How can clinician entrepreneurs clarify their positioning, brand voice, and messaging to build a consistent, values-aligned business that supports growth without burnout?

In this episode of Weight Inclusive Innovators, Morgan Sinclair and Hannah Turnbull continue their Building Your Brand series with a deep dive into brand positioning, brand voice, and messaging for clinician business owners.

This conversation explores how dietitian and clinician entrepreneurs can create consistent, values-aligned messaging that actually sounds like them! Morgan breaks down how to define your unique selling position (USP), why niching is not the enemy, and how positioning shifts between client-facing and clinician-facing audiences.

They also walk through how to name your brand voice, build a messaging library you can pull from when marketing feels exhausting, and use founder stories, hot takes, and client transformation themes to support sustainable marketing.

If you’ve ever felt disconnected from your website copy, struggled to stay consistent online, or worried that your marketing doesn’t match how you show up in real life, this episode will help you tighten the thread.

07:12- Building Your Brand: Strategy and Visuals Recap

14:16- Positioning Your Brand: Unique Selling Proposition

19:23- Discovering Your Brand Voice

24:51- Creating a Messaging Library

32:42 Client Transformation Stories

35:55- Gentle reminder about niching

Resources mentioned in this episode:

1. Showit website templates built for private practice owners. These templates help your clients feel seen, heard, and less overwhelmed in taking the next step to work with you. If you’re ready for a really good website foundation that’s basically 85% done for you, grab a Showit template for $50 off using the code WII.
2. I personally use **Gusto** for both my group practice and my consulting business to pay my team, offer health insurance and a 401K, file and pay payroll taxes, manage PTO, and stay compliant as an employer— all in one place. Simplify your employer life with a solid payroll system. Use our Gusto affiliate link to receive a $100 visa giftcard after running your first payroll! Find the details here: www.weightinclusiveinnovators.com/resources

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Email us with questions or show topics at **hello@weightinclusiveinnovators.com.**

Where to Find Morgan Sinclair:

Morgan Sinclair Designs

The Eating Expedition

Where to Find Hannah Turnbull:

Values Driven Group

NourishED Colorado

 Welcome to Weight Inclusive Innovators, the podcast where we chat about all things that clinician business owners want and need to know for building, growing, and sustaining values. Aligned businesses we're your hosts and business mentors, Morgan Sinclair and Hannah Turnbull. Two dietician entrepreneurs who collectively own five LLCs.

What can we say we love starting businesses. Tune in for episodes about finance, marketing, profitability, growing a practice, and the highs and lows of entrepreneurship. It's time to work on your business. Turn your volume up and let's dive in to today's episode.

Hello and welcome back to the Way Inclusive Innovators at Podcast Morgan and Hannah. Here we are recording side by side. Wow, feels so lovely. I love when we get to do this. I wonder if people can tell by our sound. S Like, do they know we're side by side? If we hadn't said it, I feel like they could probably tell.

With our banter, I feel like the episodes that we do we're recording in person. We just have like better banter, quicker banter. Banter. Okay, well don't hold us to that. Yeah. People are probably like, you suck when you're together. No, I'm just kidding. Anyway, today we are continuing the series on building your brand.

This is part three and we're gonna be chatting about positioning, voice and messaging. But before we dive in to today's episode, we are gonna do our highs and lows. So Hannah, go ahead and kick us off with your high and low of the last week-ish. Alrightyy. I was telling Morgan, I was like, do we do business highs and lows or personal?

And she's like, what are you talking about? Obviously our high is We're together. We're together. And I was like that. Yeah, that is obviously it. So I can't say that, but I do wanna say, I'm so happy we're here together and that is truly a personal high. But if I, so I'm enjoying my polar bear lane visitor, which is you.

Woo. That's been really fun

and my high of. Business would be, I'm just really enjoying practicing unring. If I say unring enough times, I will not forget that. That is my word of the year. And when I don't say it enough times, and I forget that I want that to be my focal point, then I start rushing and then I get really dysregulated, I've noticed.

Mm. And then I get real snappy and weird and I don't wanna live like that. So that's. Such validation that it should be your word of the year. Yeah. I really am enjoying practicing unring and having lots of buffer time, and that shows up in business and personally, which is nice. Yeah. I feel like we've done a good job of unring this week, being together.

Oh yeah. It's so easy when you're up in the mountains and it's low stimulation and you're in the nature, like you kind of just wanna relish in everything. Mm-hmm. And no sense of urgency unless you need to be urgent. But if you plan your life to be. A realistic amount of things to get done. Then turns out you don't have to rush as much, which is really nice.

We love it. Wow. It's only taken me 32 years to figure that out. My low is January cash flow. I feel like every January we record that ends up on the low list at some point. Mm-hmm. If you know, you know. I always complain about this. I know it's gonna resolve in February and March, but man, I just hate moving money out of our nest egg.

That's why we have a nest egg to kind of float things while we're catching up from a slower holiday season, which happens every year. People take time off. It's great. I want them to. I just fucking hate it. I hate it so much. The cash flow, ugh. Yeah. Cashflow shoes are never fun. Nope. Sure aren't. All right.

What are your highs and lows? My high is that I've spent the last two weeks doing several discovery calls to the point where I am now officially booked until May. Wow. That's almost half a year. It's. Fucking nuts. Congrats. Thank you. Thank you. I'm so excited. , I even probably said yes to like one or two too many projects.

Thankfully my assistant designer is like on call. We're meeting this week and she's gonna help me with, um, just a lot of like the nitty gritty work that like, whenever I have the time, I really enjoy doing. But whenever my brain as. You know, founder and CEO of the business needs to be doing other things that she's really helpful with getting, um, you know, files exported, the website set up.

So I like adding colors in to show it, uh, and just like really, really helpful with like, yeah, those things. So I always wondered what. Is her name? Carolyn? Carolyn. Carolyn. What Carolyn did as the assistant designer, so like kind of just the like weedy setup pitch stuff. She does a lot of the weedy setup and then God, she saves my ass every time that I need to do any sort of graphic or pattern because that is just not my strong suit.

I want to be so good at creating graphics and patterns in Illustrator and I'm just not I can see the vision and she's really good at me. Verbalizing the vision and then taking it and creating it. Cool. And then I can either go in and make tweaks to it or I'll have her do that as well. And yeah, she's great.

Amazing. What a great team. My low is that with all of these clients being so booked in busy. I'm a little nervous about just prioritizing my own Morgan Sinclair designs behind the scenes work, primarily blogging. I've been really good the last three weeks with publishing blog posts. I've published two YouTube videos and I feel like I've been in a good rhythm and I've had the time on my calendar for that, and I'm just gonna have to work a little extra hard the next two months to continue to make time for those things and also continue to make time to, uh.

\ Make progress on all of the website templates. So I'm just feeling a little like, eh, like what's the next two months gonna bring time-wise? Okay. So, out of all of your businesses with this busy Morgan Sinclair Designs season, what are you going to turn down lever wise? Um, I don't know. I don't necessarily know if I, if I need to, because the last two-ish weeks, the first two-ish weeks of the year, I have had quite a bit of flex time in my weeks, and so I think it's just recognizing that.

I'm gonna have a couple more hours of work to do each week, but it's not so much that it's gonna push me into like panic mode. Okay. Got it. So just less flex time, less chilling, more like, okay, I have the work to do and I need to time block to make sure all of it gets done, including mm-hmm. The behind the scenes stuff that I'm like gaining momentum with.

Mm-hmm. And really relying on the accountability club to hold myself accountable and get all that done. Ooh. You know, we all will. Yep. So good.

Running a clinician owned business means payroll and HR actually matter. I personally use Gusto for both my group practice and my consulting business to pay my team offer health insurance and 401k benefits. File and pay payroll taxes. Manage PTO and stay compliant as an employer. All in one place. It's built specifically for small to medium healthcare practices that want ethical systems without unnecessary complexity.

If you're ready to simplify your employer life with a solid payroll system, use our Gusto affiliate link to receive a hundred dollars Visa gift card. After running your first payroll, find details and link in our show notes and on our website at 📍 www.weightinclusiveinnovators.com/resources.

All right, so we're doing part three of building a brand with Morgan today. For a recap, part one and two. Part one, we talked about strategy and visuals. What's the TLDR on that one? So part one, we really just laid the foundation of understanding that there's two key parts to branding.

The first one is the strategy. That one should always come first. Even in part two, we dove into the strategy a little bit more, but just laying the stage of you have to do the strategy before you can create the visuals and the importance of having both of those. And then part two, we talked values, vision, and audience, which makes sense why you have the strategy first before you throw in even more factors.

But tell us what's the TLDR? Yeah. So values, vision, and audience is really understanding where you want the business to go, what values are you're holding onto as the business owner, because that's gonna lay this beautiful foundation. And then we wouldn't have businesses if it weren't for the people that we're serving or the people that we're working with.

And so really understanding the audience, understanding, what they're experiencing now, what they're hoping for their future, how you as a clinician can kind of meet them in the middle of that and walk them through that as their guide and using those pieces along with what we're gonna be talking about today, to then be able to create the visuals, which we'll cover in part four.

Ooh, amazing. All right, so what are we talking about with part three today? So part three, we are talking about positioning of your brand. Your brand voice and your brand messaging, and really all of this is to help with consistency online. It's gonna remove a lot of time spent having to think about how you wanna say something, how you wanna show up and allow you to not only have the visual consistency, which I think a lot of people think of with like, fonts, colors, logos, all of that.

But we also have to have consistency with how we're sounding online, the words that we're using. , The example that I use all the time in discovery calls is, and it's, and it's so minor, but I think it can make such an impact. Is, do you consider yourself a weight inclusive clinician or a hazel aligned clinician?

They probably mean the same thing to a lot of people, but I always say like, we're gonna pick one of those and that's what we're going to use consistently across your website or consistently across your marketing efforts. That way people can start associating you with these really concrete values and ideas that you have.

That's a great example. Do you have an example of what you see happening with others where you're like, Ooh, man, I really don't think they're considering positioning. And their voice and things like that. Mm-hmm. I tend to see this most, and mind you, I view everyone's don't freak out. I view everyone's social media content, the words on their website with a little bit of a fine tooth comb because I like, that's my nature.

Right? It's your jam. It's my jam. It's kind of like how we all view the world through a different lens as weight inclusive clinicians, and then you see stuff and you're like, no one else is thinking that. But I know that my community would get this . And so. I tend to see this most when clinicians aren't actually creating their own content.

If they are either relying on chat GPT, that doesn't understand their brand because it hasn't been given that information yet. Or if they're working with a social media manager or someone, or like a copywriter. Maybe not necessarily a copywriter. 'cause I feel like. And specifically Amy Hanock.

Hi Amy. Shout out to you. Her and I, a lot of what I'm talking about today overlaps with what what a really good copywriter does. But if someone's coming in and writing your emails, writing your blog post and they don't have any guidance, I can start to see these disconnects because I know the clinician and I know phrases they say hot takes that they have, how they sound, and then I'll go and read a blog post and be like.

You didn't write that chat, wrote that. Like, that doesn't sound like you at all. And it's just, it's a little discombobulating. And I don't think it would be if you're, if a client is meeting you for the first time, they might not put two and two together, but also like. What a disservice for them to read something on your website expecting you to sound and show up one way, and then they meet you and they're like, what happened?

What did I miss? And I've experienced that too, where like I go to a website it's like calming and really therapeutic. And then I jump on a discovery call with someone and they throw the F-bomb around and I was like, what happened?

Like, where did I miss this? Something is not adding up here. The math's, not mapping, the math is not matching the voice is not matching the brand. Yes.. I wanna go ahead and start with positioning because I think this is one that's probably the scariest for clinicians to like really dig their heels into and figure it out.

And we're gonna be talking about A USP, which is a unique. Selling position. This was one of my favorite things I learned in my marketing classes whenever I was getting my master's. We talked about this all the time, and it is figuring out what makes you unique. And I think this makes clinicians uncomfortable because they hate to brag on themselves and they will, they hate to brag on themselves and they hate to like niche down too much, but if you're not new around her or if you're.

If you're new around here, you should know that niching is one of my favorite things to talk about ever. I also think people don't know how too, there's like a missing knowledge gap or mm-hmm. They're still exploring things that they're trying to figure out if they like or not. So that can be a piece too.

It could be a piece too. And, and with that I'll say, I think people are afraid of niching down too much. And I, that's totally valid. I think one thing that we forget in our industry is that being a weight inclusive clinician is already a USP. Yeah. Because there's how many clinicians out there?

Being an eating disorder clinician is already a US is a unique selling position. And then you can go like kind of the sub factors of that. And if there's a specific population you like to work with or specific, presentation you like to work with, that can all start being part of your USP.

I also think this is way easier to do as a solo clinician versus a group practice. My head, did you see my, I kind of crossing in my head doing some math because I'm like. Okay. Thinking about Nourish Colorado, which is my group practice and how we have so many different clinicians who like so many different things have different personalities.

Mm-hmm. And I think about our website copy, which I worked with Amy on. Mm-hmm. Amy Hannick at Hello and Co-Creative. And I was just like, I think we have to be a little more general because we have so many different kinds of folks, and then we're gonna do our best to screen people and get them in the right hands.

Mm-hmm. So there is like a dance and an art to it that changes a little bit when you have different people on your team. Different offerings. Yeah. Like different. People you're speaking to. And so if I'm, if it's okay for me to use Nerf, Colorado, do it as an example. I would say your unique selling position, what makes you as a practice unique is being focused on eating disorders and disordered eating, being weight inclusive, and accepting insurance.

That's how I would describe your unique selling position. Would you add Colorado, like focusing on the Colorado community as a unique selling point? I think it could be a part of it. I don't know if I'd name it as one of my primary ones. Cool. I'm just thinking about how we're in such a virtual world where people have teams from all over.

Mm-hmm. And they're. Businesses in different places than the clients they're serving. And I see a need for people wanting that close community feel where they understand the community. Like both people are in the same community. Yeah. And so they kind of can be like, did you see that Trader Joe's that was opening up in.

Exactly. A neighborhood in Denver, I dunno, park. Yeah. Yeah, exactly. And that's why like to me, I'm like, that is something that I'm thinking about. Mm-hmm. Like we're only hiring people who are in the state of Colorado and plan to stay in the state of Colorado. And really, clientele wise, we have a couple random stragglers who have been at our practice for years and years and years.

Whenever we were in COV and we were out more in different states, but our marketing, our team, our community, our service. Is in Colorado. Totally. And I do so to me in this season where I see a need for that. Mm-hmm. I do think it is a unique selling point as well. Yeah. Yeah. I mean, as you're talking through that, I could see like in-person sessions being available in Colorado as a unique selling point with the climate of.

Businesses today. Yeah, yeah. But then I think you can also have USPS and differentiating factors, like each clinician can have their own, and that's where you get to highlight them on their individual clinician page or their meet the team page. And allow them to also own those. Because even though people will know the practice as a whole, chances are the clinician is also gonna be out there doing marketing with other people.

And so they also have to have their own unique selling. Points in unique selling position so I would encourage you to think through the differentiating factors that you have and remember that you're not comparing yourself to other.

Clinicians in the same industry, you can, I think there is an opportunity to differentiate yourself even more. If there's one thing that you do specifically or you do really well, or there's like a, crossover co-occurring diagnoses that you specialize in, but think through what makes you and your practice different from all the other dieticians and all of the other therapists or whatever clinician type you are.

When you have this list of your differentiating factors, this is gonna help you really form two things to solidify what makes you different. And I would say from this list, this is gonna help you form a tagline for your business. Of being able to have a short one-liner explaining what you do, and it's also gonna help you create the elevator pitch for your business.

And we love a good elevator pitch. Maybe you are at the Bipoc Eating Disorders Conference and you and another person, you're both walking in at the same time.

You're dressed more professionally compared to people that are volunteering more athleisure clothes, and so you're like, are you here for the conference? And that person's gonna be like, yeah, I am. Well then you're gonna have to introduce yourself. Explain what you do. That's your elevator pitch.

You should have that memorized, ready to go. And it's fun to like kind of try it out a couple of different times, create a couple different options and then as you're in the community talking to people, meeting people, kind of try 'em on for size and see which one.

Feels the best for you? What's your elevator pitch? So Morgan Sinclair Designs is a branding and web design studio that supports clinician business owners. As a dietician by trade, I intimately understand the world of private practice and what it means to be a weight inclusive clinician. And so I really enjoy working with other clinicians in order to make their business more visible online.

Boom. Beautiful. Thank you. Don't ask me mine. Thank you. It's always being tweaked. Okay. And then the last thing I'll say about positioning is positioning is gonna look different when you're positioning yourself to be client facing. Ak the people you wanna work with versus clinician facing the people that are referring to you.

And so just keep that in mind as you're thinking through how you're positioning yourself, it's gonna be different talking to clients versus clinicians and as you're trying to figure out what. Positioning you want, as much as this hurts my , optimistic heart, I always like to think about what rebuttals would come up against me if I were to explain something, what would someone push back against to be able to really hone that positioning statement and kind of be one step ahead.

To counter any rebuttals that might come. Okay. I'm gonna come up with a rebuttal for Morgan Sinclair Designs for fun. Okay. Why would people choose to work with you? You're so niche down, like you only work with white inclusive clinicians. Yeah, of course. Being niche means that I really understand what it is that you're going through and can support you better than any other brand and web designer out there.

Perfect. I'm literally a clinician by trade, I have walked the walk and talked the talk that you were going through. Beautiful. Great. Okay. Next thing I wanna talk about is discovering and naming your brand voice,

To what I alluded to before of if someone else is writing your content for you or supporting you in that aspect. Around the sense of portraying yourself online is one of the first things that people outsource, and it is so important for you to have your brand voice identified that you can share with whoever it is that's helping you so that they know how to sound whenever they are writing your content.

You may be like, I know how I sound, I don't need to name that out loud. Fair. If you're doing everything yourself, you're right. You probably know how you sound, you know ways that you would describe how you want to sound online. This is really good. If you are outsourcing any part of that specifically, in order to figure out what your brand voice is.

I would recommend answering the question my business sounds like. And my business doesn't sound like. Mm. So if I were to say, Hannah, finish the sentence. Nourished Colorado. Sounds like hope. Keep going. Nourished Colorado. Sounds like peace. Nourished Colorado. Sounds like having options outside of what you're currently doing.

Nourish Colorado Sounds like. Having support and people who understand you and being able to move through eating disorder recovery and get back to the life you want. Mm-hmm. Yeah. I'll pause there. Nourish Colorado doesn't sound nourish.

Colorado doesn't sound Hmm. Quiet. Mm-hmm. It doesn't sound. Avoidant. It doesn't sound passive. Hmm. Nourish Colorado doesn't sound,

um, I'm thinking like we are very focused on our local community. Mm-hmm. Uh mm-hmm. Yeah. I think that's great. Cool. And sometimes it's easier for us to figure out what we don't wanna sound like online or don't wanna sound like in the business.

And then we can find the antonym of what we do wanna sound like. Yeah. Right. And so I usually recommend choosing about four. Of your top brand voices, usually in a brainstorm session, I would make a, a clinician give me 10 to 15 options and then we'd go through and see if any of them can be combined or if any of them feel, higher priority than others.

And you said hopeful, peaceful, and supportive. And so these are going to be the voices that are gonna guide. Every piece of content that you create. So if you wanna do a little pulse check, maybe you write a blog post, maybe you write an email that's going out to providers and you can kinda do this pulse check okay, does this sound hopeful?

Does this sound peaceful? Does this sound supportive? Or are there pieces in here where I'm like a Debbie Downer? And , nothing about this is hopeful. And so how can you hold space for that? And so with each of the brand voices, I would recommend. Writing out how this relates to you, why this is important to you, why you want this to sound like you.

I'd write out a couple of do's and don'ts for being hopeful. Like, do try to find the silver lining while still holding space for the hard, don't give someone a false promise. Mm. That way. When you then hand this, I am, I'm imagining a, a presentation slide because that's how I present all the brand voices to my clients.

When you hand that to someone who's helping you, they now have this really great list of knowing how you want to show up online to support that consistency. I love that you help pull that out of people and create that with them because. I even found this challenging talking out in real time with Nourish Uhhuh, and I will give the caveat to, nourished isn't the best example because we're in such a transitional time.

I have delegated so much of Nourish to my leadership team. Mm-hmm. We're like building a therapy branch right now, and we all need to come together and rework everything as far as branding and voice and messaging. And so I was like, but, and so having somebody to pull it out of you mm-hmm. Makes that a little bit easier.

But I also just want to give a nod to people who are listening and they're just like, oh my God, I'm going through a transition. Or like, I have no idea how the hell I would do this Uhhuh. Like that's fair in a lot of times when people are going through a transition, I would say when you're starting your practice for the first time, if you're ever jumping from solo to group, if you're ever adding on a therapy branch to a nutrition practice, right?

Like those are big. Pivotal moments, and it makes sense that you would want to do a little bit of a brand refresh in the sense of refining those a little bit more now that things have changed. Yep, yep. Exactly. Which we did recently with Amy. Mm-hmm. And we will probably do again, once we're really solid in, okay, this is where we're going and this is what we're doing and this is how our whole team wants to present to the community.

Yep.

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And then lastly, I wanna talk about messaging, and I'm gonna say messaging in the sense of like, it is so helpful having a library of content that you can pull from, especially if you are wanting to do more marketing efforts, such as presenting blog posts, writing, creating videos, social media, like whatever LinkedIn posts, whatever that looks like for you.

If you spend the time to set up your messaging library. Being able to go and like pull little pieces from that to then create more content is going to be immensely helpful and save you so much time in the long run. It kind of reminds me how we always tell people not to use their brains as a to-do list.

Yes. Like don't use your brain to pull out your messaging and brand voice and like use a library for that. Have it in there. So like even if you know it in your brain. You don't have to waste that energy. Yes. Oh my God, you're so right. You're so right. So if I were creating your messaging library, what would I include in it?

Great question. I would include first and foremost, your founders'. Story. I think this is really great with positioning because we all have a unique story as to why we got into doing what we're doing, and while it doesn't necessarily have to be front and center everywhere, since you are in fact supposed to be the guide to your client's story and not the star of the show, but it is helpful to have.

Point of connection as to why you're doing this work. It's also really great to look back on if you're like in the thick of it and you're like, I wanna burn it all down. Like what am I doing? To be able to go back and be like, oh, there was an intention here. I totally agree. I remember when you and I were working on values driven group, which is my consulting.

Mm-hmm. And you had me go back in time and kind of make a timeline of like where I started and where I am. For me, I'm just a doer. Mm-hmm. And I'm like, I'm just gonna work hard and I'm gonna. Do what I'm interested in and I'm gonna help people with these very specific things and to be forced in these activities, to look back on what you've done and write it out as part of your founder's story is

a great way to recognize yourself. Mm-hmm. And see the ups and downs you've been through. And also just take some reflective time and not just be rushing through things. Oh, you mean unr? Yeah, unr. And write your founder's story. And then kind of adjacent to that, I would recommend writing your short and your long bio that go along with that.

I fucking hate a bio write. You know, but once you do it, you don't have to keep it in your brain anymore and then you can pull it whenever you need it. I always pull ours from wait, inclusive innovators.com, which that's where I pull mine from, which is great. We did a, we did great bios for that solid one.

Yeah, you were my accountability for that. Thank you. Yeah, I would say that's our long bio. Yeah. Feel free to look at ours. If you need a example, wait. Inclusive innovators.com. Yeah. We really just go through all the things that we have going on together. There's sometimes it needs to be, it's long form for sure.

Yep. Okay. Also in your library, and this is one of those ones where like it's gonna, I think it's gonna be hard to come up with these in one sitting, but it's something for you to be mindful of as you go throughout sessions or as you have conversations with other clinicians. I want you to write out your hot takes.

I think people, especially in the age of such fast consumption of content, like you even see it on social media, people don't start a TikTok or an Instagram wheel with like. Hey, I'm so and so, and today I wanna talk to you about X, Y, Z. Like the first thing, if they're doing it really well, the first thing they do is like a A, a banger.

A banger, a one liner that is gonna grab your attention. Okay. What's a hot take you have in any of your businesses? Oh, okay. Which one comes to mind? Yeah, my, my hot take is that you don't need a multi-page website when you're just starting your private practice. Ooh, that's a good one. And I think people disagree with me on that, which is fine.

They can, that can be their hot take. But I, there's certain things that I will or my other hot take show. It's the best website platform that you could use whenever you're building your own business as someone who probably doesn't have time to learn how to code. Ooh, I like those. Okay. I have one. Okay.

Okay. Mine is, how do I wanna word it? The profit you make from your group practice doesn't matter. If you're not having a good time doing group practice, it's not worth it. I love it. I love it. And you know what I think of whenever I'm hearing these hot takes? Wow, that would be some really great content to write about, right?

Yeah. Maybe someone approaches you and they want you to give a presentation, that's a great thing to present on people love. Polarizing ideas because they're nosy and they want to hear what you have to say about it. So I love, I love some hot takes, um, you know, hot takes that you could have as a clinician, clinician, business owner that's more focused on seeing clients, right.

you don't have to have a fruit at every single meal. That can be a hot take because there's gonna be other dieticians that are gonna disagree with you on that. Yeah. Another one could be, not focusing on weight will actually improve your health. Right. For someone who's just being introduced to weight inclusive care mm-hmm.

Who has dieted their whole life and thought about their body every single day, quote unquote, for health, for them to see that, they'd be like, what? What do you mean then what do I focus on? X, Y Like, you know, their own stuff comes up. They're triggered and intrigued. Triggered and intrigued exactly where we want them to be.

And then similar to hot takes, but not quite as hot is, I want you to have a word bank of phrases you use. Going back to what I shared in the beginning. Are you, do you describe yourself as weight inclusive or, or haze aligned? Do you consider yourself non diet or anti-D diet? Just little things like that that will help

consistency across your platforms. And then I think also included in this word bank is a subsection of things that you would never say. or maybe analogies you never use or maybe you saw someone else's hot take and you, and you're like, social media manager. Never put that on my social media. Ever. Ever. Like, don't put that on there.

And so having this list that you can continue, it's a living document, continue to add to it. You're gonna figure out hot takes phrases you use. , Things you'll never say, just continue to add to it. It's a nice little Go doc. Okay. Because we're entrepreneurs, I'm just gonna spitball with you and say that.

If you hosted a workshop and took people through the accountability of founder story, short, long, bio hot takes and made them do that and create the owner's library, I would pay to go to that. Ooh. I think other people would too. That would be really fun to do like a two hour workshop. Okay. And knock, knock it out.

I love that you shared that because on my Q1 goals is to do some sort of, , workshop webinar, so, okay. Alright. Yep. We're gonna make that happen. That's totally fun. Okay. I'll be there. Okay. And then shifting the focus off of you a little bit, but continuing to add to your like messaging library. Probably the biggest thing and like obviously don't break HIPAA when you do this, but client transformation stories can be really impactful.

I'm gonna add some caveats with this though because I don't want us to get into bro marketing of they started here and they ended up here and you will too. Right? We need to be very mindful of that not happening. I think there's also a lot of room for someone who maybe is seeing a dietician for the first time, seeing a therapist for the first time, or seeing maybe a new, a new specialty for the first time.

I think it's natural for us to be like, but are they really gonna get me? Like, are they really gonna understand what it is that I'm going through? And chances are, you've probably seen it before in your practice. And so being able to say I've worked with this before, and people have broken through these thought patterns or have been able to see things in a different way without ever promising that that's gonna happen for everyone.

And even on your website, I don't necessarily know that I would ever go through a we started here and ended here like a carousel graphic or whatever. But if you're able to freely share a client transformation story, you can then go through and pull out little pieces to create content around that might involve, coping skills that might involve journal prompts, that might involve a new way that you can think through something that doesn't necessarily say

we started here, we talked about X, Y, Z. This took six months and this person ended up here. Right? Totally. Well, and I think what people are looking for is like you do what you say you do, and you have examples like clients do work with you. Clients do have a good experience with you versus relating to the client's.

Story mm-hmm. That they presented. Yeah. And so I would say like in your, in your client transformation stories, these never have to see the light of day. Like honestly. And they probably shouldn't, right? Like you don't wanna verbatim share a client's story because. You. Yeah. It's even if you remove identifiers and things, it's still a little ick.

Unless they wrote up something for you and they're like, here you go. Share this. Yeah. Yeah. But if you're needing some support on writing your client's transformation story, I would say start things off of like when this client first reach out, they were experiencing X, Y, Z. They were thinking X, Y, Z.

This kind of honestly feels like a customer or a client journey. Yeah. That what it's reminding me of, right? Of like when they first reach out, they were experiencing, thinking, navigating, doing X, Y, Z. The first thing that we worked on was X, Y, Z. Together we were able to do X, Y, Z. By the end of our work together, this person thought felt did X, Y, Z.

So think through it in that sense and just collect three to six client transformation stories that have been really impactful. And they can also be stories that have been really impactful, for you as a clinician, maybe you learn something through that client's journey as well.

, That changed the way you practiced. And then with all of this in mind, you can create some long form content if you're ever getting the itch of like. Ugh. Client work, billing, insurance, admin. I wanna do something creative. Great. Go through this whole messaging library and start writing out some long form content.

You've heard me use the analogy before. A client transformation story is a full piece of bread. Pull off a little breadcrumb from it. And talk about it and start creating this content, that you can share and you can use for, for any time it comes up.

Whether it's inspiring you to send out an email or create a marketing flyer or create a lead magnet, write a blog post, create a video, do social media, like whatever it is. That doesn't even necessarily have to be part of your grand marketing strategy, but. This helps keep things fun and reflective.

This is making me put on my supervisor hat temporarily. Mm-hmm. I don't supervise for clinical work anymore. I don't see clients. Mm-hmm. At this moment in time. But I will say also doing this as a side bonus, cherry on top is you're also case conceptualizing to yourself and reflecting on care, which I just think is gonna make you a better clinician, which.

Bringing it back to the entrepreneurship private practice space that's going to help you get more clients, retain more clients, and continue to do good work. So it's, it's a win-win as a clinician and an entrepreneur. Absolutely. It's, that's where I'll leave y'all at today. I feel like that's a lot of, if you're following along and wanting to go to all these things, that'll keep you busy for quite some time.

As a gentle reminder, should have said this in the beginning, but it's fine. Here we are. This is not meant to sit down and power through in a couple of hours. This stuff takes time to develop. It's a living document. You're gonna continue to add to it, but start getting some of these things in place because I think you'll feel so relieved to no longer have to keep all of this in your brain and constantly pull from the back of your brain when you're needing to create something that is client or clinician facing.

And be on the lookout to see what Morgan creates for us to take us all through this process. Or obviously you can hire her one-on-one. In June, 📍 forward, may and June moving forward.