How to Take a Nutritionist's Approach to Your PR + Marketing
Have you ever had a physical flare up—headaches, some unexplained tummy pain or a weird inner arm rash—you couldn't get to the bottom of?
Earlier this year, I had a bout of migraines I just couldn't shake. I went to doctors who sent me to specialists who sent me for tests who, repeatedly (and thankfully), said everything was fine. But the migraines kept coming and they kept getting worse.
Left to my own devices, I did what we all do: I Googled. Through my Googling, I found what worked for other people and, desperate for some relief, hoped what worked for them would work for me. I cut out gluten, and then sugar, and then nuts, bananas, chocolate, wine and soy. I sniffed essential oils, downloaded meditation apps, went to acupuncture, and made everyone in my life totally insane with my changing dietary restrictions. I took up swimming, and then weight training and then, after reading about how bad swimming and weight training were for a few sufferers, quit them just as quickly.
None. Of. It. Worked. And I was feeling more helpless and more miserable by the day.
Out of desperation, I found myself in a nutritionist's office. The first thing she did was order me a very expensive blood and hormone work-up. The first thing I did was question whether I really needed to have them done. She replied, "How will I know what to tell you to do if I don't know what's happening in your body?"
This is where we get it wrong with marketing and PR, and where I got it wrong with my own body. If you don't know:
- your short and long-term business priorities
- what's driving those short and long-term business priorities
- how to confidently answer the question "what do you do and why should I care?"
- who needs what you're selling, resonates with your message and has the resources to actually buy it
...how the hell could you know how to market and promote it? It's a total shot in the dark.
One of two things will happen. You'll be insanely lucky and find success using someone else's model (though you'll never know what actually led to that success, and therefore how to continue to leverage it). Or you'll chase your tail trying to master other people's (often opposing) templates and frameworks and feel as helpless and miserable as I did.
Morale of the story: As you think about expanding your marketing and PR footprint, approach your next steps like a nutritionist. Get to the bottom of who you are as a brand, and then chart a course using the best and most aligned strategies for you.