Despite the ever-increasing competition in the industry, the one thing none of your competitors will ever have, is you! Your health coach brand story is your unique selling proposition (USP).
Sure, everyone starts their business to make money – but what was it that made you want to be a coach? What will prospective clients relate to in your story of how you got to the point you are now?
When all else is equal, people want to do business with someone they can relate to. Someone that just ‘gets’ them. That’s especially true when it comes to personal services. Your brand story is about who you are and what your brand stands for. Surely that’s worth talking about?
‘My story is boring’ – does anyone really want to hear it?
Your health coach brand story doesn’t need to be the most exciting story of all time. It just needs to be one people can relate to – and not even all people. Your brand story only needs to appeal to the people you want to attract as clients.
Consider these two coaches’ stories: Lisa’s a retired Royal Marine who uses her military training and experience to help her clients reach peak endurance fitness, and Sharon’s a single mom of two who started exercising and eating healthily to maintain her sanity and went on to turn it into her business. They are two very different stories that will connect with very different audiences, who have different health goals too.
Everyone’s got a story to tell – the secret is in learning how to tell it.
How can your brand story drive profit?
Not many people realise that your brand story is directly linked to how successful your business is. Think about ‘influencers’ in any industry. The reason many people end up becoming household names is because of their story, and who they are. how else do people become famous just by being themselves?
The same is true for your health coaching business. Your brand story is the thing that attracts others to you, as well as makes them stay.
So, here’s how you can maximise your brand story, and in turn, drive more business profit.
#1 Know what emotions you want to appeal to
The right emotions can fuel buying decisions, making the decision easier and quicker for the customer. What are the emotions that can win your clients over.
A brand story of hope helps people realise they, too, can overcome their roadblocks. It can encourage prospective clients to take that call to action.
- Need for belonging
Humans are social beings and want to feel accepted and part of something bigger than themselves. A brand story that incorporates a group of like-minded people that support each other can encourage others to join. Empathy is a critical skill for a coach, so make sure yours shines through in your brand story.
- Need for accolades and recognition
Some people want to know they’ll be pushed to achieve their goals. A brand story that shows you have experience of “producing” winners will appeal to them. If you’re a “no-nonsense kind of coach,” make that apparent from the get-go.
Fear sounds like a very negative emotion to induce, but it is a significant driver in health-related purchasing decisions. And for that reason, it can be very positive – people want to stay healthy because the consequences of the alternative are scary. What are you passionate about helping people avoid or recover from? What have you overcome that scared you?
#2 Keep it simple
To prevent a story from being boring, keep it simple. You need a clear beginning, middle, and end. Start with the problem you want to solve. How did you come across it, and why is it important? Then explain how you developed a solution. What experiences, qualifications, and people are essential to the story? Lastly, what successes have you had?
Top Tip: Case studies are a very effective way of quantifying your success in ways prospective clients can relate. Just remember to always request permission from clients before sharing their stories or photos.
#3 Make it relatable
Always keep your audience top of mind when developing your brand story. It should be relatable and relevant. The “behind the scenes” trials and tribulations of running your business may have helped form the person you are today, but unless you’re targeting fellow entrepreneurs, your clients won’t relate to them.
Even if you don’t directly represent your typical clients’ profile, find a way to incorporate something they will connect with. For example, let’s say your niche is helping the elderly maintain their independence through physical fitness and flexibility. In this case, your physical condition isn’t something you can expect them to relate to.
But you can talk about the active and invaluable role your parents can play in your children’s lives. And perhaps it’s a role you wish your grandparents had been able to play but were prevented from doing so by poor health.
#4 Keep it authentic and consistent
A vital component of a good brand story is that it authentically represents you. Steps 1 to 3 above are about how best to tell your story, not about making up a story to suit your purposes. Your brand story may be the first experience a prospective client has of you. But every experience they have after that must confirm it.
Top Tip: Negative reviews can be your secret weapon in checking the authenticity of your brand story. Embrace them to understand why you may have disappointed clients. How did what they expected compare to what they experienced? Does your story or actions need to change?
#5 Turn it into a conversation
You already have a brand story that you may not even be aware of. It’s the story your clients tell about you. Use your social media accounts and website to turn your brand story into a conversation.
But by that, I don’t mean literally asking your clients what your story is. Remember your brand story consists of and must be confirmed by everything you do. Are you posting a blog article, running a poll or competition? Then allow people to comment. Is the commentary in line with what you expected? Do people understand why you are posting on the subject matter you’ve selected?
If the answer to these questions is no, then there could be a disconnect between your brand story and your activities.
Any disconnect between these two will be bad for business in the long-run. Prospective clients will land up being confused, and if they are unsure of the service you provide or sense that you are less than authentic, they will not follow a call to action.
#6 Update your keywords regularly
You may need to tweak your brand story until you are confident that expectations align with what you know your business stands for. But even once you’re happy, you should regularly check that you are including the latest keywords in your story whether that is on your websites, hashtags on social media, or your language in videos. Keywords can change over time or become oversubscribed.
Think of the phrases clients will be searching on and incorporate them into your content. Check what your competitors are using with tools like Google’s Keyword Planner, Übersuggest, or Keyword Tool. These will also provide suggested keywords and phrases that are popular.
#7 The pen is mightier than the sword, and the camera is mightier still
Text is not the only or even the best way to tell your brand story. Viewers increasingly look for video content, so don’t be scared of capturing your story on camera. According to Brightcove, 53% of consumers report engaging with a brand after watching their videos on social media. And the figure is even higher for millennials.
When using the medium of film, it’s even more important to remember the storyteller’s adage: “Show, don’t tell.” You reading from a script won’t hold anyone’s attention for long. Find creative ways of showing viewers who you are and what you care about.
To create a video, you’ll need to:
- Invest in some basic equipment. A smartphone camera or webcam are perfectly adequate, plus some LED lighting, external microphones, and tripods.
- Catch the viewer’s attention in the first few seconds and keep the video short. (Better to make multiple videos than one long one, if you need extended time.)
- Optimise your videos for each channel. Landscape videos work best on YouTube, while square videos work better for Instagram, Facebook, and Twitter, which are predominantly viewed on mobile devices.
Top Tip: Consider using some of the readily available tools and templates available online.
# 8 Always include a call to action
Your brand story is what will make clients pick your services over any one of your competitors. But they can only do this if you tell them what you want them to do and how to do it. Include a call to action that lets prospective clients take the next step to becoming your client. It can be signing up for a newsletter, contacting you for a free assessment, or taking advantage of a discount.
But most of all: do it your way.
It worked for Frank Sinatra, and your way will work for you. It’s just a case of getting the word out and remaining authentic in your brand story. Be honest and do some deep digging of your own, you’ll be surprised how powerful the truth is, for you and your business!
If you need help creating your branding or doing the work to get your health coach brand story out there, drop me a message and I’ll see how I can help.