Day 21: The Complete Ketogenic Diet for Beginners

DISCLAIMER (READ THIS FIRST):

THIS IS NOT A LEGITIMATE ADVERTISEMENT, NOR SHOULD IT BE TAKEN AS SUCH. I AM NOT AFFILIATED WITH THE COMPANY IN ANY WAY. DO NOT MAKE A PURCHASE DECISION BASED ON THE INFORMATION YOU SEE ON THIS PAGE.


I got to nerd-out with this one, and that was a blast.

I’m super intrigued by the ketogenic diet. I’ve done it myself multiple times (and I’m half-assing it right now), but I’ll freely admit it’s hard to stick with — even though I’ve seen great results from it.

That said, if I were to create a legitimate ad for a keto-related product, I’d want to be careful with the wording I used around adherence to the diet.

Product

I wrote about a book called The Complete Ketogenic Diet for Beginners.

Truthfully, I wrote about this book because I wanted to write a letter about a keto product. And I wanted to be able to educate the reader about ketosis, instead of writing to a reader who already knew about it.

Who is the Customer?

The customer is middle-aged and overweight.

They’ve tried diets before, but results come slowly, and the diets are hard to stick to.

This person has seen all the promises before, and, while they haven’t completely given up on the idea of losing weight, they’re not incredibly hopeful, either.

Customer Level of Awareness & Sophistication

This customer is problem-aware.

They know they are overweight, but to them, it feels a bit like an unsolvable problem — as they’ve tried other diets before, but been unable to stick with them.

This customer is definitely in the later stages of sophistication, as they’ve seen all the weight-loss promises and the mechanisms by which weight loss is achieved.

If I had more time with this letter, I’d work to make sure the headline appeals to that level of sophistication.

Big Idea + Rationale

The big idea is that other diets are ineffective. They work slowly, and because of that, it’s hard to stay motivated.

Big Promise + Rationale

The promise is that the keto diet gives drastic results quickly (within the first 14 days), but there’s a “catch” (keto flu) and starting keto is hard, so it’s important to get all the help/guidance you can.

The Complete Ketogenic Diet for Beginners essentially provides a blueprint to starting keto the “right” way and increasing the odds of adherence in the first 14 days.

Lessons Learned

Writing about health products is hard — at least in this challenge.

The medical practice is indeed that, a practice. It’s continuously evolving, and while I, personally, may believe in the power of the ketogenic diet, it’s hard to state that confidently in a sales letter until there is a massive amount of data to back it up — at least in regard to the effect keto can potentially have on cancerous cells, diabetes, etc.

But, I really enjoyed writing this letter, because I’m passionate about the topic and find it incredibly interesting.

I also think I need to do a better job of addressing objections. The sales letter template I’ve been using doesn’t specifically call out an FAQ section, so, while I think I’ve done a good job of walking the reader through my arguments, I could do a better job at addressing their objections.

Robert Lucas