12 Proven Copywriting Appeals In The Fitness Industry

If you’re trying to sell to the fitness industry there are some common appeals that continuously work  in selling fitness & weight loss products…

Here’s a few things you MUST know if you want to write a killer ad, infomercial or salesletter…

• No matter who you are targeting your prospect wants results ASAP.  A 12 week workout manual, will always outsell a 6 month workout manual no matter what niche you’re in…

• People are flat out lazy – 95% of people don’t want to put in any work, they just want to take a pill and wake up 15 lbs lighter.  This explains why the supplement industry is able to sell cheap powders for $85 and people won’t think twice.  It also explains why the acai berry and nitric oxide offers are killing it on the CPA networks.

• Most people have failed over and over again with workouts and diets.  Sympathize with their situation and use that to your advantage.

• “it’s not your fault” is a common theme used in fitness infomercials, sales letters and ads.  This continues to work because it sympathizes with the reader and makes them feel that they failed because of an outside force… This is usually tied in to “you’ve been lied to”, “you’ve been mislead” etc…

• There’s certain niches that continue to be successful.  The skinny kid who packed on muscle will always work…  The overweight office employee who lost 10 lbs in a month… The mom who lost her baby weight…

• People are always looking for something “new”.  They want the next big thing that will solve their problems.  This was part of the appeal of the acai berry offers.  It was a “new discovery” from the rain forests of wherever…  P90X also employs this technique.  They claim P90X works because of a new breakthrough called “muscle confusion”.  If you can put something “new” or a discovery in your selling, make sure you do it…

• Without before and after pictures you have nothing.  The easiest way to sell a fitness product or service is through good before and after pictures.  And if you want to sell a bunch of them you should have before & afters from as many different races and demographics as you can get.  A 45 year old will connect with a testimonial from someone their same age, while someone who’s asian will easily connect with proof that another asian got results with the program…

• Specific benefits will always work better than a vague promise.  Nobody wants to be “healthy and have peace of mind” – they want to lose 15 lbs and get ripped in just 90 days.  Make sure the benefit you’re selling in your ad (and the headline) is specific…

• Capitalize on current trends and fads.  Mike Geary does a great job of this with his Truth About Abs product.  His website is capitalizing on the current acai berry fad and he instantly connects with the people who understand that it’s a bunch of B.S.

  

• Most people “don’t have time to workout”…which is usually just an excuse for them watching too much tv and not managing their time well.  Either way there is a huge opportunity to capitalize on the fact that people don’t have any time…  Nutrisystem does this with their meals delivered to your home.  We capitalize on this with our fat loss workouts by stressing the fact that they each take less than 15 minutes.  If your program or service takes “little or no time” make sure you emphsize that…

• Most people who are out of shape believe that there’s some kind of “secret” that they don’t know that’s keeping them from getting in shape.  Some people even believe there’s a conspiracy keeping them from finding out the secret that will solve their problems.

• People who are looking for a solution to their problems want “THE” solution.  Even though there’s probably not a black and white solution for every problem that’s what people want.  There’s big money to be made positioning your product as “THE” answer to their problem.

If you have a fitness product and you want to write a killer ad, salesletter or infomercial then follow the proven staples I’ve outlined above.  They have been proven to work in almost any fitness niche, and they continue to work over and over again.

If you have a fitness product you’re serious about doing 100k+ with, and you’re looking for a kick-ass copywriter to help you get there… feel free to email me to see if I’m right for the job. My email addy is justingoff{at}gmail.com (or call 419 656 5063)

- Justin