IS IT TIME TO BRING IN A PERSONAL DEVELOPMENT COPYWRITER?

If you’re reading this, I want you to know that I see you. You’ve pulled off something impossible for most of us. You’ve built a successful business—congrats! 

Like you, I build AND maintain my business. We’ve built something that works—something people need—and that’s something to be proud of. I’ve spent years acquiring the skills to become an effective copywriter. During that time I discovered what motivated my audience to outsource marketing. I’ll boil this down into two categories:

Time and Money.

Copywriting is no mystery, you can learn this skill. But, how much of your time does it take to write effective copy? Ok, now money. You might have beginner's luck and find success without copywriting. But, how successful will you be without a robust marketing and client acquisition strategy?

When you put it into perspective, you’ll learn that Solopreneurship is a stepping stone. It’s a rung on the ladder of success. Stay in the game long enough, and success becomes a team sport.

How Can a Personal Development or Life Coach Copywriter Help You? 

A Personal Development Copywriter can help:

• Create an ICP (Ideal Client Profile) and a consistent Brand Voice. 

• Build effective strategies, from TOFU (Top Of Funnel) to BOFU.

• Drive Inbound Leads from Ideal Clients ready to work with you.

• Increase your Conversion Rates on all marketing strategies.

• Maintain your Brand Voice consistently across all platforms. 

• Write consistently fresh, market-researched Content.

• Give you back your Life, by freeing up your Time.

Keep reading to learn how a Personal Development Copywriter can help you. If at any time you feel you’re not ready, don’t fret, I wrote a blog article that will help you instead. 

Build Your ICP and Client Acquisition Strategy.

Have you seen these on your LinkedIn feed — “Build Your ICP”, “Define Your Target Audience”, and “Attract Your Ideal Clients”? I don’t know about you, but I found this annoying...until I realized why these messages were on repeat. 

It’s where nearly every business gets stuck.

I’ve experienced it myself. You’ll run through all available resources until you build an effective strategy. Simply put, you need to master the art of client acquisition. Just like the repetitive messages, there’s a world of material on the subject. With books and master classes, you can DIY...but should you?

A good copywriter knows how to weaponize this strategy. They turn your Brand Voice and Content into your siren song. Your Ideal Clients will find it irresistible, and soon their ships will hit land — your landing page.

Building an effective strategy here will help you:

• Price Your Services Accordingly.

• Build Loyalty and Repeat Business.

• Market, Pitch, and Sell Successfully.

• Lower Your Cost for Client Acquisition. 

• Align Your Brand with Your Clients' Values.

• Create a Personalized Experience for Your Clients.

Create An Unstoppable Content Strategy From TOFU to BOFU.

Are you hungry? Me too, but I’m not talking about food. 

Over 90% of businesses (and Clients) consume content before buying. Which makes building a Sales Funnel, imperative. Creating the right content, at the right time, helps walk your ideal clients through the buying process. This also saves you time by detracting those who wouldn’t fit.

Each part of your Sales Funnel requires research, strategy, and content. This is a copywriter's bread and butter.

TOFU - Top Of Funnel  

This is you, waving your sign and attracting your Ideal Clients. But, with your business, you’re targeting those who need coaching or development. So, you target a problem. Your Ideal Clients share the same problem that your Offer resolves. Some are aware of this problem, and some are not. 

Your TOFU content strategy should make up 20-30% of your content, and focus on:

• Your Client’s Problem.

• Your Personal Story. 

• Brand Awareness.   

MOFU - Middle Of Funnel

Now that you’ve attracted the right audience, it’s time to give value. Dig into this part of your funnel with 60-70% of your content. Give your Ideal Clients:

• How-Tos

• Step-By-Step Solutions.

• Niche or Market Insights.

BOFU - Bottom Of Funnel

They’re ready to buy, but why? Your BOFU strategy seals the deal. Use this content to tell them why they should buy from you. Make them feel safe, and give them a guarantee.

Note, be sure to ease off on this part of your funnel. You don’t want to sound too salesy. Aim 10% of your content here, and target: 

• Case Studies

• Client Stories

• Client Reviews

Note — every business has its own Sales Funnel and Content Strategy. For Personal Development, yours will look like this one. But, if it doesn't, and it’s working, then good for you. You’ve found a Client Acquisition Strategy that works for your business.

Elevate Your Content Strategy By Delivering Market-Researched Content, With A Consistent Brand Voice.

As I said before, Content Strategy is a copywriter's bread and butter. We live there. That’s how you can spot good copy when you see it. Of course, it goes the other way too…

If our culture changes socially over time, then so does our copy. What was acceptable 10 years ago, is no longer acceptable today. You might have noticed how copy has become less salesy. To me, it feels far more clever — and it should be. The tone, words, and personality of your Brand should embody this strategically. To maintain authenticity (and trust), your Brand Voice must be consistent across all platforms. 

Some Solopreneurs get caught up here. Different platforms can feel like different audiences, but they’re not. Remember when you created your ICP and Client Avatar? That research pays off here. You know your Ideal Client, what they like, and what they don’t. Keep a direct line to them, keep them up to date, and keep them happy. 

Research your market to find relevant, trending articles. Be sure to incorporate these topics into your Content. This makes your brand a trusted source for fresh content and market insights. Many creators use tools like BuzzSumo or Taplio, but a quick search on a search engine will suffice. 

Time and Money

The amount of time it takes to write good copy could fill a case study. Many think of the end product — like a product description, or email. But what they’re missing is the amount of research that’s required for every piece of content. 

• Your Offer

• Ideal Client

• Target Audience 

• Consistent Brand Voice

• Niche and Market Insights

• Client Acquisition Strategy

• Relevant Market-Researched Content

• Skillset Required To Perform Copywriting Techniques

These are all areas where you’ll spend most of your time...not to mention, Content Creation. If you want to sell consistently (and successfully), you must know the person you’re selling to. And you must be the authority in your niche.

That is why copy is so important.  

Copy is the dragon that guards the treasure. You have to deal with it daily, and that my friend takes Time. You can get by with DIY for a while, but soon you’ll have to face that dragon. Whether it’s guarding your time or the next level of your business, support is a must.

What stage are you at in your business? Do you still have time to DIY? Are you not getting the results you want? Or, is your strategy effective, but time-consuming?

Either way, I’d love to hear about it. Send me an email, Waylan@WaylanWebb.com, or schedule a call.

Looking for more content like this? Check my blog weekly for new content, and follow me on LinkedIn!