“Marketing Tips for Health Brands”
Estimated read time: 3 minutes & 31 seconds.
Nobody orders lukewarm coffee.
They want it hot, or they want it cold.
The same is true for your business.
Here are 3 perfect examples to show you what I mean.
LFG
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99% of half-marathons are B-O-R-I-N-G.
Here's how the Slacker stands out from the crowd.
Normally, I'm a glutton for punishment. I'm down to running in 100-degree heat with plenty of incline. But this race wasn't for me. It was for my girlfriend.
She’d never run a race before but said she would do one with me if it had a good view. So, I found a race in the Colorado Rockies with just that—a beautiful view.
It's called the Slacker half-marathon.
It was beautiful, but that’s not what makes it stand out. It stands out because they know EXACTLY who it's for. It's for the person who doesn't take running too seriously but thinks the idea of running a race sounds fun.
A casual race for the casual runner. It was honestly a blast.
Here's what we can learn from this.
You don't always have to be the BEST or the most EXTREME to stand out from the crowd. Sometimes, you can look in the opposite direction and be exactly what people need.
You don't have to be the BEST.
Just be different.
I'm personally not a stoner.
But I like what they're doing with their sandwiches.
I recently took a trip to Denver. While I was in town, I stopped at a Cheba Hut. If you've never been before, imagine this:
- Green colors
- Sandwiches names like "The Chronic"
- Sandwich sizes like "Nug" or "Blunt"
- Options for "munchies"
I think you get the idea—it was brilliant. It was a sandwich shop for, you guessed it, stoners. Of course, anyone can get food there, but that's not the point.
The point is that they have found a way to differentiate themselves from their competitors. If you are a certain type of person with a certain type of craving. You know exactly where to go.
The lesson?
Don’t just be a sandwich shop.
Be akin to the sandwich shop for stoners.
Find your differentiator.
Do you have a ICP?
It might be the reason you can't get leads.
I recently watched a documentary about Hans Zimmer. He’s basically the GOAT of movie soundtracks.
He composed the music for such films as:
Just to name a few.
Partway through this documentary, he said something that hit me like the hoisting of Simba in the The Lion King (another movie Hans did the soundtrack for).
"In my mind, I have this fictitious character. She's called Doris. She lives in Bradford. She's of a certain age. She's got two boys, doesn't have a husband. She works really hard every week.
Those boys are impossible, by the way. I mean, they're a real pain. She works really hard to try to make ends meet. And at the weekend, she's got a choice. She can either watch the television, or she can go to the cinema. And she plunks down her hard-earned money.
And it really is hard-earned money. And life is tough. And she wants to have an experience. Just for two hours, she wants to have an experience that she wouldn't have in her normal life.
And I am part of the responsibility of giving her that experience and not short-changing her on her hard-earned money.
So yeah, most of it's written for Doris, who doesn't really exist, but completely and utterly exists."
Doris... is Han's ICP (Ideal Client Profile).
It’s who he creates for.
Who’s your ICP?
Define your Doris and build your business for them.
Take home point…
- Look in the opposite direction to differentiate yourself.
- Build a product for someone, not everyone.
- Define your Ideal Client Profile (ICP).
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