- They have mastered the art of giving you a taste test. They let you try out a free day membership or a full week. I encourage you to think about what little tid-bit that you can give away that will make them want more.
- The second thing the fitness industry has definitively nailed is the art of imagery. They show people dripping with sweat or gleefully attending a Zumba class. They know how to use images to speak to what is they’re selling.
- I encourage business owners to sit down and think about what is it that they’re really selling. What’s the emotion behind your product or service? Is it convenience or piece of mind or happiness? The fitness industry knows they’re not just selling you a room full of machines.
They are selling strength and self-confidence. When you think about the emotion behind what you’re selling all the messaging, text and imagery or your website is going to change.