Hey I’m Kerry, a Copywriter for Business Coaches
and Here’s your No-BS Guide to Hiring a Copywriter for your Coaching Business
In other words, how to hire a copywriter who’ll make you look really, really good.
What is a Copywriter for business Coaches & Consultants? What do they actually do?
A copywriter for business coaches is a copywriter who specializes in working with coaches who help their clients grow their business. A copywriter can help you grow your coaching business by writing high converting marketing copy and/or content that ranks well in Google and builds trust with your audience.
What Type of Copy Can a Copywriter Write for you?
- Blog content
- Sales pages
- Website copy
- Email Campaigns
- Social media captions
- Video scripts
- Podcast scripts
- Landing pages
- Marketing brochures
- Brand voice guides
- Case Studies
Some copywriters will specialize in a specific area of copy, such as email campaigns or SEO website copy. However, you’ll find that most copywriters will take on a range of projects and are niched to the type of client that they work with (like business coaches!)
“Hiring a copywriter is a natural move for any business coach who is looking to scale their operations.”
Make sure to read their website properly to make sure that they write the type of copy that you’re looking for. If you’re not sure, reach out and ask them because if they don’t write the type of copy you’re looking for it’s almost certain that they can recommend someone who does.
Why hire a Copywriter for Coaches?
There is an enormous about of copy that goes into marketing your coaching business. Between your social media content, blogs, YouTube video scripts, sales pages for your programs, email campaigns, landing pages, launch copy AND website copy…it’s a lot to take on yourself.
But apart from that, hiring a copywriter is a natural move for any coach who is looking to scale their operations and see a higher ROI from their marketing. As the CEO of your company, as the head-honcho, you need to be focusing your time on serving your clients and growing your business while trusting a professional to take on this aspect of your marketing.
8 Benefits of Hiring a Copywriter for Business Coaches
- You’ll see a higher ROI from your marketing material
- Grow your email list with organic traffic from your website and blog
- Make a deeper connection with your audience
- Improve your messaging and positioning
- Better understand your audience since copywriters undertake a lot of market research
- A professional copywriter will produce higher quality copy for your coaching business, meaning you’re more likely to convert more prospects
- Copywriters are also marketers so they can even help you with your marketing strategy
- They can help you get found on Google and fill your funnels with free traffic
Does your Coaching Business Need SEO?
If your ideal clients are using the internet to fix problems in their business, then yes.
SEO stands for Search Engine Optimization and it can be a huge asset to your coaching business because it connects you with perfect-match prospects when done correctly. It’s also a much more passive form of lead generation and means you can rely less on things like social media alone to grow your coaching business.
To give you an example, just one post I wrote for a client saves her thousands of dollars in PPC (pay-per-click advertising) because she naturally ranks on the first page of Google for the keyword I targeted.
Furthermore, it gets her a lot of leads for her program because the blog post was targeted to those people who were searching for exactly what her course helps them achieve.
I wrote a comprehensive blog article and embedded links within the post to sign-up for the waitlist for her upcoming course and she was able to get a lot of leads that way. Plus the post brings in an estimates 500+ hits a month – for just ONE post which is in quite a niche topic.
SEO also rewards your content marketing efforts over the long term. I like to think of it as the trust fund of marketing, always gaining more momentum and giving you that sweet ROI with less effort than say social media.
So, while I MAY be biased (I am an SEO copywriter after all) I can’t think of any business that wouldn’t benefit from a serious SEO strategy.
Questions to Ask a Copywriter Before you Hire them
Hopefully you’re now thinking HELL YES I want to hire a copywriter! But before all that, make sure you ask these questions during your discovery call.
Have you written for Business Coaches before?
It’s important to know if they’ve written for personal brands before and what those experiences have been like. As a business coach, your brand is a personal brand and therefore it’s quite different compared to writing for say, a multinational company.
Get a feel for what type of clients the copywriter usually works with to see if you’d be a good fit to work together.
Have you ever Taken a Coaching Program Before?
While this shouldn’t be a deal breaker I do think that copywriters who have had coaching before really can appreciate the transformational work you do. They can also better empathize with your clients and will innately understand them a little better than someone who hasn’t gone through any coaching before.
When I first invested in coaching it was SCARY and I remember the exact process I went through before taking the leap. I now use this experience to help inform the copy I write for my business coach clients.
What Results have you Gotten for Other Clients?
Make sure the copywriter was able to get results for other clients like increased email sign-ups, increased traffic to their websites and increased sales.
This will help you see if they can provide you with a good ROI on their copy. During every discovery call I make sure the potential client knows that I’ve been able to help a brand a new website rank on the first page of Google, drive program sign-ups via my content and have written email campaigns that converted so well that my client didn’t have to do an additional webinar series to further promote conversions.
If they are less experienced take this into consideration and this should be reflected in their price.
Why do you choose to write in this industry?
Get a feel for the “why” behind the copywriter’s desire to write for you and your audience. Typically I find that when a copywriter will write for literally anyone and everyone it leads to watered-down and passionless copy – which as a business coach with a strong personal brand you do NOT want.
If they write for business coaches find out what they enjoy about working with them. Make sure they actually have a passion about entrepreneurship and helping people make their entrepreneurial dreams come true.
How do you Sound Like Me? How do you Imitate my Brand Voice?
The copywriter you choose should have a solid process that allows them to analyse and imitate your brand voice, especially as it’s so essential to your personal brand. The last thing you want is to have your audience immediately recognize that someone else has written your copy.
They should be doing things like analysing your tone of voice in the copy you already have, spend time asking in-depth questions about your brand and its values and have a solid revision process to make collaboration a breeze.
What does your market research process look like?
I cannot stress this enough: good copy lives or DIES by great market research. Every word we write needs to be informed by what your target audience really needs, so this means that your copywriter has to understand how to extract this information during a process we call “voice of customer research”.
If they don’t have a solid process for market research, then the copy won’t land – it’s as simple as that.
They should be doing things like asking for survey data (or creating surveys), setting up customer interviews, review mining, reading feedback forms and exploring social media and forums to really get a good picture of your ideal target audience.
How much does it cost to hire a Copywriter for your Coaching Business?
I’m going to be really annoying and say “it depends” because it does. On the bargain-bucket end of the scale, there are the typical copywriters you’ll find on sites like fiverr or upwork who work for pennies and churn out copy in a couple of days.
Here’s why you don’t want to hire a cheap copywriter
- The copy won’t give you any real ROI
- If you’re working with a really cheap copywriter, chances are that they need to work with a lot of clients just to make ends meet so you won’t be high on their priority list. Personally I only work with 2-3 clients at a time so I can give them the attention they need
- You’ll end up rewriting a lot of what they write or going back and forth with endless edits until you’re blue in the face
- One of the reasons for hiring a copywriter is to take more OFF your plate. An endless revision process or just flat out rewriting the copy is pretty much the opposite of what you want
- The copy WILL hurt your brand.
- Bad copy will turn all the right customers OFF your brand. Just because your target market is English language learners doesn’t mean they can’t smell bad copy when they see it. Generic messaging that doesn’t connect to the real people who are reading your words will make prospects click ‘X’ off your site faster than billionaires launching rocket ships.
So, with that in mind, how much does a GOOD copywriter cost?
A good, professional and experienced copywriter for business coaches will usually charge per project and not per hour (and never, EVER per word). To give you an idea, here are some of my rates.
- SEO optimized long-form blog post of 1,500-2,000 words: €490
- Done-for-you SEO blog strategy for 10 articles: €997
- Webpage: €500-€560
You can download my full rate card here (sales page copy/landing page/webpage copy is done by request after a discovery call because it can vary so much!)
I charge the way I do because my clients have a great experience with me, I always deliver on time, I invest in a lot of SEO software to make sure my words are backed up by data, I get results for my clients (traffic AND sales), I have a great market research process and I’ve invested thousands of euros in upskilling.
I am not a run-of-the-mill copywriter who clamours for work, but I work very closely with only 2-3 clients at a time, so I charge accordingly.
It’s really up to you where you decide to invest, but I would be very cautious of someone who’s charging very little because you’re not going to be very high on their priority list.
Some examples of my Copywriting Work for Coaches
I have the pleasure of working with some amazing coaches. If you’re interested in my work and hiring me here is a taste of my work.
Meagan Williamson – Pinterest Marketing Coach
Meagan is an amazing Pinterest marketer and she helps her clients grow their business through Pinterest. I was lucky enough to write for her Pinterest VA coaching program. You can check out the (high ranking and high converting) post on how to become a Pinterest VA right here.
Mariah Lisweski – SEO Strategist & Business Coach
Mariah helps her clients improve their organic search results to bring in more clients for their business. I wrote a series of blog posts for her on the topic of SEO. Here’s an example right here.
Alyssa Lang – Systems and Workflows for Bookkeepers and Accountants
Alyssa helps fellow bookkeepers run their bookkeeping practice at maximum efficiency thanks to workflows and her amazing systems. I wrote an email campaign for her that converted so well that she didn’t have to create a webinar to drive conversions (which was her original plan). Email marketing FTW. Reach out and I can send you a few sample emails from that campaign.
Kerry your copy was AMAZING! You really did your research and were able to capture and embody our brand voice! (You even used GIFs + referenced my favorite movie!) The little details were what helped to engage and relate to our audience. You did a great job of connecting to our niche by also learning their struggles and connecting how our service can solve them and allow us to help them build a life they LOVE!
I knew I wanted to keep creating blog posts that help my audience, and attract new humans to my website, but I didn’t have the time to research and write them myself anymore.
Your intake process is the best I’ve seen. The fact that you do an analysis and spend a lot of time diving into who I am, why I do what I do, and HOW I communicate it to my people is invaluable. My biggest hesitation with hiring someone to write my posts is that they would sound cookie-cutter, and not like myself. And to have a copywriter that cares about that, is open to feedback, and typically writes how I write….you’re amazing.
You came recommended – basically that’s why I worked with you the first time BUT then we worked together and your work proved to be excellent. It was easy to work with you, you wrote great blog copy that didn’t sound like robotic and it worked – the results of the post were great. It is now high ranking, results in many comments and engagement and best of all – people asking about my program
Step-by-Step Process of Hiring me as Your Copywriter
If you’re interested in having a copywriter on your team who has years of ESL teaching experience and proven results for her clients, then here’s what my process looks like.
- You fill out this contact form letting me know a little about your needs (if there’s any issues you can also email me at [email protected] )
- If it sounds like I can help you we set up a discovery call so I can learn more about what you need
- I let you know how much your project will cost
- If you go ahead, I send you the invoice (50% of the total cost, except if the project is under €500 then I send the invoice in full)
- We do a copybrief call – this is where I get all the intimate details about who you are serving, your business, your USP and what makes you the best option for your customers. My clients usually say this meeting is a moment to really assess the soul of their business
- I get to work! I start my research process and then I write, write, write until version 1 is ready!
- You review version 1 and if I nail it the first time then awesome! I send you the remaining 50% of the invoice. But if you need any tweaks and revisions you have a round of revisions included in your package price
- I revise the copy and make sure you LOVE it
- You get your copy and enjoy your organic traffic and sales