When fitness ads promise 20 pounds lost, then 21, then 22, people stop listening. The answer isn't a bigger claim. It's a different path to the same result, like how keto offered an alternative to calorie counting.
For saturated markets, will offers stop working as well? In fitness specifically, you see how offers tend to get more exaggerated. Hell, even in business, dude. In fitness, for example, they sell, I'm going to help you lose 20 pounds in 12 weeks. And then somebody comes up and he's like, I got a better offer for you, son. I'm going to help you lose 21 pounds in 12 weeks. And then somebody else comes and can guess what they want? 22 pounds in 12 weeks. And so it just gets ridiculous. Clients and prospects, they understand, I don't really respond to like these big of an offers anymore. You see that behavior in like more developed markets. Then the model post is fantastic. So what does the model post do? The model post is to you what the keto diet was to health. It's a different way to get to the same result, which is a flat belly. If you can show people it's not just about the destination, but you show them we actually go through a different path, then you become different, which is a good thing. And marketing different is better than better.
