You run a gym, so it makes sense to include pictures of your gym and people working out in your advertisements, right?
Well, before you go ahead, please watch this video:
If you’re like most people, (spoiler alert!) you didn’t see the bear in the first viewing. But people who play basketball do catch it first time. Why? Because their brains are used to seeing basketball so it takes less energy to spot the bear.
You’re the same with gym pics. Your brain can look at the below and see it’s a gym with barbells and a rig and plates in the background…
And it doesn’t look too scary either. They’re just empty bars, no one is too muscly or skinny. But there are two important factors here:
- When scrolling on social media, if you make people use too much brain power to figure something out, they’ll move on. They (unfortunately) want reward, with no effort.
- Most of our prospects have never found gym’s rewarding, fun, comfortable places. So gym pics trigger not nice feelings.
So what images should you use?
Our brains are hard wired to recognise faces, so the best pics are your people similar to the people you’re trying to attract looking directly at them.
Even better if you add a direct call out to the image so your prospects don’t have to read too much.
There are exceptions to the rule but apply these principles and watch your cost per click decrease!
If you’d prefer not to waste hours testing and retesting images, and would like someone to take of this for you, just let us do it!