How do you show up when you’re not selling fitness services? (this is list-building) But it’s not salesy, spammy, sleazy promotion. If you wouldn’t say it in a conversation with a stranger, don’t say it. Honestly, this is likely the biggest downfall of every fitness professional and fitness center. It’s almost balls-to-the-walls during a promotion and then it’s… crickets. What's Between? So how do you show up between selling fitness services? Keep sharing! Keep sharing that content that they love. Recipes Workouts Research Stretches Solutions to problems Videos Your collaborator’s content Affiliate opportunities Selling your fitness services is something you’re always going to do, make no mistake. But how you do it changes dramatically. In a recent episode (episode 9 of this April 2021 streak) I shared how you do that. I recommend you go back and listen to it. Imagine this from your customer’s viewpoint. You got them involved in your email list by offering something for free. Brick and Mortar? If you’re a fitness center or studio and you’re not doing this, you’re only automatically adding new members to your list and emailing them when programs open, you’re missing the boat. You could be growing that list and your relationships with prospects long before they buy from you. It will shorten your time to selling if you do a good job because they’ll already be experiencing tremendous value from you. The only way to do that is to segment lists. You have lists that are for your women in midlife, for your older adults over 65, your young moms… because you have to have a very different conversation with them all. The Whole List This past year there – to give you an example – there would have been many times you may have wanted to email all your people. Updates about COVID, open/closed status, safety, immunity and exercise... applies to everyone. And that’s easy to do by simply choosing all your tags. But the biggest mistake when it comes to email marketing (that is any time you’re sending an email) is sending everybody everything. Look, if it comes from my brother or niece, I’m going to open it no matter what. But if a business is sending me something I don’t want or need, my first stop is “unsubscribe.” Then you’ve lost your opportunity to sell to them. Always There Always Giving We have to show up when we’re not selling fitness services by having the right conversation with our prospective customers. You’ll know you’re doing a good job at this because your open rates will increase. Your unsubscribes will decrease (but unsubscribes are not bad when you’re cleaning a list of non-buyers or people who would never buy what you’re promoting.