Well-Crafted Benefit Messages Are All Around You

Sometimes I write this blog on a laptop in a courtyard near a Pilates studio. The studio has a benefit pitch written on the window. It’s a quote from Joseph H. Pilates himself: “In 10 sessions you feel better…. In 20 sessions you look better…. In 30 sessions you’ll have a whole new body.”

How about that! A promise, a dream, and a plan of action for achievement—all in one simple little sign on the window.

That's good marketing.

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