Functional Training Institute

Dan’s Blog: Building An Attraction Model

Wouldn’t life be much easier if you consistently attracted quality new customers into your business?

I see so many great coaches labour professionally because they don’t know how to attract their perfect prospect. Whilst enlisting new customers is crucial to their business, they often don’t know the best way to garner interest and then recruit. They haphazardly implement a marketing activity but it’s not done with any proactive strategy and therefore the results are predictably poor.

Successful and profitable fitness businesses build an attraction model. This is where quality prospects seek out their services consistently. This is a great contrast to many businesses that are having to constantly chase their next customer in the ‘hope’ that they sign up. Building an attraction model takes time, dedication and focus. It requires introspection into your ‘purpose’ and what defines your perfect customer.

So, what are the key steps to an attraction model?

Firstly, you need to define the vision of the business. What impact do you want to make on the world? What do you stand for? What will be the legacy your business leaves in this world? When you clearly articulate your vision, people will gravitate towards the cause and will want to be a part of it in any way possible. It will be a magnet for likeminded people who resonate with the cause.

Secondly, I see so many fitness professionals put out generic offers to any and everyone. The offer doesn’t resonate at all because it doesn’t speak to them.

All you will do is waste lots of money and even more time.

So, what is the RIGHT way?

You need to identify your market/s (no more than 3 in total) in as much detail as possible. You should know them better than they know themselves. You should speak to a specific market in a very deliberate manner.

Thirdly, you need to develop a social media strategy that taps into the frustrations and aspirations of your target market. The prospect should read the ad and the landing pages and say ‘this is me’ as they read it. They can’t help but take action because you purposely designed the ads and written the copy in a specific manner. This includes features such as an irresistible offer, powerful call to actions, scarcity and social proof.

Fourthly, you should be producing consistent quality content that has one purpose: ‘Delivering Massive Value’. Your content isn’t about selling but serving. It is devised to help the consumer enhance their life. The content enables you to build a relationship with your target audience and you therefore become the obvious choice when they are looking for more.

Lastly, an attraction model is built on community. Your business becomes so much more than just a place where people train. It is the all-important 3rd space where people spend their time after work and home. It is a space where people are empowered, build relationships, decompress and have fun. When you build this type of community you become like the most popular restaurant in town where people line up to be a part of it.

If you follow the aforementioned 5 steps then you will build an attraction model. This enables you to make more money, experience more freedom and have a greater impact.

If you would like to learn more about the attraction model then I will be covering it in-depth at ‘Our Next Generation Fitness Business’ events around Australia. You can find out more information HERE!

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