The Social Media Marketing & Communications guide for Natural Health and Wellness insiders.

Buyer Personas: What Natural Health Businesses Need to Learn to Sell Effectively

Who are your customers REALLY?

Trying to target a generalized market leads to generic messaging that fails to resonate with anyone.

How well do you actually know your target market? Do you know the names of your top 10 customers? Do you know what they eat for breakfast, what they’re most afraid of in life and what they hope to do in their old age?

Too many businesses (B2C and B2B) in the health food industry sketch a broad composite of a single target demographic, then spend a fortune thrusting marketing and advertising “out there” hoping to entice prospects. Problem is, you likely have at least three distinct types of people that are perfectly suited to buy from you, each for different reasons.

Creating Buyer Personas helps solve this problem. Tech companies spearheaded the concept, and it goes something like this:

I Went to the Vancouver Health Show 2010 and I Have Two Questions

I scored tickets to last weekend’s Vancouver Health Show at the new convention centre, so I brought my family down to have a look around.

The first thing I thought was “Did anyone actually pay to get in here?” (No, that’s not one of my two questions.) The tickets had a $10 price-tag on them, but no-one at the door actually checked my ticket. Doesn’t exactly add to one’s “perceived value” of an event.

I headed straight to the back of the hall to see Michael Murray ND speak on the topic of his new book: “What The Drug Companies Won’t Tell You And Your Doctor Doesn’t Know.” His information was well organized and his arguments were compelling. ie – Drug companies are grossly misleading the public, government agencies are largely in their pocket, and the natural health industry is the strongest force currently taking them to task. Preaching to the choir in my case, but I gleaned some good specific examples and felt grateful that this man is on his mission.

Question #1:

Why would gifted health professionals and spokespersons be in virtual HIDING from the people that matter most to their success?

Twitter for Business – CNHR Article for natural health retailers