Fitness Marketing Made Simple – Deepest Or Cheapest?...

Fitness marketing isn’t as complex as many people would have you believe. Like I’ve said numerous times, it all lies in the stories we tell about our businesses and, when it comes down to it, there are really only 2 stories to share. All others are merely offshoots of these 2.   Story 1 is what I call ‘Deepest’. It’s about the depths you’ll dig to find the answers to your clients’ struggles and suffering. The ‘extra mile’ aspects that demonstrate that you really and truly care about them in ways that few others do. It’s the story of how you’ll leave no stone unturned, find no task too big and no request for help too much for you to serve. It’s the story of ‘I understand you, your fears, your frustrations and your dreams and desires and I’m here to make sure that the fears and frustrations disappear and that the dreams and desires become reality for you’. It’s a great story. A story that makes you stand out from everyone else to make you, quite literally, outstanding and take you outside of the competitive arena.   Story 2 is called ‘Cheapest’.   Can you guess what this one is about? It’s about extending your reach, allowing more people into your circle of influence and saying ‘I happier serving more people less deeply’ and being content with the fact that you may never make the huge impact that those telling the story of Deep but that because of you, many, many more people will have their lives changed even in some small way. It’s neither good nor bad. It just is. But it DOES mean that you’re now in the competitive arena along with all of the other ‘Cheapest’ storytellers. It also means...

Fitness Marketing Made Simple – “Nobody Does That!!”...

One of the biggest problems with marketing a fitness business these days is that, well, EVERYBODY seems to be offering EXACTLY what you’re offering, right? I mean, sure, the fitness marketing Guru’s tell you that you’re supposed to create a Unique Selling Proposition (USP) for your business to make it stand out from your competitors but they always seem to forget that the word ‘unique’ means ‘one of a kind’ and that fitness businesses tend to be anything but one of a kind. After all, a pushup is a pushup is a pushup. A squat is a squat is a squat. Circuits are circuits, Tabata’s are Tabata’s and no sooner than a  kettlebell, an Indian club or a Vipr turns up on the scene to make your training just a little different (if not truly unique) does every man and his dog find out about it, attends the same course you did and now starts offering the exact same training protocols that you were using to make you ‘stand out’ from everyone else who was trying to get their hooks into your prospective clients. And the realms of your nutritional advice fare no better either. You decide that nutrition is more than calories in vs calories out and learn about metabolic typing and your competition does the same. You learn about fasting protocols and suddenly THEIR blogs are talking about the importance of fasting. You lean about hormone balancing and they too are biosignature and supplement experts almost before you can blink. And what about your Magnetic Marketing Message (MMM)? In all likelihood it fares no better. You offer ‘drop a dress size in 6 weeks’ and so does the bootcamp down the road. You cut it to 4 weeks and so do they. You add...