The Three Laws of Testimonials
Thursday, May 25, 2023
READ TIME: 2-MINUTES
The Three Laws of Testimonials
JOHN FAIRBANKS
Testimonials are a powerful tool that gym owners can use to attract new clients to their gym. When used correctly, testimonials can show potential clients that real people have achieved real results through your gym's services. However, it's important to use testimonials the right way to get the most out of them. The Three Laws of Testimonials provide a framework for using testimonials effectively.
MUST SEE THEMSELVES:
The first law is that clients are looking for versions of themselves that have already used the product or service at your gym. This means that the testimonials you use should be from people who are similar to your ideal client. For example, if your ideal client is a busy professional who wants to get in shape but doesn't have a lot of time to work out, you should use testimonials from other busy professionals who have achieved their fitness goals through your gym's services. These testimonials will resonate with your ideal client and help them see that your gym is the right choice for them.
BELIEVE IN THEMSELVES:
The second law of testimonials is that they must target those ideal clients you want in your gym. Specifically, they should target those people who believe they are capable of fixing their problem or achieving their desired results with the opportunity you have for them in your gym. For example, if your gym specializes in helping people lose weight, your testimonials should target people who are struggling with their weight and want to make a change. By targeting your ideal clients with your testimonials, you can help them see that your gym is the solution to their problem.
SHOW THEM THE PATH:
The third law of testimonials is that they need to align with your existing products and services. This means that the testimonials you use should focus on the products and services that help your desired client achieve the results they desire quicker. For example, if your gym offers a specific training program that helps people lose weight quickly, your testimonials should focus on that program and how it has helped other people achieve their weight loss goals. By aligning your testimonials with your existing products and services, you can show potential clients that your gym has the tools and resources they need to achieve their desired results.
- John
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