Your Gym Needs a Fitness Copywriter

You are passionate about your company, and it may seem like no one else can put your passion to words. This is totally understandable, there is only one you! But consider this, no person in this world is great at everything. And while you are absolutely killing it as the owner of your gym and maybe even training your members yourself, it is hard to also get every detail of your marketing done well.

Why ask for help?

Don’t be too hard on yourself. Oftentimes, it’s smart to consider working together with a freelancer or to hire somebody to help you out. It may seem like an investment you aren’t ready to make. But have you ever thought of the outcome somebody can help you create? Working together with a team, your company becomes more powerful, which means that you get to help more people to achieve goals and a better quality of life!

Types of copywriting a gym needs:

The client retention problem

One of the main struggles a gyms have is client retention. It’s about 5x harder to sign a new client compared to keeping one. Another thing to consider if you’re struggling with making enough revenue is looking at the average revenue per member. This number shows how much money you get per client. On top of membership costs, you can increase this number by selling merch, supplements, personal training or any other add-ons.

Email marketing can do wonders here. You can engage with your members through emails and occasionally send them a promotional email. Emails make them feel like they’re part of a community.

Email marketing

Not many gyms have considered using email marketing in their business. It may not seem as a valuable to you, or you think that because other gyms don’t really use email marketing, it might as well be worthless, right? You are wrong, buddy!

Email marketing is an important way to personalize your communication with your customer. Through personalized emails, you can build a relationship with your members. This way, you’re including them into your community.

One important thing about emails – don’t only send them when you want your customer or member to spend money. Instead, offer valuable information, give updates about your company or send them a quick motivational or uplifting email. Marketing is about human connection if you want to help people and have lasting results in the long-run.

Website copy

Website copy is pretty diverse and can consist of about-pages, product-pages, landing-pages et cetera. Each page on your website shows your brand and what your company is about. Yet every page has a slight different goal. A copywriter understands what the goal of these pages are and how it helps customers see why it’s what they are looking for.

It’s key to understand what the customer is looking for and what may hold them back from committing to the call to action. A lot of company owners think they know what their customer profile is by assumption. Unfortunately, most of them are wrong to a certain extent. A fitness copywriter researches your audience and sets up a client profile. This profile is used to write copy specifically for them.

It’s your website’s job to educate the visitor about your company and kill all their objections. Show that you are ready to throw rocks at their enemies and make them feel understood.

Paid advertising

If you’re looking for quick eyes and would like to get in front of many leads as possible. Paid ads are a great way of doing so. You find paid ads everywhere. Think of sponsored social media posts, the sponsored Google results, banners on a website, et cetera. These ads usually lead to your website or a sales page. The goal is to show people your brand and make them aware of what you offer. The only downside of paid advertisement is that is only works when you pump money into them. Though, most ads charge when somebody clicks on your ad. Once you stop spending, the ads will be taken down. So, paid ads are a great boost for your company and are a very effective option for the top of your funnel, more on that later…

SEO blogs & social media captions

SEO blogs and other forms of content marketing are a strategy for the long run. With content, it’s obvious why it takes time. You need to consistently create valuable or engaging content, so people start following your account. SEO blogs work the same.

SEO blogs are online articles that are optimized for Google. The goal is to show Google that your website provides value, is relevant, and people should absolutely visit. If Google sees this, it’ll push your website to the top of their search outcome.

It usually takes a couple of months until you see results in traffic. That’s why it is a long-term strategy. But, the big advantage here is, that the value Google gave your website is forever. Once you’ve published strong blogs with relevant keywords, it’ll do its job until the end of time.

Putting the pieces of the funnel together

Now that you know some of the important pieces of copywriting for your business, it is time to think about the bigger picture: The Funnel.

A marketing funnel is a term that is used to describe the customer journey to your product or service. At the top of the funnel, you’ll want to get in front of as many people as possible. The middle is about empathy and making people aware of the fact that there is a solution. At the bottom, you aim for the call to action to be completed.

Now, along the way, you’ll lose people’s interest. That’s okay. They may realize that this is not for them and become uninterested.

There are so many ways you can set up your marketing funnel, and some will work better for your business than others. Having one copywriter to write all the funnel copy ensures it is one smooth journey for your customer. Copywriters do thorough research into the customer’s struggle and objections. They use this information to make the sale.

Working with a fitness copywriter

When working a fitness copywriter, you’ll want to consider a few things. Ideally, you get along with them, so they match your tone of voice. Another thing that’s very handy is that your copywriter also thinks strategy. If the project you work on doesn't perform as you hoped for, you can look at the project together and strategize where things haven’t been effective. This way you’ll set yourself up for a long-lasting working relationship where you both can grow a lot!