76 Year-Old Man Ad by Matt Furey

swiped by Mike Schauer ran 2007-2009

"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

The Story of A 76 Year-Old Man Who Got Me Into The Best Shape of My Life

Key Takeaways

  • In a crowded niche full of products that promise a lot of the same things, Matt uniquely positions his fitness product by using a personal story that ties into the benefits & potential results you can achieve with it.
  • Matt extracted a fascinating aspect of his story, the unlikely description of his mentor. The idea of Matt getting in shape from the help & advice of a 76 year-old man makes you curious as to what this man knows that's so powerful. It's what draws you in to read the ad.
  • If you have a fascinating story behind your product, think about how you can turn it into a hook that sounds unbelievable and ties into the benefits of the product.
  • In the ad, Matt mentions that Herschel Walker used body weight exercises. This does not mean he used the exact exercises he's teaching, just the same type. This is a classic example of finding related proof that doesn't come directly form the product, but closely relates to it. It comes across like Hershel Walker used his product. This goes the same for Bruce Lee. Matt implies that Bruce supposedly used some of the exercises. This is a huge form of social proof.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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