May 12, 2025 • 28 mins
In this powerful episode of The Pilates Business Podcast, host Seran Glanfield is joined by digital marketing strategist and certified StoryBrand guide, Jennifer Orechwa of Salt Marketing, to tackle one of the biggest frustrations boutique fitness studio owners face: why your marketing efforts aren't converting.
If you’ve ever felt like you're doing all the things — posting on Instagram, sending emails, even dabbling on TikTok — but still not seeing consistent leads or clients converting… you’re not alone. This episode breaks down exactly why that’s happening and introduces the StoryBrand framework — a strategic, human-centered marketing method that simplifies your message and positions your studio as the guide, not the hero.
✅ If you're overwhelmed by marketing, unsure how to communicate your value, or just want a more strategic, effective approach — this episode is your game-changer.
🎙️ Tune in to discover:
- The 7-part StoryBrand framework that simplifies and clarifies your messaging
- How to stop blending in and become a category of one
- Why your marketing feels like shouting into the void — and how to fix it
- The power of a client journey plan (and how it builds loyalty + trust)
- How to structure content that connects, converts, and creates raving fans
👉 Don’t miss this one — it’s packed with insights to help your Pilates studio or boutique fitness business finally get the recognition (and revenue!) it deserves.
Find your marketing personality: https://saltmarketing.co/customreport/
Website: Saltmarketing.co
Got a question for Seran? Add it here 👉
~~~
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
In today's episode, we're diving into why most
boutique fitness marketing feelslike you're shouting into the
void, and how to flip the script.
My guest today is a digitalmarketing powerhouse and a story
brand expert and the founder ofSalt Marketing.
She's worked with wellnessbrands across the country to
(00:22):
build client-attracting systemsthat run like clockwork.
We're going to be talking aboutwhat really moves the needle
when it comes to marketing yourstudio business, especially if
you're not a natural marketer.
This one's packed with insightsand a lot of clarity, and will
make you think a little bitdifferently about the way that
(00:44):
you market your studio.
Well, hi there, I'm SarenGlanfield.
I'm a business and marketingstrategist just for boutique
fitness studio owners like you.
If you're ready to be inspiredand make a bigger impact, you're
in the right place.
All you need are a few keystrategies, the right mindset
(01:04):
and some support along the way.
Join me as I share thereal-life insights that will
help you grow a sustainable andprofitable studio.
This is the Pilates BusinessPodcast.
Hey there, and welcome back tothe Pilates Business Podcast.
I'm Saran and I'm so thrilledthat you're here with me again
(01:27):
today, and we're talking aboutone of my favorite topics, and
that is branding and marketing,and when studio owners find me,
they will often say to me thattheir marketing isn't working.
And if that is where you're at,just know you're not alone.
I hear it very, very often.
People will say I'm posting,I'm emailing, I feel like I am
(01:47):
doing it all.
I've even thrown in someTikToks here and there, but I'm
not getting consistent leads.
I'm not seeing the level, thenumber of new clients that I
really want to see.
Or, worse, maybe you aregetting some clients coming in,
but they may not be converting.
And that's why I'm reallyexcited about today's guest,
(02:09):
jennifer Arequa.
Jennifer is not just a digitalmarketing expert, she's also a
StoryBrand certified guide, andif you've never heard of
StoryBrand, well, you are in fora treat.
This is a framework that hasbeen that is just so incredibly
(02:30):
powerful, and so I'm excited toreally dive into that today with
Jennifer.
So welcome, jennifer.
I'm so glad you're here.
Thank you so much.
I'm so glad to be here.
So Jennifer also launched herbusiness, salt Marketing, and
she works with businesses justlike yours to help them, to
craft messaging and marketing toget more clients.
(02:51):
So, as you can imagine, whenshe and I connected a few months
back, we really hit it off,talking all about all things
branding and marketing, and Ithought that it would be
fabulous to have you come on theshow, jennifer.
So I'm glad you're here and Ithink it would be really great
to kick off talking about whatis StoryBrand and, as a
certified StoryBrand guide, canyou break down what it means and
(03:15):
why this framework works sowell?
Speaker 2 (03:17):
Yeah, absolutely Certainly.
And it's interesting that yousay that, that people come to
you and say marketing doesn'twork, because I hear that all
the time as well, and theproblem is that behind that cry
for help is there's a hugevariety of disparate attempts to
try and come up with somethingcohesive.
And when you're doing thattactically all the time and
you're just posting and you'rerunning as fast as you can and
(03:38):
the hustle is all about it andthat's not necessarily going to
work, you need a strategicframework.
You need a way of approachingit that's going to get you
results, and so the StoryBrandframework is part of that.
So StoryBrand is a book writtenby a guy named Donald Miller.
He was originally ascreenwriter.
He is an exceptionally giftedwriter, but I saw him speak and
he talked about this back in2017.
(03:59):
And I was just completely takenand immediately started
implementing it in my ownbusinesses as an entrepreneur
and then became certified as astory brand coach about two and
a half years ago.
And so what that story brandframework consists of is making
sure that your client is thehero of their own story.
When you start telling them astory where you're the hero and
you're going to come in andsolve all the problems and
(04:19):
you're going to swoop in.
Well, that conflicts, in theirmind, with how they see
themselves.
They want to solve their ownproblems, they want to get to
their own goals, whatever thosegoals may be for fitness or
nutrition or for wellness ingeneral and they want you to
guide them.
So when you think about it inthe context of Star Wars, if
you've watched the movie StarWars, so you want to be the
Obi-Wan.
You're coming in to help Lukeget to his goals.
(04:40):
You know what's standing in hisway and you're going to help
him achieve that.
So that's, in the simplestterms, what story a brand is,
but it consists of seven parts.
The framework begins with acharacter, and so we look at
that character.
And what is your client'sdesire?
What is it that they're tryingto get to?
What are they trying to achieve?
And so then what is standing intheir way?
So they have a problem and webreak down that problem into a
(05:01):
three-part structure.
So we have our external problem.
So what's being exerted uponthem from outside?
So they're too busy to exercise, or you know, their family's
not behind them, or somethinglike that.
So some external problem theydon't have the time for it.
Then we talk about the internalproblem.
The internal problem is how dothey feel about that, like, how
is that?
How are they standing in theirown way with their own emotions?
And then we talk about thephilosophical problem, like why
(05:22):
this really shouldn't be, likeyou shouldn't have to suffer in
this particular way, and we'regoing to help you get through
that.
So then the next step of theseven part framework is the
guide.
So you present your brand asthe guide and these are the ways
in which we're going to get toyour goals and we're going to
work together.
And for that purpose, you havea plan.
And this is the plan, is anintentional oversimplification,
(05:56):
intentional oversimplification.
We look at it in three steps.
So how can you break down whatyou do from inception to goal
achievement into three, four atthe most steps?
And so, after we give them theplan, we call them to action.
Here's what you need to doplace that achievement.
And then we also talk aboutsuccess and failure and defining
those, and that's in terms oftheir transformation.
What does failure look like?
What does success look like?
We want to cast that vision forthe success.
So, in a basic way, that's thestory brand framework in a
(06:17):
nutshell.
Speaker 1 (06:18):
Yeah, and I think it's so powerful, right, when
you break things down, I thinkbranding just such a there's,
there's a lot in there right tounpack, and so when you've got a
framework of any sort, and thisframework, specifically, is
just clarifies so much aroundwhat goes into creating a strong
brand, right, you've got yourclient and what they're looking
(06:41):
for and the problem that you'resolving for them and what might
be holding them back and theiremotion and then their feelings
around that you know, and andwhenever we're trying to build a
brand, you know, you know itreally is more of
personification of your business.
So those feelings are actuallyquite important, aren't they?
And then you know, then you'rethinking about, okay, well, how
can we guide them forward?
(07:01):
How can we lead them forward?
Um, and we can we guide themforward?
How can we lead them forward?
And we can only lead themforward if we know where we're
going to take them and what thatsuccess and outcomes looks like
.
And so it's really nice to breakit down.
It sounds so much morestraightforward when we do right
, absolutely, it's powerful.
It's so powerful.
So you've seen it in action.
And so tell us a little bitabout where you know, how you've
(07:25):
seen it in action, and so tellus a little bit about where you
know, how you've seen this workfor some of the businesses that
you've worked with.
What types of businesses haveyou kind of worked with in this
space?
Speaker 2 (07:34):
Yeah, and you and I were chatting a little bit
before we started about some ofthe diversification in the
industry, because we work with alot of different wellness
brands and what we see happeningis that, for instance, I had a
mental wellness clinic who hadadded a salt room so you could
come in and do their sauna, andso you know everybody's adding
sort of these differentmodalities, and so how do you
(07:55):
then qualify and quantify whatthat is?
And so we talk a lot about thatwhen we build out websites in
terms of the structure.
How do we capture thosevisitors that are coming in and
they're searching?
They don't necessarily know thename, they kind of might know
what salt therapy is, butthey're talking about them in
terms of how we deliver it.
And so this also speaks to notselling individual services,
which can often be erased to thebottom.
(08:24):
So if you're pricing out here'smy cryotherapy but somebody
down the street is, you knowit's a chain and they're doing
the same thing, but they'recertainly not doing it as well
as you are when we gather thosethings up under your messaging
framework, you can easily sayyou're going to experience these
different modalities and that'sgoing to get you to your goal.
So you become like a categoryof one because you have this
(08:44):
branding, you have thismessaging behind what it is that
you're doing.
Speaker 1 (08:47):
Yeah, and I always say sometimes I'm just going to
give another example we oftenfind ourselves marketing Pilates
to the world, when actuallywhat we really want to be doing
is marketing Pilates with yourstudio to the world.
Right, and there's quite a bigdistinction there, because we
don't want to send them straightinto the arms of our competitor
(09:08):
down the street, right, we wantthem to come to our studio.
Speaker 2 (09:12):
So it's really, as you say, really important to
sort of make that distinction,and that can be a challenge
because when you are trying tooptimize for search engines and
you're talking to the machinesand not the people, you Google
after those keywords likePilates.
But what you want to do isattract the right people and by
having the right messaging, thepeople who will really benefit
from what you do specificallywill gravitate toward that
(09:33):
message because you're speakingtheir language, or speaking to
their hearts, and you tell themall about the transformation
that they're going to undergo.
It's not just I'm going to gosign up for Pilates, I'm going
to have this transformation inmy life and I'm making this
change for purpose RightAbsolutely, it's so much more
powerful, so much more powerful.
Speaker 1 (09:49):
So tell us a little bit about where, when you've
worked, say, with a wellnessbusiness that offers red light
therapy, perhaps, andcryotherapy and a salt room, or
what have you, and as well asother modalities, you know, I
think, if you're, you know, forthose listening, you know,
stepping into that world.
(10:10):
It's a bit like offering, youknow, your small group classes
as well as one-on-one sessions,as well as perhaps some other
add-on combination of those.
How do you, knowing that,perhaps, or wondering if there
is a different market for thosedifferent modalities, how do you
(10:31):
blend it all together?
How can you kind of walk usthrough what that looks like in
real life?
Speaker 2 (10:37):
So, and when you look at it, like that you know
one-on-one versus small groups,versus large groups.
You know everything worksdifferently for different people
and sometimes at differenttimes, like the same client may
come in and need, you know,different attention at different
times.
They may start off needing thatone-on-one and then graduate to
where they're really enjoying agroup setting, and so you have
to frame that up for theindividual.
But you've also got to do it inthe way that makes sense for
(11:00):
your brand.
So you know being able tocommunicate with people, that
you do offer that, that you areable to diversify in that way to
meet their specific needs.
You know that goes back todefining that character and what
their desires are and whatthose problems are.
So you know a different personcomes in and has a different
problem, but they're going torelate to the way that you
explain it and so they're goingto relate to the way that you
(11:23):
explain it and so they're goingto come to you because you've
got the answer to what it isthat they're looking for.
So oftentimes I find that evenif you have a diverse offering
or even if you're partneringwith other, you know other
people in the area.
So if you have a community andyou're kind of partnering up
with them, being able to offer acohesive plan to get to their
goals.
That's often a good way todifferentiate yourself in the
marketplace.
Speaker 1 (11:42):
Absolutely, and when you say a plan, you're the one,
you are the business owner asthe business owner defining
their first step, their secondstep, their third step Is that?
That's what you mean by that.
Speaker 2 (11:53):
So it depends on who we're talking to.
So we have particular wellnessfacilities that we talk with who
will create a unique blueprintfor each client.
And so they'll come in and sayyou know, I've got this ache,
this pain, this goal, and we'regoing to construct for you a
specific plan and within thatcontext, we're going to, you
(12:16):
know, solve your problems.
And so you know, it does matterwhether you construct that, but
in a general sense, we can,like I said it's an
oversimplification intentionallyby saying this is the first
step.
The first step is to walkthrough the door or sign this
piece of paper or book a call orwhatever that first call to
action is.
And then in the middle is themessy middle is where we're
going to actually accomplish thegoal.
(12:36):
But we know how to do it.
So that's the part of themiddle.
And then the third step of thatplan is these are the goals,
this is what you will get, thisis the outcome, and so when we
simplify it like that at thehighest level, we can then break
down the specifics of it for anindividual and making sure that
they get what they need to gothrough that transformation and
really cast that vision, forthis is what success is going to
(12:57):
look like.
Speaker 1 (12:58):
Yeah, and I think one of the reasons why that is so
powerful is because when you area consumer faced with perhaps
those three or four or fivedifferent options or even just
perhaps a few different ways toreach the goal as the consumer,
trying to figure out, withouthaving that plan, what they
should be doing, often is thefastest way to lose clients.
(13:20):
And I think often there is sortof this hesitation to tell
someone what to do.
But most of the time whenpeople are coming to you it's
because they cannot solve theproblem on their own or they're
looking for a little bit of help.
And so if you're thinking, oh,but you know everybody needs
something different, or you know.
Or if you're thinking maybethat you know you don't really
(13:40):
have a plan for someone, or youdon't want to tell them what
they should do or not do andwhat if it's not the right plan,
what you probably will find andtell me if I'm wrong here but
you'll find that people quiteenjoy having at least some sort
of a sense as to where to startor what that sort of guidance is
around, how often they shouldcome and how long it might take
to get results, and thatactually often really fuels a
(14:04):
much stronger bond between youand your clients.
Speaker 2 (14:07):
Yes, especially when you can shift within that
framework.
So, for instance, with ourmarketing clients it's the same
sort of thing.
Like you know, you come to us,you're a Pilates studio, you are
doing all the things, postingall the places you know, doing
everything you possibly can.
And when you nail it down intoa framework it makes a lot of
sense.
That doesn't mean you can'tadjust within that framework.
So we have a five partframework where we that we use
(14:29):
to to look at marketing.
And so the first part of thatis attract.
How do you attract new peopleto you?
How do you draw those, thosenew prospects?
The second part of thatframework is how do you convert
them?
How do you make them intoclients?
The third part of that is tocreate raving fans who are going
to then refer you and talkabout you and review your
business.
(14:49):
The fourth part of it isautomation.
So how do we take all the chaos, all the things you're doing,
and we automate as much of it aswe possibly can.
And then the final part of itis measure and scale.
So we're going to look at ourmetrics and we're going to
figure out how to scale thethings that are working.
So I can say that to you and Ican give you that five-part
framework.
Within that you're going tohave your own interpretation of
that and how it's going to workbest for you.
But as practitioners, the bestthing we can do is provide them
(15:11):
with that framework.
We know how to get you to yourgoals.
Speaker 1 (15:25):
We're going to guide you and we're going to help you
every step of the way, and thatreally, that really makes a
difference.
Yeah, yeah, it does.
So, having worked with withmany small businesses, when you
first connect, what do you seeas perhaps one of the sort of
misconceptions or mistakes orareas that perhaps might need
the most improvement?
What isn't missing most?
Most of the time, would you saythe most improvement.
Speaker 2 (15:40):
What isn't missing most of the time, would you say
it is that structure.
So we do a lot of organic.
We believe in setting upcontent, marketing, inbound all
of that ahead of doing any paid.
Some people will tell you, no,no, just go to the traffic store
, buy some traffic.
But we believe strongly inestablishing who you are in the
marketplace, and so one of thebiggest mistakes I see is trying
to do all those things butdoing it without a plan.
(16:01):
So you know, somebody tells themthat they need to post every
single day, or you don't need tobe on Instagram, you need to be
on YouTube, or you don't needto be on YouTube, you need to be
on TikTok, and it drives peoplecrazy and you can't be in all
the places at all the time.
So having a plan for that andmaking sure that you're doing it
in an intentional way that's alot of what we coach our clients
on is getting to that pointwhere you know what the topics
(16:24):
are that bring people to you.
You know the services that youprovide, but the conditions or
the circumstances that bringpeople to you, and that's what
they're Googling.
They're Googling solutions tothe problem that they have.
We, when we talk about creatingoriginal content, no-transcript
(17:00):
, giving reviews and saying youknow we see this working because
of X and Y and Z.
So there's, there's five piecesof the they ask you answer
framework.
But that is a really good wayto guide your content and not
just be random and posting andgive you some direction there.
Speaker 1 (17:16):
Right, and when you have got sort of those pillars,
perhaps for content types ortopics or themes.
Is that what you mean when yousay that with that structure?
Speaker 2 (17:26):
It is content pillars , but it is also appealing to
optimizing for search, butappealing to the things that
people are already asking, thequestions that they're already
asking.
Pricing is always a bigsticking point with a lot of our
clients.
They don't want to talk aboutit.
They don't want you knowsomebody price shopping them
with the studio down the street.
So we want to make sure thatwe're talking about pricing in
the right way.
So how much does this cost?
Well, it depends.
(17:47):
It depends on what you'relooking for.
It can be from this to this,and so we talk about pricing in
a way that cements them as anauthority.
It shows the client is goingthrough, but then it also
provides the information they'relooking for.
So they know this is the personthat I need.
This is the situation I want tobe in.
Speaker 1 (18:10):
Right, where do you place that content, or where do
you recommend as a sort of abaseline or foundation kind of
what's the sort of minimum, bareminimum, that you would
recommend when it comes tocontent?
Speaker 2 (18:17):
So we typically recommend.
So we have a package that weoffer because we want to get to
the goals right.
So we set the goal and so, inorder to get to the baseline
goals, we post three times aweek and we pay attention to the
things that we're leadingpeople to, always with a call to
action, always with somethingfor them to start with.
In addition to that, we wantone piece of original content,
(18:37):
and by that we mean a video, apodcast, an article, something
of that nature.
That's a little bit more, ithas a little more depth to it,
gives the search enginesomething to sink their teeth
into, and so we make sure thatwe do that at least once a week.
We also talk about a cadence ofemails.
So we want to have a strongwelcome sequence.
When somebody comes in andthey're just sort of poking and
(19:00):
learning and looking, we want tomake sure that we are leading
them through to booking thatfirst session, and so that
cadence is there as well as some.
It depends.
Yeah, there are obviously, likeI said, there are variances.
Once you get below theframework, there are plenty of
variances.
So we might do a weekly email,we might do a monthly email.
It depends on you, depends onhow often your folks are used to
(19:21):
hearing from you.
So that's the minimum.
But we want to hit all thosedifferent modalities because
we're talking about.
Some people like to consumetheir content on a podcast, some
people like to read an article,some people want to watch a
video, some people just wantthat quick hit.
They're going through theirstories on Instagram.
So we want to make sure thatwe're hitting all those without
exhausting ourselves, without,you know, going off the rails
there.
Speaker 1 (19:40):
Yeah, absolutely.
And you know, for someone whois perhaps wearing a lot of hats
in their business, they arealso perhaps teaching,
coordinating their team,training a team, managing a lot
of admin, customer service, etc.
How do you make that contentcreation piece the most doable?
Do you have some hacks that yourecommend or that you can share
(20:03):
?
Speaker 2 (20:03):
Yeah, absolutely, and it's all about putting the
marketing infrastructure inplace, which a lot of people are
missing, and you forgot amillion zillion things that have
to be done as a business owner.
You know paying your taxes andpaying your people, and you know
I've got to get payroll doneand all those things.
So what we recommend doing isautomating as much as possible,
particularly on the operationside.
If you're trying to hire, wecan automate that.
(20:24):
If you are gender.
If you are putting podcasts, weautomate that.
If you are holding webinars oryou are holding live sessions
and you want people to come intothe studio and come in and try
a session and you want to dothat in a group setting, we
automate that.
So automation is key to a lotof that.
And so once you take some ofthat administrative burden off
of you with those automations,then the marketing falls into
(20:45):
place and it's more fun, it'seasier to do because you do have
the time and the bandwidth toreally sink into it.
Speaker 1 (20:51):
Yeah, it takes a little bit of investment up
front, but it's worthwhile overthe long term to have that in
place.
Speaker 2 (20:58):
Yeah, and you don't have to think about it like it
has to be all done at once.
You know, once you, once youget into the automation game,
yeah, there are different piecesof technology and we do coach
our clients on that, but you cando a little bit at a time.
You can say, okay, I'm going toautomate this part of my
process and then I'm going toautomate this pit and over time
you build that, thatinfrastructure out and that
allows you that breathing roomto really cater to your clients
(21:21):
in that way.
Speaker 1 (21:21):
It absolutely does, and I think you know it can be
incredibly overwhelming, havingwatched many business owners try
to do it all at once, or to seethe long list of things they
could be doing with theirautomations within their
software, and it does reallyhelp to simply prioritize.
Okay, where do we start?
What's the most important formy business today?
Next most important comes next,but we do not have to do it all
(21:43):
at once and I think you knowthat's one of those skills that
you develop as a business leaderand a business owner is
navigating how to prioritizethose different pieces of that
marketing puzzle and making surethat you are being sort of
smart about where you spend yourtime and energy and that's a
(22:06):
really good point, being smartabout where you spend your time
and energy.
Speaker 2 (22:08):
And the worst thing that we see our clients do is
they'll invest in automationsoftware and they'll do one
thing and then they're like no,no, it's just faster if I do it
myself.
I'm like it's not faster if youdo it yourself 25 times over
the next month.
So anything you're doing threetimes in a row we need to
automate.
And so that's that getting tothat mindset, flexing that that
sort of muscle memory to say, ok, we can automate this.
That's a, that's a game changerfor a lot of practices.
Speaker 1 (22:31):
Yeah, for sure, Absolutely, Absolutely.
So a lot of people come to meand they will.
They will share that.
They're doing a lot ofdifferent marketing and often
you know people have automationsor they are posting on social
regularly and consistently andthey are sending out emails, but
they don't feel like that it'sworking.
Do you ever see that when youwork with people?
(22:53):
And if so, you know, what wouldyou say to someone who is
feeling that way right now?
Speaker 2 (22:59):
Yeah, absolutely, and we do see it.
Certainly, a lot of people cometo us with that.
The messaging is key.
If you're not getting traction,go back and look at the
messaging.
Have you positioned your brandas the guide to your hero?
Just think about it in thatcontext, making sure that your
message is resonating with themin the right way, and that's
(23:20):
where you're gonna to start toget that traction.
That's where people are goingto gravitate toward you If
you're speaking their languageand you really truly get them.
It's often said that when youcan articulate your client's
problem better than they can,that's when you start to win,
and so that's often the piecethat's missing.
Speaker 1 (23:34):
Yeah, I completely agree with you and it's amazing
how it, when you make it, ittakes a little bit of time right
.
This, you know, put sort of theinvestment of time into those
seven steps of the frame of thestory brand framework that you
described.
And if you've ever spent timeworking really deeply on your
brand messaging, it is kind ofdeep work right.
(23:56):
It makes you really have tostop and have a good think about
what all of these differentcomponents that kind of go into
crafting that really um, that,that that compelling brand
message and positioning yourbusiness.
I think that you know when youdo that work it does pay you
back because you do stand outnot just to new clients but also
(24:18):
your existing clients feel andfind and recognize the value
that you deliver to them.
Speaker 2 (24:25):
And even more importantly with that is the way
that you start to talk aboutyourself when you're at a party
or you're in a room and peoplestart to ask what you do.
Well, you don't just say I owna Pilates studio.
You start to talk about thetransformation like this is what
I do for people, and so doingthat hard work and taking that
time to do that can reallychange everything.
Speaker 1 (24:41):
It changes how you see yourself, it changes how
other people see you and itchanges how your ideal clients
are going to gravitate towardyou on this, the light bulb,
(25:06):
ahas that happen and just howthen it just shifts so much for
them in the way, like you said,the way they see their business
and themselves, but just the waythat they approach what they do
and how they just the doors itopens.
Speaker 2 (25:15):
Yes.
Speaker 1 (25:16):
It is really Love, that it is really, it is really
powerful, and so if anyone islistening and hasn't done this
deep work, I highly highlyrecommend you do.
And I think in the environmentthat we're in today, you know
there is a lot of noise and wehave like the smallest attention
span we've ever had Goldfish.
Right, we have to be able tostand out Right when you've
(25:40):
spent the time like we've talkedabout today.
It really just supports yourability to be able to deliver
something that's very unique andyou're not competing on price
or other things.
Speaker 2 (25:56):
You're trying to keep the wheels on, you're trying to
get the people in the door, andso stepping back and doing this
can feel like just sloggingthrough mud sometimes, but it's
so beneficial and doing thishard work is so important,
particularly if you are goingthrough it right now.
You're trying to keep all thethings, all the wheels on, all
the things running.
Stepping back and doing thiswill be a game changer,
(26:17):
absolutely.
Speaker 1 (26:19):
Absolutely Fantastic.
Well, thank you, jennifer, somuch for coming on and sharing.
I love StoryBrand.
I read it when it first cameout.
I think it's really powerful,and so, if anyone's listening is
keen, that was a greatrecommendation for your next
book.
But in the meantime, why don'tyou share with us a little bit
about how people can learn a bitmore about what you do at Salt
(26:40):
Marketing?
Speaker 2 (26:42):
Absolutely so.
We are Salt Marketing.
We specialize in wellnessbusinesses and helping them grow
.
You can check out our websiteat saltmarketingco.
You'll also find us onInstagram and Facebook and
LinkedIn.
I'm easy to find on LinkedInbecause my last name is very
unique it's O-R-E-C-H-W-A, soJennifer Oroquois.
So if you want to connect withme on LinkedIn, that would be
(27:04):
fantastic.
We also have a custom reportthat you can grab a hold of so
we walk you through a quiz.
It's kind of similar to a discprofile.
You know what is your marketingpersonality, because we do talk
a lot about how you approachmarketing as a business owner,
and so that customer report isat saltmarketingco slash
customer report so you can gothere and grab that.
It's a quick quiz and it's funand gives you great results and
(27:25):
kind of gives you a new approachand a new lease on your
marketing.
So if you're feeling a littledragged down by your marketing,
there's a great way tore-energize yourself.
Speaker 1 (27:34):
Fantastic.
I'm going to link to all ofthat in the show notes so you
guys can go and grab that andcheck it out.
Thank you so much, jennifer.
I appreciate you sharing all ofyour wisdom and insight with us
.
Thank you Absolutely.
Thank you Well.
Thank you all for listening andI hope this episode of the
Pilates Business Podcast washelpful to you.
If it was be sure to never,ever miss another by hitting
(27:54):
that follow or subscribe buttonwherever you listen to podcasts
button wherever you listen topodcasts.
Did you love this episode andwant more?
Head to spring3.com and checkout my free resources that will
help you run a profitable andfulfilling studio business.
And before you go, one lastreminder there is no one way to
(28:17):
do what you do, only your way.
So whatever it is that you wantto do, create or offer, you've
got this.
Thanks again for joining metoday and have a wonderful rest
of your day.
In today's episode, we're diving into why most
boutique fitness marketing feelslike you're shouting into the
void, and how to flip the script.
My guest today is a digitalmarketing powerhouse and a story
brand expert and the founder ofSalt Marketing.
She's worked with wellnessbrands across the country to
(00:22):
build client-attracting systemsthat run like clockwork.
We're going to be talking aboutwhat really moves the needle
when it comes to marketing yourstudio business, especially if
you're not a natural marketer.
This one's packed with insightsand a lot of clarity, and will
make you think a little bitdifferently about the way that
(00:44):
you market your studio.
Well, hi there, I'm SarenGlanfield.
I'm a business and marketingstrategist just for boutique
fitness studio owners like you.
If you're ready to be inspiredand make a bigger impact, you're
in the right place.
All you need are a few keystrategies, the right mindset
(01:04):
and some support along the way.
Join me as I share thereal-life insights that will
help you grow a sustainable andprofitable studio.
This is the Pilates BusinessPodcast.
Hey there, and welcome back tothe Pilates Business Podcast.
I'm Saran and I'm so thrilledthat you're here with me again
(01:27):
today, and we're talking aboutone of my favorite topics, and
that is branding and marketing,and when studio owners find me,
they will often say to me thattheir marketing isn't working.
And if that is where you're at,just know you're not alone.
I hear it very, very often.
People will say I'm posting,I'm emailing, I feel like I am
(01:47):
doing it all.
I've even thrown in someTikToks here and there, but I'm
not getting consistent leads.
I'm not seeing the level, thenumber of new clients that I
really want to see.
Or, worse, maybe you aregetting some clients coming in,
but they may not be converting.
And that's why I'm reallyexcited about today's guest,
(02:09):
jennifer Arequa.
Jennifer is not just a digitalmarketing expert, she's also a
StoryBrand certified guide, andif you've never heard of
StoryBrand, well, you are in fora treat.
This is a framework that hasbeen that is just so incredibly
(02:30):
powerful, and so I'm excited toreally dive into that today with
Jennifer.
So welcome, jennifer.
I'm so glad you're here.
Thank you so much.
I'm so glad to be here.
So Jennifer also launched herbusiness, salt Marketing, and
she works with businesses justlike yours to help them, to
craft messaging and marketing toget more clients.
(02:51):
So, as you can imagine, whenshe and I connected a few months
back, we really hit it off,talking all about all things
branding and marketing, and Ithought that it would be
fabulous to have you come on theshow, jennifer.
So I'm glad you're here and Ithink it would be really great
to kick off talking about whatis StoryBrand and, as a
certified StoryBrand guide, canyou break down what it means and
(03:15):
why this framework works sowell?
Speaker 2 (03:17):
Yeah, absolutely Certainly.
And it's interesting that yousay that, that people come to
you and say marketing doesn'twork, because I hear that all
the time as well, and theproblem is that behind that cry
for help is there's a hugevariety of disparate attempts to
try and come up with somethingcohesive.
And when you're doing thattactically all the time and
you're just posting and you'rerunning as fast as you can and
(03:38):
the hustle is all about it andthat's not necessarily going to
work, you need a strategicframework.
You need a way of approachingit that's going to get you
results, and so the StoryBrandframework is part of that.
So StoryBrand is a book writtenby a guy named Donald Miller.
He was originally ascreenwriter.
He is an exceptionally giftedwriter, but I saw him speak and
he talked about this back in2017.
(03:59):
And I was just completely takenand immediately started
implementing it in my ownbusinesses as an entrepreneur
and then became certified as astory brand coach about two and
a half years ago.
And so what that story brandframework consists of is making
sure that your client is thehero of their own story.
When you start telling them astory where you're the hero and
you're going to come in andsolve all the problems and
(04:19):
you're going to swoop in.
Well, that conflicts, in theirmind, with how they see
themselves.
They want to solve their ownproblems, they want to get to
their own goals, whatever thosegoals may be for fitness or
nutrition or for wellness ingeneral and they want you to
guide them.
So when you think about it inthe context of Star Wars, if
you've watched the movie StarWars, so you want to be the
Obi-Wan.
You're coming in to help Lukeget to his goals.
(04:40):
You know what's standing in hisway and you're going to help
him achieve that.
So that's, in the simplestterms, what story a brand is,
but it consists of seven parts.
The framework begins with acharacter, and so we look at
that character.
And what is your client'sdesire?
What is it that they're tryingto get to?
What are they trying to achieve?
And so then what is standing intheir way?
So they have a problem and webreak down that problem into a
(05:01):
three-part structure.
So we have our external problem.
So what's being exerted uponthem from outside?
So they're too busy to exercise, or you know, their family's
not behind them, or somethinglike that.
So some external problem theydon't have the time for it.
Then we talk about the internalproblem.
The internal problem is how dothey feel about that, like, how
is that?
How are they standing in theirown way with their own emotions?
And then we talk about thephilosophical problem, like why
(05:22):
this really shouldn't be, likeyou shouldn't have to suffer in
this particular way, and we'regoing to help you get through
that.
So then the next step of theseven part framework is the
guide.
So you present your brand asthe guide and these are the ways
in which we're going to get toyour goals and we're going to
work together.
And for that purpose, you havea plan.
And this is the plan, is anintentional oversimplification,
(05:56):
intentional oversimplification.
We look at it in three steps.
So how can you break down whatyou do from inception to goal
achievement into three, four atthe most steps?
And so, after we give them theplan, we call them to action.
Here's what you need to doplace that achievement.
And then we also talk aboutsuccess and failure and defining
those, and that's in terms oftheir transformation.
What does failure look like?
What does success look like?
We want to cast that vision forthe success.
So, in a basic way, that's thestory brand framework in a
(06:17):
nutshell.
Speaker 1 (06:18):
Yeah, and I think it's so powerful, right, when
you break things down, I thinkbranding just such a there's,
there's a lot in there right tounpack, and so when you've got a
framework of any sort, and thisframework, specifically, is
just clarifies so much aroundwhat goes into creating a strong
brand, right, you've got yourclient and what they're looking
(06:41):
for and the problem that you'resolving for them and what might
be holding them back and theiremotion and then their feelings
around that you know, and andwhenever we're trying to build a
brand, you know, you know itreally is more of
personification of your business.
So those feelings are actuallyquite important, aren't they?
And then you know, then you'rethinking about, okay, well, how
can we guide them forward?
(07:01):
How can we lead them forward?
Um, and we can we guide themforward?
How can we lead them forward?
And we can only lead themforward if we know where we're
going to take them and what thatsuccess and outcomes looks like
.
And so it's really nice to breakit down.
It sounds so much morestraightforward when we do right
, absolutely, it's powerful.
It's so powerful.
So you've seen it in action.
And so tell us a little bitabout where you know, how you've
(07:25):
seen it in action, and so tellus a little bit about where you
know, how you've seen this workfor some of the businesses that
you've worked with.
What types of businesses haveyou kind of worked with in this
space?
Speaker 2 (07:34):
Yeah, and you and I were chatting a little bit
before we started about some ofthe diversification in the
industry, because we work with alot of different wellness
brands and what we see happeningis that, for instance, I had a
mental wellness clinic who hadadded a salt room so you could
come in and do their sauna, andso you know everybody's adding
sort of these differentmodalities, and so how do you
(07:55):
then qualify and quantify whatthat is?
And so we talk a lot about thatwhen we build out websites in
terms of the structure.
How do we capture thosevisitors that are coming in and
they're searching?
They don't necessarily know thename, they kind of might know
what salt therapy is, butthey're talking about them in
terms of how we deliver it.
And so this also speaks to notselling individual services,
which can often be erased to thebottom.
(08:24):
So if you're pricing out here'smy cryotherapy but somebody
down the street is, you knowit's a chain and they're doing
the same thing, but they'recertainly not doing it as well
as you are when we gather thosethings up under your messaging
framework, you can easily sayyou're going to experience these
different modalities and that'sgoing to get you to your goal.
So you become like a categoryof one because you have this
(08:44):
branding, you have thismessaging behind what it is that
you're doing.
Speaker 1 (08:47):
Yeah, and I always say sometimes I'm just going to
give another example we oftenfind ourselves marketing Pilates
to the world, when actuallywhat we really want to be doing
is marketing Pilates with yourstudio to the world.
Right, and there's quite a bigdistinction there, because we
don't want to send them straightinto the arms of our competitor
(09:08):
down the street, right, we wantthem to come to our studio.
Speaker 2 (09:12):
So it's really, as you say, really important to
sort of make that distinction,and that can be a challenge
because when you are trying tooptimize for search engines and
you're talking to the machinesand not the people, you Google
after those keywords likePilates.
But what you want to do isattract the right people and by
having the right messaging, thepeople who will really benefit
from what you do specificallywill gravitate toward that
(09:33):
message because you're speakingtheir language, or speaking to
their hearts, and you tell themall about the transformation
that they're going to undergo.
It's not just I'm going to gosign up for Pilates, I'm going
to have this transformation inmy life and I'm making this
change for purpose RightAbsolutely, it's so much more
powerful, so much more powerful.
Speaker 1 (09:49):
So tell us a little bit about where, when you've
worked, say, with a wellnessbusiness that offers red light
therapy, perhaps, andcryotherapy and a salt room, or
what have you, and as well asother modalities, you know, I
think, if you're, you know, forthose listening, you know,
stepping into that world.
(10:10):
It's a bit like offering, youknow, your small group classes
as well as one-on-one sessions,as well as perhaps some other
add-on combination of those.
How do you, knowing that,perhaps, or wondering if there
is a different market for thosedifferent modalities, how do you
(10:31):
blend it all together?
How can you kind of walk usthrough what that looks like in
real life?
Speaker 2 (10:37):
So, and when you look at it, like that you know
one-on-one versus small groups,versus large groups.
You know everything worksdifferently for different people
and sometimes at differenttimes, like the same client may
come in and need, you know,different attention at different
times.
They may start off needing thatone-on-one and then graduate to
where they're really enjoying agroup setting, and so you have
to frame that up for theindividual.
But you've also got to do it inthe way that makes sense for
(11:00):
your brand.
So you know being able tocommunicate with people, that
you do offer that, that you areable to diversify in that way to
meet their specific needs.
You know that goes back todefining that character and what
their desires are and whatthose problems are.
So you know a different personcomes in and has a different
problem, but they're going torelate to the way that you
explain it and so they're goingto relate to the way that you
(11:23):
explain it and so they're goingto come to you because you've
got the answer to what it isthat they're looking for.
So oftentimes I find that evenif you have a diverse offering
or even if you're partneringwith other, you know other
people in the area.
So if you have a community andyou're kind of partnering up
with them, being able to offer acohesive plan to get to their
goals.
That's often a good way todifferentiate yourself in the
marketplace.
Speaker 1 (11:42):
Absolutely, and when you say a plan, you're the one,
you are the business owner asthe business owner defining
their first step, their secondstep, their third step Is that?
That's what you mean by that.
Speaker 2 (11:53):
So it depends on who we're talking to.
So we have particular wellnessfacilities that we talk with who
will create a unique blueprintfor each client.
And so they'll come in and sayyou know, I've got this ache,
this pain, this goal, and we'regoing to construct for you a
specific plan and within thatcontext, we're going to, you
(12:16):
know, solve your problems.
And so you know, it does matterwhether you construct that, but
in a general sense, we can,like I said it's an
oversimplification intentionallyby saying this is the first
step.
The first step is to walkthrough the door or sign this
piece of paper or book a call orwhatever that first call to
action is.
And then in the middle is themessy middle is where we're
going to actually accomplish thegoal.
(12:36):
But we know how to do it.
So that's the part of themiddle.
And then the third step of thatplan is these are the goals,
this is what you will get, thisis the outcome, and so when we
simplify it like that at thehighest level, we can then break
down the specifics of it for anindividual and making sure that
they get what they need to gothrough that transformation and
really cast that vision, forthis is what success is going to
(12:57):
look like.
Speaker 1 (12:58):
Yeah, and I think one of the reasons why that is so
powerful is because when you area consumer faced with perhaps
those three or four or fivedifferent options or even just
perhaps a few different ways toreach the goal as the consumer,
trying to figure out, withouthaving that plan, what they
should be doing, often is thefastest way to lose clients.
(13:20):
And I think often there is sortof this hesitation to tell
someone what to do.
But most of the time whenpeople are coming to you it's
because they cannot solve theproblem on their own or they're
looking for a little bit of help.
And so if you're thinking, oh,but you know everybody needs
something different, or you know.
Or if you're thinking maybethat you know you don't really
(13:40):
have a plan for someone, or youdon't want to tell them what
they should do or not do andwhat if it's not the right plan,
what you probably will find andtell me if I'm wrong here but
you'll find that people quiteenjoy having at least some sort
of a sense as to where to startor what that sort of guidance is
around, how often they shouldcome and how long it might take
to get results, and thatactually often really fuels a
(14:04):
much stronger bond between youand your clients.
Speaker 2 (14:07):
Yes, especially when you can shift within that
framework.
So, for instance, with ourmarketing clients it's the same
sort of thing.
Like you know, you come to us,you're a Pilates studio, you are
doing all the things, postingall the places you know, doing
everything you possibly can.
And when you nail it down intoa framework it makes a lot of
sense.
That doesn't mean you can'tadjust within that framework.
So we have a five partframework where we that we use
(14:29):
to to look at marketing.
And so the first part of thatis attract.
How do you attract new peopleto you?
How do you draw those, thosenew prospects?
The second part of thatframework is how do you convert
them?
How do you make them intoclients?
The third part of that is tocreate raving fans who are going
to then refer you and talkabout you and review your
business.
(14:49):
The fourth part of it isautomation.
So how do we take all the chaos, all the things you're doing,
and we automate as much of it aswe possibly can.
And then the final part of itis measure and scale.
So we're going to look at ourmetrics and we're going to
figure out how to scale thethings that are working.
So I can say that to you and Ican give you that five-part
framework.
Within that you're going tohave your own interpretation of
that and how it's going to workbest for you.
But as practitioners, the bestthing we can do is provide them
(15:11):
with that framework.
We know how to get you to yourgoals.
Speaker 1 (15:25):
We're going to guide you and we're going to help you
every step of the way, and thatreally, that really makes a
difference.
Yeah, yeah, it does.
So, having worked with withmany small businesses, when you
first connect, what do you seeas perhaps one of the sort of
misconceptions or mistakes orareas that perhaps might need
the most improvement?
What isn't missing most?
Most of the time, would you saythe most improvement.
Speaker 2 (15:40):
What isn't missing most of the time, would you say
it is that structure.
So we do a lot of organic.
We believe in setting upcontent, marketing, inbound all
of that ahead of doing any paid.
Some people will tell you, no,no, just go to the traffic store
, buy some traffic.
But we believe strongly inestablishing who you are in the
marketplace, and so one of thebiggest mistakes I see is trying
to do all those things butdoing it without a plan.
(16:01):
So you know, somebody tells themthat they need to post every
single day, or you don't need tobe on Instagram, you need to be
on YouTube, or you don't needto be on YouTube, you need to be
on TikTok, and it drives peoplecrazy and you can't be in all
the places at all the time.
So having a plan for that andmaking sure that you're doing it
in an intentional way that's alot of what we coach our clients
on is getting to that pointwhere you know what the topics
(16:24):
are that bring people to you.
You know the services that youprovide, but the conditions or
the circumstances that bringpeople to you, and that's what
they're Googling.
They're Googling solutions tothe problem that they have.
We, when we talk about creatingoriginal content, no-transcript
(17:00):
, giving reviews and saying youknow we see this working because
of X and Y and Z.
So there's, there's five piecesof the they ask you answer
framework.
But that is a really good wayto guide your content and not
just be random and posting andgive you some direction there.
Speaker 1 (17:16):
Right, and when you have got sort of those pillars,
perhaps for content types ortopics or themes.
Is that what you mean when yousay that with that structure?
Speaker 2 (17:26):
It is content pillars , but it is also appealing to
optimizing for search, butappealing to the things that
people are already asking, thequestions that they're already
asking.
Pricing is always a bigsticking point with a lot of our
clients.
They don't want to talk aboutit.
They don't want you knowsomebody price shopping them
with the studio down the street.
So we want to make sure thatwe're talking about pricing in
the right way.
So how much does this cost?
Well, it depends.
(17:47):
It depends on what you'relooking for.
It can be from this to this,and so we talk about pricing in
a way that cements them as anauthority.
It shows the client is goingthrough, but then it also
provides the information they'relooking for.
So they know this is the personthat I need.
This is the situation I want tobe in.
Speaker 1 (18:10):
Right, where do you place that content, or where do
you recommend as a sort of abaseline or foundation kind of
what's the sort of minimum, bareminimum, that you would
recommend when it comes tocontent?
Speaker 2 (18:17):
So we typically recommend.
So we have a package that weoffer because we want to get to
the goals right.
So we set the goal and so, inorder to get to the baseline
goals, we post three times aweek and we pay attention to the
things that we're leadingpeople to, always with a call to
action, always with somethingfor them to start with.
In addition to that, we wantone piece of original content,
(18:37):
and by that we mean a video, apodcast, an article, something
of that nature.
That's a little bit more, ithas a little more depth to it,
gives the search enginesomething to sink their teeth
into, and so we make sure thatwe do that at least once a week.
We also talk about a cadence ofemails.
So we want to have a strongwelcome sequence.
When somebody comes in andthey're just sort of poking and
(19:00):
learning and looking, we want tomake sure that we are leading
them through to booking thatfirst session, and so that
cadence is there as well as some.
It depends.
Yeah, there are obviously, likeI said, there are variances.
Once you get below theframework, there are plenty of
variances.
So we might do a weekly email,we might do a monthly email.
It depends on you, depends onhow often your folks are used to
(19:21):
hearing from you.
So that's the minimum.
But we want to hit all thosedifferent modalities because
we're talking about.
Some people like to consumetheir content on a podcast, some
people like to read an article,some people want to watch a
video, some people just wantthat quick hit.
They're going through theirstories on Instagram.
So we want to make sure thatwe're hitting all those without
exhausting ourselves, without,you know, going off the rails
there.
Speaker 1 (19:40):
Yeah, absolutely.
And you know, for someone whois perhaps wearing a lot of hats
in their business, they arealso perhaps teaching,
coordinating their team,training a team, managing a lot
of admin, customer service, etc.
How do you make that contentcreation piece the most doable?
Do you have some hacks that yourecommend or that you can share
(20:03):
?
Speaker 2 (20:03):
Yeah, absolutely, and it's all about putting the
marketing infrastructure inplace, which a lot of people are
missing, and you forgot amillion zillion things that have
to be done as a business owner.
You know paying your taxes andpaying your people, and you know
I've got to get payroll doneand all those things.
So what we recommend doing isautomating as much as possible,
particularly on the operationside.
If you're trying to hire, wecan automate that.
(20:24):
If you are gender.
If you are putting podcasts, weautomate that.
If you are holding webinars oryou are holding live sessions
and you want people to come intothe studio and come in and try
a session and you want to dothat in a group setting, we
automate that.
So automation is key to a lotof that.
And so once you take some ofthat administrative burden off
of you with those automations,then the marketing falls into
(20:45):
place and it's more fun, it'seasier to do because you do have
the time and the bandwidth toreally sink into it.
Speaker 1 (20:51):
Yeah, it takes a little bit of investment up
front, but it's worthwhile overthe long term to have that in
place.
Speaker 2 (20:58):
Yeah, and you don't have to think about it like it
has to be all done at once.
You know, once you, once youget into the automation game,
yeah, there are different piecesof technology and we do coach
our clients on that, but you cando a little bit at a time.
You can say, okay, I'm going toautomate this part of my
process and then I'm going toautomate this pit and over time
you build that, thatinfrastructure out and that
allows you that breathing roomto really cater to your clients
(21:21):
in that way.
Speaker 1 (21:21):
It absolutely does, and I think you know it can be
incredibly overwhelming, havingwatched many business owners try
to do it all at once, or to seethe long list of things they
could be doing with theirautomations within their
software, and it does reallyhelp to simply prioritize.
Okay, where do we start?
What's the most important formy business today?
Next most important comes next,but we do not have to do it all
(21:43):
at once and I think you knowthat's one of those skills that
you develop as a business leaderand a business owner is
navigating how to prioritizethose different pieces of that
marketing puzzle and making surethat you are being sort of
smart about where you spend yourtime and energy and that's a
(22:06):
really good point, being smartabout where you spend your time
and energy.
Speaker 2 (22:08):
And the worst thing that we see our clients do is
they'll invest in automationsoftware and they'll do one
thing and then they're like no,no, it's just faster if I do it
myself.
I'm like it's not faster if youdo it yourself 25 times over
the next month.
So anything you're doing threetimes in a row we need to
automate.
And so that's that getting tothat mindset, flexing that that
sort of muscle memory to say, ok, we can automate this.
That's a, that's a game changerfor a lot of practices.
Speaker 1 (22:31):
Yeah, for sure, Absolutely, Absolutely.
So a lot of people come to meand they will.
They will share that.
They're doing a lot ofdifferent marketing and often
you know people have automationsor they are posting on social
regularly and consistently andthey are sending out emails, but
they don't feel like that it'sworking.
Do you ever see that when youwork with people?
(22:53):
And if so, you know, what wouldyou say to someone who is
feeling that way right now?
Speaker 2 (22:59):
Yeah, absolutely, and we do see it.
Certainly, a lot of people cometo us with that.
The messaging is key.
If you're not getting traction,go back and look at the
messaging.
Have you positioned your brandas the guide to your hero?
Just think about it in thatcontext, making sure that your
message is resonating with themin the right way, and that's
(23:20):
where you're gonna to start toget that traction.
That's where people are goingto gravitate toward you If
you're speaking their languageand you really truly get them.
It's often said that when youcan articulate your client's
problem better than they can,that's when you start to win,
and so that's often the piecethat's missing.
Speaker 1 (23:34):
Yeah, I completely agree with you and it's amazing
how it, when you make it, ittakes a little bit of time right
.
This, you know, put sort of theinvestment of time into those
seven steps of the frame of thestory brand framework that you
described.
And if you've ever spent timeworking really deeply on your
brand messaging, it is kind ofdeep work right.
(23:56):
It makes you really have tostop and have a good think about
what all of these differentcomponents that kind of go into
crafting that really um, that,that that compelling brand
message and positioning yourbusiness.
I think that you know when youdo that work it does pay you
back because you do stand outnot just to new clients but also
(24:18):
your existing clients feel andfind and recognize the value
that you deliver to them.
Speaker 2 (24:25):
And even more importantly with that is the way
that you start to talk aboutyourself when you're at a party
or you're in a room and peoplestart to ask what you do.
Well, you don't just say I owna Pilates studio.
You start to talk about thetransformation like this is what
I do for people, and so doingthat hard work and taking that
time to do that can reallychange everything.
Speaker 1 (24:41):
It changes how you see yourself, it changes how
other people see you and itchanges how your ideal clients
are going to gravitate towardyou on this, the light bulb,
(25:06):
ahas that happen and just howthen it just shifts so much for
them in the way, like you said,the way they see their business
and themselves, but just the waythat they approach what they do
and how they just the doors itopens.
Speaker 2 (25:15):
Yes.
Speaker 1 (25:16):
It is really Love, that it is really, it is really
powerful, and so if anyone islistening and hasn't done this
deep work, I highly highlyrecommend you do.
And I think in the environmentthat we're in today, you know
there is a lot of noise and wehave like the smallest attention
span we've ever had Goldfish.
Right, we have to be able tostand out Right when you've
(25:40):
spent the time like we've talkedabout today.
It really just supports yourability to be able to deliver
something that's very unique andyou're not competing on price
or other things.
Speaker 2 (25:56):
You're trying to keep the wheels on, you're trying to
get the people in the door, andso stepping back and doing this
can feel like just sloggingthrough mud sometimes, but it's
so beneficial and doing thishard work is so important,
particularly if you are goingthrough it right now.
You're trying to keep all thethings, all the wheels on, all
the things running.
Stepping back and doing thiswill be a game changer,
(26:17):
absolutely.
Speaker 1 (26:19):
Absolutely Fantastic.
Well, thank you, jennifer, somuch for coming on and sharing.
I love StoryBrand.
I read it when it first cameout.
I think it's really powerful,and so, if anyone's listening is
keen, that was a greatrecommendation for your next
book.
But in the meantime, why don'tyou share with us a little bit
about how people can learn a bitmore about what you do at Salt
(26:40):
Marketing?
Speaker 2 (26:42):
Absolutely so.
We are Salt Marketing.
We specialize in wellnessbusinesses and helping them grow
.
You can check out our websiteat saltmarketingco.
You'll also find us onInstagram and Facebook and
LinkedIn.
I'm easy to find on LinkedInbecause my last name is very
unique it's O-R-E-C-H-W-A, soJennifer Oroquois.
So if you want to connect withme on LinkedIn, that would be
(27:04):
fantastic.
We also have a custom reportthat you can grab a hold of so
we walk you through a quiz.
It's kind of similar to a discprofile.
You know what is your marketingpersonality, because we do talk
a lot about how you approachmarketing as a business owner,
and so that customer report isat saltmarketingco slash
customer report so you can gothere and grab that.
It's a quick quiz and it's funand gives you great results and
(27:25):
kind of gives you a new approachand a new lease on your
marketing.
So if you're feeling a littledragged down by your marketing,
there's a great way tore-energize yourself.
Speaker 1 (27:34):
Fantastic.
I'm going to link to all ofthat in the show notes so you
guys can go and grab that andcheck it out.
Thank you so much, jennifer.
I appreciate you sharing all ofyour wisdom and insight with us
.
Thank you Absolutely.
Thank you Well.
Thank you all for listening andI hope this episode of the
Pilates Business Podcast washelpful to you.
If it was be sure to never,ever miss another by hitting
(27:54):
that follow or subscribe buttonwherever you listen to podcasts
button wherever you listen topodcasts.
Did you love this episode andwant more?
Head to spring3.com and checkout my free resources that will
help you run a profitable andfulfilling studio business.
And before you go, one lastreminder there is no one way to
(28:17):
do what you do, only your way.
So whatever it is that you wantto do, create or offer, you've
got this.
Thanks again for joining metoday and have a wonderful rest
of your day.
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