What’s better than being better? Being the first.
Guess what? You don’t have to be better than your competition. People don’t care if your gym is better. What people care about is what’s new…what’s exciting.
Just think… Do you know who the first President of the United States is? Sure. George Washington. Do you know who the third one was? Probably not, unless you’re a history nerd (it’s Thomas Jefferson). If you didn’t know the third one, you probably don’t know the fourty-fouth one is. But you do know (and not just because it’s more recent).
You know who the fourty-fouth president is because he’s the first African American President of the United States. He’s the first, in his own category.
People remember firsts. Their first kiss. Their first car. Their first job. That’s why you remember George Washington and Barack Obama.
And that’s also why your gym doesn’t need to be better to make money. It just needs to be first.
This concept is called the Law of The Category. It’s originally from the book, The 22 Immutable Laws of Marketing (which you can get right here: http://amzn.to/2pVb4QQ ). Tim Ferriss also expands on it in his amazing book Tools of the Titans, (which is probably the best $16.80 you’ll spend this year. Get it right here: http://amzn.to/2pVedjE ).
Tim Ferriss says “When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition?” but “First what?” In other words, what category is this new product first in?”
What category is your gym first in?
And it doesn’t even have to be the first in the whole world. It can be the first in your city. Here’s just a few examples:
The first gym in your town.
The first 24/7 gym.
The first luxury gym.
The first invitation-only gym.
The first all-orange gym.
It’s all about being innovative, unique, and different, so you can be first in your own category. That’s how you stand out. That’s how you get people to want to go to your gym.
“If you can’t be first in a category, set up a new category you can be first in.”
It seems like a lot of work. But it’s definitely worth it. Why? Because “when you’re the first in a new category, promote the category. In essence, you have no competition.” How many other people are doing a video game style gym that’s fun, exciting, and designed like an arcade?
No one except them. Because they’re the first. So it’s easy to promote those things, and people get excited about it.
You might be saying “well, my gym is already the way it is. I’m not going to tear it down just to make it the first in a new category.”
Good news. You don’t have to. Just take the example above. Although the video makes it seem like the entire gym is an arcade style, that’s not the whole gym. It’s just one class that the gym (Asphalt Green) has. Pretty smart, don't you think?
So you can create an awesome new class for your gym, or a new program that’s the first something. Then you promote it, and your gym gets awesome publicity. And, ka-ching, you get new gym members and people remember your gym and are more likely to want to join.
That’s why you don’t have to be better than your competition. You just have to be the first. You don’t have to be the fastest runner, you just have to be the first one to cross the finish line. That’s how you win.
P.S. Need help promoting your unique gym? Want to come up with your own category you can be first in? Email me today at firstname.lastname@example.org to talk about marketing, promotion, and your gym’s success.