Hello … is there anybody out there? Anybody!? *Crickets*
That silence is a statement: If you’re shouting at everyone — hoping to catch someone — you’re heard by no one. In the virtual fitness business, the competition is ferocious. If you can’t attract an audience, you can’t earn a dime online.
Ninety-nine percent of people in your shoes — a stat I’ve personally compiled coaching online entrepreneurs for more than a decade — are whitewashed in the virtual world because they prioritize blogs, branding, and things they don’t need yet, before they identify their ideal audience.
Massive mistake. The first step to financial success in business is cutting through the noise and getting extreme clarity on who you serve.
Here are 3 foundational steps to instantly get clear on your audience:
Step 1: Who do you love (to serve)?
Offline, you’re stuck serving whoever comes through your doors. In the past, it’s been people who drive you nuts: high-maintenance customers, prospects who suck your time without spending a dime, and pushy people. Those individuals are no longer necessary evils when you get online.
So let’s define the group you love serving — and attract more of them.
Start identifying your tribe by getting clear on these 3 things:
- Your niche.
- Your topic/expertise.
- The transformation/outcome/result you deliver.
Step 2: What’s your specialized value?
General coaching is dead. It’s either free (Google) or commoditized (the market has already set its value). You see, in the offline world of service-based professionals, coaches, trainers and consultants that are weak in their marketing skills, most people trade dollars for hours.
If you simply try to replicate that online — where the market is global — you will go broke, as you take a beating from the large companies that can price low.
However, when you stop trading dollars for hours and start trading dollars for outcomes, you step into a high-value, high-price market that lets you create a healthy income without needing tens of thousands of buyers to live the lifestyle you want.
This is why you need to be a specialist. With that as your guiding light, don’t market the modalities. Instead, figure out what makes you special; the unique value you deliver to the right audience so you can be distinct.
No distinction in the global online market; you stand no chance online (or offline anymore).