No matter how good your hypnotherapy training was, setting up a practice can still feel like a steep learning curve. There is advice out there, some too expensive when your practice is not yet making much money and some so time-consuming that you would never have time to see clients if you followed all the advice. It's nice to have a quick and easy time-saver that adapts to your style so, this month, I’m looking at how the POST method helps to create effective social media posts.
Hypnotherapy Social Media Marketing
Social media is one of the most important ways to market
yourself. It’s simple to set up, and there are free opportunities, though
admittedly not as many as there were a few years ago. And even if social media
isn’t your favourite thing, it’s where many of your clients are looking for
help..
Having said that, even when you have a great idea for a
post, the way you word it matters. And many hypnotherapists struggle to create
content that attracts potential clients, especially if they’re new to writing
for social media. We all know that clear, compelling posts can increase client
leads, and even help us build rapport, but creating them is another matter.
Having a basic structure, like POST, to follow can help you
design and write social media posts to have as much impact as possible, whilst
still allowing your voice to come through.
The POST Model for Creating Social Media Posts
POST stands for:
PROBLEM – work out what your ideal client struggles with. Example:
“Many people fear flying, especially as we approach the holiday season.”
OFFER – tell them your solution (hypnotherapy). Example: "Hypnotherapy
offers a natural way to calm your nerves and regain control before you board
the plane."
SUPPORT – provide evidence to support your offer. Example: "One
of my clients, Sarah, said, 'After just a few sessions, I was able to fly
stress-free!'"
TAKE ACTION – also known as the CTA (Call to Action) it’s
important to tell your clients what they need to do. Example: "Take the
first step to a stress-free holiday - book your consultation now!"
Why the POST Model Works
If writing social media posts makes you feel self-conscious
or unsure, having a structure like POST helps take the pressure off. You don't
have to find the perfect words every time, just follow the framework.
- Problem: Establishing a relatable issue grabs the audience’s
attention. People engage when they see their challenges reflected. You’ll
notice that our example works with just one of the many issues that hypnotherapy
can help with, but this will be your best approach. Remember that you’re not
advertising hypnotherapy as such, but the results it can offer. Running a
variety of single-issue campaigns is better than expecting people to read down
a list of what you can do, hoping their issue is there. And you can pick a new
topic to write about each week or month, which will also help you decide what
to talk about in your posts.
- Offer: Presenting you and/or your service as the answer gets
people interested in knowing more. At this stage, they don’t need many details
about how you achieve your results, they just want to know you can help.
- Support: Proving your credentials is key to asking a
potential client to contact you. Otherwise, you may sell them on the idea of hypnotherapy,
but they’ll look elsewhere for a hypnotherapist. If you don't have client
testimonials yet, talk about your training, specialisms, how passionate you are
about helping clients, or even research - all of these build trust too.
- Take Action: Encouraging the next step reduces any
uncertainty that your reader has about how to take advantage of your offer. The
idea is to prompt an action or decision on their part that could lead to client
conversion. I can remember many years ago reading a study about print ads that
said putting ‘Call Now’ and a phone number got significantly more responses
than putting the number alone.
According to Vaghasiya (2024):
- Using a specific CTS can increase conversion rates by 161%
- Placing the CTA at the end of the information can increase conversions by 70%
- Adding urgency, such as a time-limited offer, can increase conversions by 32%
The POST Model in Action
To show you how you can adapt the POST model to your personal
style, here are some examples. Of course, you can mix and match the ideas or experiment
with different styles to see which brings you the best response.
This one is friendly and chatty and uses the therapist’s own
experience of hypnotherapy as social proof.
This one is based on your qualifications and experience but is
still informal and approachable.
This one is more formal and designed to attract clients who
prefer an evidence-based approach.
And, finally, we have one that's using a
client testimonial to encourage others to act.
Copywriting Tips for Hypnotherapists: What to Do (and What to Avoid)
- Avoid being vague, especially when you specify the problem
your client is facing.
- Keep things short and simple so they are easy to understand. White space is your friend.
- Summon up your inner marketer by all means but remember that
your clients are likely to respond better to empathy and helpful information
than to aggressive sales techniques.
- Don’t forget to include an attractive image with your post, perhaps
with some keywords or information on it.
- If you use AI to help with social media posts, put a brief description of the POST method into your thread and instruct it to use this as a template when constructing posts for you.
Social Media posts for hypnotherapists
The POST model helps you build rapport with clients and
encourages them to find out more about your services so that you can build your
practice.
It’s easy to remember (because it’s about posts!) and to use, meaning that you have a framework to produce social media content quickly and confidently, whilst still reflecting your personal style.
Why not give it a go
when you next create some posts?
If you'd like more simple ideas to help you build your hypnotherapy business...
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Vaghasiya, K. (2024). 25 New Call to Action (CTA)
Statistics in 2024. [online] Best Social Proof & FOMO app for your website
| WiserNotify. Available at:
https://wisernotify.com/blog/call-to-action-stats/.
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Author: Debbie Waller is an experienced hypnotherapist and hypnotherapy trainer. She is the author of Anxiety to Calm: a Practical Guide to a Laid-Back Life, The Hypnotherapist's Companion, Their Worlds, Your Words, and The Metaphor Toolbox, all available from Amazon or direct from the author. Find out more about Debbie's services on
Yorkshire Hypnotherapy Training - multi-accredited hypnotherapy practitioner training, taster days and foundation levels.
CPD Expert - accredited CPD and other therapy training (online and workshops options), expert and qualified hypnotherapy supervision
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