Um. Well. No.
One wall of the bathroom at my Yoga studio is just plastered with business cards and ads. They’re mostly for massage, acupuncture and other hippie-friendly sorts of things and I always sort of shake my head when I’m in they’re reading them. Why?
Well, here’s my favorite example–an example that shows a real misunderstanding of what people are looking for and how to present your product.
One flyer has this headline:
“Interested in Rolfing?”
And then the body copy says some stuff about “Sam Sammicans Can Teach You All About Rolfing and Rolf, Rolf, Rolf.”
Which is great if I:
A. Know what Rolfing is (I have only the vaguest idea).
B. Know that I’m interested in Rolfing (Why would I be? It sounds kind of dirty.)
The problem here is that whoever wrote the ad (new adage, never have a rolfer write your advertising) is stuck in feature mode (and stuck in I’m a Rolfer and I’m interested in Rolfing so you should be interested in Rolfing too) mode. What he should have done is taken a big benefit of Rolfing and built his headline out of that.
For instance (and this is me doing absolutely no research at all).
“Suffering from Back Pain, Sore Muscles and (add a few more things that Rolfing takes care of)?”
Rolfing Can Help.
What the heck is Rolfing? Rolfing is a (explain what the heck Rolfing is.)
And then you go on and make an offer for a free first session or consultation. In other words, you don’t say “Interested in Rolfing” because the answer to that question could be a very simple “no.” Instead, you list out benefits you’re going to give a reader and then give a REASON WHY they should call you right now.
Damned Hippies. They’ll never get it.
Comments
About Author
Nick Pavoldi February 7th
Feel like yoga is not enough?
You need Rolfing!
Re-establishing the natural alignment and Structural Integration of the human body for vitality and well being.
For more information
Contact (your nearest Rolfing)
I have been saying for ever that there ought to be some kind of standard thses people have to adhear to, for their own sake!
How will all your clients find the work they need as bad as they do without a clear message.
michael max February 8th
Dang hippies, you are right, they don’t get it. Probably don’t want too either. They are busy being “healers” and don’t think they have time to be “marketers”.
I suspect they are marketing to…other hippies.
Who of course, know what rolfing is. Personally, I think other markets are more lucrative. You will not find tie-dye in my clinic.
Kelly Muldoon February 21st
Okay okay, I admit it, I’m one of those yoga teachers / you might even call me a hippie, who doesn’t know much about marketing. I like to think I’m a little better than the rolfing guy, but far from expert nonetheless.
I’ll speak for myself, however, and promise that I am NOT interested in marketing to other hippies. I want to make MONEY, not trade my time for some herbs and pathcouli.
That said, I recently created a flyer for a cancer rehab clinic. At the risk of total humiliation, I’d love your “take no prisoners” critique of it (or slashing if necessary).
Interested?
chris February 21st
Hey Kelly,
Sure. Shoot it over to me at Chris (AT) Haddadink (dottt) com. I promise not to try and make you cry.
Ray April 9th
Chris,
Sounds like you are a talented marketer. I certainly agree with your points. I get mail and shake my head. I’m a Feldenkrais Practitioner who has studied Rolfing.
I read Mike Masterson’s earlytorise website daily. I thoroughly enjoy reading work done by masters, like Mr. Masterson. His copywriting and marketing advice is tremendous.
Many of my colleagues sound aloof. I know. We’re all not hippies, though.
My business is busy. I credit the copywriters for giving me insight on how to communicate the rejuvenating incredible benefits of my work.
All the best,
Ray Burns
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