1. Emphasise what makes you different from the competition

Define your unique selling points. Every business should have 10 or more unique selling points. These could be about the price of your product (special discounts or promotions), the quality of the service you offer, or unique features of your club and products.

2. Use the words "you" and "your"

Wherever possible, mention the words "you" and "your" – this will make your customers feel more individual.

3.

Try to include magic words as often as possible, within reason. Make your offer sound easy, exciting and enticing to the reader.

4. Risk reversal – Trial periods or money-back guarantees

Offer trial periods or money-back guarantees to prospects buying a membership or new products – such incentives can help reassure potential customers. Highlight your risk reversal strategy on your marketing material and you can significantly increase your response rate by up to 40%. Yes, up to 40%! Example: "See results or your money back!" "Three-month money-back guarantee!" "100% money back. Guaranteed."

5.

Add text and win to your marketing material for prospects to have easy entry into your campaign. Example: "Text and win a free week's membership. Text XYZ and your name to 00000 for your chance to win."

6. Your marketing message should be "snappy" and "clear"

Use the "snatch test". Give your letter, leaflet, poster, etc to family and friends and snatch it back in 30 seconds – if they can't tell you what it's about, yofu've failed to get your message across. So think carefully about your choice of words and how to deliver your message with the most impact.