I’ve heard it all too – write short sentences, add line breaks, keep it simple. In today’s content-saturated world, who has time for long paragraphs? While this approach is relevant, it’s not the only approach. Short, punchy sentences don’t always hit the mark, especially when you’re speaking to the heart.
That’s why finding your authentic brand voice is crucial.
In my 16+ years of working with holistic practitioners, I’ve found their niche requires a different approach to content than, say, selling a widget. The deep inner work and personal growth they facilitate calls for a different kind of connection
Your brand voice is the key to forging that connection; it’s how you connect with your ideal clients on a deeper level.
Crafting your voice involves understanding:
- Who your audience truly is
- How they long to be spoken to
- The core values you embody
This understanding informs not only your message but also your delivery — your unique writing style. That’s why brief and to-the-point isn’t always the best choice.
A flowing, descriptive style can create a sense of intimacy and trust with the right audience. Writing from the heart, in a way that authentically reflects your brand voice, not someone else’s.
Here are three essential ingredients for crafting copy that resonates with those seeking deep personal growth:
1. Emotive Language: Words have power. Use language that evokes feelings, stirring the heart of your reader. In holistic practices, this is paramount. People are often drawn to healing and growth because they yearn to change how they feel. They seek relief from emotional pain, a sense of inner peace, or a greater connection to themselves and the world.
Emotive language speaks directly to these desires, creating resonance and fostering trust. For example, instead of saying “reduce stress,” try “unwind your mind and melt away tension.”
2. Storytelling for Growth: The results offered by holistic practitioners are often intangible — a shift in being, an expansion of consciousness. These shifts are difficult to convey through traditional marketing. Storytelling bridges this gap. By painting a vivid picture of personal evolution — sharing stories of healing, growth, and empowerment— you invite clients to step into their future selves. Storytelling allows potential clients to experience the possibility of positive change.
Imagine a testimonial that doesn’t just say “I feel better,” but describes the client’s journey from anxiety to calm, illustrating the tangible impact of your work.
3. Compassion and Empathy: Those seeking deep personal growth are often vulnerable. Compassion and empathy are essential in creating a nurturing space. By letting your words embrace your readers with understanding, you demonstrate that you truly grasp their struggles. This fosters trust and invites them on a healing journey with you.
Instead of simply listing services, acknowledge the challenges your clients face: “Feeling overwhelmed by stress? You’re not alone. We’re here to guide you.”
Remember, your brand voice is the heart and soul of your messaging. It’s how you connect with your ideal clients on a deeper level.
What are your thoughts? What’s one specific action you can take this week to infuse more authenticity into your copy?