The Gymnastics Life
Chapter 3 has been the most helpful thus far. He explains the Golden Circle which you can learn more about here.
Most businesses communicate WHAT they do then HOW they do it and they maybe tell you WHY they do it but it's more than likely not communicated through their website or when selling. Here is how most gyms sell their service:
WHAT - We teach kids of all ages and all levels coordination, balance, strength, etc. through the sport of gymnastics. HOW - Through professionally designed programs that emphasize safety and fun.
That's pretty bland but thats the gist of it. You can see there's no WHY and its the WHY that industry leaders use to separate themselves. Here's a
WHY - We believe in helping children develop both physically and mentally. WHAT - We believe gymnastics to be the single greatest way to do this for kids of all ages and all levels. HOW - We do this through professionally designed programs that emphasize safety and having fun.
Way different, huh?
When most parents start their kid in gymnastics there going search google or ask a friend, and chances are they will go with what's convenient at first. Communicating your WHY is what will separate you from the gym across town (or another town away) and you'll find that you have numerous customers that will pass 3-4 gyms on the way to yours.
Your job is to find out WHY you do what you do AND communicate WHY you do what you do.