Entrepreneurial spirit is not enough to take home profit.
You can have all the drive and energy in the world, but you won’t go anywhere without learning how to market.
These days, we use social media to cast a big net over the prospects that we want, and we turn those prospects into people who are really excited about working with us and that will hopefully convert into clients and customers.
It doesn’t matter if you’re a dentist, a chiropractor, an accountant, an architect, a personal trainer, a chef and you want more people in your restaurant, the idea is always to turn leads into prospects, and prospects into paying clients.
But how do you do that? That’s the biggest challenge that most entrepreneurs face. Today I’m guiding you through the basics of fitness marketing, specifically how identifying your prospects from your suspects. If you’re in the dark about marketing, you need to keep reading.
Who Is a Suspect and Who Is a Prospect?
Before you locate your prospects, you need to know what a prospect (and what a suspect) is.
Think about this: marketing is everything you do to send out a message to your community. If you look at your community, everyone in your community is a suspect. Every single on of those people that liven within that area needs to be filtered through before you begin your big fitness marketing push.
Now out of all those suspects there are probably, I don’t know, a few hundred, maybe a few thousand prospects. Let’s say you have 80,000 people in your city. Not all 80,000 of those people would wanna work out at a gym, or with a chiropractor, or with an accountant, but those 80,000 people are still considered suspects.
Prospects, on the other hand, are a subsection of that group of 80,000 that actually might be interested in what you’re selling. These are the people you want to get your marketing in front of, because they’re more likely to try out your product or service than anyone else.
So…how exactly do you do that?
How to Identify the Prospects from the Suspects
Your job as the entrepreneur is to put out lead generators—things that pique the community’s interest. That’s how you identify the prospects from the suspects.
If you own a gym and you wanna make sure that you only attract people who wanna lose fat and build muscle and work out, well, you’re probably gonna offer them something like a free report, or a free video that they can watch to flatten their abs, or the number one thing they can eat to burn more fat, or the number one thing they can avoid to lose fat. You might even make them a low barrier offer.
You have two ways to generate leads. You can post a free offer in exchange for contact information, or you can put out a low barrier offer. A low barrier offer is something that you charge for in exchange for some value that you give in advance.
Again, for a gym owner or personal trainer, you might say, “Look, you can come and do 21 days for $67 as a discounted program.” If they like those 21 days, then your job is to convert them into a full-time client over the next 12, 24, 36 months.
Remember this: marketing does not stop once the person becomes a client. Whether you’re generating leads, or you’re putting out low barrier offers, marketing is everything you do to send a message out to your community to identify the prospects from the suspects. The more those prospects are like your ideal client, the more likely they are to convert into long-term paying clients.
Committed to your success,
Bedros