1) Myths and misconceptions FAQ
Most customers have at least some misinformation about health and wellness.
You don’t need to cure all their misconceptions – but you do need to address misinformation that slows the buying process or keeps customers away from your wellness center, fitness center or yoga studio.
You offer a yoga program in a community where potential customers have heard that yoga may conflict with their spiritual preferences.
In your FAQ, you say: “Our yoga program teaches people ways to improve their wellbring. It doesn’t include any religious or spiritual practices. Still have concerns? Give us a call and we’ll tell you more about what we do in each yoga class.”
Or perhaps you know that potential health club members mistakenly believe that exercise must always be painful and uncomfortable and embarrassing.
In your FAQ, you might say: “No worries. We choose activities that you feel good about and you start out at a level that’s comfortable for you, not scary or unpleasant – say, five minutes. You get a perfectly-sized technical shirt with fabric that that helps you stay cool – no tight, clammy, or soggy T-shirts here. Every female customer gets a $10 discount on any sports bra from Title 9. And our facility’s laid out so that you’re never providing entertainment for whoever’s walking past. ”
2) Pros/cons guide
Sometimes prospective customers delay buying because they’re not sure they’ve checked out all the available alternatives.
To get them unstuck, provide a pros/cons list of the most common alternatives available for tackling their particular issue.
For example, a potential client who wants to eat healthier, be more active and lose weight has lots of choices:
- asking friends for ideas and coming up with their own plan
- read books and follow the instructions
- join a website like Sparkpeople
- join Weight Watchers
- join a wellness center’s lifestyle change program
- join a health club or fitness center
- hire a personal trainer or wellness coach
List the most common alternatives. For each, objectively identify the pros and cons of each choice, explaining who it’s best suited for.
Red flag: Don’t fall into the trap of “stacking the deck” so that whatever your business offers sounds best. Demonstrate your authority and integrity by staying objective.
3) Competitive comparison
Once they’ve narrowed down possible alternatives to the one they like best, prospects have to decide who to buy it from.
Again, resist the temptation to stack the deck overwhelmingly in your favor. Demonstrate your expertise and integrity by generally describing the choices objectively.
Let’s say your prospective customer is choosing between your health club and an unstaffed 24-hour keycard access club.
Common differentiators include:
- 24-hour access
- Peer support
- Accredited certified personal trainers
- Private curtained changing areas
- Equipment assortment
- Feeling of security
4) Product guide
This guide helps your prospective customer choose among your programs and services.
Say your integrative medicine center offer three different types of wellness packages – a thirty-day tune-up, an eight-week weight loss program and a six-month healthy lifestyles program.
Explain in detail what makes each program different, and describe the type of customer that each program suits best.
5) Case studies
Prospective customers want reassurance that your approach works for people like them, who face similar challenges and have tried other ideas that didn’t work.
Red flag: Don’t confuse a case study with a testimonial. Case studies are objective summaries – more like something a journalist might write. Testimonials are unvarnished statements of support from fans!
Most wellness businesses have barely scratched the surface when it comes to testimonial marketing.
7) Peace of mind tools
These tools address the last-minute hesitations and obstacles that prevent customers from actually buying. Common examples include:
- first-visit guide or FAQ
- a money-back guarantee
- a coupon for a no-obligation trial
- an installment payment plan
- a month-to-month agreement instead of a long-term contract
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