So… You’ve Nailed Your Wellness Niche, Now What??
How to Create “Niche Messaging”
If you’ve been around here for a while, you already know my thoughts on wellness niches! But if not, let it suffice to say that I think every health practitioner needs one!
The great news is that many of you now have niches (yesss!), and you’re ready for what’s next. 🥳️🥳️🥳️
(…if not, that’s okay too – start right here)
But, what the heck are you supposed to do after choosing a niche??
I’ll tell you right now – create your “niche messaging”. Niche messaging is about writing content that appeals directly to the people within your chosen wellness niche.
Because “when you try to talk to everyone, you end up talking to noone”. 🙅♀️
Which is why you chose a niche in the first place!
The truth is – writing content, posting on social media & whipping together emails takes A LOT OF TIME, and you deserve to get the most out of that energy investment. Think of it this way – when you use words that speak directly to your ideal patient, you get more bang for your marketing buck. 💸
So today, we’re talking all about creating better messaging for your niched-down wellness practice. 👏👏
Big Picture Perspective.
I always like to start by making sure we’re all on the same page, so let’s chat quickly about how messaging fits into your larger marketing strategy.
Marketing is anything you do to reach more patients. This includes everything from your logo & brand colors, to networking events, to content strategy, and social media.
Whereas, messaging refers to the way you communicate – the words, emotions, & style you choose to use when conveying your value to potential patients. Your messaging shows up in a lotttt of your marketing efforts.
…in places such as:
- Your website
- Your marketing emails
- Your social media captions
Pretty much anywhere you’re writing about your business!
Now, here’s the amazing part about choosing a wellness niche:
It allows you to make your messaging WAY more effective because every time you go to write that email or social media post, you know exactly who you’re talking to.
And “who’s that?” you ask…
Your ideal patient avatar.
Let me explain…
Creating Your “Ideal Patient Avatar”.
When you picked your wellness niche, you likely thought about lots of things:
- What you’re most knowledgeable about, or skilled at
- What you enjoy learning about most
- What problems & symptoms you’re able to help people with
- and perhaps most importantly…
The patient demographic you love working with the most!
An “ideal patient avatar” takes that patient demographic, and turns it into one single person.
It can be a real person, like a patient you’ve treated, or it can be an imagined person who represents your ideal patient.
The important thing is to get to know this one person really well. Really stretch your creative limits & try to envision the perfect patient – who is this person??
- What age & gender are they?
- What are their most pressing symptoms?
- What kind of job do they have?
- What do they do for fun?
- What scares them?
- What does success look like to them?
- What values & beliefs are important to them?
Now, real or imagined, make sure you like this person, because you’re going to be spending a lot of time with them. 😊
Your Mission → Every single time you go to write something for your business, I want you to pull up your ideal patient avatar in your mind, and write as though you’re speaking directly to them. Don’t waste one minute watering down your content, or trying to appeal to the masses.
Your one job is to write content that resonates with this avatar, so that they go “YES, FINALLY… someone who gets me, I need to talk to this person.”
The Result → a practice full of the people you love working with. 👏
Now that you get the main idea, let’s look at the number one way to nail your niche messaging.
Focus on The Problems.
Yes, you read that correctly!
I know it sounds counterintuitive, but stick with me.
While most of us naturally want to focus on the positive outcomes we can help people achieve, the truth is:
People don’t listen (or take action) when there isn’t an urgent need.
It’s unfortunate, but true.
Think about it… who wakes up & thinks:
“I really need to find some more vitality & joy this week”
“I really need to start living more naturally & holistically”
“If only someone could help me reach my true potential”
“If only someone knew how to treat me as a whole person”
Instead, we think:
“This bloating & joint pain is killing me – I need answers ”
“These mood swings have to stop – I feel like a crazy person”
“I don’t know if I’m ever going to get pregnant”
“I’m so tired of being overweight, nothing seems to work”
Key Takeaway → when you focus on the things that are causing your ideal patient avatar pain, they will listen! Especially when you use their language.
In the marketing world, we refer to these problems as “pain points”.
It might make you squirm, but the reality is, niche messaging, particularly niche medical messaging, depends on targeting — and addressing — your ideal patient’s pain points.
Hear me out…
Humans are social creatures. We’re wired for survival. And this means our brains “tune in” when we encounter material that’s emotional & personally relevant.
This brings us back to the importance of realllllly knowing that avatar. If you’re still feeling shaky on that, it’s okay. The beauty of a wellness niche is that the more you work in this space, with this demographic of people, the more in-tune you’ll become with their problems.
But, if you’re feeling like you have a fairly solid understanding of their pain points, you’re ready to update your messaging, friend!
Top 5 Places to Nail Your Messaging.
Okay, now that you know how to connect with your ideal patient avatar, let’s take some action!
The first thing I want you to do is hop on over to Google, and search for other health practitioners in your wellness niche.
Maybe you’ve already been eyeing them. 👀
But if not, go ahead & peek at the competition!
Of course, you’re not going to copy exactly what they say, but keeping an eye on your competition is a healthy marketing practice. Notice what phrases they’re using & the tone they have chosen.
Are they casual, funny, warm, confident, and personable?
Think about what will resonate most with your ideal patient avatar and then go through each of these places & update your messaging to speak directly to them!
1. Social Media Bios 📲
This one is tiny, but also huge! You have a very short amount of space to appeal to your ideal patient avatar and let them know how you can help them. Think: emoticons, abbreviations, & conciseness. This includes: Linked-In, Facebook, Instagram, and any other social media platforms that allow for a short bio.
2. Website Headline 🧑💻
Within 3 seconds of landing on your website, your reader should know exactly what you can offer them, and how to get started. What solution do you provide to your ideal patient?
That belongs at the very top of your website!
My best advice here is to opt for clarity over cleverness! Don’t assume your ideal patient has time to decipher your creative abstract headline. They want to know how you can help them solve problems, and they want to know now! 😊
3. Your Lead Magnet 🧲️
A “Lead Magnet” refers to a marketing strategy that magnetizes potential patients (“leads”) to your business.
It’s something you offer for free, in exchange for someone’s email address, so that you can begin nurturing the relationship via email. Think of it like receiving someone’s phone number at a dinner party – it takes things to the next level!
If you already have a Lead Magnet – great, go review the messaging and make sure it’s speaking directly to your ideal patient avatar, and that your avatar would find this particular piece of content highly valuable.
If you haven’t created one, you can learn more about that here.
4. Email Welcome Sequence 📩
An email sequence refers to a series of emails that have been pre-written & scheduled to go out on autopilot whenever someone plops their email address into your website or signs up for that free Lead Magnet we mentioned above.
This set of emails welcomes people to your business, provides more value, and gently invites them to take the next step (e.g., book a free consultation). And it’s prime real estate for your niche messaging!
It’s your chance to really show this person that they’ve found exactly the right practitioner to help them solve that burning problem. And the best part? Once you write it, it runs on autopilot in the background whenever someone new enters your digital world.
So take the time to nail your messaging here.
Remember → These are real human beings on the other end! Build authentic connection by sharing short stories, being vulnerable & inviting them to respond back!
5. Social Media Posts ✍️
Now that you’ve got those social media bios updated, it’s time to talk about your social media content.
Post things that are highly specific & relevant to your chosen wellness niche, and when you write the captions, keep your avatar in the forefront of your mind.
What’s going to resonate most with them? What might they find funny?
Remember → Providing helpful information is great, butttt keep your messaging conversational & personal – show your ideal patients that you can relate to exactly what they’re going through.
Is Your Niche Messaging Working?
We’ve made some great progress today, friend!
Nailing your niche & creating great messaging is a big undertaking.
If you’d like more help figuring out how to identify your niche, shoot me a quick DM and let’s chat!
Otherwise, sign up here for more business growth tips and strategies to help your wellness practice thrive!
I’d love to have you! 🥳