Everything you see in big business doing is wrong for you if you run a small business like a gym. You need to keep in mind you are not Virgin Active, Fitness First, Anytime Fitness, Gold’s Gym, McFit, Pure Gym. A big gym chain has different objectives, agendas, resources than you do, you should examine what they did in journey from start small and ultimately big, not what they do now.
If the rabbit emulates lion, and sit on a rock, doesn’t move, and roars loud and often, all the rabbit accomplishes is making it easier for predators to find him and eat him.
(Cit. Dan Kennedy)
They have managers spending somebody’s money other then their own and being safely distanced from direct and immediate financial consequences of their decisions and from the gym training area, face to face with customers.
Most of the gym owners are just blind and don’t have enough business culture to analyze the financial facts of their category of business:
- 1% of gyms create an enormous incomes and wealth
- 4% do very well
- 15% earn good livings
- 60% stall and struggle endlessly
- 20% fail.
Working back up, you have an 80% poor / 20% prosperous ratio.
That’s the reason why 8 gyms out of 10 close their doors forever after 10 years.
The overwhelming majority of your peers (gym owners) are engaged in marketing that fails them, so why you should follow the same path to frustration and failure?
Most of the owners who are very linked to traditional brand and name visibility driven, largely unaccountable advertising and marketing.
We want you to be different, we want you to be a discordant voice, a rebel, a renegade who use Direct Marketing to thrive!
Ordinary Marketing is dead! Long life to the Direct Marketing.
Of course you need courage and discipline to stay your new course but nothing can have a positive and dramatic impact on your prosperity to follow the new rules of Direct Marketing.
Your first Life-changing principle: You must switch from traditional advertising to Direct-Response advertising.
Unlike mass advertising, which is presented to everyone, Direct Marketing is a targeted form of marketing that presents information of potential interest to a consumer that has been determined to be a likely buyer. It is presented only to people who are suspected to have an interest or need in your company’s product, based on information gathered about them:
- You can make the message personal, making the recipient feel it is meant just for them
- It is more cost-effective to market to buyers who have been identified as likely to buy
- For that reason it also has a higher return on investment, since the likelihood of making a sale to a targeted customer list is higher to begin with.
- It is measurable. Direct marketing uses a number of built-in ways to track the success of each campaign, allowing you to improve with each mail or email cycle.
While some marketing techniques aim to increase awareness or to educate markets about a gym’s products or services, direct marketing’s sole goal is to persuade the recipient to take action. While getting a sale is the ultimate goal, some customers will not be ready to buy on-the-spot. But they might:
- Visit your website
- Call you for more information
- Return a postcard requesting a quote
- Enter their name and email address
- Make a purchase a monthly or annual subscription
As mentioned above, you have lots of options when it comes to direct response marketing. However, you need to have strategies in place to increase your odds of generating sales and subscriptions into Your Gym.
Consumers don't buy your Membership just because you tell them to. They buy because you tell them to you and because you give them a compelling reason to pull out their wallets.
You have to know your audience intimately and understand what motivates them to purchase. Otherwise, you'll simply waste time and money on a marketing campaign that never produces any results.
You will have time to go through all the process with the help of our Business Mentorship Program.
I highly recommend you to get one of my book and open your mind since the first page: https://younix.lpages.co/6-pillars/
PS: If you have questions, doubts or need help of any kind, we are here to offer you the best possible experience. In case of need write to firstname.lastname@example.org and a Tutor will help you with all the information you need to make your experience with us extraordinary.