Do you get super excited to see an email pop up in your inbox…only to see it’s a newsletter and not an inquiry. *Sigh* Friend, we’ve BEEN THERE. Amp up your selling power with these 5 questions to write copy that books clients – pronto.
Do you ever hate when “normal” people ask you what you do? I know that I used to. It felt awkward because I didn’t know how to answer the question in a way that was clear, concise, and felt like a true expression of my work.
I used to blame the question. But if I’m being honest, I didn’t have a real answer.
Because even I felt confused about the work that I do. I saw how I helped people. I had a vague sense of what it was about. Throw in words like mindset, abundance, and spirituality and you kinda get the idea.
It wasn’t until I started writing copy that my approach to messaging completely changed. I started writing first drafts for other copywriters and their clients. When I was watching an onboarding session, one copywriter asked the client “what’s the promise of your work?”
Not only was I thinking “oh yes! A concise promise that I can write around”, but I also felt NAILED by this question because I wasn’t asking that question of my coaching services.
Since then, this question rattled around in my head. And a series of perfect events collided that allowed me to answer it in a way that’s
I started telling people on Instagram that I help entrepreneurs heal their family wounds so their inner child doesn’t run their business – and their most powerful self does. I even proclaimed this to a room of truly inspiring entrepreneurs and instantly had people saying “ohhh I need that.”
For the first time, I felt like I could answer the age-old question “what do you do?” not just for the person asking…but for myself and (more importantly) my potential clients.
Since then, I’ve been thinking that when we’re feeling “stuck” telling people our message, maybe we aren’t stuck…
…we’re asking the wrong questions.
So, if you feel like the “what do you do?” question stumps you every damn time, here are 5 questions you can ask yourself to write irresistible copy that books clients.
1. What’s the promise of my work?
If there is anything to communicate in your copy, the answer to this question is it. When clients read your copy, they want to know if you are the person who can help solve their problem. What will they get out of it?
When clients work with you, what can they expect to get out of it? What’s the promise of your work and the promise of your brand?
Another way that I phrase this for my clients: anytime anyone interacts with you (no matter how briefly), what change do you want them to experience? How do you want them to feel? What do you want them to take away?
The big spot where people get tripped up is that they don’t speak to their client’s agenda. Your copy communicates why working with you is important according to your industry. But not according to the immediate needs of your clients.
For example, a designer might have a core message about working with them to get pretty, cohesive graphics to communicate your brand visually.
The reason this message isn’t selling services off the shelf is that it’s simply a description. This message shares one of the direct outcomes that can happen when working with a designer. But this isn’t a compelling message to inspire readers to take action.
Instead, think about the immediate desires of your clients. Business owners would want to book more clients, book higher quality clients, or have a professional “storefront” that matches the quality of services they offer. How does working with you help reach their big business and life goals? How does it help them uplevel and create the life they want?
2. What does my work look like from a methodology standpoint? What techniques do I use?
You might have heard it before, but in the world of copy, clarity is king. Because people don’t buy when they’re confused. Confusing copy = people who close the page. Clear copy books clients.
People want to feel confident and clear on next steps and what they’re going to get out of this.
What does it look like to work with you in terms of structure and process? How many calls do they get? What’s the expected timeline? If you’re a coach, what types of topics do you discuss on your call? How do you guide clients through the process of transformation?
People love to have this information. It helps them envision working with you. If they can imagine it, they can feel into it. If they can feel into it, they can allow themselves to say yes to it.
3. What does our relationship look like? Why is it worth it?
Even if you aren’t a coach and provide done-for-you services, you still have a relationship with your client. This is the work that distinguishes competent service providers from excellent ones.
People want to feel safe, supported, held, and seen. When they hire you, they’re asking for help. Even if they aren’t aware of it, asking for support is a vulnerable experience. They want to feel seen in their discomfort, pain, and uncertainty. They want to feel supported in the decision-making process. They want to know that they’ll have their needs met and that you’ll take care of them.
How can you communicate that to them in your copy and marketing? How can you show people
4. How will this help them? What are the results?
This one is similar to the first question. But also slightly different. How will working with you improve their lives? Not just from a feeling sense. But how will these results physically manifest in their day-to-day?
People want to have a sense of how this work will change their lives.
- No website shame = you’ll confidently sell yourself from the rooftops
- With clear webcopy, you’ll presell clients before they even hop on the phone with you
- As your business coach, I’ll pull you out of your overthinking and back into your power
Or see how it will improve their day-to-day
- Imagine waking up and the first thing you think about is what coffee you want from Sbux…and not you to-do list
- Actually need a break from your inbox because it’s so full of high-quality inquiries
- You start overthinking big time. But before you go down that rabbit hole, you open your phone to Vox me.
5. How can I be a leader?
Imagine that you’re at a networking event. One that doesn’t give you crippling anxiety or make you super overwhelmed. You’re hanging, jiving, and sipping a mean cup of coffee (or tea…ya weirdo).
Since you look like a pretty cool cat, two people come up to you to tell you what they do. One is shy, meek, and hiding behind their papers or clipboard. They manage to squeak out “hiii…I’m a web designer and I help you make a (gulp) showstopping appearance online.” *instantly turtles inward*
Then the second one makes eye contact, smiles, reaches out for a handshake and says “Hi! I’m a web designer. I help you make a showstopping appearance online.” *shimmer in eyes*
(anyone else imagine the second one looking like this? Just me?)
You’re going to want to learn more about Leo than the first person…even though they said the same thing. Why? Because the second person is in their power as a leader. People want to buy from people who are in their power.
Now, in the world of copy, you can’t see the person turtling behind their screen or looking confident af. But you can feel it through their writing. Copy that stimulates an emotional response is copy that books clients.
Does your copy
- Show people that you’re a leader here to support them in their process of getting a new website, writing stellar web copy, booking more clients, etc.
- Clearly tell them the next steps to take
- Sound like it was written by a person in their power who knows wtf they’re doing (and if that question triggers the f out of you, I highly recommend some inner child work)
Need some help writing copy that converts? Grab your copy of my free Sexy Sales Story Worksheet below!