Have you seen the infomercials for the intense P90X exercise program? The company behind the product, Beachbody Fitness, has sold 2.8 million copies of this program.
Now there is a knockoff. It's called the Insanity Workout. Ironically, the new product is produced by the same company. Beachbody knocked off its own successful product.
I've been fascinated with Beachbody's marketing strategy since the first time I saw a P90X infomercial.
The diet and fitness niche is infamous for outrageous claims of obtaining that bathing suit body while eating your favorite foods and sitting on the couch. At the high end, there is the Range of Motion cross training machine that offers a four-minute workout for an investment of $14,615. 00. At the low end are the drugstore wonder pills that promise to suppress your appetite. With almost every product in the weight-loss industry, there is a race toward quick and easy.
Weight Watchers emphasizes the ease of its program. With Nutrisystem you don't even need to go grocery shopping anymore because all of the food is included. No thinking, just eat and lose weight.
Then we haveP90X and the Insanity Workout. Their commercials glorify sweating, they emphasize the work necessary and they illustrate great results. They tell you it's simple to lose weight-just follow the instructions-but they never say it'll be easy. Instead, these commercials build up your pride in your accomplishment and in your new body.
Isn't this an interesting development in the personal improvement world? So many times we are forced to make our products smaller, to deliver less and to promise "no work" or "done for you." In Beachbody, however, we have an example of a growing business that's successfully beating its competitors by selling results through extreme effort, sweat and pain. Beachbody sells its products by selling viewers on themselves and by selling pride in accomplishment as much as it does by selling viewers on the products themselves.
Now there is a knockoff. It's called the Insanity Workout. Ironically, the new product is produced by the same company. Beachbody knocked off its own successful product.
I've been fascinated with Beachbody's marketing strategy since the first time I saw a P90X infomercial.
The diet and fitness niche is infamous for outrageous claims of obtaining that bathing suit body while eating your favorite foods and sitting on the couch. At the high end, there is the Range of Motion cross training machine that offers a four-minute workout for an investment of $14,615. 00. At the low end are the drugstore wonder pills that promise to suppress your appetite. With almost every product in the weight-loss industry, there is a race toward quick and easy.
Weight Watchers emphasizes the ease of its program. With Nutrisystem you don't even need to go grocery shopping anymore because all of the food is included. No thinking, just eat and lose weight.
Then we haveP90X and the Insanity Workout. Their commercials glorify sweating, they emphasize the work necessary and they illustrate great results. They tell you it's simple to lose weight-just follow the instructions-but they never say it'll be easy. Instead, these commercials build up your pride in your accomplishment and in your new body.
Isn't this an interesting development in the personal improvement world? So many times we are forced to make our products smaller, to deliver less and to promise "no work" or "done for you." In Beachbody, however, we have an example of a growing business that's successfully beating its competitors by selling results through extreme effort, sweat and pain. Beachbody sells its products by selling viewers on themselves and by selling pride in accomplishment as much as it does by selling viewers on the products themselves.
About the Author:
Robert Skrob is president of the Information Marketing Association with members marketing products in hundreds of different business categories. For a free video that reveals The Number One Secret to Creating Quick Sustainable Wealth In Your Life, visit quick sustainable wealth at http://www.quicksustainablewealth.com.
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