There’s no getting around it – people are bombarded with content every – single – day!
So, what does that mean for you as a health professional with a business to grow?
It means you need really great content if you want to get people’s attention!
Which brings us to some important questions:
- How do you “stop the scroll” on social media?
- How do you keep people reading from one line to the next?
- How do you move them to action? 💰
You learn to write better!
Now before you slam your laptop shut, I know writing doesn’t come easy for many of you.
Which is exactly why I’m sharing a proven framework that makes it wayyyyy easier (and MUCH more effective)! 👇
What is the “StoryBrand Framework”?
First off – I can’t take credit for this. It was coined by Donald Miller, the founder & CEO of the well-known marketing company, StoryBrand.
If you’ve spent any amount of time in the online marketing world, you may have heard of StoryBrand before. But if you haven’t already implemented this framework, keep reading… 😉
The cool thing about the Storybrand framework is that it’s been used to tell stories since the beginning of time, and once you learn the pattern you’ll be able to spot it everywhere (e.g. in movies like Cinderella and Harry Potter!)
Now, you might be wondering, “what the heck does this have to do with my business?”.
Well, storytelling activates the human brain. 🧠
And in a world where the average person spends over 7 hours a day consuming some form of media, your content needs to activate the brain of your potential patients! 
Using this framework, you can captivate your audience & move them to action.
According to Miller, here’s the “story” format every business should be using:
#1. Your main character
… your potential patient
#2. Has a problem
… unwanted symptoms and/or health concerns
#3. And meets a guide
… that’s YOU (and your business)
#4. Who gives them a plan
… your expert wellness services
#5. Which calls them to action
… to invest & make necessary changes
#6. That leads to their success
… their health & well-being
#7. And helps them avoid failure
… like staying sick & missing out on life!
We’ll get into exactly how you can apply this in your business in a moment, but for now just know that this simple storyline will help you attract more of the right kind of patients!
Your patient is always the main character with a clear problem, and you are the guide that helps them solve their problems & unlock the next phase of their journey.
Pretty simple, right?
Now, I don’t know about you, but I am more motivated to use something when I know why it works so darn well. 🙌
Why The Storybrand Framework Works.
Well, it’s human psychology.
The brain only cares about two things.
☝️1) Helping you survive & thrive.
In other words, your brain is on the lookout for things to help you solve problems & avoid danger.
This means your content needs to be laser-focused on your ideal patient’s problems. And these can’t just be any old problems. These need to be problems that people know they have. Things they are actively seeking help to solve.
✌️2) Helping you conserve energy.
This one is related to the first one because conserving energy also has to do with survival. And you know what sucks up a buuuunch of energy? Reading a bunch of complicated content.
In other words, your potential patient will click out & move onto something that is easier to consume if your content is confusing, too lengthy, or unclear.
Just think about how many times potential patients may have landed on your website or read your emails, only to move on in favor of something more clear?
This is why you want to use the storybrand framework.
Key Takeaways From The StoryBrand Framework.
First off, this blog post is just meant to wet your whistle. StoryBrand has a wonderful free training video that I highly recommend. And, Donald Miller, wrote a great book on this strategy that would be perfect for your next flight (it’s a quick read + really engaging).
But for today I’m going to share my top takeaways:
🙌 1. Write like you talk.
Seriously – I could shout this from the rooftops!
Ditch the medical jargon, and really try to write like you talk. Use conversational sentences, just like you would if you were speaking with a good friend. Avoid big words, and just stick to plain language.
🙌 2. Make everything about them.
Yes, “storybrand” is teaching you how to incorporate stories into your marketing content, but these stories aren’t about YOU.
They are about your IDEAL PATIENT.
Everything you write should be about their journey up until this point, and what’s possible for them right around the corner. YOU play an important role in the story, but it’s a secondary role, which is to guide them to their desired end-point.
Your messaging will depend on who your ideal patient is, but maybe they’ve been stuck in the mainstream healthcare system for years…trying to find answers. Meet them where they’re at right now in their journey, and make it incredibly clear how your services can help them get from point A to point B.
Pro Tip: have a look at the “About Page” on your website. Yes, it’s about you, butttt make sure you tie everything back to them. How does your experience benefit them?
Next step: tell them what to do. 🙌
If you don’t tell your reader what to do next, they’ll probably do nothing.
Remember… our brains are wired to conserve energy, so don’t make your reader think about what button to click, or what to do after they’ve finished reading your content.
Whenever possible, break things into easy steps so they have a high-level view of how things work (1-2-3). Then, follow that with a clear Call-to-Action (CTA) button that gets them started on step 1.
- Schedule Your Free Consult
- Choose a Package
- Feel Better & Get Results
[Schedule Your Free Consult]
If it’s a social media post, try these “call-to-action” statements:
- “Link in bio to read the blog post!”
- “Message me the word “thrive” for the link”
- “Comment below with your answer”
If it’s your website, be sure the upper right hand corner has a clear “schedule now” button, preferably in a bright color that draws attention. And be sure to sprinkle several “call-to-action” buttons throughout every page. You can mix them up with things like:
- “Pick a day”
- “Download now”
- “Sign me up!”
Strung together & practiced regularly, these simple tips will help get more eyeballs on your content.
Looking Beyond The Storybrand Framework.
Marketing your wellness practice isn’t always easy.
Here at Clinical Catalyst, we provide wellness marketing that puts you on the map. Working exclusively with health & wellness practitioners allows us to keep a pulse on what’s working, so you don’t have to!
And the best part is that we offer a free marketing evaluation!
Can’t wait to learn more about your business! 🚀