"Button" in this sense refers to a figurative button that produces some sort of reaction in a person.
"High-quality soap." vs. "4 out of 5 babies get a skin irritation from XYZ ingredient - we figured out the alternative so our soap is the only one on the market not to use XYZ!"
That's just made up, but you get the point: both statements about a product could be true, but the one that pushes a button is more likely to get sales.
This is why I saw a package of raw chicken breast at the grocery store proudly proclaiming "Gluten-Free!" LOL. Gluten-Free is such a button, companies are trying to put it on things that have never contained gluten, to begin with.
And this is the main pitfall of the capable person with a struggling business: not OWNING UP to sales as its own technology.
You want to be competent as a coach, don't you? In fact, you probably value the shit out of that, right?! ...But rarely does a coach recognize that the delivery of a product is only ONE department of YOU, as a business.
And in marketing, finding YOUR button can absolutely be the make-break of your sales and thus the backbone of your growth.
Knee pain is my button. Seems obvious now, but I was actually oblivious to "the button" until I did a trial at a 30-day knee program. If you look at my 20 Numbers, you'll see that I'm a lot more than just knees:
8 Lower
8 Upper
4 Back
Pretty balanced approach, huh?
Well, I call this full-body program: Knee Ability FULL BODY lol!
KNEES are my button. The more I hit that button, the more sales I get. The more sales I get, the more I help people.
It's not noble to sabotage your business and limit your impact and help people all because you're not willing to push a button.
In fact, you have a friggin DUTY to be successful: you're in the upper 1% of people who can actually HELP others.
If your business fails to market, I consider you are letting down the team. Sucks to realize you have responsibility. But you do. And not confronting the truth leaves something missing in your soul, because you KNOW it's there. You KNOW you need to be helping on a larger scale.
If that's not clear to you, please go on the explore page of your social media, and see what the most popular fitness businesses are pushing...
Back to reality? Yes: the status quo in coaching SUCKS right now. STATS talk, and it's a fact that painkillers and surgeries and so many other horrible things for our culture are becoming epidemics because those best at marketing are not usually those great at training.
It's a horrible Catch-22: if you really dedicate the time to be a world-class coach, you PROBABLY didn't dedicate the time to be a world-class marketer. And if you spent all your time on marketing and not on becoming a world-class coach, you're probably a shitty human being, but you're also probably crushing it on social media and making a lot more money than those who dedicated their lives to helping others, while you were sharpening your dance skills.
You can have the best product in the world, but you've got to find your button in order to maximize sales. Not just for the sake of your family and for the sake of RealMVMT but for the sake of making the world a better place.
Competent coaches deserve more attention, but if you look at the nature of where put our energy, I believe there is an INVERSE relationship between coaching competency and modern-day coaching success, which relies so heavily on online presence.
As I mention at some point in every Lesson, I upkeep two courses here in RMVT: Knee Ability for Coaches and Online Biz Ability for Coaches. This is a live look at Week 6. I stay grinding year-round to get better. There is no doubt that I will have more details on finding your button, as time goes on, but for the moment, I like this formula:
- LOOK. Maybe your button is obvious.
- If 1 above did not yield the answer: SURVEY. Go on Instagram right now, and make a story post with the ask me a question feature: "What is the number one thing you are struggling with in regards to your... (whatever your product relates to, eg: strength, fitness, nutrition, etc.) - and you can totally reword this any way you want.
Ok, go find that button! Then press, press, PRESS in your posts and ads!
And next week's lesson will make sure all this pressing doesn't piss too many people off lol! But it's better to start pressing and annoy a few people than quietly let those who need you, go on suffering.
Yours in Success,
Ben
Made with Bullet