4 Steps to Write Copy That Converts: Fitness Studio Marketing Strategies
Attracting clients in the fitness industry often depends on how well you can communicate the value of your offerings and the culture of your studio while speaking directly to your ideal clients. Many studio owners accidentally focus on their features rather than client solutions and tend to get stuck in studio-centered copy instead of showing potential clients how the studio can help them reach their goals.
This approach, which I call "you problems" vs. "them problems," often has the opposite effect to what studio owners were hoping for. At best, the copy doesn't resonate, and at worst, it can alienate or frustrate potential clients who are already struggling to find answers. Let's shift your marketing copy to be more client-focused, ultimately leading to better engagement and higher conversion rates.
Solve Their Problem, Omit Your Problems
I could write an entire article on this alone. When you're writing copy for any part of your digital marketing, ask yourself, "Does this solve my client's problem? Or is this a me problem?" The most universal example of this is the "We miss you!" email (which is also my most hated email). "We miss you!" is a "you" problem, and the client doesn't yet know, like, or (frankly) care about you or your issues. It sounds so harsh, but it's the best way I can convey that the client only cares about their problems and what could solve them.
Client Problem:
I feel uncomfortable in my body. My clothes don't fit right
My doctor said I have high blood pressure
I'm stressed out and need a brain break
I'm looking for a studio that isn't too woo-woo
I hate mornings; I want to work out in the evening.
Your job as the studio is to solve their problem, so try to skip any of the following:
"We can't wait to meet you!"
"Fill out this form to help us get to know you."
"We haven't seen you in a while..."
"We noticed you haven't been back since your trial."
"Our studio offers feature A, feature B, and modality C.
Instead, state the client's potential problem, show them how you solve it, and remind them how they'll feel when they succeed. In short, "Here is your problem, Here is how we can help you fix, Here is how you'll feel when you do."
Go back through your marketing copy, newsletters, website, and Instagram bio and check for your problems vs. their problems. You might be surprised at how often you default to the wrong messaging.
2. Focus on Benefits, Not Features
Another common mistake many studio owners make is focusing too much on their studio's features rather than its benefits or solutions. Features describe what you do or offer, while benefits explain why it matters to the client. I like to call these "what statements" vs. "why statements." For example, instead of saying, "We have state-of-the-art equipment," say, "Our equipment will help you achieve your fitness goals faster.
What Statement: "We offer a wide variety of classes."
Why Statement: "With our array of class offerings, you'll never get bored and can always find a workout that keeps you motivated and on track with your fitness goals."
What Statement: "Our trainers are highly experienced."
Why Statement: "Our expert trainers provide personalized guidance to ensure you see results faster and avoid injury."
What Statement: "We have flexible membership options."
Why Statement: "Our flexible membership plans allow you to choose the perfect option that fits your lifestyle and budget, making it easier to stay committed to your fitness journey."
What Statement: "We offer a clean and welcoming environment."
Why Statement: "In our clean and welcoming environment, you can feel comfortable and focused, allowing you to fully enjoy and benefit from your workouts."
This shift in perspective makes your copy more client-centric and demonstrates a straightforward solution to their problem.
When you're explaining your value to a potential client, remember that the client is most likely not specifically looking for a barre class with a certified instructor who teaches to 135 bpm music. What she's looking for could be a class that will help her turn off her brain for the first time that day, feel good mentally, and look great in her jeans. She may be looking for a community of like-minded women who are also looking for those same features. The feature is barre, but that's not the selling point. Move beyond what features you offer and dig into the why behind your offering.
If you need more help unlocking your studio's WHY, ask your clients, "Why do you come to class week after week? What makes our studio special to you?" You'll probably be surprised at their answers. I've done an entire workshop on this topic- find it here.
3. Use Data to Understand Client Needs
Understanding what your clients need can take the guesswork out of your copy. Tools like Google Analytics, social media insights, and client feedback or surveys provide valuable insights into what your clients are searching for and what issues they are facing. What are your prospects searching for in Google? What posts are landing on Instagram? According to a HubSpot study, businesses that leverage buyer data in their website copy convert 2-5 times better. By understanding and addressing these needs in your copy, you create a more personalized and impactful message.
4. Speak Their Language
Your clients want to feel understood and heard. Using the language they use to describe their problems can make your copy more relatable and compelling. For instance, if your clients often say they feel "overwhelmed" or "stressed out," use these exact terms in your copy. The Content Marketing Institute found that content with relatable language has a 40% higher engagement rate. This approach not only shows empathy but also aligns your solutions directly with their expressed needs. You want the client to think, "She's talking directly to me! That's exactly how I'm feeling!" when they read your copy.
Tie it All Together to Write Better Copy
Long story short: Your copy should be client-focused and emotionally driven. It should speak directly to the audience you're trying to attract and use their exact words to help them feel seen. Audit your website or your newsletters with these ten questions to make sure your copy lands:
Does this copy solve my client's problem, or is it focused on our studio's offerings?
Are we using the exact words and phrases our clients use to describe their issues?
Have we clearly articulated the benefits of our services in a way that shows how they solve client problems?
Are we showing empathy and understanding towards our clients' situations so they know we understand?
Do we include social proof to demonstrate our effectiveness in solving similar problems for others?
Are our calls to action clear, direct, and focused on client benefits?
Are we avoiding "you problems" and ensuring the copy is client-centric?
Does the copy make an emotional connection with the client, inspiring, motivating, or reassuring them?
Is the copy relevant and specific to the audience we're trying to attract?
Is the tone consistent with our brand's voice and values, maintaining an informative, encouraging, and supportive tone?
Here's to your successful studio!
