Archive for October, 2011

Unique Experience Presentation

Unique Experience Presentation

Posted on 31. Oct, 2011 by .

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Everyone in marketing has heard the word USP (Unique Selling Proposition). And if you haven’t then you need to get on some Dan Kennedy books and know what yours is, as it’s not only important that you have it, but also crucial that it differentiates you from your competitors. Check out a great explanation of it here http://dankennedy.com/blog/small-business-marketing-tips/unique-selling-proposition-vs-dumb-slogans/ I’m sure a lot of fitness businesses don’t have a USP, but why compare your self to them.  You should strive to be exceptional and really separate yourself from everyone else in the area. But then there is a concept that can take things to a whole other level. U.E.P. represents all the different ways you can create a unique experience for your prospects and clients.  This can range from the buying experience (is it like any other or do you already deliver a ton of value and a different feeling from the get go), feel of your gym, the design and music that’s playing, events you put on to show you appreciation, surprises you throw for your clients, etc. How professional everything looks and whether it matches what you promote through your marketing (does your marketing fall in line with what […]

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Fitness Marketing Game Plan

Posted on 30. Oct, 2011 by .

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Sam, When I started coaching with you last October I had just moved into my stand alone Boot Camp Studio. I was grossing $9,000 in EFT per month before I moved into the studio. I had a bunch of my clients pay in full for the year to pay for the build out and that brought my EFT down to $6,000 per month. In January 2011 my EFT was $11,000 and my total overhead was $6,000 (payroll, rent, utilities, marketing, everything). I have only taught 1hr of boot camp in all of 2011 by the way. Currently in October 2011 I just expanded my boot camp to 3,000 sq ft (Paid in cash $45,000 for the build out) (funded from one Groupon promo). My current EFT is $22,000 a month and my new overhead is $11,000 (I have 3 trainers, 1 assistant, and 1 intern working for me). I spend about $3,000 a month on masterminds, conferences, online marketing programs and travel expenses. I am giving myself a  $6,000 paycheck and keep $2,000 in my business. My Goal back in January was to gross 30K a month by the end of the year. I sent you the outline of how […]

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Credibility is Key

Credibility is Key

Posted on 30. Oct, 2011 by .

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What does credibility mean? Does it mean, believable, reliable, or trustworthy? The definition probably changes a little depending on who answers; however, the definition on dictionary.com is, the quality of being believable or worthy of trust. Establishing credibility in the fitness industry is one of the most important elements to success. If you are not believed in, your customers won’t trust you and you won’t sell. When it comes to sales customers think the better the deal and the bigger the promise the less credible it must be. So as fitness entrepreneurs we have to convince them are deals are better and our promise is real. We have to get them to believe in us and the only way to do this is to provide proof. In this business everyone should have testimonials that include before and after pictures whether it’s just the pictures or video. Every sales page must include these. This is your credibility; your visual proof. The weight loss business is one of the best examples of marketing with proof. Take for example the National Enquirer. Did you know they sell more papers than the New York Times, The Washington Post, and The Los Angeles Times put […]

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Price or Quality – What’s More Important?

Price or Quality – What’s More Important?

Posted on 29. Oct, 2011 by .

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I don’t know why but a lot of fitness entrepreneurs believe that clients purchase products based on lowest price. But study after study shows this to be false. Even in a tough economy, quality outweighs price almost every time. The popular online stores like eBay and Amazon have done extensive research to show that price is not the top concern of consumers. They are more concerned with the availability of unique items, seller’s ratings, and quality service. This doesn’t mean that people don’t buy based on lowest price because there are some consumers that do, but they are definitely the lower percentage of the group. I recently read an article in Microwave Marketing where this type of consumer is referred to as “not so good customers”. The article talks about the people who are forced to buy where money is tight and they scrutinize every purchase. Dan Kennedy himself has faced these buyers in his business where the consumer buys a course thinking it’s the solution to their problem, never uses the product and it sits on their shelf. Then, when they need money they remember the money back guarantee and send it back for a refund. Don’t let this […]

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How To Keep Your Fitness Ad From Ending Up In The Trash

How To Keep Your Fitness Ad From Ending Up In The Trash

Posted on 28. Oct, 2011 by .

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Think about all the third party mail we receive on a daily basis. Thousands of pieces get mailed and most consumers throw them out because there’s so many, they don’t catch their eye, or the consumers are just too damn busy to look at them. Frankly, consumers are bored with seeing the same ad over and over again so if you don’t move them with something awesome your ad will be tossed in the trash too. So how do you keep yours from hitting the trash? What catches the consumer’s eye? People love to laugh and be entertained. So do something entertaining that will stick in their mind and make them think twice about tossing your ad. You have to think outside the box and come up with an ad that they will remember. Think about the commercials on Super Bowl Sunday; the ones that are truly entertaining and make people laugh or the ones with hot chicks. These ads are what everyone talks about the next day at work. This is what you need to think about when creating your ad. Alright, we know people are bombarded with tons of daily ads and most of them are boring. We […]

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