Pick up any newspaper and you’ll see health clubs, small and large, advertising their business. You have the 30-minute clubs, the big and small chains, the independent clubs and of course, the men- and women-only facilities. All spend the bucks on advertising. Some use the newspaper; many send postcards and distribute flyers, and others use radio. By looking closely at the majority of these clubs and their advertising methods and content, many have one thing in common…many talk about themselves.
Their marketing pieces are loaded with the “me” or “us” mentality. “We have the best club around” is the theme of their advertising in one way or another. Some advertise prices. They’ll blurt out low price specials, package deals, two-for-ones, low monthly dues, zero initiation fees, free services, tanning, and everything you can imagine to get people to “bite” on their advertising and come in to join. Many of the larger chains get away with this type of advertising due to their big budgets, huge volume and brand marketing departments. Unfortunately, the other 90% of clubs out there – the smaller chains, the independent clubs and the 30-minute or women-only facilities, etc. – try to duplicate this style and fail miserably. They just don’t have the marketing power or dollars to compete with the “brand” or “me/us-centered” advertising methods. If this is you, you must start taking a different approach. Something that will give you a specific, profitable response from every ad or marketing campaign you execute.
This “something” is free report or free ebook direct-response marketing. In my opinion, this is the most overlooked and most powerful way to get new members – especially for small- to medium-sized independent clubs or small club chains. If the big club chains did “free report” or “free ebook” direct-response marketing with all of their marketing dollars, they would attract more new members than they would know what to do with. But, they won’t do it, because many have the “brand marketing” mentality and they’re not willing to give that up.
So, what is free report or free ebook direct-response marketing? It’s a way to get hundreds, even thousands, of people, who live in your area and “need” your club to come into your club now – faster than any other way you can think of!
Here’s how to do it. First, you have to write or create a free report or ebook on a topic that health club prospects want and desire to know about. Make sure the content creates a need and desire for a health club and overcomes the typical objections (i.e. no time, procrastination, spouse, money, etc.) Then, give the report/ ebook a tantalizing title so prospects can’t resist getting it. (More on this later.) Specifically tell them how to get it. Make them go to your website or call a toll-free number to request the free report or ebook. In any case, make sure it’s automated. Once your prospects respond, capture their information before you give them anything (i.e. in exchange for an instant download of the report/ebook, get a name, number and email). Preferably have respondents complete a web form at a nonbranded website. Once they complete the form, instantly give them the report or ebook. Of course, the ultimate goal of all of this is to get prospective members into your club to join. So, with that said, offer a free pass with an expiration date at the end of the report/ebook as a gift for requesting it.
Let’s discuss the most important component to all of this: the name of the report/ebook and the content. First, don’t write something such as “Tips on Joining a Health Club” or “How to Get a Good Workout.” Make sure your title and content are targeted to a specific benefit that is a hot button among your prospects – for instance, fat loss. A good title for this would be “The Fat Removal System Ebook: How to Quickly & Easily Lose Fat without Spending Tons of Time, Money or Effort!” You know that everyone who wants to lose fat is a potential prospect for your club. Or, another topic could be home exercisers, “How to Double your Results from your Home Program without Spending any Extra Time or Buying any More Equipment.” The content of these reports/ebooks should not necessarily give the exact solution, but should make your health club the ultimate solution!
Of course, finally, you must advertise your free report or ebook. Make sure you do not put your club’s name, logo or phone number on the ad! I know this isn’t what you’re used to, but it works! Have a completely non-branded ad that announces your free report/ebook and tells people exactly how to get it. Place these ads in the local paper to start and watch the leads come in like crazy! Of course, follow-up on every lead, and offer them a pass or tour to your club.
Pat Necerato is a Sales and Marketing Expert with over 15 years experience in the fitness industry. He can be contacted at 866.468.2832, or go to www.MoreNewMembers.com and get his FREE Marketing Video & Report.
