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.
Is your copy not converting, and you don't know why? Whether you’re just starting to write copy for your coaching business, have been writing for years, or are considering hiring a copywriter, this is for you.
Having worked with hundreds of coaches across industries – from executive leadership coaches helping fortune 500 companies to spiritual life coaches selling out $60K+ packages, I've dedicated the past 8+ years to teaching coaches how to write copy that's simple, fun, and profitable.
I've done this through writing copy for coaches, like sales pages and email campaigns, and training them in persuasive writing techniques in workshops and copy critiques.
I've learned what works and what doesn't and how to write compelling copy in less time. In this article, I’ll share the five lessons I learned to help you write better copy faster for your coaching business, even if you don't consider yourself a writer.
But first, a disclaimer… I've always been a writer. But I didn't start as a copywriter.
I started writing as a kid and published my first poem at 12 years old – and by published, I mean I wrote it, and my mom printed it out, lamented it, and hung it on the wall in her office.
I studied creative non-fiction writing and poetry in college and even won a few awards for my writing. After college, I started writing website content as a freelancer. (You can read more bout my journey, including how I started a digital agency and later ditched it to start over here.)
I’ve helped write copy for six and seven-figure campaigns at one of the top marketing agencies in the personal and professional development space. And through hard work and luck, I quickly became an on-demand copy coach and copywriter for coaches with ultra-high-end packages.
But I don't have a fancy marketing degree. I learned everything I know about marketing from studying it independently, taking action, and following advice from some incredible mentors.
5 Biggest Copywriting Lessons I've Learned
Lesson No.1 You don't have to be a professional writer to create compelling copy.
Some of the best copy I've seen was written by coaches who don't consider themselves writers. They're simply passionate about what they do, just like you.
But I believe that we're all creative beings. I'd even argue we're all born writers, artists, and dancers. But, over time, the world (read: teachers, parents, friends, society as a whole - even the most well-intentioned) beat all the childhood curiosity and wonder right out of us and, if we're not careful, we retreat into our shells, limited by fear and doubt.
Then one day, we turn into that "I'm just not creative," "I'm not a writer," "I can't paint," "I don't dance" person.
But it's a big, fat, life-limiting LIE.
Here's how I can prove that you are, in fact, a natural-born writer, even if you don't think you are:
When you're in a coaching session with a client, it's all lightbulbs, and "Omg, what have I been doing without you all these years?!"
When your perfect client hears you speak, she thinks, "Now THAT's a chick I wanna work with!"
And, guess what?
THAT is what good copy does behind the scenes.
You simply need the right tools to translate what's in your head and heart on the page.
Lesson No.2 It's not about you.
When you write copy, don't make it all, "me, me, me." "YOU" is the most powerful word you can use in copy. Sure, you can talk about yourself, and you should, to create credibility and authority. But LEAD with "you" the reader, when you write.
Shine the spotlight on your reader.
Highlight her challenges and deepest desires. That takes the pressure off of you to brag about yourself, plus your message will resonate more because she'll see herself reflected in your copy on the page.
When you sit down to write copy, summon up one specific client you love working with and talk directly to HER, the more specific, the better.
Lesson 3: Take the time to create a powerful hook headline.
A hook headline is simply a title. Every piece of copy you write should have a headline. It's the first line a reader sees when they land on the homepage of your website, your sales page, or social posts.
It is your copy's most valuable and underleveraged piece of real estate.
If you don't hook your reader with the first sentences of your copy, nothing else matters. You can spend hours writing a full-length blog article, but if the title doesn't attract your reader's attention, they won't read on.
And it's valuable time and energy down the drain.
Google "headline templates" and plug and play to personalize them for your copy. The more you create headlines, the easier it'll become.
Pro Tip: Start with an idea, write your copy and then come back to create the headline. Review your document – often, you'll uncover a hidden gem.
Lesson 4: Sell the benefit, not the feature.
Focusing on the feature instead of the benefit is one of the five top copy mistakes even the most established coaches make.
A feature is essentially a deliverable.
If you sell a high-end coaching program, one feature of your program might be that your clients get 1:1 coaching calls with you. Another might be that they get access to an online training center.
A benefit is how your client's experience improves due to the feature or deliverable.
With 1:1 coaching calls, the benefit may be that they get to overcome roadblocks and achieve their goals faster. For the online training center? Maybe it helps them increase their productivity daily so they can get more done in less time.
Both features and benefits are essential and needed during the buyer journey. But ultimately, the benefits are what persuade consumers to purchase.
So get into the habit of dialing in on the benefit and highlighting it in your copy.
Lesson 5: Show up and be consistent.
The more you show up and commit to writing copy, the better you'll get at it.
It's as simple as that.
One of the most prominent pits coaches fall into with their copy is getting stuck in perfectionist paralysis (I was guilty of this for years but have the tools I need now to get unstuck.)
Done is better than perfect.
Write, publish the post, send the email, and move on. When we overthink it, we usually don't do it. If you have an idea for your copy or message, test it out! You can always improve it later.
Be consistent, whether emailing your list weekly or posting on Instagram and LinkedIn daily. Keep showing up.
And lastly…
Bonus Lesson: Get support if and when you need it.
I recommend that coaches at least dial in their main messaging before outsourcing to a copywriter.
Think about it. If you're not clear about your ideal client, how to position yourself in the market, your offer, or your voice online, how can a copywriter write for you in a way that's effective and aligned with your personality?
They can't. It's up to you to get clear on these areas first. And the best way to do that? By writing your copy to develop that voice, at least initially. Then you can hand off clear examples of what you love and works and delegate it to a professional.
Copywriting is a skill, and, like any skill, it can be learned and improved.
For more copy tips to help you write better in just 5 minutes a day, sign up for my free Coffee & Copy Tips ☕📝 and get one new insider tip every week to transform boring, bland copy into tasty treats for your audience craves—only for subscribers! ✨
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.
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