I caught an ad this morning on local television from a paving company.
It started by stating that if you have problems with your driveway it’s your own asphalt.
What a great way to catch people’s attention!
I listened to the ad in its entirety because it drew me in from the start.
That’s great marketing we can learn from!
Last week I announced a contest for my readers, how would you describe your business in one sentence to a complete stranger?
I told you that a few years ago I was challenged to describe my business in a FaceBook post, and also told you I would share my answer.
I thought about it long and hard as it was not an easy task. I also knew I had to answer quickly because a lot was on the line.
Most of my members were involved in the post one way or another. In fact, one of them was asked the question originally, and he didn’t have an answer, so he tagged me in and I was “on the spot.”
Here’s what I came up with. Drum roll……
CrossFit Gordon is “The most fun you will have getting in the best shape of your life while making new friends along the way.”
Since it was Facebook, I was immediately criticized for not answering the question by the original person asking the question (a complete stranger to me).
Her response made absolutely no difference to me because ALL my members chimed in that my description was exactly correct. Then they went on to encourage her to come to a free trial workout and experience what I was talking about for herself. Even offering to accompany her to the workout.
I must say I hit it out of the park.
I know because it resonated with my members, the people paying me money to guide them on their fitness journey.
When you’re marketing your programs, your customer’s opinions are the only opinions that matter.
The lesson in these two examples. Choose words that elicit an emotional response, and add appropriate humor every time you can.
As for the doubters, if they didn’t believe me, it was their own asphalt.
