Written by: Jamie Caroccio, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Coaching is an estimated $15 BILLION industry.
There’s never been more opportunity to make money doing what you love.
There’s also never been more competition.
Did you know that the average person is exposed to between 4,000-10,000 ads PER DAY?
That means regardless of what kind of coach you are (business, health, career, leadership, life, financial, etc.)
If you want to succeed online, you must learn to stand out from the competition.
How to Stand out In the Sea of Coaches Online
As a Copy Coach and Copywriter, I teach coaches persuasive writing techniques to help them attract more high-end clients online.
One topic we always circle back to is the importance of understanding your ideal client’s specific pains (what keeps them up at night) and desires (what they want more than anything in the world) and speaking to those in your copy, whether it’s on your sales page, in an email or a LinkedIn post.
If you want your reader to take the desired action to download your free guide, sign up for your email list, buy your online course, or enroll in your high-end coaching program.
You must know how to motivate them to click, open and buy.
To help you do this, I’m going to dissect a famous theory of motivation and show you how you can use it to write more effective copy for your coaching business.
A Theory of Human Motivation ‒ Maslow’s Hierarchy of Needs
American psychologist, Abraham Harold Maslow, created something called “Maslow's hierarchy of needs.” This theory states that there are five categories of human needs that dictate an individual’s behavior.
5 Categories of Human Needs
Physiological needs
Safety needs
Love and belonging need
Esteem needs
Self-actualization needs
The 5 Levels of Maslow’s Hierarchy of Needs
The first of the id-driven lower needs on Maslow's hierarchy are basic human survival needs.
They’re called ‘Physiological Needs’ and include:
Food and water
Enough rest
Clothing and shelter
Health
According to Maslow, basic physiological needs must be addressed before we can move on to the next level of fulfillment: Safety needs.
‘Safety Needs’ include:
Protection from violence
Emotional well-being
Health security
Financial security
The third level of Maslow’s hierarchy includes needs that relate to human interaction. They’re the last of the “lower needs.”
‘Social Needs’ include:
Friendships and family bonds
Physical and emotional intimacy
Connection to social groups
The higher needs are ego-driven and start with esteem needs.
‘Esteem Needs’ include:
Self-respect (the belief that you’re deserving of dignity)
Self-esteem (confidence in your potential for growth and accomplishments)
The highest spot on Maslow’s pyramid includes self-actualization needs, sometimes referred to as self-fulfillment needs.
These describe the fulfillment of your full potential as a person.
‘Self-actualization Needs’ include:
Education and skill development (refining talents in areas like music, sport, cooking, and gardening)
Caring for others
Broader goals like learning a new language, traveling, and winning accolades
Why This Matters to You & Your Coaching Business
If you want to stand out from the competition, you must know how to access a customer's psyche and empower them to take a specific action in your copy.
When you understand the main motivator that guides your prospects, you can speak to that in your copy. When you speak to that motivation in your copy, your message will resonate with the reader and increase the likelihood of them buying from you.
Plus, once you understand the pressures that led a potential customer to you, you can craft a message to reach others like them earlier in the buying cycle.
This allows you to be a resource to that person before your competitors even know they exist.
Positioning Your Marketing to Fulfill a Need
Maslow’s Hierarchy of Needs can serve as a compass to guide your copy and message. The message for someone looking to fulfill physiological needs is dramatically different than someone who’s looking to fulfill self-actualization needs.
Let’s take a look at an example:
Sasha received a major promotion and is in the market for a luxury car. We might say that she is trying to fulfill a self-actualization need, and the car is a status symbol that will bring her esteem among her new peers. Bob is living paycheck to paycheck, landed a new job, and needs a simple method of transportation he can rely on. Unlike Sasha, Bob is motivated by safety needs. Each prospective client, and their need or motivation, requires its own message.
Real-Life Examples - How the Big Brands Tap Into Human Motivation in Their Campaigns
Uber Eats. Physiological needs (We all need to eat.)
Volvo. Safety (The desire to avoid accidents and protection in the event of one.)
Coca-Cola. Love & Belonging (Think of the classic commercials with friends and families gathered.)
Dove. Self-Esteem (Ever seen their “Real Beauty” campaign?)
Tesla. Self-Actualization (Status symbol.)
How To Speak To a Specific Motivation in your Copy for Your Service-Based Coaching Business
If you’re a Fitness Coach, for example, you could target any of the following needs:
Safety: Rehabilitation services, helping female athletes recover after an accident or injury without unnecessary medication or surgeries
Belonging: Group programs and community – Crossfit is a great example
Lower Esteem: Weight loss for new moms wanting to look good
Higher Esteem: Feeling good about healthy habits, nutrition, and exercise; having the integrity to stick to the diet or go to the gym
Self-Actualization: Excelling in a sport or competing
While your coaching may address multiple needs, there is usually ONE need that is the 1 motivator for your ideal client and can set you apart from competing coaches.
Want higher-level clients? Focus on the higher-level motivations.
How to Discover Your Ideal Client’s Motivation if You’re Not Sure
When you’re on the phone with a prospect, a great question to ask is, "Why now?"
What was the event that triggered them to seek out your services now versus one or two years ago?
This will show you where they exist in Maslow’s hierarchy and help you craft a message that speaks to your ideal client and differentiates you from the competition.
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Jamie Caroccio, Executive Contributor Brainz Magazine
Jamie Caroccio is a Copy Coach & Copywriter. She helps coaches attract more high-end clients online with copywriting that is simple, fun, and profitable. Over the past 7+ years, she’s worked with hundreds of coaches across industries (business, executive, health, leadership, and more.) She’s helped write copy for six and seven-figure campaigns at one of the top marketing agencies in the personal and professional development space. She was a guest speaker for the Be Social Change Future of Social Impact Marketing panel. She’s also the Founder of “Coffee & Copy Tips,” a free newsletter that teaches you how to write better copy in just 5 minutes a day.
