HELPFUL Marketing: Does This Unicorn Even Exist?

Can it ACTUALLY be done?

Can you ACTUALLY help people with their health & wellness goals and sell things at the same time?

Wouldn't that be like the holy grail?

Of course - and of course it can be done - and I'll explain how in this blog post.

If you've read this far then it's likely you are a health expert, you want to help people AND you feel like deserve to be paid quite well for the difference you can make.

It's likely that those last two statements create some internal conflict for you - but here's a statement to keep in mind as we progress: 

Crappy marketing that makes people feel uncomfortable is predicated on the assumption that everyone is ready to buy right now - and that they should be treated as such. 

Marketing done 21st Century-Style - aka. getting your message out to people, letting them know what you have to offer and why it might help them, and who SHOULD and SHOULD NOT buy it - is not boring.

It's meant to be playful, funny, educational, entertaining and helpful. Yes, GOOD marketing looks exactly opposite to an infomercial. 

 

Let's investigate that now. 

No matter WHO you seek to serve or what your area of expertise is, here's a truth bomb for you:

Only about 3% of your audience is buying RIGHT NOW. 

Yep - if you offer programs to help people with their digestion, or you sell car tyres, or snowboards... 97% of your market doesn't want to buy from you right now. 

So what's their dealby golly?

Well, a small minority of them are open to the idea of getting help from an expert like yourself.

These are the people who are in the 'contemplation' phase of joining a gym, fixing up their diet, or experiencing some resistance in their life - a nagging wife or husband who wants them to do something about their weight, or nagging guilt about not having any energy to play with their kids on a weekend. 

A whole lot MORE of your audience & marketplace isn't thinking about their health right now -which doesn't mean they are not interested. 

Perhaps it's not high on their values - maybe they really never stopped to think about what it feels like to eat healthy. Maybe they just don't realise that 

Then there's another group of people - those who THINK they're not interested in their health right now. 

Maybe they're preoccupied with work, moving house, studying, or... I dunno... spending so much time taking care of their children that they forget to take care of themselves - and so they THINK that health is not high on their values right now. 

Notice that the above statement does not imply that they're not interested in their health, or that they wouldn't LOVE you for the benefits that your expertise and wisdom can deliver to their life - just that they're not thinking about it right now. 

Then there's the last group - about 30% of your marketplace is never going to buy from you ever. 

That's fine - maybe they just don't care about their health. Maybe they DO care, but they're following or learning from someone else. It's fine. 

But if you read back what I just said to you, 70% of your audience is at least interested in their health, and what you have to say - maybe just not right now. 

So why would you EVER let your marketing be dominated by the kind of message that should be reserved exclusively for that ready-to-buy 3%? You know - the sales, the promotions and big launches?

Which causes me to ponder: W...pray tell...TF is marketing supposed to do?

Marketing is supposed to move people from 'thinking they're not interested in their health' or 'not thinking about it at all' to 'contemplating doing something about their health', and then actually doing something about their health.

How do you do that?

By knowing your audience, having empathy for the reason that they THINK they can't get results, and helping them overcome it. 

Let's take the example of a health expert who creates programs and diet plans for men at risk of heart problems. 

Let's say that audience is full of executive-types who need to wine and dine their clients, work long hours to provide a nice lifestyle for their families, and don't really have time to get to the gym on the weekend because they'd rather sleep in and watch their kids play sport. 

Which of these three marketing messages do you think is going to PROVE that you can help them, DEMONSTRATE to them that the result that they seek isn't unrealistic for them to get, and MOVE them from either not thinking about their health, or thinking that there's nothing they can do, to being serious about taking action?

BLOG: How to find the healthiest meals on any menu when you're travelling for work (and avoid the top five cholesterol-raising foods)

VIDEO: Use this breathing exercise to reduces stress, blood pressure and reduces risk of heart disease - even when you're trying to meet deadlines

NEW WEBINAR reveals three exercises you can do at your desk to keep your heart healthy

FLASH SALE: Done-for-you nutrition plans & workout routines to reduce your risk of heart disease. 20% off!

For an executive-type who thinks they have enough on his or her plate already, they know something needs to be done about their health - but HOW when you're super busy?

The reason why people won't consume your marketing content, take action on it or WANT to follow your message is NOT because they don't believe YOU - if you recommend healthy eatin' and livin' then everyone believes that you'll do some good for them. 

They don't need someone to try and sell them something yet... 

They need someone to make them believe that it IS possible to take better care of their heart and lower their risk of disease (or insert other benefit that your audience is looking for), EVEN IF they've got a hugely busy and stressful office job (or insert other reason why your audience thinks success might elude them)

They won't want to consume, take action and ultimately buy from you because they're not sure how it'll fit in with their life. 

If that wasn't true, how do you explain CrossFit and P90X NOT having a 100% market share? Surely nobody believes that those workouts don't make people lose weight and look better. 

Your marketing should ALWAYS demonstrate that you understand why people aren't thinking about their health - or why they think that they might not be interested in doing something about it. 

Help people out with that - make it fun, make it insightful and make it useful. 

For those who AREN'T in the 30% of people who will never buy from you, educate and be of service and THEN tell them about how you'll help them out more with your course, recipe book, training program or coaching. 

Go ahead and make your pitch at the end of your webinar, or your video - not as soon as you possibly can. 

Helpful Marketing. 

Those that practice it are like unicorns - they have empathy, they understand their audience, and they care enough to try and help people before they 'offer to help people', if you get what I mean. 

Enjoyed this? There's more - check this out!

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