Client: Project Coach
Copy: Corporate Brochure
Copy for coaches who coach coaches.
Here’s the thing about the coaching industry: quite often the people you need to sell your services to, don’t actually realise they need your services. In fact, “coaching” is quite a dirty word in many professional circles. So, the key in any copywriting is a keen focus on the benefits that coaching can bring to your clients’ businesses, before you even have to mention the offending word itself. For example, in this piece aimed at the public sector, I didn’t suggest anyone needed coaching… I just asked if anyone fancied having better staff on their books.