Why One-Size-Fits-All Marketing Fails & What NDIS Providers Should Do Instead
                     Why One-Size-Fits-All Marketing 
Fails & What NDIS Providers 
Should Do Instead
A guide to personalised, purpose-
driven 
marketing for NDIS service growth.
The Problem with One-Size-Fits-All
• Generic marketing speaks to everyone—and 
connects with no one.
• NDIS participants are diverse in needs, goals, 
and preferences.
• Lack of personalisation leads to missed 
connections and trust gaps.
Why It Doesn’t Work for NDIS 
Providers
• Participants have unique goals & support 
needs.
• Cultural and language diversity must be 
acknowledged.
• Decision-makers vary: participant, parent, 
carer, or support coordinator.
• Trust and authenticity are crucial in this sector.
What to Do Instead
• Segment your audiences.
• Localise your strategy.
• Tell real participant stories.
• Speak human, not corporate.
• Educate with purpose.
• Build coordinator relationships.
Audience Segmentation
• Parents of children with autism.
• Adults with psychosocial disabilities.
• Culturally and Linguistically Diverse (CALD) 
communities.
• Participants in regional or rural areas.
• Young adults transitioning from school.
Localise Your Presence
• Optimise your Google Business Profile.
• Use local keywords on your website and blog.
• Attend community expos and events.
• Collaborate with local allied health 
professionals.
Show Real Stories
• Use testimonials and detailed case studies.
• Share success journeys with before/after 
outcomes.
• Include participant-approved photos/videos.
• Create emotional connection through 
storytelling.
Use Person-Centred Language
• Avoid jargon and overly technical terms.
• Use empathetic, goal-oriented messaging.
• Say: “We help you achieve your goals” vs. “We 
provide services”.
• Address the person directly: use “you”, not 
“client”.
Invest in Content Marketing
• How-tos: “How to use your NDIS funding 
wisely”.
• FAQs: “What happens during a plan review?”.
• Blogs: “Meet James—an artist with autism”.
• Position yourself as a trusted advisor.
Collaborate with Support 
Coordinators
• Build trust and maintain transparent 
communication.
• Share service updates and real success stories.
• Host short webinars and info sessions.
• Offer valuable tools and resources for their 
work.
Final Thoughts
• One-size-fits-all = one-size-fails.
• NDIS participants deserve personalised, 
relevant connection.
• Your marketing should reflect the same care y
ou give.
• Be human. Be helpful. Be heard.