Fitness Business School – Attract Your Ideal Client

Full Transcript

Hey, Pat Rigsby here and in this episode I want to talk with you about creating an offer that will attract your ideal client. Let’s get to it.

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

One of the interesting things that I recognize when I talk to fitness business owners is it’s really, really a, a struggle for a lot of them to look at the, the things that they do through the eyes of the people that they serve, or they aspire to serve it. It gets really easy as a business owner to see things focusing entirely on the process, see things, you know, that, that we know that we assume that the person that we’re trying to serve understands. And in many ways that’s a, it’s a big mistake that, that throttles the success that we’re having. And, and I, I pro probably learned this back when I was doing copywriting for some of my wife’s products, when she had new products coming out with great regularity all serving the, the kind of fitness for mom’s market, she would put out new products every couple months, and it’d just be new workouts, right? It might be a kettlebell focus workout one, one time and a body weight workout another time and or different themes or whatever they were gonna be well over, over the course of, of time, I, as the copywriter started to get kinda lazy mean, we, you know, we had done a lot of products. She had a good following. She had a big email list, and I just kind of took for granted that the people on that list knew her. They liked her, they, they trusted her, but I noticed our conversion rates kept dropping. Anytime we’d come up with a new offer, things that used to sell, you know, 25 30, even in some cases up to $50,000 during a launch.

Now we’re, we’re not selling nearly that much. And the, you know, the, the conversion rates on each offer had had rock pretty significantly. And I, I, I went back and put the most recent offer we had made under the microscope and it had converted at what I considered a pretty low rate that I looked at the, the sales page. And I said, man, I kind of mailed this in. I just kind of assumed that these people would, would get it. They would say, well, yeah, Holly’s doing this. It’s good. I trust her. So I talked about what it was, who it would help, but not, you know, I mean, who it would help was really kind of sparse how much it cost, what they needed to do to order it. And, you know, it, it ended out being you know, by my standards there, because there was no sales call, there was no back and forth. So it was a, a short sales page, which kind of in that environment was designed to replace being interactive. A sales page was kind of a, a generalized success session script, right? So so I, I rewrote the sales letter. I took nothing for granted. I assumed anybody reading. It had never encountered Holly before they had never experienced anything that she had to offer. So I really dove deep into the benefits, what was in it for them, what problems the, the program was gonna solve, how maybe the things they had tried in the past hadn’t worked. And it wasn’t their fault because people didn’t understand their circumstances as a busy mom and their situations.

And you know, all the things on their plate and re-release the, the same program with a completely different sales page than in all honesty was almost four times longer. And to the same list, people who had turned down before the conversion rate jumped up almost 400%, almost exactly 400%. And that was like this wake up call for me that like, man, you can’t assume people get things, right? Like you have to make it abundantly clear what’s in it for them, how the things that you’re gonna do solve the problems that they have. So when we look at crafting an offer, you know, there should be a title of the offer that gets somebody’s attention and a description, or maybe like a sub-headline that focuses on them, who you are ideal client is the dream come true result. They want. And ideally, if you can attach a timeframe to it that you’re gonna deliver this all the better, not every time does it have to have a timeframe, but understand that if you are giving that client or perspective client, some certainty like, Hey, I’m gonna accomplish this in four weeks. In 28 days and six weeks and eight weeks now, they kind of know what they’re getting into. So it makes them more confident in making a commitment. So once we have that piece of it, right, like that’s the grabber. Then we have to talk about what you’re actually gonna provide the components of this offer. And I think a lot of times people miss the boat on this too. We say, well, Hey, you’re gonna train three times a week. And they could train three times a week anywhere they could go to a big box health club, they could watch YouTube videos. How is the way that you are going to work with them to train three times a week, going to solve the problems that they believe that they have, the things that they think are holding them back. If you’re gonna provide meal plans, how are those meal plans gonna solve the problems that they have? How’s it going to make them feel like they can actually stick to this? It, I mean, a lot of times maybe the, the catchall here is people saying, Hey, we provide accountability. And what’s that mean? Like, what does that help them do? What, what are you doing for that person when you provide accountability? Because they’re probably not coming to you saying I need accountability. They’re probably saying I don’t stay motivated. I don’t stay consistent. When something comes up. If I have a bad day, I fall off track. So you have to be able to spell it out for them, connect the dots and say, okay, every time I offer something, I have to be able to explain. This is important to you because it addresses blank. Now you don’t have to say it in that exact phrase, but that’s the question you have to answer in this mind. Why is this important to them? So if we’ve got this, this hook right, where we’re addressing who our ideal client is, the dream come true result. They want the timeframe. We’re gonna deliver something in. And then we share these components that each systematically overcome, whatever obstacles they believe are standing between them and their goal.

Now that’s a strong, that’s even like a world class offer. That’s gonna be appealing to the person that you want to, that, that you wanna serve. Now, you may be saying, well, I want people to make a commitment. I don’t wanna make some short term offer or whatever else you earn commitment. You earn somebody’s ongoing business. You have to get day a one. You have to get them in the door. The first time to earn them, being willing to come continually, right. To earn their, their, you know what we’re talking about. Commitment. We, we shouldn’t likely be asking for a commitment from something that’s sight unseen, right? Like that they’ve not experienced. We’re saying, well, this is a lifestyle. Well, yes, fitness health, all of that’s a lifestyle, but you haven’t earned the right for them to say, you are the person to coach them, to guide them, to partner with them in facilitating this lifestyle. And that’s why you have to have that strong offer on the front end. So hopefully that gives you some ideas about how to strengthen the way that you’re attracting people. Because if you get this offer, right, it can totally transform your business.

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