7 ways to out market your competition

Lesson #1. BE CONSISTENT!

Are you consistent in the look and feel of your marketing?
Are you consistently marketing everyday? Lesson #1 is to be consistent in your marketing and not giving an inch to your competitors. Always battle for your territory… and never give an inch.

Lesson #2. It’s All Abut THEM

Do your beautiful, award-winning marketing materials really influence people to make an enquiry about your gym? Let me tell you… No, they don’t. Nobody cares. Nobody cares about you, nobody cares about your gym and nobody cares about your crappy brochure. They care about THEMSELVES and what your gym can do to make their lives better. Get over yourself and focus your marketing by communicating to people within your ClubZONE about how your gym can help change THEIR lives.

Lesson #3. Fans Refer, Happy & Satisfied Members Don’t

How are you enabling your customers to do your marketing for you? Your gym should aim to build a community of referrals. Cultivate fans, not just ghost members who walk in, jump on equipment for 45 minutes, then leave. Build inherent remarkability of the whole experience from every workout visit. This should be your teams goal EVERY single time your members enter your gym. Investing time on training staff is also an investment in marketing. When your staff learn how to create a memorable experience, it excites members! It drives them to refer everyone to your club, without discounting your membership, or wasting money on advertising that doesn’t even work.

Lesson #4. Lead Your Community in Fitness Education

How are you getting permission from people to market to them?

· You ARE giving away information to people in your community about the benefits of regular exercise, right?
· You ARE the leading voice of fitness and exercise in your community, right?
· You ARE collecting email addresses, right?
· You ARE sending out a regular, value-driven club newsletter, right?
· You ARE getting subscribers to your gymblog right?

Get out there and create a community leadership profile.
Get involved in your community, and get permission, liking and trust. People want to be lead and inspired. In fitness and exercise in your community, that person will either be you, or your competition.

Lesson # 5. Market Your Club EVERY DAY

Business is war. Your gym is either growing or dying. It’s either gaining territory, or losing it. Not marketing daily leaves the door wide open to your competition to take more ground. How are you marketing your fitness business daily? The more answers you can come up with to this question, the more money you will make. Period. Market yourself and your club EVERY SINGLE DAY.

Lesson #6. You Must Invest Money & Time On Club Marketing

How much money do you spend on marketing? On one hand, you could say “nada,” if your members are referring business and are doing your marketing for you. On the other hand, you could say “mucho dinero,” if everything you do is a form of marketing. It’s not about budget and what you think you can afford. You can’t afford not to. Use your imagination and get creative, and spend time doing it every day.

Lesson #7. Use Pleasure & Pain to Get Noticed

How much stopping power does your marketing have? Nobody notices normal. Nobody buys boring. The effectiveness of a message isn’t necessarily dependent on its longevity, but rather its ability to evoke emotion in the moment. Make people stop. Do this using “movement toward pleasure”, and “pain avoidance”. Market using the power of questions. For example, Pleasure – Do you want to look fantastic this summer? Pain avoidance – “How would you feel if you didn’t get started today? Questions like this get noticed. Headlines like this stop people in their tracks. Bullet point feature ads about your equipment do not!

Let Me Finish By Asking You This…

Is your marketing making music or making noise? It’s the difference between the bee and the mosquito. You can hear that they are both busy.

Yet one produces results… and the other gets swatted.

Is your club busy making sweet music, and winning the battle to compete in the market… or buzzy, and always on the run and getting totally dominated?

Now Workitout…

Is your marketing so good that it doesn’t even look like marketing? Not because it’s slick, but because it’s authentic.

It’s YOU… A logical extension of your passion and love of this industry to help change lives.

Great Club Marketing is an invitation to join a movement, not running a campaign.

Be Consistent…
Be Remarkable…
Be Authentic…

and dominate your competition by leading your community and changing lives!

I wish you and your gym business every success