Sports Instructors - Top 3 Copywriting Tips

Top 3 Copywriting Tips for Sports Instructors with Content Checklist

OK so you’re up and running, social media ready. But before pressing send and bombarding your audience with tips, teasers and tweets, there are a few things you should check.

The first is to consider what you are setting out to achieve with your content and how you plan on doing that. The more you are engaging with customers, the clearer things will be as to what you are doing and the benefit, but first impressions count, and the style in which you present yourself as a trainer or instructor is as important as letting people know you are here.

Consistency is important, so decide this from the outset – how often will you post and schedule and where?

Think about credibility and a conversation style that encourages positive engagement with your current and future customers, rather than a more formal tone of voice that perhaps portray you as aloof or unapproachable. Let’s get into the finer details.

Top 3 Copywriting Tips - Sports Instructors

TIP #1 – Choose your words wisely

People engage differently with different types of media and the amount of time they spend absorbing a message can vary, but a generalisation is you’ve got about 20 seconds…! The first thing to consider is your choice of language and there are some basic copywriting hints you can use to make sure you are using the right words to effectively engage your audience.

Think poetry – if there is a word that doesn’t serve a purpose, delete it. Then think conversation – never use a complicated word when a simple word is available, if you wouldn’t speak it, don’t write it.


  • Purchase – buy
  • Indicate – show
  • Discuss – talk
  • Eliminate – avoid

Then can you think about interspersing language that will help you establish your personal brand. You might want to use motivational words, words that make you different, words to inspire. Try and keep it authentic, but these words embody what you are all about. As an exercise, why not write them down? And then use them when you don’t have the time to think about that inspirational idea, but need to post regularly. When writing copy, these words fall into the following categories:

Your Bank: words that help characterise your tone of voice, e.g. ‘adventure’ ‘spirit’ ‘exploration’

Your Dictionary: replacing words with those that suit your brand e.g. ‘staff’ = ‘crew’, ‘gym’ = ‘arena’

Your Voice: phrases or expressions that accompany your brand e.g. ‘run steep get high’

Top 3 Copywriting Tips for Sports Instructors

TIP #2 – Structure your message

Now you’ve thought about what you are setting out to do and thought about the language you might use, the next thing to do is start writing your content. Consider attention span, the channel you are posting on and the number of characters at your disposal, but as an overview of a structure you might want to follow, you could include the following:

Headline: A strong creative hook to grab attention and provoke interest.

Intro: Clarify the headline and make a promise to your reader that what follows will offer reward.

Body: Present the reward and show how the reward fulfils the promise made.

Conclude: Remind the reader about the promise, how they will benefit and what they need to do.

The last point is super important. A call to action with every post is a must. This is a follow up activity for you to check (track) if your post was interesting, rewarding and/or relevant. This might be a sign-up, sale or offer, post share with a friend, a tag, a like, a comment, a question, a survey etc.

TIP #3 – Find and sharing

Lastly, but perhaps most importantly, ensure you have added links, hashtags and tagged relevant people, companies, associations, depending on the type of content you are writing. This is more of a social tip rather than a copywriting skill and it will dictate how your text / content is found.

  • By using hashtags which are synonymous with your sport or practice, it is likely that people searching for that category will be more likely to find you
  • If you want to talk to a specific audience or person, make sure you tag them in your post. This will multiply the chances of your content being organically shared, reaching their audience in turn

If your content can be found and is well crafted, it will likely be shared.

Ensure you use the right links in relation to your content. Especially when it comes to your call to action – taking the reader where you want them to go.

Top Copywriting Tips for Sports Instructors

BONUS – A Content Checklist

Before you hit send / post / blog…

  1. Does what you’ve written achieve what you set out to do?
  2. Is it interesting or compelling?
  3. Have you used the right language?
  4. Can you reduce the number of words?
  5. Does it run in the right order?
  6. Do you believe in what you’ve said?
  7. Does it include a clear call to action?
  8. Is there a better way of doing it?


Hopefully this article sheds some light on how to go about writing copy and content that will engage your audience. Some of this is basic and may serve more as a reminder of best practice, but as in sport and training, that attention to detail and marginal gain can reap reward.

About the Author Julie Freeman

Marketing @ OffPeaks. A Swiss expat to London, passionate about the mountains - hiking them, running them or biking on them. Also passionate about helping sports instructors grow their business.

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