When it comes to many forms of marketing, there is often a law of diminishing returns.
For example: There is only so many times that you can letter box drop an area before people stop looking at your advertisement or flyer all together and just throw it straight in the bin.
The same goes for Facebook Ads. There is only so many times that someone will read your ad before just scrolling past or worse, clicking to ‘hide your ads in future’.
People don’t want to be constantly sold to.
It’s tiring having to decide Yes or No each time someone sells you something. What ends up happening is that our brains just default to No.
Think about the last time you walked passed someone on the street who was asking you to donate to a charity. Did you stop and listen and find out what charity it was for? Or did you do what we all do and say no, maybe give a quick smile and keep walking?
A much better approach to marketing is to focus on selling to the people who are already aware of you and what you do.
The Instagram Example
When you look on Instagram and see someone with a high number of followers it’s usually for one of three reasons.
1) The person is already famous and is simply using Instagram as a platform to communicate directly with their fans. They already make their money through the other thing that made them famous.
2) It’s an ‘influencer’ who gets attention through entertaining content and by appearing to live the life you want to live. They make money by selling space on their accounts to other brands. You, the person who is paying attention, becomes the product they sell.
3) The third type of person is someone who has gained a following by being incredibly useful to their followers. They post advice and tutorials to help make your life easier. They often make money by having premium products that you can buy if you want more help.
I’m using Instagram for this example but really this example applies to all media.
As a trainer with group fitness sessions that you want people to come to the best way for you to get in front of more people who aren’t already clients is to show up and be incredibly useful.
Put yourself out there
Seth Godin likes to ask, ‘Will they miss you when you’re gone?’
It’s scary putting yourself and your business out there. It’s scary expressing an opinion in an industry that has so many extremes. But unlike letterbox drops and Facebook Ads, the returns aren’t diminishing.
Sure, the more you put yourself out there, the more criticism you will invite, but the more opportunities will arise too. The more people who will already be familiar with you before you ever even ask them to come to a session.
Get out there into your community, both offline and online, and let yourself be known. You started this business to help people right? So be vulnerable and stop hiding!
Of course, it’s a lot better putting yourself out there when you have support from your peers.
Kyle Wood created Bootcamp Ideas in 2010 when he was hunting around on the internet for workout ideas. He ran a successful bootcamp in Victoria, Australia and spends his spare time managing this site, adventuring (or lazying) with his wife and find new ways to make bootcamps even better.