In this episode of the Deeply Rooted Business Podcast, we're diving into a crucial conversation about why traditional marketing tactics might be hurting your wellness business more than helping it.

Ever noticed how those high-pressure, FOMO-driven strategies that work so well in business coaching feel... off when you're promoting your health programs? There's a reason for that, and we're unpacking it all.

We start by examining why copying business coaching tactics can backfire in wellness, and how understanding the emotional journey of your health-focused clients changes everything about your marketing approach. You'll discover how to build authentic social proof that genuinely resonates with your audience, moving beyond generic testimonials to real, impactful client stories.

We then dive deep into creating accountability systems that feel supportive rather than pushy. This is crucial because your clients aren't just buying a service – they're investing in their health journey. We'll show you how to develop trust-based marketing that aligns with your values while effectively showcasing your expertise.

Whether you're a health coach, nutritionist, or wellness practitioner, this episode will help you market your programs in a way that feels genuine to both you and your clients. We're sharing practical strategies to showcase your expertise while maintaining the integrity your field demands.

Ready to transform your marketing approach? Listen in for insights that'll help you connect more authentically with your ideal clients and build lasting trust in your wellness business.

In this episode, we cover…

00:58 Understanding emotional triggers when selling wellness programs

02:25 Why you should consider your clients’ perspective

03:36 Effective use of urgency and scarcity for wellness programs

4:04 Real-world example: Black Friday launch

09:59 Ethical marketing tactics in wellness

14:10 How to build client trust and connection

Takeaways:

• The emotional triggers that drive purchases for wellness services differ significantly from business programs.
• Using urgency and scarcity in marketing health programs requires a nuanced understanding of client needs.
• Building trust and establishing a personal connection is crucial in health and wellness marketing.
• Clients often seek accountability and personalized support rather than just information in wellness programs.
• Group programs can backfire if they don't cater to the vulnerability of health topics.
• Social proof through case studies and testimonials effectively builds trust and drives conversions.

Links and resources mentioned:

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Jess: 00:00:00

Hello and welcome back to another episode of the Deeply Rooting Business Podcast.

Jess: 00:00:04

My name is Jess, your operational and sustainable growth strategist.

Jess: 00:00:10

I'm here with Rachel, our resident marketing mastermind.

Jess: 00:00:16

And today we're going to be talking about a topic that's kind of been irking my nerves.

Rachel: 00:00:22

Irking my nerves in my nerves a little bit.

Jess: 00:00:26

And that is just a mistake that I see especially wellness and health coaches make when they're trying to sell.

Jess: 00:00:34

They're either one on one programs or these group programs.

Jess: 00:00:38

And that is trying to sell it using the same like high scarcity FOMO tactics that we see a lot of business coaches or business coaching programs sold as.

Jess: 00:00:52

But I can definitely see, see why like this kind of mistake would happen because like, obviously you're like, well, this works on me.

Jess: 00:01:01

But I think one of the main things, and that's why I'm glad Rachel is here to discuss is like the emotional triggers that causes someone to buy when they're buying a business program is a lot different than when someone's trying to buy something that's personally going to help them impact their health and wellness.

Rachel: 00:01:18

I think there are so many businesses, coaches out there that essentially have found a system that works for them and they end up just selling, rinsing and repeating that process and selling it outwards towards other people.

Rachel: 00:01:33

But the problem with that is like, you may have a very monetary heavy result or transformation that you can deliver.

Rachel: 00:01:42

And when you try to use those same tactics to do something that's more internal, health wise, the triggers and responses aren't quite the same.

Rachel: 00:01:52

And so of course it works for you.

Rachel: 00:01:54

Right, because your end goal is wanting to make more money.

Rachel: 00:01:58

So you are kind of the direct target for that.

Rachel: 00:02:01

But replicating that type of a strategy for your clients whose goal isn't to make more money, it's to feel better in their bodies, it's to heal certain components of their health.

Rachel: 00:02:11

And all of those things.

Rachel: 00:02:12

It's definitely not a same rinse and repeat strategy.

Rachel: 00:02:16

I see it all the time and I think it's definitely one of those things that probably bottleneck a lot of people in the wellness space into actually getting decent results.

Jess: 00:02:25

Yeah, I think one of the main ways that you can sell your program is really putting yourself in the shoes of your ideal client and just recognizing that the way like business to business is sold is very, very different, like Rachel said, than business to customer.

Jess: 00:02:40

And sometimes, like even in the worst case scenario when this stuff is used, you can actually end up repelling a bunch of clients because you're not giving them what they need.

Jess: 00:02:51

And the most important things that I think someone needs when or I need when working with me on my health and wellness is like trust.

Jess: 00:03:00

Knowing that they have expertise, knowing that they're going to really look at me from like an individualized standpoint and if that's what I'm looking for.

Jess: 00:03:10

And I'm getting emails that are like, don't miss out on last chance and like you get all of these things and like bonuses.

Jess: 00:03:16

Like I don't think people care about that in the same degree in the health and wellness space than they do.

Rachel: 00:03:24

But that's not to say that like urgency and those tactics don't work across the board because they do, but they work a little bit differently in the health, wellness.

Jess: 00:03:34

So let's talk about it then.

Jess: 00:03:36

Okay, let's then break down kind of like urgency and scarcity and how this would look differently when you're using it for a health and wellness program versus like a business program.

Rachel: 00:03:47

Yeah.

Rachel: 00:03:47

So I mean I definitely think that as a default and I mean anybody with an ounce of marketing understanding knows urgency, scarcity, they work right.

Rachel: 00:03:57

And so really understanding that like you have to use those in a very particular way.

Rachel: 00:04:04

I'll use an example for one of my clients.

Rachel: 00:04:05

One of my clients just was trying to launch a Black Friday sale and we had like a whole team discussion where we looked at the data and we sat there and we said actually a lot of the things that we were hearing from people who did take action on this type of promotion last year was that the December timeframe was just too chaotic.

Rachel: 00:04:26

They couldn't implement the strategies they needed, which typically comes with health clients.

Rachel: 00:04:32

And like in the wellness space where you kind of have to follow a very like structured routine or make changes and their lifestyle for the clients weren't actually necessary.

Rachel: 00:04:43

So the Black Friday like urgency that was like defaultly tied in there ended up like not working well for the clients and they had really bad experiences of being like actually like this 30 day program that I was supposed to run in December, like didn't do anything for me because life and like, you know, my holidays and all of this stuff.

Rachel: 00:05:04

And so making sure that like timing in alignment with like your clients experience is necessary so that you can have a good result as well.

Jess: 00:05:15

Yeah, yeah, I completely agree with that.

Jess: 00:05:17

And we do see that in health and wellness and that's why you really have to like be intentional with how you're messaging in it and like, you know, really getting into the mind of your client and what their objections might be and trying to like head those off from the get go.

Jess: 00:05:32

One thing that I see too, especially like when we go into like that live launch, like sales emails, is sometimes, you know, focusing too much on like the fear of missing out or laying in that scarcity versus, versus, I guess showing like the benefits of the program or like the feature or relying too much on like the features.

Jess: 00:05:52

I feel like, you know, this is everything you get but always trying to tie in the features and the benefits.

Jess: 00:05:58

And I think it's so funny, like, just because I like to like give real world examples for this.

Jess: 00:06:03

But Athleta had a very specific selling model that they would teach all of their associates.

Jess: 00:06:07

And it's basically kind of like taking the person through this.

Jess: 00:06:10

So like how someone comes in and you engage with them and you try to find like as much information as you can about that person coming into your building and why they're there, like what specific problem they are, and then using that information to walk them to the product.

Jess: 00:06:26

And not only pointing out like, oh, this pant has a cargo pant, but like, oh, it has a cargo pant.

Jess: 00:06:33

And if you learn that that person was going to Disney with their children next week and they're looking for that as a cargo pan next week, so you can like store all of your like, things while you're walking around your Disney park.

Jess: 00:06:43

And like, that's exactly what you're trying to do on your sales page.

Jess: 00:06:48

The disadvantage that you have when doing it online is that you're not able to directly interact with that customer there.

Jess: 00:06:54

But that's why we do things like market research and send surveys and test messaging before we launch so that we can really figure out what specific like, not only like, we know our program has features, but how to tie those features to specific needs that customers have.

Jess: 00:07:13

I think it'd be really helpful because Rachel has this align leads formula program where she kind of walks through the different needs that potential clients have.

Jess: 00:07:22

But maybe just give me like a high level overview of like the needs you're trying to identify and then how you would use that information.

Rachel: 00:07:29

Yeah, so I actually just went over this with a wellness, like a hormone coach the other day.

Rachel: 00:07:36

And it's one of those things where if you look at all of the benefits of a wellness program to a specific, like, purchaser, like, you can hit on a hundred different things, right?

Rachel: 00:07:47

You can say, oh, you'll sleep better, you'll eat better, you'll have more energy, you'll do this, you'll do that, and all of those things from like a high level perspective, like, great, love that.

Rachel: 00:07:58

But when you have this kind of like deeper message in like one of them.

Rachel: 00:08:03

So like, you'll sleep better, like no more tossing and turning and you know, you'll get eight hours of sleep and blah, blah, blah.

Rachel: 00:08:09

And like you can really kind of like niche into those specific problems.

Rachel: 00:08:15

And in the Align Leads formula, it's talking about bringing in a very, very specific ideal client into your funnels to kind of push them further down into a conversion.

Rachel: 00:08:25

Like Jess was saying, like in person you can pick up on those little cues and you can kind of say like, oh, yeah, I know, like I, I slept terrible last night and impacted my day and I was just in a brain fog all day long.

Rachel: 00:08:37

And like this kind of ripple effect that goes out that then that person can be sitting there and be like, you get it when you do that market research and you can kind of like not like just umbrella blast them with benefits.

Rachel: 00:08:51

You can really hone in on one of them and say, oh my gosh, that sleep.

Rachel: 00:08:55

Like you're going to show up more like energized for your kids.

Rachel: 00:08:59

Like, you're going to be excited to, you know, that you're not having to think about like all of the things that you have to do because you can like easily check them off your list and not just like be dragging yourself from one thing to another.

Rachel: 00:09:10

And like the person that's reading that regardless if you had a conversation with them or not, is going to be like, oh my gosh, yes, yes, that's exactly how I felt the other day when I didn't get enough sleep.

Rachel: 00:09:22

And so you can kind of start to like build that non personal relationship through your messaging and through your sales tactics and all of that.

Jess: 00:09:31

I love that you said like, you get me.

Jess: 00:09:33

Because Athleta's selling model was, it was called Together, but if you break it down, it would be to get her.

Jess: 00:09:39

So it was like a specific selling model that we would use to understand the customer, show her that we get her, and then obviously like get her to buy too.

Jess: 00:09:48

So I love that little play on words, but.

Jess: 00:09:50

And like each one had a step and it went out.

Rachel: 00:09:52

But whatever.

Jess: 00:09:53

I digress.

Jess: 00:09:54

All right.

Jess: 00:09:54

Are there any other, like, tactics that we could talk about specifically?

Jess: 00:09:58

I don't want to say like unethical or some of the more bro marketing tactics and how we can translate them into wellness?

Jess: 00:10:06

Like, are we still using them because we know they work and they're useful, but kind of like tweaking Them a little bit for the wellness space specifically.

Rachel: 00:10:15

Yeah, I mean I definitely think there's a lot of.

Rachel: 00:10:18

When you think of scaling your wellness business, there's a lot of default into like a group program of some sort and like kind of lumping all of these clients into one like from the business side to minimize your own effort in.

Rachel: 00:10:35

Not effort, but like your own like time management.

Rachel: 00:10:38

Instead of like managing 10 one on one clients, you just put them all into one container.

Rachel: 00:10:43

And I think the flip side of that, especially in the wellness space, is that yes, there's power in community, but there's also a lot of vulnerability in the wellness transformations.

Rachel: 00:10:53

Where you could have a business coach say like oh yeah, launch this group program and one of your main objections may be like well I just don't know these people and I don't know how comfortable I would feel sharing that information.

Rachel: 00:11:07

And so there's a lot of that like contradiction where you yourself have to kind of combat like this scalability model that online business tends to like promote and like do all of that and then also create like a really so space for your clients.

Rachel: 00:11:22

If you are dealing with a lot of those kind of more vulnerable like health topics.

Rachel: 00:11:27

If it's something that is like super empowering about like hey yeah, accountability and like community, let's say if you're doing like weight loss of some sort, great.

Rachel: 00:11:36

I think that that totally pairs really well together.

Rachel: 00:11:39

But if you're doing something in that like infertility space or something that is like a little bit more like close to the chest, you have to think like you can't force your clients into a bucket just for the benefits of your own business growth.

Rachel: 00:11:54

You know what I mean?

Rachel: 00:11:55

I think that's one that's always given me a lot of ick.

Rachel: 00:11:58

And I see so many wellness businesses kind of default into that and then get disappointed when they're like well nobody joined and everybody just wants one on one support.

Rachel: 00:12:07

And I'm like, you have to think about that.

Jess: 00:12:09

Yeah, I think too.

Jess: 00:12:10

I see like when we're thinking about what clients objectives may be is really thinking about.

Jess: 00:12:17

I mean maybe this is for me you can say, but like I think too a lot of the reason why people want to work with a health or a wellness coach is for that accountability.

Jess: 00:12:25

So when you're trying to do just a group program, I feel like there's so much information out there already on how to improve their health.

Jess: 00:12:32

Like people have the knowledge, knowledge isn't like the cause of their disease.

Jess: 00:12:37

And even in Ayurveda there's like three main causes disease.

Jess: 00:12:40

It's like lack of knowledge.

Jess: 00:12:42

But we know that like people don't have a like lack of knowledge.

Jess: 00:12:45

It is lack of follow through or accountability or and like time they have the knowledge already.

Jess: 00:12:53

And if you're going to do a group program, how are you going to address like the accountability and the timing aspect?

Jess: 00:12:59

And I think that's where it becomes really, really important to understand that with your group programs or with your courses you're not just selling knowledge.

Jess: 00:13:07

Because literally I can go into chat GPT right now and I have done it and see it my blood sample results and tell it to act like a functional integrative dietitian and give me a protocol to follow.

Jess: 00:13:18

It's the accountability that people are going to want and need.

Jess: 00:13:21

So how do you work that in from a client experience standpoint to give that accountability and then kind of coming up like niching down to like the specific issues that you're trying to solve and coming up with like a framework or a step by step of how you're going to solve that where you're saving the person time because they're following something that you've already laid out.

Jess: 00:13:43

We're not just giving like a whole bunch of information.

Jess: 00:13:46

I think the default with like group programs and courses too is just to like give all the information.

Jess: 00:13:50

It's like really less is more.

Jess: 00:13:52

Already overwhelmed with the information.

Rachel: 00:13:55

Yeah.

Rachel: 00:13:56

So I mean that would, I would say that's kind of my last tactic that I think wellness people, wellness businesses tend to fall into and it tends to backfire for them in a way that is not, you know, it doesn't feel good when you're launching.

Jess: 00:14:10

So I just want to leave them with like some like strategies of like how to build like that connection with the audience.

Jess: 00:14:16

So one is just making sure like we've already talked about a lot like understanding like their unique struggles and be able to speak specifically to their pain.

Jess: 00:14:25

Point number two is make sure that you're providing like a ton of value and insight.

Jess: 00:14:32

Not only to establish yourself as the expert, but if you.

Jess: 00:14:35

It's that law of repro.

Rachel: 00:14:37

Repos say it reprocess reciprocity.

Rachel: 00:14:40

Reciprocity.

Jess: 00:14:44

My mouth does.

Jess: 00:14:45

There's certain words that my mouth does not say and I'm like, I know Rachel, you sword.

Jess: 00:14:50

But that giving and receiving even like Deepak Soap ch One of my favorite, like I have this book down here.

Jess: 00:14:56

That's why I'm pointing that I stole from the library.

Jess: 00:14:58

There's like an episode but that long time ago.

Jess: 00:15:01

But one of the things is called the law of giving receiving.

Jess: 00:15:03

And like that is very important when you're working with health and wellness clients is like to make sure that you're giving, you help them get a small win and then they'll trust you when they're ready for a bigger transformation.

Jess: 00:15:13

And then two is just really focusing on like building like an authentic relationship and connection like these people.

Jess: 00:15:19

A lot of times we can get so caught up in the numbers, especially as like numbers people, but realizing that every person that's doing this email is an actual person.

Jess: 00:15:29

So making sure that you're building like that true connection with them.

Rachel: 00:15:33

And I would say lastly, one of the biggest strategies, I would say from a content perspective and just from an overall conversion that I've seen do really well is talking about your case studies.

Rachel: 00:15:45

You can use a singular case study and break it down into like five different things.

Rachel: 00:15:50

Because one health transformation isn't only going to impact this.

Rachel: 00:15:56

So for my fertility clients, like all of the frameworks that they kind of implement with their clients, whether it's acupuncture, supplementation and all of those things end up impacting more than just their fertility, right?

Rachel: 00:16:08

It's their sleep, it's their diet, it's their mind, body, soul connection kind of thing.

Rachel: 00:16:13

And so you can take each one of those transformations and make it an alternative kind of case study.

Rachel: 00:16:18

And it's just off of one client.

Rachel: 00:16:20

And I know that a lot of the first, like lowest hanging fruit that I do for some of my fertility clients that were setting up their lead magnet, we're setting up this is just really interjecting as many social proof case studies, like client results into their marketing.

Rachel: 00:16:37

That is the best way to I think build trust and kind of show your framework in action versus just kind of like talking and educating about specific fertility things.

Rachel: 00:16:51

Because somebody's going to do all that research and then be like, well, how do I implement it?

Rachel: 00:16:54

Or how do I know that this will work for me?

Rachel: 00:16:56

What is the biggest question that my clients in the wellness space like, hear?

Rachel: 00:17:00

They're like, well, how will this work for me?

Rachel: 00:17:03

And you say, well, here, this client was in almost in exactly your same shoes and here's the actual like path that we took and like look at our transformation.

Rachel: 00:17:10

And you're more likely to see a conversion come out of something like that being then like kind of breaking down the actual like technicalities of your framework and all of that.

Rachel: 00:17:20

So lowest hanging fruit to building trust.

Rachel: 00:17:22

I've always, always seen great success of showing social proof, testimonials, case studies, and everything along those lines.

Jess: 00:17:30

So awesome.

Jess: 00:17:31

All right, well, we hope you enjoyed this episode.

Jess: 00:17:35

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Jess: 00:17:43

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Jess: 00:17:50

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Jess: 00:17:52

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Jess: 00:17:57

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Jess: 00:18:03

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