Marketing Material Tip: Simple word swap to add power and resonance

In marketing materials, and in particular your newsletters, health and wellness pros tend to use the word "we" when speaking to their reader.

"We all need to… " or "When considering XYZ, we must also think about…"

I find this to be a habit of softening your opinion and trying to make your words ring true to as many people as possible.

The intention is good, as you want your message to resonate, but it's largely ineffective.

It can also be an unconscious way of not standing out too much and avoiding the risk that not everyone will like what you have to say. (They won't, and they shouldn't.)

However, if you want to make your message memorable, you must have an opinion and you must share it.

Not a loud, pushy and obnoxious opinion (unless that's your authentic style) but an opinion that gives the reader a sense that you are taking a stand for what you know to be true.

Your willingness to state your opinion actually gives confidence to your readers in your services and products.

Anything less weakens your message and frankly, makes you sound less confident about your expertise.

A better and more powerful way to present your work is to use the word "you."

This is more direct and speaks to the reader as if you are writing only to them and looking them straight in the eye. It really hits home and it's more personal. It's bolder, fresher and doesn't 'beat around the bush.'

And in the health and wellness field, your potential clients desire that wake up call. They need it in order to take the risk of investing in your services/products and chance giving their health goals another go.

One way to help you step into this more effective communicating style, is to imagine one particular person that you loved working with, who achieved great results working with you, and write to THEM.

Those who are similar to them will REALLY resonate with your words and those who simply aren't ready yet, won't — and that's actually perfect.

Speak directly to your readers, rather than speaking about them, and you'll have a greater impact.

To your success,


About the Author and 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.

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 Karin lives in Upstate New York and enjoys working from home with her husband and son.