One of the best ways to stand out from other coaches in your industry is to inject your personality into your copy. This helps you to attract your tribe – the people you just gel with. They’ll appreciate your corny jokes and the way you tell a story.
When your ideal coaching clients are choosing a coach, personality is just as important as expertise. Coaching clients want to feel like they know you before they commit to working with you. Most coaching programs are multiple months long, so they want to work with someone they like. They’ll look at what you’re putting out there to get some indication of your personality. That includes your content and your marketing copy.
How to Add Personality to Your Coaching Business Copy
Our goal is not to invent a personality for you or your coaching business. It is to take the personality you have when you are with your friends and family and then incorporate it into your business branding. You want the personality in your coaching program copy to match the personality your coaching clients see when they work with you. Otherwise, it will feel like a bait and switch.
List Positive Adjectives
What kind of words do you use when you are happy or enthusiastic about something? For example, do you say:
- Good, great, excellent, fantastic, dynamite, amazing, fabulous, brilliant?
- Incredible, jaw-dropping, slap-your-mamma-good, shit-hot, life-changing?
- The bomb, can’t live without, desert-island-item, next-level, bae, the goat?
Use these as a starting point, and then continue listing adjectives you use when describing things. This list and everything else we discuss in this article will be used to create a brand voice cheat sheet that you or the copywriter you hire can use when writing your copy.
Write down Your Sayings
You also want to incorporate the sayings you naturally use into your copy for your coaching business. Write down as many as you think of and add it to your brand voice cheat sheet. You can always keep adding to it later when you think of more sayings.
If you are struggling to think of your sayings, ask your friends, family, or coaching clients. Your friends and family will definitely tell you about the sayings and mannerisms you use.
How Would You Celebrate Your Clients’ Successes?
Think about how you celebrate your clients’ successes when they tell you about them. What is your initial reaction? What do you say? What do you do?
Also, think about how you describe the feeling you get after a success. How do you describe it to yourself or your friends? If you describe it differently to clients, write that down too.
It can also be helpful to make a note of what you do to celebrate your own success. Do you do a happy dance? Do you pop the champagne? Does your dog get celebratory tummy scritches? All of these can become a part of your brand voice and coaching business branding. You can create marketing around doing happy dances with your coaching clients.
To Swear or Not to Swear
A lot of businesses and personal brands use swearing for emphasis. Consider if that is right for your coaching business. This usually comes down to your personal preferences and beliefs around swearing. If you swear loudly and proudly and like people who don’t filter their feelings, then swearing might be right for you. If you rarely swear or don’t really swear, then swearing is probably not right for you.
Neither option is better than the other. Just make the decision based on your personality. You want to provide a consistent experience between your coaching business copy and how you show up in coaching calls. You don’t have to worry about people being judgemental about your swearing; using swearing in your copy will help you find your tribe. Also, you won’t have to attempt to tone down the swearing in coaching calls because your coaching clients already know you swear.
How Do You Tell Stories?
Write a short paragraph on how you tell stories, even if you are prone to rambling and getting distracted by tangents. This is part of your personality, and it can be referenced or joked about in your copy. Your content and copy should include small hints of your storytelling style.
For example, if you tend to take the scenic route when telling a story, then your content should include an occasional brief tangent. Your copy could include the occasional aside or reference to your life. You don’t want the copy for your coaching business to be perfectly buttoned-up; you want it to have a sprinkle of your “imperfections.”
Add Personal Details
Feel free to make small references to personal details from your life. You shouldn’t dox yourself, but you could make a small joke about your life. For example:
- Including bedtime guided meditations that will have you snoring louder than my dog Clive after a beach day.
- As my mum likes to say, “Money doesn’t grow on trees.”
- This course is more in demand than my Granny’s lemon squares!
These are small details, but they make the reader feel like they are being let into your inner circle. You’re trusting them with some personal details. They may even relate to those little details and feel a little closer to you.
Share Your Interests
Your brand voice cheat sheet should also include details about your hobbies and interests. You can include some jargon from those hobbies or even use metaphors related to your hobbies. This adds a little bit of flavour and humour to your coaching business’ sales copy. You’ll find that your coaching clients will tell you that they share your hobbies or reference your surfing jokes.
Want help injecting more personality into your copy? Dangerous Words Copywriting offers copywriting services for coaches, including help creating a brand voice cheat sheet. Contact us to discuss how we can help strengthen your brand voice and marketing. We offer Pick Our Brain calls for £199 per hour. During this call, we can give you advice, audit your copy, or even teach you how to improve your copy.