- A new perspective can do a lot for you
- Re-connect often
- But if you only re-connect to sell, it isn’t engaging
- Reach out to build relationships without a pitch
- Strong relationships lead to a strong business
- Consider your email list or social presence as a community
- Don’t treat followers as just names on a list
- This reframes how you create content
- It can be as simple as re-naming trainer to coach
- Put your business under a microscope to see what you could do better
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Hey, Pat Rigsby here and in today’s episode, I wanna talk with you about how to reframe to get better. Let’s get started.
Welcome to the fitness business school podcast. The show for fitness business owners who want to grow their income, increase their end impact and improve their lifestyle. Be sure to listen to the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.
As somebody who spends a lot of time doing writing, I’m probably a little bit more observant of the words that people use than, than a lot of people. I mean, it’s just my, my business the same way that you know, a fitness professional is probably gonna be more observant of, you know, the activity
or nutrition or, you know, movement types of habits and behaviors that people have as well. So one of the things that I’ve noticed when it comes to language, whether it’s spoken or written or or whatever else, is how just kind of reframing something changes somebody’s perspective.
Just kind of making that shift from the way that it is presented to a new way, can totally transform things. And I’ll give you a couple of examples. So number one, I guess would be the phrase, reconnect. And this is something I introduced to our boardroom group a while back, and it’s a way that
I’ve thought about things for years and in not only the fitness industry, but in a lot of industries, they, you know, they tout reactivation campaigns. And I’ve certainly used that language in the past. And you know, I think that most of the time when somebody sends out a reactivation campaign, whether it’s
a multifaceted one or simply through one channel, like email or direct mail or something, they always feel a little bit underwhelmed by, by the results or the response. And I think once I started to put that under the microscope, it made a lot of sense.
It was like, well, okay, if I’m on the other end of that, and the only time I hear from you is to sell me something, and frankly, it’s just another offer, just, you know, maybe a, a different twist on the offers that you’re making that I’ve seen, you know, on daily emails or three times, like whatever marketing you
as the business owner are doing. It’s just not engaging, right? It’s not bad, it’s just not engaging. And so few people take you up on it. Sure, some people do, because some people are, you know, they’re at a point in life where it makes sense for them to restart and they have a comfort with
you. And maybe they left on terms that were totally fine, so that, that may be okay. But I’ve always thought of this in a different way, right?
Like, I think of this as reconnect. Like if you see somebody you’ve not seen in a long time, like for me, you know, whether it’s going back to my hometown or attending an event where I may see people that I’ve not run into in a while, or simply reaching out to people who had been clients previously. The primary objective is simply to reconnect it. It’s to just reengage that relationship. It is not to create a transaction. Transactions can happen if it makes sense for everybody, but that’s, that’s not the intent. And I think some of it too comes from my perspective that if somebody trusts me to, you know, allow
me to be part of their journey to move towards their goals, dating back to, you know, guys that, that trusted me to help them along their journey when they were in college as, as their coach to clients in local businesses, to, you know, coaching clients or franchisees.
The way I look at this is, unless there’s a reason to think otherwise, like once a, you know, once a client or once a player, always a player. And so, you know, I want to keep those people as part of my life. I mean, yeah, everybody’s busy and everybody’s got a full plate, but if I can, you know, if I have the
opportunity to reconnect, I think that that’s something I want to do. If there was a, somebody that was in a coaching program of mine 3, 4, 5 years ago or whatever else, and I can reconnect and see how they’re doing, I mean, I wanna root for them. I want to see that they’re doing better. I wanna see that
their life’s going well, not just professionally, but personally too. And I think that’s what we miss a lot of times, right? We sometimes people leave and it’s for totally acceptable reasons, right?
It’s their life, you know, their life circumstances changed or something. And, you know, if we truly buy into what a lot of people in our industry sell, right? They that we care about people and they’re just more than a face in the crowd, and it’s more than just exercise instruction, then that doesn’t
stop at that moment. It doesn’t no different than it’s didn’t stop. If somebody played for me and they graduated, well, they graduated, right? That may have been the end of their opportunity to contribute to winning baseball games, and it may have been the end of the opportunity to see them on
a daily basis on campus and practice whatever else, but that doesn’t change how you care about somebody. So if you think about reconnect, that’s a wonderful kinda reframe to say, okay, I’m gonna reach out to these people and see how they’re doing.
A lot of people start programs during the new year. Hey, if they’re doing something, I wanna reach out and see how it’s going. I wanna see if I can lend them a hand. Maybe I send them over a couple resources. Maybe I you know, maybe I hop on a quick call with them and give ’em some tips. If it makes
sense for them to come back in, wonderful. We would love to have him, and we’re gonna be as welcoming as we can now, that, that may be a totally different way to look at it. But I think that reframe would serve so many people in our industry in such a positive way. The second one I’ll talk
about is the word community. Like, I think of my email kind of audience is a community, not a list, not an audience, not not fans or something silly like that.
And it’s the same thing with the podcast. It’s the same thing with what I do in our fitness business owners Facebook group where I’d, you know, do a training there pretty consistently. And that, thought process, that reframe as a community and not a list, and not just an entry on a database, or not
just you know, a a number of downloads or something like that. If I think of this as a community, it changes the way that I try to show up. And if I am the facilitator of this community, and, and trust me when I say facilitator, it’s not guru, it’s not, you know, it’s not loan expert. There are plenty of really
smart people that kind of have been kind enough to read some of the emails that I send out or listen to podcasts or whatever else, because I see ’em pop up a reply or they’ll make a reference to it.
And plenty of people infinitely more successful than me, but I am for, for better or worse, like the facilitator of this community. So I’m the one who has to kind of set the tone. I’m the one who has to make sure that people are getting benefit. I’m the one who has to help people move forward, because
in this community as, as opposed to like a town where the common thread is geography in this community, whether it be an email community or a podcast community, there’s a shared interest in, frankly, there’s probably some other shared traits as far as, you know, people’s career or at least the
general career lane that they’re in. They’re usually business owners of fitness or sports performance or health businesses. They’re not exclusively that, but they’re usually that they, if not, they’re like usually one degree away from that, or they aspire to do that.
And so I’ve gotta make sure that I’m giving something of value to that group of people as often as I can. And, you know, it’s kind of a cool thing because if you can ever create a situation where, you know, they, they interact with one another, then this thing gets even better. But I think of it
as that community not just you know, not just, oh, they’re my list, right? Like, that’s not the way that I look at it. I think of it as this kind of, it’s almost like if it were a town, well, now my goal is to move people to my neighborhood, right? Yeah. I want people to become closer to me. I want
us to spend more time together. I want to, you know, see if I can have more of an influence on helping somebody get to where they’re trying to go.
And that’s where people become clients. But you know, still, I mean, we share some common traits and common interests, and I wanna be helpful to the people in my community, just like in general, I’m gonna root for the people in my hometown or, or that sort of thing. So just those simple
reframes, you know, maybe it’s you switching from calling yourself a personal trainer to a coach. Like for me, trainer and coach mean very different things. They may or may not to you, they may or may not to you, to people that you serve, but to me, they do for, you know, somebody may, you know,
interchangeably use the word instructor or something like that. But I, you know, for me, coach is kind of at that kind of pinnacle in that group o of titles. You may think of yourself as more of a health coach, and so you incorporate other things, or a performance coach, or maybe you name, you know,
you, you come up with different titles that allow you to feel like, okay, I’m encompassing something different.
I mean, I know at various points, Holly’s talked about being a Love Your Life coach, which I thought was a wonderful kind of snapshot of what she tries to do for the women she serves. I don’t know if that’s a, you know, if that’s something that, you know, is a part of her brand, so to speak. But I think that reframe
allows somebody to get outta the box of saying, well, I only do this. Like, no, I’m trying to help people create a life they love. Well, that, that reframe means a lot. So if you are doing anything, put it under the microscope, right? Like, whether it’s a program you have or a job title or something else, it’s like, is there
a better way to convey this to not only the people that I serve, but to myself, that gets me excited about it, helps me gain clarity on how I want to do it.
And if there is, man, I think it’ll have more impact than, than you could possibly imagine. I think that just changing the lens by which you view some of the actions that you take or processes you have, changing that lens can really change everything about it, because now there’s a whole different world of
possibilities available to you.
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