14 Powerful Copywriting Techniques to Sell Coaching Services So Coaches Close More Deals

Written By Mike Allison  |  Copywriting  |  0 Comments

copywriting techniques to sell coaching

Copywriting techniques to selling coaching services is an essential tool to have in your arsenal to grow your coaching business. By creating compelling copy that speaks to your target market, you can create an emotional connection and drive conversions.


Why Does Copywriting For Coaches Matter?

Writing sales copy is an important aspect of marketing for coaches because it is the way that you communicate the value of your coaching to your potential clients.

Effective copywriting is vital and should exist within your marketing strategies as it can help you to persuade your reader to take action, such as signing up for a consultation or purchasing a one of your packages.

It can also help you to establish yourself as an authority in your field and differentiate yourself from the other businesses in your area.

Here are a few specific reasons that copywriting benefits coaches: 

  • Clearly communicates the value you provide: By using persuasive language and highlighting the benefits of your coaching, you can effectively communicate the value you provide to your potential clients.
  • Differentiates you from your competitors: By crafting unique, compelling copy that reflects your personal brand and style, you can differentiate yourself from other coaches in your field.
  • Establishes trust and credibility: By using social proof, such as testimonials and case studies, you can establish trust and credibility, making it easier for you to sell your programs.
  • Creates a robust online presence: By creating a professional website and using effective copywriting on your website, social media accounts, and other online platforms, you can establish yourself as a go-to resource for coaching services.

Overall, effective copywriting is an important aspect of marketing for coaches because it helps you to effectively communicate the value of your services and persuade your readers to take action.


The Best Copywriting Techniques For A Coach

Following are 14 copywriting techniques to sell your coaching service. These are the copywriting tips that the best copywriters use when writing website copy for coaches to help them build their coaching businesses fast. 

As a bonus, I've also added suggestions on when to hire a copywriter, how to do so, and how to use copywriting to scale your coaching business. 


1. Identify your target clients

Identifying your target audience is a crucial step in the process of marketing and selling your coaching services.

By clearly defining your ideal client, you can tailor your messaging, offers, and marketing efforts to meet the specific needs and pain points of your audience.

This will help you to effectively communicate the value of your coaching services and persuade your reader to take action.

There are several steps you can take to identify your target audience:

  1. Define your coaching niche: Consider what specific problem or need your coaching services address, and who is most likely to be interested in your services. For example, if you specialize in career coaching for professionals, your target audience might be professionals looking to transition into a new career or advance in their current careers.
  2. Research your target audience: Look for data and insights about your prospective clients, such as their demographics, interests, and needs. This can help you to gain a better understanding of who your ideal client is and what they are looking for in a coach.
  3. Create a customer avatar: Use your research and insights to create a detailed profile of your ideal client, including their personality, demographics, goals, challenges, and motivation. This can help you to better understand your target audience and tailor your messaging to their specific needs and pain points.
  4. Test and refine your target audience: Use your customer avatar to create a marketing plan and test your messaging and offers with your target audience. Use the feedback you receive to refine and improve your marketing efforts.

By following these steps, you can tailor your marketing efforts to meet the specific needs and pain points of your prospective customers, help them see the value of your coaching services, and persuade them to take action.

I've prepared an entire post on the topic of identifying your ideal readers which you should check out using the orange link below.

 Unlock the Power of Knowing Your Ideal Reader.


2. Allow your personality to show through in your writing voice

Copywriters know the importance of letting your personality show through in your sales copy. Here are a few tips to help you do that:

  • Use a conversational tone: Write as if you are talking to a friend, rather than writing in a formal or stiff tone.
  • Share personal stories and experiences: This can help your readers relate to you and feel more connected to your coaching brand.
  • Use your own voice and style: Don't be afraid to let your unique personality shine through in your writing – this can help you stand out from the competition and make your coaching brand more memorable.
  • Use humor: If it's appropriate and fits your brand, don't be afraid to inject some humor into your writing. This can make your writing more engaging and entertaining for your readers.
  • Be authentic: Don't try to be someone you're not. Write from the heart and be genuine – this will help you connect with your audience on a deeper level.

Letting your personality show through will make a memorable impression on your readers and warm them up to you so they'll be more inclined to hire you . 


3. Present problems and solutions

Prospects want to know that you understand what problems they're facing and that you have solutions to their problems, so your sales copy needs to present problems and solutions in a way that resonates with them.

Here are some tips for doing this effectively:

  1. Identify your audience's pain points: Take the time to understand the problems and challenges that your audience is facing. This will help you tailor your messaging to address their specific needs and concerns.
  2. Clearly state the problem: In your copywriting, be clear and concise about the problems your audience is facing. This will help your readers understand the gravity of the situation and make them more receptive to your solutions.
  3. Offer a solution: Once you've clearly stated the problem, provide a solution that addresses the issue. Make sure to explain how your coaching can help solve the problem in a clear and concise way.
  4. Use testimonials and case studies: Including testimonials and case studies from satisfied clients can help demonstrate the effectiveness of your coaching and provide concrete examples of how you've helped others solve similar problems.

By presenting problems and solutions in a clear and compelling way, you can effectively communicate the value of your coaching services to your target audience.


4. Use persuasive language

 By using words and phrases that persuade and motivate your reader, you can effectively communicate the value of your coaching services and convince your readers to take the next step, such as signing up for a consultation or purchasing a coaching package.

Here are a few tips for using persuasive language to get readers to take action:

  • Use action verbs: Use verbs that inspire action, such as "discover," "unlock," "transform," or "achieve." These verbs help to clearly communicate the benefits and transformation that your coaching provides and motivates your reader to take the next step.
  • Use persuasive adjectives: Use adjectives that highlight the benefits and value of your coaching services, such as "powerful," "proven," "effective," or "transformative." These adjectives help to persuade your reader to take action.
  • Use scarcity and urgency: Create a sense of urgency or limited availability to encourage your reader to act quickly and make the investment in themselves and their businesses. This can be achieved by using phrases such as "limited time offer," "act now," or "sign up before spots fill up."
  • Use rhetorical questions: Ask questions that encourage your reader to think about their own situation and the transformation your coaching services can help them make.

For example, "Are you ready to unlock your full potential?" or "Do you want to achieve your goals faster?"


5. Utilize storytelling

Utilizing storytelling in copywriting is a powerful way to engage the reader and make your content more relatable and memorable. A good story can help to illustrate your points, create a connection with the reader, and help them feel comfortable with you while destroying any apprehension they may about making an investment in their own development.

Here are a few tips for utilizing storytelling in your copywriting:

  • Start with a compelling opening to grab the reader's attention and draw them into your story. This could be a question, a statement, or a quote that helps them think about their current situation and their personal aspirations.
  • Use descriptive language to paint a vivid picture of the setting and character in your story and help the reader to visualize and feel what is happening. Touching your reader emotionally is the key to helping her or him to make a decision.
  • Use dialogue to bring your story to life and make it more relatable and engaging.
  • Use conflict and resolution to create a sense of drama and tension in your story. This helps to keep the reader's attention and make your story more interesting as the transformation of the main character in your story is completed.
  • Use a strong conclusion to tie your story together, and leave a lasting impression on the reader so he or she will want to achieve the same kind of transformation as your main character did.

Using storytelling in your copywriting is a powerful method for connecting with your readers while highlighting the importance of taking action.

Storytelling makes your content relatable and memorable and your readers will begin to appreciate that you understand them because you've been in their shoes.

The world's best copywriters know the value of effective storytelling for building relationships with their target audience.


6. Use social proof

Using social proof is an effective way to demonstrate the value of your coaching services and establish trust and credibility with your potential clients. Social proof refers to the idea that people are more likely to take action if they see that others have already done so. By including testimonials, case studies, or other examples of successful clients, you can demonstrate the value of your coaching services and persuade your reader to take action.

Here are a few tips for using social proof in your marketing:

  1. Use testimonials: Include testimonials from satisfied clients that highlight the benefits and value of your coaching services. Testimonials should be specific and include details about the client's experience, such as their goals and the results they achieved through your coaching.
  2. Use case studies: Case studies are detailed accounts of the specific challenges and goals of a client and how your coaching helped them to overcome these challenges and achieve their goals. Case studies can provide detailed, real-world examples of the value of your coaching services.
  3. Use statistics and data: Include statistics or data that demonstrate the effectiveness of your coaching services. This can include data on the success rates of your clients, the average improvement in performance or outcomes, or other relevant metrics.
  4. Use third-party endorsements: Include endorsements or recommendations from third parties, such as industry experts or media outlets, to further establish trust and credibility.

By using social proof, you can effectively demonstrate the value of your coaching services, while destroying any lingering doubts your prospective clients may have about working with you.

Social proof is one of the most powerful copywriting tools that successful businesses use to persuade readers to take action.

This can help you to establish trust and credibility with your potential clients and increase your chances of closing more deals.


7. Make strong offers for selling your service

What is a strong offer?

A strong offer is a clear, compelling call to action that effectively communicates the value of your coaching services and persuades your reader to take the next step, such as signing up for a consultation or purchasing a coaching package.

Here are a few tips for making strong offers:

  1. Clearly state the offer: Make it clear and easy for your reader to understand what you are offering and how it will benefit them.
  2. Use compelling language: Use persuasive language to motivate your reader to take action, such as "discover," "unlock," "transform," or "achieve."
  3. Highlight the benefits: Clearly communicate the benefits of your offer and how it will help your reader to achieve their goals or solve their problems.
  4. Include a sense of urgency: Create a sense of urgency or limited availability to encourage your reader to act quickly. This can be achieved by using phrases such as "limited time offer," "act now," or "sign up before spots fill up."
  5. Include a guarantee: Offer a guarantee or promise of satisfaction to establish trust and credibility with your reader and encourage them to take action.

Making a strong offer will help you to close more deals and grow your coaching business.


8. Emphasize the benefits of your service, not the features

Emphasizing the benefits of your coaching services, rather than features, is an important aspect of sales copy to effectively communicate the value you provide to your customers. 

Focusing on the benefits you provide to your clients motivates them to take action and persuades them to sign up for a consultation or purchase a coaching package.

Here are a few tips for emphasizing the benefits of your coaching services:

  1. Focus on the results: Emphasize the specific results or outcomes that your coaching services will help your clients to achieve. For example, if you offer career coaching, focus on the specific promotions or salary increases that your clients have achieved through your coaching.
  2. Use persuasive language: Use persuasive language to highlight the benefits of your coaching services, such as "powerful," "proven," "effective," or "transformative."
  3. Use storytelling: Use stories to illustrate the value and benefits of your coaching services, and help your reader envision themselves achieving their goals with your help.
  4. Use social proof: Include testimonials, case studies, or other examples of successful clients to demonstrate the value of your coaching services and show how your clients have benefited from your coaching.

Here are some specific examples of how you might emphasize the benefits of your coaching in your copywriting:

  • "Our sales coaching program has helped sales professionals to increase their close rates by an average of 25% in just 3 months. Imagine the increase in income and success you'll experience by closing more deals."
  • "Our sales coaching program has helped participants to develop stronger relationships with their clients, resulting in increased customer loyalty and repeat business. Imagine the long-term success and stability you'll enjoy with a loyal customer base."
  • "Our sales coaching program has helped participants to effectively handle objections and close more deals. Imagine the confidence and success you'll gain with being able to overcome objections and close more deals."
  • "Our sales coaching program has helped participants to effectively manage their time and increase productivity, resulting in a more successful and fulfilling career. Imagine the satisfaction and sense of accomplishment you'll experience that with being a top-performing sales professional."

By emphasizing the benefits of your coaching services, you can effectively communicate the value of your services to your reader and persuade them to take action. More prospects taking the actions you want means for sales for your business. 


9. Use bullet points and subheadings

Using bullet points and subheadings is an effective way to structure and organize your content, making it easier for your reader to understand and absorb the information. Bullet points allow you to present information in a concise, easy-to-read format, while subheadings help to break up the content and make it more visually appealing.

Here are a few tips for using bullet points and subheadings effectively:

  1. Use bullet points to list items or summarize key points: Bullet points effectively present information in a clear and concise format. They allow you to list items or summarize key points in an easy-to-read and visually appealing way.
  2. Use subheadings to break up the content and organize your information: Subheadings help to break up the content and make it more visually appealing. They also help to organize your information and make it easier for your reader to understand the structure of your content.
  3. Use formatting to make bullet points and subheadings stand out: Use formatting, such as bold or italic text, to make bullet points and subheadings stand out and draw the reader's attention.
  4. Keep bullet points and subheadings short and to the point: Keep bullet points and subheadings short and to the point, using only a few words to summarize the main point.

By using bullet points and subheadings, you can effectively structure and organize your content, making it easier for your reader to understand and absorb the information. This can help to improve the readability and effectiveness of your content.


10. Use Attention-grabbing headlines

Writing attention-grabbing headlines is an important aspect of copywriting because it is the first thing that your reader will see and it can determine whether they continue reading or move on to something else.

An effective headline will grab the reader's attention and motivate them to read on, while a weak headline will fail to engage the reader and they will quickly leave your sales page.

Here are a few tips for writing attention-grabbing headlines:

  1. Use strong, actionable words: Use strong, actionable words that inspire the reader to take action, such as "discover," "unlock," "transform," or "achieve."
  2. Make a promise: Make a promise or offer that the reader can't resist, such as "Learn the secret to losing weight and keeping it off for good," or "Discover the 5 simple steps to financial success."
  3. Use numbers: Numbers are attention-grabbing and help to illustrate the value of your content, such as "10 tips for a successful job interview" or "5 secrets to a happy marriage."
  4. Use questions: Questions are a great way to engage the reader and make them think, such as "Are you making these common money mistakes?" or "Do you want to improve your relationship with your partner?"
  5. Use emotional language: Use emotional language that speaks to the reader's desires and motivations, such as "Feel confident and beautiful in your own skin," or "Achieve financial freedom and security."

By writing attention-grabbing headlines, you can effectively engage your reader and motivate them to read on, which can help to increase the effectiveness and success of your content.


11. Effective formatting and layout

Effective formatting and layout is the way that you arrange and present your content, including the use of font, colour, and graphics, to improve the readability and effectiveness of your content.

Good formatting and layout help to draw the reader's attention to important information and make it easier for them to understand and absorb the content.

Here are a few tips for using effective formatting and layout:

Use headings and subheadings

Use headings and subheadings to break up the content and make it more visually appealing. This also helps to organize your information and make it easier for the reader to understand the structure of your content.

Use bullet points

Bullet points are an effective way to present information in a clear and concise format. They allow you to list items or summarize key points in an easy-to-read and visually appealing way.

Use images and graphics

Images and graphics can help to break up the content and make it more visually appealing. They can also help to illustrate your points and make your content more engaging.

Use white space

Use white space to give your content breathing room and make it more visually appealing. This can help to improve the readability of your content and make it more enjoyable for the reader.

Use font and colour effectively

Use font and colour effectively to draw the reader's attention to important information and make it easier for them to understand and absorb the content. Avoid using too many different fonts or colours, as this can be confusing and distracting for the reader.

By using effective formatting and layout, you can improve the readability and effectiveness of your content and make it more enjoyable for the reader. This can help to increase the success of your content and achieve your goals.


12. Use Scarcity and Urgency

Urgency is a powerful copywriting technique that can be used to encourage the reader to take action now.

By highlighting the benefits of taking action right now and explaining how they can help the reader achieve their goals now instead of at some faraway time in the future, you create a sense of urgency in the reader to take action and get started.

There are several ways to use urgency in your copywriting, including:

  1. Limit the availability of your coaching services: By offering a limited number of spots in your coaching program or a special discount that is only available for a limited time, you create a sense of urgency in the reader to act fast and take advantage of the opportunity.
  2. Highlight the benefits of your coaching services: By explaining how your coaching can help the reader achieve their goals, you create a sense of urgency in the reader to take action and get started.
  3. Use persuasive language: Use words and phrases that are designed to persuade and influence the reader to take action now.
  4. Use compelling calls to action: Use specific and compelling calls to action to encourage the reader to purchase your coaching services.

You've likely made numerous purchases based on a sense of urgency, so you know that it works. Use it to get prospects to act right now, instead of later. 


13. Appeal To Your Prospect's Sense of Community

One way to appeal to a prospect's desire for belonging in your copywriting is to create a sense of community around your coaching services.

Highlighting the success stories of other clients and showing prospects how others have benefited from your coaching is a powerful way to do this.

You can also use testimonials and case studies to illustrate the value of your coaching. 

Another way to appeal to a prospect's desire for belonging is to use language that emphasizes the importance of community and connection.

For example, you could use phrases like "join our community," "become a part of our family," "connect with like-minded individuals," or “get instant access to our community.”

These phrases can help create a sense of belonging and encourage the prospect to join your coaching program.

Finally, you can appeal to a prospect's desire for belonging by highlighting the benefits of joining your coaching community. 

For example, you could emphasize how your coaching program offers support, accountability, and guidance to help clients achieve their goals.


14. Counter Objections & Self-Limiting Beliefs

Here are the top 10 objections and self-limiting beliefs people give for not purchasing coaching.

  1. "I don't have enough time for coaching."
  2. "I can't afford coaching."
  3. "I'm not sure if coaching will work for me."
  4. "I'm not ready for coaching."
  5. "I've tried coaching before and it didn't work."
  6. "I'm not sure if I need coaching."
  7. "I don't know if I can trust the coach."
  8. "I don't want to commit to a long-term coaching program."
  9. "I don't want to share personal information with a coach."
  10. "I don't know what to expect from coaching."

Here's how you can address these objections in your sales copy:

Objection: "I don't have time for coaching" 

Response: "If you're thinking that you don't have time for coaching, remember that investing in coaching can actually help you save time in the long run by improving your skills and knowledge. With our flexible coaching options and tailored program, we can work with you to find a schedule that works for you."

Objection: "I can't afford coaching"

Response: "There's not doubt that investing in coaching can be a financial commitment. However, costs of not receiving coaching are much higher than the benefits of doing so. Coaching will help you increase your sales and improve your overall performance, which will lead to increased income and long-term success. Contact us now to explore your budget and see if we can find a coaching solution that works for you."

Objection: "I'm not sure if sales coaching will work for me."

Response: "It's natural to have doubts about whether coaching will work for you. However, there's an abundance of evidence showing that coaching is the difference-maker in helping individuals and organizations achieve their goals and improve their performances. With a personalized coaching program tailored to your specific needs and goals, we're confident that we can help you see results. Let's discuss your concerns and see if coaching is a good fit for you."

Objection: "I'm not ready for coaching."

Response: "We understand the commitment involved with coaching and it's important to feel ready and prepared before taking the plunge. It's been shown over and over again that coaching is the difference between individuals and organizations who achieve their goals faster and more efficiently than those that don't And our coaching provides the support and guidance you need now to take the next steps towards success. Let's talk about your goals and concerns and look at how our coaching is going to help you.

Objection: "I tried coaching before and it didn't work." 

Response: "We know that many individuals have had less-than-optimum coaching experiences. It's important to find the right coach and coaching program that aligns with your needs and goals. With a personalized approach and tailored program, we know that we can help you achieve your desired outcomes as we've done it over and over again for our clients. Let's discuss your previous experience and see if coaching is a good fit for you now."

Objection: "I don't feel comfortable trusting someone else and sharing my personal information and problems.

Response: "We understand the importance of trust with coaching and that sharing personal information with a coach can be intimidating. We're professional and are committed to maintaining the highest standards of ethical conduct and confidentiality to create a safe and supportive environment for our clients. While coaching may involve exploring personal issues and challenges, it is ultimately up to you to decide what you want to share and work on in our sessions. Our role is to provide support, guidance, and accountability to help you achieve your goals and improve your performance. Let's discuss your concerns and see if coaching is a good fit for you."


15. When to hire a copywriter

Hiring a copywriter can be a valuable investment for your sales coaching business. A professional copywriter can help you craft compelling, persuasive copy that speaks to your ideal clients and helps you stand out in a crowded market. Here are a few reasons why you may want to consider hiring a copywriter for your sales coaching sales page:

You're not confident in your own writing skills: If you're not a natural writer or don't have experience creating persuasive copy, it may be worth hiring a copywriter to help you craft compelling copy for your sales page. A professional copywriter has the skills and experience to create copy that speaks to your ideal clients and helps you close more deals.

You don't have the time to write your own copy: As a sales coach, you likely have a lot on your plate. If you don't have the time or energy to write your own sales page copy, hiring a copywriter can save you time and allow you to focus on other important tasks.

You want to stand out in a crowded market: A professional copywriter can help you create unique, engaging copy that sets you apart from your competitors. This can be especially important if you're in a crowded market with many other sales coaches vying for the same clients.

You want to improve your conversion rates: A well-written sales page can make a huge difference in your conversion rates. A professional copywriter can help you create copy that speaks to your ideal clients and encourages them to take action.

Overall, hiring a copywriter for your sales coaching sales page can be a smart investment that helps you stand out, save time, and improve your conversion rates.


16. How to hire a copywriter

Hiring a copywriter can be a great way to improve your sales coaching business, but it's important to find the right fit. Here are a few tips on how to hire a copywriter:

Determine your needs: Before you start looking for a copywriter, it's important to have a clear idea of what you need. Do you need someone to write your sales page, emails, blog posts, or all of the above? Knowing your specific needs will help you find a copywriter who is a good fit for your business.

Look for experience and expertise: It's important to find a copywriter who has experience writing for your industry or niche. Look for someone who has written copy for other sales coaches, or someone who has a background in sales or marketing.

Check out their portfolio: A good way to get a sense of a copywriter's style and expertise is to review their portfolio. Look for examples of copy that speaks to your target audience and highlights their experience and expertise.

Consider their availability: Make sure to check the copywriter's availability and turnaround time before hiring them. You don't want to be stuck waiting weeks for your copy to be completed.

Set clear expectations and deadlines: It's important to set clear expectations and deadlines with your copywriter to ensure that your project stays on track. Make sure to communicate your goals and any specific requirements you have upfront.

Overall, finding the right copywriter can take some time, but it's worth the effort. With the right copywriter, you can improve your sales coaching business and reach more of your ideal clients.


17. Use copywriting to scale your coaching business

Copywriting can be a powerful tool for scaling your coaching business. Here are a few ways to use copywriting to grow your business:

  1. Write compelling sales copy: Effective sales copy can help you convert more of your website visitors into paying clients. Use persuasive language and highlight the benefits of your coaching services to convince potential clients to take action.
  2. Create engaging email marketing campaigns: Email marketing is a great way to stay in touch with your current clients and attract new ones. Use copywriting to craft compelling subject lines, headlines, and email content that encourages readers to take action.
  3. Write engaging blog posts: Blogging can help you attract more traffic to your website and establish yourself as an expert in your field. Use copywriting to create informative and engaging blog posts that speak to your target audience and encourage them to take action.
  4. Use social media to your advantage: Social media is a great platform for sharing your content and connecting with your audience. Use copywriting to craft engaging posts and captions that encourage your followers to take action.

Overall, by using copywriting to create compelling sales copy, email campaigns, blog posts, and social media content, you can effectively scale your coaching business and reach more of your ideal clients.

Conclusion

Copywriting is a powerful tool for coaches to effectively communicate the value of their services and close more deals. By using techniques such as identifying your target audience, using social proof, making strong offers, emphasizing benefits, and countering objections and self-limiting beliefs, you can craft copy that resonates with your audience and inspires them to take action.

When done well, copywriting can be a game-changer for your coaching business, helping you reach and convert more prospects into paying clients. So, it is always a good idea to invest in professional copywriting services or to hone your own copywriting skills to help you achieve your sales goals.

If you'd like me to write the copy for your sales pages and other materials, you just need to email me at: mike@contentigntiers.com. I'll get back to you to schedule a Zoom call to discuss your business and needs.

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