Episode 21: How to Write an “I Get You” Statement and Create Effective Messaging for Your Holistic Health and Wellness Business

Molly Cahill
I welcome back to part three of this three part series where we are walking through live messaging with my friend Kate Matheson. Before we dive into today's episode intro, I just want to remind you quickly that if you are in need of some one on one time, you really need to just kind of dive into the nuts and bolts of your Instagram and email marketing strategy. It's not on my website, but I've decided to bring back one on one coaching and it has been so much fun. So I've only been taking around two people a month. And what we do is we spend two hours on Zoom before that you have a pretty detailed questionnaire that you fill out. So I can really dive into everything before we jump on the call. So that way we can hit the ground running, when we get on the call, you get really thorough action items. And some things we've been able to work on. And these calls that I've been doing are like defining your content pillars like talking through your actual ideal client, getting to the root like kind of walking through this exact what you hear what we're doing with the women on this podcast. I've been walking through that messaging process with anybody I've been doing these one on one strategy spreads with. And we've been planning out a few weeks worth of Instagram content. And it's just been a really great to see the breakthroughs that we can have in such a small amount of time. So if you feel like that is the right fit for you, just send me a DM on Instagram. It's not on my website, because like I said, I have limited availability, I really only have the bandwidth to do around two of these a month. And so if this sounds like something you're interested in just interested in, just send me a DM on Instagram. So okay, let me hop back into the intro of episode. This is part three back in episode 10. I interviewed my friend Kate Matheson, who is a very brilliant and talented business coach for mostly brick and mortar health and wellness professionals. Her husband is a chiropractor in Canada and they have a fully booked practice and they were able to get it fully booked really, really quickly. And Kate has this really amazing gift for walking people through and honing in in their messaging, I actually learned a lot of how I walk my clients through my message or their messaging from her. As I was saying, that's kind of one of the things we implement in this strategy sprint that I've been doing. But if you missed parts one and two, it doesn't matter, you can still listen to today, they don't build on each other because they're all with different women who have different businesses. So today is the real time messaging workshop with actually one of my Instagram management clients, Dr. Stephanie Cole. So she has a brick and mortar chiropractic clinic and she also practices functional medicine. So I think this is going to be really helpful for you to listen as we kind of like dive in and uncover who her ideal client or patient is and how we're weaving those messages together. Here we go. Welcome to holistic marketing simplified a podcast for helping moms 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 bait 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 Molly cahill.com/podcast. Okay, so next we're gonna go on to one of actually one of my Instagram management clients, Dr. Stephanie Cole, and she's a chiropractor who also does functional medicine, health coaching, I guess you could say. So Dr. Stephanie, tell us who you are, where you are. And tell us a little bit about your practice.

Dr. Zephanie Cole
Thank you. I am Dr. Zephanie Cole. I am a Doctor of Chiropractic and the owner of aligned chiropractic and acupuncture PLLC in Fairmont, Minnesota. I love helping stressed out working women Stress Less so that they can be at their best. And I do that by aligning what I call pillars of health. I have three pillars that I enjoy working with. They are the gut health pillar, the hormone pillar and the toxin pillar. And they all fall back on to my own health journey with dealing with stress and working through it, which eventually led me to becoming a certified practitioner with the Institute for Functional Medicine. And through that training, I just couldn't shut that part of my brain off. So I've brought that into the chiropractic side. And to assess those three pillars. I really enjoy doing Dutch hormone testing That's kind of how I assess how to work on those.

Kate Matheson
That's so cool. And I, I saw some of this on your website, and I think you do a good job of like kind of starting to explain some of your, your approach. But you, it's interesting, you started off with like quite a clear message that might say, right, like, I help stressed out working women stress less, so they can feel their best. But you had mentioned that you like one of the challenges was like really being able to speak to your niche in a way that resonates. So maybe just tell me a little bit more about that.

Dr. Zephanie Cole
I feel like I've changed a lot in practice. So when I first started out, I was just kind of like, Here I am, I'm a chiropractor, and I didn't really have a specific person. And it was just really years in practice, and then going through my own health stuff that I started finding out who I really liked to work with. So my website, I don't feel like even reflects that so much anymore. And I would say that the people that I enjoy working with, when I have actually interviewed them and taken questionnaires and such, the biggest thing that they are complaining with it about is fatigue. And I feel like any symptom that they come in with, I can pretty much fall back on, it's some type of stress. And so the stress that they're telling me that they're mostly dealing with is fatigue, you know, that's causing them to have low energy, they don't feel like they're being as productive at work, or they come home at the end of the day, and then their family gets kind of the short end of the stick. And they are short with their kids, their patience is lost, maybe their husband is tired of having to deal with that. And the symptoms also cause them to not enjoy activities as much, you know, maybe they're not feeling well. I've had people come in with digestive complaints, as well, that prevents them from saying, Yeah, I want to, you know, attend this event or enjoy that event as much as they would like to know good. Yeah, menstrual cycle irregularities. I've, I often feel like they come in to see me. And a lot of times it's like a chiropractic issue, a lot of it's like headaches or upper back tension. And then it's in their history that I start pulling these things out. And it's like, oh, this, you know, this is a hormone issue, this is a digestive issue that we need to work on. And then those will then help the symptom that they're coming in with,

Kate Matheson
right? I know, isn't it crazy? Once you start peeling back the layers of the onion, just like how much everything is connected? Yeah, a quick,

Molly Cahill
clarifying question. Also, as somebody who helps you with your Instagram? Is this something that you're wanting to work on? To technically I know, you could see clients virtually for this. But is this something you're wanting to work on? Like a combo? Like, get an adjustment and have this functional medicine piece on your office? Or like a hybrid? Kate? Sorry, if I like missed, oh,

Kate Matheson
that's a really no, as you say, it's a really good question.

Dr. Zephanie Cole
I am more open to having them not come into the office. But I also feel like I have to be really careful with my license and like how far out I can, I can do that even.

Molly Cahill
I just say from a marketing standpoint, I obviously can't speak to the licensing standpoint, but from a marketing standpoint, and Kate, you can let me know how you feel about this. But even when I started my social media business, I always encourage people to start locally. I know it's like doesn't seem as quote sexy, it's like oh, well, I'm online now and I can help anybody who's you know, in America or whoever, you know, whoever. But I have found a lot of times like starting locally or with your existing patient base or whatever. For my brick and mortar offices who are trying to add an online component is the easiest way to get a foothold in the market

Kate Matheson
100% 100% We don't need to reinvent the wheel so I was gonna say you already have an established in person practice that you then use me some of those people will be patients for you know, the online or like more functional medicine component or referrals or you know, that network so yeah, 100% agree.

Dr. Zephanie Cole
I think there's enough people you know, I've I'd like a couple people come in lately, there. I probably like to work with someone more my age like 30 to 40s. But I've had some older women come in and they've had hysterectomy knees. And I just keep thinking to myself, like, I wish I could have caught you when you were my age, because we could have done Dutch testing, or we could have worked on whatever. And we could have saved you from that surgery. I like I feel that in my heart. And so, yeah, that's just I'm like, Oh, I wish I could have caught you sooner. And there's so many of them, too. So it's like, well, it's not just like one oddity. There's a lot of women who have had that. I'm sure there's women my age dealing with those same symptoms that eventually led them to having that surgery.

Kate Matheson
Yeah. I mean, if one person has a symptom, there's definitely others. I want to kind of continue on Molly's question, because I think it's a good one. Because I think, you know, it can be challenging when you have a lot of different things that you can support to create messaging that resonates with them, right. And so it's like, even when you're saying I help stressed out women's stress less, so they can feel their best. That's actually like, five different niches you're talking about. Almost. It's like, you've got almost like the Cairo complaints where you said it's more like headaches and physical things. And then you've got more of like the functional medicine step where you've got the, you know, menstrual cycle irregularities, some of the digestive stuff, how do you want to be practicing? Like, who do you want to be seeing? Or do you want to be seeing all these people?

Dr. Zephanie Cole
I think that chiropractic is so special and important. And that combined with Dutch testing, it's a win win. But sometimes people are okay with the chiropractor that they're seeing in town too. So I feel like I'm moving towards the Dutch testing more. In town, I want to be known as the person who like if you're feeling stressed out and fatigued, go see her.

Molly Cahill
Okay, so I just had a quick download, I almost think of chiropractic as more of an app and getting it adjusted regularly for like 15 years. It's more of like the acute fix, not saying it can't fix chronic issues, but it's like, feel better faster. But then like, Let's also get underneath. I don't know, does that resonate at all?

Dr. Zephanie Cole
Yeah, I feel like I am a weird chiropractic patient, myself. And sometimes I feel like that makes it hard for me to resonate with normal people, because I just go and get adjusted, you know, several times a month, whether I'm having symptoms or not, because I know the benefits of it. But I don't think the just the average person thinks that way. They're probably thinking more that acute, I'm in pain, I want to be out of pain. And then I guess it kind of transitions into if they were open to wellness care or not.

Kate Matheson
Yeah, that, again, it goes back to what Molly said, of like, you give them what they want. And then or you speak to what they want. But then you really eventually give them what you need, they need and then you start to educate them on the longer term pieces, right? There's all this stuff that happens on the back end. So look, I've got clients who they only want to be doing like working with people who are very proactive in their health. So their messaging speaks to that. But I think you're what you support supports people who have real complaints, right? Like, especially with the Dutch hormone testing. So you do want to be speaking to those people who like have a need, because they've got something you know, going on. Yeah. So I want to go back to the stress because you were you mentioned like, they come in for all of these other things like all these things, right? Fatigue digestive complaints, you said infertility, like hot flashes, difficulty with weight loss, you gave me so many in the email, and you said they're all related distress. So when these people are coming in with these symptoms, are they saying I'm so stressed and and I'm having these things or are they saying I'm having these things and you're saying oh yeah, this is related to stress

Dr. Zephanie Cole
a second part they're coming in with the symptoms and then I'm relating it to stress

Kate Matheson
Yeah, that's what I was wondering then when you have a kind of like I help statement as I call them, but like your your slogan of like helping stressed out working women Stress Less so they can feel their best. You're not actually capturing the people who are needing you because they're like, I'm not stressed. I just have nonstop diarrhea like or I'm not stressed. I just have crazy hormones and you're like, wow, so I think that like we you know, you'll want to tweak but I think for you what would be be really helpful. And I saw missing from your homepage is what I call, I have names for all these statements, but I call them I get you statements. And they're like, these can be used on social, they're great for your homepage. They're great for your services. So if you want to do one for chiropractic, and one for sort of more of the functional medicine stuff, they're great, where you are literally just speaking to your ideal clients with more than just the I help them do this, right. And we'll get into that stuff. Because by the end, they're like, Oh, yes, she gets me like, Yes, I feel super understood. Because I think for you, you do a bit too many things to have one line, resonate with everybody, because now we're seeing that one line about stress, it's just not landing. So I think you'll probably shift that a little bit. But I think having like, I get you statements, and I'll give you some examples at the end, will be really helpful for you. So the who we kind of know, they're women, generally 30s to 50s. Even let's say is that right? Yeah. And then the main problems, they're dealing with fatigue, the energy issues, the digestive complaints, menstrual cycle irregularities. So you mean like Miss periods, painful periods? Yeah. You know, ups and downs, things like that. Well, do those feel like the main ones, the and the headaches as well? Yes. Okay. So then, and then you had really good examples for I get you statements. I love the real life examples, right? Not enough energy to get their to do list on they don't feel like they're being productive. They come home at the end of the day, and their family gets the short end of the stick. When you said that I was like that, when you give these real life examples that paint the picture, then people that's when they see themselves. And those are really good for I get you statements. So what are some things that maybe they've tried before, on their journey to some of these, like with some of these complaints? I

Dr. Zephanie Cole
feel like a lot of them have gone to their medical provider, and they have been given a prescription that they either don't want to take or they do take it and it doesn't help them? Yeah,

Kate Matheson
it doesn't help them. That's such a common one. I feel like especially with the ones that you're talking about. And so is there anything else that they don't want? Like you mentioned, they don't really want to take the prescription? Is there anything else that they're just like, boom, like I want? I want the digestive symptoms to go away, but I don't want this.

Dr. Zephanie Cole
I think they just They're tired of being thrown around. And they just they want to feel better

Kate Matheson
thrown around like it like passed around in the system? Or what do you mean? Yeah, like,

Dr. Zephanie Cole
you know, like, everybody's telling them, oh, you should do this, you should do that. And there's so many different options, and then they kind of hop around from one to the next without getting results. And or they're not having labs done that are helpful or any at all. So the care that I do is very individualized to them.

Molly Cahill
Is the birth control pill resonate with you and your audience most much like that topic of here take the pill.

Dr. Zephanie Cole
I feel like not yes. And now. I'm

Molly Cahill
wondering, I know like I had some ovarian cysts. And it was like, well, here, you can just take the pill, you know what I mean? Like, oh, yeah,

Dr. Zephanie Cole
I usually like my older women, they've been on birth control, or they're on birth control to like regulate their cycle. That's probably like, the bigger one.

Kate Matheson
Yeah. Okay, cool. And so then what are like two to three like tangible outcomes that they are hoping for, and you can think of like one for the menstrual irregularities, one for digestive symptoms, maybe one for the energy, or the fatigue,

Dr. Zephanie Cole
their energy will improve their digestive complaints will improve their cycles will improve like

Kate Matheson
basically, everything gets better. I think, like you will, you know, a lot of this stuff. I think it's about kind of breaking it down and putting it in some messages. So what I kind of see for you with these I get you statements is like, and I'm thinking about your homepage, but again, these translate to like any form of marketing, like social everything is like maybe you have sort of a general one and I'll run through an example of that on your homepage. But then if you break down like your kind of core areas that you serve So maybe one is, you know, like acute pain complaints with chiropractic care you have, and I get you statement for that that's more specific. Maybe you have one for digestive energy, and, you know, like, women's health or menstrual cycle hormonal complaints, right. So then you can have slightly more specific, I get you statements for each one of those. But here's kind of when I keep saying this, here's kind of what I mean, there's, there's many prompts that you can use, but a really easy one that is great for your website is like, you're in the right place with if, right, and then we start bulleting it out. So it might be like, and I'm saying this up, like, Hey, lady, you or I say, lady, but you know, like, if you're working with women, you can say whatever you want, you're in the right place, if you've been dealing with some of these types of complaints, whether it's fatigue, digestive issues, menstrual cycles that are irregular, another bullet, where you start to go into some of these examples, your energy is your your symptoms are starting to impact your quality of life where you don't, you can't enjoy your activities or your social interactions, because you're not feeling well. Or you you snap at your family and give them like, give them less of you. Because you're so tired. At the end of the day, you might do a couple that sort of dig into the problem and the examples of it, then I love a bullet of like what else they've tried, or I love when you said they're tired of this. So it's like, boom, you're tired of trying different things feeling passed around the medical system, and being given prescriptions that you don't want or don't work, and you're ready. And then you have one on the outcome, right? Like, here's what they're ready for. And so I loved what you said, you're ready to really like get to the bottom using data and testing so that you can have more energy, alleviate the digestive symptoms and have more regular periods. So that's like the I get up, they read that and they're like this girl understands. And then again, you bring it back to you, right? This is exactly what I do every day, right? And here's what I see stress, then you can go into your core messages stressed, this is all based on stressed, stress throws off your nervous system throws it off normal, this is exactly why I use my flagship, or I use Dutch hormone testing, so that we can really dig into what's going on, we can use data to see and then use the three pillars of health to bring you back blah, blah, blah, blah, blah. But that I would love to see a little bit more what Molly

Molly Cahill
was just like, in trance That

Kate Matheson
was incredible. That's an idea you're seeing it, they work so well, because you can use more words than just I helped build a little blah, blah, blah, right? And so I love you're in the right place. If but even just ones of like, Does it ever feel like? And then you just describe their situation and describe what they're tired of and describe what they want? And then you say, yeah, if that's feeling like you, I've got you. And then you can kind of go on with your spiel. Yeah, how does that

Molly Cahill
the opposite way to sorry, I was gonna say you can say, this is not for you, if like, that's another way to look at it, or I have on my sales page for their holistic marketing habits like, you know, get more patients in less time with ease. Even if you don't have a large following. You're not good at tech, and blah, blah, blah. So those are all ways you can judge it. But yeah, 2% sorry, how does that feel, though?

Dr. Zephanie Cole
I get the like the individual, like descriptions of different symptoms. Do you feel like I feel like my tagline is, I help stressed out working women Stress Less so that they can be at their best? Do you just scratch that? Or do you change? Like, did you change it and keep it? Or do you have more than one?

Kate Matheson
I think it's up to you again, you already have an established practice. So I don't necessarily think you have to reinvent the wheel if you find that that people resonate with that, right? If it does, if it's not resonating with people, and no one knows that they're stressed then then yeah, you might want to rework it. But I do think that if you were to leave it the same way these types of I get you statements, they just allow you to elaborate a bit more deeply on that I help statement initially, so then you don't have to rework the whole thing. And again, it's like I love using these types of things like regularly in your social media, like you want to be speaking to people regularly. I also love just like like you have a similar story right?

Speaker 4
You can say I see you I see you doing these things I

Kate Matheson
see this going on for you because I get you I have been you and and then go on. So there's so many ways you can work them that I think can help How you to speak to people without necessarily changing that? That whole argument?

Molly Cahill
Yeah. And your tagline doesn't have to be like your tagline. It's your tat like, it's short, like I'm trying to think of like, what is Apple's for Mac? Like a lot of times the tagline is don't really make sense. Like, they're not that compelling. I do think that it is good to use, like the more specific examples, because you would be surprised. Like, for example, in my Instagram bio, I don't have just health and wellness professionals, because when I call out specific people, they become more of a magnet to me, it was really scary when I first did that, because I was like, Oh, my God, I'm gonna eliminate all these other people. But like, I don't have acupuncturist in my bio, but they still come to me course. So people aren't just gonna be like, Well, I don't have any of those problems, and then not come you know what I mean? They they will still see themselves reflected in it, even 100%.

Kate Matheson
Yeah, and that I love, the more specific you get one, the more you're gonna resonate with people. But that's the beauty of these kinds of statements is like, yeah, maybe if they don't see themselves in the symptoms, but they see themselves in being tired of being passed around the system, or they see themselves in the examples, like, there's just a little bit more there that they can connect with. And so I think that incorporating a bit more of that into your home, your website, and then also just all of your content and things like that would be super helpful for you. And we can

Molly Cahill
do that for you since we did.

Kate Matheson
We actually didn't even look didn't look at your social. I was on your website, but you've probably already done.

Dr. Zephanie Cole
Yeah, so I could basically keep that statement, because it does all fall back to stress. But then I'm just putting more of those very specific examples out there.

Kate Matheson
Yeah, yeah. And I think that will really help a lot. I'll organize the notes for you. But then I'll also maybe just kind of again, like break down how I maybe see that you could lay it out on your website and just like structure it in your own mind, so that it becomes a bit more clear for people.

Dr. Zephanie Cole
Thank you. Oh, you're

Kate Matheson
most welcome,

Molly Cahill
Stephanie. Thank you for listening to holistic 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 the hook, head to holistic marketing hub.com To learn more, and use code podcast for $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 Cahill. 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.