Obesity in the world is rapidly on the rise. It is no wonder then that every time you open a browser you find yourself faced with hundreds of ads with promises to reduce weight in a matter of days or even hours! Initially, you keep closing all of them, till finally one day you decide to see what the fuss is all about (the fact that the scales groan every time you step on them might have a little something to do with that!) so when you finally do open this ad of ‘promise’, you hear what causes weight gain, why you haven’t been successful in your attempts to lose weight so far, how building muscles will do wonders and how they have the perfect exercise to do just that. You inch closer to your screen and wait in eager anticipation of the weight loss miracle about to happen. However, what comes next on screen is the total cost for the exercise DVD, shipping costs and some limited time discount which somehow never seems to run out of time. Frustrated? Yes. Seething? Yes. Ordering the product? NO! The product here had actually countered the biggest challenge of all: capturing the customer’s attention. Sadly, the ad gets too greedy and is unable to sustain that interest. The age-old adage of ‘give something to get something’ is very important here. While marketing this particular service, the trainers must have given a preview of a few exercises they found useful. A truly interested client would try these out and if they work, would order the product without hesitation. If you have confidence in your product and how well it works, it is no burden to offer people an idea of what they are missing out. If you want to market well, be prepared to give something to get something.
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