The Re-activation Trifecta

A couple days ago I told you about the simple and archaic marketing system that I used in my five facilities to grow our training business.

The External lead generation systems we used were lead boxes and direct mail pieces.Client Reactivation letter

Internally we used email marketing to “warm” up the list by delivering high value content crafted to educate, entertain and to build rapport, trust, and liability – then we followed that up with low barrier offers which produced a big influx of new clients.

The CORE of the marketing in my facilities however were all based on the Three ‘R’… Retention, Referral Generation, and Re-Activation.

And as promised I have the Re-activation Trifecta sequence for you… the same one I used and the same one my coaching clients have gotten solid results from.

This is something I thought about packing up and selling for $197, but I’d rather give it out to our community and see you get a few of your past clients back.

So without further ado, here’s the low down…

1. This is a three step proccess. It works best when you use all three steps.

2. The purpose of each of the three steps is to force multiple each other.

3. Don’t focus on trying to make money on the front end – just focus on getting your former client in on a very special offer, giving them the “wow” experience, and converting them into on-going clients.

Step one of the three step proccess is the snail mail.

Step two is an email follow up four days after mailing the snail mail.

Step three is a phone call follow up the day after the email.

(this is typically where you’ll close the client on the introductory offer)


THE SNAIL MAIL

**********************************************************

THANK YOU!

 

Hi <Name>, It’s been a long time since we’ve seen you, so I wanted to reach out and say hi 🙂

In case you don’t remember me, it’s <Your Name> from <AWESOME FITNESS> here in <YOUR TOWN> – you used to workout with us, remember?

We miss you and want to invite you back to continue your personal training program.

I know life can get busy at times and even with the best of intentions things like your fitness program sometimes takes a back seat. But it’s time to get back in here and focus on YOU a little.

Remember how good you felt after your workouts? The all day energy a good workout gives you, the weight loss results, confidence, and self-esteem boost. Remember?

I know that fitness is important to you and that you have tried other fitness solutions recently . In fact most people I talk to who have tried other solutions after leaving my program report that the results have been less than stellar.

Maybe it’s been that way with you?

Listen, I want you to come back and let us get you back on track. Lets get back into a routine, get you in shape, drop the unwanted pounds and give you the body you’ve always wanted.

– – I’M GOING TO BRIBE YOU – –

Nothing beats a good bribe, right? So I want you to come on back and try my Three Week Rapid Transformation Program. This program is designed to give you fast results and includes a personalized nutrition program, unlimited accountability and motivation, a pre and post program fitness evaluation,  and the awesome workouts we’re known for!

Now regularly this program runs $397, but since I promised to bribe you to get you back in here I’m going to give you this three week transformation program for $97.

— THE CATCH —

Now there is one small catch with this program. No, you don’t have to workout at weird hours of the day or pay any hidden fees on top of the $97 I mentioned… but you do need to call me to start this program by <DATE 10 DAYS OUT FROM MAILING DATE>.

Fair enough?

You can reach me at <### ### ####> or just shoot me an email at <[email protected]>
to start your three week rapid transformation program.

I’m guessing you miss working out and how good it feels as much as we miss training you. Take this opportunity to do something for yourself – it’s really a good deal!

Again, just call me at <### ### ####> before <DATE 10 DAYS OUT FROM MAILING DATE> to start your three week rapid transformation program for only $97.

All the best to you,

<SIGNITURE>

<YOUR NAME>

<PHONE NUMBER>

<Website URL>

****************************************************************************

THE EMAIL

Subject: Re: Your program (action required)

Hey <Name>,

I hope this email finds you well…

A few days ago I mailed you a letter, I hope you received it. The purpose of the letter was to invite you back to <AWESOME FITNESS> so you can start training with us again 🙂

We miss you training you, and so I created a shameless bribe to get you back in here.

Here’s it is…

Come try my Three Week Rapid Transformation Program for 75% off. This program is designed to give you fast results and includes a personalized nutrition program, unlimited accountability and motivation, a pre and post program fitness evaluation,  and the awesome workouts we’re known for!

Now regularly this program runs $397, but since I promised to bribe you to get you back in here I’m going to give you this three week rapid transformation program for only $97.

— THE CATCH —

Now there is one small catch with this program. No, you don’t have to workout at weird hours of the day or pay any hidden fees on top of the $97 I mentioned… but you do need to call me to start this program by <DATE 10 DAYS OUT FROM MAILING DATE>.

Fair enough?

You can reach me at <### ### ####> or just shoot me an email at <[email protected]>
to start your three week rapid transformation program.

I’m guessing you miss working out and how good it feels as much as we miss training you. Take this opportunity to do something for yourself – it’s really a good deal!

Again, just call me at <### ### ####> or reply to this email before <DATE 10 DAYS OUT FROM MAILING DATE> to start your three week rapid transformation program for only $97.

Really looking forward to helping you get the fitness and weight loss results you’re looking for.

Talk soon,

<FIRST NAME ONLY>

***************************************************************************************

 

THE PHONE SCRIPT (these calls are made the day after sending the email above)

YOU: Hi, this is <YOUR NAME> from <AWESOME FITNESS>, is this Susan?

CLIENT: Yes it is

YOU: HI Susan, I just wanted to follow up on the letter and email I sent you last week. Did you get them?

CLIENT: Yes. No. What letter and email?

YOU: The email I sent you was exclusive to you because it was a special fitness and fat loss program that I created just for my former clients to win you back.

It’s a three week rapid transformation program and it’s designed to get you fast and amazing results fat loss results.  Best of all it’s only $97 and not $397 which is what we typically charge for this program.

So can I count on you to come on back and try this program out? We really miss training you and helping you get into better shape.

CLIENT: Yes, for sure!

YOU: Great, I just need your credit card number and some details and we’ll get you squared away and get you started on <DATE> okay?

CLIENT: Yes, that’s fine.

YOU: That’s great Susan. I’ll see you on Monday for the first day of this amazing program.

Take care!

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That’s the famous Re-activation Trifecta sequence for you! 🙂

A few things you should know about this re-activation sequence…

1. Use a regular #10 envelope, a first class stamp, and hand write the addresses on each envelope.
(a high school kid should be able to know this out for you in a day for $10 bucks an hour)

2. Send out 250 batches at a time. If you have a bunch of past clients and send them out all at once you might face a logistical nightmare.

3. Have a program read for them to continue on. Make them the offer for the continuation program a week or two into their three week transformation program.

4. Make the offer into your continuation program irresistible too. Remember that these are former clients. They’ve said yes to your programs once before and they are most likely to say yes again when you give them the “wow” experience.

Live Easy 🙂