Who doesn’t know Mike Chang? He’s all over the place. He has the largest Youtube fitness channel, under the name “Six Pack Shortcuts” with approximately 2.5 million subscribers. You often see high-resolution video ads of him prancing around with his highly influential friends in the fitness industry. Why do other fitness gurus fall short of Mike Chang’s popularity? What’s the secret to his success?
Mike Chang Of Six Pack Shortcuts
By studying Mike Chang’s marketing strategy, we can learn a great deal about consumers and marketing.
1.) Consumers LOVE Shortcuts
Pace of life is getting faster, movies are getting faster, the minds of people are working faster. We live in a get- ” * ” quick society. People want to get rich quick and fit quick. One analogy that I often use is a child bugging his/her parents with the question “are we there yet?” on a long trip. As the child grows up, he/she understands that it takes time to go from one place to another, and doesn’t ask the question as much anymore. When people are ignorant about a subject matter, they focus on the events that occur rather than the processes. I’m often guilty of this too. Mike Chang effectively uses this cognitive tendency in his product name, i.e. “Six Pack SHORTCUTS”.
2.) Consumers LOVE Benefits, Not Features
The most important phrase when it comes to selling is “WIIFM” – “What’s in it for me?”. Mike Chang is brilliant at telling his audience what’s in it for them. For example, when pitching his pre-workout supplement Afterburn Fuel, instead of saying “this supplement contains xx grams of caffeine anhydrous, which is more than the typical pre-workout bla bla bla” like the average supplement company does, he says something along the lines of “this pre-workout consists of secret ingredients will increase your strength and muscle by xx times, supplement companies hate me!!” This is especially important to note when doing copywriting. People don’t care about the ingredients of the supplements, they care how the supplements make them feel/look/perform better.
3.) Marketing is particularly effective when consumers can relate to the salesperson.
I can’t say for sure the validity of his photos/figures, but he illustrates that he was an overweight, average man. Then, he used this revolutionary system that was created by Chinese scientists and transformed himself into a ripped super model. He emphasizes that he’s nothing special and gives all the credit to the system. People don’t like to be sold to, they like to be told stories. You want to tell their story in a way that allows your product/service to fit into the equation.It’s imperative that your prospects are able to relate to you, as they’ll think in their minds “Hey! If that guy can do it, so can I! ”
You may like or hate him, but you can’t deny that Mike Chang has done a tremendous job in branding and marketing himself. The leaner his customers get, the fatter his waller grows.
Anything else we can learn from Mike Chang? Share your thoughts below!