Fitbit measures steps taken, distance traveled, calories burned and more. It has become one of the most trusted trackers on the market with over 50 million users worldwide.
Fitbit tracks your activity and uses this data to provide you with daily fitness and health goals. It motivates you to increase your activity and improve your overall fitness.
Alignment is the process of getting all the parts of your marketing message in harmony with each other. This harmony is important because it provides a strong signal to your prospect that you are delivering on your promises.
If your offer is seductive (an “attractive nuisance”), then your sales message must be equally so. If not, your sales message will never get through to your prospect.
In this post, I’m going to explain what “low alignment” means and how it relates to fitbit. My goal is to give you enough information to understand the concept… and… enough enthusiasm to want to learn more about this powerful tool.
Let’s get started: What exactly is low alignment?
Low alignment occurs when the various parts of your sales message do not harmonize. Let’s say your headline is: “Killer Bodyweight Exercises You Can Do In Minutes!”
And your body copy explains how these exercises can help you lose weight. It then goes on to say how each exercise is easy to do and requires no equipment.
And finally, it explains how each exercise is great for toning your arms, legs, back and stomach.
Sounds good so far, right? Actually, it’s not. Because none of that information aligns with the headline.
Why? Because the headline makes a promise: “You Can Lose Weight Without Starving! (Or Eating Garbage!)”
And while the rest of the copy may make a strong case for this being true… the fact is… it isn’t true for everybody. Some people can use an “attractive nuisance” like this to lose weight… but only if… they also have the discipline to avoid eating garbage.
If your prospect doesn’t have this last piece of the puzzle, then you are leaving him with a “disconnect”. He reads the headline, gets excited by it… and then… nothing else you say in your copy makes any sense at all to him.
Low alignment occurs when the various parts of your sales message do not harmonize. Let’s say your headline is: “Killer Bodyweight Exercises You Can Do In Minutes!” And your body copy explains how these exercises can help you lose weight. It then goes on to say how each exercise is easy to do and requires no equipment. And finally, it explains how each exercise is great for toning your arms, legs, back and stomach. Sounds good so far, right? Actually, it’s not. Because none of that information aligns with the headline.
You Can Lose Weight Without Starving! (Or Eating Garbage!)” And while the rest of the copy may make a strong case for this being true… the fact is… it isn’t true for everybody. Some people can use an “attractive nuisance” like this to lose weight… but only if… they also have the discipline to avoid eating garbage. If your prospect doesn’t have this last piece of the puzzle, then you are leaving him with a “disconnect”. He reads the headline, gets excited by it… and then… nothing else you say in your copy makes any sense at all to him. In other words, you have “low alignment”.
Let’s change the example so the disconnect is eliminated. Let’s say your headline is: “Killer Bodyweight Exercises You Can Do In Minutes!” And your body copy explains how these exercises can help you lose weight. It then goes on to say how each exercise is easy to do and requires no equipment. And finally, it explains how each exercise is great for toning your arms, legs, back and stomach.
This time, the prospect reads the headline… and then… because of the compelling nature of the promise… he reads the body copy as a “supporting act”. He reads how each exercise is easy to do and requires no equipment. He then goes to the next logical step and tries the exercise. If it works for him, he’ll keep using your product or service… and eventually… he’ll become a paying customer.
But what if he doesn’t? What if he decides your offer is not for him? Well, in that case, you have “misaligned” headlines and/or body copy. This means you have a higher “disconnect” rate. You have “low alignment”.
You see, there are two types of alignment: logical and emotional. Logical alignment is when all the various parts of your message make sense… and… you have a higher rate of conversion.
Emotional alignment occurs when your message makes sense to your prospect on an “intellectual” and an “emotional” level. It is only when both levels are in harmony that you achieve maximum results.
Tip #1: Your headline should be short and sweet. It should state exactly what the piece of copy you are working on is all about. Don’t worry about making it long or complex. A simple, clear and compelling headline does not need to be lengthy.
Tip #2: Your body copy should support and explain the promises in your headline. It should do this in a logical way… but… it should also do it in an emotional way. If your prospect can understand and relate to what you are saying… he will be much more likely to purchase from you.
Tip #3: Test. Test. Test. This is the most important tip of all. You must test. You must test with different types of copy (headlines, subheads, bullets, paragraphs, images, layout, color). You must test with different offers (one-time use, subscription, volume discounts, multi-level, etc.). You must test with different prices.
In my next post, I’m going to discuss how you can supercharge your copy by using “trigger words”. These trigger words are the little “pinch points” in your copy that causes your prospect to react in some specific way.
