FCM169: Are You Selling The Flight? Or The Sand?

We've got a big problem. Fitness has become so popular, the industry as a whole has decided that the way to create differentiation around the workouts we offer is to create more hype. This manifests as coming up with the best new product, the hottest new kind of workout, new wearable technology, a fancier studio design, etc. What's happening as a result of selling features of the workouts is that fewer and fewer people have trust that the fitness industry can create meaningful change in their lives. They're burnt out and tired of the hype.     The truth is, our clients aren't seeking out a workout or its features. They want to feel differently about themselves. They want to experience life differently. What's on the "flight" is cool and all, but ultimately it doesn't matter if they don't understand how you are best equipped to take them to the sandy beach they actually want to arrive at.    In this episode, learn why selling an aspirational identity and not "features" will improve your marketing and reach more clients!