Great copy isn’t optional anymore. It’s essential. Whether you’re writing your homepage, a LinkedIn post or an email sequence to a warm lead, the words you choose either build trust or bounce potential clients out of your pipeline.
In today’s crowded consulting market, half-hearted messaging won’t move the needle. You need copy that grabs attention, positions you as an authority and closes the deal. And you might be thinking to yourself:
“I’m using AI to write my copy and it sounds great.”
However, is it converting? Is it making you tons more money? While AI is a great tool to leverage, it’s also leading to consultants who sound the same. Instead, below are 9 copywriting strategies every consultant must know to win attention and drive action.
Use them across your website, social media, ads, landing pages and even outreach emails to make your message hit harder and convert faster.
1. Speak Like a Human, Not an AI Headline Generator
Too many consultants write in “professional-speak”: long, safe, polished sentences that sound like corporate brochures. The problem? Nobody connects with that. And when everyone sounds the same, cutting through the noise becomes a competitive advantage.
Instead, write like you talk. Use contractions. Ask questions. Be bold where you need to be. It builds trust and breaks through the noise. Let’s share examples.
Instead of:
“We provide operational optimization services to improve internal efficiency.”
Write:
“Tired of broken systems and slow teams? Let’s fix your top bottleneck in 30 days.”
Copywriting Secret #1: Clarity wins. Keep your copy real, actionable and conversational. This is how you stand out in a world of generic messaging.
2. Start With a Real Pain Point
Great copy starts with empathy. If your headline or first line doesn’t hit on a problem your prospect feels in their gut, you’ll lose them.
Start by asking:
What are they frustrated with? What’s keeping them stuck?
Make that your hook.
Example:
“Most leadership teams aren’t broken. They’re just stuck in outdated decision loops.”
That line starts a conversation and invites curiosity. It also leads straight into your solution.
Copywriting Secret #2: Lead with what hurts, then show them the way out. The more specific you can be, the higher your content will convert.
3. Write to One Person, Not a Crowd
Generic copy fails because it tries to appeal to everyone. But when you write like you’re speaking to one person: your ideal client, you create intimacy. To do so, use “you” more than “we.” Step into their shoes and write as if you’re sitting across the table from them. Example:
“If you’ve ever wondered why your team avoids conflict or why your new strategy still isn’t sticking, you’re not alone.”
Copywriting Secret #3: Connection comes from specificity. Write to one person. Make them feel seen.
4. Show, Don’t Just Tell
It’s easy to say you’re a strategic thinker. But it’s more powerful to show what that means with examples, stories or results. Telling is abstract. Showing moves the needle because it shows real proof.
Instead of:
“I’m an expert in scaling service businesses.”
Try:
“After working with a boutique law firm, we reduced their intake response time by 57% without spending another dime on hiring.”
See the difference?
Copywriting Secret #4: Leverage the results you’ve helped clients achieve by infusing them into your copy. Especially when you’re making outcome-based claims.
5. Use Short, Short, Then Long Sentences (Mix It Up)
Long sentences lose people. Period. Vary your sentence lengths. Punchy copy adds rhythm. It creates natural stopping points. Then follow it up with a slightly longer idea that builds momentum.
This creates flow. And flow keeps people reading.
Copywriting Secret #5: Break it up. If your writing looks like a wall of words, people won’t climb it.
People don’t buy your process. They buy real outcomes they can see (and feel) across their day-to-day lives. They want a real before and after. So whether you offer assessments, operational audits, or fractional leadership, your copy should speak to what life looks like after they work with you.
Instead of:
“We help companies with hiring and retention.”
Try:
“You’ll go from chaotic hiring to a system that attracts A-players on demand.”
Copywriting Secret #6: Sell the destination, not the map.
7. Include Mini-Stories (Even Short Ones)
Stories stick. Even a 2-sentence story is better than using straight facts. Why? Because facts are logical, while stories are emotional. And people make most of their buying decisions based on emotions, then add logic later.
This doesn’t have to be complicated either: share
a client win or mistake you made. Just make it relatable. This adds texture to your writing and keeps readers emotionally engaged.
Example:
“One client hadn’t raised prices in 4 years. After two calls, she doubled her rates and still landed a waitlist.”
That’s a story: it’s quick, credible and paints a clear before and after. By doing so, it makes the offer feel real.
Copywriting Secret #7: Stories give your copy legs. Use them often.
8. Include Micro-CTAs Throughout
Most consultants save their “Call Now” or “Book a Call” for the bottom of the page. But people don’t always scroll that far. Use multiple calls-to-action throughout your copy. They don’t always need to be a hard sell, but rather invitations to take the next step.
Examples:
“Want help mapping this out? Grab a free call.”
“See how we helped a $2M agency cut expenses by 33%.”
“Download the hiring scorecard we use with every client.”
Each CTA should feel natural, not forced. Think of them as gentle nudges, not pushy pitches. People appreciate when there’s a clear next step and that’s precisely what a well-placed CTA gives them.
Copywriting Secret #8: Don’t wait until the end to make your move. Sprinkle all types of CTAs into your copy to maximize conversions.
9. Cut 20% After You Write It
Great copywriting is great editing. Your first draft will likely be 20% too long. That’s completely normal, but don’t publish it yet. After you write, go back and cut anything that doesn’t serve the reader. Delete filler. Tighten verbs. Swap vague words for punchier ones.
Every sentence should earn its spot on the page.
Copywriting Secret #9: If it’s not helping the reader say yes, cut it.
Words Matter More Than Ever
In a world where people scan before they read, your copy has to get them to stop what they’re doing and pay attention. Sure, sounds easy on paper, but it’s never been harder. But when you get it right by following these 9 secrets, you turn a “meh” prospect into a “let’s get started next week” client.
But if you’re still trying to piece it all together on your own, we’re here to help. At Slamdot, we help consultants create ROI-driven digital strategies that drive their bottom line. We’ve helped consultants overhaul their websites, landing pages and content to make it easier for ideal clients to say yes.
If your words aren’t doing the selling for you, contact our team today!
