Do we assume something is good for us because of company claims that it’s natural?

When I hear a company claiming natural components, I laugh inside.
Just because something naturally occurs in nature does not mean it’s good for you.

A couple of products that are naturally occurring in nature that we wouldn’t consider a healthy choice: Opium, arsenic, tobacco, uranium, not to mention those little red berries that my mom told me not to eat in the summertime.

Cobras are a part of nature. As are crocodiles.

I get it. In a world of artificial sweeteners, artificial flavors, breast implants, genetically modified foods, synthetic chemicals, and plastic surgery, natural seems to be a healthier option.

If no one is selling a natural feeling in your category, being the first will help.
It’s a weak competitive advantage. It’s too easy to copy.
Your competitors will jump on that train as soon as they think you’re taking away their customers.

Natural is not a strong enough message to create an emotional bond.

You need a strong competitive advantage that is uncopiable.
A competitive advantage that is unique to you helps. Maybe it’s a story or a belief.

People talk about their superpower like they’ve written their own Marvel comic book.

Spiderman was ashamed of his superpower. He didn’t brag to his friends or family.
Superman hid by creating Clark Kent.
Batman roamed Gotham at night to protect his identity.

Most superheroes wear masks to conceal their identities.

Your superpower is not something you talk about. It’s just what you do.

You create an emotional connection with your customers through the things you do. Not the things you say.

The things you say may get them to buy the first time.
The things you do are what get them firing up the bat signal and asking for more.

Natural ain’t gonna cut it. There are too many businesses waving that stick in the air.

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