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?
or
– 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.
Summary
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.
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