Lois Mac – The Obvious Choice

1. Introduction to the Product

The Obvious Choice is a powerful and transformative copywriting course designed by Lois Mac, a seasoned creative and the founder of Up Club. This course stands out in the world of online content and marketing because it prioritizes authentic expression, community-focused messaging, and sustainable content creation over formulaic or gimmicky tactics. Instead of teaching you how to chase trends or manipulate your audience into action, this program guides you to become the person your audience naturally wants to follow and buy from. It’s about becoming the “obvious choice” in your niche—someone whose voice stands out with clarity, purpose, and resonance.

The course doesn’t focus on traditional sales copy formulas or aggressive marketing. Instead, it’s centered on helping writers, creators, and entrepreneurs discover and own their voice, nurture communities around their ideas, and create content that genuinely reflects their values and expertise. It’s about writing with conviction, communicating with care, and building long-term trust with the people you’re meant to serve. Whether you’re writing posts for social media, newsletters, or sales pages, this course teaches you to approach your work with a blend of creativity, strategy, and humanity.

2. Goals of the Product

The Obvious Choice is built around clear and meaningful goals that serve both the creative and strategic sides of content creation. Here are the key outcomes the course is designed to deliver:

• Confidence in your voice: Help participants uncover and confidently use their authentic voice in all types of content, making their writing unmistakably their own.
• Community-building through content: Enable creators to start and lead meaningful conversations that align with their values and resonate with their audience.
• Subtle and sincere selling: Teach participants how to weave their offers and services into content naturally, so that selling doesn’t feel like selling.
• Creative consistency: Provide a sustainable framework for content creation that supports ongoing ideation and inspiration without burning out.
• Thought leadership: Equip users to articulate original ideas, perspectives, and philosophies that help them become respected and recognized voices in their space.

3. Content Overview or Modules Breakdown

The course is structured around six key modules. Each one builds on the last and introduces tools and concepts that make writing for your business feel more like a creative practice than a marketing chore:

1. Defining Your Table Conversations:

   This module helps you get clear on the core ideas and themes your brand stands for. It guides you to identify the conversations you’re meant to lead—the ones that define your space and speak directly to your ideal audience. Using a metaphor of a dinner party, this lesson frames your content as an invitation to join an ongoing dialogue around what matters to your community.

2. Exploring and Owning Your Voice:

   Here, the focus is on discovering your voice as a writer and business owner. Instead of trying to sound like someone else, you’ll learn how to write in a way that reflects your personality, background, and story. This lesson emphasizes voice authenticity and helps you feel more connected and confident when you publish.

3. Growing Your Idea Jungle:

   This module introduces an idea generation system that ensures you’ll never run out of things to write about. It focuses on capturing raw thoughts and insights, then organizing them into evergreen content themes that support your message. The emphasis is on nurturing creativity over trying to “hack” virality.

4. The Art of Selling Without Selling:

   Here, you’ll learn how to integrate your offers, services, and invitations into your content without disrupting the natural flow of conversation. This module teaches the psychology of attraction and shows how to position your work in a way that’s clear, confident, and compelling—without relying on scarcity, urgency, or pressure.

5. Mastering Specificity:

   Vague writing repels readers. Specific writing connects. In this lesson, you’ll explore how to make your content more specific, emotional, and relevant. You’ll practice turning abstract concepts into real stories, details, and examples that land with clarity and power.

6. Write Like You Mean It:

   This final module brings it all together and focuses on how to create a body of work that builds trust, loyalty, and brand recognition. You’ll learn how to express your unique perspectives on familiar topics and how to challenge, inspire, and motivate your audience in ways that feel aligned with your mission.

In addition to these modules, the course also includes:

• A Notion Dashboard: A workspace to store, track, and organize your content ideas and posts.
• The Obvious Choice Workbook: A downloadable workbook filled with journal prompts, writing exercises, and implementation guidance.

4. Benefits of the Product

What sets The Obvious Choice apart is its deeply human approach to marketing and writing. Here are just some of the benefits participants can expect:

• Clarity and focus: You’ll gain a crystal-clear understanding of what you want to say, who you want to say it to, and why it matters.
• Authentic content creation: Instead of feeling like you’re performing for the algorithm, you’ll write in a way that feels natural, fulfilling, and true to you.
• Consistent idea generation: Say goodbye to content blocks. With the “Idea Jungle” system, you’ll always have something powerful to share.
• Aligned selling: Your offers will feel like a natural extension of your message, and your audience will feel inspired to engage—not pushed to buy.
• Community leadership: You’ll become a go-to thought leader in your niche by showing up consistently and clearly on topics that matter to your audience.
• Sustainable marketing: Everything in the course is designed to be repeatable and manageable—no hustle culture, just honest, ongoing connection through writing.

5. Target Audience for the Product

This course is perfect for:

• Entrepreneurs and solopreneurs who want to use content as a way to build relationships and sell without pressure.
• Writers, creatives, and coaches looking to articulate their ideas with more clarity and resonance.
• Freelancers and consultants who rely on social media or email to connect with and convert clients.
• Creators and influencers wanting to build a more intentional and loyal audience around their values and perspective.
• Anyone tired of “hacks” and “templates” and ready to create content that actually feels good and effective.

6. Conclusion with a Summary

The Obvious Choice is more than just a writing course—it’s a mindset shift for how creators and entrepreneurs approach content. By focusing on authenticity, trust, and clarity, this program helps individuals stand out in noisy online spaces. With a clear structure, thoughtful exercises, and generous resources, the course supports both the creative spirit and the business goals of its students. If you’re looking to become the person your audience looks to, listens to, and buys from—naturally and consistently—this course is designed to make you the obvious choice.

Click Here to Get Lois Mac – The Obvious Choice