ProSupps League Loyalty Rewards Copy
Client/Objectives
ProSupps is a multimillion-dollar sports nutrition brand that caters to fitness enthusiasts ages 18-45. Their audience does extend to athletes and bodybuilders, but they largely serve those who treat wellness and fitness as hobbies.
ProSupps was building a loyalty program to give back to their customers and, overall, make their fitness lives easier. They wanted web copy written around those motivations, while also focusing on practitioners mainly in their 20s.
Challenges
My big challenge for this was to make the copy sound casual (as if I’m talking to a gym buddy) without going overboard on the tone.
Solutions
I went against using industry-specific terms/phrases to avoid the risk of alienating their audience. Instead, I used phrases like “sick products and merch” and “So here’s the deal” to appeal to the people in their 20s and give off that friendly, casual vibe. As a result, the marketing manager I worked with loved the rewards copy.
Notes
What I enjoyed about this project was being allowed to express my creativity by coming up with potential names for the type of points the program would use. I eventually settled with HYDE-Out points, but coming from an artistic background, I thought the process was fun.
On that note, I re-learned that if you’re not careful, even the simplest things (like coming up with taglines and the names for points) can become time-consuming. It’s best to try not being a perfectionist and to just work on the essentials first, then circling back to the nice-to-haves later.
