{"id":3162,"date":"2020-02-18T09:07:01","date_gmt":"2020-02-18T13:07:01","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=3162"},"modified":"2021-06-12T17:39:04","modified_gmt":"2021-06-12T21:39:04","slug":"3-bridges-to-sell-supplements","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/3-bridges-to-sell-supplements\/","title":{"rendered":"The 3 Critical Bridges Your Customer Needs To Cross To Buy a Bottle of Supplements"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A physical bridge connects two places together to get you from point A to point B.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But bridges can also connect abstract things.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Things like different ideas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ideas that can be used to make a marketing case for a sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The sale of a bottle of dietary health supplements for example, happens within the mind space of a bridge.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bridges connect buying decision points in the mind of your prospect.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if you facilitate the connection of them all you have a sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In fact, when it comes to health supplements, there are three critical bridges that you must connect to sell a bottle of dietary supplements to anyone. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s look at each bridge in more detail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Problem Bridge<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The first bridge, is called the problem bridge.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not because it\u2019s a problematic one but because it connects the hook to the prospects problem.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The problem is the one thing your prospect wants to solve. In the case of a health supplement it could be something like muscle soreness and recovery from exercise in your late 40\u2019s.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The hook you bring a cold prospect in on to solve that problem could be one of many. (But the best ones are those that have a curiosity element to them.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example the hook to this problem might be something like:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp; &#8211; <strong>Sore muscles might be a sign of _____ if you\u2019re over 40<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">  &#8211; <strong>You can keep up with the guy half your age at the gym (if you do this one thing before  every workout, especially if you\u2019re over 40)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">  &#8211; <strong>The 3 best foods to eat for muscle soreness if you\u2019re over 40<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Each one of these would make good hooks to connect to the main problem.<br \/><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now that you have the problem and the hook, you\u2019ll need to bridge the two together to lead to the next step in the sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How does the hook solve the problem?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How quickly you help them cross this first bridge is dependent on where your prospect is on the <a href=\"https:\/\/creativethirst.com\/blog\/what-the-top-direct-response-health-and-wellness-marketers-know-about-tapping-into-marketplace-awareness\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"marketplace awareness (opens in a new tab)\">marketplace awareness<\/a> stage. (A concept we covered in a previous article.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your prospect is low on the awareness pyramid.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the <strong><em>compleatly unaware<\/em><\/strong> stage. Where your prospect is not aware of their problem or the need for a solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You want to cross the bridge slowly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Building up to the connection in order to keep them on the hook longer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It follow a structure like this:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tCall out and intensify the problem (ideally with emotional sales copy).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tLet them off the hook, promising a solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tTeasing the unique mechanism behind the solution (without filling in all the answers).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tAddress the obvious skepticism and or any solution they think you might be hinting at.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tProvide open loops along the way to keep them wanting to know more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> Finally connecting the hook to the unique mechanism of the problem where you explain  the <em>\u201creal cause\u201d<\/em> of the problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, if your prospect is high on the awareness pyramid.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the <strong><em>most aware<\/em><\/strong> stage. Where your prospect is aware of what you offer and how it meets their needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You want to cross the bridge quickly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not because they have less patience to sit through the build up in the first example, it\u2019s because they are more aware and thus primed for a sale already.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Someone in this stage may fall into one of these categories:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tThey already bought from you before, i.e. a past customer on your backend marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tThey have seen your sales letter of VSL (ideally watched 50% or more of it). This is your \tis typically a retargeting segment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The previous structure could still work on this prospect stage, but a quicker structure would look like this:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tCall out and intensify the problem (ideally with emotional sales copy).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tPromising a solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\tConnect the hook to the unique mechanism of the problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now that you\u2019ve connected the big idea to their problem, it\u2019s time to help the visitor cross the next chasm\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Solution Bridge<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The next bridge connects the problem to the solution.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But as in the case above where your prospect is lower on the marketplace awareness spectrum, you don\u2019t want to directly present your product as the solution just yet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just like you intensified the problem, you want to do something similar to set the stage not for the solution but to the acceptance of the solution, i.e. your bottle of supplements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One way of doing this is to present the old way and the new way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is, the old solution to the problem has been replaced by the new way because of a new discovery.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That new discovery is your unique mechanism of the solution.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The unique mechanism of the solution is not the product or a specific ingredient in the product but rather the way the solution works in the body.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is the reason why your solution will work, when the others have not. Echoed again in the bridge to close, before you present your offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the <em>\u201creal solution\u201d<\/em> of the problem on a high level.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it needs to logically connect to the problem bridge.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>For example: <\/strong>If dopamine is causing sleep loss, the solution is a new way to lower dopamine at bed time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The solution bridge therefore connects the high level solution to the detail level.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course this needs to be backed up with credibility and proof elements along the journey across the bridge.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the first bridge was about emotion, this bridge is about logic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The next bridge will begin the sale.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Selling Bridge<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The third bridge is the final bridge a visitor needs to cross in order to buy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the selling bridge to the offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it all starts with first asking permission to sell.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Asking permission for the sale is different than presenting the offer.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The offer, call to action, what they get, guarantee, testimonials, bonuses and all that comes after asking for permission to sell.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Permission to sell is all about how they will feel after using your product. This builds up the value of the product. Through the unique mechanism and also testimonials.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It sets the stage and future paces the purchase before presenting the offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It could also dismiss other alternatives and tell the reader how to use the product. But that is typically an optional section.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to creating some urgency. For supplements that\u2019s typically around the scarcity of the ingredients or the product itself from high demand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At this stage the personal mission of the founder can come back in calling back to the early part of the sales letter in which the speaker is introduced. Typically at the \u201cHi my name is\u201d part.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This ties back to the core emotion and creates a sense of if you\u2019re like me or if you agree with this mission then here\u2019s the product you need to support your belief.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then finally comes the product details. (What\u2019s included, and for how much, price justification, guarantee, etc.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Followed by the summary of the offer itself, presenting the actual options. Typically a choice between 1, 3, and 6 bottles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the selling is not over just yet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is where more testimonials can be stacked for further social proof and or a list of the frequently asked questions about the product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A final P.S. in which a list ditch close effort and urgency come back into play.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>See You On The Other Side<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Congratulations, we\u2019ve crossed all three bridges and made a sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a quick recap:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The problem bridge connects your big idea to the problem. It\u2019s that payoff.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The solution bridge connects the problem to the solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And finally the selling bridge connects the solution to the offer leading to the sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Leading with future pacing how they will feel after using your product. And finally to the call to action, what they get, guarantee, testimonials, bonuses, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once the customer crosses all three bridges, they are finally ready to buy a bottle of supplements.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"375\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250.jpg\" alt=\"\" class=\"wp-image-5168\" style=\"width:190px;height:auto\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250.jpg 250w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250-200x300.jpg 200w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Breakthrough The Supplement Revenue Ceiling<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This diagnostic reveals the specific bottlenecks limiting your supplement brand&#8217;s revenue growth and provides a clear optimization pathway for breakthrough.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/creativethirst.newzenler.com\/f\/break-through-the-supplement-revenue-ceiling-1\">GET YOUR DIAGNOSTIC<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/hsbm.buzzsprout.com\"><img loading=\"lazy\" decoding=\"async\" width=\"392\" height=\"380\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo.png\" alt=\"Health Supplement Business Mastery Podcast\" class=\"wp-image-4566\" style=\"width:194px;height:auto\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo.png 392w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo-300x291.png 300w\" sizes=\"auto, (max-width: 392px) 100vw, 392px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Listen to the <a href=\"https:\/\/hsbm.buzzsprout.com\" target=\"_blank\" rel=\"noreferrer noopener\">Health Supplement Business Mastery Podcast<\/a> for for dietary supplement entrepreneurs and marketers. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/health-supplement-business-mastery\/id1501188717\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"150\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast.png\" alt=\"\" class=\"wp-image-4567\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast.png 400w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast-300x113.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/6tzo0If1DvE5QMJaAPjrRY\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"373\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts.png\" alt=\"Listen to the health supplement business mastery podcast on Spotify\" class=\"wp-image-4569\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts.png 1000w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts-300x112.png 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts-768x286.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/feeds.buzzsprout.com\/889189.rss\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"260\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-1024x260.png\" alt=\"Listen to the health supplement business mastery podcast on Google Podcasts\" class=\"wp-image-4568\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-1024x260.png 1024w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-300x76.png 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-768x195.png 768w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast.png 1072w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A physical bridge connects two places together to get you from point A to point B. But bridges can also connect abstract things. Things like different ideas. Ideas that can be used to make a marketing case for a sale. The sale of a bottle of dietary health supplements for example, happens within the mind&hellip; <a class=\"more-link\" href=\"https:\/\/creativethirst.com\/blog\/3-bridges-to-sell-supplements\/\">Continue reading <span class=\"screen-reader-text\">The 3 Critical Bridges Your Customer Needs To Cross To Buy a Bottle of Supplements<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3162","post","type-post","status-publish","format-gallery","hentry","category-conversion-rate-optimization","post_format-post-format-gallery","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Bridges Your Customer Needs To Cross To Buy a Bottle of Supplements<\/title>\n<meta name=\"description\" content=\"There are 3 bridges a visitor needs to cross to buy a bottle of supplements. Once the customer crosses all three bridges, they are finally ready to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/creativethirst.com\/blog\/3-bridges-to-sell-supplements\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Bridges Your Customer Needs To Cross To Buy a Bottle of Supplements\" \/>\n<meta property=\"og:description\" content=\"There are 3 bridges a visitor needs to cross to buy a bottle of supplements. 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