Fitness Business School – More Effective Marketing

Full Transcript

Hey, Pat Rigsby here. And in this episode, I want to give you three things that you could do to move your marketing forward and really improve the effectiveness of every bit of advertising and marketing you put out. I think you’re going to like these solicitors,

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.

Each and every week when I’m on coaching Zooms with my clients, some variation of a question about how do I improve my marketing comes up, you know, and honestly, for me, marketing is a pretty straightforward process. It’s just us connecting with another human being and showing that we can help them solve their problems and achieve their goals. But, you know, I want to give you three things that I think that you could do to improve the marketing effectiveness of anything that you’re doing right now. I don’t care if it’s online, offline. I don’t care if it’s paid or organic. Anything that you’re doing can be improved and you can get a better ROI out of that marketing effort if you employ these three things.

The first is to think about speaking more specifically to your ideal prospect, you know who your clients are. In fact, you know who your ideal clients are. You can go look at your current client base and kind of identify that top 20%. The people that you love, the people that you wish your business just was built around and its entirety, the people that you want to really duplicate and attract more of. So learn as much about those people. As you can figure out the questions that not only they were asking when they came to you, the things that they were unsure about, the questions that they had, but the questions that they have now, because let’s face it. If they’re your ideal client, your ideal prospect probably has a lot in common with them. They probably have the same questions, the same concerns, maybe even some of the same obstacles they’re trying to overcome to get to where they want to go. So think about that person, speak directly to them. Don’t try to water things down and cast this super wide net. Invariably, we have people that come to me and they’re like, well, Hey, I’d like to serve this market, but I don’t want to exclude these people over here. And what they end up doing is really watering down their message so much that it’s not the best message for any specific person. So speak directly to the person that you want to serve as much as you.

And if you think you’re narrow enough, go narrower, make sure that you are solving exactly what they want solved. So thinking about the questions your clients have, and then think about the questions they should be asking, or the prospects that you see should be asking, what do they not know? But they should know things that might help them sort them and filter the information that’s thrown their way. Because if you can help them see all this new information through a different lens, now you become an authority to them. And you’re probably going to be the person they trust when they’re ready to invest money and time into reaching their goals.

So that’s number one, number two, improve your sales process. A lot of people, they think an ad is a fail because maybe it didn’t get immediately gratify gratification from clients. They didn’t get a big ROI within the first 24, 48, 72 hours. But the reality is if you don’t have a great conversion process and in place, the ad itself is really kind of stain. It’s a, a table standing on two legs, right? It doesn’t have a strong foundation. So improve the way that you’re following up, improve the way you’re moving people through this conversion process. Are you making an irresistible offer? Are you getting them into a consultative selling situation where you’re really digging in? You’re inquiring, you’re learning about them. You’re discovering where they want to go, where they are today and what they believe is standing in their way. Are you proving you can solve that problem? You can help them go from where they are to where they want to go.

And then are you making that irresistible offer? That makes it easy for them to say yes, if you don’t have the sales process in place. And if you aren’t tracking your numbers to make sure that you’re alleviating any bottlenecks and it can be as simple as tracking numbers, like, okay, we today we set this number of appointments for sales consultations of those people, whatever percentage showed, they actually arrived. They didn’t no-show, they didn’t reschedule. They showed up for their consultation. And then of those people who showed up this person have them closed. In fact, when I had my first training business, we basically had a four to one process for every four sales appointments. We would have two would show up and one would close. So my goal was always to try to improve that, that two to four, right? Like I wanted to get three out of every four who scheduled to show up. And then of those of those three now, man, and we’re going to get one and a half. And if we can improve the sales process a little bit more, maybe we get two out of three so we can improve those numbers just a little bit. We’ve got to track them to know what to improve because otherwise we, you know, we have this recency bias. Well, if we had two no-shows in a row today, our show rate’s terrible. If we didn’t close the last two sales, we can’t close. We’re bad salespeople, but if we’ve sold two in a row, we’re a hundred percent closer. So we need to track our numbers and improve our sales process to make sure that we’re making the most of every lead that we get. And in fact, one thing that you can do is just kind of re-frame the way that you think about every lead.

I’ve told clients this for years, if you thought about every lead being worth, what a one year annual value of one of your clients is you would treat them entirely different. You would, you would say, okay, well, this person’s worth $2,500 for my business each and every year. So how am I going to treat them? How am I going to make sure they’re excited about coming to the sales consultation? How am I going to build value in it so that if they’ve registered to have an appointment with us, they actually show up, how could I overcome any fears or concerns or objections that they would have about just showing up and then you’d sales train like crazy. You would role play. You would practice. You would make sure you’re dialing in that sales process and really improving your offer. Because you’d know that man, if I do this right, this person is worth $2,500 to my business. What’s that worth to my family. What’s that worth to the health of what we’re doing, not only our long-term security, but our opportunity today. So if you improve your sales process, every lead becomes more valuable.

And then finally, and man, this is a common sense one, but duplicate your winners. If something’s working, if you’ve got an ad that works and it starts to taper off a little bit, find ways to get more mileage out of it. Can, can you just change the image? If it’s an ad on social media, if it’s working on one platform, can you transfer it to another platform? If it’s working online, can you transfer it offline or offline? Can you transfer it online? If it’s working on a paid media platform like a Facebook or an Instagram, can you go find somebody in your local market, a newspaper or radio station, a local blogger, and maybe runs an offer on their platform to their audience. So don’t think that you have to start from scratch, find things that are working, do more of those things. You’re just go one degree away. If, I mean I’ve told people for years, if you’re a great networker, what other opportunities can you have to be in one-on-one environments or maybe leveraged environment with people because you’re good at building relationships to try to do more of that. Don’t say, okay, I’m just going to jump to direct mail or doing radio spots, or I need to go do big media buys or something like that. Figuring out more ways to leverage your strengths and duplicate your winners. So three things that you can do to get more from your marketing dial in that message and be as specific as you can make your conversion, your sales process, tighter, more effective, more empowering for the client. So they know that this offer so irresistible that there’s no way they’re going to turn it down. And then finally duplicate those winners.

Get more out of the things that are working, do more of that instead of trying to go try something brand new, regardless of if it’s a shiny object you’ve heard about, or it’s just something that you think you should try, do more of what works and you’ll have more success than you’ve probably ever had with your marketing efforts.

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.