Primary Promise: Gain robust heart health.
Proprietary Solution: Spain’s military “secret weapon” for superhuman health and wellness.
Intellectually Interesting Appeal: What did Napoleon’s spies discover about how Spain’s military was able to create such vibrant and powerful soldiers?
The first thing to notice about this promotion, right off the bat, is the use of “Napoleon” and the “Spanish Army.”
You need to understand that the prospects who were shown this promotion are older, conservative men who have an interest and appreciation for history.
Many of them might even consider themselves “history buffs.”
Aside from the fact that these are older men (likely interested in preserving their heart health) the idea of this being discovered by Napoleon’s spies is exciting and intellectually interesting to the prospect.
The very idea itself has entertainment and educational value. It could be a boring herbal supplement they might have heard already and would normally ignore because it would trigger their “seen it before” alert, or what I call “mental opt-out.”
However, in this case, it connects the product to a much more interesting concept the prospect is going to find interesting, educational, and maybe even entertaining.
Remember: when used properly, big ideas have the power to turn something boring into something extraordinary that excites prospects, making them much more likely to whip out their credit card and buy.
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