Should I put price in my gym ads?

Here's a quick brain teaser.

One thing see gym owners struggle with is whether to put price in their ads or not.

Two schools of thought on this:

1) Price is a filter - "Putting price on the ad filters out freeloaders, tire-kickers and bargain hunters.
If I put the price on the ad, then I know only serious people will reach out to me who can afford it. I won't have to
waste time talking to people who will never give me money"

2) Price is an obstacle - "If I put price on the ad, it will scare people away. If they don't know the true value of what
I'm offering, then the cost doesn't mean anything. 
For example $200 could be a lot of money, or it could be a bargain, 
but my prospects might not know which one it is yet.
Even people who can afford it might not want to spend it with me at this point."

Which do you think holds more true?

It depends, but usually #2.

There are only a couple situations in which you'd want to include the price.

-If your offer is absurdly low-priced and you're only interested in attracting as many people as possible with a low barrier offer (something I don't normally recommend, by the way).

-If you are targeting your offer to people who already know, like and trust you intimately and know the value of what you're offering.

Otherwise, leave price off the ad.

Why? Because price is meaningless without value.

Here's an example.

$50. Is that a lot of money or a little?

It's a lot for a pair of flip-flops.

It's a steal for a pair of Reeboks.

So the number doesn't really mean anything until people know the value of what you're offering.

And if you're doing a proper gym offer (like I outline in my 5-day course), you can't explain it in just one little ad.

That's where the personal touch comes in, either on the phone or in person.

To the general public, leave price off the ad, but make sure people know it's not free either.

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