There’s a lot of marketing out there that ‘sells’ self-care.

If I see a post that is selling self-care, I usually scroll past.

Not because I don’t value self-care.

Not because I don’t believe it’s important.

But self-care isn’t what motivates me to buy something. Self-care doesn’t speak to the outcome I want.

Here’s what I do want instead:

I would respond to marketing that addresses my back feeling tight from sitting at my desk.

I’d buy a bath pillow that doesn’t just support my neck but actually extends all the way down under my bum cause I’m sick of slipping in the bathtub.

I’m interested in subscriptions to products that relax my mind and help me let go of my to-do lists at the end of my workday.

All related to self-care, but going deeper. It’s SUCH a saturated market, so get to know your ideal client and be specific.

We know it’s important.

We do.

We don’t need you to convince us of the importance of self-care.

We need you to speak to our needs.

The things that stop us from taking time to care for ourselves.

If you’re speaking to people who don’t prioritize self-care, find ways to address the ‘too busy’ problem.

We don’t want ‘more self-care’

You need to be specific.

I don’t buy if it just says ‘more self-care.’ I buy what solves my problem.

How can you market in a way that solves our problems?