ads yet.

Rules from the client

No "best", "top", "painless" or any guarantee of results. No before/after images. Calm, warm, plain, never pushy. Don't mention competitors.

The request, as typed by the copy lead

Use the Copy Machine. This is client work for Bayview Implant Center, the brief is above. Help me finish three things for adults 50-75 in Tampa with failing teeth or loose dentures, leading to booking the free CT scan consultation:

  1. A Meta lead campaign ad package.
  2. The landing page opening (hero plus the first section under it).
  3. The confirmation email that goes out right after someone books.

The funnel

Every step a customer goes through, top to bottom. The highlighted steps are in this sample, and the dashed ones are the rest of the path.

  1. 1Facebook and Instagram adIn this sample
  2. 2Landing pageIn this sample
  3. 3Booking confirmationIn this sample
  4. 4Reminders before the visitNot in this sample
  5. 5The free consultationNot in this sample
  6. 6Follow-up for patients still decidingNot in this sample
  7. 7Ads shown again to page visitorsNot in this sample

Step 1 of 7 · The ad

Its job: Stop someone who has waited years and make a free visit feel like a safe first step.

Bayview Implant CenterSponsored

Linda is 68, a retired teacher and one of our patients. In her words: "I ate corn on the cob at my granddaughter's birthday. First time in eleven years."

Eleven years is a long time to go without something that ordinary.

For many people, the wait comes down to two worries. One is not knowing the cost. The other is being talked into something expensive they don't understand. The first visit at Bayview Implant Center in Tampa answers both, and it's free:

  • a 3D CT scan, normally $450
  • 60 minutes with an oral surgeon, Dr. Elena Ruiz or Dr. Marcus Hale
  • the price upfront, with full-arch treatment starting at $19,900 per arch

For most patients who qualify, temporary teeth go in the same day as surgery. We've placed more than 3,100 implants over 14 years in Tampa. We have 4.8 stars from 612 Google reviews.

You'll leave the visit with the facts, and the decision stays yours. Fill out the short form and our office will call you within one business day to find a time.

A buttered ear of corn on a paper plate at a family birthday table, with the quote "First time in eleven years." from Linda, 68, retired teacher.
Free consultation and 3D CT scan4.8 stars, 612 Google reviewsLearn more
Also written: a second opening for this ad, and two more ads

Second opening for the ad above

Meta can run it in place of the ad's first lines and keep whichever brings more buyers.

Many people eat soft food and laugh behind a hand for years before they find out what fixing their teeth would cost. Linda, 68, a retired teacher and one of our patients, puts it this way: "I ate corn on the cob at my granddaughter's birthday. First time in eleven years."

Second headline: Full-arch implants from $19,900 per arch

A second ad, short

Words on this ad's image (image not shown): Full-arch implants start at $19,900 per arch.

Find out what full-arch implants would cost you, at one free visit with an oral surgeon.

Without that, the number stays a guess, and for many people the guess turns into years of putting it off.

At Bayview Implant Center in Tampa, the first visit is free. It includes a 3D CT scan, which normally costs $450, and a full hour with a surgeon, not a salesperson. Full-arch treatment starts at $19,900 per arch, and you're told the price upfront.

Fill out the short form and our office will call you within one business day.

Two headlines, Meta tries both:

  • Free 3D scan and an hour with a surgeon
  • Full-arch implants from $19,900 per arch

A third ad, standard length

Words on this ad's image (image not shown): Temporary teeth, the same day as surgery. For most patients who qualify.

At Bayview Implant Center, most patients who qualify go home with temporary teeth the same day as their full-arch surgery. It's what we mean by teeth in a day.

Whether you qualify is the first thing you'll find out, at a free 60-minute consultation in Tampa:

  • a 3D CT scan, normally $450
  • time with one of our two oral surgeons, Dr. Elena Ruiz or Dr. Marcus Hale
  • the price upfront, with full-arch treatment starting at $19,900 per arch

We've placed more than 3,100 implants in 14 years here. We have 4.8 stars from 612 Google reviews.

Many people put this off for years. Finding out takes an hour and costs nothing. Fill out the short form and our office will call you within one business day to find a time.

Two headlines, Meta tries both:

  • Teeth in a day, for most who qualify
  • Free consultation with an oral surgeon

Why it's written this way

The name in brackets is the copywriter whose rule it follows.

  • Opens as a story, on Linda's own words about corn on the cob at her granddaughter's birthday. One ordinary moment does more than any claim about implants. (Masterson and Forde)
  • Names the real fear, being talked into something expensive, and answers it before the ask. (Kennedy)

Step 2 of 7 · The landing page

Its job: Turn the click into a booked visit by promising the one answer they came for, the price.

Full-arch implants · Bayview Implant Center, Tampa

Find out what new teeth would cost you, at a free visit with an oral surgeon.

The visit takes 60 minutes and includes a 3D CT scan that normally costs $450. You spend it with Dr. Elena Ruiz or Dr. Marcus Hale, not a salesperson, and you're told the price upfront.

Book my free consultation

It's a short form, and our office calls you within one business day.

4.8 stars from 612 Google reviews · More than 3,100 implants placed · 14 years in Tampa

Read the rest of the page

Many people wait years to ask what it would cost.

They eat soft food. They keep their lips closed in photos and laugh behind a hand. The call to a surgeon keeps getting put off. The price is a worry, and so is being talked into something expensive they don't understand.

No one can give a real price without a 3D scan and a surgeon's time. So the question stays open, and another year goes by.

Your first visit here answers it, at no cost. You'll leave knowing:

  • whether you qualify for full-arch implants
  • what treatment would involve, and whether you're likely to get temporary teeth the same day as surgery, as most patients who qualify do
  • what it costs, starting at $19,900 per arch, and how monthly plans through CareCredit and Proceed Finance could spread it out

"I ate corn on the cob at my granddaughter's birthday. First time in eleven years."

Linda, 68, retired teacher

You take the facts home and decide in your own time.

Book my free consultation

Why it's written this way

  • The headline answers the question they've put off for years: what new teeth would cost. Self-interest first. (Caples)
  • Explains why they still don't have a price: it takes a 3D scan and a surgeon's time. The wait stops being their fault.
  • The bullets list what they'll know when they leave the free visit, so the hour is worth it before they decide anything. (Makepeace)

Step 3 of 7 · The confirmation email

Its job: Keep a nervous person willing to pick up when the office calls.

Why it's written this way

  • Walks through the visit line by line, so nothing on the day comes as a surprise.
  • Invites the awkward questions and says they can take the answers home, in the order a nervous booker worries about them. (Browne)
  • The P.S. brings Linda back for the people who skip straight to the bottom. (Halbert)

Writing for clients? The Copy Machine works from the client's brief and flags any claim it can't trace back to it.

See the Copy Machine

Or see another business

The coachThe local studioThe online store

The coach

Maya Okafor, leadership coach

Maya is a former engineering manager who coaches people in their first manager job, and she works alone with a part-time assistant. This campaign turns her free PDF of 12 scripts into booked calls for her eight-week group program.

What they asked for

A Meta ad package for the free Script Pack, the opt-in page, and five emails that end with an invite to a free call.

Read their full brief

Who is asking

Maya Okafor, a leadership coach for first-time managers. Former engineering manager at a logistics software company, coaching for 6 years, 140 managers coached one to one and in groups. Works alone with a part-time assistant.

The lead magnet

"The First 90 Days Script Pack", a free PDF with 12 word-for-word scripts for the conversations new managers dread: the first one-on-one with a former peer, giving hard feedback, saying no to your own boss, handling someone who wanted your job, and eight more.

The paid offer

"Manager Ready", an 8-week small-group program (maximum 8 people), weekly 90-minute live calls plus one private session. $1,200, or 3 payments of $420. Entry is through a free 30-minute discovery call, so the email sequence ends by inviting people to book that call.

The reader

People promoted into their first management role in the last 12 months, often promoted because they were great at the job itself. Now they manage former peers, avoid hard conversations, work late redoing their team's work, and feel like a fraud. Their company gave them no real training.

Proof we can use

  • 140 managers coached over 6 years.
  • Testimonial, Priya S., product manager: "I stopped rewriting my team's work at 11pm. That alone was worth it."
  • Testimonial, James T., operations lead: "The script for managing a former peer saved a friendship and my first review."

Maya's voice (three things she wrote on LinkedIn, write like this)

  1. "Nobody tells you the promotion comes with a new job you've never done. You were hired for being great at the old one. That's not a flaw. It's just the gap, and the gap is learnable."
  2. "If you're redoing your team's work at night, you don't have a time problem. You have a conversation you're avoiding."
  3. "I was a terrible manager for my first year. Kind, well-meaning and terrible. What fixed it wasn't a book, it was having the words ready before the hard moment."

The request, as typed by Maya

Use the Copy Machine. My brief is above. Help me finish my lead magnet funnel for new managers, leading to a booked discovery call:

  1. A Meta ad package that sends people to the free Script Pack.
  2. The opt-in page for the Script Pack.
  3. A 5-email sequence after they download it, ending with an invite to book the free discovery call.

The funnel

Every step a customer goes through, top to bottom. The highlighted steps are in this sample, and the dashed ones are the rest of the path.

  1. 1Ad to the free PDFIn this sample
  2. 2Sign-up page for the free PDFIn this sample
  3. 3Thank-you pageNot in this sample
  4. 4Five emails after the downloadIn this sample
  5. 5Booking the free callNot in this sample
  6. 6The sales callNot in this sample
  7. 7Program sign-up pageNot in this sample

Step 1 of 7 · The ad

Its job: Reach a new manager who fixes the team's work at night, and get the free PDF downloaded.

Maya OkaforSponsored

Every rewrite you do at night is feedback your team never heard.

The First 90 Days Script Pack is 12 word-for-word scripts for the conversations new managers dread. Hard feedback is in there. So is the first one-on-one with a former peer.

I'm Maya Okafor, and I've coached 140 managers over six years. The pack is free. Download it and put the red pen down tonight.

A laptop at night covered in red tracked changes at 11:07 PM, with a sticky note reading "You don't have a time problem. You have a conversation you're avoiding." and the printed First 90 Days Script Pack cover beside it.
Say the hard thing in the daytimeWord for word. Free PDF.Download
Also written: a second opening for this ad, and two more ads

Second opening for the ad above

Meta can run it in place of the ad's first lines and keep whichever brings more buyers.

Walk into your next hard conversation with the words already written.

Second headline: Free: 12 scripts for new managers

A second ad, standard length

Two teammates used to complain about their boss at lunch. Now one is the boss, and their first one-on-one is Thursday.

That first one-on-one is hard because both people know what changed and neither has said it yet. Go in too friendly and nothing changes. Go in too formal and you lose someone you liked working with.

The First 90 Days Script Pack writes that conversation out for you, word for word. It's one of 12 scripts for the conversations new managers dread, including:

  • Giving hard feedback, so you stop fixing the work yourself
  • Saying no to your own boss and keeping their trust
  • Handling the person who wanted your job

James T., an operations lead I coached, said it better than I could: "The script for managing a former peer saved a friendship and my first review."

It's free. Read the peer script before that meeting.

Two headlines, Meta tries both:

  • What to say to a former peer
  • 12 scripts for your first 90 days

A third ad, long

I was a terrible manager for my first year. Kind, well-meaning and terrible.

What fixed it wasn't a book. It was having the words ready before the hard moment.

Most of the hard moments in a first manager job are conversations: the feedback that's overdue, the one-on-one with someone who used to be your peer, the request from above that has to be a no. When people have to find those words on the spot, the message comes out softer than they meant, or the conversation never happens and they fix the problem themselves. The problem comes back, and the sense of being a fraud gets louder.

The First 90 Days Script Pack puts the words in front of you ahead of time. It's 12 word-for-word scripts for the conversations new managers dread, including:

  • Your first one-on-one with a former peer
  • Giving hard feedback, so the fixes stop landing on your evenings
  • Saying no to your own boss
  • Handling someone who wanted your job

I've coached 140 managers over six years, one to one and in groups. Priya S., a product manager, told me: "I stopped rewriting my team's work at 11pm. That alone was worth it." James T., an operations lead, said: "The script for managing a former peer saved a friendship and my first review."

It's a free download. Get it now and start with the conversation that's next on your calendar, before it turns into another late night.

Two headlines, Meta tries both:

  • What fixed my terrible first year
  • The words, ready before you need them

Why it's written this way

The name in brackets is the copywriter whose rule it follows.

  • The first line names a habit they'd recognize, the late-night rewrite, and what it costs: feedback the team never hears. (Masterson and Forde)
  • The image does the scene, a sticky note on a laptop at 11:07 PM, so the words are free to sell the scripts.
  • Ends on one small action for tonight: download it and put the red pen down. (Halbert)

Step 2 of 7 · The sign-up page

Its job: Win the email address by naming the exact conversations the scripts cover.

For first-time managers. Free PDF.

The exact words for the 12 conversations new managers dread

Your first one-on-one with a former peer, the feedback that's overdue, the no your boss needs to hear: The First 90 Days Script Pack writes each one out word for word, so you walk in knowing what you'll say.

First nameEmail

Send me the 12 scripts

Free. The PDF comes straight to your inbox.

Read the rest of the page

The promotion came with a job nobody trained you for

Most first-time managers got there by being great at the work itself. Then the job changed, and the new part is mostly conversations: telling someone their work isn't there yet, pushing back on your own boss, sitting across the table from a friend who now reports to you.

Most leadership advice describes what good managers do. What it rarely hands you is the sentence to say at 3pm on a Tuesday, with the person sitting across from you.

So people do something reasonable. They water the message down, or they skip the conversation and fix the work themselves after hours. The work gets done that night, and the same problem shows up again next week, because the person who made it never heard about it.

That's not a flaw. It's just the gap, and the gap is learnable. The first part to learn is what to say, and you can have that ready before you walk in.

12 scripts, written out word for word

Open the one you need the night before, and walk in with the words.

  • The first one-on-one with a former peer. What to say so the friendship survives the new reporting line.
  • Giving hard feedback. Words that say the hard part plainly, so the person who did the work is the one who fixes it.
  • Saying no to your own boss. How to turn down a request from above without sounding like you can't handle the job.
  • Handling someone who wanted your job. What to say to the teammate who thinks the promotion should have been theirs.
  • Eight more for the rest of your first 90 days.

From someone who was bad at this first

I'm Maya Okafor. Before I coached managers, I was one: an engineering manager at a logistics software company. My first year went badly, and what fixed it was having the words ready before the hard moment.

I've spent the last six years coaching 140 managers, one to one and in groups. These 12 scripts are the words I wish I'd had in that first year.

From managers I've coached

"I stopped rewriting my team's work at 11pm. That alone was worth it."

Priya S., product manager

"The script for managing a former peer saved a friendship and my first review."

James T., operations lead

Read the one you need before your next one-on-one

If there's a conversation on your calendar this week that you'd rather skip, start with that script. Every week it waits, the problem it's about keeps coming back.

Send me the 12 scripts

Why it's written this way

  • The headline promises the exact words for the 12 conversations new managers dread. The reader knows in one line what's in it for them. (Caples)
  • Puts the blame on the training nobody gave them, so the problem sounds learnable.
  • Each bullet sells one conversation and what it protects, like a friendship that has to survive the new reporting line. (Makepeace)

Step 4 of 7 · The five emails

Its job: Get one script used this week, so the day-7 call invite reaches someone who has already tried one.

Tap an email to read it.

Why it's written this way

  • One job and one small step per email: read a script, say it out loud, hand one piece of work back.
  • Email 4 admits where a script runs out, then brings in the program as the help for that part. (Sugarman)
  • Email 5 states the whole deal, price included, and grants that it's a real time commitment before asking for the call. (Kennedy)

Selling what you know? Hand the Copy Machine your offer and a few things you've written, and the drafts come back in your voice.

See the Copy Machine

Or see another business

The agencyThe local studioThe online store

The local studio

Tidewater Reformer

Dana owns a two-location reformer pilates studio in Charleston, still teaches eight classes a week and does the marketing at night. Plenty of people buy her $49 intro, but about a third never book a first class, so this campaign sells the first class as hard as the offer.

What they asked for

A Meta ad package for the intro, a short offer page, and two emails for people who bought but haven't booked.

Read their full brief

Who is asking

Dana Whitfield, owner of Tidewater Reformer, a reformer pilates studio with two locations in Charleston, South Carolina (Mount Pleasant and West Ashley). Open 5 years, 9 instructors. Dana still teaches 8 classes a week and does all the marketing herself, usually at night.

The offer for this campaign

  • Intro offer: 3 classes for $49 (a single class is normally $32), valid for 21 days from the first class, new clients only.
  • Classes are 50 minutes on reformers, maximum 10 people, so every client gets corrected by name.
  • Beginner-friendly "Reformer Foundations" class runs 4 times a week at each location.
  • After the intro, most people move to an unlimited membership at $189 a month.
  • Every first-timer is set up on the reformer by their instructor before class starts.
  • Dana reads and answers replies to the studio's emails herself.
  • Booking: buy the intro online, then book classes in the studio app.

The reader

Women 30-60 in Charleston who have wanted to try reformer pilates but feel intimidated by the machines, worry they are not fit or flexible enough, or had a bad experience in a crowded big-box class. Some have back or posture issues from desk work.

Proof we can use

  • 4.9 stars from 380 Google reviews.
  • Review, Karen M.: "I was scared of the machines. Tasha had me set up in two minutes and I left standing taller."
  • Review, Jen P.: "Small classes, real corrections. I've tried three studios and this is the one I kept."

The problem Dana has right now

Plenty of people buy the intro offer, but about a third never book their first class. She wants those people in the studio.

Dana's rules

Warm, plain, local. No "transform your body", "sculpt", "unleash" or other fitness clichés. No promises about weight loss or medical results.

The request, as typed by Dana

Use the Copy Machine. My brief is above. Help me finish my intro offer campaign for Charleston women who have never tried reformer pilates, leading to buying the 3-for-$49 intro and then actually coming in:

  1. A Meta ad package for the intro offer.
  2. A short offer page for the intro.
  3. Two follow-up emails for people who bought the intro but have not booked their first class yet.

The funnel

Every step a customer goes through, top to bottom. The highlighted steps are in this sample, and the dashed ones are the rest of the path.

  1. 1Intro-offer adIn this sample
  2. 2Offer pageIn this sample
  3. 3CheckoutNot in this sample
  4. 4Emails for buyers who haven't bookedIn this sample
  5. 5The first classNot in this sample
  6. 6After-class follow-upNot in this sample
  7. 7Membership offerNot in this sample

Step 1 of 7 · The ad

Its job: Get a nervous beginner past the machines and into the $49 intro.

Tidewater ReformerSponsored

Springs, straps, a carriage that slides. A reformer looks like a lot until somebody sets it up for you.

At Tidewater Reformer, no class runs more than 10 people, so your instructor has time to get you settled on the reformer and watch you for all 50 minutes.

If you're new, start with Reformer Foundations, our beginner class. It runs 4 times a week at both studios.

We're at 4.9 stars from 380 Google reviews.

Your first 3 classes are $49 (one class is usually $32). New clients only, in Mount Pleasant or West Ashley.

An instructor crouches beside a first-timer on a reformer in a bright, uncrowded studio, with the quote "I was scared of the machines. Tasha had me set up in two minutes and I left standing taller." from Karen M., Google review.
3 reformer classes for $49Max 10 people per classGet offer
Also written: a second opening for this ad, and two more ads

Second opening for the ad above

Meta can run it in place of the ad's first lines and keep whichever brings more buyers.

Try reformer pilates in Charleston with an instructor who sets up your machine and corrects you by name.

Second headline: New to reformer? Start here.

A second ad, standard length

Words on this ad's image (image not shown): Max 10 people. Every one corrected by name.

In a packed reformer class, the instructor can't get to everyone. So people copy whoever's next to them and hope it's right.

At Tidewater Reformer, 10 is the most we'll ever put in a class. That's small enough for your instructor to watch your setup, fix it, and use your name when they do. You're never left guessing whether you've got it right.

  • A beginner class, Reformer Foundations, 4 times a week at each studio
  • Nine instructors, open five years
  • 4.9 stars from 380 Google reviews

"Small classes, real corrections. I've tried three studios and this is the one I kept." Jen P., Google review

Your first 3 classes are $49 (one class is usually $32). New clients only, in Mount Pleasant or West Ashley. Grab the intro, then book a Foundations class in our studio app.

Two headlines, Meta tries both:

  • Your first 3 reformer classes, $49
  • Small reformer classes in Charleston

A third ad, long

Words on this ad's image (image not shown): First time on a reformer? Here's all 50 minutes.

You walk into your first reformer class. There are 10 machines in the room, and one of them is already yours.

The class is Reformer Foundations, and it runs 4 times a week at both our studios. Your instructor gets your reformer set up with you, shows you where your feet and hands go, and learns your name. With 10 people in the room at most, they'll use it.

Then you move. Fifty minutes, at a pace built for people who are new. When something's off, you hear your name and the fix, not a cue called out to the whole room.

By the end, you've done a full reformer class, and the machines don't look so complicated anymore.

Tidewater has been open five years, with nine instructors across Mount Pleasant and West Ashley, and 4.9 stars from 380 Google reviews.

Your first 3 classes are $49 (one class is usually $32), and your 21 days to use them start at your first class. New clients only. Waiting only changes how long you keep wondering what it's like. Buy the intro, then book a Foundations class in our studio app.

Two headlines, Meta tries both:

  • A reformer class built for beginners
  • Your first 3 classes for $49

Why it's written this way

The name in brackets is the copywriter whose rule it follows.

  • Opens on the machine itself: springs, straps, a carriage that slides. A short, plain first line is easy to start reading. (Sugarman)
  • Gives the reason behind the promise: no class runs past 10 people, so the instructor has time to set you up. (Hopkins)
  • Karen's review on the image says the fear out loud, "I was scared of the machines," and answers it in the same breath.

Step 2 of 7 · The offer page

Its job: Sell the intro and get the first class booked right after checkout.

Tidewater Reformer · Mount Pleasant and West Ashley, Charleston

Three reformer classes for $49, each one small enough that your instructor knows your name.

Every class stops at 10 people and runs 50 minutes on the reformer. If you've never been on one, start with Reformer Foundations, our beginner class, 4 times a week at each studio.

Get my 3 classes for $49

New clients only. Your 21 days start at your first class. 4.9 stars from 380 Google reviews.

Read the rest of the page

The machines look complicated. That's fair.

A reformer has springs, straps and a carriage that slides, and the first time you see one it's natural to wonder where your feet are supposed to go. In a big, packed class, the instructor can't get to everyone. So newcomers copy the person next to them, hope it's right, and walk out feeling like reformer isn't for them.

What 10 people per class gets you

  • Your instructor gets your reformer set up with you, so you start class knowing how it moves.
  • Corrections come with your name on them, while you're doing the move, so you know what to change and when you've got it.
  • A beginner class that's actually for beginners. Reformer Foundations runs 4 times a week in Mount Pleasant and 4 times a week in West Ashley.
  • Nine instructors and five years of teaching Charleston, one small class at a time.

Two of our 380 Google reviews (4.9 stars)

"I was scared of the machines. Tasha had me set up in two minutes and I left standing taller."

Karen M., Google review

"Small classes, real corrections. I've tried three studios and this is the one I kept."

Jen P., Google review

How your intro works

  1. Get the intro here: 3 classes for $49. A single class is normally $32.
  2. Open our studio app and book your first class. New to reformer? Pick Reformer Foundations. Do it right after checkout, while you're thinking about it.
  3. Come to class. Your 21 days start that day, so one class a week covers all three.

Before you buy

Do I need to be fit or flexible?
No. Reformer Foundations is built for people who are starting out, and with 10 people in the room your instructor can adjust things for you as you go.

I've never used a reformer. Is that okay?
That's who Foundations is for. Your instructor gets you set up and shows you how it moves before class starts.

Which studio should I pick?
Whichever is easier to get to. Mount Pleasant and West Ashley both run Reformer Foundations 4 times a week.

What if I have a sore back or an old injury?
Tell your instructor before class starts. With 10 people in the room, they have time to listen and keep an eye on you. If you're under a doctor's care, check with them first.

What happens after my three classes?
Most people move to an unlimited membership at $189 a month. You don't have to decide that until you've been in the room.

Who can get the intro?
New clients only.

Three classes, $49, and one of them this week.

Find out what a reformer class actually feels like this week, for $49, in a room where the instructor knows your name. Put it off, and it stays something you're curious about instead of something you've done. Get the intro, then book your first Foundations class in the app right after checkout.

Get my 3 classes for $49

Why it's written this way

  • Agrees with the fear before answering it: "The machines look complicated. That's fair." (Browne)
  • "How your intro works" makes booking the first class step 2, right after checkout. That's the fix for the third who buy and never come in.
  • The close names the true cost of waiting: it stays something you're curious about. (Kennedy)

Step 4 of 7 · Two emails for buyers who haven't booked

Its job: Get people who already paid to book class one.

Tap an email to read it.

Why it's written this way

  • Email 1 walks them through the first class, from the reformer setup to hearing their name with a fix.
  • Email 2's subject turns the whole decision into one tap: Mount Pleasant or West Ashley?
  • Both come from Dana, who still teaches, with a reply door for any worry that isn't the schedule. (Halbert)

Running a local business? Your offer and your real reviews are enough for the Copy Machine to start writing.

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The agencyThe coachThe online store

The online store

Northfold

Northfold is a three-person brand selling one merino T-shirt online in the US and Canada. Meta traffic lands on the product page, but most people who add to cart never finish checkout, so every piece answers price, shipping and risk early.

What they asked for

A cold Meta ad package, the top of the product page, and the first email to people who leave checkout.

Read their full brief

Who is asking

Tom Lindqvist, co-founder of Northfold, a DTC clothing brand selling online only (Shopify), US and Canada. Three people, 4 years old. Tom runs the ads and writes most of the copy.

The product

The Northfold 7-Day Tee, a T-shirt made from 17.5-micron merino wool, knitted in Portugal.

  • Merino resists odour, so you can wear it several days in a row without it smelling (the name comes from customers wearing it for a week of travel).
  • Soft, not itchy. Machine washable, cold, hang dry.
  • $78 each. Bundle: 3 for $198. Free shipping over $100 in the US and Canada.
  • 30-day wear-test guarantee: wear it for 30 days, and if you don't love it, send it back worn for a full refund.

The reader

Men 28-55 who travel for work or pack light, hate overpacking and checked bags, and are tired of cotton tees that smell after one day and lose shape after ten washes. Some have tried cheap "merino" tees that itched or got holes.

Proof we can use

  • 4.7 stars from 2,340 reviews on our site.
  • Review, Mark D.: "Wore it six days straight across three cities. My wife did the smell test. It passed."
  • Review, Chris L.: "Finally a merino tee that doesn't itch. Bought two more."
  • Holes: a small share of customers report small holes after heavy use. The guarantee covers it. Don't claim it never gets holes.

The funnel

Cold traffic from Meta goes to the product page. The cart offers the 3-pack bundle. Most people who add to cart don't finish checkout.

Tom's rules

Confident and dry, a bit of humour, no hype, no fake scarcity. Don't say "sustainable" or "eco". Don't claim you never need to wash it.

The request, as typed by Tom

Use the Copy Machine. My brief is above. Help me finish three things for men who travel light, leading to buying the 7-Day Tee (ideally the 3-pack):

  1. A Meta ad package for cold traffic.
  2. The top of the product page: headline, the short paragraph under it, and the bullets next to the Add to cart button.
  3. The first abandoned-checkout email, sent 1 hour after someone leaves checkout.

The funnel

Every step a customer goes through, top to bottom. The highlighted steps are in this sample, and the dashed ones are the rest of the path.

  1. 1Ad to people new to NorthfoldIn this sample
  2. 2Product pageIn this sample
  3. 3Cart with the 3-packNot in this sample
  4. 4CheckoutNot in this sample
  5. 5Email to people who left checkoutIn this sample
  6. 6Emails after someone buysNot in this sample
  7. 7Ads shown again to page visitorsNot in this sample

Step 1 of 7 · The ad

Its job: Show a traveler that three shirts can cover a week, and send him to the product page.

NorthfoldSponsored

Cotton tees start to smell after one day. That's why a week away usually means seven of them in your bag.

A 7-Day Tee handles several days on its own, because merino resists odor. Three cover the week.

Each one is 17.5-micron merino wool, knitted in Portugal. It's soft, it doesn't itch, and it goes in the machine on cold, then hangs to dry. It also has 4.7 stars from 2,340 reviews on our site, which is more convincing than anything we could say about it.

Three are $198, shipped free in the US and Canada. Wear yours for 30 days, and if you don't love it, send it back worn for a full refund.

Three folded charcoal merino T-shirts stacked on a hotel desk, with a handwritten sticky note: "Wore it six days straight across three cities. My wife did the smell test. It passed." Mark D.
Pack three T-shirts for a whole week3 for $198, shipped freeShop now
Also written: a second opening for this ad, and two more ads

Second opening for the ad above

Meta can run it in place of the ad's first lines and keep whichever brings more buyers.

Three T-shirts will get you through a week away, as long as they're the right three.

Second headline: Wear it again tomorrow. And the next day.

A second ad, standard length

Words on this ad's image (image not shown): Day three. Same shirt.

Mark D. wore the same T-shirt six days straight across three cities. Then his wife did the smell test.

It passed. He said so in his review.

That's merino doing what merino does: it resists odor. Same shirt for the flight, the client dinner and the next morning's meeting, and nobody at the table has to know.

  • 17.5-micron merino, knitted in Portugal, and it doesn't itch
  • Machine wash cold, hang dry, pack again
  • 4.7 stars from 2,340 reviews on our site

Wear it for 30 days. If you don't love it, send it back worn, and you get a full refund.

It's $78 for one. Or get 3 for $198, which is $66 a tee and ships free in the US and Canada.

Until you switch, every trip costs you a clean shirt a day.

Two headlines, Meta tries both:

  • Wear it several days in a row
  • Named for a week of travel

A third ad, long

Words on this ad's image (image not shown): Give wool a second chance.

You can spot a cheap merino tee by mid-afternoon. It's on the guy in the 2 p.m. meeting, scratching at his collar.

A few months later it has a hole in it, and he's back to packing cotton.

The 7-Day Tee is 17.5-micron merino wool, knitted in Portugal. It's soft, and it doesn't itch. Chris L. said it in his review: "Finally a merino tee that doesn't itch. Bought two more."

Merino resists odor, so you can wear it several days in a row without it smelling. That's where the name comes from: customers wore it for a week of travel. When it does need a wash, it goes in the machine on cold and hangs to dry.

Holes are the other thing cheap merino gets remembered for. On ours, a small share of customers report small holes after heavy use. If it happens to yours, the guarantee covers it.

That guarantee is simple. Wear it for 30 days, and if you don't love it, send it back worn for a full refund. You're supposed to wear it, which is the point of a wear test.

It has 4.7 stars from 2,340 reviews on our site. One tee is $78. Three are $198, which is $66 each, ships free in the US and Canada, and covers a week away.

The alternative is a cotton tee for every day of the trip, and you already know how to pack those. Tap Shop now, pick your size, and start the 30 days.

P.S. Yes, you still wash it. Several days of wear, then it goes in the machine on cold and hangs to dry.

Two headlines, Meta tries both:

  • 17.5-micron merino that doesn't itch
  • The straight answer on merino holes

Why it's written this way

The name in brackets is the copywriter whose rule it follows.

  • Starts from what he already packs: seven cotton tees for a week away. (Masterson and Forde)
  • The reason sits right next to the claim: merino resists odor, so three cover the week. (Hopkins)
  • Hands the bragging to the reviews with a dry aside, which sounds like the founder and lowers the reader's guard. (Halbert)

Step 2 of 7 · The product page

Its job: Make the 3-pack the natural choice before he reaches the cart.

The Northfold 7-Day Tee, a charcoal merino T-shirt, laid flat

The 7-Day Tee

Three of these will get you through a week away.

4.7 ★ from 2,340 reviews

The 7-Day Tee is 17.5-micron merino wool, knitted in Portugal. Merino resists odor, so you can wear one several days in a row without it smelling. The four cotton tees you'd normally pack to finish the week can stay in the drawer. We named it after what customers did with it: they wore it for a week of travel.

1 tee · $783-pack · $198 ($66 each) · ships free

Three is what a week away takes: $198 for the set, which is $66 a tee, $36 less than three singles, and it ships free in the US and Canada.

Add to cart

  • Soft merino, no itch. In Chris L.'s words: "Finally a merino tee that doesn't itch. Bought two more."
  • When it does need a wash (it will), it's machine wash cold and hang dry. That's the whole routine.
  • Wear it for 30 days. If you don't love it, send it back worn for a full refund.

Why it's written this way

  • The headline sells three shirts for a week, so three is the number in his head before he sees a price.
  • Facts carry it: 17.5-micron merino, knitted in Portugal, named for what customers did with it. (Ogilvy)
  • The bundle line does the math for him: $66 a tee, $36 less than three singles, shipped free.

Step 5 of 7 · The email to people who left checkout

Its job: Answer what stopped him at checkout and bring him back to finish.

Why it's written this way

  • Answers risk first, the likeliest reason he stopped: wear it 30 days, send it back worn. (Kennedy)
  • Signed by Tom, one of the three people behind the brand, and a reply goes straight to him.
  • The shipping line gives a one-tee cart a true reason to take the 3-pack: it clears the $100 free-shipping line on its own.

Selling online? The Copy Machine writes the ad, the product page and the cart email from your own reviews and guarantee.

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How these were made

  • One brief per business

    Offer, customers, proof and rules on one page. Every name, number and quote in the work comes from it.

  • Each part to a master's rules

    Every part of a piece follows the copywriter who owned that job: Caples for the headline, Halbert for the voice, Kennedy for the offer.

  • Checked until it passed

    A claims check against each business's own rules, the Copy Chief review (a built-in step that checks every draft line by line), then my own final read, fixed each time until it passed.

  • Images made in house

    Built from my library of proven image ads, with every word on the image checked for spelling. The images are separate from the Copy Machine, which writes the words.

Now put the same method to work on your business.

The Copy Machine puts this method into your own AI, with the Copy Chief review and the claims check built in. It asks about your business and saves the answers as your brief, because every line on this page started from one. The brief is the part only you can bring.

  • Writes the ads, landing pages, product pages and emails you ship, starting the same day.
  • The Copy Chief reviews every draft before you see it and marks the exact line to fix.
  • It won't invent a number, a quote or a result, and it flags any line it can't trace to your facts.

See the Copy Machine

14-day refund: run a real asset through the full pipeline. If the output doesn't beat what you were shipping before, send it with one email and get your money back.