If you’re a coach or private practice owner that’s built up a large and engaged following on social media – that’s amazing!
You spent a lot of time and energy growing your audience, and maybe now you’re wondering how you can those same people to leave Instagram and explore your sales page where you have a chance to get them to transact (aka buy from you).
One of the most fundamental things that must be done to funnel people from social media to your sales page is to nail your copywriting.
In this IGTV episode I explain the 3-step formula for writing copy that drives sales:
The 3-step formula includes:
- Clear Benefits
- Dash of Personality
- Emotional Appeal
Good marketing and sales messaging nails the clear benefits aspect with a strong I help statement (“I help you….”). Better messaging adds a dash of your personality, and the best messaging combines the first two and appeals to the prospect’s emotions.
State Clear Benefits
Let’s say I’m about to send an email to my list where the goal is to get someone to enroll in my 1:1 coaching program.
I could just write:
“I’m here to help you increase the revenue in your coaching business or private practice from six figures to multi-six figures using email automation and social media ads.”
That would nail the “Clear Benefits” part of the formula but it’s really plain. Very ho-hum.
Let’s make this copy even better…
Add a Dash of Personality
Many of my competitors could easily say “I can help you learn email automation and social media ads” so to differentiate myself I can add a dash of my personality.
What does this look like?
Well, I know that most of my clients are pet parents just like me. I’m pretty vocal about being a cat mom; I think I might be one of the only business coaches who typically meets my prospect’s pets on discovery calls – and I love that people connect with me on this!
So, one way for me to inject personality into my email copy is to say:
“I’m here to help you increase the revenue in your coaching business or private practice from six figures to multi-six figures using email automation and social media ads so you have more time to spend with your pets (and other family members, too).”
If you’re also a pet parent this probably made you smile, and if you’re looking for a marketing coach it probably helped you feel more connected to me than just the basic “I help” sentence.
Now let’s really amp this copy up!
Inject Emotional Appeal
Adding in emotional appeal to your copy helps your prospective client visualize what life would be like after working with you. This could include how they’ll feel, how they’ll look, or both depending on what your services include.
Let’s build upon the example I’ve been using:
“I’m here to help you increase the revenue in your coaching business or private practice from six figures to multi-six figures using email automation and social media ads so you can spend less time in the DMs answering the same questions over-and-over, and have more time to hang with your pets (and other family members, too).”
The emotional appeal here is to get the prospective client thinking about what it would be like to stop doing frustrating, mundane tasks and instead have more time freedom to do what he or she loves.
One of my clients is a hair restoration surgeon and the emotional appeal she uses is to guide clients into imagining what it would be like to step out of the house without feeling the need to wear a hat.
You know what makes your clients feel happy, frustrated, nervous, embarrassed, excited… connect that to your copy and you’ll really make a connection!
For more advanced marketing strategies explained in an easy-to-understand way, download the 5 Ways to Go From $100K to Your First Million guide.
Feel free to send me a DM on Instagram @KayAllenCarr if you have any questions. If you want to learn how to setup a funnel for your business, check out my 1:1 coaching program. I’ll walk you through the process step-by-step and provide hands-on support!
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