What have been the most successful techniques for promoting and selling the PACE program?
Dr. Sears: To the exercise files that we’ve been able to sell it to, the rules are mostly the same: Good copy is good copy. The thing that was particularly successful with PACE was to make the idea appear very contrarian from the beginning. The approach is: “Everything you thought you knew about exercise turns out to be wrong.” That has been the concept behind several of our promos. The most successful promo that we’ve had so far has the headline “Are Your Lungs Dying?” It carries through with the supposition that your lungs shrink with age. All the way through it is this contrarian focus – that what we have accepted as scientific knowledge of exercise was incomplete and mistaken in many important ways. The contrarian nature of the idea seems to drive the promos. When we try a promo that’s based on the more typical benefit-driven approach, it does less well. Our next-best-selling headline, for instance, was “Throw Away Your Jogging Shoes.” The lead was focused on how everybody has been
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