Let’s examine five things that people are looking for when they search online for health and wellness topics, and how your blog can address those needs and attract these prospective clients to your services.
- Am I all alone? People want to know they’re not the only ones who’ve experienced whatever problem they’re having. Blogging tips: Write about the most common complaints and issues your clients have when they hire you. Describe exactly what they may be going through. Use the same words your prospective clients would use in a conversation with a friend.
- Is this ever going to get better? People want to hear that you’ve known and helped others like them, maybe even that you were once like them and you found a way out (if you happen to be a member of your own target market). They want their lives to improve, they want to get better, they want reassurance and hope that things won’t always be this way. Blogging tips: Use examples, client stories and your own life stories. Balance your expertise with real-life experience. Paint a vibrant picture of how wonderful life could be once they’ve found the right solution for them.
- Will I be able to cope with this and do what it takes to help myself? People are looking for immediate relief, along with long-term change. They also want to know that your suggestions will be different from others they’ve tried and abandoned. Blogging tips: Give your readers plenty of straightforward, practical steps they can begin immediately to improve their situation. Remember that your readers will be at various stages of readiness for making changes in their lives, so don’t suggest too much, too soon.
- Is this serious? As I mentioned above, sometimes when people are researching, they’re not ready to take action yet. In terms of the transtheoretical model of change developed by addiction researchers Prochaska and DiClemente in 1983, they’re still in the contemplation or preparation stage. That’s why some of your blog posts should aim to motivate someone to address their problem. Blogging tips: Just as you painted a picture in tip #2, now you want to paint an equally vivid picture of how life might look if they never overcome this problem. What will be the impact on their physical, emotional and mental well-being? For an example, see this article about metabolic syndrome and hypertension on the Wellness Blogs site.
- Who can I trust to help me with this situation, and what can I expect from that process? People need to know, like and trust you before they even consider hiring you for such an intimate service as a wellness treatment. They want you to be a knowledgeable expert who is still approachable. Blogging tips: Explain how your treatment modality works. For example, there are excellent introductions to reflexology and craniosacral therapy on the Wellness Blogs site. Tell more case stories about the people you’ve helped and how you helped them. Weave in details about your approach to client care. Help people feel what it will be like to be under your care. Write to each individual reader as if he or she is already one of your precious clients.
By addressing these needs of your blog readers, you’ll be establishing a trusting relationship as an expert they can rely on. When they’re ready to take the next step and get help for their situation, you’ll be first on their minds.
Do you need help writing your wellness blog? Contact me today to learn how I can help!