"Copywriters, like lawyers, are advocates for the client. Just as lawyers use all the arguments at their disposal to win cases, so do copywriters use all the facts at their disposal to win consumers over to the product." - Robert W. Bly
I love the word "coach." Maybe it's because I was a jock in high school, or maybe it's because I think "coach" is right up there with "teacher," "policeman" and "firefighter" on the list of modern day superheroes. Whether you're in charge of little league or giving life advice, I think to be called "coach" is an honor.
Unfortunately, my clients don't always see it that way. They're fashion and design coaches, spiritual coaches, fitness coaches, writing coaches, and more...But they're scared to say that out loud and own that title in their branding copy.
They call themselves "spiritual mentors" or "sales gurus." Instead of giving readers a crystal clear impression of who they are, what they do, and how they work, they hide behind "creative" titles.
Calling yourself a coach can feel intimidating because coaches are go-getters who take charge. They're leaders — of teams and ideas. Coaches train champions. Coaches are influential, strategic, and sometimes, iconic. Oprah invites coaches onto her show! Those are big shoes to fill.
See, I believe you should own the skills you bring to the table when someone hires you. You don't need a special certification or course — the evidence is in your experience.
If you're helping others be their best selves, you're a coach.
If you teach others how to improve a skill, you're a coach.
If you're helping others change, you're a coach.
If you're helping others learn, you're a coach.
If you're helping others make decisions, you're a coach.
If you're encouraging others, you're a coach.
If you're challenging others, you're a coach.
If other people look to you for leadership and advice, you're a coach.
Calling yourself a coach is smart writing. No one is Googling "fitness sorcerer" or "food guru" — they're looking for a health coach. Google algorithms don't exactly award creative points, and neither do your customers. They simply want to find the solutions to their problems. By saying exactly who you are and what you do, you make the "next step" easier for your audience.
Tell me, what hangups do you have about the word coach? How did you choose your business title?