Personal Fitness Professional - June 2008 - (Page 29)

Concept This is where it really pays to hire an agency — the concept is what makes a creative ad so that people remember your product. Your headline is just as important as your visual/graphic. It can be captivating or clever and motivating or moving! Always tie in the graphic to your headline. Know Your Audience Most ads gear towards a speciﬁc audience: male or female, age-speciﬁc, income level or particular interest. Create an ad that appeals to your target audience. The headline and the image will usually determine who is attracted to the ad. What Are You Selling? Deﬁne the program, product or service. Give the viewer pertinent information; deﬁne features or beneﬁts of what you are selling, what makes your product better than the competitor, why should they purchase your item, etc. If you are limited on space, it’s always better to sell emotional beneﬁts rather than features. Call to Action This is the “oﬀer” or contact information for the reader to follow up. It may include a phone number, address, website, email address or business reply card. Some advertisers are able to “push the sell” by oﬀering discounts with a deadline or giveaway. A Great Headline Potential customers are likely to skip right over your ad, no matter how well thought out it is, if it does not have a compelling headline. You want to tell and show them how you can solve their problem or how they can beneﬁt — which is pretty easy to do in the ﬁtness business. Established Credibility Since the competition among personal trainers and facilities is mounting, you want to be able to establish yourself as an expert. You can use the number of years as a trainer, testimonials from clients, awards received or associations you belong to. An Offer Make an oﬀer that peaks their interest and makes them want to bite. At the very least you want to capture their contact information, so oﬀering a free report, early-bird special or some intriguing beneﬁt will at least get them to respond. Be sure to tell them exactly what to do, where to go, how to sign up, who to call, etc. Incentives Oﬀer a money-back guarantee or a chance to win a desirable prize to move prospective customers closer to buying. As you can see, a lot goes into creating a winning ad that will produce ten-fold what it cost you. Begin to notice the ads in other industries that capture your attention, and look for ways to creatively incorporate that message into your ads. Now you should be on your way to understanding the makeup of a successful advertisement. When all else fails, call in a pro! Carene Kratzel is the owner of CRK Advertising, Inc., an advertising and marketing agency that represents health and ﬁtness, product promotion, ﬁnancial, medical, business to business, retail and niche markets. For more information, visit www.crkadvertising.com or call 973.663.6766. ● JUNE-JULY2008 · WWW.FIT-PRO.COM 27 29 http://www.crkadvertising.com http://WWW.FIT-PRO.COM

Table of Contents Feed for the Digital Edition of Personal Fitness Professional - June 2008

Personal Fitness Professional - June 2008 Contents Letter From the Editor, Writers To Franchise Or Not To Franchise? Current Controversies Insuring Success Case Study Exercise Spotlights Raising Rates Through Better Session Design Mark Your Calendar The Perfect Ad The Movement Triad Exercise Spotlights Product Profile New on the Market Spotlight: Brian Boyle

Personal Fitness Professional - June 2008

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