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Three challenges in marketing for nutritionists, and how to navigate them.

Here’s the gist of this blog post: At the core of everything that makes marketing for nutritionists so challenging are two themes: information and frustration, sometimes related to each other, sometimes to other issues. The way to turn those challenges into fuel for your marketing is to shift your offers and your messaging toward transformation and customization.

Challenge #1: Confusion and Overwhelm.

People have been inundated with nutrition advice for centuries, and more or less every decade or so had to realize that we had it all wrong. So, instead of promising more information, rules, and food pyramids, offer guidance. Help people navigate the overwhelming amount of information about nutrition out there, and equip them with an understanding of their food that goes deeper than the latest trends or oversimplified sound bites from recent studies.

Challenge #2: Sense of Saturation.

Especially here in the Pacific Northwest, people tend to think that they have healthy eating figured out and don’t need your advice. It’s true that eating well is easy in our latitudes, and that there is a strong awareness of the importance and the pleasure of good food. But still, people are suffering from all kinds of ailments that are related to their eating habits, and some have fallen into the trap of the vegan, gluten free, handcrafted cupcake. Your mission: Show your community that there is another level of truly whole and natural nutrition, and that one size (or eating philosophy) doesn’t fit all. Give them support that’s tailored to their individual needs, circumstances, and taste buds.

Challenge #3: Information wants to be free.

In the dark ages, you had to go where the information was, which usually meant that you had to seek out some authorized individual. Information was rare, and therefore highly valued. Those times are over. Information is largely free and accessible within seconds. A lot of it may be crap, but free it is. So, don’t try to position yourself as a source of information. Instead, talk about transformation. How will your clients’ lives be different because they work with you? That’s what we are willing to pay for.

More challenges, and some beautiful advantages.

Of course there are more challenges when it comes to marketing for nutritionists – people are not very clear about the differences in quality between educational programs, for example, and conversations about nutrition may bring up uncomfortable emotions.

But you also have some beautiful advantages: you are fulfilling a real, already existing need, people tend to have interest in and appreciation for healthy nutrition and all its benefits, there is the potential for some mind blowing transformations and empowerment, as well as for strong, meaningful relationships with your clients.

So, go forth, educate, guide, transform, and prosper!

p.s.: You might also like this post about food journals and marketing journals.

{Photo by Liz West on Flickr.}

One Comment

  • Lisa Hanfileti on Apr 29, 2013 Reply

    Hi Andrea,
    I just wanted to take a moment to say THANK YOU for the excellent information and advice you offer in this post and throughout your website. I enjoy the creative and fun way that you present [difficult] business concepts so that they can be grasped so effortlessly. Bravo!
    In appreciation,
    Lisa

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