One of my VIP clients is writing a book.
He is excited about the process. He has incredible experience. He is taking his business to a new level very quickly.
For years he has wanted to write a book. In fact, he has started it more than once.
Now he is committed to the process.
And he is facing a huge challenge.
We all have experience in the fitness business. We help people every day.
Over time, we become a bit numb to the process. We’re good at what we do. We know what works and have lots of proof of our success.
And here is the problem.
We can lose perspective.
We can lose sight of what our prospects are thinking. This is especially true when we add something new to our programs. Assuming one approach that worked for a certain group will also work with another group is a huge mistake.
A different program will attract different people and our marketing needs to reflect the difference.
Whether writing a book, as my VIP client is, or creating a flyer for a new program we need to start fresh in our thinking and reflect that in our marketing.
Prospects have very short attention spans and we literally have seconds to capture their attention. And if we are successful in the first few seconds, we have only a minute or two to keep them engaged.
The way we do this is to understand the prospect and specifically what is going on in the prospect’s head.
Once we have the answer to this question, every piece of marketing needs to enter into that conversation, like a friend who understands us.
It all starts with creating a written description of our ideal client for that particular program.
Most people don’t take this step and think that the image of their ideal prospect that they have in their head is enough.
Successful people do the work and write it out. And that is the challenge my VIP client is mastering.
It usually only takes 20 minutes, if you do it right. Check out this video for a proven strategy.
If you would like to talk about more specific actions you can take to explode your business now, get on my calendar and we’ll talk. It’s free to you.
