Many people have a misconception that effective sales copy is only important for traditional businesses, but the truth is, whether you’re a life coach, a business coach, or a fitness coach, persuasive and compelling sales copy is crucial. However, coaches often make mistakes when creating their sales copy that can hamper their success. Let’s explore ten of these common pitfalls.
1. Failing to Understand the Target Audience
We’ve all come across sales copies that don’t resonate with us at all. One of the main reasons is that the author didn’t take the time to truly understand their target audience. A career coach, for example, who writes copy to a college student, will likely miss the mark when their actual audience is mid-career professionals looking for a change.
The most effective sales copy speaks directly to the audience’s specific needs, pain points, and aspirations. Craft your message in a language that resonates with them, and always remember, you’re not just selling a service, you’re selling a transformation.
2. Overusing Jargon
In their quest to sound professional and experienced, many coaches fall into the trap of using too much industry jargon. Remember, your potential clients might not be familiar with the terminologies. Using phrases like ‘actionable alignment’ or ‘synergistic strategies’ can just end up confusing your readers.
3. Lack of a Clear Call to Action (CTA)
Ever read a compelling piece and then wondered, “Now what?” That’s what happens when your sales copy lacks a clear CTA. Without this, potential clients might be interested but clueless about the next step to engage with your services. Always include a CTA, whether it’s to book a free consultation, sign up for a newsletter, or purchase a program.
A compelling call to action (CTA) is clear, concise, and directly communicates the benefit the user will receive. Use active, persuasive language and create a sense of urgency to motivate your audience to take immediate action.
Instead of using a vague CTA like “Contact Us”, you could use a more persuasive and benefit-driven CTA like “Claim Your Free Coaching Session Today!” This is specific, clear about the action to be taken, creates urgency, and outlines a clear benefit to the user.
4. Ignoring the Power of Storytelling
Remember that one coach who always shared their transformation stories and how they resonated with you? That’s the power of storytelling. It humanizes you, makes you relatable, and shows potential clients that you understand their struggles. By only focusing on features and benefits, you miss a chance to connect on a deeper level.
5. Undervaluing Their Services
Your sales copy is your chance to communicate the value you bring to the table. However, some coaches downplay their services, often out of fear of appearing ‘too expensive.’ But remember, people don’t buy coaching services; they buy transformations. So, instead of saying, “You’ll get 12 sessions with me,” say, “You’ll break through the barriers holding you back from reaching your full potential.”
6. Not Addressing Objections
Every potential client will have objections. They might worry about the price, the time commitment, or whether coaching really works. Ignoring these objections in your sales copy won’t make them disappear. Instead, address them head-on and reassure your clients why your coaching service is worth their investment.
7. Overpromising and Under-Delivering
In a bid to attract clients, some coaches promise the moon and stars. But remember, credibility is everything in the coaching business. So instead of making lofty promises like “Become a millionaire in 6 months,” set realistic expectations about what your coaching can help achieve.
8. Overwhelming Prospects with Too Much Information
While it’s essential to share details about your coaching services, too much information can lead to analysis paralysis. Don’t bog down your prospects with every minute detail of your coaching process. Focus on the key features, benefits, and the transformation you’re offering.
9. Using a One-Size-Fits-All Approach
Not all potential clients are at the same stage in their journey. Some may be exploring the idea of coaching, while others are ready to commit. Therefore, your sales copy should be tiered and speak to clients at different stages, nudging them along the buying journey.
10. Unprofessional Conduct and Poor Communication
Imagine a coach who frequently puts others down on their podcast, maybe even dismissing the difficulties their potential clients might be going through. It’s highly unlikely that people tuning in would feel compelled to invest in this coach’s services, no matter how persuasive their sales pitch may sound. Likewise, if you respond to emails in an unprofessional manner or lash out at those who are trying to lend a hand, it leaves a sour taste and can harm your reputation.
Remember, your sales pitch goes beyond the mere words on your website or promotional materials. It reflects your overall professional image. Always treat people with respect, patience, and empathy. Show that you not only understand the challenges your potential clients face, but also value and respect them as individuals. This will help you build a positive reputation that supports and enhances your sales efforts instead of undermining them.
In conclusion, creating compelling sales copy is not just about showcasing your coaching services. It’s about understanding your audience, addressing their pain points, and showing them the transformation they can achieve. Avoid these ten common mistakes, and your sales copy can serve as a powerful tool to attract and convert potential clients.
