Let’s be honest: the health and wellness market is saturated.

From health supplements to fitness facilities, health-tracking apps, weight-loss coaches, and mental health platforms… it’s a crowded space. To stand out, health and wellness brands need one thing: powerful copywriting.

Writing “good copy” is a delicate formula. It involves knowing your audience, using the right tone, having clear objectives, and backing your words up with credibility—all while keeping the content simple and digestible.

But one of the simplest ways to instantly add pizazz to your health and wellness marketing is to use storytelling copywriting. I’m a sucker for stories, but they’re also universal.

We all love them, connect with them, and—most importantly—are more likely to buy because of them.

Why is Storytelling Important in Copywriting?

Storytelling and copywriting are powerful partners. And to demonstrate this, it only seems right to share a story, eh?

Emily was sitting by the window of her studio where she handmakes sweaters. She recalled the warm hugs of her grandmother, who always wore a particular shade of blue. With this memory in mind, she designed a sweater in that very shade, weaving love and memories into every stitch.

Imagine you see this sweater priced at $35. It seems nice, but nothing special.

Then, you hear Emily’s story—her inspiration and the emotional connection behind the design. Suddenly, the sweater isn't just a piece of clothing but a piece of Emily’s heart. The sweater’s perceived value leaps to $780.

In fact, this isn’t just fiction.

Researchers at Wharton School of Business asked people to value a sweater without context: $35. But when asked to value the same sweater after being told about the design and inspiration, the perceived value shot up to $780.

By attaching a story to a product, perceived value increased by 20x. And I have plenty more mind-blowing storytelling statistics to throw at you, too:

• Storytelling copywriting can increase conversations by 30%.

• 92% of customers want brands to use storytelling in their ads.

• People are 55% more likely to buy from brands that use stories.

• 15% of consumers buy immediately if they love a brand story.

• Brand stories influence purchasing decisions in 68% of consumers.

Need I say more? Storytelling copywriting is a powerful marketing tool that benefits all businesses, especially those in the health and wellness space.

Why Do Stories Work for Health & Wellness Brands?

Okay, so storytelling copywriting works—fact. But why are stories so impactful? And how are they especially relevant to health and wellness businesses?

Brands Become More Memorable

One way that stories improve marketing materials is by making them memorable. By embedding health information in a narrative, your brand becomes unforgettable.

In Actual Minds, Possible Worlds, Jerome Bruner states that we are 22 times more likely to remember facts when they are part of a story. Dan and Chips Heath’s Made to Stick has similar things to say: Only 5% of people remember facts, but 63% remember stories.

For health and wellness brands, memorability is crucial. With an overload of information and numerous competitors, you must stand out. By sharing your health product or service through a story, you transform dry data into engaging and memorable content.

Storytelling Boosts Trust

Trust is non-negotiable in health and wellness, and storytelling is an almost guaranteed way to boost confidence, authenticity, and credibility.

In fact, research shows that 81% of consumers will only buy from brands they trust. In the health space, I would wager this figure is even higher. Consumers make decisions that affect their health, so they need to believe in your products or services.

Storytelling helps build and strengthen this trust. You might share authentic stories about your brand, customers, or even the science behind your products. These stories reassure consumers that they are making informed and safe health choices.

Stories Create Emotional Bonds

64% of consumers want to connect emotionally with brands. And when consumers feel an emotional connection to a brand, they are more likely to be loyal and engaged.

Stories are a fantastic way to create an emotional connection. If you’ve read my blog on storytelling for health communication, you’ll know stories activate the brain as if we were experiencing the events ourselves. We are neurologically connected to the narrative.

Thus, stories instantly make the brand more relatable and human. When people see themselves in these stories and feel an emotional connection, they are more likely to form a bond with the brand. In the saturated health and wellness space, the importance of brand loyalty cannot be understated.

Storytelling Copywriting Examples for Health Brands

Need some inspiration? Here are examples of how health businesses can weave stories into their marketing copy for added engagement, conversions, and brand loyalty.

• Fitness Coaches: Share transformation stories of clients. Detail their struggles, successes, humorous mishaps (tip: people love funny stories), and how you guided them through their journey.

• Health Supplements: Explain your motivation to create these supplements. Were you struggling with the products on the market? What was your turning point?

• Yoga Studios: Share how you found your passion for yoga and how it helped you reconnect with your body and mind, or highlight members who have used yoga for emotional healing.

• Fitness Wearables: Highlight interesting customer stories. Have people with chronic conditions used your wearables to manage their health better? Have athletes used them to boost performance?

• Private Health Clinics: Share patient success stories and the dedication of the healthcare team, or explain complex medical treatments through relatable narratives.

Let Your Brand Story Drive Success

In a saturated market, it’s not just about what you offer—it’s about how you communicate it.

Storytelling copywriting can make your health brand stand out, connect deeply with your audience, and drive meaningful action. If you’re not up to writing your story yourself, it’s one of the many things health writers can do.

If you’re ready to elevate your health and wellness copywriting through the power of storytelling, I can help. Explore my health writing services, and let’s tell your story.

Get in touch today—together, we can make your health brand unforgettable.