… is to re-write the following paragraph to describe an experience that is fun, exciting and reflects a positive outlook on the world around you. To make things easier for you, I’ve bolded all the positive words and italicized all the negative one.
“AGAINST ALL ODDS: A class that takes defensive handgun skills beyond the basics and into the practical. During this action-packed weekend, you’ll learn to defend yourself even if you’re knocked off your feet and even if someone tries to take your gun away from you. You’ll also learn secrets of drawing the gun in difficult circumstances, such as when you’re curled up in a tight space or lying flat on your back. ”
Based on that pitch, what is the product that the consumer is buying? Is it competence, independence, self reliance, or an hours-long wrestling match culminating in a nasty and scary trip inside a criminal’s mind?
Now first off, let me apologize profusely to Kathy Jackson, the trainer whose class that is, because she “gets it” and is a first-rate, top-notch A-Number-One trainer who I’d take a class with anytime, anywhere. And also, I know *I* write pretty similar things, because that’s how I also see the world.
That’s pretty typical of how firearms training classes are described, because the people who are doing the description write the classes for themselves and people like them. I’m guilty as hell as well (I *swear* I am not picking on you, Kathy! ), because we all write from our experience, and our experience (and situational awareness) tells us the world is a nasty place, because, well, it is. So what then? Is the customer is supposed to throw money at the trainer to get the negativity to stop? Not that great of a marketing pitch, IMO.
Most people don’t think like firearms trainers think, or else concealed carry rates would be at 90%, not less than 10%. So when firearms trainers try to market any advanced practical training, right off the bat, we’re marketing to a small percentage of a small percentage of the population. We (and I count myself is as well, as I’m marketing the training classes for the range as I type this) are a niche market of a niche market.
So the question is, do you market to the niche of a niche, or to the other 90%? If it’s to the niche, expect results that match your audience size. If it’s to the other 90%, why use niche language and a niche mindset?
Something to think about.