Today we want to talk to you a little bit about something that comes up often. It’s not necessarily a question. It’s more of a problem that fitness professionals are facing in this industry, which is, “I built it, but no one showed.”
That is, you put your heart and soul into creating a great program, you put it out there – and no one bought it.
We get it, we’ve been there too. Over the past 10 years, we have built programs and they have just completely fallen on deaf ears with registering for it.
When we’re talking about programs, we’re talking about anything from an online course, an online challenge, or even group fitness boot camp. Maybe you create a really cool one-on-one personal training program, and not even that no one’s showing up, no one’s signing up.
You’ve gone through the process, you’ve built all of the awesome materials, you’ve got the fun, cute marketing going, and then you go to launch it, which is put it up on the website …
And you are so excited!
You hit post and you’re saying to yourself, “Oh, my god. Everyone’s going to sign up. This is going to be full.” Then it’s like crickets. Full on crickets.
We’re sharing this with you because, like we said, we have been there. We have experienced this, but we also know the solution now to the problem. We understand what it is that you need to be doing in order to avoid that happening again in your business.
Essentially, there are two things you need to look at if your program is not selling. It’s either you’re not in front of the right audience or you don’t have the traction, which means you don’t have enough people.
When we’re talking about the right audience, this is something we see a lot. Some of our student will send us their programs. They’re confused and wonder what is wrong with their program.
The first thing, right away, we always ask, “Who are you even selling this to?”
Students will say: “I want to do a group fitness boot camp program.” But for who? Is it for men? Is it for women? Is it for prenatal or postnatal? Is it for people who are just starting out in fitness? Is it for all levels? There’s so many different things that you could target on, but you’ve got to pick one. You’ve got to be specific so that you have the right audience, you have the right message that they want to hear; that they need to hear.
But it’s not just who you’re targeting.
It’s what are the results you’re going to get them? For example, are you helping postnatal moms lose the baby weight? Because for someone who is not a mom, they won’t sign up for your program. And that’s OK.
That’s okay to have people say no to your program. You want the people who need your program; the ones you can get results for.
Those are the first two things. Look at your program. Who am I talking to and what results am I getting them? Once you have your right audience, then you go into building the traction.
The traction essentially is the audience that you have. This can be an organic audience that you have built through different tools like Facebook, Instagram, email list, blog posts, webinars, YouTube….Whatever tools you use to communicate and to just build your community with, that is your organic audience. But then you also have the secondary audience, which is your paid audience. Which can be from Google AdWords, Facebook ads, banner ads – whatever you need to invest in that you are attracting audience through these advertisements.
It’s literally a numbers game.
First, if you don’t know who you’re talking to, it doesn’t matter how many people you’re talking to, you’re not going to get the numbers. Also, if you’re not in front of enough people you’re not going to be able to get the actual signups that you want. The only way to get signups is through two things, paid or unpaid, so you pick.
If you don’t want to pay then you’ve got to get to hustling to build that traction. You’ve got to start putting your face out there on Facebook, doing Facebook Lives, doing Instagram stories, doing YouTube. You’ve got to start to really building momentum. This is why you’re constantly doing this. You’re constantly building traction to get in front the right audience. You’re getting in front of the right audience to build more traction. , but you’ve got to get the right audience to get the traction. Okay?
If you don’t have the numbers in your program, I want you right now to go back and look and ask yourself, “Who am I serving and what results am I getting them?” If you can’t answer those questions, you can’t do anything else until you answer that question. The next thing is, do I have the numbers right now? If you don’t, you’ve got to start building that traction.
Simple as that.
One of my favourite quotes, which is “”if you’re speaking to everyone you’re speaking to no one.”Be clear as to who it is that you’re trying to attract. Make sure that you are being specific about who it is, what the results are, and then you will attract them as organically or through paid advertising.
This also makes this so much easier because as soon as you have the right audience and you know who they are and what results you’re going to get them and what their problems are, then you know exactly what to talk to them about.
It becomes so simple and so authentic then. It comes from a really easy place, so check those things out. Make sure that you look at your program before you start trying to launch it again, look at these pieces to make sure that you’re not going to end up with nobody registering again.
Instead of “I built it and no one came,” Next time you’ll see us you’ll be saying, “I built it and my target audience came.”