- Textbook learning is fine, but simpler is better
- Nothing is as valuable as simplicity
- As a business owner, MORE MORE MORE is not helpful
- 1 – Identify your target market
- Narrow your service pool
- Locally, geography does this for you
- “Everyone” is not a target market
- 2 – What do you with and how?
- Lose fat, get fit, athlete, move better?
- One-on-one, group, frequency?
- “I help ____ accomplish ____ through _____”
- 3 – How do we reach them?
- 1 offline, 1 online, 1 proven referral process
- You’ll be compelled to do more…but you shouldn’t
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Hey, Pat Rigsby here. And in this episode, I want to talk with you about the idea of marketing made simple. We, we all need to market to, to build the type of business that we want, but sometimes it gets overwhelming. Sometimes we get so caught up in the things we could do that we don’t know what we should do. So in this episode, I’m going to help streamline things for you, reduce some of the overwhelm and get you on the right path. Let’s get to them.
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.
One of the things because I really love in business, or really in my role as a business coach is that I get to find ways to make things simpler. I get to find more effective, more efficient paths to the desired result. And honestly, this came from, you know, me not really doing well with you all textbook, like learning, things like that. Just I needed something that was more simpler or simpler, something I could wrap my head around. And so I felt like, you know, this is something that, that I intuitively do myself for my own personal growth and development. So I’m going to see if I can translate this to other people. I’m going to try to find the simplest path to the outcome that we’re looking for. And when it comes to marketing, there’s probably nothing more valuable than simplicity here, because there are so many tactics to choose from. So many experts have their magic approach to getting clients in your door and that sort of thing. And maybe some of them were great. I honestly, I don’t know because there’s so much out there.
The thing that I see though, most often with the clients that I talked to, or even the prospects that I engage with is that, you know, more hasn’t helped them. They don’t know where to start. They don’t know what to do. They’re so caught up in operating their business that kind of sorting through and becoming an expert over the dozens of things they could do. It has almost become paralyzing. So what I want to talk with you about is really a very simple, straightforward approach to building your marketing leg of the business. And, you know, there, there really three steps to this. Now the third step has a couple of different components to it, but they’re, this is kind of a sequential process. The first thing you have to do is identify who your target market is. We’ve got to, to narrow our pool of people that we want to serve because we’re not for everybody now, in some ways, if you’re a local business, this narrowing is already done in part for you, there’s a geographic component, right. If I’m going to go to a, a training business and go with some degree of regularity, you know, let’s say three days a week, then, you know, they, they gotta be in some sort of geographic proximity to me, maybe it’s three miles, maybe it’s five miles, maybe it’s seven miles, but I’m not going to drive if you know, two hours a day, three days a week, two to go and work with a coach and pass by hundreds of other facilities on the way. So some of the narrowing may be done by geography.
And then the other piece of the narrowing is largely done by desire. Now there, there’s another piece of this. That’s just kind of comfort. Hey, I know people that are there or whatever else, but in, in many cases that’s already kind of woven into the geography part of it. So when we’re thinking about who our target is, target market is you know, it offline and we need to kind of draw a circle around the, the radius of people that we want to pursue, that we want to reach. And then within that radius, we’re probably trying to attract a certain type of person, a person that has a problem to solve you know, a goal to reach. They have a desire that they’re willing to pursue. Now we can narrow a little bit further by, you know, other sort of demographic measures, but the, the, the two most important for a local business are geography and desire because somebody’s falling within your yours or target market. Just by age, you know, the vast majority of people don’t have the desire, right? They don’t have the desire to start a training program or something like that. I mean, we, we all know the, the, the statistics that are out there that, you know, significantly more people aren’t interested in joining a fitness facility than, you know, the people that are so our best way to get people, to raise their hand.
Our best way to attract people is to pursue the people that at least have an interest, right? They have an interest in reaching the goals that you can help them reach or solving the problems that you can partner with them to solve. So identifying who your target market is, would be step one. And if you feel okay, and if you, if you think, well, Hey, everybody’s my target market. I’m not telling you, you can’t pursue more than one target market, but I think that you’re better served to pursue them sequentially, figure out one, dial it in, and then replicate the process with the next one, instead of thinking, okay, I’m just going to go after everybody at once. That’s a pretty tough way to be successful. So, number one, who’s your target. Number two, we want to think about who we are, what we help people do and how we help them do it. So if you help people lose weight, if you were a traditional kind of facility that pursues clients who want body composition changes you know, so what are we helping them do? We’re helping them lose fat, get in better shape, improve their body composition, that sort of thing. And then how do we help them do it? That’s another way to differentiate.
So are you a semi-private training business, small group, do you do in home? Is it one-on-one? Is it large group? So if we’ve narrowed by desire and geography, now we get to make sure our message gets people to raise their hand and we’re explaining the format by which we’re going to serve them. So again, they can start to vet, right? Because people may want to lose body fat, but if they are you know, I mean, if they’re looking for one-on-one training large group, isn’t the right fit for them. So again, we’re helping to simplify, we’re helping to narrow by thinking about what we help these people do and how we, how we accomplish this, this change, this process that we’re delivering. So, you know, if you’ve never done kind of a who and what statement a great place to start with these first two is I help blank this target market accomplish blank, the what you help them do. And then we want to expand on it. I help you this target market accomplish whatever they want to do through whatever your proven process is. So if we have that, now, the thing becomes simpler. That becomes the basis for our ads. It becomes the basis for our marketing message. It becomes the, the, the conversation we get to have with people when we’re networking, or we get to edge our educate our clients about when they’re talking to other people. So make this as simply as you can. Right. You know, I help busy moms get the body they want in the time they have that. I mean, yeah, it’s very simple. It’s very straight forward. But if somebody asks you about your business, that’s far more compelling than saying I’m a personal trainer. I own a, I own a gym. I own a training studio, right? No, I helped this type of person achieve this type of result or solve this type of person problem.
And then if you want to take it a step further, you could say through through in-home training to make it is convenient is possible for them to get the results that they want. So now that’s how we integrate that proven process. And so that is a simple message, right? A simple message that we construct by going through step one, step two, and then finally, step three. How are we going to get that message in front of people? How are we going to read? And there are what I would call kind of like the three ones, right? You need one offline mechanism to generate leads. It may be networking. It may be public speaking. It may be strategic alliances. It may be direct mail, but we need one way to reach our person offline. We need one way to reach our person online, pick a channel, pick Instagram or Facebook or YouTube, pick something and get good online. It can be paid ads on Facebook. I mean, narrow it and get proficient. Try to become the best in your respective market for the people that you serve in that single channel. And then the third is you need a proven referral process in place. If you have those three things in order, if you have a way to go out and fill the pipeline offline, a way to fill the pipeline online and a referral process and place you’re going to be in great shape. I mean, if you can generate, let’s say 20-30 leads a month. I mean, really that means any one of those might only be responsible for five to 10 leads a month. You’re not putting all your eggs in a single basket, but you’re not trying to master a dozen different tactics simultaneously and really not getting much traction with any of them. So in my mind, marketing made simple, looks like this, know who you’re trying to serve and really get clear about it, figure out what that message is. So they know what you can help them accomplish and how you’re going to help them accomplish that thing. And then figure out your, your three ways that you’re going to reach them one offline, one online, and one referral. If you do that, you’re going to have the foundation of a great marketing plan.
Now you’re going to be compelled to think, Hey, I can do more. I, I saw this thing online. I was on this webinar. This person uses LinkedIn. And they’re doing this thing where this person has figured out a way to add in this other lead generation tactic. You know, I mean, you could do a lot of things, but what should you do? Well, you should do the things that you can do really well, that are going to deliver results. And if you follow this marketing made simple plan, that’s exactly what You’re going to get. You’re going to get results And it’s probably going to be simpler than you ever thought possible.
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