three marketing lessons from a three day juice fast

I just successfully completed a three day juice fast and it reminded me about a really important marketing thing.

The fast came about out of the blue. I hadn’t been planning on doing one at all but . . . a few days ago, I got an email from a colleague in Calgary.

She wanted to know if I wanted to do a new, three day juice fast she was involved in.

I’d been thinking about doing a cleanse anyway – so I said sure! Why not.

It turns out she’d helped found a company called Bava Juice that’s all about helping people do juice cleanses.

Here’s what I think they’re doing right – and what you can learn from it.

Bottom line: They made my success so easy.

LESSON #1 – Make it Easy: They sent me a box of 12 bottles of freshly pressed fruit and vegetable juice.  One for the morning, one for the afternoon and one for the evening (with a couple of delicious extras for other things).

It felt like I was getting a big Christmas present.

I promptly put all the bottles in my fridge and began the juice fast. I can’t even begin to tell you how much easier it was for me to just pull out a bottle and drink than to go to the grocery store, get my juice supplies, juice a litre of them and then clean the juicer. So easy to avoid doing.

They made it HARD to avoid doing the thing I wanted to do.

Can you do that in your business? How can you set up your offer so that, by engaging with you, it’s really hard to avoid succeeding?

I was tempted to quit so many times. To cheat. But having those bottles there made it not only easy but . . . I would have felt super lame to bail on it so early. Having the bottles felt like a physical sign of my commitment – but also a fun way to keep score and actually see the progress of the empty and cleaned bottles sitting on my counter.

Can you help your clients measure and keep score of their progress in fun ways?

LESSON #2 – Make it an Event: So many programs and offers fall down because they ask way too much of people. They ask people to totally change their lifestyle. Is that what people need? Sure. But if you want the credibility to help them take those steps – you’ve got to win their trust early with immediate results. Give them a win. Help them feel successful and build up their confidence. When you look at the ultimate place you want to take people – what’s a smaller version of that you could offer people.

Examples of this are the 30 Day Yoga Challenge that so many studios run. They’re brilliant. Because a lot of people think, ‘okay. i can do thirty days.’ or a four day meditation retreat. Pick a length of time, or number of sessions that feels like a challenge but also doable.

Make the thing an ‘event’. Make it a ‘happening’. If they’d just shipped me a bunch of bottles to drink it wouldn’t have been as exciting as knowing that they were hosting a ‘cleanse’ on certain dates and did I want to get in on that particular cleanse? And then having my pal Jackie message me on facebook saying, ‘i hear you’re a part of this cleanse? want to be my accountability buddy?’. The fact that we all shared a start and stop date felt exciting.

It also encourages word of mouth – there’s a natural urgency to it. ‘Do you want to do this juice fast with me??’ says the spontaneous text to a friend.

LESSON #3 – Encourage Them on the Way: Every day there was an email from them laying out what that particular day of the fast was about and encouraging people. What can you do to build in systems that help people stay motivated and on track? Could you have emails like this? Send personalized texts? Group calls? In person classes? Create a buddy system? Get creative. People are so much more likely to ‘stick to it’ if they’re not doing it alone.

So many companies focus on GIVING value.

Don’t do that. Focus on how to help your client GET value. How can you set things up in your offer so that their success is actually inevitable if they do their part (and make their part simple).

Make it easy for them to get a small win and they’ll thank you. And send you their friends.

For more info on them: check out their site – www.bavajuice.com

 

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About Tad

  • Hey Tad :) I just started Bava today. Jackie asked me if I wanted to do it, and like you, I had been thinking about starting one anyway, so I said SURE! 

    I totally agree with you about everything you’ve written above. The’ve done an amazing job of making it easy, fun, and enjoyable :) 

    The only thing I’ve noticed is that their marketing says to ask questions anytime, and they will personally respond, and that hasn’t been my experience…. Not a bad thing for me, because I totally get how busy we all get… But in the marketing world where we want to build trust with our clients, if we say we’re gonna do something, we better darn well do it :) I’ll be talking to the powers that be at Bava to give them my feedback. I just wanted to pop in here and say hi to you, because it’s been a while :)xo Colette