Discover how to make small copywriting changes that can alter the course of your marketing and avoid common copywriting mistakes that are holding back the growth of your business.

Copywriting for Coaches: How to Write Persuasive Copy That Sells More of Your Services…

Copywriting for Coaches: How to Write Persuasive Copy That Sells More of Your Services…

… so you can have a greater impact on your clients’ lives, sleep easy knowing your calendar is full of bookings and make money doing what you love.

Copywriting for coaches

As a coach, you’re not just providing a service.

You’re making a difference.

It doesn’t matter if you help people shed unwanted kilos, find their soulmate, escape anxiety or discover career fulfilment; the outcome is the same – you’re helping your clients live better lives.

When you’ve got goals that extend beyond your bank account, it’s naturally frustrating when your leads, conversions and sales are down. That’s why a calendar emptier than a bowl of free candy at Halloween isn’t just hurting your finances, it means you’re failing to make the impact you know you’re capable of.

So let’s fix that.

We’ve helped coaches in dozens of industries generate tens of thousands of leads and millions of dollars in revenue over the last decade.

Ready to attract clients who value your service and throw cash at you for your expertise? Read on for proven copywriting strategies to increase your coaching leads, conversions and sales.

Climb Into Your Ideal Client’s Mind

Coaching Copywriting Strategy #1: Climb Into Your Ideal Client’s Mind to Sharpen Your Message

You know what coaching services you’re offering. But who are you offering them to?

If you can get inside your ideal client’s brain and understand the specific problems they’re facing, you can market your packages and services in a way that makes them an easy “Hell Yes”.

Too many coaches try to target everyone and end up appealing to no one.

As an example, think about a new Mum looking to stay healthy and fit who stumbles across two nutrition coaching websites.

One website talks generally about food and how eating healthy is the key to a healthy life. The focus is on broad problems like losing weight and keeping it off, the importance of good nutrition, and how exercise can work hand-in-hand with healthy eating.

The second website goes into detail about the nutritional challenges facing new Mums. They talk about the loss of iron and other vitamins and minerals following childbirth. They break down the need for extra calories, and how it’s natural to worry about weight gain. They cover the nutrients needed to support breastfeeding and the anxiety of bub not feeding.

Which coach do you think is going to get a call from a new Mum looking for nutritional support?

It’s a no-brainer.

When you outline your client’s specific problems, they’re more likely to trust your solutions.

So, how do you get to know your audience? Here are a few strategies we use at Savvy Copy:

  • Spend at least half a day (more if you can) defining who your ideal customer is: How old are they? What do they do for work? What are their goals? What is the single biggest challenge you can help them overcome?
  • Put together 20-30 questions designed to get to know your customers better: Then reach out to your client list and ask if they’re up for a video call to answer your questions. Give them space to be 100% honest and weave their answers into your copy.

No matter how easy ChatGPT makes it seem, powerful coaching copy can’t be churned out in 20 seconds by an algorithm. With the practical tips above you can identify your ideal customer, talk directly to their problems, and persuade people to take action.

Get this crucial research step right and you’re on your way to writing copy that gets the cash register ringing.

Social proof to build iron clad trust

Coaching Copywriting Strategy #2: Use Social Proof to Build Iron-Clad Trust

It doesn’t matter what you coach, your potential clients need to trust the results you can deliver before they’ll open their wallets or type in their credit card details.

Without a foundation of trust, people naturally fall back to judging you on the one thing they’re 100% sure on – price.

If you’re selling high-ticket coaching services this is a MAJOR problem. When clients judge you on price, instead of the value you offer, you inevitably end up in a race to the bottom.

So, how do you build trust and guide people to judge you on the value you provide instead of price?

Use social proof.

Social proof is the psychological concept that people are influenced by what others are doing. For example, when choosing between two similar coaching services, people place more trust in an option with dozens of 5-star reviews and testimonials compared to an option with no reviews.

You can leverage this psychological phenomenon to increase leads and grow sales by incorporating social proof on your coaching website, landing page or sales materials.

Here’s how you do it:

  • Step One: Start by reviewing your coaching business to find eye-catching accomplishments or results you’ve achieved.
  • Step Two: Sprinkle these metrics throughout your website. The closer to the top of the page (above-the-fold) the better as this will catch immediate attention.
  • Step Three: There’s no step three. It’s that easy.

By adding social proof you’re helping build immediate trust. That way, your ideal client can quickly see what you’ve done for others like them and think, “Hey, that means I could enjoy the same results too!”.

Keen to start implementing social proof right away? (We like your style). Here are a few of our favourite social proof examples for coaches:

  • Years of experience (“30 years of experience coaching songwriters”)
  • Degrees or certifications (“Master trainer certified by the Australian Institute of Fitness”)
  • Number of people you’ve helped (“5,000+ singles now in loving relationships”)
  • Results achieved ($500,000 saved by ambitious business owners”)

You language to form an instant connection

Coaching Copywriting Strategy #3: Use Client-Focused “You” Language to Form an Instant Connection

“I want to lose my love handles”.
“I want to meet my soulmate”.
“I want to land my dream job”.

Notice what connects these statements?

A). They’re all the internal conversations your ideal clients are having with themselves
B). They’re all super self-absorbed.

That’s not a shot at your client base by the way (your clients are probably as awesome as you). It’s the reality of helping people. Whatever coaching service you provide, your clients want to make their lives happier, healthier or just flat out better.

Everyone is playing the lead role in the movie of their own life.

It’s the job of your website to make sure you play on this narrative and place them at the centre of your website copy.

Nailing this small (but super powerful) coaching copywriting tweak is all about including your client in the conversation, and positioning them as the hero of their own story (instead of you and your business).

A common mistake plenty of coaches make is to talk about themselves. They fill their websites with personal stories and shine the spotlight on themselves… Then they wonder why the calendar is empty and consultations are stuttering.

Don’t panic if a quick glance at your website or sales page reveals the same problem because the fix is simple. Here’s an example of how you can shine the spotlight on your ideal clients instead of you.

Imagine you’re a dating coach with a knack for bringing people together. You run a business called ‘Love 2 Love’ that helps singles build confidence and find their perfect match. Below, we’ve created two ways you might share the same message.

It’s all about YOU 👎 It’s all about THEM 👍

I have 7 years of experience helping singles
regain their confidence and find loving,
fulfilling relationships.

It’s my calling to bring people together and I’m here to pick up Cupid’s bow and help you find your perfect match!

Let’s chat.

You deserve to find someone who sees you for the amazing partner and person you are.

I’m here by your side as you build your confidence and work towards changing your Facebook status from ‘Single’ to ‘Happily taken’.

Let’s chat.

Same message, different delivery.

If you’re a lonely heart singleton, which option sounds more genuine and desirable?

The first version talks about you. The second taps into the conversation going on in your ideal client’s head.

Use this simple copywriting for coaches strategy (seriously, this one change can transform how your website connects with potential clients) and see the difference it makes in your leads, conversions and sales.

✏️ Savvy Copy Tip: Unsure if you’re using enough “you” language? Hit Command+F (Mac) or Control+F (PC) to search for ‘you’ or another second person pronoun. Now, repeat the process but search for ‘we’ or another first person pronoun. If you’re not using “you” language at least 80% of the copy, your balance is off.

Emotional Triggers

Coaching Copywriting Strategy #4: Use Emotional Triggers to Compel People To Take Action

Unless you’re helping coach ChatGPT or an AI supercomputer, your clients are human.

And humans are emotional.

Studies suggest emotions are responsible for up to 80% of decisions. The most successful coaches use the power of emotion to their advantage by infusing their copy with emotionally-driven triggers that push people to take action.

Here’s an example of how emotionally-driven copy works.

Imagine you’re a career coach who helps working professionals transition out of their current role and into a job that’s better suited to their strengths and skill set. By highlighting the risks of inaction, like looking back on years of regret or leaving tens of thousands in missed salary increases on the table, you help compel people to reach out and make a booking.

The example above relies on fear. The fear of losing something, or missing out on something, is a powerful motivator. If you’re a career coach, you can play on this fear to guide people to download a guide, book a consultation, or pay for your coaching services.

Although there are no magic words that can hypnotise your target audience into working with you, you can tip the odds in your favour with powerful “internal motivators”.

Check out the following emotional levers you can pull to motivate and inspire people to get their butts in gear and make a change in their life.


Fear is hard-wired in our reptilian brains to help keep us safe. You can use this to your advantage by playing on your client’s fear. This could be the fear of losing money, the fear of a failed business, or the fear of ending up alone with 16 cats (which doesn’t sound *too* bad in all honesty).


People want to be better, faster, and stronger. If you can show potential clients that your current clients are happier, healthier, richer, sexier or any other desirable outcome, you can play on the human desire to want more, more, more. Everybody wants more of *something*, so use this to compel action.


Everyone wants to belong in one way or another. Being part of the “in crowd” can be a powerful motivator in your coaching copywriting. For example, a dating coach helping lonely hearts become heartthrobs. Make people feel they belong and you’ll never be short of leads and sales.


HOLD ON A HOT SECOND: Looking for more ways to be persuasive?

Emotion is one of the most important aspects of powerful coaching copy, but it’s not the only way to persuade your audience to take action.

You can also use psychological triggers to cast a spell over your audience and push them towards action. Many of the most effective triggers are taken from an expert in the field of human persuasion, Dr. Robert Caldini, who shared them in his book ‘Influencer: The Psychology of Persuasion’.

We infuse every page of copy we write with these game-changing triggers to persuade and influence our audience (shout out to Dr. Caldini for helping our coaching clients spike leads and sales!).

If you’re keen to unpack the seven high-powered secrets of persuasion, check out the step-by-step guide we wrote below.

WARNING: This Guide is Super Effective 👇👇👇

7 Must-Have Principles of Persuasion

Hire a copywriter

When do I need to Hire a Copywriter for My Coaching Services?

Not sure if you need the help of a professional copywriter?

We get it.

It’s easy to think “Oh, I can definitely write my own copy”, but just because you can doesn’t mean you should.

If you’re on the fence about working with a professional who specialises in copywriting for coaches, see if you spot yourself on this list. Professional copywriting can help your coaching business if:

  • You don’t have time to write your own copy
  • You do have time to write your own copy but the results are underwhelming
  • You want to develop your unique voice and stand out from the crowd
  • You want to increase conversions and position yourself as an authority
  • You have a proven offer you want to scale

Or, think of it this way…

As a coach, would you recommend a client turn to a good-looking expert like you to help overcome their unique challenges. Or, should they adopt an “Oh, I can definitely figure it out myself” DIY attitude.

Ya. It’s a no brainer.

If you want to grow, you go with a pro.

Are you ready to save time and trust your coaching business’ copy to a team of direct response superstars with a track record of success? Book a strategy call below to chat with a Savvy Copy expert.

Let’s Chat About Your Copy (It’s FREE and Only Requires 45 Minutes of Your Time)