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Home > The FITSPRO Podcast > 084 | Selling With The Written Word
Podcast: The FITSPRO Podcast
Episode:

084 | Selling With The Written Word
Category: Health
Duration: 00:23:29
Publish Date: 2020-08-25 05:00:23
Description: If there’s one thing that I have become known for in the online health and fitness space (from a business standpoint), it’s the fact that I don’t use and have never used sales calls to generate revenue. This is not a magic trick. Just like sales calls, there are specific tactics and pieces that make a sales call successful or not. And the same goes for a sales page. I did an Instagram post about this recently but in Fitspro Foundations I teach my nine step sales page blueprint for sales pages that actually sell. Even with these nine steps, a sales page will not be effective if the sales copy does not connect to and adequately communicate with the ideal client. Today I am going to cover four pieces of sales copy and considerations that you need to get clear on when you are creating sales emails, sales pages or sales content for your offers. This will apply to almost any offer in the health and fitness space. Even if you do use sales calls, this is still valuable information, and information that you should consider in whatever your sales process looks like. The first of the four is old, but true and highly effective in connecting your potential buyers. Pain and pleasure points If you have been in sales for any period of time you have likely heard about pain and pleasure points. That’s because humans are motivated to take action based on a pain and pleasure. These sound dramatic and aggressive and can feel manipulative if you are not using them from a place of empathy and compassion. Your ideal client is likely going to hire you to help them with something that they have been unable to do on their own. We know that. But we need to effectively communicate that we understand where the ideal client is currently. What thoughts are they having and what experiences they may have had in the past.  These are your pain points. The pain points represent the current state that the client is in. From a mental, literal, and emotional standpoint. You can see where this would be a difficult thing to identify if you are not crystal clear on your ideal client and on your offer. That’s also why in Fitspro Foundations we identify the ideal client first and then the offer, and then sales later on in the program. I suggest having 4 to 6 pain points. And the more specific, the better. Again on your sales page or in your sales email or spread out within sales content, you are going to address and identify these 4 to 6 pain points. She is unsatisfied with where she is now but what does that look like? What is she unsatisfied with? What frustrations does she have? What thoughts does she have in regards to the topic of your offer? This is what we are talking about when business coaches say to get inside your ideal client's brain. It is not from a manipulative standpoint. It is so that you can further understand her. Because if she doesn’t feel met and seen where she is right now, she’s certainly not going to trust you to get her desired outcome. These pain points may be very straightforward or very “in the feels” depending on what your offer is and what your coaching style is as well. As far as pleasure points go, the way I teach it is that the pleasure points are where your client desires to be. So we covered that pain points are your client's current state. That makes the pleasure points where your client would like to be. Again this can be a literal thing or an emotional state. Perhaps they would like to feel neutral about their body or food. Or they would like to re-comp their body. Perhaps they’d just like to be consistent. Those would all be communicated very differently. Same goes for pleasure points. Choose 4 to 6. And they can be exact opposites of the pain points or completely different. Again so much of this depends on your personal ideal client your offer and your coaching style. You have to know these things before you can create effective and authentic sales copy.
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