How to Beat AI at Copywriting: 5 Real Strategies for Coaches to Write Powerful, Authentic Content
As a coach, your voice and connection are your superpowers. You know your audience, their struggles, their goals—and you have a unique way of reaching them that AI can’t touch. While AI tools like ChatGPT can help write content quickly, they lack the depth, warmth, and authenticity that you bring to your copy.
So, how do you make sure your content not only stands out but makes a real impact? Here are 5 strategies to write copy as a coach that hits home and outshines anything AI can produce.
1. Tap into Emotions—Connect to Your Client's Struggles and Dreams
As a coach, your biggest asset is your ability to connect on an emotional level. AI might be able to put together words that make sense, but it can’t understand the emotional journey your clients are on. And when it comes to coaching, that’s everything.
Think about the people you coach: Are they overwhelmed? Stuck? Craving change? Your content should speak directly to those feelings. You’re not just putting information out there—you’re showing your audience that you get them and that you know where they’re coming from.
For example, let’s say you’re a career coach speaking to people feeling lost in their jobs. Instead of a generic statement like, “I help you find career clarity,” try, “Tired of waking up every morning and dreading another day at a job that drains you? Let’s find work that actually excites you.” It’s raw, it’s real, and it hits right where your audience is struggling.
Pro Tip: Use language that shows empathy. Tap into real stories and experiences your clients face to help your audience feel understood and connected to your message.
2. Write Like You Speak—Your Personality Is Everything
Here’s a little secret: Your personality is what makes your content memorable. As a coach, you already have a way of talking to your clients—a way that makes them feel heard, motivated, and understood. Bring that voice into your content.
AI-generated content often feels bland or generic, but your copy should feel like a conversation with someone who “gets it.” Whether your coaching style is direct and tough-love, warm and empathetic, or high-energy and motivating, let that come through in your writing.
For example, if you’re a health coach and you tend to be playful, your copy could be: “Let’s be real—you didn’t wake up today dreaming of kale smoothies. But you DO want to feel like your best self, right? Let’s make that happen.”
Don’t hold back. Your voice is your brand, and people connect to that far more than they connect to polished, AI-generated content.
Pro Tip: Record yourself talking about a topic you’re passionate about, then transcribe it. Use your natural speaking style to bring energy to your copy.
3. Unleash Creativity—Bring Your Unique Spin to the Message
AI is good at following rules. But creativity? That’s your territory. One of the biggest things that set your copy apart is your ability to tell a story, find a new angle, or share a metaphor that instantly clicks.
As a coach, you’re constantly helping your clients see things from a new perspective—so do the same with your copy. When you write, use your creative power to inspire, motivate, and surprise your audience.
For instance, if you’re a leadership coach, don’t just talk about “improving leadership skills.” Paint a picture. “Imagine walking into a room and everyone stops to listen—not because you demand attention, but because they trust your voice.” Creativity makes your message stick in a way that AI-generated content just can’t.
Pro Tip: Brainstorm multiple approaches before committing to a piece of content. Think about what your clients need to hear and the creative ways you can say it.
4. Know the Real Context—Stay Relevant to Your Audience's Journey
AI writes based on algorithms, but you write based on your clients' real-world struggles. As a coach, you know what your audience is going through right now. Whether they’re dealing with stress, looking for growth, or struggling to find balance, you can write content that’s timely, relevant, and in tune with their needs.
Your job is to speak directly to your clients’ pain points and challenges as they evolve. Use context to stay ahead and create content that addresses what's most relevant in their journey.
For instance, if you’re a life coach and you know your audience is struggling with anxiety about returning to the office post-pandemic, don’t just write about general stress management. Instead, write about “How to Ease Your Anxiety About Going Back to Work”. You’ll be answering their real, present need—not just throwing out general tips.
Pro Tip: Regularly connect with your audience. Have conversations, ask questions, and pay attention to the feedback they give you. Use that to fuel content that speaks to their journey.
5. Make It a Conversation—Be Real, Not Robotic
Let’s be honest: Nobody wants to feel like they’re being sold to, or worse, lectured at. Your copy should feel like a conversation, not a lecture. AI struggles to sound like a human having a chat—this is where you win every time.
When writing your copy, speak directly to your audience. Use “you” and “we” to build a relationship. Ask questions to get them thinking, and offer solutions like you’re talking to a close friend who needs advice.
Imagine you’re a business coach offering advice to new entrepreneurs. Instead of saying, “Entrepreneurs often face challenges in business growth,” make it personal: “Are you tired of putting in endless hours and not seeing your business grow the way you want? I get it. Let’s talk about what’s really holding you back.”
Pro Tip: Keep your sentences short and punchy. Make it easy to read and engaging—something they want to keep scrolling through.
A Note on Trust: Building a Brand That’s Human
As a coach, your success comes from building trust. People trust you when they feel like you understand them, care about their journey, and have the ability to help them move forward. And the easiest way to build trust? Be real. Be human. Be you.
AI will never be able to replace the genuine connection you bring. Your copy isn’t just about delivering information—it’s about showing up authentically and speaking to your audience like you would to a client sitting across from you.
When you bring emotion, personality, creativity, context, and a conversational tone to your copy, you’re not just writing—you’re building relationships. And those relationships are what keep clients coming back and trusting you as their guide.
Putting It All Together: Write Like the Coach You Are
So here’s the bottom line—AI can spit out content, but it can’t coach. And that’s why your copy, infused with your insights and voice, will always win.
Here’s a recap of how you can write copy that connects on a human level:
Write with Emotion: Don’t just inform—make them feel. Connect to their dreams and struggles.
Bring Your Personality: Be unapologetically yourself. Let your voice shine through.
Get Creative: Use stories, metaphors, and fresh perspectives to make your message unforgettable.
Stay Relevant: Write for your audience’s real-world experiences. Know what they need right now.
Make It a Conversation: Talk to your audience like a friend, not a robot. Engage, relate, and make them feel seen.
Remember, your voice matters. And your ability to speak directly to the hearts and minds of your clients is what sets you apart from any AI tool out there. So lean into that power, write like the coach you are, and build the connections that only a human can.
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