I swear a majority of these ads start off by saying “We’re looking for ten guys in Bradford who want to really unlock their physical potential” or some shit like that. Imagine a builder posting an ad saying “I’m looking for five conservatory builds to tide me over to Christmas”, or a an accountant saying “I need ten local businesses whose finances are a mess” or Coca-Cola saying “We need 42% of Zoomers to start drinking our products in order to maintain our market share”.
Why, fitness instructors, why do you think anyone gives a shit? Can’t be “Oh I’ll sign up with my nine friends” because it’s all going to be one on one sessions.
14 comments
Impression of scarcity – better sign up now before all 10 places fill up.
They act like these are special deals where they are only working with a few people. Its just marketing bollocks
Sounds like a Pyramid Scheme / MLM
I get an advert like this here in Birmingham on Instagram. Is it all nonsense? I’ve just ignored it.
I think it’s because they want you to think you will be part of a unique group of men who will all work out together and set eachother goals and help eachother out but they’re just group fitness classes. Men and women!
I mean with wording like that it reminds me of the old “executive relief” style adverts you sure it’s actually a personal trainer and not someone trying to organise a bukkake event with 10 guys “unlocking’ their “potential” on their face?
“I’m looking for 100 special people to come into my shop and spend their money, IMMEDIATELY!”
Maybe it’s to entice a certain clientele? “Are you single? Would you like to meet 9 guys in your area who share an interest in fitness? Well I’m here to help.”
As others have mentioned its basically a marketing technique to create scarcity and also advertise that you’ll be part of a group (which might appeal to people who want to make friends etc)
It’s a humorous comparison between different businesses utilising the same technique but given the more personal relationship you have with a fitness instructor I can understand it.
Some manufacturing companies will advertise they have x amount of capacity to their customers so its definitely practiced in a b2b setting sometime aswell.
Probably because that’s how many spaces the class has and they know gym rats like to have their physique talked up
Something about Davey the builder looking for 5 driveways to tarmac really tickled me
I don’t think it’s a false scarcity thing, group training offers a social aspect, group accountability, motivation and support. Training with other similar level people can help you stay on track
I love how they tailor the ads to where you live, and when you live in Bradford it quite often doesn’t ring true.
“Where the hot millionaires hang out in Bradford”.
They haven’t been to Bradford, have they?
Online marketing is very cookie cutter.
As well as the market being saturated with ‘PTs’ (or let’s face it – 20 something year old men with minimal interest in sport and minimal knowledge of strength and conditioning who offer the service of holding vain young men or anxious middle aged women’s hands whilst they lose weight) the market is also saturated with digital marketers who either advise or run online marketing for such people with a very cut and paste formula.
So this impression of scarcity is just one of the cut and paste techniques that is used to sell this and other services that are essentially useless and contentless.