Harnessing the True Power of Proof(Testimonials)

Most marketers agree that Social Proof is huge. And potential members show up at your gym because they want to believe you can help them. Therefore, we want to ensure them that we can.

Unfortunately, with all the BS out there you have to make sure you are not just quoting or recording a bunch of  favored members rambling on about how great they think the club is . These new prospects don’t give a damn about why Joe Bodybuilder loves the 120 lb dumbbells you have.

You need to make sure your health club marketing,Member Success Books and/or Walls of Fame contain a ton of effective testimonials that appeal to different needs people have.

What makes a great testimonial? They give details, cut out the sugar and help answer prospects’ objections.

1. Specific. Good testimonials don’t stop at “They did a great job” or “The gym/program made a difference in my life.” They explain why the gym did a good job or how the club made a difference.
2. Believable. Pie in the Sky and fake-sounding testimonials tend to lead to mistrust. To make a testimonial sound as credible as possible, include details like full name, club or trainer name, time frames or dates. Video testimonials add more credibility. After all, would you give a fake video testimonial?
3. Answers common concerns. When prospects consider before joining your health club, what barriers stand in the way of their buying from you? Testimonial that erase potential objections are incredibly useful.

For efficiency sake have your internal Testimonials broken down by tabs in a Success Book or in Highlighted areas on the Wall of Fame with headings such as : Weight Loss, Muscle Building, Sport Specific Training, Health Improvement, Injury Rehabilitation ECT

If you’re gym is already using the power of Social proof congratulations. Now make sure it is as effective and speaks to as many different types of prospective members as possible.

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