When I had my personal training business, one of the top marketing systems I used to get new clients and generate referrals was a monthly printed newsletter.
It was a tedious task putting together and mailing out a physical newsletter each month but it was well worth it.
In fact just looking at return on investment the newsletter was our best performing marketing system because it went out to people who had already identified themselves as ‘having an interest in our services’ – prospects and clients.
And that’s the hottest pond to fish in.
Later in early 2000 we switched over to an online newsletter and the results were even better because we were able to deliver a newsletter twice a month at a lower cost (no more printing, stuffing, and mailing costs).
Plus the results came quicker because there was no deliver time lag. Just hit send and your newsletter is sitting in your subscribers email inbox.
Today, the humble online newsletter is still the ‘core’ of our marketing system. It’s how I reach out to thousands of personal trainers worldwide.
I see a lot of fitness professionals who offer an online newsletter. But I also see that most are doing it completely wrong.
Some of the biggest mistake I see fitness pros make with their newsletter are:
The “join our newsletter” form is hidden and hard to find on their website.
They give no compelling reason on their site to encourage prospect to sign up.
The newsletter is inconsistently delivered or worse, never delivered. (btw, this is the fastest way to kill a relationship)
The newsletter is way too pitchy, pushy, sterile, or desperate.
See, a newsletter is all about relationship marketing. It’s about getting people to know, like, and trust you. It’s about positioning yourself as the expert, as the go to fitness and fat loss solution.
But there is a secret to making your newsletter work. The secret is in the writing.
I’ll explain what I mean in a second…
Most trainers think that they need to make their business appear larger than it really is. So they give off the impression that they are a large corporation. They write very sterile newsletters that do a whole lot of nothing.
They always refer to “we” instead of “I.”
Basically, they fail to build a relationship with their list and therefore miss out on a whole lot of business in the form of leads, referrals and repeat buyers.
Look, people buy from people. Your greatest asset is you. People want to know that there is a face behind the business. They want to know, like and trust you.
They want to feel warm and fuzzy about giving you their hard earned money.
So when you’re writing your newsletter make sure to use these four elements:
1. Show your personality, your wit, and your character. Don’t be sterile.
2. Give good content and tips – and keep it interesting.
3. Use social proof like testimonials from existing clients who love your service.
4. Ask for referrals and make them compelling offers.
The difference between a mundane newsletter and a direct response newsletter could easily be the difference of five more new clients this month. So take the time to do it right.
Or let FitPro Newsletter do it for you:
If you want a newsletter system specifically designed for your fitness business and comes with ready-to-use lead generators (ebooks, reports, newsletter sign up forms) and works on total autopilot to get you more leads, referrals and sales then make sure to check out the link below.
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