👉🏼Can't explain why someone should pick your studio over the one next door? Start with Britt's five-question brand framework: Grab Britt's Framework
👉🏼Or skip straight to a Strategy Call and we'll help you work out what makes you different. Book a Strategy Call
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Everyone tells you your studio looks amazing, you have great coaches and an even better community. Then the studio two doors down opens with the same fit-out, the same Instagram captions about community and a cheaper intro offer, and suddenly you're fighting on price.
Here's what should worry you. Pilates cost per lead right now is a third to a half of what a BFT pays. It's a gold rush, and I still talk to Pilates owners every week who aren't making money.
Britt Austin has worked with Apple, Puma, Rebel Sport, EA Games & Who Is Elijah (Just to name a few) and her test is brutal. Take your logo off your studio and stick it on the one next door. If nobody can tell the difference, you don't have a brand.
Today Sophie and I get Britt to break down how to build a studio brand people actually want to belong to, on a budget. Then we put two real studio Instagram accounts in front of her and let her pull them apart live.
In this episode you'll learn:
Why Apple never shows the phone in its iPhone campaigns, and what that means for how you sell a 45-minute class
The five things every brand people obsess over has built, and the version a single studio can do for almost nothing
How to choose your niche
The partnership pitch that got BFT a Puma deal, and the one Britt deleted without replying
What to tell the owner who "doesn't want to be on camera", plus her rule for sharing the hard times.
Chapters:
00:00 How to find your REAL point of difference that people actually care about
06:13 The 5 Things Every Brand People Obsess Over Has Built
09:22 The Logo-Swap Test
09:54 If Britt Opened a Pilates Studio Tomorrow
11:55 If you're still scared to niche ... listen to this
16:13 The 5 Questions to Answer Before You Market Anything
19:51 How to Stand Out When You're One of Many Franchises
21:21 What Hundreds of Ad Accounts Tell Us About Founder Content
23:07 Should you EVER discount?
28:27 Why Brands Delete Your Partnership Email
31:52 Who to Partner With (and how to pitch them)
39:09 Live Brand Audits on Two Real Studio Accounts
46:45 The one type of content founders should NEVER make
53:31 The First Thing YOU Need to Do on Monday
Resources mentioned in this episode:
Britt's five-question brand framework: Britt's Brand Framework
Follow Britt on Instagram: @stateofbrand.co
Connect with Britt on LinkedIn: Britt Austin LinkedIn
If you liked this episode, go and listen to Why Million Dollar Studios Never Have to Chase Clients. Britt told you to niche. This is what that actually looks like: [Listen on Spotify] [Apple Podcasts] or [Watch on YouTube]
Ready to be the studio people choose for who you are, not your price?
Book a Strategy Call and we'll map it out together.
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