It Got Weird: True Marketing Tales From the Cold Lead Files

"Sorry, I can't make it to our appointment tonight; my dog is sick.""I just got called in to work.""I lost my job between last night and this morning ... "Sound familiar? If you own a gym, you've probably heard all these excuses and more for why a lead—who has willingly clicked on your ad and opted in—suddenly can't take your call or book an appointment. Sometimes it's legit. But take a look at your lead sheet and note the frequency with which sudden emergencies, tragedies and wild, unpredict...