Fitness Business School – How Marketing Actually Works

Full Transcript

Hey, Pat Rigsby here and in this episode I want to talk with you about how marketing actually works. 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 impact and improve their lifestyle. Be sure to listen til the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.

Now I’m gonna talk about marketing maybe in a little bit different way than other people do. And if you study marketing at all, direct response marketing, you know, internet marketing or whatever else, you know, there are these kind of general basic ideas that a lot of people focus on this. You know, this, this kind of, I guess it would be funnel approach where it’s, you know, every, every piece of this works in sequence and you know, there’s this ascension or client journey, that’s this choreograph systematic thing. And it just doesn’t work that way, right? Like no single item can be responsible for the results we’re looking for. And, you know, if you’re familiar with all with the, the idea of systems theory, you know, the whole, the whole concept, I is a, you know, a, a system is the, you know, the, the, all the different parts affecting the whole, you can’t just plug in one more thing. Like, Hey, this lead, magnet’s gonna be the perfect answer for me or this one, email’s gonna make a, all the difference. Or this sales page changes everything. All these pieces are interwoven and they, you know, they, they impact each other, right? The right lead magnet needs to be designed to attract your type of person.

And then the follow up needs to be congruent with that. The, you know, the stuff we would see, I, I remember when the lose 20 and six challenge was really prominent. It was created by my, my longtime friend client, the late Sam backyard. In fact, you can dig back into the early episodes of, of the podcast and there there’s an interview with him. And he created this thing, you know, that, that became the most popular transformation challenge in the industry. And it was, it was really a powerful offer, right. And then people like Jim launch took it and distributed it other ways and used it as the backbone of what they do. You know, but, but Sam originated this and it, it brought in, you know, a certain type of prospect, a certain type of client, you know, somebody who you know, was attracted to this, this concept of this free offer, the, the person that was very much on a weight loss journey. The, you know, I think in many ways the lose 26 challenge was, was very attractive to the same type of people that bought late night infomercial stuff. And so you’d see people that it, that felt like they needed more leads or felt like they were missing out on stuff that had completely different businesses, right? Like had semiprivate training businesses had private training businesses and it’s like, well, I need to bolt this thing on the front of my business.

And, you know, and this was very much a high volume high volume type of program, a numbers game, if you will. And so people would go run the promotions for this, that that’d roll this program out. And they would be woefully disappointed with the stick rate of the people after six weeks. And they didn’t understand, well, why aren’t they staying? And I’m like, well, you attracted the wrong person to your business for the things that you want to have them involved in, in an ongoing way. You attracted group people and you want them to stay in semi-private. You attracted people that were, were dead, definitely more kind of price based shoppers, and you wanted to sell them a premium offering. And that doesn’t mean you can’t build around either of those two things. I mean, people like planet fitness have built massive empires building around that type of person, a high volume, low, low price kind of consumer. But, you know, that was a wonderful reminder that each piece of this has to, to work in, in, in harmony, they have to work synergistically.

Your lead magnet has to attract your right type of person. Your front end offers have to attract your type of person. Your emails have to build and nurture the relationship with the person that you brought in. And so many people they think in terms of, Hey, I’m gonna get my cost per lead down when the goal isn’t, how many leads can you get the goals? How many clients that fit that are gonna be the ideal client in your business? How many of those can you get? And if we design the, this kind of marketing approach from the inside out and, you know, focus on the person, we once needs, desires, their awareness, their interests, their like their, their location, where, where we’re gonna find them. And I, I, if we make all of the things that we’re doing congruent in that, okay, yeah, we may get fewer leads, but they’re gonna be leads. We may get fewer people to do a front end offer, but they’re people who would be more likely to be a good fit for what we’re gonna do ongoing.

If we build around that approach and see all of this in synergy, instead of just cutting and pasting things here and there, because this funnel works, or this page works, or this email sequence is awesome, or this, this lead magnet gets, you leads less expensively. It doesn’t work that way. It all affects the whole everything. You know, has some sort of impact on the, the whole no different than if you’re training clients. And, you know, if, if, if their hips are out of alignment, it’s not just going to affect their hips, right? Like knees and backs and feet, and everything else are probably gonna be impacted. Like all of this stuff works as a system. So you can’t just fix one thing and not it to impact the rest. So when you are building your approach to marketing, you need to embrace this kind of systems theory that, that, that I think isn’t maybe is talked about in our world, as it should be, that, that everything works together. And, you know, thing doesn’t exist in its own little silo or in a vacuum, all the things that you’re doing, kind of feed one another. And so, yeah, we want to optimize to improve, but also optimize for congruency. And if we do both, we are gonna grow the type of business we want attracting the type people we want.

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