Copywriting and Lead Generation for Medical Sites
Host: JENNIFER STINNETT
Guest: CHRISTINA MAJOR
Today's guest is Christina Major, the owner of Crystal Holistic Health. She is a Holistic Nutritionist, a Naturopath, and a Herbalist.
In this episode, I sit with Christina who is also a professional Copywriter, working with Health and wellness professionals and companies to improve on their interaction and communication with clients.
"If somebody is asking a question, and you're hearing the question over and over again, even if it's just about price, write about that"
"Sadly, we've become a society of headline readers sometimes instead of content readers"
"Even if you don't hire a good copywriter, even if you write poorly, still writing something is better than nothing"
[00:20] Meet today's guest, "Christina Major".
[01:20] Christina describes her business
[05:30] Concerning copywriting, do you consider Long-form as more important in your field?
[07:06] Do you have any tips for small business owners?
[09:25] Compared to good copywriting, do sales funnels and free downloads have more of an impact?
[11:20] What made you go into Copywriting?
[15:12] About Christina's website and her workflow with clients
[17:57] Christina's advice for businesses
[20:00] As a herbalist, what have you done in the past?
Christina helps Health and Wellness professionals produce blogs, articles, emails, and newsletters to connect with their preferred target audience. She has worked with medical doctors in private practice, coaches, supplement companies, and other large companies that work with groups of doctors.
Without a particular niche of interest, Christina focuses on professionals that aim at helping people help themselves. The goal is in two phases, to get the people healthy first, and then take the next step to see the professionals.
There is a huge gap between the professionals based on their level of knowledge and the mostly uninformed clients, and this creates a problem where health professionals cannot efficiently communicate. Hence, the idea is to create a midpoint where there can be a level of understanding on the side of clients.
While there is a general perception that long-form copywriting produces better results, there needs to be a good mix of both long and short forms in copywriting for Health and Wellness professionals. Another point of consideration is the consistency of the write-ups since this has an impact on SEO; a website putting out 4 blogs of 500words per month will do better than one that puts out one blog of 5000 words monthly.
For small business owners: If you hear a question over and over again, write about that, that's what your people want to hear.
Sales funnels, free downloads, or other forms of free content are marketing tools that help educate people first, which is essential in building a customer relationship. Get the free traffic to your website, then get them to the next step.
While practicing as a Nutritionist and Naturopath, Christina wrote for herself and had some friends who asked her to write for them too. At some point, she realized she was making more money from copywriting and spent more time on research, which improved the quality of her work while consuming less time than other jobs. This spurred her on to move into writing full time over the last 3 years although she has been writing for about 7 years now.
Even if you don't hire a good copywriter, even if you write poorly, writing something is better than writing nothing. Also, some clients are better on video, so a video episode can be done, which would then be transcribed.
Christina offers a free 20-minute session on her website with prospective clients to see if the client is a good fit for her business. During this session, she asks a lot of questions about the client's business, including why the person wants the blog and the targeted goal for sales. After this, she does more research on the business to find how she fits into the goal of the client and then sends a quotation for the work she will do.
Christina’s advice for businesses in general: Being in the online world opens up so many possibilities for people; many things can be passed across without direct contact with people. Also, you may realize you're spending a lot of time and energy writing when you could pay someone else to write for you and produce a good blog, with consideration given to SEO. When you have a specialty, it pays literally to have someone who has the experience
As a Herbalist and Naturopath in the past, Christina would counsel people to incorporate food-based herbs into their diet. Books by Christina include “7 Steps to Recovery: Type 2 Diabetes” and “Health Blogging The Right Way”.
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