Copywriting Strategies for the Weight Loss Industry

Photo credit: Natasia Causse

Our copywriting strategies for the weight loss industry help you stand out in a vast marketplace. As a multi-billion dollar industry with a vast customer base, it’s difficult for your marketing to be seen and heard…

That is, unless you know the copywriting strategies that speak directly to your customer avatar.

With a cornucopia of smoothie mixes, exercise DVDs, magic pills, diet plans, and even meditation tracks, the first rule of successful weight loss industry content is to know your ideal clients.

And know them very, very, very well.

Our copywriters write converting marketing content for a wide array of weight loss businesses. We’ve created successful video sales letters, sales pages, optimized website copy, and product descriptions for a number of clients in this industry.

Most important, our clients experience some serious sales, leads, and engagement. Below are some of our top tips for the weight loss industry.

With the high obesity rate in America, the weight loss industry seems as if it’s a highly saturated market. With millions and millions of individuals who want to shed pounds, it will feel impossible to be heard in the digital marketing space.

But that’s not true, not when you understand who your ideal customer is, and showcase how only your solutions can help them with a very specific problem. Start here…

Know your customer.

Sounds like no-brainer advice, I know. Understanding your clients is a staple in content marketing, but for the weight loss industry, this cornerstone takes a special kind of expertise.

Repeat this: your customer doesn’t just want to lose weight.

Weight gain is an effect. When you find the cause, and you create content that highlights the struggle with empathy, that’s when you see your conversion rates rise. Our professional copywriters don’t know your target market right now (though you can tell us more about your ideal clients).

However, we’ve learned that the weight loss industry isn’t one-dimensional. We’ve written marketing content for…

• Single moms who work, raise kids, and don’t have much free time to exercise.
• Empty nesters who have put off losing weight for years.

• Men and women who want to improve their love life by looking better and feeling more confident.

• Busy professionals who don’t have the time and energy to prepare healthy meals.

• Personal growth junkies who want to condition their mind to lose weight.

The list stretches on, but you get the idea. The bottom line is: chances are, your target market does not have a new desire to lose weight. Most likely, they’ve tried several options and haven’t seen results.

That’s where you come in.

Use empathetic storytelling. 

Storytelling—good storytelling anyway—dives into the human condition. When you highlight the struggles and forecast the results, you hook your audience. The formula for a good story consists of a combination of problems, struggles, a solution, and the resolution.

When you know your customers, you know their story. So write it.

You can even include your own story in the mix, as long as your personal narrative provides an empathetic understanding of your customer’s struggle.

If you’re an ex navy seal who has a chiseled physique, you may not want to tell that story to an audience of busy moms. However, if you’ve struggled to lose weight until you found the precise formula to do it, then reveal the details of your narrative.

Candor wins the game.

No one believes in silver bullet cures—especially not in the weight loss industry. While you may make weight loss much easier, it won’t be truly effortless. Your target market knows that burning fat takes a little work.

That’s where the honest factor comes in to play. If you create candid content that spells out how your clients lose weight, then your conversions rise. The honesty rule applies not only to your written content, but also to the visual element of your digital marketing.

I’m talking about your images—especially the before and after pictures.

While this technique provides a tried-and-true method to project results, the photos must be honest. Your target market doesn’t expect to look like a French bikini model. They simply want to look and feel better, and before and after photos forecast the permanent results.

Offer comprehensive advice…and give it away. 

You need to give away valuable information.

That’s right—I said give away valuable information.

When you offer tangible advice and takeaways, such as shopping lists, desk exercise techniques, and stress relief strategies, you prime yourself for the sale.

Give your prospects a taste of the results, and you separate non-committed browsers from motivated buyers who become brand loyalists.

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