- You Need a marketing channel to own
- Be in front or be irrelevant
- 1 – Speak to the issues of your target market
- We often forget what our prospects are going through
- Identify the top 3 problems of our ideal client
- Focus on fixing these
- 2 – Set a goal to create your market’s ____
- Think about it through the lens of your prospect
- 3 – Show up consistently
- Eventually people will move on
- You can’t be sporadically great
- It doesn’t require money, just effort
- Don’t do what everyone does and expect to stand out
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Hey, Pat Rigsby here. And in this episode, I want to talk with you about how to own your category, how to own your own lane in your market. We’ve got three steps to cover, so let’s get to it.
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.
As our industry gets more competitive and – make no mistake – it’s more competitive than it’s ever been. We’ve got more franchised training or coaching based facilities. We’ve got so many big box players. We’ve now got people coming into the market, really tapping into the online world. It’s become more and more important that you have to focus in and own a specific category. You have to have a marketing channel or a a marketing strategy. That’s going to work for you consistently, or you’re going to eventually be irrelevant. You’re going to be drown out and not be able to grow, to build the business that you want. So there are three steps that I think can really help you dial in and own a category in your respective market and really build your, your marketing efforts around that. The first, the first step is to identify and speak to the top problems and the goals of your target market. Honestly, this is the stuff that matters the most. It’s, it’s the hot buttons. As I say, with my clients that that really get your, your prospect’s attention. They you know what’s important. It’s what’s relevant to them. It’s the things that they’re thinking about and let’s face it.
A lot of times as a business owner ee’re so immersed in our business, in the things that we do and the things that we’re excited about that we don’t think about the experience. The prospect is having the things they’re worried about the fears that they have, the doubts that they have, the goals they want to achieve, the problems they want to solve. So if we can hone in on those hot buttons and really make our marketing efforts focus on that, we’re going to be so, so much better off. So we want to identify the top three problems and the top three goals our target market have and focus on speaking about those things over and over again, in different ways, we can talk about the tactics that you might use to, to, to address them specific tactical things. We could talk about the overarching strategy that we use to address the problems they have or help them reach their goals. We can talk about kind of our antagonistic take on something. Why, why our way may be better than a different way. We can give stories of clients successes. We can tell some of our own the stories we, you know, we basically can address these things or touch on these things and in a variety of ways and just cycle through over and over again. But we’re never really leaving that lane of importance for the people that we serve. So this is kind of step number one, if you will, and owning your category, step number two is something I don’t think a lot of us really consider, but I think we should. And it’s setting a goal of creating our, you know, our market’s most valuable something, right? Maybe it’s the most valuable YouTube channel. Maybe it’s the most valuable email newsletter. Maybe you want to provide the most value in public speaking or strategic alliances in your market.
But instead of thinking, Hey, I’m just going to be the best at this. Think about it through the lens of the prospect, through the lens of the person you’re serving is the thing that you’re putting out there, whether it’s your Instagram channel or what you’re doing on YouTube or your podcast, is it the most valuable for the people that you serve? And what’s great about this is if you take this mentality locally, you can really climb to the top very quickly because so many people are, are shortsighted in their marketing efforts. They just look at things with an immediate gratification perspective and what’s in it for me right now, instead of saying, how can I make my marketing the most valuable stuff here? How could I make my email newsletter the most valuable email newsletter that shows up in this person’s inbox? How can I make videos? I’m putting online the most valuable videos for my prospect’s lives, right? So if we think of it that way, we’re going to be so, so much better off.
So we’ve got really speaking to our target market and talking about things that are important to them. We have a focus on making our marketing, the channel that we really want to pursue the most, the most valuable in its category relative to our market. And then the third, and this one is drop dead simple, but it is one of those things that I think simple know, simple wins. And it’s showing up consistently because you may write the most wonderful email newsletters, but if you write them and then fall off the radar for a month, and then you come back and you, you show up for a couple of weeks eventually people move on. Eventually people find a different person to solve their problems. Even if that person’s not as good as you. So you have to show up consistently. And the best part about this in my mind is this doesn’t take some extraordinary type of talent. This doesn’t take some massive budget. This is something that anybody who wants to win in their respective market can do by choice.
And if you show up consistently the odds of you understanding your target market better go up because you’re going to be talking about this every day. You’re going to be sourcing content. You’re going to be asking questions to make sure what you’re doing is speaking to the people that you want to speak to. You’re going to get comments and questions back, and that’s going to give you more creative ideas. And then beyond that, if you’re showing up consistently, you’re going to improve and your, your channel or your content, it’s going to become more and more valuable. So if you want to own your category in your respective market, it’s not complicated. It’s not complicated at all, but it’s going to take some work. You’re not going to be able to do exactly what everybody else does and expect some sort of different and better results. You’re going to have to have your own path, have your own plan. And I think these three steps can give you a great start towards that. So to recap, identify and speak to the top problems and goals that your market faces really hit those hot buttons. Number two, set a goal of being the most valuable in that specific category that you want to make priority one in your marketing efforts. And then number three, show up consistently whether that’s daily, whether it’s three times a week, whether it’s five times a week show up consistently to make sure that you’re improving, that your being seen, that you’re building relationship with your target market. If you do that, you’re going to be light years ahead of your competition. And you’re going to own your cat.
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