Your Register Is A Free Sample Of Your Offer

Yesterday I was doing some research on a new offer and company I’m preparing to launch, in a completely separate industry to the health and fitness space

And I was struck by just how bad the website, marketing and copy were.

Not just that it was AI-generated, generic or pointless - or that it offered to help everyone from insurers to those who worked in childcare

But it was so bland - Bland, despite the offer being this personalised, and them talking about attention, creativity and insight

Corporate word-soup, in a bland templated website, with nonsense like their ‘sustainability commitment’

(You’re a marketing company - unless you power your laptop by burning rubber tyres, I’m not sure you need to let us know about your green credentials)

This is exactly what we see in the fitness industry, where everyone markets the same way - shiny grid, talk about sustainable habits, testimonial carousel, link in bio to a form

And they’re selling a relationship - someone who knows them, who picks up what they’re putting out?

The way they do it contradicts the offer

Nothing on that page makes you feel there’s a person behind it

Or, that they are interested in the person reading it

The person reading your stuff isn’t a procurement department - they’re a nervous human working out whether they can be honest with you about the thing they’ve tried, struggled and failed at for the past 25 years

They’re scanning for signs that you are the person they want to work with.

This is another example where your offer and your content aren’t two separate things - you don’t put the content out and then hope that by the time they see the offer - they’re ok with it

Every single part is a way of signalling your programme to them - your approach, your philosophy, your coaching style, you as a person

3 pinned carousels of strangers in their undies probably ain’t doing that