Way back on April 19th It’s All Yoga, Baby (IAYB) ran a piece questioning the language used in Sadie Nardini’s seemingly viral weight loss course, which included an ad placed on Facebook that looked like this…
as well as the homepage copy for the course that looked like this…
…but, after much stink was made, was changed to this…
…and prompted a follow-up piece by IAYB on April 30th clocking the changes and the responses by Nardini.
Today is Monday, May 7th and the discussion is still going on with Nardini again throwing out her journalistic cred in weird places (what do the five W’s have to do with writing ad copy?) while at the same time defending the language in her course by defining “weight loss” as “getting rid of what weighs one down on ALL levels.”
Now, I can get into that. I get it. But, come on….
As one commenter stated, “IMO, NO ONE in North American culture thinks of this when they hear ‘weight loss’, except, apparently Ms. Nardini. The phrase ‘weight loss’ immediately taps into the widespread judgement and fear that surrounds body image, primarily for women.”
With regards to the Facebook ad Nardini states, “Once again, I did not get to see nor approve the Facebook ads that you took issue with.” While it is of course possible that Sadie did not “see nor approve” the Facebook ads in question, we find it very hard to believe Nardini did not see them post-publication and simply “approve by silence” the copy and tone of the ads until people started making a fuss about them. But, we aren’t lurking about Nardini’s head, so who knows? What is interesting, however, is Nardini’s follow-up statement which reads, “They were drawn from part of the copy that I wrote for the course, which was always a mind-body detox and empowerment course. But the part did not reflect the whole, and I agreed that they needed more depth and context.”
This suggests that aspects of the copy either spoke to or directly stated (even in part) what ultimately became the final language used in the ad(s). Of course, Nardini being a “trained journalist” using language carefully is all part of the game. We should know, having (in previous lives) collectively conducted, transcribed, edited, and published more interviews than we can remember. In short, we know a smoke-screen when we see one.
But, let’s be real here for a moment: Nardini is a smart business person. These courses are largely about promoting a product (Sadie Nardini) through a course (Lose Weight and Look Younger with Yoga). As a smart business person whose objective is (even in part!) to promote one’s self, there is hardly any chance that ads and copy baring the name of (and purchased by?) “Sadie Nardini” are not being checked by Nardini herself. You simply do not make hundreds of thousands of dollars off peddling so-called “self-empowerment” courses by not noticing a frickin’ viral Facebook ad and course copy baring your own name that you intend to teach.
Anyway, feel free to jump in either there, or here. We suggest looking into the following themes: