Welcome to The One Thing, where once a week, I'll send you THE ONE thing you can focus on this week to attract more clients into your studio with a strong brand strategy.
These tips will be simple and actionable, or I might share an illuminating story that shifts your mindset and perspective in a powerful way.
Last week, we discussed how you should stop marketing your classes and start marketing, and how they're the perfect bridge to your client's dream outcome.
For this week, THE ONE thing I want you to keep in mind is that when it comes to communicating your value, there are three essential pieces (I call them layers) that your clients NEED to hear.
And most fitness businesses I see are communicating one... MAYBE two.
The first layer of this cake of value is WHAT you offer. That's easy—Pilates, yoga, cycling, barre, etc.Â
This first layer only communicates value to people who ALREADY hold value for the type of class you offer. To everyone else, it really doesn't hold much value at all (aside from what they've been able to glean from media- and a lot of that isn't in your control, or necessarily very good, or not at all what you believe.)
So it's important to go beyond the first layer. The second layer is what the BENEFITS are of doing what you offer.
Some studios communicate this. It sounds like "increased cardiovascular endurance" "lean muscle" "vibrant community".
As I mentioned, MOST studios stop here. I believe the reason is that as fitness professionals, we know what all of those things mean and how they bring value to how WE experience our lives.
We forget that 97% of the people we're speaking to don't actually understand how any of that is going to make how they experience their life any better. And then we wonder why none of them are signing up for a class!
That's why it's so important to communicate the THIRD layer of value... the RESULTS.
What are the tangible, life-changing results that WHAT you do and the BENEFITS will allow them to experience?
Doing this well sounds like this: We offer HIIT classes to help you build strength and cardiovascular endurance, so you can go from feeling sidelined in your own life, to feeling full of energy, confidence, and unafraid to move your body! If you're ready to say goodbye to the fear of injuring yourself and reclaim your life, sign up for your first class free here.
Remember this: Nobody exercises for the sake of exercising. Everyone (including you) does it because of how it improves their experience of life. Your job is to communicate what that is through the third layer of value.
HERE'S THE ONE THING...
This week, instead of marketing just what kind of class you offer and what the benefits are...
1. Talk about how the class you offer is perfectly designed to deliver those benefits.
2. Explain why those benefits matter in terms of how they will improve your dream client's experience of life.
I'll see you next week.
Barry
P.S. Of course, all of this requires that you get clear on what specific life-changing results you want to promise your clients, and you can explain why your classes are perfectly designed to accomplish that. If you're not sure how to do that, then book a free strategy session with me here.
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