Copywriting is one of the highest leverage skills that any business owner can have, as it helps you communicate with potential clients in language that they understand and that speaks to problems that they're actually trying to solve. Writing doesn't need to be like your expository essay assignments in high school. Nor should it be in the weeds with all of the features and bells and whistles that you love about your program. Instead, it's about deeply understanding what your clients want from your services - and what fears and hesitations they have that will make them stay home rather than coming to check you out.

We brought on Will Hoekenga to discuss the details of copywriting. Will has worked with many big names in the online business space (you can hear him regularly on the Growth Tools podcast here), and has also created a bunch of really valuable content over the years on his blog.

Check out more from Will at his website and blog: www.copygrad.com

If you're enjoying the show and want a breakdown of many of the strategies, tips and tactics we recommend - as well as some of the recommendations from our expert guests - head over to www.fromcoachtobusiness.com to download our cheat sheet on starting and growing your fitness business.

[00:39] Why should a fitness business owner care about copywriting? And how should a coach think about developing the skill of copywriting? People often don’t want what you think they want, so how do you zero in on what clients’ pain points are?

[10:17] The process of getting client feedback - and understanding how they think about their pain points and their struggles to solve their problems.

[19:47] Understand the benefit of solving the problem to the client - what people actually care about may not be what you think they care about. How do you read between the lines of what people say and understand what their actual desires are?

[27:32] How do you actually use the data and the information that you’ve collected from your clients? How do you translate this into positioning your business? And how does that help with building trust in an industry like fitness where people are often more skeptical and hesitant to trust?

[34:12] How do you actually create a landing page - and where is your customer coming from to get to the landing page? How should you approach copywriting in order to get someone to book a consultation?

[43:03] How can copywriting be done in an ethical way? Are we tricking people?

[46:48] Long copy vs short copy, features vs benefits, Copywriting frameworks like Attract, Interest, Desire, Action and Problem, Agitate, Solve

[54:54] Writing can be intimidating - how do you write in a way that is conversational and “sounds like you”?

[01:02:54] How to read Will’s stuff