When looking at various fitness/training adds that come up there are two questions that tend to pop up in the old noggin.
1 – What’s it all about?
2 – What’s the point of it?
A lot of trainers hungry for business may end up posting what they think is eye-catching and brilliant, yet don’t think about the two questions above.
Often there is little rhyme or reason to what they’ve shared.
There is no purpose, no problem addressed, solution offered or emotions invoked.
While they might get some likes these don’t equate to business.
Three further questions to ask when you see the above:
3 – Why is this problem relevant to me?
4 – How will their solution be a benefit?
5 – What feelings/experience with investing in this provide?
Often there is not story either.
People love a story, that is if you’re marketing strategy is more than a single shot in the dark hoping to hit something (which ideally it wants to be).
Setting up several marking posts/adverts etc, that all link together to create a story can be very useful.
While you’d touch on what the benefits & emotional rewards are in each, you’d not go for the business until the last post.
Asking for the business is crucial, there’s no denying that.
Yet you need to have a reason to ask, otherwise you’ll only ever hear a resounding no when you do.
Tow more questions to ask:
6 – Why is this (product/offer) worth investing in?
7 – Who is the person this is has been created for?
Money is valuable to people, and while they’ll easily part wit it because buying things make people feel good – remember that.
Knowing the feeling they want from buying something is crucial.
An investment is only as good as the emotion it provokes.
This means getting to know who it is aimed at.
What does this person value, how do they perceive what is being offered and why.
Guessing or thinking you know is not wise, ask and be sure.
Finally there are three more points to complete the set:
8 – Would you pay twice what’s being charged?
9- Why is the product worth more than is being charged?
10 – What do you spend money on (training wise) & why?
It may seem odd to ask about paying twice what is being charged, however when people make comments like that it’s very telling because it means they perceived the product at such a high value it’s almost impossible to say no.
Everyone loves a bargain.
Lastly it’s worth looking at your own spending habits.
Trainers are notorious for wanting people to pay them all the money to train and yet they won’t hire someone themselves because they feel they know better and can train themselves.
Think of it this way, if you think you know better and can’t be convinced otherwise, chances are the people your trying to recruit as new clients feel the same way too.
You can run these across your own adverts/marketing and that of other trainers, see who has answers to them all and who doesn’t.
Then see which one is more successful (it’ll probably be the one that addresses all or the majority of the questions).