An important concept we teach our clients in developing their positioning and messaging is to create a "New Opportunity."
Below is a snippet from a Fast Company article of the fastest growing innovative fitness companies. Take a look at how EXOS rebranded (from Athlete's Performance) to take performance training to the general public and specifically corporate. My guess is they have explicitly gone after corporate because you get the high performer mindset there as well. They've repositioned themselves because Athletic Performance is no longer a "Blue Ocean." Just like CrossFit, large group or personal training studios are no longer unique. If you are in any of these categories, then you'll want to read this post twice.
In EXOS process of repositioning themselves, they also created a "New Opportunity" for the consumer to consider. New is always easier to sell, then improved.
They took a concept known to all of us trainers and named it for their "New Opportunity": "Energy Systems...
Today I wanted to share with you a short clip of client coaching call where we talk about ONE SIMPLE STRATEGY that will make all your marketing work better and much-much easier to magnetically attract clients to your business.
Pay close attention to where I explain how you can beat your competition by not even competing with them. Let your competition fight each other for the scraps....while you prosper.
At first, you may think you've heard this strategy and understand it, but watch it all (only 13 minutes) and let it sink in.
Before you can create winning ads, sales systems, Facebook campaigns....you need to nail this down, and EVERYTHING will work better.
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