If you confuse, you’ll lose. Your one liner is everything.
While most gym owners will spend a fortune and loads of time on logos, branding, marketing funnels and ads, 95% have never done this one exercise that should be done first.
Which is to formulate your “one-liner”. It’s a fun exercise and really helps to have as a northern star in your efforts to clarify your message.
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Before you worry about branding, ads, or really putting energy into anything with your business your mission of who you serve, what you do for them and how you do it should be very clear.
WHO DO YOU SERVE?
Where do they live, what are they called? Are they a certain age group or identify somehow from the masses?
It may be as wide as “Phoenix men and women”, or as specific as “Female Millennials in the Arcadia Neighborhood of Phoenix”.
Either way, keep it specific but concise.
WHAT IS THE PROBLEM YOU SOLVE?
Not only does it need to be blatantly obvious what your gym provides, but it also needs to be obvious in how it is different and how that aligns with the pain point your potential member demographic is trying to solve.
HOW DO THEY DO IT?
What is the simple offering your business specializes in. Is in personal training? Group training? Online coaching? Nutrition? A combination?
Make sure it’s clear and don’t sound too robotic in sharing what it’s called.
The goal is make sure you still have a clear message that communicates your current services in a way that is relevant to your target audience.
Once you have this it should be everywhere. People don’t care as much about your logo as you think.
They simply have a problem and want to make sure you can solve it before they spend a second more considering you.
“In any marketplace, the provider who best defines the problem is naturally deemed the one best to solve it in the minds of the prospect”
Check out the video and let me know what you think in the comments?
To Your Success! Have a great week ahead gang!
Thanks for watching!
Will Hurst & the Big Little Gyms team
Link to the full video and mentioned resources, click here:
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