Unquality

Does any company proclaim itself as the “unquality” corporation? No, everybody stands for quality. As a result, nobody does.

Jack Trout & Al Ries, The 22 Immutable Laws of Marketing

“The most effective workout.”

“The best & most experienced coaches.”

“The greatest community.”

You could use these kinds of terms to describe & market your gym, or you could go a little deeper.

You could recognize that each of us is exposed to 5,000 advertising messages per day, & that the only way our caveman brains can get through them all is to sort & discard the vast majority of them quickly. Selfish messages are the easiest ones to push aside.

“Give us 5 hours a week & we’ll give you your life back.”

“Like a gym class teacher, only more useful.”

“Stop trying to go it alone.”

People who interact with your marketing already know that you think your gym is the bee’s knees. Don’t waste their time or your opportunity. Show them that you see them, that you understand them, & that they belong there.

Patrick Cummings