410.235.7070 Join Our E-Letter
businessGPS Taking You From Where You Are to Where You Want to Go.

The Invisible Home Gym and its Invisible Promise

The Invisible Home Gym and its Invisible Promise

July 06, 2008

Where's the promise? Where's the benefit? This ad gives prospects no reasons why they should even consider putting this gym in their home. Hopefully this ad wasn't created by a marketer. If it was, I'd ask for a refund!

This is a promotion that was sent to me to critique in advance of a speech I recently gave at INPEX, the nation's largest trade show for inventors. The ad has so much wrong with it that I'm just going to highlight the most important elements based on just a few of my 8 Absolute, Essential Laws of Marketing:

1. Does the ad indentify with the hungry fish in the market? No. The headline and text talk about the features of the gym. It doesn't even try to talk to the needs or desires of a prospect, such as those who like to exercise but don't like the hassle of going to a gym. One idea: Call it the 'coach-potato work-out' where you can change your life in between TV commercials.

2. Does it attract hungry fish with irresistible bait? Absolutely not! There's no offer or promise to grab your attention at all. In fact, nothing really stands out. Everything is great and every claim is just as important as the next.

3. Does it make a statement with a big, bold promise? No. It's missing a specific promise of how the home gym will make your life easier or save you money compared to going to the gym. There's no promise at all.

4. Does it give the hungry fish a reason to believe? No. There's no story about the product and how someone may benefit from it. The ad doesn't attempt to overcome a prospect's objections.

Instead of trying to rewrite this ad, it would be better for me to show you an ad for a home-based exercise system that does an excellent job with each of these four elements. Please see sample on page 9 here..