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Show Notes
Background
Simone Robinson is a seasoned copywriter and marketer with over a decade of experience helping brands stand out and attract their ideal clients.
From crafting captivating narratives to writing copy that converts, she specializes in making your brand unforgettable. Her expertise has driven success for multiple 7 and 8-figure businesses and world-renowned personal brands across the globe.
Share Your Story
Spend some time thinking about why you got into this and your story. Everyone has great stories, but we sometimes don’t recognise them unless we’re actively writing them out or speaking to someone. I remember a client with a dropshipping store who initially felt like there was nothing unique about her business. She thought, “It’s just a fitness store, there’s nothing special here—there are hundreds like this online.” I asked her, “Why did you choose fitness in the first place?” She responded that she used to play for the Matildas. The Matildas are Australia’s national women’s soccer team. They’re a fantastic team and a source of pride here in Australia. Immediately, I saw the potential. She went on to tell me this amazing story about playing against New Zealand, getting injured, her rehab journey, and how she used some of the very products she was now selling. It was a great story, but she couldn’t see it until she spoke to someone or wrote it down.
That’s what makes you different. To write better copy, you need to be authentic about what makes you unique. It helps establish you not only as an expert but also as someone people can relate to. We all have those gems in our stories that we don’t realise are significant until we reflect on them. Sometimes just having a conversation with someone else helps bring these stories to light
Bring Value to Your Story
When thinking about our story, how can we share it in a way that doesn’t come across as bragging or one-upping others? A great way to communicate why your story matters is to connect it back to the value you bring to your clients. For example, if I mention that I’ve worked with celebrity personal brands, it’s not about bragging—it’s to show that I can use my experience to help coaches or small business owners. It’s always about what value this experience brings to the people I’m helping. So, it’s not about saying, “I’m better than you,” but rather, “I’ve gone through this experience, and now I can use it to make things better for you.”
We also see that with big personal brands, right? We know Richard Branson has dyslexia, and Steve Jobs’ story is well known. But do we know much about the CEO of IBM? Not really. The brands we connect with often have that personal touch. Coaching is the same—it’s personal, and if people can’t connect with you, they’ll go to the next coach. Most of the time, the first chance to connect isn’t in person; it’s through your words, social media posts, or videos. That’s why copy—even the spoken kind—is so important.
Having a clear and compelling story helps you differentiate yourself and attract the right people to you.
Think About Your Ideal Audience
Thinking about our ideal client is critical. We might be able to help hundreds of different people, but if they’re not the right fit for what we offer, it makes it harder for both sides to connect. Ideally, someone should read a post from you and think, “That’s me, I can relate to this.” It makes them want to learn more, book a call, or download your lead magnet. The way you relate to your audience emotionally is key. Whether it’s through a social media post, an ad, or a headline, always ask yourself: “How would my ideal client feel about this?” It’s easy to get caught up in industry jargon, but always bring it back to their experience and how they would relate to it. We tend to use jargon that’s familiar to us but may not resonate with our audience. If our words don’t connect, we’re less likely to get those “They get me!” moments. And unless you have millions of dollars for marketing campaigns, it’s challenging to get mass appeal. So instead, focus on speaking to that one person—your ideal client.
Even for brands with million-dollar ad spends, the best-performing ads come down to two things: understanding who you’re speaking to and telling a great story. Those two elements still work, whether you’re spending thousands or just starting out with minimal spend.
Make a Stand Out Opening Line
One key aspect is focusing on your opening lines—the hook. You might have an amazing story, but if the first line doesn’t grab their attention, no one will read the rest. It’s important to create a “pattern interrupt”—something unexpected that catches their attention and makes them stop scrolling. It could be a bold or even controversial statement, a surprising statistic, or something that directly addresses the reader. It needs to be something that stands out and pulls them in. Once you have their attention, the rest of your message can work its magic, but without that hook, it doesn’t matter how good the rest is. It’s about creating that initial spark of curiosity.
Talk About the Results
Once you’ve got them interested, it’s crucial to always tie everything back to the result your clients want. A lot of people stop at talking about features or benefits, but it’s better to go a step further. Talk about the result—what it will do for them emotionally and practically. For example, if you’re offering a weight loss plan, don’t just say “lose ten kilograms in three months.” Go further—talk about how they’ll feel confident at the beach or be able to play with their kids without getting tired. It’s about translating features and benefits into the day-to-day impact on their lives, which is what truly matters.
People make decisions based on emotions first, and then justify them with logic. If they connect emotionally with what you’re offering, they’re much more likely to take action.
In coaching, it’s such a personal connection. You want people to see your passion and understand that you’re not just selling a service—you’re offering a transformation.
Use Testimonials and Case Studies
Always make use of testimonials and case studies if you can. They provide proof of what you’re saying and help tell your story from the perspective of a satisfied client. Plus, clients tend to describe the experience with you in a way you might not, highlighting different aspects that resonate with others. This kind of social proof makes your brand more relatable and trustworthy.
Testimonials are definitely powerful. And they help alleviate some of the discomfort people may feel about self-promotion because it’s someone else doing the talking.
If you can get a video testimonial, that’s even better because you can really see their emotions. But written testimonials are still very effective, especially if they come from sources like Google reviews, which provide more credibility. It’s important to ask for these testimonials because happy clients are usually more than willing to share their positive experiences.
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Copy to Show Your Coaching Passion With Simone Robinson
Don’t be shy about sharing your expertise. Take the time to talk about what you do, the results you’ve gotten, and even the techniques you use. People sometimes hold back for fear of giving too much away, but sharing your expertise helps establish you as an authority. It also gives potential clients a glimpse into how you work, making it easier for them to say yes because they’ve already bought into your methods.
Listen to the full episode of Small Business Talk episode 263.
You can also find the video versions of the Small Business Talk Episodes on YouTube.