Compassion And Hope: The Beating Heart Of Great CBD Companies

Sure, all great CBD companies do the mundane things well – SEO, email marketing, advertising, social media, etc.

More importantly, what do they do to rise above the marketing fray?

Once you start digging into them, here's what you'll find:

Their leaders all wear compassion on their sleeves.

They give hope to the hopeless.

Their CBD is like manna from heaven for the sleep-deprived, stressed-out and downright ill among us who increasingly typify life in modern times.

It's the key difference maker behind a blueprint for how to go from ordinary to extraordinary in a super-fast growth industry.


Joy Smith's CBD journey began while carrying books to a refugee camp.

That already says a lot about her compassion for others.

While on that mission, she picked up a suitcase the wrong way and wrenched her shoulder.

Her pain level from that injury eventually grew so much she became desperate for relief.

On top of that, she was already struggling with hormonal issues and hadn't had a full night's sleep in over two years.

That's when her son Gerrid suggested she look into CBD.

And, boy, did she!

First off, she got a full night's sleep after her first oral use of CBD. Then she got relief from her shoulder pain with a CBD cream.

At that point her story would have been a great testimonial.

For Joy, that was just the beginning.

According to Gerrid, his mother was so inspired by her experience that she went out and bought every CBD product in the city.

It doesn't take a mind reader to see why. Someone who volunteers to serve at a refugee camp halfway around the world is all about helping others.

Evaluating all the products she could find gave Joy the information she was seeking for giving others hope for better health.

Joy has always wanted to bring comfort and compassion to as many people as she could reach. Her serendipitous discovery of CBD fell perfectly in line with her passion.

It didn't take long for her entire family to get on board for spreading the gospel of CBD.

The vehicle for Joy's CBD evangelism quickly became a family business, Joy Organics.

Three years later, Joy Organics has become a leader in the CBD industry.

The company continues to set high industry standards for excellence and integrity.

They do everything well.

What makes them stand out from an overcrowded marketplace, however, is their standard for compassion.


I'll have to be honest. In spite of my professional career as a plant chemist specializing in herbal medicine, I was initially skeptical of all the miraculous claims I was seeing about CBD.

It took some heavy persuading by my wife to get me see what CBD might do for a nagging problem I had, which was just getting worse – poor sleep.

Every night of fitful sleep put a damper on the next day.

I was just about to give up on getting a good night's sleep ever again.

Just as it did for Joy Smith, CBD worked wonders for me immediately. Taking it at bedtime is now a nightly routine I follow religiously. My life would not be the same without it.

Even as a hard-headed scientist, I can now personally attest to the miracle of CBD.


Joy Smith's personal CBD story conveys her compassion for others.

It also gives hope to people who may otherwise have none.

These underlying emotions are very powerful drivers behind all supplement marketing, especially CBD.

At least, they should be.


Joy Organics is one of a handful of CBD companies leading the way with compassion and hope.

Every single one of them has implemented that theme throughout all of their marketing materials.

While the details of each company's strategies vary somewhat, three elements stand out.

1) Create emotion-based materials in written and in video formats.

Make compassion and hope the theme of every bit of content you put out: website, landing pages, email series, social media posts – everything.

Focus on the company's origin story if it fits the bill. Otherwise gather stories from happy customers who express the same underlying emotions of compassion and hope.

Use such user-generated content is a continuous resource of stories for inspiring others about your brand.

2) Harness the power of affiliates.

Affiliate marketing offers the opportunity for recruiting and training other people for conveying persuasive emotions behind your brand to a broader network.

Design the affiliate selection process to attract people whose stories align with your company's standards for helping others.

Good affiliate programs with nice, non-expiring commissions are a dime a dozen.

Choosing the right affiliates to match company's compassion for others is the difference-maker.

3) Influencer marketing.

AdWeek dubbed CBD marketing as, “… the most difficult brand challenge of our time.”

The patchwork of regulations and outright advertising bans will keep it that way for quite a while.

That's where influencers come to the rescue. Indeed, they've been absolutely critical for the massive boom in the entire cannabis market.


First, influencers are already trusted by their followers.

Second, they can circumvent tight advertising restrictions.

Finally, they're natural-born storytellers.

What kinds of stories? Stories full of compassion and hope.

In other words, stories emulating the founders and leaders of the company, yet to a wider network.


Building a successful online presence depends on a massive amount of written material.

This means the type of writing that gets people's attention and leads them to purchase your products.

It's more than just ordinary informational writing.

It's persuasive writing.

That's the core of good copywriting.

That's where I come in

I'm an experienced copywriter in the alternative health niche.

As a bonus, I'm also a research scientist with special expertise in plant natural products chemistry.

Although I may be biased, I think this is a pretty good combination for understanding and writing about CBD.

If you agree, and want to chat about how I might be able to help your CBD marketing, give me a holler.

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