#JTInTheRaw Show 18: A Marketing Message That Works & How To Compete In A Crowded Place
Welcome to show 18 and I’m coming to you live from DMAC Fitness in Wollongong. It’s a brand new PT studio for one of my NSW PT Industry Leaders Roundtable. Wanna have a quick look?
On a somber way to start the upbeat #JTInTheRaw I want to pass on my condolences to the Aussie families that have been torn apart this week after the Dreamworld accident. This was horrific and so many people will be impacted. I also want us to spare a thought for the young 18 year old on her very first day at work who was in charge of the safety switch of Thunder Rapid. Her life has also been changed forever.
As a friend said to me on Wednesday these people will grieve, be sad and move on with their lives but they will never ever forget what they witnessed. Their lives are changed forever. And forever is a long time for some of these people.
My thoughts go out to everyone involved from the family, to witnesses, to staff and the rescuers.
#JTShoutOut
Shoutout #1 … A shout out to Marc Gagnon and the IHRSA Team who have asked me to return to speak at IHRSA in LA in 2017. Every year I nervously await the email from Marc. I feel very excited to be speaking as I’m 99% sure this will be my 10th consecutive year speaking at the world’s largest fitness business conference. Thank you for the opportunity Marc & IHRSA.
Shoutout #2 … goes to Bill Moore, CEO of Fitness Australia. I ran into Bill yesterday in Melbourne airport – literally ran into him. As he walked through security & the Qantas Club, I watched & listened to Bill interact with the Qantas staff. He was so polite – lots of pleases & thank yous. His actions slow, courteous & deliberate putting people around him at ease. And he smiled at everyone. It made me think two things – what great leadership qualities & we’re lucky to have him representing the fitness industry. And secondly, it costs nothing to be polite & has an impact on the receiver of your politeness! Thanks Bill for the reminder of old fashioned manners. I’m going to work on mine!
In the comments below, tell me if you’re going to work on your smile and pleases & thank you’s in the next 7 days & beyond!
#AskJT
You can fire any questions to me using #AskJT. Tweet me FB me or email me.
From Richard who Facebooked me, I’m launching my new group training program & nothing like this exists in my town now. It’s a very different service to gym workouts and even PT. How do I tell people about the benefits of this service?
Your marketing message Richard is not about what you do but rather what you enable to happen. This means asking this question …
“Why does that matter?”
When you ask this question – perhaps several times – you get to the heart of the matter. You get to the core reason someone would buy your product. You can then focus on a specific outcome or the result they’ll achieve.
For example Richard … your group training program’s benefit is a high intensity workout, right?
Why does that matter?
It means you burn more fat in a shorter workout.
Why does that matter?
It means it’s a more efficient workout.
Why does that matter?
It means you can spend more time with your family or friends not at the gym.
Boom! You got it Richard! The core personal result of your product for your customer.
Everyone watching right now, think about what you do or what you sell and ask ‘why does that matter to my customer?’ Keep asking that and like an onion peel each layer back until you get to the essence of what your product or service does for you customer.
I’d love you to tag someone in the comments below or share this blog with anyone you think could learn from asking ‘why does that matter?’
Listening This Week
This week I listened to the Convince & Convert podcast. Firstly, this is an intriguing podcast. It is a woman reading the top blog post for the week from the Convince & Convert blog. What an easy way to give added online presence to your business!
The podcast was talking about competition & strategies to compete. Well actually, it was just one strategy and one perfect for the fitness industry – if not the industry you’re in.
Ready … here it is … to compete stop chasing better & focus on different.
This strategy hit me like a tonne of bricks being dropped on me! In my business, like yours, there are now more consultants than ever before. I like their Facebook pages and I am constantly thinking how can I do something better, keep up or be better than them.
Well I have been so profoundly impacted by this strategy that my 2017 business plan will be what can we continue to do differently with a goal to launch something different every 3 months.
I’m not going to focus on my competitors I’m going to focus on my customer in 2017 – are you with me?
Give me a like right now if you are also going to focus on your customer not your competitor.
Next Week
Is a full week for me!!!
Monday I’m hanging with Steve Jensen from Impact Training as we brainstorm how Impact and Active Management can work more closely. We’re also chewing the thin on monetising our services – in other words thinking differently not better!
I’m off to Perth for the rest of the week. I’m working with 3 different facilities. I’m super pumped as I get to help them on their service models for members in the trenches stuff and then help the owners and managers lead their teams better. I love doing this strategy stuff – it’s always cool!
Next Friday will be show 19 & I’ll be in Sydney! I have no idea where! So pop in the comments below any ideas of where the #JTInTheRaw should be next week – exotic location or maybe you want to visit your gym and come live from there! I’m open to any ideas!
Quote of the Week . . .
“To compete stop chasing better & focus on different – Jay Baer”
Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.