Archive for the ‘writing a compelling email campaign’ Category

How I Spent my last $500 to Marketing my Fitness Center and made it successful

Monday, December 7th, 2015

How to Market a Fitness Center with as little as $500 and turn your fitness business around 100% with these fitness business apps and Gym Marketing Tactics that I used to take my Gym from 46 to 304 members in less than 3 months, and doubled my membership prices and stayed there without fighting the price wars all other gyms fought around me

I know what I would do because had to do it.

I was down to what I decided was the last $500 I would put into my gym business and if it didn’t work, I’d get out.

My wife and I decided after being in business for 5 years of owning a regular gym, We agreed that if we didn’t get more than the 46 members we had, we’d fold up tighter than a 7th grade love note.

For the first 5 years after I started my gym I followed all the other gym and marketed the same way they did, which was not at all or with cheesy display ads. I couldn’t find the right gym marketing system in the daylight with a flashlight.

What I did was spend a whole month doing the following to Market my Gym:

To begin with, I changed the colors of our gym from the dark depressing blue to a Yellow and Orange Sun Burst color for the feeling of energy.

I even worked Christmas day and New Years day painting. But while I painted, I bought every Marketing audio book I could and listened to them while I worked. Needless to say, I was so hyped up from all the learning and ideas flying around my lightly haired head that I  couldn’t sleep at all. I couldn’t wait to start on Marketing my gym.

I started at night practicing writing and perfecting my 4 page Brochures, yes 4 pages, and YES they were read completely by most. What I did was, after I built my website in the beginning, I basically printed a copy of my website and put them in a clear “Take One Box” on the outside of the door to my gym. This was a great tool because most people if they came up during non-open door hours, would get one and have all the info they could stand about the gym.

P.S. Put prices and membership options on your brochures and website for all to see. Your’e not a used car salesperson and have the “If I can just get them into the door” mentality. You’ll lose business faster than a hooker with a fever blister.

NOTE: I had already converted my gym into a 24 hour Fitness Center at this point but still had no one coming in and I couldn’t figure out why. Here’s what I found out over my 11  years of owning my gym and making it successful.

Fitness Marketing Separation-  definition by Shannon Cook: Being in a crowd of other gyms, holding your gym up and waving it like hell until the prospect notices you and ask you “why should I come to your gym over all these others surrounding you?”, Then giving them reasons until they say OK! 

So…. I got the painting done, cleaned the place like the bathroom at Ritz Carlton lobby, then went to Marketing.

Here’s what I would do TODAY if I only had five hundred dollars and One month to make it work or go under.

  1. Website: Even the 70 year old people now are using “The iphone” as they say, to look everything up. If you aren’t following everything I laid out in the book, its too much to go in depth here, but I’ll condense it like the 12 days of fitness marketing if I can.

After you read this post go to www.templegym.tv and you can see the template I used that works as well as any gym’s website ever. But come back here after you take a gander.

2. Email Auto Responder get an Email Auto Responder system from aweber, and start collecting emails, I can’t tell you enough what this will do for your business, but you must send the right emails out, no crap like catch phrases. Nothing like “your gym, your life”, would you open that? I don’t think so. This is where a copywriter can help you, I learned from writing hundreds of emails what would get opened and what wouldn’t. Click HERE to get your aweber account going now.

Something like “I’f I get divorced I’m blaming you”. that got opened a lot, then of course you have to keep them reading past the title all the way to the end. In the end I led them to a special I was running at the gym and I may get divorced for doing it because it was so good, like when I first started offering a 30 day guarantee which my wife didn’t really like at all, but ended up trusting me.

3. Video Tour- After the website was right, then email form in place, I then made a video tour. click the link to see mine. This was the best salesperson I ever had. It pre-sold 95% of my memberships for me. Prospects would come into the gym and I would start to show them around and they would almost always say “no thanks, I know how everything works, I saw your video”

4.  Have A Guarantee!-   You will probably be scared to do this one, but its a proven fact, If your product or service is any good at all then you’ll have very few returns. I only gave money back one time ever! Out of hundreds of memberships sold.

I found it worked so well that I went to a 60 day guarantee the last two years and never had one come back and ask for their money back. I believed in my gym, I even offer my book “Marketing Dumbbells”with a 6 month guarantee because I’ve only ever had one person want their money back after reading it too. Your not the gym for everyone, but a gym is an emotional experience and once they actually make the decision to try you out basically they’ve decided almost no matter what they don’t want to go through the process of changing. I have also found out that after they have joined my email list, they usually take 3 to 6 months to decide to join, but after their in your gym marketing funnel along with 300 others you can imagine how the compound effect starts to roll and there’s always someone coming in from an email or the website.

Everything I just mentioned, Getting a website template and hosting account, email auto responder,  youtube video and put it on your website, and Offering a Guarantee will only cost you less than a hundred dollars.

Then i’d spend the remaining $400 on radio ads.

5.  Radio Ads- Yes, I’d pour every last dime into radio ads, not facebook ads or google ad words, If I had to make sure my message got out asap or I was going to be out of business, I’d do this one last thing. A radio ad blast. I had such good luck doing the combination of the above things, then radio ads, that I’d spend my last dime on them. click on the text to be taken to my website where you can hear some of my radio ads for yourself.

Here’s how I used the combo from all the things above:

The Radio ads drove people to call or to the website, the website to the email sign up form or to watch the video tour, the sign up form to the emails themselves, the emails to the website or the gym, the Guarantee hopefully sends them over the edge of just “thinking” about it to “trying” it out.

Now, if you want to find all the above fitness marketing tactics and how to start a 24 hour gym in exact detail, go to www.marketingdumbbells.com 

 

To get all the secrets about how to Market your gym and turn your business around, get the book now.

Get the Book “Marketing Dumbbells” to discover exactly “How I took my Gym form 46 members to 304 in less than 3 months”


 

Top 3 Best ways I Marketed and Advertised my Fitness Center after I converted it to a 24 hour fitness center, Plus the fitness marketing.tv Podcast

Sunday, February 1st, 2015

My Gym Marketing top three ways I tripled my gym memberships in under 3 months and kept a 90% retention rate for over 6 years until I sold my gym.

I’ve tried every marketing thing there is when it came to Marketing and Advertising my 24 hour Fitness Center. I owned it for 10 years and sold a few months ago for many times what it cost to start.

I loved the Gym Business but as they say in “the godfather”, I got an offer I couldn’t refuse.

Here are the top 3 ways I found worked best for my Fitness Center Marketing and not only grew my fitness center but saved it from closing like so many gyms in the first 3 years.

I always said “I can’t do Marketing”, then I read a quote that General Grant said Abraham Lincoln related to him when he told him he couldn’t seem to beat Robert E Lee at one point. Lincoln told him that they had a saying out west, “If you can’t do the skinning, hold a leg so someone else can”. I listened to, watched, went to seminars, and spent my own money seeing what worked and what didn’t.

Here’s what I found out.

1. Niche

I researched until I Found out what people wanted from a fitness center in my area. This was not hard for me to figure out, but it was hard to figure out how to do it.  No one in the industry would tell me anything, and I don’t blame them. So I had to reverse engineer it myself.

It was to CONVERT TO A 24 HOUR FITNESS CENTER.
This was my first priority. I logged the whole process in a book you can get below

2. Website
I got a great website template and built my site along with “video tour”. A video tour is very important, in it answer all the questions your prospects ask when they come in to look around. You can see the video I did at http://youtu.be/5bA3bfNTNzg

Then I put as much content along with keywords in my webpages and post that people were searching for like “tuscaloosa gyms” or “tuscaloosa 24 hour fitness centers”. Then I added an Email subscriber form to the website. I had one at the bottom of the website and also I had a pop up form that would show up 5 seconds after they view the site. I used aweber email service.

3. Radio Ads
This was the crucial piece of the puzzle that drove my marketing efforts and made my gym successful.
I wrote my own ads. I only ran 15 second radio ads because that’s what I found to be the best bang for my buck and also folks would listen for 15 seconds without turning the radio. BTW, I almost always wrote funny ads

I would do what I called an ad blitz. I would run ads on monday, wednesday, and friday for 10 t0 15 times per day. You can get a great rate for running ads for a month long. usually I paid from $350 t0 $550 and believe me when it came to successful fitness marketing, it way more than paid for its self.

The radio ads drove folks to my gym website, then they would watch my video tour or sign up for my emails and or hopefully come in and sign up. You can get all my radio ads word for word in the book below

The beauty of all this working together was that it did my selling for me without me having to show them everything individually that usually took 30 minutes in person. they would usually walk in and say “I want to sign up, I already know how the system works from watching the video”. Now that’s Marketing!

If you’re looking for a successful fitness marketing system, get my book and see how I started my fitness center from scratch then converted it into a 24 hour fitness center then marketed it successfully for the next 6 years then sold it successfully.  If you want the complete 200 pages of my business biography get the complete book at www.how2ownagym.com

comments or questions email: shannoncook902@gmail.com
Shannon Cook

UPDATE: The podcast is now available here

Get the book then listen to the podcast to learn how to open a 24 hour automated gym

New Gym Radio Ad examples along with audio, written by Shannon Cook

Wednesday, May 28th, 2014

When it comes to Gym Radio Ads I like to make them funny so I get and keep attention of my listeners, plus me being a part time stand up comedian I like to be funny if at all possible.

I have posted some of my other ads on the site already but here’s my latest fitness radio ads. I basically wrote them off the “most interesting man in the world” idea but made them “the most interesting man in the gym” premise.

Here they are:
temple gym 15sec jumps rope 1-10
temple gym 15 sec spot him mix 1-10-14
temple gym – 15- mix-bear

I had a great response through my website visits from these gym ads. I had a jump of over 40 visits a day on the days I ran these. Any time you run any kind of fitness marketing campaign you need to figure out a way to measure what the response is so you know if it works.

I’ve ran ads that only got a few responses one day then rotated another ad every other day and compared the two, when I got double and quadruple the other ad, then I knew what not to waste money on.

Shannon Cook is the owner of Temple Gym in Tuscaloosa Alabama, the website www.fitnessmarketing.tv , an AD copywriter, consultant for opening, marketing, and converting fitness centers into 24 hour gyms, and the author of “How to start and market a 24 hour fitness center from scratch or convert your gym into a 24 hour gym”. Get the book at www.how2ownagym.com
http://www.stitcher.com/s?fid=75430&refid=stpr
contact Shannon at shannoncook902@gmail.com

A absolute necessary marketing check list you must follow in any business for marketing, advertising, and copywriting

Monday, September 7th, 2009

A absolute necessary marketing check list you must follow in any business for marketing, advertising, and copywriting.

gym marketing checklist 

 

If you can answer all the questions below with a YES then you have a cannot fail sales letter, marketing plan, ad, article,newsletter, radio script, brochure, or flier and postcard or any other marketing thing you do.

To learn every deatil of “how to open a 24 hour gym from scratch”, click here www.how2ownagym.com

I started this site to help you with all the tools and knowledge i have compiled from many thousands of dollars that i have spent coming into my marketing career. I love marketing and i want to help other business owners do correct marketing.

Marketing Checklist

 

  •    Are you writing/marketing to people who you know want the product you are selling?

 

  •    Is your main headline on your ad or sales letter an intriguing attention-getter that stresses the very best benefit to the reader?

 

  •     Can your reader grasp what you are offering in three seconds or less?

 

  •    Have you written your letter or ad from the prospect’s perspective, not from your perspective?

 

  •     Are your claims backed up with facts, a track-record, testimonials?

 

  •    Does your ad or sales letter answer the six key questions: WHO? WHAT? WHERE? WHEN? WHY? and  HOW?

 

  •         Are your claims 100% true?

 To learn every deatil of “how to open a 24 hour gym from scratch”, click here www.how2ownagym.com

  •          What is your Unique Selling Proposition (U.S.P.)?  What makes you different?

 

  •     Are you treating your readers and listeners as if they are idiots. (Big mistake if you are.)

 

  •     Is your offer irresistible?

 

  •    Is your guarantee bold, eye-popping, and attention-getting? (i.e. double-your-money-back)

 

  •     Do you have a deadline for the offer to expire and a good reason for the deadline?

 

  •     Is it easy to order?

 

  •    Have you told your prospect exactly how to respond with step-by-step instructions?

 

  •    Have you told your prospect who you are?

 

  •    Is your letter, your ad easy to read, scannable, with lots of headlines, sub-heads, strategic underlines?

 

  •         Is your letter written in a conversational, friendly style?

 

  •    Have you anticipated and answered all your reader’s  possible  objections?

 

  •   Does your order form or reply form (landing page) look like an  order form? (It should.)

 

  •         Is everything you want your reader to do clearly stated on  the order form?

 

  •         Does your order form or website have a headline restating the main benefit?

 

  •         Are the graphics and packaging of your offer attention-getting?

 

  •         Are your graphics enhancing your message or obscuring your message?

 

  •        Are you giving away something to boost response?

 

  •        Have you stripped out empty “hype” words like “best ever” and “amazing”?

 

  •        Have you replaced empty hype words with facts and proof?

 

  •        Have you put your guarantee on a separate document that looks  official, like a certificate or a savings bond?  Have you signed your guarantee?

 

  •        Have you included a FAQ (Q&A) insert?

 

  •       Have you written an entire package (with all necessary elements), not just a letter?

 

  •       Are you tracking and measuring results meticulously?

 

  •       Are you testing (one element a time)?

 

  •    Are you zeroing in on your best 20% of customers, treating them with extra care and attention?

 

  •        Does everyone in your company understand that they are marketers?

 

  •        Is your company worthy of referral?

 

  •       Are you posting important marketing numbers at your company so that everyone understands what the goals are?

 

  •   Does everyone in your company understand that their paychecks come from customers/sales?

 

  •    Does everyone in your company know that the mission of your company is to create a “Happy Customer Experience that exceeds the customer’s expectations and causes customers to say ‘WOW!’”?

 

  •     Have you raised your prices 10%? (This will increase the profitability of most companies by 50%)

 

  •     Do you have a computerized database that includes all relevant information on customers and prospects that will allow you to segment your customers and precisely target your communications?

 

  •    Do you know how much it’s costing you to find a lead?

 

  •     Do you know how many leads it takes to find a customer?

 

  •     Do you know which sources, ads and letters are producing the most leads and the most productive leads?

 

  •     Are you keeping your database clean and accurate, eliminating duplicates?  Are you a fanatic about list hygiene?

 

Please add your comments or questions on my blog and I’ll get back to you asap. Thanks, Shannon

 

To learn every detail of “how to open a 24 hour gym from scratch”, click here www.how2ownagym.com

shannon cook can be reached at shannoncook902@gmail.com