Here’s one you can really sink your teeth into.
When I first started my personal training business back in ’08 my tagline was The Most Complete Personal Training Program In Toronto. I dropped this bad boy in the header on my website, on my business cards, and in my brochures.
It was also the theme of my “elevator pitch” if I cornered you face to face.
See I wanted prospects to know I’m not like other trainers. I wasn’t just going to put you through a workout, I was going to coach you on everything you need to reach your fitness goals; weight training, cardio, nutrition, supplementation, flexibility work.
It was a valid sentiment.
That IS what most people need to get results, after all.
Trouble was, nobody cared how “complete” or “comprehensive” my program was. They just wanted their clothes to fit better, to not break into a profuse sweat from climbing two flights of stairs, to not feel so lethargic all the time, etc.
All the other stuff I could do was nice.
But it didn’t speak to them (much).
Any time I lobbed across my humdinger of a tagline the most reaction I’d get would be a blank stare, a nod, or an “ok”.
Later, after I’d educated myself a bit more, I went this instead:
“Transform Your Body In 16 Weeks”
At the time I was doing a lot of google ads so I split-tested this one against “most complete”. “Transform” more than doubled my conversions. In conversation, it was night and day too. When I’d hand someone a business card they’d read it and go, “Transform in 16 weeks…ooh, that’s what I need, tell me more about that.”
To my lovely point:
My tale today is a fine illustration of using BENEFITS vs. FEATURES in your marketing.
The ‘completeness’ of my program is a feature.
The transformation of your body (in 16 weeks no less)…that’s a benefit.
And it’s ultimately the benefit that your prospects are after.
People buy outcomes.
They don’t care what fancy new laser technique you’re using…they want to know you can get rid of their plantar fasciitis. It’s not all the different traffic sources you can teach them about…it’s getting more new customers. They’re not thinking about how many ‘functional training’ courses you’ve taken, they want to lose body fat and feel more confident.
Now they may appreciate those other things later.
But they’re not generally walking around with them in their heads or staring holes in the ceiling at night thinking about them.
In all the website critiques I do this is probably the #1 most common mistake I see. You can’t glance at the homepage without getting an eyeful of “what’s IN the product” but you’ve got to scroll through endless drop down menus before you find out “what it DOES for you”.
Let that percolate a little.
And if you’d like The Muscle to perform one of my Mini Power Critiques on your website (or your sales letter, or your email campaign) here’s what’s involved:
I spend a couple of hours on your website, and research your market.
Then I send you detailed notes – along with a screen capture video – that outline every last one of my muscular recommendations to help you (note these benefits) improve your web conversions, get more new leads and customers, and boost the ROI you get from any advertising you currently do. This includes a few suggestions for taglines, headlines, bullets, or other hooks that inevitably occur to me in the process.
And the cost for all this making your life easier and more fun?
To make her even more of a peach, here’s what I’ll do:
If you book (and pay for) your website critique before Friday March 6th at 6PM, and you end up hiring me to do a re-write, I’ll credit this amount toward my fee for the rewrite.
In that sense, you will have gotten to drink of the fruit of my knowledge for FREE.
If you’re interested, saddle up and trot along to the enticing link below to explore my calendar and book some time to tell me a little about your business, your current situation, and the item you’d like reviewed:
We’ll take it from there.
P.S. Here’s what one client had to say about my Mini Power Critiques:
“I recently attended a 3-day ‘copywriting workshop’ with one of the industry leading copywriters… not long after, I had Conor do one of his signature 30-minute copywriting evaluations for one of our clients and I can tell you with absolute certainty that I received more than 10X the amount of value from Conor’s 30-minute video than I did from 3 full days at the copywriting workshop.” -Matt Morse