“Marketing Tips for Health Brands”
Estimated read time: 2 minutes & 20 seconds.
The Minnesota State Fair is an array of deep-fried delights, questionable food combinations, and enough sugar to kill a baby cow.
But amidst the hustle and bustle, three food spots were crushing it while everyone else was picking up the scraps.
Hidden behind those three brands are three marketing lessons that can be applied to any health business.
LFG
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Society would like to convince you that more is better. However, based on what I witnessed at the state fair (and with my clients), this is seldom the case.
Three food spots at the fair consistently had massive lines:
The commonality? They do ONE thing, and they do it damn well.
The lesson?
When you focus on one thing and do it exceptionally well, you create a clear and compelling brand identity that attracts your ideal clients.
Stop trying to be the “one-stop shop” for everything… Instead, be the “go-to source” for something.
It’s easier to win when you only do one thing.
Most brands that reach out to me are forgettable and don’t clearly reflect what they offer.
They are often a “physical therapist clinic” in a sea of physical therapist clinics.
To stand out, your brand must be instantly recognizable and leave a lasting impression in a world of endless choices.
To use my three examples from the state fair:
They aligned their BRAND with their PRODUCT.
Good (and thoughtful) branding can be the difference between having people waiting in line for what you have to offer or completely forgetting you even exist.
Chasing the latest trends can lead you astray from what truly resonates with your audience.
We tried a new food stand that was selling hummus. It was the best thing I ate all day (and I ate a LOT of food that day).
However, despite being the best item at the fair, there wasn't a line wrapped around the street waiting for them.
Why?
Although hummus is currently trending, it will only attract a small market.
The most popular food stands at the fair didn't sell anything revolutionary. They offered classic favorites: chocolate chip cookies, glazed donuts, and cheese curds (done exceptionally well).
They appealed to a broad audience and created a sense of comfort.
The lesson?
If something is already working, there must be a market for it. Now, all you need to do is put your unique spin on it and do it well.
Often, the best businesses see what's already working and improve on it slightly.
Take home point…
- Specialize in ONE thing.
- Align your brand with your product.
- Iterate on what is already working.
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