| When designing a Direct Mail program for your | | | | assessment, New quality equipment, Personal |
| health club these following features MUST be | | | | training packages. There are several sales bullets |
| included: | | | | you can use so make sure to include them usually |
| 1. PRIMARY OFFER | | | | on the back of your mailer. |
| Your primary offer is what will be seen first and | | | | 5. COUPONS |
| foremost when your potential customer pulls your | | | | With some of the offers we have listed above, |
| direct mailer out of their mailbox. So, make it bold, | | | | perhaps you can add a coupon or two on your |
| clear and easily understood, something along the | | | | mailer. You can even go as far as perforating |
| lines of Free Enrollment, or 50% Off Enrollment, | | | | your mailer so your customer can simply tear it |
| Summer Months Half Price, First Month Free, or | | | | off and redeem it. For example Free Enrollment |
| July, August, September half price. These are just | | | | coupon or a Free Assessment coupon. Using |
| examples but make your primary offer | | | | "free" is always attractive so make sure you are |
| attractive, bold and clean. | | | | offering something for at no charge to your |
| 2. SECONDARY OFFER | | | | member. |
| Include a secondary offer on your mailer, | | | | 6. IMAGES |
| something along the lines of a Free Personal | | | | You want your health club images all over your |
| Training Session, Free Workout Plan, or Join Now | | | | mailer so your brand is easily recognized. Your |
| and get first 2 months Free. Something enticing | | | | logo and colors should be predominant with all of |
| and rewarding that will compliment your Primary | | | | your marketing tools. Obviously you want to |
| Offer. Here your customer will appreciate not one | | | | choose an image of your health club that will |
| but two offers. This secondary offer will actually | | | | appeal to all potential health club enthusiasts. Don't |
| sway your customer from being a potential | | | | show a image of your facility full of students, as |
| member to an actual member. | | | | this may turn away any elders that might be |
| 3. LOCATION | | | | looking for a health club. |
| Make sure to include your location both in text | | | | 7. TESTIMONIALS |
| and with a map. Actually show the intersecting | | | | You will definitely want to choose to include a |
| streets and landmarks using a map so that any | | | | testimonial. Something coming from the horses |
| potential customer knows exactly how to get to | | | | mouth so--to--speak never hurts especially when |
| your health club. Usually your location will also be | | | | it is positive and promoting your business. So |
| grouped with your phone number and additional | | | | include a short testimonial and actually include the |
| contact information. | | | | members full name. |
| 4. SALES BULLETS | | | | Your health club direct mail marketing features |
| This is a must! You have to include sales bullets | | | | should fall along these lines. Again, in my opinion |
| and what I mean is features that your facility | | | | the direct mailer is the best bang for your buck |
| offers. Examples of sales bullets would be Open | | | | when it comes to marketing your business. |
| 24hrs, Monthly memberships available, Free fitness | | | | |