Client:

OMEGA-Hero (fictional company, fictional product) is a newcomer to the omega-3 supplement market. They pride themselves on having a strong product—OMEGA-Hero omega-3 supplement— that is twice as effective as competing brands in alleviating joint pain and stiffness in supplement users.

Challenge:

The goal of this project is to convince readers to purchase a one month supply of OMEGA-Hero omega-3 supplement to relieve their arthritis pain. The company is also pushing a secondary offer: buy a 6 month supply and get another 6 months free.

• The target audience for this product is adults aged 50-80. They have grown children and are likely to have young grandchildren. They were previously fit and healthy but have been struggling with their mobility and experiencing stiff, aching joints. Their doctors have recommended Omega-3 oil to help manage the symptoms.

• They’ve never taken a supplement before and are skeptical about its effectiveness but have been searching online for the benefits of omega-3.

• They will reach this product page after seeing a retargeting ad for OMEGA-Hero Omega-3 Supplements.

Solution:

I start the product page with a strong headline that immediately emphasizes the main benefit to the consumer if they purchase the product—relief from arthritis pain. I also wrote an alternate headline that directly calls out the target audience: Adults over 50: Get Joint Pain Relief with OMEGA-Hero Omega-3 Supplement.” The two headlines can be A/B tested against each other to see which approach works better.

Throughout the page I use a combination of emotional appeals and logical appeals.

• I use storytelling to paint a picture of what life can be like without joint pain (return to hobbies, play outside more with grandkids, general increases in mobility, etc.).

• Since page visitors are skeptical of omega-3 as a solution, I also make sure to use plenty of logic to explain how the supplements work and why OMEGA-Hero is better than competing omega-3 brands.