EVERY Business Does THIS Wrong and it Loses Them Customers

In my first job fresh from college, at a small local gym in a village in Yorkshire, I learnt one of the most important lessons in Marketing that EVERY business gets wrong.

At this gym, the Unique Selling Point was “Free Personal Training Included”. Now, to have the offer of Personal Training included as part of your membership price is an INSANELY GREAT offer, it’s a no-brainer!

So why then did very few members actually take advantage of this service?

Why was the turnover of members so high when I first joined? The answer was simple…

WE WERE FOCUSED ON MARKETING TO THE WRONG PEOPLE.

There were adverts in the local newspapers, Facebook posts, website campaigns, referral links with other local businesses. Lots of channels were being used to get customers but the quality of the leads wasn’t what the business needed.

The members who joined all knew what was included in their memberships, but they never seized the offer and truly benefited from it because of a simple truth:

They weren’t interested in Personal Training.

They were happy coming in several times a week for a fixed routine to keep fit, but they weren’t the right target audience for the business.

This meant every advert was tailored from a “Join Our Gym” perspective, instead of a “Free Personal Training” perspective.

The business’s ideal customer was someone wanting to be PT’d and can not only change their life for the better, but also be moved through the sales process and upsell different services and packages to.

Whereas what the gym was focusing on was trying to attract as many new members as possible through whatever medium would be successful.

They had the mindset that all businesses have at some point:

“I’ll sell to everyone. Everyone needs my product. Build it and they will come.”

THIS IS THE ABSOLUTE WORST WAY TO ADVERTISE.

Trying to talk to everyone will yield very few results because the reality is, there is always a bias in who will want your products or services.

If you talk to the right people, you’ll get a much greater response rate with longer customer retention than speaking to the masses.

With the hundreds of businesses you’re competing with, fighting for every customer, picture this as hundreds of voices all shouting different sales pitches to one person.

How will you make your business’s voice heard? How will you cut through the noise and be chosen?

Here Is the Answer.

You need to truly understand your customer base. You need to know as much as you can about them in order to speak to them directly.

Look at your reviews, your competitors' reviews, blog threads. Background research must be taken to understand how these people speak and pay ABSOLUTE ATTENTION to WHAT they say.

What they enjoyed, what they didn’t enjoy, what they were looking for, how they actually describe the experience or product, what words they use, what age ranges are most common, what genders are most common, what professions come up frequently.

All this information is PRICELESS for you to use to cut through the clutter and get noticed.

You can turn their words into the best advert to attract new customers that want what you’re selling, that desire and fear the same things as these other customers, that make them feel like your business will solve their problems.

The goal for every post and advert you make is for your audience to read it and think “this business is speaking to me! They understand me!”

The more clear and concise and laser focused you can be on your target audience, the better your message will be received and the more impact you will have.

With this clear strategic approach, you are guaranteed only one outcome:

SUCCESS.

To grow your business and optimize your strategies, email benjamin@nextgenerationmarketing.co.uk or click the “Book Your Consultation Now” button.