So you want to write copy that converts naturally – without feeling like a used car salesman? Girl, same.

As a female entrepreneur, coach, or service provider, you’re probably all too familiar with the pressure to sell. Whether it’s through email, on social media, or on your website, the goal is always the same: you want to attract clients, make sales, and grow your business. Actually, you NEED to so you can keep your business growing.

But somewhere deep in your bones, the “Alpha Bro” marketing tactics that you see all over Instagram don’t seem to quite align with who you are or what you are trying to build. You may even feel like some of those selling tactics feel sleezy or inauthentic – but you don’t know what else to do.

Here’s the thing: selling doesn’t have to feel pushy. It shouldn’t make you feel like you’re “selling out” or turning into someone you’re not. And it definitely shouldn’t make your potential clients feel like they’re being cornered into buying something they don’t want. That’s not the way to build lasting, authentic relationships (and it also completely missing the mark of serving our people well).

What if I told you there’s a better way? A way to write copy that converts naturally—without coming across as “sales-y” or icky. Sounds like a dream, right? But it’s totally possible, and I’m going to show you how.

What Does “Salesy” Copy Really Mean?

Let’s start by breaking down what we mean by “sales-y.”

Sales-y copy is the type of messaging that makes potential clients cringe. It’s the kind of writing that feels desperate, over-promising, or manipulative. You know the emails that open with “Last chance to buy!” or the messages that make you feel like you’re being pushed into a corner?

That’s the kind of copy we’re avoiding. Instead, we want to focus on writing copy that builds trust, nurtures relationships, and naturally guides your audience to say “yes” to your offer.

1. Focus on the Transformation, Not the Transaction

The first step to writing copy that converts naturally is to shift your mindset from focusing on the sale to focusing on the transformation you provide.

Think about it. People don’t buy because they need a product. They buy because they want to solve a problem or want life to look different in some way.

For example, a coach isn’t selling “sessions” — she’s selling the transformation that comes with those sessions: a more confident, empowered version of themselves and a vision for the future. A service provider isn’t just selling “hours of work” — they’re selling the end result: more time, less stress, and a smoother-running business.

When you write your copy, I want you to stop thinking about the transaction itself. I know that can be really hard, especially because those transactions keep our business going. But instead, think about what’s at the end of that journey for your potential client. What’s the problem you’re solving, and how does your offer make their life better?

2. Speak to Your Ideal Client’s Emotions

This may or may not be a surprising truth to you, but people make decisions based on emotion and then justify them with logic.

Your ideal clients aren’t just buying your offer or your features—they’re buying the way it makes them feel.

This is where your copy can speak to their emotions. Speak to their pain points, yes, but also speak to their desires. You don’t want to just remind them of their problems and rub salt into the wounds until they give in—you want to inspire them with the vision of what life could look like once they’ve solved those problems.

So next time you are write copy that converts naturally, ask yourself:

• How do they feel right now? (Frustrated? Overwhelmed? Stuck?)
• How do they want to feel? (Confident? Free? Empowered?)
• How are you uniquely positioned to get them there?

We all want to feel seen and heard, and your copy can do that by tapping into your audience’s emotions and showing them that you understand where they’re at, and that you’ve got the solution to get them where they want to go.

Related: 5 Signs Your Business Messaging Needs a Rebrand

3. Use Conversational, Relatable Language

One of the easiest ways to avoid sounding “sales-y” is to write like you’re talking to a friend. Seriously. I want you to imagine having a conversation with your ideal client—not a scripted sales pitch.

Ask yourself: How would you talk to your best friend? Chances are, your best friend isn’t impressed by pushy language. They want to hear something that’s clear, honest, and authentic.

When you use a conversational tone, you make your potential clients feel like they’re part of a genuine conversation. This builds trust, creates rapport, and makes it easier for them to say “yes” when you do make the offer.

Try using contractions (like “you’re” instead of “you are”) and keep your sentences short and sweet. Imagine you’re speaking directly to one person, not an entire room.

For example:

• “Are you ready to stop feeling overwhelmed?”
• “I know what it’s like to struggle with [insert problem here]. That’s why I created [insert offer here]—to help you [insert transformation].”

4. Show (Don’t Just Tell) the Benefits

Instead of listing out features, show your audience what they’ll actually get when they work with you or buy your product. People care about the benefits—the “what’s in it for them”—more than the details.

For instance, instead of saying “My coaching program includes weekly calls,” you could say, “You’ll get personalized support every week, so you’ll never feel alone as you move toward your goals.”

The difference is subtle, but it’s impactful. Focus on how your offer makes their life easier, more enjoyable, or more successful. People are looking for results, not just a checklist of features.

5. Keep It About THEM, Not You

It’s easy to slip into the trap of talking about yourself and your business too much in your copy. But here’s the thing: your audience doesn’t care about you as much as they care about themselves. I know that might seem a little harsh, but I think there is actually a lot of freedom in that.

They want to know what you can do for them. So when you write, always ask: How does this benefit my ideal client?

For example:

• Instead of: “I’ve been coaching for over 10 years and have helped many clients achieve great results…”
• Try: “Imagine waking up every morning feeling confident, knowing exactly how to move your business forward without the overwhelm.”

Flipping the script and keeping the focus on them instantly makes your copy more engaging and less about the “hard sell.”

6. End With a Call to Action That Feels Natural

This is the part where many of us struggle. We’re scared to make an offer because we don’t want to sound “sales-y,” but here’s the thing: a call to action is a necessary part of the process.

Your audience needs guidance. They need to know what their next step is. Your offer should feel like the natural progression of your conversation.

Don’t think of it as trying to sell to them. Instead, think of it as giving them an invitation to take hold of the very thing that is going to bring about the transformation in their life that they’ve been searching for.

You’re not pushing them. You’re simply offering them the chance to take action in a way that feels aligned with what they already want.

Want to Write Copy That Converts Naturally? It’s All About the Connection

In the end, if you want to write copy that converts naturally – without feeling salesy, it’s all about creating an authentic connection.

When you shift from “selling” to “serving,” your copy will naturally start to feel more relaxed, inviting, and trustworthy. Your audience will feel understood, and more importantly, they’ll feel confident in taking action.

So, the next time you sit down to write your copy, remember this: to write copy that converts naturally, you want to focus on the transformation, speak their language, and make it all about them. When you do, your message will convert, naturally.

Ready to Take Your Messaging to the Next Level?

If you’re ready to start writing copy that attracts your dream clients without feeling like you’re forcing a sale, but don’t know where to start, let’s chat! The heartbeat of my business is helping service providers and coaches like you craft crystal-clear messaging that resonates and drives results.

Grab your free spot on my calendar today, and let’s make your copy work for you, not against you.

P.S. Don’t forget to Pin this for Later <3