How to stop customers scroll (your customers are rich, tired, ready to spend)
A while ago I looked at a PT business run by a brilliant guy, who really is excellent at what he does: get’s you fit, no ramble about this or that, he simply get’s you in shape. And I mean he really gets you in shape. But he wasn’t being found, or rather his customers (rich, tired men who loved fitness) found him and scrolled past.
My client’s offer on paper the offer was strong. In practice it wasn't landing, and he couldn't work out why.
The problem wasn't the training. It was who he thought he was talking to.
Everything on his site and his socials was pitched at busy professionals and business owners. But nobody wakes up at 6am thinking "I am a busy professional, I wonder how I can optimise my performance." That ain’t how we think. Also WTF HAS THIS GOT TO DO WITH FITNESS? IT HASN’T.
His actual customer was and remains Dads. This PT also is a father himself.
Specifically, a tired ones. Their kids are between 7 and 17 and they have very little left in the tank after the drive home. They come back wanting to show up for their family, but honestly he’s knackered and wants to shower and get a workout in. But that’s not real life. That man isn't trying to become a high performer. He is trying to have enough energy to be present.
The brand was speaking to an identity the customer didn't hold, while ignoring the one he did.
And then there was the thing I see ALL THE TIME: Multiple Messaging. This brand had two names doing two different jobs, one that sounded like a consultancy and one that sounded like a gym. When a customer can't tell in two seconds what something is or who it is for, they leave.
Here is the shift that changes everything. The goal isn't to show men they are weak and need fixing.
It is to show fathers they are stronger as Dads, not weaker.
You’re offering the *same service* via another route. One makes a tired man feel like he isn’t doing enough. The other makes him removes the blame entirely. He feels SEEN.
When you talk to who your customer actually is, all of your content, from socials to your website becomes easy and obvious. And for your customers too (who find you through socials or SEO). They’re looking for you, they’re searching for what you offer, and they tap buy because they want what you provide.
Now, if your service is solid but the right people aren't booking, it’s because you’re missing all of the above; who your brand is for, and whether they recognise themselves in it.
That is what I diagnose in a Brand Audit (£450), no BS, straightforward helping you identify where you’re going wrong and why.
Message me, and let's find your actual customer.