Timeless Copywriting Lessons- Read Their Mind & Hear Their Heart
By: Sandi Krakowski
What do people look for in a weight loss product? What is it that motivates millions to purchase one more product in hopes of finally reaching their goal…. even if they didn’t lose weight numerous times before?
These are just some of the questions you need to ask yourself if you're selling a weight loss product.
I've sold millions of dollars in weight loss products. It became nearly an obsession of mine knowing what people look for in a weight loss purchase. Guess what? They aren't looking for another special ingredient. They are looking for something that works. Period.
When I see someone attempting to market a new product on Facebook or Twitter with posts like, "This Acai Berry really works! You'll love the taste I took it this morning!"… and 1 hour later it's, "This grape tasting Acai Berry really gives me what I need and my waist is shrinking fast! Ask me HOW!" and then 45 minutes later, "I took another Acai Berry when my son brought out the graham cracker crusted cheesecake. Good thing I have it in stock!".. and another hour goes by and we hear, "My Acai Berry keeps me moving even when I feel like I can't! If you want some ask me!" I want to help them to succeed in their business not to mention help them to stop being ridiculous!
NEWS FLASH: No one has ever made 6-figures in their business marketing weight loss this way. Even if your 'leader' told you they did.. trust me.. they didn't.
How do you sell a ton of nutritional products?
And how is it that some people are hugely successful online and others seem to just struggle from one product to another, and go from one new website and then to another without ever reaching their goal?
It has everything to do being able to feel and move like your customer, patient, client or prospect. It requires that you totally understand where they are and what they are feeling. This is how you get the "Buy In" with your client. This is where your prospect actually chooses to purchase what you offer even if typically they would say no.
The goal is to find out what motivates your buyers to buy…. and then motivate them
So… what motivates people to buy these products?
Here's a list:
1. Their clothes will fit and they have no limits
2. They receive compliments and feel good about themselves again
3. They feel powerful and in control
4. They feel sexy and younger, vitality and youthfulness
5. They feel safe, healthy and protected
If you understand this about your customers and prospects you can market weight loss products to them and sell to them again and again. But don't forget this….. in the weight loss industry, maintenance is as profitable if not more profitable than the initial weight loss.
Let me say that again. PLEASE STOP WHAT YOU ARE DOING AND LISTEN!
Understanding why people buy weight loss products initially is not only important in the sales process but it will also give you everything you need to keep your business moving as you serve clients in maintenance.
If you sell a health product, you should be serving people in their maintenance phase. Did you assume that now that they've lost the weight it's time to find a new person to serve? Think about this-
Maintenance is a huge industry if done right because it means you're helping people to maintain their new life!
So…. learning to read their mind and hearts is critical in sales both online and offline. It can create a long term business rather than a short term sale.
Here are a few tips for finding out this amazingly valuable information:
Do keyword research. Who is the biggest provider in your industry? Pay very close attention to what they’re doing. If they are profitable and ahead of everyone else pay attention to the words they use. How are they motivating people to purchase? Do the same thing.
Who is leading the trail in the niche you want to be in? Who has the lowest Alexa score and the bigger business? Watch that they do more than what they say. The things they are ‘doing’ are making them a lot of money so do the same.
Subscribe to newsletters of your competitors. Don’t be consumed with someone who isn’t making a big profit- I mean the people who are light years ahead of you. Watch careful what they do on a daily basis, a weekly plan and over the course of a month.
Here are a few other important things to consider.
Ask yourself WHY people buy the service or product you are selling. DO NOT answer with why YOU would purchase this item, rather, why do millions of people make these purchases?
WHY do they spend money on something even if the product didn't work the month before?
What is the pain point, where do they live, what are they experiencing everyday?
Images in your sales copy are just as important as they words.
Make sure they are ‘speaking the same message’. I can’t tell you how often I’ve done a “Website Audit” and the pictures do not match the message. Just changing the pictures creates a new result.
Work to feel what your customers feel. Go where they live and make it your goal to really understand their struggles, their pain points and what motivates them. Getting into these emotions in their mind and their heart will make selling your product and service easier than you ever thought could be possible… and it will happen over and over again. Serve with an open heart… and money will follow you!