Every communication you use in marketing has two goals (and you know me, I can’t help but add an extra so at the end I tell you the one more that would make the trilogy test of “is this a successful post, email or video?”
They are:
- Establish Clear Authority
- Create Rapport
In this episode I will provide you with examples of good and bad, hits and misses of these in action.
It’s so easy if you’re consciously doing this. Little phrases you say, words you do or don’t will alienate you or make you go to the top of your prospect’s inbox.
Establish Clear Authority in Every Communication
- State your credentials without stating your credentials
- Tell them what you do and how you deliver service without listing it
Imagine saying something like, “One of my private clients, Jennifer lost 100 lbs in her mid 60s. When I worked with Jennifer…”
Or
“In our bestselling group strength program, the data over 7 years has shown…”
You’re telling a story and at the same time telling someone that you coach private clients. You begin to share a statistic and have shared that you do group strength training.
“When I was teaching at the University…” Or “When I was preparing my TEDx talk….”
Find ways to weave your credentials and ways you work with clients into your talks.
Create Rapport in Every Communication
- Teach without preaching
- Raise and praise for effort
- Let them know it’s not their fault
These may seem obvious. But I’m usually surprised by a lack of awareness that shows up in social posts and podcasts. Here’s how to make sure you don’t alienate, and instead befriend your ideal customer: Before you speak… to a group or in a podcast, consider that you are speaking one-on-one to the person who may be making a mistake you’re talking about.
How do you want them to feel about you?
What delivery will help nurture that?
If you’re talking away to your show host or your show guest, for instance, you can get caught up in comparing notes about all the crazy thoughts of your customers and forget… the actual purpose of hosting or being the guest on the show is to make the listeners feel heard and seen.
Claiming, “They don’t drink enough water!” or “You’re just aging faster without strength training,” though true, may leave your listener feeling judged and just labeled or lumped into a group … and not supported.
“It’s not your fault.”
“Here’s why it’s so easy to fall into that trap.”
Remember in a previous post I shared how to deliver a message so that you can relate to your audience better. Tell a story about you! Start with “I” .. then move to “we” then finish with you.
Anything else can feel like you’re just being a teacher telling someone they’ve done it wrong but not giving a reason why, of course, that mistake is so easy to make.
If There Was One More… This is It
If I could give you a third it would be, be distinct. Don’t be a parrot or minah bird:
Don’t just repeat what someone said.
Know why you’re saying it and where it came from.
Know why you’d die on a hill for it.
Put it in words that are yours not some that belong to someone else.
Connect:
Other Episodes You Might Like:
Better Email Marketing: Love Letters To Your Customers:
https://www.fitnessmarketingmastery.com/better-email-marketing/
3 Ways to Increase Your Email Opens (social posts & website traffic) NOW!: https://www.fitnessmarketingmastery.com/ways-to-increase/
Resources:
Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard
Menopause Fitness Specialist Program
https://www.fitnessmarketingmastery.com/menopause-fitness-specialist/
Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course
