I sell a bladder infection product that is relatively
new and unheard of, so one of my obstacles is
the "to good to be true" or "why havent I
heard about this" credibility issue. The other obstacle
is the fda restricts you on stating that the
product works, you also cant even mention the
disease in which it is to be used for.


So... I am trying to convince people
that my product that nobody has ever heard of works
for a disease that I cant mention and convince them
that it works without telling them that it works.
Mission Impossible ?


What I do have is great testimonials, satisfaction guarantee
and media references, a good background story
of how a doctor invented it and has been using it
for 20 years. Another key is that I can compare
it to cranberry which everybody knows what that is
used for (bladder infections) so I dont have to say
that it is I can just say it is better than cranberry.

Since my product is for bladder infections which
is a painful condition, the customers are eager
to find a solution. (Pain is a great motivator), so
the customers are ready to buy, they just need
to overcome credibility concerns and feel assured
it will work for them. So I think it needs a little
different approach as you dont have to get them
psyched to buy, they are already there. I guess
the current approach needs help in layout and
of course is lacking compelling copy.

any help is much appreciated !

http://www.bladder-infection-zone.com/

Evan

Seeing that nobody answered, here's my quick, "shotgun" answer:

1) Focus on the pain. Drive it home. This product is more of a preventative than a solution. So make people feel the pain as much as possible -- and make the feeling worse. Get people to feel it in their gut with your copy. "This is how painful it is," and "This is what happens if you get bladder infection..." and "... If you're a [woman] who's [pregnant] or of [X] age or [in this circumstance], the question is not 'if' but 'when' you get bladder infection ..." Etc.

Then make the connection with your product as a a solution by implying it. By stating the pain and then making the pain bigger (or the potential pain from suffering from it if they don't do anything about it now, or what Dan Kennedy calls "Problem-Agitate-Solve"), you make your solution more desirable.

2) Focus on stories. Such as the story behind the product and stories about people suffering from infections or stories of people using your product. (Imply the solution rather than stating it outright.) Tell people all the research, testing and analysis that went into the product. And transfer those into benefits. "What this means to you is..." and then relate it.

For example, on your research page (parts of which should be in your main copy), where it says: "We investigated mannose in urine from 186 cases. (...) Mannose could be measured only in 24 cases." You can add, "In less than 12% of cases (24 out of 186) some of the anti-bacterial fighting mannose was detected ... And even then, the quantities are neglible. What this means is that a very small percentage of people (much less than 12%) are susceptible to resist bladder infection since their mannose in their urine is sufficient... And thus the vast majority of people -- like you and me -- have exceedingly small quantities (if not none at all!) of mannose to kill those bugs that can make your life an absolute nightmare!"

I think you get the picture.

Again, the point is not the state it outright but to imply it. And a great way to imply it is by focusing on the pain. Tell stories and anecdotes of people with bladder infections: how embarassing it is, how enormously difficult it is to resolve, how traditional medicines (drugs, surgeries and therapies) are risky and carry [x] side effects (focus on the side effects), and situations when the pain was too unbearable that [x] happened, etc.

3) Use those testimonials in the body copy. In fact, I would put everything into a longer copy salesletter -- information relevant to the sales process. Most definitely a better headline, and information found on http://www.bladder-infection-zone.com/how_it_works.html (very good benefits there that should be on the main page).

Thank you for the feedback. Just to clarify though, this is a solution or treatment not a preventitive. It clears bladder infections in 2 days. So the people that come to the site usually have an infection and need it cleared now. So like I said the customers are already in pain and highly motivated, I just have to convince them that this will work and is strong enough to clear an existing infection without saying it. I can't say it is a cure even though it is, but was there something in the copy that implied that it was only for preventitive ?

Thanks !

My suggestions still apply.