“Hey Jon, this is a total stretch . . .
I’m opening my summer camps for high school kids.
The kids and families love it but I suck at writing marketing copy.
I don’t make anything from this.
Could you write my copy?”
~I wrote Mike’s sales letter. 147 kids signed up.
I’m opening my summer camps for high school kids.
The kids and families love it but I suck at writing marketing copy.
I don’t make anything from this.
Could you write my copy?”
~I wrote Mike’s sales letter. 147 kids signed up.
Selling youth training is a unique challenge.
You’ve got to engage the kid AND sell to the parents.
Often, they’ll have different priorities.
Mike sent me his existing ad.
I’ll share it next just to show how I changed it in a few slides.
You’ve got to engage the kid AND sell to the parents.
Often, they’ll have different priorities.
Mike sent me his existing ad.
I’ll share it next just to show how I changed it in a few slides.
Mike’s ad. It’s blocky and doesn’t focus on the benefits in any meaningful way.
Next, how I rewrote it . . .
Next, how I rewrote it . . .
Like so many, Mike had all the golden marketing nuggets he needed. They were just hidden.
His website had testimonial videos from kids: I took a few lines.
Then come the benefits:
For kids: Dominating the playing field.
For parents: Reducing injury risk.
(My rewrite next.)
His website had testimonial videos from kids: I took a few lines.
Then come the benefits:
For kids: Dominating the playing field.
For parents: Reducing injury risk.
(My rewrite next.)
Here’s my rewrite. Try to guess what I did, then swipe to the next slide:
1. Key benefit to both audiences in headline
2. “5 years” gives peace of mind.
3. DOMINATE psyches the kid up.
4. Reason to act now.
5. Testimonial for parent.
6. Testimonial for kid.
Then we spoke about where to post this flyer . . .
2. “5 years” gives peace of mind.
3. DOMINATE psyches the kid up.
4. Reason to act now.
5. Testimonial for parent.
6. Testimonial for kid.
Then we spoke about where to post this flyer . . .
A good ad is half the battle.
Distributing it to get clients is the other:
Distributing it to get clients is the other:
If that wasn’t enough, Mike used the free software for trainers I created, QuickCoach.Fit.
Not having to spend money on software meant that all $$$ went right back into the youth athletic program to help the kids even more.
Wonderful.
Not having to spend money on software meant that all $$$ went right back into the youth athletic program to help the kids even more.
Wonderful.
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