July 12, 2011
Copywriting is something I hear coaches say they absolutely dread doing. It's especially challenging when you have to create a sales page or write copy to promote one of your programs or services. Oh no!
The discussion of the copywriting albatross comes up so frequently in the Certified Group Coach® Program that I'm sharing a few tips to get you started in this installment of What Would WendyY Do?:
- Take a deep breath to release your anxiety and clear your mind to write. I know it sounds simple but you'll be surprised at how much that breath helps you to focus. If the first deep breath doesn't do the trick, take one more and go way down to the bottom of your stomach to get it. This time open your mouth and allow the angst to flow up, over and right out. It's ok to make a little noise so you know the anxiety actually left your body.
- Imagine you're sitting in a cozy chair in your living room. You're comfortable and relaxed. Visualize that your ideal client is sitting in a chair right next to you. Your job is to coach your client right there on the spot. That's easy because you're a great coach, right? First and foremost you're a coach. Now is not the time to forget that important fact so bring all of your skills with you to the conversation.
- Converse with your ideal client, naturally. You want to help her focus on the challenges shes facing and tackle each one head on. With compassion, you help her see the cost of continuing to do what she's always done. You're there to help her understand the real price of that kind of insanity. She's paying for it some kind of way and your role is to uncover the emotional price she's paying so she sees and feels the impact. This is no time to be skiddish - say what's true!
- Share the benefits and solutions your service or program offers. Talk to her about the results she'll experience after being in your program. I always remember from my sales background that people can relate to how the program will benefit them - the "What's In It for Me" information. Tell her and be generous!
- Remind her of your expertise by sharing your personal journey. Be sure to speak to her in a language she understands. That means you have to let go of coaching jargon. I tell my coaches to use the $5 words rather than the $25 ones.
This is a simple little technique that once you master it - you'll be on your way to writing really compelling and emotional copy that attracts and engages your ideal clients every single time.
That's what WendyY would do!
What's your greatest copywriting challenge?
What makes your group coaching program unique? No, it’s not price. And you need to think again if it’s quality.
It’s really YOU. And that’s exactly what the media look for.
Think about it for a moment. Reporters don’t really cover stories about group coaching - or any product or service for that matter. Journalists write about the people behind the group coaching program. That is, they cover experts.
That’s just one of the reasons why you need to position yourself as the authority in your field.
After all, people want to do business with someone they trust. And who better than an expert?
Experts are sought after, get more business with less effort, and command higher fees. They also possess credibility that makes selling themselves easier.
Follow these tips to become the recognized expert:
1. Find your expertise – and use it in all your marketing. Think of topics that relate to what you do. If you are a group coach specializing in married relationships, you can be the ‘marriage relationship expert.’ If you are marketing group coach, start calling yourself the ‘marketing mentor.’ Then once you find a title that fits, use it all the time – on business cards, your website, postcards, etc.
2. Write articles. There’s no better way to get know as an expert than to write and publish articles about your expertise. Think of at least twelve topics, do the research and get writing. Most articles are no more than 500 words. Use lists and bullets to help keep it short. And don’t forget to include a resource box.
3. Be available to the media to comment on your topic of expertise. Let reporters covering your beat know you are an expert and available to comment on your field. Also, jump on a breaking story that involves your expertise. For example, if you’re a group coach specializing in time management and there a story about a how helicopter parents- and their kids are over stressed, pitch a story about how to keep families from losing it completely.
4. Speak on your topic. Come up with a great presentation that gives useful tips and find local places to offer to speak for free. A parent coach could give tips on ways stop dinner time battles. Once you get several of these under your belt, start looking for regional and national venues to speak.
5. Blog. Blogging is a great way to comment on your expertise while rising the ranks of the Internet. Look for news stories that relate to your topic; then offer your opinion about the story on your blog. Trust me, journalists are searching blogs for experts. That's how I got featured in Entrepreneur magazine a few years back.
Shannon Cherry is the publicity/media expert for Group Mastery. Known as The Power Publicist, she helps coaches, entrepreneurs, consultants and solo professionals attract more clients and customers through the power of publicity.
- Determine what topics will interest them.
- Make a list of online and offline publications that will help you stay up-to-date and be sure to read them regularly.
- Become an expert on all things relating to the services or products you are selling and the people who need them.
- Pay attention to the questions your clients and prospects are asking you. Chances are, your answers will be of interest to your audience.
- Check out blogs, forums and other online networking sites. What are people talking about?
- Take general news and tie it into the specific needs and wants of your market.
Allison Nazarian is the Copywriting Expert for Group Mastery. She is well- and widely known as one of the most honest, experienced, innovative and freshest voices in copywriting and marketing today.
This blog post was reprinted with permission from the author.