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A copywriting "What If"

by Scott Ames
9 replies
This happens a lot I'm sure. I would like to see how you would solve this problem.

The clients product is a diet product. Its new, no one has used it yet. Supposidly it works well, but there are no testimonials, no social proof. The author basically combined all the best from several diet programs she liked.

The competition on the other hand has lots of testimonials and proof with fantastic before and after photos from people who have used those progams to lose weight.

How do you overcome this deficiency in your copy?
#copywriting #what if
  • Profile picture of the author yogurt
    You have already suggested the solution.

    Originally Posted by Scott Ames View Post

    The author basically combined all the best from several diet programs she liked.
    For a fresh product, no doubt you have to do a little deceptive marketing and creative advertising, boast and point out what little benefits the client's product has over other competitions.

    Be careful though not to promise the unattainable or something that is beyond logic. That would be counter-productive, instead of making sales and loyal customers, you are looking at possible investigations by the trade authorities.
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  • Profile picture of the author Scott Ames
    Are you suggesting using the testimonials from the other diet products she gathered the info from? I don't think that is what you are saying, but at first that's what I got.
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    Success consists of going from failure to failure without loss of enthusiasm. -Winston Churchill

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    • Profile picture of the author Capone
      Friends and family Either that or throw a little cash around I would never do either as I'm much to ethical but if you're desperate...
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    • Profile picture of the author yogurt
      Originally Posted by Scott Ames View Post

      Are you suggesting using the testimonials from the other diet products she gathered the info from? I don't think that is what you are saying, but at first that's what I got.
      That is what I am suggesting actually. As copywriter, we have to rely on hearsay and information provided by client but if there is nothing for us to work with in the first place, we just have to generalize things and use common sense in our copy (and possibly borrow from similar products).

      For example if the diet product is of natural herb origin like green tea, we should suggest in our copy that the product has little side effects and instead of causing psychological rejection of food, our product works by increasing one's metabolism and thus burning more fat.

      However we cannot boast too much and claim that by using our product, one will lose 3 pounds per week because we simply don't have data to back up our claims.

      If the client insist on you elaborating all the benefits of the product, you either reject the job or you ask her to pay you more to test the product and write to copy. After all, we are paid to write a copy based on (supposedly) available information, not to spin a lie or to be product tester and reviewer.
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  • Profile picture of the author OnlineMasterMind
    [DELETED]
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    • Profile picture of the author Collette
      It's very difficult to create persuasive copy for an untried product. The copywriter is going to need to do a buttload of preliminary work before he/she writes the first word. Otherwise, this product is going to struggle, if not sink.

      For diet/exercise products, the best proof is before/after social proof. You don't have that yet, so you're going to have to go for other sources of "proof".

      I'd suggest the client get the product reviewed by an "authority figure": someone like a recognixed doctor or weight-loss expert. And the more of these "authority figures" the better.

      Another way to create credibility is to provide research data that backs up any claims for the effectiveness of the product. Look for related research on product ingredients, etc.

      Yet another way is to use a "mechanism" scenario. This would require a copywriter very, very skilled in writing for this market, since you'll have to avoid function claims.

      You'll also want to beef up the client/product developer's credibility as someone the prospect should pay attention to.

      Hope this helps.
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  • Profile picture of the author Loren Woirhaye
    Your client should run a "test" promotion and give away
    or pay prospects to do the thing. Your client probably
    hasn't got the money or patience to do it but what do
    you think all those "lose weight and get paid" things are
    about?
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  • Profile picture of the author Rob Canyon
    Scott,

    Listen to Vin and Loren... IMHO They're who to listen to. Anarchy gives
    some good ideas on how to get testimonials too.

    Here's another thought...

    It seems that from the beginning of your thread you said your client wrote
    an ebook of sorts, but you didn't yet indicate if they would be open to
    documenting real proof and collecting testimonials... (whatever the niche does)

    Here's the deal, if a publisher is not going to attempt to get either, they
    don't have the foggiest idea of what sells... and there's a good chance
    they're just trying to make money and don't believe in their product.

    IMHO a slippery and unprofitable slope (short, medium and longer term)

    If that's the case, doing article marketing to a shallow Wordpress site that
    encourages a quick click to an affiliate product is probably a better route
    to go. (re: letting the publisher's testimonials and proof sell the prospect)

    But, lets look on the bright side. If you're writing a sales letter for them,
    write as if they already provided you testimonials and remind them of their
    importance. Then encourage them to be working on getting some while
    you're doing the letter writing.

    Less experienced clients, especially those with they're first products want
    to be led in the direction that will bring them better success, so lead them.

    More experienced clients will probably begin by sending you a link to the
    testimonials they want you to use because they already know their value.

    I can't tell you the amount of work that has come my way as a result of
    being upfront with a client as to what I felt would bring them a better
    chance of success with their campaigns when other copywriters would not.

    Regards,

    Rob
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    • Profile picture of the author Collette
      Rob - Scott's original post says:

      "Its new, no one has used it yet. Supposidly it works well, but there are no testimonials, no social proof. The author basically combined all the best from several diet programs she liked.

      The competition on the other hand has lots of testimonials and proof with fantastic before and after photos from people who have used those progams to lose weight.

      How do you overcome this deficiency in your copy?" (emphasis mine)

      He didn't ask "how to demonstrate proof" for this product. He asked how to overcome A LACK OF PROOF.

      So telling him to "go get testimonials" is hardly helpful. It's pretty obvious he's aware that the LACK of testimonials are an inherent problem. I am further assuming that either he, or the client, does not have a time frame for this launch that currently includes a test interval. So be it.

      Clearly, nothing can substitute for positive testimonials from a satisified user. But that wasn't his question.

      I have personally used the methods I suggested to overcome the exact problem Scott describes, both in the alternative health and financial markets. And, to varying degrees, these methods will work. Not anywhere near as well as testimonials or before/after photos, but I never suggested they would.
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