I don’t know about you, my fellow fitness business owners, but I think we could all benefit from running our decisions through the 10, 10, 10 Rule, especially when it comes to our marketing.
I’ve been seeing these Facebook ads lately—and based on the number of people using them, I’m sure you have too—and they’re all the same, literally. They’re pushing a 6-week challenge that uses the exact same landing page, they’re advertising it as free (shocker: it’s not), and oh, by the way, “this is your last day to register!”
Then, once people register, they’re told all spaces are taken, manipulating them to feel like they lost the opportunity. All of this so that the business can reach out and save the day soon after, letting them know that a spot just happened to open!
Further, I’ve been seeing the dude that’s pushing the system all over my own Facebook, every time I log on, advertising his services by showing success story after success story.
And here’s the thing—I believe that they’re legit. I truly believe these people are having massive success with his systems. In fact, I know some people that are using it, and they are having massive “success” in the form of tons of leads and so-so retention—which, with the volume the ads bring in, is great for their bottom line.
But if we run this approach through the 10, 10, 10 Rule, how do we think this is going to pan out in the long run?
I get the first two 10’s. These business owners desperately want to increase their bottom line, and they buy into this marketing program on emotion. Within those first 10 minutes, sure there’s probably some “holy crap, what did I just do?” going on based on the investment in the system, but there’s also hope and excitement.
10 months into this thing, their numbers are way up—and that’s where many of them are now.
But it’s a new system, and there is no long-term proof.
10 years? Based purely on the amount of manipulation involved in the marketing tactic—even with the people who stay on and enjoy these gyms—there’s still the fact that they were lied to in the beginning, and they know it. Worse, there are all those ones that not only know it but didn’t sign on for more after the challenge—or worse yet, walked out the door as soon as they realized it was a bait and switch.
You don’t have 10 years. In my opinion, it’s not going to take even close to that amount of time for the word to spread, and your reputation to be tanked.
I really hope it works out for these gym owners’ sake, but my gut says it won’t.
When does the well dry up? When does your reputation for being deceitful precede you? Time will tell.
And here’s the kicker—the owner of this marketing company opened a gym just down the road from our facility in 2016. At the time, no one else was running ads like these, so we took notice. To be honest, I was impressed, even nervous and worried about how it would impact our own business.
Well, his gym didn’t last long, and it was GREAT for our business while it did. The place so quickly earned a negative reputation that it became the talk of everyone coming over to join up with us. The gym has been gone since about November of 2016 (estimated), but I can still pull their reviews on Yelp and Google—one of which was written by his former employee: