Alright, retreat leaders—let’s have some real talk about marketing.

One of the biggest mistakes I see in the retreat world is this:
We spend so much time highlighting the beautiful benefits of our retreats—sunset yoga, nourishing meals, sisterhood circles, connection with nature… and yes, those things are amazing. But here’s the deal:

People don’t buy “nice-to-haves.” They buy solutions to problems.
Or, to put it in blunt (but very true) marketing terms:
People buy painkillers more than they’ll buy vitamins.

So what does that mean for you as a retreat leader? Let’s break it down in a way that makes sense and helps you actually attract the people who are out there right now, searching for exactly what you offer.

Vitamins vs. Painkillers in Marketing

Let’s start with this simple visual:

Vitamins = Nice, feel-good, future-focused benefits
Painkillers = Urgent, emotional, solve-a-problem-right-now solutions

Here’s how that might look in retreat world:

VITAMIN Marketing:

• “Take time to reconnect with yourself.”
• “Experience peaceful yoga sessions in nature.”
• “Enjoy a weekend of sisterhood and self-care.”

PAINKILLER Marketing:

• “Burnt out? Overwhelmed? This weekend is your reset button.”
• “Stop carrying the weight of the world alone. Come recharge and feel like you again.”
• “If anxiety and stress are running the show, this retreat will help you take back your peace.”

See the difference? One is lovely and inspiring. The other hits right in the gut. And guess which one your dream guest is more likely to say yes to when they’re crying in their car after another week of burnout?

Yep. Painkillers win every time—because people buy painkillers, not vitamins.

But Isn’t That Manipulative?

Nope. Not at all—when you do it with integrity.
You’re not creating pain or manipulating someone into feeling bad. You’re simply acknowledging the pain they’re already in and saying,
“Hey, I see you. I’ve been there. And I created this experience to help you find your way out.”

You’re not selling sunshine. You’re offering transformation. And transformation often starts in discomfort.

Start by Getting Really Clear on Their Pain

If you want your retreat marketing to land, you have to first ask:

• What’s keeping your ideal guest up at night?
• What are they frustrated, tired, or heartbroken about?
• What have they tried that didn’t work?
• What do they wish someone would offer them?

Marketing isn’t about convincing people—they’re already looking. You just need to show them you understand.

Then, Show Them the Bridge

Once you’ve acknowledged their pain, then—and only then—do you get to paint the picture of what’s possible on the other side.

This is where your beautiful retreat benefits come in:
– “After just three days of deep rest, nourishing food, and guided healing—you’ll feel clear, light, and back in your power.”
– “You’ll leave this retreat with a full heart, a quiet mind, and the tools to keep your peace long after you get home.”

Acknowledge the pain. Offer the path. Paint the possibility. That’s the marketing trifecta.

Real Talk Example

Instead of this:

“Join us for a weekend of yoga, meditation, and connection in the beautiful Texas Hill Country.”

Try this:

“If your soul is screaming for a break from the chaos and your body’s running on empty, this retreat is your permission to pause.
We’ll help you unplug, reset, and remember what it feels like to actually breathe.”

See the shift? It’s still beautiful. Still empowering. But now it meets your guest where they actually are.

Final Thought: You’re Not Just Marketing a Retreat. You’re Offering Relief.

People don’t spend thousands of dollars to “maybe feel a little better.” They spend because they’re tired of feeling anxious, disconnected, overwhelmed, unfulfilled.

Your retreat is the remedy.

So be bold enough to speak to the pain. Be grounded enough to offer real healing. And be clear enough in your message that your dream guests know, without a doubt, that this is exactly what they need.

Let’s stop trying to sell vitamins to people with migraines.
Let’s show up with the heart, soul, and courage to say,

“People buy painkillers, not vitamins.”
“I’ve got the painkiller. You ready for some relief?”

You’ve got this. And your people are waiting!