How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers

Chapter 19. Vegetarians versus Meat Eaters

A friend of mine is a chiropractor who, last year, was trying to figure out how to grow his practice with new patients. He had marketed himself through the obvious channels: he'd partnered with massage therapists who would refer clients to him; he'd formed alliances with physicians and physical therapists, and he'd advertised in local gyms to reach people with sports injuries or muscle strain.

But he also wanted to reach a group of higher-income, educated people who are health conscious and also very interested in natural remedies. It made sense to target individuals who shared his values and beliefs of natural healing and how the body can heal itself when it is in proper alignment. He and I spoke at length about this and came to the conclusion that there may be a strong market for him in targeting individuals who are vegans and vegetarians.

Why? Because vegetarians are not just people with principles tied solely to the food they consume. Being vegetarian is about values, and not just values about which foods to eat. Most vegetarians are also greatly interested in health, animal welfare, and the environment. These values and areas of interest are highly compatible. It makes sense that someone who chooses not to eat meat would also care deeply about animal rights. Or if someone believes that consuming only plant-based foods is a healthier way to live, that person is also likely to be receptive to marketing messages that embrace natural and ...