A few weeks back, a listener suggested that we record an episode about marketing for *sensitive* niches.

That sounded like an interesting challenge, so I tweeted about it.

I had assumed that sensitive referred to age-restricted industries like tobacco, cannabis, adult goods, etc.

Instead, we got a far more interesting response from a long-time listener.

He wrote to us:

"My mum got breast cancer 10 years ago and had to have a double mastectomy. She lives in rural Australia where access to all the necessary prosthetics and clothing was near impossible. When she got better she asked me about starting a business and I ended up doing all the digital stuff. It was one of my first forays into e-commerce and we've since moved to it to Shopify where it leads its industry in Australia. One of the huge obstacles is the discretion involved. "

In today’s episode, we walk through the challenges they’ve faced and the lessons they’ve learned.