4 Mistakes to Avoid in Mental Health Content Writing
When I tell people that I’m a mental health content writer and strategist, the reaction is usually some mix of confusion and curiosity. Even among my fellow marketers and creatives, my role is someone unique in that I’m often tasked with creating a conversion-driven narrative for a service most folks hope they never need.
Fortunately, the stigma surrounding seeking mental health care is dissipating and there are more opportunities to access support than ever before. But from where I’m sitting, our industry still has a long way to go when it comes to creating inclusive, affirming digital experiences.
Compassion doesn’t have to be complicated, and by avoiding the following mental health content mistakes, you can connect with your audience in a way that builds authority and enhances trust.
1. Remember they’re a person, not an addict
Some of you might be surprised to know that there are still major mental and behavioral health organizations that are publishing content using cringe-worthy terms like “alcoholic” or “bipolar person.” Doing so reduces a person to their struggles and symptoms and reinforces shame and stigma. Instead, stick to person-first terms like “person with a substance use disorder” or “person living with anxiety.” Similarly, don’t refer to a person as “mentally ill” or to drug test results as “dirty.”
2. Keep it simple (but clinically accurate)
Of course, you want your audience to see your organization as a trusted source of quality mental health information. So while you must ensure clinical accuracy in your content, keep in mind that the average person has never had the pleasure of spending an afternoon with the DSM-V and that most American newspaper articles are written at an 8th-grade reading level. Building authority while creating accessible content is a delicate balance. If this is outside your wheelhouse, hire someone that knows how to do it.
3. Avoid fear mongering or sugar coating
Being in the mental health industry means that we often get to talk about exciting, innovative solutions. But we also have to discuss darker topics like depression, suicidality, addiction, etc. In another delicate balancing act, your content needs to communicate hope and positivity while at the same time being honest about the reality of human suffering. In essence, you have to avoid both fear mongering and sugar coating while landing somewhere in between in a way that suits your brand. Avoid absolutes, use tentative but uplifting language whenever possible, and never over-promise.
4. Make time for tone
You’ve built a fantastic new platform and you’ve secured another round of funding. Awesome! You say to yourself, “Let’s get this thing to market! We’ll figure out our tone once we’ve gotten some feedback.”
Bad idea.
Budgetary constraints can make it tough to allocate resources for things like voice and style guides in the beginning. But if you don’t take the time to consider how best to communicate to your target audience you’re putting yourself at a disadvantage that will likely cost you more down the road. The language you choose can invite or alienate the user at every touchpoint and mental health content requires varsity level sensitivity. It might take some testing to figure out what works best for you, but defining your brand’s tone will help you resonate with your audience and generate quality leads.