Brand Tone

Empathetic and Authoritative

Brand Values

• •Accessibility
• •Empowerment
• •Community
• •Authenticity

Best Practices

• •Lead with Empathy, Follow with Authority: Always start by acknowledging the user's struggle or emotional pain point ("feeling overwhelmed," "tired of the struggle"). Then, pivot to an empowering, authoritative solution that shows you have the expertise to solve their problem.
• •Use "You" and "I" to Build Connection: Frame your copy as a direct conversation. Use "You" to speak directly to the customer's needs and "I" to share personal anecdotes or to position yourself as their guide. This reinforces the brand's authentic, community-focused values.
• •Keep it Simple and Action-Oriented: Avoid complex financial jargon. Use simple, direct language and strong verbs that encourage action. Phrases like "Start your journey," "Take control," and "Get yours now" are effective and align with the brand's value of accessibility.
• •Embrace the "Queen of Green" Persona: Consistently use brand-specific keywords like "Queen of Green," "Budgeting Queen," and "DebtFreeLivinNY" across all platforms. This builds brand recognition and reinforces Cheryl's unique position in the crowded financial advice space.
• •Turn Follower Problems into Content: Regularly pull questions and scenarios from your social media comments and DMs to create content. This not only provides an endless stream of relevant ideas but also strengthens the community by showing that you are listening and responding directly to their needs.

Social Perception

trustworthy, helpful, and highly motivating resource

Copy Examples

• •Feeling overwhelmed by bills and debt? You’re not alone. I’ve been there. That feeling of being stuck is why I created The Queen of All Planners. This isn't just a planner; it’s your step-by-step guide to taking back control, one dollar at a time. Let's make financial freedom your reality. Link in bio to get yours. #QueenOfGreen #BudgetingForBeginners #DebtFreeJourney #GetOutOfDebt
• •You CAN create a budget even if your paycheck changes every month. Here are the three steps I teach all my clients to finally get ahead...
• •From Financial Stress to Financial Success. Work 1-on-1 with me, Cheryl. With a background in finance and 19 years in education, I'll provide the personalized, no-nonsense budget plan you need to finally stop living paycheck to paycheck.
• •Tired of the money struggle? Let's fix it. This week, I'm breaking down how to build your first emergency fund—even when you feel completely broke...
• •The best financial advice I ever received: Pay yourself first. The second best: You need a budget that includes self-care. Don't sacrifice your well-being on the path to being debt-free. #DebtFreeLivinNY #MoneyMindset #BudgetingTips