Today's edition is all about what happens BEFORE a women ever experiences your brand, and it's fundamental to being able to communicate effectively. 👇
Picture this:
She's been asking ChatGPT or Claude things like "why am I so tired all the time" or "why can't I remember anything lately" or "something just feels off and I don't know how to explain it." or even "I think I'm going mad". She's probably had a conversation with a GP that lasted ten minutes and left her feeling dismissed, she might have mentioned something to a friend, or gone down a Reddit rabbit hole at midnight.
By the time she lands on your website, your email list, your Instagram - she's probably full of fear, confusion, frustration and resignation. The weight of a health journey that hasn't yet given her the answers that she needs.
This is the reality of marketing in women's health. And it changes everything about how we should be communicating.
Most marketing frameworks start at acquisition. But in women's health, what happens before acquisition matters just as much.
The women you're trying to reach have often been on a long road by the time they encounter your brand. That context shapes how they receive everything you put in front of them. They're not just evaluating your product or service - they're asking, consciously or not: Is this another thing that won't quite understand me? Or is this different?
The brands that break through in this space are the ones that have thought hard about this moment and designed for it - not just from a conversion perspective, but from a human one.
The good news? You don't need to overhaul your entire brand to start getting this right, you just need to change your starting point.
Before you think about what you want to say to her, ask yourself: what does she need to feel before she's ready to hear it?
The answer is almost always: validated. She needs to know you understand where she's been before she'll believe you can help her get somewhere better.
A simple audit to try this week - look at the first thing a new visitor sees on your website, your latest social post, or your welcome email. Ask honestly: does this lead with her experience, or does it lead with your solution?
If it's the latter, try rewriting the opening lines to reflect what she's feeling in the moment she finds you.
That shift from solution-first to empathy-first can be the difference between a brand that converts and one that gets passed.
And in women's health the stakes are high. Let's get more women the care they need and deserve.
I'm going to be looking at The Inside-Out Trap - one of the most common mistakes I see women's health founders make when it comes to their messaging, and the small reframe that can make a big difference. Subscribe now.
If this resonated, forward it to a founder in your world who's building something in women's health. And if you'd like to explore what this looks like for your brand specifically, I'd love to hear from you.
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