Marketing Your Pilates Business And Studio
1) Understanding who your market is.
2) Understanding what they want.
3) Offering what they want.
You must understand why people do Pilates. What do they perceive the benefits to be? Most people have heard of Pilates but many don't really know how it can help them. They figure it's a 'safe' and 'gentle' kind of exercise that anyone can do and is often used for people with bad backs.
They're not wrong either. But as you know, Pilates can be used for much more than that. But...if that's what people perceive and that's what they want, then why not give it to them?
Why not market your Pilates business as the 'only place in town' which provides exercise that anyone can do. Or market your Pilates studio as the only studio which specialises in helping people with bad backs.
If you want to leverage word of mouth and become known as the 'only', the 'best' or the 'specialists' in your area, you have to market yourself as this.
And it doesn't just stop there. Marketing yourself as something, means you actually have to deliver. If you're marketing your Pilates studio as the 'best' studio in your area to help people with bad backs, tailor your business to cater for this market.
So when somebody walks through the door, expecting to 'see' your expertise in backs...give it to them. Present them with your 'bad-to-better back' programs & services. Show them testimonials of people who've had bad backs and recovered. Offer them a complimentary pass to join your weekly "Back Improvement & Movement" group class. You get the point, I'm sure!
Marketing your Pilates business is about positioning. Decide what you want to become known for and begin to position yourself in that space.
Lea Woodward is a leading Pilates Business Coach for Pilates Instructors worldwide. She offers regular, free Pilates Marketing teleseminars to help you boost your Pilates business success and she blogs regularly about business & marketing tips for professionals running small businesses in the Health & Wellbeing industry. Sign up to receive regular tips for marketing your Pilates business at http://www.businesscoachingprogrammes.com
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