Sell Em' What They Want and Give Em' What They Need

People want a magic bullet and easy, quick, magical solution to their problems.  They don't want to do hard work, they don't want something that's going to take a long time, they don't want to have to put in a lot of effort.  They just basically want to snap their fingers and have the results.  The more that you can ethically and honestly position your service from this standpoint, the much higher that your response is going to be.

Now, when they become a client or customer, that's when you slip in the hard work that they need to do.  You just basically get them to do it, but don't try to sell them on that hard work in the beginning, because they're not going to want to hear it and they're not going to want to buy from you.

Your prospects don't think anything in life is their fault, and they're looking for a quick and simple, easy fix to their problems.  If you focused on helping people get into shape and look better, they want that to be easy, they want to be able to snap their fingers and get into shape really quickly.  So you want to position your business and your marketing, as long as it's in an ethical way, as a service that could do that for them.  Focus on the fact that you're going to be able to get your clients in shape as quickly and as easily as possible.  Don't focus on how hard they're going to work, just focus on the results they're going to get.

Now, when they become a client, that's when you dish out the hard work that they have to do.  Don't be dishonest about this upfront, just don't focus on the hard work in your marketing.  I used to do this and response was okay, but once I took out all the parts about the hard work from my advertising pieces, my response increased.  I actually changed the word "work" and replaced it with things like "take action" or "be a doer" or "get it handled".  This subtle changed increased response, because people don't want to hear about how hard they're going to have work, they just want to hear about the results they're going to get. 

So remeber, focus on those results in your marketing, and then when they become a client, slip in that hard work.