Copywriting for Coaches & Authors
Copywriting for Coaches & Authors
Everything You Need to Know
Core Message Platforms:
The Secret to Creating Marketing Messages That Help You Sell More Programs, Services… and Books
I’ve written revenue-generating marketing copy for numerous influential consultants that include Jeff Walker and his Product Launch Formula® team.
And, I’ve developed engaging promotional materials for more than three dozen Amazon bestselling books.
So if you’re an online entrepreneur and/or a nonfiction author, I can help you develop attention-getting marketing copy that instantly grabs your ideal prospects.
I’ll do this by writing a Core Message Platform™ that includes a series of compelling marketing messages for your program, service, or book.
What Exactly is a Core Message Platform?
A Core Message Platform™ is a comprehensive document (usually 15 to 20 pages) that includes a series of benefit-driven messages about your program, service, or book.
The purpose of a Core Message Platform™ is to serve as your overall “master messaging document.”
Once completed, it becomes the springboard for creating a full array of marketing materials.
By working from a Core Message Platform™, you’re assured of having strong, consistent marketing messages across all your promotion channels. This is critical because…
Repetition of Your Message Builds the Reputation of Your Brand!
Every Core Message Platform™ I’ve written is unique and no two are organized exactly the same. However, the ones I’ve created for my clients’ programs and books typically include these sections:
Program or service
- Product tagline ideas
- Customer avatar (ideal client) description
- Description of the VOICE that will characterize your marketing messages
- Product positioning statement (how you want to be perceived in your market)
- Explanation of the transformation your product provides your customers
- Unique Selling Proposition message (based on your transformation statement)
- Multiple marketing messages that support your product’s secondary benefits
- Core message benefit statements that overcome anticipated program objections
- “Swipe copy” for 3-5 program/book launch emails
- Social media blurbs based on your Core Message benefit statements
Nonfiction Book
- Back cover copy
- Amazon description
- Website sales page
- Swipe copy for promotional emails
- Author bio
- 30-second pitch copy
- Social media posts
- Podcast interview speaking points
- Promotional postcard copy
- Endorsement quotes
(I can scale the scope of your Platform to meet your specific needs)
Picture marketing copy for all these promotional materials bundled into a 15- to 20-page document, and you have a Core Message Platform™ for your program, service or book!
(I’ve got lots of samples!)
Again, no two Core Message Platforms I’ve written have been organized the same. So we can be flexible and add, subtract, and customize sections to meet your specific goals.
Another Huge Advantage…
Here’s another tremendous benefit of creating a Core Message Platform:
When you have to create new marketing pieces on short notice—you can avoid the fire drill and stress that comes with working on a tight deadline.
Because with a completed Core Message Platform™ at your fingertips, you’ll have an excess of great content you can immediately draw from to create any new marketing piece you need.
This allows you to complete new projects much faster. And it assures your messaging will be in alignment with other marketing materials in your campaign.
This is a much better approach than winging it and making up your marketing messages
on the fly as you bounce through your promotion campaigns.
A Distinct and Memorable VOICE
In addition, writing a thorough Core Message Platform is the ideal way to develop a unique, distinctive voice and personality for your program, service, or book.
- “Fun and informal”
- “Soft and nurturing”
- “Edgy and direct to the point”
- “Authoritative and strong”
- “Bold and optimistic”
- “Opinionated and provocative”
- “Academic and intelligent”
- “Elegant and refined”
Having such a definitive, recognizable voice is critical in today’s era of auto-generated sound-alike marketing content that is rapidly saturating every market.
Best of all…
When you have a 15- to 20-page document that’s loaded with attention-getting marketing copy… you’re going to feel much more confident about promoting your program or book… and yourself!
Benefit from My Extensive Expertise
I invented the Core Message Platform™ over 20 years ago, and today I am widely recognized as the leading authority on creating, organizing, and writing them.
Over the years I’ve created Platforms for numerous online entrepreneurs and bestselling authors.
So why not put my years of experience to work for you?
My Process
I have a straightforward three-step process I’ve used to write dozens of Core Message Platforms.
STEP 1
I’ll collect and review background information about your program, service, or book. Things like:
- Previous marketing materials
- Rough copy you’ve written yourself
- Speeches and PowerPoint presentations
- Competitive websites
For nonfiction books, just send me a PDF copy and I’ll read through it.
STEP 2
Next, I’ll interview you on Zoom to fill in the gaps in my research and gain additional insights from you.
- Typical interview is 30 minutes
STEP 3
I’ll roll up my sleeves and write your Core Message Platform™ and make revisions per your input. During this step I will…
- Deliver a first draft of your Core Message Platform
- Provide a second draft after I’ve received your requests for edits/changes
- Create a final, polished draft that incorporates all your final changes
Timing
I can deliver a first draft of your Core Message Platform™ within 10 business days of our project interview.
It’s wise to build momentum and work quickly. And I only work on one Core Message Platform project at a time — so I really like to go from start (research) to finish (final draft) in two weeks.
My attitude is, “If we’re gonna do this… let’s go for it.”
BY THE WAY… I will create your Core Message Platform™ in a Google document, so you can review my work as I go. This makes it easier to revise your Platform as I progress through your project.
Ballpark Rate
Every Core Message Platform I write includes the following standard services:
- A FREE 30-minute consultation call to chat and see if we’re a good fit
- Review the background materials you provide about your product
- Conduct a 30- to 45-minute interview to gain insight into your program or book
- Write a first draft of your Core Message Platform
- Deliver a second draft after I’ve received your requests for edits/changes
- Provide a final, polished draft that incorporates all your final requests
- Consult with you to discuss additional services, such as crafting specific marketing content based on the final version of your Core Message Platform
In general, the Platforms I’ve written for coaches and authors range from $1,500 to $6,000 depending on their size and scope. I’m always happy to scale your Platform to meet your specific needs.
Billing
I make it simple by billing in two installments.
- One invoice for 50% of my estimated fee is billed and due at the beginning of the project.
- A second invoice for the project balance is billed when your Core Message Platform is completed to your satisfaction. (Net 15 days)
Schedule Your FREE 30-Minute Consultation
Contact me right now to schedule your free 30-minute consultation with me on Zoom.
We’ll get to know each other, and I’ll tell you more about how I can write a Core Message Platform for your program, service or book.
I look forward to writing an abundance of benefit-driven messages
that helps you sell more programs and books!
Want to see samples of complete Core Message Platforms? Just let me know. I have a bunch of them.
Karina Poirier
“Casey, I truly enjoyed reviewing the Core Message Platform you created for me. OUTSTANDING WORK!”
You are so talented!
“I just wanted to reach out and commend you for a fabulous job. You are so talented! The copy is marvelous! I am also incredibly appreciative that you worked so hard to meet our deadline as promised.”
You made this whole process do doable
“Thanks so much Casey! Bless you, Bless You, BLESS YOU! You made this whole process so doable. Thanks for staying engaged and delivering beyond my expectations!”
Kim Guley
“Casey, I am so pleased with your sales copy I could almost shed some tears!! This is wonderful and you nailed it. THANK YOU!”
I highly suggest working with Casey
“Working with Casey allowed me to clearly express the value in my book, and to create a compelling message for my perfect readers. I have received so many compliments on the back cover! If you’re thinking about publishing a book or want to sell more books, I highly suggest working with Casey so you can make a great impact and bring consistent revenue with your book.”
My sales copy looks amazing
“Casey, my sales copy looks amazing – I feel inspired as I read it, and drawn into what’s next. I feel excited and encouraged. You did a fabulous job capturing my tone! I am totally happy with it as it is. You rock!”
Casey is one of the most impressive people I have ever met
“Casey is one of the most impressive people I have ever met. He is a brilliant copywriter that is more than capable of producing high-end results on any copy job from website, to video, to keynote speeches and more. More than that even, he is one of the most aware, heart-centered, kind, conscious, giving people I’ve ever met.”
Sharp, concise and on target
“Casey wrote sales messages for my book that are sharp, concise and on target. After pouring my heart into my book, it was very helpful having his fresh perspective and sales writing expertise just a phone call away.”
Casey played a HUGE role in my book becoming an international bestseller
“The Core Message Platform Casey developed for my book, Journaling Power, played a HUGE role in it becoming an international bestseller. If you need moving, persuasive sales messages written for your books and information products, Casey Demchak should be the first name you think of! #WriteON!”
You are EXCELLENT at your profession
“Casey-WOW!! This sales page for my book is absolutely incredible! If this does not get someone to purchase my book, then I do not know what will. Thank you so much. You are EXCELLENT at your profession!!!”
World-class copywriter
“Casey Demchak is world-class copywriter who has helped numerous Hasmark authors achieve international bestseller status with his persuasive sales writing expertise. If you’re an author, speaker, or a coach with a book or information product to market – you should contact Casey right now!”