Building A Strong Business: How to create an effective marketing plan by focusing on your Core Offer
It’s easy to think that offering a wide range of services and programs will help you attract more clients and make more money. It may seem that marketing is easier with variety.
Unfortunately, it’s not that simple. And many times the opposite result is what you end up with when you offer too many types of training programs.
Having multiple programs makes marketing more challenging. You either end up diluting the marketing to try and speak to everyone or you have to stretch to market each of the programs individually.
There are times when having multiple programs can benefit your business. We’ll work together to evaluate those cases and see if it’s a good fit for you.
Strengthen Your Core (Offer)
Your Core Offer is the economic driver of your business. It’s the ONE program that drives your success. It’s what you are marketing to attract your Ideal Client.
Notice it isn’t Core OFFERS.
There are a lot of personal trainers and fitness business owners out there that make a huge marketing mistake by not clearly defining their Core Offer. They are a jack of all trades, master of none.
You want to dominate your area with your Core Offer. It’s the ONE THING you’re known for around town and maybe even through our industry some day.
It’s focused and specific.
Your Core Offer is centered around:
- The results your clients want
- The results you’re best at getting for your clients
- The method you use for getting those results
Think of it as playing to your strengths.
Once you’ve got that dialed in you need to evaluate your Core Offer. Things like:
- Can you build a sustainable business with it?
- Can you deliver it long term?
- Do your circumstances (space, time, etc) allow you to deliver it well?
When I was training clients I would have labelled my Core Offer as Fat Loss Specific Personal Training. If you really want to get specific you may determine that your Core Offer is really your 3 session per week, 12 month program. That doesn’t mean you only sell that membership option but it’s the one you want to build your business around.
I ran this in a semi-private training format, 1 trainer to 4-6 clients, in 60 minutes sessions.
Having a strong Core Offer will allow you to focus your energy and improve your marketing.
Your goal is to grow your Core Offer. That leads to an increase in monthly revenue.
The Power of Focus
Ever used a magnifying glass to burn paper? Or maybe I’m the only pyro turned fitness pro 🙂
The magnifying glass focuses the energy of the sunlight into a small point that creates enough heat to start a fire.
Your marketing can have the same impact. Imagine focusing all your marketing activities on one goal. Everything you do to get new leads should be focused on growing one program.
If you follow my 3 channel approach to marketing this is easy really easy to explain. You should have at least 3 active marketing channels in place at all times: 1 Online, 1 Offline and 1 Internal. More than 3 is great if you can manage, but 3 is a great starting point.
These marketing channels all point to getting a lead or prospect to take the next step with you, such as a Front End Offer. Then your Front End Offer is designed to move someone to your Core Offer. It’s a serious of small commitments by the lead. You get them to make those small commitments by adding value.
Here’s a quick graphic that shows alignment for your marketing funnel:
This is purely an example. You will have to determine your own marketing channels, lead acquisition methods, etc.
When you align your marketing activities you’ll instantly start to sense an increase in your momentum. You’ll have more purpose with every activity.
That purpose will motivate you do more marketing. The results you get will encourage you to continue with the process.
When Should You Add Programs?
You should add programs in two cases.
- When you need to complement your Core Offer with supplemental programs
- After you have mastered your first Core Offer and are prepared to scale your business and begin building a second Core Offer
There are times when your Core Offer leaves gaps in your schedule which could result in reduced revenue. For example if you run group training programs there’s a good chance that in off hours you aren’t able to fill a group session so that it’s profitable to run.
In this case you may want to offer a personal training program to fill in those time slots.
Your marketing and energy will go to building the group training program. However, you can seize opportunities that come up to provide personal training to clients.
Clients that need extra workouts or more attention could add personal training to their membership, you could fill these times with higher end clients that approach you, or you could place clients in this program if your group training times don’t work for their schedules.
The personal training program isn’t going to be the primary revenue driver for your business but it could add a good chunk of supplemental revenue.
On the other hand if you’ve mastered your Core Offer and have built a team, systems and structure to support the marketing and delivery of that program it may be time to add another Core Offer.
If you have room in your schedule, room in your facility and the time to market this new program it can be a huge multiplier for your business.
You’ll create a marketing strategy and plan to build this program within your business.
The goal is to have it be a multiplier for you not to have it drain resources from your current Core Offer.
It’s difficult to stay focused on your Core Offer and master your marketing and delivery of that service.
The easy route is to offer a smorgasbord of programs and hope that people come to you looking for what you have to offer.
The easy route rarely leads to success.
If you’re just starting to build your business focusing on one Core Offer is your key to success. You can have the vision of having multiple programs in your business eventually, but the road to get there starts by mastering one at a time.
If you’re an experienced fitness business owner looking to take your revenues and business to the next level the time may be right to add an additional Core Offer to your business. Look at your resources and evaluate the opportunity.
A Stronger Marketing Plan (and Business)
The results of focusing on your Core Offer will be rewarding for you. The best companies in the world started by focusing on their core competencies. They built the foundation for their overall success by owning one market and most of the time one service.
The rules for success are the same for you.
You’r marketing will be simpler, yet more effective. Your business will be stronger and more streamlined.
Create A Masterful Marketing Plan For Your Business
If you need help crafting the perfect marketing plan to grow your business then the Fitness Marketing Mastery curriculum is perfect for you. You can access it and dozens of In The Trenches marketing training modules inside The Academy.
Give a test drive for just $39 today! If you don’t start seeing growth in your business after 60 days of applying this info you can get a full refund.