Boost Your Practice: Essential Marketing Tips for Wellness Practitioners


Written by Joanna Sapir

Many wellness practitioners market their services by announcing something they have to offer. Maybe it’s a class or event that’s coming up, or perhaps they announce the modalities they offer.

But… that’s not marketing!

When you’re putting an offer out with a link to sign up or purchase, that’s actually selling, not marketing.

So then what is marketing – and how is it different from selling? 

Today I’m going to share some essential marketing tips for wellness practitioners that will help you attract and identify your ideal clients, then guide them through the stages of awareness until they are ready – and excited! – to work with you.

Let’s dive in.


sales pipeline business systems for wellness practitioners

The Difference Between Selling and Marketing

If you have my Marketing Life Cycle Framework, you can see that the first three phases of marketing are to 

  1. Attract leads
  2. Capture leads
  3. Nurture leads. 

These stages all happen before you are selling anything – you are not asking anyone to make a purchase or sign up.

When you announce that your events, classes, or services are available, you’re skipping all of those steps of attracting leads, capturing leads and nurturing leads. 

You’re going straight to selling. 

I call this “selling to strangers”. And the fact is, selling to strangers isn’t very effective.

Instead, it’s important to first focus on attracting, capturing, and nurturing leads. To do this, you need to understand an important concept called the Stages of Awareness.

The Stages of Awareness

When you market your wellness services, you aren’t trying to attract everyone, right? You are trying to attract the people that you love working with; the people that are committed and who will see the best results from your services. I call these your bullseye clients

One of the best ways to find these people is using Eugene Schwartz’s Five Stages of Awareness.

Take a moment and think about who your ideal clients are: who are the people who are in the perfect situation to benefit from what you offer? 

As you read about the Five Stages of Awareness, think about these people and what stage of awareness they were at before they came to you. 


Someone in the unaware stage doesn’t even realize that something they have totally normalized in their life is, in fact, a problem. 

For example, perhaps someone only sleeps five hours a night because they go to bed really late and wake up really early. Or they may have trouble falling asleep or wake frequently during the night.

In each of these situations, five hours of sleep is normal to them; they don’t think of it as a problem. They don’t know that not enough sleep raises cortisol levels, can lead to weight gain, shorten their lifespan, or creates chronic inflammation.

And they’ve normalized what is actually a problem. 

Pain Aware

Another stage of awareness is called pain-aware.

These people are aware of their symptoms – they’re experiencing discomfort or pain, but they’re unaware of what the root cause is or how to fix it. 

This can be physical problems such as chronic back pain or sciatic pain, or it can be emotional pain such as feeling anxious or feeling lost and unfulfilled in life.

Without knowing the root cause of their emotional or physical discomfort, someone at this stage has no idea how to fix their pain.


A person in the diagnosis stage has been experiencing pain or discomfort and is seeking to understand the cause and learn how to fix it.

They may be reading and researching to try and self-diagnose the problem, or they may be seeking out experts to diagnose their problem and tell them what the solution is. 

This is a really important stage to pay attention to because this is where your ideal clients often start going down the wrong paths or the paths that don’t serve them.

Let’s say a middle-aged woman in perimenopause is experiencing insomnia and anxiety. She’s really uncomfortable and wants to figure out what is going on, so she does what she’s used to doing: she schedules an appointment with her doctor. 

The doctor diagnoses her symptoms as anxiety and prescribes anti-anxiety medication, treating the symptom vs. seeking to uncover and treat the cause or hormonal imbalance: perimenopause.

Had she gone to a functional medicine practitioner, they may have used nutrition or supplements or hormone therapy to treat the hormone issues, reducing her symptoms by addressing the root cause.

In your field, what are some examples of the wrong paths your clients often take before reaching you? Additionally, what paths do they frequently pursue that only address the symptom rather than the root cause? 

Real solution

The next stage is where you get to explain to your potential client why the other diagnoses and solutions didn’t work for them.

Most importantly, you get to explain the real cause of their problems and how the real solution – which is what you provide in your services – will address their pains and problems. 

This stage is where you are teaching potential clients what it is that you do, why it addresses the root cause, and how it works.

Now They Get it

The ‘get it’ stage occurs after someone has progressed through all previous stages and now fully comprehends that your solution is the genuine remedy for their pains and problems.

Ideally, at this stage they could even explain why it works to someone else.


Wellness practitioner performing a reiki session on an ideal client

Marketing your wellness services

Now that you know the stages of awareness, let’s talk about how you can use these stages of awareness to get more leads. 

Why sharing what you do doesn’t work well

Many practitioners market their wellness services by sharing what they do.

Let’s say, for example, that you help people with their gut health, and you know that improving gut health can create major breakthroughs for people suffering from a variety of issues. 

When you market what you do, your message is only going to land with the people who have already determined that better gut health is what they need to solve their problems and reach their goals. We call this a late stage of awareness.

This is going to severely limit the number of people reaching out to you for help, because many of the people with gut health issues only know about their symptoms. They have no idea what the underlying cause is, so your marketing will not resonate with them.

Do you see how many stages in someone’s awareness you’re skipping when you go straight to offering your solution, modality, or service? Only people in the later stages of awareness will see your ad or your post or your website and know that is the service they need.

Your marketing plan will be much more effective if you use it to educate potential leads and carry them through the stages of awareness – show them why your solution is the real solution. 


client boundaries toolbox for wellness practitioners

Marketing Tips For Wellness Practitioners

There are many tools you can use to educate potential leads and guide them through the stages of awareness:

  • Your website
  • Emails
  • Blog posts
  • Social media posts
  • Private Facebook groups
  • Reels and videos
  • Podcasts
  • Workshops
  • Webinars

The medium is just how to get your message out to where your audience is and is not really the most important thing here – it’s all about sending a message that’s going to hit home.

In other words, “posting on social media every day” is not a strategy, unless you have the messaging dialed in. Podcasting is not a strategy, unless you have the messaging dialed in. 

You have to know what your message is to your audience, and using the stages of awareness when marketing your wellness services will help you attract a larger audience of leads, prospects – and clients.  

The power of storytelling

A simple way to do this is to tell stories. 

Tell the story of an actual or hypothetical client. Start with the early stages of awareness and describe their journey through each stage, then describe their work with you and where they are now.

You want readers to identify with your client’s journey so be sure to include details that resonate with the reader. For example, many of your clients probably tried other solutions before they came to you, solutions that didn’t work for them and didn’t resolve their problems. Those details are important for your leads and prospects to hear.  

Talk about all of the trials and tribulations this client experienced. Describe the paths they went down, the research they did, and different modalities that they tried. Relay what doctors they went to, what they were told, and what unsuccessful medicines and solutions they tried.

Then you get to introduce the real solution, which is what you offer, and you get to explain why your solution worked when the other ones didn’t.

Make sure you speak directly to the people in your audience, saying the word “you.”

The message of your marketing should communicate:

  • I see you
  • I understand the pain or discomfort you’re in 
  • I know the mistakes you’ve made trying to find a solution 
  • The reason why those other solutions didn’t work for you is because the root cause of your discomfort is actually this
  • So the real solution is this.

Marketing this way is both empathetic and educational and is SO much more effective than offering your solution to people and trying to sell it.

Stop offering tips and tricks of your trade to people until you’ve educated them about why those tips and tricks are part of the real solution and why your solution is the real solution for them. 

Practical Implementation Tips

You need to communicate with your audience regularly to attract, capture and nurture leads. Here are some actionable tips for applying the stages of awareness framework to your marketing strategy:

  • Storytelling: As described above, share stories of real or hypothetical clients. Highlight their struggles, breakthroughs, and ultimately, the success they found with your services.
  • Thought Leadership: Create blog posts, videos, or social media posts that educate your audience about common health issues, root causes, and effective solutions. Focus on providing valuable insights rather than promoting your services directly.
  • Consistency: Consistent communication with your audience will keep you top-of-mind and help build trust over time. One of the easiest ways to do this is to automate your email nurture content so you don’t have to rely on willpower, and then repurpose that for other mediums. 
  • Offer Invitations: Invite your readers/listeners/viewers to take a next step with you. Inviting them to schedule a free consultation to discuss their specific pains/problems/goals/desires with you is a great way to get leads into your sales pipeline. 

You are the leader of your business. It’s up to you to get your message out and to show your people that you see them and understand them. Help them see that what you offer will help them reach their goals.

When you do this on a regular basis, your audience will feel seen and understood by you and will believe that you have the knowledge to help them. They will understand why your services are the real solution.

Now when you invite people to sign up for a consultation or join an event or class, you’ll get more leads because you’ve built trust and credibility with them.

Get Better Leads and Grow Your Wellness Practice

I hope you have found these marketing tips for wellness practitioners helpful!

If you want to learn more about effectively marketing your business and attracting new clients, I invite you to download my Marketing Lifecycle free download.

The Marketing Lifecycle framework will help you understand and plan exactly how your marketing efforts guide your clients to work with you. You’ll discover the key pieces of your marketing lifecycle that help your clients decide you’re the best choice for them – and create an intentional plan to nurture them along the way.

You can download the Marketing Lifecycle framework here >

I am excited to help you transform your wellness business and move you closer to committed clients, higher (and consistent) income, and creating a successful and sustainable business.

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Joanna Sapir is a business strategist and coach helping innovative wellness practitioners and coaches build more profitable and sustainable businesses. She's on a mission to build a movement of people creating a new vision and reality for our future as humans on earth.

Want to talk about how to grow your wellness business?
→ Book a free consult today.

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