5 Simple Ways to Uniquely Position and Sell Your Health Supplement
Johnny was feeling pretty confident as he watched the boxes of his new health supplement come off the delivery truck. He had spent a lot of time and money making sure his product was going to be better than anything else on the market, and now it was finally here! Johnny thought about how excited his team would be when they saw all these boxes in their warehouse; they had been working hard for months to make this happen.
These bottles would be flying off the shelves in no time! Johnny strolled into his marketing manager’s office, excited for a sales update. “How’s our new launch going so far?”, Johnny asked. His marketing manager shot him a grim look, and reluctantly showed him the computer screen. “Only 5 sales so far,” he muttered sheepishly…
Why should you care about the positioning of your health supplement? Well, if you want your product to be successful in the marketplace, it’s important to understand how to position it so that people will notice. Believe me; this is not an easy task. You can’t just put up a website and expect people to buy what you’re selling. That doesn’t work anymore! In this blog post, we’ll look at 5 ways that will help your health supplement stand out from its competitors and get noticed by more customers. That way, you never have to worry about Johnny’s nightmare happening to you.
1. Create an ad campaign that is catchy and memorable
This will help you get your product in front of more people, which means it’ll be easier for them (and their friends) to remember you when they’re ready to make a buying decision . One of the best ways to make this happen? Create a memorable slogan! Something short but sweet so customers don’t forget who you are after seeing your ads once on Facebook or any other platform. This subconscious or subliminal effect is powerful, making it an unforgettable “business card” for your prospects.
Not only that, but catchy slogans can be a great way to get your customers excited and talking about your product. They’ll want it more, and they’re likely going tell their friends all of its benefits (and how much better you are than competitors).
2. Offer a special trial of your product for the first month
A reduced price trial can be a great way to get new customers on board. You can even consider a free trial where customers pay a modest shipping and handling charge. Trials can work well for getting new customers into an automatic subscription. This approach is an excellent strategy because it allows prospects time and opportunity (at little risk) to decide if they want to continue with your supplement.
It’s also important that this offer doesn’t come across too strong – don’t make them feel obligated. Making it clear they are free to cancel any time is important. You must also clearly disclose future charges for subsequent months. Transparency is key for minimizing cancellation rates.
3. Give away samples at places like gyms and yoga studios
Want to take a more personal approach? Go to places your ideal customer is likely to be and give away samples. This is a great way for people who are on the fence about trying your supplement, but don’t want an automatic subscription commitment or can’t afford it at full price right now – they get their chance!
You’ll need some kind of display that you set up in these locations with promotional materials and an e-mail signup sheet so you can follow up with these customers. Make this process easy and quick for them: just fill out name/email address & grab a sample packet from the table. You may also consider partnering with another company’s complementary product if there isn’ t one already available where you’re giving out free samples.
4. Create an online video that shows how to use the supplement effectively
Video is a great way to engage new customers and get them to buy your product. Make sure you have a video that shows the supplement in action, and how to use it correctly for best results! Future pacing with desirable benefits and showing them the new person they can become is powerful. Everyone is craving a new identity in one form or another when they buy health supplements.
And don’t get caught up in expensive or fancy video production. You can make a quality video with your phone, natural lighting, and some creativity! Alternatively, you can use resources like Fiverr to produce high quality marketing videos at affordable prices. Engaging videos that sell online don’t have to break the bank.
5. Partner with other companies who are complementary to your product’s benefits
You don’t need to go it alone. Partnering with other supplement or health product companies is a great way to reach new customers and make your product more appealing. The key is connecting with other companies who have customers that would be interested in your product.
You just have to make sure both your products don’t directly compete against each other. For example, a company selling collagen to women over 40 could probably do well offering a joint support supplement too. This is a great way to bring extra value to their customers, extra revenue to that business owner, and new customers to you.
You can also partner with these companies to offer discounts or bundle deals on your product, which will make it more appealing and affordable for customers who are looking at a number of different options in the marketplace before they buy!
In conclusion, there are many ways to position your supplement in the marketplace in a unique way. They key to success is deciding how you want to position your product and then executing that plan. Clarity on your USP before you begin marketing will save you a lot of time and money. Not to mention frustration.
What are your thoughts on these 5 strategies for positioning your supplement uniquely in the market? Have you used any of these before? Leave a comment letting me know!
Headline Ideas from the National Enquirer
Are you using this headline technique in your sales copy?
Stop Ruining “John’s” Nightmare! Avoid this Conversion-Killing Mistake in Your Nightmare Stories (VSLs and Sales Letters)
If you’re familiar with any of the top sales letters or VSLs in the health market on platforms like ClickBank, you’ll notice most of these offers feature a “nightmare” story. This usually unfolds in the lead of the VSL to hook people into the message. And poor “John”, he’s almost died, he’s almost lost it all in probably a thousand different times now.
There’s a reason why you see nightmare stories used all the time in sales copy and that’s because they do work well. They grab attention, they get the prospect immediately into a very emotional state and they convert really well. If, and this is a BIG IF, they’re executed correctly. There are plenty of wrong ways to use a nightmare story in your sales copy. Today, I want to focus on one mistake in particular that can make you ‘miss the mark’ on a nightmare story and lead to poor conversion rates.
Client Example: Setting the Stage
I’m going to talk about an example that I encountered recently when working with the client. I’m going to describe to you the type of nightmare story they used in the lead to open the sales letter. And as I’m doing that, I want you to think to yourself why this missed the mark and is just not converting well at all. First, let me give you a brief profile on the audience, and then I’ll start talking about the story.
This is for a hearing loss supplement. The profile is men and women, 60 years of age and older, who are struggling with hearing loss. They’ve had hearing loss for quite a while, usually at least a few months, but in many cases a year or more. The point here is they have been suffering from hearing loss for a long time. They’ve tried different conventional treatments like hearing aids and maybe they did receive some benefit or temporary relief, but there’re still not hearing as well as they’d like. So they’re really looking for any type of alternative therapy that might give them even a little more of their hearing back. That’s kind of the general audience here.
Not all Nightmare Stories are Created Equal
Let’s start talking about the nightmare story that was used in my client’s old sales letter. This was told from the first person angle, and it focuses on the main character, the narrator of the sales letter, when he was sitting in the doctor’s office and the doctor is dropping the bomb. He’s delivering the news that this guy has severe hearing loss in both ears, he’s going to be deaf before he knows it and probably never able to hear anything again.
And so poor “John”, is in such a state of shock and devastation. His wife’s there, she starts crying and all these awful thoughts and images are running through his mind. How he’ll never be able to hear his wife’s voice again (not always a bad thing), he won’t be able to hear the laughter of his kids or his grandkids, and so on. Just all these awful things.
To the copywriter’s credit, he did a pretty good job of conveying all the negative emotions and feelings flooding through this guy in the moment. So from a copy standpoint, the copy itself wasn’t bad at all. That wasn’t the problem. Anyway, that’s the gist of the story used to open the sales letter. If you already think you know the problem, leave a comment below. I’d love to hear your thoughts or your interpretation of this as well.
Know Your Prospect’s #1 Pain Point and WHERE She is in Her Journey
In my opinion, the reason why this fell flat and missed the mark is because this nightmare story focused on the very beginning of their hearing loss journey when they first got the bad news.
But where are these people now, our target customers, where are they now in their journey?
They’re not at the beginning, they’ve moved way past that. They know they have hearing loss, they’ve probably accepted it for the most part. They just want it better, they’re looking for any possible way to improve it.
Your Takeaway:
The best and most effective nightmare stories tend to focus on and capture the number one pain point the prospect is experiencing right now on a daily basis, that’s top of mind.
Not something they went through in the past possibly years ago, but the number one thorn in their side pain point they’re suffering with right now. Top of mind, that’s the key. That’s where this copywriter went wrong and why that nightmare story missed the mark.
Fear is a Good Backup
Now, if for whatever reason, you can’t craft a story around the number one top of mind pain point they’re dealing with right now on a daily basis, the next best option is to focus on the number one fear they have. Something they’re absolutely terrified of happening if they don’t fix their problem. That’s how you craft nightmare stories that really hit, really connect on a deep, emotional level and ultimately convert well.
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