All of Sunday was spent at Disneyland where my kids had a grand’ol time going on rides and eating junk that’s normally is off limits to them.
As usual the place was packed – 105,000 people between the two parks – and people were spending money like it was going
out of style.
Both Disneyland and California adventure (Disney’s other park) were decked out for Christmas… lights, lasers, music, Christmas
trees, garlands, ornaments, fireworks and snow.
Disney spares no expense at delivering the “magic”.
Truly the happiest place on earth.
The “It’s a small world” attraction alone was worth the cost the cost of admission.
The entire building was lit up by what seemed to be a million lights, ornaments and colors.
Then on the inside of the attraction all of “it’s a small world” was decked out for the Holidays as well.
You’d think that the $89/person price point (per park btw) would be too much to spend for a day at an amusement park…
but that’s where you’d be wrong, becuase Disneyland is unlike any other park you’ve ever been to or will ever go to.
And so all 105,000 people there gladly paid the $89 per person to go in and have a magical day at the happiest place on earth.
See Disneyland is like no place else.
All other amusement parks are just that… amusement parks.
But Disneyland is the happiest place on earth (becuase they said so), but then, they also back it up by delivering happiness like no other place can.
MARKETING LESSON: Claim what you best at and then back it up.
Other places have rides, games, food, and even water parks to draw the crowds in – and they still struggle miserably to get people into their parks.. even for a fraction of what Disneyland charges.
All other amusement parks offer a watered down “product”.
By attempting to offer everything to everyone, they’re good at nothing for anyone.
Disneyland on the other hand has figured out the “magic” formula that keeps their parks packed and their prices at a premium.
Kind of like what you want which is to keep your facility packed and to be able to charge what you’re worth regardless of what the competition around you is charging, right?
See, while other amusement parks try to be everything to everyone, Disneyland does one thing, and they do it better than anyone else.
Other parks offer scary rides, kid rides, games, a selection of foods, and even alcohol for the adults.
They think that by offering more things they can attract more people.
Wrong, Wrong, Wrong…
…and Disneyland is proof of that.
Disneyland does one thing – they create the magic and happiness and they do it better than anyone else.
Disneyland is not an amusement park, it’s a place to build memories and create family traditions that will be passed down from you to your kids and from them to their kids.
They do one thing and they do it better than anyone else.
That’s the missing ingredient in most fitness businesses.
In fact, that’s what separates Fit Body Boot Camp locations from all other
There’s no identity crises with FBBC locations.
There’s no mixed messages in our marketing.
There are no multiple programs types, services, and offerings.
At Fit Body Boot Camp we do one thing and we do it better than anyone
There’s no one-on-one training… no yoga… no pilates… no strength and conditioning for athletes… no fad programs like Zumba… and no boring aerobic type classes…
…just high intensity training designed to boost the metabolism, burn fat, and tone muscles in workouts that are under 60 minutes in time. Period.
That’s what we promise.
That’s what we sell.
And that’s what we deliver.
It’s in our tag line… “the unstoppable fitness formula”
Throughout the years I’ve seen one thing stand out over all other things in our industry, and that’s the identity crisis that fitness pros go through when starting a fitness business.
Most feel that they have a marketing problem or client getting problem, when in reality they have a messaging problem.
In other words, don’t be the Costco of fitness. Be the Starbucks of fitness.
Specialize and be good at what you specialize in. Then tell the world about it.
But more often then not trainers do the opposite and begin offering everything under the sun in an effort to stay competitive, there by watering down your marketing message – your unique selling proposition.
That leads to cutting your prices down, again, in an effort to compete and all of the sudden you’re struggling to make ends meet.
It’s a slippery slope, and here’s why…
Once you try to be everything to everyone, you’re going to have to keep it up. When Zumba goes away and something different comes along you’re going to feel like you have to adopt it.
When a new facility comes into town and offer lower prices, you’re going to feel like you need to lower your prices just to compete.
I don’t know about you, but I don’t want other people and other businesses dictating what I should offer and what I could charge for my services.
You’ll never have to worry about that if you become the only loaf on the shelf… a category of one.
Do one thing, be known for it, and do it better than anyone else.