Say The Search Term, Not The Science Term

Picture two search bars, side by side.

In one, a founder is typing notes for her own website - words like biomarker, diagnostic accuracy, hormonal panel - years of clinical or academic training sitting behind every piece of copy.

In the other, a woman is in bed at 11pm googling (or chatGPTing, Clauding etc.) 'why do I feel like a stranger in my own body' or 'is this normal for my age' or just 'I don't feel right and I don't know why.'

Same problem, BUT completely different language - the gap between those two search bars is where a lot of amazing women's health brands lose out trying to connect with the women they built themselves to help.

The tone you're competing against

Here's something I say a lot to founders when we're working through positioning: a huge amount of the marketing I see in this space discounts the experience a woman's had by the time she gets to you. And a big part of that is language - it goes clinical, very fast, especially for founders with an academic or clinical background, because that's the world they trained in and the tone they trust.

But that's not who you're actually competing with for her attention - she's scrolling past supplement brands making huge, breezy promises in language that sounds like a friend talking to her....

Same substance, different entry point

This isn't about dumbing anything down, it's about where you start the sentence.

Take whatever description sits at the top of your homepage - the panel name, the diagnostic term, the product you're super proud of because it took YEARS to develop.

Now imagine the same sentence, but starting with what she wants instead of what you built. Not 'here's the thing we made,' but 'here's how you finally understand what's going on'.

Why this isn't a knowledge gap

To be really clear: this isn't about founders not understanding the women they're building for. Most of you understand her better than almost anyone - it's the reason why you built what you built.

The problem is that it's too close to your own expertise to hear how it lands on someone who doesn't share your vocabulary.

One thing to try this week

Take one service or product you offer, and write down the clinical or technical language you currently use to describe it, on your homepage, in your bio, in your content.

Then, separately, write down what you think she's actually typing into Google or ChatGPT when she's looking for what you offer.

Put the two lists side by side and wherever they don't match, that's your next piece of content, or your next homepage line.

Next month 👀

I'm looking at medical dismissal, and what it actually means for how you build trust in your marketing.

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