I visit gyms all over the country.
I see first-hand what they are doing for marketing and sales.
I listen to them interview me as a prospective member, or simply someone who wants to see their gym or training center.
Every good gym has a common theme, and that’s what makes them successful. It’s really quite simple and it’s the foundation of their success.
The theme common to all successful gyms is they know and understand their ideal customers on a number of levels.
The first level is the demographic data which I talked about here.
The second is the psychographic data and you can read that here.
The third, and most important, is the psychic information.
We all have needs, wants desires and dreams. Understanding the psychic profile of your ideal customers, and using that information in your marketing efforts consistently will build your tribe and attract more of your ideal customers.
The psychic information about your ideal clients comes down to what do they really, really want. People tell us what they want but it’s usually surface stuff, until they become comfortable with us, or we skillfully probe deeper into their answers.
People don’t really want to lose weight. They don’t want a meal plan. Most do not really want to work out. What they really want is the outcome of all the above. They want to look better, feel better, be more attractive to other people.
Market how your programs help them with their psychic needs and your membership will swell in numbers.
You understand what the psychic needs are by listening to people. What are they saying to you and to their friends? Your job is to listen carefully so you can answer the following question:
- What keeps your ideal client awake at night, what bothers them to the point where they can’t sleep?
- How would they answer this question, if only I could_________, then I could __________.
- What do they privately and secretly desire the most?
The answers to the above questions are the basis of ALL your marketing efforts.
Don’t tell me how many square feet you have in your facility. Don’t tell me how many treadmills you have. I don’t care about that and neither do your potential members.
Tell me about how you can help me solve my problems, my psychic needs. Do this for your members and they’ll gladly give you serious money in exchange for your services.
