As a health club owner, you should immediately go get the 1-5-10 edition of the Wall Street Journal. Why? Because the 'Personal Journal' section is all the advertising power you're going to need in 2010!
In this paper the Wall Street Journal has done some amazing research that gym owners can use to market their products. In an article titled "The Hidden Benefits of Exercise" the Journal explains the many benefits of consistent exercise. You can use these benefits to SELL MORE HEALTH CLUB MEMBERSHIPS because any benefit of exercise is also a benefit of your gym.
Think about it. As a fitness center owner, you are selling exercise. Therefore, any and all benefits of exercise are also benefits for you.
This Wall Street Journal article tells us that exercise:
1) Lowers the risk of stroke by about 27%
2) Reduces the incidence of diabetes by approximately 50%
3) Reduces the incidence of high blood pressure by about 40%
4) Can reduce.....the risk of breast cancer by approximately 50%
5) Can lower the risk of colon cancer by over 60%
6) Can reduce the risk of developing Alzheimer's disease by approximately 40%
7) Can decrease depression as effectively as Prozac
Okay, you already know all this because you own a gym. But how do you use this information to sell more health club memberships?
It's simple, really.
What you do is create advertising "blurbs" using these facts. For example, you could say "Lower your risk of stroke by 27% in 2010! Ask us how!" Another great advertising line would be "Reduce the risk of breast cancer by approximately 50% this year by exercising regularly at ABC Gym!"
In other words, what you need to do is TAKE THESE PROVEN BENEFITS OF EXERCISE AND TURN THEM INTO BENEFITS PEOPLE RECEIVE WHEN THEY JOIN YOUR GYM.
Another great way to accomplish this is to write articles on the subject and use them in advertising. You can mail out these articles as a direct-mail advertisement, you can email them to your health club members, or you may even be able to get the local newspaper to print your articles for free in their Health section!
For some great examples of 'benefit' articles, check out these links:
Live Longer and Healthier by Exercising (Part 1)
Live Longer and Healthier by Exercising (Part 2)
Why Do We Exercise?
Tips to Boost Your Life Expectancy
Can Exercise Help Prevent Cancer?
Can Exercise Help Prevent Alzheimer's Disease?
It's actually quite easy to write an article detailing the many benefits of exercise, and it's even easier to show how becoming a member of your gym will help somebody achieve those benefits.
THOSE ARE SOME POWERFUL ADVERTISING TECHNIQUES!
The bottom line is that you can use benefits-based health club marketing to being you new gym members in 2010. And that's why you should read the Wall Street Journal this morning.