What I like about MyAlli Marketing Materials

There's something about Alli's marketing message that is refreshing. Through out their website and commercials, the company makes it clear that success is ultimately up to the consumer.

Here's how they do this:

• In one of their television commercials, the ad begins with something like this (I don't remember the exact phrasing) "The question is not whether this weight loss program will work for you, but are you ready to make this work?"

• An "Are you ready for Alli" self-quiz that forces potential customers to "get honest" with themselves and see if they're really ready to make a long-term diet and exercise change.

• Powerful language that "turns away" people that would not be successful with their product/plan such as:

• "Alli isn’t just another product for you to buy. Alli is a pill with a plan. This program requires a commitment to living your life in a new way as you learn to change your eating and activity habits."

• "Can I do this? Absolutely. If you’re willing to challenge yourself, to do things differently, then you can experience weight loss success. But if you aren’t committed to limiting your fat intake and calories as part of the program, then you shouldn’t buy Alli. Not right now. If the timing isn’t right for you, come back to MyAlli.com in the future to learn more about Alli."

• "Be honest. If you're ready to change how you eat, you may be ready for Alli."

Do you see the distinction? The words they use in their marketing materials are confident, clearly taking a stand for what is possible. But they also make it clear what it takes to be successful with their product. And they're not afraid to say so and turn away clients who aren't a match for them at this time.

Many wellness and self-improvement professionals do the opposite. They unwillingly "take on" their client's success as their own responsibility (and therefore take on so much pressure to create results) by feeding into an unspoken dynamic of working with clients: The habit of collecting health information, diet plans and self-help books and never implementing what they learn for long.

Here are three ways this shows up:

• Having generic marketing materials that essentially says I can help anyone versus being clear who you work best with and who your offerings aren't a fit for.

• Taking a "convincing tone" in your materials, trying to enroll versus having potential clients pre-qualify themselves (and thus saving you loads of time, energy and money). The disctinction is convincing people this is right for them verus having potential clients apply to your program.

• Speaking in generic terms instead of being willing to define and target what you do best. An example of this is "I work with women in transition." Meaningless. Define what "in transition" means to you and the clients you enjoy most– ie - one year to retirement, entering menopause, starting their own business, starting life after divorce." See the difference?

This style of marketing materials attracts clients who need help versus those who are able to take action with the right guidance and help themselves. The latter being the type of client you want to work with — someone who recognizes they need solutions to achieve their goals but are not helpless.

So how can you apply some of these MyAlli insights into your marketing materials?

• Create a self-quiz that pre-qualifies your clients
• Dedicate a webpage to describing the characteristics and habits of your successful clients
• Comb through your marketing materials and clarify generic terms (like I did above about "in transition") such "living the life of your dreams" or "achieve the next level." What is the "next level?" What are the dreams your clients have? Define it.
  

Here's to your professional expansion,

Karin

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