Marketing of Personality

The marketing of personalities is essential for natural health industry growth.

Nutritional supplements are just one aspect of natural health. NavelEXPO hired me to market their conference’s natural health speakers in a custom-published magazine. The goal: Educate consumers on exciting natural health advancements, promote the experts speaking on these topics, and fill their lecture rooms to maximum capacity.

The sample at right (click the mag cover) was written for a speaker on tap water hazards. As I wrote about 2,100 toxins in municipal water being absorbed through the skin’s pores during a hot shower, I sold myself on the idea… I want a full-home water purification system! Click the image at right, read it yourself and see. At worst, you will want to attend the lecture; at best, you’ll want to buy the purification system immediately.

The Lesson: Natural health can include the marketing of concepts, or even the marketing of people. When the communication behind this marketing is clear and compelling, success is sure to follow.

Selling Active Ingredients

I wonder where that fish did go?

Vitamin World had a problem. Fish oil was a red-hot supplement, but customers were defecting to cheaper brands that appeared to offer more bang for the buck. Appearances can be deceiving, however — and Vitamin World Associates needed training that would help them educate customers on this fact.

The Natural Health Writer sat down with a President at NBTY to create the training piece you see at the right. It teaches Associates about how active ingredient levels trump all. With this insight, Vitamin World Associates steered customers back to VW fish oil products — all by educating them on active ingredient value.

The Lesson: It’s amazing how one piece of insight about a supplement, clearly communicated in one training piece, can supercharge sales of that supplement across an entire chain. The Natural Health Writer knows training.

Booming Brain Health: Ginkgo

As Woody Allen once said, “My brain? That’s my second favorite organ.” But for Boomers seeking peak quality of life in their golden years, the brain is priority #1.

Mental sharpness. Cognitive performance. Crystal-clear memory. The Brain Health segment is a supplement industry goldmine. Neuronutrients’ potency in promoting peak brain health is backed by reams of research. At right is a piece I wrote on Ginkgo Biloba, one of the most famous brain-boosters. This PDF is part of a larger marketing book that discusses several other neuronutrients in detail.

The Lesson: Brain health is a booming category. Effective educational marketing materials are the key to supercharging supplement sales in this all-important sector. The Natural Health Writer is a neuronutrient marketing expert.

The Art of Nutrition

"First, do no harm."

In 2010, I worked on the re-branding of Physiologics, a physicians’ nutritional supplement line. This category is poised for explosive growth. To add some sex appeal to the typically bland marketing materials of doctors’ supplements, I incorporated quotes from the Hippocratic Oath, which worked beautifully with the branding of doctors’ supplements.

Quality is a hallmark differentiator that is critically important in the successful marketing of supplements. It’s not easy to write about! For this catalog, we brainstormed a quality theme called The Art of Nutrition. Read the PDF at right for the full story.

The Lesson: My client on this project (a true marketing genius) fixated on discussing quality without using the word “quality.” He was right — when you differentiate down to a subtle microscopic level, you strengthen your brand from the bottom up.

Ginkgo Hilarity

I recently wrote a marketing piece on Ginkgo Biloba. I was pleased with it.
The claims were strong and substantiated; the story was Sexy Nutrition. Part of that story:  ginkgo trees are  200 million year-old “living fossils,” with individual trees living up to 3,000 years. Bafflingly, the client circled these facts in red pen and wrote “substantiation needed.”

What the heck? The Natural Health Writer is all about substantiating supplement health claims. But the Ginkgo facts had nothing to do with health! I shrugged, retraced my research, and started new research to reinforce that my ginkgo facts were strong. They were. The silver lining? On my second round of research I discovered some compelling ginkgo factoids that will make my next ginkgo piece even sexier.

The Lesson: Substantiation is essential, but it’s a slippery slope. If we as an industry start requiring substantiation for non-health related facts, we may end up needing substantiation for statements like “the sky is blue!”

Selling Resveratrol

Resveratrol: substantiated to the nines with seven references!

How do you make a nutritional supplement sexy? It sounds strange, but if you can sell an image, you can sell anything. Especially Resveratrol.

Though commonly sourced from knotweed, Resveratrol’s sexier source is red wine grapes — an origin that sells a mindset of escape. Consumers associate the Resveratrol with romantic images of rolling vineyards in warm, lively, summer months. Not to mention that special feeling of lightheartedness that comes after a glass of favorite Pinot Noir. Resveratrol tips its cap to the good things in life and promises, through these positive associations, to be one of them.

But all the romance is useless without substantiation. My Resveratrol piece to the right balances romance with strong supportive evidence. By presenting relevant figures and credible references, this piece successfully integrates two keys to successful supplement marketing: desire and credibility.

Rx Complement

Rx Complement is the most all-encompassing editorial project I’ve coordinated.

Alicia Silverstone made an especially fetching RX Complement cover.

Part of an innovative marketing program, Rx Complement was a custom-published magazine distributed in holistic health practitioners’ offices. It was designed to educate patients on nutritional supplements and natural health while they sat in waiting rooms. The ultimate goal: Sparking patient interest in nutrition as a complementary therapy. This was especially beneficial for health practitioners who incorporate supplements to help their patients.

Landing the Kind Diet author and actress Alicia Silverstone was fantastic, and yielded a fascinating in-depth interview (click to open pdf) about her perspective on veganism, environmentalism, and turning Superhuman.

Click on the cover to view an “abridged” PDF version of Rx Complement that focuses on its nutrition-related articles. (Note: large file, about 25 mb). Full versions available upon request.

Substantiation & Style

FDA guidelines on supplement marketing have tightened in recent years. Supplement marketers now need more substantiation than ever.

The Natural Health Writer's magic marketing formula: Style + Substance = Supercharged Supplement Sales.

The Natural Health Writer knows substantiation. My seven nutrient booklets (10+ million copies in print) are backed by 500+ references. Across all marketing media I’ve done, I’ve used 1,000+ references. I find the best sources, then I communicate them in a compliant — yet stylish — way.

The Lesson: Sorry…top secret. But Google “supplement substantiation.” Make the top-ranked result your nutrition marketing starting point.

Helpful Hint: Experts suggest that the content of this post may hold the potential to help you promote your supplement marketing success. Or, simply commission me.

Tour Riders

I'll have whatever Bruce is having!

Seeking celebrity nutrition news for a sales training piece, I was struck with sudden inspiration: What about “Tour Riders”? These dressing-room demands of superstars are most publicized when they are outlandish… but would any health-conscious celebrities request pre-show nutritional supplements?

After a little digging I found out some celebrity nutrition secrets, which I passed along for store associates to use as ice-breakers with customers. Click the image at right to learn which celebrities demand nutrition in their dressing rooms!

The Lesson: Love it or loathe it, the Cult of Celebrity is a powerful motivator. If a celebrity takes a nutritional supplement, gawkers will follow suit. The tricky part is connecting celebs to supplements… you’ve got to be creative in your research.

A Portrait of Jane

Jane Seymour was a great celebrity “get” for me as Editor of Energy Times.

Jane Seymour was nice. She will forever be my favorite Bond girl.

She’s always been a natural health icon. A longtime homeopathy advocate, Seymour has also addressed Congress on complementary medicine and health freedom. On top of that she has an organic garden, is involved in art therapy and women’s heart health charities… too much to list! Read the article to learn more.

Nature’s Plus, which distributes Energy Times, was releasing a colorful whole-food supplement line when this article came out. Jane Seymour enthusiastically endorsed the virtues of colorful fruits and vegetables in the interview. Damn, I’m good.

The Lesson: Look for this type of media success where celebrity, publicity, charity and natural health intersect.