6 Ways to Boost Your Career Coaching Business With Captivating Copy
5 min read
It’s 9:00 a.m., and you’re sitting down at your computer, staring at a blank page, with absolutely no idea where to start.
Your coffee mug is already drained.
The motivation you sat down with an hour ago has abandoned you.
And no amount of deep breathing techniques can push away the faint but growing panic that’s now creeping up your spine, clouding your headspace, and absolutely killing the vibe of your already busy day.
Sure a blank page is full of opportunity.
But right now, the caffeine is dwindling, your email/phone/LinkedIn everything notifications are screaming for your attention, and your to-do list is giving The Hydra from Hercules’ second labor: just when you check off one task, it grows two more.
And to continue the madness, your next client call is in 30 minutes.
Now that little blinking cursor is starting to feel less and less like a catalyst for opportunity and more like a judgey tormentor, mocking you for your writer’s block.
Tick. Tick. TICK.
Rude.
All that cool content — emails of encouragement, informative blogs, supportive LinkedIn posts — you planned to kick out to the universe of professionals who need help along their career journeys?
Caput. All pushed to tomorrow…which is already a jam-packed day.
*Deep breath babe*
You’re not alone.
As a business owner, I’m no stranger to the balancing act of client outreach, the business-building minutia, and creating valuable content for my clients.
As a career and leadership coach copywriter as well, I’m even more familiar with the intimidation factor that stems from a blank page, the desire to grow your audience by providing valuable content to them, and the frustration of having no time to do it.
Whether you’re a female career coach who’s:
✅Dying for your client load to peak, but has no time to write all the content that would attract those clients
✅Ecstatic about launching a brand new service that’ll help leaders meet a new milestone, but doesn’t know how to get the word out
✅Or so overloaded with the client work you have that the thought of carving out a precious hour…or two (*bites nails) to write a blog fills you with so much anxiety, you’d rather dive head first into a tub of ice cream to de-stress than face it…
You’ve come to the right place.
As a copywriter who’s also spent a decade in the recruiting and career space, I’ve partnered with dozens of female leaders. I understand the impact coaches have on career journeys, the time and care you devote, and the amount of time compelling copy takes to craft.
(Plus, I believe in the mystical, stress-relieving properties of ice cream🍦. So you’ll get no judgment from me 😏.)
Want to team up? Let’s brainstorm. Book your FREE strategy sesh with me today!
In this article, I outline 6 simple ways to write captivating copy that speaks to your target audience, tips to get started, and why each of them matters.
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Why Is Copywriting So Important?
Copywriting is writing that compels a reader to take action — whether it’s signing up for your email list, purchasing your course, or booking a coaching call.
Which is ultimately what you’re after and what grows your business.
You know that feeling when you read an email, ad, or blog that says “Yes, this is exactly what I was looking for”?
That’s the value of copy.
And since the career and leadership coaching arena is a crowded, elbow-to-elbow one, speaking directly to your target audience in their language, about their struggles and dreams isn’t just a good idea.
It’s essential.
Copy that captures their attention and establishes a deep connection with them, sets you apart from competitors.
Incorporating consistent and persuasive copy adds big…HUGE benefits to your business:
⭐Builds a trust bridge that connects you and the person reading it — they know what you’re all about and the value you offer them.
⭐Helps you stand out from other career and leadership coaches — which matters because the space is getting crowded.
⭐Perks their interest and inspires them to click that link, join your webinar, or buy your course.
To name just a few.
In a world filled with noise — TikToks, traffic, overly jam-packed schedules, and diminishing human attention spans — compelling copy isn't just beneficial—it's indispensable.
Your messaging is more than just words; it's the bridge that connects you to professionals looking for guidance, support, and advice on their career journeys.
So, let's dive into the art of creating captivating copy and discover how it can be a game-changer for your career and leadership coaching biz.
Writing Copy That Resonates With Your Ideal Audience
Step 1. Define Your Ideal Audience
First things first. Who are you writing for?
Get really specific.
You’ve heard Meredith Hill’s famous quote: “When you speak to everyone, you speak to no one.”
Basically, if you want your message to impact and land with the right audience, you have to know who they are first.
Consider things like:
◾Who are they?
◾What challenges and struggles are they facing?
◾What goals, desires, and beliefs do they have?
◾How do your coaching services, courses, or resources solve these problems and help them reach their goals?
It seems like a no-brainer, but when you start digging in, the previously fuzzy image of your ideal client gets a whole lot clearer:
| Vague Target Audience | Specific Target Audience |
|---|---|
| Mid-career professionals Feel stuck in career Navigating a career transition |
Mid-level to senior-level professional female 8-15 years of experience Aged 35-45 Challenges: has been managing small teams for a few years and lacks a clear path for career progression, experiencing burnout, stress, and imposter syndrome in male-dominated leadership space despite accomplishments, & seeking strategies to negotiate better compensation. Career Desires: to be a leader of leaders, do work that aligns with her values and sense of purpose, interested in developing mentorship relationships. |
Now that you know exactly who they are, you can speak — and write — specifically to them.
🪻 Bonus Tip:
Call Out Pain Points and Desires.
Your clients are bringing their professional — and sometimes personal — challenges and goals to you:
☑️Frustration with a stagnant career
☑️Desire for greater fulfillment
☑️Fear of change
☑️Or navigating a big transition
Addressing these head-on in your copy is the perfect way to show your target audience they’re in the right place and that you get it.
Letting them know you understand where they’re coming from and empathizing with their situation, positions you as the solution they’ve been looking for.
👉🏽Hint:
Blogs are excellent forms of copy for delivering valuable content to readers, plus they help engage readers more organically and continue working for you long after you’ve posted them.
Just make sure they’re at least around 1,200 words to help boost your site’s authority and SEO!
Working with a professional copywriter can keep a blog thriving and frees up your time so you can spend more of it with you clients.
Step 2. Identify Your Unique Selling Proposition (USP):
Do you feel like it’s hard to stand out against ALL the other career coaches? Your Unique Selling Proposition (USP) — what sets your product or service apart — may need a little fine-tuning.
So…what makes you cool? Or, more accurately, what makes you coolER?
AKA: What sets YOU apart from other career coaches?
Before you take the plunge into crafting your copy, it’s essential to identify your USP.
To get there, ask yourself questions like:
❔What’s your specialized expertise or experience?
❔Do you have a unique approach that your competitors aren’t using?
❔What problem(s) does your USP solve for your target audience?
❔What success stories can you share that illustrate your USP to your audience?
Once you have a clear understanding of what makes you and your offer(s) unique, inject it into the core of your messaging.
Incorporating it into your copy creates your distinct and memorable brand voice.
Step 3. Understand the Power of Your Words:
Frustrated or feeling down? Need some inspiration to keep you going?
What do you tell yourself in these moments?
I bet you thought of something right away — a mantra, a phrase a parent or mentor repeated, a sticky saying that lives rent-free in your brain when you need a boost.
Words are powerful. They can motivate, propel, and drive action.
As a career and leadership coach, your goal is to connect with clients while providing them with resources that help them along their career journey.
You know the impact your spoken words have, but it’s not enough to simply talk about your services.
You need to bridge them with your audience’s needs in a way that resonates with them personally.
Compelling copy IS that bridge.
In other words: Show, don’t tell.
Check out these tips to get you started:
◾Make notes of how your clients and ideal audience describe their pain points
◾Are there common themes, goals, or challenges they’re repeating?
◾Research the words and phrases they know and understand
◾Incorporate this language into your copy whenever you can
🪻 Bonus Tip:
Keep It Conversational.
Your copy should feel like a conversation vs. a sales pitch to your potential clients, so steer clear of complex language or jargon.
Instead, opt for language that’s:
✍️Relatable and approachable
✍️Easy to understand
✍️And in your tone of voice
When in doubt, clarity always outranks cleverness. So don’t overthink it!
Step 4. Craft Captivating Headlines:
Like a handshake, smile, or greeting, your headline is your first impression on potential clients.
It should grab your reader’s attention. After all, even though 8 out of 10 people will read the headline, only about 2 out of 10 will continue reading past the headline. 1
So make it count.
Remember those goals and pain points from earlier, and how your service(s) or product(s) uniquely solve them? They’ll come in handy when writing your headline.
A compelling headline:
✅Grabs the attention of your ideal client or customer
✅Encourages them to continue reading
✅And accurately describes the piece so they know what they’re in for and what they stand to gain by reading it
✅Plus, for copy like blogs and websites, using relevant keywords in your headlines can also increase search engine visibility, attracting organic traffic.
For example, “6 Ways to Boost Your Career Coaching Business with Captivating Copy” is much more specific — and enticing — than "Tips for Improving Your Career Coaching Business with Copy".
Fun Fact: Using numbers in your headlines is an easy way to immediately tell your audience what to expect from reading the piece.
It communicates the value of the copy upfront and encourages the reader to learn more by setting the expectation that when they’re finished, they’ll know 6 new things.
🪻 Bonus Tip:
Don’t forget about the Call to Action (CTA)!
Every piece of copy — from blogs, emails, and ads, to your website, and free resources — should have a clear and compelling call to action:
⏰Book a discovery call with me
⏰Subscribe here
⏰Add to cart
You get the picture.
Whether it's inviting readers to schedule a consultation, download a free resource, or sign up for a webinar, tell them exactly what to do next.
An ear-perking CTA with action-packed language ensures that your copy not only engages but also converts.
Step 5. Sprinkle in Social Proof by Showcasing Client Success Stories:
There’s safety in numbers and your audience knows that.
Client success stories and testimonials from people you’ve partnered with:
Builds up your credibility
Validates their decision to work with you
Provides tangible evidence of the value your services offer them
Not only does this kind of social proof shake up your copy, it also packs a real punch.
Potential clients are more likely to trust a coach with a proven track record of success and over 99% of customers read reviews when they shop online (2).
Real-life examples of people like them who’ve experienced a transformation after working with you also touch on emotions like uncertainty, fear, or anxiety. All feelings your readers may be experiencing.
And speaking of emotions…
🪻 Bonus Tip:
Tap Into Emotions.
Humans make decisions based on emotions and back them up later with logic.
That candle you bought at the grocery store when it wasn’t on your list was a logical purchase — something you needed for your home and had been planning to purchase already, right?
Sorry babes.
It appealed to your desire to feel cozy, sophisticated, and calm in your office, while you build your empire and empower the careers of others.
The packaging, color scheme, and fonts all tapped into your “curl up on your cozy office chair with your laptop and a cup of tea” vibe. (Do you want tea and a cozy office chair now? Me too. 😉)
Connecting with your potential customers on an emotional level — think language that evokes feelings of hope, success, and empowerment — creates a stronger bond with them.
Just be sure to always do so ethically. You never want to use manipulative, false, or misleading language.
It shatters trust, damages your brand…and overall, gives people the ick.
The good news is you can easily link up with a copywriter with ethical writing practices. We’re trained in how to use emotional techniques to persuade without crossing that line.
Step 6. Partner with a Copywriter
Copywriters are professional wordsmiths and wizards at weaving emotion-driven language with ethical sales and persuasive techniques.
Not only do we possess the training and specialization to craft compelling content to captivate your audience and spark action, we have the time, energy, and desire to do so.
Partnering with a copywriter like me to produce — and sometimes manage — your brand’s content can revolutionize your career and leadership coaching business.
| Here are just a few ways I change the game: |
|---|
| 🌟Distill your expertise into irresistible brand messages, that truly click (pun intended 😉) with your ideal clients 🌟Craft persuasive content, from emails that’ll grow your vision to a booming biz 🌟Tap into 10 years of recruiting, HR, and career experience to spice up your content 🌟Get playful and curious with words, blending techniques with market know-how for a recipe that’ll tell your audience this is for them |
💡Added Bonus: Search Engine Optimization (SEO).
Collaborating with a copywriter gives you a big leg up when it comes to SEO too — which can be a tricky beast.
Your competitors might be overlooking SEO altogether — or not doing it well.
Linking up with a career and leadership coach copywriter can set you apart by writing content that brings your target audience to you.
Plus, SEO research gives you a peek behind the curtain into what your customers are actually searching for.
Providing even more insight into their needs, desires, and pain points. So you reach the right people at the right time, by putting out content you know they want. Leading to more engagement, clients, and sales.
Win. Win. Win.
What’s Next?
So, there you have it – a roadmap to elevate your career coaching business with captivating copy.
Remember, your words are the game-changer in connecting with your audience, standing out in a crowded market, and inspiring action.
As a career and leadership coach, navigating the realms of compelling content might feel overwhelming, but fear not!
As a fellow business owner — and career and leadership copywriter — I get it.
We juggle priorities, from client calls and crafting content, to self-care, families, and friends. And you’re guiding professionals toward successful and fulfilling careers, which is no small feat.
If you’re ready to grow your email lists, increase your engagement and sales, and connect with your readers on a deeper level — while getting more precious time back in your day — we should definitely join forces.
Book a FREE discovery call with me today.
Chat soon!
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1. “How to Write Magnetic Headlines.” Copyblogger, 23 July 2020, copyblogger.com/magnetic-headlines/#:~:text=On%20average%2C%208%20out%20of,get%20the%20next%20sentence%20read.
2. Taheer, Farjad, and Farjad Taheer. “17 Online Review Statistics You Need to Know in 2023.” TrustPulse, 14 Feb. 2023, trustpulse.com/online-review-statistics/#:~:text=Over%2099.9%25%20of%20customers%20read,be%20fully%20informed%20before%20purchasing.
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