Think of the last time you scrolled through your social feed. Did it feel like a mindless swipe fest of photos and text that whiz by in a blur? Or did something grab your eye and freeze your scrolling finger for just one moment?

It doesn’t matter if you’re a chiropractor, acupuncturist, nutritionist, or another type of wellness practitioner – writing social posts for your practice can be challenging. We’ve all stared down that blinking cursor with no clue what to say next and felt its intense glare coming right back. 

Even if you generally know what to write, how do you go about it? And how the heck do you write in a way that breaks through the noise and catches the eye of your perfect patient?

Whether you post on Facebook, Instagram, or LinkedIn, it helps to have a structure to rely on. And we think we’ve cracked the code on how to do just that. Get ready – We’re about to share with you the four simple steps to crafting a bombshell social post.

Building a Strong Foundation

Before we begin, remember this one crucial point: These steps are NOT for one-time posts. If you want to be a steady rock for the patients in your practice, we want to make sure you also consistently show up for them on social media.

So, before you even begin your posts, it helps to draft out a few things first. Grab a pen and some scrap paper and jot down the following:

• What are the challenges your patients face? Let’s say you’re a health coach. Maybe your ideal patients struggle with that midday energy slump. Perhaps they cancel plans with their friends because they’re too wiped out. Or they miss out on their kid’s soccer game because they can’t keep their eyes open. List out all their pain points, and don’t be afraid to get specific.
• What do they feel like after working with you? Using the same example, what are your patients’ lives like after seeing you? Do they zip through their day with boundless energy? Are they back to being the life of the party? Can they finally show up for their kids the way they’ve been wanting to?
• How can you relate to their journey? We’re betting there’s a chance you serve who you serve because you have some personal tie to it. Did you suffer from low energy yourself? Or perhaps you had a family member with chronic fatigue syndrome? Scribble down the reasons you LOVE serving this particular type of patient. And get personal about it.

Once you’ve done that prep work, let’s keep going!

Step 1: Begin With Their Challenges

When you first begin writing social posts for your practice, you want to grab attention. You do this by creating a hook that makes readers pause and think, “Oooh, let me read that.” One powerful way to do that is to start with their “before state,” AKA their pain points.

Let’s continue with the health coach example from above. To interest your reader, you may want to begin your post by focusing on the low energy your patients face. 

Here’s how your opening line could look:

• 3 Powerful Tips to Boost Your Energy Fast
• The Secret to Getting Your Energy Back Naturally
• How to Ditch the Tiredness and Get Your Energy Back

Once you have that hook, you can bring them further into the challenges they are experiencing with your second paragraph. This is where you weave in those specific examples of how low energy shows up in their lives. Paint a picture they can relate to. You want them to think, “Yeah, I’ve been there. This person gets it.”

Step 2: Move to the Transformation

Now, it’s time to guide your patient to where you want them to go. This is where you’ll show them what life is like after they work with you. 

Keeping on with the health coach example, here’s one way to transition to the transformation (say that that five times fast):

While low energy is common, it shouldn’t be your normal. Yes, I’m saying it’s possible to get that bounce back in your step. To zip through your day with boundless energy. To not have to duck out of your BFF’s party at 9 PM because you can’t keep your eyes open.

Speak directly to the transformation they’ll get once their pain point is removed or their challenge is solved. 

Step 3: Relate to Your Reader

Relating to your followers is HUGE. It builds credibility and helps them see you as a person – not just a practitioner. People engage with posts when they feel understood or seen. The key is being relatable. 

You can do that in a few different ways:

• Call out what hasn’t worked – Talk about the different tactics your patient may have tried (e.g. energy drinks, power naps, slapping their face to keep themselves awake).
• Get personal – Share about how this same issue has impacted you.

Doing this extra step helps your follower know that you GET them and helps build their trust that what you offer really can work for them.

Step 4: Close With a Call-to-Action

Your call-to-action may very well be the most important part of your entire post. Never assume your patient knows what to do with your post. The cold hard truth is – if you don’t ask your reader to take an action, they won’t. It’s not because they don’t want to… they just don’t know what to do next.

So, make sure to include a call-to-action with EVERY post by asking for their engagement or having them check out a helpful resource.

Here are some examples:

• “So, I’m curious, what tricks have you tried to boost your energy? Let me know in the comments!”
• “Drop in an emoji if you want more energy in your life!”
• “Check out this latest blog post on how to rev up your energy levels once and for all…”

Yes, it can be just that simple! Be sure to mix up the CTA’s (Call to Action’s) you use. If you ask your followers to schedule a free 15-minute call with you at the end of every post, it’s going to come off as a bit ingenuine. So, keep your CTA’s fresh and remember to offer genuine value in each post. 

Now get to writing Social Posts for your Practice!

Knowing how to write an engaging caption for your readers doesn’t have to be complicated when you have a structure to follow. 

These four steps will get you crafting knock-out posts your readers can’t resist in no time. So, be sure to bookmark this article for when you sit down to write your next round of social posts. 

Your readers are waiting!