"Taking care of yourself is the most powerful way to begin to take care of others”
- Bryant McGill
My first signs of a problem were swelling of my legs that soon progressed into swelling all over my body. Even though I had run multiple marathons, the year after my Dad died is when my wellness journey really started. Next came an unusual weight gain of 50+ pounds in just three months.
I begged my primary care doctor to send me to an endocrinologist because she kept saying you need to eat healthier and workout more. I was running 25+ miles a week and preparing for another marathon. She clearly didn’t know me!
I switched primary care doctors, saw an endocrinologist who diagnosed me with PCOS. I’ve been learning, changing my diet, medicines and supplements ever since. My point is I know your clients pain points first hand.
Value, value, value! People (like me) seeking control over their health & wellness are likely to resonate with brand messages that focus on the following:
KEY VALUES that resonate with Health & Wellness customers👇🏻
EMPOWERMENT:
A message that emphasizes self-confidence, and personal growth will strongly appeal to your audience. They want to feel like brands supports them in being & becoming their best selves.
SUPPORT & COMMUNITY:
Highlighting the sense of community and support that your brand offers can be compelling. Under served people often seek connections with like-minded individuals on their health & wellness journeys. The quote “If you want to go fast, go alone if you want to go far team up.” applies greatly in making progress with living our best lives. Community creating brands are greatly valuable in this space.
TRANSPARENCY & AUTHENTICITY:
Clients in the wellness space appreciate brands that are transparent about their products, practices and challenges. Messages that convey authenticity and honesty are likely to build trust and build it fast.
EDUCATION:
Providing valuable information and educational content can be a powerful way to engage your audience. They are often frustrated in feeling like just a number with their health care providers. They are looking to learn & make informed choices about their health & wellness.
POSITIVE IMPACT:
Messages highlighting the positive impact of your brand’s products or services on their lives and the world can be persuasive and a breath of fresh air. After searching high and low for answers they often want to support brands that make a difference and will likely tell all their friends about your brand.
VALIDATION:
Messages that validate and promote holistic well-being, self-care, and a balanced lifestyle will strike a chord with this audience. They want to feel that your brand is committed to their personal overall health and happiness.
- PERSONALIZATION in tailoring messages to individual needs and preferences is essential. We want to feel that the brands we choose understand and cater to our unique wellness goals. This was obviously missing from my Primary Care’s messages to me.
- CELEBRATING PROGRESS helps validate, encourage and celebrate their small and big achievements. A simple award or putting their name up on an achievement wall can create a positive emotional connection.
- ACKNOWLEDGING BALANCE by addressing the importance of mental health, stress management, and finding balance in daily life can be particularly appealing.
ACCESSIBILITY:
If your brand promotes inclusivity and accessibility in wellness, it will attract a wider and more diverse audience who has been looking for your brand their entire lives.
Incorporating these key values into your communication can help your audience want to engage with your wellness brand. In turn, their support will help drive conversion and loyalty.
Need help with your health & wellness brand mark, social media, newsletter or web content? Jump on my calendar and let’s chat about how you can resonate with your people! Let's Chat
