Sure, all the big CBD companies do things right in the world: SEO, email marketing, advertising, social media, etc.
More importantly, what are they doing to rise above the marketing fray?
Once you start investigating them, here’s what you’ll find:
All of their leaders wear compassion on their sleeves.
They give hope to the hopeless.
Its CBD is like manna from heaven for the sleep-deprived, stressed, and downright sick people among us who increasingly typify life in modern times.
It is the key differentiating factor behind a blueprint for how to go from ordinary to extraordinary in a super fast growing industry.
THE CEO WHO FOUND HELP NOW HELP OTHERS
Joy Smith’s CBD journey began while she was taking books to a refugee camp.
That already says a lot about his compassion for others.
While on that mission, he picked up a suitcase the wrong way and sprained his shoulder.
His pain level from that injury eventually grew so great that he became desperate for relief.
On top of that, she was already struggling with hormonal issues and hadn’t slept through the night in over two years.
That’s when his son Gerrid suggests he look into CBD.
And, boy, did she do it!
First of all, he slept through the night after his first oral use of CBD. She then relieved her shoulder pain with a CBD cream.
At that time, his story would have been a great testimony.
For Joy, that was just the beginning.
According to Gerrid, his mother was so inspired by his experience that she went out and bought every CBD product in town.
You don’t have to be a mind reader to see why. Someone who volunteers to serve in a refugee camp on the other side of the world is dedicated to helping others.
Evaluating all the products she could find gave Joy the information she was looking for to give others hope for better health.
Joy has always wanted to bring comfort and compassion to as many people as she can. Her chance discovery of CBD coincided perfectly with her passion.
It wasn’t long before his entire family came together to spread the CBD gospel.
Joy’s vehicle for CBD evangelism quickly grew into a family business, Joy Organics.
Three years later, Joy Organics has become a leader in the CBD industry.
The company continues to set high standards of excellence and integrity in the industry.
They do everything right.
However, what makes them stand out from a crowded market is their standard of compassion.
CONVINCING A DOUBT SCIENTIST
I’ll have to be honest. Despite my professional career as a plant chemist specializing in herbal medicine, I was initially skeptical of all the miraculous claims I saw about CBD.
My wife really talked me into seeing what CBD could do for a nagging problem she had that was getting worse: poor sleep.
Every night of fitful sleep puts a damper on the next day.
I was about to give up on getting a good night’s sleep ever again.
Just like it did for Joy Smith, CBD worked wonders for me right away. Taking it at bedtime is now a nightly routine that I follow religiously. My life would not be the same without her.
Even as a headstrong scientist, I can now personally attest to the miracle of CBD.
DRAWING THE CURTAIN
Joy Smith’s personal CBD story conveys her compassion for others.
It also gives hope to people who would otherwise have none.
These underlying emotions are very powerful drivers behind all supplement marketing, especially CBD.
At least they should be.
HOW TO MAKE IT HAPPEN
Joy Organics is one of the few CBD companies leading the way with compassion and hope.
Each of them has implemented that theme in all of their marketing materials.
While the details of each company’s strategies vary somewhat, three elements stand out.
1) Create emotion-based materials in written and video formats.
Make compassion and hope the theme of every bit of content you post: website, landing pages, email series, social media posts, everything.
Focus on the company’s origin story if it fits the bill. Otherwise, collect stories from satisfied customers who express the same underlying emotions of compassion and hope.
Using such user-generated content is an ongoing source of stories to inspire others about your brand.
2) Leverage the power of affiliates.
Affiliate marketing offers the opportunity to recruit and empower other people to convey persuasive emotions behind your brand to a larger network.
Design your affiliate screening process to attract people whose stories align with your company’s standards for helping others.
Good affiliate programs with good commissions that don’t expire are pennies a dozen.
Choosing the right affiliates to match the company’s compassion for others is what makes all the difference.
3) Influencer marketing.
AdWeek called CBD marketing “…the toughest branding challenge of our time.”
The patchwork of regulations and outright advertising bans will keep it that way for quite some time.
That’s where influencers come to the rescue. In fact, they have been absolutely instrumental in the massive rise of the entire cannabis market.
How?
First of all, their followers already trust influencers.
Second, they can get around strict advertising restrictions.
Finally, they are born storytellers.
What kind of stories? Stories full of compassion and hope.
In other words, stories that emulate the founders and leaders of the company, but a broader network.
SUGGESTIONS
Building a successful online presence depends on a large amount of written material.
This means the kind of writing that grabs people’s attention and drives them to buy your products.
It is more than just ordinary informative writing.
It is persuasive writing.
That is the core of good writing.
that’s where i come in
I am an experienced copywriter in the alternative health niche.
As a bonus, I’m also a research scientist with special expertise in plant natural product chemistry.
Although I may be biased, I think this is a pretty good combination for understanding and writing about CBD.
If you agree and would like to discuss how I could help you with your CBD marketing, give me a call.