October 31st, 2023
As qualified health professionals, you and I both know that real, sustainable transformation takes time and commitment.
Which is why it’s so frustrating when you keep attracting people that:
- Only want to invest in single sessions or haggle over pricing
- Get frustrated and no show for your sessions when they don’t see immediate results
- Push you to create meal plans, even though they never follow them
While you might think it’s just bad luck or that nobody out there wants to take nutrition seriously, what you may not realize is the caliber of client you attract is a direct reflection of the depth of content you create.
Over the past 5 years helping countless dietitians, health coaches, and therapists clarify their message and convey it through captivating content, I’ve identified 3 common mistakes that inadvertently lead to flaky clients with unrealistic expectations.
Want your content marketing efforts to pay off in the form of motivated clients that value investing in their health and commit wholeheartedly to the transformation process?
Here we go...
1. Quick tips don’t attract quality clients.
This one might be shocking to hear since you’ve likely been told to cater to people’s increasingly short attention spans. Truth is this kind of content actually appeals most to people who desire instant gratification and leaves your audience with the false impression that following your tips will yield rapid results with minimal effort.
Instead of trying to solve their problem with a quick tip, help them understand what’s actually causing their problem and why all the bandaid solutions they’ve previously tried haven’t been effective. For example: Instead of “3 simple tips to reduce your sugar cravings” try this “Here’s the REAL reason you raid your pantry for cookies every night.”
2. Focusing on results without sharing what it took to achieve them.
I know you’ve been told to share client wins (especially the big and flashy ones) or to promise dramatic results in a short amount of time to capture attention.
Problem is, if you don’t also share the context around what your client needed to do or shift in order to see those results, you end up attracting people that prioritize the shiny outcome. They have no awareness of the steps and lifestyle shifts required to ultimately achieve their health goals, which is why they get frustrated when they don’t see fast results or ghost you when the process feels uncomfortable.
3. Not speaking to the characteristics or values you want in an ideal client.
If you want to attract motivated, tenacious clients who are committed to their health goals then you need to speak directly to those people in your content. You need to make it clear who your program is best suited for and embed subtle qualifiers that resonate with the type of person who is willing to invest time, effort, and money into their health transformation.
These mistakes can be the difference between working with clients that constantly feel frustrated or blame you for their lack of results to those that show up, stick with the process, and embrace your support when things feel hard.
So how do you ensure your content calls in motivated clients that see the value in your services?
- Get clear on the person that’s best suited for the work you do. This goes deeper than basic demographics and has a lot more to do with how they think, their level of readiness, and their core values.
- Create content that showcases what you stand for and your honest perspectives on what’s required to get results when working with you.
- Focus on quality over quantity. When you share potent content pieces that land deeply with the right people, you don’t need to be present 24/7 sharing tips or recipes.
If you’re putting a ton of time and effort into content creation, but aren’t seeing it pay off in the form of engagement or interested clients I invite you to book a content audit, where we’ll do a deep dive into your existing content to identify any mistakes you’re making that might be repelling committed clients.