Regular vs CrossFit gym

Take a look at the photo below.

The first one is filled with equipment and machines. It's a regular gym, like Anytime Fitness or Chi Fitness.

The second one has just a few barbells and bars. It's a CrossFit gym (they call it a box).

Both serve the same purpose: to improve the lives of the members who step in.

Yet both attract and serve very different audiences. They also market differently. You would bump into Anytime Fitness booths in malls, where they try to entice you to join with discounts. CrossFit usually spreads through word of mouth and trial classes.

The messaging is also different. Anytime Fitness's slogan is to make healthy happen – anybody, anytime, and anywhere. CrossFit is about "forging elite fitness". Just the simple difference in messaging attracts a different type of audience.

Strong positioning starts with a narrow customer, not a broad intention.

The big mistake is trying to sell to "everyone who needs this". Your marketing becomes generic and weak.

Here's a question that will fix your unclear positioning.

We help [specific customer] go from [pain] to [desired outcome] using [product/service].

Identify that and you'll be many steps closer to attracting the right audience.

This is what we'll work on tomorrow

There are still a few seats left for Positioning That Sells, tomorrow (Dec 10).

We'll work through:

• Your customer definition
• Positioning angle
• Core messaging
• Category differentiation
• And build an offer page using our marketing app, Core.

So you'll leave with an offer that's ready for market.

If you've been struggling to explain what you do, or why customers should choose you. The workshop tomorrow will help.

👉 Reserve a seat for tomorrow
Underdog Live: Positioning That Sells - 10th Dec