The simple magic of the health and fitness marketing message stack

Health and fitness marketing is simple, but not easy.

Your job as a fitness marketer is to convince the prospect you have the best solution to solve their problem. And not only will your solution solve their problem, but also address the fears that have kept them from taking action previously. You must also demonstrate you’ve helped others do it, and can do it again for the prospect.

By using this messaging stack, you will address the key psychological barriers to making a sale. You can mix and match messages across different media and content types, over and over, driving further feedback, refinement, and optimization. Which, ultimately, leads to more sales.

The message stack

The lead: Get [specific health transformation] without [specific mental or physical hurdle that keeps person from their goal].

Empathetic statement: Let’s be honest, [alternate method] does not work (or may be dangerous), and here’s why

Competitive positioning: These [other solutions] also do not work, (or may be harmful), and here’s why.

System explanation: Here’s our exact process to get you how we get you [specific health transformation].

Social proof: personal story of transformation, customer testimonials, professional credentials, scientific studies, celebrity or other authoritative endorsement.

Call to action: Ready for [specific health transformation]? Get [our solution] today. [Best paired with time or quantity scarcity and risk-reversal guarantees].

Nail down this strategic structure, and you can develop compelling marketing messages over and over again.

By the way: If you’re in the health and fitness space and want help developing the foundation for this messaging stack—or refining it—please reach out.