One of the biggest questions we get when launching ads for clients isโฆ
๐ฃ๏ธ what is the best offer to get clients in?
So today, I wanted to share what we did at FitHub30, this was the studio we recently sold
If we get enough response from gym owners below, I will share tomorrow what we see as the best entry offer for gym owners
Anywayโฆ
Back in the day, when I got started, my first mentor was all about pushing the 12 week body transformation programme for the prestigious price of ยฃ997
If you knowโฆ you know ๐คฃ
This was great, every sign up was more or less 1k, I remember one week I managed to get 3 people to join ๐
Butโฆ & this is a big one
The sign up rate was like 1 in 20 some times, it was a killer for confidence, all theses NOโs!!!!
Which made me switch to the 6 weeks
At the time, I just thoughtโฆ less amount up front, more sign-ups
& that really was the case
We started doing 6 weeks for ยฃ159, then ยฃ169, then finally ยฃ189
I have years behind me, selling this & researching
The price wasnโt really as much of the issue, it was the length
To a beginner or someone new to your set-up, a 3 month commitment is loooong, after all the aim of the front end offer, it to get them in the door, then convince them to stay long term in that time
6 weeks challenge, really did kill it for us ๐
Our tag was: Give us 6 weeks to change the way you look & feel, while dropping up to a stone in the process ๐
Now once we had them sold, we had to convince them that this was their long term home
We started by just wanting to give them everything to show them how great it is
๐ BIG MISTAKE
This lost us a lot of clients for one simple reason: OVERWHELM
Remember when you where starting to learn to drive, you had the instructor barking at you, cars coming at you in all directions, people walking out in front of you
The more you chuck at someone all at once, the more they are going to feel lost, confused & stuck
So we spaced it all out over the 6 weeks
Each week, built onto of the last, adding little gifts, surprises & confidence along the way
To the point, that by the end of the 6 weeks, they just didnโt want to leave
This brings us onto the biggest change we made to the 6 week challenge that made the biggest impact
But first ๐
A new client, means a new audience ๐
In their welcome packs, we added a free t-shirt voucher, a bring a friend voucher, my zone discount voucher, workout tracker, a vision card & a protein barโฆ I will get back to the t-shirt part in a minute
Okayโฆ the big change to the 6 weeks
Remember the front end is all about building the know-like-trust (KLT) so they stay long term, we have just 6 weeks to convince them to stay ๐ค
We had mapped out the 6 weeks of onboarding, it was perfect! Those that completed it exactly how it was laid outโฆ STAYED ๐ช
Of course, we then had those that didnโt follow the plan ๐คฃ
We had to find a way to capture more, to convince more to move over to the long term
The answer was literally staring us in the face, in fact & this is nothing bad on the CrossFit locations that I have ever joined
I would contact a location, they would say, come down & take a session
I would walk in a little unsure, do the session, then they would say here is the link to pay & I left
Next time I go, I give a few a nod that I remember, but still not speak to anyone
It would take 2-3 weeks before I actually started properly talking to someone & in the case of our 6 week challenge, half the challenge had gone!
This is where we made the biggest change, instead of letting everyone start on the next Monday, we started everyone together every 3rd Monday
We also had them all in a dedicated WhatsApp group specifically for that challenge & had an onboarding meeting before to get to meet each other & start building that community
So when they walked in for their first session, they would know 1 or 2 people already ๐ช
Finally, letโs get back to the t-shirt situation, this was a big part of our retention, stopping buyers remorse & ice-breaker tools ๐
As we started every 3rd week, there where times, a client would have to wait almost 3 weeks to start after they had paid, so when they initially paid, we asked for their size & colour choice for a t-shirt
This was to show that we where buying them a t-shirt as part of the programme, we would only get them sorted from FitPro Clothing once we started that particular challenge
We also (I took this from Luke Judge) add their name onto their shirt, this helped with starting conversations with others & for the coaches to know their name quickly
Finally, everyone wanted to be part of the family & wear a t-shirt to the session, so they would keep buying the latest designs we had
Anywayโฆ I could literally keep going, but I am going to leave it their today ๐
If I get enough comments on what we have seen from our ads clients when it comes to a front end offer for a gym, then I will cover that tomorrow
If not, I will be taking about how a bit of paper with some words generates us a LOAD of new reviews & sales
You got this ๐ช
David ๐
