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Exercise Products:

4 Ways to Overcome

Your Prospect’s

Objections By Heather Robson,

Freelance Copywriter

This article was originally published in The Golden Thread.

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Let’s face it. People don’t like to exercise. Some dislike it more than others,

but almost everyone feels like they should exercise … but they just don’t

want to. So you have to be prepared to overcome all of their negative

associations when you’re writing for the exercise industry. Here are four

strategies to get your prospect ready to make a buying decision.

1. Use words that resonate positively. One of the first things you

should do is establish the kind of language you plan to use in your

promotion, and then be consistent. Try to avoid words that have a

negative connotation – like “exercise.” Instead use positive (or even

neutral) words – like “workout” or “conditioning.”

2. Focus on benefits rather than features. This is hardly original

advice, but it’s especially important in this industry. The features of

your exercise program may very well include hard work and sweat.

You don’t want to sell those features. You want to sell more energy, a

slimmer waist, and a healthier heart.

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3. Call on the power of the average Joe. Endorsements are great.

Even better is a before-and-after story – especially one with before-

and-after pictures – from someone who fits right in with your target

audience.

4. Create a powerful guarantee. Reaping the benefits of exercise

takes time. So encourage your client to offer a more-powerful-than

usual guarantee with his program. If, for example, your client usually

offers a 30-day guarantee, encourage him to extend it to 60 days. This

shows your prospects that you have confidence in the program, and

puts to rest fears that they won’t have time to determine if the

program will work for them.

Find more powerful ways to write compelling salescopy for the health

market.

For more great free information on how to take your copywriting career to

the next level please visit www.ProCopyWritingTactics.com

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