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Anti-Aging Supplements – Making the Most of Extraordinary Market Growth
This article focuses on how antiaging supplement companies are getting ahead and how any company can do the same.
As you’ll see, marketing antiaging supplements requires considerable creativity and savvy in developing strategies to entice an older audience to buy.
It starts with a case study.
MEET THE PATIENT
I will call you “Mr. X’ – just to keep his story a secret.
Mr. X was aging fast—too fast for the number of years he lived on this planet.
He used to smoke and drink.
His blood pressure was creeping up.
He achieved growth hormone levels of an 80-year-old – when he was only 42!
Unsurprisingly, he was on a number of prescription medications.
He was an old man before his time.
In addition, his family health history was not inspiring. His family tree was strewn with diabetes, allergies, heart disease, neurological disorders and senility.
That was three decades ago when the “anti-aging” movement began to gain momentum.
Mr. X was (still is) a smart guy. He paid attention to the new developments that are now called “functional medicine”.
At its center was nutritional science – that is, supplements for rejuvenating the “old man’s” metabolism.
He thoroughly researched the published studies. He chose several accessories based on what he found.
His efforts paid off.
Fast forward to the present.
Mr. X is currently 72 years old.
By all medical measures, she now lives in the body of a younger man.
Enjoy lower-than-average blood pressure, resting heart rate, fasting blood sugar and insulin levels, cholesterol, triglycerides, and body fat percentage.
His functional strength, lung capacity and heart capacity are now all better than those of an average 40-year-old.
At an age when many in his age group are slowing down, Mr. X is busier than ever. He can ski down the steepest slopes, climb to the top of the mast on his sailboat, and keep up with the 30-somethings in his cycling club.
Mr. X is the poster boy for anti-aging supplements.
MUSIC TO MY EARS
Mr. X’s story seemed to speak directly to me. We are both about the same age. We both had so-called “age-related” health problems. We were both looking for natural ways to slow down and even reverse the symptoms of rapid aging.
Now, because of her story, we both have better health because of antiaging supplements.
Although my health was not as bad as his, I still benefited from the products he endorsed.
My blood pressure dropped. My fasting blood sugar dropped. My body fat percentage has decreased. My muscle tone has improved. The skin on my face became rosy again.
The personal youth movement is constantly improving.
Most importantly, my prospects for a longer and healthier life are where I want them to be.
Very good feeling.
OH WHAT A FEELING!
Mr. X’s story prompted me to take action—to do the right thing—to slow my own aging.
A good story does that.
First of all, it’s an irresistible read. Once I started reading about his experiences, I had to read it all the way to the end.
By the time I was done, I had made a list of the supplements he recommended.
Then I started buying them.
Ultimately, my conversion to a customer rested on the compelling psychology of good storytelling.
This is a powerful principle behind persuasive marketing. It may be the most powerful of all anti-aging supplements.
THE STORY OF CONVICTION 1-2-3
Come to think of it, the supplement company behind Mr. X’s transformation did three main things to get me to become a customer.
Any anti aging supplement company can do these.
1) First of all, they drew my attention to a piece of bait that I couldn’t live without.
It was offered right on the home page of their website. The language in the offer convinced me to click on a link to a “persuasion” page—that is, a page designed to get me to provide my name and email address in order to receive the report.
This is a common list building strategy. What was unusual was that he managed to break down my resistance to giving up my contact information.
2) The report itself was essentially a long-form sales letter about the company’s anti-aging supplements. His heart was Mr. X’s story.
3) This step was perhaps the most important of all: the company communicated with me personally in order to establish a personal human relationship with me.
My purchases were tracked with messages from a real person with a real email address.
Not from someone [email@example.com].
Not from someone [firstname.lastname@example.org].
No, a real person with a real reply address.
The reason I say this is the most important step of all is because of how I felt about it.
I felt important. I felt valued.
Psychologists explain how everyone searches for these feelings every day.
The experts are in place.
Good storytelling grabbed my attention and turned me into a customer.
Good psychology keeps me coming back.
RISING IN THE GROWTH CURVE
The rapid growth of the anti-aging supplement market is impressive. However, the 7% CAGR predicted for the next five years is a controversial figure in itself.
How a company takes advantage of this growth is what makes the difference in how the curve rises.
This is where good storytelling plays a crucial role in sales conversions and customer retention.
A number of written materials are driving the anti-aging dietary supplement market.
Initially, the marketing text behind what is described here includes an “opt-in” page, a piece of bait, and a follow-up email.
It also depends on finding and curating the ideal stories like Mr. X. In other words, stories that speak directly to your target audience.
Another element that even the best marketing copy fails without is an effective call to action (CTA). I don’t just mean the “Buy Now” button. I mean the copy that gets people to click on that button.
(Believe it or not, I’ve seen plenty of marketing copy without a CTA!)
These are the most compelling elements behind antiaging product marketing strategies.
In addition, the persuasive copy for supplement marketing must be based on good science.
This means citing data from the best available studies and explaining it in terms that a lay audience can understand.
This is where I come in.
I am a rare combination of a persuasive writer and a research scientist.
I use my scientific expertise and writing skills in the field of nutrition marketing.
Would you like to discover what I can do for you? Let’s talk then.
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