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Own Your Brand

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>> Hi. It's nice to be with you here today as we talk about how to use effective language based on your target market to position yourself as an Integrative Nutrition Health Coach within your niche and connect with ideal clients. Once you have a clear picture of your niche, your ideal client and his or her problems and the solutions you offer as an Integrative Nutrition Health Coach, your unique selling proposition, it's time to use that information to market yourself. It's easy to feel overwhelmed because this is your professional sphere. But really, marketing is ultimately about connecting with people that you want to connect with. If you've ever dated, you might relate to this. When you're just getting to know someone you really like, you might be somewhat careful about the language you use in emails, in texting, and in person. It can feel like a delicate balance between being genuine and demonstrating what sets you apart from the crowd. Have you ever experienced this? You want to be yourself, but you also want to impress this person or as a friend of mine puts it, "I'm on my best behavior on a first date." In other words, you want to leave a good impression, and you want to be memorable enough that you see more of this person that you're interested in. You've probably heard the term branding. Branding is essentially the core of a business. In your case, your brand is your core identity as an Integrative Nutrition Health Coach. It's the values and qualities that draw potential clients towards you, it's the reason you do what you do, and it's what makes you unique in the world of health coaching. It's every experience that any client ever has with you. In short, it's your reputation, it's who you are, and not only is it your core coaching identity, it's also the core of your marketing strategy. The car company Volvo has a great branding strategy. Volvo vehicles are known to be virtually indestructible, and that's what leads many families to buy one. Volvo sells safety, that's their brand, and that's what their marketing focus is on. Volvo is the safe vehicle. Can you think of one word or concept that describes who you are and what you stand for as an Integrative Nutrition Health Coach? There are many things to consider when thinking about your brand, especially when it comes to working with people struggling with emotional eating. Today, I'm going to highlight five key points, all of which you want to consider when developing the language you use in your branding and marketing. Are you ready to own your brand? Grab your journal as you'll be brainstorming as we go. Number one, go beyond the fix. Owning your brand means going beyond the fix. You might be tempted to use terms like lose weight for good or feel fitter or learn the perfect way to eat because that's what you hear people saying they want. So much of health and wellness these days is focused on this, and these trends kick into high gear quickly. However, is that the kind of client you want? Is that what you're selling? Consider this, people looking for a quick-fix want answers. They're probably not ready to make long-term changes. They're also less likely to invest financially and time wise. For example, in a 6-Month Program with you that costs as much as you're worth. If your niche is people who have struggled with food for years and are emotionally mature enough to know that quick-fix approaches don't work for them, then let those people looking for a quick-fix keep trying unsustainable approaches until they realize they don't work. They'll come around eventually. Capturing their attention before they're ready will very likely frustrate both of you. As an Integrative Nutrition Health Coach, you're most likely targeting clients who are beyond simple weight loss goals and quick-fix solutions. Your brand is probably not about magic pills and false promises like the "one diet guaranteed to work." Would you agree? Grab your journal and write down language that you've seen or heard in the wellness world that doesn't resonate with your coaching approach. Recognizing what you're not all about is often the first step in figuring out what you are all about. Pause the video and think about that. What did you come up with? Let your mission statement guide you towards clients rather than trying to cater to clients you don't really want to work with. I know that it can feel scary to limit yourself, but are you really limiting yourself or are you honoring your values and skills? What's that saying? "If you build it, they will come." Trust that. Number two, position yourself as the Integrative Nutrition Health Coach you are. Owning your brand means using language that goes a little deeper and a little wider, deeper than aesthetic goals and wider than a one-size-fits-all solution. That doesn't mean that you don't include anything about weight. It just means that it's probably not the number one focus. Instead, focus on the why. Why does your target market want to make changes? Why is your target market unhappy? For instance, maybe it's not really about fitting into the wedding dress, it's about showing up on the wedding day with confidence rather than missing key celebrations due to body shame. Focus on the bigger emotional struggle because that's your wheelhouse. You're in the business of transformation, but one, you empower clients to transform themselves, and two, transformation goes beyond the physical. Emotional eating often isn't about the food itself. It's about what the food represents and how it serves as a coping mechanism for emotions. Does promising the body of your dreams go far enough? Also, remember bio-individuality. Many people are looking for a magic guru who has all the answers, but that's not what you're all about. You're about a one-size-fits-none approach to health and happiness. Am I right in assuming that? After all, you're here, taking this course, and you made it this far, right? There's something to be said for that. As you know, every client is different, even if they all fall within your target market. Plus, your ideal clients, needs, and goals will continue to change. Positioning yourself as an Integrative Nutrition Health Coach means using your unique selling proposition and standing by your mission statement. What can you offer that's different than other Health Coaches out there? That's your brand. Finally, include scope of practice, share what you're all about but also, share what goes beyond your specialty within your niche. Highlight your value as different from other health providers while being upfront from the beginning that you're not there to write meal plans and diagnose and prescribe supplements. The more your target market understands your role, the clearer you are, the more success you'll have in reaching the ideal clients you want to reach. Number three, use the 80/20 rule. Owning your brand means focusing 20% on what your target market thinks they want and 80% on what they really need. This is a general guideline, but it's particularly important for emotional eating. Again, most clients who struggle with this won't come to you as a self-identified emotional eater. As a coach, you want to support and validate their goals, while empowering them to perhaps dig a little bit deeper and think bigger picture. For example, for a client who wants to lose weight, you might explore things like nutrition, sleep, and stress levels, while also helping that person connect with the why behind weight-loss goals and focus on the underlying emotions driving them. Okay, grab your journal and think about your coaching niche, your ideal client, and your mission statement. Now think about some copy that might reflect those things. Okay, to recap so far, position yourself as the Integrative Nutrition Health Coach you are, go beyond the fix, and offer ideal clients 20% what they think they want, and 80% what they really need. Let's keep going. Number four, speak to your target market. Copy refers to marketing material or anything you write in order to attract potential clients. Writing strong copy requires knowing who your audience is. Otherwise, they won't be able to relate to what you're putting out there, and they won't have any motivation for working with you. First, remember that clients struggling with emotional eating might seek support for weight loss or weight gain or they might not mention weight at all, just other factors that go along with it, such as low self-esteem, frustrating food relationships, or guilt around eating habits. They also might just be sick and tired of dieting for so long and want more sustainable and enjoyable ways of eating. Therefore, using phrases like emotional eating might not be the best words. Instead, you might use words like compulsive eating or out of control. This is where knowing your target market comes in handy. What struggles does your ideal client have around food? Using language that your target market connects with might mean actually talking to your target market. I know, mind blowing. When you eat emotionally, what language do you use? What marketing language would speak to you? What language do other people, you know who have struggled, use? Ask people in your life what they might seek support around. Maybe you create a survey like the one we included in your exercises this week that includes questions like, "What's your biggest struggle with food? How have you tried to overcome this? And what do you think might help you reach your goals?" Also, think about your ideal clients' demographics. For example, what language is common for this person's age bracket? Millennials probably relate to different language than Generation X or baby boomers. So consider that in your branding and copy. In short, you want to create content that makes them think, "Yes, I want to work with you." Grab your journal and visualize your ideal client. What's this person's story? What words might this person relate to? Pause the video now and write down some ideas. If you're not sure, that's okay. Keep thinking about it and continue doing your own research. Empower yourself to find the right words for your brand. Let's end with the last, possibly, most important point today. Number five, create space for transparency. Being transparent means leading first. As we've discussed, mindsets and habits connected with emotional eating, including compulsive eating, overeating, restricting, guilt, and shame, and isolation are often vulnerable. People rarely enjoy talking about their personal struggles in these arenas. The last thing most of them want to do, is sit down with a buttoned-up professional, who tells them what they should be doing, and who doesn't really understand what they're going through, and how hard it is to stop. Think about your own experiences with wellness professionals. Who did you connect with the most? Who did you trust the most? Who really helped you? And what did this person say or do to make you feel that way? Grab your journal, pause the video, and really think about this. Your ideal clients, probably, want someone who relates to their experiences. They want someone who's real and genuine and shares their own vulnerabilities. Remember the power of story? Aren't you more likely to work with someone who says, "I've been there, and I figured out how to solve my problems long-term by doing blank." As an Integrative Nutrition Health Coach, your personal experience is your credibility. You yourself have shared some of the same experiences as your target audience. When trying to connect with them through your branding and marketing language, share your own struggles, share your story, share your journey. Model the courage and willingness that you're asking of your clients. Yes, being transparent means leading first, it also means being yourself. Show up the way you are on a daily basis so that you attract the people that you can be yourself with. Otherwise, the coaching process won't be genuine, which means you probably won't enjoy it as much. Plus, clients want to be talked to like real people, not like case studies. And they know when someone's not being genuine. Transparency might show up in your marketing copy, but it doesn't necessarily have to. Maybe it shows up in your blogs or in your social media. How you want to present yourself as a professional is up to you. Just keep your ideal client at the forefront of your mind and speak and write specifically to that person. Okay, what do you think? Are you ready to own your brand and create language that helps you reach your target market? You can find an exercise called Clarify Your Brand as well as some practice opportunities in your skill-building activities. Thank you so much for joining me today. Now go out there and be your brand, share your thoughts and questions in the Facebook group. And I'll see you again soon.

Video Details

Duration: 15 minutes and 20 seconds
Country: United States
Language: English
License: Dotsub - Standard License
Genre: None
Views: 6
Posted by: integrativenutrition on Mar 14, 2019

Own Your Brand

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