Marketing That Gives Your Nutrition Brand’s Consumers Magazine Cover Benefits

Give consumers the actual ability to achieve what they see in their favorite magazines and they’ll be yours, forever.

Every month, the headlines stylishly frame the incredibly ripped, sensuously pouty models on the magazines’ glossy covers:

“Load up for huge guns.”

“Drop weight like a bad habit.”

“Get abs just thinking about it.”

Does language like this sell magazines? You bet. Will the vast majority of readers ever achieve these results? Not a chance.

So, what if I were to tell you, your food brand has a better chance of helping people get the results they’re after, without sensationalism, without over promising and without having to hire super-dehydrated, but oh-so-ripped fitness models?

It’s true, you can. Just by making small, sound suggestons part of your marketing program.

See, the fact is plain and simple — the vast majority of people have no idea what to eat to look and feel better. So they lean on bad nutrition advice and the aforementioned glossy magazines in some ill-fated attempt to get a miracle. But it’s really not that hard when you have an expert in your corner.

You can be that expert. How?

  • Start by telling your consumers — during demos, on the website, through PR, and, god-forbid, right on the packaging, that you’re starting a new initiative to help people understand what to eat.
  • Make your product front and center in a program made up of: home-cooked meals, meals out and convenience foods.
  • Create tiny — and I mean really tiny — highly-digestible tips for your consumers to follow under each of these three categories. Make them unique, not the same dumb stuff you find in glossy magazines.
  • For instance, when people eat your snack, tell them what else to eat to create a “super snack.” Give them the actual menu — it should all end up at 40% carbs, 30% fat and 30% protein.
  • Tell consumers to apply the same balance to meals at home and out. Don’t get into grams or weighing food or any of that junk. Just say, “make your plate look like this.”
  • Help people cook at home by utilizing incredibly simple “mono-meals.” See my article, “Marketing Real Food Nutrition Builds Packaged Food Brands” for a step-by-step, nearly foolproof plan.
  • Suggest one high-sugar, high-carb treat a day be moved to directly after a high-intensity workout, when your body will actually use those calories to refuel muscles intead of storing them as fat.

That’s a good start. And remember, they’re just examples. Getting a nutrition expert on board or hiring a marketing firm that knows their stuff around food will help you create a program that WILL work. Just keep the tips small and you’ll build loyalty by helping your consumers know what they’re eating to look and feel better.

Be digestible. And thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD

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