Last ecolumn, I left you with a little bit of trivia, regarding the copy I wrote for Constipation Remedies for Women: What’s the number one benefit to women when it comes to relieving constipation?
It’s taken me a while to get back to you on this. Sorry ’bout that. A number of offers, setbacks and unexpected surprises arose in the office. Plus, last Friday, I took my 16-month old son Jonah to Toronto for his grandfather’s 80th birthday.
My father is still active. He even bicycled well into his 70s. I remember, from a young age, how Dad would work long hours with a lot of commuting then spend the weekend with us swimming, hiking, mini-golfing and snow-sledding. It helped me and my brothers avoid the nature/fitness deficit disorder that plagues the current generation.
Now, back to the constipation trivia. First, let me say…
The Solution Isn’t as
Important as the Process
By process, I mean the way you deduce what’s really important to your prospects.
As Dr. Beck and Kyle Tully guessed, a flat stomach (or relief of bloating) is the number one issue for women with constipation. Relief of gas is number two.
These two hot buttons were extremely surprising to me when I started researching this project. I thought eliminating a build of toxins in the gut along with the simple physical discomfort of a congested colon would rank much higher. That may be the case for men, but not women. Cleansing, improved digestion, regularity… those are secondary benefits, probably lodged somewhere in the logical left brain of a woman.
But let’s go deeper… What’s the emotional side of the equation? It all comes down to attraction. Women want to look and smell attractive. Bloating and gas work against that. And, it’s not necessarily about attracting a man… but simply FEELING attractive and beautiful in general.
Having more energy and feeling good came in third. That’s why I made the tag line for the site, and the overall repeated theme: Get Rid of a Bloated Stomach, Putrid Gas and That Awful “Blah” Feeling. Many of the women I interviewed used that exact term, “blah,” so that was the language I decided to use.
The copy was written for the home page, where traffic would come in from organic search engines results and referrals. In other words, it wouldn’t be laser-focused targeted traffic. For specific landing pages, I would have NOT have done such a tri-benefit sweep, necessarily.
Low-Risk Tri-Benefit Promise
For that initial draft we didn’t want to do anything high-risk. Hitting a tri-benefit-promise helped ensure success. Split-testing a focus on gas-relief for general traffic would may have converted higher or much lower. Save that type of stuff for the split-testing period. Nothing worse than to be stuck with a site that can’t pull it’s weight because we got over-ambitious.
Nonetheless, the main point to focus on here: Dig deep enough to figure out what your prospects want THE MOST from what you have to offer. I could make a list of 50 benefits to relieving constipation. Probably 25 of them wouldn’t even show up on the prospects’ radar.
As you can see from the copy, I put a lot of effort into crafting the prose full of entertainment, information and personality. Nonetheless, it’s critical to make sure you are delivering the right message in the first place, otherwise all that trimming is wasted.
I don’t know any short cuts around achieving this. Either you immerse yourself totally in the market through research… or you interview the BUYERS in the market so that you really get to know them… or you do an endless series of split tests. My solution? Do all three. If I had to choose only one it would be interviews. It’s the simplest, fastest and most direct. More on this another day.
Hoping you help all your prospects live to be 80 and over….
P.S. Just a quick FYI: All my consulting slots for June are ALMOST booked. If you’d like to benefit from a free 15-minute marketing and copy critique consult with me or reserve a longer, money-back guaranteed, paid consult, click here now. These spots will be gone by the end of the week (if not the day).
P.P.S. Also, my copywriting schedule is currently booked up until the end of July. I’m considering offers right now for August onward. Contact me now if you’d like to get me writing your new health promotion. I’m always booked 2-3 months in advance. I expect that will change to 3-6 months very soon. Click here to read the 21 reasons you’d want to get me onboard ASAP.
Topics: Copywriting, Natural Health Prospects |
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