1 Easy Email to Reactivate Long Lost Leads…….And Get Clients Back!

If you utilize paid digital advertising, chances are you are rapidly adding people to your newsletter list.  


And even if you have not been running paid ads or if you’ve been less aggressive on that front, you should still be adding people to your list every day through your website, organic search and through the content you put out.  

As your list grows however, you’re going to have people who become inactive – people who have stopped opening your emails or who haven’t taken acton with you. You’ll also, of course, have another subgroup of people who used to be members but are no longer your clients for whatever reason.

 

What can you do with this segment or sub group of inactive subscribers? What steps can you take to get them to re-engage with your business? Click to watch to find out!

How Shortcuts Can Hurt You

When can a shortcut help us, and when can it hurt us? Here’s a four-question test.

We all need marketing now. For the first time, gym owners have access to marketing that works–at least, in the short-term. That’s a huge problem solved. But the next problem to solve is, “How do I pick the marketing that will benefit my business in the long-term? How do I know the difference between a strategy and a shortcut?”

Because we all know that some shortcuts can actually hurt us. We’re fitness coaches, after all, and we spend part of every day telling our clients to stay away from 800-calorie diets and Slim-Quick shakes and pyramid schemes for supplements.

At TwoBrain, we want you to attract clients one at a time; form a personal coaching relationship with them; and keep them for a decade. We use Affinity Marketing, content marketing and high-level Facebook marketing to do that (and it’s all in the Incubator). The other option is to run challenges of 30-40 people at a time through your gym using cut-and-paste Facebook ads. The first is powerful; the latter is a powerful shortcut.

I try not to quote Seth Godin more than once per year, but his podcast today featured a great framework for determining which shortcuts can help and which can hurt. When he’s presented with (or finds) a new strategy for growth, Godin asks these four questions:

  1. Is it repeatable? Can I keep doing this for a long time, or is it a crash diet?
  2. Is it non-harmful? What are the downstream effects on our culture?
  3. Is it additive? Will it improve over time?
  4. Can it survive the crowd? Does it have to be a secret?

 

Let’s hold group challenge marketing up to Godin’s four questions:

  1. Is it repeatable? Yes…for a few rounds, anyway. But anyone who’s run a large group six-week challenge will tell you that it’s pretty exhausting. Imagine running the CrossFit Open every six weeks, and trying to bring the energy every time while explaining the air squat to a few dozen beginners.
    Big group challenges are fun the first time (I enjoyed the first New-You Challenge we ran at Catalyst two years ago.) But the challenge class times inconvenienced my best members. My coaches got worn out. And the new group took a lot of energy to manage…and then left.
  2. Is it non-harmful? At first, running a big group challenge seems like a positive: new potential members, and a little revenue spike. But more and more gyms are telling us they’re losing their BEST members when they run big group challenges. Their seed clients get less attention; they’re inconvenienced; and they’re often paying more for less service than the new kids get. In addition, if you’re offering bait-and-switch challenges, you’re poisoning your well of potential future clients.
  3. Is it additive (will it improve over time)? Unfortunately, lead quality tends to go down over time, and ad costs go up. When you run challenges over and over–especially the same group challenge–its value decreases every time you run it.
  4. Can it survive the crowd? When multiple gyms run the same ad campaigns in the same city, the problem compounds: ad costs go up quickly, and lead quality decreases, because the best applicants have already done the program. They’re looking for the next thing.

 

Now, let’s ask the same four questions about marketing to one person at a time, which is what we teach. For background:

Affinity marketing is in-person relationship marketing, referrals and “help first” conversations.

Content marketing is building a foundation of trust and slowly nurturing each potential client toward registration.

And the Facebook Marketing taught in the Incubator is personal “journeys”–sometimes we even call them challenges, but they’re not group challenges. For example, a person might see the ad, do a No-Sweat Intro, and have a six-week challenge designed for them; but their challenge is different from the next person’s, and leads to a long-term relationship with the gym.

Holding this type of marketing up to Godin’s four filters:

  1. Is it repeatable? Yes, you can have conversations forever. You can run ads forever with a lower ad spend, because your’e not counting on one big “splash” of revenue every 2-3 months. And since you’re just adding jet fuel to your normal process, you’re not going to put your staff through the meat grinder; you’re just speeding up your regular process.
  2. Is it non-harmful? Yes, because every new client goes through your typical intake process, and gets introduced to other members when they’re ready. That means you can still keep your primary focus on existing clients instead of ignoring them. And you can get new clients without tricking them.
  3. Is it additive? Yes. As you get better at conversations, you’ll convince more people to join your gym. You’ll also become better at conversions as you do more in a 1:1 setting. And since you’re not running the same ads as every other gym in town, you’ll get better at judging what works, and spend money on only those.
  4. Can it survive the crowd? Yes. We have several cities in which TwoBrain gyms are operating in cooperation instead of competition. They’re meeting different people, running different ads, and still becoming very successful.

 

There are shortcuts to profitability. Marketing can be one. But big-group challenge marketing is potentially harmful to the long-term success of your business.

 

 

Give The Gift That Matters Most

Give The Gift That Matters Most

My hope is that you are not reading this email. I hope that you are wrapping presents, decorating a tree, or preparing a delicious meal for the family.

 

I hope that you are surrounding yourself with loved ones and taking a moment to be in the present and build some memories. What I hope the MOST for you is that you are taking a break from your inbox and from the daily grind. I want to wish you a very Merry Christmas and Happy Holiday season.

 

But if for some reason, you are heading into the gym or the office or the gym-office, I wanted to share with you and revisit a topic I wrote about earlier this year.

 

When we are in the grind trying our hardest to grow our business and get new members, sometimes we lose sight of what really matters most.

 

A lot of the marketing gurus out there will often say:

“You need to build funnels and pump as many people into that funnel as you can. Gain more than you lose and you’ll end up on top.”

 

The underlying sentiment here is this: marketing is a numbers game.

 

But we at Two-Brain do not believe in this idea.

 

Instead of focusing on leads, how many came in, how do I get my cost per lead down, how can I spend less to get more – why don’t we focus on giving more. Give to your members that you already have.

 

Every day I talk to gym owners and they say, “I have 90% close rate, I have the best coaches in town, the problem is, I just need more leads, more people coming through the door.”

 

But my advice is to stop. Stop thinking of marketing as a numbers game. Stop thinking of people as numbers. Focus on the people- that’s the game for us at Two-Brain.

 

We are in the business of helping people. Give more to the people you have and they will stay forever. You don’t need more leads, you need to deliver results to your current members. That’s the greatest gift you can give them. If you can do that – consistently- THEN you are ready to market and grow.

 

Merry Christmas and Happy Holidays!

Love,

Mateo Lopez
Two-Brain Marketing Mentor

Using Before and After Images in Facebook Ads

Many of you have amazing stories. Stories about members at your gym who had amazing transformations in their lives because of using your service. A lot of those stories can be really compelling if you can package it into an ad.
The problem is there are a lot of regulations and rules about using certain imagery and language in Facebook ads.
For example, you cannot put a before-and-after picture from one of your members up on your ad, you can’t even put it on your landing page in some cases because that would be what Facebook considers to be a “misleading or false claim.”
So how can we still leverage the social proof that we’ve collected from our members without getting flagged by the Facebook police?
Check out this week’s video for an answer.
If you need help with creating ads with social proof, book a call with a mentor!

Two-Brain Clients Click HERE

If You’re New to Two-Brain Click HERE

Beginner’s Guide to Facebook Video Ads

Video is changing the way people consume information on the internet.  Depending on who you ask, video will makeup 70-80% of all internet traffic by 2021.

Additionally, people are engaging 5x longer with a video than with static content on Facebook and Instagram, so it’s important for business owners to learn how to share the message of their experience, their offer, and their service with video.

But what’s the best way for you to get started with Facebook video ads?

 

Check out this week’s video for the answer.

Click to Watch!

If you need help with your video ads, book a call with a mentor!