Capitalizing On People's New Year's Resolutions

9 replies
Last year...

I wrote a successful email swipe for a supplement company. It produced over 6 figures in one weekend (blasting various lists.)

Why so successful? It's simple:

I know everyone tells themselves, "I'm going to lose weight. 2014 will be my skinniest self ever!" Or... "This is my year to FINALLY get healthy." Or... "I'll find him this year. I just know it. I'm gonna be with my soul mate!" Or... (Fill in the blank.)

People convince themselves they're going to be different; life will be different.

This year is a clean slate. At least, that's what people convince themselves of.

The question is...

How are you capitalizing on that knowing?

Do you have your product ready?

Is your campaign fleshed out - from swipe to presell to VSL to AR to OTO?

If not, why not?

Who's ready for 2014?

Give us a sneak peak of your campaign!

Mark
#capitalizing #people #resolutions #year
  • Profile picture of the author marciayudkin
    How are you capitalizing on that knowing?

    Do you have your product ready?
    Yup. I have a product called The Procrastinator's Penpal that sells well from mid-December to the end of the year. All I need to do is write an item in my weekly newsletter about it during that time period and bang, bang, bang the sales come in.

    During the rest of the year it doesn't sell at all.

    Marcia Yudkin
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    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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  • Profile picture of the author shawnlebrun
    Mark, you're not kidding that this can be a VERY profitable time of year for weight loss/fat loss/fitness/diet markets.

    It's really insane how many people use the New Year as a starting point to change their life.

    When I first started seeing some success in the fitness market back in early 2000s, an average sales day for me would be $800 to $1,000 or so.

    But on January 1 through the 10th or so, average daily would be over $3,000 a day in sales. Nothing else changed except a bit more traffic... I'd ramp it up as much as possible for the New Year.

    And the sales would stay high until the 3rd week or so, and start to fall a bit from there. But this is just me and my experiences, it varies for everyone. For some in this market right now, $3,000 a day would be small... others it would be huge.

    but regardless, you're right... the New Year can produce 3 to 4 times the amount of sales if you've got everything set up right.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by shawnlebrun View Post

      Mark, you're not kidding that this can be a VERY profitable time of year for weight loss/fat loss/fitness/diet markets.
      Don't forget the self-help market.

      I was trying to get my Law of Attention book out by the end of the month. But it ain't happening. :-(

      Originally Posted by shawnlebrun View Post

      It's really insane how many people use the New Year as a starting point to change their life.
      Absolutely. And when you KNOW that, being prepared to HELP people is key.

      This isn't just about cashing in. It's also about being the answer to helping prospects actually achieve their resolutions. Coming from that perspective is also key.

      Mark
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  • Ohh gosh it's not often I disagree with Mark, Marcia and Shawn.

    (Ok, sometimes Mark when he goes off manifesting rants and brings up "branding").

    But one of the great joys about being in the WWOC* for 28 years is ...

    Whatever everybody else is doing - do the opposite.


    Luckily, I have a few wise and esteemed clients who agree.

    And understand that come January 99.979% of anyones target audience is blitzed with "Make This Your Best Year" and "Resolve Today" and the only way to do this is, BUY MORE stuff.

    Trouble is they've just had the most expensive time of the year and are often financially shot to hell.

    In the UK like you all in the US of A, Christmas is expensive.

    On Boxing Day the Sales start, this is when all the wonderfully expensive "gifts" you bought are suddenly reduced by 60% plus.

    Amazingly the holiday companies start to flog their "get away in the summer" packages.

    A few day later you buy some good beer, wine and champagne to celebrate the New Year.


    So, do people need to get bombarded with even more expense in January?

    No, of course not. Wait until the good people get their salaries at the end of the month.

    So, I persuade clients to give high value FREE stuff in January.

    This goes down extremely well with their customers.


    Many of you may say "Steve, you fool, you've missed a good revenue opportunity"

    Maybe I have.

    But the client/ customer relationships are much more important.

    Rather than constantly be seen to be trying everything imaginable to squeeze out every last cent.

    Give them a break in January. With the reason why - "Mr, Mrs Customer, put your wallet or purse away... it needs a rest"

    This pays enormous dividends from February through December.


    Steve


    P.S. WWOC (wonderful world of copywriting)
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Steve The Copywriter View Post

      (Ok, sometimes Mark when he goes off manifesting rants and brings up "branding").
      Just noticed (thanks to the power of being on a guy's list) that our esteemed Brian McLeod is doing a webinar on branding and DM.

      I just might have to attend. Are we allowed to call in (mark wonder's to himself?)

      Originally Posted by Steve The Copywriter View Post

      And understand that come January 99.979% of anyones target audience is blitzed with "Make This Your Best Year" and "Resolve Today" and the only way to do this is, BUY MORE stuff.

      Trouble is they've just had the most expensive time of the year and are often financially shot to hell.
      Doesn't matter. The desire (and need) for change overrides a person's critical thinking - in many ways.

      Originally Posted by Steve The Copywriter View Post

      So, do people need to get bombarded with more expense in January?
      Yes. Because people are looking for solutions.

      If you're not a part of that conversation, your own beliefs about money are just preventing success.

      Your beliefs are preventing you from helping people - if your solution is 100% legit.

      Originally Posted by Steve The Copywriter View Post

      So, I persuade clients to give high value FREE stuff in January.
      That's awesome. Always do BOTH.

      Originally Posted by Steve The Copywriter View Post

      Of course you are all going to say "Steve, you fool, you've missed a good revenue opportunity"
      Yup. I hope you're not giving clients the same advice.

      Originally Posted by Steve The Copywriter View Post

      But the client/ customer relationships are more important.
      Yes sir. However, a big part of further developing customer relationships is being the brand (oops, I did it again) that puts the solution your audience wants and needs in front of their face.

      Selling, if done right, DOES build relationships.[/QUOTE]
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    • Profile picture of the author shawnlebrun
      Originally Posted by Steve The Copywriter View Post


      Whatever everybody else is doing - do the opposite.

      Steve, that sentence right there is probably the single most important/profitable thing I've ever done in my life.

      Whether it's been business, or personal life, or stock market, etc.... when the masses zig... I tend to zag.

      I learned early on that I DIDN'T want to be like everyone else... and live paycheck to paycheck, or slave away for the "man", etc...

      So, i agree with you and that sentence has always been one of my guiding factors.

      The main reason i stick with fitness/weight loss?

      I've been doing it so long, it's simple for me to work with.

      If I were starting all over again, I probably wouldn't today, simply because of sheer competition.

      I'd niche it down something fierce... and target something like "walker aerobics for women in their 70's" or something like that. Okay, maybe not that...
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  • Mark, my good friend.

    First of all enjoy the branding webinar.

    I DO tell the clients that we may miss out on a "New Year" windfall.

    But the stats prove it we more than make up for it during the 11 months.

    (Every extra $1 we might have made in January becomes $4-$5 extra dollars from Feb onwards).

    All by being different. And not joining the hordes of businesses desperately trying to capitalize on a few short term dollars.

    We are not in anyway "limiting" anyones beliefs - they good people still get what they need in January.

    And of course my aim is to make the clients as much money as possible.

    No limits on that.


    Steve


    P.S. To be fair there are a few areas where it does make sense to dive in on January.

    If I had those clients I would recommend it.
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  • As you're in the weigh loss game.

    You do need to jump on the New Year Resolution bandwagon.

    It is great to be different - but as we all know it won't do to be stupid.


    Steve


    P.S. Shawn don't let anybody else read this - the fitness/weight loss is one of the fiercest competitive "industries" to be in.

    So yes, niche it down.

    I know sfa about it - but if I did, I would target it to an audience who isn't being targeted.

    Probably that would be older people.
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    • Profile picture of the author marciayudkin
      Certain products have an entrenched calendar of desire, and I think you would be stupid to try to fight it.

      People get into self-improvement mode most in January and September.

      Trying to buck that and make your big push in July or November isn't smart.

      In many other respects I believe in zigging when everyone else is zagging, but not when it comes to timing.

      Marcia Yudkin
      Signature
      Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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