Writing copy for your coaching website is no easy task. For those of you that aren’t sure what copy is, it’s the content on your website that is written to draw in clients and get them drooling for your services. Writing drool worthy copy doesn’t usually come naturally and sometimes can make us write in unnatural ways. In this article I’m going to tackle what I consider to be the number one rookie mistake that coaches make when they write their own copy.
Quite simply, the most common mistake I see on coaching websites is using a list of questions to start off a sales page.
When you sit down to write a juicy sales letter, the first rule of thumb is to make it easy for your target market to identify that you are speaking to them specifically. Now my view may be a little controversial since many copy writers out there teach you to open your sales letter with questions that speak to your target audience.
The logic is sound, and sometimes it works, but I think there are better ways to get your prospect’s attention. So in this article I’m first going to give you reasons why this isn’t the best method, and what you can do to make your copy even better.
Before we get started here is an example of what I mean when I say a list of questions, these are not from anywhere in particular but you’ll get the drift. Imagine a life coaching site, and here is the opening:
- Do you feel like you are overworked and under appreciated?
- Do you believe that there is more for you out there?
- Are you sick of waiting for something big, and ready to take that leap into a better life?
Look familiar? Please don’t hang your head in shame if your sales copy starts like this. You aren’t alone.
Here are a few reasons why this just isn’t the best way to do it:
- The questions are too broad. You need your copy to speak to a specific person with a specific need if you want it to get them drooling. When coaches use these questions to open a page, they are usually trying to cover all of their bases. This is a common mistake, the more narrow you are with the problem you solve and who you’re talking to the better chance you have of that prospect recognizing themselves and positioning yourself as their solution.
- It just doesn’t plain ‘ol doesn’t look good. Your website should be designed to draw people in, and the same goes for your copy. You want to lure people into the story you’re telling and keep them wanting more. I do believe bullets are needed to separate out ideas, especially for those that are skimming the page, but opening with them just makes you look lazy and isn’t very appealing.
- You look like a rookie. You’ll notice if you take a look at some “A list” coaches and how they write their copy, I rarely see a sales page that uses this method. Good copy will make you look like the pro that you are, and poorly formatted copy can make you look lame, it can even lose you clients.
So what can you do?
- Start off with a juicy headline. Immediately identify the big result you are going to give your client so that they recognize right away that you have the answer they need and they can read on.
- Tell a story, instead of using bullets think about how you could incorporate the needs and desires that you are trying to convey and paint a picture. Here is an example using the bullets from above.
“It kills me to see how many women are overworked and under appreciated. I know that they know there is something out there that is bigger and better, but sometimes they don’t have the courage to step out of their comfort zone and look for it.
I’m here to help, in my super awesome live your best life coaching program I help women that are stuck in crappy jobs discover ways to torture their bosses, and make their jobs much more rewarding.”
That last bit was just to see if you were paying attention! The key though is that it was very specific with what was being offered (boss torturing strategies) and the benefit (a sense of reward).
- Give benefits with your bullets. If you are going to use bullets to separate out benefits in your copy, make sure you are telling them why they want it. For each bullet make sure you add “so that…” at the end. You’ll find more creative ways to do this without the “so that” but this is a good place to start.
- Recordings of our calls so that you can always refer back to them when you have a low moment.
- Discover 5 strategies that will help you be more productive and slaughter your to do list.
- Learn the right questions to ask so that you don’t get burned by your next service provider.
I am definitely a supporter of writing your own copy because I believe it is important that your website expresses who you are and shows off your awesome personality. That being said, there are some great copy writers out there (one of which I’m lucky enough to have on my team) that are not only great at writing drool worthy sales pages, but can also adapt their writing to fit your voice and personality.
As always, practice makes perfect and the more you write the better you will get!