The Celeste Moore Consulting Project

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The BTL Client

Celeste Moore is a dating and image consultant for modern mid-life men looking for discreet, professional assistance finding love. 

Using her 15 years of industry experience, her unique female perspective, and her extensive knowledge of how men think, she offers the modern man a transformational experience from beginning to end—helping them gain more confidence, get more dates, & feel more comfortable in who they are and how they look.

Here’s a sneak preview of her About page:


The Project Details

Working with Celeste was such a fun change of pace for me, because her ideal client is wildly different than the target audience I’m used to marketing to—something I loved so much about this project. (More on that below!)


  • Brand strategy
  • Brand positioning
  • Brand messaging
  • Website copywriting
  • Client questionnaire copy
  • Client proposal copy
  • Client welcome handbook copy and design


The Ideal Client Avatar

Meet Philip, a 44-year-old medical professional based on the East Coast. He lives in a very comfortable multi-million dollar apartment on the coast, however he doesn’t have much free time to spend there between work, staying active, and jet-setting to a vineyard every once in a while with his close-knit friend group.

He’s been completely wrapped up in his career as an entrepreneur for the better part of the last two decades, and is now wishing he’d put effort into finding a partner. He’s ready to put himself out there and start dating because he’s lonely, but he isn’t confident that he knows how to put his best foot forward.

He’d love assistance with figuring out a personal style that suits him—as well as help with everything from finding a date to communicating with women to navigating the sexual relationship—but he’s a bit embarrassed that he even needs this support in the first place, so he’s only interested in working with a dating and image consultant that vows to be discreet. 

Although, it is important to note that he is very open-minded, and is willing to graciously accept the advice given to him by his consultant. All he wants is an amazing person to spend his time traveling and enjoying life with. 

Philip is more than willing to invest as much as it takes to improve his confidence and to find a lasting romantic relationship, and all he needs now is to get in contact with a consultant that is direct, professional, and experienced to help him reach his goals. 

Wants, Needs & Desires

  • To find a loving partner who is also a good match and fits his lifestyle 
  • The confidence to get out into the world of dating 
  • To look and feel better as a whole 
  • The knowledge he’s currently lacking about how to communicate with women (what to say on dates, when to call them, etc)
  • The right hairstyle, wardrobe, and aesthetics to match his personality
  • A woman’s opinion on his current situation (and how to improve it)
  • To learn how to ask a woman for her number without feeling weird 
  • To understand non-verbal communication and social cues better


Pain Points

  • Not sure how to dress or carry himself on a date
  • Can’t find a date / doesn’t know how to ask a woman out 
  • Has no clue what to wear or how to properly present himself and look attractive
  • Doesn’t know how to flirt or talk to women without getting awkward and fumbling his words 
  • Unsure about dating etiquette 
  • Can’t tell if women like him back 
  • Doesn’t know where to take a woman on a first date
  • Wishes he knew how to appeal to women (whether it be setting up an attractive dating profile or meeting them in person)
  • Unsure how to choose the right partner 
  • Nervous about attracting the wrong women 


Internal Feelings

  • Not confident enough to start dating
  • Unsure about himself and his appearance
  • Doesn’t know how to act on a date
  • Uncomfortable flirting with and courting women
  • Insecure about his ability to find (and keep) a relationship
  • Confused about how to know when a woman likes him back


Hesitations + Anxieties

  • Embarrassed about needing help with his appearance and romantic relationships
  • Has a bit of a bruised ego when it comes to admitting the actual current state of his appearance and dating life
  • Nervous that others will find out he’s worked with a dating and image consultant
  • Sometimes thinks he’s not the problem, and that he looks/acts fine, and is confused about whether he’s the reason for his lack of ability to get a date or keep a relationship



  • Guaranteed confidentiality / discreet relationship
  • Assurance that no one will ever find out about the assistance he received
  • Liking what he hears in the initial consultation (where Celeste is able to showcase her expertise by sharing more about the process and her initial thoughts about his situation)


Motivational Triggers

  • The realization that he’s not getting any younger, and that if he wants to find a partner he should start putting in the work now
  • Overwhelming desire to be accepted and desired by women 
  • Knows he needs help refining his image and advice on grooming in order to feel that he’s doing what it takes to make women find him attractive and appealing


How We Spoke His Language



The Best Parts

My personal favorites part of this project were the boardroom and bedroom sentence on the above photo (in the “how do you know if you need a dating and image consultant?” section) and the “so, you don’t want to be alone…” section.

I also love the homepage introduction [see below] and the main headline on the About page [see above].


Celeste’s Feedback

“From the very first call I had with Sara, I knew she would deliver what I was looking for. In fact, I was surprised that it was even more than I had imagined. She truly captured the essence of me and my business, and I was delighted by the depth of questions she asked to do so. Without her, my website would not describe my business or portray how fabulous it is! Sara has a special gift of saying what is in our thoughts, written so beautifully. I could not have done this without her and anyone that gets to work with her is lucky!” — Celeste Moore

The Final Product

The Celeste Moore Consulting website is the perfect example of minimal yet effective copy, proving that it’s possible to infuse elements of personality and increase conversion while going light on the words and heavy on the message. 

Check out the final website here!

Brand messaging and website copywriting: Between The Lines Copywriting

Brand and web design: Lindsay Mariko Design

If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:

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Hi, I'm Sara—Website Copywriter & Marketing Mentor.

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