10 Fitness Business Fundamentals to Start Your Business in 2022

What's up, coach? Thank you so much for joining me for another video here on the YouTube channel. I'm Beverly Simpson. I am the founder of the PT profit formula. And today we are diving into 10 fundamental steps that I would take if I was starting over. Building my online presence to either increase my reach for my brick and mortar or building my online business in 2022. So now you might be wondering, it's November 2021. Why am I talking about 2020, 2022 right now? Well, the truth of the matter is that if you are not preparing and planning right now for the super bowl of fitness, health and wellness, then you're running the risk of blending in with the noise and starting in with everyone else. Take these 10 fundamentals that we are about to dive into and literally earn while you learn so that you can stand apart from everyone else when everyone else is trying to leverage the new year and new you in January. Now, ch chances are, if you're like most people, whether you're starting struggling or you're and you're trying to grow, you've probably heard that age old advice, just post every single day, just add a ton of value, just build no like and trust. But that's some of the worst advice that you could get when you're trying to start a business. But I get it. It's not your fault. That's what the industry leaders are thinking about, that's what the industry leaders are pushing. That's what the industry leaders are talking about. But let me ask you, if that were really true, then why does it seem that the success is reserved for the few and most are continuing to struggle? If I looked at the average medium for a personal trainer salary, it ranges anywhere from 24,000 to $46,000 a year, depending on where you live. So if it really was as simple as just post every single day, wouldn't everyone be talking about, oh, just made my biggest month to date. Oh, I'm flying my personal jet. No, it's much more nuanced than that. Now that doesn't mean you don't need to show up, because you can't be the Internet's best kept secret if you're trying to grow an online presence or grow an online business. But we need to get strategic in what we need to put together in order to start and grow your business. So let's get started. Number one, get really clear on what it is you want to talk about. Now, most people, they're gonna tell you to do some market research and go survey your Audience. But that's like asking your kids, what do you want for dinner? And they were gonna raise their hands and say, Mac and cheese and ice cream. So it's a combination of meeting them where they're at, but then also giving them what they need. So get really clear on what it is want to talk about. Because when you're building a business, you're going to be talking about this stuff day in and day out. So hopefully you're excited about it. Number two, what is the transformation that you want to provide for your people? Now, most people will tell you to attract people with a problem and sell them the solution. It's not about the solution. People aren't laying awake saying, oh, I just need another membership. No, no. What we want to sell them is the transformation. The outcomes of what they think is possible. When they get what they want, you want to sell them the transformation. The solution is the process. So what is the transformation that you want to provide for your client, which is ultimately going to shine a light on? Number three, who is your ideal client? Because when you get clear on the outcomes on what it is that you want to provide and the outcomes that that's going to bring, then you can start asking yourself, who has that problem? Now, most people, when they're dealing with ideal clients, they're going to tell you, go niche down. The riches are in the niches. Now, there's a reason why they say that is because when you can get specific and speak to the specificity of the problem, you do two really valuable and important things. You build subconscious rapport. Because when a person feels heard, they feel loved. So when you are speaking to their specific problems, they will lean in and think, oh, this person gets me. And when that happens, it does the second thing, which is, oh, this person gets me. So they must be an authority and know what they're talking about. So people buy from an authority. Now, before you get into your head about that, you get you are an authority right now to someone else, no matter where you are in your process, just from the decision that you have made that I am an authority, there is someone who needs you at your current level. So when you can speak to the specificity of their problem, you will unconsciously build a rapport and also demonstrate unconsciously to that person that you are an authority. So you want to get very specific in the problem. That is what's going to connect, connect and highlight. The ideal client doesn't matter what their gender association is or their age or their profession. None of that really matters. You Will connect with them through the problem, which leads to number four, your messaging. So now people get messaging and copywriting confused because. And they're different. So the way that I think of it is copywriting is the language that you use to deliver the message. So think of it like this. If the message was a car, you needed to go to the grocery store and you needed to get in the car. The gasoline that fuels the car is going to get you there. You can't get to the grocery store on gasoline alone. Copywriting is the gasoline and the car is your message. What is it that you stand for? If someone didn't work with you, what is the legacy or what is the message that you are leaving with them? Now you want to think of your messaging as unique. Now, inside my programs and PC profit formula, I teach you how to bring out the uniqueness. Because. Because think about it. Could you imagine if. If Nike didn't come to the market space because Adidas was already here? No. There are 8 billion people in this world. There is someone here for you. And your unique, unique message based on your context is going to connect you with your people. And there are plenty of people out there for you. The messaging is going to help you connect with them. Then number five, we'll get into the market research. Now, we're not going to do market research the way that most people teach you how to do market research. And I'm not going to teach you how to go and serve in your audiences. Why? Because that's like going into a room knowing there's cockroaches and turning on the light and all the cockroaches go. Right, we need to go underneath that. We need to get into their brain and hear and see the language that they are using. Because when you can get into their brain, their thought, that will elicit a feeling, and the feeling fuels the thought. And they get into the thought, feeling loop, which is a good thing because when you can connect with them and help them see the light, they'll become a client. So when you do the market research, we're trying to find the language that they're using so that we can use it in our copy and our content to really fuel the messaging so that we can end suffering and increase our impact for our ideal client. Next up, number six. So now we know that we want to talk about. We know what the transformation is. We know who we are serving. We have crafted and honed our message, what we stand for. We've done our market research and found the language of our ideal client. Now we get to put together this irresistible no brainer offer, make it so irresistible that they would feel silly to say no. That is a whole nother training that I'll do on another day on how you craft this offer. But this is what they want. This is the outcomes, the transformation. Really dive deep into that offer. And it's not dollar for hour, it's not your sessions. That's the solution, that's the process. Really dive into what is the offer. Then we can get into number seven, where we are selling it. Now, selling is a service. I want you to look around your room right now. Look at where you're watching this, how you're listening to this. Everything was purchased down to the trash. When people pay, they pay attention. There is an emotional investment. So if you've ever felt like someone is selling you or feeling sleazy, it ultimately comes down to two things, which is that you didn't feel heard and there was no empathy. When you actively listen and you can empathize, that will connect you subconsciously to your ideal client and they will not feel like you're being sleazy or pushy. But oftentimes when people feel like that, it's coming from a place of rushing, it's coming from a place of already knowing. Because maybe you've done a hundred calls before, maybe you've done a hundred kickoff sessions before and you've already presupposed what's going to happen now that's okay. It's not your fault. Your brain is designed to automate, Your brain is designed to get efficient. So it's a little counterintuitive to get present and stay active and listen to your client. That's what's going to help you connect with them. That's what's going to help you not be sleazy, not be pushy, is listening and empathizing. And when we are selling, your customer is evaluating the perceived value against the asking investment. So what is it that they are evaluating? Well, the desire outcome. Is this going to get me to the outcome? They're also looking at, can I do it? Will I be able to do this? They're looking at time and space, speed. They're looking for efficient. Fast is better than free. Alex Hormozi, he gives us this awesome example. There's a reason why liposuction is a $25,000 investment. And people do it. It's about speed. And then they're evaluating effort and sacrifice. So now something to consider when we're talking about speed. If you've got a program or you're trying to excite somebody who's starting from point A and they're wanting it get to Z. How can you get them excited about point B? Because people will come for content and they will stay for the community. They will stay for micro wins. So how can you get them excited about point B then? Number eight, we need to build the system. We need to build the structure and put together a proven persuasive process in place. Now what do I mean by that? Because persuasive is not convincing. I'm not trying to convince, I'm not trying to manipulate. There is a Desire island that people already want. I'm not trying to create demand. The demand is already there. It's my job to shift their perspective so they can see it a different way. That's what you want to do. You want to help your client who is suffering shift their perspective to see something in a different way, way to help them get to Desire Island. That is persuasive. That is what persuasive means, shifting the perspective. And when you can do that and put it into a machine that attracts people and turns them into prospects and then turns them into purchasers, that machine, that system, that type of structure will help you scale and, and that is what you. And what I mean by scale is grow and help you take yourself out of the business, which is going to help you get back your time and build true wealth and true richness because you'll be able to not just live in your business. Trading dollar for hour, that is a fast race to the bottom. Trading dollar for hour because there are only so many hours in the day. But when you have this system, this structure, this machine in place, you will get more freedom in your time and generate more revenue. Then number nine, measure your KPIs. So business is simple. It's not always easy, but it's people turn them into prospects and then turn them into purchasers. And each phase of this customer journey, of this experience, which isn't about know, like and trust, by the way, it is about the ladder of believability. A customer, they go from never hearing of you before to becoming a customer when they go through this ladder of believability. And it's not about know, like and trust and what that means, because think about it. Could you imagine if you went to the grocery store one week you got the groceries that you needed and then the next week they closed their doors and said, oh, sorry, we're building no lake and trust. Remember, if Everything that you have purchased in your life, chances are you bought it when you discovered you had this problem and you needed it and you needed it. Now the ladder of believability is going from believing in you, believing in you. That could also, you know, so that's the no part, right? That is. And that is the trust part. And that trust can come from borrowed authority. You could get a beat, you could have a recommendation from a referral, and someone now automatically trusts you because you have borrowed authority. So they need to believe in you, they need to believe in your offer, that your offer is the solution that they need to their problem. They need to believe in themselves. Most people miss this. They need to believe in themselves that they can do it, and then they need to believe that they need it now. And when you can carry them through that customer journey, you will take them from never hearing of you before to becoming a customer. And so in order for you to know if you're moving that dial or where you are in the process, you need number nine, which is KPIs, your key performance indicators. And look at the metrics that matter, that indicate whether or not you are moving the dial. Now, each phase is going to have different KPIs. That is going to depend on where you are in your business. And the good news is that you get to see, set them for you. How do you know when you are moving the dial and moving the dial to growing your business at every phase? Now, most people, they just want to focus on the number of followers. But you can leverage your current network that you have right now. Because if you're only focusing on the number of followers or the audience or the people looking at your stuff, but you don't have the back end, you don't have the system, don't have the offer in place. That's like trying to fill a bathtub up with water without plugging up the drain or trying to fill up a colander, fill it with water. But I probably don't have to tell you that that's just not going to work. The same thing is true inside of your business. So put those KPIs in place, measure it, and then we can do number 10, which is assess. Marketing is guessing, testing and assessing, assessing what's happening against the metrics that matter. This is going to do two powerful things for you. It's going to help you separate yourself from the outcome because there's going to be results. What happened, Those are the facts. Then we can look at the performance, but when we don't have these numbers in place and we don't know it, it becomes easy to personalize the results and we make those results mean something about us and then we start to feel bad and when then that starts to happen, we're not how are you going to be able to continue to grow your business? But when you know the numbers, when you can look at the metrics that matter and you can fuel your machine, then you can start taking a look at how can we increase the performance and grow and Those are the 10 fundamentals that I would work on today. Now one disclaimer, one caveat. Notice how I didn't say anything about your your certification, about your about your liability. Please make sure that you have those in place and that you are all then that you are safe and your business is ready to acquire new clients. So once you get all of that in place and you're ready to acquire new clients, These are the 10 fundamentals that I would do. And notice how none of them talked about a website and about me page. So make sure that you have a place where you can attract, connect and convert clients in a way to accept payment and you can start generating revenue today. If you like this video, please hit like please tap subscribe and tap that bell to be notified when the next video comes out and if you liked it. Please share with your friends and please let me know in the comments below what are some of the big takeaways that you'd like to hear more about. And of course if you want to go deeper, tons of free resources. I've linked up around this video. I'll catch you on the next one.