Focus: To help you define what you do and how you do it from within your business and at the client level.
What You'll Learn In this lesson, you will learn how creating your USP will help you to find your Brand Voice making sure the way you interact with your prospective clients makes the impression in them you want to be known for.
Why Is This Important? Being heard in an ocean of businesses all promising the same things is now more difficult than ever. It is now more important than ever to able to find a voice that’s is unique to you and communicates the value of your business and services
But what is a Brand Voice?
Your Brand Voice is the how in how you do what you do. It’s how you treat your customers, provide services and offer an experience.
A Brand Voice is what your clients will come to expect from you based on your brand and marketing promises.
A USP (Unique Selling Proposition) is one of the most fundamental assets in any solid fitness marketing campaign. It is a unique part of your services or skill set that sets you aside from other personal trainers and helps you stand out from the crowd.
Simply stated, it’s a summary of what makes your business unique and valuable to your target market. It answers the question:
Why would someone choose me over the other PT's, offering the same services?
The answer to this is usually... BECAUSE OF YOU!
Personal training is personal training. If you have no reputation, people will sign up with you because of how you make them feel. Not because you're the only trainer with a money back guarantee.
Everyone has their own personal needs or desires or little quirks, which makes them individual. So a business's USP helps joe blogs narrow down his options and quickly. But ultimately, it will be YOU who they want to train with, not the features you've promoted.
However, these features can sometimes help and if you CAN have one, then why not!
Finding Your Voice
Finding your own voice is often the hardest part of building your brand because it usually eliminates a large section of the population from your audience. It reduces the amount of people you can sell your services to.
While this seems counterintuitive, it’s actually one of the best things you can do for your business.
Why would you want to reduce the amount of people you can serve? Because no business can serve everyone.
Build Your Brand Voice
The truth is that your business is only right for the right client and these clients will not only respond better to your marketing efforts but they’ll also serve your business and become part of your business growth in the long term.
To find these clients you need a Brand Voice. Let's build one by answering the following questions:
What unique skills do I have outside of being a personal trainer?
What unique offer can I add as value to my PT service?
What gap is there in the market in my area?
What are my customers looking for?
What are your niches long term fears that plague there mind constantly?
What are the short-term solutions your niche thinks they need (not what you know they need)?
What are your niches long-terms goals? What do they want to see, hear, feel, know and accomplish?
Go to page five of the Build a Brand Workbook and answer the questions to create your Brand Voice.