It’s still something that most fitness entrepreneurs tolerate rather than enjoy.
But I think they feel this way because they view marketing as something dramatically different than what they’re already doing with their clients.
Let me tell you how I approach marketing because I think this will help you.
But I’ll give you some context first.
There are a number of people who offer business solutions for fitness professionals.
Most of the higher profile ones approach marketing in one of two ways:
- These guys expect you (the prospect / client in this case) to meet them where they’re at. You need to fit yourself into their one-size-fits-all box and conform to their way of thinking. They spend a great deal of time telling you why you’re wrong (usually in a tactful way) and why they’re right…so you should listen to them.
- These guys buy your attention with a significant amount of ad spend and then try to recoup their investment (and then some) by selling you as much as possible as quickly as possible.
Now both of these approaches work to some degree.
The first group preys on your insecurities…they tell you (again, not in a mean way…but pay attention and you’ll see it) they’re smart and you’re not…so you should listen to them.
The second group promises you the world and preys on your hopes and dreams…but the result is often an ‘over promise and underdeliver’ situation.
Now let me tell you how I approach marketing because I think it’s the approach that is easiest for you to model and adapt to your own situation.
I think of marketing as *connecting.*
I want to connect with people who might be a good fit for what I offer and then give them a bunch of (what I hope they find to be) cool information.
I treat them as clients before they are clients.
Then, hopefully, they think ‘this stuff really resonates with me so I want to work with Pat a little more closely’ or ‘I trust Pat so I’m going to invest in what he is recommending’.
I try to give really good value to each person I connect with at each stage of the relationship in hopes that they will want to move forward in the relationship and connect at even a higher level.
For me, this is the easiest way to go.
I get to be me…I don’t have to try to hold back at any stage to force people to the next level. I just get to share what I want to share.
I get to be congruent at each stage of the relationship…no ‘well, you don’t get the good stuff unless you buy this’…I just think of ways to add more value at each stage of the relationship.
I also get to focus on meeting people where they are and helping them create a bridge to where THEY want to go instead of asking them to meet me where I am and doing what I want.
So how can you use this?
Well, I’ll be the first to admit that I’m not you and you’re not me…but I think this will work for you because of two reasons:
- You’re reading this now so at least at some level the approach I use ‘clicks’ with you…at least a little.
- You’re a coach and you want to help people. I feel like this approach is the most closely aligned marketing approach for that mentality.
So if so…what do you need to do? Here are some ideas:
- Figure out who you want to help / serve?
- Determine where they are and meet them there…both from a mental standpoint (what are they thinking, how do they feel, what do they know) and from a location standpoint (both online and offline…so where do they hang out locally, where do they live, work and play…and online…so are they on Facebook?)
- Give them valuable information and education which are consistent with your philosophy to help them move toward their goals.
- Offer them opportunities to ascend the relationship…Front End Offers, Challenges and other opportunities to try out your program.
- Treat them all like they’re your best clients.
The goal is to connect with someone where they are, let them get to know you, like you and trust you as a solution to their problems or as a path to achieving their goals.
Then get them to want to move the relationship forward by over delivering at each stage.
Hopefully that approach resonates with you.
I think it probably will…that’s why I called it your marketing Superpower…because as a coach it’s already what you’re doing…you just need to start coaching people before they pay you…then they’ll be more likely to pay you.
By Pat Rigsby
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