Fitness Business School – Making Your Business More Magentic

Full Transcript

Hey, Pat Rigsby here. And in this episode, I want to talk with you about making your business more magnetic. So I think we can do some things to draw more prospective clients to you, and we’re going to discuss those in this episode.

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.

So when I talk to clients invariably, they love referrals. They love prospects who were kind of predisposed to doing business with them. And it’s natural, right? It’s normal. We all want people to come to us feeling like it’s not an antagonistic start to a relationship. It’s something that they’re kind of leaning into and referrals that’s easy, right? Because the current client that we have is kind of grease the skids, so to speak. They’ve, they’ve you know, they’ve already served as social proof because they come and participate in what we do. They’ve probably spoken fondly of what we do. So they’ve answered some of the questions. They’ve done a little bit of the pre-selling. And so when this person is introduced to you, they they’re, they’re, they’re predisposed to at least listening to the opportunity that you’re presenting to, to work together. Well, I think there are ways that we can do that outside of just referrals, but it starts with kind of the, what we’re putting out there, the things that we’re putting out to the marketplace, the decisions we’re making about marketing. So I wanted to talk with you about three different things to think about if you want to make your business and your brand more magnetic, if you wanted to be more attractive and get more of your prospects to kind of be leaning in whenever you’re connecting and talking about working together.

So the first one is just getting really clear about who you want to serve. And that’s, that’s a tough pill for a lot of people in our industry to swallow, right? Like a, I think that some of us are confident enough in our belief that we can help more than one type of person we don’t want to narrow. But then there’s also that kind of fear of missing out. We don’t want to say I’m going to serve this one type of person thinking that we’re going to miss out on these opportunities to serve everybody else. But if you know who you want to serve, and you can be perceived as an expert in their unique kind of arena, the things that they want to achieve, you’re going to be so much better off. And you’re going to show up where those people are. So if you know that you want to serve somebody who is a parent, then it’s going to be easier to go find those parents. You’re going to know the places that you can reach them. So you’re going to get more mileage out of your marketing dollar. You’re going to be more effective in the marketing you do, but you’re also going to start to reach a little bit more density, because there’s going to be a higher likelihood of there being other people that you’re already serving in those pockets that now you’re marketing to. So knowing who you want to serve is really paramount. I don’t think you can become a magnetic business if you don’t figure that out. I think that is critical. I think that it’s underappreciated. And guess what? You can’t ask somebody else to figure this out. This is something that comes from you, something that comes internally asking somebody else to identify who your ideal client is, is like asking somebody else to tell you how to get home to your house, right? Like you should be the expert in this. You’re the one who knows who you’re best equipped to help. You’re the one who knows who you enjoy working with the most who you gravitate to. So know who you want to serve.

The second area that I think that you can really dial in if you want to be more magnetic is show how you can solve the problem for the person that you want to serve. So make your marketing about that person, make it about demonstrating that you can deliver results by answering the questions that they have answering the questions they should be asking, providing social proof, that displays results for people like the person that you’re reaching, making sure that they understand that your expertise isn’t something that could help them. It’s clearly something that will help them. And the more specific you can be, the better you’re going to be it being this kind of magnetic personality, this magnetic brand that, that really instills a great deal of confidence in the prospect’s eyes, right? In the prospect’s mind, they’re going to understand, Hey, you know, what, if anybody can help me, this person can help me look at all the people that they’ve helped that are like me, they’re answering the questions that are rattling around in my mind each and every day, they’re they’re addressing the fears and, and the frustrations that I’m having it. It’s like, they’re, they’re talking specifically to me, even though this is a video that I’m seeing online, like if you were creating that sort of feeling and the prospect you have, clearly, you’re going to be more magnetic.

And then finally, I think you need to do be authentic and authentic is probably a really overused word in the marketing world right now. But what I mean by being authentic is, you know, people need to feel comfortable with you. And the worst thing in the world did to, to me, when it comes to marketing, is that right? The offline version of you, the in-person the real version of you doesn’t match up to the advertised version of you. If you don’t look the same, if you don’t talk the same, if you’re not the same type of person, that’s a huge disconnect. And then beyond that, if you kind of where, who you are in your sleep, leave the people there, it aligned with you from a value standpoint, from a belief standpoint, they’re going to gravitate to you because we all kind of gravitate to people with similar values and beliefs, interests. So being you and being as authentic as you can be becomes kind of polarizing and polarizing is fine, right? I mean that, that’s, that’s part of a magnet. Some people are going to be repelled and some people are going to be attracted. And so it’s okay if we repel people by not being for them by not, by not being for everybody. It’s okay. If we’re kind of wearing our identity and who we are and being authentic in every bit of marketing that we do. Well, some people are going to gravitate to and some people aren’t, I mean, I can tell you that if somebody listens to this podcast, if they’ve seen me on video, if they’ve read my newsletter, they, they’ve probably got a pretty good idea about who I am, am and what I’m about. And, you know, the, the pace that I talk in my, my accent may deter some people. The, the fact that I talk a lot about family and ideal business, instead of just, you know, making things about shiny objects or cash, cash cash all the time may attract and repel, different people. You know, and that’s fine, that’s the idea. I want somebody to hopefully have made some decisions so that by the time I talked to somebody, they feel like they kind of know me a little bit. And if somebody like me, I don’t ever really have to get to the point of talking to them because they figured it out through the, the, the material that I’m putting out there to the world, instead of them figuring it out through a one-on-one conversation with me. So I know that’s been really helpful for me, and I know really all three of these have been very useful as I’ve grown my business and I’ve refined things and tried to, to really build a business that attracted people that I wanted to work with, and maybe served as a little bit of a turnoff for people that I didn’t. So, like I said, I know it’s helped me a bunch, and I know it can help you. You too.

Thanks for listening. I’m giving away a bundle of my bestselling books, the ideal business formula, the fitness entrepreneur handbook in the path. All you have to do is go to patrigsby.com/podgift to get it. Also, make sure to subscribe to The Fitness Business School with Pat Rigsby so you don’t miss an episode and you get yourself on the fast track to creating your ideal business.