The Power of Bridge Marketing
Are you marketing your Fitness Business correctly?
How do you know what to actually say to your clients to get them to make the decision to buy? In order to motivate your clients and prospective clients to open up their wallet, you need to communicate what your programs can really do for them.
Bridge Marketing is taking your clients and prospects from their unhappy 'before state' to an extremely happy 'after state'.
Determine the Outcomes that You Want for Yourself
Whether is an email, a flyer, a program or a script; you need to be strategic about what you want to accomplish with each piece of marketing.
Think about what needs to go into it and don't just hope that throwing a whole bunch of information together is going to work. You need to think about specific outcomes you want for your business. Determine the outcomes you desire so you don't write your entire sales process on every piece of marketing material.
Identify the Outcomes that You Want for Your Prospect or Your Customer
Do you understand what your customer wants?
For your Fitness Business to succeed, you need to be able to articulate the value of the programs that you have to offer. You need to articulate that value in a way that motivates the customer to take action.
There are four categories that you need to focus on where you can demonstrate your value.
1. What does this person have?
Your program is going to appeal to your customers if you can paint the picture of what they'll have once they're done with your program.
2. What do they feel?
You have to understand the emotional states of your customers.
3. What is their average day like?
People want their average day to be better than it is.
4. What is their Status?
This is the most powerful piece of marketing. People want to know that their status has been elevated.
The trick with these four categories is to always look at them through the lens of your customers. What is their current 'before state' and their desired 'after state.'
When you put a combination of these four categories together, you are creating the most value and you’re getting good at articulating what your program can do for people beyond just features.
This is Bridge Marketing.
With this strategy, you can sit down and start to intelligently map out what you want to say. You can determine how you want to speak to your customers so you're not hitting them with too much information all at once. And you'll start motivating people to take action on your programs.
