Mario's Marketing Take

I was scrolling X today and landed on this post from @UserOnboard. (shown below). He says never mix up features with benefits ever again... and he's right! The idea is that nobody cares about your product, only themselves.

Mario is a great metaphor because I can still remember playing back in the day, telling my friends, “Why don't they just give us a fire flower, we could beat this level, easy!” Or whatever power-up fit the game we were stuck on at the time. It was never about the power-up itself - we were hooked on the thrill of overcoming the challenge. That moment Mario turned the tables and became unstoppable made the level and our lives a lot easier.

That’s the same mindset behind our work at Tidal. Our clients want more patients, customers, and clean-food fans walking through their doors. But here’s the thing: their audience isn’t necessarily focused on the treatment or the product on its own, they're after the results. Feeling stronger, living healthier, beating whatever’s holding them back - they're just searching for a power-up to help them get there. For our clients, the challenge is both about getting the word out that they have the Fire Flower and convincing people that their services will lead to those beautiful results.

We understand that challenge and we understand what their audience needs to hear. Whether it’s a doctor sorting out a tricky recovery or a grower fighting for cleaner food. We create videos that showcase the mission to boost health, putting the spotlight on what it means for regular folks playing the game of life. We take those complex health or science topics that could trip anyone up and break them down so they’re easy to grab onto. Then we nudge people to give it a try, showing them the win that’s waiting.

Typically we begin by creating a strong Story Video that showcases your brand and compels people to dive deeper into your offerings. Then we follow up with a series of Explainer Videos and Testimonials to break down the FAQs and create trust with your audience.

With strong video assets answering clients’ questions upfront, our clients don’t have to keep explaining the same basics over and over. They can focus on healing, digging into the real work they love. Meanwhile, their audience can see it clear as day - better health, better living - and they start showing up, ready to jump in.

That’s our fire flower. Clients function better with us in their corner, tapping into those dreams we all have of overcoming life's unique health challenges. It’s not just about getting more views or clicks; it’s about making lives better all around. That’s the spark that keeps it rolling, and I love being part of it.