Episode 7: Why Case Studies Should Be Part of Your Marketing with Brittany Herzberg

Molly Cahill
Hi, welcome back to the show. I'm so excited to have my friend and actually somebody I have personally used as a copywriter in my business Brittany Herzberg on the show today, Brittany has a really unique story because she used to be a massage therapist or she actually still is a massage therapist, but she now death, copywriting and SEO. So you know what that is search engine optimization. And she is like the copywriter that service providers call when they want to show up as the answer to a Googled question. So after she built her thriving massage practice, she realized most of her clients chose her because of her website, which, as you know, this is so in line with everything I teach you about your personal brand and showing your personality right. So that combined with her 15 years of experience in the healthcare field has shown her that clients search for and book with people they connect with and trust. Right, we all do this. I'm so excited to talk about this today. She believes that the number one business building task should be to create a powerful human connection with strangers using SEO and storytelling. So today in this episode, we're going to talk a lot about storytelling from a case study perspective. And we're really gonna dive into using the power of case studies. It's really a step beyond just you know, a copy and paste testimonial quote from your Google reviews. She's gonna walk through her signature framework for creating an awesome case study for you to use in you know, in your on your website, your email, your Instagram, wherever. So let's dive in. Welcome to holistic marketing simplified a podcast for health and wellness professionals looking to simplify their marketing. I'm your host, Molly Cahill and this podcast is brought to you by holistic marketing hub, our hybrid program that supports you with personalized coaching, captioned templates, and virtual classrooms. In this program, we teach health and wellness professionals how to fish but we also break their hook, head to holistic marketing hub.com to learn more and use code podcast for $100 off, you can find full show notes, resources and more at Mollie cahill.com/podcast. Alright, Brittany, so I did your intro and gave your your you know, more fancy bio, but welcome to High holistic marketing simplified podcast, can you give us just like a very quick brief overview of your story and how you went from like massage therapists to copywriter SEO extraordinaire?

Brittany
Yeah. How did that pivot happen? I'm so excited to be here. I'm really I'm really jazzed that you even have a podcast. I can't even tell you. So yay. Oh, I

Molly Cahill
know. I'm stoked to hear

Brittany
a little bit about me. So massage therapist G when did that start 2011 2012. One of those years I started school, never planned on it. But I eventually went out on my own, had my own practice, I still have my own practice. In 2020 Hit the year of all years, I was at home and I was like, I don't know what to do with myself. I needed the break. But I also didn't know what to do. I knew I needed to update my website. So I was like, Oh, this is great. Like, let me go talk to my clients and say, you know, what are you missing about me? What are you really excited to, you know, happen when we get back in the massage room, all that stuff. I took it opportunity just to have conversations. I got such good client feedback. I used it on my website. I used it in social just to kind of like stay connected with people. And along around that same time, I was watching a couple of webinars, and they were talking about copywriting. And the specific one I remember was Maria Corcoran has this thing called the coffee chat. And I was watching it and everything she's talking about. I'm like, wait a minute. I'm a copywriter. I've been doing this. So shortly after that, like I was like diving into that world learning stuff. Friends, were asking me for help with projects, writing emails, writing their websites coming up with these like flyers, like anything that involved words, they wanted my help. And I kept getting this feedback that I was really capturing their voice and they loved it because I was taking like what was in their head and pulling it out and actually using it. Yeah, I was like, Oh, this is cool. Like I actually know what I'm doing. So then really what kicked off copywriting business was in 2021, I officially established myself as a copywriter. And in that summer, I was really diving into SEO. So like SEO happened. And then case studies happen because I liked talking to people and sharing their stories. And here we are.

Molly Cahill
Yeah. All right. I have a question for you. Do you think yeah, copywriting can be taught? Or do you think it's something you're just naturally good at? Or do you think it's a combination of both?

Brittany
That's a really great question. I feel like it's a combination of both because even as I've been figuring out like workflows and systems and processes and templates, and like taking what's in my head and getting it out, I'm not even really sure how to do that sometimes. So I'm a figuring out how to take what I know and what I do naturally, and work that into something that somebody else can help me with. But I feel like for me it's definitely a combination because I had the listening piece, I had the which I kind of honed not kind of, I really honed that when I was, you know, working with my massage clients I'm listening I'm, I have a pretty good sense of intuition. So I'm just like guided to know what to do. And the same thing was happening with copywriting. So the thing that I learned really was like how to structure copy pieces how to like, actually the stuff that you and I worked with. So like, how does this need to flow? What does the person need to read? Yeah, just like more of like, the psychology, the structure, all of that stuff. Yeah.

Molly Cahill
I love that. Alright, so let's talk about case studies. Because case studies are kind of your day, we're going to talk about case studies and SEO. But I want to dive right in. So first of all, let's talk about case studies. Because I feel like that is just such an easy way that people can dive right into harnessing the power of better copy for actual conversions. So how is a case study different from just say, taking a testimonial from your website or something like that?

Brittany
Yeah, I love using analogies. And my favorite analogy to use with this is that the testimonial is kind of like a movie trailer. And your case study is the movie. So the case study allows for Yeah, right? I should, I should pause, I should learn to pause and give about a minute. Excited, but like the case study gives more nuance, it gives the full story, it allows for connection. And then when I'm actually writing the page and crafting the page, I'm able to link to different things. So if you're familiar, if you're listening in, you're familiar at all sales pages, on a sales page, you want to one of two options, you want the person to click, and by their end, they love it, or they hit the X button, it's not for them. You don't really have any other distracting things on that page. With a case study. It's kind of like the exact opposite the way I do them, okay. So it supports your SEO strategy, and helps the reader to like drop them into your world. You link out to other pages on your website, you link out to Instagram, you link out to your client that you're featuring all these things. So you're like taking them from the diving board, and you're just like plopping them into the pool.

Molly Cahill
Oh, CRM is kind of using me as like, like a blog post, essentially. Yeah,

Brittany
exactly. And they can I've done it where they live. So actually, this year with my blog, I have a ridiculous goal that I'm actually hitting to write one blog per week, because I need Google to know that I'm a copywriter.

Molly Cahill
I tried that in 2022. And I made it through like May, but in my defense across the country. So now, back to it because shout out to Haylee who is my Podcast Producer, she creates a blog posts from the podcast, so on to do a show up and talk which is what I'm good at. So, yeah, so Okay, so let's Okay, let's keep going on the case study train. We like to think that we are logical, like we make decisions logically, but we don't. So I have, there's this there's this Brene Brown quote that I love, I'm gonna butcher it. But it's something along the lines of like, we are feeling beings who occasionally think instead of thinking be beings who occasionally feel or something like that, I'll try to find me original quote. But this is why case studies are so powerful, because it really I always give the example of that VRBO commercial that came out a post pandemic. Do you know what I'm talking about? Where it was like showing probably Emily's reuniting and hugging? And yeah, you know, it had nothing to do with VRBO it wasn't like our website allows free cancellations and you can easily navigate it was like it had nothing to do with any of that. It just the whole commercial was about evoking the emotion of you know, families getting together. So that's kind of what case studies do instead of saying something like, Hey, massage therapy can help reduce your stress. You can say something like, I'll let you fill in I know started putting you on the spot but doesn't have to be beautiful, but

Brittany
reduce your migraine frequency that one?

Molly Cahill
Well, no, I just thinking even to like, like they were like a personal connection. Yeah, like I'm, I'm picturing a hook that something like Brittany had now missed seven days of work in March alone due to her migraines like that being right. Right.

Brittany
And you're gonna thought I'm not good with the on the slides.

Molly Cahill
Oh, sorry. Yeah. I'm just trying to think you know what I mean, like that, and then you you tell the story of how she came to you and how she, you know, like, what you found initially, when you initially you did your initial assessment and then what the treatment plan was like, and you know, then the outcome like that's, that's going to paint a much bigger picture and it's going to help people actually have that emotional response because they can picture it in their brain. Not saying that you don't need any copy or any type of content that is more straight to the point like hey, massage can help stress or massage can help migraines. Right. It's I've been diving into the DISC assessment lately. I've talked to you about this. What are you know, you haven't I'm a high i You have to be in high me too. Yeah. So you say you have to be high high s? Yeah, yeah, I think yeah. I see like the D, I have some D to the DS want that simple to the point like they don't, they don't necessarily need the whole backstory. But not everyone's a high D. Right. So that's why you kind of, it's cool to have all these different styles. Yeah, so

Brittany
yeah, there's some threads that I thought we could pull on from that I was trying to make notes. So one thing is with the, you're talking about it with, like, the emotions, but when we can make those connections with people like that's, that's what's gonna get you because that's where the emotion is, they need to be able to let me reel it back a little bit, get too excited and and go too far down the path. So one of the things that I like to do with the case studies is not just point out, like this person had a $500,000 launch, it's this is how they felt, this is what life look like, this is why they decided to hire this person to work this burden to whatever, right, because there's a core problem in saying this person had a $500,000 launch is going to feel too far removed from some people. But if you say, this feeling is, you know, now, more prevalent, like, I feel more confident, I feel more empowered, that reader might have a $2,000 launch, but they're going to be able to see themselves in that seat of feeling more confident, feeling more empowered. So I like to remind people not to discount those internal wins, at like, it doesn't have to be a big number. It doesn't have to be something like super glamorous or whatever. Like the simple things and more relatable things highlight those because those connections for the reader, whether they're connecting with you, or they're connecting with your client, that's more likely to lead to a conversion.

Molly Cahill
Can you give an example of that? Sorry, if I'm putting you on the spot again, but I think I need to understand a little better. Like, what do you mean, like they can see themselves in that

Brittany
in that seat. So like, take, take a person who has their first launch, and it's a $2,000 launch, that may mean the world to them, but to someone else, you know, $500,000 doesn't feel so far away from where they're at. So if you can't, I'm trying to think of like something that I wrote recently, which is actually, it's kind of along those lines. So it's a seven figure with a seven figure, business owner, she was like super experienced with launching, she had high numbers all the time, but she wanted to feel more prepared going into launches. And so by going through this program, she felt more prepared, she felt more confident, she got over her fear, actually, of emailing her list. So like those are relatable things that we can like shine a light on, and then the reader can go oh, I freaking am scared, like email my list, right? I may not make a super high launch number. But I can start to email my people. And I can see myself doing that by reading this. And if I go through this program, I'm then going to be able to feel more confident, less afraid to actually like, go do that. Does that make any sense?

Molly Cahill
No, it makes perfect sense. Because so the the parallel that I could draw to the health and wellness space, because and by the way, we do have some people listening who are online business owners who are trying to launch, you know, launch online programs. So this is definitely relevant there. But in terms of thinking about the health people like I've thank goodness knock on wood. I've never had a migraine. I think I've had one in my life. Oh, good for you. Oh, well, I'm not without ailments. I know. That's a whole. That's a whole other

Brittany
story. But I'm just you know, happy when people don't have migraines. Like just one

Molly Cahill
I don't have you know what I mean? Like I've gotten good all the rest. Yeah. So I can't relate to the migraine part. But let's say it was somebody with like, bad IBS or something. And they were like, they miss seven days of work this month because of their symptoms. Like you said, they can still see it might not be the exact problem, but they can still see themselves reflected in, in the emotion like, yeah, that's behind this specific problem. Yeah,

Brittany
they feel bad. They've missed out on money. They're missing their clients, like whatever it is, yeah, those are the relatable pieces, and even pulling in things like I like talking about the locations that the people live, like there's a person who lives in Australia, so I like pulled pulled that out. There's like someone that moves. I mean, even if we talked about you like move cross country, right knee, like bouncing around Airbnbs. So if you pull out those things, or like talk about their dog or talk about their kid or talk about their history, and how they ping pong to like, 14 different careers, those are going to be the relatable things. Those are going to be those moments of connection, where you can see yourself being that client or being that provider or being working with that provider rather so yeah, just allows for those connections, which again, feeds back into SEO. You can do these case studies and leave your clients anonymous. I've had some people that ran into resistance there. So you can just focus on the problem which could be migraines could be IVs. Could be any number of things, fertility stuff like any number of things. so you can focus on the problem and leave the person anonymous for sure.

Molly Cahill
Yeah, absolutely. I think with HIPAA, it's only like, what is it to identify? In fact, that can't be? Well, people who are listening to this will know what they can and cannot say. Yeah, you can be like, let's call her Britney.

Brittany
Yeah, yeah. So I know, I've just run into some resistance there. So I wanted to make sure to highlight that.

Molly Cahill
Yeah, that's a great point. Okay. So let's pivot and let's talk about SEO lead. What is SEO? And why is it important? And you could even tie it up with a bow and talk about why case studies or how case studies can impact that?

Brittany
Yeah, so SEO stands for Search Engine Optimization. Many people have heard the term SEO, they've heard of it, but they're like, that sounds scary, or I don't know what that needs and support, things like that. And my friend and I actually created a podcast because we wanted to simplify the whole, like myth that SEO has to cost a lot of money or be really scary. So all it is really is just making sure that you're findable on Google, to the right people. So someone has a search query, they type something in, you want to show up as one of those answers. And the way you can do that, one of the ways is we can optimize these case studies. So that someone is coming in, I like to talk about how your website is kind of like a house, and you have different windows and doors that people can get into. And then of course, people are like, Well, that sounds scary. That could be potentially dangerous. But it's just like, there's different avenues people can find you through which people can find you. One of them could be like an Instagram post, one of them could be a blog post, one of them could be a podcast interview. So a case study is just an opportunity for that. And it doesn't matter if you use the case study, on your blog as a blog, like I've been doing, or if you have that as a standalone web page that you maybe tie in to a launch or maybe tie in to, I don't know, even like a modality that you're doing, if it's so unfamiliar to people. So when it comes to the actual case study itself, I structure them with like, what was the before what was the during what was the after I actually have a framework called the pet framework. And it P is for problem? So like, what was that problem? What was it that made them go in search Google or ask their friends for a referral and come find you? And then E is for experience? So what was the during like, what did they like about working with you, and that gets that offers a chance for you to feed, you're talking about yourself, without you actually saying that stuff, your clients are saying it, and they're gonna say things better than you could ever ever imagine saying it. And then she that's like one of my favorite things to do, because I'm an introvert, and also the two with like being in the healthcare space. Another place of resistance I run into is people talking about themselves are like, Whoa, that doesn't feel good. I don't want it that's icky. That's gross. Well, your person is saying that all you have to do is put it in like a cute little text box and slap it up saying yes. And then T is for transformation. So again, what were those internal wins? What were those external wins, external, being more numbers, internal being more emotions. And then, like I said, So when it comes to actually writing the case study, that's how it's structured overall. And then there's links, like I said, there's buttons, your images are titled, well, all of those things play into SEO and making it findable. So

Molly Cahill
yeah, don't you have a free download? You can you have a free download for that too, don't you?

Brittany
I do. Yeah, it's I renamed it because I it was showing up under a different seo keywords. And now it's the SEO basics checklist.

Molly Cahill
Yeah, we'll link that in the show notes. Okay, so let's talk and if I'm getting outside your scope here, just just stop me don't feel like but do you find like, it's really different doing SEO for a brick and mortar local business versus an online only business?

Brittany
Yes, and no, just with a brick and mortar, there's a little bit more focused on location with someone who is. And it's funny, because I've learned this myself, massage therapy, having my practice that was much more like local SEO, with copywriting. I can help anyone, everywhere, anyone anywhere. So there's just a little bit extra that you could do for a local business. But there's also stuff that you can do location based things for online for virtual things.

Molly Cahill
So let's talk about keyword. Well, here's, I'll segue into like a little bit of Instagram stuff. So my mom, my mom is kind of serves as my assistant when I need her. She's incredible. In personal and business, like yesterday, I was like, Can you find me a donation pickup for all of these donations in my garage. And she's like, it'll be there. There'll be there on the number on your calendar. Like she's great. But anyway, she was helping with some of the captions inside of holistic marketing hub for me. And she in some of the captions, I didn't notice that I had more than 30 hashtags. So she was going and taking off to get it down to 30 hashtags. And because you can only use 30 hashtags on Instagram. And she she was like, Oh, I'm having trouble knowing which ones to take off. So I searched, most popular hashtag for health. And I was like, Huh. So I could see why you would think that would be the right strategy. But it's actually not because most popular means that you're trying to rank up there with, you know, like goop. Gwyneth Paltrow is his version of health, like, you're not going to rank on the first page of Google for the word health or wellness or even chiropractic for that matter, whatever it is. So I tried to tell people like, I don't talk, I don't teach SEO. But I do know enough about SEO to know that it's the same theory when it comes to SEO, that you're not going to rank for these super, super huge search terms like health, even though they might be quote, the most popular. So with hashtags, I typically tell my clients to look under the 250,000 uses Mark, what do you try to look for with SEO keywords? Can you like give us an example? And then maybe a tool that you use to look at that?

Brittany
Oh, yeah, for sure. And it's actually linked in the SEO basics basics checklist. If anyone does go grab that, so perfect. And there's a video, there's a video tour, have it in my email, welcome sequence. So definitely go grab that. Yeah. So okay, let's see, I typically like to search for zero to 100. Okay, which sounds so narrow, so niche. So like, usually, there's a combination of like, one that's zero to 100. And then something that's like, make no more than like, 750. Reason being, the more specific you can be with the keyword that you're using, and the really the intention of whatever you're sharing, the more likely you are to end up in front of the right person, and have that convert, and then you're gonna keep showing up in front of the right people. So, you know, even I think it was just a few months ago, my friend Krystal and I, the one that I do the podcast with, we were talking about the search volume that we look for. And we were talking about it and we were doing some stuff for my website, actually. And I was like, well, that's zero. And she's like, Yeah, but that's good. Like, that doesn't mean that it's not going to be found by the right person. And what I noticed, actually, is that there were kind of like a combination of two key phrases. In that one phrase, I'll give you an example for something that I did recently, I was writing a case study. And the person that we were focusing on featuring was a female executive. And the client that I was writing for is known for this like gallop strengths coaching. So yeah, so somewhere in there, it said something like we merged all of that, basically, I can't remember the exact key phrase, but like female executive gallop strengths, coaching was all merged into her key word. So key word is a little bit of a misnomer, because they're typically key phrases. Like you said, like, I'm not going to try to make that case study rank for Gallup, like, not going to happen because Gallup is going to rank for Gallup, their website, that institution, so you're just be more niche be more intentional. And when you focus on being intentional, like the rest of this stuff, just like naturally happens. So what I love using is actually Google, just like the web, that page Google like when you type. Larry, we all know Google, we're all good friends. When you type the query, if you're looking for like functional nutritionist in Raleigh, like that's going to pull up someone more specific than just like nutritionist for it. And like that was a point that I was trying to pull in. I was like, Where was I going? So where I'm going is type that in Google, look at the results that show up, you can actually analyze the page of Google, you can look at people also ask, you can look at the types of articles that are showing up. There's something called search intent. So as you're looking through those answers, are they hitting on the topic in the way that you want to hit on it. And a good example for that is like, I might write an article about massage therapy. But the target audience could be massage clients, or it could be other massage therapists. So massage therapists are gonna have a different search intent than massage clients to just like, look at the articles that are showing up and see if those are the types of things that you're looking at riding. It's not going to show you search volume, but you'll at least have an idea for if it's like, oh, I'm on the right track or not. The extension I like using is called Uber Suggest it's free. You can get it on Google Chrome. I have a MacBook. So I have it on Chrome. And I love using that. And that shows you the search volume. But again, like don't be afraid if it shows up as zero because it's a phrase, it could be exactly what you need to do for that.

Molly Cahill
Exactly. So I don't want to go dive too far down the SEO, rabbit hole. But I do think that stuff is really interesting because I think people underestimate the power of feeding the Google beast. Yeah. Can you talk about like going back to keywords let's let's talk a little bit more about how posting regularly on I'm things like Instagram can impact where you show up in search, because I, I know that Google likes it like Google can crawl, hey, she posts on Instagram, frequently, and it can bump up your rankings.

Brittany
Yeah, they can do that. I don't know exactly all the inner workings of that. But I know that the more information like you're talking about, the more information we can feed Google and other search engines, the better, because they're going to start to they're they're drawing, it's like a web behind the scenes. It's like, oh, she says this. It does, but it's actually good. I'm imagining those like, you know, those woodblocks they have nails in it. And then you like, use the yarn, draw the things? Yeah, that's the kind of web I'm thinking of, I don't know what it's called. But that. So yeah, like, the more it's all comes back to intention, and connections. So if you're being intentional with whatever you're putting on your blog, whatever you're sharing on your podcast, whatever you have on your website, whatever you're doing on Instagram, blah, blah, blah, it's just naturally going to make those connections and you're going to show up, because the search engines are going to start crawling everything and recognize what the dots are that they need to connect

Molly Cahill
Exactly. Like it would be really tough for you to have an Instagram page or a website where you talked about your massage therapy practice and your copywriting. Like, that's gonna confuse the heck out of Google, they're gonna be like, Why Yeah,

Brittany
I know. And I'm still kind of trying to do it because I have Brittany herzberg.com. And I have one page that's dedicated to like, all things massage. So I'm like, do I leave? Or do I go? Like, so I'm still kind of figuring out that dance?

Molly Cahill
No, I know, I get it and to like, I mean, there's people who do you follow glow Aton mo on Instagram. She's glow graphics, GL Oh, she has like this unicorn page that she talks about all kinds of random stuff. But she's also been a consistent Instagrammer since like, 2012. Wow, she's kind of one of those people that can get away with whatever, because people love her content no matter what she does. But I always tell people when you're just starting out, you can always broaden later down the road. But starting super niche is always the way to go. Because for example, we have a new wife, she's not new anymore. We have a client who she's a chiropractor in she's in Manhattan, but she does a lot of lymph draining lymph work. And so because she's so specialized in the lymphatic system, like space, and like breast health space, she's her Instagram has blown up because she's so so narrow. Well, that's

Brittany
the thing. Like if you can just get known for that thing. And even like, my story goes into that because in the last year, I wrote down somewhere last last year, I don't know it was on piece paper. Like I want to be the case study copywriter for service providers. Well, guess what, in the last two or three weeks, people are like, I love that you're the case study copywriter. I'm like it's happening. But it took me Yes,

Molly Cahill
that's what I think of when I think of you.

Brittany
Thank you. It took me being consistent with it. It honestly took me getting out of my own way in my own head. And even like my entire Instagram journey is that because I was posting about massage therapy, I wanted to pivot into copywriting. And I'm like, trying to like keep a foot in both worlds. And there was one day where I was like, I can't do this. Like if I don't just double down on being a copywriter. No one is going to know to come to me for anything, they're gonna be thinking of me as a massage therapist. So I had to like have this sit down come to Jesus moment with myself. And I like redid the profile. I left the post but like I redid the bio, I think I put a new photo up I redid like the bold bio thing. Like I read it stuff. And then I just was like, Okay, this is who I am like, it's almost like I don't like fake it till you make it but it's more like what I've done my whole life is kind of embody it until I am that. Yeah, so that so that really my whole Instagram journey has helped me with my business because of that. So yeah, if you do if you take nothing else away from this podcast, focus on one thing go all in be that even if you feel like it's too soon, because then you're gonna start to pick up traction for that thing.

Molly Cahill
Oh 100% And like when I first narrowed down to just certain health and wellness professionals, I was freaking out because I was like I had all this real estate business and I had a hairstylist and I was starting to get known with other hairstylist but I was like it's not really the content I enjoyed creating so yeah, I know, it's like a broken record the whole like, nice job, nice job. Nice job. But like truly it's, it's it can be so powerful. And it to me it helps reduce a lot of overwhelm because you kind of have this one specific thing. So going back to case studies or SEO you can be like okay, this is the thing like this is the thing I'm trying to rank for. So like right now my goal in 2023 is to rank on Google for chiropractic marketing. I serve it Yeah, I serve other people I this morning how to lactation can actually now to lactation consultants. I have some massage people some acupuncture it's not like I only work with chiropractors, but like that's my focus right now. hours to try to get ranked for that keyword. So I think to me, it's kind of it's instead of looking at it as pigeon holing pigeon holing yourself, you're really it's kind of liberating. It's liberating.

Brittany
And it builds trust. Because if someone goes to your page, I am a massage therapist, but I might go to your page and go, Wow, she really knows what she's doing. When it comes to health and wellness. Let me check her out. And if I have a question, I'm already like, you know, a foot and a half in the door. So I'm interested, I want to work with you, I would just go and then like, ask a question or like, go to the sales page, or check something out, you know, like, do a little bit more investigating. But when you show up, and you're talking about one thing consistently, like an expert, like the expert that you are, you are going to build trust so much faster with people and build your authority. The other thing too, I wanted to mention, because it took me years to realize this like, of like a lot of years is that when you're being repetitive in your content, you're doing the right thing. You don't need to keep reinventing the wheel. even think about it like when you're in practice, or when you're at whatever work, whatever your job situation is, you will notice yourself saying the same things over and over and over and over and over. Because people have the same concerns. They have the same questions, they get tripped up on the same things. So just like double down on that, figure out what your sayings are, figure out like, what those things are that you are repetitive about, like it's okay, it's actually good, because we all need those reminders.

Molly Cahill
I did not tell Brittany to say this, by the way, she didn't I wasn't always preaching the 21 times thing. I'm like, keep saying it keeps Yeah, I had a client who was like, my staff says my Instagram profile is boring. And it's the same stuff over and over. I'm like, Well, yeah, it is because it's supposed to be. But um, yeah, and I get it right. Like I ran all of these Chiropractic and functional medicine and health coach profiles. And I'm like, Oh my gosh, if I have to talk about this thing. And I find myself even not following my own advice, trying to kind of what something like weird I can talk about which you do need, like you do need some salience every once in a while. And you do need some like polarizing opinions and going against the norm every you know, too. But my point is, like, people need to hear things. And it really helps with what you know, they either call like, Right place, right time marketing or top of mind awareness, where it's like, I might maybe I was going to go back to the migraine example, because it's always so easy. In migraine free for six months, and all of a sudden, I get one. And I'm like, oh, you know what, I think I remember this post about it.

Brittany
And I've done that. I've totally done that, where I'm like, Oh my gosh, I remember seeing bla bla bla talked about in the wine saying blob Watsa here, but like I remember seeing this thing talked about, and I will often remember the person who said it, or like, I'll get myself to the right, like kind of group of people where it's like, I don't know something about nutrition. And so I'll, you know, type in nutrition, and nutritionist or whatever. And I'm like, okay, and then we find it. So it Yeah, like being repetitive feels boring, because we know this stuff. We want to take it to the next level. But if we want to help the people that we want to help, we have to meet them where they're at. And they're at the point where they need to hear it over and over and over again. Yes,

Molly Cahill
exactly. Exactly. I love that. All right, so let's wrap this up with your final I'm gonna get so you gave your pet framework will link your free download. But if you kind of had a final tip of like, what would be your steps? Let's say like, if you were to say like step 123. For somebody getting a case study up, like even on their Instagram, like this week, what would that be?

Brittany
Oh, yeah. So okay. I gotta think about it. This is good. I would first jot down just like what you want to be known for who you help and how you help them. And then think through what client really highlights that or what patient like their experience really highlights that. And then thinks through from there, like what was the beginning of their story? What was the during what was the after? So like, what problem? Did they come in having? What was your experience? Like? What is even like a line you remember them having them telling you about their experience? And then what has the transformation then? How is their life looking now? Like think through those things? And then you could take that and make even like a 32nd reel or you could make a carousel post or you could do a quick story about it. So yeah, that's that's what I would say.

Molly Cahill
Yeah. And if you haven't listened to Episode One of the podcast, I actually talked about that a lot of talk about mining your reviews and like, yeah, so I always tell my clients for like, if they're having a hard time knowing what to post, I say go back and read your five star reviews. Go back and read them. And you can even use that as a jumping off point. And hey, bonus points if you get the person to record a video testimonial.

Brittany
And that might be a big ask that might be a big ask. Don't feel like

Molly Cahill
you have to bring that up because I don't want you overwhelmed.

Brittany
There are going to be some people who are going to like jump on that and also tea depending on like, what it is that we're featuring, that could be good. Like, if it's I don't know, like I'm thinking about this because I went to the dermatologist this week. So if they have like a before and after going to the dermatologist, like that would be wonderful if they could like, send you the photos and then talk about it. Yeah. But if not like it's okay, they could do a, they could do a voice memo to you, if you don't use Voxer. Like, this is my new best friend. And I can download the voice memos of these people saying these nice things and then you know, judge it at the doctor and put it in insert. Or you can even take like the written out quotes and take that and turn that into a carousel posts. So the point is, you have options.

Molly Cahill
Yes, absolutely. Quick last tip, I'll leave you with for not just case studies, but reviews, testimonials, all of it in general, is if you are going to have an on a carousel, make sure that that very first slide only has one to two very big, very bold and very contrasted line. And what I mean by that is you don't want to have a, you know, five sentence case study on the on the slide, because people are just going to swipe right past it. You also want to make sure that the like it's like a black and white or like a very contrast, it doesn't have to be black and white. Because there's really high contrast so that people can actually see the text. And then it's not a super scripty font that can't be read. But you want to pull out I always the problem with writing hooks that a lot of people have is like I don't know what, like I have a hard time. I don't know what to put into the hook. And I always say I don't know if you have a trick for this ad but I always say your hook gets written last. Yeah, hook, even though it goes first. To me, it gets written last because that's gonna fall down, get all the case study down, and then find the thing that if you are scrolling, pretend you're scrolling through Instagram, and you stop on a post. What is it that's gonna make you stop, pull out that key phrase and put that on the first slide.

Brittany
Yeah, that actually ties in perfectly with what I do with the case studies because all right, like a placeholder for the h1, which if you go to a website, it's the the each one is like the big font, the big script at the top of the page. There's only one there really territorial, Google crawls them for keywords are really important. But I write that, like, I'll have a placeholder, I write the case study. And then I come back and I'm like, What was the thing that stood out the most what was and I used to not be as great at that. But now I'm like, headlines, hooks for Instagram posts, email, subject lines, they all just need to be those attention grabbing things. And once you realize that you're like, start seeing them everywhere.

Molly Cahill
Yes, you really do. And you get better at it. It's like a muscle. It is. So okay, sorry. I said I was gonna wrap up with this. But now, I'm curious. Do you feel like the headline so the h1 like that isn't like the best seo real estate?

Brittany
It's one of I think that it's I mean, we're never gonna get a straight answer from the Google goals. But yeah, yeah, it's and I think it's probably maybe one of the most important things if not the most important thing for your reader. So you always have to like write for your reader. But remember the robots like I need for that thing. Like you have to keep both of them in mind.

Molly Cahill
So yeah, and to with Instagram to just their their AI can actually even read what's on a graphic. Yeah, just kind of scary. So yeah, too. Yeah. All right. Brittany, where's the best place to find you? If I have a question about a case study or want to, you know, because I know you also you have the template to where you can help people write them that way. But you can actually do it for them. I know you and I work together on a we call it a power hour where you helped me rewrite my sales page. And it was really great, because you know, when you just like looked at something so many times, you're great to come in with a fresh set of eyes and that power hour. So how can people work with you?

Brittany
Yeah, so you can find me Of course on Instagram, it's Brittany underscore Herzberg, don't try spelling that we only get my website is also my name, Brittany herzberg.com. I'm on Voxer. But Instagram and my website are going to be the two best places to find me. As far as projects. Yes, I love doing Power hours. And that's really great for I would say like the beginning of a project or the end of a project. So beginning of the project would be like, I don't know where to start. And we can kind of have like a jumping off point. The end part is like you said, You've stared at your sales page and hit them up for a little while. You're like, what do I need to do to make this better case studies. I love writing them. I also have a training for solopreneurs and copywriters, but honestly, like any kind of service provider, you can learn to write these on your own. And then what else? sales pages? Yeah, so like, I like writing things. But really, case studies and SEO are my jam.

Molly Cahill
Awesome. Well, thank you so much. I will link all that below. And I can just attest to the fact that Brittany is a super amazing and very nice human and we welcome your questions. Yes, I

Brittany
would. Yes.

Molly Cahill
All right. Brittany, thank you so much for this and we'll chat soon. Sounds good. Thank you. Thank you for listening to holist Stick marketing simplified, brought to you by holistic marketing hub, our hybrid program that supports you with personalized coaching, captioned templates, and virtual classrooms. In this program, we teach health and wellness professionals how to fish but we also bait their hook, head to holistic marketing hub.com to learn more and use code, podcast or $100 off, and hey, you know, every podcaster at the very end of their episode asks you to rate and review their podcast. Well, that's because it's super important. These podcasts take a lot of time and heart and effort to produce to bring you free information. So in order for me to be able to continue doing that, we need more people to find out about the show. So if you could please just take like two minutes out of your very busy day to leave me a rating and share this on your Instagram stories and tag at Molly a K Hill. That's c h i ll I would greatly greatly appreciate your support. I truly appreciate you so much. I know your time is valuable and I can't wait to see you in the next episode.