Great free site gives you targeted fitness prospects (plus how to turn them into fitness clients)
The other day I got an email from Kennett, one of our VIP Members.
He was asking for the address of a cool web site that I’d shared on one of our calls last year.
I want to share that web site with you, too, because it’s a great place to find geo-demographic targeted prospects for your fitness services.
Geo-demographic means the geography (location) is right, and the demographics are rock solid.
Plus it’s free to use, which is always nice.
And I’m going to show you how to do a small, cheap and simple (but incredibly powerful) marketing campaign to these folks that can return 10:1 or better. That’s a BIG winner.
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One of the most certain ways to get more high quality clients is to look at your existing clients and see what they have in common, then use those characteristics (called “selects” in mailing list vernacular) to find other folks just like them.
You can get pretty sophisticated with this, or you can keep it simple.
I’m going to give you the simple method. Simple is good. And as you’ll see, even though it’s simple, it’s really, really strong.
Here’s how it works:
1. Pull up a list of your best clients/campers who have given you strong testimonials
2. Take their street address (not house number, just street name and zip code) and enter it into this web site:
http://www.whitepages.com/reverse_address
3. The site will then give you a list of all the names, addresses and phone numbers for everyone living on that street who has a White Pages directory listing (usually about 70%+ of the residents)
4. Write a brief letter (or postcard) inviting these folks to try you out.
The elements you want to include in this communication (I prefer a letter) are:
A. Introduction including who you are and why you’re writing (reason why would obviously include a reference to fact that their neighbor is a client)
B. Testimonial from their neighbor (your client)
C. Generous, EXCLUSIVE offer that’s just for them
D. Deadline to respond
E. Call to action
F. Secondary reason for response (“B” offer), to get a Special Report, CD or info-pak by going to your website
5. Personalize the letter (mail merge) with recipients name in headline (optional), salutation (required) and possibly in body copy (optional)
6. Hand sign the letter in blue ink
7. Be sure all your contact info is included in the letter and encourage them to call you personally
8. Optional (but recommended) is to include a second page of testimonials from other clients
9. Hand address the envelope, apply a real stamp and mail
Send 20 or more of these every week, hitting every household surrounding your client’s home.
Advanced tips:
1. Sequence this campaign with a timed and linked set of 2 follow-up letters/postcards prior to deadline date.
2. Use Google maps to find neighboring streets. You’re not limited to just the street where your client lives.
Executed correctly and consistently, a simple campaign like this can return 10:1 or better on your marketing dollars, making it a BIG winner.
The single most important element contributing to the success of a marketing campaign is “selection.”
When you get selection right, marketing is like shooting fish in a barrel. This is how to get it right, and do it simple, cheap and fast, so you can get new personal training or boot camp clients now.
If you have questions or comments about this tactic, or need clarification on how to apply it, leave your comment below and I’ll respond.
Be a fitness marketing maniac,
Eric Ruth
P.S. DEEP-CORE Fitness Marketing System, AUTO-CLOSER Fitness Sales System and DUPLICATOR Fitness Business Management System are STEALS at the 35% off NPE FREEDOM SALE prices. Get ‘em now while you can at http://www.NPEFreedomSale.com
Here’s another health club marketing post you may enjoy.
I love the idea of the reverse lookup based on my profitable clients- I spent a small fortune on “direct mail” postcards with targeted demographics for my campaigns- out of a thousand postcards sent out to folks in my area, I only got two responses. The personal touch of the letter is a wonderful idea-Thank you. I’m hoping it will boost my fall programs.
There’s a reason why Eric and Sean’s emails are among the very few that I actually open…ideas….practical, easy-to-implement ideas, and this is a great one. Small, targeted, manageable mailings that I can knock out by myself in my home office. A couple initial queries on the site came back with great results. The first mailing will be out the door Monday morning.
Well done Kyle. And congratulations again on Franchise of the Month in May. No doubt you will continue to succeed and break your own record, with fast action and implementation like this. Excellent!
Well, it took about 5 weeks, but we netted our first client from these mailings and talk about a massive ROI. I sent out approx. 60-70 letters total to three separate client neighborhoods (three mailings of roughly 20 letters/neighborhood). Only costs were stamps, some letterhead/envelopes, copies of testimonials at Kinkos and a little bit of my time. $1,800.00 sale. I am going to continue to use this site combined with google maps to identify higher-end neighborhoods that both our existing clients and prospects live in as well as surrounding neighborhoods.
Nice Job Kyle!
Well Done!