It’s no surprise that business owner’s outlook on, and confidence in our economic future is connected to what is happening with the pandemic.
To say it’s a roller coaster of a ride is an understatement. We have our up months and our down months, and August was a down month.
A survey among business owners showed that only 37% of business owners are hopeful for a growing economy for the rest of this year.
Local governments and municipalities are varied in their responses and recommendations, largely dependent on the local pandemic numbers. This can be frustrating, confusing, and keeps us wondering what the future holds.
For instance look at how the various education departments are planning and advising parents for the coming year. School will be in session, but the exact format is uncertain and subject to change, quickly.
All “people businesses,” like the fitness businesses, are subject to the same uncertainty.
We have our bills to be paid and more importantly we are a positive force in helping people become healthier with stronger immune systems.
How do we get the message out?
One sure-fire technique is to embrace people’s fears and reassure them, over and over. Repetition is critical.
Whatever your unique value proposition is, we need to include, “in a safe environment” or words to that effect in all of our marketing materials. It’s a message people need to be reminded of.
For instance if your old UVP was, I help people become healthier, simply add the words, “in a safe environment.”
Similarly, all your marketing materials should make mention of safety protocols you have in place. And your website should have a section devoted to whatever you do to insure people’s safety and the cleanliness of your facility.
Mentioning this over and over now, before your community faces a crisis, will prepare you for whatever the future throws at you.
In ordinary times, there is little need to modify your Unique Value Proposition, but these are not ordinary times.
