5in5 Q: help with repositioning a “running” offer?

So I reached out to a former client.

He’s a running coach who offers $500/mo coaching with open capacity. X audience of around 58k peeps and around 5k on his email.

Thing is…

I’ve tried to sell a buncha offers for him back in my freelance copywriter days.

We asked and noticed PAIN was a big problem for most of the people who had paid him $1 or more.

Like PHYSICAL pain - shin splints, plantar fasciitis etc. etc. You can point to it. It’s right there with them all day long and they can’t run cause of it.

So we created something called “Bulletproof Runner - run your {fav race} pain free”.

(And tested multiple angles around pain free running).

But it did NOT sell.

Barely a handful of sales at $500 for a one-time payment.

Context on his audience:

- There are a buncha beginners who are “interested” in running.

- Former athletes / former runners / busy execs who were in shape but became couch potatoes - this is where most of his clients have come from

- Past clients have been mostly 30-40+ yo dads.

I was chatting with him recently and asked if he’d be interested in running a poll to see if there are 5-10 clients hiding in his list.

He’s open.

We had a decent call to chat about his current coaching offer + the kind of people who pay up. I ran the sheet through Claude using

@Tony Teegarden

's offer worksheet structure and it’s attached below for reference.

Here’s what bugs me…

This niche is RABID. People IDENTIFY as “runners”.

Then spend thousands of $$$ on gear. Shoes, Head lights, tight-ass spandex shorts so they can run themselves into a sweaty, bloody puddle. You get the point.

So I feel there is pent up demand…

But I’ve not been able to position it properly.

The creator himself has affinity with his peeps, but he’s a RUNNING guy so he kinda sucks on the sales / marketing front. His audience isn’t really trained to invest for his shit - since he used to offer free email courses and detailed threads just telling them exactly what to do 😅

If anyone has positioned a running offer (or fitness?), I’d mucho appreciate any insight I can test!

- Adi

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