Anyone can sell nutritional supplements, and many do. However, what would you think would happen to a company that stripped everything away to focus on selling magnesium supplements?
Magnesium — not something you hear about everyday, huh? It’s not really the product with the most “sex appeal.” As Patrick Sullivan, co-founder of Jigsaw Health which focuses on selling these wonderful magnesium supplements, explains:
“Magnesium is involved in over 300 enzymatic reactions in the body. It works in tandem with calcium — calcium flexes muscles, and magnesium relaxes them. Thus, muscle relaxation is one of the many benefits of magnesium. But you just don’t hear about magnesium as much as you hear about calcium. And no surprise, up to 80% of Americans are deficient in magnesium. We recognized a large void in the marketplace to make an uncool mineral, cool.”
Roy Williams consistently shares this piece of advice with business owners: those companies that try to appeal to everyone tend not to appeal to anyone. It pays to have a “sword in the stone.” Says Roy:
Advertisers rarely abandon campaigns that revolve around their Swords in the Stone. And sword campaigns tend to perform much better than those built merely upon clever ideas. A company’s Sword in the Stone embodies its core values and defines its essence, and from these flow their non-negotiable standards and their customers’ positive experiences.
Patrick Sullivan explains on his blog the 5 step process he went through to increase his search rankings for the main index page on Jigsaw Health for the term magnesium supplements. He shares his results too:
In about 4 days, Lord Google bumped us from outer-space to 27th for “magnesium supplements”. About 10 days later, we were the second listing on page 2 (position 12)!!
Today he is #11. Obviously, something is working.
Being this focused is not only good for Google but for your visitors as well. Sites that work to clarify their sword in the stone wind up with much lower bounce rates and, more importantly, increased sales and conversions. Just ask Patrick at Jigsaw, who finally put the magnesium pieces together.