the power of bridge marketing

FITNESSPRENEUR’S LIFE

THE POWER OF BRIDGE MARKETING

The question then is: Are you marketing your fitness business correctly so they will?

How do you know what to actually say to your clients to get them to make the decision to buy?

It’s the very question we wish we had a crystal ball for every time we craft an email, create a campaign, or set up an offer.

Now, while a gypsy’s crystal ball is myth, knowing what your tribe wants isn’t such a parlor trick. You just need to know The Grid so you can build a bridge to what your client's want to buy.

I’ll share that with you in second…

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FITNESSPRENEUR'S TIP:

Be strategic about what you want to accomplish with

each piece of marketing for your fitness business.

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But, first a little a psychic marketing trick that will get you right into the mind of your clients.

If you want to communicate what your programs can really do for your clients your marketing needs to:

1. Convince them that you can take them from an unhappy state (problem) and lead them to…

2. An extremely happy state (solution.)

That’s the gap in their life and you are going to bridge it. That’s why we call it Bridge Marketing.

But before focusing on your client’s goals, you need to focus on your goals. You are in business, let's not lose sight of that.

I talk to some trainers who believe “the mission” of goodwill is enough to sus-tain their business, and while the mission is the why behind what we do, the mission without profit means the message dies.

Your job as a business owner is to be profitable so you can do more because you have resources.

So, let’s get your marketing moving in the right direction by getting clear on your marketing goals.

FITNESSPRENEUR’S LIFE: THE POWER OF BRIDGE MARKETING


















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3FITNESSPRENEUR’S LIFE: THE POWER OF BRIDGE MARKETING


Step 1: Determine the Outcomes that You Want for Yourself

Whether it is an email, a flyer, a program or a script for your business, you need to be strategic about what you want to accomplish with each piece of marketing.

Don't just hope that throwing a whole bunch of information together is going to work.

All marketing starts by thinking about specific outcomes you want for your business.

Not every part of your marketing is going to be about making money.

Some of your marketing funnels are going to be about generating more leads, those are called acquisition fun-nels.

DETERMINE THE OUTCOMES

















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Some funnels are about making money, those are a monetization process.

Your goal ahead of time is to determine which of those outcomes you desire.

As an example, maybe you're goal is to just to get more emails on your list. So, instead of making an offer to buy something, when you run your ad it’s for a free report by visiting your website or opt-in page.

Break down your marketing this way and you can focus on one step at a time and start taking control of what you want to happen with your plan.

Step 2: Identify the Outcomes That You Want for Your Prospect or Your Client

This is really the heart of what Bridge Marketing is and it takes truly knowing your clients.

Do you understand what your customer wants? Do you know what's making them unhappy? More importantly, do you know what is going to make them happy?

When you can articulate this, your business wins. When you can’t, your business suffers.

In the next chapter are the 4 Categories you should know about your custom-ers in order to be able to craft the outcomes and write them directly into your marketing plan.

Of course, you're not going to be great at this right out of the gate.




All marketing starts by thinking about specific outcomes you want for your

business.



















For your Fitness Business to succeed, you need to be able to articulate the value of what it is you have to offer.

The difference between the “unhappy state” of your potential customer and their “happy state” is the Value you are offering. It needs to be quantifiable, measurable and tangible.

You need to articulate the Value in a way that motivates the customer to take action.

Creating Value is where the money is and this is what allows you to decide how much you are going to charge.

When you offer minimal value, you can only charge a minimal price.

IT COMES DOWN TO VALUE

















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If you can offer high value, you can charge more.

How much value can you articulate to your clients to make them feel that they are going to be going from where they are now, to where they want to be after doing your program?

That is the question.

To help you figure out the value, you want to express in your marketing step using The Grid as your road map. You can download The Grid here.

In the Grid, you always have the before and after state.

Here’s how you use it…

Anytime you are going to roll out something new, think about a new client, new niche, new market, new service or program, you are going to whip out The Grid and work through it.




The difference be-tween the unhappy state of your poten-tial customer and

their happy state is the VALUE you are

offering.

























Let's take them one at a time starting with the example of a program for a high school athlete (that’s the niche, or client) who has been riding the bench (that’s his pain) but wants to be playing in the starting rotation (that’s the transformation.)

First ask:

1. What does this person have?

Now the trick with these four categories is to always look at them through the lens of the client's current be-fore state and also their desired after state.

THE FOUR CATEGORIES OF THE GRID

















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So here you have an athlete who has been riding the bench. What do they have?

• They have a deficit in the skills to make the starting rotation

• They lack the conditioning, speed and strength

• They have a lack of coordination

• They have a defeated mindset

• They have a lack of self confidence

With that inventory; you now have the beginnings of the copy you will use to paint the picture of the pain points your avatar is going through, remember these pain points are their “before state.”

They want this gone.

Your program is going to appeal to them if you can paint the picture of what they'll have once they're done with your program and you took away those pain points.

So what will he or she have at the end of your program?

Well, they will have the qualities that are needed to grab that spot on the var-sity team.

• They'll have the level of conditioning that keeps them fresh even in overtime

• They'll have increased speed that gets them to the ball first

• They'll have the strength needed to outlast the other players

• They’ll have a winner’s mindset every game

• They’ll have confidence to make the winning shot

The effectiveness of your marketing is in articulating and communi-cating this message.




Communicate to your customers

what they want in a clear way, and

they're going to want to buy.

















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2. What do they feel?

Even more important then what they have is to understand the emotional state of your client's.

An athlete who has been riding the bench feels like crap. They feel under-appreciated. They may feel like a loser and be tearing themselves up inside.

This is not a good state to be in and the more you can articulate what they're feeling here, the better.

What they want is to feel is confident that they're needed on the varsity team.

That confidence comes from improving the skills and abilities, mindset and strategy necessary to perform.

Once they have that they'll feel like they're a necessary part of the team. They'll feel important and know that they're contributing to the team's success.

You hit that emotional trigger in your client and they are more likely to buy your program.

3. What is their average day like?

People want their average day to be better than it is.

The key to painting this in your marketing is to explicitly describe it.

Continuing with the athlete who wants to be on the varsity team, the average day for them is game day.

If the weekend rolls around and they're sitting on the bench on game day, their average day sucks.

They are embarrassed that they didn’t get to play in front of the home crowd, never had a chance to be in the game, and have their name called.

Instead of looking forward to the competition on the weekends they are hat-ing it.




Your clients have problems, you have

the solutions. Learning to articu-

late those is the key to success.

















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Dreading their average day is their before state.

Their after state is when they feel like game day is the absolute best.

It’s when they look forward to game day because they know they got a chance to be in the game, win or lose at least they were in it. They got to feel the rush of the crowd, be in the huddle.

Another example is the girl who doesn't feel sexy or confident in her body.

She doesn't want to feel that way anymore because from this before state, she dreads the weekends. Friday nights suck for her.

But if you can give her that sexy confident body that builds her confidence then she will be excited for the weekend.

She will feel good with how she looks and look forward to the phone ringing and the text messages from her friends saying where they're going to be go-ing out.

The more you can articulate how that average day is, talk about it and express the customer's experiences of that in their words, the better.

They don't want to hear your professional, trainer approach.

They're not going to respond to you telling them the program comes with 3 days a week of workouts, group training, or increase their lift by 25%. That’s just stuff.

Stop selling stuff and instead, invite them to transform their life!

4. What is their Status?

This is the most powerful piece of marketing. People want to believe their status has been elevated.

Back to the athlete who wants to play for varsity.

Currently, their status is low. They feel left out of the game. They feel left out of life.




To motivate your prospective clients

to open up their wallet, you need to communicate what your programs can

really do. It's all about the

transformation you deliver.

















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From their perspective, everyone else is having a good time and they are the person riding the bench left out all the time.

But you can help them improve their status in the after state once they do your program because after your program they're the go-to player.

Before they were left out but now when the game is on the line, they're the person the coach and the team turns to, to make the shot and grab the win.

When you make your customers feel their status is elevated, that’s when you make raving fans in your business. Then your business skyrockets!




When you make your customers feel

their status is ele-vated, that’s when you make raving

fans in your business.
























Print out the worksheet with this lesson, you can download it here

http://vitobiz.com/HBridgeMarketing , and hit these four areas of The Grid with every promotion.

What they HAVE- the before state, or pain points.

Their FEELINGS- the emotions they are going through.

Their AVERAGE DAY- what they are experiencing day in and day out. In plain speak.

Their STATUS- who they want to become.

THE RECAP



















When you put this combination of things together, you are creating the transformative value your customer wants to experience.

This is Bridge Marketing.

With this strategy, you can sit down and start to intelligently map out what you want to say.

You can determine how you want to speak to your customers and figure out what you want to put in all your marketing.

You'll start motivating people to take action on your programs.

Once you do that you are going to be surrounded by the people you actually want to work with!

Start living The Fitnesspreneurs Life.



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As a certified High Performance and Funnel Optimization Coach, Vito La Fata, is the NO BS business & personal brand coach to the wellness and fitness professional or company that is looking to get outside the box of the industry and start learning how to grow a personal brand online and offline utilizing a hybrid business model of offline and online marketing strategies that deploy customer value optimization systems in order to create as much benefit and offering for the customer and as much profit and lifestyle for the company as possible.

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