“Marketing Tips for Health Brands”

Estimated read time: 2 minutes & 23 seconds.

Stop trying to be everything to everyone.

It's leaving you feeling scattered and overwhelmed.

In this letter, I will help you ditch the “herd mentality” and embrace your niche.

I’m back on the farm, so expect plenty of farm analogies.

LFG

👇

1. The "Picky Eater" Principle

Goats are notoriously picky eaters. They won't just munch on any old hay. I’ve noticed that whenever I drop hay on the ground, they often won't eat it.

It has to be delicately placed in their hay trough like fine dining. Crazy, I know.

Your ideal customers are just as discerning. They're not looking for a generic solution. They want someone (or some brand) who understands their unique needs and challenges.

Just reflect on your own purchasing behaviors.

I doubt you go out to eat at Denny’s or Applebee’s. They have food, and it’s totally edible… but it’s generic and boring.

You probably look for something that is farm-to-table, delicious, and supportive of a small business owner.

Why?

Because they understand your unique needs and desires.

The takeaway…

Identify your “picky eaters”… the specific group of people you’re best equipped to serve and tailer your marketing message to their needs.

You’re not for everyone, and that’s the point.

2. The “Pack Mentality” Principle

Goats hang out with goats… while chickens hang out with chickens.

If you were to come and visit me on the farm, you would very quickly see that although the animals COULD hang out with one another… they very clearly prefer not to. They would rather stick to their kind.

Well… your ideal customers are the same way. They want to belong to a community of people who share their goals and challenges.

Back to my Applebee's and Denny's example… sure, you could get your fill there. But I doubt you'll find YOUR people hanging out there.

However, a niche brand or business has a unique advantage over generic options. It creates a community of like-minded people who then invite more of those like-minded people to join the pack.

Like-attracts-like.

The takeaway…

Picking a niche allows you to stand out and cultivate a thriving community.

3. The “Golden Egg" Principle

The best thing about living on the farm is unlimited eggs. I probably get around 6 fresh eggs a day between the ducks and the chickens.

But eggs are not all created equal. Some people prefer free-range, while others might prioritize affordability.

The question for YOU, then, is… which would you rather be? Premium… or affordable?

I’d bet you’d prefer to be premium (and you should).

However, the only way to become your customers' "free-range" option is to become the best solution to a problem.

The easiest way to be the best solution to a problem is to solve a VERY specific problem for a VERY specific person.

The takeaway…

Niching down allows you to position yourself as a high-value and attract customers who are willing to invest in your specialized services.

Be the only… so you can be the best.

Take home point…
- Find your flock.
- Build your community.
- Become the “go-to” solution.

✌️