Grade your fitness and wellness marketing materials with this 15-point guide that addresses the two most important sales questions.
- Will this attract potential fitness and wellness customers?
- Will this move potential health and wellness clients to the next step?
Most marketing and sales material just doesn’t get the job done. Somebody scribbled a few words (probably copying what they saw elsewhere)….a graphic designer made it look “pretty”……but no one asked those two questions about all those flyers, brochures, websites, print ads, fact sheets, and postcards.
To use this health and wellness marketing guide
- start with your most frequently-used marketing piece
- assign a grade to each success factor using the guide below
- revise as needed, starting with elements graded D or F
Then apply the same process to grade and revise your remaining marketing materials
For each marketing piece, grade each success factor A, B, C, D, or F:
A – Meets all criteria. Highly effective. True to the spirit of your business.
B – Meets most but not all criteria. Factual but dry rather than persuasive and engaging. May copy some elements from competitors.
C – Meets some but not all criteria. Lackluster, does not draw attention; heavily influenced by competitor’s marketing materials. Does not capture spirit of your wellness business.
D – Meets few criteria. Not original or interesting. Generally ineffective.
F – Does not meet any of the criteria. Completely ineffective. A waste of time and money.
|Criteria||The headline grabs attention.|
|Red Flags||Small font. Boring or uninteresting. NOT the name of your business or a bland fact statement. Provocative, but not related to your product.|
|Examples||YES: "Chocolate!", for a workshop on chocolate's health benefits.
"Subtract your way to freedom", for a meditation workshop on quieting the mind. NO: "Nutrition Classes At ABC Wellness Center", for a wellness center.
2. COMPETITIVE DIFFERENTIATORS
|Criteria||Explain why customers experience your business, product or service as markedly different from competitors.|
|Red Flags||Don't list YOUR ideas -- give the reasons your actual customers mention. Be specific.|
|Examples||YES: "Open 24/7", for a card-access health club. "Yoga Alliance-registered instructors" for an elite yoga studio. "Women's health experts", for a multidisciplinary health practice.NO: World-class service. State-of-the-art equipment.|
3. TANGIBLE BENEFITS
|Criteria||Identify positive outcomes of your program or services that are measurable, material, physical or concrete.|
|Red Flags||Don't jump to conclusions. Not all women want a "bikini body". Not all guys want six-pack abs.|
|Examples||YES: "Set a new PR", for a masters swim coach. "Knock 'em dead at the reunion", for a bootcamp. "Lower your cholesterol without drugs", for an osteopathic physician. "Stop back pain -- without surgery", for a chiropractor or acupuncturist.|
4. INTANGIBLE BENEFITS
|Criteria||Identify positive outcomes of your program or services that are NOT measurable, material or physical|
|Red Flags||Focus on feelings, not facts.|
|Examples||YES: "Feel confident". "Enjoy playing with the kids again".|
5. EMOTIONAL "HOT BUTTONS"
|Criteria||Consider the top emotional triggers that motivate most consumer buying decisions.|
|Red Flags||Don't jump to conclusions about customer motivation.|
|Examples||YES: Desire for control. Self-achievement. Wish fulfillment. Fun is its own reward.|
6. CALL TO ACTION
|Criteria||Spell out what you want readers or viewers of this marketing piece to do next.|
|Red Flags||Answer these questions: -What do you want them to do? (i.e., register, buy, attend, etc.). -How do you want them to do it? (i.e., phone or online or in-person). -When do you want them to do it (i.e., by a certain date, now, etc.). -Why will they want to do it? (i.e., limited availability, the first 5 responses get a bonus nutrition guide).|
|Examples||YES: "Call 111-222-3333 to register by Fri., 6/1 - only 20 spaces available", for a nutrition coaching practice. "Click to download our 'Corporate Wellness ROI Secrets' white paper during June and get a free Healthcare Cost Savings Calculator", from a corporate wellness provider.NO: "Contact us for more information", from practically every wellness business out there.|
7. PRODUCT DETAILS
|Criteria||Highlight key aspects of the product or service AND why they matter.|
|Red Flags||Don't dump an endless list of features and benefits.|
|Examples||YES: "Personal attention: never more than 10 students in a class", from a healthy lifestyles business. "No treadmill tedium! - Twenty different ways to get a cardio workout", from a health club.|
|Criteria||Explain the health & wellness problem you solve, or opportunity you help customers capitalize on.|
|Red Flags||List only those characteristics of your business, product and service that help make people's lives better.|
|Examples||YES: "USOC-experienced coaches cut minutes off your time", from a sports-performance business. "Defeat Diabetes teaches you non-drug strategies for healthy blood sugars", from a medical wellness center.NO: "We'll teach you all you need to know about healthy living", from a fitness center.|
9. Written content
|Criteria||Good use of white space. Bulleted or numbered lists. Short words, sentences, paragraphs. Easy-to-scan.|
|Red Flags||Very long paragraphs with no breaks. Illogical or no organization. Unimportant trivia about your business. Difficult to read. Marketing gobbledygook ("world class service"). Extensive use of small light text on dark background. Text obscured by background image. Vertical text.|
10. Images &/or
|Criteria||Use photos of your real business, real customers, real classes, etc.|
|Red Flags||Avoid generic stock images. Make sure background images don't obscure text. Choose relevant images - don't promote a group fitness class with a picture of a solitary exerciser on a treadmill.|
11. Business name & key contact info
|Criteria||Name, street address if you have a physical location, telephone, email, web address.|
|Red Flags||Your business name should not be the most prominent element. Don't put it in the headline or plaster it across the top. Omit fax number (usually). Can often skip web address if it's obvious in your EM address.|
|Criteria||Design for the location where this marketing collateral will be displayed, read, etc.|
|Red Flags||Don't assume people will be sitting at a desk with great lighting when they review your materials. Don't assume that your materials will be optimally displayed with great lighting and no surrounding clutter.|
|Examples||For example, flyers are usually viewed from several feet away, so a very large font is often effective for the headline and sub-heading. The lower half of a rack cards is usually hidden by the display holder, so the top half has to grab attention.|
|Criteria||Choose a look, feel and tone that truly represents how customers experience your business.|
|Red Flags||"Infomercial" style marketing in a high-touch business. Blindly copying marketing themes and concepts from similar businesses. Dry-as-dust content for a high-energy business. Use of super-fit images when you target normal people.|
14. Interest &
|Criteria||At first glance, your marketing collateral must create that spark of curiosity -- otherwise, no one will bother reading further.|
|Red Flags||"Corporate marketing speak". Industry buzzwords. Your business name as headline. Content you're excited about that isn't important to potential customers.|
|Examples||YES: "We're positive we're ANTI - anti-gimmick, anti-guilt, anti-blame", from a weight management program. NO: "Family owned and operated" from a personal training studio. Raw data on square feet, number of pieces of equipment, total poundage of all weights.|
|Criteria||Attracts the reader's eye. Guides them through the content in logical order. Points them to the call to action.|
|Red Flags||No light text on dark background. Avoid tiny text. Avoid enormous images and logos that sharply limit the amount of text that fits.|
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