With the nicer weather approaching, I’m looking to improve my motorcycle riding skills.
My skills have plateaued, and I know the way to improve is to get around other successful riders. I’m looking for the right group or organization to help me achieve my goals.
This is very similar to what people, our potential customers, go through when they’re looking for a fitness program to help them with their fitness goals.
As I begin my research, I find myself on multiple lists. My inbox is rapidly growing with promotional emails from various organizations.
I’m very specific in what I’m looking for and as a result many, most, of the emails are not for me.
This is an indicator of very effective marketing from the organizations sending me their emails. They’re making it very easy for me to decide if they are for me or not.
Our marketing efforts in the fitness business should do the exact same thing. We should be attracting are ideal client and repelling those that are not ideal.
We are not for everyone.
We usually don’t think in terms of our marketing as a way to turn people away. But effective marketing must do this very thing.
In order to be able to attract your ideal clients, of course we must know who our ideal client is – in great detail. Only then can we target our marketing across all channels and mediums to be specific.
We need to be so specific that we intentionally push people away who are not our ideal clients, before they call or visit our facility. Spending time with them is a colossal waste of our energy and resources.
It takes courage and commitment to be so specific and refined.
All too many people are willing to take anyone who expresses an interest, and has cash in hand, only to be disappointed by high turnover rates, problematic clients and mediocre Google reviews.
It’s a really good business practice to constantly revisit, at least a couple of times a year, who your ideal clients are and the progress you are making in attracting only those people to your business.
As a potential customer, I appreciate clarity in marketing materials that help me make a quick decision about where to spend my time and money. – And what lists to unsubscribe.
