DISC Update

I stumbled across a great summary of the DISC Profiling system. Click here and you can have your own copy.

5 Tips for Writing Great Ones

I recently read these great tips from Gail Goodman, Constant Contact CEO, on writing good subject lines for you emails. The subject line will determine whether or not your email gets opened and writing a great subject line is no small challenge.

Here are her tips that will help you write subject lines that get great results.

1. Keep it Short and Sweet —Keep your subject lines under 50 characters, including spaces, as most email clients display 50 characters or less. A recent study done by email monitoring company Return Path showed that, "subject lines with 49 or fewer characters had open rates 12.5 percent higher than for those with 50 or more," and that, "click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more."
   
   
2. Be Specific — A vague subject line is a waste of real estate. For example a monthly newsletters with subject lines like, "The Weight Loss Newsletter: June 2007." This tells the receiver nothing about what they will find when they open the email and gives them very little reason to do so. A better approach for a newsletter like this is, "Weight Loss: 3 Tips for keeping your summer body!"
   
   
3. Write it Last — When you are done with the body of your email, read it over and pick the "nugget" that will entice your readers to learn more by opening.
   
   
4. Take Some Time — Don't just dash off your subject lines. Considering how important they are, take some time to think about them and write several (3-4) before choosing which one to use. Once you have a few subject lines you like, run them by a friend or colleague and see which they think is most compelling.
   
   
5. Test It! — When you have two strong—yet different—subject lines, test them. Split your list in half and use a different subject line for each group. After a number of tests like this, you will have a very good idea of what works for those on your list. And as always, the better you know your audience, the more effectively you can communicate with them.
   
   

Guerilla Marketing Tip #8

From the Guerilla Marketer himself, Jay Conrad Levinson, this month we learn how we can market our business in simple, cheap and easy ways!

1. They give gift certificates to their own business, whether the certificates are for products or services.
   
   
2. They give printed brochures to anybody who requests one.
   
   
3. They give electronic brochures, on CD and DVD, once again to people who ask for them. And they are quick to offer their free brochures in their other marketing.
   
   
4. They give money to worthy causes and let their prospects and customers know that they support a noble cause, enabling these people to support the same endeavor.
   
   
5. They give free consultations and never make them seem like sales presentations. They truly try to help their prospects.
   
   
6. They give free seminars and clinics because they realize that if their information is worthwhile, it will attract the right kind of people to them.
   
   
7. They give free demonstrations to prove without words the efficacy of their offerings.
   
   
8. They give tours of their facilities or of work they've accomplished elsewhere, again transcending standard marketing tools they might employ.
   
   
9. They give free samples because they know that such generosity is the equivalent of purchasing a new customer at a very low price.
   
   
10. They give invaluable information on their website, realising that such data will bring their customers and prospects back for more, thereby intensifying their relationships.

If you missed all the previous Guerilla Marketing Tips click here and you can read all the previous tips in our old newsletters.

Product of the Month: Don’t be just one club . . .

Nigel and Analee from the Australian Fitness Network have taken a giant leap forward to help every privately owned club in Australia and New Zealand to come together in the reciprocal rights program.

This is an excellent opportunity to offer your members a chance to join another gym when they relocate and for you to accept other club’s members when they are traveling. This is a powerful sales tool and could mean your members have access to over 1000 clubs when they go on holidays.

It is also a nice way to help generate leads when people relocate close to your club.

If you are interested in joining the program – I can’t see why anyone would not be – contact Analee at Network on analee.matthews@fitnessnetwork.com.au or click here to register your club.

PPCA – The Challenge Lies Ahead

Last month, I attended a meeting hosted by Fitness Australia and was informed on the PPCA situation. I have to admit the future is UGLY! And my definition of ugly is expensive for you!

It appears that the PPCA have conducted a research project and determined that a club should pay $31.67 per class that you conduct. It also appears that unless we fight them, this will be the cost. And the fight is not cheap . . . an estimated investment of $2.5m!

Already Fernwood, Fitness First and Beach House have committed to tipping into the fighting fund. But Fitness Australia need your assistance.

For a complete summary of the situation, click here or to help and or donate contact Lauretta Stace at Fitness Australia - Lauretta.Stace@fitness.org.au

Justin’s Travels – New exercise Tips!

The past month has been a family month! I have been able to stay at home and have some quality time with my family. More importantly, I have continued to exercise after starting in December.

But I have identified two key factors in exercise adherence and possibly ones that we take for granted:

• Great running shoes – for me the best way to get fit and loose weight is run. I was running in some ‘older’ shoes. When I updated to brand new shoes, fitted by Athlete’s Foot technicians, my feet and legs had no pain! I forgot and maybe so do your members.
  • FYI – never missing a marketing opportunity, my local Athlete’s Foot will now be handing out flyers to the club with every purchase!
• The power of music – I had no idea how cool an Ipod was until I started using one. Not only do I look like a cool and funky Gen Y, but I can run without hearing my own heavy breathing! Music really does have an impact on the intensity you work out, so make sure you are ensuring your members have great music to work out to.
  • FYI – maybe look at having your own music that members could down load from your website?
    

New Round Table Members

Last month we had Amanda and Mark join the Australian Club Owners Round Table. We also had Be join the Personal Trainers Round Table. So welcome!

The Round Table Program has been operating in Australia since 1996 and has now grown quite significantly with 3 national club owners round tables, 1 national personal trainers round table and state round tables in SA, WA and soon NSW.

National Round Tables meet 3 times a year for 2 days and the State Round Tables every 2 months for half day. Members of the Round Table all receive some wonderful opportunities to not only be further educated but also discounts/value add on services to help their businesses, a Filex de-brief with the International presenters and in 2008 a US Club Tour for 14 days!

If you are wondering if you should join a Round Table then click here or contact Justin on 02 9980 9089 or jt@activemgmt.com.au

Marketing Help?

Are you struggling with your marketing material? With thousands of templates and examples, the Active Management Team can have a piece designed for you within 10 working days! For more information contact Justin on 02 9980 9089 or jt@activemgmt.com.au

A Word From Chinese Proverb

I hear . . . I forget
I see . . . I remember
I do . . . I understand