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$17.3 Mn Ads Lessons Learned Selling in Health & Wellness
#10 lesson is my favorite.
I’ve had 7+ clients in the last 3 years with $17.3mn in revenue.
Here’s what I’ve learned so far.
1 – No Credibility. No Trust. No Sale.
This seems obvious in the health sector but sometimes brands have started from a founder POV.
Without a doctor or scientist, it is pretty difficult to sell the product unless you’re Bryan Johnson.
I remember there was this brand Momentous. They used to sell protein powders and supplements. They struggled for 8 years until Andrew Hubermann started promoting this product. Then, it changed the trajectory of this company.
Most of my clients have doctors in their team or founding team and that’s why people eventually believed them.
Here’s an ad example similar to my clients’ ads.
2 – Us vs Them
Health is a unique sector. People try a bunch of stuff and then something finally gives them relief. It just might be your product.
I’ve tried the Us vs Them format multiple times. When I look at the reviews, I see people saying that they tried many alternatives until they found this product.
If you’re planning on running ads, then take a shortcut and start with this format.
It won’t disappoint you.
Here are some ad ideas.
3 – Quiz for close
All 7 clients were running the quiz funnel successfully. Obviously, you want to keep optimizing that funnel but it works.
Once someone is invested, the psychology is to finish. People finish because they’re curious.
They want to know if they really have those symptoms or signs to take action.
Study Noom’s funnel and quiz to improve yours.
Here are some quizzes for inspiration.
4 – Bundle it Up
If you solve a sleep problem, bundle it with multiple sleep products.
If you solve weight loss, bundle up with a complimentary product.
Run BOGO if you can’t bundle it.
I’ve found such irresistible offers work better than stand-alone products.
5 – Trend is your friend
I had a hard time selling a product in the US market because it wasn’t trending upwards.
It does solve the problem, but the market isn’t educated about solving it THIS way.
Solution? Focus on the market that IS ready. Or pay a hefty amount to partner with a credible influencer and offer some equity. They have to be macro-influencers, trendsetters and brand aligned.
Momentous x Hubermann is a good example.
Cold Plunging is another trend that got popular due to influencers. Cold Plunge quickly reached $100mn in revenue. You can read more about it here.
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6 – Technical Terms
I’ve learned that users who know technical terms are the best middle of the funnel audience. They have a problem. Doctors must have told them. They must have looked for solutions.
Somehow when the ad appears with those technical terms. You get an educated user.
Here are some ad examples to support this.
7 – Competitive Offer
I recently onboarded a client in the telemedicine space, I brought the CAC down by 50%. But we need to bring further down. They had several new entrants in the last 8 months and health regulations that held us back to use some terms. All of these factors were holding us back to bring the cost down.
I tried multiple “creative concepts” but it wasn’t immediately successful to bring the cost further down. My ads were good but people didn’t bite.
So, I came up with a competitive offer that offers more value with a discounted price.
It worked. Sometimes, a good competitive offer is good enough but it takes courage to convince the clients and make unit economics work.
8 – Become best friends with technical publications
This client had 50% lower CAC with a specific publication that solved the same problem for a huge community.
We saw that it worked way better. The media company kept acquiring new audiences, we kept getting low CAC.
Sometimes, you need to think outside the Meta, Google and TikTok box.
9 – High AOV, ad level qualification
This insight actually comes from Ani Mishra.
If you’re selling a subscription or have a high AOV product that costs more than $3K.
Then, try to qualify users already willing to pay in the opt-in form.
If someone says they aren’t willing to pay, don’t send a personal consultation call. Instead redirect them to free resources.
10 – Twist the knife with agitation
Sure, the problem solution ad works. But unless you really agitate it with visuals, you aren’t getting the buy in.
Also, never try to agitate with fake UGC or stock. It DOESN’T work. They know you’re faking it.
Here are good ad examples that agitate the pain the right way:
Last week, I didn’t release a newsletter so we all can focus on BFCM and this is why you’re getting it on Tuesday.
Bonus: Here is my entire swipe file for health and wellness. Enjoy :-)
And that’s all from this week.
Happy Growing with Paid Social,
Aazar Shad
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