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Why Most Wellness Copy Fails: Buzzwords vs. Behavior Change
Tips on how to effectively market your health product, from a senior health writer.
When a health brand hires me to help them refine their voice and become more of an authority figure in the space, the first problem I identify in their current content is overuse of buzzwords — or buzz phrases. We’re talking: “balance your hormones,” “reset your metabolism,” “support your energy naturally.” And it really makes me want to hold their hand and ask them what the f they’re actually talking about.
I get it. Founders are either:
a) in too deep to be able to have perspective on how to sell their product
b) not marketing people
c) trying their best to make the product appeal to the masses
Here’s why using too many buzzwords actually hurts your brand:
a) they don’t lead to behavior change
b) people don’t act on vague advice
c) you make the benefits sound vague and thus, not actionable and easy to overlook
It’s Style Over Substance
Most wellness brands speak in aspirational abstractions. I know it’s partly marketing tradition and…
