Full-Funnel Copywriting · B2B Course · ADHD Entrepreneurs

Done by Noon

A complete go-to-market content system for a B2B productivity course — from avatar research through a full course portal. Built as a spec work portfolio demonstrating end-to-end funnel copywriting and course content development.

7
Deliverables
25
Course Lessons
28
Meta Ads
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Project Type
Spec Work Portfolio Piece
Niche
ADHD Entrepreneurs & Freelancers
Services Demonstrated
Copywriting, Course Development, Funnel Strategy
Product
$147 Six-Week Deep Work Course
The Brief

A market that was waiting to be served

Most productivity content is built for neurotypical brains. ADHD entrepreneurs — a growing, highly engaged, and deeply underserved segment — spend years trying tools that were never designed for how their minds actually work. The shame spiral that follows every failed system is both the emotional core of this market and its primary acquisition hook.

Done by Noon was built around a single reframe: the system was wrong, not you. Every piece of content in this project — from the avatar research through the final course lesson — returns to that premise and builds on it. The copy does not sell features. It sells recognition, and then trust.

This project demonstrates the ability to develop a complete content ecosystem from first principles: market research, avatar construction, funnel architecture, long-form sales copy, email sequences, paid social, and curriculum development — all strategically coherent and brand-consistent across every touchpoint.

What Was Built

Seven deliverables.
One coherent system.

7 assets · full funnel
01
Avatar Research Document
7-section deep-dive into Marcus, the ADHD freelancer composite. Voice of customer, psychographics, buying journey, competitive landscape, copy principles.
Strategy
02
Lead Magnet Landing Page
Free 5-day email course opt-in. Hero with inline form, problem section, course preview, social proof strip, dual CTAs. Full HTML/CSS.
Copywriting
03
5-Day Email Course (EEC)
Dickie Bush-style educational email sequence. Days 1–3 pure value, Day 4 soft plant, Day 5 natural pivot. Peer-to-peer voice, zero selling pressure.
Copywriting
04
Sales Page
Long-form $147 course sales page. Problem deep-dive, founder story, 6-week curriculum accordion, 6 testimonials, objection handling, guarantee, dual pricing.
Copywriting
05
Meta Ads — Lead Gen Suite
12 ads across 4 formats (static, video, carousel, story). 3 variations each: pain-led, reframe-led, curiosity-led. Full copy, image direction, targeting notes.
Paid Social
06
Meta Ads — Direct to Sale Suite
16 ads across 4 formats × cold and warm audiences. Price-qualified copy, social proof variations, objection-led retargeting. Full funnel sequencing notes.
Paid Social
07
Full Course Portal
25 complete lessons across 6 weeks. Password-protected student portal with progress tracking, lesson navigation, exercises, and completion screen. Deployable to any host.
Course Dev
How It Was Approached

Strategy before a single word
of copy was written

01
Market Positioning First
The niche was chosen for a specific reason: ADHD entrepreneurs are a psychographically distinct audience with earned skepticism toward generic productivity content. That skepticism is the acquisition strategy. The copy leads with recognition of why other systems failed, not features of this one.
02
Voice Before Copy
Every piece was written in a documented voice: Alex, a peer who figured this out rather than a guru who transcended it. The voice was defined before any copy was written, so every touchpoint from email sequence to course lesson sounds like the same person talking.
03
Funnel Coherence
Each asset was built to hand off cleanly to the next. The EEC plants the course. The sales page handles the objections the EEC raised. The ads feed the landing page with copy that matches what the landing page delivers. Nothing is standalone.
The Full Funnel

Every touchpoint accounted for

01 · Awareness
Meta Ads (Cold)
Pain-led and reframe-led static, video, carousel, and story ads driving to the lead magnet landing page.
02 · Capture
Landing Page
Free 5-day email course opt-in. Problem-aware, solution-curious audience converts here.
03 · Nurture
Email Course
5 days of genuine value. Trust built through teaching. Soft sell on Day 4, natural pivot on Day 5.
04 · Convert
Sales Page
Long-form $147 course offer. Handles every objection raised during the nurture sequence.
05 · Retarget
Meta Ads (Warm)
Social proof-led and objection-led ads to visitors who clicked through but did not purchase.
06 · Deliver
Course Portal
25-lesson password-protected portal. Consistent brand voice from first ad to final lesson.
Work Together

Need a funnel built
like this for your client?

I build complete content systems: research, copy, email sequences, paid social, and course content. Not just individual assets.

View Upwork Profile → Explore the Course Portal
🔑 Course portal password: focus2024