Copywriter for Coaches: 5 Ways a Professional Copywriter Will Elevate Your Coaching Business
Source from Bee Your Business.
Introduction: The Role of Copywriting in the Success of Coaching Businesses
You offer an incredible service and want to share it with the world. You do the hard part by putting yourself out there and starting a coaching business. Your coaching business success depends partly on you being found by your ideal audience. You start posting on social media, but it’s slow going. You need consistency and a plan. You’ve heard about hiring a professional copywriter, but what does that mean? More importantly, how does it get you in front of more people to grow your coaching business? There are a combination of factors, but I’ll review some areas to keep in mind in this post.
1. Understanding Your Target Audience
Crafting Compelling Copy that Converts & Resonates with Coachees
You may hear that any copywriter can write copy for anything. That is technically true. But getting that copywriter up to speed on the coaching niche will not be worth the extra time it takes to build what you need.
I chose the personal development copywriter path because personal growth is so important to me. I have been immeasurably helped with all of the improvements I’ve sought for my life. Loss and hardships were motivators but that does not lessen the impact. I was a corporate leader and oversaw 100+ individuals through those years. I felt myself pulled to helping people better themselves and that is why I settled into the coaching niche.
A copywriting strategy for coaches that caters to the development curious is crucial in finding your audience. Having ongoing target audience analysis built into your copywriting strategy will skyrocket your reach. To effectively tell your story takes time, and you must map out a content calendar that continually showcases your value. Sprinkling in some personal stories to build that trust will round out the effective messaging for coaches.
2. Optimizing Coaching Website for SEO
Implementing Keywords and Best Practices to Improve Search Rankings
Search engine optimization is usually where I lose people when talking about copywriting. It’s not that people don’t understand it’s just usually not what they care about. They need it, but it’s too far down the technical rabbit hole. And you know what? I love that because I love SEO! And it’s not necessarily the SEO itself — but in this case, it is — it's about digging deep into a subject to learn about it. This is probably why I’m such a BIG documentary person.
Anywho, the backbone of SEO is keyword research. Keyword research helps with every aspect of the strategy that follows. Social media is great and has the benefit of allowing those who create content to show the world who they are, but it's limited to that service for the most part. LinkedIn is different because articles posted there can be searched off-platform through a Google search, which helps.
Little areas in the SEO process often get overlooked but can be the difference. On-page optimization is one of those pieces. These are the title tags on your site and the meta descriptions found when using the general Google search. This exact article has a specific keyword it's targeting—copywriter for coaches—and it’s about naturally weaving it in for the most impact. If the same care isn’t given to these areas as to the content themselves, then you are leaving prospects with no way of finding you.
3. Crafting Persuasive Sales Pages
Converting Website Visitors into Paying Clients with Irresistible Offers
Nurturing a prospect is a long game for building a client base. A sales funnel for coaching services or life coach could look something like this:
Source from Bee Your Business.
Awareness: Social media, Google search
Interest: Newsletter and social media engagement
Conversion: Trust has been built, and a sale has been made
Loyalty: By your customers following the funnel and seeing the offering work for them, they will advocate for you
That's the basic funnel, but what closes the deal is a creative and compelling offer for potential clients through your sales landing page. Until now, the client has been brought along the journey through different avenues, but with persuasive sales page copywriting, you can answer any remaining objections to get them across the finish line. Not only must your copywriting be top-notch, but your call-to-action (CTA) must seal the deal. The hard part is asking for the sale. Clear CTA’s that match the tone of your story will get your prospect to act. And act now!
4. Create Engaging Content
Building Trust and Authority through Blog Posts and Social Media Copy
A clear content marketing strategy is everything when it comes to building trust and authority. I recommend laying out at least two months' worth of content before anything even gets published. As a business owner, you can get the most out of your investment by using a template. You're not stealing ideas or being inauthentic, but using a content template helps you gain a solid foundation from which to start. For example, use pillar content like a blog post, break it down, and use it in social media or newsletters. Let’s take a step back, though, and talk about the different kinds of pillar content:
Source from Bee Your Business.
Educate: Use your keyword and market research to find what your ideal clients are searching for. Are you considered a business coach or another type of coach? Do you sell a coaching program or offer one-on-one slots when working with clients? Once you have a comprehensive list, you can create targeted content to answer those very questions. These answers could be given through social media posts or website copy.
Entertain: Cold, hard facts are one thing, but building your brand messaging through tone of voice and personality speaks to your audience of potential clients connected on a deeper level. Have fun with presents yourself and your brand. This is where a brand voice guide will come in handy. Solidify who you are, say what you mean, and positively present yourself using the right words for your small business.
Relate: Tell stories! I can't say this enough, but stories get past objections faster than logic alone. This is especially where persuasive copy makes its most significant impact. Stories have the power to resonate so deeply and take an on-the-fence prospect to a dream client.
Using the blog post as an avenue to drive traffic to your website through SEO and breaking it down into more bite-sized chunks for social media and newsletters, you can turn one blog post into six pieces of content across your content distribution. Being consistent with creating content will establish you as a trusted authority in the coaching industry.
5. Hire a Professional Copywriter
Finding the Right Fit to Enhance Your Coaching Business's Message and Branding
I wish I could say that finding the right copywriter to capture your voice is easy. It won’t be. Just as you are trying to find the right coaching client for your services, the same can be said for finding the right copywriter. The same process will be in effect. Are they creating compelling content? Are they nurturing you through LinkedIn or blog posts? Have they satisfied your objections before you reach out for a consultation?
Outsourcing your copywriting needs is a big step and one that you are not taking lightly. The best bang for your buck will be finding a professional copywriter for coaches—not a general copywriter. When you hire a copywriter in your niche, you'll get better sales copy written in less time. This person will have a baseline understanding of your target audience and how to speak to their needs.
Not only will you need to find an industry match, but you will need to vet them for compatibility with you and your style. Here’s an in-depth post about hiring an expert copywriter. You need to mesh with this person. They need to understand you so they can write copy that sells, which helps you grow by creating content in your voice. It’s not as creepy as it sounds.
Conclusion: Investing in Professional Copy is Essential to Get More Clients as a Coach
This may come off as self-serving since I am a personal development copywriter, but it’s meant to be an ultimate guide to effective copy. The investment is real. The time savings are real, especially for small business owners. But if you want to take your offerings to the next level, investment in copywriting for coaches is crucial. Depending on your business goals, this may be the next step before growing an in-house team. Happy growing with good copywriting you coaching marvel.
P.S. I would love to hear about your experiences with copywriting in the comments below.
P.P.S. Also, if you need more specific advice, please reach out and schedule a FREE consultation with Bee Your Business
