Posted on 16-06-2018
Before you read the tips:
These are the marketing tips from the experience of your potential new gym or fitness, PT, boutique club members!
Of course, as a gym owner or manager, you are used to sending out flyers, newspaper ads, maybe even billboards. I’ve seen them all in the past. And it will still generate some results. But aren’t the results decreasing? Here’s why: I’m spending my time online! If I want to search for something, anything, I go to Google, Bing or maybe Youtube. If I want to hang around and ‘talk’ to friends, you can find me on Facebook, Instagram or maybe Snap Chat.
I spend hours and hours there, even while watching television. So… Why are you not here with me, if you want me to see you?
Well, now you’re here with me and all my friends, relatives, co-workers and others connections, you see that I’m quite busy. Busy scrolling down my timeline. Checking on other people’s pictures. Commenting, liking, sharing. You know the deal. I may even give a like to the funny picture of a bench pressing rabbit on your timeline. I might like the healthy food tip you put online. Or the ‘Fitness is Fun!’ video. You maybe even have my sympathy… online. But I won’t join you because of that.
So tell me, why should I take a look at your offer? All I need is that it stands out from the crowd. And that it tells me how you help me make the next step. Because on Facebook it is definitely not the ‘Join now' or the 'Get 2 months for free' offers that trigger me.
So, here I am, somehow you got me triggered to click on your post or ad in Facebook. And now I am on your website! Woohoooo! That’s one small click for man, but a giant leap for fitness clubs. But wait… where am I? All I see are lists of activities to choose from, lists of probable brands of fitness equipment that I have never heard of. And pictures that I sort of recognize from the 2 gyms I attended in the past. Is this a brochure? Telling and showing me how great your gym is?
Okay, I do see a ‘Join now’ button, but I am not ready at all to join you. All I am interested in is learning how and why you will help me with my problem.
What was it you said that is your website’s #1 goal? Like I described it, it can not be generating new leads and members.
There is one thing I have to admit. I don’t read! I don’t read your long lists of activities and facilities, I don’t read your pages where you (try to) explain what a certain class or group activity is. I don't even read well-written marketing copy that much. But I do read the headlines! And I do read ánd click on the buttons that seem to help me solve my problem. Well, only if they are on the right side of the website, which is the middle or the left side, not the right-hand side. And I do sort of read your problem solving and on conversion-focused landing pages, like this 2-minute marketing scan page.
The moments that I really read, my only goal is to find out in a quick and simple way if you can solve my problems. And if am convinced, what is the next step? So not the ideal step that you as a business owner want me to take, but my own my first step as a potential customer. Yes, there is a difference. If you miss this detail, you'll miss a lot of new members.
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