Blog - Timothy Buysman

Want to know one of the KEYS to QUICKLY scaling your health or fitness business to 6 or 7 figures? I’ll tell you. It’s by building a cult-like following. And want to know one of the KEYS to build a cult-like following? I’ll tell you as well. It’s by CONSISTENTLY exposing you and your ideal customer's COMMON ENEMIES. Let me explain. As an entrepreneur, you have a “reason why.” Something that motivates you besides the money …or at least, I hope? This can be negative things you see happening in your industry/niche. Specific things that make your blood boil. And—ultimately—that you want to change. It can also be SPECIFIC thing standing in the way of your ideal customers from reaching their goals. For example, their limiting beliefs. But that’s a topic for another time. Here’s the thing. Having a reason why without having any enemies? It’s not possible. Even feel-good brands have enemies. Not only do you NEED be opinionated about the things going on in your industry/niche. But you also have to EXPRESS these opinions REGURARELY. When you don’t? Your ideal customer will think you’re boring. You won’t connect with them on a deeper level. You won’t be any different from your competitors. But here’s something even more important to take into consideration. The VAST MAJORITY of businesses are HIGHLY DEPENDENT on A SMALL GROUP OF BUYERS. These are your so called “raving fans.” Or “brand evangelists.” Or whatever you like to call them. Chances are this is no different for your business. These are your loyal followers that buy your up-sell, cross-sell, down-sell, cross-dimensional sell, 5th dimension sell etc. But here’s the thing with these types of buyers…. They are HIGHLY OPINIONATED, So, the ONLY WAY to win them over? And to get them on your side? You need to be just as opinionated as they are. You need to echo the sentiments they have going on in their mind. And you need to EXPOSE your shared enemies FREQUENTLY. When you do? You will have the key to their hearts… …and their wallet. Need proof of the power of exposing your enemies? Take the UFC for example. The fighting promotion was bought for 2 million by the Fertitta brothers in 2001. They ended up getting over 45 MILLION into debt. But was sold in 2016 for a whopping 4.2 billion dollars. How did they manage to grow so rapidly? One of the keys was by exposing their enemies: What was one of their main enemies? BORING FIGHTS. Let me explain. Showing the most exciting fights is part of the UFC’s mission. And they make that very clear ALL THE TIME. Not only to their fighters. But they also take jabs at BOXING all the time. They blame boxing for putting on boring fights. And promoters for not letting their fighters fight the very best. Because-in the long run-it’s more profitable to let them face weaker opponents. So, they maintain their undefeated records. Take Anthony Joshua for example. He hasn’t fought Deontay Wilder. He was a MASSIVE favorite against Andy Ruiz. And he was supposed to win that fight! But by losing? His stock undoubtedly dropped. But I’m getting off track here. Back to my original point. Because the UFC kept exposing their biggest enemy: Boring fights? They tapped into the feelings of a lot of fight fans. As a result, they won over a lot of loyal fans. And became the fastest growing sport in human history with a $7 billion-dollar value. You can learn from the UFC’s example. And apply these lessons to rapidly scale your own business. So, let me ask you something: Do you know who your enemies are? If not, remember this: If you’re not against anything? You don’t really stand for anything. And you will be left behind by potential customers.

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