7 Simple Copywriting Tips For Coaches

Copywriting Tips For Coaches

If you are a coach and you offer courses to clients, these 7 copywriting tips for coaches will help you sell more courses.

Firstly, I think coaches are amazing.

This is because they dedicate their lives to helping people.

Granted, they make money from it also.

But in my opinion, 

The number of lives you’ve touched is directly connected to how good you are.

But what if you are a good coach,

And all you want to do is help people reach their full potential

But have not had the opportunity to show people you can help them because you’re violating some sacred copywriting tips.

This article will help.


When a potential client comes to your coaching website (By the way, as a coach, you MUST have a website. I have seen many coaches without websites and I wonder if they’re making any money from it at all).

Anyways, when a client comes to your website,

They should immediately be greeted with professional and helpful material that tells them “this coach knows what he or she is doing and can help me“.

But if you know you’re not getting as many clients as you’d like

Don’t worry because these copywriting tips for coaches will help.


What is coaching?

Coaching is a form of development in which an experienced person, called a coach, supports a learner or client in achieving a specific personal or professional goal by providing training and guidance. The learner is sometimes called a coachee. (1)

An example of a coach is Tony Robbins.

Coaching is unlocking another person’s potential.

That being said,

How can you use copywriting to get more coaching clients?

Copywriting is a major element in getting your message out there, making a positive impact in other people’s lives, and increasing your income.

Whether your copy is an article, a sales page, or a newsletter, you should understand how to write in a way that gets people, (your potential client) to take action.

So, if you’ve never given copywriting another thought

It is time you do because

It can be the difference between a profitable coaching business and a bust.

Now, let’s go into the main course of the day,

7 copywriting tips for coaches

As mentioned earlier, these tips can be used on your sales page, website content, and email newsletter.

Follow them religiously because 

Copy is the center of your business

Without great copy, 

You have no business.

1. Talk to one person

In copy, you have to talk to only one person.

If you notice in this article, it feels like I’m talking to you directly

That’s how you should do it.

You can accomplish this by adding words like “you” and “your” in your website content.

No matter where your client is,

You always want to make sure that you’re talking to one person instead of a group of people.

By talking to them directly, you show your ideal client that you know them on a deeper level.

You’ll realize that you’re on the right track when people start messaging you telling you to “get out of their head” or telling you that “you wrote that for me”.

That’s when you know you’ve written a super-effective copy.

2. Have one CTA (Call To Action)

Don’t confuse your potential client with many call-to-actions.

Make it easy for clients to work with you.

Also, avoid using confusing CTAs. 

Have a short sentence describing the action you want your potential client to take.

Then, add an obvious big bold button they can click to make a purchase or download your freebie.

Also, you should keep it simple.

For example, “Click here to get in shape now” could be the copy and the button can simply say “Get in shape now”, leading to the payment page.

If the person you’re talking to has made it to the CTA point, you don’t have to be cute anymore.

People prefer it and are more comfortable when they’re given clear directions on what to do next.

But, remember it’s all about the client.

 Let the words “My program” or “I’ll teach you” be removed from your copy.

It turns people off.

Because it’s not about you.

It’s about your potential client feeling heard and acknowledged.

Change your copy and use words like. “You’re going to discover”, “Results you can expect” or, “This is the program you’ve been waiting for”.

Eliminate all “I,” “me,” and/or “my.” Instead use “you,” “you’re – you are,” or “your” in its place.

Always remember, it’s ALL about them.

3. Get emotional

Emotions sell.

Tap into how your clients are feeling while reading your copy.

Think about where they are in life at the exact moment they land on your sales page.

Thnk about their pains and desires.

What keeps them up at night?

Once you know these things, you can craft a better copy.

So, how are they feeling?

  • Sad?
  • Confused?
  • No time?
  • Overwhelmed?
  • Frustrated?
  • Worried?

Talk about it.

Let them know you understand what they are going through.

Make them feel heard.

Also, think about what they want most out of life.

  • What are they striving for?
  • What are they afraid will happen if they move forward?
  • And, what would life be like if they don’t take you up on your offer?

Use the emotions around what they desire, along with the emotions of what they dread in your copy.

There are ways to use emotions in your copy that will boost your sales and conversion.

And once you’re able to use emotions well, you’ll convert better.

4. Be real

No one likes a fake.

Everyone can sense it… even your reader who is probably thousands of miles away from you.

Therefore, if you’re being anything but your true, authentic self, people will know.

Add your personality to your copy unapologetically.

People will love you for it.

Plus, the clients you get will be a better fit for you.

Imagine writing one way and getting on a call with a potential client just for them to find out that you’re not the same person.

And I’m not talking about the type of personality that you think will sell, like door-to-door salespeople.

I’m talking about your genuine personality.

The more real you are in your copy the better. 

And if someone does not like you that way, awesome. 

You weren’t supposed to work with them in the first place.

Personality means… If you cuss in your real life, cuss in your copy.

If you say “common now” when you talk, use it in your copy. And if you say “you know what I mean” in real life, use it in your copy.

Another tip about being real is to be brutally honest in your sales copy.

Bluntly share who is, and who is not a good fit for your offer.

5. Get to the point

Don’t beat around the bush. Get to the point.

Spit it out.

Time is valuable and we don’t have it all day.

Your sales copy is not the place to run around telling stories full of fluff.

Every piece of copy you write should get your soulmate thinking about the result and what their lives will look like after working with you.

That being said, keep these three copywriting tips in mind: clarity, directness, and results.

6. Talk about benefits first, then features

The benefits of your course are important.

Therefore, lead with what your potential client will get.

  • Are they going to learn how to lose weight faster?
  • Will they learn how to grow their business?
  • Are they going to discover a better way to grow their relationships?

Whatever it is… benefits first.

Later, you can get into the features of your program.

After evoking emotions about what their lives will look like after using your course, you can then go ahead to tell them the features of the program.

For instance,

  • How long will the program take?
  • Is it a 12-week long intensive program?
  • Is it getting on a call with you?
  • How often will they have access to you?
  • etc.

This is a piece of important information to them because people like to be coached in different ways. 

Once they know the benefits of your program, then they want to know how you’ll get them there.

7. Get their attention

This should perhaps be the first point.

Without getting people’s attention, you have no clients.

Honestly, people won’t read every word of your copy… SO BE BOLD!

Start your copy with an exciting question or a BIG BOLD STATEMENT that gets people hooked and want to know more.

The faster you inspire intrigue and curiosity, the more likely they’ll scroll down and keep reading.

For example,

“Do these 3 things and you’ll never worry about money again”.

This would grab someone’s attention and get them curious about what else you have to say.


“What do you miss most about life before baby?”

Emotion, combined with assertiveness and confidence is a great way to get the right eyes on your copy and start seeing conversions from your website and sales pages.

Conclusion: Copywriting tips for coaches

So, start using these 7 copywriting tips for coaches to boost your marketing and build a site that converts people effortlessly.

And while we’re on this topic, if you need help with a sales page, be sure to contact me and tell me all about your project.

If I feel I can help you, I’ll get back to you.


The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.