The holistic products industry is a multi-billion dollar industry that has grown and continues to grow steadily, yet many providers struggle to make ends meet. The first reason holistic businesses struggle is often due to a belief that financial gain is somehow antithetical to spirituality and authenticity.
The second, more practical and easier to solve reason holistic business are not as profitable as they would like to be is that they try to promote their businesses with a generic ‘mass market’ approach. That doesn’t work.
To effectively promote your holistic products and services, you need to address several strategic and tactical aspects that are unique to this market.
First, if you’re looking for new leads/clients, you have to accept that there is a lot of cynicism, skepticism and doubt. If you can’t overcome that, you’re dead in the water. This means you have to initially create credibility and then have belief-builders to reinforce your message consistently.
Second, you need to recognise this is a niche industry – even though it’s huge in its overall scope and breadth. That means your syntax, vocabulary and communications must be tailored to your audience so that you speak directly to their concerns, desires, wants and needs in a language and context that resonates with them instantly.
Third, you must be omnipresent within this niche community – that includes being in publications like LivingNow magazine and involved with other community leading organisations and activities. You must leverage the holistic community authentically, but effectively. Traditional media channels cannot provide the ROI you need to justify the sales and marketing expenditure required to generate the sales you want and need. It’s a key distinction that will make all the difference.
Fourth, to get out-of-the-ordinary results, you need to do out-of-the-ordinary things without being provocative or sensationalist. Otherwise, prospects who want to buy what you have to sell won’t find you – they’ll go to your competitors.
I acknowledge that all of this is much easier said than done – until you embrace your purpose and realign everything you do into a consistent approach that remains congruent to your values and beliefs. When everything lines up, the multiplier effect is magical and unmistakable.
The above article is based on a longer exposé on the topic by Dr Marc Dussault. For more information about this topic, go to http://www.ExponentialPrograms.com/livingnow
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