The 6 Immutable Laws of Advertising

Well, I'm officially back from Thailand supercamp and getting back into the flow of work here in the UK (rain and all!) and have been reflecting on all that my students accomplished over the 10 days.

It was pretty amazing really, I can tell you!

On average, they completed well over 100 pages of ebook material (not just banks of pictures either but REAL writing), over 40 exercise videos, websites, salesletters, workout templates and much, much more.

Like I said... amazing!

But as I think about it, the area they ALL seemed to struggle on the most, the area they needed the most help with was writing the salescopy. They found it pretty difficult in most cases.

I understand why.

As fitness professionals we don't like to come across pushy or salesy yet most of the copywriting in fitness products is exactly that. Hundreds of testimonials, hundreds of bonuses (many not even related to making the product better) and a whole bunch of 'pushiness in print' that trainers just feel uncomfortable writing. And it shows!

The result of all this copycat marketing is that they create products that are good, produce websites that are expensive and time consuming to build and then go about setting up a launch that... well... never really lifts at all.

Many ebook authors tell me that they've sold fewer than 20 books over a 3 year period with someone recently confessing he'd only sold 3.

So it's clear that how most fitness professionals are marketing their products is wrong.

So what can you do about it?

Well, a good start would be to go back to the old masters like advertising genius Bruce Barton who is widely hailed as the most influential copywriter of all time. Bruce's systems and techniques for writing sales copy are still taught today yet often forgotten in the fitness industry because we spend our time looking for 'new' ways to sell rather than focusing on what did, what is and what always will work.

Bruce Barton called them the 6 immutable laws of marketing... learn them, apply them and you'll see your own products and services sell like crazy. I know I do!


1. The Theme: Should be based on two principles -- a man's interest in himself and his interest in other people.

2. Interesting Headlines: "Nobody was more surprised than I," said Bruce, "when 'The Man Nobody Knows' became a best-
seller; the title is what sold the book."

3. The Visualization.

4. The Copy: The introduction can almost always be eliminated. Copy should fit space. "I never write a piece of copy to this day without counting words," he said.

5. Adjectives: When you finish, go back and cut out all the adjectives.

6. A Purpose: Never write an ad without the idea that something is going to happen -- what do we want the reader to do? Remember the power of a direct command. Don't say, "If you would like this beautiful booklet, we will be glad to send it." Say, "Sit down right now and fill in this coupon."

“In good times people want to advertise, in bad times, they have to."
– Bruce Barton

Use Barton's formula for writing killer copy today and see the difference for yourself.

To Your Success!

Dax Moy
www.personaltrainersuccessacademy.com