Branding MECHANICS

Questions 17 & 18

But First

Spend the time between sets of heavy back squats pondering this question:

Can we make perfectly clear the starting process?

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Sound On

I hope you know what to do at this point.

Listen

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3 Big Ideas

With more context for the question now, spend a few more minutes considering the most important concepts in this session:

  1. Your website should leave an interested visitor asking, “Okay, so now what do I do?”

    Remember, our messaging is successful when it doesn’t make a person work too hard to understand it. That’s no more true than when you're trying to communicate what a prospective member needs to do now that he's interested. I can’t stress enough that you don’t want to leave this step of the process to a strategy of hope. Like everything we’ve been working on, this stage of a prospective member’s journey needs to be intentional & clearly articulated.

  2. Breaking the starting process down into three simple steps is how you answer.

    The process is more layered, more complex, & more detailed than three steps can fully articulate. That’s okay. The goal isn’t to give the reader every piece of information. The goal is to answer the question, “Okay, so now what do I do?”

  3. Creating a single, concise, effective call-to-action is the tip of your website’s spear.

    The job of your website & your messaging isn’t to provide every answer to every possible question someone may have. The job of your website is to encourage & inspire a visitor to take the first step. That’s it. Everything after that happens person-to-person, whether inside your facility or by phone & email.

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All the Words

In Section Two, you spent time articulating the process by which a new person enters into your gym’s membership. You also clarified what the very first step of that process looks like. In this session, as in each of the sessions in this Section, we’re working to simplify those steps even further.

If the questions we’ve created in the last session are effective, they should leave a visitor on your website asking himself a question. That question, hopefully, is this: “Okay, so now what do I do?”

The goal of today’s session is to provide the answer to that question in no uncertain terms. Remember, our messaging is successful when it doesn’t make a person work too hard to understand it. That’s no more true than when you're trying to communicate what a prospective member needs to do now that he's interested.

I can’t stress enough that you don’t want to leave this step of the process to a strategy of hope. Like everything we’ve been working on, this stage of a prospective member’s journey needs to be intentional & clearly articulated.

One way to do this is to break the process down into a series of three steps. Let’s jump into the Brandwork document of our Competitive Gym to translate their starting process as such.

As a reminder, here’s their answer to the question from Section Two:

All potential members start with a free physical assessment. If it feels like a good fit, we schedule a 60 minute meeting with the athlete & a parent (if applicable). In that meeting, we break down our process, their goals, & their current condition. From there, we match them with a coach, who will develop a personalized plan of attack.

The original question naturally elicits an answer like this. Given that, translating yours into distinct steps shouldn’t be too complicated. Our goal here to aim for brevity.

Looking at their answer, here’s what I would put together for their three steps:

Step 1: Schedule your free physical assessment.

Step 2: Meet with our head coach to ask questions & set goals.

Step 3: Start working with your coach to design & implement plan.

Each of these steps is more layered, more complex, & more detailed than we’ve laid out here. That’s okay. The goal isn’t to give the reader every piece of information. The goal is to answer the question, “Okay, so now what do I do?”

So much of the challenge of getting people into your gym is getting them to take the first couple of steps, whatever those steps are. Making what you want them to do clear is the best chance you have to get them to do it. If you confuse them, if you make it too difficult to understand, you'll give them an out. You'll give them an excuse to do it later. You'll give them a reason to continue looking to other gyms for the answers.

Don’t overwhelm them. Show them the path to success. Once you do that, you can invite them to take it. The invitation comes by way of a single, clear call-to-action.

The job of your website & your messaging isn’t to provide every answer to every possible question someone may have. The job of your website is to encourage & inspire a visitor to take the first step. That’s it. Everything after that happens person-to-person, whether inside your facility or by phone & email.

So what is the first step? In the case of our Competitive Gym, it’s to schedule a free physical assessment.

To make it an effective call-to-action, we want to condense it even further. We want to aim for three to four words. Something like: “Schedule Free Assessment.”

The first step of our Community Gym's starting process reads like this: “Join any Thursday class for free.” Condensed down further, we have: “Come This Thursday!”

In the next Section, we’re going to talk about what to do with that call-to-action, but here’s a hint: You're going to plaster your website with it.

For now, though, let’s put together our 3 Steps to Success, working hard to use as few words as possible. Then translate step one into a clear, concise call-to-action.

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Our Pretend Gyms

[ Full Example Gym Brandwork Docs here: Community | Corporate | Competitive ]

Answers to today’s question:

Community Gym:

Step One: Join any Thursday class for free.

Step Two: Schedule your 3 one-on-one sessions.

Step Three: Jump into any class you'd like!

CTA: Come This Thursday!

Corporate Gym:

Step One: Schedule your introductory meeting.

Step Two: Begin your individual on-ramp program.

Step Three: Choose your class of choice.

CTA: Schedule Your Meeting

Competitive Gym:

Step One: Schedule your free physical assessment.

Step Two: Meet with our head coach to ask questions & set goals.

Step Three: Start working with your coach to design & implement plan.

CTA: Schedule Free Assessment

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Time to Do Work

With all that in mind, revisit your original answer. Open up your Brandwork Doc & clean up the process by which somebody becomes a member of your gym.

Check Yourself

Now that you’ve got your answer, stress-test it a bit against these questions:

  1. Is each step short & without any unnecessary words? For example, in our Community Gym, Step Two could have read: “Schedule your 3 one-on-one sessions with a coach.” But we pared it down to only its essential parts.

  2. Is Step One free? While it’s not necessary, it might be something to consider depending on the nature of your on-ramp program. It removes one more potential barrier to yes & invites the potential member into your gym where (presumably) she’ll meet nice people & realize that CrossFit doesn’t look like what she thought CrossFit looks like. In other words, it’s a baby step toward building trust.

  3. Does your Call-to-Action reflect (in words & concept) Step One? This is one of those places that redundancy is good.

Coming Attractions

In the last session of the Branding Mechanics program, we’re going to make sure that all the work you’ve been doing over these last few weeks makes it way on your website. Before you dive in, take some time to study the websites of each of our example gyms. Compare them to their full Brandwork docs.

Community Gym Site || Corporate Gym Site || Competitive Gym Site