Marketers who work in the self-help niche are masters of finding solutions to life’s problems. Whether they’re focusing on weight loss, The Law of Attraction, or promoting a program that helps other people live healthier and happier lives, their sales copy doesn’t always solve their most pressing marketing dilemmas.
The good news is that there’s help for the self-help marketer. If you’re making one of these 5 profit-crushing mistakes, you can transform a flabby sales campaign into one with profit-producing marketing muscle:
1. Focusing on the business/product instead of the customer/client. In this industry, business owners often feel the need to qualify their credentials in order to convince people to buy what they have to offer. The biggest mistake they make is to put their qualifications front and center while ignoring the sales hook. Unless you hook the reader, they won’t know how you can help them and won’t want to read your credentials. The reader will first ask, “What’s in it for me?” Remember, it’s all about what you can do for the prospect, not how well you toot your own horn.
2. Using clinical language. I have clients who are great writers, clinically speaking. People who are seeking help are looking for hope. Scrap the clinical language and focus on building rapport and trust with your prospect.
3. No success stories. I can’t even count how many weight-loss sales pages I’ve seen without “before” and “after” pictures. Or, and this is my favorite, posting pictures that are obviously not the same person in the “before” and “after” photos. Try to trick the reader, and you’ll be out of business in a flash. Your prospects can see through the hype; they want to see results.
4. No call to action. “I can help you” is vastly different than “Act now!” Even if you engage the reader and make them curious about your offer, they won’t buy your product without that final nudge toward the “Buy Now!” button.
5. Great copy without a great marketing strategy. This is the most disappointing mistake of all: marketers who invest in great copywriting without employing a great marketing strategy. It’s essential to hire a copywriter who knows marketing, not just the writing process.
Self-help and mental health markets are multi-billion dollar industries. By avoiding common mistakes, you can take your marketing campaign to the next level and build wealth with a kick-butt marketing campaign that conquers the competition.