Count the Ways... by Art Rothafel

Most marketers have a secret.  It's called leverage.  They take a single item (or event) and leverage it into several different marketing tactics.  Sort of like making one dollar do the work of ten. 

And, I'm now discovering a lot of marketing-savvy fitness professionals are really good at it.  Here's what I mean.

I just released the "21 Truths to Lifetime Weight-Loss" as a .pdf file.  Permission was granted to use it however you choose.

One club owner did the following:

• Printed 100 copies and handed them out at the front desk
• Required entire staff to download and read
  
• Required entire staff to take the interactive quiz
  
• Uploaded the same .pdf file on the club website
• E-mailed a link to the document to the entire membership
• Sent complimentary copies to the local media
  

Now that's leverage!