Sometimes, as health professionals, we have a hard time finding our voice. Our online voice that is. Oh sure we can instruct our students, keep your heart open, shoulders back and to tilt the pelvis down or give one to one advice with no trouble but when it comes to blogging or writing an article about what we do, it’s like we’ve eaten saltines with peanut butter. The words just don’t come. If you’re like me and struggle sometimes with getting the message out about your business, get ready for a tall glass of water. I’m going to help you unstick the peanut butter from the roof of your mouth and find your voice.
Where do you start? That’s a million dollar question. It’s best to start by identifying your target audience: who are you reaching out to, or who would you like to respond to your message? What is it that you are advertising? Is it a workshop? Services? Or an overall ad for your business? Knowing this will give you the direction you need to be as wide or direct as necessary with your message. There are so many ways to come across when writing and this is something that you have to think about when representing your business.
When you own a studio, it’s really important to have a welcoming aspect to your messaging. Some people might find the idea of yoga appealing but the reality is it can be a little frightening. The messaging needs to address those that are comfortable in their practice and those that might need a gentle nudge to join you for that workshop, class or event. Make it clear that you are there to help students at all levels and that your studio is open to anyone and everyone.
It’s very important to identify the best channels for your message. If you are directing your messaging at seniors, for example, while most are getting online more and more, a lot still like to have the paper in their hands. It can also serve as a great reminder to hang on their fridge. Speaking of fridges – what a great call to action! Don’t just tell people your message, tell them what to do with it. “Come join us for a Stretch in Your Chair class and don’t forget to post this on the fridge so we get to see your smiling face!” It’s also an opportunity for anyone visiting that senior to learn about your business and potentially become a new client. Win Win!
The voice in your messaging has to reflect you as a business owner but also you as a person. If you tend to crack jokes and keep a light tone to your classes, make sure you include that in the message. Include a bit of fun! If you are more comfortable with a relaxed, laid back vibe, then using bright colors and loud graphics aren’t going to work for you. As much as you need to get your message out there, you also need to have the right people reading it. Since your end goal is to have people attend your session or workshop, you want to make sure there is a personality fit for the most success.
While most of your message should written, graphics can go a long way to engaging people and keeping their attention. Don’t underestimate the power of a picture: it can make or break your message. I like funny, so if I was teaching a workshop on how to perfect your downward dog for your Healthy Body, I would have a picture of a dog, in downward dog. My reasoning? It’s cute and there is no judgement there. If I had a beautiful girl in a downward dog pose, it is the human conditioning to think: I cannot do that or I don’t look like that so this isn’t for me. Leave opportunity open by carefully considering what graphics you include.
So now you’ve got some ideas for how to unstick your voice. It will take time, patience and practice – just like yoga. But soon enough you’ll learn not to eat peanut butter with saltines so that the words and ideas can flow like that glass of water or Vinyasa.
Till next time,