Case Study: How I Helped a Self-Reliance Business Expand with a Healthy Tea Product Line

Client Background

My client operated in the self-reliance space, selling solar-powered generators, survival food, and medical supplies to an older audience, primarily aged 60 and over. This audience responded well to direct mail, which was the primary sales channel. However, my client wanted to expand their product line to better serve their audience’s health needs.

The Problem / Challenge

Many of the client’s customers were taking multiple vitamins and supplements in pill form, which they found cumbersome and unpleasant. There was an opportunity to offer a healthier, more enjoyable way to consume these nutrients. The challenge was to develop a product that not only filled this gap but also appealed to this specific demographic, using direct mail as the primary marketing strategy.

The Solution

I worked with the client to develop a Healthy Tea product line that provided many of the vitamins and nutrients their audience was currently taking in pill form. We positioned this product as a natural, more enjoyable alternative to supplements, backed by data that pointed to increased lifespan benefits.

Here’s how we executed the plan:

1. Research and Development:
   • I conducted thorough research, meeting with local tea shop owners to identify which teas were nature’s true powerhouses.
   • I built relationships with tea farms in Southeast Asia, allowing us to source teas that were largely unknown to the U.S. market, ensuring a unique product line.
   • We decided to sell only loose leaf teas, emphasizing the benefits of increased nutrient bioavailability compared to tea bags, which often contain microplastics and low-quality tea dust.
2. Brand Development and Fulfillment:
   • I developed the brand and product line, establishing partnerships with a local fulfillment company to handle logistics.
   • Since the client’s audience responded primarily to direct mail, we launched this tea company as a mail-order business, creating a seamless ordering process for our target demographic.
3. Marketing and Customer Experience:
   • We created customized letters for each tea shipment, designed to convert buyers into members of our monthly tea club.
   • I crafted different ascension programs and conversion letters for those who ordered samples, ensuring a personalized approach to converting them into long-term customers.
   • I established a 1-800 number and hired a customer support specialist, for whom I wrote all the call scripts, to assist customers and prospects interested in trying our tea.
4. Content and Community Engagement:
   • I wrote articles for my client’s print newsletter to educate and attract new buyers to the tea line.
   • Managed all aspects of new product development, inventory management, and cashflow to keep the business running smoothly.

The Results

• Successful Product Launch: We successfully introduced a new product line that acquired nearly 5,000 customers from the client’s existing list.
• Increased Lifetime Value: This tea line significantly increased the lifetime value of the client’s existing subscriber base, offering them a complementary product that aligned with their health interests.
• High Customer Satisfaction: The positive feedback from customers indicated a strong preference for this alternative to traditional supplements, with many signing up for the monthly tea club.

What Our Customers Said:

• “I love this tea. It’s so full of flavor. I drink a good cup every morning and I eat the leaves also, so there is no waste. Anybody who wants to try a good tasty tea, don’t look any further. Try this tea and then you’ll see what I’m talking about.” – Anthony B.
• “My arthritis has been a lot better since I started drinking your tea. I have a few cups a week in the morning time. It tastes great and I am feeling better too. Thank you!” – Eleanor S.
• “My dad absolutely loves your tea. We kept running out which made him cranky, so we signed up for your monthly tea club so we’d get a shipment every month. We’re happy. Dad’s happy. And he’s feeling better too! Thank you!” – Ellen M.
• “I love watching the leaves expand when I pour the water over them. I’ve never been a huge fan of green teas, but this one tastes great. I also save the used tea leaves and put them in my smoothies.” – Karen C.

Looking for something similar for your business?

If you’re looking to improve your ascension model, expand your product line and increase the lifetime value of your existing customer base, let’s connect. I specialize in developing and marketing products that resonate with your audience, driving growth and long-term loyalty. Contact me here.