Social media is definitely one of the most popular forms of advertising. It’s cheap (if you know how to do it) and can reach the masses very easily. But most digital ads remain in the minds of prospects for only a moment and vanish without a trace.
Physical marketing, while nowhere near as popular, still has a place among the local marketing hierarchy of effective and affordable strategies. In this post we’ll talk about how to improve your fitness brand and create the perfect leaflet for your fitness business in 8 easy steps.
1. Keep the Client Profile in Mind
Remember that leaflets are a tool for communication and the design and content of the leaflet should successfully and effectively communicate your message to your prospects, not you. Most trainers fall n to the trap of creating designs that they like the look of. Which may not be the look their ideal clients want to see.
Leaflets are typically small so choose simple designs, which allow you to highlight the benefits of your service and can be easily scanned for information.
Essentially, keep in mind the profile of the client, his/her needs, and also what you intend to offer in your business.
2. Adhering to Design Convention
Most advice about leaflet goes along the lines of “be unique” and “create something special” but here’s why there’s no need to do that.
Design convention. People like and expect to see certain things in certain places. If your leaflet doesn’t offer that, you might get some attention but not always the right kind.
What’s infinitely more important is that the design is relatable (uses imagery your ideal clients respond to) and the information is easy to find.
This example offer the reader the expected result as a main headline and uses simple elements to convey the message. Simple but effective.
3. Choosing the Correct Font
Using the wrong font can actively discourage your prospects from viewing your leaflet.
Fonts like Comic Sans, Segoe Script, Guinevere Caps, and Freestyle may appear casual and fancy, but they look extremely unprofessional on marketing material (not to mention they’re difficult to read).
Fonts like Helvetica, Bodoni, Century Gothic, Didot, and Verdana for a more elegant and professional look.
For font size, keep it anywhere between 9 and 12 points, as they allow for easy reading, without straining the eyes. Use colored fonts only when highlighting certain key points, but stick to black for the most part.
4. Less is More
If it really isn’t necessary, just skip it. There often isn't much room on leaflets and the readers attention won't last long. The information you add to your leaflet must:
Client testimonials, success stories and images that appeal to your ideal clients will help to grab attention.
Content about offers, discounts, unique exercise sessions and center amenities are some things which will encourage readers to take a next step.
5. Creating Reader Friendly Content
While we all want to sound intelligent, some of the words we know and use often as a personal trainer aren't all too common among our clients.
For example, words like hypertrophy, subcutaneous and neuro-muscular aren't regular dining room words.
Avoid using PT jargon and keep your language simple and easy to understand. Always write in a way that is easily comprehensible to readers of all ages.
Use the right headlines and make them compelling. Using action words like ’24-hour discount’ and ‘free session’ in the headlines is a great way to attract attention.
Remember to add your Call to Action (CTA). Always include your contact information – phone number, email address, designation, and fitness center address in easy-to-see places. Make them visible and legible, as it will increase the chances of your prospects reaching out to you.
Mark from Mark Personal Training in West Sussex has a single call to action. A free health assessments. With client success stories taking up most of the retail space.
6. Choosing Colors
Colors impact our psyche. For example, light blues have a calming effect on the mind and have been shown to increase concentration and productivity. Red has been observed to increase energy levels and excitement in people. You can include accents of red for a brochure on cardio classes and blue tones for an e-brochure on weightlifting.
Similarly, if you’re running a yoga class, use gentle greens, mellow yellows, and pastel pinks, as they have a relaxing effect. You can even be sports-specific and use colors that remind people of the sport, for example, choosing blue tones for a brochure promoting a swimming center.
7. Choosing Images
Research shows that readers retain 65% of the information they read about 3 days ago if that information was paired with relevant visuals. This is why using images in your e-brochure is so important.
When prospects see pictures in the brochure, they are more likely to understand what your service is about. They’ll also be reassured that your service is reliable. Use pictures of your own fitness center, equipment, and classes for maximum effect. Add a picture of yourself with your designation and experience to introduce yourself to your prospective clients.
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