6 small shifts. Big impact. It’s just 6! So tune in and get ready to be inspired by this episode. I want you to learn about the strategic changes every health brand should make in order to elevate their marketing, build your brand into one of authority, and attract aligned clients.

I talk about why outcomes convert better than services and what you need to be saying in your marketing instead of what I am seeing so much of at the moment, PLUS so many other golden nuggets! This stuff is easy to implement when you know how…so let’s get you “knowing how”!

Confident leadership changes perception. If you’re ready to strengthen your health brand without overhauling everything in your bag of tricks, this episode is your starting point. Let’s get it!

SUMMARY

0:00:00 – 0:01:40 Intro & Episode Setup

0:01:40 – 0:04:16 Shift from Services to Outcomes

0:04:16 – 0:08:22 Shift from Content to Positioning

0:08:22 – 0:12:01 Shift from Explaining Everything to Simplifying Everything

0:12:01 – 0:12:56 Shift from Reactivity to Rhythm

0:15:00 – 0:15:51 Shift from Volume to Depth

0:15:51 – 0:17:23 Shift from Hope to Leading

0:17:23 – 0:19:00 Wrap-Up & Call to Action

Hayley Osborne 

Hello and a warm welcome back in your ears to the Hayley Osborne show. I’m really glad that you are listening to me today, and today I’m talking about the six small marketing shifts that every health brand should make, because we’re living in an age where if you’ve always done the same thing, you’re not going to move the needle. So this episode is for health brands who know that their work changes lives, but their marketing doesn’t always reflect that.

And this is also true for every brand, right? You know that you are making a difference with people’s lives, but your marketing doesn’t always reflect that. Okay, and you don’t need a rebrand. You don’t need to be on more platforms, and you definitely don’t need to start from scratch, but you need to be making a few small, really smart and strategic shifts to be able to move the needle, and because the small shifts really compound, and then that makes big growth. But you’ve got to do it over time and be very consistent in doing so.

So I’ve put together six things that I think, well, six things I think health brands should change and well, they should make in order to be able to show up like they mean it, because you are making a difference in changing people’s lives. And I really think that from what I have seen and what I’ve worked on and the businesses that I’ve helped. I’ve found that every single time marketing doesn’t reflect it, and that’s something that speaks true 99% of the time.

So there’s a couple of things I wanted to talk about today and the very first one, and this is for everybody, but you need to be able to shift from services to outcomes. Now, if you don’t know what that means, I think in simple terms, I think you know most health brands describe what they do. So if you’re in health and wellness, you know, if you say you are a hypnotherapist, you are a physio, like everyone knows that obviously, by your title. You know, you can gauge what someone does. You know if someone searches you on Google, the description in your meta tag, or, you know, it organically comes up with what you do.

So you describe what you do, initial consults, assessments, treatment plans like no one gives a shit. People don’t buy appointments. Okay? They buy the change that you can give them. They buy the transformation that you can give them. They don’t buy how long it’s going to take you from go to from to go from A to B. They don’t buy that. What they do buy is your energy. They buy relief. They buy the confidence that you can help them. They buy clarity, and they buy your strength, right? And your ability to do what you say you’re going to do. So your marketing should really talk about that transformation.

They don’t give a shit about logistics, all right, no one cares about that. No one cares about the plan that you’re going to put them on for six weeks to do the thing. Okay? So when you shift from listing the services that you do because nobody cares to really owning those outcomes, your brand instantly elevates. And I know that you know what I’m talking about, because I know that we are all guilty of this, and I can see it from the outside looking in, that this is what is the common fallback for businesses that don’t have a strategy.

And it sucks, because it’s easy when you actually give yourself a little bit of time to take a few steps back so you can take 10 steps forward to be able to shift to those outcomes. But you can’t actually talk about the outcomes when you are always in reaction mode, all right? So that therefore, when you’re in reaction mode, you talk about services, you tell you refer to selling initial consults, the treatment plans, what the outcome is, how long it’s going to take.

And that’s kind of icky for somebody looking to make a decision for you to help them with their health and wellness. All right, so shift from services to outcomes. The next one is a shift from content to positioning. Okay, so posting consistently, that’s great, and I definitely preach that, but it doesn’t automatically build your authority, and it’s the authority that’s going to land you people coming through your door, and you can’t put, you know, you can post three times a week and still blend in, all right?

So I think it’s positioning. It’s about, you know, yes, it’s about repetition, but it’s also about conviction. Question, okay, so I think that it’s important that you choose three to four themes that you want to be known for. All right, speak about them. Speak about them. Often share your perspective and not just information, okay? And I think that health brands definitely grow when they stop being helpful. Okay, all brands grow when they stop being helpful, and, you know, start being memorable. So being helpful is, you know, I can help you to relieve your pain.

I can help you so I can help you know your nails look better. I can help your hair be shinier. Nobody gives a shit. Start being memorable. So yes, you do those things, but what else is in your repertoire that you can actually be memorable for? So for me, I talk a lot about, like, health and food. I think that plays a really big part. I will talk about my energy. I talk about sports and exercise. That really blends in with, you know, the health and wellness space that I play in. And I think so far, that’s actually like the start of me being memorable.

Now, if you know, if you’re new here, welcome. Go back and have a listen to a couple of the earlier episodes, but you’ll know that I’ve got three small humans as well, and that I they’re not. They don’t, you know, you I talk about them on the podcast, but they don’t. They don’t make up any of my content through my marketing, because they’re not my porn. So, and I don’t think that’s the lasting thing that’s going to help me be memorable when I’m trying to convey messages. So it is to a point, because, yes, I am proud that I do what I do.

However, there’s other things to this as well that create more depth. Okay, so what are the things for you? Okay? And sharing your perspective makes you unique to yourself, because nobody else can speak like you. And I do believe that there is no new message ever, because there’s so many people in this world, there is no new message. However, there are unique messengers, all right? So nobody can be you.

Your message is unique to you, okay, and your perspective is important, because there are people out there that, let’s just say, you know, there’s lots of people that do what I do, but there’ll be people that resonate with me for the way that I deliver it, for everything I stand for, and what I have in my life, more than somebody else who speaks to a different voice, and that’s okay, but what’s your perspective? Okay, and not just information. Because everybody you know can talk about, if you have eight hours of sleep a night, it will reduce your inflammation, I don’t know. Like that is a fact, okay? That is information. It is not perspective, all right, so start shifting from just posting content that is information to positioning yourself as sharing your perspective on things.

Okay, the third one. So the six things I want to talk about the third one is shifting from explaining everything to simplifying everything. And I know from experience that health professionals love depth, okay, but the audience doesn’t understand oftentimes that depth you need to speak a little bit less and a little bit more layman, as opposed to depth, because the only person, when you speak in your language, of your zone of genius in this world of health and wellness that can understand that level of depth are Your peers, okay, not your clients, because they need clarity and they need to be spoken to in layman terms.

So if someone has to work hard to understand who you help, the problem you solve, and what happens next, then their decision is often delayed. Okay? So we have such a short amount of time to capture someone’s attention, that it is your responsibility as a business owner in this space to create clear and concise marketing that converts Okay, and when you are simple in your approach, it your business and Your brand will build a lot faster than being complex ever will. And I think I said it very clearly that your audience loves clarity.

However, as a health professional, I have seen firsthand that you love depth, because sometimes I’ll be working with people and I’m like, I don’t. Even understand what you just said, therefore your audience is not going to understand that. How do we break that down into conversational language that everyone can understand? Because it is about your perspective. It is about the transformation that you provide. Nobody gives a shit about the appointments, all right. So stop explaining and over explaining and start simplifying. It is a sure way to help you win and help your brand kind of stand out because no one cares about the other stuff.

Okay, the fourth one is reactivity to rhythm. Okay, so a lot of health brands that I work with, they market really emotionally. Okay, because they’re busy. However, when your bookings dip, or, you know, the course you want to run as a health professional, dips, we go into panic posting, and I get it like, marketing isn’t the thing that’s your zone of genius. It’s absolutely fine, but you need to understand that it doesn’t work like that. So panic posting only gets you nowhere. Waste your time actually. So you know, you have a quiet week, you have an emergency offer, you have a busy month, and then all of a sudden you disappear.

And that’s not the way it works. It creates inconsistent growth, okay? Instead, it’s important to be able to build a weekly rhythm, okay, one authority piece, one connection story, okay, one clear invitation. Because when they’re all structured, it stops feeling super stressful. And I know that I’ve seen health professionals.

You know, it’s stressful enough when you are constantly giving your energy all day to your clients, there has to be some left over to be able to not create those emergency offers or those panic posts or whatever it is but to be able to build something from depth, okay? And what else exists there for you to build, rather than those one-on-one clients, and that’s where I come in. Okay? The fifth one is, you know, if this resonates with you, send me a DM.

I would love to help you. I would love to help you figure out how we take what you’re currently doing, and build on that weekly rhythm to give you that consistent outcome. Because without that rhythm, that outcome is going to be the most inconsistent thing that you’ve had this year. Okay? And you know, there’s peaks and troughs with the economy, and so there’s going to be peaks and troughs with how people are coming into your world. However, if you are consistent, and you are not marketing from an emotional perspective, but you’re marketing from a you know, a clarity and a you know, zone of genius perspective that is in the layman terms, I think it stops feeling very stressful, because you know all of a sudden that you are actually speaking to your ideal client, and the people will start to notice because you are no longer blending in.

You can only speak from authority when you’re not being reactive, okay? And if you go on your Instagram or Facebook or LinkedIn or wherever you are, you’re seeing people just doing that, but they’re in their own lane, and I encourage you to do the same. Stay in your lane, because nobody else is in that lane, and that’s a beautiful place to be.

The next one is shifting from volume to depth, okay. I think the more platforms that you’re on; it doesn’t necessarily equal more growth. Okay, more content doesn’t equal more clients. It definitely doesn’t. So I think that as a health brand, you can scale when you strengthen what your one clear message is when you strengthen that engaged email list.

Now, if you’re listening to this as a health brand, and most health brands do not have an email list. I think that there is some work to do there, because everything is getting more cluttered and crowded. But your email list isn’t you’re sending you’re doing one piece of work, and it’s going to 1000s of people that have actually given you their name and their email because they want to hear what you have to say, because they believe that you will be able to help them, because you have showcased the ability to be able to get on their level and speak strategically. That is not coming from a professional place. Sorry, that does.

That was totally not what I meant to say. It’s coming from a professional place, but it’s coming. You’re speaking to your client. You’re not speaking to your peers, okay, and your client is the one that’s going to pay you, not your peers. It’s fine if you look smart, but you’re smart anyway, because you wouldn’t be in this position if you weren’t. Okay? So nurture your email list and then refine that one powerful offer. Yeah, so volume to Depth. Depth builds authority.

Okay? When you are true to yourself and you’re showing up and you’re in your lane, your authority is going to stand out so hard. And what happens when you are in that position, when you are an authority in your space, when you are in your zone of genius, when you’re flying in your field, it builds demand, and that’s and that’s where I just want to make those jumps, right? I know, Mic drop. It’s true. However, most of us are so busy in our own shit that we can’t move away for a minute to be able to build that authority, to build the demand.

And that’s, that’s that kind of 10 steps forward, one step back, kind of analogy. And then the last thing I want to talk about is we often, you know, retreat at night and hope, hope that our business is going to do better tomorrow, or hope that we get more leads, or hope that, yep, this week’s going to be better with my marketing. Well, that’s not a good place to be, and we need to go from hope to leading. And I think that this is the one that changes everything. Hope sounds uncertain.

It sounds like a maybe and leading and leadership, and the way that you show up in your marketing sounds clear instead of if this resonates with you, then send me a DM. Try. This is for you. If, okay, this is for you. If you are feeling not a, maybe we don’t show up in a maybe that’s not why we’re in business. We’re not here for a haircut, okay? We’re here to change people’s lives and make money. And instead of, oh, I’m just checking in, or I just thought I would jump on here and say, no, try here’s what I believe. This is what I know from people you are in a position where you need to build trust, and people trust, health and wellness practitioners who sound certain and leadership attracts that commitment from your audience and from your clients.

I think that everything I’ve spoken about the six dot points, I don’t think that they need a full overhaul from you. They’re small, okay, but when they’re combined all together, that’s the thing that changes how your health brand is perceived, and perception is the biggest thing, and it shapes how you’re going to grow in the future. So I can say, if you want support in implementing these shifts in a very strategic and a very focused way inside of your business, that is exactly what I do, and that is exactly what I can help you do inside my VIP days and intensives.

Okay, so the VIP days are open. I would love to work one on one with you for a day and just get it done. And then you will have a path forward. You will have a plan for the rest of the year, that will set you up that you know have to second guess, and you will be clearing and you will be an authority in your market. And I do find that often, when I first start working with a business, you’re so close to this that you can’t see it anymore, and it’s just so simple little shifts that change your path forward. But for now, just choose one shift.

Okay, start there and start to build some momentum from the clarity that you will work on to achieve. And that is all my love. I hope you have the best day today, wherever you are, wherever you are listening, and I hope to be in your ears next week. I hope you will continue listening. I know this probably, this episode probably hit a few chords for some of you, and that’s okay. That’s what I’m here for, all right. But now we’re going deep into what you need to do.

So we started off very light and trying to get with the podcast this year, trying to just get you in a space of you know, being organized at home, being organized in your life, being organized in your business, protecting your energy, and looking at all of those things. Now I’m going to tell you how it is and what you need to do to be able to get where you need to go. We’re deep. We’re balls deep. Now, guys, all right, I’ll catch you next week. Have a great day. Bye.

Here’s how you can work with me:

Social Media Strategy

Get this sorted and **It will take your business to the next level!!**. From not knowing “what, how, where & when” to post, to fully UNDERSTANDING how to move forward transforming your social media profile into a $$ making machine. BOOK 15 min to Chat with me about this can help you HERE.

Marketing Strategy

This is clarity CENTRAL and will give you the clarity on where to focus your businesses marketing, EXACTLTY what to do, your next steps, and provide you with the confidence to move forward in your business without the overwhelm. You will receive a personalised BIBLE just for you to constantly refer to every. single. day! BOOK 15 min to Chat with me about this can help you HERE.

One-on-one Coaching

Have me, your marketing growth strategist in your pocket & brain to cover ALL marketing aspects of your business. This is personalised, fabulous and high achieving. For those who are SERIOUSLY LOOKING to SMASH IT! BOOK 15 min to Chat with me about this can help you HERE.

VIP Day

Full in person day for you and your team. This is the CREAM of the CREAM. Time to propel your business with a solid plan. Gain clarity, streamline your systems, strategic direction and boost growth with our exclusive VIP intensive day for business owners, teams and entrepreneurs. A condensed day focusing on your growth. Enjoy a luxury experience with stunning food and drinks while up levelling yourself and your business. This is where the magic happens, and you step into the next level version of yourself. BOOK 15 min to Chat with me about this can help you HERE.