The next time you sit down to write a landing page, newsletter, or blog, remember: copy doesn’t have to be “stiff” and boring in order to land you a sale.

“There's this big misconception that professional or formal equals academic,” says Miish Grixxti, copywriter extraordinaire and launch copy coach, “But these days, it's actually conversational copy that conveys professionalism. [...] I think there's so much power in sounding human and relatable, because that’s what builds trust.”

When looking for a way to get an audience engaged, one thing in particular is important: personality.

You might wonder… “In a world where we have to prove ourselves, can personality really take us that far?”

After all, shouldn’t copy be more informative than entertaining in the wellness industry?

Miish  says, “The more you can relate to your ideal clients, as a human, as a friend, that's where you build that connection. And it's that connection that has people choosing you over anyone else.”

A Common Mistake Nutrition Practitioners Make in their Messaging

“Branding is so much more than just your graphics or your logo or your tagline. When people get caught up in that they actually miss out on how valuable it is to have a personal brand. When you're the face of your business, you have a personal brand.”

Companies like Nike have taglines and endorsements for this reason.

“When you've got a personal brand, it's actually really powerful to not get caught up in having your logo front and center all the time,” Miish says, “the more you can relate to your ideal clients, as human, as a friend even. That's where you build that connection. And it's that connection that has people choosing you over anyone else.

Why good landing page copy is like going to the doctor

“If you went to see your doctor because you have an earache, and the doctor reflected back to you, do you have this symptom, then by the time the doctor offered you the script for ear drops or something like that,” Miish explains, “you would trust that they had a good idea of what they were doing compared to if you went to see your doctor, and she was just like, oh, cool, take this, get out of my office.”

Your audience should be well-informed about you and your work before it comes time to locking them in to your brand.

Before snagging that next client, remember, “It’s  crucial … that the people in your audience are  at the stage of awareness they need to be at in order to […] decide to work with you.”

Can your audience trust you?

Are you willing to empathetic with their needs?

And does your brand’s copy reflect this?

The future of effective selling: “It all comes back to email.”

In the world of social media, it can be hard to juggle all platforms at once.

“It always comes back to email,” says Miish.

That's the one place that people don't leave unattended for days at a time. You're not just speaking out into the ether of the massive social media platforms.”

Personal connection is key.

How Can You Achieve a Deeper Personal Connection With Clients?

Many dietitians and nutritionists end up with a handful of clients (or more!) and they end up feeling spread thin, especially if their clients all have unique problems to solve.

That’s where Meal Garden can help.

Even if, as a nutrition practitioner, you don’t subscribe to the idea of meal planning yourself, Meal Garden is a great way to provide your clients with the recipe collections they need to easily follow your protocols.

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