{"id":2595,"date":"2018-07-03T08:23:08","date_gmt":"2018-07-03T12:23:08","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=2595"},"modified":"2023-12-03T17:08:12","modified_gmt":"2023-12-03T21:08:12","slug":"selling-to-the-most-un-trusting-market-in-the-world","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/selling-to-the-most-un-trusting-market-in-the-world\/","title":{"rendered":"Selling To The Most Un-Trusting Market In The World"},"content":{"rendered":"\n

Creative Thirst has been optimizing websites for over 9 years. We have narrowed our focus on the nutritional supplement vertical for the last 6 years of those years.  <\/span>It\u2019s a marketplace that has obstacles like no other.  <\/span>It\u2019s also a particularly hard crowd to sell to. <\/span><\/p>\n\n\n\n

One of the biggest hurdles for businesses in the natural supplement industry is that they\u2019re not legally able to make claims for dietary supplements<\/a>. There is a certain way to work within the guidelines for a dietary supplement product. And in many cases, it\u2019s a gray area of interpretation. (That\u2019s why there are lawyers.)<\/p>\n\n\n\n

You certainly always want to stay on the legal side of what\u2019s right and ethical. But without benefits \u2013 you don\u2019t have anything to sell.<\/p>\n\n\n\n

Yet, the audience is looking for answers to their problems.  <\/span>They don\u2019t know if your supplement is the one that\u2019s going to finally do the trick.  <\/span>Or if it\u2019s just another powder in a pill. <\/span><\/p>\n\n\n\n

There\u2019s so much misinformation out there, that dietary supplement customers are on the skeptical side.<\/p>\n\n\n\n

It\u2019s your job to convey to your customers that you truly have their best interest at heart.  <\/span>That you really want to help them solve their problem.<\/p>\n\n\n\n

The 4 Factors Needed To Break Through the Wall<\/b><\/h2>\n\n\n\n

There are 4 factors that you must keep in mind when trying to break through to a sale.   <\/span>These factors are desire, hope, trust<\/strong><\/em> and belief.<\/em><\/strong>   <\/span>And here\u2019s why these factors are different when selling in the health environment.<\/p>\n\n\n\n

The Pushing Forces of Desire and Hope<\/b><\/h3>\n\n\n
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\"Pushing<\/figure>\n<\/div>\n\n\n

Most decisions start with some pushing force.  <\/span>Typically, the buyer in this vertical is at a place where nothing is working for them.  <\/span>This creates a pushing force in the direction of seeking change.  <\/span>They desire<\/i><\/b> change and they have enough hope<\/i><\/b> to believe that change is possible. <\/span><\/p>\n\n\n\n

The buyer realizes that they need to do something different.  <\/span>And this force will work to your advantage if you can show them that you have something different.<\/p>\n\n\n\n

Customers in this vertical spend a large amount of time in the desire and hope phases before they can move forward into the belief and trust phases.<\/p>\n\n\n\n

They spend a lot of time gathering information to solve their problem.  <\/span>Not to mention, there is a lot of information out there to be gathered.  <\/span>So they must first sort through it all before they can even begin to think about which supplements they believe will work.<\/p>\n\n\n\n

This isn\u2019t the same as buying a coffee maker or a golf club.  <\/span>Consumers know what these products are intended to do \u2013 make coffee and hit a golf ball.  <\/span>And if they don\u2019t do what they say they will do \u2013 they can return them.<\/p>\n\n\n\n

With health products, it gets a little bit murky.  <\/span>Are the supplements working?  <\/span>Do we have proof?  <\/span>Sometimes the proof can be subjective.  <\/span>As in a placebo effect.  <\/span>I feel<\/i> better \u2013 so they must be working.   <\/span>Or, I don\u2019t<\/i> feel better \u2013 so they must not be working.<\/p>\n\n\n\n

A lot of the results can be in the users own mind.<\/p>\n\n\n\n

Regardless of the effectiveness, it\u2019s the desire for the new solution that creates the motivation for them to move forward…<\/p>\n\n\n\n

And hope is the fuel for desire. <\/span><\/strong><\/em><\/p>\n\n\n\n

Both these forces push the prospect forward. Yet the pushing force comes from the prospect, Not the marketer.<\/b> Desire and hope cannot be created. All the health marketer can do is intensify those pushing forces. But first they need to identify them in the marketplace.<\/p>\n\n\n\n

Here\u2019s an example of identifying the forces:<\/p>\n\n\n\n

Target Customer Segments:<\/b> Cross fit \/ (Spartan Race \/ Tough Mudder) \/ High-Intensity Interval Training (HIIT) \/ Cardio and endurance athletes<\/p>\n\n\n\n

Desire:<\/b> Achievement – They are struggling to beat their personal best, yet they are in shape and workout regularly.<\/p>\n\n\n\n

Hope: <\/b>Inner Strength – That they have the inner strength to reach their full potential.<\/p>\n\n\n\n

Once identified the key is to iterate through A\/B testing to quickly find what works best. <\/span><\/p>\n\n\n\n

The push of desire can be tested with hooks and copy around concepts like:<\/p>\n\n\n\n