I often get asked for pointers when it comes to copywriting for coaches.
And I also often wonder if I’m too honest with people who ask me for advice lol.
Yesterday was one of those days, when I got a LinkedIn message from a “habits coach”.
(If you sell information – like coaching or courses – then buckle up for a mini-masterclass on how to make a great offer.)
Step inside my LinkedIn DMs… 👀
Example of bad copywriting:
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“Hi Dylan, I offer 1 on 1 coaching right now. It’s a three month thing. And the focus is on helping freelancers build habits that lead to high performance. So they can be at their peak without burning out.
In fact, I’d love to pick your brain on this bro. Do you feel there’s a market for this among US freelancers?
How would you position this service and what sort of pain points would you target?”
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Avoid these 3 copywriting mistakes:
Here was my word-for-word answer:
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There’s something there… but here are some challenges you’ll have with selling your offer:
1. it’s a “vitamin”, not a “painkiller”. I would sell to ALREADY BURNED OUT freelancers. To help them escape burnout… Instead of selling it as a prevention. Prevention doesn’t sell.
2. many freelancers aren’t making enough $ to invest in a “nice-to-have” service like this. So the market’s spending power itself might be a challenge…
3. three months is a rather big commitment. Can you make it easier, faster, and more bite-sized? You can still charge well if you can deliver results. Think: can you solve a smaller, painful problem – more efficiently?
Frankly, I would not buy the offer – in part due to the 3 reasons above.
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(Was I too harsh? Lol 😂🤷♂️)
Anyways, he wrote back with:
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“Dylan, man, I really appreciate you taking so much time and effort. This does give me a pretty solid view of the sort of challenges to expect.
If I shift it to a per month sort of thing (say 300-500 range) and shift the focus from burnout to something like ‘Get more clients, work faster’ kinda angle, would that change things for the better?”
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To which I left him with these final words of wisdom…
Copywriting tips for coaches:
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You’re welcome man. ‘Get more clients, work faster’ isn’t specific enough, and it doesn’t solve a painful enough problem to cause ppl to spend that much (and that often… Every month?!) fixing it.
Keep brainstorming. Happy to keep sharing my feedback.
Go to Reddit and search for “freelancer” and “challenge”. Or keywords like that to get a sense of what freelancers HATE. and what causes them BURNING PAIN. those are the problem(s) you should solve. Hope that helps.
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In fact, this conversation inspired me to give some critical thought to my own offers.
And made me realize I lacked an offer to help you get results like this:
…in a matter of minutes. (And for less than 100 bucks.)
Until now:
Learn email copywriting for coaches:
If you want a beginner’s guide to email copywriting, then look no further than my $31 email marketing course.
Or grab my FREE email copywriting case study where I helped a high-ticket coach land 130 booked calls in 90 days using simple copywriting best practices.