The 30-second article
• Grabbing a prospective customer ’ s attention and holding it long enough for them to read your message and then take action requires some strategic creativity
• The content of your ad should follow the AIDA model of marketing : Attention , Interest , Desire and Action
• The headline is critical for grabbing attention and serving as the gateway through which people can come in and read your offer
• A simple , single call to action will make it easier for prospective clients to take the next step towards becoming a client or member with your fitness business .
generally move in one of two directions :
1 Z direction – start in the top left hand corner , scan across the headline , skim through the body in a forward slash (/) direction to the bottom left hand corner , then read across the bottom , finishing in the bottom right hand corner .
2 Back slash (\) direction – start in the top left hand corner and scan or skim through to the bottom right hand corner .
Regardless of the format you choose , therefore , both the headline ( which we ’ ll look at in a moment ) and the final line are really important . The bottom right hand corner must include :
1 Your offer
2 Your call to action .
This is where the eye stops . It is the last thing your prospect will see , so it ’ s critical that the action you want them to take leaps out from the page . If you want them to call you , tell them to in the bottom right hand corner !
Now your headline
Your headline will be the thing that attracts the attention of your prospects . What makes you decide which articles to read in the weekend papers ? What made you decide to read this article ? The headline !
It could take several attempts to craft a powerful headline . Unfortunately , too often , marketers simply tack on the headline as an after-thought once they have written their body copy .
Spend more time on your headline than anything else related to your advertising piece to ensure you are appealing directly to your ideal customer . It ’ s the gateway that will either get people to come in and read your offer or turn them away .
What about the images ?
Pictures really can tell a thousand words and will tell the prospect so much about you , your service or your facility . Here are some pointers :
• Use your own images if possible . Many gyms , studios and trainers buy and use the same images , which can make them look generic and indistinguishable from each other . Ideally , have a photographer , or at least a camera-savvy acquaintance with a good camera and lens rather than just a phone , take shots of you or your facility that you can use in all marketing and advertising material . Ensure that any internal facility images have people in them – nothing is less inviting than an empty gym or studio !
• Use hi-resolution images . If budget and logistics prevent you from using your own images then you can use stock images . Searching for ‘ images ’ in Google and downloading one is not the answer though ( quite aside from possibly infringing copyright ). Pay a few dollars to buy the usage rights to a high quality image from one of the many stock image sites , such as Adobe Stock , StockPhoto Secrets or the more budget-friendly Storyblocks ( taking care not to buy images that you ’ ve seen used by other fitness facilities ).
• Smiling faces . Images with people smiling will have a greater impact on your prospect than a bland , unemotional facial expression .
• Images that match your ideal customer . When your prospect looks at the image on your advertising piece , you want them to see themselves .
Your call to action
Many advertising pieces have multiple calls to action , which can send a prospect into a tailspin of confusion and lead to inaction .
The key filter to any advertising is ‘ Don ’ t make me think .’ If the prospect has to read and think , you ’ ll lose them . This means your core call to action must be kept as simple as possible and be a single option : ‘ Call me on 9484 5501 .’
The AIDA principals of an advertising piece are relevant for any form of internal or external advertising , whether you are designing posters , writing emails or putting together a Facebook ad .
Click HERE to download your FREE copy of the How To Write A Winning Advertising Piece ebook .
Justin Tamsett , BEd is an internationally recognised thought leader who challenges the status quo of the fitness industry . He is the director of fitness consulting and marketing company , Active Management . activemgmt . com . au
Listen to Justin on the business of fitness
In his chat with The Fitness Industry Podcast , powered by Australian Fitness Network , Justin talk people power and technology , the US versus Aussie fitness market , and why the niche shall inherit the earth .
Click HERE to listen
60 | NETWORK SUMMER 2017