Divide & Conquer Why niching down your target demographic will - - PowerPoint PPT Presentation
Divide & Conquer Why niching down your target demographic will help you save time, earn more, and dominate your market. By Jackson Bloore Who Is This Presentation For? Fitness Professionals NOT Fitness Hobbyists Want to make more money
Why niching down your target demographic will help you save time, earn more, and dominate your market. By Jackson Bloore
○ Want to make more money ○ Want to deliver a better service
○ Knows how to get clients results ○ Can teach, motivate, and lead people ○ Serious about making this a career ○ Work hard to constantly get better
○ No whiners and complainers
○ I do sports performance, injury prevention, corrective exercise, female fat loss, male fat loss, muscle gain, contest show prep, etc.
a. Income Pyramid b. Repel to Attract Marketing Strategy c. Customer Psychology
a. Ideal Client Profile b. Customer Desire Map
a. Only 3 ways to make money b. Fire / Hire, Market / Sell, Diversify
The income pyramid: ➔ Celebrity
◆ Highest income ◆ Ex: Jillian Michaels, John Romaniello
➔ Authority
◆ 2nd highest income ◆ Ex: Billy Polson
➔ Specialist
◆ 3rd highest income ◆ Ex: Martin Spector
➔ Generalist
◆ Lowest income ◆ Ex: 95% of all trainers Generalist Specialist Authority Celebrity
○ 38 year old stay-home-mom, married, overweight, mother of 3 ○ 62 year old male, retired, married, osteoporosis, fairly sedentary, normal body type ○ 27 year old male, single, very active, athletic build
○ Lasted 2 months; 10 sessions (5 sessions per month) ○ Paid me $935 total @ $85/session ○ Didn’t workout on own, needed weight loss, had food issues, very sensitive ○ I provided a sub-par service, he wasn’t happy, I wasn’t happy; zero results
○ Lasted 9 months; 81 sessions (over 8 sessions per month) ○ Paid me $11,387.50 @ $140/session ○ Never complained, dropped 20 lbs and cut 6% body fat, was extremely happy, took me out to dinner at Spruce before he left, and is still on my email list
○ Geographically (e.g. San Francisco, Marin, United States) ○ Demographically (e.g. age, gender, income) ○ Attitudinally, how a customer feels about something (e.g. CrossFit, Yoga, Bodybuilder) ○ And other ways (e.g. Where they shop)
○ Who do I want to work with? ○ How old are they? ○ Are they male, female, or both? ○ What problem(s) do they have? ■ What type of trainer do you want to be? ○ What keeps them up at night (hopes, fears, dreams)? ○ Where do they hang out? ○ What are they interested in? ○ What types of messages would appeal to them?
○ Let’s take 5-minutes and create our individual “Ideal Client Profile” ○ This is the perfect man or women you want to work with. ○ The person most stoked about working with you.
○ 34 year old male ○ Lives in Castro or Mission ○ Highly educated (prestigious university) ○ Income $125,000+ ○ Works out 3x per week on his own ○ Entrepreneurial, works in technology or venture capital (tech savvy) ○ Used to be in better shape back in college, spent last 5-7 years working too much. Got to a certain income level and now wants to get back to taking care of themselves. ○ Wants to look like they were 23 again, wants to take shirt off at a pool party in Palm Springs and look like a badass
live in Dogpatch, and also have eating disorders
muscle) who live in San Francisco
○ 23-35 year old women ○ Interested in body composition ○ Live in San Francisco
1. Hopes & Dreams
a. I want to look “ripped” b. I want to feel masculine and look f-ing hot c. I want to turn heads at a pool party in Palm Springs when I take off my shirt
2. Pains & Fears
a. I go to the gym all the time but I feel lost and I don’t know what to do b. I'm sick of spending so much time in the gym and not getting the results I want c. I’m smart and I know I could figure this out on my own, but I’m also busy and I don’t have time.. d. I went to a pool party and was embarrassed and self-conscious about taking off my shirt. e. I know I could push myself further and work harder, but when I’m by myself…
3. Barriers & Uncertainties
a. There is so much information I don’t know where to begin. What’s good, what’s bad? b. I workout and eat “healthy.” Why aren’t I making progress? c. What is that guy over there doing that I’m not? d. I don’t want to waste time or energy. I want a plan with scheduled outcomes and expectations.
a. Fire your non-ideal clients to make room for ideal clients b. Hire new clients that play to your strengths as a trainer and fit your ICP
a. Marketing and sales presentation must be congruent and play toward ICs hopes, fears, and dreams while addressing their barriers and uncertainties
a. Sold products congruent with my marketing to help clients achieve better results. b. Never sell a product you don’t use yourself or believe in. Don’t push shit.
○ The way you walk, talk, and act ○ The way you dress ○ The way you write… ○ Billy Polson Example ○ Jackson Bloore Example ○ Steiner Strength Example
○ Derek Sivers Example ○ Action Jackson Example
○ Unless you have an outrageous niche like Getting Fit While Ironing, there will most likely be plenty
niching down your target demographic.
○ Thought I could “find” my target ○ Didn’t listen to people ○ Thought my value would trump all
Fire when ready...