Respect your readers' time and make them feel something. When I started writing my email nutrition newsletter in 2001, I included a recipe, a quote, a feature article and a resource. I was very impressed with my magazine-style newsletter. There was so much great information that would surely wow everyone who read it. As it turned out, they weren’t reading it. The feedback I received was they would quickly scan the sections for something relevant to them and forget the rest.
So what did I do? I cut 75% of my newsletter and started sending quick tips instead of long-winded articles. People started reading my messages.
You can keep it short and sweet, too. Give your readers a sense of accomplishment from reading your newsletter (or whatever you send to them). Then they’ll associate you with accomplishment,and that give you something to work with.
Cutting down your content is just the beginning. They've got to feel something.
I have found that what actually inspires people to get off their rear end and do something about their health concerns is pain. Or desire.
If you want your content to really have meaning for your tribe, then make your messages more about emotion and less about pure facts. At first, this can be challenging for wellness pros, because you’re so good at making people feel better. I made the same mistake when I first started. I gave a tremendous amount of information (mistake #1 = leaving them stuffed to the gills with advice), and I made them feel so good and inspired that they felt that they could get healthier on their own (mistake #2 = they don’t hire you and they rarely make the change on their own).
Instead, you must get comfortable with making people feel things that may be slightly uncomfortable for them. Be the one person in their life who doesn’t allow them to continue fooling themselves about their situation. Be the person who wants the best for them and is willing to tell them the truth. This will inspire them to make a decision and do something about it...with your help.
These tips will help you create content that makes a real connection...and gets results for you and your readers.
Here's to your healthy success and prosperity!
About the Author and WellProNet.com: Karin Witzig Rozell has been teaching health and wellness professionals how to grow their business since 2003. She started as a nutrition counselor who knew a lot about nutrition, but not a whole lot about business and marketing. After learning some tough lessons she cracked the code and now her passion is transforming practitioners into profitable business owners who have a great quality of life too.
She is the founder of Wellness Professional Network, the go-to place for practitioners to learn the real-life business skills they didn’t teach in wellness school.
Karin is the author of The Fast Start to Clients Program and the book: Rockstars of Wellness: Super Simple Ways to Stand Out, Get Hired and Become Irresistibly Relevant to Your Tribe.
Karin lives in Upstate New York, in the beautiful foothills of the Adirondacks, and enjoys working from home with her husband and son.