"The Story of A 76 Year-Old Man Who Got Me Into The Best Shape of My Life"
This ad from fitness guru and well-respected internet marketer, Matt Furey, ran from 2007-2009 in various magazines selling his popular Combat Conditioning course....View More
He uses a great story-based hook that generates curiosity by the fact that a 76 year-old man was in better shape than Matt and knew special workouts that Matt (and likely the audience) is unaware off. He takes the story one step further by discussing how the type of exercises he teaches can be traced back 5,000 years & legendary athletes like Bruce Lee & Hershel Walker used them. All of this makes a strong case for the effectiveness of the exercises, while building fascination & a sense of mystique around them. Once you know the exercises Furey teaches, you can really appreciate the storytelling from a marketing perspective. Even though Matt's exercises may be more effective than others, because they seem simple and not fancy or flashy, he must build them up into being special & premium. Without the background stories & explanations, the exercises would be valued considerably less. On top of that, Matt takes the fact that the exercises are extremely simple & translates it to perks like how the exercises don't take long, can be done outside of the gym, don't require weights & are better for you. He ends the ad with a list of benefits including sleeping better, eliminating back pain & having more self confidence. Then mentions at the end that if you buy now, you'll get free reports.
