Or any business for that matter.
Most people miss it entirely.
Consultants focus on cultures, silly nerf games, lock in, parents nights out, bday cakes and tactics. That works sometimes. Until they don't.
I've seen so many things come and go.
Why? Because they don't understand this.
They have limited real life experience in creating stuff around this.
Why? Because none of them are professional marketers or producers.
They got good at their school marketing and decided to branch out. And that's great.
Just like I won't be teaching anyone how to run a school, most shouldn't be teaching others how to market. Just because you figured out a way to hammer a nail with a brick doesn't mean it's the only way, cheapest way or even the best long term way.
It's just a way. Until you test that way against 10 other ways you have confirmation bias.
I'm the only person that gets hired by others (for 5 figures and better) to do this stuff in this industry and many other industries.
Want to know what it is?
Understand your customers WHY.
Not your why. Their why.
Why are they coming to you.
What problems do they have. Why do they need to fix it.
Why do they choose MA over other things?
Why are they driving 10 miles or 20 to see you?
Why are they stuck in their fitness?
What do they think is going to change for them? Why?
Why any of those answers?
Then why again to those answers?
Your answer is 3 steps below what comes out of their mouth.
Thy may say, well I want to get in shape.
I want to feel better.
I Want to look better.
I want to feel better about the way I look.
I want my husband to look at me like he used to.
BAM THat's the REAL why. Not all of the other answers above.
These questions are the questions that 80% of the consultants in this industry overlook, and teach you silly stupid tactics that work until they don't work.
This here works forever. Because it's not built on tactics, that change, it's not built on tech. It's not built on some fantasy idea.
It's built on the one things that drives every person reading this thing right now.
HUMAN EMOTION. And so little people are capable of harnessing said power. And yet it is THE most powerful tool to use.
It's right under your nose. And because of that it's often overlooked.
You see I don't have fame, I don't have a name, I don't have celebrity, I don't have roots in a community for 20 plus years which makes everything I do seem effortless. (Long standing staying power in a community allows you abilities people wh don't have - can't use)
I am like the majority of owners in this industry, a guy building a business.
But knowing my short comings has allowed me to create a multiple 6 figure side business in Dojo Muscle, It's allowed me to take the 1-5th spot in Google over the last 2 years in SEO for this industry.
It has allowed me to get into the minds of consumers and connect with them using video and marketing NO one else has been able to do. I don't say that to brag.
I say that being real. That you don't need another packet of info, or another course, or another event session, or another pep talk. You know exactly what you have to do.
You just have to do it. And your emotions, and stories are your biggest assets.
If you don't connect emotionally to your customers driving forces, you won't have staying power.
You can do tactic videos but they won't last. Everything has a shelf live, but high quality emotionally thought out video has WAY more than anything else.
You can't build a culture if you don't know the REAL reason why your customers come to you in the first place.
It renders most of the information you learn meaningless if you can't do this. And almost no one can consistently across models, businesses and markets.
Having a culture that no one knows about or doesn't communicate what you do to the world means you will suffer in business.
If you want done for you marketing that really works to connect the emotions of what you do to your market check out our Muscle Up program.