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The Challenges of Marketing ThePowerMoves
I see the vision.
However, it comes across to me like that picture is saying, "Good Americans have an obligation to empower themselves."
My first thought was that maybe changing the red stripes to gold could help alleviate that American flag/patriotism feel. But that would hurt the contrast from a design perspective since the background is already gold.
Given that the eagle is the emblem of the US and the hand is white, it simply feels like TPM switched focuses to helping Americans.
So, I think I'd probably remove the red stripes altogether.
Thank you Bel and Ali!
Super helpful, typos fixed, and I'm considering the "US-only imprint".
The connection to the US is probably because I was modeling the "Uncle Sam - I want you" recruitment poster because of its popularity and the overlap in meaning (ie.: it's not only what TPM can do for you, but it's also you who is needed in this mission).
So the application maybe adding that "US feel" to better mimic the original (almost all of the images have that format):
However, I personally didn't associate the red rays with the US.
Even after you told me, it still didn't light any association.
I was actually worried it may associate with the rising sun of imperial Japan forces, which is associated with fascist regimes and war crimes.
So I'm not sure it's too bad: if US folks feel it feels very "US", that may be good since it's best to evoke familiar images than creating new ones.
And if non-US folks miss that association, then it's no loss.
Happy to read more feedback (and may later have an actual designer replicate that).
Hello Lucio,
yeah I think a designer would help here. Everything has been said already from Ali and you regarding the interpretations.
So I think the idea that I like is to take TPM’s logo and turn it into the eagle talking to people with the (golden?) finger pointed. Otherwise I find it either out of context (American flag as already been said) or too stern. There must be some kind of positivity along with the seriousness that could come out of it in my eyes.
Thank you so much, John!
So 2x for the American flag, I'm probably in the wrong there, great to know.
So you do think this eagle is somewhat "too negative" (or not positive/uplifting/motivating) ?
Yeah to me it comes across as agressive. To me it does not send the message: "this is going to be good for you". There's not enough WIIFM in my perspective.
If I would compare it to PU's example it feels to me a bit like Tom Cruise yelling: it's powerful but does not feel win-win to me.
Quick feed-back:
Regarding the target market: I also think TPM being marketed to nice guys has the best ROI. I recommended TPM to a nice guy. If that's helpful, his fear: that it would change him (maybe something to address for the sales copy).
So there are of course challenges to market to this market segment. However, I think these men are the most likely to understand what it can do for them as they faced these challenges.
Thank you for sharing this John, was very useful to read and reflect on.
Saw this webpage from Tripp Advice and thought that the "niching" idea was done pretty well in his marketing here:
Notice, that he goes for the niche:
Niche: Introverted, shy, insecure men (who may not be rich, tall, or handsome) who are beginners in dating
Then, the other good elements:
- The charm of three psychology: in describing the benefit in his hook: (1) sweet, (2) fun, and (3) gorgeous. (He probably put "gorgeous" last thinking it would stand out more due to the recency effect but I actually would've found it more personally impactful if he put it first. By putting it last, he almost inadvertently frames it as one of the latter priorities of his niche and I think one of the main things guys look for first is the "am I physically attracted to her", then the personality comes after.)
- "Overcome Your Insecurities": a "problem to benefit" approach for the hook makes it great. (It may have been even more persuasive if he removed the "learn to" since most people don't come for the learning, they come for the result, so removing that would've been better marketing.)
- "I help shy, introverted men get a girlfriend...": very clear on the benefit there :).
- "...using my T.E.D. formula": it's clearly mainly for building curiosity (Tripp doesn't pretend this formula is a groundbreaking, scientific new breakthrough, only his personal method). But it's no less effective even with an awareness of what he's doing because the promise is so well-crafted. (It probably won't be as persuasive/compelling to advanced daters though since most will probably see this "T.E.D. formula" as mostly marketing due to already knowing what it really takes to get a girlfriend—there is no "special formula" or neat trick—and possibly having joined other dating courses in the past that overpromised and underdelivered. But, for the beginners, it can work well.)
Then, a marketing popup I also thought was good:
This wouldn't be the most appealing to me as a critical thinker/advanced power-aware guy (with "advanced" being relative):
- "It's totally free": controlling the scope by focusing on the fact that it's financially free when the real loss would be the loss of my time (which I can't get back if that coaching call is a waste).
- Get more dates that lead to sex: really awesome use of giving a clear WIIFT
- "I'll shave years off your learning curve...": on a free coaching call? I doubt it. That's something to save for the sales page because the program is what might cut years off my learning curve, not a sales call masked as a "coaching call."
- "I guarantee it": without knowing who'll be getting on the call and how advanced they may be, this is a false promise.
BUT, this can still be great for those not-so-power-aware beginners.
This is awesome, thank you for sharing Ali!
Took a a look a the website, the video teasers felt like total marketing snake oil.
My first thought was "I hope TPM never has to come to this to keep going" :D.
But your notes are golden.
Now, a look at TPM's opt-in page if it modeled its marketing after Tripp:
*I'd replace scheduling a strategy call with getting the free TPM mini-course.
Notice the niching:
Niche: Unassertive nice guys (who may not be rich, tall, or handsome)
Another start to the hook that would be closer to Tripp's approach but that I didn't feel would resonate as much could also be:
- Overcome Your Unassertiveness - And Get More Friends and Gorgeous Women
Happy to read any thoughts and feedback.
