Your business is unique and nobody cares

You are unique in every way.

With that in mind, your business is unique in every way because you are the mastermind behind it.

That feels good, doesn’t it?

Ok here’s the bad news… NOBODY CARES

But they should, and they would, if they only knew what you offered.

That’s the biggest challenge with knowing you and your business are unique: Now you have to educate people about it!

Today, we’re diving deep into a topic that’s crucial to the success of your unique business model: educating your market.

We’ll explore why it’s a leading effort in your business strategy and how you can do it effectively. So, buckle up, and let’s get started!

The Power of Education in a Unique Business Model

Before we delve into the how to let’s talk about the why. Why is educating your market a leading effort in a unique business model?

I’ve been working with three business owners recently who totally fit the mold of a unique business model:

A fascia-focused massage therapist

A gym that uses soccer balls instead of weights

A dog trainer that actually trains humans

When you’re offering something different from the norm, this uniqueness is your strength, but it can also be a challenge if your market doesn’t understand what you’re offering.

That’s where education comes in.

By educating your market, you’re not just selling them a product or service; you’re providing value, building trust, and creating a community of loyal customers. Here’s why:

Differentiation: Education helps potential customers understand the unique benefits of your offering, leading to increased interest and demand. It sets you apart from the competition and attracts a niche audience specifically interested in your offer.

Brand Awareness and Credibility: By sharing information through content marketing, workshops, or seminars, you position yourself as an authority in your field. This builds trust with potential customers and drives customer acquisition and retention.

Sustainability: Educating the market ensures the long-term sustainability of your business. By creating a loyal customer base and generating positive word-of-mouth referrals, you increase revenue and profitability.

Empowerment: Education empowers individuals to make informed decisions about their goals. By providing information, demonstrations, and success stories, you foster a sense of trust and confidence in your business.

The 9 Steps to Educating Your Market

Now that we understand the why, let’s move on to the how.

Using the example of the gym owner, here are 9 steps you can take to educate your market effectively, but watch your step:

1: Understand Your Market

Before you can educate your market, you need to understand them. Conduct market research to identify your audience’s preferences, pain points, and existing knowledge about fitness routines. This will allow you to tailor your educational content to their needs.

Warning: Failing to understand your market can lead to misaligned messaging, resulting in wasted resources and missed opportunities.

2: Develop Educational Content

Developing educational content is a great way to establish your expertise in the field. This can be in blog posts, videos, or even infographics. Highlight the benefits and science behind sports-specific training to give your prospects a deeper understanding of your product or service.

Warning: Poorly developed educational content can confuse your audience, dilute your message, and harm your brand’s credibility.

Step 3: Leverage Social Media

Social media is a powerful tool for educating your market. Use platforms like Instagram, TikTok, and Facebook to showcase testimonials and success stories from current clients. This builds credibility and gives prospects a glimpse of what they can achieve with your product or service.

Warning: Don’t make your social media about you! It must be about the prospect, their pain, and the benefits of your service NOT the features.

—» If you want help developing a marketing strategy plan: Click this link 

Step 4: Host Public Demonstrations

Get creative and stand out by hosting public demonstrations of your unique fitness model. For example, take your top trainers and clients out to a busy park or a beach on a Saturday and make a big display. This is great for creating awareness, meeting the public, and creating appealing social media content.

Warning: Public demonstrations without proper planning and execution can appear unprofessional, leading to negative public perception.

Step 5: Offer Free Introductory Classes or Workshops

Nothing beats hands-on experience. Offer free introductory classes or workshops to give prospects a taste of your unique fitness routine. This not only builds curiosity but also allows prospects to see the value of your product or service firsthand.

Warning: Offering free classes without a clear conversion strategy can result in a resource drain without significant customer acquisition.

Step 6: Collaborate with Local Sports Teams or Athletes

Collaborating with local sports teams or athletes can help you reach a broader audience. These collaborations can take the form of joint events, workshops, or even brand ambassadorship.

Don’t be under the impression you need to sign the local NFL quarterback for this to work.

What if you approached the local flag football league and offered to sponsor a “warm up” for each team before their game?

You’d be in front of 200 parents throughout one day, and you’d be helping their kids!

Talk about goodwill and community.

Bonus: Spend the dough on creating something they take home. Create a branded page “warm-up worksheet” or branded sweatbands for example.

Warning: Collaborations without alignment in values and audience can dilute your brand message and confuse your audience.

Business Break:

There are 3 ways I can help you launch or grow your business.

1- This newsletter. And you can help me by forwarding it to a friend 😀 
2- Consulting Sessions: Focusing on profitability, sustainability, and purpose.
3- Providing High-Value Services like brand auditing, strategic marketing, competitive analysis, and website optimization.

Step 7: Implement Targeted Advertising Campaigns

Targeted advertising campaigns can help you reach specific demographics and interests that align with your unique fitness routine. Platforms like Facebook and Instagram offer robust targeting options, allowing you to reach the right people at the right time.

Warning: Over-reliance on targeted advertising without optimizing for engagement and conversion can lead to high costs with low returns on investment. Consider the power of leveraging existing clients. Click to read

Step 8: Collaborate with Fitness Influencers or Local Media Outlets

Collaborating with fitness influencers or local media outlets can increase your exposure and credibility. This can be in the form of product reviews, interviews, or features.

Warning: Collaborations with influencers or media outlets without proper vetting can risk associating your brand with disreputable figures, damaging your brand’s reputation.

Step 9: Offer Limited-Time Promotions or Discounts

Incentives can be a powerful motivator. Offer limited-time promotions or discounts to incentivize prospects to try out your new fitness routine. This not only drives sales but also creates a sense of urgency, encouraging prospects to take action.

Warning: Offering discounts without a clear strategy can devalue your product or service, and attract bargain hunters instead of loyal customers.

Wrapping Up

Educating your market is more than just a marketing strategy; it’s a way to provide value, build trust, and create a community of loyal customers.

By implementing these steps, and heading these warnings, you’ll be well on your way to educating your prospects and growing your business.

The key to successful education is transparency, accuracy, and providing value.

Remember, the journey of educating your market is a marathon, not a sprint. So take it one step at a time, and you’ll get there. Happy educating!

I hope you found these steps helpful. Now go out there, educate your market, and watch your business thrive!

Brian ‘take action, but watch your step’ Orr