How to sell with love - an alternative approach to copywriting for coaches

We're told fear sells

Hit their pain points, and they'll sign up; that's the story. But if, like me, you work in the empathetic sphere with vulnerable people who've seen too much fear already, it seems a bit, well, shitty. Copywriting for coaches shouldn't be about scaring people into signing up.

That said, we do need a point of connection to show that we care about and understand where they are and the difficulties they face. So whilst we can acknowledge their wounds, putting a stick in them and giving it a bit of a wiggle just so that they turn to us for help is just not nice.

So what's the alternative?

They also say you'll catch more flies with honey - not that our clients are flies, of course but you get the gist. Compassionate copywriting for coaches, therapists and healers is about flipping the message and selling with love.

Is this effective? Absolutely.

How do you do it? Put benefit first.

Here's how

The saying goes that different is better than better (Sally Hogshead). I've been spouting this for a long time: there are millions of coaches/healers/therapists in the world but there is only one like you. You are a unique combination of your skills, history, natural aptitudes and training - a one-of-a-kind tapestry that someone out there is looking for.

Put some time aside to create a mind map of yourself: from your previous roles and what you do at home and in the community, to your areas of interest and practice.

What does your tapestry look like?

How do you assist people to get from A to B? Think of your clients' journey as a trip across a bridge. On one side is where they start; the wooden slats and handrails are the support you provide, and the cliff on the other side is where they want to go.

Only you know the intricacies of how they feel at every step. What patterns have you seen? What feedback have you had? Have people come to you with one problem initially, then come back and thank you for something else afterwards?

Copywriting for coaches - a beautiful weave

Try waking and shaking the way you describe yourself and what you do.

What if the word help didn't exist? What would your profile statement look like if you couldn't say 'I help [client] to [new skill]'?

Things to try:

• Play with the structure - 'I love it when [ideal client] learns how to [new skill/breakthrough/outcome].' Or 'I partner with [ideal client] to [new skill/breakthrough/outcome].'

• Talk directly to your audience, use nuance or puns.

• Have fun, play with language and bring in aspects of what you discovered above.

So a phrase like

'I help tired sales executives reclaim their power and reconnect with their purpose.'

Could become:

'I love it when emboldened execs wake up to their power and rediscover their joy.' Very generic, but you get the gist.

Weave that tapestry with every bold, beautiful, textural and intricate stitch you can.

Take time out

This isn't always something you can do at your desk on a Tuesday morning. Sometimes, changing location completely is what's called for. I always say I get my best ideas when I'm away on holiday - and I have been known to hide in a shepherd's hut or a cottage in the wilds somewhere for a few days, just to get focus.

Even if it means stepping into a coffee shop for a few hours, do what you need to do to get a change of scenery. It can completely shift your energy.

And talk to someone

If you're a sole practitioner, have a chat with a business buddy. I have several beloved friends I've met at networking groups over the years. I'll drop them a message, we'll jump on a call, and everything will seem much clearer. Many of my clients are in contact with the cohort they qualified with, or a circle of aligned people in their field. These kinds of connections are invaluable.

I'm here for you, too. Book a free virtual coffee and because I'm not into pushy sales, the only thing you're signing up to is a half-hour chat.

Let's shift the message. Copywriting for coaches should be about dialling up love - because that's what you've come here to do. Whether it's building resilience, shifting mindset, empowering leadership or healing old wounds, your job is to facilitate repair, recovery and rejuvenation. You open new pathways, dreams, ambitions and opportunities. And it starts with the first words someone reads when they come across you. What a powerful position you're in. How wonderful.