Make sure you have the necessary ingredients!

Allison Nazarian - Copywriting Expert

As the Copywriting Expert for Group Mastery, I'm dedicated to continue sharing what I have learned through 15 years in copywriting with you and, in turn, your clients. More and more, coaches and entrepreneurs are choosing, through preference or because of budget or other reasons, to write their own copy.

DIY (Do It Yourself) Copywriting will be doable, manageable and highly profitable for you if you have the right advice and expertise at your fingertips — and that is where I will come in for you! More About Me

No matter what you are writing and what product or service you are selling, certain copywriting principles will play a role in your efforts — if your product or service is to be successful.

Here, then, are your Top 3 Must-Consider-Never-Ignore Copywriting Commandments:

1. Do the work. Whether you’re writing copy for a web page, blog entry, a press release or print piece, the most important part of the writing process is completed before you write one word. Yet all too many skip this step and sometimes ignore its very existence. It is essential to prepare and gather as much information as possible about the subject for which you are creating copy, and to do so before you write a single word. Ignore this crucial step and your response/results, will tell the tale…guaranteed!

2. Be the expert. Share what you know and what you offer in a way that clearly demonstrates that your service/product/expertise is the bridge between their problem/need and a satisfying solution. Don’t be afraid to show and own your expertise. On the other hand, don’t ever try to be or show you know something that you clearly aren’t or don’t know.

3. Know thy market (and if you don’t, refer to #1 above and start all over again). Sure, there are ways to get your message out to everyone in the world, but why would you want to? Is everyone in the world your potential customer? (Even if your answer is “yes,” chances are this is not actually the case.) Take some time to define your market, what it needs, who is in it and, as importantly, who is not. Why would they buy from you and what do they need? And while you are at it, be sure to know how and where they get and digest their information.

How do you leverage these commandments to ensure copywriting success?

Persuasion is the process of guiding people toward the adoption of an idea, attitude, or action by creative means. Very simply, persuasion is language or action that promotes your program to your blog readers, prospective clients and community of learners.  Your opportunity is to master persuasion in every aspect of marketing your group coaching programs. It's intentional, fun and very effective.

So, where do you begin with persuasion?  Here's an easy approach to get you started:

Share, care and connect. Persuasion begins with a strong foundation of rapport.  Build on the know-like-trust factor by allowing your potential learners to experience you, your programs and services.

Link your content to your client. Persuasion paves the way for this to occur, naturally and easily.  Through the use of stories, metaphors, thought-provoking questions and more, persuasion promotes the adoption of your content for your community of learners.  You want your learners to apply and implement your content in their lives, work and businesses.

Challenge your clients. Blog readers, potential clients and learners in your group coaching programs come to you because they believe you have a solution to their problem.  Your job is to challenge them to commit to your programs and services, knowing you have the solution they seek.   Fear often creeps in when it's time for your learner to commit.  What a great opportunity for you to continue coaching, guiding and using the power of persuasion!

This is the fun part:  When you master these three simple elements of persuasive marketing, you'll see a definite impact in your bottom line profits.  You're standing in a strong place of confidence with your blog readers.  You're ready to serve up your solution to your potential clients.  You're poised to promote adoption of your content for the learners in your group coaching program.  When your learners apply your content, their results will point to you as THE solution for others with a similar challenge.  You'll become recognized as the go-to expert in your specific niche and your bottom line profits will soar. How kewl is that?!

In Group Coaching in 33 Minutes, I share easy how-to steps to help learners leverage the power of persuasion to close more clients and get more business.  As a coach, persuasion is a powerful strategy to add to your arsenal of coaching tools — a strategy that effectively boosts your bottom line and ensures lasting change for your learners.

How are you using persuasion in your marketing?

Persuasive marketing involves emotions.  Very simply, every word you speak or write has to touch deeply, genuinely inspire and intentionally motivate your audience to act.   Ok, so maybe that's not so simple. :)  I thought stirring emotions was pretty easy the first time I heard about persuasive marketing.  I quickly learned the real value for business growth as well as for boosting profits.

Truly persuasive marketing requires a clear understanding of your audience as well as their emotional state.   Know what emotions you want to stir and how you want to stir them.  Organize your speech strategically and choose your words very carefully.

I've mastered the art of persuasive marketing by asking a few simple questions:

1. Who is my audience?
2. How does my audience feel?
3. What emotions do I want my audience to feel?
4. How do I want my audience to feel these emotions?
5. Where (in their bodies) do I want my audience to feel these emotions? 
6. What words elicit the emotions I want my audience to feel?

Persuasive marketing is one element of your marketing efforts that ultimately guarantees big profits and phenomenal growth.

How are you doing with your persuasive marketing?