The Health and Fitness Sales Copy Tactic of Bullets

By guest author Logan Strain

While marketing to potential new customers, it is always important to remember that, in many ways, they are a lot like you. They only have so many hours a day, they have a lot they want to get done, and they want to get as much free time as they can. So when you are writing your sales copy, you want to deliver as much information as you can in the quickest, most compact way you possibly can. And no tool in your copywriting repertoire allows you to do this more than bullet points.

Bullet points allow you hit your prime selling points directly.

For example:

Now you can lose weight faster than you ever thought possible!
Feel fantastic
Be proud of what you see in the mirror

As you can see, bullet points also leave a lot of white space, so they are very easy on eyes. Even people who just scan while reading usually read bullet points in whole. In fact, if you have ever taken a class on speed reading or studying, you have probably been told to “read every bullet point” because they usually have the best info. And people just believe this instinctually: if something gets it’s own bullet point, it must be worth reading?

So how do you fully harness the power of the bullet to enhance your fitness markeing efforts? Firstly, you need to use them to make the connection between your services and the benefit your customers receive totally obvious. Don’t just say that you provide “a total body workout.” Because really, that’s only step one towards what your customers will get. You need to tell them the actual benefits, things like improved physical appearance, more energy, improved self esteem, improved health, etc. To put it in mathematical terms, you need to tell your potential customers that if you buy A from me, you will get B. B of course being something that your target demographic desperately wants. If you fail to make this connection extremely obvious, you also fail to motivate your reader. And in the end, fitness marketing basically boils down to motivation.

A lot of good copywriters also use bullet points to discuss pricing. Bullets are a good way to deal with this sensitive topic because, since they deliver info so quickly, they don’t give the reader much chance to tune out, which they may be prone to do once the thought of spending their hard earned money comes into the discussion. It also gives you chance to justify the cost, even if you don’t lay out a number figure. How? One popular technique is comparing the cost of your services with stuff they may already be spending money on. For example, if you're marketing personal training you can say.

What would you rather spend your money on?

Eating a supersized fast food meal every day of the week

A lean, toned, and sculpted body

Or you can use bullets to list off everything the customer is going to get, like this:

Personalized, one on one service.
Powerful dietary secrets what help you burn fat and gain muscle faster than you though possible
An easy to use chart so you can mark your progress

Basically, any point that you absolutely want your potential client to read, put in a bullet.

This has been a fitness business copywriting post by guest author Logan Strain