The Truth About Fitness Marketing
Fitness marketing is no different than any other kind of marketing in one important way. Marketing is directed at humans and humans have a certain characteristic that crosses age, gender and level of physical fitness. That quality is a natural skepticism about guarantees and it’s why the most successful marketing campaigns don’t make crazy promises.Stick to the Truth When Fitness Marketing
“Just the truth and only the truth” should be words marketers should live by. Unfortunately when you browse the internet and read fitness website, they a often tell readers little fibs if not outright lies. They make promises for a certain amount of weight loss within a certain time period or they promise 100% money back guarantees knowing very few people will hold them to the promise since fitness is such a personal activity.
Health clubs and personal trainers often make guarantees they shouldn’t be making for a simple reason. People who don’t meet their fitness goals usually blame themselves first and hold the fitness center and trainers harmless to borrow a legal term. A client who is given a guarantee he or she will lose the desired weight knows the goal may not be met because of those late night sugar snacks being eaten each evening.
Do cheating clients confess? Usually they do not so they let the guarantees slide and never bring them up. This is the kind of human behavior that enables marketers to promote unreasonable guarantees and people understand they are not good fitness guarantees. This can cause a fitness marketing campaign to be ineffective over the long run.
Making the Truth Stick to Your Customers
How do you get around the fact potential clients will be naturally suspicious of your fitness marketing promises? You do it by showing them the truth instead of just telling them. For example, instead of saying you guarantee the person will lost 10 or 20 or more pounds, you show them a picture of yourself or a previous client or a fitness club member who had done exactly that thing.
The old adage that a picture is worth a thousand words may seem trite in this electronic age of high speed graphics, but it still applies. The saying can be rewritten though to say a picture is worth a thousand guarantees.
Pictures don’t lie. Since you don’t want to lie to your customer leads, it only makes sense to
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