The world of Western beauty seems so important that there are even contests. Selling cosmetics and diet programs can feel like an uphill battle in this hurting economy, however, it is very possible to do so.
First of all, it is crucial to know your potential clientin another way, what do you say to him, how do you say it, what can get his attention, what can annoy him, how do you excite him,…
Let’s talk today with examples:
I suggest you not use “Lose weight”, “Lose weight”, “Lose those extra kilos”, “To be able to lose weight”, not only is it already super used and it no longer causes the effect that it could have caused before. Dieting is something extremely heavy and stormy, nobody likes it. There is a maxim that says: “Only if you know the benefit, you make the effort”. So that is exactly what you should sell, the benefit: how will your product or program improve their life? You can tell him, as an example, that your product does give him what he has dreamed of, what he desperately wants: “get her figure back.
“Get your figure back” will make it easier for your potential client to imagine how he wants to see himself with his recovered figure, only he knows and feels it, this will generate a positive emotion and he will not think of the word kilos that emotionally weigh a lot, nor in the word diet even when your product is.
Your potential client is not waiting to be told: Hey, how many kilos did you lose? He will accept what you offer him because he wants to listen: Wow, how good you look, what did you do to yourself?
When it comes to beauty, cosmetics, for example, are not far apart from weight control. “Longer eyelashes”, “reduce wrinkles in 15 days”, “your skin is softer in five minutes”, are soooo used phrases that have no impact either.
Let’s talk about emotions, about what your potential client wants to feel and experience. They are not red and moisturized lips, they are lips that you want to kiss. It is not a softer skin, it is one that invites to be caressed. If you don’t like being turned around and smiled, don’t use X cosmetics.
I remember a Brazilian commercial from several years ago in which a visibly ugly womanby Western standards, appeared bare-faced and began to make up from scratch in front of the viewer. After forty seconds, the ad was one minute, the process ended in fast motion and when it was about to end, the result was truly amazing, in front of the viewer was an extremely beautiful and smiling woman. In the last line, the woman said: “If cosmetics line X does this for me, I’m not pretty, imagine what it will do for you, you are.” She sold millions.
Persuasive writing, copywriting, is the technique that achieves convincing ads.
I hope you find it useful. Have a nice day.
Thank you for reading. Henry Stains