How to build your marketing strategy.

I wrote in yesterday’s email I would be making a big announcement today. The announcement is really about an opportunity to radically alter the path of your business for the better.

First, let me give you a little background. As most of you know I have a lot of years’ experience in the fitness business in a variety of careers.

I started dabbling with the idea of developing a business by working as a part-time personal trainer. Build up my client base and then go full-time.

I was constantly looking over my shoulder for the next member or client for my programs. This was on my mind daily. It always seemed that just one or two new clients would completely alter my world for the better.

New people would show up and my excitement level would also rise. Then, someone would leave the program for one reason or another. Usually having nothing to do with the quality of the program. At the end of the month my net gain was in the “still struggling” category.

It was discouraging that this pattern repeated itself all too often. Sometimes I even wondered if the career was worth it. I loved what I did, and I know I made a huge difference in people’s lives, but at what price to me and my family?

I even went as far as taking on other careers and jobs in order to pay the bills. But this did not make me happy.

My heart was in the fitness business, but I had not cracked the code on how to make a good living running my own fitness business.

The as luck would have it, I lost one of my other income sources (a job). This was traumatic at the time, but I soon saw it as an opportunity to do what I really wanted to do, own my own full-time fitness business.

Here is where I made a quality decision.

It was not about owning my own fitness business. It was about owning a profitable full-time fitness business. At the time I still had one client in my part time training business. He was an ideal client for me. I knew I needed more clients like him.

It was obvious that I needed a marketing program to build the business. I needed new clients fast and the pressure was on.

Eighteen months later I was making $92,000+ from my business, working reasonable hours, taking 3 weeks a year off, and I had a very low overhead. If I can make this happen, so can you.

Step #1 was that I built the foundation for a marketing program. These are the same steps any successful business goes through.

I liken the marketing foundation to a three-legged stool. My value proposition, ideal client avatar, and the right marketing channel are the three legs. In a little more detail:

My value proposition: How well can I articulate what I do in a few words as possible? This took a long time for me to figure out. Once I had it, everything else was much easier.

Ideal client: Must get 100% clarity on this. Not everyone is ideal for your business.

The right marketing channel (media). The way to determine this is to figure out where my ideal clients where hanging out and go there with my marketing efforts. For instance, my ideal clients were not on Facebook, so why go there?

Complete these three steps and you will have a solid foundation for all of your marketing efforts. knowing this information brings you an unbelievable peace of mind and confidence. This leads to more business.

The challenge is that you can do all of this on your own. Or, you can let us guide you and work with you.

Working alone is largely a process of trial and error. With enough determination and persistence, you will get it right – eventually.

Working with us allows you to focus on proven strategies that get results fast. Either way, take the time and commit to getting your marketing foundation set up for success.

To say I am excited about this program is an understatement. For more information on how the program works, go here.

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

Stop Turning Prospects Away!

I am between trips as I write this email. My last trips were a bit stressful because they were just before and just after hurricane Florence visited South Carolina.

All of that is behind us, and I can reflect, and share with you, a huge observation from one of my last trips.

In general, the fitness industry does a terrible job selling their product. It’s awful.

About half of my visits to gyms are as a prospective member. I stop by like a prospective member would.

As you can expect I get a variety of responses. Usually, I end up with a tour of the facility.

The Owner or tour guide, takes me through the facility pointing out all the features the facility has to offer me. This is a complete waste of my time. And if you do this with prospective customers, it’s a waste of your time too.

I don’t care about your features. I don’t care about your machines and “cardio.”

I stopped by because I am looking for something. I care about ME, not your machines and other features.

I stopped by because I am looking for something different in my life. If I wanted a machine I would have visited a retail store.

How do I know the tour guide does not care about me? They never ask me any questions.

How do I know the tour guide cares about me? If they ask me questions about me and what I am looking for. In a recent tour, the guide asked me two questions. My name, and my name again as we finished the tour. He didn’t even remember my name!

Before I go on a rant, here are the questions a tour guide should ask every prospective new customer:

  1. What do you want?
  2. Why do you want it?
  3. Why don’t you have it already?

Once you have a clear idea of the prospect’s goals, then show the customer how you can help them achieve their goals. Forget your features and benefits, focus on how you and your services create desired outcomes in people’s lives. This is what you prospect is interested in.

Rethink how you orient new prospects. Train you team. Watch you business grow.

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

How To Show You Really Care

I just returned from a 10-day road trip on the East Coast. I got home to Greenville, SC just before hurricane Florence is predicted to hit the coast.

Throughout my travels I saw all kinds of evidence of emergency preparation.

It is truly amazing to see how we pull together as a country when we are faced with a challenge. It’s as though the worst of conditions brings out the best in us.

I think about this often. Why is it that it often takes the worst of situations to bring out the best in us? I confess that I don’t have an answer.

But I do know that this situation is an opportunity for us to showcase our genuine care and concern for people.

Not everybody on this distribution list is in the path of the hurricane, but many are. It’s pretty safe to say that everyone on this distribution list will be affected by the story in some way.

Depending on where you are, what can you do to show your care and concerns for the people in your area?

Here are a couple of thoughts. Consider the ones that apply to your unique situation.

  • Become a shelter, or volunteer at a shelter.
  • Volunteer to help in some way.
  • Offer a special workout as a fundraiser.
  • Openly promote and welcome evacuees to your facility.
  • Send an email or a video to your clients/members offering to help with their unique situation.
  • Participate in a blood drive.
  • Reach out to another Box, Gym, or Training Studio in the eye of the storm to see what they need.
  • Other.

Whatever you decide, the important thing is to be a solution in a time of need. People don’t care how much you know until they know how much you care.

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

Above all, stay safe.

Does Your Business Really Stand Out?

Note: This guest blog was written by Charles Augustine, Marketing Assistant for the 6 Figure Trainer’s Program. 

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We constantly hear from gym owners that they are always in pursuit of new clients.

They experience a level of churn that puts them in a position where it is hard to grow to the level where they will be happy.

If you regularly read these emails, then you know how important it is to distinguish yourself in your market.

Here’s the problem.

When we ask most gym owners why they are different we usually receive a variation of the same answer. Their community and experienced and knowledgeable staff.

If everyone has the same answer, what’s the difference?

Maintaining your clients for decades takes a lot of nurturing. You must create powerful relationships with your people, not just get them in shape.

The truth is even if you’re the best trainer in town, there are other trainers out there who can get them to their goals.

The details are many, but when it comes to getting and keeping lifelong members it comes down to these two steps:

1. Set expectations up front – Your members need to know exactly what it’s like to work with you, what they are going to get out of it, and what level of commitment it will take if they’re going to stick with you for years.

2. Make it the best hour of their day – Many of your clients have great jobs but may not have the most stimulating or exciting 9-5 on a daily basis. You have an amazing opportunity to make the time they spend with you the best part of their day. They will keep showing up for the great results, sure, but more so for a great time. Make it so they look forward to leaving work to go to work out with you and then not want to go home afterwards because they are having such a great time.

These two steps might seem simple or you may feel like you are already doing them, but if they are not the main focus of your interaction with your clients it’s time to step up your game. You didn’t start your business to be complacent.

If you have any level of churn it’s because those members did not understand what they were signing up for and they weren’t receiving the best hour of their day.

It’s as simple as that.

Here’s the pitch. If you’ve tried everything and you feel like your tapped out on the trial and error technique of running your business, give us a call and find out what it’s like to have someone who has been in your shoes and knows what right looks like to help you make you more money and have more time in your schedule.

I can tell you first hand that hiring Ron Gordon as my mentor is the best decision I ever made for my business. I learned how to run a fitness business the right way and how to live the life I intended when I started my business.

Only the best,

Charles