Struggling to make your Pilates studio marketing efforts generate the results you need? Creating an effective flyer is crucial, but many fitness professionals don't know where to start.
Recently, while staying in Kennington, I received a PilatesNutrition flyer that had potential but needed improvements.
In this post, I'll show you how we transformed this Pilates studio marketing flyer using the Storybrand framework to boost engagement and drive greater sales.
This blog post dives into the process I follow when it comes to Pilates studio marketing and how I transformed a Pilates studio flyer using the Storybrand framework to enhance engagement and results.
Identifying the Issues
1. Unclear Messaging:
The original Pilates studio marketing flyer lacked a clear message and did not effectively target the ideal client. It was generic, making it hard for potential clients to see how PilatesNutrition could specifically help them.
Clearly define the target audience and tailor the message to address their specific needs. For example, highlighting how Pilates can help with back pain, flexibility, and overall well-being.
2. Weak Call to Action:
The call to action (CTA) was weak and lacked urgency. Without a compelling CTA, potential clients might not feel motivated to take immediate action.
Create a strong, clear CTA that encourages immediate action. For example, "Sign Up for a Free Trial Today!" adds urgency and value by offering something for free.
3. Lack of Value Proposition:
The Pilates studio marketing flyer relied heavily on discounts rather than showcasing the long-term value of the services offered. This approach can attract clients looking for deals rather than those seeking quality and consistent results.
Emphasize the long-term benefits and value of the services. Use testimonials and success stories to highlight the positive impact on clients' health and well-being.
4. Underutilized Space:
The back side of the Pilates studio marketing flyer was blank, representing a missed opportunity to provide additional valuable information and engage potential clients further.
Utilize both sides of the flyer to provide comprehensive information. Include class schedules, instructor bios, testimonials, and additional services to fully engage the audience.
What is the Storybrand Framework?
The Storybrand framework, developed by Donald Miller, is a marketing messaging framework designed to help businesses clarify their message and connect with customers.
It’s based on the idea that your brand should be the guide that helps your customer (the hero) solve a problem.
The framework consists of seven parts:
- Character: The customer is the hero of the story.
- Problem: The hero faces a problem that needs solving.
- Guide: Your brand acts as the guide to help solve the problem.
- Plan: Provide a clear plan for the hero to follow.
- Call to Action: Encourage the hero to take action.
- Avoid Failure: Show what’s at stake if they don’t take action.
- Success: Paint a picture of the positive outcome if they follow your plan.
Implementing the Storybrand Framework
Character:
Identify the ideal client as individuals looking to improve their health and well-being through Pilates.
Example: Target individuals with back pain, those seeking to improve flexibility, or beginners looking for a supportive fitness environment.
Problem:
- External Problem: Finding an effective fitness solution.
- Internal Problem: Frustration with current fitness regimes or back issues.
- Philosophical Problem: Belief in the right to a healthy, pain-free body.
Example: Clearly articulate these problems in the flyer to resonate with potential clients.
Guide:
Position PilatesNutrition as the guide with empathy and authority.
Example: Highlight the expertise of instructors and the success of past clients to build trust.
Plan:
Provide a clear plan with steps to join and benefit from the classes.
Example: Outline a simple process: "1. Sign up for a free trial, 2. Attend your first class, 3. See results and join our community."
Call to Action:
Create a strong direct and transitional CTA. Example: “Sign Up for a Free Trial Today!”
Example: Use a direct CTA like "Join Now" and a transitional CTA like "Download our free guide."
Avoid Failure:
Warn of the consequences of not taking action, such as continued discomfort or lack of fitness progress.
Example: Mention how neglecting fitness can lead to prolonged pain and health issues.
Success:
Paint a picture of success, highlighting improved flexibility, strength, and reduced back pain.
Example: Use testimonials and before-and-after stories to show the positive outcomes.
Enhancing the Value Proposition
Recommended Resources
Adding Value:
Instead of relying on discounts, the revised Pilates studio marketing flyer emphasized long-term benefits and included testimonials from satisfied clients to build trust.
Example: Share stories of clients who have experienced significant improvements in their health and well-being through PilatesNutrition’s programs.
Lead Magnet:
Introduced a lead magnet offering a free guide titled “Top 10 Tips for Maximizing Your Pilates Workouts” to attract and engage potential clients.
Example: Provide a valuable resource that helps potential clients see immediate benefits and encourages them to engage further.
Maximizing Space and Engagement
Utilizing Both Sides:
Pilates Studio Marketing Flyer Front Side: Clear and compelling headline, strong CTA, benefits of joining the classes, and contact information.
Pilates Studio Marketing Flyer Reverse Side: Testimonials, class schedules, instructor bios, and additional services.
Example: Use visuals and structured content to make the flyer visually appealing and easy to read.
Visual Appeal:
Maintained a clean and professional design with consistent branding. Organized content with clear sections and bullet points for easy readability.
Example: Include high-quality images of classes and instructors to create a professional look and feel.
Results and Learnings
Results:
The revised Pilates studio marketing flyer clearly communicates the benefits of Pilates Nutrition’s services, engages their target audience, and encourages immediate action.
By addressing the key issues and utilizing the Storybrand framework, we created a more effective marketing tool.
Example:
Increased engagement and higher conversion rates as potential clients clearly understand the value and are motivated to take action.
How About You?
Have you tried offline marketing efforts such as Pilates studio marketing flyers or postcards? If so, what success did you have?
Share your experiences in the comments below.
If you want to critique and improve your own marketing materials, I’m offering a free Marketing Critique Cheat Sheet.
Download it here: [Link to Cheat Sheet]
Conclusion
Effective marketing requires clear messaging, strong calls to action, and a focus on value.
By following these principles, you can enhance your Pilates studio marketing efforts and achieve better results.
