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6 Step Formula to Creating Your Own Coaching Sales Copy

Written by: Milana Leshinsky

Article Overview: Creating copy for your website, blog and marketing materials does not need to be hard! Even a 12 year old can do it! These six steps can take you from "clueless" to a writing/copy machine. Don't wait - get started now!

6 Step Formula to Creating Your Own Coaching Sales Copy

Do you know what's one of your most profitable skills as a coach and entrepreneur?

It's being able to write your own copy.

You either make money or save money by mastering this skill. You make it if you become really good at it; and you save it if you can come up with a rough draft and pass it on to an expert for improvement.

I discovered this early on in my business and even though I haven't completely mastered the skill, it always saves me a lot of time, money and frustration just being able to pass the rough draft to my copywriter.

Many people struggle even with the rough draft, so let me give you a simple formula to follow, which is going to make a huge difference in your business.

One of the missions of a coach is to find out the strength and unique ability of a client and to nurture and strengthen it.

My 12-year old son claims to be consistently bored with the anything that has to do with business, coaching, marketing or anything else I attempt to teach him. So when I saw him spend 40 minutes working on something with total focus and great interest, I took notice!

The task was to write a sales letter for any product of his choice. He chose to sell Sony Playstation 2 and in less than an hour punched out his very first copy.

When he was finished, I asked him why he thought he enjoyed this so much (besides writing about the product he was passionate about).

He gave me three reasons:

1) He felt it came out easily out of him...
2) He enjoyed the freedom of creativity this allowed him to express...
3) He had a formula to follow!

When I first thought of giving him this exercise, I pulled out a copy of my favorite book on copywriting, "The Ultimate Sales Letter" by Dan Kennedy. But then I thought, there is no way he was going to read it at this point. I needed something easier and more straight-forward for him to follow.

So I came up with a quick formula that was basically like paint-by-numbers. And that's what made it so easy and almost effortless for him to write it.

Here's the formula I gave my son to follow:

1. Headline (biggest benefit)
2. Hook (interesting statistic, fact, problem or story)
3. Introduction to product (why it is a better solution)
4. Benefits (benefit of each feature)
5. Objections (handle customer objections)
6. Closing (call to action, what will happen if you don't buy)



So then I was sitting and thinking, how can I help him strengthen what seems to flow so naturally out of him? We've got a whole summer ahead of us and I'd love to help him develop this skill.
One of the most important ways to learn is by watching others. So what I decided to do is find and critique the sales letters written by great (and not so great!) copywriters.

I will also teach him to test his copy by trying to sell a small information product using Google AdWords.

By the way, you should run this kind of test before developing any full-blown product or going into a new niche market.

Set up an account with Google AdWords, write a couple of ads, and point them to a specific web page on your web site. On that site you can either have an opt-in form inviting visitors to request free information; or you can actually sell a mini-product like a special report or an mp3 recording of a teleseminar.

If you see a lot of interest in it, then you'll know you've got a winner and can go ahead and develop your product further as a high-ticket item. If not, then you haven't invested too much time or money, and can simply move on to another idea.

Being able to write my own copy has been one of my most profitable skills, for sure. Every time you write, you sell your brand, your products, or your service. I hope you see how important it is to be able to communicate the benefits of doing business with you.

Use my quick 6-step formula, too, and you'll see a huge difference in your sales.

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Article Tags: business coaching, coach, copywriter, creativity, entrepreneur, exercise, favorite book, freedom, frustration, missions, paint by numbers, playstation, playstation 2, profitable skills, rough draft, sony, sony playstation, sony playstation 2, time money, ultimate sales



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Top 19 Copywriting books - 1. Ogilvy on Advertising. David Ogilvy. Wiley. 2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner. 3. The New Positioning. Jack Trout. McGraw-Hill. 4. Tested Advertising Methods. John Caples. Prentice-Hall. 5. How to Make your Advertising Make Money. John Caples. Prentice-Hall. 6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin. 7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall. 8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books. 9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall. 10. Romancing the Brand. David Martin. American Management Association. 11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books. 12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books. 13. My Life in Advertising. Claude Hopkins. NTC Business Books. 14. Scientific Advertising. Claude Hopkins. NTC Business Books. 15. How to Become an Advertising Man. James Webb Young. NTC Business Books. 16. The Lasker Story as He Told It. NTC Business Books. 17. Advertising Concept and Copy. George Felton. Prentice Hall. 18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop. 19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley. This should keep you busy for at least a year. Enjoy!
Need a book recommendation for writing better - I'm always looking for ways to improve my writing skills, so I was just wondering if anyone could recommend a good copywriting or copyediting book? I was actually thinking of reading "The Copywriter's Handbook : A Step-by-Step Guide to Writing Copy That Sells" by Robert W Bly [u:w3cg00nn]OR[/u:w3cg00nn] "The Copyeditor's Handbook: A Guide for Book Publishing and Corporate Communications" by Amy Einsohn. Would anyone know if these books are any good? Thanks
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