Copywriting for coaches is about more than making a sale

Picture shows Jade Zienkiewicz, Phlashweb's copywriter

Copywriting for coaches is a specialisation. Coaching is a growing phenomena, and with that has come a diversification in how different coaches deliver their methodologies. In short, coaching niches are forming within the coaching industry, and they are about as individual as each coach comes.


Written by Jade Zienkiewicz

Below we cover a number of copywriting from coaches around the industry. We want to show how they use copywriting to communicate their values to build relationships. And in turn, how that attracts the right audience for them.

Good copywriting in coaching requires someone who understands the differentiating factors on your coaching style, it’s vital to attracting new clients. You may be running a business, but it relies on you as an individual. It’s personal.

That’s because your client is not just looking for a service. They’re looking for an interaction. They’re buying into you, the individual. So this is about understanding personal branding (as opposed to corporate branding), but it’s even deeper than that. Because the brand is still abstract compared to you, the human, that will be working with your clients and the experience you have to offer.

The best copywriting for coaches will reveal the human behind the brand

People are coached by people. So no matter how good your website, visual branding, or coaching style, your copy has to be well written in your individual voice.

And it really does need to feel personal here, you’re not a bank, and you’re not serving everyone. Coaching is about connecting to the right people who want to make a change in themselves and who believe in your method. With good copywriting they will get a feel for who you are just from doing their research about you.

Your website should feel like an interaction with you

And that’s why it’s an eye-rolling moment when a business owner says “everyone is my customer.” It’s rarely true, and especially now.

Coaching slogan

Some coaches will have more universal appeal, but the way the market has evolved, you have to acknowledge that this is a personal service and capitalising on who you are as a coach and human being is going to help you.

Granted, you might be able to help ‘anyone’, but you’re not here to help everyone. Everyone is not your ideal client. Your copy should not be aiming to attract the most clients, but the right clients.

And, not forgetting, some clients are looking for something very specific. You’re offering a service, they have a need to be met. But there are a lot of things on the cross-section of that exchange.

That’s why your copywriting needs to be precise, authentic and speak directly to the people you want to work with, and who want to work with you. This is going to help you in many ways.

Powerful copywriting:

  1. Communicates value (so you can justify the investment)
  2. It communicates values (so you’re working with clients who understand your worldview and methodology and appreciate it)
  3. And it increases your chances of meeting that audience and prompting them to invest in you.

So trust me when I say that pitching to a general audience isn’t going to help anyone.

Good copywriting for coaches will build trust

When it comes to coaching, it’s not really about the money. Many will pay a little bit more to work with someone they think will give them results or make them feel comfortable. This is as much about the personal connection, and it requires your prospect to put themselves in your hands. Think about it. This process might make them feel vulnerable. They are going under your microscope, and it means you are asking them to trust you and invest in you emotionally.

That’s a bit more important than money.

So who are you appealing to and why? How can you help them? What is the most important assurance you want to give them before they contact you? In what ways do you want to prepare them for your programme? What do you understand about your prospective client?

These are all things a copywriter who specialises in coaching will capture for you, in your voice, and lead with. So when the decision comes to contact you, you already have a yes for the right reasons, and it will be someone you equally want to work with.

Copywriting for coaches should differentiate a coaching style from the rest

Most coaching programmes will have some synonymous philosophies and approaches to self-development, but the style in which those are delivered, and the ethos that underpins them completely rests with the individual outlook of the coach and business owner. The map to success and the work required around them will be very different. Your copywriter should already know this.

A good copywriter will be able to exploit what sets you apart from other coaches, making a personal distinction between you and others without ever making a direct comparison. No one smart ever said “I am better than x. “

Being better than someone is besides the point anyway. You can be the best coach in the world, but no one coach can give a single solution to the whole world, just as we can’t be friends with everyone.

Some coaches work across these areas, and it’s possible to attract multiple segments of a market if you can show you understand their needs well. For more on this see our coaching examples below, and you may want to check out our case study (link).

So whether you’re a fitness coach, an executive coach, a team coach, a business coach, a life coach, transformation coach, a holistic coach, a parental coach – there are still dozens of niches and styles that exist within those types of coaching – and it doesn’t matter how many there are out there. There’s room for you in the market if your copywriting can showcase your niche, style and ethos well, helping you resonate with your ideal client’s needs.

Copywriting for career coaches

‘Business coaching’ is a general umbrella, but each one is its own niche, and pitching that in your copy and content is important. Some coaches will offer programmes for all of these, but many coaches specialise.

Team coaching, business coaching, executive coaching, career coaching: its guidance that exists in many variations, all aimed at coaching people in their work lives in some way. That can be to level up at work, to prepare for change at work or a new role, or to simply be brave and ambitious and take the plunge into new territories.

Team coaches will facilitate work-based learning to help the team how their roles intersect for a common goal, and this can often take place during times of change. Either a new team, restructure or when new and challenging projects arise.

Copy that presents problems, and the solutions

Helping people to see themselves and their problems is going to help them connect to you sooner. Communicating that you understand the issues faced by your prospects is key. You really want to show straight away that you empathise, understand and have the key for those needing support.

How are you doing this? Preparing to establish a new business requires knowledge and expertise around that area, and so does taking a directorship in a company. Some coaches have done both, and this should be thematic in your site. Showing your experience in your About page is as vital as showing your personality and coaching style in your writing.

How are coaches out there making the most of the copy right now?

What types of coaches are there and how are they using their copywriting and content to communicate their offering and values to meet their ideal clients? Below are some examples.

Copywriting for a Premium Life Coach

Copywriting for coaches exampleJacqueline Hurst is one of the country’s most well-known life coaches. She offers tailored coaching programmes to the individual she’s working with in both life and work, but also helps people through conditions they may be struggling with.

Jacqueline employs classic copywriting strategy to pitch her service. It’s simple and effective.

  1. First she sets up the emotional needs of the client by showing them she knows what they need and she has a solution that works.
  2. Then she tackles logic (to overcome buyer objections and solidify her authority as a professional).
  3. And gives social proof to prove she does what she’s telling us she does.

Here’s how she does that.

Her opening line: “Dynamic coaching with real results: experience, reputation, trust” – gives an impactful message to grab the reader. She may be the UK’s number one life coach, but she wants to communicate authenticity and her value in building relationships. This helps the reader feel assured that they are in the hands of a professional who knows what they are doing and who values the relationship they are going to have with the client.

The word dynamic appeals to their sense of needing change and the feeling that they are taking action whilst reading her website.

Jacqueline then leads onto her qualifying attributes: her position as the UK’s number one life coach, that she’s an author and a columnist in GQ (social proof).

“Ok, she’s well-known, but is she actually qualified?” She then cements her position listing her qualifications, satisfying the client’s need for a logical reason to invest in this relationship.

Last, she mentions the fact that she’s helped over 7,000 clients (more social proof) in her 16-year career (logic).

Anyone who has the budget to work with her is going to.

Pitching to a younger audience

Copywriting for coaches example

She Almighty Coaching is an exciting platform that focuses on business, career and personal coaching. Mikaela Jackson styles her coaching as: “Elevating aspirational, mission-led, purpose-fuelled + impact-driven women.”

Her copy sells her coaching as exciting, energetic and impactful. Her punchy language is fun and successfully conveys a personal branding that will appeal to young women who want to have exciting career prospects and fun personal lives.

Editorial choices can communicate meaning

Mikeala makes editorial choices that we should take note of: her choice to the plus (+) sign in her leading line instead of ‘and’, the use of text emoji in her ‘about’ section – 😉 – and styling herself as a ‘freedomprenuer’ – a buzzy portmanteau – all adds to a fun, buzzy, modern and informal pitch that will connect to women in their 20’s.

Mikaela’s use of romantic expression in her copy should also be noted, (“loves” and “dream”) adds to the sense of her personality and approachability. She also uses motivating and energetic language: “excited”, “mission”, “strive and thrive”, giving the reader a sense that they are already taking action just by reading her content.

Copywriting for fitness coaches: communicating values to attract your tribe

The fitness coaching industry has also diversified according to the developing debates around health, body image, and diet culture. There’s also been a need to become more inclusive of people who don’t live and breath sport, but who are interested in being more healthy.

Below are two examples of fitness coaches who are serving their niche in their individual style. It explains how they are communicating their values in their copy and content. They’re not just addressing physical needs, but emotional ones. They’re also engaging in the emerging debates of their industry in a values led way.

James Smith – “Destroying Industry Fitness Bullsh*t”

Copywriting for coaches example

The no-nonsense James Smith owns an academy and is a personal trainer of controversial reputation. The swear word in his leading tagline is quite on purpose. He employs a variety of coarse language to convey his keep it real attitude. His main priority is to demystify inaccurate and confusing information around diet culture. He loathes misinformation created to cause confusion and sell products that aren’t helpful to long term health goals or education.

Rightly or wrongly, he suggests we all stop overdoing it on the cardio front. he says for a true body transformation, we ought to address our diets, focus on resistance exercise, lift weights and focus on progressive overload.

James wants to change the industry he works in

James has said he lacked this essential knowledge himself when he was a young rugby player. He has been outspoken about the promotion of obesity in the body positivity movement. However he acknowledges the importance of living life. He advises that participating in life, having the odd beer and an occasional bowl of cereal (if that’s what you enjoy) is more important than having a six-pack.

James might have been considered a ‘blokey’ coach but has been surprisingly progressive in educating women in his content. One lookout of his is educating women on how their menstrual cycle will affect their training effectiveness. He has created a methodology to support them. This is a great example of how you can niche content to different audience segments. It’s a testament to the fact that if you have the knowledge, you don’t have to box yourself in. You just need to understand your segment well and give them the information they need.

Carly Light Bown – A Body To Live For: “Non-diet fitness Personal Trainer.”

“When I first started working in the fitness space six years ago, it was a place that my disordered eating and obsession with exercise could thrive.”

Copywriting for coaches example

Carly Light Bown’s coaching platform A Body to Live For is a personal favourite of mine. A personal trainer with insight into eating disorders. She encourages body acceptance in her industry, practicing a coaching style that bins weight related goals and instead uses fitness goals as the focal point. She wants clients to understand they are valuable now, not just when they achieve results. Her principle, means her clients are fitter and healthier, without obsessively counting numbers (a pathway to disordered eating).

Her copy and content encourages her community to engage with exercise that they enjoy. To focus on building strength, and celebrate those fitness milestones. She also encourages followers to enjoy life through food experiences without feeling guilty.

Both coaches overlap in some approaches. Like valuing life experiences over aesthetic goals. Getting strong and feeling good. Not sweating the small stuff.

But their world views are wildly different. They each deliver their coaching according to their own experiences. They address the specific needs of clients both as coaches, and human beings. Some clients need to engage with a coach who understands obsessive behaviours, and to feel unjudged. Carly is the coach for this job.

However, some people need a coach who is going to be hard on them. To keep them accountable, maybe call them a fat sod if they ate pizza at the weekend. James is the man for that particular job.

Copywriting for coaches should communicate your point of view

Being a coach in life means you can’t afford to be neutral. You have a value matching exercise to perform. It should run through everything you write and create for your platform.

These coaches have used their specific world views to create successful businesses. They deliver their own style of coaching that matches their client needs.


Want to know more about our work in the coaching industry? Read our case study on copywriting for a career coach.

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