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What if your brand could do more than sell products—what if it could build an entire lifestyle that transforms followers into true fans?
My guest today, Bethany Joy McDaniel, is a master of this approach!
As the founder of my all-time favorite skincare Primally Pure, Bethany has tapped into the power of niching down, creating a brand that’s deeply aligned with a wellness-focused audience who values more than just skincare—they crave a holistic approach to LIFE.
In our conversation, Bethany and I explore how she brought Primally Pure’s unique mission to life, how she’s grown a community rooted in wellness and authenticity, how to make your product an obvious extension of your customers lifestyle and what it takes to attract a loyal, aligned community instead of just trying to get customers.
If you’re ready to learn how to build a business that resonates on a deeper level or you’re looking for more ways to talk about your product without focusing on the features of it, this episode is for you!
I can’t wait for you to hear Bethany’s insights. And real quick, I’ve been a raving fan and customer of her brand for the last seven years after she slid into my DMS.
Now, let’s dive in to my conversation with Bethany Joy McDaniel.
The Heart of Primally Pure
From the very beginning, Bethany has been passionate about holistic health, and it’s been incredible to watch her mission expand over the years.
Primally Pure started as a way for her to address her own struggles with skin health, particularly acne. She realized that the conventional products on the market were not only ineffective but also filled with harmful ingredients.
This realization sparked her journey into creating natural skincare products that not only work but also promote overall wellness.
Bethany emphasized that education has always been a core component of her brand. She views skincare products as a vehicle to connect with people and educate them on how to live healthier lives.
This commitment to education is what sets Primally Pure apart and has helped cultivate a loyal community around the brand.
Building a Community, Not Just a Customer Base
One of the most striking points Bethany made during our conversation was the importance of building a community rather than just focusing on customers.
She shared how Primally Pure has created a rich and deep community of individuals who not only love the products but also believe in the mission behind them. This community aspect is what keeps people engaged and connected to the brand year after year!
Bethany’s approach to community building revolves around long-form content. She has invested heavily in creating valuable blog posts, newsletters, and now a podcast to provide education and resources to her audience.
Clearly this strategy has proven effective, as it allows her to connect with customers on a deeper level, fostering trust and loyalty.
The Power of Long-Form Content
In our discussion, we explored the significance of long-form content in today’s digital landscape. While social media is a great way to reach people, it often serves as a gateway to deeper content that can truly change lives.
Bethany pointed out that many brands focus solely on social media, but the real magic happens when you provide valuable, in-depth information that educates and empowers your audience.
Bethany’s team has dedicated time and resources to creating high-quality blog posts that not only help customers get the most out of their skincare products but also provide tips for living a healthier lifestyle.
I can attest that this commitment to education has resulted in strong customer retention and a sense of belonging within the Primally Pure community – myself included!
Transitioning from Product to Lifestyle
One of the most powerful strategies Bethany shared was the idea of selling a lifestyle rather than just a product. She encourages entrepreneurs to think about how their products fit into the bigger picture of their customers’ lives.
For Primally Pure, this means showing customers how their skincare products can enhance their overall well-being.
Bethany explained that it’s essential to help customers envision how a product can positively impact their daily routines.
For example, she suggested creating narratives around evening routines for busy moms, incorporating Primally Pure products into self-care rituals.
By doing this, customers can see the value of the products beyond their features, making them an obvious choice in their lives.
The Importance of Connection
Throughout our conversation, it became clear that connection is at the heart of everything Bethany does.
She shared her background in copywriting, which taught her the importance of building trust and connection with customers. This understanding has shaped the way she approaches her brand and community.
Bethany emphasized that it’s crucial to meet customers where they are and provide them with the resources they need to make informed decisions.
This includes offering educational content, personalized customer service, and a supportive community that encourages individuals to take small steps toward a healthier lifestyle.
Overcoming Challenges and Misconceptions
As we delved deeper into the conversation, we touched on some of the challenges Bethany has faced in the natural skincare industry. One common misconception is that people need harsh chemicals to achieve effective results.
However, Bethany countered this by explaining the importance of understanding the ingredients in conventional products and how they can negatively impact our health.
She shared her journey of creating a natural deodorant that actually works, highlighting the harmful effects of aluminum and phthalates found in many conventional deodorants. By educating her audience on these issues, Bethany empowers them to make informed choices about their skincare and overall health.
The Role of Customer Support
Another key aspect of building a thriving community is providing exceptional customer support. Bethany’s team is dedicated to ensuring that customers feel supported every step of the way.
I have personally experienced how the Primally Pure customer support team takes the time to answer detailed questions and provide personalized recommendations, which fosters a sense of trust and loyalty.
Bethany believes that when customers feel valued and heard, they are more likely to become advocates for the brand. This approach not only enhances the customer experience but also strengthens the community around Primally Pure!
Embracing Authenticity
One of the most liberating aspects of Bethany’s journey has been embracing authenticity. She shared how she has become more confident in expressing her beliefs and values, even if it means facing criticism.
This authenticity resonates with her audience and helps attract like-minded individuals who align with the brand’s mission.
Bethany’s willingness to share her stance on various topics, such as the use of Botox and fillers or the importance of sun exposure, has sparked meaningful conversations within her community.
By being open and honest, she creates a space where customers feel comfortable engaging with the brand and each other.
The Impact of Rebranding
Recently, Primally Pure underwent a significant rebranding effort, which was a massive undertaking for Bethany and her team. They wanted to elevate the brand’s aesthetic while maintaining its earthy and approachable feel.
The rebrand included everything from packaging to product functionality, ensuring that the customer experience was enhanced.
Bethany shared how the rebranding process allowed them to reevaluate their values and mission, ultimately leading to a more cohesive brand identity.
The new packaging not only looks beautiful but also improves the usability of the products, making it easier for customers to incorporate them into their routines.
Looking Ahead
As we wrapped up our conversation, Bethany shared her excitement for the future of Primally Pure!
She is currently working on new product launches, including a long-awaited sunscreen, and is focused on finding the right balance between her personal and professional life.
Bethany’s journey is a testament to the power of community, education, and authenticity in building a successful brand. By prioritizing connection and providing valuable resources, she has transformed Primally Pure into a thriving community of individuals who are passionate about holistic health and wellness.
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