5 Key Elements when Creating Copy that Converts

In the world of nutrition and wellness, building a profitable business requires more than just expertise in your field—it demands marketing savvy, adaptability, and a deep understanding of your audience. In a recent podcast episode of How to Build a Profitable Nutrition Business, I interviewed Linda Melone, a food and fitness expert who transitioned from pastry chef to personal trainer, and then into an award-winning writer and copywriting for health and fitness brands. Linda's journey offers valuable lessons for those aiming to carve out their niche in the nutrition industry.

The Power of a Unique Value Proposition

As Linda shared, one of the most important steps in building a successful nutrition business is defining your unique value proposition (UVP). "You want to have a really great UVP," she emphasised. "It should be unique, desirable, specific, succinct, and memorable." In an industry flooded with information, standing out is crucial. For Linda, her UVP centered around creating conversion-focused copy for B2B health and fitness brands (desirable, specific and succinct), leveraging her insider experience in both industries (unique and memorable). This same principle can be applied to a nutrition business: What makes your approach distinct? Perhaps it’s your specialisation in a particular demographic, like women over 50 or clients managing chronic illness.

The key is to communicate your UVP clearly and consistently across all platforms, so potential clients can easily grasp what sets you apart.

Writing Copy That Converts

Another critical element for success in the health and wellness space is mastering the art of persuasive copy. Linda, a seasoned copywriter, noted that creating copy that converts requires both empathy and an understanding of your audience’s emotional triggers. “People make decisions based on emotions, (but) we justify them with logic.” she explained. Whether you're writing a website landing page, social media posts, or email newsletters, tapping into your audience's emotions can have a powerful effect.

In the health and wellness industry, this might mean addressing pain points like the frustration of weight loss plateaus or the desire to regain energy after years of poor nutrition. "You need to show them that you understand their struggles," said Linda. "Then, offer your solution as a pathway to transformation." Highlighting the tangible benefits of your service—whether that’s feeling more energetic, achieving a healthier weight, or overcoming specific health challenges—helps build a connection and motivates action.

Making Headlines Count

When it comes to grabbing attention online, Linda stresses the importance of strong, clear headlines. In a world where people are constantly scrolling, your headline or email subject line is often your only chance to make a good first impression. “80% of people won’t get past the headline,” she pointed out, which is why it’s essential to invest time in crafting headlines that resonate with your audience.

A good rule of thumb is to keep it short and to the point—ideally between six and eight words. Or, you can go the opposite route and experiment with longer, more detailed headlines, which can also pique curiosity. For instance, instead of simply saying, "How to Lose Weight," a more engaging headline might be, "7 Proven Strategies to Lose Weight and Keep It Off Without Feeling Deprived."

The Role of Humor and Authenticity

Linda also touched on the balance between humor and authenticity in writing. While humor can make your brand more relatable, it’s crucial to use it wisely—especially when dealing with sensitive topics like health. “You want to make people smile, but never at their expense,” she advised. Humor can work wonders when it's used to lighten up the conversation while still maintaining respect for the client’s experiences.

At the end of the day, authenticity is what will win clients over. This is where storytelling becomes a powerful tool. Sharing your own experiences, successes, and even failures can make your brand more relatable and trustworthy. As Linda mentioned, many people resonate with professionals who have personal stories that align with their own struggles. This connection can be the deciding factor for clients when choosing between your services and those of your competitors.

AI: A Useful Tool, But Not a Replacement

With the rise of AI in content creation, Linda acknowledged its role in streamlining certain tasks—especially when it comes to organising data or brainstorming ideas. However, she cautioned against relying on AI to write copy from scratch. "It can save time, but it can’t replace the human touch," she said. AI-generated copy often lacks the emotional depth and creativity needed to truly connect with an audience, which is essential in a field as personal as nutrition and wellness.

Instead, use AI as a tool to enhance your workflow. For instance, Linda suggested using AI to analyze customer interviews, pulling out key points or common themes that can inform your messaging. It’s a helpful tool for gathering insights, but ultimately, it’s up to you to inject the empathy and personality that will make your copy stand out.

For those looking to build a profitable nutrition business, the advice from Linda Melone in this episode is clear: Focus on what makes your business unique, connect with your clients on an emotional level, and communicate your value effectively. Whether you’re a nutritionist, dietitian, PT or health coach, creating a brand that resonates with your audience and delivers on its promises is the key to long-term success.

Linda has kindly offered some links to share with our audience for anyone wanting to learn more about creating converting copy in the nutrition space.

Website: https://thecopyworx.com/ 
Social links: https://linktr.ee/lindamelone 
3 copywriting freebies: https://thecopyworx.com/resources/ 
My weekly Conversion Copy Newsletter: https://thecopyworx.com/newsletter/ 
Link to my podcast: https://podcasts.apple.com/us/podcast/b2b-marketing-copywriting/id1614152949

Tune in to the How to Build a Profitable Nutrition Business podcast for more expert insights like these, and start applying these strategies to your own business today. Your path to a thriving nutrition business begins with understanding your clients, honing your message, and staying true to your mission of improving lives through nutrition.