The Train Behind My House and Your Marketing 


Behind my house where I’ve lived for the last three years or so there is an active train track. And a few times a week there is a big cargo train that goes by and shakes the house. 

I remember when I first moved into the house. When the train went by at night or even during the day, I would hear it and it would wake me up. That happened for a few months. Then after awhile, I stopped noticing. 

In fact, there are now times where I have friends over to the house and they’ll say, “What is that noise?!” And I’ll look puzzled and say, “What noise?” That’s how deaf I’ve become to the sound and vibrations of the train. 

Now guess what? 

That process is the SAME thing that happens to you on Facebook with your advertising. Remember when you placed that first ad for a challenge? Remember how you had a flood of people come through the door? That was awesome right? But then something happened: You ran the same ads again and the results were good, but not like the first time. So you run it again, only to hear crickets. What the heck happened? 

Well, just like I got used to hearing the train so much I didn’t realize it was there anymore, same goes with your ads. So how do you fix it so that people still see your ads and take action on them?  

Here are three simple tips to prevent ad blindness:  

  1. Change your creatives: It’s easy to use one video and an hope for the best, but you have to change it up. Use different intros to your videos to grab people’s attention. Wave your hands, do a cartwheel, spin around – mix it up and you’ll keep grabbing people’s attention.
  2. Change your sales page: If your ads bring people to the same page over and over again, people will lose interest. That’s why it’s important to try different variations of the sales page. Change up testimonials, lead with a video and changing colors are a great way to keep people’s attention.
  3. Change your offers: If you’ve been running a six-week challenge for months and months, chances are your results will continue to diminish. If that’s the case, mix up your offers. Offer a four-week low barrier offer, or even a 21 day program. Change up the offer and you’ll attract even more people than you would before. It’s important to rotate through various offers when possible.

Don’t be lazy when it comes to your marketing. Constantly mix it up and make changes when necessary. By keeping your marketing fresh, you’ll be able to get more people in your gym and you’ll make a bigger impact in your community.  

Robby Blanchard is the owner of CrossFit Reach, one of the most recognizable and profitable CrossFit Affiliates in the nation. In addition to coaching 300 athletes daily, he has helped thousands of CrossFitters through his online training programs. Robby is also a coach and business mentor through his Rx Business Program, which helps over 100 CrossFit Affiliates worldwide by teaching them how to scale their businesses.