Two Stories, Two Outcomes: Why Focus Wins Every Time
Email #5 of 5: The Tale of Two Eco-Entrepreneurs
Dear Eco-Entrepreneur,
Today I want to share two real stories that perfectly illustrate why some sustainable businesses thrive while others struggle—and how educational email marketing makes all the difference.
Story #1: The Wellness Collective That Never Was
A friend of mine had big dreams. After two years touring music, theatre, and performing arts festivals across Canada, he’d built an impressive 13,800 followers on his Facebook and Instagram profiles. People loved his authentic energy and holistic approach to life.
He partnered with talented practitioners to create a comprehensive wellness center offering nutritional consulting, energy healing, massage, intuitive card readings, and yoga classes—both in-person and online. He invested heavily in a website showcasing every service imaginable, and purchased a plan for an expensive online calendar booking tool.
Launch day arrived. They offered 50% off any service or package, posting the link to their booking calendar with excitement and anticipation on his social media platforms.
The result? Zero bookings. Not one person purchased anything during the entire first month.
The practitioners were demoralized and angry, since my friend had promised to promote all their services and it had completely flopped. He had lost friends as well as money.
Within months, the collective fell apart.My friend was left holding the financial bag, feeling humiliated, depressed, frustrated and confused about what went wrong.
What Went Wrong:
- Low buying intent on social media: People scroll Facebook for entertainment, not to make purchasing decisions
- Went too broad: “Broad = broke”—they tried to be everything to everyone
- No focused problem-solving: Nobody could quickly identify what specific problem would be solved for them. The discount wasn’t appealing as a result.
- Website overwhelm: Visitors were dumped onto a dazzling but confusing site with too many options
- No education or trust-building: Strangers can’t make informed decisions about wellness services in 15 seconds, which is the amount of time people typically spend making the decision about whether to stay or leave a website they have landed on.
Story #2: The Hemp Pioneer Who Got It Right
Now let me tell you about a visionary hemp entrepreneur I work with. Her grand vision includes educating the world about hemp’s incredible potential—cafes serving hemp-based foods, furniture made from hemp cellulose, buildings constructed with hemp materials.
But she also developed something extraordinary: a diet protocol based on edestin protein, which is only found in the ‘hemp heart’ (the inner seed) of the hemp plant that delivers remarkable health results. People lose excess weight or gain needed weight as their bodies reach optimal balance. Chronic conditions improve dramatically—some clients no longer need hypertension medication or insulin, and cancer survivors report remarkably clean blood work. People in their 90s who were suffering from tremors and the symptoms of dementia reversed these symptoms: the tremors stopped and mental clarity returned. It seems this diet can reverse disteases
Here’s where she got smart: Instead of trying to promote everything at once, she chose to focus on launching the diet protocol first. And instead of claiming it could “reverse all diseases” (which the FDA won’t allow anyone to claim) and “help everyone,” she targeted one specific group at a time. Initially she focussed on people suffering from lupus, since she had personally recovered 100% from lupus using a super nourishing diet and had maintained her great health after her initial full recovery by sticking to the edestin protein based diet she researched and developed.
She recognized that most people don’t know about edestin protein yet, since hemp marketing focuses primarily on CBD oil, and hemp hearts are usually only promoted as “heart healthy.”
Her Winning Strategy:
- Educational Email Courses (EECs) for each target market: Different sequences for different health conditions
- Keyword-focused campaigns: Each EEC optimized for specific search terms and ad targeting
- Strategic media appearances: Podcasts and news reports to build awareness about edestin as food
- LinkedIn networking: Attracting business partners and affiliate promoters
- Dedicated landing pages: No overwhelm—just clear information and an easy “buy now” button
What She Did Right: ✓ Solved ONE problem at a time for ONE group of people
✓ Used email marketing to educate and warm up potential customers
✓ Created focused landing pages without distractions
✓ Built trust through education before asking for the sale
✓ Positioned herself as the expert who could guide transformation
The Difference That Changes Everything
Both entrepreneurs had passion, vision, and valuable solutions. The difference? One scattered their message hoping to catch everyone, while the other focused their expertise to deeply serve specific people.
The hemp entrepreneur understood what my wellness friend learned too late: People don’t buy products—they buy a solution to a specific problem they’re actively trying to solve.
Educational email marketing gave her the space to:
- Explain what edestin protein is and why it matters
- Share her personal recovery story to build trust
- Address specific problems and concerns of lupus sufferers
- Provide valuable information before asking for anything
- Guide people through a logical decision-making process
Your Two Paths Forward
You’re standing at the same crossroads these two entrepreneurs faced:
Path #1: Keep trying to reach everyone by offering everything, hoping someone will randomly decide to buy from your overwhelming website.
Path #2: Choose one specific problem you solve for one specific group of people, then use educational email marketing to build trust and guide them to an informed “yes.”
The hemp entrepreneur now has multiple EECs running simultaneously, each generating consistent revenue from different target markets. My wellness friend is still trying to figure out why his “amazing” services never found their audience.
Ready to Choose Your Path?
If you’re tired of marketing that feels pushy and ineffective, if you want to educate and inspire rather than interrupt and annoy, then educational email marketing is your answer.
Your sustainable mission deserves an audience that truly understands your value. Your innovative solutions need time and space to be properly explained. Your ideal customers want to make informed decisions that align with their values.
An Educational Email Course gives you all of this while generating the consistent revenue your eco-business needs to thrive.
Next Steps: If you’re ready to transform your expertise into your most powerful marketing asset, I’d love to help you craft your 5-email educational sequence.
Reply with “I’M READY” and I’ll send you information about working together to create your EEC—complete with landing page, email automation, and a launch strategy that turns your knowledge into sustainable revenue.
Your mission matters too much to leave success to chance.
Talk soon,
[Your Name]
P.S. The hemp entrepreneur I mentioned? She started seeing results within 30 days of launching her first EEC. She paid off the cost of the EEC and three months later, she had enough revenue to hire her first full-time team member. The difference between success and struggle often comes down to one decision: Will you focus your message with a proven plan for success, or scatter your efforts and hope for the best?
The choice is yours.