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<\/figure>\n\n\n\nTargeting a hyper-specific group with your marketing is referred to as sniper marketing, while taking a broader approach is called shotgun marketing.<\/p>\n\n\n\n
When you\u2019re starting out, a sniper approach is almost always the better option.<\/p>\n\n\n\n
And as we\u2019ll learn today, you can build a big business without a big following.<\/p>\n\n\n\n
Case in point: Melissa Shevchenko<\/a>\u2014an online fitness coach who shifted from making $8k\/mo in-person to $70k\/mo online with just under 1,500 Instagram followers.<\/p>\n\n\n\n Two months ago, she hadn\u2019t even posted a Reel. Yet her small but mighty audience helps her earn an annual profit \u201cbetween $400-$500k.\u201d<\/p>\n\n\n\n Her sniper strategy makes her more successful than some influencers with audiences 100x her size.<\/p>\n\n\n\n <\/p>\nPlay stupid games, win stupid prizes<\/cite><\/blockquote>\n\n\n\n While the rest of the fitness industry is focused on \u201cbuilding a following,\u201d Melissa\u2019s strategy is better for those trying to build a business.<\/p>\n\n\n\n So without further ado, here\u2019s what she did to build her insanely profitable online coaching company:<\/p>\n\n\n\n Melissa targets 40- to 60-year-old women who are \u201cobsessed with scale numbers\u201d that want to lose weight. This hyper-specific targeting makes it easier to create content that resonates with that audience.<\/p>\n\n\n\n Melissa\u2019s leads come from referrals, Facebook posts, or Instagram posts.<\/p>\n\n\n\n She says the group helps her showcase the quality of her work and build community.<\/p>\n\n\n\n She DMs every person who joins the group and builds rapport with them. This also gives her a sense of how qualified each person is for her services.<\/p>\n\n\n\n <\/p>\nOthers in the industry like Mike Doehla<\/a> and Lindsey VanSchoyck built wildly profitable online businesses using Facebook Groups as their main acquisition channel.<\/cite><\/blockquote>\n\n\n\n Melissa’s front-end offer is a 6-week challenge that costs around $850\/mo. She opens enrollment six times a year and aims to sell 40 people each time.<\/p>\n\n\n\n Opening and closing enrollment allows Melissa to focus all her effort on selling when enrollment is open, and fulfilling when enrollment is closed.<\/p>\n\n\n\n <\/p>\nCassie Day<\/a> also uses an open & closed enrollment strategy for her brick & mortar in Toronto.<\/cite><\/blockquote>\n\n\n\n She says most of her sales happen via DM, but she will get on the phone with colder leads.<\/p>\n\n\n\n Melissa\u2019s $850 6-week challenge consists of:<\/p>\n\n\n\n <\/p>\nMelissa sets expectations with her clients throughout the initial 6 weeks. She wants them all to understand that fitness is a long-term commitment and she\u2019s not going to solve all their problems during this initial challenge.<\/cite><\/blockquote>\n\n\n\n After the program, clients can continue with a 6-month program for $350\/mo or a 12-month program for $300\/mo. These both include similar services to the 6-week challenge with the addition of:<\/p>\n\n\n\n A lot of her service delivery has been systematized and automated. This allows her to serve more<\/strong> people without experiencing burnout.<\/p>\n\n\n\n She says her online service is far better than her in-person training was, even though each client takes up a fraction of the time.<\/p>\n\n\n\n Melissa has over a decade of experience and it\u2019s clear that she\u2019s borderline obsessive over her clients\u2019 results, so copying her playbook probably won\u2019t make you $500k in profit.<\/p>\n\n\n\n That said, here\u2019s her advice to fit pros who want to grow an online coaching business:<\/p>\n\n\n\n If you want a full breakdown from Melissa herself, check out the latest Gym World<\/a> for a deeper dive into her business.<\/p>\n\n\n\n![\"\"](\"https:\/\/exbs4efnfp8.exactdn.com\/wp-content\/uploads\/2023\/09\/Untitled.jpg?strip=all&lossy=1&ssl=1\" "\\"\\"")
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Niched waaay down<\/h2>\n\n\n\n
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<\/figure>\n\n\n\nFound a marketing strategy that works<\/h2>\n\n\n\n
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Built a premium offer with premium pricing<\/h2>\n\n\n\n
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Melissa\u2019s advice<\/h2>\n\n\n\n
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