How to Market Your Services with an Occupational Therapist Copywriter

So, I have a problem. No one knows what an occupational therapist copywriter does. 

My copywriting friends don’t understand occupational therapy. And my therapy colleagues have never heard of copywriting.

So let’s get everyone on the same page. 

What is Occupational Therapy?

Occupational therapy (OT) is a profession that helps people do everyday things. Depending on the setting, an occupational therapist might use different strategies and techniques. 

• Hospital OT’s: Work on skills to get help people recover during a hospitalization. Things like getting out of bed, dressing and bathing.
• Hand Therapy OT’s: Return people to using their arm for everyday tasks by reducing swelling, pain or by improving range of motion. 
• Pediatric OT’s:  help children with autism, ADHD, cerebral palsy, Down Syndrome be able to play, do schoolwork, eat or get dressed. 

The areas for an occupational therapist are almost limitless. Because people are complex. Consider all possible strengths or deficits – motor strength, fine motor movements, pain or injury. Then consider the many things people need and want to do. No wonder occupational therapy is so hard to explain! 

I spent 8 years working as an occupational therapist and enjoyed helping people recover and learn new skills. Now, I’m a copywriter who loves helping therapy entrepreneurs grow their business and voice. 

Look out therapy world – I am getting ready to share some copywriting secrets!

My challenge is to show the unique value of my services that combine my experience as an occupational therapist and my study of copywriting. I want therapy professionals everywhere to feel empowered to build businesses that thrive. 

What is a Copywriter? 

Sarah Turner, my mentor at Write Your Way to Freedom and astounding copywriter, answers simply when asked what she does as a copywriter. She explains, “You know the words on the internet? I write those.” 

Although this answer is simplistic, it captures the spirit of copywriting. 

The amount of content on the internet is mind-boggling. Someone has to write all that. But, copywriting goes beyond writing words, it provides value to businesses, causes, and movements. 

Good copywriting amplifies your message so that it can be heard above all the noise.

What a powerful tool for amazing clinicians! The therapy industry has so much to offer. You need to communicate that in a way that people understand.

This is where a copywriter steps in to bring your business to the next level. A copywriter weaves words that engages the reader and compels them to action. And that action could be anything. It could be:

• Signing-up for an email list
• Making an appointment  
• Purchasing a product 

Engagement translates into relationships. Good relationships translate into good business – and money in your pocket. 

Copywriters are the specialized writers for your blogs, emails, websites, opt-ins, product descriptions and social networking posts. 

The Value of a Copywriter

As an OT, I’m constantly amazed by my therapy colleagues. 

You’re some of the smartest, most creative and hardworking people. You’re on the front lines of helping people and finding solutions. How many ideas are never fully developed because therapy professionals didn’t have the time or tools to share their ideas? 

Using an expert copywriter presents a huge opportunity for the rehabilitation industry. Physical therapists, occupational therapists and speech therapists are talented – but busy. 

As the rehabilitation industry continues to grow and change. I anticipate therapy professionals will step-up as entrepreneurs.

Therapy professionals are quick and eager learners. But the skills of entrepreneurship present a steep learning-curve. In therapy school, your hands were full learning theory, research, anatomy and clinical thinking. There just wasn’t a lot of time or mental capacity to learn business skills.

A copywriter can accelerate the learning curve with unique skills that create value. An exceptional copywriter will:

• Understand human psychology: Tap into people’s emotions to write compelling content with a call to action. 
• Write for readability: People should be able to read on their phones, anywhere. Help the reader by adding headings, bullets, and shorter paragraphs and sentences. 
• Master Search engine optimization (SEO):  Ensures website content is found by Google. 
• Create content that converts: Readers what to read things that are interesting, answers burning questions with reliable information. Then, they are eager to learn about your products and services. 

Writing to encompass all these characteristics represents high-quality.  It’s time-consuming and takes strategy. The big advantage of a copywriter is getting high-quality writing. Without the business owner needing to invest the time in learning SEO, researching and proof-reading. 

Services of a Copywriter

A copywriter produces powerful words that propel the message of products and services. The role of a copywriter continues to transform to meet current trends. Get inspired to diversify your marketing by learning more about current strategies.

Blogs that are interesting and boost rankings

Copywriters are the secret weapon for successful blogs. Blogs present an opportunity to share ideas and information online. You can  even build a business based on blogging – where you sell valuable content such as healthy living ideas or use affiliate links for products you believe in.

As a business owner, you should consider blogs as a valuable component of your website. This inbound marketing technique is used to bring more customers to your website. Are you maximizing your business website by blogging? 

Imagine the benefits of blogging: 

• You get to showcase your expertise on sensory integration, feeding or hand therapy. People seek out your services because you are the expert. 
• Ideal clients find your website and your services. These people are actively looking for solutions to problems that you address. 
• Your entire website moves up in Google! Well-written blogs improve your authority in the eyes of Google and your reader.  
• Your authentic relationship with your patients starts from the first introduction on your website. Trust starts before your first session. 

The main drawback to blogging is that it is time-consuming. For a blog to be successful, it needs to be updated regularly. A copywriter who knows your industry can help you post regular, quality content. 

The cost of paying a copywriter might seem steep but the content is yours. Unlike Google ads, it continues to bring people to your website even after you’re done paying the invoice. 

Emails that get opened and make a difference

Copywriters love writing email sequences! Emails provide a personal connection to your customer base, give your brand personality, and are just plain fun to write. Plus, business owners become believers after they see the positive results. According to Oberlo, for every dollar you spend on email marketing, the average return on investment is $421. 

Effective emails are interesting, engaging, personal, and build relationships. Relationships turn into happy fans who are eager to use your products and services

How do you build an email list? 

• Opt-ins: People give their email in exchange for a piece of interesting and useful content. 
• Checkout Process: Incorporate email collection into your checkout process. 
• Contact Form: Place on your website where people sign-up to receive information about your business. 

Now that you got some email addresses collected. What are you going to send out? 

You definitely don’t want to send emails that cause people to grumble as they are thrown into the garbage folder. This is where your copywriter comes in. They’ll help you craft effective emails that your clients actually look forward to reading. 

What kinds of emails will grow your business?

• Welcome sequence:  Get people excited about interacting with your product with your service.
• Story arch:  Build excitement and anticipation around a story so that people look forward, almost need that next email. 
• Thank You Email: Connect with your customers or clients after engagement in your product or service by thanking them. This is a great opportunity to invite feedback or even promote additional services.  
• Ongoing updates or newsletters for ongoing connection and engagement. It is a lot easier to keep happy current customers than to get new ones. 

The options are infinite, and create a powerful connection between you and your clients. 

👉 Not able to outsource your email copy? Then take my mini-course: Write Winning Emails

Copywriters create interesting opt-in’s 

I bet you’ve eagerly signed up for one of these! 

It usually is a handout, ebook or activity idea that is available for download. Basically, you create amazing content and people start handing you their emails. You don’t have to worry about figuring out what your audience wants and then creating it.

Nope, that is a job for your copywriter. Bonus, they will also craft the wording on your website to get people excited to complete the sign-up.

This strategy builds on the theory of reciprocity. When you provide something of value to your customer, they will feel more open to your products or services. 

The added benefit of an opt-in is that it allows you to build an email list to continue an ongoing relationship.  Not everyone is ready for your product and service right away. That is ok – you’ll be there when they’re ready.

Or, you might not even have a reason to email your list now. But, you can build an email list for when you ARE ready for that next product or promotion.  

Website copy that boosts your confidence

Your business needs a website. Period.

People are going to research before they buy, set up an appointment or sign up for service – especially in the healthcare space They’ll scout out your website. So, you want to make a good first impression.

Consider this, Doctors.com found that 63% of respondents chose one provider over another based on a strong online presence2. 

But, writing the perfect website is a daunting venture. Don’t throw your computer against the wall trying to build one. A copywriter will write the words that make all the difference for this foundational piece of your business.

What will you be able to accomplish once you have a website that reflects your expertise, services, and passion? 

Oh yeah, you probably want people to be able to find your website. Otherwise, you are just wasting your time creating a website that no one will be able to find. You better incorporate SEO (search engine optimization) so that Google finds you. Copywriters not only write to connect with customers. A copywriter also writes so that your website gets found by Google.

• Using carefully picked keywords in the text and headlines.
• Use of formatting with titles and headlines that Google understands.
• Tailor your website to what people are searching for in Google.
• Give suggestions for links that communicate expertise to Google and your reader. 

Effectively utilizing SEO is a job within itself. Save yourself the headache and let a professional copywriter write your website copy for you. When you own your own business the old saying is true – time IS money. So, don’t learn the hard way that paying for professional effective copy will save you money in the long-run. 

Product descriptions 

Even when your business is literally helping people, your audience still needs to feel that you are the answer to their problem. 

A copywriter highlights the value of what you offer through carefully crafted and engaging product descriptions. Close the deal. Move people from observers-with-a-problem to happy customers and clients. 

Ads and social media

Are you looking to take advantage of social media platforms for advertising your products or services? Social media provides a unique opportunity to connect with your ideal clients. But, it can be challenging to figure out what to post. Or, how to craft the wording of an ad to catch the eye of the right people. 

A copywriter can help you navigate the waters of maximizing a presence on social media. Don’t invest your time and money, to have people scroll past your work. Instead post content that translates into clicks, visits, and purchases. 

Unlock Your Business’s Potential With an OT Copywriter

So, there you have it. Occupational therapy and copywriting explained. 

Maybe my unusual combination of skills is what makes me uniquely qualified to serve the rehabilitation industry. 

You don’t need to go it alone. 

Partner with someone who knows the complexity of occupational therapy and the rehabilitation industry. Someone who understands how you think and talk and can help bring that message to the people who need it. 

I  will amplify your outstanding work.

Partner with me. 

Request a free consult today to find out how I can bring value to your business. 

Or if you want DIY marketing solutions from an OT perspective, check out the JOT Marketing shop.

 

References

1. 10 Email Marketing Stats You Need to Know in 2020. https://www.oberlo.com/blog/email-marketing-statistics
2. 2018 Customer Experience Trends in Healthcare. https://www.doctor.com/cxtrends2018#download-report