Who What & Why -- What Comes First?

 

“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.” – Peter Drucker

 

Quick Summary:

1. Most fitness businesses focus on the wrong things.

2. It costs them valuable, time, energy and money.

3. There is only one question that a fitness business owner should ask themselves first. You'll find that out, and, how to answer it, when you read the article ;) 

 

I still remembered when I started Athletes Authority.

I asked questions like:

What should I call my business name? 

What should be the tag line?

What should we tell people we do?

 

Almost everyone starts with 'what.'

 

And when you start with what, you're wasting your time.

What you should really be starting with, is WHO.

 

Think of it this way. 

Imagine if you wanted to write a letter.

You grab a pen and a piece of paper, and start by writing 'Dear ...'.

But, then you're stuck.

Before you can get any further, you need to ask WHO the letter should be addressed.

What you say, how you say it can only be created after you're clear on WHO you're writing to.

But for most fitness professionals, they ask the What's and the How's before they define the who with clarity. Before figuring out the Who -- someone who has a great affinity to your own interests, has a great upside to working with you, and, can afford to pay you at a premium -- they worry about business cards, business names, logo designs, websites, products, services, apps and god-knows what else.

Yet, they can't even define their who.  

Is this helping you connect the dots? This is how MARKETING is supposed to work too.

 

Figure out WHOM you’re going to work with by answering the following questions:

1. List 3 types of people that you have a high personal affinity with (who you're passionate about).

2. List 3 types of people that have a huge potential upside to working with you?

3. List 3 types of people that can afford to pay you a premium for the problems you can solve.

4. Which of the 3 types of people meet all 3 criteria that you connect with the most?

5. What are the problems, fears and desires of the niche you have chosen?

6. Out of all the problems, fears and desires of your chosen niche, what is the most significant to them? What is the most powerful? Why is that the most important?

7. Now, describe the transformation -- what do they want to escape from and arrive at? 

8. Do you currently have all the skills and knowledge required to solve that problem?

9. If not, what skills or knowledge do you need to develop?

10. Has anybody else solved this problem before? How have they solved it and what do they do?

11. Can you adapt this to help solve the problem for your clients? Yes or No?

12. Make a list of the things you might need to learn in order to guarantee the transformation.

13. What steps are you going to take over the next 7-14 days to learn this?

 

When you understand the WHO and can:

1. Communicate to them with specific and relevant information
2. Understand their specific needs, wants and desires
3. Intimately understand their problem
4. And, can guarantee the transformation.

If you can do Just do that, you’ll have a huge chunk of your businesses' success, already in the bag.  

Enjoy this lesson? Check out the Fitness MBA below for the free business course for Fitness professionals. With over 3000 people already in the course, it's been heralded as one of the most awesome free resources around (not our words).

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