Tailoring Brand Messaging to Reach Customers

Borrowed

"Marketing is about understanding people's needs and wants, and giving them what they want in a way that makes them feel good about it."

From Seth Godin [Quote]

Learned

One of the biggest advantages in marketing today is the ability to reach specific audiences with catered messaging and experiences. Yet, on first calls with new clients, when I ask, What marketing channels have been most effective? Who is your target customer? Are you building funnels where ads, landing pages, and email flows work together to target each segment?—the answer to that last question is often no.

While brands usually have a good idea of their target customer and know what makes their product special, they're leaving customers to figure out why they should care about the product and how it fits into their life.

A brand like Good Good is a perfect example of the potential for targeted messaging. I discovered their tasty jam in my in-law's pantry, then purchased it at their local grocery store, Harris Teeter. Good Good's no added sugar, low-calorie, whole fruit, and non-GMO label stands out on the shelf. They are clearly designed with health-conscious consumers in mind, but when it comes to targeted marketing, we can get way more specific with different customer segments and why they might love this product.

From health-conscious millennials to fitness enthusiasts, I had some fun exploring some quick ideas on what tailored messaging might look like for each potential segment:

1) Health-Conscious Millennials

Ads

“Healthier meals, happier days. Good Good jam has all the flavor and none of the sugar—real fruit, low calorie, and made for people who care what goes into their body.”

Content Ideas:

• An afternoon snack reel featuring an influencer spreading Good Good on a piece of homemade bread while working at home.
• A comparison carousel showing sugary spreads vs. Good Good.
• Recipe videos highlighting creative dishes like mocktails, shortcake ice cream bars, and peanut butter and jelly energy bites.

Landing Page

“Ditch the added sugar without sacrificing taste. Perfect for toast, recipes, or straight off the spoon (we won’t judge). Discover why health-conscious foodies are making the switch to Good Good.”

Email Content Ideas:

• Highlight the health benefits: “Why we left the sugar out—and why it’s better for you.”
• Share quick recipes: Healthy toast toppings or smoothie bowl ideas with Good Good.

2. Parents & Families

Ads

“Remember the PB&Js from your childhood? Now you can pass it on to your kids—without the added sugar. Good Goodjam is made with real fruit and natural ingredients, so snack time stays sweet and guilt-free.”

Note: Good Good also makes peanut butter, so great opportunity to cross-sell products.

Content Ideas:

• Testimonial video from a parent sharing how their kids love Good Good and they love the healthier ingredients.
• Back-to-school ad showing lunchbox hacks with Good Good PB&Js.
• A nostalgia-driven ad featuring a parent making PB&Js for their kids, "just like they had growing up."

Landing Page

“Bring back the flavors of your childhood—but healthier. Made for parents who want better for their families. Perfect for school lunches, after-school snacks, and everything in between. Shop now and start spreading the joy!”

Email Content Ideas:

• Feature lunchbox ideas: Easy, healthy snacks for kids featuring Good Good.
• Build nostalgia: “How we’re reinventing the PB&J for today’s families.”

3. People with Health Needs (e.g., diabetes)

Ads

“Craving something sweet but watching your sugar? Good Good jam is low glycemic, made with natural sweeteners, and 100% delicious.”

Content Ideas:

• A testimonial from someone with diabetes explaining how Good Good fits into their lifestyle.
• Infographic-style content breaking down the product’s glycemic index and natural ingredients.
• A comparison ad: “Traditional spreads = sugar spikes. Good Good = balance.”

Landing Page

“Finally, a jam designed with you in mind. Good Good gives you all the flavor without the sugar spikes. Safe, satisfying, and simply delicious—try it today.”

Email Content Ideas:

• Health-focused tips: Snack pairings that help balance sugar levels.
• Explain the ingredients: How Good Good’s natural sweeteners support a healthy lifestyle.

4. Fitness and Wellness Enthusiasts

Ads

“Fuel your goals with flavor. Low carb, low calorie, and packed with real fruit—Good Good jam is the perfect addition to your clean-eating routine.”

Content Ideas:

• A post-run snack ad featuring a fitness influencer pairing Good Good with almond butter on toast.
• A meal prep video showcasing how to use Good Good in clean-eating recipes like smoothies, protein-packed breakfasts, or low-carb desserts.
• Athlete endorsements: Testimonials from influencer runners, lifters, or yogis who use Good Good as part of theirnutrition.

Landing Page

“From marathon training to meal prepping, Good Good jam is made to fuel the health-focused lifestyle. Keto-friendly, plant-based, and delicious.”

Email Content Ideas:

• Share pre- and post-workout snacks featuring Good Good.
• Include meal prep ideas and plans for clean eating that incorporate the jam.

5. Trend-Following Foodies

Ads

“The jam that’s as fun as it is flavorful. Good Good jam: no added sugar, plant-based, and packed with real fruit. Perfect for toast, desserts, and everything in between.”

Content Ideas:

• A TikTok series where influencers share their “most unexpected way” to use Good Good—toast art, dessert hacks, or cocktail pairings
• Short, fun videos showing before-and-after shots of messy, outdated pantry staples replaced with sleek, healthier options like Good Good.
• A trendy recipe video featuring Good Good as a filling for desserts or garnishes for cocktails.

Landing Page

“Get ready to spread the joy. Good Good jam is here to transform your toast, elevate your desserts, and add a pop of flavor to your pantry—all with no added sugar and plant-based ingredients."

Email Content Ideas:

• “5 Unexpected Ways to Use Good Good This Week,” like yogurt, oatmeal, or roasted veggies.
• “We’re letting you in on a little secret: Jam isn’t just for toast." Showcase customer testimonials, influencer mentions, or fan-submitted recipes.

While marketing messaging can be tailored to what will resonate with each audience, Good Good can use its website like its online brand flagship—a place to share its story, mission, and what makes it special.

Thought

Are you giving your customers a clear reason to care about your products or services, or are you leaving it up to them to figure it out?