It doesn’t matter what specific health product you’re selling. It could be an weight loss information product or a knee brace.
But for simplicity sake, let’s use a health supplement as an example.
If you don’t believe that a bottle of Glucosamine is actually helping your joints then… would you keep taking it?
That depends on a few things…
First it depends on your condition.
Do you experience occasional, “acute” joint pain or is your pain more “chronic” which bothers you every single day.
Why are you taking it in the first place? Is the persona we’re targeting more in the wellness category or in the performance category?
What’s the self story your buyer is telling themselves?
Each one of these scenarios requires a different approach, but the one underlying principal that spans across of them is belief.
Belief not only in the product brand and ingredients but also a fundamental belief in health and the belief of their self story.
Tapping into your buyers beliefs is one of the biggest levers you have as a health marketer.
But first you have to understand what belief is and then how to leverage it and validate it to get more sales.
Belief is a part of Accelerated Trust.
Accelerated Trust = (Logic + Belief) + (Anxiety x Credibility) – The Other Party’s Self Interest
It sits firmly in the very beginning of what’s needed to start the buying process for a health product.
And it’s what’s needed, in order for the visitor to buy your offer and believe that it’s the best solution for them (provided of course that it actually is, and is ethical.)
But belief is only one part of that initial trust.
The belief formula itself looks like this:
Belief = (Desire x Self Story) / Challenges
Belief is made up of your prospects desire multiplied by the self story they tell themselves and divided by the challenges they face which are in opposition of their desires and self story.
Here’s how we define each part of the belief formula as it relates to increasing sales for a health product in the health supplement industry.
Desire – A strong feeling or wish for something. This is almost always the end state of what the individual wishes to achieve, to do, to become, to feel or have possession of.
Self Story – The narrative we tell ourselves about ourself and or our situation. This is a multiplier to desire. Ones self story can either amplify desire or diminish it.
Challenges – The obstacles that we face in the way of our desires. These can be real or perceived threats.
But…
How Do You Go About Finding Your Prospect’s Beliefs?
The process we use to uncover their desires, self stories and challenges has a few components.
The first of which consists of a few key open-ended questions segmented between your existing buyers or customers and your non-buying visitors, those that are getting to your sales page and leaving.
It’s important to get both sides here to really get a complete picture.
The second component is more granular, and gathered through one-on-one interviews with your customers. This expands on the first component and gets deeper into the belief spectrum that the open ended surveys can’t get.
The outcome of all of this is a list of all of the things your prospect currently believes about your product, their problem and their inner story as it relates to the options they believe are available to them, that are actually attainable based on their self story.
This provides the foundational work needed to begin to get to the core beliefs of the buying decision.
But…
What Do They Need To Believe And How Far Off Are They?
Once you have their belief system mapped out, take each individual belief and develop your hypothesis from which you’ll validate it with a split test.
So for this step you’ll match each belief against what you can show and or demonstrate on your sales page to support the belief that’s in your prospect’s mind.
Aligning with your prospect’s beliefs leads them one step closer towards trust.
But, you still have to…
Bridge The Sales Gap
People don’t buy health products the same way they buy other products, that includes both online and offline.
The health buyer is unique and both trust and belief is what sets the health buyer apart in decisions around buying supplements or any product related to the buyers personal health or the health of a loved one vs. buying another product.
Without understanding what your market currently believes, you can’t build trust through the application of the accelerated trust formula to increase your sales and profit for your natural health business.
Weather you’re selling supplements or a any health product, it all comes down to trust and belief for the health buyer.
There Are Three Funnels Every Health Supplement Business Needs To Build A Multi-Million Dollar Empire…
The problem is most dietary supplement companies only have one funnel. Through our work in the online health space, we’ve had the opportunity to observe hundreds of health businesses. What we’ve uncovered are the three critical funnels that each work together that make the difference between the average supplement company just selling on Amazon and a multi-million dollar health empire and compiled our findings in the book below. Click here to get the ebook delivered right to your email for FREE.
