While gym memberships have slid since 2006, home gym equipment sales continue to grow. Fitness infomercials are among the most popular TV commercials used to sell home exercise equipment. Of the six most profitable infomercial products, three are related to fitness. (1, 2)
Most of us dream about enjoying amazing workout results by investing only minimal time and effort. Fitness infomercials are designed to create this fantasy, which lulls us into purchasing products that may not live up to their claims.
The Successful Infomercial Program Profile and Fitness Products
Successful infomercial programs promote products that:
*are reasonably-priced, *are revolutionary and innovative, *cannot be found anywhere else, *can make life easier and better, and *produce immediate, transformational results. (3)
In order to fit this profile, marketers of fitness products often promote the fantasy of fast fitness. While the notion of undergoing a rapid body transformation appeals to the viewer, product claims may exceed the ability of the human body to achieve such accelerated results.
Many fitness gadgets have been taken to task by consumer groups for making unsubstantiated claims. While some products have been tested and shown to be reasonable supplements to a total exercise program, others are ineffective. (4, 5)
Despite consumer complaints and negative reviews, however, sales from fitness infomercials are booming. Why? Infomercial marketing tactics intrigue and motivate us to purchase a product regardless of its quality or effectiveness.
7 Common Marketing Tactics that Sell the Fast-Fitness Fantasy
These 7 common marketing tactics used in fitness infomercials target our emotions, establish product credibility, and offer bargains we can’t seem to refuse.
1. Emotions: Ads aim at the very core of our being–our sense of self and, perhaps, our vanity. They strike the chords of our emotions and play on our universal dreams, desires, and needs.
Our imaginations begin to mold our fantasies. Next, they establish credibility and trust, while easing skepticism about the ability of the product to fulfill our dreams of scupting a gorgeous body.
2. Testimonials: We listen to the stories of peers who profess amazing results from using the product and toy with the notion that, just maybe, it will work for us, too.
3. Endorsements: We tend to trust the word of celebrities, trainers, and elite athletes. If Oprah endorses a product, that pretty much seals the deal for many of us.
4. Scientific research: If a fitness device is based on a new scientific discovery or is university tested, isn’t that real proof that it is effective? Not necessarily!
Each of these confidence-building strategies has its shortcomings. Results claimed by compensated models may well be due to their total weight control and exercise program, rather than due to the product itself.
Scientific studies conducted or sponsored by manufacturers are often disclosed only upon request. Even results from university research may not be accurately represented in fitness infomercials, particularly if all of the findings do not support the fast-fitness profile. (5)
Nonetheless, according to one survey, viewers are more likely to trust infomercials than Congress, used car salesmen, and corporate executives! (3)
Once they have gained some reasonable level of our confidence in the product, they attempt to close the sale by:
5. Overcoming objections and upping the ante: Marketers emphasize the uniqueness of the product and urge us to accept no substitutes. They create a sense of urgency with limited-time offers and great bargains for the shopper in us.
6. Guaranteeing no risk: If you don’t get results, you will get a full refund! So, what have you got to lose?
7. Being persistent: Fitness infomercials repeat the same message frequently. Repetition, particularly late at night when our subconscious minds are more vulnerable, may well tap into the power of suggestion that prompts the buy.
Sold! Viewers will generally watch for 13 to 15 minutes before calling.
Add-On Sales For More Quick Profits
The purchase decision may be just the beginning of profits from fitness infomercials. Shipping, handling, and taxes are expected. But as a new, enthusiastic buyer, beware that you are likely to encounter a barrage of add-ons before you have completed the transaction. Pay close attention, or your credit card may automatically be charged monthly for additional products. And later, if you exercise your money- back guarantee, you may get the runaround from an automated system.
All told, you may pay the original advertised price many times over and, unfortunately, never see results. At some point you may come to realize that your fast-fitness fantasy was, from the start, the manufacturer’s quick-profit, dream-come-true at the expense of consumers.
Consumer Knowledge is Power
Do not let your emotions override patience and logic. Take a step back and research the fitness infomercial product and its claims. If you can move past the impulse buy:
*Check out user reviews on the specific product of interest. *Visit consumer-related sites before buying exercise equipment. *Ask the opinion of a fitness professional, preferably one who has formal training and an advanced degree in exercise science. *If you decide that the product is worth a try, be sure to read the fine print on the website.
Educate yourself by learning fundamental exercise and weight control principles so that unsubstantiated product claims will be more transparent to you. Fitness knowledge gives you the power to prevent falling for the fast-fitness fantasy before you make the purchase.
References:
1. Consumer Reports. (2009, January 6). Tip of the day: Choose a home exercise machine to fit your budget. Retrieved January 19, 2009, from http://blogs.consumerreports.org/health/2009/01/home-workout.html?resultPageIndex=1&resultIndex=1
2. The Marqui Automation Company. (2005, May 7). The all-powerful infomercial. Retrieved January 18, 2009, from http://www.marqui.com/blog/the_allpowerful.aspx
3. Infomercial Marketing. (2006, April 7). The right kind of product for an infomercial is… Retrieved January 19, 2009, from http://infomercialmarketing.wordpress.com/2006/04/
4. Federal Trade Commission. (2003, November). Avoiding the muscle hustle: Tips for buying exercise equipment. Retrieved January 18, 2009, from http://www.ftc.gov/bcp/edu/pubs/consumer/alerts/alt113.shtm
5. Consumer Reports. (2009, January). Assessing exercise infomercials’ claims. Retrieved January 19, 2009, from http://www.consumerreports.org/health/healthy-living/fitness/staying-fit/infomercial-exercise-2-08/how-they-tested/infomercial-exercise-equipment-how-they-test.htm
Archive for the ‘Fitness’ Category
Fitness Infomercials – How They Create The Fast-Fitness Fantasy For Quick Profits
Tuesday, July 19th, 2011Home Health and Physical Fitness Training Secrets – Guarantees to Get in Shape or You Pay Nothing!
Sunday, March 27th, 2011You are moments away from discovering a battle proven home health and fitness training program that is guaranteed to get you in top physical condition in only 20 minutes per day or you donâ??t pay anything, yes itâ??s true, you will get a no questions asked refund. Just try it for 60 days and if itâ??s not for you then just send it back and you wonâ??t have to pay a cent. This program really works and comes with bonuses worth hundreds of dollars including a bonus book, a â??Triple your flexibility Ultimate Fighting Fit Flexibility Techniquesâ? DVD and a Special Forces 5 week battle fit program and 3 reports on health, fitness and muscular strength. Just check out this groundbreaking book called Secrets of Fighting Fit Exposed, Battle Proven Exercises for Strength, Fitness and Flexibility by Martin Day. This unique fitness and exercise is an international best seller and unlike other programs is guaranteed to get you strong and fit whilst making sure that you are burning calories to help you lose weight, tone up your muscles so that you will get in the best shape of your life. As I said earlier, Martin Dayâ??s Fighting Fit home health and physical fitness training program is guaranteed to ensure you build amazing strength, flexibility and fitness. You will learn military sourced secrets such as how to build a strong hard, powerful chest, lower back, thighs, & calves; itâ??s so impressive that I am mentioning the benefits to you again and againâ?¦ these unique training exercises will build strength, stamina and endurance; rock hard abs; explosive power, conditioned core strength, endless energy, unstoppable speed, and much more from these 60 battle proven exercises that are all detailed with step by step photos and explanations on how to achieve conditioned fitness.Martin has spent over 30 years teaching these fitness training secrets based on his time in the British Army and during his martial arts career. Now, if you are worried that you are too old, too young, over weight or out of condition (even if you feel like a bit of a couch potato) well, I have exciting news for you; all of the exercises that are taught are designed for everyone young and old alike. This means that your whole family will enjoy getting in great shape using these proven methods to become fit and of course spend quality time together as a family whilst training. Unfortunately, some people that want to get fit and healthy have trouble finding the motivation to start exercising, well, and hereâ??s the thing; as soon as you get this groundbreaking training and exercise program you will be â??inspiredâ?? as many avid supporters of Fighting Fit have said again and again. Thousands of people all over the world have achieved great things through implementing Martinâ??s Fighting Fit and Army Physical Training workouts and they have and continue to rave about the success they have achieved. Many people from all walks of life and from far corners of the world have provided Martin with video and text success stories and testimonial. Most of them are along the lines of â??You have designed a brilliant exercise program, I have lost so much excess bodyweight and my fitness, health and strength levels have rocketed. I donâ??t huff and puff any more carrying the shopping to my car. I recommend your Fighting Fit system to anyone that wants to change their life for the better.â?Itâ??s true what you hear; health is the most important thing that we possess, not money (although it helps!). A lifetime of health and fitness training with Martinâ??s exercise and training routines takes just 20 minutes per day. So get toned and blow torch that belly fat off, get in shape, stay in shape and enjoy a lifetime of fitness, health and happiness. Home health and physical fitness training is important for all that wish to live a long and healthy lifestyle. These proven exercises provide noticeable changes in just seven short days of 20 minutes of exercise per day. As part of your pack, not only will get the book containing the photos and explanations of how to carry out each exercise but also information on how to breathe correctly for maximum health and how you can generate martial arts chi energy and much more. Added to this you will get a set of training videos or a three DVD set with Martin showing you exactly how to perform each exercise and the precise method to use along with extra exercise tips that arenâ??t shown in his book. The Fighting Fit DVDâ??s include an upper body workout, mid section workout, legs and core strength workout. You can use these exercises to turn your body into a rock hard Adonis by setting aside about 20 minutes each day or longer for even faster results. You donâ??t need to pay gym fees or travel expenses so you not only save time but save money as well. Fighting Fit exercises need no equipment so they can be done any time day or night at any place; thatâ??s right, anywhere, you choose. You do not have to take time to schedule a workout, just do it. You will not only be toning your body and becoming supremely fit, you will also reap the benefits of having more energy and endurance and you will feel more alive and confident. I bet you have already pulled your shoulders back and are standing taller just by visualizing the new look you will achieve. All of the Fighting Fit home health and Army physical fitness training books and videos are based on Martin Dayâ??s 20 years of experience serving in British Army Special Forces as well as his success in martial arts which resulted in him winning a World International All Styles Championships. He also teaches and provides flexibility training videos on â??How to Triple Your Flexibility in One Eveningâ? and how to protect yourself, your family and friends with his â??Uncensored Elite Unarmed Combatâ? training video and DVD set with over 106 techniques that will save your life; this is real street situation self-defense. These battle proven training and exercise methods have been used for many years by the British Army to produce strong, fit, muscular fighting men and women to protect their country. Now, at last, these unique little-known shortcut-training secrets that boosts strength, fitness, and flexibility within 7 days guaranteed or you donâ??t pay anything, not even one red cent is available for men, women, and children who want to get in the best shape of their lives no matter where you are living around the world. So instead of being miserable and sitting around doing nothing about your overall health and wellness, learn the secrets of the military and get physically fit today. Donâ??t delay. Remember, you will see a change in only one short week just working out for about 20 minutes per day or less. That is just over 2 hours in 7 days spent to supercharge you to an improved physical condition. Why wait? The longer you wait, the more you are missing out on when it comes to energy and stamina. Show the kids you can still out run them, make your friends and neighbours envious and delight in the knowledge that they will all want to be looking like you.Get your body in shape â?? lean, toned and rock hard with endless energy and leap out of bed to start your day as a new person. It all starts hereâ?¦ So donâ??t be a couch potato, log on now and recharge your life by getting his training programs.If you are not able to access the internet then just phone 1300 851 401.
Achieving an Elite Level of Fitness
Saturday, March 5th, 2011
In order to understand exactly what fitness is, or what it means to be “fit”, we have to define it so that we can have a precise understanding of what, how and why. Right? It almost drove me mad trying to find a definition for fitness and being fit! I searched the internet and writings of leading industry organizations and found very odd, misleading and confusing definitions. It’s no wonder everyone struggles to achieve a state that has no clear definition!
If you took the time to search yourself, you might find definitions for fitness such as:
in good physical condition; in good health or sound physically and mentally; healthy; to conform correctly to the shape or size of
Wow! Even the NSCA, the National Strength and Conditioning Association who is one of the most respected authorities on exercise physiology doesn’t even attempt to give a definition of fitness.
How’s that for maddening? Well let me share with you what my definition of fitness is. You see, creating a fitness program without clearly defining what it is that the program must deliver would be ambiguous and leave you unclear about what you had to do to achieve the outcome you want. I believe that defining fitness plays a crucial role in your success. The keys to understanding the methods and achievements of the perfect fitness program are embedded in our view of fitness and in some basic exercise science.
At Ultimate Potential we use five different principles or systems for evaluating and guiding you in achieving your Ultimate level of fitness. These five systems define our view of fitness perfectly. All of these systems combined creates a holistic body (or being) and lifestyle.
Each system is a vital component and each has a distinct importance in understanding your overall fitness level or that of a program’s effectiveness in serving you to achieve a higher level of fitness. Mastering each of these 5 systems combined create what we define as world-class or elite level fitness.
1st System – Train All 10 of Your Basic Physical Skills
1st System – Train All 10 of Your Basic Physical Skills
The first system identifies and outlines the 10 generally recognized basic physical skills you must train your body for. They are defined as:
Cardiovascular Stamina Strength Flexibility Power Speed Coordination Agility Balance Accuracy – the ability to control movement in a given direction or at a given intensity. – the ability to control the placement of your body’s center of gravity in relation to its base of support. Balance gets harder as you get older unless you train to keep this skill sharp. – the ability to minimize transition time from one movement pattern to another. – the ability to combine several distinct movement patterns into a singular distinct movement. – the ability to minimize the time cycle of a repeated movement – the ability of your muscles to apply maximum force in minimum time. – the ability to maximize your range of motion at a given joint and not feel 90 when you’re only 40! – the ability of your muscles, or combinations of muscles, to apply force. – the ability of your body systems to process, deliver, store and utilize energy.- the ability of body systems to gather, process and deliver oxygen to your entire body.
Cardiovascular
Stamina
Strength
Flexibility
Power
Speed
Coordination
Agility
Balance
Accuracy
The truth is, you’re only as fit as you are developed in each of these 10 basic skills. And like a chain, you are only as strong as your weakest link. Improvements are always made with training and practice. Keep in mind that all of these skills have one common theme: if you don’t use them, you will lose them. All of these skills make a contribution to your quality of life. Identifying where you are weakest in these 10 categories and then choosing the right fitness training program that allows you to develop and achieve balance in all of these skills is YOUR goal in the first system.
2nd System – Functional Training means you train for life
2nd System – Functional Training means you train for life
The second system is based upon the fact that your human body is meant to perform in functional, multidirectional movement patterns using multiple joints and muscles at any given time. This is why we train your body with primarily Functional Training using the right intensity and methods in our Fitness Training programs. If you think about your functional movement patterns in a day, they might include: squatting, overhead reaching, twisting, bending, pushing, pulling, lunging, quick multi-directional movements, stepping, climbing, etc. Imagine not being able to do any of those when you needed to the most? Imagine having a better body and quality of life because you’re stronger and capable of handling anything that comes your way!
Life is a consistently unpredictable event! You never know what will be thrown your way or how you will have to respond at any given moment. Having a higher level of fitness means you must be able to execute physical tasks, especially those that are unusual movements and combined in infinitely varying combinations.
Life is a consistently unpredictable event!
Here’s a big myth that I want to dispel. The myth is that in order to achieve the perfect body you have to work out doing the same consistent exercises, with a specific number of reps and sets on the same days of the week. Let me tell you how wrong that is! It’s extremely important to know that following a routine with a set number of reps, sets, exercises, order of exercises or routines is not an effective way to train your body! Back and shoulders one day…arms and legs another. That’s right! The best way to train your amazing, beautiful human body is to constantly mix up training techniques, use combination movements, keep your workouts varied and challenging and always push yourself to the next level. Routine is the enemy!
You will make progress toward achieving a fitness goal when you are consistent and engaging yourself with fun, challenging and diverse exercises that you enjoy. Mix it up at least five or ideally six days a week for at least an hour at a time at varied intensity levels.
In our Outdoor Fitness Training programs, we never have you do the same workout twice and you never know what you’ll be doing until you get there! You see, no predictability means you keep your body guessing, keep it on the edge and keep making progress toward your goals. This is what you must do as well if you are planning to embark on your own fitness program.
3rd System – Understand how to use your energy systems to your max fat and calorie burning advantage! The third system is the secret to burning the maximum amount of fat and calories you can while increasing your level of fitness faster. What the secret, you want to know? The secret lies in the right prescription for magic “metabolic conditioning.”
3rd System – Understand how to use your energy systems to your max fat and calorie burning advantage!
The third system is the secret to burning the maximum amount of fat and calories you can while increasing your level of fitness faster.
I have to get a little scientific on you here for a minute but don’t worry this will all make perfect sense to you in a moment. I’ll bet no one has ever taken the time to explain to you how your body’s energy systems work and why it’s important to know and understand how this information is going to benefit you.
There are three distinct metabolic pathways that provide the energy for all of your actions. These metabolic engines are known as the:
The Phosphagen pathway
The Glycolytic pathway
The oxidative pathway
If this all sounds too technical to you, relax, because I’m going to break it down for you…
Your phosphagen and glycolytic pathway supply the majority of energy used in moderate to high-powered activities that last less than several minutes. So, think weightlifting, sprinting, circuit and interval training here. These activities are primarily called anaerobic. Anaerobic activity causes the biggest increase to your cardiovascular fitness level, allows you to develop muscle tone faster and gives you the biggest decreases in body fat, surprisingly more than aerobic activity. Anaerobic conditioning gives you the biggest bang for your buck by creating the body you want faster and more efficiently. Anaerobic activity will also develop your level of aerobic fitness without losing valuable muscle tone that often occurs with long endurance aerobic exercise where your heart rate is kept at a steady, easier rate. Decreased muscle tone means increased body fat. No one wants that!
The third pathway, the oxidative pathway supplies energy for low-powered activities, those that last in excess of several minutes. Think fast walking, jogging, running (whether it’s around the block, long-distance or ultra endurance), biking, swimming etc. there is no argument that aerobic training builds your cardiovascular engine and decreases body fat. But what’s important to know is that if you only train your body aerobically you will never develop a higher level of fitness without training anaerobically. Aerobic exercise is important for reducing body fat and developing your cardiovascular baseline of fitness but without developing muscle you will struggle to increase your metabolism. Without balancing aerobic and anaerobic exercise you simply will not create the results you want to see.
You must tap into all of your body’s energy pathways while doing the most effective combinations of fitness training that gives you the greatest results in the minimum amount of time. The secret to your success lies in higher intensity circuit and interval training techniques and in always mixing things up! Remember, keep your body guessing, and always keep upping the ante!
4th System – The Magic of the Right Nutrition This system is one of the most critical and often neglected. And it’s the one system that people seem to struggle with the most. But I’m going to make it easy for you. Your nutrition plays one of the most critical functions in achieving your health and fitness success . Let’s be honest and straight up here…simply choosing exercise alone in an effort to lose weight or become fit or healthy without eating right will not get you where you want to be. Period! Exercise and nutrition are not mutually exclusive of each other. Also, having the mindset that because you’re working out means you can eat whatever you want will only leave you frustrated and with a lack of results. That doesn’t work either. What does work? The only thing that works is adopting a complete fitness and eating lifestyle that embraces the right exercise, a winning nutrition plan and consistent action and effort to engage in both every day. Only this combined effort will bring you to the highest level of fitness success and create the body you dream of having.
4th System – The Magic of the Right Nutrition
This system is one of the most critical and often neglected. And it’s the one system that people seem to struggle with the most. But I’m going to make it easy for you.
Your nutrition plays one of the most critical functions in achieving your health and fitness success
The only thing that works is adopting a complete fitness and eating lifestyle that embraces the right exercise, a winning nutrition plan and consistent action and effort to engage in both every day.
What does a winning nutrition plan consist of? One that actually increases your metabolism and helps you burn body fat? Only real whole foods that create a balanced nutrition profile (carbohydrates, proteins, fats, vitamins, mineral), help you burn fat and increase your metabolism. The bottom line is if it comes in a box, wrapper, can and isn’t living, whole food it doesn’t belong in your body. You want to think live food vs. dead food, more raw foods vs. cooked. Organic versus conventionally grown…you definitely don’t need to ingest more pesticides or be exposed to more toxic substances than you already are. Your body spends a lot of time trying to detox itself as it is. Eating more raw vegetables and fruits will also create the right pH balance in your body.
What should your nutrition plan look like? All vegetables, small portions of fruit, berries, nuts and seeds along with beans and peas, certain whole grains, flax and chia seeds, wild fish, eggs, high quality whey protein powder and the right nutritional supplements.
If you want to see progress and permanent changes to your body, you have to give up dairy, sugar, very little alcohol (even wine!), any and all processed foods, refined grains and starches and eat in a way that supports high energy and even levels of blood sugar stabilization throughout your day. This means eating six small meals spread out throughout the course of your day and not eating after 7pm. The most important focus has to be on eating only enough calories to support your level of physical fitness and not increase body fat by eating in excess of what your body burns in a day.
Know that eating the wrong foods, especially in the wrong proportions, will squash every attempt you will undertake in trying to make progress.
5th System – Fitness Success isn’t necessarily what you do to your body…it’s what you do to your mind!
5th System – Fitness Success isn’t necessarily what you do to your body…it’s what you do to your mind!
The fifth and final system is the single most important one of all! It’s all about creating a powerful mind.
Every morning as you begin your day, practice visualizing yourself exactly as you want to be as if you have already achieved your goals.
Start each day by focusing on exactly what you want to create for that day and exactly how you want to be and what you want to achieve. See it happening exactly the way you want it. With practice it becomes reality.
Your mind is the most powerful tool you have. Always know that you are the one who’s in control of all of your thoughts, feelings, emotions and their resulting actions. If you are always telling yourself that you are fat, ugly, unlovable, unsuccessful, unwanted etc… then this is exactly what you will create as your reality. On the other hand, if you start your day telling yourself how much you love yourself, how you admire the way your body is taking on a new shape, noticing all the new small little changes and appreciating your body as it’s developing and loving yourself for who you are, not only will you be magnetizing yourself toward your goals, you will experience a profound level of inner peace and satisfaction. It’s all about changing your vibration and focusing on creating positive results for yourself and your life. Bottom line is…you have to LOVE living in your own skin!
All of these systems combined will lead you successfully toward achieving an elite level of fitness success. Having a coach and a mentor to help you set goals and navigate successfully toward them is invaluable. Studies have proven that Coaching is a powerful and effective tool that has helped more people reach a higher level of success than they could possibly achieve on their own.
If you are still doing the same thing in the gym you will always get the same results, plateau, struggle endlessly to reach goals or eventually burn out or get bored!