The Power of Words: How Copywriting Transforms Your Wellness Coaching Business
Let’s kick off this conversation first by defining what Copywriting even is.
You may have heard the word Copywriting, but may not really be sure what it means, or perhaps you’ve never even heard of it and don’t realize how critical it is to your coaching business success.
What is Copywriting?
Copywriting is the art and science of creating written content, typically in the form of advertising or promotional materials, with the primary goal of persuading or influencing the reader, viewer, or listener to take a specific action.
The action you want your audience to take can vary widely depending on the context and purpose of the copy, but common objectives include:
Selling a Product or Service: Copywriters often create content that aims to convince consumers to purchase a product or service. This can be done through compelling product descriptions, persuasive sales pitches, and promotional materials. Another way to do this is to paint your ideal clients’ “before” picture (what they’re currently struggling with) and their “after” picture (the transformation you provide) and then showcasing how your product or service takes them from the before and the after they desire.
Generating Leads: In marketing, copy can be used to capture potential customers' contact information for future marketing efforts, such as email sign-ups, newsletter subscriptions, or lead generation forms. For instance, a juicy and compelling Lead Magnet is one of the best ways to generate leads, but if your copy isn’t clear, specific, and compelling, it won’t lead to leads.
Building Brand Awareness: Copywriters are also responsible for creating content that helps establish and reinforce a brand's identity and messaging. This can include slogans, taglines, and brand stories.
Educating and Informing: Copy can be used to inform and educate the audience about a particular topic, product, or service. This type of copywriting is common in content marketing, where the goal is to provide valuable information to the audience.
Entertaining and Engaging: Copy can be used to entertain and engage the audience, particularly in the context of social media, creative advertising, and content that goes viral.
Copywriting can appear in various forms, including print advertisements, web content, email marketing campaigns, social media posts, video scripts, product packaging, and more.
As a Wellness Coach, Copywriting includes your brand messaging, content, lead magnet, email welcome sequence, promo emails, sales pages, your website copy, and so much more.
Copy is basically anything you are communicating to your audience where you want them to take a specific action (e.g., share, like, follow, subscribe, book a call, hit reply, sign up, download, buy, etc.).
Effective copywriting involves a deep understanding of your target audience, persuasive writing techniques, and a clear call to action.
Differences Between Copywriting & Messaging
Copywriting and messaging are related aspects of marketing and communication, but they serve slightly different purposes and are used at different stages of the marketing process:
Copywriting:
Purpose: Copywriting is primarily focused on creating persuasive and compelling written content that prompts a specific action or response from the audience. This action can range from making a purchase to signing up for a newsletter.
Medium: Copywriting is often used in various forms of marketing and advertising materials, such as advertisements, product descriptions, email campaigns, social media posts, and website content.
Content: Copywriting content typically includes headlines, taglines, body text, product descriptions, calls to action (CTAs), and other text-based elements that aim to influence and engage the audience.
Goals: The main goals of copywriting are to grab the audience's attention, communicate the value of a product or service, overcome objections, and persuade the audience to take a specific action that benefits the business.
Messaging:
Purpose: Messaging refers to the broader strategic communication framework that a company or brand uses to convey its value proposition, identity, and core beliefs. It encompasses the overall tone, voice, and positioning of a brand or business.
Medium: Messaging is not limited to specific marketing materials but rather extends across all aspects of a brand's communication, both internal and external. It influences how a brand communicates on its website, in advertising, through customer service interactions, and more.
Content: Messaging includes key messages, brand narratives, mission statements, vision statements, and the consistent use of language and terminology that reflect the brand's identity and values.
Goals: The primary goal of messaging is to establish a clear and unified brand identity, build trust with the target audience, and create a lasting and memorable impression. It sets the foundation for all communication efforts.
In summary, copywriting is a subset of messaging. While copywriting focuses on crafting persuasive and action-oriented content for specific marketing materials, messaging is the broader strategy that guides how a brand communicates its identity, values, and key messages across all channels and touchpoints.
Both are essential components of effective marketing and communication strategies, working together to convey a consistent and compelling brand story.
Copywriting When You’re First Starting Out…
While copywriting, messaging, and creating compelling content is crucial at every stage of your coaching business, your copy focus will likely change as you continue on your entrepreneurial journey.
Copywriting in your earlier stages of business can help you to craft your bio, your elevator pitch, your niche statement.
Additionally in the earlier stages of business building, here’s where Copywriting is important:
1. Clarity on who you serve (your niche)
2. How you serve them (your offer)
3. What makes you “Younique” (how you are different from your competitors).
To make the importance of this more clear, here’s what many wellness coaches do when they’re not clear on the 3 above areas:
Not clear on niche: They randomly post on social media vague and generic posts, often including things like inspirational quotes and general wellness tips, which get some likes but don’t lead to clients.
Not clear on offer: They don’t share their offer or ever ask for sales or they’re too afraid to “put themselves and/or their offer ‘out there’ because they lack confidence and clarity in how they help their clients and if they’ll be able to get their clients results.
Not clear on uniqueness: They waffle back and forth between sounding like every other coach out there (so they don’t stand out) or they get stuck comparing themselves to other coaches who are seemingly further along than they are and feel inadequate and full of imposter syndrome
So, what’s a newbie wellness coach to do?
Start getting clear on these 3 areas.
To gain clarity on your niche:
Brainstorm your own story and areas of niche interest. Circle the top 1-2 most interesting niches. Decide if they would be profitable niches (aka do market research to see if other coaches are out there working with this niche; if so, that’s a great sign-means there’s a market for it).
Remember you are simply choosing 1 niche to start with - you are not “married” to the niche and yes, you may likely pivot along the way. The key is to choose a niche you can work with for at least a few months so you can create a small offer and start making some money.
PLEASE don’t overthink this!
After you clearly “funnel” out 1 niche (meaning you have a clear offer that’s landing paying clients) you can always consider adding another niche.
While I personally wouldn’t suggest this (it just complicates your business and adds so many more to-dos to market 2 or more niches), but if you do feel uber passionate about having more than 1 niche, I would create them 1 at a time.
To gain clarity on your offer:
I suggest starting with a Mini-Offer for your ideal client rather than a large and comprehensive signature system/program. Reason being, you don’t want to spend a ton of time perfecting a large offer when you’re not even clear yet for sure who your niche is (or if you enjoy working with your niche), nor do you want to be waiting to make any money in your coaching business while you perfect your signature system.
Instead while you’re creating your signature program, you can focus first on creating a Mini-Offer.
A Mini-Offer gives your ideal client a small, specific, and quick win that can then lead them to work with you through your signature offer.
In this way, you bring in money (and confidence and proof of concept-aka testimonials) much sooner in your business and it makes it much more likely your mini-offer clients want to work with you in a larger capacity, such as through your signature system since they’ve already gotten a quick win with you and you’ve built that know, like, and trust factor. Wanna get your Mini-Offer created so you can bring in $1k+ into your coaching biz? Check out Make Money Now!
To gain clarity on your uniqueness:
Most often your uniqueness comes from your own story and experience as well as your professional experience. Often our ideal clients are who we once were prior to solving our own challenge(s). Capitalize on that experience!
*And please don’t think you have to have solved every aspect of your challenge, never have any obstacles that come up even after you’ve solved your challenge, or that you have to have “perfect” behavior in regards to the challenge you’re helping your clients to solve.
As wellness coaches, most of us also have some sort of professional experience that adds to our credibility and uniqueness. For example, perhaps you were a doctor, nurse, nurse practitioner, functional medicine doctor, chiropractor, mental health therapist, massage therapist, etc., prior to becoming a wellness coach. Highlight those past experiences as that gives you additional insight, experience, skills, and professionalism that will set you apart from your “competition.”
Copywriting as You Grow & Scale Your Biz…
While you may need to continue to hone or pivot your messaging throughout your business building, once you are clear on who you specifically serve, how you serve them, and what makes you unique, your copy can then focus more around your marketing materials.
So when you're ready to grow and scale your coaching business, the focus of copywriting shifts towards driving conversions and attracting a larger audience.
Here are key areas of focus for copywriting in this stage:
Targeted Audience Messaging: Tailor your copy to resonate with your target audience's specific needs, challenges, and aspirations. Segment your audience if necessary and create messaging that speaks directly to each group.
*Bonus Copywriting Tip:
The MORE specific you can get with your words, phrases, examples and really paint the picture of your client’s current circumstance- i.e., pain-and what they want instead -i.e., results- the more you will emotionally connect with your audience (aka making it more likely they’ll buy).
Benefits Over Features: Emphasize the outcomes and benefits clients can expect from your coaching rather than just listing features. Show how your coaching can help clients achieve their goals and solve their problems.
*Bonus Copywriting Tip:
Always be thinking W.I.I.F.M. as in “What’s in it for me” (me meaning the client). Your copy must speak to current pain points, what they want instead (results) and how your program, product, or service takes them from the pain to the pleasure.
Social Proof: Incorporate client testimonials, success stories, case studies, and reviews into your copy. Social proof builds credibility and trust, making it more likely that potential clients will choose your services.
*Bonus Copywriting Tip:
Create a 1 “headline” for each testimonial, where you pull out the most important outcome/benefit and that becomes your headline with the remaining testimonial underneath.
Call to Action (CTA): Use clear and compelling CTAs in your copy to prompt potential clients to take specific actions, such as signing up for a consultation, joining a program, or making a purchase.
*Bonus Copywriting Tip:
Use results language in your CTAs. For example, let’s say your lead magnet helps your ideal client who’s a stressed out female corporate executive to be more productive, you’re CTA link or button should say something like, “Yes, I wanna rock my productivity” or “Yes, I wanna be more productive” instead of something like, “Yes, I’m in” or “Join now.”
Content Marketing: Create a content marketing strategy that includes blog posts, articles, videos, webinars, or podcasts that provide valuable information related to wellness and coaching. Use your copywriting skills to craft engaging headlines and introductions that draw readers in.
*Bonus Copywriting Tip:
Instead of creating 1 off social media posts, create long-form content (i.e., blogs, youtube videos, ebooks, podcast) that can then be broken down and repurposed into social media posts and in other ways.
Email Marketing: Utilize email marketing campaigns to nurture leads and build relationships with potential clients. Craft persuasive email subject lines and content that encourages opens, clicks, and conversions.
*Bonus Copywriting Tip:
Create interest & pique curiosity with your subject lines; if you don’t all that hard work creating your email will be wasted as no one will open a boring subject line. Use apps like Headline Analyzer or ask ChatGPT to give you 10 compelling titles or subject lines from the email content that you copy and paste into it.
SEO Optimization: Optimize your website and content for search engines to increase organic traffic. Conduct keyword research and incorporate relevant keywords into your copy.
*Bonus Copywriting Tip:
Use hashtags to get your posts, blogs, etc., more views. You might check out something like Keyhole's Top 15 Hashtag Analytics Tools.
Lead Generation: Develop lead magnets, such as ebooks, checklists, or webinars, and use compelling copy to encourage visitors to exchange their contact information for these resources.
*Bonus Copywriting Tip:
Share your lead magnet CONSISTENTLY & EVERYWHERE. Some ways to do this include adding it along with the link to your signature in your emails, have on every page of your website, pin to the top of your social media page or have it always in your bio, create a post to it and share it in your emails (in the text or in the P.S.) multiple times per month.
Scaling Offers: If you're expanding your coaching services or adding new programs, use persuasive copy to promote these offerings and explain the value they bring to clients.
*Bonus Copywriting Tip:
Start “seeding” your new offers before you officially launch them. Let your audience know (perhaps in a post or in an email P.S. that you have something juicy you’ll soon be launching. Tell who it’s for and what the specific result is.
Automated Sales Funnels: Implement automated sales funnels with well-crafted copy to guide potential clients through the decision-making process and convert leads into paying clients.
*Bonus Copywriting Tip:
For your email welcome sequence that your audience automatically goes through after signing up for your lead magnet or otherwise getting on your email list, create a series of 3-6 emails that tell about you, why you do what you do, and let them know what to expect from being on your list…namely that you’ll be sharing both free and paid products, services, and offers to help them achieve X (what it is they want). Then link to a free offer and link to a small paid offer.
Paid Advertising: If you're using paid advertising, such as Google Ads or social media ads, create persuasive ad copy that grabs attention, communicates value, and encourages clicks.
*Bonus Copywriting Tip:
The less copy typically the better for an ad. Be sure every word, image, etc., is absolutely necessary to include for the reader to take the desired action.
Retargeting and Remarketing: Craft copy for retargeting and remarketing campaigns to re-engage individuals who have previously interacted with your website or content but haven't converted.
*Bonus Copywriting Tip:
Speak to why they may not have converted already. Often that’s because of time, money, or specific obstacles your unique audience may have. Address those in your retargeting.
Consistency Across Channels: Ensure a consistent brand voice and messaging across all marketing channels, from your website to social media profiles to email campaigns.
*Bonus Copywriting Tip:
Be your true self; if you’re serious, be serious. If you’re formal, be formal. If you like to swear, swear. If you like to be witty and funny, be that. Yes, you may repel some, but that’s totally okay!
Then if you’re using AI to help you with your content, input those brand words into your content. For instance, I like to add “conversational and informal” into my ChatGPT searches so it sounds more like me.
Analytics and Testing: Continuously monitor the performance of your copy and marketing efforts using analytics tools. A/B test different copywriting approaches and refine your messaging based on data.
*Bonus Copywriting Tip:
Your copy is THE most important aspect of whether your content will land in clients or land in crickets, so testing and playing with different copy, subject lines, examples, words, etc., is so important to long-term biz success. Ultimately let your clients write your copy for you. Use their words, phrases, examples, etc.
The focus of copywriting when growing and scaling your coaching business is to create persuasive and conversion-oriented content that attracts and converts a larger audience while maintaining a consistent and compelling brand image. Effective copywriting plays a crucial role in expanding your reach and generating new clients.
Hopefully you have a clearer understanding of how incredibly important your copy is at various stages in your business.
Need help on your marketing materials or clarity on your messaging? Grab a Copy Clarity Call today!
Cheers to Compelling Copy & Clients!
