Creating Relevant Social Content for Your Gym

Social media has evolved over the years to become a giant element for most marketing plans. But if you continue to struggle to get a handle on your social media presence, don’t go into a meltdown, it’s not just you. Everyone, including big brands have a tough time sometimes getting this right. And that’s because it can be a challenge to effectively focus your efforts and get your content in front of the right people.

And that’s where the disconnect lies –to achieve any sort of success with your social content so that it helps your fitness business, you have to start by properly identifying your audience.

Here’s what you can do

TARGET, TARGET, TARGET

No, I don’t need you to go shopping right now. I need you to really focus and think about who you want to reach with your social media posts. While it’s tempting to want to reach everyone in a single swipe, it’s that kind of mindset that typically leads to fails social campaigns because the most effective way to create social content that will actually resonate with your target market is by building buyer avatars. Who do you want to talk to? Knowing what your potential members like will allow you to tailor your content specifically for them. 

Properly segmenting your audience through personas can also help you to determine which social media channels you should be using to reach a particular group of people, and which messages will inspire people to come to your gym.

HELP PROBLEM SOLVE IN YOUR FUNNEL?

Social media is often considered a “top-of-the-funnel” marketing channel that is super effective in building brand awareness and trust.

If you get it right, it can help you reach people that are further down the funnel and even drive sales. So, once you’ve crafted your member image, acknowledge the main ‘pain points’ and ‘challenge’ that make getting a good result hard for them and outline a solution. This is where your blogs and other material come in. Make them engaging so that you can move your potential members closer to decision. 

CUSTOMISE YOUR URLS AND TRACK THEM

One of the easiest ways to track the effectiveness of your content is through custom URLs that allows you to track campaign sources, traffic medium and more. This is awesome for segmenting traffic to determine which messages resonates on certain channels.

CONVERSIONS OVER CONVERSATIONS

If you know where your traffic comes from, the next step is to set concrete goals for your efforts. Without clear targets, it’s easy to lose sight of what contents are actually connecting with your audience.

It’s still important to initiate and track social conversations. But you don’t just talk the talk, your primary goal should be to drive traffic to your website for killer business. Trackable conversions can include everything from contact form submissions and phone number clicks to video demos and online transactions.  When done right, creating social content has the power to attract new audiences, inspire existing fans and drive revenue for your fitness business. And that’s exactly what you should be doing.

 

 

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ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

How to Use Snapchat for Your Gym

Snapchat isn’t your typical social network, I’ll give you that. Initially, it was about sending photos or videos to your friends that could only be played once, and only for a few seconds, and then they’d disappeared forever. Some people found this to be pointless and, if you are like me who wants to keep track of everything, then I bet you will agree.  

But did you know that Snapchat has officially surpassed Twitter in popularity? More people are becoming highly engaged on Snapchat and big brands are now spending more money to attract this audience. But, aside from them, even smaller businesses can grow on Snapchat at a very minimal budget. Specifically for gyms, Snapchat awareness and engagement can easily convert into membership signups. So perhaps it’s time to forget what we thought we knew about it and start using Snapchat like a pro.

Here are 5 ways that your gym should use Snapchat.

 

  • Create your own brand ambassadors

 

Encourage your members to promote you on Snapchat by creating your own custom branded filters that are geofenced to your gym’s location. They’ll end up promoting your gym by simply using your branded filter on the snapchat pictures and videos that they share with their friends. People are using Snapchat with or without you, so you might as well give them the chance to promote your business.

FilterPop and GeoFilter Studios are just some of the many companies that specializes in creating custom-branded geofilters.

 

  • Avoid being predictable

 

Snapchat is an engagement platform so your followers actually look forward to the latest posts because they want to be entertained with. So before you start snapping, ask yourself this question, what can I bring to the table that’s interesting and different?

 

  • Test the waters

 

Snapchat is unlike other social media platforms in that content posted here isn’t permanent, so it forces users to be original. This is perfect for the fitness industry.  The focus should be about progress and not perfection. So for your gym, try to focus more on capturing members’ progress instead of chasing after a  “perfect” moment because that’s not what Snapchat is about.

 

  • Tell a story

 

Snapchat videos are only on record for 10 seconds.  So get your energy up, gather the team, and get ready to make your stories as engaging and entertaining as you can! The more out of the box your videos are, there is more potential for these stories to go viral on Facebook when you post them.

Expert tip: snapchats are most entertaining when paired with different filters, so be creative!  

 

  • Recycle content from other platforms

 

You’ve probable spent a ton of time and resources building your following on different social platforms and have truckloads of stuff in the archives. So even if you do end up using Snapchat more, it’s important not to neglect those other platforms.

Expert tip: Save all your snaps to your phone and upload them to your other social media accounts like Facebook, Instagram and Twitter to get the most mileage out of your content.

 

5 WAYS TO BOOST RETENTION RATES

The obvious goal for any fitness studio is to sign on new paying members. But you have to remember that it’s equally important to retain these members as loyal customers. Otherwise we waste all that time, money and effort and never see any real growth in the business.

Remember:

  • It costs 7 times less to retain an existing member, than it does to get a new one.
  • If you look after your current members, they are also far more likely to refer a friend to your gym and buy additional products or services themselves.

A lot fitness businesses offer ‘no contracts’ in an attempt to get more signups, but are then unprepared or simply unaware that statistically almost 44% of Australian gym members stop using their membership after 4 weeks and about to soon leave.

Here is how it can be done:

1. TRACK YOUR RETENTION RATES 

Remember to keep track of how many new members join your studio each month, but also make sure to measure your retention rate by using this formula:

Member retention rate = ((ME-MN)/MS)) X 100

ME = number of members at end of period

MN = number of new members acquired during period

MS = number of members at start of period

So, for instance, if you have 100 members at the start of the period, and you acquired 15 members during 1 month and have 98 members at the end of that period, the formula would look like this:

((98-15 divided 100) X 100 = 83  or 83% member retention for that period

Calculate this each month and keep track of your results in a spreadsheet. If you see that you’re losing an unusual amount of members each month, do what you can to identify what caused the cancellations during those 30 days. This also allows you to test out new strategies and see which ones are more effective.

2. CONNECT WITH MEMBERS

Okay, I’m sure all of you made a good impression when your new member first came to check out your gym, but you can’t stop there.

Every time they come in to work out, your goal is to make them feel as welcome as you did during that first interaction. Here are some great ways to build relationships with your members:

  • Every time someone walks through the door, say hello and ask how they’re doing. A simple greeting and a smile can go a long way.
  • Let members know about new classes that you have going on or about upcoming events. They’re more likely to respond to a personal invite, rather than seeing the event posted online.
  • Be friendly and approachable throughout the class. Research have shown that the instructor is a crucial element that keeps gym members returning.
  • After a work-out, ask them how it was and if there’s anything you could have done to make it an even better experience for them.
  • If someone seems like they’re having a hard time, or seem disappointed with anything, reach out immediately.

3. USE SOCIAL MEDIA ACTIVELY

Facebook, Instagram, and Twitter are all great platforms to keep your members up-to-date with information about your fitness studio. When people initially join, let them know that there are regular updates posted on social media and ask them to follow you.

You can go a step further and create exclusive communities for your members inside Facebook where are you can share content that provides instant value to your members. This can include things like:

  • New blog articles you post on your website
  • Videos of short workouts they can do at home
  • Q&A sessions
  • Articles or guides that help them with nutrition plans, training tips, best supplements, etc.

4. GOAL SETTING

Have all of your members set short and long term fitness goals.

Short-term goals should be things that they can achieve in a month. People often get caught up in long-term goals, and they get easily discouraged if they don’t observe any progress. Setting smaller goals can help to keep them motivated, plus demonstrates that they’re on track to reach their long-term goals.

You can use some of these tips frugal setting with your members:

  • Ideally, goals should be specific, measurable, attainable, relevant, and time-bound.
  • Consider offering a free fitness assessment and measurements when people first sign up.
  • Review the results together and help them come up with attainable goals and ways to achieve them.
  • Check in with them periodically to see how they are doing, and if they are struggling, give them tips and encourage them to keep going
  • After the first free assessment, offer weekly or monthly measurements as an additional service and generate extra revenue.

If the value is there, they’ll stick with your studio/gym.

5. FIND OUT WHY PEOPLE QUIT

Look at member cancellations as a learning opportunity to improve your fitness studio.

Reach out to members who have dropped out and ask why they quit and what suggestions they have to improve your service. When someone says they want to cancel, talk to them about it immediately. It is possible that you can work out whatever it is driving them to drop out and get them to stay longer. If the membership can’t be saved, survey in person or email them to ask for feedback.

Also pay close attention to your online reviews. People leave feedback for a reason – so you can learn from it. Positive or negative, use this feedback to make your studio better. If you find that several people quit because your classes aren’t offered at a time that’s convenient for them, consider adding classes at different times.

These strategies will build a stronger sense of community at your fitness studio and increase retention rates. Do you have any other tactics you’ve used to keep members? I’d love to hear them!

 

#retention #boostretention #gymmembersretention #gymhub #gymhubaustralia


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

5 Essentials ingredients to a Successful Fitness Website

Attracting good quality visitors who engage with your website boils down to 3 points: Planning, Presentation, and Content. There is no such thing as a perfect formula for your website but following the tips below will point your online strategy in the right direction.

1. Target Audience

  • Identify your goal and target audience.
  • Research and find other examples you like to help you visualize a design.
  • Complete a 1-page customer avatar to Identify your target audience and design the entire site around that ideal customer. If you choose your color scheme, images and text with your target audience in mind, this will help make it a successful lead generator.
  • Identify how you want to express your studio’s purpose and messaging so that it appeals to the target audience through copywriting. Make a list of ‘keywords’ that they might search for on Google, and include them in your headings and messaging.

2. 7 Seconds to Impress

  • Fact: we have a short attention span of only 7 seconds so It’s crucial to capture website visitors’ attention instantly.
  • Within these 7 seconds, you need to make it clear WHO you are, WHAT you do, and who you do it FOR.
  • The best way to do this is to make your homepage crystal clear. Use a short, snappy headline and a video. Don’t be too outside the box or super quirky.
  • Ask an unbiased person to check out your website homepage and give them 7 seconds to determine what your business does. If they fail to do this within the 7 seconds, then need to make changes.

3. Opt in form

  • A call-to-action CTA is an image or text that prompts those who visit your website to take a certain action, it could be to sign up for a newsletter, click to move to another page, or to book a class.
  • Websites that only act like a business card with no CTA will get very few conversions.
  • Fact: 90% of those who visit a website are not ready to purchase when they first go to your page. In order to overcome this, offer them a low barrier, high value gift like a free trial or an eBook. You can then nurture them into becoming a paying customer by using your email funnels and retargeting ads.

4. Mobile Friendly

  • The majority of Australians now use smartphones and browse online more than they use computers or laptops and as technology evolves, your business should too.
  • Optimising your website for mobile use should be one of your priorities. Your website should be able to deliver content no matter what device someone uses

5. Social Proof

  • With so many gyms and fitness studios to choose from, most customers will now visit your website to check your credibility before they email, call or drop in. Telling people how good you are at something feels a bit false and salesy, however when visitors to your site read real testimonies, see real photos and learn about real success stories from people who live in the area they are far more likely to want to work with you.

 

Need a new website? Click here.

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

 

Craig Bellamy Lessons in Leadership

Craig Bellamy’s Melbourne Storm have played in six grand finals from the last eleven seasons and he boasts the highest win percentage of any rugby league coach, past or present. 5% higher better than legendary coaches Jack Gibson and Wayne Bennett.

Let’s look at the leadership lessons that create their winning culture

Team culture

Culture is spoken about in the business world like some sort of esoteric ‘thing’ that very few can explain or demonstrate, but at the Melbourne Storm, culture is not intangible. It’s real. And it breeds champion players and a champion team.

The Storm’s culture is built on leadershiphonesty and humility. The head coach is established and the expectations of everyone (coaches and players) is incredibly high. This culture of ‘high standards’ elevates players to new levels. When the Storm’s Cooper Cronk recently addressed his team mates at a lunch to celebrate his 300th game, he made the point: “this club allows you to be better than you are”.

Execute the basics well

Cameron Smith has spoken previously about the sometimes boring nature of the team’s repetitive training drills. Perfect practice makes perfect. Between the training paddock and the real game, there is no difference. A mistake is a mistake, no matter the arena. And Bellamy will pounce. Ball control and possession is a key part of that. Drop the ball at training and Storm players drop to the floor and perform push-ups. It’s a practice so drilled into each player that, once, a Melbourne player dropped a ball in a real game and immediately went to his knees to perform push-ups. This pursuit of perfect execution of the basics is one of the foundations of the Storm’s consistency.

In the 2016 season, the Storm had the highest completion rate in the competition

Create a leadership team

Cooper Cronk, Billy Slater and Cameron Smith are the 3 on-field generals leading, instructing, and demanding more of their team mates. They believe in the system and the game plan and giving them a leadership role allows them to role model and demand high standards. Each player knows their part, but they were not superstars when they arrived at the club. In fact, once upon a time, these Brisbane players were overlooked by Brisbane Broncos recruitment staff.

“Melbourne Storm is everything you want your football team to be. They take kids, develop and nurture them, and turn them into champions. They turn the team into a champion team, and the club into a champion club.” – Phil Gould

Stay grounded

Craig Bellamy philosophy it’s old school. It’s a school of humility and staying grounded. He emphasises the need for good manners, in all kinds of interactions. With fans, with hotel, and flight staff.

A Melbourne Storm pre-season also typically includes hard labour as a sledgehammer reminder of the employment alternative for these young men, sometimes this means digging holes and Craig Bellamy himself rolls the sleeves up and does the sessions with the team.

#leadership #gymmanagement #highperformanceteam

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

5 Unconventional Social Media Marketing Tips

If you Google “Social Media Strategies” right now, it’s going to bring up over 370 million results. I know that sounds like truckloads of information, but if you scan the results on the first couple pages, you’ll notice that there are so many redundant articles that all point to a lot of the same ideas.

Formulating your own unique social media marketing strategy can be an extremely effective tool to help you build your brand awareness, create a loyal customer base, and increase your profits. All you need to do is discover what works best for your gym, and what gets your target audience going.

If the ‘normal’ tactics have not worked for you so far, here are a few slightly unconventional social media marketing tips that could work for you.

1. STAND OUT

Conventional knowledge would dictate that you should keep the majority of your social media content relevant to your products and services.

Not necessarily, though.

Quirky content will catch people’s attention and make them remember you! If it aligns with your brand, don’t be afraid to be a little silly sometimes or funny—people are looking for humour and personality before they start following someone on social media. In fact, some big brands define themselves by posting lots of funny or off-the-wall content. You want to catch attention while still relating it to your services.

2. THE CNN METHOD

CNN is a great place to get the news—over and over again. The channel is well-known for running stories into the ground with repetitive coverage.

What’s up with that?

The goal is to make sure that tons of people see their content AT LEAST ONCE.

You can apply this same strategy to your social media marketing so you can maximise audience exposure. Remember: the best kind of content is recycled content! Post the same content on all your social media pages, and don’t be afraid to run them again in a couple of weeks.

3. DO SOME EXTENSIVE MICROBLOGGING

Unless you’re posting on Twitter with its character limit, “micro” blogging on Platforms like Facebook and LinkedIn allow you to post slightly longer content more often, with potential for higher engagement.

4. HASHTAGS

Joining hashtag trends give you the opportunity to expand your reach. By posting content using relevant hashtags, you are making your update visible to everyone who is looking up results related to your hashtag. This then encourages engagement from people who may not necessarily know about you or your gym.

5. USER GENERATED CONTENT

User-generated content is another effective way to expanding your brand awareness. Each time somebody shares your content—or any content that’s related to your brand—it exposes you to their personal network. You can capitalise on this by sharing some of your followers’ best posts, or launching a competition to get people involved. This not only encourages them to share more of your stuff on social media, it also makes them feel valued.

Last, but not least, word of mouth is still very important if you want to get your business out there. Take the time to personally ask a customer to follow you on Facebook, or include your social media URLs on your business cards.

And don’t forget that playing it by the book won’t always cut it in the world of social media marketing. There is no rule book. With this type of marketing, your customers often expect a more personal touch than what they get with conventional marketing. So if your social media marketing efforts aren’t getting the return you were hoping for, mix it up!

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

How to Increase and Manage Your Online Reviews

When a potential member looks up your gym on the internet, they won’t only get your website’s link, they may also see a list of your online reviews, and even those for your competitors.  If you are one of those people who are conscious about maintaining a good reputation online, this article will help.

Creating a strong online presence on review sites is easy, but takes effort.  Here are 6 ways to increase the number and quality of your online reviews and star ratings.

1. Choose the perfect timing for your invitation

WHEN you invite someone to review is crucial. For starters, it’s a great idea to ask for a review while your customer is still at your gym, and their positive experience is standing out in their minds.

More advanced gym owners could have an automation using a gym management software that triggers an invite for a review after a member visits the gym a certain number of times.

Other gym owners want the invitation to be more personal. So their strategy is to have the instructor or the trainer ask the clients for a review at the end of a class or session.

2. Reduce friction in the review process

Make sure that the process of leaving a review is easy as possible.  Even if your members love your gym, they will be unable to leave a review if you over-complicate the review process.  Spell it out for them and make sure they know exactly what needs to be done to submit the review.  If they have to guess, it will not get done.

3. Set your sights on the perfect review platforms

It is better to maintain a solid presence across different review sites.  and target the BIG ones like Google and Facebook 1st because are the most popular.

Reviews on these sites have a positive impact on your local search ranking as well.

4. Set expectations on leaving a review

Train your staff on how to ask for the review. Let your members know WHEN they will receive the invite, HOW they will receive it, and WHY it’s important for them to respond.

5. Sending invites via SMS

Less than 20% of emails get opened, where as everyone opens an sms. So if you want your members to see your online review invites, it could be a good idea to send it to them via text.

6. Engage with your reviewers

You should respond to both negative and positive reviews as soon as possible. The best way to do this is to have a tool that consolidates your entire online review presence into one dashboard.  This will save your staff time and help them focus more on your members.

Getting negative reviews? No problem. The following steps can help you make sure that problems are resolved ASAP:

  • Apologise and rebuild your relationship with an upset member
  • Stay calm and don’t let your emotions get in the way.  Let the response come from a manager or someone who is not involved in the situation
  • Offer a proactive solution to their problem
  • Take the conversation offline once you have offered a solution, provide a number and email address where they can reach out to you directly

6 FREE Ways to grow Your Fitness Studio on Facebook

Facebook is one of the most powerful tool out there to get more paying customers into your gym. Aside from Facebook ads there’s lots of ways to build your Facebook presence without having to invest any money.

1. Facebook Live

This is the newest Facebook feature that is a goldmine for engagement opportunities because its raw, unfiltered, and uncut which makes your viewers feel they are getting a VIP behind the scenes pass to your gym’s content.
This also allows you to see who is watching your video while you broadcast and its shows your audience comments in real time. This makes Facebook Live a perfect forum to host a live Q&A or walk your members through your studio.

2. Native Video

If you don’t like live videos, you can invest your time in making a native video or a video that has been uploaded directly to Facebook as a file rather than a link to Vimeo or You Tube. Native videos play automatically as people scroll through their newsfeeds and your content gets straight past the barrier of a play button because viewers don’t have to click.

3. Add a Tab

Adding a custom tab will allow you to embed another page or a CALL TO ACTION in your Facebook profile. You can link this to your home page, your class schedule, or landing page that promotes a special offer.

4. Facebook Groups

There are many ways to use Facebook groups for your gym. One of the most common is a members-only group that includes your customer base. This is like a virtual club for your gym where you can share announcements, wins, photos, and other activities that can help build community among your customers.
Many people are not comfortable posting comments or cheeky photos on their public FB profile, however inside a group of likeminded GYM go’ers its far easier to encourage people to ask questions, give feedback PLUS they also see each post without you needing to boost it.
These groups can also be the best place to deal with your customer service complaints, keeping negative feedback out of your online reviews.

5. Tagging

This is a great tool to get your brand in front of people, including a cold audience who are not familiar with your gym. Tagging allows you to mention influencers, brands, as well as other businesses to notify them that they were mentioned somewhere in your content. Once they see the notification, they can engage with your content by liking it or commenting, or even sharing your post. This in turn gets your content in front of their audience.

6. Frequent Posting

To keep your followers engaged, post good content frequently. Studies show that pages that post at least once a day get the best engagement. But more is not necessarily better, engagement decreases when a business’s post more frequently during the day. The best time to post in Facebook is between 1-4PM. The numbers vary depending on your gym followers so these are just good guidelines. Test your posting frequencies to see what works best with your studio.

 

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

How to Write a Great Gym Flyer

Flyers and posters are a great way to reach wide audiences in a short span of time for special challenges or ‘open days’. However, the traditional letter box flyer approach converts as low as 1-3%.

So instead of wasting your money, I suggest you first look at HOW TO DESIGN A GREAT GYM FLYER and then also get it into local businesses and share across email, social media, and your website for maximum results.

1. Make it eye catching

  • Flyers are glanced at, not read. You literally have a second to catch the reader’s interest before they make the decision to either read it or throw it away.
  • Use bright colours with a simple eye-catching design. Your aim is not to wow them with the brilliance of the graphics, but to draw them to your message—that’s it!
  • Limit what you say. The message should be delivered in short, clear, statements, not long paragraphs of descriptive text.

2. Think HARD about the Headline

  • The headline is the most important element in any flyer.
  • The Marketing Law of 80/20 states that, on average, 8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest. This means that 80% of your time and focus when writing an ad should focus on the headline.
  • An effective headline tells the reader, “Hey, this message is for you!”

3. Bullet Point BENEFITS, Not Features

  • Bullet points are critical to your overall marketing and sales campaign. Get them right, and you give yourself the best opportunity of getting prospects to take action.
  • What’s in it for me? People always want to know what’s in it for them, so you need to write your flyers from the reader’s perspective.
  • You need to tell them about the benefits you will bring to their lives, not just list the features of the particular product or service. Benefits can be written as your key bullet points.

4. Use Targeted Images

  • Images or photos are great attention grabbers, but they must not overwhelm the message you’re trying to get across.
  • You want to motivate the readers to take action, not just give them something nice to look at.
  • If your target market were women over forty, for example, you would choose a lady aged about 35. Your image must depict your specific niche.
  • Note – Images of fat hairy bellies are not motivating.

5. Have a CRACKER Offer

  • All marketing material MUST have a strong, interesting and appealing offer. If it doesn’t, don’t bother wasting your money!
  • Other than your headline, your offer needs to be the next main feature of your page design. You need to motivate your readers to take action, and the best way to do this is make them feel that you are giving them something of great value.
  • When writing marketing copy always be sure to answer for the reader “What is in it for me?”

6. Add Scarcity

  • Opportunities to purchase products or services are always more valuable and exciting to the consumer when they are scarce and less available.
  • The threat of loss creates urgency in the decision making process, so be sure to include an expiry date and limited number of people.

7. Make the FIRST Step Easy

  • Make the FIRST step as simple as possible for the reader
  • e.g. Your Next Step is to Simply Call This Number XXX XXX XXX or Email me Personally on Name@BusinessName.com.
  • Don’t assume that the reader will know what to do next. Tell them exactly what action you want them to take.

8. Proof read and print

  • Carefully proof read every word on the flyer and fix any spelling or incorrect grammar before you send it out or pay to get it printed. I like to get a 2nd person to look over it. Additionally, triple-check you put in the correct contact details like your phone number and email address.

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

I call BULLSHIT!

Have you ever played the card game “BULLSHIT”?

It’s where you have to tell your opponents what hand YOU have, and THEY can either choose to accept your word for it and play on, OR they can call “BULLSHIT” and you have to show what you actually have.

Well, I call BULLSHIT!

In the last 30 days I have visited over 15 gyms in Sydney and Melbourne and for everyone earning less than $150k PROFIT a year – they all had one thing in common

They don’t know their numbers!

So when I asked “how many new leads did you get in January, February and March?” they say something like, “oh… about 20”

But when we actually looked at the reports – they had 17 in January, 8 in February and 12 in March. Yes, you’re right ….that is terrible lead flow and its almost impossible to own a profitable fitness business getting that many leads.

But more importantly

  • It’s hard to know your ‘lead flow’ is a massive problem and impossible to feel motivated to change, if you are just guessing your numbers and over estimating.
  • It’s impossible to have steady cash flow if your lead flow varies up to 50% between months.
  • It’s impossible to set a new member target for each campaign OR know how much to budget for a Facebook advertisement – if you don’t already know the normal ‘acquisition cost per member’ – eg – does it usually cost $10 to get a new member, $100 or $1000
  • Lastly – It’s impossible to know if any marketing campaign is actually good or bad if you don’t measure the results.

So if you’re a fitness studio owner and want more leadsmore salesmore members and more profit but do not track your number EVERY SINGLE WEEK, I call BULLSHIT!

The good news is

If you do want these things, you can START today!

 To get a list of what number are most important to track each week/month/quarter, simply Email steve@gymhub.com.au with your

  • Full name
  • Gym/studio name
  • with the subject- Please send me the Sales and Marketing Performance Tracker

 

Now let’s grow your business!

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.