How to Create New Content that Matters: “They Ask, You Answer” Big 5 Explained!

Particularly in the health and wellness industry, practitioners and business owners alike are constantly challenged to stay ahead of the curve in terms of their services and how they engage with their audience. Marcus Sheridan's groundbreaking book, "They Ask, You Answer," offers a transformative approach to content creation that resonates deeply with the health and wellness sector. You may have noticed that we've referenced this book and concept in several blog posts and podcasts, and that's because this is a proven strategy that Salt Marketing implements in our work and the work we do with our clients!

This blog post will delve into the core concepts of Sheridan's philosophy and tailor them specifically for health and wellness practitioners, while also providing you with actionable insights and strategies to implement the "Big Five" effectively in your own practice. At Salt Marketing, we practice what we preach, and truly believe that placing the client at the forefront of your content strategy is a proven path to success.

1. Pricing: Why We Need to Talk about Money

One of the significant challenges faced by many health & wellness practioners is discussing pricing openly. Now, before you let this scare you, let us explain! Being transparent about your pricing is essential to building trust with your clients. Many potential clients shy away from services or products when they can't find clear pricing information. Addressing the financial aspect directly not only alleviates anxiety but also positions your business as trustworthy and honest. Embrace the transparency in pricing, explaining the value clients receive for their investment. By openly discussing costs, you establish credibility and attract clients who value your services, setting the stage for a more fruitful client-practitioner relationship.

2. Problems: The Questions Your Clients Ask All the Time!

Clients often approach health and wellness practitioners with a myriad of questions related to their well-being, and understandably so. The holistic health realm can offer many approaches to solving health problems and helping clients on their path to optimum wellness. Identifying the common themes in these queries allows you to create content that directly addresses your audience's concerns. By actively listening to your clients and documenting their questions, you gain valuable insights into their pain points and informational needs.

Crafting content around these recurring questions not only provides valuable information to your clients but also positions your business as a knowledgeable authority in the field. Putting this in terms of SEO and strategy, and helping your business stand out above the noise and competition, this is also an excellent way to ensure that your business is the answer your potential clients find when they are seeking real-time answers to their questions online. By offering solutions to problems your clients frequently encounter, you establish a connection based on trust and expertise, fostering long-term relationships.

3. Versus and Comparisons: Helping Your Clients Weigh the Options

In the health and wellness industry, clients often face difficult decisions when choosing between various treatments, services, or products. Providing detailed comparisons between different options empowers your clients to make informed choices tailored to their needs. By addressing the pros and cons of different approaches, you guide clients through the decision-making process, demonstrating your commitment to their well-being. Offering unbiased information enables clients to trust your expertise, knowing that you prioritize their best interests. Creating comprehensive guides and articles comparing different treatments or services showcases your industry knowledge and positions your business as a reliable source of information.

4. Reviews: Build Your Authority with Transparency!

Reviews play a pivotal role in shaping the reputation of health and wellness practitioners. Encouraging satisfied clients to share their positive experiences can significantly enhance your online presence and credibility. Embrace both positive and negative feedback, using them as opportunities to learn and grow. Addressing negative reviews professionally and empathetically demonstrates your commitment to client satisfaction. Transparency in handling reviews not only builds trust with your existing clients but also influences potential clients, assuring them of the quality of your services. Actively managing your online reputation and showcasing genuine client testimonials establishes your authority in the industry, attracting more clients seeking reliable and reputable practitioners.

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5. Best-in-Class: The Top-Choice Way to Get From Here to There

Striving for excellence is the cornerstone of success in the health and wellness industry. Positioning your business as the best-in-class choice requires a proactive approach to showcase your expertise and commitment to client satisfaction. Create content that highlights your unique selling points, emphasizing the qualities that set your services apart from the competition. Incorporate success stories, case studies, and testimonials to illustrate the transformative impact of your treatments or services. By showcasing your exceptional outcomes and client experiences, you not only inspire trust but also attract clients seeking the best possible care. Continuously evolving and striving for excellence solidifies your reputation as a top-choice provider in the health and wellness sector, ensuring sustained growth and client loyalty.

Actionable Tips to Incorporate the "Big 5" Into Your Content Creation

Pricing: Be Transparent and Educational

Create a detailed breakdown of your services and their corresponding costs on your website. Explain the value of each service, outlining what clients can expect to receive. Additionally, offer a free downloadable guide or infographic that explains common pricing structures in the health and wellness industry. Educate your clients on why certain services may be priced higher due to additional benefits or specialized expertise.

Problems: Address FAQs Through Regular Blog Posts

Maintain a frequently updated FAQ section on your website, addressing common health and wellness questions. You can convert these FAQs into blog posts, delving deeper into each question with detailed explanations. Use real-life case studies or examples to illustrate solutions. Encourage clients to submit their questions, ensuring a steady flow of topics for your blog. This not only provides valuable information to your audience but also positions your practice as a reliable source of expert advice.

Versus and Comparisons: Develop Comprehensive Comparison Guides

Create in-depth guides or articles that compare different treatments, therapies, or wellness products. Present unbiased information, outlining the advantages and disadvantages of each option. Include infographics or charts for easy comparison. Encourage satisfied clients to share their experiences with specific treatments, adding a personal touch to your comparisons. These guides help potential clients make well-informed decisions and establish your practice as a trustworthy authority in the field.

Reviews: Actively Encourage and Respond to Reviews

Proactively ask satisfied clients to leave positive reviews on popular review platforms relevant to your industry, such as Healthgrades or Yelp. Offer incentives, like a discount on future services, to encourage participation. Additionally, promptly respond to all reviews, whether positive or negative. Express gratitude for positive feedback and address negative feedback professionally and empathetically. Demonstrating your commitment to client satisfaction enhances your online reputation and builds trust with both current and potential clients.

Best-in-Class: Showcase Success Stories and Client Testimonials

Regularly feature success stories and testimonials from satisfied clients on your website and social media channels. Include before-and-after photos (with client consent) and detailed narratives highlighting their journey and outcomes. Use a variety of media formats, such as videos and written testimonials, to appeal to different audiences. When sharing success stories, emphasize the unique aspects of your approach that contributed to the positive outcomes. These stories serve as powerful endorsements of your expertise, instilling confidence in potential clients and reinforcing your position as a best-in-class health and wellness practitioner.

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Establish Your Business As A Thought Leader

Incorporating the "Big Five" principles from "They Ask, You Answer" into your content strategy revolutionizes your approach to client engagement and business growth. By embracing transparency, addressing client queries, providing informed comparisons, managing reviews, and showcasing your excellence, you empower your clients to make informed decisions while establishing your business as a trustworthy and authoritative presence in the health and wellness industry. Be sure to involve your entire organization in generating content ideas, leveraging the collective knowledge and experiences within your team. By doing so, you create a collaborative environment that fosters creativity and ensures a steady stream of valuable content, establishing your business as a thought leader in the field.

Remember, the key lies in actively listening to your clients, understanding their needs, and crafting content that genuinely resonates with them. By aligning your content strategy with the "Big Five" principles, you not only elevate your online presence but also nurture meaningful relationships with your clients, driving long-term success in the competitive landscape of the health and wellness industry. Not sure where to start? You don't have to stress about that! Salt Marketing is here to help you embrace the power of transparency, empathy, and expertise, as you create content that truly matters.

Taylor Perry

I have 6+ years of experience building organic marketing strategies, as well as determining opportunities to optimize in content and SEO. I love helping organizations meet their potential clients right where they are, pairing a businesses' expertise with exactly what a client is looking for!