How Health Brands Attract the Super-Healthy (Without Lowering Prices)
They don’t run a business, they run a movement
The magic tricks major health brands use to convince you are slowly fading as people become more educated.
Gluten-free, sugar-free, and vegan approved were top trigger words two years ago. People now understand that it doesn’t necessarily mean healthy.
Why Aren’t the Big Brands Adapting?
They’ve got the millions to create well-done marketing campaigns and charge lower prices. Their success relies on you being impulsed by the image of someone enjoying a meal and living a desirable lifestyle.
Unfortunately, this helps them get away with using highly-processed ingredients — the ones that look like science equations on product labels.
Anyway, there’s one thing they’re slowly realizing: People are getting more influenced by the day, and it’s hurting them.
Back when the world was on TV, bigger brands had a monopoly as they had the budget to get in front of an audience.
Modern-day tech is now giving deserving brands the advantage — they can easily align themselves with bigger ones and present a better offer (or a more healthy one.)
Here are three ways growing health brands do this.
1. They Sell Why They’re Different
If you’re offering a drink that exists in a marketplace, you’ll fit in and then disappear. Lowering your prices also won’t work because the good ingredients won’t allow you to profit.
You have to discover why people should also buy from you.
You can do this by matching your company values with the values of those you’re targeting. If your values connect more, they’ll appreciate you and come back for more.
Example 1: Lo Bros
As soon as their site loads, the about us section comes first and gives you three links: What is kombucha? How we make our kombucha. What makes us different?
This immediately indicates that not all kombucha is made the same — that then leads to curiosity about why it isn’t (which makes you click the link).
The What Makes Us Different page:
- Reaffirms their taste and health promises
- Shows they care about authentic traditional ways to make beverages
- Proves how they think about your health when making kombucha
The How We Make Our Kombucha page:
It explains their exact kombucha-making process in a simple way (a five-year-old can understand it.) Having your creation process public makes you transparent and easier to trust. The same applies to ingredients.
Example 2: OTC Beverages
They were able to do it with just one slide on their site.
This is a masterful copy.
Within seconds of scrolling on their homepage, this pops up and answers why they’re different in the best fashion.
They first let you know their process is simple, and then describe their edge of using ingredients at their potency. Plus, the mentioning of trial and error suggests they put massive amounts of time into making the beverages.
Then they make a unique bold claim and subtly increase the text size — many people will click the learn more button below.
2. They Convince You That the Healthy Version Exists
Gen Y and Z had childhoods that involved consuming products made by industry giants. Therefore, the taste of those products is embedded in their memories — this gives big brands the leverage to help them relive good feelings in the past.
The issue is that people have a hard time believing a food or drink they love can be good for them. It’s because foods that are known for using unhealthy ingredients automatically become associated with bad foods.
Here’s the truth: There is no such thing as bad foods — just bad ingredients.
Foods get the blame rather than the ingredients. Quality brands know this, so they must dismantle false beliefs their target audience has with new digestible information and claims.
Example: Cawston Press
They mentioned this on their site:
“We miss the days when a soda meant a lunch break, a baking hot day, time off and time to kick back. When drinking a can of pop was always ‘oo, that’d be nice’.”
This opens up your memory bank and lets you relive those enjoyable times you had drinking soda.
What they go on to say is even better.
“At Cawston Press we want to get some of that back: what if we could put it all in a can, but without the sugar that gave soda its bad name?
So we did.”
They know their target audience has the false yet reasonable belief that soda must be associated with sugar.
In just six lines, they performed mental aikido to make you excited about drinking soda again.
3. They Use the Latest Trigger Words
Remember, basic trigger words have expired thanks to industry giants abusing them. You’ve got to get in touch with your audience’s level of education and vocabulary.
Here is a list of some powerful trigger-words:
- Glyphosate Free
- 100% organic
- Just 3 Ingredients (or less)
- Preservative Free
The best thing about the new onslaught of trigger words is that brands that sell unhealthy food can’t get away with using them — they’ll easily get sued for making false claims.
Honesty and transparency are the biggest assets in the health and wellness industry.
Crypto & Marketing Writer ~ Copywriting or ghostwriting enquiries: matt[at]mattshango.com