Four language hacks for health and wellness brands to create connection (and avoid sounding ‘too commercial’)
Are you frustrated with the commercialisation of the Health and Wellness industry?
We're with you.
We’ve had many conversations with clients about the sector becoming increasingly dominated by buzzwords, cookie-cutter language, and somewhat formulaic approaches.
At Branch Out Marketing, we aim to stand tall in authenticity. We're not just another agency; we're seasoned professionals who have tread the path of health and wellness through education, practice, and personal experience.
Staying in sync with industry updates is part of our promise. We're not only versed in marketing trends, but consistently researching and discussing the latest health and wellness insights.
Consider this: According to Insider Fitt, among high-income nations, a staggering 70% of future healthcare expenditures are projected to be spent on illnesses stemming from inactivity. (A good time to #MoveMore this September, don't you think?)
So how can you, as a wellness brand, get people up and moving when inactivity prevails? What language will motivate people to get up and go? How can the words you use inspire, influence and transform?
We do this pretty well. But we’re experienced wordsmiths. How does your brand unlock the art of authenticity and avoid being 'too commercial?'
We’ve put together four language hacks for you to consider when answering this question.
1. Speak like a human.
We're human, after all. Before AI entered the picture, human connection was predicated on a simple fact – genuine interactions are relatable and unequivocally human.
We can tell immediately when a brand relies solely on AI for content. AI has its benefits, sure (we sometimes use it as an assistant). But when a piece of content or copywriting is shared without proofing, editing, and proofing again or lacks brand perspective and personality, you’re doing your business and prospects a disservice.
Obvious giveaways include Capitalised Hashtags, Americanized Spelling, Emoji Overuse, and The Words Fostering, Leveraging, Championing Used More Than The Word The).
But even before AI, it was easy to spot brands that weren't talking from the heart. Brands who were thinking more about wallets than words—pennies over prospects.
Think back to a brand that has expressed itself sincerely or a business with a hint of inauthenticity.
Humans thrive on stories. We resonate with tales of triumph, empathy, and transformation. As a health and wellness brand, you have plenty of opportunities to let your narrative become a channel of relatable conversations.
EXAMPLE:
Jane needed help with marketing her new mindfulness course. 'Mindfulness for Anxiety.'
The product itself was on point. It was more affordable than other courses. It was delivered online, in the evenings, in small groups of 8.
Studies prove meditation is as effective as daily medication for anxiety disorder patients.
Jane's Facebook Ad hook read, 'Do you suffer from anxiety? New 8-week Mindfulness Course. Beginners welcome.'
Three key areas for improvement:
1) The hook line doesn't read like a human is saying it.
2) If you're anxiety-prone, you may not be up for trying new things. An austere invitation to 'try mindfulness' may make an individual feel invalidated or overwhelmed.
3) 'Suffer' carries negative connotations and suggests something needs to be fixed. (More on this later). It also disregards those with mild anxiety who could still benefit from the course.
4) The hook needs to provide anxious prospects peace of mind. It needs to ease the thoughts that could arise. How long is the course? Is it in person? If it's online, do I need to have my camera on? Do I have to be spiritual to explore Mindfulness?
Here's the new hook:
Anxiety doesn't define you. You define you.
8 weekly sessions of Mindfulness-Based-Stress-Reduction can support you physically, mentally and - if you like - spiritually.
Be one of 8 participants in this small, easygoing online course. (Cameras can be switched off.)
The rest of the Ad told a story about a previous participant's experience. The MBSR student had become burdened by work stress and burnout but transformed their outlook and emotional response after eight weeks of MBSR.
The revitalised Ad increased Jane's email list by 167%. After some work on the course, description copy and email marketing campaign, Jane's 8 spaces.
2. Cut the content clichés.
‘Self-care’, ‘work-life balance’, and 'skincare routine’ are undoubtedly important. Yet, the realm is cluttered with these terms.
To create a unique path with language that resounds with your audience, replace these overused phrases that can make some feel squeamish about taking action with something raw and authentic.
EXAMPLE:
A holistic skincare business requests a sales email and blog copy before the weekend. The marketing campaign is to offer its existing and prospective customers insight into their new, natural nighttime moisturiser.
A slightly commercial, too-familiar headline would read:
3 self-care tips every woman needs before the weekend.
Okay, so it's great that it's simple and to the point. And numbered list/step-by-step blog formatting is still prevalent.
But self-care is a controversial and overused phrase. We don’t want our prospects to think they’ve heard it all before.
The blog title also needs to engage the specific audience. Every woman? A brand's unique buyer persona/s should not and cannot be 'every woman.'
So, let's transform the blog title:
"3 proven ways to feel great this Friday (hint: wine, takeaway, or Netflix scrolling NOT required).''
We are proud of this one.
3. Be optimistic.
‘Challenges’, ‘issues', ‘struggle’, ‘overcoming’ – these words have a place, but not when they reinforce the sense of inadequacy. At Branch Out, we believe every individual is a pro in their journey.
Those embarking on transformations, whether in fitness, nutrition, mindfulness, or therapy, aren't broken; they're on an expedition of self-enhancement.
Using negative words, negatives, and double negatives (jeez, even just typing the word negative three times had a mood impact) will not inspire your customer.
Focusing on what your prospects CAN do rather than can't will result in more positive action.
'Avoid these three foods for better health.'
or
’Four foods you can eat to optimise your health.'
'Overcome weight gain using these simple steps’
or
'What number would you like to see on the scales? Here's how to do it.'
4. Find your brand voice
We know, another buzzword. Brand. But let's lean into it. You have a business. Therefore, you have a brand.
And for your brand to blossom, you must consider how it talks to its audience. Better yet, it would help if you were consistent with the tone and personality, as this builds trust, reputation and familiarisation.
At Branch Out, we love engaging in this exercise with our clients.
In four words, define your marketing essence.
We'll start:
We're passionate
We're creative
We're holistic
We're empathetic
Equally important, outline three words that distinctly outline what you're not.
For us:
We are not pushy
We are not imitation
We are not corner cutters
We are not pretentious
This compass guides the tone and style of our content. Reading back on this blog, we are confident (not pushy) that we have nailed our brand voice brief here.
Write down your four and refer to it when creating/reading copy or content.
We hope the four tips help you to cultivate the correct language for your health and wellness business. Remember, words are a gateway to authenticity, a tool to reflect your ethos.
A lot goes into the words you share with your customers, and we understand the considerable effort it takes to craft resonant language. At Branch Out, we prioritise finding the balance between cliche and connection.
This is why we are excited to launch flexible subscription options very soon.
Tailor your tasks, invest monthly or quarterly, and within 2-3 days, we'll bring jobs to completion.
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