I was completely seduced by fitmob’s seductive copywriting.
I went from “what the heck is fitmob,” to “let me give you my credit card number right now.”
Here’s what happened–and how you can use their sexy tactics for your own copywriting campaigns.
Fitmob is a new service targeted towards gym rats. Instead of having to purchase separate memberships for your Pilates studio, your CrossFit class, etc., you can work out at a variety of gyms for $99/month. The price is just $1 to start and $99/month after that.
I’m a gym rat. And $99/month is a darn good price. When I visited their site, I saw a list of some great Portland studios on their home page. And of course, there was a huge call to action prompting me to enter my email address and zip code. Figuring, “what the heck,” I entered my information and waited to access the site.
I was greeted with this message:
What do you mean I can’t sign up right now? I read this note and immediately felt frustrated. Not in the “what is this company doing” way, but the “I want to start this RIGHT NOW. How long will I be on this freakin’ waitlist” way.
My brain started calculating how I could save money if my gym bill was $99/month.
I imagined how fun it would be to try different workouts at different studios.
I started to pre-plan pockets of time when I could try out some new classes (and this was before I saw one class schedule!).
I was hooked.
Finally, I took a deep breath and started laughing. Yeah, I was the victim of some really great copywriting. Fitmob was making me want them.
They were playing hard to get.
And they were good.
I had to see what would happen next. I wasn’t just hooked on their product, I was hooked on their copywriting. I couldn’t wait for their next email.
The next day, I received the email I was waiting for. I was off the fitmob waitlist! But the email didn’t come from just anyone. The email came from “Raj, CEO of fitmob.”
Ooh, the CEO emailed me. I felt special. (OK, I know the CEO didn’t really email me. But it was a cool touch.)
Did I sign up right away? No. I can play hard to get too.
I received this note the next day:
(Oh no! I may lose my exclusive price to the next person in line? I better sign up right now!)
Did I finally give in and let fitmob have its way with me? Yes. Their copywriting (and overall marketing plan) was specifically designed to build momentum and get me excited. I did exactly what they wanted me to do. And I did it willingly. :)
So, let’s discuss why their campaign was so darn effective.
Scarcity drives desire.
Do you book a flight faster when you learn there are only two seats left at that price? Yeah, I do too. When we think we can’t have access to what we want, we lust for that item even more. In my case, the waitlist got my engines revving. Knowing it was a (supposedly) hugely popular service made me want instant access.
Think about how you can integrate the scarcity principle into your own copywriting. For instance, saying “I only work with three clients at a time and I handpick my clients,” is a different value proposition than, “I’ll work with anyone, anytime.”
Limited-time offer? I better act now!
Want your buyers to take fast action? Limited-time offers are a great way to give prospects a gentle kick in the pants and help them commit. I had 48 hours to give fitmob my credit card number, otherwise my deal would have “expired.” (I signed up again under another email address just to see what happens after the 48-hour deadline. I have a feeling the offer will be “extended.”) :)
Using limited-time offers to promote your products or services is easy. For instance, you can set a registration deadline for a training program. Or, offer a sale. Or give away something free for 24 hours (such as a Kindle book.) The possibilities are endless.
A taste of exclusivity.
I didn’t receive a random note from a customer service rep. It came directly from the C-E-freaking-O (again, supposedly.) I felt like I was in an exclusive club where I could call up the CEO and ask, “What’s up, Raj. Remember me? You invited me personally.” We’d go out for coffee and bond.
Your CEO doesn’t have to send personal notes, but it is smart to make your customers and prospects feel like they’re part of the in crowd. Do you offer customer-only incentives? Do you give your newsletter subscribers exclusive discounts? Think about ways you can wow your customers and provide an unforgettable experience. It will make your loyal evangelists love your company even more.
Low barrier to entry.
I wouldn’t have signed up if fitmob would have asked for $99 up front. They’re an unknown service and I have no idea if I’ll actually use them. But getting a taste for just $1? Heck yeah. I wouldn’t mind losing $1. I would mind losing $99.
Providing your prospect a low-cost preview (for instance, the first lesson of a training, a Webinar or ebook,) can be a great way for them to “try before they buy.” For instance, software companies promote limited-time free trials. Or, some companies offer a no-obligation, 15 minute consultation. Creating a low barrier to entry can overcome a host of objections, so it’s smart to experiment with it.
Yes, fitmob is definitely doing it right. I haven’t used their service yet, but I’m hooked on their copywriting. I can’t wait to see how they’ll try to seduce me again around renewal time…
Have you fallen for a smart copywriting strategy? Do you have another example of a company that writes their content right? Discuss it in the comments!
Photo credit: © Nkrivko | Dreamstime.com – Seductive Athletic Girl In Tracksuit Eating A Red Apple. Photo