Hello friends, 

Welcome to the First Edition of the Moskow Medical Writing Newsletter: The Visibility Pulse

Have a business in the health space? Want to increase your visibility and conversion? You’re in the right place!

This email is a marketing masterpiece - do not skip it :)

There is nothing that will force ya into a state of intense reflection quite like tax season.

Taxes are what led to the birth of this newsletter.

While examining the totality of my 2023 income and deductions… I could not help but get extremely deep examining THE LESSONS.

I went a little wild last year and spent >50K on my own growth: consulting experts, consuming courses, traveling to conferences, and more…

Behind the scenes I tested ads, campaigns, funnels, and software… then strategically took what was working to my clients, and supported multiple businesses in generating record-breaking revenue.

My ability to serve my clients was intertwined with my testing and investing so much money, time, and energy into propelling myself forward by falling down so many deep rabbit holes.

Business, and life, tend to work out this way…. it’s all about passing on the lessons from the rabbit holes.

The natural flow of energy, right?

And now, I will pass on the most critical aspects of these lessons to you!

Because they are burning within me, and because I want to save you time, energy, and money.

Straight from my 2023 rabbit hole experiences…

even spiritual, at times. Society is becoming increasingly distrusting… counter this by revealing your soul.

I had two Meta ads go viral this past year for an experimental arm of my business — they were the 10th and 11th ads I tested.

In these, I intentionally went extremely DEEP by displaying undeniable humanity.

My previous 9 ads had conjured up mediocre results, but I took critical clues from them to create 10 & 11.

And then…

BAM!

It was wild.

Thousands of people were sharing these ads across socials and signing up to receive emails from me. A nice percentage of them booked calls, too.

The lesson?

If you sound magnitudes more human than most ads, you will have an advantage (and also connect with kinder people.)

Most of my clients come to me overwhelmed and mistakenly think they need to appear everywhere. Google ads, SEO, FB, IG, YouTube, TikTok, X, Medium, podcasts, listing platforms, cold outreach, etc etc!!!

Strategically pick an outlet or two suited for your particular audience, business needs, desires, talents, etc… and then crush it. Branching out is easy when the foundation is rock-solid.

And do not turn off what proves to be effective! This seems like it should go without saying, and yet I see people overcomplicating things all the time and breaking what’s already working.

Most health space businesses fair better focusing on ads before organic traffic (but if organic is already working, continue!!)

Google and Meta ads are not your only choices — I actually found a spot recently in which Pinterest ads were a great play, and another one in which it was LinkedIn. The possibilities are vast, but those who are selective and play tight and aggressively have edge (like poker).

And believe me when I say, there are many, many, many effective paths up the mountain… anyone who tells you that only one path works is wrong and is either speaking from a place of ignorance, confirmation bias, or has a vested interest in you “choosing” their path.

Almost every single business I consult is underutilizing email. Yet, across industries, you will commonly see people “aiming” for 30% of revenue to come from email. It can be done, in fact, with one of my clients, we are sitting at 38%.

I created a series of wondrous automations for them (translation: when a new email address is added to their system, said person automatically gets a certain number of prewritten emails sent out at predetermined intervals).

I also set up segmented audiences (different categories of people get different emails), and now I pop in once a week, review data, and send a weekly in-the-now email (which I sometimes then add to the automations). It’s all beautiful.

But sending any email (whether it’s in a complex system or a simple send-to-all) is generally a good move.

Check your email deliverability ASAP - there have been some major changes in the past few months in how Google, Yahoo, and etc handle emails - if you email a list, you are at a higher risk than ever for ending up in spam - but there are steps you can take to optimize deliverability.

You need a DMARC policy. Look into SPF and DKIM, too.

And utilize email hygiene measures — an easy one is to tell your system to unsubscribe anyone who has never opened a single email.

Many healers and health business owners worry that confidence will come across as arrogance, or is unwarranted per the fact that outcomes are primarily complex probability distributions… but the reality is…. the humans you serve are relying on you to believe in yourself / your knowledge / your service / your product.

And since we know with certainty that the placebo effect is real, your assurance is actually, in a very real sense, medicine.

I am not saying to make false promises, nor to speak in absolutes… but rather, to very intentionally choose words that reflect the reality of your gifts and offers.

You do matter. Your background, business history, and mission… they matter. But do you know what matters waaaay more to your audience?

Them.

Speak to your ability to address their problem, fill that gap, or provide the service or product they are seeking. Back up with testimonials, Google reviews, etc.

When I do website audits, I almost always identify tons of spots to shift the focus back to the viewer and their situation / needs.

Do not gaslight yourself into believing you need to give substantial time, energy, knowledge, etc, away.

Free consults, free guides, free workshops, free samples, free trials… rethink!

It’s all a math equation — spend some time looking at said equation.

I personally loathe discovery calls and rarely do them (after years of giving away hundreds of hours of free support veiled as “introductory calls”.) A couple of my clients also stopped conducting free calls, and are now making more money.

There are certainly cases where “free” is warranted — ie some big contracts, or when what’s free is working as a powerful lead magnet — but most offerings from health space businesses should be behind a paywall most of the time.

Wondering if an ad, article, or email is any good? Instead of rereading it 1000 times, just hit publish and your question will be answered.

Need new software? Ditch the YouTube video reviews and just try the actual software out.

Need a graphic? Hire a couple of people and use the best result.

^ you may think this last example is over the top, but consider this:

I have witnessed multiple entrepreneurs waste entire days of their lives interviewing talent (ie graphic designers, copywriters, VAs, etc.) They got on Zoom calls… studied references like they were studying for an exam… demanded endless examples of past work… sent tons of messages back and forth…

And it would have cost them less to skip all that and just try a few people out and go with the best result.

Guard your time like it’s your life…. because it is.

Which leads me to my next point…

and this is great news!

You can test organic social media posts, pick your best performing one, and turn it into a paid ad.

Long posts can become emails.

Blogs can become eBooks or podcasts.

Etc etc.

Endless possibilities.

Great content deserves to be repurposed.

Everything is in some regard a test before the next level.

So, track it like a spreadsheet nerd.

Where did they hear about you? Which emails have led to the most bookings or purchases? Did that blog merely capture traffic or drive revenue? How many sentences down was the call-to-action? At what interval are they returning to you? Etc etc.

Math doesn’t lie (as far as I know?)

When there is data involved (ie SEO), you should check out what your competitors are doing, too (but only concern yourself with them if you have data and know what to make of it.)

The health space will never be “too saturated”.

By definition, every person on the planet eventually needs health solutions and perpetually needs preventative measures.

If you are worried about someone else capturing “too much” of your market, just be better than them at what you do :)

Stay tuned for Edition #2 of this newsletter!

I will not be sending these out in excess, going for quality > quantity

To unrivaled growth in all regards,

Dr. Jaclynn Moskow, D.O.
Founder & CEO, Moskow Medical Writing LLC

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