Copywriting Tips: Features Versus Benefits

Benefits are a huge part of writing good copy but they’re often sidelined in favour of features.

This is a mistake you definitely don’t want to make as it can seriously hurt your conversions!

What are features?

Features = the details that make your offer tick.

Things like coaching calls are a feature.

They tell your dream clients how your offer works and whether it’s going to serve them on a practical level.

But here’s the thing.

Your ideal clients won’t necessarily join the dots about exactly what’s in for them just from reading these features.

They probably won’t feel compelled to sign up because they’re not clear on why your offer is a great solution for them.

All they really understand at this point is how it works – not why they should take action.

And this is where benefits become so important for conversions.

What are benefits?

Benefits = the value your offer brings for your ideal clients and how it helps them.

Benefits tell your dream clients what the features of your offer actually mean for them. Often, they’ll tie in with emotions that people want to feel.

When it comes to buying, your dream clients want to know that your offer can improve their life or help them solve a problem.

When your sales copy is playing up the benefits of your offer, it’s easy for your ideal clients to see how you can do this for them.

Let’s go back to the coaching calls feature.

*What do your clients actually get from these calls?

*What value do they bring?

*What change or solution are they helping to create?

*What difference will that make to how they’ll feel?

These are the emotional benefits you’ll want to play up in your copy.

It also highlights the experience that they’ll get from working with you and the emotional change that will happen.

You can see why benefits are so key for showing your ideal clients why your offer is the best solution for their pain points, right?

Tying Features and Benefits Together

Features aren’t a bad thing – they give a good idea of how your offer works and whether it’s a good practical fit.

But playing up the benefits too builds a much stronger emotional connection and can form part of your overall marketing message.

For every feature of your offer, tie it into a benefit. Imagine that you’re one of your ideal clients and you’re weighing up whether to work with you. Dig deep into the benefits of each feature and keep asking yourself whether you would genuinely take action.

If the honest answer is no, keep tweaking the benefits until they become truly compelling.

When you’re creating sales copy, make sure the benefits of your offer are front and centre – not just the features!

Owning Your Brand Voice

Your brand voice is super important for helping you stand out from other wellness pros and connect people to your brand.

What IS your brand voice? In a nutshell, it’s the way you speak to your audience. Every piece of content and copy you put out uses your brand voice.

A few tips for nailing your brand voice:

💖 How do you want people to feel when they’ve interacted with your brand? As a wellness pro, this is probably going to be similar to how they’ll feel if they start working with you. These emotions can form a key part of your brand voice.

💖 Think of 3 things you want to come across as. Maybe you want to appear friendly, down to earth, or empowering, for example.

💖 What are the core values and messages you instill in your clients?

💖 How does your audience speak? If you work in a specific niche, you can sprinkle in language that they might use – especially if your ideal clients are a certain age or have clearly defined personality traits.

If you’re not sure about your brand voice, it’s always tempting to copy someone else’s. Find your own, even if you’d love to replicate their success and engagement!

Your audience can tell if your brand voice isn’t authentic and it can be a lot harder to form that all-important emotional connection with your ideal clients if you don’t really believe in your voice.

If you need any help in defining your brand voice, my brand voice strategy sessions can help.

4 Reasons Why Your Program/Course Isn’t Selling

Imagine this scenario for a second.

You’ve created an awesome program or course that’s jam-packed with value.

You’ve spent forever making sure it’s full of content that will make a real impact for your ideal clients and you can’t wait for them to start their transformation.

You warm up your audience on social media and email. You start getting traffic to your sales page. Surely it’s going to sell like hotcakes once they see how amazing it is?!

Maybe you get the odd sale but for the most part, it’s just crickets.

You’ve got an engaged audience of ideal clients and you KNOW that your program is incredibly valuable.

So why didn’t it work?

Something has gone majorly wrong on your sales page and it cost you sales.

Not all sales pages convert, especially if you don’t know how to write one that works.

A few common mistakes include:

❓Your ideal clients can’t see themselves in the picture you’re painting. Your copy needs to make them feel that you’re speaking just to them.

Your program/course could be truly life-changing but if your ideal clients can’t see the value, they don’t buy. Getting them thinking, “wow, this is ME!” when they read your sales page is a game-changer.

The fix: Imagine you’re writing to just one person in your copy. What does this ideal client need to know before they’ll buy? Put yourself in their shoes as you write.

❓It’s not crystal clear what your ideal clients are paying for or investing in. They’re not sure how it all works or what they get. And that confusion puts them off.

The fix: Don’t skimp on details of how your program/course will work.

❓It’s all about you and not what’s in it for your ideal clients. Sure, you need some info about you and your background but not too much.

The fix: Make your ideal clients the focus.

❓Your copy is ultra long. Like most people, your ideal clients are busy and don’t want to read an epic sales page. If you’re saying the same thing in five different ways, you’ll lose their attention and miss out on the sale.

The fix: Check for repetitive info and see where you can tighten things up without losing key details.

Need help with your sales page? I can write it from scratch or review your existing copy. I also offer strategy sessions to help you write your sales page.

How Health Coaches Can Use Content to Get More Clients

How Health coaches can use content to grow their business

Content marketing can be hugely effective for growing your health coaching business. Before we dive into talking about how to use content to get more health coaching clients, let’s talk briefly about why it can work.

Creating high-quality content is a must. Your goal is to get in front of and connect with the kind of people who are in need of your health coaching services. To do this well, you need to know their pain points and be able to build a rapport with them.

Content marketing is a long-term strategy — you probably won’t get a ton of new clients overnight but if you stick at it, it can bring results.

Offer Value

The golden rule for most of your health coaching content is this: offer as much value as you can to potential clients. Inform and educate your audience about different aspects of health and wellbeing, for example. This can help build awareness of your services, which is a key part of your sales funnel.

When people sign up for coaching sessions with you, they’ll have a great idea of what to expect from you as they’ll already be impressed with the content you’re creating.

Think About Your Sales Funnel

You may get the odd client who signs up on the strength of one piece of content but most of the time, it’s a way to feed potential clients into your sales funnel. This can involve signing up for your email list, joining a private Facebook group or arranging a consultation session, for example.

Use the call-to-action on your content to start moving clients through your sales funnel. Getting them on your email list or in a Facebook group can work great for this. They’re a much more personal way to interact with potential clients and can a big return on ROI.

Don’t Oversell

One of the biggest content-related mistakes that health coaches make? Going overboard with the hard sell and not trying to make an emotional connection with potential clients.

Obviously, you want people to sign up for coaching sessions with you but it’s incredibly off-putting if the bulk of your content is focused on this. Aim for an 80/20 split between offering value and promoting your health coaching services.

Be Relatable

Sharing your health and wellness journey helps to show that you’re a real person who has achieved results for yourself and can do similar for clients. It can also help you tap into the main pain points of your audience since they’ll likely be struggling with the same type of issues that you’ve successfully overcome.

Niche Your Audience

As a health coach, it can be tempting to try to appeal to everyone with your content. This can mean that you cast your net really wide and fail to strike the right connection with any particular set of clients. And ultimately, that makes your content less effective.

Niching down to a specific audience can avoid this. It’s why so many health coaches choose to work with a very niche group of clients and focus their content on topics that appeal to their pain points. This could be busy moms who struggle to take care of themselves or women over 50, for example.

Commit to a Regular Posting Schedule

To get the most from the content you put out, pick a consistent schedule and stick to it. You might choose to upload new blogs every other Tuesday, send out emails every fortnight or upload a new Youtube video on Fridays, for example.

Posting new content weekly, fortnightly or monthly tends to have the best results — going months without a new piece of content can negate the benefits of using content to grow your health coaching business.

Your audience may even start to look forward to getting your emails in their inbox on a specific day or being able to read your next insightful blog post.

Posting regularly can be daunting when you’re super busy and this is often when you might think about working with a copywriter to either take care of your content needs altogether or support your efforts when you look likely to fall behind with your posting schedule.

If you need a hand with creating effective content for your health coaching business, send me an email to talk about your needs!


How to Use Video Sales Letters to Grow Your Health Business

Did you know that using video sales letters (VSL) in your marketing efforts can seriously ramp up your conversions?

If your health and wellness business isn’t already using video sales letters (VSL), you’re missing out on a great way to sell more products and services.

Using VSL can be much more effective for communicating your message to potential customers and clients, and for engaging and informing them.

Written content will often be skimmed or read at speed but video is much more likely to be consumed in full and can be hugely effective at keeping your audience interested. This is why even long form VSLs can perform a lot better than the equivalent amount of text on a sales page.

The end result? You can quickly build a solid relationship with your audience and move them along your sales funnel at a faster rate. It’s also a fun way to introduce prospects to your products or services.

If you’re targeting a younger audience in your marketing, stats point to video as a key way to engage them.

Chances are, your competition hasn’t started to use VSLs in their marketing. And that means that you can jump in and start engaging more potential customers and clients.

What to Know About Creating Effective Video Sales Letters

Chances are, your competition hasn’t started to use VSLs in their marketing. And that means that you can jump in and start engaging more potential customers and clients. 

Ready to learn some tips for writing a strong VSL script?

  • Tap into a major pain point that your audience is currently struggling with and make that clear from the very start of the video. Tell your viewers exactly what type of problem you’ll be solving for them by the end of the video. You can take this up a notch by letting them know why it’s important to tackle this problem right now. When it’s done right, this type of introduction will mean that your audience is desperate to find a solution to the problem … right now! 
  • Most viewers will have doubts or objections that make them reluctant to fully buy into the solution that you’re offering. This is part of human nature and you need to make sure that your VSL addresses these and overcomes them. 
  • Use as much data and research as you can to build trust with your audience. Let them know why they should put their trust in the solution you’re offering. 
  • Highlight the benefits that your product or service offers. This is where many businesses go wrong as it’s easy to slip into highlighting features, rather than the benefits. 
  • Keep a conversational tone to the script. Ideally, you want the script to be written as though the voiceover is speaking directly to your audience, in much the same way that a friend would talk to them. 
  • A strong call-to-action is really important. Written sales letters and sales pages always look to include this and VSLs are no different in that respect. Emotions such as fear can play a part here in convincing your audience that at best, nothing will change if they don’t take action (and that things could well get worse). 
  • Following this up with a no risk guarantee can take away one of the final doubts or objections that may still be lingering for your audience. 
  • Testimonials and other social proof can help your audience to feel compelled to buy. 

How to Write a Great About Page for Your Health Business

The About page is one of the most visited pages on the average website and for a lot of people, it’s also one of the most difficult to nail.

One big mistake that many health businesses make? Putting the focus solely on yourself and glossing over what you can do for your customers/clients.

Health and wellbeing is a hugely personal area and it’s vital to build trust as much as you can. Your About page is a great opportunity to do this, as long as you can strike the right tone and balance.

It’s true that your readers will usually want to know a little bit about who you are and what your business does but they have bigger concerns when they land on your About page … namely, how you can help them to improve their health and whether you’re the best fit for their needs. This is why it’s so important to write your About page with your audience in mind.

A few tips for writing an effective About page:

  • Have an in depth understanding of your audience before you write a single word of your About page. Not entirely sure who your customers/clients really are? Do a bit of delving first and get this part nailed. Doing this means you can resonate with your audience more effectively and they’ll know straight away if you’re the right fit for their needs.
  • Highlight your journey to where you are right now. A personal story can work great for this. Most readers will be turned off by a dry list of facts and you’re more likely to connect with them if they can see parts of themselves in your brand journey. This can be particularly effective if your journey was prompted by issues and problems that your audience is likely to be facing right now.
  • Focus on your customer needs. Briefly introducing a problem that your audience is facing can set this out right from the start. You don’t necessarily need to go deep in terms of emotions but you’ll want to make it obvious to your audience that you understand where they’re at and where they want to go in the future.
  • Once you’ve made it obvious how you can help your audience, you can move onto talking a little more personally about yourself. This isn’t always going to be relevant to your business but you can build more trust by doing it, especially if you’re a smaller company. Sharing personal info that isn’t relevant to your business (such as hobbies) can help you to connect on a deeper level with readers who are already sold on what you can do for them.
  • Finishing things off with a call-to-action (CTA) can avoid the chances of people moving away from your site without taking the time to connect with you for the future. A CTA can be anything from signing up to your newsletter to connecting with you on social media. Whatever you choose, try to make sure that it’s something that will keep you front of mind going forwards.
  • Don’t be afraid to weave in your personality, especially if you already have a fun brand voice on other pages of your website.

Need any help in writing your About page? I can write it from scratch or review your existing copy.

4 Ways Hypnotherapists Can Use Content Marketing to Get More Clients

4 Ways HypnotherapistsCan Use Content Marketingto Get More Clients

For most hypnotherapists, keeping a steady stream of clients coming through the door (or over the phone, if you also offer Skype and online sessions!) is likely to be one of your main stress points.

Most clients are only going to need a certain number of sessions before they’re able to overcome their issue(s) and move forwards and this can be just the one session for people looking to quit smoking, for example.

Word of mouth marketing from happy clients is one way to keep driving new business but what about reaching out to brand new clients who have no prior connection to you and may not even know that hypnotherapy can help them?

This is where content marketing can make a huge amount of difference to your business and help you to get in front of more potential clients.

If you’ve no idea where to start with this, I’ve got some tips to help you!

What is Content Marketing?

So, what exactly is content marketing?

It’s basically high quality information that will be useful and interesting for your potential clients, and it’s usually free for them to access.

This can come in quite a few different forms, including:

  • Blog posts
  • Lead magnets such as free downloads to capture subscriber emails
  • Guest posts
  • Emails (for after you’ve nabbed those all important subscriber emails!)

Why Use Content Marketing?

A lot of hypnotherapists are still relying on sites that are rather basic in terms of the information they provide and hoping that clients will reach out to them by phone or email to arrange a consultation or ask more questions.

The downside of this set up is that a lot of potential clients won’t do this, especially if they’re considering a few hypnotherapists in their area.

Most potential clients are going to want to know more about you (both as a hypnotherapist and a person), which you’ve probably got covered on your website already.

They’ll also be likely to have looked online to find out more about how hypnotherapy can help them with their particular situation. For example, maybe they’ve been looking for more details on whether they can quit smoking, lose weight or reduce anxiety through hypnotherapy.

If you’re not using content marketing, you’re relying on these clients deciding that hypnotherapy is the way to go and then looking up hypnotherapists in their area. This is fairly high risk as there’s no guarantees that they’ll ever come across your website, especially if you’re not optimising it for the kind of keywords that potential clients are using to find a hypnotherapist near them.

With content marketing, it can be a whole different ball game. If they can get this type of information on your site, there’s a lot more chance that they’ll find their way there when they start searching.

These same clients are more likely to find you and want to work with you so you can get ahead of your competitors and draw in more business.

This makes content marketing a great move for making you more visible as a hypnotherapist to the very people who are already interested in hypnotherapy as a solution to their problem(s).

Sounds good, right?

4 Examples of How Content Marketing Can Get You More Hypnotherapy Clients

Some of the ways that content marketing can help you to reach new hypnotherapy clients are:

Blog Posts

A regularly updated blog can bring more traffic to your website (some of which may then convert into more clients) and highlight your expertise as a hypnotherapist.

The key is to ensure that your blog posts are targeted at people wanting information of particular topics and writing with potential clients in mind.

If you optimise your blog posts for keywords that can help with this, potential clients are a lot more likely to find you.

Writing blog posts around topics that potential clients want information on can be a smarter move than having this same information on static pages on your website. Blogs are designed to be updated more than static pages so they’ll be crawled more often by search engines and are a great way to start ranking for keywords that can get you noticed by potential clients.

Having some information on static pages for the topics you treat a lot is still a good move as it can help you to rank for these keywords too but you can go into a lot more detail in blog posts. Google loves in depth, high quality content and it tends to rank better as a result.

Lead Magnets

Offering a free download on your website can be an easy and effective way to attract new subscribers to your email list.

For example you can do this through a free self hypnosis download or a short eBook with tips on how to choose a good hypnotherapist (to reach out to people who are looking for this kind of information).

Whatever you chose to offer, it should be genuinely useful for anyone who downloads (but not give away too much … you still want them to come and see you, obviously!).

Don’t have an email list at the moment? You’re missing a great opportunity to build trust with people who are interested in hypnotherapy but may not be ready to work with you right now. Maybe they don’t have the spare cash or just don’t feel ready to take that first step yet but they could be warmed up to the idea through your emails ready for when they decide to make contact with you.

Once you have potential clients on your email list, you can keep them updated with new blog posts that they may not see if they don’t visit your site regularly), offers and useful tips around issues you commonly treat, for example.

And if you want to take this to the next level, you can offer a range of lead magnets relating to specific issues that you treat and then arrange a series of autoresponder emails based around this. For example, you may offer a free download relating to weight loss and set up an autoresponder series that includes an offer specific to your weight loss sessions that are only available to people on your email list who have signed up through that particular download.


A short video on your homepage that features you talking about some of the main questions you get from clients can be a great way to build trust and show potential clients what they could expect if they come to you over another hypnotherapist.

This can be very powerful for hypnotherapy given that clients need to feel totally comfortable with you for hypnosis to get the best results. This video can help them to get a feel for how you speak, how you come across and whether they like the idea of working with you on a 1:1 basis.

If they’re considering more than one hypnotherapist, this could be just the push they need to reach out to you for a consultation.

Guest Posting

Guesting posting on other people’s blogs is another smart move and can help to grow your expertise/authority as a hypnotherapist, drive traffic back to your website and improve your SEO.  Ideally you’ll want to guest post on high quality sites that are read by potential clients.

Isn’t This Time Consuming?

If you’re already seeing at least a few clients, you’re probably wondering how to get time to fit content marketing into your busy schedule.

If you’re really pushed for time, you’re best to choose one tactic and do it as well as you can rather than trying to do them all and only skimming the surface.

If you just don’t have the time at all or you don’t relish the thought of doing content marketing, you can always look to outsource it to a writer who has experience in doing this for other hypnotherapists (like me!).

If you’re a hypnotherapist and have any questions about how to go about content marketing, feel free to email me and I’ll get back to you as soon as I can.

Or if you want to know more about the services I offer to health & wellness professionals (including hypnotherapists – I’m currently working with quite a few) and what it’s like to work with me., just check out the links.