This is the very first episode of my podcast- Marketing Your Wellness Business podcast, and here’s what you can expect: I’ll dive into marketing, sales, and strategies to attract more clients to your health or wellness business.

For today, I am going to be talking about how health business owners can write emails that people can’t help but read—and buy from.

You’ve probably heard of the importance of building an email list. Maybe you already have one and are sending out emails. I believe that emails, or an email list, are one of the most important assets your business can have. But many people don’t know how to write well enough to get the maximum sales from them. So that’s just what we’re going to be talking about today.

The first thing, which might sound surprising to most people, is that nobody cares about our values. On your email list—not really—nobody cares about your value.

And the reason is simple: value is abundant. Content is everywhere on the internet. Someone can just go on Google and get any information online for free.

So it’s not the value that’s doing the work; there are other things at play.

But if you listen to most internet marketing circles, or general social media marketing advice—most of which is wrong, in my opinion—you’ll always hear about the importance of value. But that’s just rubbish.

Nobody cares about value. Value is not as important as most people think it is today, especially not when it comes to your products, for sure. And when it’s in emails, that’s not the most important thing either. There are other factors at play, which we’ll be going over.

1. Be Interesting

The first thing when writing emails is you have to be interesting. People have boring lives, right?

Largely, people have boring lives. They go to a day job they probably don’t like, come back at night, deal with kids, and go through failing marriages or similar issues. At the end of the day, they need an escape from that life.

That’s why people do things like binge Netflix, scroll through social media endlessly, or even drink alcohol.

So, if you’re selling a product, service, or culture, you have to provide an escape for them. More than that, you also need to make your emails easy to read.

Think about this: which would you rather pick up? A college textbook or your favourite novel or movie script? Even though the textbook probably has more “value,” people are more likely to go for the novel or movie script because it’s fun and interesting.

That’s exactly what you should strive for in your emails. Make them interesting.

There are multiple ways to make emails interesting, but one easy way is storytelling. Tell stories about your daily life, clients, or something relevant in the news. Stories are inherently interesting, and they make your emails entertaining and relatable.

2. Have Depth

Your emails should also have depth. This might sound contradictory because I mentioned earlier that people don’t care about value. But when I talk about depth, I mean your emails shouldn’t waste people’s time.

Even if you’re not teaching something, your emails should show a level of mastery and expertise.

Many times, people get emails that feel shallow—no real substance or expertise coming through. When that happens, readers feel like their time is wasted.

Your emails don’t have to give a 24-step guide, but they should challenge mindsets, inspire vision, or provide new insights.

3. Appeal to the Mind Before the Wallet

People pay with their brains before they pay with their wallets.

I once heard a phrase that said, “Time and money are two sides of the same coin.” People have to “pay” with their time before they pay with their money.

What this means is that people need to see what they’re buying mentally before they’ll pay for it with their wallets. They need a mental vision of the transformation your product or service offers.

For example, let’s say you’re a diabetes coach. Before people sign up for your course or clinic, they need to visualize the problem and its solution.

You can create this mental vision through case studies, stories, or simply explaining the consequences of the problem in detail.

4. Use Conflict

People love conflict, even if they don’t want to admit it. Conflict is inherently interesting, which is why news, sports like UFC, and even reality TV thrive on it.

In your emails, you can create conflict by picking a fight with outdated industry standards or popular but flawed ideologies. For example, if your industry promotes extreme gym workouts that you don’t agree with, you can challenge that idea.

You don’t have to pick fights with individuals—stick to concepts or trends to avoid legal issues.

5. Teach People What to Like

This is a more advanced technique, but you can teach your audience what to like.

Your business is your brainchild, so it should reflect your values and interests. For instance, if you’re passionate about UFC fighting, you can incorporate lessons from that into your emails—even if your audience doesn’t care about UFC.

By doing this, you don’t have to chase trends. Instead, you create a unique brand that attracts people who resonate with your perspective.

6. Become Familiar

Finally, become familiar. This means showing up consistently in your audience’s inbox.

I prefer sending emails frequently—daily if possible—because the more often people see your name, the more familiar you become to them. And familiarity builds trust.

Think about it: if you have two options to buy from—your friend or a stranger—you’re more likely to buy from your friend.

So those are the seven ways to make your emails more interesting, engaging, and profitable.

If you’d like to learn more, head over to ikonmedia.net to grab my free guide, Your Email List Is Your Wife. It covers 11–12 rules for building and managing your email list to maximize profits.

If you want to listen to it, go here:

Fola.