Fitness Business School – The Attraction Journey

Full Transcript

Hey, Pat Rigsby here. And in today’s episode, I wanna talk with you about what I consider the right journey to attracting the person you wanna serve.

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.

Let’s face it, most business owners. When they start their business, they have this vision for that, you know, that ideal person they want to connect with that person. You know, they have the right demographics, right? They, they live close enough. They, they, they make enough money. They have a job that conveniently work where they work hours that allow the, the, the trainer to not have to be training people at eight o’clock at night. Their desire for getting help is really high, but let let’s face it. This magical avatar that a lot of people think about when they’re drafting up a business plan or when somebody kind of takes them through their, their course about how to go attract your right person. Well, in, in, in reality, that person is almost like a fictitious character, right? Like they’re a character in a movie that is this ideal utopian version of something that, you know, we, we would like to exist, but the, the reality’s a little bit different.

So I wanted to kind of take you through this journey of what I think it looks like to, to build a business and start to narrow in, on the person that you wanna serve. Now in, in the first stage, really, you’re probably gonna be serving almost anyone who’s interested in what you have to offer, right? And they’re willing to pay you because the, the, the truth is you know, to, to have a business, we have to generate revenue. Now, I, if you are exiting a, a, a business where you already maybe have an established reputation and the relationship with that business allows you to take some clients with you, or if you have a you know, more of name recognition in a market, we see this with sports performance guys, people who you know, maybe were really well known for being an athlete in a particular sport. So they already have some inroads with local coaches and that sort of thing, you know, maybe you can jump past this stage, but for most people we, we start here. When we open our business, we’ve gotta pay the bills and are just thrilled to get clients in the door. And there’s nothing wrong with that.

But that’s a starting level and we don’t want to act like a startup forever, right? Like five years in, we shouldn’t still be behaving like a startup because we never really define who we’re best for serving. It makes it harder to market because we’re casting too wide, a net to really get any specific person’s attention makes it harder to get referrals because we’re not the best solution for anybody. And it’s more likely that we get burned out because we’re spending a lot of time with people who may not be the best fit for us. So ideally we move to that kind of second stage, right? Where we, we serve this group of clients that are made up both of people who would consider the right fit, but then still we’re working with some kind of pay the bill clients that, you know, we’re probably capable of delivering a me meaningful result for, but maybe we’re not as excited to work with. And frankly, that’s, that’s where most businesses, I, I think kind of land, they, and they, they have people that are really excited to see. And then they’ve got some people maybe they’re a little less excited to see, but you, they, they feel like, Hey, I’ve gotta have a, I’ve gotta have both in order to be profitable and, and operate a business that I can sustain. Now, the thing is, you’re so close at that, at that stage, right? You’re so close to the, the stage where things really start to get fun.

And that’s this, this third stage where you’re proactively attracting your ideal clients, and you’re focused really entirely on marketing to get those people, right. You’re, you’re bringing in mostly only clients who are a good fit and you’re doing it on a monthly basis. And yeah, sure. You, you have some people that may not be a good fit because maybe they’re just people who’ve hung on because they’re convenient or you are convenient to them. And they were with you at an earlier stage of your business. You may have people that have been referred, but may not share some of the same characteristics of the person that, that referred them. But, but the reality is you’re dealing with typically 70 or 80% of the people that you have in your business. You’re like, man, this is the person that lights me up that I’m really excited to work with. And, and I think that’s, that’s perfect, right? Like, I mean, the, the idea that we’re always gonna have a hundred percent is just probably a pipe dream because we’re dealing with humans, right? Like somebody may be really a great fit for a while. And then some of their life circumstances change and they become a little bit worse fit. And then finally there there’s even this kind of cool fourth stage where you clearly become the number one solution in your market. And, you know, you ally attract your best people. Again, you may get some people who come thinking there that, but they usually take the off ramp a few months into coming into your facility. Right. your, you are a destination and everybody else is kind of competing for second base.

They use you as the, the measuring stick, right? The, the prospect that you want to connect with, they mention you is this aspirational thing. And, and they seek you out. And that’s the level that I think we all really want to get to. And it, it is something that I think very few people attain because frankly they’re unwilling to be disciplined enough to, to put out great stuff to to, to not take the easy path and just go for the quick buck here and there. But, you know, I wanted to give you a couple final thoughts on how you can ascend from level one to or, or two, to maybe level three and even get on the path towards being at that fourth level. And it’s really that a combination of having a very clear message that speaks to the person that you wanna serve, and really being clear about how you are that best option for that specific target market. You’re putting out content, your marketing message. It all speaks directly to that one person. You’re building up a great reputation, serving that type of person. You’re documenting those success stories and distributing them throughout the market. So other people see it and, and the people that you work with feel so connected to you that they become ambassadors for your brand, but that takes consistency that takes jumping past just cutting and pasting done for you marketing messages and coming up with your own unique message. And I would tell you that most of the people that you admire, aren’t just deploying somebody else’s message. Most of the people you admire are, are the source of great content are the source of great information in their respective market. And honestly you have the ability, the aptitude to do the same, but it takes that decision and that consistency and willingness To stay the course to jump to that third or fourth stage. But it’s well within your, your, your kind of aptitude it’s well within the possibility for somebody in your market. So why not? You,

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