in this episode:
Whether you’re new to the fitness professional world or a seasoned veteran, we all have one thing in common – we’re goal setters. Each accomplishment comes with a period of celebration followed by the inevitible question, “What next?” In Episode 62, we will guide you to set a clear vision and create a sustainable career in fitness. This is an expansion on Episode 61: The #1 Factor That Determines Your Growth in Fitness with Shay Kostabi, so be sure to jump back and start there if you haven’t listened to that episode just yet!
• Define your super powers and use them to your advantage
• Use your niche to attract more clients
• Design a roadmap to develop a successful business
Step 1: Define Yourself (5:20)
You are your brand, and you must be clear on what it is before you can begin to offer it to others. What are you good at doing? What do you enjoy? What are you passionate about? Even if it has nothing to do with fitness, these are the characteristics that will set you apart from the rest. How you leverage your strengths is how you begin to define your brand.
If you have trouble doing this, call up 3-5 of your closest friends or family members and ask them what they feel your strengths are.
Step Two: Define Your Why (9:20)
Have you ever really sat down with yourself and had an honest internal dialogue about why you joined/wat to join the fitness industry in the first place? For many of us, it is something that just “happens.” Take a moment to think about this “why.”
You may also define this by writing a “love letter” to your clients telling them why you do what you do, what you want them to experience, and what results you want them to achieve. This isn’t anything you need to share with them or anyone, but it can be a powerful defining practice.
Step Three: Define Your Niche (14:00)
We are doing ourselves and those we intend to serve a disservice if we try to please everyone. Quality of experience comes when you narrow down your focus. This will help you develop your skill set, technique, and your marketing potential. You need to define what your ideal client is. Your “why” will help you define this. You wind up attracting more people by “niche-ing down” because they know exactly what to expect, you know their needs, and you know how to speak to them.
Step Four: Define Your Customer Avatar (18:55)
You’ve thought generally about your ideal client, but let’s start to get specific. What is their name? What are they thinking when they walk into their closet in the morning? What do they consider when preparing a meal for themselves? Take yourself through their day.
If you already have clients that are a representative of the type of clients you want to work with, go and ask them personally!
Step Five: Begin to Market (21:15)
Take all the information that you can gather about your customer avatar and what it is that they struggle with, and align all of your marketing materials to this. Communicate your “why” with them, in their language. This will help them feel connected to you.
Include social proof so they can see others, just like them, have seen results that they are working for by working with you.
Make it easy for people. Offer them 3 next steps and tell them exactly how to do it.
Step Six: Planning for the Future (24:00)
When scaling your business, implement the “10-10-10” rule from Barbara Bradadksfjajasf in Episode 14. Ask yourself, “Where do I want to be in 10 years? Where do I want to be in 10 months? How do I start towards that in the next 10 days?” Success comes from mapping things out backwards.
Schedule time to sit down and decide what you want to create. Start by asking, “What is it that I am aiming to build? What is the bigger picture of what I want to create?” Then take it back by asking, “Where am I at right now? How much am I (really) making? How many hours am I putting in each week?” By answering these questions, you establish Point A and are then able to build to Point B.
Here is where you will realize if you have an expensive hobby, or a business. A business has a strategy that will eventually lead it to grow. An expensive hobby is something you enjoy, but you’re unclear on its direction. Once you have decided where it is where you want to go, ask yourself, “What is the minimum amount you need to make? How much would you like to make? And what is a crazy, scary goal of what you dream of making?” How can you achieve these goals? Now, you’ve created your roadmap.
If you need some help, find a mentor that has the job you wish to have.