If you struggle with writing copy in your coaching business to attract more clients, then stay tuned, I’m going to be sharing some simple tweaks you can make to help your potential clients feel more resonance, more connection and to feel more understood – let’s get into it.
In all my work with clients, copywriting is something a lot of us struggle with. Most of us coaches don’t have copywriting skills or experience so it’s a whole new area we need to learn (along with marketing, sales and all the rest!)
Many elements come into writing good compelling copy, and today I wanted to share one simple tip you can use that will help you better communicate what it is you’re all about so that your ideal clients feel understood and experience resonance and connection.
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The key words we use
The coaching industry, like all industries, has its own jargon. We can use words that mean something to us because we’ve experienced what they mean and we feel connected to them.
The problem is – particularly when you’re a business to consumer coach (i.e a health, life or spiritual coach) – a lot of those ‘coach speak’ words mean nothing to our potential clients so they just float right over their heads.
For example, words like empowerment, embodiment, alignment etc are kind of meaningless if you’re not already experienced in the self development world.
There’s also another layer to this which is using words that people label themselves as or not. If you’re using a word to describe the people you work with but your potential clients aren’t labelling themselves as that, then they aren’t going to think you’re for them.
For example ‘burnout’ is a good word to describe a particular negative state someone might be experiencing, but if they aren’t labelling themselves as burned out, then they won’t necessarily think it’s for them.
Make sure you’re understood
So instead of using ‘coach speak’ words that might not be fully understood, we need to be using more simple and understandable words to describe what we do.
Empowered might become ‘confident’ for example
If you had to describe what you do to someone on the street right now and they would need to understand you, what would you say?
If you can nail that, then you’re going in the right direction.
How to know the right words to use
Do some market research for your coaching business and speak to people and coach people around the work you do – what words are they using themselves? How are they labelling their problems or aspirations?
Make a note of the language they’re using and use that in your copy.
Something else to think about here is whether or not you need to use your copy to help them connect the dots between their experiences and a term you use.
So taking the burnout example, many people don’t realise that they’re burned out even though they are experiencing the symptoms and behaviours of burnout. Can you highlight those things instead of the term burnout, or do you use the term burnout alongside those examples so your potential clients can connect the dots.
When we create resonance we’re creating that deep sense of feeling connected and understood. Ultimately this is what we want to be creating with our words in our business.
So while it’s important that our potential clients at least understand what we mean when we talk about what we do, we also need to build in resonance and that’s a slightly tricker task.
A good place to start is using real life examples and real life language – a handy trick for this is to record yourself talking about your work and then look at the transcript and see what kind of things you’re saying. Almost always when I do this with clients I pull out loads of really useful snippets for their copy that helps to build that resonance.
The exception to the rule
There are exceptions to the rule however – consider where people might be in their client journey. For example, if you are working with a specific client type and you know that they understand a term really well that’s connected to where they are in their journey then it’s totally fine to use that – in fact that will create more resonance than using some simple terms.
For example, if you work with people around body image and self love, perhaps your people are at the stage where they’ve read all the books and understand the concepts but aren’t putting them into practice. In that case talking about ‘intuitive eating’ will resonate with them more than saying ‘listening to your body’ or something even more basic like ‘stopping when you’re full’.
Ultimately, the question you want to ask yourself is – do my potential clients understand the terms and language that I’m using to describe how I can help them, the problems I can help them solve and the outcomes I can help them achieve.
If you can answer that yes, then you’re on the right track!
To learn more about attracting clients in an aligned way, check out my free Client Attraction and Marketing Workshop below:
Has this been helpful? Would you like me to create more content around copy tips? If so let me know in the comments!
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