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For Paleo Practitioners: 5 Health Marketing Myths Making You Invisible

by Jordan Reasoner
Home/Blog/Protect Your Mental Wellbeing During the COVID-19 Pandemic

If you’re reading this, you’re likely a skilled practitioner, nutritionist, or health coach who has the skills to help people struggling with Chronic Illness through the ancestral health perspective.

And it’s a GREAT time to be in your position.

In 2015, The Paleo Diet was the #3 most searched for diet in Google Trends.

Not only that, but the largest and most in-depth study of global health trends to date recently found that more than 95% of the world’s population has health problems, with more than a third of us experiencing five or more conditions. Couple that with the fact that in 2015, more than 3 billion people are now online… it seems like any practitioner, nutritionist, health coach, or personal trainer helping people with an ancestral lense should be CRUSHING it right now.

But that’s not the case.

In fact, we surveyed 4,000 health coaches and practitioners in our community and they all shared the same problem. Everyone said their #1 frustration was “Getting Clients and Marketing.” We affectionately call it wearing the “Invisible Lab Coat.”


Clients Chart

Are you wearing an Invisible Lab Coat?

If you’re not overwhelmed with clients beating down your door for help right now, that’s a problem. There’s plenty of sick people to help, so why aren’t you dealing with the problem of “too many clients”?

Simply put, you’re wearing the Invisible Lab Coat coat that most health practitioners are “born with” when they start helping people.

Why The Invisible Lab Coat?

Here’s the problem: all these sick people across the world are seeking help from experts like you and they’re not getting it. Why aren’t these people getting the help they need? It’s simple: All those sick people in the world, the ones actively looking for help, the ones who desperately need you…

They can’t find you.

They’re searching for you. They know they need your help. But they can’t find you.

Why call it an Invisible Lab Coat? Because lab coats are the universal sign for health practitioners, and it makes you invisible to clients until you break out of the standard ideas about marketing and business that most practitioners weren’t taught when they learned about health. Even though many talented practitioners have a website, or a physical practice, or even if they’re just starting out…they can’t get reliable clients. Their marketing isn’t working.

It’s like you’re invisible to all the people that need their help. It feels horrible, but it’s not your fault. When you enter the health profession, you put this Invisible Lab Coat on without even knowing it. You’re completely invisible to the people that need you – the people that are looking for you. But now it’s time to take that coat off!

The good news: after growing out of our own successful online health consulting practice, and helping two of our own practitioners do the same thing, we’ve figured out how to remove this burden.

If you want to remove your Invisible Lab Coat and start getting clients consistently with simple marketing strategies we’ve learned over the years, make sure you join us for our webinar presentation on “Getting Clients or Patients for your Online Health Business.”

A quick note: The content on the webinar is going to be radically different than anything you’ve heard before, and in order to prepare you for that, we’re going to dive deep into 5 common health marketing myths that keep that Invisible Lab Coat on and make it everharder to get clients.

Myth 1: “It’s wrong to charge money to help sick people”

This one just plain needs to be blown up in smoke, and I feel like I’m extremely qualified to do so. See, back when I was having diarrhea 10-15X a day, I was desperate for someone to help me. And during that time, I fired 3 of my local doctors and looked to the internet for a saving grace. When I found a few Functional Practitioners who “got it” and I thought they could help me, I was ecstatic to pay them $250-$350 per hour to help me.

Honestly, I would have paid anything (AKA whatever was left on my credit card).

The $30,000+ I’ve spent on my health over the last 7 years was the best investment I’ve ever made. Now I get to watch my kids grow up happy and healthy. Without that investment, who knows?  Things were pretty bad when I was sick. It was NOT looking good.

The bottom line is: if you have the skills to help sick people, there’s a TON of them out there just like me desperately seeking your help and happy to pay you well for it.

Anyone who tells you otherwise doesn’t know the first thing about being sick, or actually getting better. See, there are two types of sick people: those who want to get better, and those who “think” they want to get better. Most of us sick people start out as #2 and then we have to grow up and take responsibility to actually get better. Responsibility means doing whatever it takes, and in this world it usually takes money.

I know I was personally willing to do anything to find someone that could ACTUALLY help with my issues. Why? Because I was tired of working with clueless Doctors that didn’t know what was wrong with me. Not only that, but I wanted accountability; someone with a plan, someone who had my back. Think of it like hiring a personal trainer.

Until you’re willing to let go of any guilt over getting paid well to help people with their health, you’ll keep attracting mostly clients who think they want to get better. Once you get rid of this, you’ll make room for the clients who know that money is part of getting help, it’s an energy trade and it’s accountability to get better.

Myth 2: “If you build it, they will come”

A lot of business trainings teach you how to set up a blog, get people’s email addresses, and write a 7-step free report to give away. After you do all this work, you’re left with “If you build it, they will come.”

I can tell you this is also a myth.

If you just set up a blog, it’s no different than hanging a sign outside an office building with an empty parking lot. How will anyone see it? How will they find you? The internet is really no different.

Don’t get me wrong, you absolutely NEED to have a website that can get people’s email addresses! But what you really need is a marketing pipeline to get people over to that blog. Think of it like hanging your sign on a busy street instead of an empty parking lot, except this strangely perfect street is full of sick people walking by that’ve been searching for someone like you to help them FOREVER.

What is this marketing pipeline? Well, there’s many. Some are better than others, but the main pipelines we’ve mastered are Google Organic Search Traffic, Facebook Ads, Affiliate Partnerships, and Email Marketing. Even if you just picked one to work on, like Facebook Ads, you’d be 10X more likely to become successful than someone that just “hung their sign” on the internet and hoped the traffic would come.

Remember, getting traffic is just as important as having your website.

Myth 3: “My website has to be perfect or it won’t work”

Yes, design matters. Steve Jobs taught us that. Many people are going to read this exact sentence on one of his beautifully designed works of art. But what’s interesting is this: itdoesn’t really matter when it comes to marketing and getting clients. See, what your potential clients are looking for is someone they can trust, someone that has the information and skills that can help them get healthy, not someone with a beautiful website.

If your content and your marketing give them value and help them out, they’ll begin to form a trust bond with you that goes WAY beyond anything your website design could create.

Of course, this wouldn’t be fun for me to write without showing a few examples where design doesn’t matter. Take for example this article, which shares an interesting split test for an ad from a video game: One ad was super fancy (glittery) and one was drawn in 5 mins on good ole Microsoft Paint. Guess which one won?

advertising myths

Then there’s this sales page for a book called “Stop Your Divorce.” I can’t remember all the specifics, but I believe this sales page was coded back in 1998 (it sure looks that way). Not only that, but it’s STILL generating a ton of sales year after year, completely unchanged.


Divorce Ad

Why does this page still crush it 17 years later? Because it’s some of the best copywriting I’ve ever seen. It talks specifically to someone going through a divorce in a way that no design can ever connect with them.

And if you think your website design is terrible, never forget what SCD Lifestyle looked like back in 2009…

SCD of Old


Just remember, design is important to some extent, but design isn’t going to make or break whether or not you get clients. What will, however, is your marketing and how you communicate with them, how you build trust, how you connect. That’s where the real focus should be.

Myth 4: “You MUST have Facebook, Twitter, LinkedIn, Pinterest, and Google+ to make money online”

I personally love this one.

It’s one of the first things we were told to go do after we built a website; we have to make sure we have all of our social media profiles set up and linked and mastered and dominated and profitable and huge and awesome and amazing. But what if you didn’t ACTUALLY need any of it?

Don’t get me wrong, social media can be a great place to find clients who are searching for your help. We spend thousands of dollars on Facebook Ads each month. But you don’t need that to get started. And you ESPECIALLY don’t need all of them. The strategy that works for most people starting out in the health space is to just pick one and do it right. I’d highly recommend Facebook as the first tool of choice, but that’s totally up to you.

Just remember, you’ll never master all the social media tools. It’s too overwhelming to do all of them well. The reason being, each platform needs a different type of content, communication and dedication. Almost everyone who has a large following on all platforms has a team of people dedicated to each one. The most important thing is to pick one and get really good at it. Narrow your focus.

We’ll cover how to get started on FB during the webinar on Tuesday, June 9th.

Myth 5: “You have to be a health celebrity to become successful online”

Is your dream to become a NYT Best Selling Author? What about to be featured on Dr. Oz or The Doctors? If so, that’s great! We wish you the best of luck! However, if that’s not your dream, please know that you don’t have to become a health celebrity just to be successful online and help people. For that matter, you don’t even need to be on TV. And you definitely don’t need all those fancy stickers on your blog that say Featured On.


See, many health experts out there use these types of things to create the celebrity feel. But you know what that sounds like to a sick person? “Look at me, look how great I am, look at all this cool stuff I get to do.” And potential clients are left wondering, “how does this help with my condition?”

It doesn’t.

You don’t have to be a health celebrity to become successful and help people. You only need to build that trust, and it surely doesn’t come from being a NYT Best Selling Author or all the TV shows you’ve been on.

Look at Steve and I: we’ve never been on TV…I’m pretty sure they don’t let bald guys on there. We’ve also never had a NYT Best Selling book. But we have been able to help over 210,000 people in 157 different countries. How cool is that? That’s truly the only important thing to share.

If busting these myths has supported you in taking off your invisible lab coat, the content on our new “Getting Clients or Patients” webinar is going to be just as radically different than anything you’ve heard before.

How to Get Clients or Patients for Your Online Health Business

If you’ve heard any of the myths in today’s article before, and you’re ready for something radically different from a couple of engineers who built a super successful health consulting practice, then you’ll love the “Practitioner Liberation Project.”

The project is our solution to help you consistently get leads and get paid well for your online health business. It’s where we show you the step-by-step health consulting blueprint so you can replicate exactly what we’ve done, in your own special way. Give your gifts to the world on a much bigger scale.

We’re hosting a free webinar presentation on “Getting Clients or Patients for Your Online Health Practice”.

Click here to register to attend (FREE)

Here’s what we’re going to cover during this presentation:

If you’re ready to take off your invisible lab coat and regularly get clients or patients for your online health practice, this presentation can help. Remember, there are so many people out there that need your help right now, they just can’t find you.

Grab Your Seat By Signing Up Here


P.S. – Why are we doing this?

Because there are so many sick people like we used to be, and we know so many talented practitioners who are struggling. This problem needs to be solved, and it dawned on us that we could help other people start the same unusual health consulting program we did (and do it even better than us).

If we can help 1000 practitioners build and grow their online health consulting practice this year, and they each helped 500 clients next year, that’s 500,000+ people who get helped by our work.

Hope to see you on the webinar!

Lab Coat photo licensed under the Creative Commons.


The Paleo movement incorporates several different optimizing perspectives for helping you improve your health, all based on the latest science. Everyone is different. We want to support you in understanding your unique genetic makeup, symptoms and health goals so you can choose the path that is right for you.

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