How to Write Copy That Stands Out in the Crowded Diet Industry
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For decades people have been searching for weight loss products that can help them get rid of excess pounds, and preferably without having to give up the foods they love or spend hours each week at the gym.
Approximately 40% of U.S. adults aged 20 and over are considered obese, according to the National Center for Health Statistics. And over 70% of adults 20 and older are overweight, including obesity.
Rising weight and obesity rates is a major health epidemic that has triggered the growth of the weight loss industry. “Diet supplements are often recommended to overweight individuals seeking to reduce their weight and, along with it, their risk of contracting life-threatening diseases such as diabetes, cardiac arrest and stroke,” according to Research and Markets.
Thousands of weight loss products have been created to meet the strong demand. Consumers have more choices than ever before and presumably lower prices due to competition.
But if you’re a company selling one of those weight loss products, gaining visibility and attracting customers is challenging because the diet field is so crowded.
The U.S. weight loss market is now worth a record $72 billion. How can you get your share of the dieting pie?
Strong copywriting is critical. It’s the key to getting noticed and differentiating your product from others in the diet and weight loss industry. And, since even a small increase in response rates can translate into thousands of dollars in sales, quality copy is well worth the investment.
A weight loss copywriter, someone who is familiar with the industry along with marketing best practices, can help you achieve your sales objectives.
Prescription and non-prescription drugs, herbal products and other dietary supplements are all tools that may help with weight loss. Supplements — whether in capsule, tablet, powder or liquid form — are designed to reduce body weight by increasing the metabolism and decreasing appetite. Some can also help with building muscle. Others stress their energy-boosting properties.
“The reality is that there’s no magic pill or supplement that promotes energy and weight loss. However, there are herbs and supplements out there, when taken in combination with a healthy diet, regular exercise, and a consistent sleep pattern, that help boost energy and weight loss,” according to ivee, which offers wellness IV therapy.
Top manufacturers in the industry are Amway, Glanbia, GlaxoSmithKline, Herbalife and Iovate Health Sciences International.
To go up against these manufacturers and their distributors, not to mention the thousands of smaller weight loss product businesses, you’ll have to be clever in your approach to marketing.
“As the weight loss industry continues to grow, marketers will have to find new ways to capture the attention of consumers while promoting products in an honest, legal and effective way,” according to Natural Products Insider.
If you’ve ever read the ads for dietary and weight loss supplements, you know they can be lengthy, filled with persuading commentary to help you envision the success you can expect if you use their product.
In other industries, you can get by with a billboard-type statement and a few sentences. But to sell diet pills, you’ll need to provide significantly more detail if your copy is to be compelling.
Most people trying to lose weight have tried a variety of diets and products. If they’ve had any success, it’s either been limited or short-lived. To persuade them that your product is different – offering significant and lasting results – you’ll need to offer plenty of proof in the form of quality copywriting.
Your marketing materials should help to educate people. Show them how you can help solve issues such as obesity, poor health and inadequate nutrition.
Weight loss supplements aren’t medicine; they’re a discretionary product. A person with diabetes needs insulin. Without it, they risk serious illness and possibly death. But diet pills are rarely a necessity. Of course, most people want the physical benefits that come with a healthy weight, but not taking diet supplements won’t harm their well-being.
Therefore, your copy must make a strong case for your product if it’s to get results. It needs to provide clear, concise benefits that can convert skeptical prospects into enthusiastic buyers and eventually raving fans. And don’t forget to add an element of urgency.
Provide a rationale for customers to act now. Perhaps it’s a special price you’re offering for a limited time or maybe it’s just a month or two until bathing suit season. Whatever the reason, adding a sense of urgency can be the little push a customer needs to stop procrastinating and start losing weight today!
Writing copy for your weight loss product deserves your best thinking. Find a balance between scientific facts and emotional copy. Avoid writing with hyperbole. You don’t want to sound “salesy.”
Pushy may work for selling cars but it creates doubt for dietary products. If it sounds too good to be true, people won’t believe your claims. You’re better to strive for authenticity and transparency.
To build credibility and generate sales, consider including each of these components in your marketing copy:
Apply good copywriting practices to any of the marketing tools you use. And yes, “tools” is plural. Don’t focus all your energy on only one medium. You’ll see better results by reaching a broader and more diverse audience when you have your message in multiple places such as:
When you use multiple media, just be sure that your message remains clear and your branding is consistent.
If you know your product inside and out but you’re struggling to put those words on paper, you are not alone. Some of the nation’s best salespeople are amazing in explaining their product but totally inept at putting those thoughts into writing. If writing isn’t one of your strengths, don’t despair. You can hire talent and save yourself a lot of grief.
An experienced copywriter who knows how to write sales copy can get the job done right. Whether it’s a chore for you to craft your own copy, or it’s just not the best use of your time, consider working with a professional weight loss copywriter. She can quickly get up to speed on your product and craft benefit-rich copy that delivers a solid return on investment.
Be sure your message is consistent on your website as well as your other marketing tools, such as social media, brochures and ads. Continuity builds your brand and visibility to maximize sales.
Every day your weight loss supplements sit in their box gathering dust is a day you missed out on potential sales. And at the same time, while you probably don’t want to think about it, your competitors likely made progress on meeting their goals.
A skilled copywriter is worth her weight in gold when it comes to getting a response to your marketing efforts. Don’t focus on the costs of copy but rather on the results it’s likely to deliver. Better copy translates into increased sales and bigger profits, which is what business success is all about!