Add to the Network
The challenge…is to reorient for a world of abundance—specifically, to focus on figuring out how you can add to the network before worrying about what you can take from it. If you add enough, the taking will take care of itself.
→ Seth Godin, The Icarus Deception
If you’ve determined that you have $250 a month to spend on social media advertising, here’s my best advice: Don’t.
Instead, spend that money taking a few of your newest members out for coffee. Spend it on a new pair of sneakers for the coach who’s been working her butt off lately to get better at her craft. Spend it on 10 copies of Dweck’s “Mindset” or Covey’s “7 Habits of Highly Effective People” or McKeown’s “Essentialism,” then just give them away to the first 10 members who walk through the door.
Your marketing expenses can invest in hope - the hope of clicks, of follows, of sign-ups - or you can invest in trust - the trust that builds when you spend the time to listen, when you recognize effort, when you make people better. Most gyms don’t have the budget to do both at once.
My best advice: Default to investing in trust.
Unlike hope, it’s always ROI-positive.