Missing the Low-Hanging Fruit

My wife trains at a CrossFit near our home. I’d imagine this sounds a little strange when you know that I own a gym. 

Actually, the argument can be made that my wife owns a gym as well, but that doesn’t change the fact that the facility is situated 20-minutes from our home.

Katie has what us fitness professionals like to call a “real person job.” She works a 9-to-5, collects proper benefits, and receives predictable paychecks. When you mix in her task load related to raising our boys and maintaining a clean home, she doesn’t have the time to spend 40-minutes commuting for exercise.

I support her decision to take her training needs elsewhere.

The CrossFit she trains at has been filling my mailbox with direct mail for years. Each piece reads the same:

We’ve got two pure strength rigs with 20 pull-up bars!

Come check out our newly renovated community area where you can relax with fellow members!

We’re the only gym in town with 8 lifting stations and multiple sets of rings!

Not once have I seen a mailer that said: 

“We get it, you want convenience when it comes to fitness. Our gym is less than a mile from your home. The space is clean, the coaches are great, and you can roll out of bed at 6:25am and still be on time for our 6:30am class. Care to come check us out?”

Katie would have become a member six years ago when we moved into town had that flyer been sitting in our mailbox. Instead, she had to figure out the convenience factor for herself.

Why are most of us marketers skipping past the low-hanging fruit in favor of selling exclusively on unique services or amenities?

“Easy” sells.


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