I'm not here to chew the fat on being fat....

15 replies
I'm here to give you the skinny on getting skinny!

Its evening.....

...and you're sprawled on the couch in your comfy slacks, slurping on Ben and Jerry's, pot belly hanging out over the top of your pants like some kind of primordial haggis trying to escape from the trousers that time forgot, while on the TV some super-fit aerobics model condescends to you in a nasal "Britney-esque" whine about how super simple it is to "use this apparatus to lose at least 20 lbs in one week!", and then it hits you.

Damn I'm fat!

So you jump off the couch, throw the B and J in the bin, pull on your running shoes, grab your keys and dash out of the door with a new found optimism. The Little Engine That Could comes to mind - "I think I can, I think I can, I KNOW I can". And suddenly, you've done 500 metres! Wow! It feels great! It feels wonderful! You're running! You're......You're Forrest Gump!

But, inevitably, as you pump sweatily along on the unforgiving tarmac, the same heart sinking realization hits you with all the finality of a runaway steam train. "I just don't have the staying power."

You stop, gasping for breath and turn around, shaking your head and head dejectedly back to your sofa, fishing the B and J's out of the bin on the way. The same super model is still droning on on the TV, perfect thighs and buttocks rippling away as she pounds out that extra millimetre of fat that is surely threatening to envelope her perfect frame imminently. You glare at her for a moment before switching it off and sighing heavily, gazing dejectedly into your ice cream.

Sound familiar?

What if I said to you, "You can be like Ivor the Engine!"

What if I said to you "It doesn't have to end on the couch!"

What if I, and a crowd of other "skinny Britneys" like me yelled at you in unison: "That pot belly doesn't have to rule your life!"

What if you were able to tell yourself: "I CAN stand up and I CAN take control! I have a RIGHT to be a condescending supermodel just like that skinny ***** on the TV!"

It could all start today.

I was once a lesser spotted, pot bellied couch croucher like you. Now, I'm a ground-pounding, concrete-eating mean machine who thinks nothing of doing a 10k run before breakfast!

You might be wondering by now, what the point of my story is. Please, be patient, I'll get to it in a minute. After all you must be used to sitting around by now otherwise you wouldn't be here, right? (I know I was, you really aren't alone).

It all started when I was browsing around the same old forums and what I call "online obesity-universities" where everyone was pretending to lose weight and exercise, while boasting about how much weight they had lost that week, but instead were secretly learning increasingly easy ways of getting fatter and fatter. I started losing interest in places like that and instead turned my attention to the big social networks like Twitter and Facebook etc. I figured there must be real people on there, with real stories to tell and real help and advice to give. But, no luck.

I even joined a few groups and added my name to some pages and lists on Facebook and Twitter but to be honest my heart wasn't really in it. I would spend hours on there just chatting to my friends around the world who were all living their own lives and making successes of themselves in their careers, in their new houses and marriages etc. This obviously just made me feel even lower. I was fat, alone, and falling behind. I was getting pretty desperate.

Then something happened. It changed my world around. It spun my fat ass up in the air and brought me back down to earth with a splodge. (Skinny people come down to earth with a "bump", us "big boned" folks are only accorded a "splodge" I'm afraid.)

Anyway, I was looking through my Twitter inbox one evening and among the messages I had from friends and family there were a few dating offers and "win an iPad" type messages. Now, I'm not stupid. I know what spam is. And I don't mean the tinned variety that's great with pickle either! I would normally just bin these messages as a hoax, or junk mail or whatever.

But out of pure boredom and desperate fascination I opened one of these spam messages from a list I had joined labelled "The Secret Weight Loss Method The Gurus Don't Want You to Know".

Obviously, I was skeptical too, but I opened it anyway just to see what nonsense was being spouted now. To this day I don't know what prompted me to download the free eBook report that promised a "Secret Formula" being used by a growing number of dieters around the world. I don't know why I paid the minuscule registration fee of only $14.99 to get access to the members area. Well, I say minuscule now, but back then it seemed like a lot.

But I don't regret a cent of it.

Because I'm an animal.

I'm a lean machine.

I can run for hours.

I exercise regularly because I WANT to.

I'm motivated now.

But the BEST part?

I STILL eat Ben and Jerry's and I STILL sprawl on the couch at the end of the day. And I STILL listen to the whiny model as she pumps away on her cross trainer. But the difference is, instead of feeling desperate and envious, I now nod along with her and smile.

"You can get results in no time", she opines.

I nod with a smile. "Yes, you can".

My lifestyle has improved VASTLY. All because of the secrets I learned about weight loss and why its so difficult to get going, so hard to get motivated. All because I learned what was TRULY stopping me from losing weight and how to tackle it.

And you can do it too. You can be the Little Engine That Could because I want to share the secret with you.

Why? Because I want to empower people like you whose self-confidence is being preyed upon by the candy companies to make $$ day in, day out by sharing what truly worked for me. I hate those companies because they made me, and thousands of others like me into morbidly obese no-hopers who struggled to even get off the couch at times. People who would sigh because the phone was ringing and was just out of reach from the comfort of their easy chair. People who sometimes couldn't be bothered to open the front door! People who would do their GROCERY SHOPPING ONLINE and have it DELIVERED!

But then I found this system. This wonderful, balanced, healthy, enjoyable system that allowed me to shed pounds effortlessly, while eating most of the same great food I enjoyed when I looked like Jabba the Hutt's long lost sister.

But before you take out your card, take a look at what other people using the same system have said:

-"Testimonials"-

You see?

I hope YOU take action.
I hope YOU know YOU really can.
I hope YOU know YOU'RE the one who can change YOUR life.

Jenny

PS You'll never know if you can be The Little Engine That Could until you try!
PPS By the way, I lost 92 lbs in six months following this simple strategy, all the while enjoying most of my favorite foods!

Here I am now, after realising "I CAN".
-Picture of skinny chick-
See you on the inside!
<link to sign up>

-------------------------

If any of this falls down anywhere, please pull it apart. Be vicious!

Cheers!
Joseph
#chew #diet niche sales letter #fat
  • Profile picture of the author JohnRussell
    Joseph...throughout this letter you are trying to be clever. You'll lose a lot of people.

    Copywriting is not about being clever - it's about being clear, concise and compelling.

    You're a good writer but this is not good copywriting.
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    • Profile picture of the author wikidzdotinfo
      Originally Posted by JohnRussell View Post

      Joseph...throughout this letter you are trying to be clever. You'll lose a lot of people.

      Copywriting is not about being clever - it's about being clear, concise and compelling.

      You're a good writer but this is not good copywriting.
      Alright, thanks for the feedback. How do I engage someone's interest without living in their shoes, without relaying to them what they are feeling, without actually stepping into their shoes and living it?

      Please don't misunderstand this as arrogance, I truly want to learn this. And I do appreciate the feedback!
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      • Profile picture of the author JohnRussell
        Originally Posted by wikidzdotinfo View Post

        Alright, thanks for the feedback. How do I engage someone's interest without living in their shoes, without relaying to them what they are feeling, without actually stepping into their shoes and living it?

        Please don't misunderstand this as arrogance, I truly want to learn this. And I do appreciate the feedback!
        I never said don't live in their shoes...I said don't be clever in your writing. 'The skinny on skinny' is clever but it won't sell.

        You need to find what's unique about your system and use that as the basis of your writing.

        Plus...

        You are writing to women from a woman's perspective but you obviously sound like a man. What woman wears 'slacks' or 'trousers'?

        You talk about 'pot-bellied' and 'concrete eating'. Good visuals...for a man.

        Sorry to say but this needs a total rewrite.

        You have the basis of a headline in your PPS.

        This is not my market but one phrase you use in your copy I like is 'skinny bitch'. I think that is what women think.

        You could try a headline like...

        "After losing 92 pounds in less than 6 months, now I'm the skinny bitch! This will work for you too..."

        Again - not my market, just some thoughts.
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        • Profile picture of the author wikidzdotinfo
          Originally Posted by JohnRussell View Post

          I never said don't live in their shoes...I said don't be clever in your writing. 'The skinny on skinny' is clever but it won't sell.

          You need to find what's unique about your system and use that as the basis of your writing.

          Plus...

          You are writing to women from a woman's perspective but you obviously sound like a man. What woman wears 'slacks' or 'trousers'?

          You talk about 'pot-bellied' and 'concrete eating'. Good visuals...for a man.

          Sorry to say but this needs a total rewrite.

          You have the basis of a headline in your PPS.

          This is not my market but one phrase you use in your copy I like is 'skinny bitch'. I think that is what women think.

          You could try a headline like...

          "After losing 92 pounds in less than 6 months, now I'm the skinny bitch! This will work for you too..."

          Again - not my market, just some thoughts.
          Nice tips and thanks! You don't need to say sorry to me lol I'm a wet-behind-the-ears fledgling and should be beaten if needs be! I'm here to succeed, not for a sympathy vote!

          Oh, the trousers thing. I'm British and women are known as much as men to wear slacks. I guess I let my culture creep into my writing there!

          I'll rewrite this for sure. Should I just dump any visual imaginary references and go straight for the facts?

          I was reading about copywriting on another site and one of things they really emphasized was that one should always "Be concise" by "not pussyfooting around". I interpreted that as "Be brutally honest". But now I see its not quite the same as gut-punching someone into action through direct references to their problem.

          For example I should write something more like "Get Fit By Learning The Secrets The Gurus Don't Want You To Know", as opposed to a whole paragraph trying to ingratiate myself to them as a fellow overweight person, whilst trying to build in that very sentence.
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          • Profile picture of the author Chriswrighto
            Originally Posted by wikidzdotinfo View Post

            I'll rewrite this for sure. Should I just dump any visual imaginary references and go straight for the facts?
            Check this out from the Adonis Golden Ratio:

            "But let me ask you, how much would it be worth to you for a system that not only works but gets you into the very best shape of your life?

            The exact kind of lean, ripped and muscular shape that gets noticed, respected and admired the second you walk into a room.

            The kind of head-turning shape that forces attraction. And that somewhere, deep down you not only want to be in, but are meant to be in."


            Let's be honest...

            We've all thought of ourselves in better shape... and when we read the above (or hear, as it's actually a VSL) we immediately picture it in our minds.

            So no, don't drop it all... it has it's value.

            I was reading about copywriting on another site and one of things they really emphasized was that one should always "Be concise" by "not pussyfooting around". I interpreted that as "Be brutally honest". But now I see its not quite the same as gut-punching someone into action through direct references to their problem.
            "Not pussyfooting around" basically means cutting this:

            "Obviously, I was skeptical too, but I opened it anyway just to see what nonsense was being spouted now. To this day I don't know what prompted me to download the free eBook report that promised a "Secret Formula" being used by a growing number of dieters around the world. I don't know why I paid the minuscule registration fee of only $14.99 to get access to the members area. Well, I say minuscule now, but back then it seemed like a lot."

            Down to this:

            "Naturally, I was skeptical.

            I mean...

            A "secret formula"... does anyone actually fall for that anymore?

            Well I did and blahblah... "


            It's not perfect, but that's the general gist. Cut the fluff and leave the stuff which actually adds value.

            And finally...

            How do I engage someone's interest without living in their shoes, without relaying to them what they are feeling, without actually stepping into their shoes and living it?
            Use of a good story is one way.

            Do you know someone who has had success with your product? Could you use their story to make people relate to them?

            Chris

            P.S. Remember, this market has seen it all. They've heard a lot of this already: "This wonderful, balanced, healthy, enjoyable system that allowed me to shed pounds effortlessly, while eating most of the same great food I enjoyed"
            Signature

            Wealthcopywriter.com :)

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          • Profile picture of the author JohnRussell
            Originally Posted by wikidzdotinfo View Post

            For example I should write something more like "Get Fit By Learning The Secrets The Gurus Don't Want You To Know"
            That just sounds like bullshit quite honestly - who are these Gurus?
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  • Profile picture of the author Tim R
    Agreed with John, you're trying too hard to be clever.

    You're pretty much falling into the same trap as the writer in these threads:
    http://www.warriorforum.com/copywrit...requested.html
    http://www.warriorforum.com/copywrit...ark-horse.html

    Read the advice there as it's applicable for you as well.
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  • Profile picture of the author angiecolee
    Cardinal rule: don't insult the audience. You want them to feel the pain, to desperately want to fix this problem. But you don't want to tell them they're fat potbellies. And John has a point: I had no clue you were talking to women. I had a potbellied man pictured the entire time.

    Back to insults: women come in all shapes and sizes. Maybe her belly isn't bothering her. Maybe it's her obnoxious hips, her Thunder thighs, her flabby arms. There are a million excuses, some valid and some not, as to why she can't find the time to exercise and eat right. Time, effort, kids, school, work. .. The list goes on.

    She DOES want to be the skinny Bitch. But she won't work with you on getting there if you call her a fatty outright. In woman speak, this is a no no. SHE can call herself fat. SHE can call herself a Bitch. If you call her these things and you're not one of her best friends, you're entering a danger zone.
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    Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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    • Profile picture of the author LinsaySmith
      Originally Posted by angiecolee View Post

      Cardinal rule: don't insult the audience.
      Big myth in copywriting.
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      • Profile picture of the author angiecolee
        Originally Posted by LinsaySmith View Post

        Big myth in copywriting.
        True, it can work in limited instances and certain markets when used well.

        Personal opinion? It's best suited to an experienced marketer purposefully going for the jerk persona route.
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        Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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      • Profile picture of the author sethczerepak
        Originally Posted by LinsaySmith View Post

        Big myth in copywriting.
        According to who?

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  • Profile picture of the author wikidzdotinfo
    You guys rock, Thank you very, very much for giving me some of your time! I'll start actioning this stuff straight away.
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    • Profile picture of the author Loren Woirhaye
      Generally with copy, sincerity is an effective approach.
      It won't work if the product doesn't have appeal. Often
      what good copywriters do is discover what's cool
      and effective about the product and they describe
      it in a straightforward way that helps the reader
      to visualize owning and using the product to get
      a desired result.

      Where the colorful, fun aspect of writing copy works
      well is in sort of concocting the imagery that helps
      readers get a visualized experience going in their heads.
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