So you’ve decided to open a private training facility. Or maybe you’ve left your business behind to become a consultant. Better yet, you just launched a product to put your “income on autopilot” a la Tim Ferriss. You should be proud of yourself! As someone who’s done all of the above, let me be the first to say, “Congrats!” You have taken the leap, and now the proverbial net will appear to catch you.
Except it hasn’t.
No athletes are darkening your door. Leads are seemingly afraid of your inbox. And the only person who’s bought your product is your mom. Nice.
You’ve worked your ass off getting the funding, equipment, and insurance all before illuminating the “OPEN” sign. Yet, instead of hearing athletes sprinting, jumping, and weights clanging, you hear crickets. You sold your business to pursue solopreneurship and now you’re realizing how “solo” you really are. The product you spent so much time, money, and energy on isn’t collecting ACH payments, but dust. Scary stuff in times like this.
You have enough problems to deal with; you shouldn’t have to worry about attracting customers to your (kick ass) product or service.
Speaking of, the only reason your business will grow is by solving your customer’s problem.
Unfortunately for you, all the copy on Instagram, billboards, and email paint a picture of success rather than help you achieve it. These phonies are great artists but God awful marketers; building stunning websites and social media posts that are more fashion than function. It’s laughable, really. That cute Facebook ad some moron built for you? It would be better off resting above your mantle than on your news feed. At least it would get some attention there, because it does absolutely nothing to draw your audience to you on social media.
Do you know what your customer’s biggest affliction, issue, or struggle is? You should. Your livelihood depends on it.
I look forward to the day where the only problem you face is not knowing what to do with all the money you’ve made! Which is why I felt compelled to provide you with a simple tactic to attract more people to your product or service. I have spent thousands of dollars on marketing courses and private coaching. What’d it get me? Nothing. Notta. Zilch. So I appreciate the “feeling sorry for yourself” spiel, I’ve been there. Then I switched my marketing to lead with the bane of my customer’s existence. Everything changed, and it will for you too.
The 3 Cs of Marketing: Catch
- What is your customer “running from?”
Human beings are hellbent on one-thing and only one-thing: survival. Couple that with the strange AF times we’re in, and you’ve got yourself one stressed out individual. What is their main stressor? A douche bag of a coach? A teammate of hers seeing more playing time? Perhaps a rival on the opposing team? There’s a villain in every athlete’s story, you ought to who the bad guy is and highlight them!
- What is their 1st layer problem?
Lack of speed? Are they weak? Gassed out after one play? Don’t out think the room on this one. This is the reason the villain, or what they’re “running from” is stopping their success in it’s tracks.
- What is their 2nd layer problem?
Ever seen Shrek? First of all, shame on you if you haven’t. Second of all, the green giant proclaims, “Ogres are like onions!” meaning there are layers to them. This is no different with your customer’s problems. If the 1st layer is blocking them from leveling up, the 2nd layer is how they’re feeling because of it. Is their self-esteem in the shitter? Are they scared of not getting a scholarship? Not making mom and dad proud? If you take nothing else away from the article, let is be this: most businesses sell solutions to 1st layer problems, but customers buy solutions to 2nd layer problems!
- What is the BIG picture?
Why is it “just plain wrong” for your customers to be dealing with this nonsense? Using empathetic language is key. Phrases like, “We understand how…We appreciate…We feel your pain…” will get customers’ ears to perk up, (especially their parents if you work with kids).
- Respect and trust?
“Are you like me?” is the subconscious program running between your customer’s ears upon first meeting you. Humans are tribal by nature. Answer “Are you like me?” by finding commonalities between the two of you. Do you train other kids from their same school? Mention that. Furthermore, get video testimonials or “success stories” from their friends or teammates. Social proof is more contagious than the common cold.
Moral of the story? Poking your customer’s problems will allow you to “catch” them. Read last week’s post for more context if you’d like. For an even deeper dive, download my FREE book, The 3 Cs of Marketing by clicking the image below!
If you know the five-points above, then you already have five pieces of content ready-to-go. If you don’t, then you’ve got your own problems to worry about…