Dec 11
6
How to confuse your clients
Are you diluting your message?
In fact, what is your message. Mine is simple.
Insane fat loss results or you don’t pay.
Ever heard the phrase ‘jack of all trades, master of none’?
If you’ve read any of my stuff before, you no doubt have.
Now normally I’d be referring to the ‘I specialise in weight loss, muscle gain, sports specific, blah blah blah blah’ but I’m also noticing a worrying trend in the fitness industry.
Well it worries me anyway J
Now if this is you, don’t take offence. If it’s working for you, then GREAT but I’d just like to give you my view.
You see, for 6 or 7 years now I’ve pretty much had only one product I’ve pushed.
Fitness camp.
That fitness camp is now a monster. Its in 4 different countries and it makes me a VERY nice income and a VERY nice lifestlye here in spain
Don’t worry- this isn’t going to turn into a ‘I’m awesome’ post.
Sure, I still did a bit of personal training but my focus was on growing the fitness camp.
You WOULDN’T here me saying ‘ Come and do 1-1 training with me’, ‘ then in the next sentence ‘ come and do my circuit class’ , oh I also have bootcamp, and zumba, and a running club and you can do my online program etc etc.
My point here?
In my OPINION. You should be offering LESS.
Yup- LESS ‘stuff’
Think about it- on your website or your flyers or whatever, you’re confusing me.
You’re telling me that 1-1 training is the best thing since sliced bread, then you’re telling me to do pilates or zumba, then circuit training is the mutts nuts, then your trying to sell me a high priced bootcamp program.
Why would I do a high priced bootcamp when I can come to your classes for 3 quid a pop?
How do I know which ones best?
You’re diluting your message.
You’re confusing me.
More isn’t always better.
Here’s what happens… I have no idea what it is you actually do.
I’m thinking so I know this dude does fitness but what do they REALLY do?
I like you as a person, you’re fun, you’re motivating and I love being around you. So I come and do your ‘stuff’.
You here ‘come to Paul’s classes- he’s great!’. Again, this means you’re a good instructor! well done.
You’re just blending into the ‘he’s a fitness person’ crowd. Which if its what you’re after from your career- GREAT.
But what happens when you try and grow the business so that you can take time off? Because your messages are so mixed, the confused mine is like- what???
In fact, the confused mind often just says no.
Sure you can DEFINITELY make a living like this, you’ll make some good money but if you’re looking to build a business you can sell at any point (again, you might not be looking to do this) then ‘anything and everything’ isn’t going to work I’m afraid.
Think about the most successful people in this wonderful industry of ours. Do they offer a g-zillion options and modalities? or do they just do a few things better than anyone else?
What would you rather be? A specialist? Or a generalist?
A brain surgeon or a gp?
Sure, you probably LOVE what you do, I commend you for that.
I want to build a business that means I get paid even when I’m playing cars in the mud with my little boy.
If I offer everything under the sun, I’m never REALLY considered an expert- so I cant do that.
This message was re-inforced by one of the most successful and respected trainers in the industry today, Mr Alwyn Cosgrove who said to me on a seminar I did with him
‘Do LESS stuff better than ANYONE”
and I couldn’t agree more.
What do you think?
I’d LOVE LOVE LOVE to hear you’re feedback!
