the people you deal with. This isn’t so much about changing the message; it’s more about changing the messenger. Get real people—customers, employees, partners—to tell your story to put a hu- man face on your business. And the third? It’s what I describe
as real-time relevancy. Companies are better off being massively useful in one particular set of circumstances, rather than being kind of useful all of the time. It requires that you be aware of and understand the micro-interac- tions that occur constantly between the company and the customer. Those who are best at utilizing Youtility know the customer lifecycle—what they want, and when they want it.
Health clubs and fitness professionals sell exercise, which many people find inherently unappealing. What’s the best way to sell a commodity that some people just don’t want?
If you tell people why they should
join a club, that’s not a Youtility—that’s a brochure. The best way is to explore the idea, the broader topic, of exer- cise. Make the story bigger. Talk about exercise in a way that isn’t necessar- ily about joining a club. Engage people in a wide-ranging dialogue and keep them engaged, so that some of them will ultimately conclude, “I really should join a club.” If I owned a club, I might, for in- stance, start a restaurant review blog,
and review all of the healthy dishes at all of the restaurants in town. That’s a story you could credibly tell; there’s a relevant intellectual adjacency there. That’s how I’d get people interested. And once they were interested, I’d oc- casionally talk about the benefits of exercise, and the benefits of joining a club. I’d interview some club mem- bers to acquaint my readers with people just like them. That’s the way that I’d generate new members, a few at a time.
»
“Youtility describes marketing that’s so useful people would pay for it. It’s marketing with so much intrinsic value that, if you were to say to somebody, “Would you kick in a couple of dollars to receive this?”—they would!”
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WWW.PETRASOAP.COM November/December 2015 Fitness Business Canada 35
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