Are You a Fitness Marketer, Really?
By Eric Ruth
There's a superstar direct marketer and copywriter named Denny Hatch who writes a regular column for a magazine that I read religiously. It's called Target Marketing Magazine.
In the August issue, his column was titled:
Are You A Direct Marketer, Really?
I S&D'd (ethically "steal and deploy") for the subject line of this newsletter.
I want to quote Denny here for you now:
"One reason Franklin D. Roosevelt is universally regarded as one of our greatest presidents was his ability to connect with people through his radio addresses, which he called 'fireside chats.'
Speaking from a desk in the White House, Roosevelt was not talking to a microphone. Rather he imagined one family sitting around a kitchen table listening with rapt attention to the radio that sometimes crackled with static.
He spoke clearly with great folksy warmth and a uniquely patrician accent, rather like an infinitely patient and loving, rich uncle.
We not only believed him, but also believed in him. He was elected to four terms."
Denny goes on to talk about how to increase response to all your direct marketing. His big point is this:
When creating marketing messages, the marketer doesn't think of prospects as real, live people, but rather as part of a database to be manipulated.
The result: messages that show off how clever the writer is, how great his or her company is, rather than messages that address the real, live prospects' needs and create wants in an earthy, personality-driven, "I really care about you" way.
Here's the big secret: people do business with people.
The more they get to know, like and trust you, the more business they are going to do with you. You need a personal approach.
Let me show you an example....
Following is Doug Jackson's newsletter. If you don't know Doug, you should. He's a top caliber fitness professional who writes perhaps the best email newsletter I've seen coming from any personal trainer. His newsletter is like a Roosevelt 'fireside chat.'
Take note of a couple things:
1. The subject line - it's great. Curiosity provoking. Different.
2. The earthy tone Doug uses in his writing. He writes like he talks. His words resonate with the reader. He's self-deprecating when it's appropriate. He's funny (not in a 'ha, ha' way, but in a down to earth, boy he seems like a nice guy way). See his comment about campfires and girls! He's warm. You feel like you know him, or if not, like you want to know him.
3. The subtle plug at the end. He's not pushy or in your face.
I'm going to see if Doug would be willing to do an interview about his newsletter, his writing style and how it's working for him. I'll let you know.
In the meantime, here's Doug's article...
Subject: Hurricane Wilma, Firewood and Fitness
Fitness Empowerment Update 11/1/05
Eric,
Just wanted to send you a quick note and a reminder of an often overlooked factor in feeling great and getting the body you want. Hint: You gotta put the logs on the fire!
The idea of this newsletter came to me after several days without power due to Hurricane Wilma's quick and powerful
rendezvous (big word, huh?) with South Florida.
It probably wasn't that smart of me to be standing on my screened porch as I watched trees fly by, but I'm alive.
The lack of power or communication with the outside world (cell phones were out too) reminded me of some of my backpacking and camping trips of years past. It reminded me of times sitting around campfires with the guys and sometimes when I was lucky, girls.
A campfire is a perfect analogy for how our energy levels and metabolisms work. You have to be putting on the right amount of wood in the right increments to have a great campfire. If you don't put on enough wood or go too long without throwing some wood on the fire, it dies down. If you put on too much at the same time, the fire can be smothered.
Our metabolisms are the same. If we don't eat enough total quantity of food or we eat too infrequently, our metabolisms slow down and our energy levels will be low and unstable. If we eat too much, we feel sluggish and will likely store fat.
Just think about the campfire when you are deciding what and when to eat. And just remember: To have a fast metabolism, you gotta put some logs on the fire!
This week be like a hot campfire and get some exercise in as well.
Have a great week!
Doug Jackson, M.Ed.,CSCS Fitness 21 Express/ Coral Springs (954) number deleted by Eric
P.S. Those of you in South Florida are probably familiar with my business partner Phil Kaplan. Yes, the fitness guy from the radio. You may have heard him talking about his newest program "The 21-day Journey to Excellence". Right now, I'm the only person other than Phil teaching the program and
you can attend in our Coral Springs studio.
Our next program starts this coming Monday, November 7. I'm so overloaded with clients that I don't know when the next class will begin. Now, before the chaotic holiday season and the New Year resolutions is the perfect time to start.
Head through the holidays getting in better shape, rather than putting on fat like the typical American. Just reply to this email or call me at (954) (number deleted by Eric) for details.
------END OF DOUG------
I encourage you to print this out and read and re-read Doug's newsletter. It's that good. Practice writing like you talk. Be earthy.
Be yourself. Be real.
People like and respond to real.
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