Raise your hand if you’ve ever received a text message that said something like this:
Tony’s Pizza: Don’t miss out on our limited time offer of 30% off all carryout pies! Memorial Day weekend only…get it while you can ?
You probably reacted one of two ways to that message, depending on how hungry you were at the time you received it…
- You were annoyed at the sales-y text and deleted the thread.
- You ordered the pizza…but were annoyed to receive more 15 messages like it over the following week.
Here’s the thing….
Most businesses are bad at texting. And the fitness industry is no exception.
Gyms everywhere make basic SMS mistakes that cost them rapport, buy-in, and ultimately, cost them clients.
We don’t want you to be one of them!
We’re covering the top 5 SMS mistakes gyms make and how to fix them – let’s dive in!
Mistake 1: Being TOO informal, or being TOO formal in messages
There’s a fine line between approachable and unprofessional. There’s also a fine line between impersonal and cold, and professional but warm. As a business owner, you have to know the difference and adjust accordingly. Your client text messages should not be as informal as one you’d send to a buddy (ie. “Btw will i c u 2nite?”), but it’s also not a text to the queen of England (ie. “Hello, I would like to formally announce the scheduling of a new service offering to our most appreciated clients”).
- Instead…Strike a balance between friendly & business-appropriate
Above all, you should be yourself when you communicate (especially in something as personal as a text message). You’ll be sharing the same message inbox as your clients’ family members and friends, so you have to treat it with respect. Creating text messages isn’t something you can really delegate or outsource. Texts should come from you or your team, and they should be in your own voices.
Mistake 2: Sending mass texts
Mass texting your entire client and prospect lists aren’t the best way to communicate or make sales (trust us, take a cue from the Tony’s Pizza example). Sometimes, when there is an emergency or some special, time-sensitive news, it might be appropriate. Otherwise, save the bulk communications for email.
- Instead…Personalize, personalize, personalize
Texts should feel very individualized, and your clients will reward you with loyalty. You’re demonstrating to them that they are more than “just another client” to you – you genuinely care. Make them feel like they are the most important person at the time you send the text.
Mistake 3: Bombarding your list with dozens of texts a month
The number one reason people opt out of receiving business texts is sending too many messages. If you overuse this channel, clients AND prospects will opt out and you’ll lose it as a means to reach people. Don’t squander the great opportunity in texting by overdoing it.
- Instead…Chill Out with the Frequency
Texts should be used sparingly, yet consistently. Especially when you’re using it for marketing purposes, text messages should be limited to 2-6 per month. Before you hit send, think to yourself, “Is this a text I would like receiving or something I’d find value in?”
Mistake 4: Confusing what is email-appropriate and SMS-appropriate
Since text messages are so personal, they are not the best medium for delivering unhappy news. DO NOT send payment reminders or important policy change announcements. Those can all happen over email, direct mail, or even a phone call.
- Instead…Identify when something is “email info” only
Texts should be uplifting, or, at the very least, be a conversation-starter. Because of the less formal nature of texting, it’s best to stick to less formal topics.
Mistake 5: Forgetting CTAs altogether
Most gyms don’t use many, if any, calls-to-action (CTAs) in their texting strategy. They exclusively send, “How are you? I didn’t see you in class…” messages, or “Would you be interested in a strategy session?” messages. With CTAs, you can both nurture prospects and increase client engagement.
- Instead…Use CTAs in SMS messages
Calls-to-action can be used to create conversion opportunities to engage with your gym or your content in creative ways. For instance, you may send members of your strength program a link to the newest blog post on fueling yourself properly while lifting weights. Don’t get caught thinking CTAs are just for selling – it simply tells the receiver of the text how to use the information you’ve shared.
Fitness businesses everywhere are seizing the opportunity to use SMS as a part of their client communication and marketing strategies. The problem is that too many are using the channel poorly and not seeing the results they want.
Make it a point to correct the top 5 SMS mistakes and your clients and prospects will see the difference!
SMS messages are just one facet of a complete client experience strategy. You want to give your members the BEST experience possible, but how do that in an efficient, scalable way? Naamly has the answer. Our super simple communications and operations platform helps gym owners everywhere deliver a stellar customer experience while reducing friction, empowering staff, and building strong client-business relationships. Schedule a FREE demo with one of our team members to learn how… Click here!
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