Copywriter for CBD Products

Marketing Your CBD Oils, Creams, Edibles & More


marketing CBD products
As retailers rush to sell CBD products, they need to give consideration to proper marketing.

The excitement over Cannabidiol (CBD) continues to grow. An immense market is developing quickly for CBD oil-infused health and beauty products, including in states that have not legalized marijuana. Increasing availability and new awareness among the masses are two factors driving this new gold rush.

If you already have or are starting a CBD business, the potential to cash in on the growing demand is enormous, but critical to your success will be your marketing. A copywriter for CBD products can help you gain visibility, build your brand and maximize sales.

Marketing CBD Oil Begins with Educating the Public

With the CBD oil industry so new and the numerous kinds of products beginning developed, any marketing efforts must take an educational approach. To position your business as an industry leader, you must provide useful information that doesn’t come across as sales hype.

marketing CBD products
Taking an educational approach to marketing can be especially effective for CBD products.

The content you generate should be designed to answer consumers’ questions and guide them along the CBD buyer’s journey. With effective copywriting, you’ll be able to cultivate their trust

Consider using some or all of these tools:

  • Website – Fight the temptation to fill your CBD product website with sales copy. Instead, provide detailed, educational information that helps consumers know if your product is right for them. Additionally, taking an educational approach will position your company as an authority in the industry. Consumers are hungry for facts related to CBD products. A tell-don’t-sell strategy will position your site for maximum engagement, increased conversions
  • Product Descriptions — Give detailed explanations of the features and health facts about your products. Tell consumers what they can expect from using them, who can benefit most and how soon they’ll see results. Those product descriptions can go in your web copy and also on your product labels. They’re an important component in building a brand.
  • About Us – A company profile, whether published on your website, in a brochure or in other marketing materials, tells customers who is behind the business and why you’re uniquely qualified to be in the CBD industry. Done right, it can instrumental in helping you build a connection with your customers.  A copywriter can help create an About Us page that tells your story and appeals to your target audience.
  • SEO – The best website in the world is useless if no one visits it. Using Search Engine Optimization strategies, an SEO copywriter can optimize your digital presence, helping you to rank higher on Google for CBD terms, which will drive traffic to your CBD website.
written materials for CBD products
CBD sellers can use a variety of written materials from web copy to product descriptions to get their message out.
  • Landing Pages – Targeting specific niches, such as CBD oil, spray or cream for pain relief? Or CBD products that help with anxiety or stress management? Then you’ll want to create landing pages that speak in detail to each unique CBD market segment. Landing pages are an excellent way to gain ranking on search engines and convert visitors into customers.
  • Blog – Want to be seen as a thought leader in the CBD industry? Start a blog. Write articles that tackle pressing issues and offer your progressive ideas. Publish information that you think will interest your target audience. Speak to their interests, desires and needs. While a blog affords an opportunity for promotion, make sure you don’t only include sales information. To be effective, focus on educating, informing and even entertaining your audience.
  • Data Sheets/Sales Sheets – Any copywriter who has worked in high-tech or health-related industries has written her share of data sheets, also referred to as sales or selling sheets. The style of these fact-filled synopses can be applied to educating consumers about CBD products. The data sheet can be offered as a download on your website or printed and distributed at a retail location if you have one.
  • Advertising – Only certain sites will allow CBD ads. At this time Google and Facebook don’t allow them. Even when derived from industrial hemp, CBD oil is considered a product of marijuana, which is listed under Google’s list of dangerous products or services.
  • Social Media — The fact that you can’t use paid social advertising on places like Facebook doesn’t mean you should ignore social media. You can build a strong social following and drive organic traffic to your website or store.
  • Case Studies — Got a good story about someone who used your CBD product and was pleased with the result? Tell that story in the context of a case study that you post on your website or blog, and it will attract customers who have a similar condition. You can also include their testimonial with product descriptions.
  • White Papers — Facts and hard data combined with compelling narrative copy can lend a scientific air to your marketing and give serious credibility to your claims in a white paper.
case studies for CBD products
Got satisfied CBD customers? Get them to tell their story in a case study.

Writing About CBD Oil

In addition to the various marketing tools mentioned above designed to generate interest and sales for your CBD oil products, you can also write about CBD oil in general. By educating consumers, you’re growing your potential market of customers who might recognize a need that CBD oil is well-suited to satisfy.

Start with the Basics — A naturally occurring cannabinoid, CBD oil is derived from hemp. It does not contain THC, and therefore doesn’t make you high, unlike marijuana, which is derived from the cannabis sativa plant and does contain THC.

Explain the Surge in CBD Products — With the passing of the farm bill at the end of 2018, CBD is considered to be drug-free and therefore is now legal in all 50 states and a growing number of countries.

Talk About the Industry — The CBD market is dynamic, changing and evolving with each passing month. Today the therapeutic uses of CBD are being tested and confirmed by scientists and doctors around the world. The result is that CBD is growing faster than cannabis in the U.S. and is expected to soon be a $22 billion industry.

copy for CBD products
As more CBD products are created, good copy can help consumers discern between them.

Provide Definitions — CBD oil comes in many different forms:

  • CBD Tinctures — Tinctures are alcohol or vegetable glycerin-based cannabis extracts. Typically less concentrated than oil, they can be taken through a dropper directly into the mouth or mixed into food or drink.
  • CBD Topical Products — Topicals are applied directly to the skin where they can provide anti-inflammatory and pain-relieving properties. They’re helpful to people who suffer from conditions such as arthritic joint pain or muscle aches.
  • CBD Vaporizing — When you vaporize CBD cannabis, it offers fast-acting relief from pain and inflammation.
  • CBD Sublingual Spray — Ideal for discreet use, sublingual sprays are concentrated cannabis tinctures that are sprayed under the tongue to provide relief from a wide variety of symptoms.

List the Many CBD Products — Retailers are selling everything from CBD teas, CBD gummies (CBD-infused Gummy Bears) and beer alternatives to CBD dog treats, coffee, edibles and supplements. Lotions, balms, vape oils and creams infused with CBD oil are sold in dispensaries and corner shops.

Bring Up the Big Brands — It’s not just small, startup companies that are developing CBD products. Many big-name brands are excited to participate in this new space.

Ben & Jerry’s, for example, is eager to be part of the CBD trend. The Vermont-based ice cream chain recently announced it plans to bring CBD-infused ice cream to freezers nationwide — but not until the federal government gives CBD-infused foods a green light.

CBD-infused Ben & Jerry's ice cream
Ben & Jerry’s ice cream is just one of many big brands looking at infusing its products with CBD.

“You probably already know that we’re fans of all things groovy — think: Half Baked and Dave Matthews Band Magic Brownies,” the company states on its website. “So it’s no surprise that we can’t wait to get into the latest food trend: cannabidiol, or CBD. We are committed to bringing CBD-infused ice cream to your freezer as soon as it’s legalized at the federal level.”

Quote Surveys — The National Restaurant Association and the American Culinary Federation surveyed 650 professional chefs about the top culinary and restaurant concepts for 2019. It found that 3 in 4 chefs said CBD- and cannabis-infused food would be a hot trend this year.

No Shortage of Subject Matter

As you can see, there’s plenty to write about when attempting to educate customers about CBD products. Even better is that there’s currently lots of consumer interest in these products.

Providing quality information in easy-to-understand language will attract and engage your prospects. Furthermore, it will help differentiate you in what’s rapidly becoming a crowded marketplace.

CBD products
There’s plenty to write about when attempting to educate customers about CBD products.

The Challenge for Small Businesses Selling CBD Products

Now that much of the stigma regarding cannabis and CBD is going away, the potential market for your CBD products is virtually unlimited. Sellers can come out of the shadows. And so can consumers!

The fact that CBD is therapeutically potent as well as non-intoxicating, and easy to take as a CBD oil, makes it an appealing treatment option to many people who were previously uncomfortable with the idea of smoking marijuana or using cannabis products.

With claims such as the ability to alleviate pain, stop nausea, manage anxiety and improve sleep, it’s not surprising that CBD products have become a source of hope for many people.

marketing for CBD retailers
With big players like Walmart selling CBD products, small businesses will have to be creative in their marketing to get noticed.

Big retailers are gearing up to meet demand. CVS will soon sell topical hemp-derived CBD products such as creams, sprays and roll-ons in more than 100 stores in eight states, marketing them as over-the-counter medicinal products and an alternative source of relief.

Shortly after CVS announced its foray into the CBD space, Walgreens divulged that it will sell CBD creams, patches and sprays in nearly 1,500 stores in Oregon, Colorado, New Mexico, Kentucky, Tennessee, Vermont, South Carolina, Illinois and Indiana.

Other big players like Whole Foods and Walmart are expected to soon begin dipping their toes in the water as well.

CBD copywriter
A professional copywriter can help you craft your brand and build a following for your CBD products.

The challenge that many retailers will face is how to grab their slice of the market when big business is already cashing in on the CBD craze.

For the small-time seller without the tremendous visibility and resources of retailers like Walgreens and CVS, the key to being discovered will be digital media to promote their products and brands.

How a CBD Copywriter Can Help

Whether your CBD business is established or yet to be launched, marketing should be a priority with an emphasis on educational written copy. Consider working with an experienced CBD copywriter to help your business reach its fullest potential.

CBD copywriter
Get your CBD products in front of buyers with a compelling message written by a CBD copywriter.

A skilled copywriter can help you raise awareness for CBD products and name recognition for your brand, while differentiating it from the competition.

Those companies that take steps today to gain visibility for their brand and develop prominence in the CBD oil industry are the ones that will likely see the greatest growth in the coming years.

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Could your CBD business benefit from increased exposure? Could you generate more sales with a better website or creative marketing? Work with a CBD copywriter. Contact us today!

Testimonial

Some of the best copy I've ever read for a product

Susan,

You are AWESOME! This is some of the best copy I've ever read for a product. Thank you!

Mark Reff
President
One Touch Art
Phoenix, Arizona

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