Positioning

Messaging by stage

The message changes with where someone is. The pillar leading each stage is marked so writers know what to reach for.

Stage by stage

Considering
What they are thinking
“I've tried everything. Is this different, or just another thing that won't work?”
Pillar
Real person
Lead message
This time you won't be doing it alone.
Proof to use
Member stories, Google reviews
Example line
Lasting weight loss, with a real person by your side.
Assessing
What they are thinking
“Am I eligible? Is this safe? What am I actually buying?”
Pillar
Real personWhole team
Lead message
A clinically proven treatment, medically supervised, with a named coach waiting for you.
Proof to use
GMC prescribers, prescribing process, clear pricing, medication guarantee
Example line
A personal health coach in your corner. Your coach gets to know you, your habits and your goals, then works with you to build weight loss that lasts.
First weeks
What they are thinking
“I feel a bit sick. Is this normal? Is it working?”
Pillar
Real personWhole team
Lead message
Your coach has seen this before and is right here.
Proof to use
Weekly check ins, 84% see the scale move in month one, GP appointments
Example line
Feeling queasy is common in week one. Message me any time, and if it's getting in the way we can book you a GP appointment.
Ongoing (months 2 to 6)
What they are thinking
“Progress has slowed. Am I doing something wrong?”
Pillar
Whole healthReal person
Lead message
Plateaus are part of it. Let's look at the whole picture together.
Proof to use
Average 2st 3lb by month 6, nutritionist and physio access, community
Example line
The scale isn't the only measure. How are you sleeping? How's your energy?
Transition (months 6 to 12)
What they are thinking
“What happens when I stop? Will it all come back?”
Pillar
Real personWhole health
Lead message
Coming off treatment is planned, supported and gradual.
Proof to use
12 months of coaching, behaviour change and nutrition courses
Example line
We'll plan your last dose together, and I'm still here for the months after.
Pausing or leaving
What they are thinking
“I need to stop for a while.”
Pillar
Real person
Lead message
No pressure, no guilt, the door stays open.
Proof to use
Easy pause, coach stays in touch
Example line
Pause whenever you need to. I'll drop you a message next month to see how you're getting on.