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Worried about peanut butter?
Here are steps to make your own:
Enjoy!
Here's a note I received today from Andy Voris, owner of BodyForm Personal Training:
"Art,
I was wondering if you could send out a step-by-step guide to
utilizing all of the great resources you have available. Like how to
create the best method for using the videos on our site and how to use
them in our fitness presentations either as group speaking or one-on-one consultation or even the Metabolism makeover programs.
You hear from so many people that I'm sure you get great ideas!
Thanks so much for everything you have done. I / you add credibility to my company every day!
It shows! 43% growth 2006-2007 and 60% growth 2007-2008! 2009 is off to an even better start with double the numbers for the first two months over 2008!"
The reality is that every one uses our materials differently... and for different business models, different presentations, different media! So, the best I can do is show various examples like:
So, perhaps you can help Andy.
Perhaps you could add a link to your site in the comment section (of this blog) to show how you use some of the promotional materials.... or contact Andy directly through his site.
To your continued Success!
Art
Talk about a reversal! Just got off the phone with a marketing-savvy club owner named Jamie Eisner who is doing something a bit unusual. Instead of using his website to reinforce and support his club (pull strategy), he's using his supplement line to promote his website. (push strategy).
Here's what he does.
At the club level, he has brochures and front desk handouts that go in-depth about the product line. These marketing materials make it very clear that his club has exclusive rights and exclusive distribution of his current supplement line and that they can be purchased ONLY from the club's pro shop or through the club's website.
Now here's where it gets interesting. He also takes out a small ad in a community newspaper and participates with a "money mailer" direct mail package. Again, promoting the exclusive rights/distribution of his product line.
He told me that more than 60% of his supplement sales are to non-members who order off his online store. This is a direct result of his little advertising campaign which is coded to track the ads.
Next, he plans to track how many non-member, online purchasers can be converted to membership.
Hmmmm.... very interesting! What do you think?
The "discover-more-about-online-marketing" bug lately has really taken over my life! My goal is to increase our outreach to fitness professionals, like you, without the typical print advertising costs.
I'm looking into social networking, adwords, Pay per click (PPC) search engine optimization (SEO), video distribution, etc. As usual, the more I learn, the more I realize how much I don't know.
That being the case it only made sense to start interviewing people who know and understand this stuff upside-down and backwards. The experts!
It's so interesting to discover how many of these experts have absolutely no ethics, no standards, no thresholds whatsoever. They are laser-beamed focused on making money regardless of what ethical/moral lines they may cross. It is pure greed. It's actually worse than Wall Street and the Financial Services industry.
Here's what I mean.
I told each of these consultants that our marketing strategy is focused on serving only those fitness professionals where the top priority is to serve their clients. Those who understand that if they help their clients achieve the results, lifestyle and goals... the money would follow.
I went on to explain that we refuse to sell to many of the top franchises like Curves... nor do we sell to those who we deem, "only in it for the money!"
After all, our customer base includes some of the top fitness trainers, coaches and athletes in the world... who have put an incredible amount of faith and trust in the quality of our products and the integrity of our business. Enough to put their own names on them. How would these professionals feel if the same products showed up in a "Walmart" type franchise among a bunch entry level trainers with no certification and no indepth knowledge of exercise protocol, nutrition or physiology?
Wow... across the board, these "experts" told me our business strategy was admirable but naive. The bottom line attitude among this internet marketing crowd was: What do you care as long as you're making money? One of them actually said to me, "Your attitude smacks of being an elitist snob!"
So be it.
Wanted: Web consultants willing to work with elitist snob!
It ought to be obvious by now that branding.... or at least brand (logo) imprinting is an essential part of your fitness business. Never has it been more important than right now - as consumers are ever more judicious as to how their discretionary dollars are spent.
Yup... Gone are the days where you could get away with being that unique, "chill" kind of trainer with an unprofessional look.
Listen... today's successful fitness professional looks, acts, feels, smells and touches with total professionalism and confidence. And all of that professionalism and confidence is, in theory, summed up in one graphic design -- Your Brand!
It's true. When one of your clients or potential clients sees your Brand, it should stimulate a conscious thought and evoke an emotional response to who you are and what your business stands for. And, of course it should all be positive thoughts and emotions.
One thing is very clear to us. The most successful folks in the fitness business are those who truly believe in Fitness Branding, Trainer Branding, Club Branding.....branding..branding branding....!
Man... when it comes to weight-management some people are just LOST!
You know what I mean. No matter how much you try to educate them, they continue to embrace "restricted calorie" dieting.
Important terms and physiological realities such as "fat-loss vs. weight-loss" and "body composition vs. BMI" seem to get LOST! in the dialog.
So, being the fantastic motivator that you are... you probably find yourself repeating these realities over and over again with the hope that, at some point, it sinks in! And for some, it does. Yet, for so many others... it doesn't -- and of course, they blame you for their lack of progress. You shake your head: They're LOST!
This is why trainers who offer a complete education curriculum end up with such better clients. Yes... successful clients! Clients who achieve results! Why? Because they are no longer LOST!
Here's a note from Jerry Goodwin regarding a corporate account:
"... I don't mean to greedy but I charge each person $299 for our 12-week Weight-Management 101 Course and for the last year have converted more than 94% of those (students) into regular EFT-PT clients at our studio. At first I thought it was double-dipping but now I realize how important it is to educate the client before we start a training program. We've made the course mandatory before we take on any PT clients from the company."
Education is key to client success... as well as your financial success as a fitness professional!
Yes, I know you've heard me say all this in past. And, ya know... I'm going to keep repeating it in hopes that it sinks in! Education! Multiple Revenue Streams! This is the stuff of successful fitness professionals. So please embrace it. Or... you could end up LOST!
Here are two really hot marketing ideas that generate sales.
1.) Last year Kevin Wolcott ordered 100 8-week Journals. Then, he found 10 retail stores who were willing to pay $100 dollars each to place a "discount coupon" in each Journal (That's $1.00 per coupon per store). The retail stores included a Subway, a local grocery store, a couple of diners, a local florist, a GAP store, his local GNC (yuck!) and even an insurance agency. Yes, he actually made a pocket on the inside of the front cover and placed the individual coupons inside. Here's the point... He nearly off-set the entire cost of the Journals!!!
2.) My friend Faye Waters owns Women's Workout in VA. To kick off her introduction of the 2X SUPER FAT-LOSS ACCELERATOR, she stood outside her aerobics room just before the beginning of each session with a silver tray loaded with little plastic cups (Sam's club, Costco, Walmart) filled with Super L-Carnitine. She did this for a week. Last week she called me and placed an order for 15 cases of 2X SUPER FAT-LOSS ACCELERATOR.
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