Writing good copy stems from one very tedious and time consuming skill…..Understanding your customers.
(Knock em all you want, Men’s Health knows their market)
If you want to properly target your market and sell them products they’re looking for, you need to first understand what their biggest problems, frustrations, hopes and fears are. Writing good copy is about research, and research is 90% of the battle…
I’ve studied and researched a lot of fitness marketing material. Everything from magazines to videos to sales letters online. There’s common occurrences between all of them that you can put into use NOW in your copy. It’s always better to not try and reinvent the wheel. Just stick with what works.
1. Too busy to workout
- Honestly, this might be the easiest frustration to target. Can you name one person you know who ISN’T busy? Everyone is busy! The funny thing is pretty much everyone is busy in one way or another, but deep down people FEEL like they’re the only one. Even people without jobs think they’re too busy for certain things. Target this big niche with short, intense workouts.
2. Tired of boring workouts
- Unless you’re really, really hardcore into working out, sooner or later you’ll get bored with your workouts. Everyone does. Especially the guy who goes to the gym, cranks out a few sets on his favorite machines, chats up some cute girl on the bike and then leaves the gym without breaking a sweat. These people don’t see results either, so it’s pretty easy to convince yourself that the gym is boring if you’re not seeing results. Boring workouts were crucial to the success of CrossFit, Tae Bo and Fitness kickboxing.
3. Can’t find a workout that produces results
- There seems to be a breed of people out there who are serial exercisers. They pick up the latest Men’s Health or catch a new diet on Oprah and are immediately jumping into it. They never actually give their current workout a chance. They want the newest, most cutting edge quick fix that’s out there. You can definitely target this niche by appealing to their frustration of workouts that “don’t work”
4. Just flat out confused by too much workout info
- This is a great frustration to target because people like things that are simple and easy. As busy humans we have enough information and news to process in one day. We don’t want to have to think about our workouts and our diet. We want to be told what to eat and what to do in a workout, and we want it to be as simple as possible. Strip everything down to the core for these people and make the program as SIMPLE as possible.
Go to your website and implement these immediately into your copy. Whether you are selling an info product or personal training services, implementing just one of the main frustrations I talked about above will improve your copy and your bottomline.
“Go BANANAS”
-Justin
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