What Makes You So Special?

Some straight talk on how your club should promote itself on the web

By Michaleen McGarry

Published in Club Solutions Magazine / June 2005

When asked to describe his club, Joe Club Owner quickly quips, “We provide an atmosphere that promotes active, healthy lifestyles for individuals of all ages and fitness levels. We are proud to serve you with state-of-the-art equipment, a friendly, caring staff, the most knowledgeable personal trainers, and a great selection of group fitness classes— all within the cleanest facility in the area.”

Sound familiar? It does to me. After spending more than five years helping fitness facilities develop and launch websites to promote their club, I have heard everything. But what is even more important, is how many times I hear the same thing.

While every fitness facility is trying to show how unique it is…it ends up sounding just like the club down the street. But it doesn’t have to be that way. There are creative ways to help you show your individuality on the web, to help promote how unique your club really is, and without too much extra effort on your part.

IMAGE IS EVERYTHING
You have heard the saying, “A picture is worth a thousand words,” right? There are very few places that exemplify that adage more than on the web—at least when it comes to marketing a fitness facility. When you put images of your club on the Internet, you really give prospective members a feel for what your facility is like. The trick is to actually take pictures that represent the true feel of the club.

There are two ways to display these pictorial gems. First you can sprinkle them throughout the web site within pages and verbiage. This gives your web visitors the opportunity to see all you have to offer without the stress of the sale. It also provides qualified leads in your inbox. It’s a win-win for prospect and club owner alike.

The second way to show off your club is with a virtual tour. This gives you the opportunity to take prospective members on a tour of your club in the exact environment you desire. Even an in-facility tour cannot compare to that. After all, when you give a tour of the facility, there is always the off chance that someone or something happening at the club might turn the visitor off.

For the most bang for your buck…apply both concepts to your web site!

FIND YOUR VOICE
While using “template” copy for your web site provides tried and true content, it doesn’t exactly help you stand out in the crowd. There are several ways that you can instill the tone of your club into your website’s copy.

• Not the writer? Simply massage the text to sound more like it is coming from you. Subtle changes can make a world of difference.


• Novice writer? While using your “template” copy as a guide, give writing your website copy a try. But just be sure to run it by a few of your close friends or staff members. Be open to their comments and suggestions.


• Creative writer? This is your chance to shine. Be bold and adventurous with your website content. This is your opportunity to show the world exactly why they should visit your one-of-a-kind club.

Always remember, when it comes to content on the web, less is almost always more. Individuals researching health clubs in your area on the web are quick to get bored. Lots of copy can be just that. Evaluate exactly what points you want to get across and stick to those topics.

FROM THE MOUTHS OF MEMBERS
Member testimonials that present your club’s unique attributes offer something you cannot…reassurance that what you are saying is true. Sprinkled throughout your site, client words of praise regarding what makes your club so special may give prospects the push they need to give your club a try.

Make positive feedback a regular part of your customer service. Send or give each of your happy customers a satisfaction form with ample room for comments. Use the best responses you get on your web site. Keep in mind that potential clients are most likely to believe testimonials from trustworthy individuals that appear real.

The benefit of real members discussing the unique qualities of your club is that it is like work of mouth advertising. The audience can relate and connect with the person giving the testimonial…almost like they are hearing it from a friend.

THE LAST WORD
It wasn’t that long ago that many health club owners did not even understand the importance of a web presence, but I believe those dark ages are behind us. It is now the age of web site enlightenment, and with that comes the freedom to be yourself. It is time for you to show your potential members what makes you so special, and reap your just rewards!