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write copy. In order to develop effective ad copy, there are a few basic facts that you must address to attract fitness clients.
You will usually have less than 0.8 seconds to get a potential clientís attention. Make sure that ad uses attention-getting words and phrases along with proper colors. Use phrases that attract attention such as Free, Special Offer, Limited Time, Sale, Money, and Sex. There is a large volume of research available on words that sell effectively. If you are planning on placing many advertisements, it may be prudent to research these words at library or on net.
In addition to attention-grabbing words, proper use of color is invaluable to create an effective display ad. Red and Yellow stand out among all other colors, and are usually attract most attention. If you are
placing color ads, these colors should be considered.
When writing copy, word it in such a way that it addresses your training clients specific need. Refer back to your notes on why client would want to use you as their trainer, and what would they expect out of your services. Donít offer to help people "Get Fit!" when you can offer to "Lose Ten Pounds Fast!" Most people donít care about fitness for fitnessí sake. Most just want to look and feel good. Address specific needs of your target client, and word it to address
specific wants, worries or concerns.
Word advertisement in a way that creates emotion. A client will only
act if you can create enough emotion to motivate them. How many of people out there say they want to get fit and lose weight, but have yet to call
you? Unless you create enough emotion to make them act, they will never respond to your ad. Create negative feelings toward where they are at right now, and positive emotion towards what a change in fitness will be like.
Before and after pictures are especially effective in creating emotional
responses. If you are in doubt, watch late night infomercials, or flip through Flex or Muscle and Fitness magazine. Each ad creates an effective emotional response targeted to a specific fitness demographic.
Now that your ad uses wording to create emotion, it is time to encourage
action. You should now make an offer. EVERY ADVERTISEMENT SHOULD HAVE AN
OFFER. Showing before and after pictures may motivate some people, but you will have a much better response if you ask customer to contact you.
Putting your contact information is not enough to get most people to pick up phone. Make sure advertisement asks your potential personal training clients to contact you, and does so in such a way that customer will be motivated to call now as opposed to waiting for three months. Once again, EVERY ADVERTISEMENT FOR PERSONAL FITNESS TRAINING SHOULD INCLUDE AN OFFER.
As a final inclusion to your ad copy, determine how you are going to track response that you get from your advertisement. You will be spending a lot of money on developing and placing ad, Wouldnít it be
prudent to find out how effective ad was? The most common way to track effectiveness of an advertisement is to include a coupon or a special offer. This serves a dual purpose, 1) it serves as an offer to entice fitness clients to call, 2) it provides a way for you to know how many people responded to an advertisement.
You now have written your copy, and have either been working with periodicalís graphic artist, or have been working with an independent designer or publishing program. After you have developed advertisement, and had it printed in a photo-ready format, it is time to submit it to magazines or newspaper. When placing your ad, make sure that you are told specific times that it will go to press, when it will be circulated.
Also, ask if periodical can send you a printed proof of ad before it goes to final press; just to make sure that colors and words line up. After printing, make sure that periodical sends you a copy of magazine or newspaper with your ad included.
These are fundamental steps that personal trainers, fitness clubs, and small businesses follow when placing advertisements. The process is not complex, but it does take some thought to create an effective advertisement.
Barrett Niehus www.alltrainers.com Business & Marketing Resources for Fitness Trainers