TITLE Boxing Club Missouri City/Sugar Land, TX, a boxing gym coming soon to Fort Bend County, demonstrates that subtle nuances can make a big impact. Prior to launching the case study, I asked TITLE Boxing Club for the three adjectives they MOST wanted people to use when describing their business. ”Effective”, “fun” and “empowering” were the words TITLE Boxing Club selected. I really liked the words that TITLE Boxing selected because they are words that easily associate with an experience. That experience is especially a driving force when your core business is fitness. I loved the energy of group fitness classes. It brought me back time and time again. The atmosphere at a race keeps me signing up to run more. On the other hand, the bruised backside after my first cycling class was a bad enough experience to cause me to avoid any other cycling class. The instructor and class veterans assured me that I’d get protective callouses in time. For me, that wasn’t a great sales pitch. I’m still a cycling class dropout.
The words and images you choose to associate with your business are packed with more power than you probably realize.
There is definitely a perception that a TITLE Boxing workout is hardcore and intense. Over 87% of responses indicated those words. This can be a good thing when it’s viewed as motivating, but it was viewed slightly less as motivating (25%) and more as intimidating (37.5%). TITLE Boxing will need to work hard to maintain that intensity factor with a “can do” approach. The visual impact of the type of people working out communicates a strong message, as do specific word choices in postings.
Effective, fun and empowering all indicate a great workout experience. TITLE Boxing must be effective in highlighting the workout experience they are selling. As TITLE Boxing considers it’s target audience, answering questions like “Does our prospect currently think working out is fun?” “How can we best demonstrate to our prospect that they will come away from one of our workouts sweaty and grinning?” Appeal to their need and desire for a workout that isn’t a chore. Apply the same type of questions to the words effective and empowering. Use questions like these to both generate content and filter out posts that distract.
Show your target audience how perfectly your product meets their need!
Go ahead. Tweet that.
Tips:
- Careful attention to image selection and word-choice will help the hardcore image tip the balance in a more favorable way towards empowering rather than intimidating. I highly recommend reading and listening to this great discussion that Derek Halpern of Social Triggers had on the subtleties of our word choices.
- Use postings to demonstrate the TITLE Boxing Club experience. Get in the head and heart of your target audience and appeal to their need and desire for a fun, effective and empowering workout with every post.
What tips do you have about sharing a real life experience in an online platform?
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