Messaging & Copywriting for LHT Learning
Messaging that Drives Business for a Business that Drives Learning Solutions
Project Overview
Too many organizations burden their teams with dull and dated training that just doesn't stick. What should be memorable eLearning experiences frequently devolve into “click next” training that employees don’t retain and prevents them from reaching their full potential.
Luckily for businesses like these, LHT Learning — an award-winning digital learning consultant — understood the need to connect business ideas to employee action and was uniquely poised to help them.
The issue?
LHT helps clients construct outside-the-box digital training that deliver meaningful results. But while they had the learning solutions to drive action for their clients, their website wasn’t driving clients to do business with them. Why? Well, despite being in business for so long, it turns out they really didn’t know how to talk about themselves.
That’s when LHT President Dan Longhouse realized it was time to get a fresh set of eyes. They called up Murphy Marketing and said, “we want to communicate that we do more than just produce training.” They needed to help clients understand that they develop custom, innovative training that can help employees actually engage and retain information that produce real results for their organizations.
And so, Murphy Marketing founder Katie Lantukh and her team of copywriting experts got right to work to help LHT Learning untangle their brand’s message.
“It was very helpful to find a writing team who could bring an outside perspective.
We wanted to fit everything into our website, and Katie and her team helped us identify what was truly important. ”
↠ DAN LONGHOUSE | founder, PRESIDENT AT LHT LEARNING
Our Approach
The Murphy team employed the StoryBrand framework to craft an umbrella brand message that helped clarify the unique value that LHT brought to big-name companies like Pfizer, Johnson & Johnson, Valvoline and others. By facilitating live review sessions with LHT, we ensured feedback was solicited and understood at every turn — a hallmark of the Murphy Marketing process and value system. After all, we believe this business is best as a team sport.
Once we established a clear, overarching message, we dove into systematically creating sub-message guides for LHT’s verticals, healthcare and sales. Then, we took those crystal-clear messages to develop homepage and landing page content that was hiding behind their words all along.
GOALS
✔ Integrate the StoryBrand framework across LHT’s marketing
✔ Develop website messaging with the “right” words that pull LHT’s audience in
✔ Alleviate capacity issues to enable the LHT team to prioritize projects and expertly serve their clients
THE RESULTS
What LHT had lost in confusing messaging, they gained back (and more) in collaboration with Murphy Marketing.
Together, they delivered a new website with crystalline content that helped them be heard and understood by their audience.
Better yet, they achieved some seriously measurable results, including 150+ clients who keep coming back for more, a 55% increase in client sales after an LHT training program, and took home a top award for excellence in corporate learning, plus three communicator awards by years’ end!
Note: Katie was a Certified StoryBrand Guide 2019-2023
In progress
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