Divide & Conquer Why niching down your target demographic will help you save time, earn more, and dominate your market. By Jackson Bloore
Who Is This Presentation For? ● Fitness Professionals NOT Fitness Hobbyists Want to make more money ○ Want to deliver a better service ○ ● Great Trainers: Knows how to get clients results ○ Can teach, motivate, and lead people ○ Serious about making this a career ○ Work hard to constantly get better ○ ● Action Takers No whiners and complainers ○
Why Should You Listen To Me?
It Wasn’t An Accident
Why Personal Trainers Fail ● Average income for personal trainers is $37,000 per year ○ That’s $17.79 per hour → FML ● Try to be all things to all people I do sports performance, injury prevention, corrective exercise, female fat ○ loss, male fat loss, muscle gain, contest show prep, etc. ● Craigslist Penis Effect ○ Doesn’t take much to dominate
Your Plan For Niche Marketing Success 1. Concepts: a. Income Pyramid b. Repel to Attract Marketing Strategy c. Customer Psychology 2. Exercises: a. Ideal Client Profile b. Customer Desire Map 3. Execution: a. Only 3 ways to make money b. Fire / Hire, Market / Sell, Diversify
Why You Should Specialize The income pyramid: Celebrity ➔ Highest income ◆ Celebrity Ex: Jillian Michaels, John Romaniello ◆ Authority ➔ 2nd highest income ◆ Authority Ex: Billy Polson ◆ Specialist ➔ Specialist 3rd highest income ◆ Ex: Martin Spector ◆ Generalist ➔ Generalist Lowest income ◆ Ex: 95% of all trainers ◆
Repel To Attraction Market To Everyone = Marketing To Nobody ● By saying NO to some you are effectively saying YES to others! ● Counterintuitively, once you nail a niche you can work LESS and charge MORE. ● What do these people have in common? ● 38 year old stay-home-mom, married, overweight, mother of 3 ○ ○ 62 year old male, retired, married, osteoporosis, fairly sedentary, normal body type 27 year old male, single, very active, athletic build ○
Customer Psychology ● Diamond / Water Paradox ● Client #1 Lasted 2 months; 10 sessions (5 sessions per month) ○ Paid me $935 total @ $85/session ○ Didn’t workout on own, needed weight loss, had food issues, very sensitive ○ I provided a sub-par service, he wasn’t happy, I wasn’t happy; zero results ○ ● Client #2 Lasted 9 months; 81 sessions (over 8 sessions per month) ○ Paid me $11,387.50 @ $140/session ○ Never complained, dropped 20 lbs and cut 6% body fat, was extremely ○ happy, took me out to dinner at Spruce before he left, and is still on my email list
Customer Psychology ● Price determines who you attract ○ What type of customers do you want? ● Price Sensitivity ○ Just solve my problem, I’ll pay anything…. ● Pay More → ○ Complain Less ○ Work Harder ○ Better Results
How Can You Target? You can target people: ● Geographically (e.g. San Francisco, Marin, United States) ○ Demographically (e.g. age, gender, income) ○ Attitudinally, how a customer feels about something (e.g. CrossFit, Yoga, Bodybuilder) ○ And other ways (e.g. Where they shop) ○ Answer these questions: In an ideal world... ● Who do I want to work with? ○ How old are they? ○ Are they male, female, or both? ○ What problem(s) do they have? ○ What type of trainer do you want to be? ■ What keeps them up at night (hopes, fears, dreams)? ○ Where do they hang out? ○ What are they interested in? ○ What types of messages would appeal to them? ○
Ideal Client Profile Exercise: ● Let’s take 5-minutes and create our individual “Ideal Client Profile” ○ This is the perfect man or women you want to work with. ○ The person most stoked about working with you. ○ Here is mine: ● ○ 34 year old male Lives in Castro or Mission ○ ○ Highly educated (prestigious university) Income $125,000+ ○ ○ Works out 3x per week on his own Entrepreneurial, works in technology or venture capital (tech savvy) ○ Used to be in better shape back in college, spent last 5-7 years working too much. Got to a certain ○ income level and now wants to get back to taking care of themselves. ○ Wants to look like they were 23 again, wants to take shirt off at a pool party in Palm Springs and look like a badass
Goldilocks Method Too Broad: 20-50 year old women ● Too Niche: 25-30 year old single women who are too thin, want to gain weight, ● live in Dogpatch, and also have eating disorders Just Right: 25-35 year old women interested in body composition (lose fat, gain ● muscle) who live in San Francisco Two-Three Qualifiers Is Just Right: ● ○ 23-35 year old women Interested in body composition ○ ○ Live in San Francisco
Goldilocks Method Exercise Take 5-minutes and create 2-3 qualifiers to niche down to your target ● demographic. Here’s mine: 27-37 year old male ● Interested in physique training (single digit body fat, 6-pack) ● Lives in San Francisco (Castro or Mission) ●
Customer Desire Map: Example 1. Hopes & Dreams a. I want to look “ripped” b. I want to feel masculine and look f-ing hot c. I want to turn heads at a pool party in Palm Springs when I take off my shirt 2. Pains & Fears a. I go to the gym all the time but I feel lost and I don’t know what to do b. I'm sick of spending so much time in the gym and not getting the results I want c. I’m smart and I know I could figure this out on my own, but I’m also busy and I don’t have time.. d. I went to a pool party and was embarrassed and self-conscious about taking off my shirt. e. I know I could push myself further and work harder, but when I’m by myself… 3. Barriers & Uncertainties a. There is so much information I don’t know where to begin. What’s good, what’s bad? b. I workout and eat “healthy.” Why aren’t I making progress? c. What is that guy over there doing that I’m not? d. I don’t want to waste time or energy. I want a plan with scheduled outcomes and expectations.
Customer Desire Map: Exercise ● Write 4-5 bullet points for each ○ Hopes & Dreams ○ Pains & Fears ○ Barriers & Uncertainties
Examples of Successful Niching ● BMW = “Ultimate Driving Machine” ● Action Jackson Fitness = “Best Trainer for Abs” ● Barry’s Bootcamp ● Fit Body Boot Camp ● SoulCycle
Barry’s Bootcamp
Fit Body Bootcamp
Simplified Plan Only 3 Ways To Make Money: 1. Get more clients (right type of clients) 2. Get clients to pay more for your service 3. Sell more to existing customers How to implement this: 1. Fire / Hire 2. Market / Sell 3. Diversify
Expanded Plan 1. Fire / Hire a. Fire your non-ideal clients to make room for ideal clients b. Hire new clients that play to your strengths as a trainer and fit your ICP 2. Market / Sell a. Marketing and sales presentation must be congruent and play toward ICs hopes, fears, and dreams while addressing their barriers and uncertainties 3. Diversify a. Sold products congruent with my marketing to help clients achieve better results. b. Never sell a product you don’t use yourself or believe in. Don’t push shit.
Easier Than It Sounds ● Inject YOUR personality The way you walk, talk, and act ○ The way you dress ○ The way you write… ○ Billy Polson Example ○ Jackson Bloore Example ○ Steiner Strength Example ○ ● The most successful email: Derek Sivers Example ○ Action Jackson Example ○ ● How Can you better appeal to your target market?
I Can’t Afford To Niche Down By niching down your target demographic you WILL miss out some potential ● clients. That’s okay. Unless you have an outrageous niche like Getting Fit While Ironing, there will most likely be plenty ○ of prospects to market to. There will be some crossover and not everyone will fit your “ideal client profile” ● In the long-run you will save more time, money, heartache, and happiness by ● niching down your target demographic.
A Cautionary Tale ● How I lost $49, 200 by not following my own rules ● Moved to Orange County ● Ego / Pride Thought I could “find” my target ○ Didn’t listen to people ○ Thought my value would trump all ○ ● Go where the fish are
Why Again This Is Good For Business Positions you as an expert; experts are paid more. ● Moves you from Generalist to Specialist and eventually to Authority. ● Directs marketing efforts otherwise pop open a phone book and start with ‘A’ ● Allows you to get into your buyers heads (this is powerful) ● Allows you to deliver better results, faster, and charge more for them. ●
Bonus Content ● Text “ActionJacksonBonus” to 50-500 ○ Copy of this presentation ○ Worksheets for all exercises ○ Niche marketing checklist ○ Marketing Cheat Sheet ■ My favorite fitness marketing resources
Who’s It Gonna Be? The 1% Club... ● 99% of you (even if you are pumped up, motivated, and inspired today) will do nothing when you leave here ● 1% of you be inspired, motivated, and actually take action when you leave here ● Who’s it gonna be?
Questions? Fire when ready...
Recommend
More recommend
