Exercise Products: 4 Ways to Overcome Your Prospect’s Objections
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.
- 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.”
- 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.
- 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.
- 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.
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Published: November 28, 2007
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