Wednesday, 20 November 2013
If your internet usage relates to any masculine topics, or especially to secrets behind weight loss, healthy diet or gaining muscle; then you couldn’t have failed to see an advert for Mike Chang’s ‘Six Pack Shortcuts’ Program.
Chang’s program is a phenomenal success. If you actually study the product with any level of knowledge about personal fitness however, you will find that the product is not truly remarkable. The programme is remarkable for its presentation and marketing skills, rather than its actual content.
If you click through on any of Mike Chang’s videos should you be intrigued by the promise of a ‘shocking workout secret’, you will be taken straight to a video which will explain enough to entice you to buy.
Usually if you are promoting a product via video, the idea is to keep it short. Not with Six Pack Shortcuts, these videos often last over half an hour! Here it is the presentation of the video that keeps the viewer engaged. While a lot of it is obvious, Mike does partially reveal some of the secrets to getting a secret. Just enough so that you have to buy the video to actually learn how to make use of the secrets!
Mike is not just a perfect model for the video, he is also a brilliant spokesman who speaks clearly and passionately about his product. He believes in it, and that is key. Furthermore all the information, including the limited use of work out jargon is explained thoroughly leaving no one in the dark, perfect for attracting potential target customers who have an interest in losing weight but have never managed to understand alternative methods to doing so.
The majority of Mike’s success has come from his marketing manager, Daniel Rose. Starting off small with $220 investment in promoted Youtube videos, they have been able to scale up their campaign over a period of time to result in the success they have today. One of their most popular videos, ‘Home Chest and Back Workout’ garnered 4.8 million views, of which nearly 4 million came from advertising leads.
With many related videos containing further workout tips, the Youtube channel gained 288,000 subscribers in its first year, and now has 223 million total views.
The use of Google AdSense means that customers who do engage with the product will not be allowed to forget it easily. The website will be advertised prominently on many of these users web usage, as well as displaying on sites with keywords that relate to Six Pack Shortcuts.
Ironically, many of the sites that criticise Six Pack Shortcuts, will even have a sponsored link to the product, due to their lack of control over what adverts Google displays on their site. Many of the criticisms of the program stem from the use of the word ‘shortcut’. Ask the majority of respected fitness gurus and they will tell you there is no such thing as a shortcut to well defined abs.
However Six Pack Shortcuts isn’t really about a shortcut to abs. The program is intense; it just claims to help you achieve results in the quickest time possible. It isn’t easy, and you won’t see instant success overnight, much like Six Pack Shortcut’s advertising campaign didn’t see success overnight. Both take a long and sustained period and effort of time to achieve the desired results.
