Example of Hot-Button Issues In Matt’s first company, his perfect-fit customer was a small, independent gym owner. The hot-button issues that these gym owners had were: Not having enough members in the gym Not having time to market the gym to find new members Not knowing how to keep members engaged and activated Not having time to learn new software tools and marketing strategies Not making enough money to earn a sustainable living Based on these issues, most of his content was based around client acquisition strategies, social media marketing (even though they didn’t offer that as a service),
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