copywriting shortcuts

July 12, 2011

WWWD: How to write copy when you don't love doing it


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?

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