Recently I dove into content Stu Brauer, Founder of Urban MVMNT in Charlotte, NC, to learn what gym owners can do to produce better content and attract more members without hiring anyone, without days of effort, and without shelling out cash.
Stu is widely considered a master of content from the fitness community and shared a really cool 3-step process to create engaging, meaningful copy for social media posts. Lucky for us, he shared this secret recipe during his incredibly informative “Creating Content” webinar.
We break down the simple approach you can learn today to instantly upgrade the way you tell your gym's story, connect with your audience, and, ultimately - drive prospects to your business.
Stu first reminds us that “social media is for prospects—not for current members.” So when you write your Instagram and Facebook posts, you want to talk to, and solve problems for, potential clients. (This is such an important shift, and one that could be a game-changer for gyms that are only talking to their current member base.)
Then, he gives us the gold, the 3 components that make up a perfect, engaging post:
- Identify a micro-problem that people are facing right now—in question form.
- Solve the above problem.
- Give the reader a successful, hopeful, and awesome ending.
Here’s how Stu’s 3-step plan looks in real time:
Step 1: Are you sitting at home with looming anxiety and a lot of energy to burn off? Are your kids having fun with their extended vacation, but you’re totally burning out?
Step 2: We’re currently producing tons of at-home workouts that you can do with no equipment and no experience.
Step 3: Our expert coaches will guide you from start to finish. And who knows? Maybe you’ll learn something new about yourself. Or even drop 10 pounds! The possibilities are infinite…
Let’s break this post down into the 3 components that Stu maps out:
Identify a micro-problem people are facing—in question form
Are you sitting at home with looming anxiety and a lot of energy to burn off? Are your kids having fun with their extended vacation, but you’re totally burning out?
The micro-problem that Stu identifies here is that folks are currently highly anxious, totally burnt out, and filled with negative energy that can’t be released. But he doesn’t tell them that that’s what they’re feeling—he asks them if that’s how they’re feeling. He leaves room for people to respond, for people to answer, for people to vent. If you ask a question, Stu contends, your post will be significantly more engaging.
Solve the problem that you identified
We’re currently producing tons of at-home workouts that you can do with no equipment and no experience. Our expert coaches will guide you from start to finish.
Tell the prospective members out there what you’re doing to solve for this difficult problem. Show them that you have a solution, that your gym could be the answer to their current struggles.
Provide the reader with a successful ending
And who knows? Maybe you’ll learn something new about yourself. Or even drop 10 pounds! The possibilities are infinite…
Now, more than ever, we need to give people hope. And as gym owners, we’re in the unique position to provide a service that will genuinely improve people’s current circumstances—some of which are really challenging. So in the final lines of your post, GIVE THEM HOPE! Show them that your program has the power to make a significant, positive impact in their lives—because it does.
To see Stu talk about this game-changing 3-part copywriting hack, scroll to minute 9:30 in the video. (And don’t be surprised if you end up watching the whole damn webinar! It’s really good.)
If you’re serious about making some huge improvements in your member retention, check out A Gym Owner’s Guide to Member Retention. This ultimate guide will show you, step by step, how to delight your current members and unlock sustainable growth for your business.
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