Whale Song Creative
Background:
Jaime Fleres, founder of Whale Song Creative, supports transformational authors through writing, editing, and publishing services. With a booming business and strong lead generation, driven by powerful SEO and word-of-mouth, Jaime was at capacity managing both client delivery and backend admin herself. She had HoneyBook partially set up with some working smart files but wasn’t using the platform to its full potential. She sought to elevate her materials and streamline operations to relieve her workload and improve the prospect and client experience.
Challenges:
Existing proposals and brochures felt off-brand, under-designed, and underutilized in terms of HoneyBook functionality
Inquiries came in through HoneyBook, but backend systems weren’t fully optimized
Jaime was still using Stripe for invoicing due to its autopay and recurring features, but was open to switching to HoneyBook
Needed to free up time spent manually sending contracts and follow-ups every week
Desired better structure and polish across all client-facing materials, consistent with her recent rebrand
Maintained her customer journey in a spreadsheet, but needed it brought to life inside HoneyBook
Solutions:
Smart File Optimization & Brand Refresh:
Refreshed existing smart files (contracts, proposals, welcome guide, questionnaires) with new branded templates that reflect Whale Song Creative’s refined, spiritual, and transformational brand voice and aesthetic
Restructured files to follow a more intuitive and client-friendly flow, modeled after high-converting brochure/proposal formats
HoneyBook Workflow Enhancements:
Set up automation sequences to handle initial inquiries, follow-ups, contract delivery, and onboarding without Jaime needing to manually intervene each time
Translated her Google Sheet client journey into step-by-step HoneyBook workflows to ensure consistency and better client care
Invoicing Strategy:
Consulted on transitioning invoicing from Stripe to HoneyBook, highlighting how to replicate her favored features (e.g., recurring billing, autopay)
Provided a timeline and optional structure for slowly phasing into HoneyBook invoicing if/when ready
Outcome:
Whale Song Creative now operates with an elevated and fully branded client experience that aligns with its mission of deeply supporting transformational authors. Jaime’s new HoneyBook system streamlines her prospect and client management, reduces her admin load, and frees her up to focus on what she does best: supporting change-makers through the creative process. With the backend optimized and a clear path forward for administrative support, Jaime is better positioned to scale her impact—without burning out.
