About a month ago, I asked an acquaintance of mine (who is a highly accomplished marketer) to have a poke around my business to help me solve a couple of problems.
I won’t go into detail about the problems, because you probably wouldn’t be interested.
However, I will highlight one thing we talked about as it’s relevant.
He asked (paraphrasing):
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“Your sales page for The Phil Tyreman Letter isn’t very compelling, but I’m sure you’ve got a good reason – what context am I missing?”
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It’s true. My sales page isn’t very compelling. It’s probably the least compelling sales page for any fitness product or service in existence.
I also have a very good reason for why I wrote it this way.
Here it is:
A lot of people will say their favourite book is something impressive like War and Peace. (Despite not having read the whole thing or read it at all).
In reality, their favourite book – if we judge “favourite” by what they actually read – is Fifty Shades of Grey or another distinctly un-impressive title.
This embarrasses them, so they say they love War and Peace to convince others and themselves that they’re sensible, right-thinking, “grown-up” members of society.
For the record, I’m no saint in this regard. As much as I’d like to claim my favourite book is the Iliad, the vast amount of time I spend browsing Reddit tells a different story.
My point?
What people *say* they want and what they *actually* want are, more often than not, two very different things.
To wit, people say they want a reliable, predictable, sustainable method to get into shape. They also say they understand it’ll take a long time, is boring, difficult, and there are no guarantees they’ll get results.
However…
What they really want is a quick path to their dream body that’s fun, easy, and certain to succeed.
That’s why, 9 times out of 10, they opt to work with fitness coaches who promise them that.
(Again, no shame, this is just how our brains are wired)
So why don’t I also make outrageous promises?
Because it results in better clients, in my experience.
Typically people who have been “burned” by a fitness coach before, but are still very serious about building (and maintaining) a powerful physique for their own sake and for the sake of their families.
Plus others who are generally sceptical and discerning for various reasons; so find the usual fitness marketing gumpf off-putting at a fundamental level.
The lesson?
Nothing you don’t already know.
Beware promises that are too good to be true because, in all likelihood, they are – and always wait for any excitement you feel towards an offer to dissipate before making a purchase, lest you find yourself the proud owner of a bag of magic beans.
Anyway.
February’s issue of The Phil Tyreman Letter explains how to build a strong, muscular, and healthy back.
Here’s a quick overview of what’s inside:
* The ultimate back training system for men who want to be mistaken for an upside-down pizza slice.
* Two straightforward ways to incorporate weighted vest work into your routine. (You can do one, both, or neither depending on your goals and situation).
* The three significant reasons why the back takes the inglorious crown of “second least trained muscle group”.
* Why it’s best to take a “high-frequency, low/moderate intensity” approach to training back if you want to get bigger and stronger quickly – while mitigating the risk of a serious injury. (And, of course, how to do it).
* The “choose your own adventure book” approach to picking back exercises I’ve used for many years to keep training back fun and fresh, without compromising my results.
There’s more, naturally.
The deadline to subscribe in time to receive February’s issue is this Friday (9th).
If you’re interested in subscribing, you’ll find all the information you need to make an informed decision on the least compelling sales page for any fitness product or service ever written:
https://philtyreman.co.uk/information/
Thank you,
Phil Tyreman