We all know how difficult it is to motivate people to adopt a more active lifestyle. Convincing someone to get off the couch just to walk around block is no easy task.
For many people who know they should be more physically active getting started is the most difficult part.
For the deconditioned market I recommend starting small but thinking big. The deconditioned market find no joy in activity for the sake of activity. Their internal motivation is low. They need something more tangible to keep them coming back until they develop the exercise habit.
Based on emperical evidence I have discovered that often someone who won’t commit to something small will happily commit to something big. For example, someone who doesn’t particularly like to run will, with the right support, train for and run a marathon; someone who doesn’t like to fish will go marlin fishing; someone who has no interest in hiking would like to think they could climb Mt Everest. This is what I have called the Everest Paradox.
How does the Everest Paradox work? It is the combination of a shared goal, a unique experience (an Event) and ‘bragging rights’.
What is the implication for you?
Organize an Event:
1. Have a ‘big’ goal (relative to your desired market’s ability) and organize your programming around it.2. Put a team of experts together to organize, monitor and train participants.
3. Create a limited time and/or limited number product/service mix to meet the specific needs of participants in relation to the event.
4. Give the event a sexy name that promotes discussion and participation. Advertise the event internally and externally (price should be only nominal, to cover support material costs, or free to existing members).
5. Participant’s progress should be tracked against the ultimate goal periodically. The event should be scheduled far enough in advance for participants to successfully achieve their goal.
6. Recognize and celebrate training milestones along the way.
7. Organize the group into smaller ‘training squads’ of similar ability for greater internal accountability and to promote adherence.
8. Set up multiple communication channels (e-mail, training newsletter, phone consultations etc) to keep participants engaged.
9. Reward indivudual and group achievements (including most improved etc) not just place getters.
10. Utilize local media to increase exposure. Use the event to promote future events.
Give your members and prospective members something to get excited about put the Everest Paradox to work for you.
