Archive for February, 2012

Our Secrets To Success

Our Secrets To Success

Posted on 15. Feb, 2012 by .

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Everyone loves lists of secrets or tips – me included.  They’re bite-size things that you can implement and immediately see benefits from.  So here are 6 of my favorite ‘Secrets’ that have helped the clients we serve and the franchisees who have allowed us to build the two fastest growing training-based franchises in the industry. To maximize the success of your business you need to have your 5 Pillars in place: Pillar #1 – Lead Generation – You need to have lead sources in place that are effective enough that they provide you a minimum of twice as many leads per month as you need to need to convert into clients to reach your financial goals. My recommendations are that you need a minimum of two external lead sources and two internal lead sources going each month as the basis of your fitness marketing plan. Pillar #2 – Front End Offers – How are you turning your leads into paying clients? Maybe it’s a free trial, a paid trial, an assessment or a Transformation Contest. Maybe it’s several of those or different front-end offerings like clinics or workshops. No matter what, you need some way for a person to try […]

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HOW TO CREATE A MESSAGE THAT SELLS

Posted on 14. Feb, 2012 by .

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Have you ever looked at someone’s personal trainer advertising and thought, “I swear I’ve seen this same ad for the past 20 years?” Traditional fitness ads featuring the thin models and the buff jocks with perfect bodies are so overdone. What good does it do us to show the end result when all our prospects feel so many millions of miles away that they can’t even relate to these icons? I’d say 1 in 20 clients are perfectly happy with their bodies in the maintenance phase, but the vast majority of our people are struggling with body image and dreading every trip to the scale. So you need a message that these individuals can identify with. Here are several steps toward creating more effective advertisements. RULE #1: FOCUS ON WHAT MATTERS. What matters most to your existing personal training clients? What exercise setting makes them comfortable – one full of “Average Joes,” one full of muscle bodies, or a mixed atmosphere? Studies show us that many people – especially women and overweight individuals – feel self-conscious about working out in co-ed situations where people can see them. Can your advertisements alleviate some of that psychological discomfort? You want to show […]

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What’s Your Unique Selling Proposition?

What’s Your Unique Selling Proposition?

Posted on 14. Feb, 2012 by .

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Every day I come across dozens of local fitness club ads that are carbon copies of one another. Every gym has a “money-back guarantee” and is supposedly “the #1 fitness club” in the area. Everyone is going to “bust my belly fat,” “help me drop 2-4 dress sizes,” and give me a “total body transformation.” At the end of the day, what we can conclude is that no one has the slightest clue about their Unique Selling Proposition.     In any business, a Unique Selling Proposition is the reason that people should choose one’s product or service over a competitor’s similar offerings. In the fitness business, it can be defined by what makes your personal training, your fitness club, or your boot camp better than others. First of all, you need to know that you’re good enough to justify $100 an hour fees or a six-figure salary. Before I could get anywhere in my career, I needed to invest in my education and develop the confidence in my skills to know that I’m worth it. That’s the first problem many trainers face. You need to sell yourself on your business before you can expect anyone else to buy into […]

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Is Your Guru A Sociopath?

Is Your Guru A Sociopath?

Posted on 13. Feb, 2012 by .

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Yes, I know this is an odd topic for Super Trainer. However, it could be the most important lesson in your life. Sociopathic people are dangerous, manipulative and don’t give a damn about you! Here’s a quick back story: I, JSE, have been the victim of more than one sociopath. They were a former girlfriend (many years ago), an employee, and a business associate.  Believe me, I have my sociopathic radar on constant high alert now. The crazy part about being a victim (and that’s what you are) of a sociopath is that you start to think that you are nuts. They are so good at their craft, you are wondering if you are just imagining things. You are not. That crap is real! I learned why I had “attracted” these jack asses.  Through discovery, I learned that sociopaths seek out those who are willing to help and those they can “extract” from. I’ve always wanted to help as many people as possible, and each of these three people had something to gain (money, prestige, power, opportunity, a list). Here’s a funny example: Have you ever watched The Bachelor TV show? (Ok Sam, I watch it sometimes…. I live with […]

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FROM GOOD TO GREAT….TO THE BEST!

FROM GOOD TO GREAT….TO THE BEST!

Posted on 12. Feb, 2012 by .

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Ok, I hope you know I was bullshitting you there. I don’t use (unanswered) hype in my business like some other people. But the truth of the matter is many fitness business owners really have neglected this marketing tactic. And it is especially something I am seeing in much of the new generation. So what is this “secret” strategy?! It’s called “being the f@*#ing BEST” at what you do. Are you constantly working on your craft? Are you reading a book every 2 weeks (at least!)? Are you watching DVD’s and are part of the best online membership sites? How many seminars did you attend this year? And how many presenters/coaches did you bring into your gym to make your staff better? Why did you all of a sudden stop becoming better at your craft? I feel like we owe not only ourselves but even more so our clients, to continuously pursue a mastery of our craft. When you are amazing at what you do and you deliver the result the client is looking for faster and better than anyone else, coupled with an amazing experience, then people will want to talk about you all the time! When was the […]

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