Quick Overview

This post explains why content creation feels hard for many wellness practitioners and what actually helps. Common content problems include:

• Messaging that feels unclear or scattered
• Confidence that wobbles when visibility increases
• Discomfort with being seen as the face of a brand
• AI tools like ChatGPT that sound generic or require heavy editing
• Limited time, energy, and mental bandwidth for content creation

This post reframes content creation as:

• A leadership skill that develops through use
• More sustainable with simple systems and structure
• Easier when AI supports (not replaces) your voice
• Something that can fit into real entrepreneurial life without burnout

If content has felt heavier than it should, this post will help you understand why and offer a calmer way forward.

If you’re a holistic health practitioner, whether you’re a naturopathic doctor, functional medicine practitioner, nutritionist, health coach, or another kind of wellness professional, there’s a good chance you don’t love content creation.

Part of that is because your work is deep, nuanced, and personal.

Translating it into marketing content can feel complicated and sometimes even raw.

For some practitioners, the challenge is technical (“What button do I press to create a reel?!”).

For others, it’s internal.

You might find yourself stuck in your head, looping on fears like:

What if focusing on one topic locks me in?
What if people judge what I say?
What if I don’t have enough experience yet and everyone can tell?

This post puts words to what’s actually happening.

Below are the most common content challenges I hear from holistic health practitioners.

That is…until they have systems that support their voice, energy, and leadership.

If you recognize yourself in any of these, congratulations, you’re human ❤️

And when you’re ready, I can help.

Problem #1: Messaging Can Feel Complicated

Lemme guess…

Your messaging feels a bit all over the place or like it just hasn’t kept up with the evolution of your practice.

Practitioners often tell me things like:

I don’t know what to say on my website to get people to actually book.
I know I should niche down but I’m not sure I really want to.
I have a tendency to overexplain everything, which I know doesn’t help.
I keep attracting the wrong people into my DMs and discovery calls.

So you get stuck spinning in thought loops and dragging your feet when it comes time to create the content your practice really needs.

What actually helps:

Messaging doesn’t magically get clear by thinking about it.

It gets clear by using it.

One of the most supportive ways to move through this phase is to dump all the swirling ideas from your head into ChatGPT and ask it to organize them and reflect them back to you. AI is incredibly helpful for helping you see what’s already there.

And when I say all the swirling ideas, I mean the half-formed thoughts.

The phrases you keep circling.

The explanations you’ve thought about ten times already but never actually put on paper.

Let the AI act as your messaging coach, but always make sure you end up with words that feel like something you would say.

Once you have a few ideas for messaging points, use them.

Create a social post or edit some wording on your website.

Then just take note.

Notice what feels true and what feels forced.

See what people respond to or like.

Let your message sharpen as you share it.

Need help creating a comprehensive messaging document? Check out BrandVibe AI →

Problem #2: Confidence is Wobbly at First

As a holistic health practitioner, your core skill set was never meant to be marketing or copywriting.

You were trained to assess, listen, connect patterns, and support healing.

So, of course, showing up online and trying to articulate your opinions, tell your stories, and be visible can feel a bit topsy-turvy.

Practitioners often say things like:

I want to be known for something specific, but I’m not sure what that is yet.
I want to be seen as a leader in my space, but I’m still not hitting my client goals.
I’m not a natural storyteller, so storytelling content feels intimidating.
I feel like an imposter every time I post.

You might drag your feet and skip posting or sending emails altogether for months on end. You tell yourself you don’t have time, but beneath that it may be that you really just don’t feel ready.

What actually helps:

Confidence doesn’t come from waiting until you feel ready

Confidence builds through repetition and practice.

Like I've said before, you have to use your voice to find your voice. 

With practitioners in my programs, I find that starting with a structure you can trust is huge for getting over the confidence hump. That structure can be things like:

• Simple templates or frameworks that give you a starting point
• Hook prompts that help you initiate without overthinking
• An AI setup that understands your voice and reflects it back to you

When you’re supported this way, you begin from borrowed confidence—knowing the formulas you are using work.

Then you train your copy confidence like a muscle.

Each time you share, your voice steadies and your thoughts sharpen.

Need weekly hooks to help build content confidence? Check out Posted!→

Problem #3: Being Visible Can Feel Vulnerable

So many practitioners in my circle are introverted. They’re fully in their comfort zone when working with their clients 1:1, but when it comes to public visibility?

That’s another story.

Practitioners often tell me things like:

Showing my face or doing reels feels so uncomfortable and cringe.
Everyone says I need to build a personal brand, but that doesn’t feel like me.
I second-guess myself when I talk about my experience or results.

You might find yourself posting generic health tips or copy & paste content because anything else makes your nervous system feel unsafe.

What actually helps:

As tempting as it can be to outsource content creation or keep your content surface-level…

This only delays the inevitable work.

The more you try to have somebody else create your content or share generic health tips that have nothing to do with your unique expertise or perspectives…

It rarely leads to growth.

The only way through visibility feeling vulnerable is to gently accept that you may actually be meant to be the face, voice, and person behind your brand.

Then dip your toe in.

Then dip it again.

Give your nervous system time to recalibrate.

Then go in up to your waist.

And always remember this:

You are in complete control of what parts of your life you share and what parts you keep private.

You’re not meant to leap into visibility.

You’re meant to step into it gradually and let your nervous system adjust as you do.

And just like building confidence, your ability to hold more visibility without your body completely freaking out comes with practice and repetition and structure.

Need small, weekly nudges to support visibility? It's inside Posted! →  

Problem #4 ChatGPT Can Sound Generic

AI can create content fast.

But that doesn’t mean it's magically good.

When I talk with naturopathic doctors, functional medicine practitioners, nutritionists, and health coaches, almost all of them are navigating the same tension:

They want to save time with AI…

Without sounding like AI.

They often tell me things like:

I’m using ChatGPT, but I still spend a ton of time editing everything.
My ChatGPT account is so disorganized that I can’t find old threads, so I keep starting over.
I think I’ve confused ChatGPT so much that it doesn’t know my voice anymore.
I can’t trust ChatGPT to pull credible health references or statistics I can actually use.

You might think you need better prompts, but this is almost never a prompt problem.

This is a setup problem.

What actually helps:

ChatGPT starts working with you instead of against you when it’s given a clear, consistent container to learn inside.

In practice, that looks like:

• Having a clear brand messaging and voice reference point
• Using ChatGPT in a dedicated, intentional way (instead of everywhere, for everything)
• Letting the tool learn your patterns over time, rather than resetting the relationship with every new thread

When your voice, values, and message are anchored first, AI starts feeling like the best in-house copywriter you never knew you needed.

If you want help understanding how to set this up in a way that’s organized and aligned with your wellness practice, check out my free ChatGPT guide and tutorial: Chat Made Simple →

Problem #5: You’re Out of Time and Mental Energy

This one is subtly sabotaging everything.

Most practitioners are strapped for time and energy.

It's kind of like a perk of being an entrepreneur.

So you let content take a back burner to the more immediate demands of patient care and running your practice.

What actually works to solve this is the right system.

• Set up ChatGPT the right way
• Start with prompts and templates known to work
• Bring your expertise and lived experience

Create one piece of content.

And then another.

You might find (like a naturopathic doctor in my program has found!) that this system can carry 80% of the work. Here's exactly what she shared:

"I really trust what comes out of that ChatGPT project, and it really helps narrow things down. I always, as Sarah says, always, you know, put your personal touch on it. I always absolutely do that. But it's taken out probably like 80 to 90% of the work. And I have seen my Instagram engagement go up. I've seen website visits go up through Sarah."

When the weight is lifted and content creation takes less time...that’s when you can start putting in the reps that solve all the other problems listed on this page. 

A Different Way to Look at Content for Your Wellness Practice

You chose to be a naturopathic doctor, functional medicine practitioner, nutritionist, health coach, or other wellness professional because you want to help people become healthier.

By extension, you have the unique opportunity of also being the name and face and voice of your brand.

This may feel like a burden some days.

But what a blessing.

It's a chance for you to grow into a stronger version of yourself.

To find your voice.

To build your confidence.

To discover what you really care about most.

To ground deeper into the mission you were put on this earth to pursue.

Creating content to market your practice is one of the most beautiful opportunities you never knew you needed.

When you stop resisting that and start embracing the challenge…

Your entire world can change.