There are a lot of different ways to market your health & wellness business. But if you want your marketing to do a better job getting you health coaching clients, there is one essential thing you need to include.
In fact, it’s the key “success factor” in marketing yourself as a health coach. Unless you get it right, your efforts will fall flat.
What is this success factor?
It’s the way you talk about your health coaching superpower. In case you missed it, I talked about health coaching superpowers in this recent article.
Your superpower shows your future clients what makes you different. It helps them to see how they can get the results they want.
That’s how you’ll stand out and get people excited to work with you! Without it, you’ll be lost in the never-ending sea of health coach sameness.
But it’s not enough just to have a superpower. You also have to know the best way to talk about it in your marketing.
Now some marketers will suggest you say something like, “Why choose me” or “What makes me different.” But when I work with my clients, I prefer taking a more advanced marketing approach. Here are 3 of my favorites:
Tease Your Superpower on Your Homepage
Your website homepage is the perfect place to tease your superpower. But there’s a trick to doing this right. And unfortunately, most health coach websites get it wrong because they are focused on the wrong thing.
Most health coaching websites talk about the coach. It’s one of the most common mistakes I see on health coach websites.
A strong website … one that helps the coach attract and engage people who want to work with them … focuses on the site visitor. And you should do the same when you talk about your superpower. You need to do it in a way that puts the site visitor (your future client) in the forefront. Let me give you an example.
One of my clients, Neina, is a pediatric feeding and swallowing specialist. We discovered her superpower during one of our coaching sessions.
Neina said one of the problems moms face is that they’re hyper-focused on getting food into their child’s tummy. But there are other important things going on during meal time that moms need to tune into.
When infants and young children eat, they communicate their needs … without using sound. In fact, Neina says even newborns are communicating their needs almost from the moment they latch on!
Once Neina discovered this form of communication, she spent years studying the signals children use. And now she teaches moms these signals so they understand what their baby is trying to tell them. This turns difficult feeding into a calm and enjoyable experience for both the parent and the child.
We had to communicate this superpower on Neina’s website homepage. So we teased it in one of the crossheads. It says, “When you know how to read your child’s “secret signals,” you’ll know exactly what to do!”
See how this is all about the site visitor and not Neina? It makes the site visitor feel like they’ll become empowered. And what mom doesn’t want that?!
Make Your Superpower Part of Your Signature System
The second way to market your superpower is to make it part of your Signature System. Your Signature System is one of the best ways to get a person interested in working with you because it shows them how they’ll get results.
This also builds your site visitor’s confidence in you as a coach. They like to see that you have a plan that will get them from where they are now to where they want to be.
Now to be clear, I’m not talking about your “signature program,” or any kind of program, for that matter. I’m talking about a marketing message. The message should show people how your superpower helps them get results. Let’s look at an example.
Let’s say you help “emotional eaters” lose weight. Your superpower is how you help them maintain control of their eating, no matter how they feel. Your process could include these steps:
Step 1: Find your hidden food triggers
Step 2: Rebalance your nutrition
Step 3: Flush out toxins
To turn that into a marketing message … your Signature System … you would look at the outcome of each of those steps. Your Signature System could be: Deactivate Triggers, Restore Balance, and Release Fat.
When I help health coaches create a Wellness Business Optimized Website™, I’ll either include their Signature System right on the homepage, or we’ll tease it there and go into more detail about it on their About page.
Okay, those are the first 2 advanced ways to market your superpower. Now let’s look at the third way.
One of my clients, Amelia Scott Barrett, MD, is a neurologist. She joined the Healthpreneur Group to help create an online coaching practice that helps people get natural relief from their migraines.
I worked with Amelia in creating a webinar that brings her new clients. The webinar talks about how migraine sufferers can rewire their brain so they dramatically reduce the number of migraines they get. (Her superpower.)
Then when I helped Amelia with her website, we decided to use her webinar as a lead magnet. That way they get a full training on Ameilia’s superpower process. Here’s the headline from her website:
These more advanced marketing techniques are powerful ways to communicate your superpower when you market your health coaching business. The reason why they work so well is that they show your potential client what makes you different, instead of just telling them.
Yes, this approach takes a little more work, but it’s well worth the effort. If you’d like my help transforming your health & wellness coaching website … or in finding your unique health coaching superpower … click here to find out how I can support you.