The human connection can’t be replicated by the machines. While that may seem obvious, when AI content is increasingly easy to generate, we tend to more heavily rely on the convenience.

ChatGPT and the other platforms don’t know your audience the way you do. They haven’t done the same consumer research. They aren’t writing to buyer personas. They can’t capture your brand voice with the same authenticity. A good human copywriter knows how to do these things and how to bring ideas and strategies to the table. They know how to bring value to your audience in a meaningful way.

Have You Ever Seen AI Laugh or Cry? (Me Either)

Think about the purchasing process in your industry from the customer’s perspective for a moment. They become interested. They Google. And all of a sudden they are inundated with responses. That search may begin to trigger ads. Now they have related PPC and social media content, too.

What I’m trying to say here is that there is no shortage of content to sift through. The results are everywhere. You need a way to stand out and that’s through emotionally compelling content. Humor, hope, joy…even fear and sadness are all emotions that can make your content memorable. When you can tap into these emotions in the right way, you can create content that resonates in a way that AI just can’t capture or replicate.

Content written by people can draw on lived experiences. It can lean on some of the nuances of language. An AI isn’t going to understand the pain points of your audience the way a human copywriter can. Whether it’s the struggle of buying a home, the joys and fears associated with parenting, or the reliance on certain equipment to keep your B2B business running, no AI is going to understand that in the same way. Incorporating that human, emotional feel in your content will help build trust and authenticity into the process.

AI Content Isn’t Authentic

According to the Google AI overview answer (an ironic source), people are seeing between 4,000 and 10,000 ads a day. A DAY! This seems like a lot until you think about our social media scrolling habits and how much screen time we all have each day. It’s no wonder why your audience is looking for anything that feels more authentic.

People crave interactions that are real and genuine. Think about the automated voice prompts on customer service calls. The ones where the recording tries to go a little too far in “helping” you with your problem. I know I’m not the only one who wants to scream “LET ME SPEAK TO A PERSON!” the second you step into one of those.

With marketing copy people have a choice. No one is going to voluntarily read hundreds – sometimes thousands – of words that don’t quite resonate and somehow just miss the mark. It’s not authentic. Trust is lost.

Human writers bring something special to the table. They can infuse that authenticity into the copy by reflecting either their values, experiences, and emotions. They can be vulnerable in ways that machines simply can’t.

True Creativity Belongs to People

The ability to generate original, groundbreaking ideas is something that is still uniquely human. Copywriting or marketing campaigns that go viral are the result of that creativity. The power of human imagination, coupled with the ability to adapt, experiment, and take risks, is what drives marketing innovation.

While AI is an excellent tool for optimizing content, analyzing data, and even producing formulaic copy, it cannot replace the originality and creativity that come from human minds. In the end, marketing is an art as much as it is a science, and art requires the touch of the human hand.

People-to-People Marketing Will Ultimately Drive Success

The human connection is as important as ever in marketing. Human copywriters and content creators bring emotion, build trust, and foster true creativity within the process. These are all traits you won’t find in AI copywriting.

As it becomes more and more difficult to reach the eyeballs of your audience, you’ll want content that provides value and emotionally resonates. There is no substitute for a professional copywriter at that point. Contact me today or email Matt@MatthewLBrennan.com today!

Matthew Brennan is a Chicago Copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post AI Content Vs. Human Content appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.

Your blog is an extension of your brand. In fact, in many cases, it could be your customer’s first exposure to your business. It’s crucial that you take every step to ensure that your audience is getting the most from the message.

Here are 5 blogging statistics that might be of interest:

Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog

(DemandMetric)

Here’s an easy breakdown of what that could mean for your business:

• If you average 10 leads a month, a blog could bump that to 17 (rounded up).
• If you average 100 leads, a blog could bump that to 167.
• If you average 1,000 leads, a blog could bump that to 1,670.

(I talk about this and other blogging stats in my book Write Right – Sell Now.)

Businesses that blog get 55% more website visitors than businesses that don’t

(HubSpot)

Here are some easy numbers of what that could mean for your business:

• If you average 100 visitors per month, blogging could make that 155.
• If you average 1,000 visitors per month, blogging could make that 1,555.
• If you average 10,000 visitors per month, blogging could make that 15,550.

Key Takeaways: Five blogging statistics to consider:

• Companies with blogs produce an average 67% more leads
• Businesses that blog get 55% more website visitors than those that don’t.
• 70% of people would rather learn about a company through articles than ads
• 55% of bloggers say they see results from blog posts with 2,000+ words
• The average Google front page listing is 1,447 words

70% of people would rather learn about a company through articles rather than advertisements

(DemandMetric)

This statistic seems to speak to human nature. Most of us prefer content we can relate to rather than intrusive advertisements.

55% of bloggers say they see results from blog posts with 2,000 words or more

(Orbit Media)

The idea that people ignore long content on the internet is a myth. Engaging long content that educates and informs your customers about your business and your industry is an asset to your brand.

The average Google front page listing is 1,447 words

(Backlinko)

Google values informative, quality content that helps readers and that often comes in long form. It turns out that long-form pages and posts have a significantly higher chance of rating than short-form content.

These Blogging Statistics Point to The Need For More Content

Your audience’s appetite for valuable, long-form content is becoming stronger than ever. People are using the internet to research various subjects before they buy, and if they come across your company’s post, it might be the nudge they need to make a purchase. Blogging is a powerful solution for boosting traffic and leads and keeping your audience educated. It’s time to consider these blogging statistics and adjust your marketing accordingly.

I’m Changing the Way I Offer Blogging

In the coming days and weeks, I’ll be offering blog subscription packages. These packages are designed to make sure that we’re maximizing the impact of your blog. You’ll get more support, a detailed content plan for the year, and a professional copywriter (me) behind every post. You’ll get the chance to see your online marketing improve. I’ll be offering the plans in 3-month and 12-month increments.

Talk to Me Before My Schedule Fills

If you might be interested in this for your business email me or give me a call at the number below. You can also find out more about my
blogging services on my regular blogging page. I will only have the capacity to take on a limited number of clients for this, and I anticipate my schedule filling up. If this might make sense for you, or you have an upcoming project that you want to talk about, contact me now!

Matthew Brennan is a Chicago Copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post 5 Blogging Statistics You Should Care About appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.

Let me explain a little further.

When you write your own marketing copy, it requires thinking from the customer’s perspective. You’re not writing about the product or service that you’re looking to sell. You’re writing about the product or service that they’ll need to solve their problem. There’s a distinction there.

The latter requires empathy. It requires you to step out of your shoes and think about the entire customer experience from their perspective. If you don’t do this, your motives will be transparent, and that can show.

What Writing Your Own Marketing Copy Can Do For You

Writing your own copy does take an investment in time. It’s something that any business owner can do, but there is a learning curve to the process, and it’s a skill that can be improved upon the more that you do it.

Many business owners prefer to outsource it so that they can concentrate on the more core aspects of running their business, which is understandable. They may also prefer to outsource it if writing is a skill that they lack. (I don’t do my own taxes. I get it.)

But the empathy that is required while thinking from the customer’s perspective is something that can be transferred to other areas of your life. The more that you find yourself wondering what the customer might think or want, the easier that might be to do with family, friends, or colleagues.

When you get good at this, and you’re able to apply it in other places, the relationships within your life may improve.

Hire a Professional Copywriter

Again, writing your own marketing copy may be a task that you don’t wish to take on, for various reasons. Outsourcing the task to a professional copywriter is always a viable option for anyone. You may want to talk with someone who specializes in blogs, websites, landing pages, or sales letters.

If you’re looking to discuss your next copy project, contact me today!

Matthew Brennan is a Chicago Copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post How Writing Your Own Marketing Copy Can Make You a Better Person appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.

Convincing your audience to take that extra step and become a customer is tricky, even when it comes to the Internet. A big step in this process is creating the best web content possible. It’s not enough to simply rank for key search terms. The message needs to be warm, and persuasive.

There’s a phrase tossed around a decent amount in marketing circles. Your audience needs to know, like, and trust you in order to want to do business with you. The content your business publishes will create the initial impression that many have on your business.

Below are some tips and tricks for creating the best web content you can for your business. You can implement these into your message in order to improve your website presence.

So, How Do You Create the Best Web Content for Your Business?

Write Captivating Headlines

You can create the best possible website pages and blogs. You can pour every last bit of knowledge into them and write them as strong and convincingly as possible. But if you slap a boring headline up top after the fact, these pieces aren’t going to help you in the least. This is because your readers are making the decision on whether to continue reading based on the headline.

A headline should entice people to click. Tell them about the benefits they’ll receive. Will they solve their problem? Will they be able to make money? Will it ease their mind?

Strong action words also help here. You can find out more about how to create captivating headlines. If you’re going to write your own copy, learning how to improve your headlines is a necessary skill to improve on. This is critical in writing the best web content for your business.

Key Takeaways: You can write the best web content for your business following these tips:

• Write captivating headlines
• Incorporate more subheads
• Keep paragraphs short
• Alternate sentence length for rhythm
• Eliminate jargon
• Use photos and graphics
• Make sure its mobile friendly
• Use internal links

Incorporate More Subheads

Your readers are busy people, and your website may not be the only one they’ve visited in the process of researching your industry. It’s important to make the content as readable as possible. This means incorporating as many subheads as you can into the copy.

Subheads guide readers through transitions. They let people know what they’re about to read. Another key aspect to subheads is that they break the copy up into manageable chunks. It keeps your readers from feeling overwhelmed by large blocks of copy.

Keep Paragraphs Short

This is another key aspect to not overwhelming your reader. Think back to the last time that you were reading something online. Chances are you felt your short attention span at work. There are a lot of distractions both on and offline. Keeping the paragraphs short will help guide your readers through the content, and ultimately get them to act.

Alternate Sentence Length for Rhythm

When all your sentences are too long, the reader’s concentration can wane as they continue on through the copy. When they are too short, it might feel like they’re reading a children’s book. To create a manageable rhythm that keeps readers moving through the piece, you can alternate sentence length. This keeps them moving.

As you do this, keep in mind that the copy needs to be easy to understand. Too many long sentences in a row can make it difficult to understand.

Eliminate Jargon

The simple truth of the matter is that your customer will not have the same level of knowledge about your product or service that you do. You have studied your industry and have an in-depth knowledge of all nuances involved. You are the professional. Your reader is looking to have a related problem addressed.

The large words aren’t making you look smart. They are frustrating the reader and preventing them from understanding the message you’re trying to provide. If you can talk to them in a relatable way, you’re on your way to creating the best web content for your business.

Use Photos and Graphics

The web is still a visual medium. Photos, infographics, illustrations, charts, or tables help provide the reader with another way to understand your message. Incorporating these visual elements also breaks up the text and make your message more manageable to digest.

You’re likely to attain more conversions when you can show your reader what you’re talking about instead of just telling them.

Make Sure It’s Mobile-Friendly

More people are checking your website out on their phones and tablets than ever before. There’s nothing more frustrating than looking up a website, and not being able to read whatever it was that they had to say.

Incorporate Links

The theory here is simple. The more links that you strategically provide, the more opportunity your readers have to investigate your related pages and blogs. This keeps them on your website for a longer period of time, and provides them with additional value.

Additional links within your blog posts also have added SEO value, helping people to be able to find you more easily.

A Persuasive Call to Action 

It doesn’t matter whether this is a web page or blog post, you are operating as a business and you are there to make money. Your reader understands this. With web pages, make sure that readers understand the importance of the product or service that you are promoting.

Blog posts are more nuanced, but can still provide a call to action. Maybe you want the reader to call, download, share, or subscribe. That’s ok, too. Let the reader know what you want them to do. Writing the best possible call to action is critical in website conversions.

You Can Hire a Professional Copywriter to Create the Best Web Content

Anyone can write good web content, but it’s a difficult process. There are lots of reasons to hire a professional copywriter to help you create the best web content for your business.

You may not have the time to invest in this endeavor. You may be a numbers person, instead of a word person. For whatever reason, it may just be easier to outsource. If you’re looking to hire a professional copywriter for your next project, contact me today!

Matthew Brennan is a Chicago copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post How to Write The Best Web Content for Your Business appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.

Learn How to Market Your Health and Wellness Business So It Stands Out In a Crowded Marketplace

“The greatest wealth is health.”

-Virgil

Marketing for health and wellness companies will continue to be of vital importance. While the industry is rising in prevalence, a growing customer base means many sectors of this industry are becoming saturated. Strong health and wellness marketing practices will ensure that your practice or business can succeed.

What We Are Talking About When We’re Talking About Health and Wellness

When we refer to health and wellness, we are talking about the wellbeing of the body, mind, and spirit. This is a necessarily broad connection, but one that more and more Americans are becoming interested in by the day.

Chronic illnesses such as diabetes, cancer, dementia, and heart disease are on the rise. Autoimmune conditions such as multiple sclerosis, rheumatoid arthritis, and Lupus continue to increase in numbers as well.

Lifestyle factors play a significant role in this increase. The standard American Diet (SAD), a sedentary lifestyle, and social isolation can all lead to an increase in disease. As many as 42 percent of Americans are considered obese. The chances of contracting heart disease, stroke, type 2 diabetes, certain cancers, and other diseases all markedly rise with this increased weight.

The good news is that people are beginning to take note and look beyond traditional medical solutions to these problems. As education and awareness rise, an entire health and wellness industry has continued to rise around it.

The State of the Health and Wellness Industry

The total value of the global and US health and wellness industry market varies depending on the source. The Global Wellness Institute recently placed the international value at $4.5 trillion. This total is more than half the global health expenditures for that time ($7.8 trillion), according to the World Health Organization.

The industry has steadily grown for several years before that, according to the GWI. It rose 6.4 percent annually from 2015 to 2017. The wellness industry also represents 5.3 percent of total global output, according to the same report. The spa industry, wellness tourism, and wellness real estate lead the way.

When we look at the global events surrounding the pandemic, we can only expect the interest in health and wellness to increase. When the world becomes uncertain, people turn to something they can control – their health.

There are no shortage of health and wellness customers. Virtually everyone a vested interest in improving their health, though some may realize it more than others. The good news is that the market for health and wellness products and services is wide open.

Health and Wellness Sectors

Because health and wellness is so broadly defined, there are a significant number of sectors that fall within this industry.

Let’s look at some of the sectors that are involved in health and wellness:

• Naturopaths
• Integrative medicine doctors
• Chiropractors
• Acupuncturists
• Massage therapists
• Cryotherapy
• Spas
• Supplement companies
• CBD companies
• Medicinal marijuana companies
• Exercise equipment
• Health and wellness product companies
• Medical devices
• Health coaches
• Therapists
• Nutritionists
• Personal trainers
• Gyms/health clubs
• Athletic apparel
• Yoga studios
• Meditation apps
• Pools
• Health and wellness-related mobile applications
• Personalized medicine
• Diet companies
• Traditional western medicine practices
• Health and wellness publishing
• Many more!

This is an incomplete list of health and wellness sectors. In an industry this large, the types of companies that emerge are always evolving as the science surrounding the industry evolves.  Companies are finding new audiences, and new ways of helping those audiences improve their health all the time.

As these shifts take place, health and wellness marketing takes on an even more significant importance.

Key Takeaways: The health and wellness industry is growing and becoming more competitive than ever. It’s more important than ever to differentiate your business using additional website content, blogging, email marketing, press releases, social media, and more. You can use these content mediums to let your audience know what makes your business different and why they should buy from you.

A Growth in Popularity

Today, nearly half of all American medical schools have an integrative medicine consortium, according to Andrew Weil. He went on to say that integrative medicine is not a rejection of western medicine’s tendency to prescribe a pill for most diseases, but more an acknowledgement that something isn’t right within that system.

Weil said that pediatrics and family medicine practices have slowly begun adopting new methods to deal with a system that is quick to prescribe medicine, and perhaps slower to look at lifestyle modifications or other means to address the illness at hand.

But it’s possible the growth of the health and wellness industry is also a response to the growing number of health concerns that are associated with Americans’ sedentary lifestyle and unhealthy dietary habits.

It also comes at a time when people have easier access to medical research and information (of varying quality) via the internet. Traditional doctors and specialists used to corner the market on health-related knowledge. Many people are now exploring their own paths toward taking charge of their own health journeys.

Again, this is all good news for companies that are looking to stake their ground in a large and promising industry over the future.

Differentiate Your Health and Wellness Business

While an increasing market means a “bigger tent” for health and wellness companies, there are some obstacles to overcome to be successful. It rarely works for any business to declare that their target market is “everyone” for example.

Instead, health and wellness companies need to understand exactly who their target market is. For example, if you run a yoga studio, it makes sense to understand that 72 percent of yoga practitioners are female.

Before you declare that you want to solely target women for yoga, consider that the number of practitioners rose from 36.7 million in 2015 to 55 million in 2020. There are 300 million practitioners across the globe. It’s a practice that is both highly beneficial and growing.

The rising popularity of the practice means – you guessed it – more men. Maybe you can become the studio that’s dedicated to exposing men to the many benefits of yoga. This strategy might be right within your wheelhouse if you are the male owner of a yoga studio that just happens to be in an urban environment that is currently under-served. It could also work if you are surrounded by several yoga studios competing for the familiar female clientele.

Regardless of the health and wellness sector that you are in, this is how you must think to be able to differentiate your business. Pursuing a dedicated but under-served customer base is a surefire way to broaden your customer base, and succeed with your business. Later in the report we’ll talk about some health and wellness marketing strategies that can allow you to achieve that.

More on Differentiation and Creating Your USP

If you don’t already know what makes your business different than the competition, it’s time to find out. This difference, once you’ve discovered it, is called your unique selling proposition (USP). In the example above, the yoga studio’s USP would be that they target a male clientele.

When I work with new clients, I have a questionnaire that I use designed to pull this type of information out from the perspective client. When the client takes their time and provides thoughtful responses, I can usually find the ways to best position their marketing for success.

• Q: In a few sentences, please explain what it is that your business does (the service or product that your business provides)? What are your strengths/specialties? What would be your ideal job/client?

• Q: What is the benefit that your business offers to potential customers? How do you make their lives better?

• Q: What is your unique selling point? Is there something that your business does differently than the competition that you wish to highlight within the copy?

• Q: What is your professional background, and how did you start your business?

• Q: What phrases do you want potential customers to find you by when they do an Internet search?

• Q: Do you have a previous website and/or any other marketing materials for your business? Are there other websites or marketing materials from businesses within your industry that you especially like?

• Q: Is there anything you want your potential customers to know about you, personally? Are there any hobbies you enjoy that can be related back to your work? This can help build trust and likability with potential customers, portraying you in a more personable light.

• Q: What else? Is there a question people repeatedly ask you? Is there another piece of information central to how you run your business? Do you have a piece of guiding information that drives what you do? Please include any additional comments here.

If you are wondering how to best position your company, take your time and answer the above questions, but do it thoughtfully. One or two sentence surface answers likely won’t get you the clarity that you are looking for.

Maybe your USP is somewhere in the product or service that you offer, but it doesn’t have to be. Many supplements may be a commodity. But your differentiator might be in the high standards you place on the manufacturing/production process.

Or maybe you are a naturopath specializing in one specific disease. That specialization is enough to set you apart from the other naturopath in your town who is a generalist. If you are suffering from cancer, or an autoimmune disease for example, who would you rather go to, a generalist, or someone who specializes in just that? I have my answer. That differentiator may become even more enticing to your potential customer if you have a personal connection to the disease.

Understanding the Types of Claims You Can Make in Your Marketing Materials

Your patients and customers are well protected by stringent regulations from various associations and governing bodies. Those regulations are in place to protect people from false or misleading claims, or worse – potentially dangerous products or services.

The claims that medical product companies can make within their marketing materials, for example, depends on the level of Food and Drug Administration (FDA) regulations to which they are subjected. The manufacturer of high-risk medical devices will be subjected to more regulation than that of dental floss.

Chiropractors, naturopaths, and other service providers are regulated by their own industry associations. It’s critical for each business to understand what types of claims can and cannot be made. An experienced copywriter or marketing professional can help you to navigate what that may mean for your business.

Because of these regulations, its best for health and wellness companies to err on the side of caution when it comes to their marketing. Don’t worry, there is still plenty of room for creativity to win out.

Below are a few general guidelines for health and wellness marketing:

On a whole it’s best to avoid words like:

• Treats
• Cures
• Prevents
• Reduces

Some words that are more acceptable in alternative medicine or health and wellness include:

• Helps
• Promotes
• Supports

The words “can” and “may” work well before any statement, too. For example your medical product may promote better oxygenation to muscles and tissue. It can also support overall health and wellbeing.

Instead of focusing on specific diseases, it’s better to write about the conditions that your product helps with. For example, it’s safer to talk about stress, fatigue, or hot flashes, than cancer, heart disease, or diabetes. You can talk about how your product promotes overall health. It’s also good to site studies when appropriate. 

It’s Time to Promote Your Business or Practice

Health and wellness businesses can benefit from a wide variety of marketing materials. Some sectors are incredibly crowded and need to do everything they can to distinguish themselves from the competition. Below are a variety of options that you have when it comes to creating marketing that will resonate with your audience.

• A Unique Website – A website serves as the foundation of all your marketing efforts. It’s a platform that allows you to go into depth about all the products or services that your company offers. It’s a place where you can tell your story in a way that sets you apart from the competition and allows you to build trust with customers. Strong website content becomes central to these goals.
• Blog – A blog allows your business to showcase important industry knowledge and teach people about the ins and outs around your industry. If your company revolves around helping people achieve better sleep through a supplement, maybe you can offer more general sleep tips to create added value and teach your customers something they’ll find useful. Compelling blog content establishes trust and establishes rapport.
• Landing Pages – This can be a useful tactic for health and wellness product or supplement companies that are looking to sell in large amounts. A long form landing page allows you to make a persuasive argument and educate your customers about the product or service. Using testimonials or case studies as part of your landing page can provide the social proof that many potential customers may need to pull the trigger. When you pair this option with an alluring offer, it can be highly successful.
• Case Studies – A standalone case study can showcase how you were able to solve a difficult problem. When a potential customer sees this, they become more convinced that you might be the right option for whatever they are facing.
• eBooks – There’s no better way to share your industry knowledge than in an eBook. The creation and publishing of eBooks creates an asset for your business that can help you to attract and retain new clientele.
• Sales Letters – The sales letter is a valuable tool for reaching your customer in a way that is likely less noisy in the 21^st century – the mailbox. When this is done right, it can be a persuasive and valuable method for selling more product or booking your calendar full.
• Brochures – A simple and effective trifold brochure can give your customer something tangible to remember your health and wellness company by. Their permanence and tangibility make them an excellent option.
• Press Releases – When your business has something newsworthy going on, it’s important to get the message out to your customers, and to the community at large. A press release is an important tool to draw media attention, but also to raise the online visibility of your organization.
• Email Marketing – You can boost sales fast with targeted email messages that go out to your list on a regular basis.

An experienced medical or health and wellness copywriter can help you with any of the above marketing strategies for growing your business. But there is no reason to stop with these strategies alone. Below are some more ideas for traditional networking and marketing your business:

• Traditional networking groups – Local networking is an excellent way to grow your business and develop a face-to-face relationship with other businesses within your geographic area.
• Trade shows – Industry trade shows can expose your business to a wider audience of potentially interested
• Develop an affiliate network – When you recruit a dedicated network to sell your product for you, sales go up.
• Remarket – Marketing your business doesn’t have to solely focus on new customers. Look for old customers that haven’t bought anything from you in a while and reach out via email. This can be a great way to give your bottom line the boost it needs.

More Health and Wellness Marketing Best Practices

As mentioned above, most sectors of the health and wellness industry operate in a crowded marketplace. While the opportunities abound, it takes real work to distinguish yourself from the competition in this industry. Below are some copywriting best practices that will help you to better tell your story and attract new customers.

• Write a Compelling Headline – No matter what type of marketing you are working on for your business, the headline is what your customers will use to gauge if they want to read more. It’s only a few words, but they are the most important words in any marketing piece.
• Educate, Educate, Educate – Your customers are likely online doing research before they make the purchase. In fact, 63 percent of shopping occasions begin online, according to Make sure that you’re providing the type of education that they’re looking for. This means regularly publishing a blog.
• Write in a Clear and Concise Manner – While more readers are genuinely interested in your industry, they have several potential resources to learn from, and their attention spans are short. Make sure that your writing is as clear and concise as possible, and that you use subheads, bulleted lists, and photographs to break up significant amounts of content.
• Use Social Proof – When your prospect is on the fence, it may not be you they need to hear from. They may benefit more from the testimonials that showcase other happy customers. Case studies can also help in this manner.
• Persuasive Calls to Action – Don’t pretend that your readers will automatically know what you want them to do. Make sure that you spell it out for them. Let them know that they don’t have to continue with life under their current circumstances, because your company is there to solve their problem in whatever fashion possible. And then give them the opportunity to fill out the form, contact you, download, purchase, or sign up for your free class. Whatever you want them to do, just ask.
• Solve Your Customer’s Problem – Let’s be clear, your customer has a problem. There is a specific need in his or her life that needs to be filled. If you can identify with this problem and make it clear that you are the one to solve it, they are far more likely to give you a shot. Think of it this way: your marketing is like a resume, and the customer is looking to make a hire.
• Hire a Health and Wellness Copywriter – You don’t have to do it alone. Marketing your business and attracting the right customers can be complicated. A professional health and wellness copywriter can help.

What Does the Future of Health and Wellness Look Like?

The outlook for the health and wellness industry is excellent. Western cultures face a combination of busy schedules, sedentary lifestyles, and unhealthy dietary options that aren’t going away anytime soon. People are beginning to understand that they can take control of their own health in new and meaningful ways.

While the market currently resides at about $4.5 trillion, Statista.com projected that market to expand to about $6.03 trillion in 2025. There is plenty of room for growth and expansion for the right companies in a market that large, but it will continue to require strong differentiation.

Hiring a Professional Health and Wellness Copywriter  

Marketing your health and wellness business can be overwhelming. Writing may not be within your skill set.  It can also be difficult to assess what type of materials might work best for your business. You don’t have to (and you probably shouldn’t) put out sub-par marketing materials that don’t do much to distinguish your business from the others. In fact, many times these materials may do more harm than good.

A professional health and wellness copywriter can help you to determine the right materials to distinguish your business from the competition. Contact me today and I can help!

Matthew Brennan is a Chicago copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post The Health and Wellness Marketing Report for 2024 appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.

If it’s your website that they land on, you’ll want them to book an appointment, buy your product, or sign up for your service before they’re done. Strong website copy can help you to establish trust amongst new customers. This can be accomplished through quality health and wellness copywriting.

The Many Business Sectors In Health and Wellness

The health and wellness industry is comprised of several sectors, all of which can benefit from stronger copywriting. Below are just a few of the sectors that can strengthen their website and grow their business by concentrating on stronger health and wellness copywriting:

• Naturopaths
• Chiropractors
• Therapists
• CBD companies
• Gyms and fitness centers
• Supplement companies
• Coaches
• Nutritionists and dietitians
• Medical devices
• Health and wellness products

All of these sectors of health and wellness can benefit by using their website copy to help establish trust with their patients and customers.

8 Tips for Improving Your Health and Wellness Copywriting Right Now

Keep it Simple – Remember your readers aren’t going to have the same level of technical knowledge that you have. They’re not going to understand high-level health-related concepts. The best thing you can do is quickly and easily tell them who you are and how you can help them.

Your explanations of how a product or service works need to be written in ways that your readers can understand. If your health and wellness business is B2C, you’re probably not writing to an audience of doctors, so it’s best not to make it sound like a medical school textbook.

Identify with the Problem – What drives customers or patients in your direction? What problems are they trying to solve? The first step is to identify with that problem. Show a little compassion and empathy, and then present them with your solution. This helps to put them in the right mindset to listen. Your readers will be more apt to take action when you show them that you care.

Focus on the Benefit – This is a general marketing truism, but it’s crucial when it comes to health and wellness copywriting. How do you make people feel better? How does your product or service get rid of their particular ailment? Focus your content on this, rather than any product features or generic statements about your services. People want to know how you can help them. Stay focused on benefits over features.

Be Persuasive – It’s not enough to write ok website copy or even good website copy. You’ll need to write persuasive website copy if you want to get the most out of the platform. People need to be persuaded to make a purchase. They need to know what you want them to do and be convinced that acting with you is in their best interests. It’s time to put some of those high school English persuasive writing techniques into practice.

Use Social Proof – As a business owner, of course you can talk about how great your product or service is. People expect it. But when you include a variety of testimonials, reviews, or case studies on your website, you’re allowing your customers to do the talking, which can help convince someone who’s on the fence to take action.

People often look at reviews and testimonials before they make a purchase. You can make this easier for them by making them prominent on your website.

Convince Them That You’re Right for Them – The about page is a critical piece of writing for your website. It’s where readers head when they want to know why you’re the one they should buy from. You can think of your about page as your company’s resume. Instead of an employer wanting to know why they should hire you, it’s a customer with the same question.

Well-written copy that conveys your company’s voice and expertise is a must. Friendly and knowledgeable copy can help establish trust. Your about page, and website in general should serve as the launching pad to a lasting business relationship.

Create a Clear Call to Action – Make it known what action you want readers to take. It can be things like filling out our contact form, downloading our free guide, booking an appointment, or ordering the product.

Don’t say anything about what you want them to do and you risk them leaving before they do anything at all. Give them too many actions to complete, and they won’t know which is the focus. It’s best to stick with one action per page.

Be a Resource – When it comes to health and wellness, there’s no shortage of information being published on the internet. All of this information is not created equal. You can help answer some common questions on your company blog, and put people who may be searching for answers at a stressful time in their lives at ease.

When you become a trusted resource for their health questions, they’re more likely to do business with you in the long run.

The Best Content Marketing Tools For Health and Wellness Companies

Website – Your patients or customers are doing more online research than ever before. They are using the internet to discover more ways to stay healthy. Your website is an opportunity to make a powerful first impression. If it’s your web page that they discover, crafting a well-written, friendly, and informative message can help keep them engaged and move them through the customer journey. Your website is your marketing home base, and a powerful marketing tool. That’s why page content is so important.

Blog – Your blog is an opportunity to educate your customers on your industry and the benefits of using your products or services. It’s an opportunity to talk about wider issues within the health and wellness industry and where you might fit in. Like your website pages, the blog is another opportunity to create a powerful first impression with your customers. A well-written blog article gives readers a chance to get to know, like, and trust you.

Email – Marketing emails give you a chance to talk to both patients or customers, and people who may just be doing the initial research on your industry. They serve as good touch points to keep people engaged with your business. A well-written email can be a powerful tool when it comes to both educating your customer and generating sales.

Landing Pages – Landing pages offer potential customers or patients increased visibility and another means into your website. They are an opportunity to educate customers further about individual products or services that your business offers. Landing pages can be another great way to generate increased sales.

Brochures – Sometimes it helps to leave people with the information they need to make a decision in the physical form. Brochures, info sheets, and other print collateral are excellent ways to leave potential patients and customers with educational material. A well-crafted brochure may be just what people need to make an informed purchasing decision.

Strong Health and Wellness Copywriting is a Must

Your website is the first place prospective customers or patients will visit when they’re trying to decide if you’re right for them. Strong health and wellness copywriting can provide that nudge for people to take action. If you’re not the type of person who wants to sit down and write all that copy yourself, that’s ok.

Hire a health and wellness copywriter today to write your website content, blogs, and other marketing materials! If you have questions or would like to know more about my services, contact me today!

Matthew Brennan is a Chicago copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post Health and Wellness Copywriting: How to Write Great Copy for Your Health and Wellness Business Website appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.

Writing a blog post that your audience will read and take action on isn’t a complicated endeavor, but it does contain several steps. It helps if you can keep each step straight before you publish, with a thorough blogging checklist.

If you do everything on this list below you can be sure that you’re getting as much out of your blog post as possible. If it helps, you can print this post off and keep it next to your computer to make sure that you’re ticking off each step.

Your Blogging Checklist

Item #1 – Do the Keyword Research (If you haven’t already) 

Google Keyword Planner gives you a wealth of information on a particular keyword phrase. It will give you an idea on the range of search volume, as well as how hard it might be to rank for that particular phrase. If you want your blog post to be found in the search engines, it’s a good idea to spend some time using Keyword Planner to make sure that you are using the right phrase for people to find you.

It’s also a good idea to Google the phrase, so that you can see related terms on the bottom of the page. If you can include these phrases in your post as well, you’ll do more to improve your visibility.

Item #2 – Improve Your Headline

Read that headline and read it again. Check to see if there’s anything that can be done to improve on it. Remember, this is what your audience will use to determine whether they want to click and read your post. If it’s boring or doesn’t match up with what they’re looking for, then they’ll likely draw a hard pass. For this reason, your headline is the most important piece of real estate on your blog post. Make sure that you have it right.

Your headline should be bold and make promises. It should give them an idea how clicking on your post might improve their lives. Take a look at some previous posts on how to improve your headline:

5 Easy Tricks to Writing Headlines that Sell

Now Introducing: The Revolutionary, Miracle List of Impactful Words to Help You Sell

Item #3 – Make Sure There Are No Spelling Or Grammar Errors  

While it’s ok to write with an informal voice, it’s important to remember that spelling and grammar still count. If your post is riddled with simple writing mistakes, it can reduce your credibility. Spell checkers on Microsoft Word, and software programs like Grammarly can help protect your writing in this manner.

Make sure that you take the time to review each post for grammar and spelling before you publish. If this isn’t exactly your wheelhouse, that’s ok too. It may help to hire a blog copy editor.

Item #4 – Add Subheads and Bulleted Lists

Make sure that you consider the scanners as you write. Some may click for a quick answer to a singular question. If your blog copy only consists of large blocks of text, it will help to break it down with subheads so people know what to expect. If you have lists in the body of your copy, they can be bulleted to make them easier to find.

Even if you already had subheads, how can you tweak them to make them better? Like the headline, these subheads carry a lot of value to the reader. This item on your blogging checklist is there to make sure that the scanners quickly find what they came for, ultimately making your post more valuable.

Item #5 – Choose a Relevant Photo

The web is a visual place. Make sure that the photo that you choose is both engaging, and somehow related to what you wrote about. If your post is on the long side, it also helps to include more than one image.

Free stock photo sites like Unsplash make this easy. Of course, you can go with paid options like Adobe, too.

Item #6 – Edit for Search Engine Optimization

It’s important that people find your post after it’s been published. You want Google to prioritize what you’ve written so that your audience can grow. Make sure that you’re using your keywords enough (but not too much) through the course of your copy. Common SEO plugins for WordPress generally help you with making sure that your efforts are within the acceptable range.

Yoast and All in One SEO Pack are two of the most common. They have their own checklist to check keyword frequency, readability, and where the keyword phrase appears in image alt tags. Make sure to follow these steps to make it easier for Google to rank your blog post.

Item #7 – Choose a Category 

The WordPress category feature makes it easy to organize your blog posts, and it helps the search engines to understand what you are writing about. It’s always a good idea to choose a relevant category.

Item #8 – Add Author Information

When readers stumble on a new blog, they want to know who wrote it. A simple about the author section at the end of your blog with links back to your about page can point people in the right direction to do more research on you. It also has the benefit of keeping your reader on-site for longer, and generating more links that are good for optimization.

Item #9 – Don’t Forget to Promote Elsewhere!  

It’s not enough to publish and just leave it there for your readers to find. You can set up your posts to automatically go out by email. You can promote them on LinkedIn, Facebook, or anywhere else that might be relevant. You can also search for sites that might be willing to publish your posts (with a link of course) after it’s been published on your site. All of these strategies broaden your audience and help you to keep in touch with your readers.

Will You Hang On To This Blogging Checklist?  

It’s not enough to simply read this blogging checklist and try to complete these actions by memory. Go ahead, and print it out. Keep it by your computer so that the next time you go to publish a blog post, you don’t skip a step unintentionally.

Blogging is a great way to generate more business, but it can be time-consuming. If you find that you don’t want to spend this much time on your content, you can hire a blog copywriter, or blog copy editor to help you with your content strategy.

Contact me today to find out more!

Matthew Brennan is a Chicago copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post The Complete Blogging Checklist for the Busy Business Owner appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.

It can be distributed to the media through a variety of methods, but it doesn’t automatically mean that your news will gain the visibility you are looking for. The media may look upon your press release with a discerning eye.

It helps to make sure the answer to the below questions is “Yes.”

• Is your news of interest to readers?
• Does it benefit the community or your audience in some way?
• Is it something that can gain online traction?

When your news has a clear public interest, a press release can truly benefit your business. Sometimes businesses need to know when to toot their own horn with a press release. Below are a few of the circumstances where they can help.

When to Write a Press Release for Your Business

Starting a New Business – The press and the public will be interested to know that there is a new way to fill an existing need in the community.

An Event – If you are hosting an open house, or some form of community event, a press release is a great way to get the word out to the public.

Product Launch – Let the public know when your business is doing something new and of interest to the broader community.

Milestones – Celebrate your business’s milestone birthdays, and let the community know how long you’ve been around.

Expansion – If you’re opening a new location, the press (and the public) would love to hear more.

Awards – When your good work is being acknowledged, a press release is an excellent way to spread the good news.

Philanthropy, Donations, and Volunteer Work – Let the public know about your efforts to help the community with a press release.

A Public Appearance – When someone from your company has a speaking engagement or a television or radio spot, your customers may want to know.

A New Website Launch – When you launch or redesign your website, or otherwise update your branding, a press release can give purpose to the change.

Commenting on Industry News – Your audience could benefit from hearing your take on a hot industry topic.

Using a Press Release to Promote Your Business

The main goal of a press release is to promote something related to your business. Determining when to write a press release is a big part of knowing how to promote your business this way. There needs to be a clear public interest for a press release to be the right marketing avenue for your company. The goal is to interest the media enough to do general news stories about your business, providing a natural means for promotion.

A professional press release copywriter can help you determine when the moment is right, and in crafting the release.

A Caution to Using Press Releases

If you’re going to use press releases to promote your business, it’s a good idea to understand how they can help, and what their limitations are. A press release isn’t a guarantee that the press will be interested in your business. If the release doesn’t catch the attention of the media, it’s possible that nothing happens after issuing the release.

Part of developing a successful press release strategy is knowing when to use them, and that not every release will achieve the same results. There are also online distribution services that can help you to achieve some search engine visibility with every release you write. With this process, you’ll receive some level of visibility regardless of actual media traction.

Hire a Press Release Copywriter

When it comes to writing a press release, the timing is a crucial part of catching the media’s attention. That’s why knowing when to write a press release is so important.

Sure, you can write a press release on your own. After all, no one knows your business like you do. But bringing in a professional press release copywriter also has some distinct advantages. You’ll benefit from an unbiased, objective viewpoint of someone who is outside your organization. You’ll be able to redirect your time to a core aspect of running your business. Most of all, you’ll benefit from a product written by someone who’s helped businesses just like yours.

If you’re ready to discuss your next project, contact me today!

Matthew Brennan is a Chicago Copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post When to Write a Press Release, and How They Help appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.

A good case study is written with your potential customer in mind as the audience. The main objective is to show that you’ve helped others with similar problems, and you can help them, too. One saying often thrown around in writing is “Show, don’t tell.” A case study shows your audience what your company can do.

Writing a good case study involves including key components that will resonate with your audience. Below are a few basic steps to consider.

8 Steps to Writing a Good Case Study

Consider Your Audience – What type of customer are you going after? The subject of the case study should be someone that they can relate to. If not, they won’t draw the connection that you want them to make. When the subject matter is about someone in your target market, potential customers are more likely to identify with the subject, and walk away ready to take action.

Do Thorough Research – Case studies require accurate and specific data. You can go through an interview process with the subject, or you can ask them to fill out a form. Remember, at that point, they are going above and beyond for you. It helps to be flexible and go with a process that meets their comfort level. It may help to remind them that participating in the case study can increase brand awareness and offer additional publicity.

Make it Easy to Digest – It’s critical to provide something that your audience can identify with. If you are in a complex field, this means talking to your reader in terms they can understand. Your case study, just like your other marketing materials, shouldn’t sound like the engineering department wrote it.

It’s also important to make it more scannable for people looking for fast solutions. Here are some suggestions:

• Provide subheads to break up long sections of text. These can be inserted naturally wherever there is a transition in the copy.
• Images make the document more visually friendly.
• Bulleted lists highlight the most important subject matter in an easy-to-read fashion.
• Bolded text and pull quotes can be used to highlight important concepts and points.

Your reader may be interested in one important aspect of your case study. Using the strategies above can help them to locate exactly what they’re looking for.

Provide a Complete Picture – The problem that your subject in the case study faces needs to feel real. It needs to be something that a reader can identify with. The reader needs to be able to put themselves in the shoes of the subject and understand what their objectives were, and how you helped them to meet their needs.

One benefit of the internet is that a case study can become a living document. Once their needs are met, you can follow up with them periodically to see how your products and services are still working.

Use Specific Data – There’s a difference between “Doubled sales” and went from $80,000 in income to $160,000. Going from $500 to $1,000 is also doubling sales, but it may not be the strongest result. When you specify, you are painting a clear picture – something that your reader will benefit from.

This specificity can help build trust in your brand and give your reader a precise idea of how you can help.

Talk About Your Process – What solution did you decide on and why? Were there other solutions that could have been applied? Get specific with exactly what you did to achieve results. That way your potential customers gain a more precise understanding of how you can help them.

One common objection to this point is that you might be giving away your secrets. A case study should demonstrate your industry expertise, in order to build trust. Think about a blog post from a plumber on how to fix a leaky faucet. Most homeowners (myself included) would be on the phone with that plumber by step 2.

He may have given away a bit of industry knowledge to write that post, but he’s the one who’s able to execute on it the best. And who do you think that reader is going to call when they determine it’s beyond their pay grade?

Repurpose the Content – Some of your audience may be readers. Others may want the same information through podcast or video. The good news is once you’ve created a written case study, the same information can be repurposed to fit other content formats. This will help make sure that you’re reaching your entire audience.

Make it Accessible – Writing a good case study means that you’ll have valuable content for your audience to make a purchasing decision. Those case studies can be placed prominently on your website in order to achieve maximum visibility. Once you have a completed case study in hand, you can also share it on LinkedIn, Facebook, and other social media platforms. If you are involved in social media groups, make sure to share them there, too.

Hire a Case Study Copywriter

Writing a good case study takes work. It’s a process that may need to be refined and worked through over time. If it is more than you are able to take on at the moment, hiring a professional case study copywriter may be the right choice. Hiring this task out has the benefit of allowing you to focus on more core aspects of running your business.

If you are ready to showcase some of your successes for potential customers, contact me today!

Matthew Brennan is a Chicago Copywriter and copy editor. He is also the author of Write Right-Sell Now and The Virus and Us.

The post What’s Involved in Writing a Good Case Study? appeared first on Matt Brennan | Marketing Copywriter | Chicago, IL.