I did my first “spin” class this morning.
I first heard of spinning about 15 years ago, when my sister started doing it.
And it was her review that made me decide it wasn’t for me:
“You’re in a darkened room, a man is shouting at you through a microphone, it’s really sweaty, and it hurts A LOT”.
Didn’t exactly sound enticing, so I swerved it.
Over the last year though, I’ve been looking for ways to vary my workouts, and given that spin classes come free at the gym I’m at, I decided to give one a go.
I’m glad I did. By 7:15 in the morning, I’d burnt 500 calories, and I headed to the office with a spring in my step.
But here’s the thing, if spin had been marketed to me right, I’d have tried it years ago.
In my experience, spin has always been sold on features, which in the case of the class I did this morning amounts to a bloke with a topknot barking instructions over some dance music, whilst I did my utmost to keep on pedalling when my legs had turned to jelly.
Barely anyone wants to buy that. But that’s how it’s always sold, which is why people like me are reticent to give it a go.
But people do want to buy the result – 500 calories in 30 minutes or less.
Ineffective marketing focuses on the product itself; compelling marketing focuses on the result of the product.
Next time you’re creating a piece of marketing, have a think: are you selling the darkened room, or the 500 calories in the bank?