Archive for November, 2011

Fitness Marketing Law #15 – The Law of Candor

Fitness Marketing Law #15 – The Law of Candor

Posted on 02. Nov, 2011 by .

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Fitness Marketing Law of Candor- Is being honest and admitting the negative a smart business strategy? According to the law of candor it is. I often say you have to be transparent in the fitness industry if you want to be successful. People know and understand that everyone is not perfect. Don’t be afraid to be candid and admit something negative about your business. The key is to then take the negative and change it into a positive.   In the Fitness Marketing law of the ladder I spoke about Avis rent-a-car being number two and they candidly admitted it, using their position to gain market share. Remember their slogan, “We are No. 2, we try harder”? Their strategy of admittance helped them become the second largest in the car rental business for many years.   When a fitness business practices candor it gives the prospect a feeling of honesty and trust. After all, who would lie about something negative in their business? You see once you make a negative statement about you; it is automatically accepted as being the truth. With truth comes trust and building trust with your prospects is very important. In the fitness business we deal […]

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The ‘Magic Formula’

The ‘Magic Formula’

Posted on 02. Nov, 2011 by .

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Anytime someone has achieved any degree of success, they get asked what their ‘secret’ is.  I guess that if I had any secret, it would be this formula… Before becoming a fitness entrepreneur I was a baseball coach. I always had wanted to be a baseball coach.  Loved baseball and still probably read more about baseball than anything other than business stuff today. When I got a chance to coach I bought every book and video that might have a remote chance of helping me improve. Once I quit coaching, I shipped a box with about 2/3 of all that stuff to one of my former players who had gone into coaching…it weighed over 50 lbs. I traveled to clinics all over the country and worked camps at schools that had programs I wanted to model. Then I put in more hours than I care to remember. In fact, I never took a vacation during my entire coaching career. I figured that I wasn’t going to beat anyone with strategy, I had no experience…I needed to have better systems and work harder at recruiting. That was my only chance. As far as mistakes go…I didn’t really dwell on losing.  In […]

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Isabel Allende tells tales of passion

Isabel Allende tells tales of passion

Posted on 01. Nov, 2011 by .

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  Thank you so much. It’s really scary to be here among the smartest of the smart. I’m here to tell you a few tales of passion. There’s a Jewish saying that I love. What is truer than truth? Answer, the story. I’m a storyteller. I want to convey something that is truer than truth about our common humanity. All stories interest me and some haunt me until I end up writing them. Certain themes keep coming up, justice, loyalty, violence, death, political and social issues, freedom. I’m aware of the mystery around us so I write about coincidences, premonitions, emotions, dreams, the power of nature, magic. In the last 20 years, I have published a few books but I have lived in anonymity until February of 2006, when I carried the Olympic flag in the Winter Olympics in Italy. That made me a celebrity. Now people recognize me in Macy’s and my grandchildren think that I’m cool. Allow me to tell you about my four minutes of fame. One of the organizers of the Olympic ceremony, of the opening ceremony, called me and said that I had been selected to be one of the flag-bearers. I replied that surely […]

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