“Marketing speak” as defined by Wikipedia (www.wikipedia.org), is a related label for wording styles used to promote a product or service to a wide audience by seeking to create the impression that the vendors of the service possess a high level of sophistication, skill, and technical knowledge. Such language is often used in marketing press releases, advertising copy, and prepared statements read by executives and politicians. Marketing speak is characterized by its heavy use of buzzwords, neologisms, and terms appropriated from specialized technical fields which are eventually rendered almost meaningless through heavy repeated use in inappropriate contexts.
I wanted to touch on this subject because I often hear and see health club marketing campaigns that are targeting the health and fitness conscientious, or the deconditioned market speak in a language the average prospect/ member or layman doesn’t understand. Most health and fitness conscientioushave an educational level of college or have attended an institution of higher learning and therefore, have a degree in some field while the average consumer (the masses), tends to only have an educational level of high school or maybe some college.
When you are dealing with the public you are going for the big numbers. You want the biggest bang for your buck. You want to be the number one health club in your area and to engage every prospect/ member, from the average Joe prospects/ members to the elite prospects/ members. It is essential that you design your health club marketing campaigns so they don’t eliminate the majority of your market. You can do this by using the language and wording that is more common in the everyday workplace.
The idea is to engage the prospect/ member at every level through your health club marketing and get them to visit your health club, at which point you can both decide if your health club is where he/she wants to call home and you can decide if he/she fits your health club’s member profile. You don’t want to eliminate neither the health and fitness conscientious nor the deconditioned market. It is very important not to use a lot of jargon and complicated terms when marketing your health club. The key thing is, you speak to the prospect/ member when you are trying to engage both the health and fitness conscientious, or the deconditioned market at your health club, not try to impress them by speaking above them.
Communicate your information in layman’s terms through your health club marketing and you will grow your health club and your health and fitness career.
For more free tips on increasing your health club membership base through health club marketing, health club promotions, professional health club membership sales, and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.