EPISODE DESCRIPTION 

You’re posting consistently… but not getting the bookings, DMs, or brand growth you want. Sound familiar? I’m sure it does and at the same time it’s a lot of effort for litter reward. In this episode of my podcast, The Hayley Osborne Show, I’m diving into what it really means to create content that converts, especially for health brands. It’s so fine if you’re great at selling how you can help people when they are in front of you, but you have to get their attention first and this is the first step.

Here’s what I think are the most important things you need to learn right now, and they are:

•        Why random content leads to random results

•        How to build a content plan with purpose

•        The 3-part framework to attract dream clients and fill your books

If you’re ready to show up like a pro and stop spinning your wheels, this one’s for you.

✨ BONUS: Register now for the Fully Booked Health Brand Workshop (October 14–16) and we’ll map your content strategy out together here: https://shm.hayleyosborne.com/fully-booked 

My FREE 3-session online live workshop has been created to position your health brand as the trusted choice and start attracting more dream clients.

It’s not just *another* free thing. Its outcome driven and over the 3 sessions you will:

•        Day 1: Walk away with a marketing foundation tailored for health brands that builds instant trust and sets you apart from the clinic down the road

•        Day 2: Leave with a digital presence that makes your health brand look professional, trustworthy, and impossible to ignore.

•        Day 3: Finish with a streamlined content plan designed for health brands, one that attracts the right clients, fills your schedule, and grows your reputation as the trusted choice in your field.

I look forward to seeing you there!


SUMMARY

0:00:00 – Introduction to Episode 175, welcome and overview of content creation for health brands

0:01:30 – Announcement of free “Fully Booked Health Brand Workshop”

0:03:00 – Definition of converting content

0:04:30 – Explanation of content as “breadcrumbs” leading clients to choose you

0:05:30 – Why health brands struggle with content creation

0:06:30 – The problem with random content vs. strategic content

0:07:00 – Three key aspects of content: strategic, aligned, consistent

0:08:00 – Types of content: inspiring, educating, entertaining

0:09:00 – Examples of high-converting content

0:10:00 – Call to action for the free workshop

0:11:00 – Workshop details and final encouragement to participate

0:12:00 – Closing remarks and podcast episode conclusion

Hayley Osborne

Hello and welcome back to another episode of my podcast, the Hayley Osborne show. I’m really glad that you are here listening to me today. This is episode 175 and I want to talk about how to create content that converts and a specifically health brands guide to showing up like a pro that you are. If you’re in the business of helping people become healthier, better versions of themselves in some way, shape or form, then I’m your girl.

This episode is for you. Welcome if you are new here. Tuning in, I know that there’s a few new people around the place listening to me, which is awesome. Welcome. You’ll know that I’m pretty black and white in my approach, and I want to see you win. That is the name of the game. So this podcast will teach you and help you understand what you need to be doing, and also the how, because I think that that creates change and so the how that you’ll be doing, which is awesome, and I want you to shop like a pro.

And I also want to let you in on not a secret, absolutely not a secret, but I have a free workshop coming up soon. So soon it is in two weeks. So not next week, but the week after. So this episode is airing. It’s Tuesday, the 30th of September. I can’t believe we are in late September as this episode comes out. And I want you to book your practice. Okay, so this free workshop that I will be running, it’s three days, so it’s 45 minutes a day of your time.

That’s it. It is the fully booked health brand workshop, and it’s live with me so that I can teach you how to build the marketing foundations that fill your appointment book. Okay? It is online and it is a live event. I will be living with you. So come meet me, introduce yourself, and I want you to help. I want to help you to be able to position your health brand as the Trusted Choice and start attracting more of your dream clients.

Okay, so I think that if you’re ready to learn how to build your health brands foundations so that your marketing is simple and structured and actually works with your busy schedule, because I know that you’re busy and I know that you give your all, then this is going to help you to be able to do that. So today, though, I want to talk to you about creating content that converts because I want you to show up like the Pro that you are. You’ve worked hard to get where you are in your practice.

So whether you are a Cairo, a physio, an OT you’re in allied health, you’re a professional, you’re a beautician, you’re in the business of helping people to show up healthier and better, then this is for you, and I want you to create content that converts because it’s important. And as a health business, you need to do things differently, okay? And you must show up differently.

Okay, so this is this episode, I think, is for every health business owner who has been posting content, showing up online, doing all the things, but still not seeing the results that you want. So like I said, this one’s for you. If you run a wellness clinic, you’ve got the knowledge, you’ve got the skills, but now it’s time to make your content work.

Content is, I think, the biggest blockage for health brands, because you are giving your energy, you’re exerting it every single day with your clients, and then when it comes to you and you working on your business, that’s the sticking point. That’s hard. And what’s the point of posting if you’re not building your brand? Okay, if you’re not attracting your dream clients, and you’re not moving your business forward, anyway, let’s dive in.

So there’s three parts to this website, this website, there’s three parts to this podcast, and I want to clear something up first. So what is converting content? Okay? And content that converts doesn’t just mean content that sells, okay? So content that converts can mean getting people to direct message you. It can mean you are building your brand’s trust. It can mean you’re increasing your bookings. It can mean you are growing your list in your database of clients, okay, it can mean it positions you or helps you position yourself as the go to think of your content like breadcrumbs.

Okay? You are sprinkling breadcrumbs or fairy dust, whatever you want to call it everywhere, okay? And every post, every story, every blog, leads somebody closer to choosing you as the. Person to help them, okay? Because people buy from people, okay? And if your content isn’t doing that, then we need to tweak the strategy. And that’s cool, that’s easy, okay? The second part is, why do health brands struggle with content?

You’re not lazy 100% No, you’re not behind. You’re not bad at marketing, even if you’ve just been told to post consistently, without knowing what to say. Okay, you’ve been told to share your value, but without really understanding how to structure doing that. And you’ve been told to show up more, because that’s what everyone needs to do, right? But what does that even mean? Okay, so here’s the truth, random content leads to random results.

That’s all I’m going to say. Okay, but strategic content, that’s where the magic happens. So let’s break it down, strategic, aligned, consistent, okay, so strategic, everything needs to have a purpose. Is it? What’s the objective? Is it to attract new people? Is it to nurture your audience? Is it to convert them into clients? Okay, so your uh, content should be around a few things. One is, are you inspiring? Okay? Is it through transformations you have created for clients? Are you educating people on knowing how or what their meal plans should look like, eating healthier, exercise plans, and how to care for their eyes? Is it that? Or are you entertaining?

Are you this? Just there for the laughs, and I’ve been for everyone that I have who has joined the workshop coming up. I can see all of you that are attending. I do a little stalk myself, and I’ve tried to follow everyone on Instagram. So hello, welcome. I’m watching because it’ll be really heart centered. And I love that. And you know, are you entertained? So recently, I followed a new eye company that, you know, tests people’s eyes, optometrists, they’ve got glasses and all sorts of things.

And they had a post of, I think the owner, if that’s you, just, you know, send me a message on Instagram, smelling wearing glasses, but smelling a bunch of flowers, because it’s spring, and that was cool, and that’s a bit of entertainment, right? But if you got your glasses on, like, it all kind of makes sense, it blocks the pollen, like, and all the things, okay? So if your content isn’t doing one of those things, it is just noise.

Okay? The second one, you know, is aligned. So what you say has to align with how the people with the people that you want your dream clients, through your doors, through your practice, has to align with what they’re thinking and feeling okay. And I think that’s why understanding your transformation message is key. And if you listen to last week’s episode, that’s what I talk about, and I break it down a little bit more. So go back and have a listen to that. Talk to their pain points and their desires in your brand voice, alright, so it has to be aligned. So if you haven’t done that work, go back and do it. Go back and have a listen.

But talk to their pain points and their desires and the consistent part. So consistency isn’t just in how often that you post, but in the feeling that your content creates that consistent feeling of what your content is building and how it makes people feel. Are you showing up clearly? Okay, not just like, is your camera clean, but is your message click Clear, okay. And are you showing up with confidence? Okay? Are you showing up with energy?

All right? Do you people need to be able to feel your brand before they buy from it? Okay, so what does content that convert look like? It looks like a reel that gets comments, okay, that’s exactly what I needed to hear today. Hayley, all right, it looks like a post that triggers messages to your inbox. DMS, can I book him with you? Content that converts looks like a story that makes someone click and follow because they feel like you get them. That’s not by accident, okay? That’s intentional. And high converting content.

Cool. And I hope you like those examples, so that next time that you sit down to write a post, to create a video, ask yourself, What’s the purpose of this? Okay, what is my objective? What do I hope to achieve? Who’s it for? And what do I want them to do next with what I’ve given them? That’s really important.

And if you want to go deeper into this and actually build out a content plan that sells without being salesy, join me inside my free, fully booked health brand workshop happening October 14, 15 and 16, and we’ll map it out together. Okay, the links in the show notes for you to register. It’s all over my website, Hayley osborne.com and you can also click through from my Instagram or my Facebook or my LinkedIn. I appear everywhere, and I love it. I would love to see your face. It is going to be very interactive.

I’m hoping that you’ll kind of make friends there as well, and I hope to see you there. We’re not doing a Facebook group for this workshop. I’m not doing that. I just want you to show up. Okay? You will need to have Canva, and you will need to have a ChatGPT, because I am going to give you some things along the way, and I want you to do the work.

So, you know, I think you’re not bad at marketing. You’ve just never been taught how to do it in a way that makes sense for your health business. Okay? Because it takes practice and it takes a strategy, but that changes now, okay, so share this episode with someone that needs to hear it as well, because creating content that converts is important, and it’s really important in your marketing mix, and it’s really important for you to grow a thriving practice. I hope that you’ve enjoyed this episode, and I look forward to seeing you next week for another episode of The Hayley.

Register now for the Fully Booked Health Brand Workshop (October 14–16) and we’ll map your content strategy out together HERE: https://shm.hayleyosborne.com/fully-booked

My FREE 3-session online live workshop has been created to position your health brand as the trusted choice and start attracting more dream clients.

It’s not just another free thing. It’s outcome driven and over the 3 sessions you will:
• Day 1: Walk away with a marketing foundation tailored for health brands that builds instant trust and sets you apart from the clinic down the road
• Day 2: Leave with a digital presence that makes your health brand look professional, trustworthy, and impossible to ignore.
• Day 3: Finish with a streamlined content plan designed for health brands, one that attracts the right clients, fills your schedule, and grows your reputation as the trusted choice in your field.

I look forward to seeing you there!

Register here: https://shm.hayleyosborne.com/fully-booked