The Storytelling Approach I Use to Make Your Wellness Coaching Content Sound Different From Everyone Else
You already know the usual “storytelling for coaches” tips: post often, share your wins, give away quick lessons. But if you’re a wellness coach who’s ever poured energy into a post, only to get zero traction and feel like you’re shouting into the void, you’re not alone.
I’ve spent years as a copywriter and wine writer, where I learned the art of storytelling for the senses. Now, I help thoughtful, mission-driven wellness coaches find their voice and share stories that actually connect. Through it all, one truth keeps bubbling up: Your next client isn’t craving more information from your content. They want to feel the experience. And that’s what real storytelling delivers.
Here’s how I approach content, with four secrets that aren’t just another batch of social media “hacks.” They shift you from content chores to content connection.
1. Lead with Lived Experience, Not Just Lessons
You’ve heard the advice to “share your expertise” more times than you’ve reheated your morning coffee. But here’s the problem: your clients aren’t scrolling Instagram or opening your emails looking for another set of quick tips. They’re looking for a moment of recognition, a spark of “that’s me!”
Instead of opening with what you know, start with what you’ve seen your clients live. The frantic rush to get out of the house in the morning, the unending frustration of chronic back pain, the sigh of lightness a session leads to a breakthrough. This kind of wellness coaching storytelling moves your reader from spectator to participant.
It’s the same approach I used as a wine writer. A good bottle doesn’t just tell you about grape varieties, it also reminds you of the summer your best friend got married or the cozy dinner that made winter bearable. Wellness copywriting works best when it brings your audience into the story, when it’s more than just a lesson.
2. Write for the Senses So Your Content Sings
Plenty of wellness coaches have been told to “use more vivid adjectives” or “make your posts engaging.” The truth is, it’s not about fancy words or dramatic flair. Sensory storytelling is about anchoring your message in something your audience can feel.
Think about the last time your client celebrated a win. What did it look like, sound like, even taste like to them? Did their shoulders relax in relief, did they gasp with a realization, did they rejoice in an evening out with girlfriends? That’s what your audience wants to feel from your content.
As a wellness copywriter, I’ve borrowed endlessly from the wine world, describing the subtle, often overlooked textures of transformation. The difference between “I help clients feel better” and “My clients tell me they wake up with their jaw unclenched for the first time in years” is the difference between noise and connection.
3. Mirror Their Emotional World (Use Their Own Words)
Most advice on storytelling for coaches starts with building an ideal client avatar and then trying to “write to them.” Here’s why that falls flat: nobody wants to feel like a marketing project. What makes coaching storytelling powerful is showing you’ve been listening.
Use your clients’ real words. Weave in the exact phrases you hear in DMs or intake calls, recall the moments when a client says they’re tired of being “on the hamster wheel.” When your audience sees their struggles reflected back, they stop feeling alone.
Great wellness coaching content isn’t about guessing what people want to hear. It’s about holding up a mirror so they recognize themselves and trust that you get it.
4. Make Your Reader the Hero (You’re the Guide, Not the Guru)
You’ve been told to “share your story so people trust you” and there’s truth there. But the heart of powerful storytelling for coaches isn’t in making yourself the center. It’s about showing your audience their own agency.
Frame every story so the transformation belongs to your client or reader. Your role is to set the table, pour the wine, and offer the invitation. They’re the ones who choose to sit down, savor, and come back for more.
As a copywriter for wellness coaches, I see this as the sweet spot: stories where you’re the mentor beside them, not the expert on a pedestal. That’s what turns curiosity into trust and bookings.
Bring Your Content Back to Life
Storytelling for coaches isn’t just a box to check on your marketing to-do list. When you ground your content in lived experience, anchor it in the senses, mirror your audience’s own words, and let them be the hero, you create stories that actually move people.
I’m not talking about churning out more content. It’s about pouring your energy into words that feel like a real experience, and spell relief for your next client.
Want help making your content sound unmistakably like you? As a wellness copywriter (with a little wine magic on the side), I’d love to help you find your storytelling groove with messaging that connects and converts.
Learn about Messaging Muse, my AI-powered writing assistant customized to your unique brand and voice, helping you create content that connects on an emotional level and moves your audience to act.