A short transcript from a YouTube video arguing that marketers should simplify their language for everyday audiences. The speaker criticizes a gym coach’s use of technical term 'hypertrophy' and recommends clear, outcome-focused claims (e.g., 'lose 5 kilos') to attract customers.
You need to act so dumb in your marketing. And I speak for me being the everyday people. We're not scientists. We don't get it. And there's a PT gym and on the TVs I can see his pitch. Right. He actually changed it recently. I think he might. I saw, yeah, I saw that and thought it. I think he might listen to our podcast. He basically was like, oh, I'm a hypertrophy coach. I don't know what that means. Right. But he's like I'll help you to hypertrophy or get into hypertrophy or hypertrophy your muscles. I know what the that means. If you said to me I'm going to help you lose belly fat 5 kilos I would have signed up on the day. But you're trying to be sciency to stand out because you think that the I'm going to help you lose 5 kilos in 10 days thing is overused. It's not. You just haven't done it well enough.
