After a while the market gets used to seeing the same old appeal. And the effectiveness of an ad eventually wears off. So you have to look for a fresh approach, a new angle to attract your prospects.
However here’s the thing:
The needs of your prospect don’t go away.
That’s still there. Dormant. Waiting to be reached by you. In a way the market hasn’t seen before. You just need a new way, a different mechanism to attract readers to your ads.
As the market becomes used to a product, the response falls away. And people become blasé about it.
The weight loss industry is no exception. They’ve always gone through different phases of the market. So they need to think up new ways to appeal to their market.
Think of the magic diet pills…the meal replacement drinks…all the different types of diets which have come and gone…
See what I mean?
Anyway here’s a new slant for one dietary product.
You gotta love this headline… (see the ad here)
“I Threw Away My “Fat” Clothes”
(Incidentally I saw a similar approach back along. Something along the lines
“I threw away my bathroom scales.”)
Which woman, who is a Size 16…18 or larger, and who desired to be thinner, wouldn’t love to throw away her fat clothes? Apart from the thought of going on a shopping spree to buy smaller size 10…size 12 clothes.
Then there’s the great emotional lead in this ad.
Feel the empathy with the prospect. The thoughts which are running through an overweight person’s mind. Talk about entering the conversation running through your prospect’s mind.
“I hated myself for being overweight, but I love crisps and snacks! I started to feel like a couch potato and made the decision to stop abusing my body. I was tired of wearing baggy clothes and not wanting to be seen in my bikini, and I started to feel really depressed.”
Now a lot of over weight women can associate with these feelings straight away. (By the way, I say women because this ad is running in a women’s magazine.) Straight away you’re drawn into reading the ad.
Mission accomplished.
Or so you’d think.
But Nope.
Because this ad doesn’t ask for a direct response. It tells you where you can go and buy the product. It names the shops. But it doesn’t push you into immediate action.
See what I mean?
So in my humble opinion it started out as a great ad but fell away.
What do you think?
Until next time
Mark