Show Notes
- You more to attract not only clients, but ideal clients
- You must know who your ideal client is
- If you are helping people lose weight, its probably people who lack certain discipline
- If they don’t have a problem, they don’t need a solution
- If you only got paid when people got results, who would you serve?
- What goals would these people have
- Example of Holly
- Figure out a solution – a “how” – to solve the problems
- When this is clear, we know exactly who we are marketing to
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Full Transcript
Hey Pat Rigsby here. And in this episode, I want to teach you how to define your marketing message in three simple steps. Everybody wants to attract more of the right client. Well, you need the right message if you’re going to appeal to the right person. So let’s get it.
Welcome to the fitness business school with Pat Rigsby, the podcast for fitness entrepreneurs who want to make more income, have greater impact, and enjoy more freedom in their ideal business. If you’d like an accelerated route to these goals, email me at [email protected] and put BGA in the subject line and I’ll get you all the details about our business growth accelerator program.
There’s probably not a week that goes by, you know what? there may not even be more than a couple of days that go by between conversations I have with business owners who say they want to attract more of the right people. They need more of their ideal clients. They, they need people who are a fit for their business, and that’s kind of, what’s standing between them and the success that they want to have. Now, there are a couple of different ways to think about this, and I’m going to give you kind of a general way of thinking about it first. And then I’m going to get into a practical three-step solution to help you attract the right client.
So a general way of thinking about this first and foremost is you have to understand that as a business owner, who is providing a solution, your ideal client is probably not the person who has perfect discipline, who is going to follow every instruction to a tee who is really dialed in. And, you know, it provides, you know, challenge as a coach because frankly, if that was the case, they wouldn’t need you. Right. I talked to business owners all the time and they’ll say, well, my ideal client is this person who shows up every day and they do the work and they do this. And they do that. I’m like, I mean, that person probably wasn’t seeking out a coach. And if you look back at the people in your business that are doing that, now they didn’t come to you with those behaviors, those habits, those traits in place, they’re things that they developed over time as a business, we have to find people who have a need and we’re able to fill that need. They’ve got a problem that we can solve. If there’s no problem, there’s no need for them to change what they’re doing or invest in the solution. In fact, the, a legendary late copywriter, Gary Halbert, when he talked about, Hey, if I was going to open up a restaurant, I think specifically it was a hamburger stand. What would be the thing that I would want most? Would it be the best ingredients? Would it be the ideal location? No, none of it, the thing that would have wanted most was a starving crowd. People who were just hungry beyond belief. And if so, you’re never going to have any problem making sales, right? So when you’re thinking about defining who your ideal client is, understand that if they don’t have a problem, there is nothing for you to add to the situation. There is no strong desire on their part to change things and really kind of move forward.
So let’s, let’s kind of move past that and get into a practical sense. But I want to lay the foundation with that because if I coach you through, Hey, I’m going to define my to a client and you tell me, Hey, you know what? I help people who are fit and healthy, stay on track and just stay consistent. You know, there’s not a whole lot of market there, but once you, once you get that and understand that you have expertise and experience and skills, that really can solve a lot of problems for a lot of people and you want to put those talents and, and those experiences to good use, then we can start to move into these three steps.
So these three steps are very simple. We have to identify who or what and how. Now the who is your ideal client, the person that you really want to serve, the person that you believe that you can help go from where they are to, where they aspire to be now, what does that person look like? I mean, there any number of ways that we can kind of narrow that or filter that, to make sure that you are you know, clear, but here’s a simple one to get started. If you could only get paid based on the results that you delivered to somebody, for example, if you only got paid, if your clients lost weight, or you only got paid because your clients could increase their 40 yard dash time or something like that, who would you coach? Who would that person be? What traits would that person have? What you know, I mean, what experiences would they have in their rear view mirror? What, what kind of things would you be looking for in that client? That’s your hoop? So I help who, right? So in my case, I help fitness business owners, not I help small business owners in general, not I help business owners in Louisville, the way that I’ve kind of narrowed my, who is I help fitness business owners, not even really aspiring fitness business owners. That’s not my ideal client. Now, occasionally there be people who kind of come my way for various reasons. They may be referrals. They may be friends. They may be people who find me through various means that don’t fit my ideal kind of client profile. And then I have to decide, okay, can I work with that person or not? But all of my marketing efforts, all of my marketing message is focused on attracting current fitness business owners.
So that’s who. Now the what part of this equation, that second step in this process is what problem do these people have or goal do they want to achieve? And if we think about that, you know, this is just making sure that you’re focusing on the client, not saying, well, Hey, this is my process. Maybe it’ll help. Maybe it won’t, we’re putting the, the desire ahead of the process. It’s not that the process isn’t important because we’ll talk about that in a moment, but we want to think about our who, and then what they actually want. So, you know, do they want to lose weight? Do they want to improve their health? Are they trying to move forward towards a performance-based goal? Is it kind of a, a compilation of things, but you need to identify what that person wants. And then finally we need to say how we’re going to do it. So, you know, that’s where we get to talk about our proven our offer.
So if you think about this my, my wife, Holly had a, a really successful business serving busy moms for a long time in helping them achieve fitness goals. Now her business has kind of evolved past that and it’s kind of a bigger, Hey, I’m going to help them with lifestyle and fitness as a part of it, but it’s not the, the target in its entirety, but her business really grew from startup to serving tens of thousands of women in a pretty rapid period, because she was very clear. I help busy moms lose their, you know, post-baby body or get their pre-baby body back, depending on how you want to frame it. Like the problem they’re trying to solve, or the goal. They’re trying to read how with the, you know, our a program that is 15 minutes a day, three days a week. So in less than an hour, a week, a week of training. So yeah, if you think about what you do, you can frame your offer in, you know, the, the specific program or in kind of the, the, the company or the promise of the program. So you might say, you know what, I help people. Who’ve not been able to lose weight, finally lose at least 20 pounds in the next eight weeks through our total transformation program. I mean, it can be that simple in that straightforward, right? Because you’re clear about who that person is. You are clear about what you’re going to help them do.
And when you’re clear about this, its how we do it. And it could be, you know what, in short work, as three days a week, it could be in workouts anytime, anywhere it could be by providing the accountability, none of the programs they’ve expressed just in the past gave them, it could be your kind of proven name, your process, your transformation challenge, your special turned back the clock program. But we need to, to make it clear that when we’re putting out a marketing message, this is the person we’re talking to. This is what they want. And we recognize that we understand that about them and we’re here for them. And once we do that, we have their attention. And then we show them that, Hey, you know, I can help you go from where you are to where you want to be through this program. And then maybe you give them a glimpse into the program. Or maybe you just share the name of the program and say, if you’d like to learn more about the program, here’s where you’ll find it. So if you’re looking to clarify your marketing message, don’t make it any more complicated than that.
Those three steps who you’re trying to talk to, what they want and how you’re going to give it to them. You focus on those three things and you never lose sight of them, and you never get bogged down in the features of this or the nuances of that. And you just kind of bring it back to center and say, look, I help people. You know, in my case, I help business owners who want to earn more, have a better, you know, have a better, greater impact packed and do it playing a role in their business that allows them to have the lifestyle I want through our super simple coaching programs, business, this growth accelerator, or the ideal business mastery. I mean, it’s really straightforward. I was clear about fitness businesses, owners. I’m clear about what they want and if they don’t want those things, I’m not the person to help them. And then we basically got a couple of different avenues. People can go if they want those things and they want our help. So that’s defining your marketing message in three simple steps. Don’t overcomplicate it, let simplicity win, and you’ll watch your business grow.
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