Don't Sprinkle Protein on Your Marketing: Authentic Marketing Doesn't Borrow Credibility

I have never felt more bullied in my 40's than being told I need to eat more protein. It's like, have your cake...and your protein too. It reminds me of the '90s when everyone went low-fat. We bought fat-free chips made with fake fat that, well...if you know, you know. 😅

Don't get me wrong. Protein isn't the problem. Our bodies need protein. What fascinates me is what happens when a legitimate health recommendation gets marketed.

Suddenly, everything has protein.

Protein Pop-Tarts.

Protein chips.

Protein cereal.

Protein cold foam in your Starbucks.

Somewhere along the way, we started seeing the word "protein" and assuming the product must be healthier. I've fallen for it too. My kids wanted boxed mac and cheese. Normally, we don't buy boxed mac and cheese, but then I saw Goodles with added protein and thought, "Well...why not?" I knew better.

Marketing takes something people already believe and connects itself to it.

People have heard over and over that protein is important. Companies don't have to convince us of that anymore. They simply have to put "high protein" on the package, and suddenly a food that hasn't fundamentally changed feels like a better choice.

The label borrowed credibility.

Working in marketing and social media, I think about this all the time.

If I am helping a nonprofit get an event off the ground. The selling point is not a post that says, "Buy a ticket"; it is leaning into what people already believe. They want to help someone and make a difference. They want to be a part of something bigger than themselves. They want to know the ticket will go and help a child in Honduras go to school. I don't just say, "Come." I help people picture themselves there. I tell stories. I show the impact. I help them see why it matters to them.

People don't buy what matters to you. They buy what matters to them. Your job is to honestly and authentically show where those overlap and move them to action.

That's influence.

Authentic Marketing

The difference is that authentic marketing doesn't have to make up value or chase whatever trend is hot. It doesn't have to slap a label like "high protein" on everything just to get attention.

You need to communicate what actually makes your business or organization valuable.

Good marketing isn't about borrowing trust from whatever is trending. It's about clearly communicating the value that already exists.

You don't need to sprinkle "protein" on your product. You just need to tell the truth about why it's worth paying attention to.

📞 Same Idea. Different Line.

Every idea has more than one conversation.

You've just read the Leadership version.

Now see how this same lesson applies to Life.

→ Pick up the other line.