Are You Making This Deadly Fitness Marketing Mistake?

By Eric Ruth

Fully 9 out of 10 Fitness Professionals are making a critical mistake in the area that is now, and will continue to be, the single most important factor of business success – marketing.

The critical mistake is attempting to promote your services and products without first determining the answers to these questions:

Who are your best prospects and what do they want (market)?
Why should they choose you over the competition (message)?
How can you efficiently and effectively communicate with them (media)?

Until and unless you can answer these three questions, your marketing will drastically under-produce and your business will suffer.

The ultimate goal is to find your most promotable competitive edge, turn it into an actionable marketing message, and efficiently deliver it to the right prospects. That’s it.

If you keep this goal in mind, you will effectively separate yourself from the competition and provide compelling, irresistible “reasons why” your best prospects should avail themselves of your services and products…now!

Let’s address each of these questions so that you can clearly, succinctly and efficiently define your market, articulate your message and utilize your media.

Market: Who are your best prospects (targets)? What do you know about them (demographics)? What benefits do they want (psychographics: values, beliefs and attitudes affecting buying behavior – their underlying EMOTIONAL reasons for choosing a weight loss/health/fitness solution)? The easiest way to get this information is to study your best (ideal) clients. A powerful question to ask them is, “What motivated you to lose weight/get in shape?” This is the critical information you must know before moving on to the next step.
Message: Matching your message to your market is the key to the vault. There are two profound components to your message. The first is your Unique Selling Proposition and the second is your Irresistible Offer. Why should your target market choose to do business with you over and above any other solution (think benefits, not features)? You simply must have a great answer to that question. It is your Unique Selling Proposition (USP). The key word is “unique.” What makes you different and better? If there is not something obviously unique about you, your products or services, you must create a unique “hook” you can use to differentiate yourself. You must provide a powerful “reason why” your target market should choose you over the competition. But it’s not enough to tell your market why they should choose you. You’ve got to tell them why they should choose you NOW. An irresistible offer with a specific reason for immediate action compels response. By coupling your Unique Selling Proposition with irresistible offers, you can craft messages that resonate with your target market and compel them to take action.
Media: What mediums allow you to best communicate with your target market efficiently and effectively? You have many options, and the only way to know conclusively is to test. But you must test smart by holding each medium accountable – by tracking and quantifying results. At the very least, you should have direct mail systems in place for marketing to your Sphere Of Influence (SOI), geo-demographic target farming (marketing to high-income neighborhoods surrounding your business), fortune-100 list (the top 100 high-impact movers and shakers in your community who you’d like as clients and/or referral-generators), and potential strategic allies (non-competitive businesses serving your ideal clients). Additionally, lead generation marketing through public speaking, advertising, internet and publicity can be very powerful. Make a list of every possible way you can deliver your message to your market and devise systems for doing so on a regular, consistent schedule. Track your results, eliminate those media which do not pull and emphasize those that do.

The fitness industry is becoming more crowded each day. If you are doing what everyone else is doing, you will struggle to survive. Follow these guidelines to define your market and deliver your differentiating message, and you will thrive.

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