Written by: Stephanie Collinson, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Copywriting can be used to raise awareness of your audience’s problems and how you provide the solution but also provide a way to empower your audience to make a powerful choice that will change their life. At the heart of the holistic practice, it’s about looking at the person as a whole and giving them the guidance and tools to help them reach their desired goal/outcome.
You absolutely don't have to focus on your ideal client's pain points constantly because you think that's the only way they'll buy from you. I encourage you to think beyond the pain points, think about the ways you can empower them, serve them, and provide an experience that creates a positive ripple effect in their own life.
I see many holistic practitioners promise transformations, and yes, while that is inspiring and a way to showcase your value. It’s more important that they relate to you and they are already ready to make the necessary changes needed. They just need that small push to pursue their desired outcomes/goals. So you can write captions, newsletters, blogs, etc., that inspire and empower not a guilt trip, instill fear or get people to buy from a place they feel they need it to solve all their problems. You want people to want your product or service, not need it to contribute to their growth. There's a difference.
The scarcity tactic in business marketing is not how I want to get clients on board, and I know it’s not how holistic practitioners want clients to work with them either. They want to come from a place of service, and offering value in a non-pushy or fear instilled way. I think it’s important to remember that you guide people to solve their problems, not attempt to be a fixer or carry all the answers. The most aligned clients will show up this way.
I feel this is a key point to highlight because many fall into this trap. You gain clients from scarcity marketing tactics. They go through your 1:1 coaching or program, and either they don’t fully commit and attend all planned sessions, which then means they don't achieve the results that you promised them. And it’s important to highlight here that you are absolutely not responsible for your client’s results, but if they had to be persuaded or guilt-tripped into buying from you, then most likely they weren’t ready. It’s that simple.
So I encourage you to reevaluate your copywriting styles. Are they paint point central and sell hard, or are they empowering and encouraging your ideal client to think about their current choices and how they might want to change that in the future? Are you showing your content in a way that is both inspiring and educational? I believe that the best results come from this. Let your ideal client lead the way, not the other way around. Your most aligned clients are ready for you. You just have to show them why working with you will add to their personal development journey in a positive way because that’s what they want, not need.
Stephanie Collinson, Executive Contributor Brainz Magazine Steph Collinson is an occupational therapist, virtual assistant, and holistic mentor. After working in the NHS as an occupational therapist and struggling to manage her long-term condition of IBS. Steph decided to start a side hustle in August 2020 after discovering a course online which promised time and financial freedom. Steph has successfully begun to work for herself less than a year since starting up her business to pursue a life she is passionate about and is meaningful to her. Steph now helps mentors and allied health professionals in the online space get visible, create inspiring content and connect with their ideal clients. She also has her own podcast called The Meaningful Mentor, which discusses the daily impact and challenges of living with long-term health conditions and provides helpful tips and insights to her listeners. Steph's mission is to support those with long-term conditions to live a more meaningful life day to day while running their online businesses.
