JTInTheRaw Show 68: How Colour Impacts Conversion In Your Fitness Business

The most common saying in marketing these days is ‘content is king.’  And if that is the case then ‘colour of your content is queen.’  You can use colour to stop your fans scrolling past your post on Instagram, stop and read your Facebook post, or even take a detour and walk into your facility to find out more about you.

Today I’m going to share some secrets to colour!

What is your favourite colour?  Whether you are watching live or on replay tell me in the comments below and shortly I’ll share what that colour may mean in the conversion psychology.

Welcome to #JTInTheRaw show 68 where I chew the thin on business and I coming to you 3 hours later than usual!  This is because I have just arrived at Dallas Airport from Mexico City.

This week has been a very exciting week for me as I delivered the key note presentation to open the 4^th Annual Mercado Fitness-IHRSA conference in South America.  This was my 309^th presentation and my second key note.

My presentation was around leading teams in today’s competitive environment.  I shared:

• 2 responsibilities all leaders have to differentiate them from their competitors;
• 4 ways to lead the magical millennials;
• And 7 common behaviours of the world’s best business leaders

And from the new LinkedIn connections I received overnight, I think they liked my presentation.

I then returned in the afternoon to do a 2-and-a-half-hour workshop for on-boarding members for long term loyalty.  I used the basis of my ebook: How To Build Long Term Loyalty Through Your On-Boarding to build the workshop and from the looks on the faces my message resonated.

If you would like to know what I spoke about, you can grab my ebook: How To Build Long Term Loyalty Through Your On-Boarding by clicking here.

Of course, on my way to the conference, I stopped by Soul Cycle and Barry’s Bootcamp in LA for a couple of workouts.  As always great sessions and awesome experiences.  These two brands really get creating something special from when you walk through the door.

Shout Out

Not surprising my shout out goes to the teams at Mercado Fitness and IHRSA for inviting me to speak.  Thanks to Guillermo, Jose, Jacqueline, Jay and Alison.  I am truly grateful for this opportunity.

Thank you.

Colour Is The Queen Of Content

So today, I want to talk about colour!  Remember the question for the day is what is your favourite colour and whether you are watching live or on replay pop your fav colour in the comments below and I’ll let you know what that may mean shortly.

At the Industry Leaders Roundtable two weeks ago, we discussed why Barry’s Bootcamp would have red lights in their studios.  And why everything about Orange Theory is orange.  Surely, the colours must mean something!  I did some research and want to share my learning with you.

Firstly, businesses are taking advantage of colour psychology by using the colours in their visuals to subliminally cement their brand personality in the mind of their audience and market to them.

You must now think that your choice of colour is critical when creating content.  The colours form the first impressions of the content. And we all know this first impression is crucial and could be the difference between the user interacting with the post or continuing to scroll.

Remember, your fav colour in the comments go . . . because here comes what the most common colours mean.

Blue is associated with security and is used to help promote trust within a brand. When using a shade of blue it can have a very calming quality and may even stimulate productivity.

Yellow is used to increased positivity, optimism and cheerfulness. It can often promote enthusiasm for your service or product.

Orange will also lead to optimism and cheerfulness, similar to yellow.  The negative to orange thought is it can indicate a warning and anxiety if used too frequently.

Red is creates urgency, which is why you see it with any signs promoting sales.  Believe it or not it is known to encourage appetite and raise blood pressure! And not surprisingly red is linked to passionate and excited feelings.

Purple is rumoured to be used by sexually frustrated people but I think this is an old wives tale.  When used in branding, purple represents a creative and imaginative brand.  This is because it stimulates the problem-solving area of the brain!

Green is the corporate colour of Active Management, chosen years based on no research but this made me feel good! Green has very strong links to health, nature and growth.  Most exciting for me it is sometimes stumlates wealth. Green shares similar calming properties to blue and also stimulates harmony which leads to decisiveness.  I guess that means we will keep using green at Active Management and on The Fitness Business Podcast.

For the fitness business owners watching today, your goal is to build trust with prospects with your content.  Perhaps consider increasing the amount of blues and greens in your content posts.  Remember, these will help trigger thoughts of trust, health and wellbeing.

If you know anyone who could benefit from learning a little about the colours they should be using in their marketing, I’d be very grateful if you would share today’s show with them.  You can simply tag them by putting their name in the comments.  Thank you in advance for sharing.

This Week

In a couple of hours, I head home ready for a super exciting week:

• Monday I have a meeting at my rugby club as I explore with our General Manager our membership structure and marketing.
• Tuesday is the first strategic planning meeting with Chantal from the Fitness Business Podcast as we ask ourselves, “How can we increase engagement with our listeners.” If you have any ideas, pop them in the comments.
• Wednesday I am speaking at the Debit Success Masterclass in Melbourne. I am delivering 2 sessions: Around the fitness business world in 60 minutes and the behaviours of the modern-day consumer that are affecting your fitness business.
• Thursday I have half a day with the personal trainers of Ignite Health Club as we unlock getting more clients doing personal training with some simple communication strategies – like not asking for sex on the first date!
• And then Friday I am coaching clients that I had to reschedule from this week.

This is an unusually busy week of face to face activity for me – which I love! Far more stimulating than spending it in the office!  But if you’d like to have a chat with me about how I can help your business, I’ll make time for you!  You can click here to book a time for us to chat.

Thank you for joining me today for #JTInTheRaw show 68 live from Dallas Airport!  I hope you learned something about how important the colours you use are in the buying psychology.

Remember:

• If you want a copy of the ebook How To Build Long Term Loyalty Through Your On-Boarding click here.
• If you want to have a chat with how I can help your fitness business, then click here and you can schedule a time.

Quote of The Week

You can use colour psychology in your visuals to cement your brand personality and build trust with your market. Choose wisely.

 

 

 

Do you want to work one on one with JT?

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/