ALTERNATIVE CHOICES COPYWRITING · 2020. 1. 13. · Information Packet ALTERNATIVE CHOICES...

Information Packet

ALTERNATIVE CHOICES COPYWRITING

Diane Worley

P.O. Box 225

New York, NY 10031

Direct: 646-319-2302

Email: [email protected]

LI: [email protected]

Facebook: writingdimensionsbyd

Website: writingdimensionsbyd.com

Information Packet Diane Worley | 2

TABLE OF CONTENTS HELLO, AND THANKS FOR YOUR INTEREST………………………….4

WHAT OTHERS ARE SAYING ABOUT DIANE…………………………..6

MY EXPERIENCE…………………………………………………………....7

ABOUT DIANE………………………………………………………………..8

LIFE IN HARLEM…………………………………………………………………………...8

A WRITER’S VOICE………………………………………………………………………..9

READING IS FUNDAMENTAL…………………………………………………………..10

HOW I WRITE………………………………………………………………..11

CONTACT AND COMMUNICATION POLICIES……………………………….11

PROJECT DISCUSSION………………………………………………………….11

LET’S GET STARTED!................................................................................... 11

RESEARCH…………………………………………………………………………11

COLLABORATION…………………………………………………………………12

REVIEW OF FIRST DRAFTS……………………………………………………..12

ADDITIONAL REVIEWS…………………………………………………………...12

FINAL APPROVAL…………………………………………………………….……13

FOLLOW-UP CONSULTATION…………………………………………….……..13

SERVICES & INVESTMENT CHART……………………………………...14


WRITING SAMPLES………………………………………………………...15

NATURE’S WAY EMAIL……..………………….…….……….…………………15

GLUCOSAMINE CHONDRITIN…BLOG……….….……….…………………..17

DOES YOUR BODY LISTEN TO YOU?………….……….………………….. 19

WILL YOUR HOME BE NEXT………………...….……….…………………….21

TRADITIONAL OR ALTERNATIVE MEDICINE...….….……………………...22

WELLNESS SELLS……………………………..……….…………….……….. 23

WELLNESS SITES THAT WORK……………………………………………....27

NOW THAT YOU KNOW THE SECRETS TO A SUCCESSFUL WEBSITE; HERE’S WHAT YOU NEED TO DO NOW……………………………………..31

EXPLORE TOTAL WELLNESS; HOW EAST MEETS WEST FOR YOUR CONTINUED SUCCESS…………………………………………………………34

LETTERS OF RECOMMENDATION


Hello and thanks for your interest!

You likely requested this because you need a copywriter who specializes in the Alternative Health industry. Someone who can navigate the available formats to effectively introduce your products to consumers. Whether writing ads, emails, website content or articles, my writing skills are up to the task.

I’m sure you want to know more before you hire me to write for you. If we were sitting face-to-face, chatting in your office, I’m sure you would have many questions to ask me. Let me try and answer some of those questions here, and we can address others when we have our follow-up call.

“What are your qualifications as a copywriter?”

I have been writing for decades. During that time, I have written poetry, essays, monologues, plays and short stories. My favorite forms of copywriting are landing pages, emails and ads.

“Do you have experience in my field?”

I have faced health challenges all my life. Misdiagnoses, emergency room visits, failed medication – you name it, I’ve experienced it. When I became an adult, I looked for ways to improve my immune system and my health in general. Years of antibiotics, shots and no concrete answers led me to look into alternative medicine. After researching the available supplements and treatments, I put together a regime of herbal supplements, Chiropractic care and Acupuncture which has me in my best health ever! I know what your consumer feels and how to reach them.

“What kind of assignments do you handle?”

Ads, Emails, Landing pages, Website content and others. My typical services can be found in the Services and Investment section of this document. If you don’t see what you are looking for, feel free to contact me for a quote. While I can’t guarantee how many responses my copy will generate; I can guarantee you will be satisfied with the copy I present.

“What does it cost to hire you?”


My pricing sheet is attached, and based on industry standards. Just let me know what type of project you have in mind and I’ll quote you a price.

“How long will it take you to write my copy?”

Depending on the scope of the project; approximately 10-15 business days. If you have a rushed deadline, just get in touch with me as soon as possible. If I have the availability on my calendar, I’m happy to take on your project. Regardless of the deadline we set, I will deliver on or before that date. My goal is to present you with the best copy possible.

“What if we want you to revise the copy?”

Your satisfaction is important to me. If the copy does not meet your approval, I will revise it to your specifications at no additional cost and with minimal additional delay. Revisions are a normal part of the process.

“How do you order from me?”

You can contact me via email, [email protected]; telephone, 646-319-2302; via Facebook, Writing Dimensions by D; or [email protected].

Looking forward to working with you and establishing a mutually beneficial relationship.

Best regards,

Diane Worley

P.S., if you have an urgent project, contact me right away. There’s no charge to discuss your project, and I’m happy to create a proposal for you.


What Others Are Saying About Diane

“Detailed oriented and analytical...”

Professionally, I have found Diane to be detail oriented and analytical. I could always rely on her to read, develop, and follow through”, Renee Prager, Controller(retired), E. Gluck Corporation

“Punctual in the delivery of projects…”

“Diane is punctual in the delivery of projects at hand, efficient and tremendously organized. I have also found over the years that her follow up was stellar and she didn’t let things fall through the cracks”, Barbara Weichselbaum, EVP, E. Gluck Corporation

“Can work with the most difficult of personalities…”

“Diane has a knack for organization, is a whiz with numbers and can work with the most difficult of personalities”, Sybil Summers-Hope,Import/Traffic Manager, Himatsingka America

“Willing to go the extra mile…”

“Diane has many strengths. The one that stands out to me is her ability to take a bad situation and figure out the best way to handle it. She always looks for the best solution and resolves the situation in a professional manner. Diane is always willing to go the extra mile to get the results needed where most people would simply give up”, Phyllis Breen, Director of Merchandising, E. Gluck Corporation

“Finds a resolution…”

“Diane has the unique strength of being able to recognize a problem and find a resolution or at least a compromise to keep things moving forward. She also has the ability to deal with difficult personalities in a calm way”, Robert Robertaccio, VP of Global Sales, E. Gluck Corporation

“Not afraid to lead…”

“Diane’s strength is organization and ordering things so chaos does not exist. She is not afraid to lead in the process”, Diane McKoy, Dean of Admissions, Columbia University

“Super focused and organized…”

“Diane is super focused and organized! She can juggle several projects at a time; I consider her to be the Queen of multi-tasking. She also remembers a person’s name, regardless of unique pronunciations or spellings, which is so important in face-to-face interactions”, Tracey Washington Bagley, Senior Producer, ABC

“Precise and committed…”

“Diane is precise, committed, grounded, determined, has a warm and giving persona, strong follow through and provides guided but balanced leadership. She is a great person to know.” Francina Wearing, Senior Coordinator, Girl Scouts


My Experience Towers Dormitory, Boston University

Winston Staffing, Temporary Employment Agency

Port Distributing Corporation, Beer Distributor

HIS Sportswear, Fashion Clothing

J. Gerber & Co Inc., Import/Export Company

E. Gluck Corp., Watch Distributor

AWAI, Premier Copywriting Training

Girl Scouts of Greater NY, Leadership and Empowerment Organization

St. Luke A.M.E. Church, Religious Organization


Life In Harlem

Boasting an immigrant population from around the world, the Village of Harlem, New York City, has a storied background. Mixing different cultures produced a creative revolution which started with the Harlem Renaissance of the 20s. Life in Harlem was the very definition of a melting pot. This was the setting that Diane Worley was born and raised, and still resides in. Everyday life revolved around the people of her community; Rudy and Ernie, Jewish owners of the local butcher shop who slipped her the ends of the baloney roll when no one was looking; Charlie, the smiling German who ran the local restaurant where her brother and she would eat lunch every Saturday; Wu, the Chinese owner of the dry cleaner on the corner and Sylvia, who ran the florist shop and made Diane a special corsage every year for her birthday. Diane lived in a building with Irish, Puerto Rican, African American, White and Jewish neighbors. She grew up playing with children of every nationality, religion and race; every one of them were friends. This mélange became her foundation and has made it possible for her to interact with people from all backgrounds.


A Writer’s Voice From a great love of reading, writing was a natural progression in my life. The characters and plots would evolve in my mind, begging to be heard. With poetry, I found my voice, and not a moment too soon. Entering college, just a few months after my beloved father’s death, was extremely difficult. This was my first time away from home, and I felt adrift in the unfamiliar environment for some time. Eventually, I found stability through community service and joining an on-campus writing group. With the group’s encouragement, I was able to have my first public reading - and experience stage fright as well! The experience had a profound impact on me, and I became an extremely prolific writer, acted in several plays and published poems in the group’s journals. After college, my life took another shift. Now immersed in the working world, poetry no longer reflected my voice. I moved on to essays, monologues, short stories and plays. Copywriting is the latest step on this exciting writing journey. As the years have passed, my style of writing may have changed, but my passion for it remains strong.


Reading Is Fundamental… Diane’s earliest memories always included books. She would lay in bed, the moonlight illuminating the pages of her current book, until her father shouted, “Stop reading and go to sleep; you’re going to go blind from reading in the dark!” Books were her friends, teaching her about new people, places and experiences outside of her ‘normal’ world. Diane would share these discoveries with others, which didn’t always go so well, earning her the title of “Teacher’s Pet”. Along with a few tugs on her pigtails… Through her reading, Diane discovered an interest in the field of medicine. She would read everything she could get her hands on, including medical journals. Though they were far beyond her understanding, she would look up unfamiliar words and procedures until she could make sense of what she was reading. This interest served her well several years later. While on the way to a dental appointment, an elderly woman crashed to the sidewalk in front of Diane, causing her head to start bleeding. Rushing to help, Diane realized she was having an epileptic seizure. Remembering what she had read about the condition, she knew all she could do was to make the woman comfortable and try to keep her from injuring herself further. She rushed to her car to grab a small blanket she kept in her trunk and gingerly raised the woman’s head to keep her from banging it on the concrete pavement. The ambulance arrived and stabilized the woman and transported her to a nearby hospital. The paramedics assured Diane the woman’s head would be fine. Thinking back to when she had read so many medical journals, she could only smile and think, ‘guess all those hours paid off’.


HOW I WRITE

CONTACT and COMMUNICATION POLICIES As we work together, it is important to keep the lines of communication open. During our project, I will be available Monday, Wednesday and Thursday, between the hours of 9am-2pm Eastern time. The most efficient way to contact me is by text at 646-319-2302. If that method is not available, please email me at [email protected] and I will respond promptly. PROJECT DISCUSSION Our initial visit will take place at your offices, whenever feasible. Alternatively, we can speak via Skype or Facetime. To get started with a potential project, I will send you a complete Discovery Questionnaire. This will help both of us to clearly define the scope of the project and ensure maximum results. I will send you a link to the Questionnaire via email. Please return it to me as quickly as possible; most clients typically respond within 1-3 business days. After I receive the Discovery Questionnaire, I will review and study your answers, plus any other applicable initial research needed. From there, I will outline a short Project Roadmap. This will save you time and show that I fully understand the project. It will also be the basis for our Launch Call. 3-10 days after I receive the Discovery answers, we will schedule a 20-minute Launch Call. During this call, we will discuss the Project Roadmap. I will listen to any additional directions and insights you have on the project. LET’S GET STARTED! Following our call, I will draft and send you an Agreement. (If your legal team has a standard agreement, we can use that.) The Agreement will contain all the specifics on what exactly I will deliver, including project deadlines. It will also list your investment for the project and terms of payment. (Note: I require 50% of the project total to begin. My preferred method of payment is wire transfer or PayPal.) Once we have both signed the agreement, I will begin working on your copy as agreed. RESEARCH My research process starts with a review of your website and any materials you have provided. Next, I will research the market, including your competitors. As needed, I will reach out to you for additional details, product samples, and other resources, such as access to your customer service team. This will allow me to quickly and efficiently understand your product, your voice, and your customer’s core emotional purchase drivers.


COLLABORATION As we work on this project together, communication is critical. Some clients prefer limited contact prior to the initial draft; some prefer to be involved on an almost daily basis. Please send me an email and let me know how often you would like to communicate and the best manner to reach out to you (i.e. email, phone, etc.) as well as who will be my point of contact on your team. All communication between myself and your company will flow through this individual; they will coordinate with other team members as needed. I will be utilizing Google Docs for my writing which will allow us to track changes, comment, and collaborate in real time. The working document can also be shared with various team members to remain up to date on the progress of the project. REVIEW OF FIRST DRAFTS Typically, you will receive the first draft in 10-14 business days, depending on the project size and scope. When you receive the first draft, please review it carefully. Applicable team members should also have an opportunity for review. It is important at this stage is to make sure the tone, message, and offer are right. There will be opportunities to fine-tune during the second, and third, draft as needed. REVISIONS After review of the initial draft, there will likely be some changes requested. Please note these changes using the comment feature in Google Docs. Suggested changes can be made using the Edit Mode which will be enabled when I share it with you. I will review your suggested changes within 24 hours of submission. The adjustments will be made within 2-4 business days, depending on the breadth and complexity of your suggested changes. I recognize these are your customers and will defer to you as much as possible.

In the event suggestions are made which I believe will hurt profits, I will advise you of such in my feedback. If we cannot come to an agreement, I recommend a simple A/B test of the target market.

ADDITIONAL REVIEWS

After the first round of changes, there may be some additional fine-tuning needed. You can be confident that I will work with you until you are delighted with the copy. If more than one review cycle is needed, I will work with you to ensure the process moves quickly. Typically, we can get to a final copy within 1-3 business days.


FINAL APPROVAL Once all revisions are done, I will submit the final draft to you. At this point, you approve the copy by email stating that everything is ready for distribution. Once I receive the final approval from you, I will invoice you for the remaining 50% of the project investment. The invoice is due upon receipt. As I will make every effort to be prompt in responding to your requests, I assume you will do the same with my invoices.

In most cases, the final copy is sent to a designer for formatting. I strongly encourage you to send me a PDF of the final version. I will double check that any graphical elements added by your design team enhance the copy and make it more effective.

In the event that I see something that is distracting and may hurt your response rates, I’ll be direct in letting you know. If requested, I would be happy to work with your design team to make the end version as effective as possible.

FOLLOW-UP CONSULTATION Once the project is done, I provide all my clients with a complimentary follow-up consultation. We spend a few moments on the phone and discuss what went well and where improvements can be made.

We review the Discovery Questionnaire and discuss additional ways to uncover new profits. Where appropriate, we map out a new project to ensure that you continue to have excellent copy that meets your goals and grows your business.


Services & Investment Chart

Service Description Estimated Investment

Opt-in $150-$750

Thank you $200

Email, short copy $250-$2,000

Email, long copy $750-$3,500

Email, Autoresponders(Series) $150-$1,000/email

Landing page $950-$3,000

Postcard or double postcard $750-$1,500

Article or Advertorial $1-$1.50/word

Website - home page $1,500-$3,500

Website - other pages $750-$1,250/page

Direct mail package - mail order $2,000-$7,500

Sales letter $1,500-$5,000

E-zine Ad $250-$1,000

Case Study $1,200-$2,000

White Paper $2,000-$7,500


LIVE YOUR LIFE AT FULL SPEED My friends complain all the time they are always tired and have no energy. My answer? Are you ready to really live life? I’ve got the secret! Let me tell you about this company that has really changed my life for the better. We’ve heard products claim to change lives before; what makes Nature’s Way different?

They’re all about product quality. Nature’s Way runs their products through all kinds of tests before they can be sold to the public. Some might say they are kind of obsessed with it; in a good way!

Nature’s Way boasts they will never sell any product that doesn’t meet or exceed all standards for natural supplements. Guess they must be pretty sure of their quality!

Don’t believe the hype?

Nature’s Way products are certified by NSF International, an accredited, independent third-party certification body. They test all products to ensure they meet public health and safety standards. Nature’s Way’s facilities have earned the NSF Good Manufacturing Practice mark.

What about GMO? Everyone’s talking about that! Nature’s Way works with the Non-GMO Project, North America’s ONLY independent verification program. Only products produced using the best practices for GMO avoidance make it through.

And they don’t stop there. Their affiliations around the world make sure only the best quality products make it to consumers. Check out their website for more information on these organizations.


They’re serious about selling the best products available! Are you serious about better health? If so,

FOLLOW THE LEAF - TO BETTER HEALTH!

The Nature’s Way leaf is a symbol of their commitment to use only natural ingredients while protecting our environment. Their foresight means access to quality products for future generations as well. Stop making excuses for missing out and start enjoying life with gusto! Try Nature’s Way supplements and you’ll never need any other. You will be amazed at the change and be ready for anything!

Check them out at naturesway,com; you won’t be sorry!

“While I was not hired to write this copy, it shows the quality of copy you can expect when you hire me.”


MY QUALITY OF LIFE MATTERS - TO YOUR BOTTOM LINE Does quality of life matter to your customers? You bet it does, and marketing to it makes sense. Here’s an example of what a difference the right product can make For years, my life was filled with pain and disappointment. The things I liked to do the most - taking long walks with my husband, riding my bike down country roads, dancing the night away, playing with my grandchildren - were denied me as a result of joint pain. I had no joy; day after day without relief was downright depressing. Now, I’ll admit I’m a bit of a wimp when it comes to pain. I did all the rounds with the doctors, took all the tests, had all the shots, swallowed too many pills, and I was still hurting. I was at my wit’s end! One day, an ad for Nature’s Way Glucosamine Chondroitin popped up on my computer. I had seen ads for other brands before so I was skeptical of the healing properties they claimed. My doctors had warned me they wouldn’t do me any good; they said herbals were not regulated, so I worried about safety. This ad was different. Instead of making a bunch of crazy claims, Nature’s Way talked about their testing and all the procedures they follow to ensure safety. Their products are certified safe by the FDA as well as other testing organizations. Could this be my answer to pain-free living? I had to look into this further. Reading about the company and their commitment to quality was very reassuring. With 50 years in the wellness industry, their dedication to making a difference in people’s health, and the scope of their community outreach, was impressive. The more I read, the more I liked them. It was really touching to read that the owner, Tom Murdock, founded the company to improve his wife’s health; and he did! I was starting to believe! Next, I looked at customer reviews of the product. The reviews were great: “Best product ..no more pain in my knees” “Great for stiffness in the knees and shoulders. Would recommend this on an obvious scale 5 out of 5.”


“Great for "hypertension" individuals. Took 2 months. No more joint aches. I will buy this product again. It really works.” “I have tried Tumeric and other joint supplements. Glucosamine seems to be the only one that really helps my knees. Have tried other brands but this is the only one that really helps! I swear by this stuff! It really does help me.”

Nature’s Way Glucosamine Chondroitin had so many glowing recommendations. Even folks who had tried other brands without success, found relief with Nature’s Way. So why not give it a chance to work its magic on me? I ordered a bottle and it arrived quickly; I started taking it as directed. In only 3 weeks, I was able to get out of bed with less stiffness. After a month, my husband and I started walking again. At six weeks, we went dancing and now I’m getting my bike ready for a trip to the country! I’m delighted to be able to share my story and introduce you to Nature’s Way Glucosamine Chondroitin. You will see results with this product; click on the link below to order yours today. https://www.naturesway.com/Product-Catalog/Joint-Movement-Glucosamine-Liquid The change in my life is nothing short of miraculous. Each day holds new surprises for me; nothing is off limits now. I’m making up for all those days I lost to pain; life is truly fun again! Nature’s Way is a great company and they stand behind their products. Click below and discover how they can improve your health and well-being with their family of great brands: https://www.naturesway.com/ Take your first step on the path to wellness today and maybe we’ll meet on one of those country roads! Try it for yourself: https://www.naturesway.com/Product-Catalog/Joint-Movement-Glucosamine-Liquid



Does Your Body Listen to You? Mine Didn’t; Here’s How I Changed the Discussion

Sound familiar? Every time I start to work on my health, there’s this little voice in my head “What do you think you’re doing?”, and something happens to shut me down.

I hear you saying that’s a coincidence – but I have proof!

Like the time I went to the gym on a holiday. I was so proud of myself, getting that extra session in. Doing squats on the Bosu Ball. Until I lost my balance, stepped off to catch myself, and fractured my ankle and leg bones. In my head, I yelled, “You didn’t have to go to this extreme to keep me out of the gym!” That’s only one story, there’s a lot more. Seems like some ailment pops up whenever I make progress. What’s a girl to do? Well, let’s think about it. Wellness is more than just physical. Having the right mindset is key to any success. Know anyone who kept their weight under control without changing their lifestyle? I sure don’t. The mind is a muscle too, you have to work it!

So how did I get my body to listen to me?

I discovered that focusing on positive adjustments in all areas of my life, controlling negative thoughts and emotions, moved me towards total wellness. I keep pushing my body to be healthier. I changed to a gentler, more efficient exercise routine. I pay more attention to nutrition and food preparation. I prepare tonics for systemic balance and muscle protection. Supplements help promote joint health and strength. Yoga, chiropractic care and acupuncture are now a part my life.


Changing the discussion to total mind, body and spirit wellness made all the difference. Now, when that little voice starts up, I listen politely before making a decision. We may not always agree but I’ve learned to pick my battles. At the end of the day, my body may complain, but I’m still the boss!


WILL YOUR HOME BE NEXT?

If you’re like me, you shop online – a lot. Let’s face it, the deals are great. We shop and pay online and get our new purchases delivered to our front door. Couldn’t be easier, right?

Until the day you open your door to find your package gone. The porch pirates have struck again and this time it’s you!

The EverWatch 24 Video Doorbell can prevent this from happening to you. As a homeowner, you will appreciate all the features available in this unit:

• Comes with an app, so you can use your smartphone to see who’s at the door, even if you’re thousands of miles away!

• Two-way voice…so you can have a conversation with whoever is there.

• HD Video, so you get a crystal-clear picture. Plus, infrared so you can see people at night!

• Automatic motion sensor. The unit records video of anyone who approaches the door, even if they don’t ring the bell.

• Video is recorded to the cloud, so you can save and review video anywhere, anytime.

Now, I’m sure you’ve seen many ads for Video Doorbells. So what makes the EverWatch 24 Video Doorbell special?

Our size for one. At just an inch and a half wide and four inches long, our unit is compact. No large, unsightly boxes to spoil your home’s décor. Also, having infrared and automatic motion sensor functions at this price point are not usually standard. Finally, our battery life is exceptional, the longest in the industry.

Are you ready to take the next step to protect your purchases, your family and your home? Click here for more information on your best online purchase to date.



Traditional or Alternative Medicine – What’s Your Choice?

Like many children, I dreamed of becoming a doctor or a nurse. I believed traditional Western medicine was the only health choice. That is until Uncle John developed a problem. Uncle John was my favorite uncle. He had a slight limp for most of my childhood that was much worse by the time I became an adult. I learned he had osteoarthritis, which caused him a lot of pain. For years, he went to a chiropractor for relief. Well-meaning friends convinced him to stop seeing the chiropractor and go to an orthopedic surgeon. The decision was to have surgery immediately, followed by physical therapy. After treatment, my uncle seemed okay. I noticed the bowing of his leg had not improved; instead, it worsened daily until the outside of his ankle almost touched the ground as he walked. Finally, Uncle John had enough and went back to his chiropractor. After a few months, he was able, once again, to walk with barely a limp. In Uncle John’s case, a combination of traditional and alternative medicine proved best. I also learned an important lesson; keeping an open mind is the best option for a successful outcome.


Wellness Sells; Here's the Secret to Your Website’s Success

Just like you, I’ve spent hours searching the internet for new and improved products. I’ve often wondered why some brands do so much better at selling wellness than others.

So, I did some research to find out what made them so special. Turns out all the sites had one thing in common, especially in two major areas. One is diet and weight loss, a big part of the health and wellness market.

We see lots of pictures with celebrities who have curvy bodies or muscular builds. Nobody ever says it, but the message comes through loud and clear - to be happy, we have to look like them!

You might say, “I would have to starve for years to have a body like that!”. Many people do and are still unhappy with the results. If that’s true, why do we continue to do it?

The sad fact is appearance matters. We all want to be liked and admired, and that starts with how we look. So, we continue to deny our food cravings seeking approval from others.

With so many “experts” telling us what we must do, how we should look; no wonder we don’t like what we see in the mirror!


Listen, I get it. I’ve spent years on the weight loss merry-go-round, trying one thing after the other. Losing weight only to gain it back. Over and over again, with the same results. It’s downright depressing!

Why didn’t I give up? What motivated me to continue to try new products? What was it about those websites?

Do you think you know? This is what happened to me:

A friend told me about a website she had success with and urged me to take a look. I figured why not, can’t hurt. She likes it maybe there’s something for me too.

The first thing I noticed was how welcoming the site was. No beating me over the head to join. The program was explained in depth without any judgmental comments. What a relief that was!

Best of all, it sounded so easy, I knew I could do it! Such a simple idea, but literally life-changing! So, I signed up right away!

Fitness is also a major wellness concern. You could spend a fortune on home machines like NordicTrack, Total Gym and Bowflex. Mirror and Peloton commercials urge us to join and sweat with them for a low monthly fee. Specialized gyms are popping up all over the country promising results most of us will never see.

“I’ll have to live in the gym”, we complain, and who’s got that kind of time? I know I don’t. And some gyms only want “serious” people working out with them. Remember the gym that advertised they were a “No judgment zone”? No one wants to be considered a gym rat!

People are frustrated; why does getting fit have to be so hard? After hours online, my research led me to a gym that fit my needs perfectly. What was it about that site that made me so eager to join?


What was their secret?

They made me feel safe to explore my options.

Each site had people, just like me, who have had success. They reached out for help and found it. Their testimonies speak to me, and many others, proving we’re not alone in this struggle.

In this community, we have comfort knowing there’s no judgement. No unrealistic goals or expectations, just complete support and acceptance of where we are in the process. In this safe space, I was finally able to thrive and succeed. I’ve lost 35 pounds already and still going strong!

How did these websites create this safe environment?

• Set up an online focus group for the members

• Wrote copy that is conversational and supportive

• Provided copy and content that supports the buyer from the start of the program, when they are clueless, till the end, so they want to continue with your team.

How do you create that copy? Contact me and let’s discuss ways to move your company in the right direction.

A safe, nurturing environment encourages your buyer to trust what you have to offer. Act now, don’t delay! Wellness sells, and the benefits will be reflected in your bottom line.

Want to know more about these successful sites? Stay tuned for more inside info next week!


_____________________

Diane Worley is a copywriter and marketing strategist for the Alternative Health market. Contact her at copywritermaketer.com/diane-worley.


Wellness Sites That Work - How Do You Grow Your Brand Now - and Keep Growing?

You hired a designer to create a website that is awesome, full of all kinds of cool pop-ups, links and pictures. Everyone who visits the site has nothing but good things to say about it. Your management team is excited about all the money you’ll make with this fabulous site.

So where are the sales?????

Why is your website failing to attract new customers?

Last week, we talked about making your customers feel safe. Setting an environment where buyers want to spend time and interact with each other is step #1 for an effective website. Making connections increases the possibility your customer will spread the word to friends and family – and we all know personal references are the best!

What else can we learn from successful websites? Let’s continue with the weight loss industry as an example. I’ll highlight a few companies that have been on TV and social media lately.

Noom appears to bank on their customer’s disappointment with traditional weight loss programs.

Noom is a not a new company, starting in July 2008, but they’ve made a big splash of late with their marketing campaigns. Their claim to fame is they’re radically different from other programs.

Curious to find out more, I decided to check out their website. Maybe I would be interested enough to sign up! I was surprised to find I couldn’t obtain much more than basic information without joining.

What I was able to find suggested the program was more about behavior modification, than caloric intake. Sustainable lifestyle changes are the foundation they build on.


Intrigued, I joined Noom to investigate further. After an in-depth discovery process and answering questions about my habits and perceptions, all geared towards mapping out my profile, I was assigned a coach. Then you start receiving emails designed to help you move through the program.

Active technology is another feature that makes Noom different from the rest. Using their app, real time data is uploaded on a daily basis to modify your plan. There is daily interaction addressing depression, lack of motivation and so much more. If you need someone to talk out your problems, your coach is right there. There is also an active online community (mega safety).

Analysis: Users who need a lot of support will love Noom; I found it intrusive. Nutrisystem simplifies weight loss…with restrictions. This familiar platform makes meal planning easy because they do it for you. Food is shipped directly to you; you add fresh produce and fruits. Unfortunately, there are not many options for alternative diets e.g. gluten free, vegan, soy free, etc. Weight loss for those who follow the plan is steady but cost can be an issue. Also, there does not seem to be plan for transitioning from the pre-packaged foods to home cooked meals. Nutrisystem has an online community(some safety) and web-based tools for support. Analysis: Users who like to eat out or have financial limitations won’t do well on this

program. Jenny Craig; simplified weight loss with a bonus.

At first glance, Nutrisystem and Jenny Craig seem alike. They both offer pre-packaged foods, but that’s where the comparison ends. There are no banned foods on this plan; the focus is on low-fat foods containing lots of fiber and water to fill you up. JC also offers a plan to gradually transition to home cooked meals. With personal or online consultants, users have all the support (more safety) they might need. There is also an exercise component to the plan. Cost is high which may limit some users.

Analysis: This is a balanced plan for weight loss but too pricey for many. Lots of information available for users.


WW – Weight Watchers, Wellness That Works

Weight Watchers is old faithful, having been around since 1963. The company keeps revamping the program every so often to keep users interested. The premise has always been the ability to eat what you love but healthier. Like Noom, WW isn’t a diet, it’s a lifestyle change. The program teaches you how to eat healthier and be more active.

WW is a self-motivated plan with the company providing three levels of membership. Choices include online only, online with meetings and online with a coach. They also have lots of support options (most safety) online with a large community as well.

WW has been rated the #1 weight loss diet for many years. This plan can work for any income level and provide results if followed as outlined. Users can feel comfortable and assured of success.

Analysis: Years of success prove WW works but lots to keep track of.

How can we apply this website recap to your brand? As discussed in last week’s post, safety is necessary for consumers to want to visit your site. These four sites, and other successful sites, offer that. What else do they offer?

• Information - Other than Noom, there is plenty of initial information available about the platforms and what they require before purchase. Make sure your descriptions are clear and concise so anyone can understand them.

• Transparency - Buyers don’t want surprises when it comes time to purchase your

product. Don’t add conditions or amend what you have just spent time convincing them to buy.

• Options – Don’t trap your buyers. If they like your product except – no sale. Buyers like

options that make them feel in control. No one likes to feel their arm has been twisted to make a decision. Sure way to breed a dissatisfied customer.

• Empathy – Having a bunch of people that know what you’re going through and the difficulties that arise during this weight loss journey is priceless.


• Hope – All these programs offer hope for a happier, healthier life. They use different methods but the promise is the same. Reaching for, and attaining your goal makes everything worthwhile.

At the end of the day, if your website can offer your customer safety, information, transparency, options, empathy and hope, it will be successful.

Diane Worley is a copywriter in the alternative health market. More info is available at copywritermarketer.com/diane-worley.

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Now That You Know the Secrets to a Successful Website, Here’s What You Need to Do Now.

This is part three of my series of articles on Wellness Websites That Work. In the first two parts, I focused on successful websites that dealt with the weight loss industry. While I am aware weight loss is only one component of wellness, there’s no denying the impact obesity has made on our society. Nor the amount of advertising dollars which are spent annually to address it. The secrets that I shared can be applied to any facet of wellness on your website. Let’s recap the secrets that were discussed and how they can be used to boost your brand.

1. Safety – “Once burned, twice shy”. Prior bad experiences will make your buyers skeptical of your initial claims. Offering a supportive environment with a thriving online community can make all the difference. Developing trust in your brand will drive traffic to your site on a consistent basis.

2. Information – Don’t make your buyers guess what your brand has to offer. If your buyer doesn’t understand what you’re trying to sell, they’re gone.

3. Transparency – No one likes ‘bait and switch’ tactics. Make sure you can provide what you promise.

4. Options – Variety is truly the spice of life. If you don’t have it, buyers will go elsewhere.


5. Empathy – Do you “get” your buyers and what they want? Show them.

6. Hope – Without hope that their situation can improve, why do they need what you have to offer?

You might think that this is all common sense but you would be surprised at how many websites overlook these principles. Today’s tendency is to go for the “new and Improved” version; without a strong foundation, it just won’t stand.

How can you successfully implement these tips into your website? First, let’s take a look at your current website. Evaluate each of its components through the lens of safety. Is your site welcoming and inclusive? Do you have a strong support setup? Can your buyer see themselves through testimonials and reviews? If you can honestly say yes to these questions, you have made a good start.

Do the same review with the other five steps and see what you discover. Be honest with yourself and even a little ruthless; it will pay dividends in the end. Believe me, if you don’t do it, your buyer sure will. Today’s consumers know they have choices and they will be quick to pass on your company if you don’t meet their needs.

Of course, no company can meet all of their buyers’ needs but, if they see you have made your best effort to do so, they’re likely to give you a try. And that’s all you need! A quality product sells itself if you can get the buyer’s attention. Don’t leave easy money on the table; do the prep work!

So now you’ve finished the evaluation based on the secrets and confidently put your brand new, redesigned website online – and crickets. What happened? Why isn’t the site getting hits?

The sad reality is that even though you made all these changes, your site may still have to play catchup. Your competitors have the edge with sites which have been up and functioning well while you restructured.

Most internet buyers won’t look past the second page of results. How can you make your brand stand out in the crowd? Time to do a website audit. Some key points to consider:

• Are your title tags unique and accurate? Do they contain keywords and your brand?

• Are you using meta tags in different areas of the site? Are they descriptive and contain keywords?

• Are your URLs easy to remember? Are they unique and contain keywords?


• Are you including internal links where possible? Is it easy for your visitors to navigate the website?

• Is your page load speed good on all devices?

Of course, there are many other areas to look at to improve the function of your website. A full website audit may be called for if you discover some of these points have not been addressed. It is a proven fact that utilizing SEO techniques will increase traffic to your site. The expense can pay off big time for your brand; money well spent.

Other areas that deserve consideration might be where are you showcasing your brand? Are you leveraging all available assets to increase name recognition? Connecting your brand with an event, publication or company can help to increase interest in what you have to offer.

If your brand has a “different” type of name, can you connect it with one that prospective buyers will know? Curiosity drives searches but buyers need some familiarity for safety. There’s that word again lol! Your website should be continually evolving to showcase your brand. Allowing your page to become stagnant will stunt future growth. Make sure to do regular assessments, especially if sales numbers decline.

Always remember that your buyer is ruled by their head and their heart, and they both need to be content at the end of the day. And you will be too!

Diane Worley is a copywriter in the alternative health market. More info is available at copywritermarketer.com/diane-worley.


Explore Total Wellness; How East Meets West for Your Continued Success

It seems no matter who you speak to, they have a complaint about our health care system. While cost is definitely the #1 issue, it is clear that our system has also become a reactive one, addressing problems as they arise instead of focusing on prevention. And that, simply put, is the major difference between Eastern and Western medicine. Let’s spend some time defining the Eastern and Western medicine concepts.

Dr. Ka-Kit Hui, director of the UCLA Center for East-West Medicine, uses the term ‘health-disease continuum’ to describe the differences. At one end of the spectrum is feeling great, wellness/absence of disease, and minor symptoms, while on the other end, multiple/chronic symptoms, acute/advanced disease and terminal stage/death appear.

Eastern medicine addresses the former through maintenance of health and promotion of wellness, while Western(biomedical) care treats the other. The treatment of serious illness, especially chronic care, is costly, estimated at 75% of all medical expenses. That is just one factor that has many people looking to alternative medicine for results.

How do we address this imbalance? How do we transform our healthcare system to reduce costs and provide better health for everyone? The solution may be integrative medicine, a cost-effective remedy to patch the holes in our current health delivery system while controlling medical costs.

There has been some confusion between the terms “integrative medicine (IM)” and “complementary and alternative medicine (CAM)”. Dr. Andrew Weil, director of the Program in Integrative Medicine at the University of Arizona, is the world’s leading proponent of IM. He insists the terms are not the same as CAM uses nonconventional modalities and therapies that are excluded from traditional Western medicine.


Integrative medicine can be looked at as a marriage between conventional medicine and other healing methods that utilizes the best, scientifically supported therapies of both systems. The ultimate goal is to get the patient better through the use of safe, effective, and less-invasive means whenever possible.

According to Dr. Weil, “integrative medicine is healing-oriented medicine that takes account of the whole person (body, mind and spirit), including all aspects of lifestyle. It emphasizes the therapeutic relationship [between patient and physician] and makes use of all appropriate therapies, both conventional and alternative.”

Many of the therapies used by Eastern or Traditional Chinese medicine (TCM) have been around for centuries. History records the use of acupuncture as far back as the 11th century BC, as well as massage (tui na), herbal and dietary therapies and more. TCM is based on our body’s vital energy (qi or ch’i) which flows throughout via channels called meridians. Using the meridians, our qi can reach all the organs of our body. Treatment is delivered by accessing the meridians and acupressure points appropriate to the illness. Very little, if any, scientific research has been done to substantiate the basis for these treatments which has led to much skepticism about their validity. Although much more research needs to be conducted, there seems to be more than enough documentation of success with various TCM methods. Joint pain relief, migraine suppression, increased flexibility are just a few areas where combining TCM with Western medicine has produced better results than either one alone. Case after case records success when all hope had gone. I am living proof of this. Back in my college days, I sustained a serious ankle injury while playing basketball which required physical therapy to heal. This was only one of the many times I sustained a sports-related injury so I had a lot of scar tissue. Fast forward 40 years, still active, I developed tendonitis in both Achilles tendons. My right Achilles, the one I had PT on back in college, was the worst by far. Scar tissue had accumulated producing a large bump on the tendon. I went to see my orthopedist (Western medicine) who told me my only option was to have surgery which would be excruciatingly painful and require 4-6 months to heal. He didn’t recommend I go through that and, no surprise, I agreed! All I could do was get some more PT and take painkillers. Not a happy compromise.


In the meantime, my chiropractor (TCM) suggested I speak with the acupuncturist (also TCM) who shared her office space to see if I she could help me. I explained the situation and asked if she could do anything about the scar tissue. Her response, “Absolutely, we’ll get rid of the scar tissue within a few months.” With nothing to lose, I tried it. After just a few sessions, the pain level was much reduced. And as promised, the lump of scar tissue on my tendon disappeared over a short period of time. Needless to say, I am now a big fan of acupuncture. I’ve even had some done for my back pain and to help with migraine symptoms. Everyone is different and I certainly can’t say that you’ll have the results I had, but the use of both Western and Eastern medicine together should be evaluated and not dismissed out of turn. You never know when someone’s life may depend on a cooperative joint therapy effort. Diane Worley is a copywriter in the alternative health market. More info is available at copywritermarketer.com/diane-worley.









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