As a weight-inclusive dietitian in private practice, you are in a unique position to help your clients build a healthier relationship with food and their bodies. However, in a crowded market of dietitians, it can be difficult to stand out and communicate your brand effectively.
To attract those dream clients, it’s crucial to have authentic brand messaging that resonates with them and sets you apart from others.
In this blog post, we will discuss some tips and tricks for crafting a compelling brand message that will help you attract AND retain clients who are seeking a weight-inclusive approach to nutrition.
I talk to clients all the time about how important their unique value proposition (UVP) is. It is such a critical component of your brand messaging! It defines exactly what sets you apart from other dietitians and what makes your practice unique. (and it can’t just be that you are weight-inclusive!).
Your UVP should communicate the value that you offer that your clients cannot find anywhere else. This could be a combination of your approach to weight-inclusivity, your personal story, and experience, or the specific types of clients you work best with aka your ‘niche.’
A strong UVP will help you differentiate yourself from the competition and attract your ideal clients. It should be clear, concise, and directly speak to the needs and wants of your target audience.
Take the time to really think about your UVP, and ensure that it accurately reflects your values and your commitment to helping your clients. Remember, your UVP should be the foundation of your brand message and should guide all of your marketing and branding efforts.
So, how do you make sure that your brand message is speaking directly to your dream clients? You need to think about what they are struggling with and what goals they are seeking. This means you have to put yourself in their shoes and understand their needs and wants on a deeper level.
I don’t really like to use ‘pain points’ or client avatars – focus on what problem you are helping them solve!
It doesn’t really matter if they are a white woman in her 30s named Sally who shops at Target. What matters more is what your dream client WANTS. What do they DREAM of when they think about how they feel and think about food and their body? THAT’S the problem you are trying to solve – in addition to your unique way of solving it AND getting more specific about the problem. i.e., adults who are runners and want to fuel their bodies without obsession or diet culture.
One of the best ways to make a connection with your potential clients is to use language that speaks directly to them. This means using words and phrases that resonate with their unique experiences and making it clear that you understand their perspective. When your messaging speaks to them on a personal level, it makes it much more likely that they will see you as the right dietitian to help them achieve their goals.
And don’t forget, your messaging should make it clear that you genuinely care about your clients and their goals.
Showing empathy and a genuine desire to help is a big part of building trust and forming a relationship with your clients. So, when crafting your brand message, think about the language you’re using and make sure it’s coming from a place of genuine care and concern.
You definitely need to emphasize the benefits of your approach in your brand messaging. Weight-inclusivity is a powerful and transformative way of looking at nutrition, and it’s crucial that you let your clients know that you are dedicated to helping them build a healthy relationship with food and their bodies, no matter their size or shape.
Highlighting the many benefits of weight-inclusivity could include: improved body image, increased self-esteem, reduced stress and anxiety around food and body size, and much more. Showing your clients the tangible benefits of your approach will help them understand why working with you is different from working with other dietitians and why it’s the right choice for them.
And don’t forget to be authentic and passionate about your approach. Your clients will be able to tell if you genuinely believe in what you’re doing, and that kind of authenticity is contagious.
So, let your excitement and passion for weight-inclusivity shine through in your brand messaging!
Emphasize the positive impact that your approach can have on your client’s lives, and be authentic and passionate in your messaging. By doing so, you’ll attract the right clients and help them build a healthy relationship with food and their bodies.
Testimonials and social proof are powerful tools that can help you communicate the value of your brand messaging as a weight-inclusive dietitian. By sharing stories from past clients who have successfully worked with you, you can demonstrate the positive impact that your approach can have on someone’s relationship with food and their bodies. This can be incredibly persuasive for potential clients who are considering working with you!
When sharing testimonials, make sure that you focus on specific stories and results.
For example, you could highlight a client who struggled with disordered eating patterns but was able to overcome those patterns and develop a healthier relationship with food after working with you. Or, you could share a story about a client who was able to improve their body image and self-esteem. These specific, tangible results will help potential clients see the value of working with you.
And don’t be afraid to ask for testimonials from your clients! If you’ve helped someone achieve their goals, they will likely be happy to share their positive experience with others. You can use these testimonials on your website, in your marketing materials, or on social media to help build trust and attract new clients.
*Important note about testimonials and HIPAA:
First – It is essential to ensure that all protected health information is kept confidential and to remind clients who may want to share testimonials of this requirement. Make sure that anyone who posts information or testimonials is aware of this rule as well.
Second – Before publishing any patient testimonials, make sure to obtain a signed Client Testimonial Authorization Form from your patient. This form can educate both your staff and patients, helping you avoid any accidental release of protected information.
Third – It is vital to provide all patients with a written copy of your HIPAA policies, including a policy that explains the use and disclosure of patient health information for your website or social media pages, the process for obtaining patient authorization, and the creation and use of a valid authorization form. Your employees should read and understand this policy, and sign to indicate their compliance.
Authentic brand messaging is crucial for weight-inclusive dietitians in private practice. By knowing your unique value proposition, speaking your clients’ language, emphasizing the benefits of weight-inclusivity, and using testimonials and social proof, you can craft a compelling brand message that will help you attract and retain your ideal clients.
Remember, your brand message should reflect your values and your commitment to helping your clients build a healthy relationship with food and their bodies, and it should set you apart from others in your field.
Grab your FREE Brand Clarity workbook below or learn more about my branding services!
Courtney has 15+ years of experience putting together and designing marketing materials, WordPress websites, customer experiences, and workflows that help you save time and money. She developed these skills during her years as a Director of Corporate Health Services, Group Fitness Program Manager, Lead Wellness Dietitian, fitness and yoga instructor, and her own nutrition private practice, Vickery Wellness.
She also taught undergraduate courses at the University of Georgia where she graduated with the following degrees:
Declet Designs offers website design, strategy, and SEO for weight-inclusive private practices & small businesses. Located in Athens, GA, and serves businesses nationally and internationally.
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