Sex gets people’s attention. Do you use it?
The marketing geniuses behind Axe Cologne know just what they’re doing. You’ve no doubt seen Axe’s advertisements on TV. They always show rather average looking young men who become irresistible to women once they spray on some Axe.
The company’s commercials are way over the top. You might think they’re rather insulting. But you can’t disagree with one thing: The promotional folks at Axe know their target market. They know that young men don’t just daydream about sex, they think about it all the time. So Axe peppers its ads with sexy women in tight shorts and barely there shirts.
Sex sells, to the right audience. And Axe understands this.
This leads us to you. Are you doing anything about this?
A smattering of sex never killed anyone.
You may not decide to go the full Axe route when it comes to the level of sex in your promotional materials. But I do think that personal trainers should be relying on at least a bit of sex appeal to market their fitness services.
This is simply the smart thing to do. You’re a fitness pro, so you have a great body. At least you should have. There’s nothing wrong with using this body to convince possible students that they, too, can look sexier and buffer by taking your fitness classes. You should boast a roster filled with shapely students, too. If they are willing, you might also include them in your promotional materials, whether it’s a homemade poster in the local hair salon window or a short clip on your business’ Web site. Just be certain that each of your students looks as sexy as possible.
Ever watch the commercials that big health club businesses run? They always feature beautiful men and women in impossibly tight workout clothes running, hefting weights, kick boxing, and of course, toweling off. These health chains aren’t ashamed of what they’re doing: They’re marketing sex.
You do have to be careful when drafting sexy promos. It’s one thing to sell sex. It’s another to draft ads that cross the line into pornography. If you cross this line you risk turning off potential customers. As a trainer, you must be mindful of your reputation, too. Sex is fine if it’s done in a classy or humorous way. If it seems even slightly pornographic, possible clients might turn away.
The science behind sex.
The Journal of Consumer Research recently released the findings of a fascinating study that took a close look at the different ways in which males and women reacted to sex in commercials. The researchers showed that most men had positive feelings about casual and recreational sex. They responded well to commercials that featured scantily clad women or contained sexually suggestive jokes.
Female viewers had different feelings. The authors of the report found that they reacted in a more positive manner when the sex in marketing suggested devotion and commitment.
You want to attract both males and women to your personal fitness business. If you feel that it’s important to inject some sex in your promotional materials – and you better – then you must use it in a manner that doesn’t turn one gender off.
By allowing your body and those of your students do the talking for you. Show off your muscles and curves. You’ve worked hard to create it; you might as well let it pay off for you.
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This entry was posted on Thursday, January 28th, 2010 at 11:51 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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