Seth Godin

Pilates Teachers - Mass or Micro Marketing?

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Pilates Teachers - Are You Mass or Micro Marketing?

If you have been following my Pilates marketing thoughts of late, you are probably aware that I am a proponent of Micro marketing.

Basically, I don't want to market to everybody.

Seth Godin's blog post today, Mass production and mass media, speaks directly to why.

Fifty years ago, producers and marketers got smart. They saw the miracle of mass marketing and they adopted it as their own. They amped up mass production and bet on the masses.

The smart creators today are seeing the shift and doing precisely the opposite:

Produce for a micro market.

Market to a micro market.

When someone wants to know how big you can make (your audience, your market share, your volume), it might be worth pointing out that it's better to be important, to be in sync, to be the one that's hard to be replaced. And the only way to be important is to be relevant, focused and specific.

Yesterday I taught a one-off 90 minute Pilates private to a woman who found me on line. She travels between homes in Menorca, London, and Paris. She is older, with a rectocele (rectal hernia) that can be managed without surgery with proper exercise and positioning.

This is a specialty of mine and she found me via Google search. Without a question she booked her very expensive session. This is micro marketing in action - I have enough of a platform of free information out there that she was confident. Session was fabulous, she learned what to feel for and what to avoid. And now I will train her via Skype, try to find her good live trainers near each home, and see her annually in NY.

Let me repeat - she found me via free Google search for "Pilates exercise rectocele nyc" (I don't advertise at all), found a rectocele post I had written on Pilates Connections, looked at my blog and videos, and was confident enough to book an expensive session just to hear what I had to say. That's what quality free content does.

And I didn't even take a deposit from her (which would have been fine), because I knew she would be there. How did I know? Because people like her are my demographic. They are my regular clients. I speak to them.

That's Pilates Micro marketing.

Who do you speak to?

How Big Is Your Pilates Niche?

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The size of your Pilates Niche (or Fitness, Yoga, Travel...) is less important than how you serve them.

I woke up this morning to a timely e-mail from one of my marketing gurus, Seth Godin. Today's post is titled, "Is Your Niche Too Small?"

There's no such thing as a niche that's too small if the people care enough.

If you think you need a bigger market, you're actually saying that the market you already have doesn't need you/depend on you/talk about you enough.

You might not need a bigger niche. You might only need to produce more value for those you already serve.

How does this apply to your business?

Well, I will use myself as an example. My niche is people aged 35-65 who are affluent, lead stressful lives, and experience pain and/or dysfunction. I work with hedge fund managers with back pain and bad posture, women with diastasis after having children, and high powered attorneys with scoliosis who need to be as functional as possible.

Because I charge a lot, my clientele is limited to those who can afford me. And since that means they can afford just about anyone, what kind of value do I offer to my niche that keeps them doing Pilates with me?

  1. I am consistently on time and ready to work with my client.
  2. I maintain focus on my client during the entire session, starting with, "How is your body today? How can I help you today?" and ending with, "Happy to help."
  3. I watch my clients move all hour, checking and correcting position so that he or she gets the most benefit from the exercises.
  4. I answer questions and explain why I am doing things a certain way, or in a certain order.
  5. I am more than happy to discuss what I am doing with medical professionals, so everyone can be comfortable and on the same page.
  6. I offer consistent and verifiable results! Less pain, better posture, smaller diastasis and hernia.
  7. Simply put, my clients FEEL BETTER and do better in life.

And really, if you can afford to, who wouldn't pay for that?

Do you serve your Pilates niche this way?

Would you?