Are you expressing the benefits of your business
Having had some great feedback from my last blog, I wanted to touch more on the business side of things. After all, with so many of us trainers self employed, we don't have that line management system that guides us. In fact, the biggest way we learn is by making the mistakes. Having spoken to a lot of hugely successful people in my time, one of the greatest common features to each conversation has been 'making lots of mistakes and learning from them' - it seems it's practically a crucial part of success.
Well, in my relatively young life in business, I've made some absolutely monstrous mistakes. Ones which have felt like they've almost sunk everything that we've put our heart and soles in - the key is to see the mistake not as a mistake and as an investment. The investment you take is not to repeat the same mistake again.
One of the greatest lessons that invariably all businesses must learn is that marketing has to be shaped by benefits. Unless you are selling an absolute essential like petrol, people need to know what is in it for them.
Do people purchase personal training because they enjoy spending a lot of money to hang out with you? No!
People have varying buying strategies and generally purchase for different reasons, however, generally speaking, people buy for what they get in return. With this in mind, it stands to reason to have these clear benefits listed all over your marketing / leaflets / websites / Business cards rather than just listing your services or features. Features and services are important but not to the level that the benefits are.
When it comes to shaping your own marketing material, answer some of the following questions and include these answers. Make them clear, impacting and very visual:
Hope this helps
Well, in my relatively young life in business, I've made some absolutely monstrous mistakes. Ones which have felt like they've almost sunk everything that we've put our heart and soles in - the key is to see the mistake not as a mistake and as an investment. The investment you take is not to repeat the same mistake again.
One of the greatest lessons that invariably all businesses must learn is that marketing has to be shaped by benefits. Unless you are selling an absolute essential like petrol, people need to know what is in it for them.
Do people purchase personal training because they enjoy spending a lot of money to hang out with you? No!
People have varying buying strategies and generally purchase for different reasons, however, generally speaking, people buy for what they get in return. With this in mind, it stands to reason to have these clear benefits listed all over your marketing / leaflets / websites / Business cards rather than just listing your services or features. Features and services are important but not to the level that the benefits are.
When it comes to shaping your own marketing material, answer some of the following questions and include these answers. Make them clear, impacting and very visual:
- What benefits do people receive as a direct result of spending money on your services / products? (3 or 4 is often enough)
- How will this make them feel?
Hope this helps
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