Niching Case Study: Michelle Reynolds

Helping mothers make natural choices for pre/postpartum healing and baby care with aromatherapy products and services.

aromatichealth.ca

#sytycn2014

Tad’s Rating:

6/10

Contest Rating:

8/10

Average Rating:

7/10

Tad’s Comments:

Michelle, right now this is a 6 for me. The wording of it feels a bit tricky but could be fixed and improved really quickly I think.

“Helping mothers make natural choices for pre/postpartum healing and baby care” this part feels pretty clear in a general sense. I know who you’re talking about, I know the moment in their life you’re referring to and I have a vague sense of the issues to which you might be referring.

“With aromatherapy products and services” – but then this throws me for a loop. Are you saying that the aromatherapy products help them make good choices on healing? Or that the aromatherapy is used to help them heal?

This is a good example of the importance of naming the very particular issues with which you’re help your clients. If you name the exact, burning problems it will help make it clear how the aromatherapy relates. Is the issue about lack of sleep? Post-partum blues? Is it about healing the emotional intensity of childbirth? I’m not sure I get what issues aromatherapy best helps with.

The beginning of marketing is helping people see the connection between what we’re offering and the problems they have/results they’re craving. That connection needs to be made directly and clearly.

I bet this is an 8 or above in reality but wording has confused it a bit.

Thanks so much for helping mothers to heal. That helps everyone.

Niching Contest Participant Comments:

8/10: Hi, Michelle. I can recognize your niche and can think of some people who might be interested in this. That’s a good sign. I’ll let you in on a secret (which you may already know anyway) that you can apply here: People usually remember the first or the last thing that you tell them and they kind of lose the rest of what’s in the middle. You’ve got mothers first, which is a good way to begin to catch your niche’s attention. At the end you have “products and services” and so there you may lose them a bit. If you rephrase your sentence to end with “healing and baby care,” they’ll remember mothers (from the beginning) and healing and baby care (from the end), and this is what you really want them to notice. You may also choose to say “baby care and pre/post-partum healing” if you feel that’s a stronger message showing what you do. Good luck!

Great clear concise though I might want to see something a little more specific in there but not sure what. Maybe about what it will do for the client?

To be honest, I’m not all that clear what you do, but the target group is so clear, it compensates.

8/10: I totally understand what you’re doing and who you’re targeting. But your wording feels clumsy. What about wordsmith-ing a bit. . . It feels awkward with the “pre/post-partum healing” in the middle. “Helping mothers with new babies make natural health choices using aromatherapy. . .” or something like that?

9/10: I’m stumbling over “make natural choices.” I wonder if removing “make natural choices” would simplify or refine the statement. Or is it meant to imply something like steering your own health care?

Michelle Reynolds’ Reflections:

Thanks for your feedback. It’s quite difficult in 120 characters, without detailing a still not understood modality. I’ll rewrite, keeping in mind the common anxiety, nausea, headaches, perineal healing, etc. that I treat. Thank you Tad.

The Revised Niche:

Helping new and expecting mothers with aromatherapy products and services for pre/postpartum healing and baby care