Self-Care is Dead: How to Improve Your Messaging for Massive Growth

How to Create Magnetic Marketing Messages to Attract More Customers to Your Wellness or CBD Brand

Search ‘self-care’ on Pinterest and you’ll get THOUSANDS of results.?

It feels like there was a period when self-care was all we talked about but now with anti-hustle culture and soft-life Instagram pages popping up left and right, have we finally accepted that self-care must be a part of our daily lives??

And in that acceptance, are those messages starting to get lost?

Wellness brands have been at the forefront of the self-care conversation and in 2022 that message seems to get lost in the sauce.

We were locked down for 2+ years and all we did (besides work) was find new, exciting ways to practice self-care so how can wellness brands like yours stand out while still staying on brand?

Messaging.

What is Messaging

Your message is your magnet.

It’s how you position your product to attract your ideal customers and show them why your product is the best solution for their desires.

Messaging shows up in every piece of marketing you do. It’s your site copy, social media posts, images, product display pages, and the influencers you hire.

Good messaging attracts your ideal customers.

Great messaging attracts your ideal customers AND repels everybody else that is not a good fit so that you build a customer base of people who REALLY believe in your mission and aren’t just making a one-time impulse buy.

All of your content must anchor to a key message that your customers care about in order to catch their attention and start moving them to the sale.

Why It’s Important to Master Your Marketing Messaging

Your customers want personalized experiences.

They want to know that your brand aligns with their values and that your products will actually solve their problem before they buy anything from you.

80% of consumers are more likely to make a purchase from a brand that provides personalized experiences. - Epsilon

People don’t buy Pepsi just because it’s Pepsi anymore. They want to know what Pepsi stands for, and whom they support, and they can satisfy their craving for a fun fizzy sugar rush in an ethical, sustainable way.

Bottom line: When you talk to everybody, you talk to nobody.

If you want your wellness brand to stand out in a crowded field then you must make your messaging Specific, Engaging and Actionable.

Specific:

Your content must be specific and speak to the exact needs of your customer, not just what you think. It uses the language they use and speaks to the specific transformations they want to experience through your product.

Example:

• This CBD helps you with self-care
• This premium CBD helps you unwind after a long day of running your kids around and is the perfect quick discreet stress release between band camp and basketball practice.

Engaging:

Your content must create a conversation, even if it’s only within your customer’s head. It must make them almost feel what it would be like to have your product in their hands. This is a great place for sensory language.

Example:

• This skin care helps end your day with self-care
• After a busy day of meetings and a presentation that didn’t quite go as planned, the best way to reset your energy is by massaging your skin with our top-selling exfoliant infused with lavender to not only smooth your skin but soothe your frantic energy.

Actionable:

At the end of the day, the job of your marketing is to move buyers towards the sale and you must be explicit with that ask. You must tell your customers what you want them to do, don’t assume they will buy just because you have a message that resonates. Tell people what you want them to do or you’ll end up with 1 million followers and very little sales to show for it.

Example:

• These candles add light and relaxation to your daily self-care routine
• Light this candle and watch the flames dance as you recenter your energy after that exhaustive Zoom meeting that absolutely could have been an email. Gift ‘XYZ candle’ to your work bestie that also agreed that the meeting could have been an email

Why Self-Care (as a message) Is Dead

Before the Great Resignation , self-care was a strong message.

Everyone was searching for ways to add more self-care to their locked-down life and while your customers still care about self-care, we’ve moved beyond buying products just because they help with self-care.

There was a time when self-care was a movement. Now that landscape is super crowded.

Health and wellness brands created so much content about how to use their products for self-care but in 2022, self-care is a surface-level conversation.

Surface-level conversations are conversations that don’t connect with your customers on a deeper level. They focus on things like gender, race, religion, and other demographic information that only speaks to what you can see.

Deeper conversations…go deeper. They focus on things like lifestyle aspirations, future goals, pain points, and transformations.

Bottom line: Your customers are craving deeper connections and more personalized conversations before they become customers, let alone super-fans (which is the goal!)

How to Make your Message Magnetic

So how do you stand out if self-care has been your overarching message??

Make it magnetic.

Start having deeper conversations with your audience.

Figure out what lifestyle your customers live (or aspire to) and use your content to showcase lifestyle alignment between their aspirations and your product.

It’s not enough to say your skincare line helps with self-care.

It’s not enough to say “start your day with my skincare as part of your self-care routine”

Does your skincare line help your customers show up better?

Does your skincare help your customers show up to that difficult conversation with their boss ready to advocate for that raise with a clear, energized head?

How does your product help them live their best rich bitch life?

How does your product help them leave hustle at the door, if only for a moment?

If your wellness brand relieves pain, can you talk about how that relief allows your customer to go on that long-awaited girl’s trip without having to worry about pain keeping them from going on that expensive, non-refundable excursion?

That is what your customers want to see.?They want to see how your product helps them to live their best life before they give you any money.

Bottom line: We know self-care is necessary to living our best lives, but what else you got? Go deeper.

How to Know if You Have a Messaging Problem

E-commerce has so many moving pieces that sometimes it’s hard to determine whether you have a messaging problem, a conversion problem, or a traffic problem (maybe even all 3!)

To figure out if you have a messaging problem, ask yourself the following questions:

• Am I attracting my best customers without having to dangle a coupon? (A.K.A. Am I becoming Bed Bath & Beyond?)
• Do I have repeat buyers that tell us they can’t get enough of our products?
• Do I have a community of customers that sing our praises without us giving them anything? (Messaging is NOT just for prospects)
• Is my audience composed of people actually ready to buy from me, not just taking my quiz and unsubscribing?

The answer to all of those questions will give you a hint as to whether you have a messaging problem.

Magnetic Messaging:

• Attracts your best customers & repels everyone else
• Moves people to buy whether you give them a discount or not
• Builds a community of superfans ready to buy AND tells everyone they know about your life-changing product.

The 1st thing you must do to build a 7-Figure wellness brand is master your messaging and you can not do that with generic marketing messages.

Without magnetic messaging, you will blend in with the sea of other wellness brands relying on self-care as their top message.

If you know you have a messaging problem, I invite you to join me at Roadmap to $1 Million Live to learn exactly how to master your messaging so that you can start attracting more of your best customers AT SCALE.

Get the details and reserve your spot for Roadmap to $1 Million Live right now.

Don’t wait another moment to put in place the strategies, systems, and support you need to go to the next level. Sign up now.