Your Wellness Brand's Secret Juice: Write Your Own Copy!

A Wellness Brand’s Secret Weapon: Writing Your Own Copy!

Did you know that the “quality” of your brand is actually determined by your Verbal Branding (the words you’re using to communicate your offers to your audience) – and shouldn’t be determined by your Visual Branding alone?

This is what people typically think of when you mention ‘branding’… the colours, fonts, logo, website, and imagery that you use to represent your brand.

While these things are, indeed, very important to your overall Brand Identity, the strength and effectiveness of your messaging are entirely contingent on your writing!

(you just vomited a little bit in your mouth, didn’t you?)

So, I’m talking about all ways and things that you’re writing to and for your audience – this would be your content (blogs, social posts, free resources, etc) and the copy on your web pages, landing pages, sales pages, and ads – like the ones you’re seeing leaking into your social feeds.

(FYI – copy is just fancy for ‘words that are intended to sell something’.)

But, isn’t it hard to write your own copy?

It’s actually my belief that EVERYONE CAN WRITE.

But, whether everyone can become a good writer – and more so, an excellent copywriter… well, that can be a whole different story.

I just want you to read that again though — everyone can write.

You, me, your best friend, yo Momma. We all have the ability to put pen to paper, digitally or otherwise, and string some pretty powerful words together.

I also believe that we all have the ability to do this for our business, with equally as powerful results.

However, here are the reasons why I’m hired as a professional Content & Copywriter:

Your Wellness Brand's Secret Juice: Write Your Own Copy | Krista Goncalves Co.
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– lack of time
– lack of enjoyment in writing
– fear of putting themselves “out there” in writing (or otherwise)
– fear of being judged as a bad writer, not writing anything worth reading or not being able to provide enough value
– straight-up comparisonitis, pitting themselves against other bloggers, health pros or professional writers
– ‘cuz I write good. LOL.

And it should come as no surprise that creating a variety of content, some of which will be in the form of the written word – is critical to the very foundation of your business. You just can’t get around that fact.

Think about it – have you ever seen a website with little to no copy on it?

Even Instagram has transformed into a micro-blogging platform, and isn’t just a feast for the eyeballs anymore!

The power of #copywriting for the win! Click To Tweet

But, as much as I love writing for other people, helping them to style their words as if they had written it themselves, I also don’t want them to be forever dependent on me or another writer.

So I’m always sharing juicy tips and resources to empower my community to grab life by the lemons and at least dabble in their own writing.

How to confidently write your own copy

Lemons, you’ve met your match. Let’s do this…

Content writing tends to focus on “evergreen content” – words that have sticking power, and don’t have a best-before date on them. These are pieces that will be relevant long after they’re written and may only require a minimal amount of updating, if any, in order to still be considered current and of value to your audience.

Copywriting, on the other hand, is for the prime purpose of selling – known for using shorter form copy and having a more prominent focus on attention-grabbing headlines and taglines.

But the new trend in copywriting – something that has been present for content writers for quite some time, is the use of storytelling, and even humour to persuade a reader to think a certain way about something – that being a product or service, and effectively evoking a certain emotion in the audience.

With inspiration from Tyrion Lannister >> the new trend in writing these days is... STORYTELLING. For good reason too, as there's nothing more powerful than a good story #storytelling #brandstory Click To Tweet

How to overcome the fear of writing your own copy

Often you have to get over the fear of putting yourself out there in writing, and otherwise so that your people will be compelled to “consume” your content.

Ways to be empowered & motivated to DIY your web writing = content + copy:

Conquer your fears of writing | Write your own copy | Krista Goncalves Co.
  • Give yourself permission to write. You ARE knowledgeable enough, your backstory IS interesting, and what you have to say IS important. Just be your authentic, genuine self – and if your words don’t resonate with certain people, then those aren’t your people.
  • Working through comparisonitis or imposter syndrome; this is probably the major driver of fear as it relates to your own writing – thinking you’re not a good enough writer or what you have to say isn’t interesting or that you’re not knowledgeable enough or that your work will be rejected or that all of the topics you come up with have all been written about a hundred times over so why even try?
  • Schedule in the time to write and create content, like any other business task.
  • Find routines and habits that allow you to just get started and adhere to that schedule. For me personally, this is my daily morning ritual that sets the tone for my content creation time, which is early in the day (before anyone else is up!) as that’s when my creative juices are flowing freely.
  • Accepting imperfection is a really big one! No ONE piece of content will ever be perfect — just get started, and get finished, and push it out there. Go on – hit that big ‘ol PUBLISH or SEND button!

How do you write your own copy for your wellness business more confidently? My top tip is to JUST GET STARTED. Click To Tweet

I know that “accepting imperfection” may seem a bit overly simplified, but that’s what it really comes down to. Ditch the perfection, brainstorm all the ideas you possibly can, make a content creation & publishing schedule – and just get started.

And don’t censor yourself in the brain-dumping phase either!

Here are the exact steps you need to start writing your own copy for your wellness brand

Before you get busy commencing the act of staring at that big blank white Google Docs page (my personal fave writing tool)…

1/ Make a to-do list for your content & copywriting needs

Start by making a list of all of your writing needs:

  • The different web pages you’ll need (like Home, About & Services), and a few bullet points for each
  • What you want to send to your email list/subscribers
  • The different categories you want your blog posts to fall under, etc.
  • Social post content & topics for the month (yep, try to think up to a whole month ahead!)

Understandably, when you have no idea where to start, it can be terrifying – the blinking cursor panic is fo’ reals y’all! That’s why a list (or two) allows you to check things off as you go, giving you a sense of progress. Checkmarking or scratching things off a list is soooo satisfying too!

2/ From hideous first drafts to polished & published content

I’m all about super crap-ass first drafts AND I’m all about the brain dump too – getting it out of your noggin and onto paper.

Then, after you have something all written down, go back and really squeeze it down to only the things that you truly need to say. Then you’ll want to add some structure, organization, and formatting, like headings, subheadings, and bullet points. Really just anything that breaks it up and makes it easier on the eyes – and the brain.

Our brains are actually wired to look for the white space!

Copywriting for Your Wellness Brand Tip #2: Own that really crap-ass first draft. There's only one place to go from there... UP. Click To Tweet

3/ Write all of your copy with someone in mind

Knowing your “ideal client” is another one of those pieces of advice that everyone hears, but so few people actually do. However, that part of your writing is really important and has to come BEFORE YOU DO ANY WRITING AT ALL.

If you try to write and aren’t even sure who you’re writing for, you’re going to be trying to appeal to everyone – which means you’ll actually be appealing to no one.

4/ To cut or to keep? That is the question!

Here are some interesting and somewhat shocking stats for you, according to Copyblogger…

Eighty percent (80%) of people will read a headline, but only 20% read the body.
Then, 38% of people who click on a site will leave before engaging with the content at all.
BUT, people will share copy (effectively vouching for its quality) when they’ve only read 25% of it.

And why is no one reading your stuff?!

Well that, my wellness writing friend, is the million-dollar question.

It’s not that the majority of people are bad writers or don’t know what they’re talking about. It’s that everyone is in such a hurry these days. Not to mention that we’re all in info-overload pretty much every minute of every day.

So, it’s particularly important to make your content “consumable” and easy to skim.

The best way to create skimmable content is to read it out loud first. This can help you to focus on the message that you want to squeeze out and helps you to identify the right tone you’re intending to use for that particular piece of content.

FYI – Tone is an important element when you’re implementing your unique Brand Voice into all of your communications to your audience.

Ultimately, you want to be laser-focused on getting your core message out and in front of the people who really need to hear/read it.

Do your words have purpose? Is your message effective - and is it being received by the right people? Click To Tweet

Additional Pro Copywriting tip:

Proofread, proofread, proofread. Then proofread again.

I personally read my writing aloud multiple times, usually after each edit. It’s amazing how many errors I find every single time.

Then, edit without mercy!

5/ Using your own voice for the greater good

“Write in your own voice” is the kind of advice that few of us will actually follow through on. But let me tell you, it’s really easy to spot an imitator – especially in the online health & wellness space!

Finding & using your brand voice | Write your own copy | Krista Goncalves Co.

To truly speak (and write) in your own voice, you need to really think about WHO you are, what you STAND FOR (your brand values), and how you want people to SEE YOU.

How do you want people to feel after they’ve interacted with you and your brand?

Then, use the language and manner of “showing up” that is a near-representation of how you are in real life. This is essentially your Brand’s Persona — that’s how your personal brand “acts” in front of your people.

For example, I’m often told that I write just like I speak. So when people meet me, they know they’ve come across the real deal.

(Not sure if that’s a good thing or bad thing! LOL.)

Ask Krista: learn how to write your own copy

Want to learn more about writing your own copy to boost your personal wellness brand — and GET NOTICED?!

Let’s connect and chat more about it.

(In other words, it’s time to kick ass and take names… with your own writing!)