CI: What have been some of the unique challenges of writing a successful promo for the exercise industry? Dr Sears: The first unique challenge is the obvious one – that nobody really wants to exercise. You‟re trying to sell them something they don‟t want to do, so you have to use what Michael Masterson the Principle of Transparency. You can‟t focus on the fact that you‟re selling them an exercise program. You have to see through that to the eventual benefit of the exercise program. So you tell them what it‟s going to do for them – not that they‟re going to have to buy a book and actually read it and then actually work at the exercises. You tell them things like: it‟s only 10 minutes a day, it‟s easy, it‟s fast, it‟s fun, and you don‟t have to do the grueling exercise. The principle obstacle is the nature of what you‟re selling. You‟re selling exercise, and people would just as soon skip it. The way we got around that was to beat up on exercise. As a matter of fact, we never call our program exercise. The term PACE, when I originally conceived it, was Progressively Accelerated Cardiopulmonary Exercise. But then I started thinking, “How many people are going to say „Hey, what I really need is a new exercise program‟?” So we called it Exertion instead of Exercise. And when we write about it, we use the word exercise when we‟re beating up on the other guy. When we say, “You know, you don‟t really need an hour of exercise” or “Exercise is grueling” or “Exercise is a waste of your time” or “You don‟t really need to go out and pound the pavement.” We associate exercise with all the negatives – with the injuries and the boredom and the basic feeling among most people that they‟d really rather be doing something else.
Published on Sep 19, 2011
Dr. Sears Reveals the Challenges of Writing for the Exercise Industry And How to Overcome Them