Bill Phillips, supplements, and copywriting
I remember in my early 20's... seeing an advertisement for a free
supplement guide that EAS and Muscle Media was giving away.
All you needed to do was pay a small postage fee and they'd send
you this huge 220 page book on the best supplements.
as an avid weight lifter back then, i couldn't send that ad in fast enough.
When it came in the mail, it was indeed around 220 pages of nothing
but pure information on supplements. And I loved it.
Years later, now that I'm a copywriter, I see the brilliance in that
method, in so many different ways.
Bill and his company (EAS, Muscle Media, etc) gave away a ton of
free information... and sold a ton of supplements and magazines in return.
the guide book indeed contained some useful, valuable content.. but of
course, it was all set up to make EAS and his supplement line stand out
to be the best choice.
So not only did that entire process work so well because it touched on
Cialdini's weapon of influence... but it also gave away valuable content, which lowered the defenses of the prospect.
It also set up the contrast between EAS supplements and all others... making EAS seem like the best choice.
back then, i just thought they were being so generous and gracious, giving
away this huge, valuable book.
now, as a marketer, i've come to realize just how important it is to give
away valuable information in your ads. and how you can use your advertising to really stand out and be unique/better/different than all the rest.
it literally melts away so many objections to the sale.
now, when i write supplement copy... you can be sure that I include
a ton of valuable information and content, so that the reader feels like
they're better off for reading it.
Supplement copy that relies solely on hype and sales will get you no where.
but having valuable info in your copy that gives away actual, real useful content... and then setting your supplement up in a totally unique light, and having a unique promise... that will get you a lot further.
Truly brilliant marketing by Bill Philips, who, of course, is now one of the richest men for it.
supplement guide that EAS and Muscle Media was giving away.
All you needed to do was pay a small postage fee and they'd send
you this huge 220 page book on the best supplements.
as an avid weight lifter back then, i couldn't send that ad in fast enough.
When it came in the mail, it was indeed around 220 pages of nothing
but pure information on supplements. And I loved it.
Years later, now that I'm a copywriter, I see the brilliance in that
method, in so many different ways.
Bill and his company (EAS, Muscle Media, etc) gave away a ton of
free information... and sold a ton of supplements and magazines in return.
the guide book indeed contained some useful, valuable content.. but of
course, it was all set up to make EAS and his supplement line stand out
to be the best choice.
So not only did that entire process work so well because it touched on
Cialdini's weapon of influence... but it also gave away valuable content, which lowered the defenses of the prospect.
It also set up the contrast between EAS supplements and all others... making EAS seem like the best choice.
back then, i just thought they were being so generous and gracious, giving
away this huge, valuable book.
now, as a marketer, i've come to realize just how important it is to give
away valuable information in your ads. and how you can use your advertising to really stand out and be unique/better/different than all the rest.
it literally melts away so many objections to the sale.
now, when i write supplement copy... you can be sure that I include
a ton of valuable information and content, so that the reader feels like
they're better off for reading it.
Supplement copy that relies solely on hype and sales will get you no where.
but having valuable info in your copy that gives away actual, real useful content... and then setting your supplement up in a totally unique light, and having a unique promise... that will get you a lot further.
Truly brilliant marketing by Bill Philips, who, of course, is now one of the richest men for it.
- Jack Trout
Kick-A$$ Eight-Figure Producing Copywriting Gun For Hire | Marketing & Copywriting Blog
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