『157: Why Traditional Marketing Feels Wrong for Many Health & Wellness Businesses』のカバーアート

157: Why Traditional Marketing Feels Wrong for Many Health & Wellness Businesses

157: Why Traditional Marketing Feels Wrong for Many Health & Wellness Businesses

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In this episode, Jules White is joined by brand messaging strategist Peta O’Brien-Day to talk about why so much traditional marketing feels uncomfortable for business owners who care about the people they help, such as physios and mental health professionals, and what a different approach can look like.Peta draws on her 15 years as a youth worker to explain how many common marketing methods treat people as objects to be pushed through a funnel rather than people with their own agency. She and Jules talk through the oversimplification behind frameworks like StoryBrand, the tactics we’re often told to use, and why honest information helps people make the decision that’s right for them. Peta also introduces the Heroine’s Journey, a story structure built around community rather than a lone hero, and how she has turned it into the Regenerative Story Framework.Key takeaways:The problem with traditional marketing: Many methods date back a century, and the language of funnels, leads and pipelines can clash with why caring business owners started their businesses. This often leaves them choosing between tactics that feel wrong or not marketing at all.Why oversimplifying hurts: Squeezing your work into one sentence or a seven-step journey strips out what makes you different. It also underestimates the people you’re talking to, who can handle nuance.Manipulative tactics vs honest information: Fake scarcity, false urgency, countdown timers, value stacking and agitating pain points are all about steering behaviour. Real deadlines and genuinely limited appointments are fine when they’re true.Marketing as helping people decide: Show who you help, what you can help with and what you’ve done for others. A “no” doesn’t have to be a “no” forever, and relationships matter beyond the moment of sale.Rethinking results: Big promised transformations often leave people feeling like they were the problem. Peta suggests exploring what changes for your clients because you exist, which can include confidence, community or progress along a path.You don’t have to scale: With more people running businesses around caring responsibilities and health needs, success can look like meeting your own goals rather than endless growth.The Heroine’s Journey: Unlike the hero who wins alone, the heroine gathers a community, shares the work and ends with connection rather than isolation. This is a better fit for relational, community-based work.Connect with Peta:Visit Peta’s website, Words By PetaDownload the Regenerative Story MapRead Peta’s blog on why the Hero’s Journey is the wrong model for your brand storyListen to The Soap Box PodcastSend us Fan Mail Support the showEver feel like your business should be easier to find on Google & in AI search?You’re not imagining it - most local businesses already have a Google Business Profile, but it’s sitting there, half-filled and hidden. That means people searching for your exact services might be finding your competitors instead.The good news is you don’t need to spend hours posting on social media to fix it. A few intentional updates to your Google Business Profile can make a big difference in how often you show up in Maps and local searches.That’s where my Local Google Visibility Checklist comes in.It gives you a clear, practical list of things to review and update - all the small changes that help Google trust your business and make it easier for nearby clients to find and book you.It’s free, simple to follow, and designed for local businesses who want to grow in a sustainable way (without having to rely on social media).Download your free checklist now https://thewebsitesuccesshub.com/google-profile-checklist
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