Three Reasons Gwyneth Paltrow Isn’t Full of Sh*t

In 2008, Gwyneth Paltrow developed a newsletter of self-curated lifestyle recommendations. Today, GP has grown that newsletter to a lifestyle empire, backed by venture capital and valued at well over $250 million: Goop. Despite garnering flack and snark for allegedly deceptive advertising practices around labeling and questionable vaginal jade egg advice, you can’t argue that Gwyneth doesn’t know what she’s doing with regard to marketing. Here are three lessons I’ve learned about marketing from GP herself. 

GP talks to customers like she would her friends.

Goop has developed a degree of intimacy with their readers. They understand how their target demographic talks and exists, and they understand what this woman wants and needs. That combination yields a sense of belonging for Goop readers and buyers. Goop treats customers like they belong – using familiar language and slang. By understanding their customer and immersing themselves in ‘her’ world, they have developed a sense of empathy and familiarity. 

Goop’s Chief Content Officer has been known to say that she focuses on talking to Goop readers in the same way that she would talk to her smartest friends. The company wants to give readers information and trusted recommendations that they would follow just as if their best friend recommended a product or service. The result? A friendly online environment that women not only trust, but also recommend to their peers. 

GP invests in high quality content. 

GP has hired a team of state-of-the-art writers. She doesn’t rely on SEO algorithms to get the job done. Instead, she understands that there is power in creating quality content that women want to consume and engage with. 

Making quality content doesn’t always mean developing an over-the-top photoshoot or producing an elaborate video. In fact, simple content can also be effective, as long as writers understand their audience’s wants and needs.  

GP engages with people IRL. 

GP made a bold business decision when she moved Goop from the Internet to the real world. In 2017, the successful media company created “In Goop Health,” a wellness summit that boasted partnerships with brands like Lululemon, served buzzy drinks, sold novelties like crystals and gems, and offered one-on-one tarot card readings. The event, which now spans the US and UK, has provided an offline channel for the company to meet customers and listen in real time to what customers like and want.