My wife and I are psychologists and researchers working on anti-diet approach to curing emotional overeating. We're writing a book called "Emotional Eating Tips". We've also consulted for dozens of major related corporations (like Weight Watchers, Jenny Craig, and Atkins) in the past but our approach is not a diet.
We're trying to portray a gentle, nurturing, yet simultaneously professional image. People associate diets with deprivation, and we need to convey the OPPOSITE. (When people engage in emotional eating, they are hurting and looking for love, not a strict set of rules)
Our target audience is comprised almost entirely of Educated, Caucasian women aged 25+, with an interest which increases with age and peaks around 50 years old.
They're fed up with dieting, and are antagonistic to bold claims of fast weight loss (e.g. "lose 30 pounds in 30 days", etc). Rather, they seek an alternative, more nurturing and introspective approach.
Other important benefits they very strongly desire include:
- Discover more satisfying food choices which feed your hunger and your soul
- Find non-food alternatives which feel just as good as junk food
- Enjoy guilt-free/stress-free eating
- Stop yo-yo dieting
- Understand your personal "emotional food logic" and personal food triggers (the root causes of your emotional eating)
- Solidify your emotional center
- Experience a cascade of other positive effects (they believe taking care of themselves with food will lead them to take better care in all other areas of life)
Our single most important successful competitor is http://www.ShrinkYourself.com
Another noteworthy successful competitor is LoveMyBody.org
The blog itself will be an informative free resource with hundreds of free articles, audios, and videos, ... but a prominent purpose of the blog will be to drive people to a membership site (thus, a "get started now" button which we can hyper-link later will be useful) and a coaching network.
We'd like to develop a site with the authority of ShrinkYourself.com, but somewhat more soothing and nurturing in look and feel, yet also VERY inspiring and motivating. (We want to leverage their emotionality in a positive way).
And of course, it needs to be substantially unique so as not to be accused of plagiarizing.
We're initially interested in designs based in purple, gold, turquoise, and white (you can decide on the balance)... perhaps with a few hints of raspberry. The site should feel like eye-candy and in and of itself provide a satisfying alternative to the eating experience.
You can find a few high-res pictures of us here:
(We're partial to the one of the two of us together, but feel free to experiment or present options)
The following authority points should be spread gently through the design:
- Previous Work Covered In: The New York Times, The New York Daily News, The Los Angeles Times, The Indiana Star Ledger, The Chicago Sun Times, American Demographics, The Washington Post, The Daily News, Newsday, The New York Post, Delta Sky, U.S. News and World Report
- Previously Heard/Seen On: CBS Radio, ABC Radio, UPN TV News, WJZ TV Baltimore, WAGA TV Atlanta, WNTN Boston, WGN Chicago, Bloomberg Radio, KKAR Radio Oklahoma
- Previous Consultants to: Weight Watchers, Jenny Craig, Nutrisystem, and Atkins