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Subject: Why you don't sell weight loss products to fat people

I need you to save this email.

At least make a note and stick it to your screen.

Learning this was a revelation to me.  

I learned it, not from marketers, but from copywriters.

The guys and girls who write words, craft video scripts and multiply sales.

You see copywriters, at least the expensive ones, know that theire money isn't made from writing.

It's made from understanding.

They understand the target market, the person the product is designed for and the conversation going on in their heads.

You don't sell a weight loss product to fat people.  You sell 
happiness.  Maybe that's by helping someone lose weight for
their holidays, wedding, to lengthen their life or just find 
a partner.

Don't sell weight loss products to fat people because when
you try to target everyone, you target no one.

Instead choose a very specific person with a very specific
problem.

You need to know who your ideal customer is and to do that you create a fictional character or avatar.  

Like John. The 27 year old single man who's just started to realize his body isn't what it used to be and now he's got a gut to lose.  Man boobs too.

He lives at home, hates his job and eats crap food.

He's been single a while and he can feel his youth start to slip.  It's knocking his confidence.

He's a guy and to him, getting in shape is the best way to look attractive and get himself a girlfriend.

Even if it means sacrificing hours on his Xbox.

Problem is, John's a tad lazy and like most of us he wants results FAST.  He wants to burn the lard and build some muscle.  

So he starts searching online for the fastest way to burn fat and build muscle...

... that's where you fit in.

He lands on websites that promote losing weight but yours, it resonates with him.

Talks about a guy in the same situation and how he managed to find success with a system called Turbulence Training.

Sound interesting, he curious and clicks.

This is where the magic starts to happen.

I've gone on long enough.  Once you've narrowed down your target market, choosen a niche and got a good idea where you're going you have to create an avatar.

Browse the online communities and build a picture of your perfect customer.  Speak directly to them, help them out and introduce them to your solution.

That's how you sell.

I got some more great stuff lined up for you soon.

Keep your eyes on your inbox!

[insert name]









