Yep. This fitness marketing strategy does exactly what it says on the tin.
It's not an original email, but unfortunately I don't know who to credit it to. It's been used in the internet world by a few different people, but I guarantee your audience will never have seen it or won't even put 2 and 2 together if someone in a different industry has sent them it before.
It's incredibly effective.
Now, I'm a big fan of short and simple emails when you want to generate a large number of leads. I have written in the Fitness Marketing Lab about the 'Magic 9 Word Email' that will reignite old leads and is guaranteed to bring people in the door for consultations.
(If you're not Emailing potential clients, join the Fitness Marketing Lab right now and get your first 500 email subscribers - it will pay for your membership 10x over within the week, I promise you).
This email is going to bring you even more leads than the Magic 9 Word email. In fact, I used it last week and it brought 80+ leads within 24 hours. Here's a screenshot of my inbox after 12 hours. The eagle eyed readers on our list will remember reading it or even replying...
I sent the email on a Friday evening around 21:30 and by 9:46 Saturday morning we had 69 responses.
You'll note if you look closely that one or two reply negatively or simply ask who is sending the email. This is because this email gets opened by people who never open your emails. I think every person who asked that question, when I replied, then replied in the affirmative - they would just delete the email without caring who it was from if they weren't interested.
Body: Would you be interested in working with me personally to XXXXXXXXX?
What goes in the XXXXXXXX?
Whatever your audience wants...
"lose 2 dress sizes in 12 weeks"
"add 6lbs of lean muscle in 3 months"
"cut 10 minutes off your marathon time, without running more mileage"
Be specific and targeted. You should know your market and put exact numbers and time frames on your offers - it strengthens the offer and you get more responses.
Why Does This Work So Well?
The title, 'Hey' always gets a huge open rate. It looks like a personal email (which people always open) rather than a mass email (which people only open if the subject catches their attention AND they have time to read). Now, as for the email itself...
First of all, you're offering your subscribers something that they desire in very specific black and white terms. It doesn't seem salesy because you're not trying to jazz it up with all these features and benefits. It's simply do you want to achieve this? It has an air of authority and intrigues people to learn more.
Secondly, if you've been sending people value in blogs, stories, videos, etc. they are probably crying out for an opportunity to work with you - if only you would offer! For a client to actually contact you out of the blue is a big step, for them to respond to an offer you make is a much smaller step and many more people will do so.
Often we don't know that we want something until we are offered it. Most PT's don't make enough offers because they're scared of selling or annoying their would-be clients. Don't be; you need to make the option of someone working with you as easy for them as possible. Trust me, it's a big commitment for someone to hire a PT.
Third and importantly, you are asking an open ended question that people naturally respond to. Saying 'click here to book' is something people will put off and eventually forget about. Replying to the email is much more natural and easier for them to do.
Finally, and this is my favourite thing about these super short emails. You can read the entire email in the iPhone preview. When someone sees the entire email, and it appeals to them - they know they don't have to spend ages scrolling through your sales pitch nonsense to get to the point. Everyone can glance at it, see exactly what it's all about and reply immediately.
What Happens Next?
You get on the phone with people and if they're a fit, you sign them up.
Now, I'll let you in on a little secret. When I sent that email, I was looking to get on the phone with as many people as possible for research purposes.
I did make offers to a few people who I thought were a fit for what we are doing, but the conversation was not structured as a sales pitch. It was set up to allow me to find out where people are at in their fitness marketing and business and how we can help you in the Fitness Marketing Lab. I made sure I gave everyone I spoke to specific advice that, if implemented will indeed fulfill the promise made in the email.
Here's what I would do if I the primary focus of the email was to get sales and new clients...
How do you qualify?
I will write about this for the Fitness Marketing Lab shortly (this is why you're silly not to be signed up already), but briefly;
Make them do some work. Send them a questionnaire to fill in and encourage them to invest some time in it. The people that do, are serious. The people that don't do it, or do a half-assed job are probably not serious.
Get on the phone or meet up and have a consultation where you guide the conversation towards them signing up as a client if you think they are a fit, you will be able to help them and it is in their best interest. If you don't - well, you have 80 other people who might be ;)
(Again, full break down of how to do consultations and close high-paying clients will be coming to the Fitness Marketing Lab very soon - bored of hearing it yet? Sign up and see what all the fuss is about).
There are a few steps there and we jumped in and out of context so here are the steps again in list format to make sure you understand how it works.
Let us know how your campaign went in the comment below.
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