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Copywriter for Professional Coaches & Consultants

Marketing for Your Coaching or Consulting Business

posted under Copywriter for Service Providers (lawyers, realtors, etc.)

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As a professional coach, you’d like to spend most of your time helping others.  That’s why you chose this profession and it’s where you shine brightest.

Do you feel like you’re missing out on great coaching clients because people don’t know about you and your consulting services?

Are you certain you could make a positive difference in people’s lives if only they’d come to you for help?

Unfortunately, the reality is, the only way you can spend more time coaching is if you spend more time marketing.  Like any personal service, you have to put yourself out there so that when someone has a need, you’re the name that springs to mind.

The good news is marketing doesn’t have to be all-encompassing.  And it doesn’t mean putting yourself in the uncomfortable role of sales person.  You can use your website to act as your surrogate seller.

If you’re a coach, consultant, trainer or speaker starting a new business or looking to take your current practice to the next level, your website could be the most important marketing tool you use to achieve success.

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Attract More Coaching Clients

If you could turn your website into a lead-generating machine, it would enable you to:

  • Build your coaching brand
  • Break out of the feast-or-famine cycle
  • Raise your rates without losing clients
  • Land lucrative speaking engagements
  • Become the media’s go-to coach for quotes

A website crafted by a professional copywriter and web designer will give you credibility in the eyes of prospective clients.  When people search the web, they’re seeking a solution to a problem they have.

To be that solution, your copy needs to tell the world who you are and what special gifts you bring to the table.

A well-written website should differentiate you from competitor consultants.  It should present your credentials and your coaching or training philosophy.

By explaining what you do best, you’ll attract prospects who are a good fit for your services.  And you’ll also make your current customers aware of the full range of your capabilities.

Get More Exposure

Perhaps up until now, most of your clients have been people you’ve known personally or referrals from your network.

Or maybe most of your consulting clients have been local, in or near your own city.

Now imagine what you could achieve if you had national, or even international, exposure.  Think how much you could grow your business if you could be found by people needing coaching or training from anywhere in the world.

You already know you can service these people by using Skype or a similar service, further supported by phone and email.  So why not broaden your horizon?

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Every type of coach needs a website:

  • Life Coaches
  • Executive Coaches
  • Career Coaches
  • Fitness Coaches
  • Health Coaches
  • Business Coaches
  • Success Coaches
  • Sports Coaches
  • Religious Coaches
  • Finance Coaches

Corporate trainers and professional speakers fall into this category as well. No matter where your teaching talents lie, a well-written and well-designed website can give you the global exposure you need to take your coaching/consulting business to the next level.

SEO Is Critical

One of the reasons many coaches choose to work with a professional copywriter is to succeed with SEO.  SEO stands for Search Engine Optimization.  If you want people to find your website, you need to write your content in a way that Google will favor your site in search results.

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A professional copywriter knows what factors Google and other search engines consider when determining the rank for a site.  You can get on that first or second page with the right content.  And that’s the type of free advertising that could make your business an awe-inspiring success.

Start by Citing Benefits

What should you put on your website?  The best copy is written from the reader’s viewpoint.  It answers the question on every visitor’s mind, “What’s in it for me?”

Focus on the benefits clients will attain from working with you as a consultant or trainer.  Tell them how, using your coaching abilities, you can help them to:

  • Create positive change in their life
  • Set and achieve meaningful goals
  • Find direction in areas where they feel lost
  • Get past the fears and hurdles holding you back
  • Navigate to a better future
  • Lead a richer, more fulfilling life

Your prospects should understand that as a coach you’re not going to “fix” them, but you will help them navigate toward a more engaged, successful and satisfying future.

The Features Are Important, Too

What’s holding prospects back from contacting you?  After all, doesn’t everyone want the promise of a better future?

Here’s where you get into the features.  You answer the logistical questions that might be on their mind.

Explain how your coaching is delivered.  Do you prefer to meet one-on-one with clients in your office, schedule telephone sessions, or use a video-call tool like Skype?

Mention the total length of a typical coaching engagement, how frequently you should and for approximately how long and how long your sessions are.

Talk about your style of coaching and what your clients are expected to do. Explain how you will hold them accountable and challenge them to grow in ways that may feel uncomfortable.

Describe the perfect client so prospects can determine if they’re a good fit.

Alleviate Their Fears

What are your prospects afraid of?  Why are they hesitant to commit to coaching?

You can alleviate their fears  and help them look upon your services in a positive light by speaking to the most common objections.

For example, if money is a chief concern, mention your affordability and flexible payment plans.

If fear of having others find out about their problems is on their mind, then discuss your promise of confidentiality.

You may have found that some prospects are concerned that professional coaching is spiritual and relies on premises like “harnessing the energy in the universe.”  While that may be appealing to some, it can also be an incorrect pre-conceived notion that others fear.  If that’s the case, explain how your style of coaching doesn’t involve activities like chanting or meditating.

If the objection you most frequently hear is related to time limitations or you note a a reluctance to make a long-term commitment, then use your website copy to explain how you are a practical coach who will stay focused on obtaining tangible, measurable results within a specific timeframe.

Make Them an Offer They Can’t Refuse

Even after reading the copy on your website, some prospects still won’t know whether you are a fit for their needs.  Rather than lose a chance to demonstrate your value, offer a free initial consultation.  You can even specify the time of the appointment, limiting it to 30 minutes or one hour.

People seeking a solution should be willing to at least invest the time, if not their money, to talk with you and get their questions answered.  Then they can make an educated decision about whether to continue on as one of your clients.

Important Attributes of a Website for Coaches/Consultants

Keep these elements in mind as you design and write your coaching website:

  • Clean Design — Avoid clutter and flash.  Fewer distractions will give your most important information the attention it deserves.  Simple is best.
  • Fast Load — Too many bells and whistles slow your site’s load time, which can frustrate visitors and cause them to hit their “back” key.
  • Photo of You — Yes, your picture is important.  Stop cringing; everyone hates their own photo.  Get over it.  People want to see who they’re working with.  Your photo will reassure them that you’re real and personable.

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  • Testimonials — These third-party endorsements can go a long way in persuading prospects you’re the best person for the job.
  • Personality — Think of your coaching website as an audition.  Let your personality shine through in your writing.  You’ll be giving your prospects a sense of who you are and what it would be like to work with you.
  • Contact Information — Your email/phone are easily visible.  If possible, include them on every page, making it super easy for prospects to get in touch when they’re ready to pull the trigger.

Your Website Must Accomplish These Goals

A professional website can be powerful.  It can put you on the map and transform your consulting business into a thriving practice with unlimited potential.  But to be effective, it must accomplish these objectives:

Create Trust – Unless your prospect has met you or your reputation is so well established that it precedes you, your website must establish credibility.  It should, through its words and professional appearance, give the visitor a comfort level that you’re legitimate.  Well-written copy can go a long way in proving you’re authentic and creating that trust.

Promote Your Full Range of Services – Your consulting prospects should be able to see all you offer so they can determine if you’re the solution they’ve been seeking.

Remove the Risk – Any time you choose to purchase a service, you run the risk of wasting your time and money.  By offering a free initial consultation, you allow the prospect to lower his guard and take a risk-free chance that you can help him.

Differentiate You from Competing Coaches – When your prospect searches for a professional coach, he’ll be presented with hundreds and possibly thousands of coaching service providers.  You want him to zero in on your website and be able to determine why you’re the best choice.

Increase Customer Loyalty – Confirm to existing clients that they have made a good decision in choosing you as their coach.

Overcome Any Concerns – You can use your website copy to refute the most common objections your prospects may have.  By demonstrating the value of your services, you’ll win them over.

Encourage Taking Action – It’s always easier to do nothing than something.  Good copywriting will be supportive of the prospect and gently push him to take that next step.  It will help him be able to imagine the positive results of working with you and pick up the phone to move forward.

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The more inquiries you get, the more clients you can potentially land. A well written website not only helps you rank higher on the search engines, it also converts visitors into leads and sales.

Other Marketing Tools for Coaches

Creating a website to promote your coaching services is Step #1.  But your marketing shouldn’t be limited to one medium.

Plenty of other opportunities exist to use good copywriting in promoting your coaching and consulting business. Consider these marketing tools:

  • Website Pages– Your coaching website should be continually evolving. Add new content on a regular basis to keep it fresh and also prominent on Google.
  • Sales Letters– A well-written sales letter sent to your target audience can generate leads for your coaching business.
  • Marketing Brochure– When you meet with people, you can leave behind your coaching brochure, giving them further opportunity to get to know you and remember you.
  • Direct Mail – Sending well-written promotions to your target audience can easily generate leads and increase your market visibility as a coach.
  • Ads for Online and Offline Marketing– Local newspapers and magazines as well as online sources like Google and Facebook offer unlimited opportunities for ad placement.  When written effectively, these ads will drive traffic to your coaching website.
  • Social Media Content– Get the word out about the benefits of working with a professional coach by sharing informative posts and comments on sites like Instagram, Twitter and Facebook.
  • Blog Posts– Build up your fan base by writing interesting blog posts about coaching that position you as a subject authority.
  • Press Releases– Great accomplishments deserve recognition. Press releases give you an opportunity to get in front of prospects in a positive way.  Good subjects might be promotion of your speaking engagements, awards won or even volunteer work you’re doing in the coaching field.

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By consistently creating great written content, you’re more likely to get found by potential clients, all while building your brand and positioning yourself as a leader and authority in your field.

Work with a Copywriter for Coaches

Composing persuasive copy takes skill and experience. If you lack the technical know-how and the time to write your own copy about coaching, consider working with a professional copywriter.  A writer who understands coaching can create compelling copy that helps you grow your business.

Do you need a copywriter to assist you in writing your coach marketing materials? Contact Susan Greene, copywriter for professional coaches, today!

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