Lose weight without an audience. There are at least a hundred maybe a thousand ways of saying “want to lose weight by exercising?”. Describing how you do that exactly is complex and varies widely by end-user.
Not benefits, emotions
A home-gym sales man may hear customers say over and over again “I’d like to build muscle” but there’s likely one or many underlaying emotional reasons behind that statement. Maybe they really want to:
- be competitive
- be entertained
- maximize time
- prove something
- have fun
- spend time thinking alone
- have a place to go
- have a pick-me-up in the morning before a stressful day
- look better
- be stronger
- be more flexible
- get healthier or stay healthier
- learn a skill
- have more self-descipline
- brag about their exercise routine
- feel younger
Marketing the ways a home gym builds muscle is nearly as impactful as talking about how a home gym is convent, saves time and will make you look better and be stronger faster with less chance of quitting. This is analogous to the way associations communicate with members. “We provide legal articles” is not nearly as impactful as “we alert you to the legal risks professionals like you can fall into”.
Solve the right problem
Someone who wants to focus on becoming a better runner while making new friends is going to be impervious to messages about the benefits of a home gym. Marketing the time-saving benefits of a home gym is is futile if customers care most about being entertained while they exercise. In the same way pushing 15 emails about the annual conference to a member who is never going to go irritates them. Maybe they care much more about learning best-pratices by reading articles and research on your website.
Are you figuring how best to market to your members? Ultimately you need to use the words your members need to hear.