3 Ways to Tailor Your Marketing Messages

There’s never been a better time to be a health and wellness entrepreneur.

The health and wellness industry is worth more than $3 trillion and is expected to continue to grow within the next five years. For health and wellness coaches and service providers, that’s a huge pie to dig into.

But with so much competition vying for your customers’ attention (and wallets), how can you strategically engage with your audience given how diverse they must be?

Tailoring Your Marketing Messages

Marketing is part art, part science. A lot of it has to do with trial and error. But you can mitigate mistakes by taking simple steps to plan your marketing messages. By figuring out different communication angles, you can better target different consumer groups based on their unique purchasing motives.

The key is to understand who you’re appealing to and align your points of contact with those customer types. This way, you’re strategically crafting your marketing efforts knowing the purchasing motives behind your potential customers.

Here are 3 ways to adjust your messaging with your potential customer types:

1. Appeal to Their Emotional Side

The first thing to understand about most consumers, whether it’s in the wellness industry or not, is that we’re emotional creatures. If you can tailor your message to reach your customer’s hearts rather than heads, you can be sure to keep them interested longer.

There are a few specific examples of how to make an emotional appeal to your customers. In today’s world, one of the most effective ways to resonate with your audience on an emotional level is to acknowledge their struggle.

Let’s face it, we live in a stressful world that has most of us going about our days at lightning speed. Nobody wants to feel like this, it’s just that society has conditioned most of us to think this is normal. If your health and wellness product or service can acknowledge this stress and offer a solution to alleviate it, then you’re one step closer to gaining your audience’s trust.

2. Feed Their Ego… A Bit

In addition to busyness, another one of society’s traits is a little bit of ego. We’re all responsible for selfie-publishing and harmlessly bragging about our recent tropical vacation. As a savvy marketer, you can tap into this natural inclination to flaunt.

Encourage your customers to take pictures, share their feedback and generally put themselves in the spotlight. This helps increase audience engagement and it makes customers feel valued and appreciated.

When you’re creating content and developing marketing messages, you can ask yourself how share-worthy it is on your customer’s end. If it can make them look or feel good, then the ego-driven marketing message can really pay off.

3. Empower Them With Information

Finally, a simple but overlooked method of reaching your customers is an honest offering of information. As health and wellness experts, we have an opportunity to truly empower a captive audience. By presenting well-researched and educational information, we can encourage customers to take charge of their health.

It doesn’t have to be done in an overly branded or biased way. On the contrary. By acting as a genuine purveyor of helpful information, you can engage your audience in a subtle and authentic way that will keep them coming back to you for more.

In turn, this allows them to associate your brand with health and wellness solutions because you’ve offered them something of value. By publishing useful information, you’re showing your audience that you care and want them to be the best version of themselves.

When it comes to sharing educational, empowering and interesting content with your audience on social media, Healthinomics provides the easiest way to do this with their ready-made social media content.

Put It Into Action

It’s fair to say that no consumer is exclusively one of these consumer types. Perhaps we’re all a slight combination of all three. The trick is to decide before sculpting your marketing copy, which of these three you’re targeting. You can create a well-rounded mixture of messages so that you’re targeting the emotional, the ego-driven, and the informed consumers.

Moving forward, every time you post on social media, publish an article or comment on a blog, you can ask yourself whether you’re supporting an audience emotionally, encouraging their ego or empowering their personal health journey.

The more you approach your marketing messages from this strategic standpoint, the more effective you’ll become at connecting with your audience.

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