Give people a reason to get started with your gym, rather than invite them to join at any time. Some examples include:
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Time Bound: “August enrolment now open”
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Event Bound: “Get in shape in time for Christmas”
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Celebration: “Our birthday offer…”
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Capacity: “Limited spots remaining!”
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Audience: “Youth Football Athletes” / “Area Dads Aged 40-50”
If you want an easy way to refresh your ads, try change your headlines each month: discarding the lowest engagement and replacing them with newer and seasonal calls to action.