3 Ways to Make Your Health Copy Human-Friendly
Do you ever read a blog online and think “why am I the one selecting pictures with traffic stoplights to prove I’m not a robot when this sounds like it was written by one”?
Ok, that’s pretty specific, maybe you’ve never had that exact thought.
But I’m sure you’ve come across copy that’s so boring you can’t even make it past the first paragraph.
Writing copy that draws your target client in and compels them to buy your product or service can be difficult. If it wasn’t, everyone with a great product would be a billionaire.
Add in health and wellness — often complicated and scientific — and you’ve got yourself quite the task.
Even if your target clients are other healthcare providers or other health-oriented businesses, you don’t want to sound like a school textbook — though It’s true that your copy might be more technical if you’re writing for these types of clients.
But if you’re writing for individuals with health issues, stick with copy that’s easy to understand and convincing enough to have them click “add to cart”.
So how do you write clear and compelling copy for your product or service in the health and wellness arena?
Avoid vague terms and explanations. Your reader wants to know you’re talking to them. Obviously, something made them interested in what you have to offer.
They are either experiencing a problem themselves, or they know someone who is. You don’t want to say things like “people feel like this” or “most people have experienced this”. Then you might be losing your potential customer in the huge crowd you’re trying to appeal to.
Instead, be direct and specific.
For example, you’re writing a blog for women who have skin issues due to shaving and you want them to pay for your laser hair removal services.
It would be pretty unconvincing to say “A lot of women get rashes after shaving their underarms due to skin issues. This can lead to irritation and discomfort. Try our product today if you want your skin to clear up”.
Instead, you could say something like “You’re so sick of having red, rashy underarms for hours after shaving. But you don’t want to deal with your body hair. You think your rashes are disappearing and then BAM, 2 days later you shave again and the splotches reappear. Say bye-bye to underarm hair and rashes with our tested product”.
This is way more targeted and you touch on specific pain points that your target client may have.
Your copy should be easy to understand.
It can be difficult to avoid technical terms for physical and mental ailments. After all, you’re a health and wellness professional.
But your target client isn’t always going to know the medical terminology relating to their issues.
What they do know is how they feel and the problems that they desperately want to solve.
They see the word “emesis” and think “what’s that?”. In all honesty — I just did this (thanks, Google).
Most of the time, your target client won’t bother to look up the 20 confusing words you just threw their way. They’ll just stop reading.
But if you tell them your product can help with their recurring nausea and vomiting, they can immediately identify with the problem.
On the flip side, sometimes technical words and phrases are useful if you know your target audience is familiar with the subject.
Use empathy. You can do this by talking about your own experience or using story-telling to describe the situation that your target client is in.
Sharing your real, personal experiences can be powerful when establishing credibility. But don’t only talk about yourself. Your client still wants to feel like you’re talking to them about how you can help them.
Use words that evoke emotion in your storytelling. Some of my favorite words to use, specifically when writing for target clients that have had health issues, include:
Desperate: they’re constantly searching for answers and they can’t find them.
Hopeless: they’ve tried countless things and none of them have worked.
Scared: that nothing will ever help them feel better and live the life they want to live.
These are all powerful emotions that should be used with caution. You don’t want to make your audience feel judged or embarrassed, but you do want them to know they are not alone. And that you are the one who can help them.
It is key to know who your target client is and where you can find them.
You should know your target client’s pain points, so you can tell them you have the answers to their biggest hurdles.
This list is by no means exhaustive. When it comes to writing copy that will lead to results, there are so many things to consider.
But trying to sound like a human and not an AI bot is a great start.
If your health and wellness business is in need of some TLC, book a call with me so we can diagnose your copy needs and help your business grow.
Book Your Free 15-Minute Discovery Call Here.