WANTED: 10 MEN to join our successful program!
DOES THIS SOUND LIKE YOU?
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But, are they your demographic of person? Ask yourselves, how much time do you excerpt chasing & speaking to these people on the phone? How many of them actually turn up to your facility? How many of them sign up for your program? How many of them stay on once they have completed the trial? How many are still with you after 1-year? What do you do when responses drop-off after 3-months?
Whilst seemingly very successful, this sort of advert is often a numbers game. You are hurling objects at the wall in the vague hope that something will stick. But we've all done it!
We operate in an industry where it is ingrained into us that we need to keep bringing in new leads. We are taught that it is our lifeblood. It's in our DNA. But, in a thirst for new members, common sense often takes a seat on a shelf.
What is the average lifetime value of a member at your gym? Why are you continuously bringing in high-volumes of low-yield members, which you then struggle to retain?
The typical marketing agency spiel is that "they're doing their job" and that they're "providing the leads", but "there must be something wrong at your end". For a timely commitment of a few more thousand, some might even offer to help you with that.
Chances are that this target demographic is in at their mid-30's, probably older.
They hold down demanding (often stressful) jobs.
They are probably already struggling with the work-life balance, juggling work alongside a family & children.
Their entire mindset is built around considered, evaluated decisions.
They are unlikely to make knee-jerk decisions, and they certainly won't be of the mindset for entertaining hard-sells or blatant sales gimmicks.
