In this blog post, you’ll discover how a gym in Swansea, Wales, UK was able to add 106 members in just 6 weeks!
Right now in your city or town, there are two types of people. They are:
1. Non-sophisticated buyer: Don’t even know you exist, that you can even help them, or that they have a problem
2. Sophisticated buyer: Have purchased gym memberships/personal training in the past and have an active interest in getting/staying fitter, happier, healthier
Regardless of if you are trying to attract non or sophisticated buyers into your business, human psychology is the same regardless. Most people want to look better, feel better, move better, and have more confidence.
Prior to working with Fitness Marketing Agency Dom Hodge the owner of Baseline Fitness, Swansea, Wales, UK would advertise on Facebook and Instagram, in his advertisements, he would talk about things like staff qualifications, how good the programming is, the size of the gym, what equipment they had and this resulted in minimal sign-ups because all of his marketing activity was feature-based and not benefit based.
People are selfish, they only care about what’s in it for them and how they can benefit. We simply switched Baseline Fitness’s marketing to be more benefit-driven than feature-based and talked about the outcome of what people would achieve if they were to partake in coached sessions. Typically speaking after 6 weeks of exercise and healthy eating most people would look better, feel better, move better, and have more confidence. This is what we communicated in their advertisements which is why Baseline Fitness had such explosive growth.