Portfolio — 100% Original Copy By Umer Khan

Not a Google Doc of headlines.
Live in the wild.

Anyone can send you a Word document full of ad copy. Here is what that copy actually looks like — inside Facebook's feed, inside Instagram, inside the inbox, inside a real browser. Every example uses fictional demo brands to protect client confidentiality.

5 touchpoints Interactive mockups Every word by Umer
Explore the work
// The Full Path

One customer, five touchpoints.
Every one written to sell the next.

This is the sequence real med spa patients walk through. Follow it in order, or jump to whichever one you want to see first.

Live in the feed
Platform
Angle
Touchpoint 01 · Angle: Second Opinion

Forme Aesthetic
Injectable consultation

The ask: Turn a cold Facebook user — already quoted somewhere else — into a booking. Without competing on price, without a discount, without a before/after.

🔍💬
F
Forme Aesthetic
Sponsored ·
Get a second opinion on your face. Bring the treatment plan another clinic wrote for you. We'll cross off what you don't need. Free, thirty minutes, no obligation.

Here's why we're able to do that.

Our injectors are paid a flat rate — the same wage whether you leave with three syringes or none. No commission, no unit targets, no package quotas.

So when a licensed Nurse Practitioner looks at your face and thinks you don't need what you've booked, she says so. Even with your card already on the counter.

What happens at the appointment:

We start below what you asked for. You can add in two weeks. You can't subtract on the day.

You're told, in writing, what you don't need.

If the honest answer is "nothing yet," you leave with that and no charge.

And if you do go ahead and don't love it — hyaluronic acid filler can usually be dissolved within 24–48 hours, and Botox fades on its own in three to four months. The treatment was always reversible. The judgement behind it is the part that isn't.

Bring the quote. Or bring nothing — that works too.

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Forme Aesthetic second-opinion consultation creative
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Why this angle works

"Bring the quote" is the CTA

Instead of asking cold traffic to trust a stranger, the ad tells them to bring what they already have. That single instruction reframes the visit from "sales pitch" to "audit."

Flat-rate pay disclosure

Naming that injectors are paid a flat wage — not commission — kills the "why should I trust their advice" question before the reader even asks it.

Reversibility, pre-empted

The copy mentions HA filler dissolves in 24–48 hours and Botox fades in months — killing the "what if I hate it" fear inside the ad, not on the landing page.

Project Details
BrandForme Aesthetic
ProductInjectable Consultation
TargetAlready-quoted shoppers
Core FearBeing upsold on syringes
OfferFree 30-min consult
ObjectiveCold to consultation
AngleSecond Opinion
Written ByUmer Khan
FORME Book a consult

N° 01  —  The Forme Philosophy

The consultation that sometimes says no.

Our injectors earn the same whether they use one syringe or ten. So they can tell you what a room built on commission cannot — that today, you don’t need anything.

Book my consult

Salaried clinicians  ·  Written plans  ·  No packages

A Forme provider in soft natural morning light
A first consult, in real light.
One The Mechanism

Commission changes what a needle does.

In most rooms, the injector’s pay grows with your syringe count. It’s the industry standard, and no one talks about it. But that single fact quietly changes every recommendation you’ll ever hear inside one.

Ours are salaried. Same paycheck at the end of the month whether you leave with two units or twenty. It sounds small. It changes everything.

  1. 01

    In most clinics, the person holding the syringe is paid on what leaves the room. Nobody advertises this out loud.

  2. 02

    Ours is paid a flat rate. Same wage whether you leave with three syringes or none.

  3. 03

    So the honest answer isn’t a marketing line. It’s the only answer she’s paid to give.

A quiet interior detail from the clinic
The room where restraint is negotiated.
Two Inside the Consult

Four rules. Every face. Every time.

  1. i

    Map the face in real light.

    Not the clinical LEDs designed to exaggerate every line and manufacture a reason. A window, a mirror, and the face you actually live in.

  2. ii

    Start below what you asked for.

    You can add in two weeks. You can’t subtract on the day. So we start at the smallest dose that will actually do something — not the largest one you would agree to.

  3. iii

    Show the written plan before the tray.

    Whatever we recommend, you see it in writing before anything sharp comes near you. If it doesn’t feel right, we stop — and you leave with nothing on your card and a plan in your hand.

  4. iv

    Only what dissolves.

    HA filler dissolves in about 24 hours with an FDA-approved enzyme. Botox fades in three to four months. Nothing we do here is permanent. The worst case is a second appointment, not a face you have to live with.

Three Your Consultation

A consult built to slow you down, not sell you up.

  • Forty minutes with a licensed Nurse Practitioner — not fifteen, not stacked between injections $140
  • Face-mapping in real light, with your written treatment plan to take home $120
  • A conservative-dose recommendation from a salaried injector, not a commissioned one $180
  • Zero same-day pressure to book — no packages, no discounts, no countdown $80
  • A straight answer to what you actually need — even if the answer is nothing yet priceless
Total value $520+
Your price today $0
Book my consult

No obligation to book any treatment. No card required to reserve your consultation.

Four Honestly, Then

The questions we get before people book.

Isn’t a salaried clinic more expensive?

No. Our per-syringe pricing sits at or below the local average. What changes is what happens in the room, not what you pay when you leave.

How do I know she won’t just recommend the maximum anyway?

Because the incentive is gone. And because you leave with a written plan you can take to any second opinion. If we’re not being honest, another injector will tell you.

What if I actually do want more?

You can ask. We’ll consider it against your face, not against a quota. Sometimes the answer is yes. Sometimes it’s not today.

Are the injectors qualified?

All Forme injectors are licensed medical professionals — registered nurses or physician assistants — and every plan is reviewed by our medical director.

What if I hate it and I’m stuck with it?

You aren’t. HA filler dissolves within about 24 hours using an FDA-approved enzyme. Botox fades in three to four months. The worst case is a second appointment, not a face you can’t undo.

Your consultation is with

Claire Bennett, NP

Licensed Nurse Practitioner  ·  15 years injecting  ·  Salaried, not commissioned

She’s the same injector you’ll see at your follow-up. Every visit. That’s the whole point.

One last thought

Come find out what you don’t need.

Consultations are 40 minutes and complimentary with a licensed medical provider. No treatment is administered or sold at the consultation itself. Some patients don’t qualify for treatment — we’ll say so. 18+. Individual results vary. FDA-approved products only.

© 2026 Forme Aesthetic A physician-led medical practice.
Touchpoint 02 · Editorial Narrative

The Landing Page
The consultation that sometimes says no

The ask: Take a woman who’s tired of every med-spa page looking the same — the pink gradients, the smiling faces, the "book now" popups — and hand her something that reads like a magazine, not a sales pitch. Every scroll earns the booking.

Why this page converts

Reads like a magazine, not a sales page

Chapter numbers, italicized emphasis, one idea per section. Slows the reader down and makes the offer feel like a considered read — the opposite of every "book now" popup in her feed.

Names the mechanism nobody names

"Salaried, not commissioned" is the single sentence the category hides. Naming it out loud reframes every discount ad in her feed as a warning sign — without pointing at one competitor.

One question, staged four ways

Mechanism → Method → Offer → Q&A. Each chapter answers one objection completely before the next opens. She’s never asked to hold two thoughts at once.

Project Details
BrandForme Aesthetic
ProductFree 40-min Consultation
TargetWomen 35–55, previously quoted
Core FearBeing upsold by a commissioned injector
Offer40-min consult, $520+ value, $0 price
ObjectiveCold traffic to booked consult
FrameworkEditorial narrative + Reciprocity
Written ByUmer Khan
FORME Book a consult
A Forme provider preparing for a consultation in natural light

The Consult-First Method · Applied to Botox

Botox that leaves you looking rested. Not different.

A forty-minute consult. A written plan. And — if you decide to go ahead — the smallest dose that will actually do something.

Salaried clinicians  ·  Written plans  ·  Conservative doses

15
Years injecting experience
8,000+
Treatments performed
$0
First consultation
40
Minutes, minimum

The Three Areas

Where Botox goes at Forme.

We treat three specific regions. Not all three on your first visit unless the map supports it. The unit ranges below are typical starting doses — your written plan will show exactly how many, and where.

Forehead lines

The horizontal lines that appear when you raise your brows. Not the ones that stay at rest.

Typical dose 6–12 units

Glabella

The vertical lines between your brows. What most patients notice first — and what most clinics over-inject.

Typical dose 10–20 units

Crow’s feet

The lines that fan out from the corner of your eyes when you smile. Often the last area we recommend, not the first.

Typical dose 4–8 units

Our Approach

The Consult-First, Conservative-Dose Method.

  1. 01

    We meet before we touch anything.

    Nothing on the tray for the first thirty minutes. A window, a mirror, a marker. You’ll see where your face moves and where it doesn’t — in real light.

  2. 02

    You leave with a written plan.

    Exactly what would be treated, with how much, and what the total would be — on paper, in your hand. Yours to keep, yours to compare, yours to sit with.

  3. 03

    The dose starts below the median.

    You can always add at week two. You can’t subtract on the day. So we start small — even if you asked for more.

  4. 04

    Your touch-up is included.

    Day fourteen is when the dose fully settles. If any area needs adjustment, we adjust it. No charge — always.

The mapping room at Forme Aesthetic
The mapping room. North light. A mirror. A marker.
Claire Bennett, NP

Meet Your Injector

Claire Bennett, NP

Licensed Nurse Practitioner  ·  15 years injecting  ·  8,000+ treatments performed

Claire Bennett came to Forme after ten years running her own solo injection practice. She’d watched the industry get louder about the wrong things — and quieter about the ones that mattered. So she came here: where the pay is fixed, the plans are written, and the answer is sometimes not yet.

“My job isn’t to change your face. It’s to notice it.”

What You Take Home

The written plan is yours.

Every consult ends with a printed treatment plan — exactly what would be done, how much, where. Yours to take to any other clinic. Yours to put in a drawer for six months. Yours to bring back next year, or not at all.

FORME AESTHETIC
Treatment Plan · Prepared in consult, on paper
Treatment Area Units Cost
Forehead lines 8 units $96
Glabella (between brows) 12 units $144
Crow’s feet not today
Starting dose today 20 units $240

Suggested touch-up at day 14. Included in first treatment fee.

— Claire Bennett, NP

After the Visit

The next fourteen days.

Day 0
You leave.

No visible change. Minor red dots at each injection site fade in about an hour. Makeup is fine after four hours.

Day 3–7
It softens.

The resting tension starts to relax. Movement stays. What changes is the pull you didn’t know was there.

Day 14
Your touch-up.

The dose settles by day 14. If anything needs adjusting, we adjust it. Included in your first treatment — always.

Month 3–4
It fades.

Botox metabolizes gradually. You’ll see the movement returning before the lines do. Come back when you’re ready.

In Their Words

What patients wrote after their consult.

★★★★★

“Talked me out of two areas.”

Booked three areas. Left with one. Injector was straightforward — said “you don’t need what you asked for” and drew me a smaller plan. Been back twice since.

A.M. · Consult, then treatment
★★★★★

“First place that didn’t sell me a package.”

I’ve been to four other clinics. Every one tried to sell me a “membership” or a bundle. Forme wrote me a plan and told me to compare it. I did. It was fair. So I booked.

K.R. · New patient
★★★★★

“She said ‘not today’.”

Wanted my forehead treated. She said the lines I was worried about weren’t from my forehead — they were from squinting. Suggested I fix my prescription first. Free consult saved me $250.

J.T. · Consult only

The Specifics

Everything else, in one page.

What

Botox® (onabotulinumtoxinA). A purified protein that temporarily relaxes specific expression muscles. FDA-approved for cosmetic use since 2002.

Where

Forehead lines, glabella (between the brows), crow’s feet. We treat these three areas most commonly — but never all three on your first visit unless the map supports it.

How Much

$12 per unit. Most first-time patients use 20–30 units total. Your written plan will show exactly how many, and where.

Not For

Pregnancy or nursing, allergy to any Botox ingredient, active skin infection at the site, or certain neuromuscular conditions. We’ll cover this in your consult.

One decision. Then it’s yours.

Book the visit that might tell you not yet.

Consultations are 40 minutes and complimentary with a licensed medical provider. No treatment is administered or sold at the consultation itself. Botox® is a prescription-only medication with real risks and side effects — we’ll cover them in your consult. Some patients don’t qualify — we’ll say so. 18+. Individual results vary. FDA-approved products only.

© 2026 Forme Aesthetic A physician-led medical practice.
Touchpoint 03 · Treatment Page

Forme Aesthetic
Botox / The Consult-First Method

The ask: Take a woman who’s been researching Botox for months and can’t tell one clinic apart from another. Give her a treatment page that answers every trust question a 2026 patient asks — and does it in FORME’s brand voice, not the industry’s.

Why this page books

The written plan mockup IS the pitch

Every clinic promises a "personalized consultation." Forme shows what she'll leave with — a rendered plan with one area crossed off. Nobody else in category renders their deliverable visually. Instant differentiation without a single claim.

Provider is the trust anchor

2026 med spa pages that convert lead with a real named injector, credentials, years, and treatment count. The provider spotlight and stats band land those trust signals early — before she has to scroll for them.

Reviews frame restraint as premium

"Talked me out of two areas." "She said not today." Every review reinforces the anti-upsell mechanism — positioning restraint as the luxury signal, not the discount signal.

Project Details
BrandForme Aesthetic
ProductBotox Consultation & Treatment
TargetWomen 30–55, mid-research
Core FearOverdone / paying for units not needed
OfferFree 40-min consult, $12/unit
ObjectiveBook the consultation
Framework2026 conversion architecture, FORME brand
Written ByUmer Khan
Gmail
Upgrade
U

The Full Sequence

Five notes. Twelve days.
Zero pressure.

Email 01 Immediate (within 15 min of sign-up) Stage: Unaware

You’re in. Here’s what happens next.

C
Claire Bennett
to me
10:32 AM (2 min ago)

Hi [Name],

You signed up. Thank you.

I want to be upfront about what happens now. You will not get a daily email from us. You will not get a coupon code. You will not get pressured to book anything, ever.

What you will get, over the next couple of weeks, is a small handful of notes from me about how Forme thinks about aesthetic treatments. It is different from most places. Quieter. Slower. Sometimes even a little boring.

The next note comes in two days. It is about the one question we ask every new patient on their first visit that most clinics never think to ask.

Talk soon,
Claire Bennett
Nurse Practitioner, Forme Aesthetic

P.S. If you already want to skip the reading and just book a free 40-minute consult, that link is here: formeaesthetic.com/book. No card required. No pressure. Wanted to say it once so you know it is always an option.

Email 02 Day 2 Stage: Problem Aware

The one question most clinics never ask

C
Claire Bennett
to me
Wed, 9:14 AM

Hi [Name],

Here is the first question we ask every new patient at Forme.

“What feels most like you on a good day?”

Not “what do you want to change.” Not “what bothers you when you look in the mirror.” Not “which areas are we treating today.”

Just: what does your face look like when you feel good.

That question does a lot of quiet work. It turns the visit from a correction into a description. It shifts us away from a problem list and toward a portrait. And it almost always reveals something small that most patients had not thought about consciously: they are not looking for a different face. They are looking for the same one, on a good day.

That is the whole starting point at Forme. Botox and filler do not add anything to your face here. At their best, they get you a few more good-day faces per week.

That is it. That is the whole idea.

If it resonates, the next note is about the reason most quotes in this industry keep getting bigger, not better. It has nothing to do with your face.

Claire Bennett

Email 03 Day 5 Stage: Solution Aware

The reason quotes get bigger, not better

C
Claire Bennett
to me
Sat, 11:02 AM

Hi [Name],

Quick note today.

At most aesthetic clinics, the person holding the syringe is paid on what leaves the room. More units, more filler, more areas: more pay. It is called commission, and it is the industry standard.

Nobody talks about it out loud. But it quietly changes every recommendation you will ever hear inside one of those rooms.

Our injectors are salaried. Same paycheck at the end of the month whether you leave with three syringes, one, or none. It sounds like a small thing. It changes everything downstream of it.

Here is what it looks like in practice. Our injectors will sometimes say “not today” to a patient who came in ready to spend. Our first-visit average is smaller than the industry norm. Our reviews are full of phrases like “she talked me out of two areas.”

That is not a marketing angle. It is just what happens when the incentive to over-treat is removed from the room.

The next note is about what actually happens during a Forme consult, minute by minute. So you know exactly what you would be walking into, if you ever decided to.

Claire Bennett

Email 04 Day 8 Stage: Product Aware

What the first 40 minutes actually look like

C
Claire Bennett
to me
Aug 8, 8:47 AM

Hi [Name],

Some patients ask me before their first visit: what should I expect. Here is exactly what happens, in order.

Minute 0 to 10. You meet me. Not a coordinator, not a “concierge,” just me. We talk for a few minutes about what brought you in and what feels most like you on a good day. Nothing sharp comes near you.

Minute 10 to 25. We walk to a small room with a window and a mirror. In real light (not the tinted LEDs most clinics use), I show you where your face moves and where it does not. Then I write, on paper, exactly what would be treated: which areas, how many units, and what the total would be.

Minute 25 to 40. You read the plan. You ask questions. You decide.

If it feels right and you want to go ahead, we move to the treatment chair. The injections themselves take about four minutes.

If it does not feel right, or the honest answer today is “nothing yet,” you leave with the written plan in your hand and no charge on your card. You can bring it to any other clinic for comparison. You can put it in a drawer for six months. You can decide next year, or never.

That is the whole visit. No hard sell. No package. No membership.

Book here if you would like one: formeaesthetic.com/book. No card required to hold the slot.

Claire Bennett

Email 05 Day 12 Stage: Most Aware

Last note from me

C
Claire Bennett
to me
Aug 12, 4:15 PM

Hi [Name],

This is the last note in the sequence.

If you have been reading and have not booked yet, that is completely fine. Most patients take weeks or months to decide, and I would rather you take your time than feel rushed.

If you do want to book, here is the direct link: formeaesthetic.com/book.

A few practical notes about the consult:

It is free. Forty minutes. No card required to hold the slot. If you do not like the plan I write, you leave with no charge.

We have consult slots open on Tuesday and Thursday mornings each week. Weekends fill up first. Weeks in December fill up in October, so if you want to book something before the year ends, the window is closing.

That is it. If we do not hear from you, you will drop off my active list next week and you will not get more of these. If you want to reply and just ask a question first, do that. I will answer personally.

Either way, thank you for reading.

Claire Bennett
Nurse Practitioner, Forme Aesthetic

Touchpoint 04 · Email Nurture Sequence

Forme Aesthetic
The 12-day nurture sequence

The ask: Take a lead who signed up on the free-guide form and has not booked yet. Move her from cold to booked over 12 days, using 5 notes from a real person. No hype. No urgency tricks. No corporate voice. Just plain talk about how Forme thinks about aesthetic treatments.

Why this sequence converts

Awareness-mapped, not calendar-driven

Each email meets her at a different Schwartz awareness level. Email 1 welcomes and sets expectations. Email 2 names the problem. Email 3 discloses the industry mechanism. Email 4 walks her through the actual visit. Email 5 closes with a soft direct offer. She progresses through the sequence naturally, not through pressure.

First-person voice, not brand voice

Every email is signed by a real Nurse Practitioner and reads like a note from her, not a marketing template. No “we are excited to share.” No “join thousands.” No exclamation points. Just short paragraphs written the way a doctor might text you.

One job per email

Email 1 asks permission. Email 2 introduces the philosophy. Email 3 discloses the mechanism. Email 4 shows the scene. Email 5 removes friction. She is never asked to hold two thoughts at once, and no email tries to sell before it has earned the right to.

Project Details
BrandForme Aesthetic
ProductEmail Nurture Sequence
TargetCold leads (signed up, not booked)
TriggerSignup on lead-magnet form
CadenceImmediate, Day 2, 5, 8, 12
ObjectiveCold lead to booked consult
FrameworkSchwartz’s 5 awareness stages
Written ByUmer Khan
Touchpoint 05

A weak ad, dissected.
Then rewritten.

The exercise: Below is a composite of ads you'll see across the med spa industry every day. Watch what changes when the copy is written by someone who understands the patient's real fears.

Before
What most agencies produce
🔍💬
B
Bloom Aesthetics
Sponsored · 🌐
Look and feel your best with our Botox treatments! We offer Botox, fillers, and more. Book your appointment today. Our experienced staff will take care of you!
41 3 comments · 2 shares
What's wrong
  1. 1Hook is a claim every med spa makes — nothing stops the scroll
  2. 2No specific outcome, no timeframe, no signal of who this is for
  3. 3The two biggest first-timer fears (natural, painful) go unaddressed
  4. 4"Book your appointment today" has zero friction reduction
  5. 5No social proof or credibility signal anywhere
After
The rewrite
🔍💬
B
Bloom Aesthetics
Sponsored · 🌐
Worried Botox will look "frozen"? You are not alone. That fear is the single most common reason first-time patients hesitate. Our approach starts conservative, so results look like a more rested version of you, not a different face.
214 38 comments · 22 shares
What changed
  1. 1Hook names the exact fear in the patient's own words
  2. 2Body copy validates the fear before selling the solution
  3. 3Specific promise: "a more rested version of you," not "look your best"
  4. 4CTA offers a consultation, not a treatment — massive friction drop
  5. 5Result: 5x engagement on the same product and budget

Engagement numbers above are illustrative of the pattern, not measured results from a real account.

Imagine this,
written for your real brand.

Book a free 30-minute audit. Umer Khan will show you exactly what your ads, emails, and pages could look like once the copy is doing its job. Engagements start from $497 a month, but the audit comes first.

Let's Build Yours →
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