{"id":3199,"date":"2020-07-21T08:00:45","date_gmt":"2020-07-21T12:00:45","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=3199"},"modified":"2021-06-12T17:33:03","modified_gmt":"2021-06-12T21:33:03","slug":"direct-response-fundamentals","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/direct-response-fundamentals\/","title":{"rendered":"The Blocking And Tackling Of Scaling a Direct Response Dietary Supplement Funnel"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">After 7 years of focusing on conversion optimization for dietary health supplement funnels, I\u2019ve just about seen and tested it all.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Split testing just about everything from simple headline tweaks to complex price tests. Some things do work every time. Those go into our best practices playbook.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the ugly truth is, that there is no one single trick that will massively move your conversion rate up to the point of selling hundreds and thousands of sales a day in one shot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The secret is in doing the basics really, really well.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article I breakdown the basics into 4 lessons learned after optimizing over $100 Million dollars in client sales funnels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. Know Your Customer<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most marketers know their customer demographics. Some marketers have a written customer persona or \u201cavatar\u201d that lists out what TV shows their customers watch, how much their household income is and how many kids they might have.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All of that is practically a waste of time. It\u2019s good to know for buying traffic but it won\u2019t get you a conversion lift. At least not when selling a dietary supplement.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To propel you into the 8 figure realm you really have to understand your customer. Not their age and interests, but their hopes, fears, frustrations, and more. What drives them to buy your bottle of Turmeric after buying 4 other brands?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That kind of stuff you can\u2019t learn by making a customer persona document. Or buying an expensive report based on credit card data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you really know your customer, you can express their problem better than they can, on both an emotional and intellectual level. Once you do that, they will trust and believe in your solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best way I\u2019ve found to uncover that level of understanding for our clients customers is through a combination of open-ended online surveys and one-on-one phone interviews.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some of the best sales copy comes word-for-word from these interviews. There\u2019s gold in the EXACT words they use to describe their problems, hopes and concerns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This soft quantitative data is the kind that you can only get from talking to buyers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. Sell The \u201cCure\u201d<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Granted you can\u2019t use the word or imply a \u201ccure\u201d to any condition or disease. That\u2019s simply not compliant. Although many marketers do cross that line. That\u2019s a personal ethical choice everyone needs to make on their own.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Regardless of where you stand. SELLING the \u201ccure\u201d is different from making a claim. When I say SELLING the \u201ccure\u201d I mean tapping into their pain.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prevention and incremental wellness doesn\u2019t sell. People buy urgency. Immediate needs vs long term benefits. If it\u2019s too easy to put off or takes too long to see and feel results, people will put it off. That\u2019s just human nature. As a result they will not buy. Sure, the strongest willed or highly motivated might take you up on your offer, but there\u2019s not enough of those people to build a business on.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ask yourself, what emotions are at the root of their pain? (or better yet talk to them one on one to find out.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because, emotions drive decisions. The first step is knowing which emotions are important and the second step is to trigger those desired emotions. This is how you tap into the subconscious mind of the buyer.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The lower processes of the brain is where emotion comes from. This is why we must use stories, metaphors and imagery to tap into them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Only after leading the subconscious to an emotional buying decision, do we then appeal to the higher level of the brain (the neo-cortex) to justify the decision through logic and reason. That\u2019s the unique mechanism part of your sales letter. But the emotion must come first.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. Make a Strong Offer<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The offer is one of the most powerful levers for conversion. A strong offer does not just include price. Although that\u2019s part of it, there\u2019s so much more, like:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Risk Reversal <\/strong>(Does the guarantee, REALLY remove ALL risk?)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Urgency<\/strong> (Is there a reason to buy now?)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Value<\/strong> (What\u2019s the value of the benefit and how does it compare to the price?)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objection Handling<\/strong> (What objections can you displace or alleviate for the prospect?)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bonuses <\/strong>(What add on is so valuable that it could be a product in and of itself?)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All of these factors go into making a strong offer. A quick rule of thumb is to ask yourself this question about your offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you really make it harder for your prospect to say \u201cno\u201d than it is to say \u201cyes\u201d?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are 12 different types of offers you can use in <a href=\"https:\/\/creativethirst.com\/blog\/the-3-most-important-elements-of-a-health-sales-page-and-which-one-can-double-or-triple-your-online-conversion-rate-and-revenue\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">this article<\/a> if you wish to learn more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4. Both Proof and Science go Together<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most direct response copy writers simply lean on a logical argument, with scientific studies, testimonials or a guarantee to support proof, but that\u2019s not enough.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most forms of proof are not very different than what all the other competitors out there are saying.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Both proof and science are a very important part of selling dietary supplements.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Proof makes prospects feel comfortable. You can almost never have enough proof.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Science, satisfies the logic part of the brain that justifies the decision.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Done right it answers the question HOW.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How does this supplement work?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How is it different than all the others that I\u2019ve tried before?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How will that solve my problem or help my condition?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But you must also answer the question WHY.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why will this work?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Always remember, both the HOW and the WHY must be answered.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>It\u2019s All About The Basics<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The secret to successfully selling dietary supplements in the online direct to consumer space is to master the basics.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ll find this in every art, from music to painting. It\u2019s all about being really good at the basic stuff, and that\u2019s the part that\u2019s so hard to do. Just doing the basics and doing them at the level of mastery are two vastly different things.<\/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>After 7 years of focusing on conversion optimization for dietary health supplement funnels, I\u2019ve just about seen and tested it all.&nbsp; Split testing just about everything from simple headline tweaks to complex price tests. Some things do work every time. Those go into our best practices playbook.&nbsp; But the ugly truth is, that there is&hellip; <a class=\"more-link\" href=\"https:\/\/creativethirst.com\/blog\/direct-response-fundamentals\/\">Continue reading <span class=\"screen-reader-text\">The Blocking And Tackling Of Scaling a Direct Response Dietary Supplement Funnel<\/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-3199","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>The Blocking And Tackling Of Scaling a Direct Response Dietary Supplement Funnel<\/title>\n<meta name=\"description\" content=\"4 lessons learned 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