Replace chaos with communication pillars

You know that creating content and ads is a topic of constant change. One day you have a brilliant idea that works, and the next week you're back at square one: chaos.

You sit down in front of your screen and have to record videos, write newsletters, and design campaigns, but you don't have a system. So, you start testing. You launch a message about burnout, then one about meditation, then a personal story... and if something works, you don't know why. If something fails, you have no idea what to change.

I call this process the "Spaghetti Strategy": you throw messages at the wall, hoping one sticks.

The problem with the spaghetti strategy is twofold:

• It costs money: Every message you launch without a clear purpose is money you spend on ad placement without a lesson you can replicate.
• It costs energy: It drains your creative energy because you're constantly chasing new ideas instead of building on the success you already have.

The good news is that the solution isn't to create a complex, "scientific" Excel spreadsheet that consumes all your time (that's another kind of chaos). The solution is to create a simple, flexible system called the communication pillars method.

This method allows you to move from the chaos of random testing to a systematic content strategy, enabling you to make decisions based on one crucial indicator: profitability.

The root of clarity: your guiding concept

Before you define a single pillar, we need to define your guiding concept. If your wellness business is a building, your guiding concept is the clear, unique direction of that building.

Many professionals define themselves too broadly: "I'm a life coach" or "I'm a therapist who helps people be happy." That's vague. Your guiding concept must be specific and act as a filter.

• Vague: Therapy for anxiety.
• Guiding concept: Healing work-related anxiety for female leaders aged 30 to 45.

Once you have your guiding concept, you know exactly who you're talking to. Now you can start organizing that conversation under the umbrella of your communication pillars.

The structure of the conversation: defining your 3 pillars

A communication pillar is a broad topic that allows you to talk about your guiding concept from different angles. The pillars are like the sections of a book that never change, but the content of each chapter (your messages) does.

I recommend having between 3 and 5 pillars, but to start, focus on 3. This forces you to be specific and concentrate your A/B testing energy.

In digital health and wellness marketing, pillars often fall into three fundamental categories because they address the client's emotional journey:

Pillar 1: The pain and "red flags" (the emotional connection)

This pillar focuses on the problem your client knows they have. Here you use the language of frustration, fatigue, and discomfort.

• Purpose: For the client to say, "You're reading my mind!"
• Message example: A video where you talk about the "guilt you feel when you take a break" (the specific pain of a mother/career leader).
• Testing strategy: Launch 5 different messages focused only on the pain. What specific pain generates the most engagement? The fear of failure, the lack of energy, or relationship conflicts due to work?

Pillar 2: The unique solution and methodology (the how)

This pillar addresses your value proposition. People have heard you talk about the pain; now they want to know how you're going to fix it differently from all the other therapists and coaches.

• Purpose: For the client to say, "This sounds different; I want to know more."
• Message example: A text that explains your 3-step method. You don't reveal the secret, but the structure you're selling.
• Testing strategy: What part of your process resonates most? The emphasis on neuroscience, spirituality, or cognitive techniques? Test different angles of your methodology.

Pillar 3: The transformation and desired future (the aspiration)

This pillar doesn't talk about the pain or the process; it talks about the final result. It's the dream life your client wants to achieve with you. It's the pillar of hope.

• Purpose: For the client to say, "I want that life."
• Message example: A success story (a testimonial) or a video where you describe the feeling of "waking up with energy, knowing you're in control of your schedule."
• Testing strategy: Is your audience more motivated by freedom (free time) or by achievement (career success)? Test messages that focus on different types of transformation.

The message accelerator: using ChatGPT without losing your soul

The biggest obstacle in content strategy is time. Generating 30 different messages to test can be overwhelming. This is where technology, used correctly, becomes your best ally.

The golden rule: use ChatGPT to create the skeleton, not the soul.

Don't ask the AI to write your final message. Ask it to speed up your brainstorming.

An effective prompt:

"Act as my copy assistant and A/B testing expert. My guiding concept is [insert your guiding concept]. My pillar to test is [insert the pillar, e.g., "The pain and red flags"]. Generate 5 hook angles for a 60-second video ad, each with a promise of a solution, focused on the fear of [e.g., "feeling like an imposter"] and ending with a thought-provoking question."

The AI will give you 5 well-structured angles. Your job is to:

1. Choose the 2 or 3 best ones.
2. Inject your voice, your story, and your empathy. Human connection is your superpower; the AI can't yet replicate your unique healing tone.
3. Launch them as a controlled experiment.

This way, you go from spending 5 hours thinking of a script to 15 minutes of refinement. Efficiency skyrockets, and your ability to execute increases.

Conclusion and next steps: from intention to action

The communication pillars method is not a complex Excel spreadsheet; it's a way to organize your conversation with the client so your wellness business grows predictably.

Your goal as a professional is not to be an expert in algorithms; it's to be an expert in your client. And the only way to validate that knowledge is through structured testing.

Your next 5-day assignment:

1. Define your guiding concept: Make it as specific as possible. Who are you, and what unique problem do you solve?
2. Establish your 3 pillars: Identify the three broad topics that allow you to talk about that guiding concept (pain, solution, transformation).
3. Accelerate with AI: Use a tool like ChatGPT to generate 5 copy ideas for each pillar. Always adjust to your voice.
4. Launch the pilot test: Start a very small A/B testing campaign where you only test the copy of those three pillars.
5. Measure profitability: Look at the numbers. The pillar that gives you the lowest CPR (Cost Per Result) is your winning message. That's where you invest your next budget.

The chaos ends when the strategy begins. Your content strategy is in your hands, and with this method, you have a simple compass for success.