Every day, we help hundreds of wellness professionals create epic meal plans for their clients and grow their businesses. And there is one thing that we hear over and over again:
"The health and wellness industry is completely saturated!”
“It’s really hard to set myself apart in a sea of (insert your profession here).”
While I totally feel your pain, I also feel like this is a very limiting mindset. I’m a big believer that there is plenty of room at the top. But let’s be real: by no means is building a well known brand, especially in the health and wellness industry, easy. It takes a lot of blood, sweat and tears. But I firmly believe that when you are authentic, put in the work, and provide a ton of value, you can absolutely set yourself apart from the crowd and create a thriving business.
Now, when it comes to marketing your business and being seen, it can be hard to know where to start. Yes, it’s hard. But not impossible. You just need the right mentors! You need experienced people to give you the tools and show you the way.
This is why I sat down an incredibly talented PR & Visibility Strategist, Lisa Simone Richards, who told me all about her best practices when it comes to helping wellness professionals stand out from the crowd. Here are her top tips:
1. Become Known for One Thing
As Lisa puts it, "You can never go niche enough!". Becoming known for one thing, and being able to articulate exactly what you do and who you help, is so important.
But sometimes it can be scary to choose your niche, because it feels like you are alienating potential paying clients. But Lisa says no matter how niche you go, you still have a huge market of people who have the problem you can solve for them.
So, what is the ONE thing that you want to be known for?
Once you get clear on your niche and what you want to be known for, you can develop very concise and consistent messaging.
You need to make it crystal clear to people what you do and the problem you solve. In order to do this, you need to know who you are marketing to, what their problems are and speak their language so that they understand exactly what you are saying. You want your ideal clients to read your content and say, "Oh wow. This person really gets me!"
Lisa's Pro Tip: Start copystalking. Join a Facebook group where your ideal clients hang out. Create a blank document where you can copy and paste the issues they are discussing. Then, when it comes time to write your marketing or sales content, you will be able to refer back to their exact problems and explain how you solve it using their exact language.
2. Get Featured, and Display "As Seen on Logos" on Your Website
People want to establish trust and feel safe with the professional they are going to invest in.
Think about what you do before investing in a product: you probably Google it and read reviews. Your clients are probably doing the same thing when it comes to you and your competitors, so how can you be the one to make them feel safe?
One way is to display, "As Seen On" logos on your website to give you credibility. Take the logos from the outlets where you have been featured, and display them on your website above the fold so that they are one of the first things people see when they land on your site. This will help prospective clients understand that you are credible, and it allows them to look into what you do a little bit more.
Having credentials just isn't enough to set yourself apart. Having "As Seen On" logos can help differentiate yourself and give you the credibility required to get your clients to trust and work with you.
Lisa's Pro Tip: Brainstorm ways you can get featured, like contributing a guest post to an influencer's blog or being featured in your local newspaper. Come up with at least three interesting topics that will provide a ton of value to their audience, and reach out with a solid pitch! You do not need to pay to be featured when you are providing content that is of value.
3. Look For Inspiration Outside of the Box
We tend to look around to see what the people playing in our sandbox are doing. But if you are doing the same thing as everybody else, you simply cannot stand out. This is why Lisa suggests you should look for inspiration outside the box. Look at successful brands from other industries, that are completely different than your own. Consider the strategies they are using, and figure out how you can put your own unique spin on these tactics, so that you are doing something different and interesting.
For example, if you are a holistic nutritionist, don't look for inspiration from other holistic nutritionists! Look for inspiration from the tech, marketing, auto or real estate industries instead. Come up with a way to market yourself that is totally creative, and that will help you stand out.
As Lisa puts it, "Zig when other people zag!"
4. Take a Strong Stance
Just like choosing a niche can be scary, so can taking a stance and letting people know exactly what you believe in. But here's the thing: no matter what, not everyone is going to like you.
And guess what?! That is okay.
You don't need to be a people pleaser, and you don't need to have everyone in your corner. You want to attract the people who are your ideal clients, and repel the people who will be a drain on your time and your energy.
Know exactly what it is you stand for. Create a movement. Be a leader. People need someone to follow, and something to believe in. Remember that you don't need everyone's approval, you just need to appeal to the right people who you can make a big difference for.
Lisa's Pro Tip: Write it down. What do you stand for as a wellness professional? What do you stand for with your clients? And what do you stand against? Get clear on the strong stance you take, and then start vocalizing it.
5. Create Your Own Unique Branded System
Lisa explains that having your own unique branded system will help you instill confidence with your clients.
But wait. What exactly is a "unique branded system"?
Well, you likely have a specific set of steps you take your clients through from start to finish, so that they can achieve the results you promise. A unique branded system helps you organize this process in a way that is clear, concise, easy to follow and easy to articulate to your clients.
For example: For Lisa's PR business, her unique branded system is "The 5 P Formula for Positioning, Publicity & Profit". Lisa is able to walk prospective clients through these 5 steps, so they understand exactly what they can expect from working with her. These steps stay consistent no matter who she is working with.
Any time Lisa is speaking with a new client, her unique branded system makes it very easy for her to share the vision she has for them, and describe how she will get them from where they are now, to where they want to be.
Lisa's Pro Tip: Come up with your blueprint, formula or toolkit, and give your system a name. Grab some sticky notes and write out all of the things you do to help your ideal client. Then start grouping them together, and putting them in order. By the end, try to get your unique branded process boiled down into a 3 to 5-step process. And remember: Don't be cute, be clear!
A big thanks to Lisa Simone Richards for sharing all of this knowledge with us! You can learn more about Lisa and how she helps wellness professionals get publicity and profit here.