The last installment was how to get rock solid testimonials. Remember gone are the days where a "these guys are great !!!!" quote will suffice. Bolster up your case. You need pictures, videos, and voice recordings from raving fans you've created which people can access on your site and be made aware of through your literature. So get on it.
The next part of the (how we market our clubs approach) is web presence. I know most of us are not techie types that goes for yours truly. I'm a gym rat so when I don't know how to do something web related I just go to the nearest Battlestar Galactica Convention and ask someone who does. OK J/K these folks help you make money so enough of the wise cracks.
Let's get started if you think having a web page is enough your nuts. I know some clubs that don't even have that so at least you are trying. Unfortunately you are competing with every other yo-yo with a gym and GoDaddy account. Over the next couple posts we'll break down the strategy of the most effective type of site, how to set it up, how to differentiate it from the pack and why you must convert your old static site now or disappear from the web cause you are wasting money. We'll also talk about how to get noticed by the search engines which important if you want to get noticed by people looking for your site. Guess what while you are working on yours I'm going to take some of my own medicine and apply some of the same changes to my sites. So the look and feel of this site may have a metamorphosis right under your nose.
- The best type of sites to get people excited about you are, you guessed it, blogs.
- Go Set up a blog at blogger or wordpad it's free.
- Register your domain at aplus.net or godaddy.com ex use your club name and town for ex http://www.worldgymatlanta.com/
- Point your new blog to this address it just looks better.
Congrats! , You have completed the most important steps next time we'll get deeper into set up and content. I'll also share why the blog is a better way to get noticed than a regular generic general info type site with club hours, aerobics schedule, pics of your club with the address. Go get set up!
How To Create & Use Testimonials That Stop People Dead In Their Tracks!!!
0 comments Posted by Frank Emanuel at 1:46 AM
Testimonials That Will Convert Even The Biggest Skeptics Into Trusting, “Ready-To-Buy” Customers!!!
I've always told my Membership advisors there are 3 main reasons why people fail to purchase.
1. They don’t want what you are selling.
2. They cannot afford what you are selling.
3. They don’t believe your claims about the product you are selling. (i.e. –They don’t believe you!)
So how do we harness these words of wisdom? Do we pack our advertisements & sales presentation books with tons and tons of written testimonials?
Fantastic gym! You guys have really created a wonderful place.
John F.
Incredible! Incredible! Incredible! Your weight-loss programs are incredible!
Michelle C.
Well, I used to think so but then I stumbled across afar more effective strategy that I just have to share.
I know what you're thinking OH! I got it Frank. You want us to get Before and after pics!
Well Sort of. But let's crank it up a notch. That stuff’s not believable. Remember, we live in world that’s full of lying, thieving, con men who will try to swindle you out every last dime you have.
How about a pic of your excited newly slimmer member holding a huge sign singing your praises.
A picture says a thousand words. (The messages on signs held are far more believable than the typical…
“Fantastic gym! You guys have really created a wonderful place.”
…weak, semi-believable, & lacking written testimonials that are so common place in ads!)
So how do we Collect “Testimonial Photos”
1. Whenever you are talking to an extremely happy/thrilled member… take notes and/or record your conversation with them.(Get Permission)
2. Immediately (while they’re still “in heat”) ask them if they wouldn’t mind taking a testimonial-photo for you because, “Boy, we sure live in a skeptical world here my friend. It’s good to hear that you believe in my club… and I could really use your help.” (9 times out of 10 they’ll be more than happyto take a few testimonial photos for you.)
3. Tell them that based on the conversation you just had with them that you’d like to put together a testimonial sign for them to use in the photograph. Inform them that you will first fax them a copy ofwhat the sign will say… so that they can approve it. After they’ve signed off on the “proof” of the sign, you will then need to send them the sign (already made) + a camera & instructions on how to take the photos. (Where you want them to stand, what you want in the background, how many people you want in the photos, etc., etc.) You must do all of this for them, otherwise, they’ll never get around to doing it.
Trust me on this. People are just too busy
4. Give them a postage-paid return box/mailer that’s been pre-addressed… so that they can easily return all the stuff to you.
It’s important for you to follow all those instructions; otherwise it’s unlikely that you’ll ever see the photos.
52 Easy Low/no Cost Marketing and Branding Ideas for your club.
0 comments Posted by Frank Emanuel at 5:51 PM
- Guest passes
- Flyer's
- Doughnut Box
- Bottled Water
- Take One
- Newsletters
- Banners
- Bandit Signs
- Crazy Inflatable Characters on the roof
- Sign Flipper
- Wrapped Car
- Live Remote Crash
- Open a phone book and call
- Healthy Recommendations sponsorship at Restaurant
- Pizza Box Sticky Note
- Door hangers at the cleaners
- Car wash
- Hold A Bridal Boot Camp
- Testimonials
- New Member Packets
- Perks Program
- CD/DVD Tour
- Trainers Client List
- Invite a Friend
- Give aways
- Internal Posters
- Open House
- Business of the Week
- Corporate Lunch
- Club Bucks
- Thank You Cards
- Birthday Cards
- Blog (Not for the faint of heart)
- You Tube Tours
- Website
- Travel Certificate
- Inet Radio Show
- Weight loss Seminar
- Point of sale Referrals
- Chotski Giveaway for referrals
- Referral contest
- Event Calender
- Group X Schedule
- Scratch offs
- Bar Promo
- Race day Stretch
- Health Fair
- Blood Drive
- Renewal List
- Google Profile
- My Space Page
- Chamber Membership
There are a ton of ideas out there that can be used even on shoestring budgets. If you have any questions about how to implement any of these ideas or the ton of others I have tried please email me a healthclubpro@gmail.com
Instead they created more specialized editions like "Chicken Soup for the Pre-Teen Soul" and "Chicken Soup for the Teachers Soul" and "Chicken Soup for the Dog Lovers Soul" etc.
The last time I checked they had over a hundred of these specialized titles. The result is over 80 million books sold. That shows the incredible power of specialization. We want something that is just for us.
So instead of advertising a mempership program, you could offer a special "Bridal Bootcamp Program" or a "New to the Neighborhood Program" or a "Teacher's Special" or "Special Membership for Real Estate Professionals", Etc.
You get the idea.
to everyone in the vacinity of your club you can focus on just getting
to the people you are targeting.
Because they are better than ours.....
I bet you've seen the stratagies 80% the clubs out there use to draw prospects in. You know the outdated stock photos and a lowball price. I was about tired of this junk when Jane rocked some sweet legwarmers back in the day.
So what's a smart club owner to do?
Why not borrow from other industries like I do especcially the super effective direct response pros. All direct response folks use these various techniques and get results. Some we have borrowed with success while other we have all but ignored. Here's some ideas!
I) All Marketing:
Irresistible Offer
No marketing campaign to acquire new customers will perform well without a great offer.
Classic Examples:
Free Bonus Gift (i.e. McDonald's toy with Happy Meal, Cracker Jack prize, smoothie)
Money-Back-Plus Guarantee (more than money-back)
Pay Later, Pay Over Time
Get entered to win valuable prize just for stopping by ( iPod, vacation, etc)
Bring a friend, and your Enrollment is free.
Benefits-Make a list of all the key benefits of your club to the user
Highlight the biggest benefit and make a big promise (not a preposterous promise)
But mention all benefits somewhere in the ad.
Emphasize an important "hidden benefit" (i.e a “hidden benefit” of weight loss can cut down on health care costs.)
Proof
Include testimonials from ecstatic members.
Testimonials should be about the difference your club made in the lives of real people – your members.
Headlines and Sub-Heads:
Create intrigue to catch attention of "skimmers."
Photos
People want to see what they are getting.
Stunts, Events and "Happenings":
Example: GoDaddy.com Super Bowl ads are stunts.
Free food, (Free food packs a club).
Free seminar (Nutrition Info is always welcomed)
Call-to-Action:
Every marketing message should have a “call-to-action.” In other words, tell your reader/listener exactly what to do with clear instructions. “Call 1-800-XYZX” is a “call-to-action”
Make your “call-to-action” stand out. Set it a apart in a box. Make it easy to find. People want to know exactly what to do. Once they decide they want something, they want to know how to get it.
II) Direct Mail:
Unusual Packaging
Black plastic carrier
$1 bill showing through window
FedEx, USPS Priority
Big envelopes usually pull better than standard #10 -- often 100% better
Small envelopes (Monarch size) look more personal that #10s
Personalized Package to look like wedding or party invitation
Closed-face carrier to look like personal letter from friend
Hand-address in blue ink (computers can imitated hand-addressing)
First Class postage (real stamps, not meter)
Scannability:
Make your letters and ads scannable, easy on the eye.
Your headline, subheads and photos help
Keep paragraphs short – one sentence, even one word sometimes.
Underline key phrases (not entire sentences, just fragments)
Use bullets when listing items.
No one wants to be greeted with a big block of dense text
Handwritten notes in margins can be a nice touch.
III) Internet Marketing:
Add audio and video to your site.
Incorporate many of the above strategies.
IV) Traditional Advertising:
Make print ads look like articles, this alone can boost response to your ads 500%
Use mass-market advertising primarily for lead generation (not selling).
Offer something of value free to get people to respond.
Make sure your free gift is valuable and exactly in line with what we sell ......Health & Fitness
Add those who request your free offer to your list of hot leads so you can follow up with your "prospect and customer cultivation program."
If you have a ton of prospects you can sell a lot of members.
Happy Marketing!
