Copywriting Strategies from Sales Experience

Copywriting is about words. Right?

Not exactly.

Copywriting is about heart & soul... It’s about storytelling... It’s about empathy. And at the end of the day - it’s about selling.

As someone who has spent the majority of her career in sales, I bring something to the writing that most copywriters don’t have. I’ve lived the sale from the inside out, and I know what works first hand.

I spent 3 ½ years as an Equinox Membership Advisor.

Day in and day out, I spent time with people from all walks of life talking about what matters most to us all: our health.

The most common objection at a luxury gym is price. It was super rare for someone to walk in and hand over their credit card - meaning my job started long before the close.

It all starts with listening.

Every appointment started with a needs assessment: learning as much as possible about the customer in front of me. Their current routine. Their goals & desires. Their setbacks. I’d take all of this information to customize their experience on the fly - what rooms in the facility to feature, what programs to spend time discussing, who to introduce them to on the floor - knowing what would matter most to them at the end of their appointment.

People say sales is all about persuasion. But it’s so much simpler. It’s just listening.

Take Client A’s story for example.

She came in frustrated and ready for change. She’d tried group fitness classes, other gyms in the area, and online workouts. She enjoyed it all, but nothing was sticking and she wasn’t seeing results.

Her concern wasn’t just aesthetic. She started noticing real signs that her health was declining and heading in a dangerous direction.

Her knees hurt. She was out of breath walking short distances. The back pain was more prominent. She felt like she was falling deeper into a hole that she couldn’t get out of.

As she spoke, I listened, validated and made sure she felt seen before I spoke. I held on to everything she had shared because I knew where it would matter in our time together.

Equinox was going to cost her a premium. On top of the monthly membership, she wanted to work with a personal trainer. The gym down the street would have been a fraction of the price.

Here’s where everything I gathered during our needs assessment came into play.

Her top priority wasn’t aesthetics, the sauna, or the equipment. It was her health - her body, her quality of life, and her future. Once I understood that, I was sure no price gap could compete.

Nothing else matters.

With this information, I can help steer the conversation from “Is this worth the price?” to “Is your health worth prioritizing?”

This mindset reframe, combined with genuine empathy and care, is what led her to join the same day.

There was no pressure or harsh persuasion - just empathy with a little strategy behind it.

And this is what I bring to copy.

The best sales pages, email sequences, and landing pages operate in the same way as a sales conversation. They make the reader feel seen and understood and like the product or service they are reading about was made for them.

I write for coaches, wellness brands, fitness businesses, retreat leaders, and female entrepreneurs. They’ve all built something that transforms lives. They just need the copy that communicates it.

If that sounds like you, I’d love to hop on a call and learn about the most important part of your business: your audience.