Your Why: Why People Buy
Your education is important. But it doesn’t matter nearly as much as your marketing.
At least 70% of people make their mind up online before they call, email, or come in. A few years ago that percent was 50, and between five and ten years ago it was only 20%. To say that number is increasing is ridiculous, right? You can see that. Is it going to get smaller? NO! Everyone growing older – at all – is going to be online.
When was the last time you went somewhere new? Think hotel, restaurant, massage therapist, dog groomer…. and didn’t check it out online first? Even to the movies?
What we’re looking for is something different. If every gym has treadmills, ellipticals, and bikes as well as personal trainers, group fitness and childcare how would your fitness services be different? Because unless you’re building facilities that can make up for programming and staff you’re always going to hit a snag. You might get them… but will you keep them?
What people want is a why.
It both sells them and keeps them.
If you got into the fitness business because ______________________________ and that reason is DIFFERENT than anyone elses you should be telling your story.
Hint: Being passionate about fitness is as common as it gets.
Maybe your initial reason WAS common. Did something happen along the way that makes you and your business unique?
Did you get in a car accident or have a bought with a disease and recover better because you were exercising? Or instead, did you realize that you weren’t really that fit and healthy after all and it woke you up to the fact you were taking time for granted? Have you had a transformation yourself? Did you see a unique need and decide you needed to fill that gap?
If you have a personal story, this is what people want. They otherwise think – based on their own frame of reference – that fitness professionals are ________________.
Your “why” sets you apart. It’s one of the first things that gets someone’s attention. It’s the reason they’ll stay in a world that has very little brand loyalty.
Don’t be too “professional” and risk not having a voice, and distinguishing who you are and why you are different.
Make it a goal, no matter what time of year it is when you stumble across this, to take some time to create a “why” and make it a part of the story you deliver. Tell yours not someone else’s. Even if you work for a business and don’t own it, only your “why” matters if you’re in front of people.