Four wellness companies focusing on product benefits and results over ingredients
As the classic sales and marketing rule goes, “Tell them what it DOES, not what it IS.” The core of that principle is built on the fact that customers are looking for solutions to their problems. That’s not to say product ingredients aren’t important, but from a customer point of view, communicating the results and benefits are much more effective. This starts from the corporate marketing language, which guides the distributor field’s message. Here’s how four health and wellness companies focus their marketing message on product results and benefits.
That’s not to say product ingredients aren’t important, but from a customer point of view, communicating the results and benefits are much more effective.
TLC teases its sampling program with the headline “Samples You’ll Feel” and the call-out “Sample The Benefits You Deserve.” Again, it’s about the benefits and how they make you feel. That’s the connection. Teasers include “decreased appetite,” “improved mental clarity” and “promotes digestive wellness.”
One of TLC’s main products is Iaso® Tea Instant that promotes digestive health. The four-sample pack lists ingredients but details how users will feel trying the product. There are three other packs, and each pack includes a short video on “what you’ll feel” trying each product.
Essential oil company doTERRA offers a 10-pack sample of its Deep Blue Rub, targeted to help people recover from workouts by helping to soothe muscles. The three main benefits listed detail what to expect, such as “leaves your skin soft and non-greasy” and “provides a cooling and soothing sensation to targeted areas.”
The theme “Begin Your Better” appears right on the home page of the Isagenix website. It encompasses four main categories of results for visitors to choose from: Feel Better, Eat Better, Move Better, Look Better. The company’s Whole Body System is teased with “Everyone deserves to feel better” and “Have it all: whole-body health and total peace of mind,” which focuses on the ultimate goal.
Prüvit’s products center around its exogenous ketone supplement drink mix, KETO//OS NAT. While the “bio-hacking” technology, as it’s referred to, can be somewhat complicated to understand, Prüvit uses a short cartoon video to explain how the supplement works. The three main benefits detailed include Fierce Focus, Rapid repair C-Med 100 and Favorable Fat Loss. “Experience unparalleled mental clarity and optimized cognitive function,” “with increased appetite suppression,” and “helps burn fat by controlling your hunger and reducing your urge to snack” are examples of solving specific problems.