You have 3 Seconds to get their Attention

It has been raining every day here for over two weeks now and there appears to be no end in sight.

Since spending most of my life in the northern snow belts, this is a different kind of experience. Coping with potentially deadly snowstorms requires a different mindset, attitude and awareness than torrential rainstorms and deadly flooding.

Times have changed and with it the need to develop new skills.

Speaking of a need to update skills, as you know, the fitness industry continues to grow and become even more competitive.

At 6-Figure Trainers, we believe one of the most important skills you can master to stay ahead of your competition is to clearly differentiate yourself in the marketplace. Being able to stand apart from your competition makes you very unique and special, makes you a leader in your industry.

So how do you differentiate yourself so you immediately stand apart?

It all starts with what you say. Imagine that you are at a party of strangers and someone asks you what you do. You have 3 seconds (seriously) to deliver your answer. Many people say they own XYZ gym, are a fitness instructor, teach yoga, or are a personal trainer. There is no differentiation in that response – none. Blah, Blah, Blah…Boring!

You have three seconds. That’s it. We live in an age where people want things fast. Hook them or lose them. Check out this article from Inc. Magazine, How to get your message across in 3 seconds.

Remember people do want to know what you do and people listen constantly to WIFM radio station in their heads (WIFM means What’s in it for Me), and they will give you three seconds of attention.

What you say must resonate with what they are interested in – all in three seconds. Now, they will give you more time, but only if you get their interest first.

People don’t buy a drill because they want a drill. They want the hole in the wall and the drill does a much better job than a hammer. 🙂 People don’t want a trainer or a fitness program. They want to be more fit, healthier, stronger or some other transformation, for themselves, that the trainer or fitness program provides. Again, you have three seconds to get this message across.

Scenario #2. Imagine that you are in a lineup with 20 of your competitors facing an audience. Each of you are given 3 seconds to answer the question of what you do. How do you set yourself apart from the competition in three seconds? How will the audience remember your answer over everyone else’s answer?

They will remember the person who speaks to the transformation they are interested in. They won’t care about your features or benefits, they will care about the outcomes and the transformations you create in people’s lives that they want in theirs.

Remember that your answer should position you to attract your ideal customers and repel those people who are not your ideal customers. Your business is NOT for everybody if you want to thrive rather than survive. (A topic for another time)

Get this straight in your verbal answer and expand this message through all of your media. Make it consistent and remember it all starts out with your 3 second verbal answer to this one simple question. This should be so automatic that if someone woke you from a sound sleep with bright lights in your eyes, demanding to know what you do – you would answer the exact same way every time in 3 seconds or less.

At 6-Figure Trainers, we have had business explode with this simple plan. Once we get the verbal answer down we replicate that message through every aspect of the business and all marketing channels. You can imagine how powerful and significant that change is. Can you imagine how powerful that change would be for you? I can.

To your success!

Remember, you will only get results if you take immediate action on your ideas.

To your success!

Ron
Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

Mid Year Goal Review (Updated)

Memorial Day weekend is here!

Summer schedules, warm weather and vacations are just around the corner.

This is the perfect time of the year to take a quick break from the challenge of working in our business to working on our business, specifically our business goals. If you have goals and are on track for the year, congratulations! You are among a rare minority and this article will help you go even further. If you don’t have them or if you are not on track here is what to do:

Revise or scrap your goal and start over.

If the main business goals for 2018 are not coming together, set aside some time to think. We’ll call this working on the business. Second, keep thinking until you know what one thing is the most important to your business. You will know when you have the right thing because by doing this one thing to completion, everything else will be easier or necessary.

This concept is further explored in a fantastic book called The One Thing by Gary Keller and Jay Papasan. I highly recommend the book.

Often, our attention is pulled in all kinds of directions and nothing gets done. If this has been your situation for 2018, STOP and figure out your one thing.

It does not matter if you like tackling this one thing. Chances are that you will not like your one thing initially. (That is part of the reason you have been putting it off). This is business, and you know that your success depends on doing what is necessary to move the business forward. You will find if you apply all the steps outlined below you will begin to make progress on your one thing and making progress is exciting and addictive.

Do you have the right number of goals?

This is a very common problem. People get excited about their goals and, in their excitement, they create lots of goals. Big mistake. Curb your enthusiasm and focus on one goal and only one – your one thing.

Do your habits support your goal?

Look at your calendar. How many times in the last week did you actually dedicate time to, and work on your business? Be honest. It’s not going to happen unless you dedicate some time to it.

Here is what you need to do to start: 10 minutes a day working on your business every day without exception. It’s only 10 minutes, of course 20 is better, but start with 10. Your 10 minutes should be uninterrupted and totally focused, no phones, Internet or other distractions. None! 3-2-1 Go! Set a timer and walk away at the end of the 10 minutes. Come back to it tomorrow and the next day and the day after…. You will be amazed!!

Do you feel you would benefit from talking to someone about what your one thing is or should be? A complimentary strategy session would help. I guarantee it. Yes, at 6-Figure Trainers we guarantee ALL of our work including the Complimentary Strategy Session. My contact information is in the P.S. below.

To your success!

Remember, you will only get results if you take immediate action on your ideas.

To your success!

Ron
Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

How to Turn the Corner Once and For All

Sometimes Spring is a long time coming, and it seems the longer it’s drawn out the sweeter the summer weather is when it finally arrives.

Incredibly, we are a short 6 weeks from the midpoint of 2018 – a great point to pause and reflect on this year’s progress.

Instead of focusing on the importance of knowing and measuring what or why you want something different today, I’ll focus on the how.

I hear from fitness professionals all the time that they want to grow their business, but they don’t have time. We have meetings cancelled all the time because, “A client wanted my time and I have to meet with them because it is my business.”

Quite frankly, that statement is indicative of a business out of control. The author of that statement has a job and not a business, a job that controls them.

A business owner has control over the business.

How do you get there if this is your struggle? The solution is so simple and yet so difficult.

The truth is that people always find the time and money to do what they really want to do. Let me give you an example. Your schedule is booked solid and you have no spare time. I hear it all the time.

Same scenario, except someone you love dearly in your family has a medical emergency and they need your help going to and from doctor’s appointments and treatments for the next two weeks. Perhaps it’s even you that needs lots of medical attention.

Do you say I’m too busy? Of course not. You find a way to make it happen.

What changed? Your priorities changed, and you found the time.

The same happens in business. You find the time when you elevate the priority.

As you can tell, the first challenge is to change your mindset. Making the business a priority will either come from positive motivation or negative motivation. For most people (about 80%), they are motivated by negative circumstances, such as my medical example above. We’ve all dug really deep when faced with overwhelmingly negative circumstances.

A business owner forced into survival mode figures it out, hopefully not too late. Most businesses I see are not in survival mode, but they are not thriving either. It’s a frustrating place to be.

To begin the change process, start with a small change. Take out your calendar and schedule yourself into your calendar for times when you will work on your business rather than in your business. I recommend starting with short 10 -15 minutes blocks of time each day for at least 3 weeks. The trick in the beginning is to establish the habit, you can always make your appointments longer after the habit is established.

Step #2 is to protect those times, just like you would protect time with a client you are training – keep the appointment,

Pick something that needs to be worked on and only one thing. Focus all your meeting time on that one issue and then walk away when your meeting time has ended. Know that you’ve done all you could this day and tomorrow you can continue.

Here is the best part. After about 10 days you will notice that you are energized about the progress you are making in your appointments to work on your business. Success breeds more success and it will get easier and easier to honor your appointments with yourself.

You will start feeling really good about you, and that makes all the difference in attitude. Your business will begin to turn a corner. I see it all the time.

A usual question I get asked is how long people should continue this discipline. This is a newbie question. Someone who had put this in place never asks that question, and never looks back.

To your success!

Remember, you will only get results if you take immediate action on your ideas.

To your success!

Ron
Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

Celebrating the Small Victories

Yesterday was my birthday and I celebrated by riding curvy roads in the mountains with my nephew on our motorcycles.

To say I had a great time would be an understatement. Memories for a lifetime!

To be completely transparent, part of the reason it is so special is because I was way out of my comfort zone. You are probably thinking that being on the motorcycle is what took me out of my comfort zone, not so.

Let me explain.

For a variety of reasons, I have always found it difficult to take time and celebrate milestones and victories. Of course, it goes way back in my childhood, blah, blah, blah…

Then I learned that I needed to change. I don’t have to tell you how uncomfortable change can be. It was so difficult that I put it off for years against the advice of mentors and friends (who could see what I couldn’t/wouldn’t see.)

Then, finally, I realized I was holding myself back.

Now I love to celebrate milestones, set goals and reward myself.

As someone who reads these short emails, you know how passionately I believe that business growth is a direct reflection of the owner’s growth.

As soon as I grew in this area, I could see some very positive changes in my business. All of my fears had no basis in reality.

I see versions of this all the time with business owners I work with. No two people have the same challenges, but everyone has challenges. Mindsets, beliefs, attitudes, behaviors and habits that are surely holding them back. (Most of my old friends had a hard time understanding my struggles with celebration. My new friends get it completely.)

Most of the time we do not see the obstacles to our growth, but others around us surely do.

I always like to conclude these emails with actionable ideas, and for this week it would be to take inventory and figure out what is holding you back. (Hint: the more uncomfortable you are with your idea, the more important it is for you.) Then do something about it.

And be very careful about who you get advice from. There are two kinds of people in this world, people who make payroll and people who cash checks. They are not created equal.

Remember, you will only get results if you take immediate action on your ideas.

To your success!

Ron
Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches

The Key To Staying Focused For The Long Term

Two weeks from attending the Super Conference and my mind is still on overdrive.

I guess that is an indication that my investment of time and money was well worth it.

The other day someone asked me why I still attend events like that and my answer is that it recharges me. I return home energized for my business and the mission we have to help others be successful.

I started writing this weekly email over two years ago with the purpose of sharing with you what it takes to be successful in the business side of your fitness business.

I am proud that we only missed one Thursday deadline because of internet connection issues. That issue went out on Friday of that week.

The focus of the email has been to provide tips, tricks and hacks to help you grow your fitness business. Those of you who have been reading these will remember that they were once called “3- 4 Thursday.” The idea was that we would include three specific things that you could implement immediately to help your business grow.

Over time the things change, and we grew to a shorter more specific content usually focused on one thing that could be implemented right away. All of us have plenty of ideas on how to improve things, what we need most is the ability to focus and concentrate on taking action on one thing at a time. And to create an environment where we stay focused!

When we improve on one thing at a time we are far more successful than a scattered approach of multiple things only half-way implemented. (I can be as guilty of this as the next person.)

The key to constant focus in one statement…

“You will be the same person in five years as you are today except for the people you meet and the books you read.”
― Charlie “Tremendous” Jones

This is what you need to focus on to change your life. Pure and simple.

This is not easy, it takes a lot of hard deliberate work; but you are used to hard work so that is not a problem.

The challenge for this week:

  1. What books should you be reading to get you where you want to go?
  2. What people should you meet in order to make the changes you want to make in your life?

Give these questions a lot of thought. The answers are your guide to the business of your dreams that pays the bills and gives you a lifestyle of your choosing.

This is why I attend conferences – to associate with like minded people. This is why I go out of my way to hire my coaches and mentors. This is why I read every day. This will work for you, too!

Need ideas or simply want to talk about this and get some clarity and/or recommendations? Use the PS at the bottom and reach out to me.

Remember, you will only get results if you take immediate action on your ideas.

To your success!

Ron
Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches