A short guide to how great writing (blog posts and emails) can help boost your sales, bookings and conversions in your yoga or wellness business.
Did you know writing is your hidden superpower?
But not just any writing – words that make an impact and convert your ideal students and clients to your offer.
As a business owner, perhaps writing does not come naturally to you, but you know you have to do it to let people know what you are up to.
It is my aim in this article to make that process easier for you, by pointing out 5 factors which will give your writing greater impact, resulting in more conversions for your business.
1. Be Personal, But Remember What’s in it For Them
People love to read stories. As humans, we are meaning makers, and we naturally use stories to make sense of our lives. Because we are able to view our past from the perspective of our present, we can see the different story threads that have been weaving through our narratives.
If we are perceptive, we can see what beliefs were running in the background of our lives at that time to manifest the experiences that we lived. We understand ourselves and others through stories. And we connect with others through their stories.
So as a yoga teacher or someone in the business of wellness, your work is very much focused on healing. And it’s more than likely that what brought you to your modality was your own journey of healing.
Sharing the story of your own healing journey will be very helpful to your prospective students or clients because of two things
- They will get to know you through your story
- They will be able to see how their story resonates with yours and see that you are someone who can help them because you have been through what they are going through
Telling a personal story of healing over adversity is not as simple as you imagine though. You need to get personal and reveal your emotional experiences (be vulnerable), but you also need to contextualise it in a bigger picture. So although you are speaking about yourself, really you are talking about the human condition.
It’s personal, but not personal at the same time.
If you do this right, then your reader will feel that they are reading about them.
They will identify with you in your story and they will see themselves there. The key here is revealing just enough details for them to get to know you, but not so many that it becomes ‘all about you’ and they are not able to relate.
An example of a story like this is the one I wrote about my experience on the Wheel of Samsara in France. I went through some traumatic experiences, which I was able to put in a wider context of my romantic relationships, helping me to see my patterns. Any woman (or man), who has some difficult patterns in their romantic relationships will be able to relate to this story. If I were a relationship coach or therapist, this would be a good converting article for me.
The ‘What’s In It for Them’ in this article is: they get to see my process of understanding relating patterns and connecting these up to belief systems.
The takeaway for them is they will be able to look back on some of their own stories and discover some of their own patterns and the hidden beliefs driving them.
2. Show, Don’t Tell
This is such an important one.
If you are writing an article about your approach to yoga and why you have that particular understanding, remember to always relate back to your own experience.
Phrases like, ‘What I have learnt in my journey’ are very effective. Phrases that read more like ‘This is the way it is and I know this because I am a very experienced therapist / teacher’ will not go down well. The era of experts and gurus is behind us. Most people who are committed to the path of awakening know that they are their own guru. They are open to teachers and teachings (that’s why they are on your list or reading your Blog) but they are suspicious of anyone who claims they have all the answers. This of course is also relevant to videos.
I love the English psychologist and self-help You tuber Infinite Waters as a great example of this. He always pre-empts his teachings with ‘What I have learned on my journey is….’.
3. Write from the Heart with no Manipulation
Traditional teachings of the early marketers in 50’s America (we are talking the beginnings of the advertising industry) say that you need to write to your audience’s pain points. Essentially this means using something painful in someone’s life to convert them – to make them buy your thing. Your focus on their pain actually amplifies their pain while they are reading your article or watching your video, and because the pain is activated, they are then in a vulnerable position and are more likely to take action to stop the pain.
As yogis and people on a spiritual path, mostly we are aware that this goes against what we teach (Ahimsa or non-violence). And our students and clients will most likely know this too.
Instead of using pain points to get your message across, come from a space of love.
If you are highlighting something difficult for people, let them know that it’s ok that they may be experiencing this difficulty and that you and many others have also. And that even though you may have a way to help them, there are also many other (free) ways they can help themselves. Then list those free ways. Thus your readers will know you are genuine and coming from a heart space and not a manipulation space.
Have a look at this article, that focuses instead on healing, and invites the reader to join my Journey to Self-Love email series.
4. Invite Questions
So if you are marketing perhaps a yoga retreat or a teacher training, and you want to tell your prospect what this event is going to be like for them, try using a questioning style at the beginning, and then leave them curious at the end.
You could start asking questions like:
- Are you in that place in your life where you know that something needs to shift but you are not sure what?
- Do you feel like you are taking less and less risks in your life and have lost sight of your purpose?
And you could end with some more questions, sparking the readers’ curiosity about the experience you are offering them.
- What would it feel like to take a weeks break on a Mediterranean island with a bunch of others from around the world who are asking themselves these questions?
- What would it be like to take the time and space you need so that the answers you are seeking arise naturally?
- What would it feel like to leave your analytical mind at home and open to a deeper intuition?
This style of writing gets you reader excited and gets them thinking about how your offer could impact them, how it could change their life.
Rather than you telling them this, they formulate their own answers to these questions.
And that is the magic – because you are already helping them, before they’ve even booked in let alone arrived at your fabulous retreat.
5. Invite Reader Participation At The End
Inviting your reader to take some specific action at the end of your article is a great technique to boost engagement, and encourage reader feedback. Something like a short quiz can be a good idea.
If you are a yoga teacher teaching Kundalini Yoga for example, you could identify the personality type who is most likely to love Kundalini Yoga and formulate a quiz to help people find out if they fit this type.
Or you could set up a poll, asking readers to give you their opinion on something. Perhaps you are considering your next event and wondering if it should be in Zanzibar or Costa Rica.
Ask your readers to complete a poll indicating their preference. This means that
- They feel actively engaged in your business and
- You get to find out which destination they are more interested in.
Although there is no absolute guarantee that using these 5 writing tips will increase your conversions, as a part of a long term integrated strategy, they most probably will.
Successful marketing is not about waving a magical marketing wand.
It is about consistently building a rapport with your audience through quality writing while offering your services / products in to them in a way that makes them go
‘Hell Yeahhhh! I need that!!’
That’s the response you are aiming for.
If you need help with getting this right, I have a service where I partner with you over a period of months (6 months recommended minimum) and guide your writing and content creation to maximise your conversions. We connect with your purpose and your vision and create your content together. Plus, it’s fun! 🙂
Interested? Start by getting your free Digital Marketing Audit from me here