Do you find yourself using phrases like microbiome, blood sugar balance, and gluconeogenesis? Yep, me too. It’s hard not to, especially when you’ve just finished filling your brain with all sorts of fantastic scientific terms and concepts.

But when it comes to writing marketing copy (that’s anything you write for your website, blog, social media posts, emails, or flyers) you’re going to want to skip the technical jargon and use the same kind of language that your potential clients use when they talk about their health challenges and goals.

The good news is that this language is easy to find, and it’s the easiest way to make your copy more effective.

In addition to being a health coach, I’ve been a copywriter for more than 20 years. One of the most important things I can pass along is this: speak like your audience speaks. That means using the same conversational words that they use. Appeal to their pain points. And talk to them, not down to them. The reason this works is two-fold:

1) Your audience will feel like you understand them, which builds trust.

2) Your SEO will skyrocket.

Speak Like Your Clients Speak

Say you want to talk about the benefits of having a healthy microbiome. With all the research that’s coming out about gut health, microbiome is a huge buzzword right now. But your clients aren’t searching for answers to their digestive issues using that term—unless of course, they’re researchers, science teachers, or fellow health coaches.

They’ll likely be Googling words like bloating, gas, diarrhea, or even probiotics. So those are the ones you should be using, too.

Start With Discovery Calls

But where do you actually find these words? This is where discovery calls and social media come into play, and they’re extremely valuable for fueling your next post, email, or website revamp. While free discovery calls are great for understanding prospective clients’ struggles and goals, these freebies are also a smart way to gather the kind of language they’re using to describe those struggles and goals.

During your phone call or meet-and-greet, they might share something with you like “I feel like I’m dragging a cinder block around all day,” instead of saying their adrenals are overworked. Or “I can’t seem to eat anything without gaining weight,” versus coming out and declaring that their hormones or gut bacteria are out of balance.

Pay attention to the words you hear. Write them down. And use them in your marketing copy whenever you can, because including the phrases your clients have literally said to you will likely be the same ones that people with similar health struggles will be searching for online. If your copy contains those words, clients in your niche will be more likely to find (and like) you and your health coaching business right away.

Find Your Niche on Facebook

Social media groups and pages are other great resources for marketing copy. Get started by thinking about who you serve. Do you help endurance athletes train smarter? Help truck drivers eat healthier on the road? Or assist middle-aged moms in turning back the clock? Once you know who you’re talking to (and what problems you’re trying to solve for them), the next step is to find out where they’re spending their time on social media.

Facebook has tons of closed groups that cater to specific audiences. Try searching for some terms that correspond with your niche audience, then hit the groups button to narrow down the results. Depending on what you specialize in, you could try words like Primal, marathoners, anti-aging, or even healthy and see what comes up. When you find a few groups that sound right, request to join those groups.

Once you’re in you can post and comment as usual, but it’s not a requirement. The purpose of joining these groups is to hear about the challenges your niche audience is up against and pinpoint the actual words they’re using to describe them.

Just like with discovery calls, pay attention, write down specific words and phrases, then use them in your own marketing copy.

Spend Time on Instagram

Another popular resource for researching language is Instagram—and an easy place to start is your own page. If you have a lot of followers and they comment on your posts, take a look at the words they’re using. Don’t have a lot of followers? Check out pages that have a similar niche audience, and read up on what their followers have to say. If you’re not sure where to find those pages, head to your explore page and start searching for hashtags. Just like we did for finding Facebook groups, try things that someone in your niche might tag their posts with, such as #liftheavy #stressedoutmom #ineedanap.

In addition to language, Instagram is a valuable way to get clear about your audiences’ pain points. Maybe your niche is young professionals who want to be more active. You might think they need ideas for squeezing quick workouts into their busy day, but the reality is that they struggle with putting everyone else’s needs in front of their own, including making time for daily activity. This kind of info lets you craft your message with more clarity. Writing a blog post that helps young professionals put themselves first might be more effective than one featuring quick workouts they can do in the workplace.

A Recap on Copy

If you want to attract a specific niche, it just makes sense to use the same words and phrases that they do on your website, blog, and social media accounts. You’ll pop up more quickly on search engines, you’ll build trust with prospective clients, and what you write will resonate more with your audience. Pay attention to what you learn on discovery calls and social media, and see how easy it is to write marketing copy that works. Get started by following these four tips:

  1. Listen to what your clients say on discovery calls
  2. Use Facebook to find your niche audience
  3. Search Instagram for specific words and pain points
  4. Include this language in your marketing copy

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