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E#159 Promotional Copy 101

Promotional Copy 101

In this episode, I’m going to explain how to write great copy so that you can attract more of the right clients more easily!

Good copywriting makes the difference between ‘crickets’ and ‘conversions’.

Luckily, copywriting is a skill that you can learn. 

And as a coach, you have some ninja superpowers that give you a massive head start. The better you are at listening and reflecting, the easier marketing and more specifically copywriting will be for you.

In this episode, I’ll talk about 
* How to get attention?
* Which clients’ words should you use?
* How can you make it mouth-watering?

How to Get Attention

Which advertisements do YOU respond to and why? 

Most likely, you will be most engaged with promotions that use the exact images, words and phrases that you use to describe what you’re going through.

When the copy uses your exact language, then no education or translation is required – your brain recognizes your own words and immediately ‘gets it’.

This is why choosing a niche is so important! 

Different niches use different language to describe what’s going on. 

Think of two weight loss niches – young mothers and menopausal women. While there would be common ground, those two weight loss niches will use very different and specific language to describe their desired outcome, their challenges, and the obstacles they face.

A young mother wanting to lose weight might talk about ‘post-baby belly’ or ‘losing pregnancy weight’ and might also talk about wanting to be a role model to her children. Obstacles might include tiredness and lack of time between juggling family, work and small kids.

A menopausal woman wanting to lose weight might talk about ‘menopause belly’ or ‘slowed metabolism’ and might also talk about looking her best in a professional setting. Obstacles might include workload, hormonal balance and the stress of ageing parents. 

See how different this could be? It’s important to be clear on exactly who you are talking to. 

Developing a customer avatar helps you define who you are speaking to, and remember what they say about their problem, obstacles, desired result and reasons why that’s important to them.

By using your client’s own words, you can create text that is visible and relevant to your niche so they feel heard, and understood and trust that you’re the best person to help them.

Which clients’ words should you use?

It’s important to be selective with the client words you use. Whose words would be better for copy:

the client who didn’t show up consistently and always sabotaged themselves? 


the words of your favourite high chemistry clients who persisted and got AMAZING results?

The latter is best, but it’s not just about a more compelling result. It’s also that you want to attract more people like them – the better-fit, more persistent client who is driven to succeed.

How can you make it mouth-watering?

Beyond the body copy of your promotion, you can add a call to action text (CTA) to seal the deal,: 

  • adds value 
  • creates accountability and 
  • adds a trust step.

Value is a bonus that they get for joining. For example, 

“if you join this program, you will receive a bonus free e-guide and video walking you through the simple 3-step process to foolproof meal planning.”

Accountability is the time that they must decide by – whether they’re in or out. For example, 

“Register now – this offer closes 30 June, and there are only 10 places available.”

This simply forces the person to decide now and commit or not, rather than delaying the decision and forgetting about it.

In a coaching session, we ask clients to commit to their goals by nominating the day and time they will take action. The accountability step is much the same – it requests a decision, commitment to take action and provides accountability.

Trust step is the condition they must fulfil in order to join (week 5). For example,

“This offer is only available to people who have attended my live information session.”

“A health clearance with your GP is required before you can participate.”

“Complete the program application form to see if you qualify.”

Most clients will only sign up for something if they have had some sort of a trust step or steps in place. 

In your call to action, the trust step is optional. It shows that you value working with the right kind of client, and it also meets their requirement for trust building before they sign up.

The trust step may present a hurdle to signing up, but it can also build trust, authority and encourage action. You will need to decide whether to include this aspect or not. 


Good copywriting leverages your innate coaching skills including listening, acknowledgement, reflecting, reframing, goal setting and rapport building.

The easiest way to write compelling copy is to craft copy using the exact words your best, high chemistry clients use.

Then, add a call-to-action that leverages your clients’ emotions around value, accountability and their desired trust building activities. 

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#155 The Value of (Pilot) Program Content + Emails

This episode is about the value of (pilot) program content + emails

Program content and emails are important program resources that help your clients to know what to do, grow into their new identity and make positive, lasting change. The right amount and type of content and emails can make your clients’ ‘know, grow and change’ journey more impactful, therefore adding incredible, tangible value to an intangible service – at least initially, before clients truly experience the value of coaching itself. 

When creating content and emails, it’s essential to consider the customer journey and user experience so that you can meet clients where they’re at and meet their needs and wants.  

Simply listening to and addressing needs is another great way to add value!

I like to call content and emails ‘assets’ – the definition being ‘things that you own (e.g. your IP) that has an economic or other value. 

In this episode, I’ll talk about 
* Getting started guide
* What are the monitoring tools that can really help?
* How your personal experience can help you come up with great content?

Content Assets

Here are some of the content assets that you can create and use in your pilot and completed programs.

Getting Started Guide

This is a program road map and welcome guide for your clients, all in one. It explains briefly how the program works and includes housekeeping items like how to book appointments, log in, whitelist your email, etc. 

Written and Verbal Quizzes

Everybody loves to learn more about themselves. Everybody!

And as coaches, we know that self-awareness is the first step to making change. It’s an essential pre-requisite for creating a compelling vision (where I am now, vs where I want to be).

Quizzes, questionnaires and reflective worksheets are effective tools for raising self-awareness and/or changing perspective and negative thinking patterns that keep us stuck. They are fun and interesting methods of bringing curiosity and attention to who we are, what we like, and what we are capable of.

As clients become aware of the symptoms, thoughts, feelings, behaviours and situations that they experience, and identify those which affect their motivation and habits, they will start to really ‘get it’ – that they have unique lifestyle challenges that they must master on their own terms. 

In coaching programs, we tend to use quizzes more in the pre-work and first 2 – 3 weeks of a program (in the awareness phase), but they are also useful going forward for ongoing discovery.

Quizzes can be sourced externally or you can create your own (Word doc, quiz software, Microsoft forms, Google forms).

Examples include:

Monitoring Tools

We know that recognising success makes you feel like you are getting somewhere, and achieving a result – and that creates a sense of value.

Yet so few of us take the time to recognise our efforts, our progress, and our incremental results.

We live with ourselves every day, so the subtle changes that occur may be hard to see and acknowledge.

Monitoring tools offer a powerful way to help your clients recognize some of the more subtle but important changes they are creating in life, body and/or mind.

You can use monitoring tools from the first week of your program to help your client feel good and see hard data to show that your program gives specific benefits and results. 

Useful tools include:

  • Weekly, in-session monitoring tools like a rating of 1 – 10 in any area, like energy, stress, hunger, sleep etc. Discuss and get the client to write them down.
  • Weekly goal review, including % success
  • Goal review (mid-program & final week) to give a big-picture view of change.
  • Wellness wheels (good ‘before and after’ visuals)
  • Reflective journals
  • Blank meal plans or other schedules
  • Checklists
  •  Progress charts or spreadsheets (e.g. for workouts done, glasses of water etc)
  • Anything else that helps a client ‘tick things off’.

Homework Tasks (in Email, or Portal Resources) 

In addition to a client’s own weekly goals, you may like to offer optional homework such as some activity or experiment you determine with the client in their session.

Homework generally falls into the category of skills development (self-efficacy), challenge, or self-awareness.

Here’s an example of each:

  • Skills development – invite a client to create their own tool for monitoring exercise based on their learning style, or to practice reframing negative thoughts.
  • Challenge – invite a client to say no to something, or set a boundary with a person, or themselves at work. Or, in a group setting, create 2 or 3 teams to complete a fun task such as highest total number of exercise minutes. 
  • Stretch – invite a client to complete one of the goals they set, with the option to stretch beyond it and do a little more (e.g. 5 more minutes of exercise.

    Other examples of homework tasks for coaching programs include:

    • Complete the VIA strengths inventory and identify one way they have used their #1 strength this week to help them with their goals.
    • Writing down 3 successes every night. This is a quick exercise that reinforces positive change – which is good for the client AND the perceived value around your program.
    • Saying ‘you’re worth it!’ into the mirror each morning.
    • Keeping a gratitude diary.

    Coaching tools

    Coaching tools are used to help clients get unstuck and/or otherwise facilitate change. 

    Like regular quizzes but with more of a coaching flavour, these tools can help to enhance a client’s self-awareness and facilitate a shift in perspective. Both are essential parts of change. 

    They may include: 

    • Decisional Balance, 
    • the VIA Strengths Test, 
    • Appreciative Enquiry, 
    • Energy Drains and Boosters, 
    • the ABCDE model, 
    • Reframing
    • Socratic questioning, 
    • a Positivity Rating. 

    Emails (or private / video / audio messages)

    Used wisely and in the right amount, emails, private messages and/or audio/video messages can add value to coaching programs.

    They can make it easier and more convenient for clients to remember to do this, such as:

    • log in to the coaching call each week
    • remember to complete their homework

    I once had a program for busy people and many of them wanted to remember to do a small daily task during the program. 

    To help them, I created an email autoresponder series was optional for my clients to subscribe to. It sent a simple email at 6am every day for 6 weeks, reminding them to do their activity. 

    It finished after 6 weeks, and didn’t sell or subscribe to anything else. They found it extremely useful!

    Emails, messages and personal video or audio messages can build connection, rapport and trust, if you use them to:

    • check in with progress on goals
    • let them know that you’re thinking of them or are ready to support them if they’re having trouble.
    • be a cheer leader for them
    • acknowledge their progress.

    In short, emails can support a client to deliver content, but also to remember to do things, feel supported in tough times, and feel acknowledged and valued.

    Experience Content

    Your own experience – what you did, what worked for you, how you felt at the time, and what worked for your client – is super helpful content to share with program members.

    It could be delivered as live or recorded videos, audios, blog posts or small snippets.

    There needs to be context added, for example, how you overcame a mental hurdle along the way, or a specific tool your client used to finally get out of bed at 6am, or a story of how someone redesigned their environment so they were no longer tempted.

    Stories are powerful and they help people imagine themselves in the same position, and succeeding.

    Value Adds

    Value adds are those unexpected little things that delight and surprise you – and add tangible value to a program, simply because you’re showing that you care.

    The goal is to make the client feel personally valued, supported and/or rewarded

    A great way to enhance ‘user experience’ (UX)! 

    Examples include:

    • A physical welcome gift (goodie bag, book voucher etc)
    • A personalised welcome letter
    • A blank journal and a branded pen (easiest to start) 
    • A beautiful worksheet that you create
    • Recipe booklets
    • Recommended Reading lists
    • Links to relevant Ted talks
    • Offering a private 15 minute chat
    • Links to ‘how to’ or ‘why’ style blogs or podcasts you’ve created (or others)
    • A completion certificate
    • A completion gift
    • A personalised thank you letter
    • A follow up postcard (e.g. 4 weeks after the program)

    For value-adds that can be used within a program, getting your clients to use them – in session, and for homework activities – can significantly boosts their self-awareness, achievements and results. 

    Value-adds used outside a program help a client to feel heard, acknowledged and valued.

    In a pilot program, actively taking on feedback and making changes to a program also demonstrate respect for and acknowledgement of your program clients. This is a way to add ’emotional value’ and to build trust and rapport.


    Content and emails (and other media) aren’t about pushing your story or information on people, or forcing them to do or buy anything. 

    Content and emails (and other media) are an opportunity to truly support and help your client on a sometimes-challenging and uncomfortable journey to change and, to demonstrate that their journey and success is your priority.

    Best of all, you don’t need reams of stuff. You just need a few pieces of super useful stuff to support the journey to know, grow and change. 

    Based on what you know of your ideal clients, what could YOU create that would add the most value to your clients’ journey?

    Ready to get clarity on your pathway to success?

    Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

    Learn more here:

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    E#144 How to Write Compelling Copy

    This episode is about how to write a compelling copy

    Are you promoting your business, but only hearing crickets?

    So many business owners I know have trouble writing compelling copy that attracts quality leads. 

    After working with hundreds of coaches on this challenge, and recently devising a pitch for a startup, I have truly immersed myself in what it takes to write compelling copy and how to position your value in a mouthwatering, irresistible way.

    I have developed what I am calling the ‘End Point Method’ and it helps you to get past the features and jargon that you might be using now, to rather describe your services in a compelling and attractive way that makes sense to your niche.

    If you get it right, you will attract more quality leads and enquiries.

    In this episode, I’ll talk about 
    * What you need to communicate in your copy
    * What you need to be doing instead
    * How the End Point Method works

    What You Need to Communicate in Copy

    When you consider any purchase, you subconsciously ask yourself – “what’s in it for me?” 

    In other words, you ask yourself something like – ‘Why should I spend my hard earned money on this?’ ‘Do I really need this?’ ‘What will it give me?” “Is it worth it?”

    Everyone – you, the clients you are trying to secure – buy because of what’s in it for them..

    That’s why you hear marketing professionals say things like: 

    “Sell the sizzle, not the sausage.”

    “Facts tell, stories sell.”

    “Promote benefits, not features.”

    So number 1, your copy needs to answer the question – ‘what’s in it for me?’. 

    There are some other things that are important to include in the copy, too, and these are relevant if you are running a service based business.

    There are three things you need to weave in:

    1. When people buy, 90% of their buying decisions are emotionally-driven. 

    So your copy needs to tell a story that clearly articulates the benefits and results but does so in a way that engages them emotionally, which will increase their motivation to enquire.

    2. People buy from those who are similar to them, and who they trust. 

    So your copy needs to tell the story in a relatable way that will resonate and connect with the person seeing the promotion, so they will be more motivated to enquire.

    This comes down to you personally. If you are a 20-year old woman and you are trying to sell menopause coaching to a 50 year old woman, it’s probably not going to go so well because – what would a 20 year old woman know about menopause?

    This is where the relatability comes in. Part of communicating your value is why you are positioned to be the provider of choice for this service. It could be your similar life experience, your journey, your expertise in an area, or your demographic.

    3. People buy to solve problems – not for fun! 

    Unless you speak to results and outcomes that they are seeking, then people aren’t interested. 

    A lot of people try to sell services to people that don’t need them, because the problem is too poorly defined, too vague – or too small.

    A simple example is this: if I get a cut on my arm, I’ll use a bandaid to solve it. If I break my arm, I’ll go to a doctor or better still, a specialist.

    So in your copy, when you can clearly describe the big problem people want to solve, and the benefits and results that someone is seeking, you are demonstrating your understanding of their challenges, and they are more likely to enquire because they trust that you truly understand them.

    What You Might Be Doing Instead

    If not doing the above things in your copy, what might you be doing instead?

    What I see a lot of is copy that focuses on your title, your qualifications and/or the method you use to work with people, and all of the things you do with them in your program/

    If your copy is solely talking about you and not in a relatable way to your ideal client, and if your copy is describing the features of your work or the science behind it, there could be a problem.

    Read your copy out aloud, and how do you feel afterwards? 

    Put yourself in your client’s shoes – if you stumbled across your promotion – would YOU want to buy it? Why or why not?

    If it’s all about you and how you work, that’s why you are probably hearing crickets!

    Getting your story right is really important and it is ultimately the difference between enquiries or no enquiries.

    While there isn’t enough time to go into a full page copy example, I want to share some simple statements I often see on websites that don’t quite fit the bill: 

    “I help you create an exciting vision that feels good inside and out.”

    “I help you work out what you want to achieve and how to get there.”

    “I help you develop healthy habits that are sustainable and fit with your goals.”

    Here are a few statements that are a lot better and make the value a lot clearer:

    “I help women in their 50’s to reverse diabetes and lose weight with a simple, low-carb eating approach.’ 

    “I work with athletes to address their inner critic and mental wellbeing so they can achieve those important 1% increases in performance.”

    I’ve just made these examples up, but you can tell right away that one set of statements is much clearer, free of coaching jargon, and easier to buy.

    The nutshell is, when you have clear copy, the reader can identify themselves in the statement and will more likely qualify themselves as a good fit for your business.

    The best way to get the words to answer these questions is with client interviews.

    How the End Point Method Works 

    If you are a coach then you have some skills to help you master this already. 

    Just like helping your ideal client peel off the layers to get to the heart of what’s important to them, my End Point Method is a similar process.

    It helps you get past all those features you keep listing in your ad copy and all those jargony words, and pull out the feelings, results and benefits that people will want to connect with.

    It also helps you map out the customer journey so you can explain to clients how you help them get to their desired end result.

    So by using the end point method, you can work out:

    1. The problem your ideal client needs to solve
    2. The result they desperately want
    3. The step by step process you guide them through to get there – but spoken as a list of benefits, not a list of features.

    There are a few simple questions to ask yourself and answer to get the heart of the valuable copy.

    1. What do you do?
    2. How do you do it?
    3. What are the results?
    4. How do people feel?
    5. If people achieve these results, what else becomes possible?
    6. How does THAT feel?
    7. Why does that matter to them?
    8. What might that mean?


    If your promotional copy has gotten NO traction, it might be worth looking at the copy and value proposition in your promotions.

    I discussed four important things that your copy needs to cover:

    1. What’s in it for me
    2. An emotional story that shows you understand their problem
    3. Text that shows how you resonate with the ideal client 
    4. A focus on a big enough problem they have and want to solve.

    Market research is the best way to get the answers to these questions.

    Further, you need to coach yourself or work with a business coach to get to the crux of the matter – to get to the heart of your value proposition – so that you can clearly articulate this in your messaging. 

    If you need support with this process, get in touch. I have about 5 places available this month to dive deep into getting your messaging right.

    Ready to get clarity on your pathway to success?

    Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

    Learn more here: