So we converted that to “American doctor treks to the Amazon and finds medicine‟s Holy Grail.” And then we told the story of being there in the jungle, the jungle noises. And how my friend from the University of Peru pointed at something and said, “There it is, see that bush,” and I put the nuts in my hand. The reader didn‟t yet know that there was something for sale, but we got them interested. And then, when we got to the offer, it was the same as it was in the first version of the promo. We didn‟t change that part. The price and everything else was the same. We‟ve had that same experience with several of our information and supplement products. And we‟ve had the same thing with PACE. We can sell PACE – the PACE book – to our file by saying, “I‟ve got a great program for you and I want you to try it out” very early on in the lead. But that doesn‟t work to an outside file. We have to hook them first. So we do that by saying, “Do you like going to the gym for an hour? Do you like all that sweating? What if you found out that none of it is necessary?” Then we say that we did a study on twins, and found that the twin who did six minutes of exercise a day lost more fat and built more muscle that the twin who did 45 minutes of exercise a day. And then we talk about the physiological reactions that occur with exercise, about how you store energy. You get them enthralled and interested in that before you let them know that there‟s a book available. Like you say, there‟s a big difference between a back-end proposition and prospecting to a front-end file.
Published on Sep 19, 2011
Dr. Sears Reveals the Challenges of Writing for the Exercise Industry And How to Overcome Them