fun with fitness marketing: understanding your client’s problems

UNDERSTANDING YOUR CLIENT’S PROBLEMS

FITNESSPRENEUR’S LIFE

Why did you get into the fitness business? You want to go out there and make a difference, right?!

You want to follow that mission that's deep inside you to impact as many lives as possible.

But, you need more people inside your fitness business and on your training floors in order to make that im-pact as well as fund your future growth to help even more people.

In all likelihood what’s missing is not your training skills. You’re probably one of the best already at that. But, you still struggle to get more clients in your door.

So, what’s the answer?

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DIGGING INTO YOUR CLIENTS PROBLEMS

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FITNESSPRENEUR'S TIP:

Start carving out the exact tribe you want

to serve.

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What can you do in the fitness industry to make your mark and help people reach their goals?

Dial up and dial in your fitness marketing.

Your businesses survival and ability to grow lives and dies on your marketing skills. No people in the door, no chance to affect more lives.

No growing dollars, no ability to stay in business.

I know its tough in our industry to want to focus on learning marketing. Espe-cially, when there are so many great sessions about programming and train-ing.

But, you can be the best trainer in the world, and still struggle to have money in the bank and clients on the floor because you don’t know how to market to get the clients your business depends on in your door and buy-ing from you.

Hopefully, as you’re growing to get more serious about having a true business and not just a hobby, you understand how important it is to fall in love with the marketing side of your fitness business.

Only by deepening your understanding of how to reach your clients can your business grow and be profitable and sustainable so that you have the means to serve your clients.

So, what do you have to start doing?

FITNESSPRENEUR’S LIFE: FUN WITH FITNESS MARKETING - UNDERSTANDING YOUR CLIENT’S PROBLEMS


















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3FITNESSPRENEUR’S LIFE: FUN WITH FITNESS MARKETING - UNDERSTANDING YOUR CLIENT’S PROBLEMS


You need to know who it is you want to serve. You need to narrow your focus and speak to a spe-cific group of people instead of trying to talk to every potential client out there. Because there’s a mathemati-cal reality that you don’t have the marketing budget to try and talk to everyone, and If you're trying to reach everyone, you'll be heard by no one.

Then your sales suffer and you have to fight to scrounge by.

What can you do instead?

You can start carving out the exact tribe you want to serve.

MARKETING TO YOUR TRIBE


















Focus and speak to a specific group of peo-ple instead of trying

to talk to every poten-tial client out there. You will get more

clients.

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This is important because then you can become a big fish in a little pond and then your name spreads like wildfire in those smaller, tighter cir-cles, and you have less direct competition.

And once you start to serve the people who you truly care about, the real fun begins because day in and day out, you'll be helping those people you enjoy serving to reach their goals.

How can you know what your tribe wants?

Wouldn't it be great if you could understand how to get inside your clients heads?

Or if you had a crystal ball so you could figure out exactly what they want you to create for them?

That would be way better than going out there and trying to convince them they need your product, trying to sell them on your services.

Wouldn't it be better to have your clients lining up wanting to buy from you?



























To really know your tribe, you need to know their problems.

You might argue that in the end all of your clients want the same thing. They want to be more physically fit and healthy. In the end, that's the service you're providing. Shouldn't selling the solution be enough to bring in the clients? The problem is that's not where your client starts.

When it comes to the desire to improve one's physical fitness, your client is starting with their problem.

Sure, your client has known all along in the back of their head that they need to be healthier, that they need to exercise more, and that they need to improve their nutrition. But that's not where they start. They start from the problem.

UNDERSTANDING THE PROBLEM

















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They only decide to find a solution in order to move away from their problem.

People want pleasure. They want to be healthy and have a body that's physi-cally fit. But the thing that is going to motivate them is the pain. When someone has back pain, their first desire is to end that pain. That's what's going to get them into the gym to start making the positive changes that will improve their health. And alleviate the back pain.

The problem is the key to understanding your tribe.

Whether your working with your existing tribe or starting to work with a new one, the first step is to understand their problem.

What's the problem that keeps your client up at two in the morning so that they can't sleep? Maybe it's a stay at home mom whose kids take up all her time. She just wants to lose twenty pounds and can't seem to make it hap-pen. Or maybe you have a client who loves playing golf but a nagging neck pain is keeping him off the green.

Before even considering their solutions, you need to understand the nuts and bolts of what's nagging your clients.

Because the problem is the tip of the iceberg.

Once you get an answer to what the problem is you need to keep on digging. Sure the mom wants to lose twenty pounds and the golfer wants to end his neck pain. But that's not what's driving them crazy. What's driving them crazy is the additional challenges surrounding the problem that make finding a solution seem impossible.

The reality is that once you know the problem, the real work begins.

What are the additional challenges associated with the problem. What have they tried to fix the problem? Did it work? If it did work, when did it stop work-ing? Why? What are the obstacles that have kept them from trying something else?




Dig in to your fitness tribe’s main problem, and keep on digging. They will love you if

you solve it.

















Once you understand the associated challenges, two very important things are possible.

1 – You can develop a solution that will take into account all the nuances of their problem.

2 – You can use this information in your marketing materials.

Your marketing will start to look like you actually have a crystal ball because you'll be speaking directly to their needs.

You can create copy full of the details that will speak to your clients. They will look to your programs and see that you understand their concerns. They will see that you know what they've been battling. And you'll be able to demonstrate that you know how to take them from the pain they have to the pleasure and relief that they're seeking.

This is how you're going to get your business to the next level.

This is where marketing your fitness business can turn into something that you love to do because it's an integrated part of the process of providing solutions for your clients. Instead of selling them, you'll be inspiring and motivating them from their first interaction with your business, when they first read your copy in an ad, email, post, tweet, article, newsletter, etc.

The best part of learning to market this way is, you'll be providing hope and painting a map to the solution before the first workout has even begun.

So take the time right now to think about your tribe. Think about their main problem and figure out three to five associated challenges that have been a roadblock to their finding a solution. This is the crucial step that will help you develop the right solutions that they need.

When your marketing reflects their needs they'll come running to you.

Dig into their problems, develop solutions, increase income and start living the Fitnesspreneur’s Life.

Let me help you launch your business, income and lifestyle! Follow me on:



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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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ABOUT VITO LAFATA

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