Friday, November 2, 2007

Marketing Beyond the Benefits

Writing Promotional Signs That Get Results

Posting signs around your gym or training studio to market your programs, events or specials can increase registration numbers and interest in your services or workouts.

Fitness pros often create a sign that focuses on the features of their offer instead of communicating the benefits in a way that makes sense to fitness consumers. This is a mistake.

Here’s an example:

Let’s say you offer 35-minute training sessions for your clients. That, in itself, is a feature. It doesn’t necessarily communicate any value to the fitness consumer.

The benefit to your clients is that a shorter-than-normal session saves them time and perhaps allows them to work out on days when their schedule is too tight for a longer gym visit.

Now, how could you communicate the benefits of your time-saving sessions in a way that’s even more meaningful to your target audience?

Well, perhaps part of your target market is new moms. When my daughter was under a year old, I would have been sold on the chance to squeeze in a decent workout AND maybe a post-exercise shower before my baby started fussing in the gym’s daycare. That would have been the benefit of 35-minute sessions to me.

With the scenario above, moms like me are happy. Babies are happy. And as the trainer, you’re happy, too, because your ability to communicate real-world benefits to your target clientele pays off.

When you promote benefits that resonate with your clients and prospects, you capture their attention, which is the purpose of your sign (or other marketing piece) in the first place.


More guidance on how to write marketing material for special events and programs in the fitness industry: Profitable Fitness Events for Managers and Trainers.

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