How would you sell or position this?

by gixxer
20 replies
Hey everyone!

I'm currently finishing an eBook for a health/healing niche. I've got 6 years of direct experience in the niche. I've lived it and learned and can help a lot of people.

Here is the question:

The few products in this niche are claiming "Relief in 24hours" and "Cure in 10 days," etc.. My method CAN get some relief pretty fast, but there are so many individuals and so many variables it's hard to promise. Also, this is the REAL DEAL as far as creating health and involves diet and lifestyle changes. It takes work and time. I'd compare this situation to the "#1 Spot in Google in a Day" products. When the market is promising and selling these products, how do you position a product that will get REAL results in a 6 month time frame with hard work and discipline?

Another slant here is the 80/20 rule on customers. Do I just NOT want the 80% looking for the easy instant gratification? Should I try to get the instant people AND the dedicated or just assume that I want dedicated people who have tried the quick fixes and know they don't work.

I'd be curious how the fellow copywriters here would slant this and sell it as a positive. Maybe make it an "exclusive" system that won't be for everyone? "Don't by this book unless you want lasting health and healing!"

Thanks for the help!

gixxer
#position #sell
  • Profile picture of the author John_S
    When the market is promising and selling these products, how do you position a product that will get REAL results in a 6 month time frame with hard work and discipline?
    PX90 seems to limp along okay with a three month -- ninety day -- program.

    I'd be curious how the fellow copywriters here would slant this and sell it as a positive.
    I'd pitch it for people who've failed with three or more programs before. Key to this approach is giving the reader an "a ha" moment explaining why they've failed.

    Easy instant gratification seekers aren't necessarily lazy -- they want proof because they've been lied to. This means you had better develop some solid proof and credibility. You don't hope for sales, and then hope to build credibility later. Doesn't work that way.

    Sorry, "it worked for me" doesn't qualify. Who are you? What are your credentials?

    It could be done. It's just a question of will you do it?
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    • Profile picture of the author gixxer
      Great comparison with P90X! Thanks!

      Anyone care to throw out some examples of credibility builders in copy?

      gixxer
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  • Profile picture of the author ghyphena
    I like that comparison too. The "Insanity" workout program (which I think is done by the same company) has an infomercial in which the guy says over and over again that's it's not for everyone, you have to push yourself to the point of throwing up and beyond, that you're in for a world of pain... etc...

    I think these brutal qualifications make the entire program much more credible. If someone were to say to me: "in sixty (or ninety) days you could be in pro-athlete shape", my reaction would be: "pppfffffttt". But because there's a give-and-take involved (i.e. it will hurt - a LOT) I can believe it.

    Now, as far as desirability goes, I heard John Carlton say that people who buy / ask their doctor for certain drugs, e.g. for sexual dysfunction, don't care about the negative side effects. Perhaps the same principle applies here: the classic "damaging admission" on steroids... it enhances credibility without detracting from desirability.

    So, to answer your question... yes, frame it as a qualification. If you're targeting people who've tried out other things before then this could be an attractive proposition. I'd even make your headline a qualifying one, somewhere along the lines of:

    "If you can [make lifestyle change], you can [have Big Benefit]"

    As an aside: in my opinion, you shouldn't try to target the instant-gratification seekers *and* the "serious" prospects. Confucius said: if you chase two hares, you will catch neither.

    Now if it were me, knowing as I do how people want instant, easy, painless Magic Bullets, I'd probably choose to target the instant-gratification seekers... but that's neither here nor there, really.

    As for credibility-builders: don't know if your product is suited to before-and-after photos, but before-and-after case studies / expanded testimonials are good. Audio and video, I think, come across as somewhat more credible than plain text. If you go with text, pictures of the testimonial-givers are good.

    Professional, media or celebrity endorsements, if you can get them. Try this for celebs:

    CELEBRITY LEVERAGE by Jordan McAuley - Your Ultimate Guide To Profiting From The Power Of Celebrity

    Don't know anything about it but I know the author has a reputation when it comes to contacting celebrities. Maybe something you want to try.

    Scientific studies are also good, if you have the time/budget to orchestrate a controlled test. Medical endorsements too - nothing like having an MD sign off on your program.

    There was something else I wanted to add but now it's gone from my mind. That's ADHD for you. Say, your product doesn't happen to be for that, does it? Because, if so, I'd be interested to take a look. Not that I'd want to change my lifestyle or anything... I'm gravitating more towards a 10-day kind of cure...

    Good luck,
    Gil-Ad
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    Gil-Ad Schwartz

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  • Profile picture of the author Hans Klein
    Hi Gixxer,

    Great question.

    >>>I've lived it and learned and can help a lot of people.

    That's great that you're actually practicing what you preach.

    The thing about alternative health/ health and healing product (I don't know your approach exactly) is most folks aren't actively doing what they believe to the right approach to heal. They still listen to the M.D.s, eat what their not supposed too and so on. Even, those in the top 20%, may fall of the train.

    It's not easy to change your diet and embrace a healthy lifestyle in a world with some many distractions. Even the energy healing stuff, takes persistence.

    So, the P90x is an example to look at. Notice that it doesn't go down the route of 10 minute abs... but, it still isn't HUGE period of time. It still promises to get you knock-out results faster than any other solution. You're getting the MAXIMUM return for the effort you put in.

    In other words... yeah it's "intense" (not "hard")... but, this is the quickest way possible to get "in the best shape of your life." It's worth it.

    For how you'd position your product... I don't know your product/the market well-enough... but, if it's related to changing eating habits/exercising... people want that stuff to work instantly. Even, the more advanced folks, want it quick. So... I am not sure where that line is of how far out you can push it before the results starts kicking in.

    The one idea that comes to mind is if it doesn't work instantly... then it's the only solution that gets rid of the migraines, the fat, or whatever it is FOREVER... while the other solutions are quick-fix gimmicks.... and until they take your approach, the prospect is just going to jump from one short-term product to the next... possibly even damaging his/her health forever.

    Anyway, I hope this helps. But, my first inclination is to be careful about pushing out the results too far out. If you can't promise instant results, then maybe there's something you can add to your product to give them a taste of what's to come. A short-term fix, until they can change their lifestyles.
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  • Profile picture of the author John_S
    Anyone care to throw out some examples of credibility builders in copy?
    Your background and credentials.

    That you developed your ebook with students who were able to use it. That based on student feedback you improved it for the four types of people who fail with these programs. (People don't like to pay for the chance to be an experimental guinea pig)

    You succeeded. Fine. That is a grand total of one data point. Hardly convincing.

    Explain your development process in a convincing way. Most don't.

    Use belief structure to start off a paragraph...

    ...

    ....Science has never disputed
    .... began teaching [whatever your ebook is about] in the late 1970's.
    ....Considering the fact
    ....many studies are documenting the effect of
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    • Profile picture of the author gixxer
      Great stuff guys! Thank you!

      gixxer
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      • Profile picture of the author Alex Cohen
        You have one other challenge that has been alluded to but not stated directly: differentiation.

        There is a lot of competition in that niche, so it's essential that you find a way to differentiate and be heard. You could have the best product since sliced bread, but if people don't read/listen to your message, you're SOL.

        Alex
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        • Profile picture of the author RickDuris
          Hi gixxer,

          You need a hook. A real hook. Something to differentiate. Something to set you apart and what the market wants.

          For instance, I have a Client who trains actors for movie productions. If I told you the names of the movies unfortunately I would give away the relationship but trust me... it's all about positioning.

          There's another Client who's a fitness trainer and a doctor MD focusing on anti-aging and longetivity. If you're over 50, he's amazing. Again, I can not reveal.

          And then there's a Client who's a renowned Tai Chi master who owns a fitness studio.

          (I also have my sights on another fitness trainer. She's really girly. In fact, for her workouts she greets everyone in high heels.)

          That should give you some ideas...

          There are so many ways to position. But the bottom line is you have to have the goods no matter what it is.

          - Rick Duris




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          • Profile picture of the author Rezbi
            Originally Posted by RickDuris View Post


            (I also have my sights on another fitness trainer. She's really girly. In fact, for her workouts she greets everyone in high heels.)
            Thanks for the laugh.
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  • Profile picture of the author Daniel Scott
    I'd probably have my sights on her too, Rick... although perhaps not in the same way...

    Gixxer (how do you even pronounce that?), every post in this thread is gold.

    I'll add to it by saying the fact you aim for REAL results may be your hook.

    You could go down the "anti-guru" route... the other guys are lying to you, trying to get you to fall for their BS claims...

    Your program gets lasting results. It's not a "quick fix" - but then those don't work anyway.

    I think it's a lot about how you frame it. Sure, people want "easy"... unless you kind of lead them to think "easy" is bad, and only a loser would want easy.

    "But you're not a loser... right?"

    It's all about getting people to view things in the light you want them to view it.

    On a side note... I really hope this does well for you man. You're asking the right questions and intelligently looking at the process.

    It's a nice change from what we usually get around here.

    (And maybe that's why all the posts in this thread are so deliciously good.)

    -Dan
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author gixxer
      Thanks for the input, Dan! And thanks for the kind words!

      I AM trying to be as intelligent as possible about this and work out all my angles. I tend to be heavy on the passion and sometimes leave the details for "later." I'm working on getting the passion AND the details right on this one.

      BTW, it's pronounced "jixxer." It's slang for a GSX-R. That's a motorcycle for those who didn't know...

      Thanks again, everyone!

      gixxer
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      • Profile picture of the author Daniel Scott
        Originally Posted by gixxer View Post

        Thanks for the input, Dan! And thanks for the kind words!

        I AM trying to be as intelligent as possible about this and work out all my angles. I tend to be heavy on the passion and sometimes leave the details for "later." I'm working on getting the passion AND the details right on this one.

        BTW, it's pronounced "jixxer." It's slang for a GSX-R. That's a motorcycle for those who didn't know...

        Thanks again, everyone!

        gixxer
        If you've got a Hayabusa... I'll trade you some sales copy for your bike...
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        Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author dtendrich
    By the way, P90X is absolutely crushing it. So if you're in the same niche, or a similar niche, definitely study their marketing materials. They work extremely well.

    David
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    Copywriting Tips, internet marketing jargon, thoughts, and rants by me.

    Atlanta Copywriter, serving clients worldwide.

    Write your life.
    David Tendrich
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  • Profile picture of the author RogozRazvan
    In Ultimate Desktop Copy Coach (or what the hell it’s called now), Clayton Makepeace shows something similar.
    Instead of telling the prospecting that he can get amazing results doing almost nothing, he does the opposite.
    Yes, you can get amazing results only if you follow this without any exception. This is a proven scientific system which will help you lose obscene amounts of weight but only if …
    I need to search the example in the binders.
    Drop me a PM and I’ll mail a review to you if you want.

    Best regards,
    Razvan
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  • Profile picture of the author Mr. Enthusiastic
    Headline:
    "It might take more than a day, but the results are yours for a lifetime."

    Chris
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    • Profile picture of the author gixxer
      Originally Posted by Mr. Enthusiastic View Post

      Headline:
      "It might take more than a day, but the results are yours for a lifetime."

      Chris
      NICE! I like that one a lot!

      Adam
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  • Profile picture of the author Daniel Sanchez
    Your entire first post feels to me like your hook...

    Here are some key elements:

    A. I'm the guy who's going to tell you how it is...

    No lies, no gimmicks, no fluff.

    "Pains me how many products (like some of those famous one's you see on TV)
    all claiming:

    Instant Results! 24 Hours Cures!...

    And how many of those REALLY work?"

    (that's where I would continue tearing apart the alternatives.)

    B. You could also add...The Missing Link...

    "There's no "secret" to health/healing but my industry over the years has become so flooded with lies and scams even the experts can hardly tell what's trash and what's not anymore...because "they" just want to get their dirty flithy hands into your wallet

    ...that's where I (you) come in..."

    (ok, I'm in "first draft" writing mode...express when I'm in the "zone" I let my writing flow)

    C. You might want to add some take away / disqualifying:

    "Here's who I'm not looking for:

    -Someone who thinks that...

    (and then just blitz the heck out of the garbage you've encountered in bullet form)


    Because this post is all over the place

    Summary:

    1. Be the no gimmicks, hard nosed, "tell it like it is" guy

    (if there happens to be something unique in your training method, then I emphasize this too...Rick pointed out that specialized niche that makes you stand out)

    2. The Missing Link guy...

    3. Disqualify to gain those you want to deal with... not really a hook but will help with your approach.

    Any copywriter worth his/ her salt would need to really drill down not only your material but you personality to real make that hook pop for you.

    Here's something to keep in mind...the best hooks are those that get you emotionally charged...not just the client.

    Food for thought.
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  • Profile picture of the author MillionDollarCopy
    Hey Gixxer!

    I have to point out the importance of the market itself here. Your target market of people who are interested in health and healing aren't necessarily looking for the "quick fix", and I think that you're correct in assuming that pitching it as such would be a mistake.

    For that market, the target realizes (especially for natural health) that healing is really getting to and healing the source of the problem, not just treating the symptom. They know that, but sometimes it's necessary to point it out.

    I agree with Rick that you do need an awesome hook, and I would write benefit-laden copy with a ton of bullets. You know your market inside and out, and it's not a market that needs (or likes) a lot of hype anyway.

    The P90X example is amazing, because so many other fitness programs are compared to it, and the company that puts it out (beachbody?) does the insanity workout too, and, like John said, they're no frills. And they don't have to be.
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  • Profile picture of the author RentItNow
    I'm an affiliate for such a product and he is directing it towards curing diabetes (even tho it cures MANY diseases. I would say testimonials are key here and if you can get people to do review sites that really show the USP.

    The other advantage is I am diabetic and people with diabetes are going to believe a peer (fellow needle man).
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    I have no agenda but to help those in the same situation. This I feel will pay the bills.
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