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WHAT IS COPYWRITING, ANYWAY?

What every health professional + wellpreneur needs to know

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Every few weeks or so, it shows up.

The direct message or email, sheepishly asking:

“Um… this might be a silly/dumb/basic question, but… what’s copywriting??”

I can just feel the self-consciousness seeping through the screen. (And ain’t nobody got time to waste another second feeling self-conscious for asking a simple question!)

So, I’m gonna tell you exactly what I tell each one of them:

Friend. You are not silly. Or dumb. Or basic.

Copywriting is not a word most people ever need to understand!

But as a health/wellness business owner, you definitely do need to understand. And it just so happens, I can help you with that!

So, let’s dive in.

Today I’m answering the question “What is copywriting?” + sharing why it’s essential to a thriving health/wellness business:

WHAT IS COPYWRITING, ANYWAY?

Simply put:

Copywriting is custom written communication for the purposes of marketing or advertising.

It’s sometimes confused with copyright law, which grants a content creator special rights to determine under what circumstances their intellectual property may be used.

And to muddy the waters even further… YES, a piece of copywriting can absolutely be protected under copyright. But that’s a topic for another day!

Back to the matter at hand:

COPYWRITING.

Copywriting likely has been around since the dawn of communication, but most people tend to associate it with the golden age of advertising. (Think Don Draper walking a boardroom of clients through an elegant, emotionally-charged campaign pitch.)

These days, it shows up in any of the following places:

  • website copy: the words on your site that tell visitors who you help, how you help them, and how they can work with you
  • professional profiles: the bios you post in professional directories and listings
  • product/service descriptions: the words that share the specifics of what you offer
  • opt-in/freebie/lead magnets: the valuable, free content you provide new subscribers in exchange for joining your email list
  • regular content: the regular blog posts you publish or the transcripts and/or show notes for the videos and podcasts you produce
  • special content: the e-books, courses, webinars, talks, etc. you create to sell
  • email content: the welcome message(s), newsletters, and/or announcements you send to your list of subscribers
  • social media content: the posts, captions, etc. you share across your social media platforms

You can enlist the help of a professional copywriter or you can DIY your own business copy.

Either way, copywriting is absolutely essential to the health of your business.

WHY IS COPYWRITING SO IMPORTANT?

Every copywriting client I’ve ever worked with has been shocked by the ripple effect of (bonus) benefits they experience.

After all, it’s virtually impossible to invest time + energy in your copy without noticing some powerful shifts in the way you think + feel about your business!

But even at its most basic, good copywriting:

  1. Speaks directly to your dream client + sparks engagement.
  2. Connects your dream client’s struggle to you + what you offer.
  3. Inspires your dream client to take a clear next step toward working with you.
  4. Helps ensure a steady flow of new dream clients discovering you + your business.

WHAT’S UNIQUE ABOUT COPYWRITING FOR HEALTH/WELLNESS BUSINESSES?

As health + wellness professionals, we tend to fall into one of two camps:

A) We ignore the issue of copywriting completely, because we feel it doesn’t apply to us. (If this is you, then you may also have mixed feelings about the (equally essential) concepts of carving out a clear niche for your business + using marketing that extends beyond simply listing your credentials.)

or — 

B) We follow generic copywriting advice, only to find it doesn’t quite “fit”.

Again, if you fall into one of these categories, you’re in good company!

BUT. Our goal here is to help you see how copywriting can help your health/wellness business…

So, let’s tackle these one at a time, shall we?

A) TRUST ME: COPYWRITING VERY MUCH APPLIES TO YOU.

  • It’s good for your clients. Thoughtfully crafted copywriting isn’t just icing on the cake. It’s an ethical imperative. The right message, communicated well, begins the process of caring for your clients before they ever meet you: It conveys empathy, it educates, it instills hope, and positions them for success. Copywriting comes alongside your client and offers a picture of what’s possible, gently guiding them. You got into this field to help people. That starts with your words.
  • It’s good for your business. Want to market yourself + your business without… um, marketing? Copywriting is your new best friend! The heart behind your business (that would be you), communicated with clarity + purpose, becomes the voice that cuts through all the other noise in your dream client’s ear, and whispers, “Hey. You’re not invisible. You’re not alone. And I can help you.” With the right words, the essence of who you are + what you do will encircle your business like a magical force field— drawing your dream clients to you like a magnet + (gently) repelling those who’ll be better served by someone else.
  • It’s good for your soul. Imagine a table piled with boxes, wrapped in identical, drab paper. Each one contains a unique + valuable gift, but who would ever know? Your copywriting is the wrapping on your business, the first hint your dream client gets as to what you’re all about. What if you could clue them in, right from the start, about who you arewhat you offer, and what it feels like to work with you? Most businesses default to the stock paper, no question. But when you communicate genuinely, in your own voice, with the very people you want to reach, it just. feels. better.

B) GENERAL COPYWRITING ADVICE DOESN’T RESONATE WITH YOU BECAUSE IT DOESN’T “GET” YOUR FIELD

Look, there’s some excellent copywriting guidance out there.

But, try to actually use it in your business, and chances are it’ll feel clunky, forced, or just “off”.

That’s because, most often, general copywriting advice fails to appreciate a few key elements of the health/wellness fields:

  1. How we think + feel about our dream clients and patients. Search for general copywriting tips, and you’ll almost certainly encounter terms like leads, prospects, conversion, and profitability. Now, there’s nothing inherently wrong with these terms; they simply don’t align with how you’ve been trained to think about the people you serve. Of course you’re using copywriting to sell (you ARE running a business, after all!), but as a health/wellness business owner, the process of selling is a lot more nuanced. It takes careful consideration + thoughtful decision-making that often isn’t reflected in traditional marketing advice.
  2. Our ethical mandate. Traditional copywriting advice also doesn’t account for the unique ethical obligations we carry as health/wellness professionals. Responsibilities to avoid harm, navigate boundaries, and provide pro bono education/service to the community are just a few of the considerations that uniquely influence how we represent ourselves + our businesses through our website copy, social media captions, and so on.
  3. Our collective reputation. Whether or not it’s written into the formal ethical requirements of your particular field, as health/wellness professionals we’ve made a commitment to uphold the reputation of our collective community. From debunking factual inaccuracies to fighting stigma (and dismantling the systems that perpetuate it) to improving access + quality of care… we each have a role in helping shape the culture of health/wellness into one that is welcoming + beneficial to all.

HOW CAN I START USING COPYWRITING IN MY BUSINESS TODAY?

Ready for some action steps? I like your style. 😉

Here are 3 ways you can start putting copywriting to work for you + your business right away:

  1. Familiarize yourself with these 10 golden rules of copy.
  2. Get crystal-clear on who your dream client (or patient) is.
  3. Take this (quick + fun!) 5-question quiz to uncover your unique copywriting superpower + start using it to craft outstanding copy ASAP.

Cheering you on!


When it comes to attracting the people you love working with most, you already have a powerful asset at your disposal! Ready to learn what it is, and start putting it to work for you + your business TODAY?

CLICK THE BUTTON BELOW TO GET STARTED…

TAKE THE QUIZ + FIND OUT!

 


HI!  I’M MICHAELA. 
I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.
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