Some people just seem to attract all the personal training clients they want while others seem to struggle all the time and spend half their lives waiting for the phone to ring.
The difference?
Watch the video : )
Don’t forget to leave me a comment!
Dax Moy
Fitness Marketing Made Simple
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Trainer Success Community Yet?
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You know you’ve got to have a list, right?
Sure you do!
Pretty much anyone who knows anything about fitness marketing has been telling you for ages that you’ve got to have a list if you want your fitness business to grow and that you’ve got to spend a little time every day doing something to increase your connection to those people so that they get to know, like and trust you, right?
Trouble is, many of the systems for list growth seem to take forever and many of them cost an arm and a leg too!
But did you know that you can grow your list by THOUSANDS a year by simply applying 5 super-simple tactics to your list-building strategy that will take hardly any time and cost you zero, zip, nada?
Of course you did… but are you using them? That’s the million-dollar question!
Let’s have a looky…
1. Use Your Email Signature To Grow Your List
Yeah, yeah, yeah you know this one already but, you know, the number of people that ‘know’ they should be doing this yet aren’t is ridiculously high.
If you simply took a look at your ’sent’ folder you’d probably see anything from 20 to 200 mails have been sent by you today to everyone from general enquiries to suppliers, to old clients to current clients to, well, you get the picture.
If you’re using your email signature to send each of your email recipients somewhere that may be beneficial to them and, ultimately, have them subscribe onto one of your lists, then you’re doing things right and stand a better than average chance of making a future sale as a result.
If you’re not then you’re missing out BIG!
Just look at this.
20 emails a day = 7300 mails a year.
Even if only 1 in 10 people who receive your mails go to your website and sign up that’s still 730 new subscribers this year from just a few minutes work.
Not bad.
Those 730 people now become people you can share your own messages about services and products with or tell about affiliate promotions that you may be involved in. Those 730 people could end up paying your mortgage this month.
To make it even more impactful, you could pre-write several different signatures and simple cut-and-paste the most appropriate one into the mail you’re sending. Different people like different things, right? And the more targeted your message, the more likely you are to get a signup.
Not exactly rocket science, right?
But do this and you’ll immediately see a difference in the growth of your lists.
Tomorrow: Super Simple way to grow your list part 2
Dax Moy
Join My FREE Personal Trainer Success Community HERE
Hey Guys
I’ve had over 250 emails over the last week asking me about this so I thought it was about time to set the record straight and wake you up to taking some serious action on your fitness business.
Time to stop falling for the BS and stop making excuses.
Watch the video (and leave me a comment after)
Personal Trainer Marketing | Wake Up Call From Dax
Uploaded by daxmoy. – More college and campus videos.
To your success
Dax Moy
Fitness Marketing Made Simple
Join my free personal trainer success
community HERE
Hey Guys
I’m a powerpoint video fool this week : )
Here’s another one I put together for you today. This one talks about the 10 top reasons why most fitness businesses fail and what you can do about it.
Watch it and tell me both what you think and how you stack up on the 10 failures
Here’s the link if you can’t view the video 10 major causes of fitness business failure
Enjoy!
Dax Moy
Join My FREE Personal Trainer Success Community HERE
Hey Guys
I get a lot of mail asking me how I get so much done in my average day/week/month/year.
When I think about it, I DO do a lot, though it always feels to me that I’ve barely touched the tip of the iceberg and that there’s always more to do than I possibly could.
That said, one of the systems I now use more than anything to ensure my tasks for each day are going to be beneficial to myself and my business is my daily task planner.
It’s a bit different to a bullet point list (as you’d expect from me) so I created a video for you to walk you through it.
Watch it then download the planner and use in your own day to day life.
And don’t forget to comment!
Dax Moy
Join My FREE Personal Trainer Success Community HERE
Oh, and here’s a PDF of the planner you can use : )
What have you done to grow your list today?
Anything?
Look, you’ve gotta do everything within your power every single day to reach out and touch the people that your unique set of gifts and skills can most help by providing them with something they want and need in exchange for their email address.
It doesn’t take much.
But people will appreciate you so much if you take action to help them.
And remember, each new person you bring into your lists is another person you get the chance to help and, of course, grow a relationship with.
I uploaded my 100 smiles workbook just 5 minutes ago and already I have over 100 new subscibers to my brand new list.
Now, that may not seem like much but imagine standing in a room with those hundred people and being able to share your knowledge, skills and abilities with each and every one of them to help them achieve their goals.
Don’t you think that would result in an increase for your business success?
It sure would!
Take one step guys. Just one step, but take it daily.
People are always saying ‘the money’s in the list’ and, of course, it’s true, but much more than that too. The RELATIONSHIP is in the list and it’s the relationship that will, eventually, give you everything you want from life.
Get to it!
Dax Moy
Fitness Marketing Made Simple
I’ve been wanting to do this for a while.
Write down what I believe are, for me at least, the 10 most important things that any fitness professional who’s serious about achieving amazing success in both their business and in life in general.
Obey these 10 unwritten laws and you’re 100% certain to achieve the exceptional during your career in fitness. Fail to do so and…
Law #1: You MUST Love Your Work and Work Your Love
This isn’t just metaphysical mumbo-jumbo as marketing guru Dan Kennedy often states. Working in a profession that you love is a CRITICAL part of achieving true success because, quite simply, you’ll only work long, work hard and continue to produce your very best work if you’re in love with it.
It’s too hard to keep on going at something you hate if it’s ‘just’ for the money. Sure, you may have a big bank account but your life will be crap if you feel no pleasure or fulfillment from your daily efforts.
If you don’t get out of bed on most days feeling like you’re looking forward to the day ahead then quit and find something else that’ll keep the smile on your face.
Law #2: You MUST Be Bloody Good At What You Do
I think it’s ridiculous whenever I hear fitness marketing experts telling the industry that ‘you’re not in the business of fitness, you’re in the business of SELLING fitness’. Come to think of it, I think I was once guilty of spouting that crap too, but it’s just not true and both they and you know it.
Sure, we all have to learn to market our services but that’s not what we’re about. We’re fitness professionals and should concentrate the bulk of our efforts on being bloody good at that. ‘Bloody good’ should be decided by the users of the services you provide based on both the experience and the results you provide rather than just on the hype you’re able to create around it.
If you want to BE a marketer, get an MBA and let some top firm pay you a couple of hundred grand a year for it. If you want to be a fitness professional then make sure you’re as good as you can be before you complain of not earning enough.
Despite what the marketing guru’s claim, few truly great coaches are struggling. Their results speak for themselves and attract all the clients they need.
Law #3: Don’t Try To Lead Until You’ve Outgrown Being A Follower
If you’re not capable of predictably and consistently producing outstanding results in your clients, you don’t have any business in writing an ebook or producing workshops and seminars that position you as a guru or leader.
Sorry.
Leadership doesn’t come that cheap.
The military know this. They know that the best leaders are those who have been the best followers and who have outgrown each rank they’ve attained before being promoted up the ladder.
You’re not a soldier so this promotion doesn’t have to take you years. It can happen quickly, but the principle should still hold.
Earn your stripes. Make sure that you truly know your stuff before you position yourself in the guru mold over anyone else. Fail to do this and you’re guaranteed to fail in whatever endeavors you undertake.
Law #4: Give, Give Then Give Some More
Don’t be a taker.
Takers don’t get known, they don’t get liked and they don’t get trusted. In fact, their reward for going through life with their hand out is the exact opposite.
So give.
Give great service. Give great advice. Give great results. Give a great experience.
Give articles. Give videos. Give free reports and free advice. Give workouts. Give talks. Give free assessments, bootcamps and more.
Give!
And your success is assured.
Law #5: Money Can Be Your Goal But Never Your Purpose
We all want to be wealthy and experience abundance. We all want the cars, the houses and the vacations we dream of to fall into our laps and we’re all 100% entitled to have that happen as the result of the service we give in return for those things.
No-one need ever feel bad about becoming financially successful and, in fact, we should all have as our goals some exciting and challenging financial targets to attain during our lives. They keep things interesting, exciting and focused.
But…
Life shouldn’t be ABOUT making money. Money is not the purpose of your life’s work, it’s a by-product. Remember that. Use money for the things you want from life, don’t let money hypnotise and use you.
Law #6: Grow or Get Out
This is true of everything from business to relationships and everything in between.
Give 100% of yourself to what you’re doing and commit to continually growing in your knowledge, skills, abilities and attitudes and your results will grow in tandem. Fail to do this and you’re choosing to keep things the same as they are now, living a daily ‘groundhog day’ over and over again.
Don’t do it to yourself.
Law #7: Stop Doing The Grunt Work As Soon As You Can
You never set out to be a web designer, SEO guru, graphics editor, copywriter, adwords advertiser or any of the other stuff you probably find yourself on a day to day basis at the moment did you?
You got into the fitness profession because you love helping people and seeing them achieve their goals.
Right now you probably have to do a fair bit of this other ’stuff’ because you’re not earning the money you feel you need to be earning in order to live the life of your dreams but understand this; you’ll NEVER earn that money as long as you’re diluting your true passions and skills by doing all this other stuff.
Learn it then let it go as soon as you can.
Use whatever profits you make in other areas of your business to outsource everything that you’re not truly excellent at or passionate about and get back to doing what you do best.
Remember, jack of all trades, master of?
Law #8: Leverage Yourself And Your Skills As Soon As You’re Able
If you’re already following the first 7 rules you’re more passionate, more focused and more educated than the bulk of the fitness profession. This means that you’re already getting great results for your clients on a consistent and reproducible basis.
Now leverage that.
Write up your system and train someone else to deliver it. Create that ebook (yes, now’s a good time!), create an online program that shares your knowledge with people around the world. Do any of these things or all of them but do something to remove the burden of delivery from you alone.
The reason is simple.
If it’s 100% dependent upon your physical presence you don’t truly have a business. You have a job, no matter how well paid.
If you take a vacation or get sick or just want to have a lie in tomorrow morning then you earn nothing. Leverage yourself and your knowledge and skills and money hits your account regardless of where you are or what you’re doing.
Don’t delay on this. As soon as you’re getting remarkable results, leverage yourself.
Law #9: Learn From The Best To Be The Best
You know the old saying “you pay peanuts, you get monkeys” right?
All the more reason why you should seek out the best people in the world at what they do and pay them whatever they ask to accelerate your learning in whatever skillset they’re masters of.
In the last 3 years I’ve spent over $100,000 on mentoring, coaching, consulting, private seminars and workshops and purchasing high-end products that have dramatically changed the way I work and the results I’ve attained both for my clients and my business. That money has been worth every single penny and has come back to me over and over again.
The same will happen for you when you stop attending the low level industry events and start investing your money with experts. Just one hour with someone who truly knows their stuff is worth weeks, months or even years with those who know less.
Sure, not everyone has $100,000 to spend, I appreciate that, but don’t be stingy when it comes to your education. It’s a false economy that will bite you in the arse if you don’t outgrow the habit.
Education is an investment that always yields a profit. That being the case, your aim should be to spend the largest number you can afford on it in order to reap the largest possible return.
Law #10: Listen To No One and Believe Nothing (Even From Me) Unless It Agrees With Your Own Reason and Common Sense
Yes, I know that comes from a Buddha quote but nonetheless it’s 100% true.
Everyone (myself included) has their own agenda for everything they do, even if that agenda is a positive one.
Everyone is trying to get you to buy into their products, their services, their ideas, their philosophies and yes, you should open yourself to learning something from them all, but not at the expense of losing yourself in the process.
The most important questions you can ask about any new idea you come across are “does this work?” and “can I make this work?”
If you can answer yes to both then go ahead and test out the ideas in your ‘real life’ to see how they perform before you make up your mind about them.
If you answer no then no matter who or what the source, give it a miss.
Adopt the Bruce Lee methods of assimilating only what works and discarding the rest then make those new philosophies uniquely your own in the way you deliver them.
Whatever you do though, don’t follow the ‘my guru can beat up your guru’ chain of thought that most people seem content to follow. It’ll get you nowhere… fast!
Well, there you have it. My 10 Unwritten Laws Of Fitness Business Success in all their biased, brash and contrarian glory : )
I know they’ll go against a lot of what the popular marketing guru’s are teaching and I concede that I may be completely wrong. You’ll have to decide upon that for yourself : )
I’m not saying that marketing is unimportant. Far from it, it’s an absolutely vital part of creating something truly special from your ideas but I promise you, without ever adding another marketing skill to your current skillset, these 10 laws, if followed, can and will completely change the way that your business operates and the rewards you get from it.
Get this right and the addition of specific marketing skills will create a dramatic impact. Get it wrong and even the best marketing won’t help you… as many fitpros have found to their detriment.
To your success!
Dax Moy
Join My FREE Fitness Professionals Community Today!
** A Note From Dax**
All of my coaches are required to complete a full reading list as part of their education at my studios along with essays, dissertations and practical exams that demonstrate their understanding and ability to apply what they’ve been taught.
One of my junior team, Dominik Zaerin has recently been reading ‘How to Win Friends and Influence People
Read through it and apply : )
******************************************************
I’m sure that many of you may have read this book before, and the messages within it are not new to you, but they are timeless, and definitely effective.
So I thought I would take the opportunity to remind you of some things you guys already know! : ) enjoy!
First published in 1937, this book is a timeless, easy to read and re-readable, gem of social wisdom that anyone, anywhere can apply to their lives. The principles shared in this book are not tricks or techniques; rather, it is an assortment of essential concepts of being a charming, emphatic and highly effective social human being.
My view of this book is positive and I enjoyed it thoroughly. In the following report, my aim is to condense, highlight and emphasize the major points that Carnegie discusses and to share my understanding of what it really takes, for you to become an effective, popular and influential person in a socially diverse world.
As Coaches, these principles must be recognised and embodied even more than the average professional. I am not saying that others should not be like this; every human being should try their best to harness true social excellence and skill. The world would become a fantastic place.
Our job is to being out the best in people, to evoke the power, potential and energy in all of our clients, and help them win at the game we call life.
Egotism is self-destructive, lonely, and desperate.
Selflessness is self-nourishing; people will love you and care for you.
You reap what you sow.
Therefore you must nurture the self interest of the people around you and live generously, skilfully and lovingly; and show genuine concern for all humans and life. The World will recognise your intention and provide you with gifts aplenty.
FUNDAMENTALS ON HANDLING PEOPLE
1. Don’t criticize, condemn or complain about anybody to anybody! You will only create and nurture resentment immediately or over time. It is very easy to whinge and moan but it won’t get you anywhere, and people will see you as weak and bitter, even though they will probably never say it.
2. Give honest and sincere appreciation and encouragement – there is a difference between praise and flattery, and the magic word is sincerity! Most people can smell a fake, so unless you are a real piece of work, I wouldn’t insult the other person’s intelligence by thinking cheap, and empty flattery will get them on your side, rather they will not take your word seriously and you will lose your authenticity, really quickly.
3. Arouse in others a deep, eager want – let’s be honest – hardwired into the human instinct is the will to survive, to fight, scrape and claw and to become healthy, wealthy and happy. People always want to know what’s in it for them, what are they going to get out of it? Show people that ultimately, your suggested method or idea will benefit them greatly in some way, and you will have a loyal and eager participant.
Nutshell: nobody cares about you, they only care about themselves. So dangle the carrots in front of them – portray possibility of ‘self gain’ and you will have a willing, highly motivated individual at your side.
“It is the individual who is not interested in his fellow men who has the greatest difficulties in life and provides the greatest injury to others. It is from among such individuals that all human failures spring”. – Alfred Adler, famous Viennese psychologist.
6 WAYS TO MAKE PEOPLE LIKE YOU
1. Become genuinely interested in other people – imagine talking to somebody and constantly hearing stories them, listening to them repeat words like, “I”, “ME” over and over and over again.
You may become extremely bored or annoyed. So think about how you communicate with others. People love to talk about themselves and their lives, so show genuine, sincere interest in them and they will love you. Simple.
2. Smile ☺ An ancient Chinese proverb: “A man without a smiling face must not open a shop.” A smile is a universal message of good will, happiness and joy.
Especially in today’s miserable, corporate cities, when almost everybody is wearing a frown or glassy expression, a smile is like a beam or sunshine in torrential rain. A smile costs nothing, but creates a lot!
3. A Person’s name is to them the sweetest, most magnificent word in any language – the average person is more interested in their own name than all the other names in the world put together!
Realize that if you truly remember a person’s name and make a point of remembering it from the very first time you meet them; you have a magic bullet to making people feel really special
4. Be a good listener, encourage others to talk about themselves – give the person your absolute full attention, there is nothing worse than speaking with somebody who is watching something or glazing up at you occasionally whilst engaging in another activity.
Listen with your ears, but also your eyes, hands, posture.
Do not interrupt the person and shatter the flow.
Show enthusiasm, respect, patience, empathy and do not be critical of their opinions, simply try to understand them. And you don’t require any of that piercing ‘soul gazing’, just respect eye contact and do not shy from it – it will show the speaker respect, attention and charm.
5. Talk in terms of the other person’s interest – show interest in the person’s ambitions, life achievements, hobbies, or any other defining subject that is close to that individual’s heart.
I have said it before, but the key is to communicate genuine and sincere interest and enthusiasm about that person.
Some people are hidden treasures of knowledge, wisdom and experience – so let them tell you about themselves, who knows, you may end up making a good friend or learn something new?
6. Make the other person feel important, and do it sincerely – it is one of the defining aspects of what makes us human. We all want to feel important in some way or another, Everyone in the whole entire world wants to feel respected, loved, appreciated… even feared?
As William James once said; “The deepest principle in human nature is the craving to be appreciated”.
The truth is, deep down, the person you are talking to will feel superior to you in some way, and they will size you up and try to find out what they are better at than you.
So the trick is to acknowledge their importance, in any situation, by highlighting their strengths and abilities. Show them that they are valuable, interesting and attractive in some way and let them know about it.
“Every man I meet is my superior in some way. In that, I learn from him.” Emerson
“Do onto others as you would have others do onto you.”
Jesus
Dominik Zaerin is a level 1 coach at Dax Moy Personal Training Studios, Islington.
****
Isn’t that great?
I think we ALL need to remember Dale Carnegie’s lesson and try to apply them daily.
You see, winning friends and influencing people IS in every sense of the phrase what marketing is about. Especially fitness marketing where those friendships and influences can literally change every aspect of a person’s life.
Master Carnegie and you master marketing. Period.
Thanks for the report Dominik, I think this’ll get people thinking : )
Dax Moy
Join My FREE Fitness Professional
Community By Clicking HERE
Do you currently offer a guarantee of any kind on your personal training or bootcamp programs?
If you don’t then you’re SERIOUSLY missing out on what is arguably the most powerful marketing tool for growing your fitness business as well as keeping yourself a long way from being the best possible fitness professional you can be and should make it a priority to find a way to bring an element of guarantee into your business ASAP.
You see, the fitness industry is shifting.
Until recently it was perfectly acceptable to sell memberships, packages and individual training fees to the public who wanted to sample what you had on offer. This was the ‘normal’ way that fitness services were sold and the public got used to it and accepted the fact that what they were buying from the fitness coach was their time and expertise.
Yet now were reaching a point where the public have finally recognised that they don’t actually want to pay for a workout. They never did. What they want, and what they’ve wanted all along is the thing that the workout is supposed to deliver…
…Results!
Think about it, no-one ever tapped into Google “Wanted: personal trainer to chat to me in the gym and count to 10 a lot while I work out” or “Wanted: Insane, hyperactive and loud person to shout encouragement at me while I run around in a park, swing kettlebells and lift weights” did they? : )
The thing that got them online, the thing that had them email or call you was the thing that far too few personal trainers ever seem to sell. Results.
They want to lose fat or see their sixpack or lose their backpain or any number of other things that clients want, but fitness professionals rarely, if ever, sell these things specifically.
Oh sure, the web copy and the flyers talk about ‘amazing results’ or ‘drop a dress size’ or ‘get into great shape fast’ but these are just words. Advertising hype. Smoke and mirrors.
Promises count for nothing in the minds of most of your readers for the simple reason that promises are easy to make in ads. There’s generally nothing backing up your promises. No answer to the two-word question that every single person asks themselves when they read them for the first time.
“What if…?”
“What if I DON’T achieve that?” “What if I DON’T drop the clothing size?” “What if I DON’T lose 10lbs?”
As soon as they ask it, they’re looking for an answer, yet what they hear most is…
…silence.
Most fitness professionals don’t answer ‘what if’ after making their big promises, which is why most fitness professionals struggle to generate the kind of business they SHOULD be generating with the marketing.
And that’s where the guarantee comes in.
See, a great guarantee is the ultimate answer to the big ‘what if’ question in your prospects’ minds.
For example, at my personal training studios in London, I offer a huge answer to ‘what if’ that completely puts my prospects at ease and persuades them that there is no risk in doing business with myself and my team.
In fact, rather than simply reversing risk I make trying my services BETTER than risk free for my prospects by offering an amazing guarantee that none of my competitors will even contemplate using.
I promise them that if they sign up for my fat loss programs that they will lose AT LEAST a clothing size in 21 days or receive DOUBLE their training fees back by way of refund and apology.
Talk about a ‘what if’, right?
My prospects now know that I have exactly 21 days to prove the value of my team and my systems or they’ll not only get their money back but they’ll make it back with 100% interest.
Do you think this accelerates them through the know-like-trust continuum?
You betcha!
Do you think that they feel comfortable and confident in paying over their hard earned cash for my services?
Damned right!
See, by using a guarantee, risk reversal strategy or, in my case, a better-than-risk-free answer to the ‘what if’ going through their mind, I’ve removed the 2 largest objection that most people use for delaying, putting off or never even starting personal training.
I’ve removed the doubt that the result will be forthcoming. They KNOW that they will look into the mirror in 21 days and see themselves a clothing size smaller. No if’s, no but’s.
I’ve also removed the financial objection. This is based mostly upon uncertainty of the ongoing cost of membership and concern for if they’ll actually see results in exchange for their cash.
With both objections now shut down, I’ve positioned myself as the only logical choice for fat loss in the area where I operate.
Just imagine what this would do for YOUR business!
Imagine if from tomorrow you had a service based on a strong promise of amazing results that was able to answer your prospects’ ‘what if’ questions in such a way that they saw you as the only logical choice for fitness, fatloss or rehabilitation.
Do you think you’d see a massive influx of new clients to your business?
You KNOW you would.
But here’s the thing; most fitness professionals seem to be terrified of offering guarantees on their services. They’re worried about being taken for a ride, having people con them and ask for their money back. “There’s no way you can police your clients/bootcampers 24/7″ they tell me “How can you possibly guarantee your services under these circumstances? You’d go broke in no time!” they tell me.
And the truth is, this IS a possibility.
At least, if your marketing skills are better than your training skills.
If you’re not selective about who you allow to become clients of your company.
If you’re not into offering a service that extends beyond your 30 or 60 minute sessions.
If you’re not willing to create a systematic approach to exercise, nutrition and lifestyle advice that can be replicated and relied upon to deliver predictable and consistent results time and time again.
If you’re not truly interested in seeing each and every one of your clients achieve spectacular results.
If these things apply to you then you’re right. You SHOULDN’T offer a guarantee as you’ll probably become unstuck in no time. However, if you’re not doing or willing to do these things then you’re probably not going to become a success in the fitness profession regardless of what marketing you use as it’s clear you’re not really that passionate about what you do. Sorry!
Look, the times they are a-changing.
Pretty soon you’re going to find it extremely difficult, if not impossible to sell your fitness services the way you do right now; a per session or per course tariff system simply won’t be around in more than a couple of years from now or, if it is, it’ll be a low price commodity rather than a premium rate service.
Why not make today the day you move away from struggling to attract clients and selling commodities and toward having every serious candidate for fitness, fat loss or rehab in your area not only seek you out but come to you ready, willing and able to do business with you and ready to pay top dollar for it?
A Guarantee that answers the ‘what if’ that your prospects hear every time they see your marketing materials is the surest way to make that happen.
So get to it! : )
Dax Moy
Join My FREE Personal Trainer Success Community Today!
Know what it is?
Know what one thing you MUST be able to answer and answer brilliantly if you ever want your fitness business marketing to be a success?
It’s funny, most fitness professionals NEVER ask this question and fewer still are even aware that they should be.
They think about geographics, demographics, psychographics and all other kinds of stuff but they never ask this…
“What Do I Actually Sell?”
Most personal trainers and bootcamp instructors make the age-old mistake of thinking that they already know the answer to this, so they never really take the time to think about whether their answer is correct or not and, unless they’re one of the tiniest minority of successful fitness business owners, their answer will undoubtedly be wrong.
See, most people have fallen into the habit of selling their services like commodities.
They sell workouts by the hour.
They sell bootcamps by the ‘course’.
They sell assessments.
They sell nutrition plans.
Maybe you do too?
But answer me this; Do any of your clients WANT any of these things?
Your first response may be to answer ‘yes’ but you’d be wrong.
They don’t WANT any of them. What they want, what they hope for, what they desire most is the RESULT that having the assessment, having the nutrition program and having the workout will hopefully deliver to them.
They want the result.
And this is where most fitness professionals go wrong.
They sell everything but the result. Worse, they themselves aren’t clear on what results they should be selling!
Are you??
Prove it. Right now.
See if you can put down in words EXACTLY what you sell to your clients. In other words, what’s the ‘Big Idea’ behind you and your fitness business.
My own London personal training business has at it’s core the big idea that you’ll lose at least a clothing size in 21 days or receive a double-your-money-back refund.
www.personaltrainersuccess.ning.com has as its big idea the creation of a free community where fitness professionals can meet and share ideas that will help develop themselves and their businesses.
My goal achievement program The MAGIC Hundred is built around the big idea that you can achieve 100 goals in 100 days is you follow my simple strategy.
See how it works?
See how this differs from selling a workout?
The ‘Big Idea’ answers the number one question in your prospects mind. “What do I get when I invest in this?” or, to use a more common term “What’s in it for me?”
There’s nothing ‘in it’ for them to buy a workout from you.
They don’t want the workout.
They want the result.
What results do YOU sell?
Dax Moy
Fitness Marketing Made Simple
P.S – If you DO know what you sell, why not include a link to your website in the comments below so that we can all see how you make sure you’re answering THE most important fitness marketing question there is…
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