Are You The Fitness Solution People Are Looking For?

ARE YOU THE FITNESS SOLUTION PEOPLE ARE LOOKING FOR?

FITNESSPRENEUR’S LIFE

You want to help people right? Of course you do.

You got into the fitness industry because you love helping people.

But, without people standing on your floors, or sweating in your sessions you can’t help them.

Instead, all you can feel is the angst of wishing you could do more to help more people.

Let’s end that angst and fill your floors with adoring clients who are excited to work with you.

Today I want to share some marketing strategies that you can use right now in your business to help you get out there in bigger ways.

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THE FUN OF MARKETING

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FITNESSPRENEUR'S TIP:

Find your tribe! The narrower the better.

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As a fitness professional in the industry, you want to go out there and serve your clients. You want to help people get fit and healthy and leave be-

hind negative habits and behaviors. You want to help them live an extraordinary life.

For you to be able to do that, your fitness business needs to thrive. And in or-der to thrive you need more people, not just good intentions and hope that people will find you.

There are a lot of challenges on the road to success in the fitness industry. One of the biggest problems that trainers and fitness professionals experi-ence in the business is the feeling that 'nobody knows you.'

Could nobody knowing you be the biggest problem you face and why your business isn’t growing?

Think of it this way; if no one knows about you, then people aren't going to come to you to help them on their journey into fitness and into leading a healthy lifestyle. Even though you want people to come to you and feel the difference your service and programs can make, it's not going to hap-pen if they just don't know about you.

And if they don't know about you, they won't be giving you their money.

And without money you can’t grow your business to help more people. And without more people you can’t feel the difference you want to make. And with-out making a difference in people’s lives you don’t receive a steadily growing income that let’s you provide for your family.

How can you stand out from the crowd?

If you are going to go out there and get people to invest in you and sign up for your programs and fitness business, you’ve got to be ahead of the game with your marketing and how you are designing out your programs. It's get-ting tougher out there.

It's time to get your head a little bit up from that technician mental-ity.

The competition is getting fiercer. People are getting smarter. If you are not keeping up with the times and digging into the marketing side of the fitness

FITNESSPRENEUR’S LIFE: ARE YOU THE FITNESS SOLUTION PEOPLE ARE LOOKING FOR?


















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industry, you are going to see others passing you by. It's going to be frustrat-ing to you and it will limit your business.

Don’t be one of those people who just sit there and ignore their marketing just hating it because they don't want to feel ‘salesy.'.

If you do that, you can go broke. Then how many people are you helping?

The numbers in the industry don’t lie. Most trainers only last 3 to 5 years and make no more than $42,000. Sure, some fitness trainers are making 80-125 thousand dollars, but more than likely those people are already buried by that and can’t do anything besides that. No time for travel. No time with family. Nothing. And how are they going to maintain that when they can’t train 10-12 hours a day anymore?

That's not the life you are after. That's not the lifestyle you deserve.

Our industry sucks at teaching marketing and business. It’s kind of screaming at us in the face when you look at those average salaries trainers make.

Here’s the thing about the way the industry almost as a side thought teaches marketing; it’s either too academic and not the “real way” people experience marketing today in a social media world, or it’s still textbook BS that hasn’t been updated since 1983 or they try and still teach the big brand marketing companies style that doesn’t work for the small business owner or independ-ent contractor. That just doesn’t cut it in the fitness industry any longer.

And what’s worse is it’s leading to this deadly notion that “sales and market-ing are bad.” It’s this very fear of marketing and sales that is dooming many trainers and fitness business owners to lack luster businesses and strained lives living just above broke.

It's time to fall in love with and learn how to embrace marketing in a way that allows you to go out there and do what you love to do.

If you want to keep growing your business, it's all about using this simple framework that allows you to:

1. Find and speak to the specific tribe that you want to serve.

2. Solve their unique problems.

3. Give them the unique solution that they are after.




Commit to learn more about marketing. So you stop taking the

wrong people for the money.

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4FITNESSPRENEUR’S LIFE: ARE YOU THE FITNESS SOLUTION PEOPLE ARE LOOKING FOR?


Before you even go out there and build any sort of a business or suite of products, it starts by knowing who you are talking to, who you want to talk to, and that means knowing who your tribe is.

Who do you love serving? What problems are you passionate about? Who do you want to be surrounded by? Your tribe, your customer, always has to come first in this framework and in your business.

When I owned a gym it was all about moms for me. I believed that moms were the lynch pins to a better soci-ety. They set the tone of the house and had the most influence over the kids. So if they had good habits, be-liefs and behaviors they could make a difference and be the example the kids would follow and then Dad would come along. Because I knew that I could create specific programs that they were interested in and that set us apart in being a solution provider versus just another gym.

FINDING YOUR TRIBE

















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Where should you start?

Go out there, survey your people with a little demographic and psy-chographic work, you can use this worksheet to make it easy (http://vitobiz.com/BuildYourFitnessMarketingTribe) to define and find your tribe because as you narrow your tribe down you can get better fo-cus and get deep inside their head to figure out the very problems they will pay you great money to solve for them.

Just to give you some examples a tribe can be, stay-at-home moms, preg-nant moms, high school football players, busy executives over 50, women marathoners, and on and on.

The more specific the better.

Once you know who your tribe is it’s time to:

Understand the Problem

The way most business owners think people buy is probably off a little. Very few people just buy for the sake of buying. Typically, they're trying to find a solution to a problem.

Golfer's have problems that need solutions. They want to hit the ball 300 feet down the fairway instead of hooking it off to the left every time they're up at the tee so they'll stop being embarrassed in front of the club members. The reason they are hooking it so much is they have back pain and it affects their swing.

Can you solve their problem?

What about the mom who has 30 pounds she wants to lose so she can feel like a sexy confident mom again? Or the person who wants to learn how to run a marathon without killing themselves?

You can't know what that solution is if you don’t understand who you are talk-ing to and what their problem is here’s a worksheet to help you: (http://vitobiz.com/fun_with_fitness_marketing_your_clients_problems).




Understand what peo-ple want or need to

buy. Then give them a solution.


http://vitobiz.com/BuildYourFitnessMarketingTribe

http://vitobiz.com/BuildYourFitnessMarketingTribe

http://vitobiz.com/fun_with_fitness_marketing_your_clients_problems

http://vitobiz.com/fun_with_fitness_marketing_your_clients_problems



























Now that you understand their unique problem you can create the solution to their problem. Don't make it a complicated thing.

Think of it as finding they gap the want to cross over and you’re building a bridge.

I always picture a potential client who is unhappy with something they are struggling with and think of this as their before state and I have to understand that unhappy place completely so I can take that unhappiness away. And that means knowing: Who are they? What's going on in their life? What problems are they having?

And then there's that gap to the other side, where they want to be.

FINDING THE SOLUTION

















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Over there, you have a happy person with a big smile on their face and they're feeling good about life. They feel accomplished. They've reached some goals. This is the after state they're heading towards.

Your business purpose is to create the bridge to overcome the gap.

When you can be this bridge, your business wins. When you are solving peo-ple’s problems, they will flock to your door. Your name will start to be known because you found the solutions to people's problems.

Maybe people will hear how you created an amazing marathon training pro-gram that helped its participants crush it with new personal records. Or maybe people hear how you are helping busy executives lose weight effec-tively or cure golfer’s back pain.

You want to be known as the bridge in people’s lives. When you are solving people’s problems you are going to have a cranking business.

Say you’ve got the person with back pain. That’s their before state. They want to be where there is no back pain. The program which is the solution for this problem is a different program than throwing them a membership and giv-ing them some general training or classes. Now of course you're going to have classes and memberships and boot camps.

But, the slight edge that will have you dominating more is to start creating more specialty programs.

Specialty programs are specific to the problems that peo-ple want solved.

Let’s say if you can start creating the 4-week 'End the Nagging Back Pain For Golfer’s Program,' you are going to be able to target that so well to the audi-ences of golfer’s who have back pain that you will almost have no competi-tion because everyone else in the industry is still focused on selling the same thing- more classes and memberships versus unique specialty programs to sub-niches. Best thing about sub-niches and specialty programs is you can easily target them on social media and easily decide on strategic partners like chiropractors and physical therapists, or golf courses to stick with our ex-ample because you know their people are often dealing with back pain.




#1: Understand where your clients truly

want to be.

#2: Then market the solution to get them

there.


























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The best thing about specialty programs is when you create your ads, run your programs and create your funnels; the message is going to speak to those specific people. Which means it’s going to increase the likeli-hood that those people take advantage of that program as compared to a more generalized approach offering personal training, a membership, or a seven-day free trial.

If you have the '6 Week Finish Your First Marathon Program,' you can solve the 'I can’t run a marathon' problem. And now you can target running shops and running coaches. You can really be an augment to their programs and create that specific program that allows them to achieve their goals.

The beautiful thing about specialty programs is they don’t com-pete on price.

The thing is the guy down the street has classes just like you do. What makes them different? The personality of the teacher? Can you market that? When you don’t know how to market what’s different or unique about your pro-grams, culture. Process, system, you seem the same as every other gym our there and then all you can do is compete on price.

Let alone, the big brands out there have classes as well, group training as well, so what sets you apart? How can you compete with large fitness shops springing up everywhere with lower rates, daycare, and better amenities?

The solution is specialty programs offering the ultimate transfor-mation your specific tribe desires.

When you really start to know your tribe, you understand their problems and what they want to do. With that knowledge, you can start framing up your pro-grams to be that transformation.

Once you wrap your head around that you can start to create programs we call “irresistible offers”.

This is the sweet spot. You need to learn how to create programs that people will beat your door down to come buy. To make that happen, you will want to understand this framework.

People start out somewhere and want to be somewhere else.




Create more specialty programs. Stop rac-ing to the bottom of

the price barrel.

















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If you can figure out how to bridge that gap and communicate that to them, then you can market that to them. You can create education based marketing and the follow up marketing behind it. But that only works when you understand where they truly want to be.

That golfer doesn't want to just be doing sessions or buying training. He wants to be that golfer that hits the ball 300 yards down that fairway and be the envy of all the other club players.

As you speak to that tribe’s unique problem and create unique offers, if it’s something they really want then, you don’t have to compete on price any-more. They are not price sensitive to a solution that delivers the results they want.

When they see what you have to offer, their reaction is, “I want that!”

Just like people will pay out the “ying-yang" for an Apple product. Why? Be-cause we've come to believe that Apple is going to make us that much cooler, more hip, and seemingly that much more productive and business savvy. Of course that’s marketing done exceptionally well.

Apple has done a tremendous job with their marketing and people are willing to pay for it.




When you are solving people’s problems, people will flock to

your door.

























You can be doing the same thing by starting to work with a couple little lessons. The result is you'll actually have more fun marketing.

You get to explore the psyche of your clients. You help them on their journey to where they want to go. Your deeper understanding of them leads to you making more creative programs. And your business starts to fill with people you love to serve.

This leads to the creation of a stacking revenue model because creating these offers doesn’t mean that you go form A-Z in one program.

In a stacking revenue model, you start to understand that people’s problems are usually sequential. There is a baseline problem. You help them clear that problem by finding them the solution. Now starting from

MAKING MARKETING FUN

















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this new level, they want to take it a little bit deeper and you continue to build a suite of products that lifts your client’s ambitions and aspira-tions to new levels and your business with it.

Imagine an analogy of a kid just off to college who doesn’t know how to cook or even shop for groceries, Mom always took care of everything.

So if you were a nutritionist wanting to market to this potential new client you might create the 'How to shop the Grocery Store like a Pro for College Fresh-man' course.

The program teaches our new college student how to shop the grocery store and stock his dorm room.

Problem is now that he has all that food in the cupboards, he doesn’t know what to do with the stuff he bought.

So, you being the savvy nutritionist business owner, develop your next prod-uct, The 'Dorm Cooking 101 Program.' In that program you teach him how to make basic meals with the food the he just learned to shop for.

What's the next level?

After the basics, the our new college freshman wants to cook to impress, af-ter all his girlfriend is coming over and he has to cook something special. So, you build, The 'Cook to Impress” Starter Plan.'

You see how easy it is to build a business that helps people with more than just training, and continues to grow your income year after year. Oh, and did I mention is a lot more fun!

When you understand this stuff you will know what the lead magnets are, what are the first level courses, what do they graduate to and where do they keep on going.

You are no longer selling them one trick pony stuff. You are elevating their ambitions and aspirations. This will take you to a whole dif-ferent level in your business and in your client’s hearts.




A deeper understand-ing of your clients

will lead you to mak-ing more creative pro-grams and start filling

your business with people you love to

serve.



















In today’s episode you got a nice understanding of the Tribe, Problem, Solution framework (TPS) that's going to work for you every time. And how you can teach what your tribe needs to know that will get your clients results.

But, to get good at this, it comes down to your commitment to want to learn more about this “marketing” stuff. Because it will change your business and allow you to help more people.

If you enjoy marketing this cool way and not the boring academic way, then you can go after and create some badass stuff that’s going to change a lot of lives because you know your peeps. You know what your clients want and need. Which will lead to more results. Which will lead to more referrals and more in-come.

IT COMES DOWN TO YOUR COMMITMENT

















Most importantly, there will be more programs that are changing people's lives. That’s what it’s all about - going out there and making that big difference.

Keep building the fitnesspreneur’s life so that you can make that difference and have the income to invest in your business and your family!

Start living the Fitnesspreneur’s Life!



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As a certified High Performance and Funnel Optimization Coach, Vito La Fata, is the NO BS business & personal brand coach to the wellness and fitness professional or company that is looking to get outside the box of the industry and start learning how to grow a personal brand online and offline utilizing a hybrid business model of offline and online marketing strategies that deploy customer value optimization systems in order to create as much benefit and offering for the customer and as much profit and lifestyle for the company as possible.

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Are You The Fitness Solution People Are Looking For?