Though the subscribers lean towards being more health-aware, they are not health nuts. The demographics are dominantly women – nearly 70%. Their interests are broad, and range to all the things women appreciate from entertainment to exceptional products and services that can make a difference in their lives.
Wellness subscribers lean towards spirituality without being especially religious. They are split down the middle in their political viewpoints being a near even mix of Democrats and Republicans.
Wellness subscribers are generally great consumers and for the most part have enough discretionary income to try new products that appeal to them.
The most successful products are those that require very little disruption to the consumers daily habits. i.e. they want products that give results but they don’t purchase items that require a lot of work on their part.
For example, they would like to tone their butts or belly fat but not if it requires heavy exercise. If you want to sell them an exercise device, you better promote how fast and easy it works and show they can store it under their bed in 10 seconds so they can keep it out of sight and out of mind after they buy it :-). Not kidding about that.
The Wellness buyer has a cupboard full of good food supplements but they still love to try new ones that are promoted with different marketing twists.
Wellness subscribers are busy, and while they say they don’t like to read 3,500 word long copy sales letters, they still seem to read and watch lengthy video sales letters (VSL’s) and buy from well crafted offers.