Fitness Business School – Crafting a Better Offer

Full Transcript

Hey, Pat Rigsby here and in today’s episode, I wanna talk with you about crafting a better offer. Let’s get started.

Welcome to the Fitness Business School podcast, the show for fitness business owners who want to grow their income, increase their impact and improve their lifestyle. Be sure to listen till the end of this episode because we have a brand new special offer exclusive for listeners. So stay tuned.

When it comes to designing an offer, there, there are some things that are just, always going to be true about human beings, but then there are some things that just evolve and change. I know it seems contradictory, but people are always gonna want to be a better version of themselves in some way, shape, or form, right? Like, they’re always going to want to look better, feel better. But the interesting thing about that is what their interpretation of looking better or feeling better may be is often in kind of constant flux.

I mean, we see new trends come along pretty regularly. We see people because I mean, if we think just over the past couple years, people thinking more about stress relief and reduction of anxiety and immune system, health and, and all of that. I mean, it’s not that these things weren’t tremendously important a decade ago, it’s just they were not the focal point for a lot of people. We’ve seen people, I mean, we see styles change in clothes very regularly. We see sometimes for guys long hair and beards are in, and sometimes short hair and clean shaven in, and it just all cycles through. So, so what people’s perception of looking better and feeling better may be, is constantly changing, but they’re always going to want to be a better version of themself. There’s no, there’s no questioning that we can look back and see ad advertisements from the 18 hundreds and see plenty of evidence of this.

So crafting an offer is often about figuring out what it is that this person believes that they want, what this better version of them now actually is, and then figuring out what they believe that they need to change or need to avoid or needs to happen for them to get there. And, I think a lot of times in fitness we kind of dance around some of these things, right? Like we, we want to talk so much about the process because we love that. We love talking about
consistency. We love talking about getting into a routine and it’s a lifestyle and all of that stuff. But, you know, the, the odd thing about it is I think we’re losing sight sometimes of the fact that somebody is, they want a changed lifestyle or changed routine because they perceive this better life that comes as a
result of that.

And we almost avoid talking about that better quality of life. And if you wanna motivate somebody to accomplish something more, to do something better or to change their behavior or whatever else, there has to be some sort, uh, of benefit or some sort of an avoidance of consequence if
we are going to expect them to get out of their comfort zone and do something different. So when you’re crafting your offer, like the first thing we have to do is be clear about who it is that the offer is for. And if we really wanna struggle, the simplest way to struggle is thinking your offer is for everybody.
So narrow who your offer’s for, be as specific as you can, and then figure out what it is that they really want. Something that is attainable, but probably out of their grasp without some sort of change or help.

And, you know that is something we have to think about too. Like, if they don’t feel like they need to change something or get outside assistance to accomplish this, then why would they buy, why would they spend money? Why would they invest more time? Why would they, you know,
seek out your assistance. So whether it is losing that last 10 pounds before summer, or feeling 10 years younger, or alleviating pain or eliminating stress, if you think you’re gonna lead with that habit or this change of behavior, take a step back and think for a minute why do you get up and go to work every day? Why do you do what you do? And you can probably dance around the answer and say, oh, because I love it, or whatever else.

But if that’s the case, then why take vacations? Why take Saturdays or Sundays off or whatever else? If this is the thing that you love, why would you ever not do it? But the reality is there’s some sort of gratification, whether it’s monetary, whether it’s fulfillment there, there’s some sort of gratification that
you get from doing it. And in many cases there’s a combination of gratifications that you get from doing it. So we need to think about that. We need to think about most of our behavior comes with some sort of trophy as as the reward, right? And so we think about who this person is, what, what it is that they
want, why they believe they don’t have it, or what they believe needs to change for them to get it. And then frankly, we need to figure out what they’re not willing to give up to get it.

Because if we set the bar too high, then it’s not uncommon for somebody to just say, you know what? The juice isn’t worth the squeeze. And that, that happens a lot too, right? Like people say, well, you know what? This, nothing tastes as good as fitness feels. Or some other absurd statement
where people, they associate the things that they like about their life, maybe with going out to dinner and there being a social component to it. And so you telling them that, Hey, you can’t do that anymore, or you can’t have these experiences that you do like about your life anymore. If you, if you lead with that, then you’re basically saying, look, you know what? This, the, the bar is too high. This thing that you say you want, it’s just not worth it.

So when you’re crafting this offer, we need to think very clearly about this kind of lead with, to make it simple, right? To make it super simple, lead with a specific benefit. Like there has to be a promise, Hey, I’ll help you achieve blank. And ideally in why number of weeks or days or months. Like there, there’s some sort of some specific outcome. And I mean, if we think about, like most people say, well, hey, I’m gonna go to the job and then they’re gonna pay me this salary, or I’m going to do this thing and then there’s this result on the side. And then we think about the, the benefits of working with us, right? Like, Hey, I’ll personally work with you to do something that maybe they couldn’t have done on their own.

If they felt like, Hey, I don’t know what to do, then I’ll personally work with you to design a program that is customized to your benefit, or I mean to your goals, to your current situation, to any limitations that you have to any physical challenges, whatever else. I’m going to personally do this. So that’s a
big benefit, right? And then maybe another benefit is, you know what, and we’re gonna provide you the, the support and accountability you need to finally be consistent and never worry about falling off track again. And so we, we’ve got a couple big benefits, things that are their most common obstacles, most
common objections or concerns, why they believe, and this is important, not why you believe, but why they believe they’re not getting the outcome that they want. And then we want to also say, and I’m going to help you get this result and solve these problems.

Well, you can still avoid this thing that you feel like has been an obstacle in the past, like without deprivation diets or without doing hours and hours of long, slow, boring cardio each and every week or without feeling like you’ve got to live at the gym, right? So when we’re crafting an offer that’s a really
simple framework, right? Like there’s a big clear promise, there’s some benefits that are the components of this offer that solve the things that they feel like have been obstacles or might be obstacles in them achieving this big goal and then telling them very directly, you know what, plus you’re
not gonna have to do this thing, right? Like, so if I’m like in our business Growth Sprint program, hey, we’ll help you add $4,000 a month in recurring revenue or $20,000 in cash collected in just four months.

That’s a big clear promise, right? Very specific benefit. Number one, hey, we will work with you to design the exact marketing plan so there’s no more guesswork. You know exactly what you need to do. So hey, you don’t need to be a marketing expert anymore. We’ve eliminated that objection. Then number two,
and we’ll even write your copy and give you the tools that you need. So all you have to do is go out and deploy them or hit a few buttons and press send and you can put this text message, email, landing page out into the marketplace and start generating some results. So we, we eliminate the second piece of this, okay, yeah, I know I need a page, or I know I need to send emails or I know I need to send texts, but I don’t have time to write that stuff.

So we’ll write that stuff for you. So that’s the next one. And then without something that, hey, without being a marketing expert or even having to spend a penny on Facebook ads, right? So things that may have held them back that they believe need to be in place for all those successful businesses,
but they just don’t want to do. So that might be a really clear example for you of how you can put this into practice. So if you are struggling to get people to say yes, if you’re struggling to get people to buy what you’re selling, the easiest thing to do is tighten up your offer. Because if you’ve got a good offer,
then it’s just getting it in front of people consistently. Those, those right people that this offer is for, and that combination is foolproof, that com combination, it wins 100% of the time.

You just need to make sure that your offer strong enough that it grabs people’s attention the minute they see it and they just can’t resist it. You figure that piece out and you’re not gonna have any problem growing your business, getting more clients in the door and adding more revenue.

Thanks for listening to this episode of The Fitness Business School.

Before you go, I’ve got a quick announcement. When I first connect with fitness business owners, they almost always ask me how I can get more clients and make more money. Well, I’ve got an exclusive offer for you and it’s gonna help you do just that.

And as a listener of this show, I would love to invite you to a conversation where you and I can talk about our new program, the Business Growth Sprint.

The Business Growth Sprint is a one-of-a-kind program where you get everything you need.

We actually work with you one-on-one, unlimited, one-on-one coaching and support.

We design a marketing plan for you.

We give you assets to execute the plan.

It’s unmatched in our industry between the level of coaching, the frequency of accountability, the simple step-by-step nature and the completeness of how it’s gonna guide you to making more money and improving your personal income fast.

Imagine having every tool, template, ad, and script that you need all ready-to-use. Plus you’re going to get one-on-one access with me and the other coaches on my team to make sure that everything from your business growth plan to your marketing and sales system is done, turnkey, ready to go.

And what’s great is there is zero risk. We guarantee that you are going to add at least $4,000 a month in recurring revenue, or $20,000 a month cash collected as part of this program in just four months.

So if you are interested, if you’d like to discuss and see if this is a fit, just shoot me an email at [email protected] and put Sprint in the subject line and I’ll get you all the details.