1. Copywriting is the art and science of writing marketing materials to attract clients and get them to take action. Effective copy is important because people are exposed to thousands of ads daily and copy determines if people will hire you or convert on your website. 2. A copywriting formula involves writing an attention-getting headline, identifying the client's problems, describing the solution, providing credibility through proof, establishing uniqueness, and having a clear call to action. Headlines, problem identification, and empathy are especially important. 3. Key components of effective client-attracting copy include understanding copywriting principles, focusing on the client's pain and needs, using empathy, being easy to read, using clear language, being

1. Copywriting 101 for Therapists:
How to Write Client Attracting Web
Copy
By Juliet Austin
Marketing Coach & Copywriter
www.julietaustin.com

2. What is Copywriting?
 Copywriting is the art and science of writing
sales and marketing materials. The goal is to
get potential clients or customers to take
action on your offer.

3. Why is Copywriting Important?
 People on average are exposed to
somewhere between 1599-5000+ ads
every day. Client-attracting copy will
help your website stand out and get
attention.
 Copywriting is a well-researched
science with specific principles, rules
and quantifiable results that have been
tested and proven, over and over
again.

4. .
• Your copy is the primary element that
determines whether people will hire you.
• 60-75% of buying decisions are made on
the headline alone. A well-written headline
can be 17 times more effective than a poor
one.
• Average conversion rates for websites can
be as low as .05%. This number can get up
to 5% or more with well-written copy.

5. 6 Step Formula for Copywriting
1. Write a client-attracting headline.
2. Identify and describe the client’s
problems.
3. Describe the solution.
4. Provide proof and establish
credibility.
5. Describe your uniqueness.
6. Have a call to action.

6. 1. Attention-Getting Headline
 Targeted to a specific audience.
 Let readers know that your site is for
them.
 Wanted response: “This is me.”
 Focus on core problem or key benefit.
 Choose interesting, meaningful and/or
thought-provoking words.
 Speak to clients emotions.
 Be clear and to the point.

7.  Identifies specific problems/pain of client.
 Address core emotions.
 Shows understanding and empathy.
2. Describe the Problem

8.  Identify specific benefits, outcomes and
solutions.
 Identify positive emotions associated with
solving the problem.
 Paint a picture of what the client’s life would
look like if the problem was solved.
3. Describe the Solution

9.  Use compelling testimonials if possible.
 Write compelling before/after stories.
 Use statistics on your effectiveness as a
therapist and/or your approach.
 Describe any special credentials.
4. Establish Credibility

10.  Why should they hire you?
 What is special about you?
 How are you different/unique?
5. Establish Uniqueness

11.  Tell them what to do next.
 Free consultation (maybe by phone or in
person).
 Sign up for newsletter, free report,
assessment test, go to another web page, etc.
6. Have a Call to Action

12. Keys Components of
Compelling Copy

13. 1. Copywriting is a specialized type of
writing. It takes knowledge of copywriting
science and principles and a lot of practice
to become an effective copywriter.

14. 2. Client-attracting copy focuses on the
client’s pain, needs, and desires.

15. 3. Client-attracting copy uses empathy - shows
that you understand the client’s pain. It speaks to
the client’s emotions.

16. 4. Client-attracting copy is easy to read and is
“scannable”. Leaves plenty of white space,
bullet points, bolding, and subheadings.

17. 5. Client-attracting copy uses clear, specific
language, that is free of jargon.

18. 6. Client-attracting copy is written at a level so
that a 12-year-old can easily read and
understand it.

19. 7. Client-attracting copy is interesting and
engaging. Each line needs to be able to draw
the reader in so that he/she keeps reading.

20. 8. Client-attracting copy needs to provide
enough information to be convincing. Copy that
is too short simply can’t show the reader that
what you have may help them.

21. 9. Client-attracting copy is directed towards one
reader. Use “you” not “they”, “we”, etc.

22. 10. Client-attracting copy makes a compelling
offer that the potential client can respond to.

23. 11. Client-attracting copy uses repetition. It
reinforces core aspects of the key message.

24. 12. Client-attracting copy has a focused purpose
and leads the visitor towards this purpose (i.e.
The most desired action(s).