I used to be fat. Lifting my legs up and rocking myself off the bed in the morning fat. The whole time I knew what was wrong, I knew how to fix it. I would watch weight loss and exercise commercials and nod. My chins would nod in unison like a team of synchronized swimmers.
It wasn’t until the threat of Covid came along that made me stop the hand to mouth trombone act. I “got serious” and went on a calorie-restricted diet. Based on my gender, height and weight. It’s the only thing that works.
I lost 45 pounds. Worked out a little along the way but a triathlete I am not.
I will talk about weight loss and advise others to get serious but don’t fall into the habit of other extreme weight losers and ridicule the obese. I was there and I understand.
Point here is that every single person who is obese in America knows the problem and knows what to do. The information is known, it is free, it is everywhere.
Yet diet and weight loss remains a big category.
People know what to do. But they are lazy, sad, scared etc. They need help. They need encouragement, they need a friend, a personality a group. A feeling of belonging. Yes, these are all emotional triggers as covered in MANIPULATION.
But people need us. They need to be convinced and sold. They need to spend money to put meaning, and cost, behind their decision and action.
For some of those people, buying different diets throughout their life is part of their identity. I tried this then I tried that. It’s part of their story. And ultimately we make our stories with our beliefs and buying decisions.
This is all stuff you need to know in order to sell people who need what you have and are willing to buy it even though it is available for free.
Yes they know it. They may have done it once before. But your product is what they need today in order to do it again.