Writing Tips for the Self-Improvement Industry

Six hands making a heart...

“You cannot hope to build a better world without improving the individuals. To that end, each of us must work for his own improvement and, at the same time, share a general responsibility for all humanity, our particular duty being to aid those to whom we think we can be most useful.”  — Marie Curie

We all have — either real or perceived — personal shortcomings. They are the ultimate sensitive subject.

And the fact that they are universal opens up a huge market for self-improvement letters, websites, newsletters, emails, landing pages… anything that promises people they can make positive changes in their lives. It also means big bucks for the copywriter who knows how to engage a prospect and who approaches the subject matter with a certain amount of delicacy.

The U.S. self-improvement market was worth $9.9 billion in 2016. It is forecast to post 5.6% average yearly gains from 2016 to 2022. That means the market should be worth $13.2 billion in a mere four years. That means a whole lot of opportunity for a copywriter who’s ready to generate strong copy for the self-help market.

Below are five copy tips that will make your self-improvement prospects feel respected, eager to grow, and in turn, motivated to buy.

1) Encourage self-identification — According to direct-marketing consultant and copywriter Lee Marc Stein, employing a “Hey, that’s me!” mantra in your copy will greatly increase response in a self-improvement campaign. And in the self-improvement sector, one that relies solely on prospects identifying with a product on a personal level, getting them to say that phrase out loud is the first step toward making a sale. Stein says the copy must show that the writer has an insight into — and make a connection with — the prospect’s psyche by posing situations they might find themselves in.

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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