Well, it's day 3 here at Thailand supercamp where 12 very motivated and very committed bootcamp coaches and personal trainers are beavering away to create the amazing content that will, by the en of the 10 days, become their best-selling fitness products that'll help many thousands of people and make them many thousands of of pounds in return.




It's been amazing to watch these guys over the last 3 days grow in confidence, skill and ability as writers before my very eyes as they've learned to take some of their very 'grey' and foggy ideas around their fitness products and turn them into amazingly sexy concepts that will attract and affect their readers in ways that few fitness products ever do.


These aren't bland and boring 'same-old, same-old' rehashes of other peoples' work, but rather, brand new, original and impactful ways of helping their clients to look, feel and perform at their best.


What's really amazing is that just 3 days ago, pretty much none of those guys thought of themselves as having a particularly original product idea. In fact, most of them were worried about going home at the end of these 10 days having only created another 'me-too' product to clutter up the fitness product market place.


And few of them though of themselves as particularly great or gifted writers either. In fact, most of them tell me that they often struggle for hours over a single blog post when they're at home. Yet out here at supercamp they're churning out pages of material faster than ever. In fact, most are producing more in a 10 minute period than they usually create in a whole hour of staring at the computer screens.


How come?


Why this big and sudden dramatic change in their skills and abilities as writers and product creators?


I'd love to take all the credit and say it's because of me and the super-sick 'ninja' writing skills and techniques I'm teaching them but that would be a lie. In fact, what I've shared with them so far is so Homer Simpson 'Doh!' obvious that anyone could think of it without having to spend a small fortune and flying to the other side of the world and get great results for themselves 'just like that'.


Ultimately, it comes down to what Mark Joyner of Simpleology fame calls The Law Of Straight Lines, or knowing where you are, knowing where you want to get to and not straying off of the path between start and finish for any reason until you get there.


Hardly rocket science is it?


Yet most personal trainers don't apply the law of straight lines to their writing, their marketing or any element of their businesses at all. Not a single, solitary part of it, but definitely not their blog writing or product creation.


Instead of getting really, really clear on what their post, article or product is going to be about they take the Nike approach and 'just do it' meaning that they're unclear about what it's really all about, what should be included or what should be left out of it altogether.


And instead of thinking about who they're writing the article or post for, what problems they may be facing or what their most desired outcome may be, they write to please themselves and go off on a mental 'walkabout' that's more about creating content for content's sake than it is about truly helping their readers to overcome the obstacles standing between them and their goals.


Instead of sitting down, paying their dues and dedicating their full attention to completing the task at hand, they multi-task, read facebook posts, check blogs and do a thousand other things... except write the damned copy!


In short, they don't follow the straight line.


In fact, they take a very wonky, meandering line that takes them every EXCEPT where they most need to be: the end.


As I said before, creating great material for your blog, your website or your product isn't rocket science. It's as simple and straight-forward and it get and can be effectively summarised is just 3 steps:


1. Know the problem you want to solve BEFORE you start writing


This is much easier if you build your writing around a question rather than a statement. For example, when deciding to put this article together, instead of saying "I'm going to write an article on how to write better" I asked myself "Why do so many trainers struggle to write their copy and finish their products?"



Subtle difference, but the answer you'll come up with isn't.


This question-based format helps you to do what you already do countless times a day with your real clients; answer questions and solve problems!


2. Know your 'voice' before you start writing


Some of my supercampers here were struggling to create content simply because they were trying to be something they're not. Their sentence structure, use of words, phrases and technical detail was being written more to appease or impress their peers in the profession rather than to genuinely provide the solution to the reader who most needs and wants their help.

You too might worry what other trainers will think of you when they read your stuff, but the truth is it really doesn't matter a single bit. What they think of you is nether here nor there, just as they shouldn't waste their time worrying about what you think.

You and everyone else in this profession do what you do because you genuinely want to help people overcome their health and fitness problems. Who cares if they do it with kettlebells and you do it with Zumba? All that matters is whether or not what you're doing is helping the people under your care, right?


That being the case, stop writing for your peers in that boring, monotonous, technical and stiff voice and start writing in a voice that shows you're passionate about what you do and that you genuinely care about the outcome.


In other words, write as YOU!


3. Get It Done!


You're no doubt aware of Parkinson's Law which states that 'tasks expand to fill the allotted time', meaning that however long you give yourself to do something, that's how long it will take.


Most of my students here in Thailand were simply not used to giving themselves deadline for their writing, instead thinking of just 'sitting down and writing an article' and allowing the Gods, the Universe or destiny to decide how long it would take.


This is how they end up with 'task creep' where what should have taken mere minutes still isn't complete days later. Parkinson's law strikes again!


What we've done out here (and I strongly suggest you do the same) is set a maximum time limit for the completion of each writing task and stick to it no matter what.


This means that if you give yourself, say, 1 hour to do your blog post and you're 58 minutes in, you'd better be using that last 2 minutes to wrap up and finish the piece and and getting ready to hit the 'publish' button. This simple act will discipline your mind and get you focused on finishing what you start and will result in hundreds more pages, posts and products by the end of the year than you could even begin to imagine right now.


Set a deadline and keep it. Publish the good, the bad and the ugly and your writing will improve massively.


Creating great content isn't difficult and doesn't need to be time consuming either (I wrote this post in around 30 minutes this afternoon) but it does take commitment to moving in a straight line rather than taking the circuitous route that most trainers tend to take.


Try applying these 3 super-simple content creation steps to your writing this week and see for yourself just how much more material you create. And remember, the more you create, the more you serve and the more you serve, the more you get paid.


Having ideas in your head serves no one. Not you, not your clients, not the world.


They have to come out and they have to be shared in order for you to make a difference and most of all, they have to get finished. After all, you only get paid for done, right?


To your success!


Dax Moy
Fitness Marketing Made Simple


Join my FREE Personal Trainer Success Community Today!So, what is your thought on this? Let me know!

Success in any area of your life is about one thing and one thing only. Get this right and your business, your health, your wealth and your overall happiness is pretty much guaranteed. Get it wrong and no amount of slick marketing, sales talk or anything else can help you out of the hole you'll no doubt find yourself in. Of course, you've probably guessed what I'm talking about by now, but just in case, I'll make it clear; I'm talking about communication. Every single result you get in life is the result of how well you communicate the importance of something either to yourself (if you don't tell yourself about the importance of one of your goals then your'll no doubt drop off before you achieve it) or to others or, of course, how they do the same to you. The trouble is, most communication is pretty poor. S'funny when you consider that we live in an information age with more communication channels available to us than ever before but all the facebooking, twittering, blogging, emailing, texting and BBMing seems to be reducing the effectiveness of our communications rather than improving it. We say more (MUCH more!) be seem to be understood less and less than ever before. Bad for our relationships with our partners and children, bad for the development and growth of our fitness businesses and bad for any online endeavours you may be dreaming of too. Bad communication is bad all round. See, the thing is, we all judge our communication by our intent. We know what we meant to say and we throw our intentions out there as if those we're sharing them with 'get' what we mean right away. The truth is, often they don't, or if they do they only get part of it and may be missing out on the most important bits altogether. When this happens, people fill-in-the-blanks themselves and simply make up the answers as they see fit. So, what was (hopefully) a great piece of advice or instruction when you delivered it is now a less-than-effective (or even potentially harmful) piece of advice that no longer works the way you intended. We've all had this, right? >It's frustrating as hell to know without a shadow of a doubt what you meant to say but to have someone repeat your words back to you with a completely new meaning attached, isn't it? But you know, this is happening hundreds if not thousands of times a day every day and probably nowhere more so than your written words on your websites, your blogs, your tweets, you status updates and even your marketing flyers. You're trying to say one thing yet people are reading your words a completely different way. This results in less comments, less follow ups, less requests, less consultations, less conversions and yes, less clients and less money. I know this firsthand as I've been guilty of making intent-based communication mistakes in my own fitness marketing time and time and time again over the years. I'd put together (what I thought was) great marketing materials and flyers and such then sit scratching my head trying to figure out why I had zero responses to them. I wondered why my (to me at least) very obvious marketing messages where not connecting with the people I was sending them to. It just didn't make sense! Yet, over time I realised that I'd been making a BIG mistake in how I was putting my fitness marketing together. I'd focused more on what I was trying to SAY than what the recipient was going to hear. I'd focused more on trying to be understood than I did on the very subtle but exponentially more powerful communication pathway of making sure that I could never be mis-understood. Think about it. If, instead of willy-nilly throwing messages, posts, articles, flyers etc 'out there' into the ether hoping that those that read it would get what you were trying to say, you crafted each and every piece of the message so that it simply could not be interpreted any other way. It simply could NOT be misunderstood. We're talking 'clean' communication here. Clarity. Focus. Do you think that would change things for you? You know it would! Every web page, every flyer, every ad, every blog post, Tweet and status update would deliver a precise message saying what you want to say, how you want to say it and bringing about the response you want to bring about. Ultimately, it's this clarity, this dedication to making sure that you cannot possibly be misunderstood that sets you apart from others. That makes you appear to be a consummate expert in your field to the eyes of those who read your messages. And, make no mistake, it's this clarity that makes you money! There's an old marketing saying that 'the confused mind says no' and this is absolutely true, yet how many of YOUR web pages, flyers, ads, tweets and such leave people confused about what you want them to do? A lot, right? Why not start today by going back over all your existing marketing material (starting with your website) and ask yourself these questions: 1. What was I trying to say here? 2. Could this have been read in any other way and if so, how? 3. How could I say this so that it can only be read in such a way that the message remains intact as intended? And, of course, there's another VERY important question we should always ask: Is this the RIGHT message for the people I'm writing to? (We'll discuss this last question in another article coming up soon!) Just by using those first 3 questions on your website homepage you'll see that what you were trying to say can probably be understood in 3, 4, 5 or more different ways (particularly if you advertise numerous services on your site!) meaning that the confused mind will say no. Apply it to your ads and flyers and you'll see the same mistake repeated again and again and again, multiplying the confusion and multiplying the 'no!' Fix this. Start today. One page at a time, one ad at a time, one flyer at a time, remove the confusion and add clarity to everything you create. Use the 3 questions and turn your fitness business success around fast. It really IS that easy! Get to it! Dax Moy Join My FREE Personal trainer Success Community TODAY! P.S - So that I'm keeping with my own 3 questions, let's have some comments from you guys letting me know what you understood, what you got and what you're going to do with the information I've shared here. My aim here is to create discussion, feedback and action (Just so's were clear!) : )Do YOU have any ideas on this? Please comment.

I'm often asked what I'd do differently if I had the chance to go back and start my London personal training business all over again or if my current business collapsed and I had to build it again from scratch. I think this is a great question that we should all ask ourselves from time to time as it reflects where we're at in our development, how much we've learned and how far we've come. For instance, if the thought of your business collapsing and starting over again fills you with absolute dread and horror, twists your gut and makes you think thoughts of quitting altogether then, the truth is, you probably haven't come very far. If, on the other hand, you'd be a little pissed-off (maybe a lot) but thinking to yourself "No worries, I know what to do and this time I'll do it even better and even faster" then you've definitely come a long way in your journey and ready to take on pretty much whatever life throws at you. Because of this you'll be far more successful, make far more money, have far more time off work and be far happier than most of your pers in the industry. Congratulations! Welcome to the club : ) See, that's where I'm at right now. No, Im not boasting or bragging or anything like that, simply stating a fact. I'd be seriously annoyed and pissed off that the business that I'd spent the last 10 years building went down the toilet but I'd get up, dust myself off and start from scratch with Dax Moy 2.0 Here's how I'd do it: 1. I'd Make 100% Certain That Only The Best and Most Committed People Could Become My Clients My company already has what we call a 'gatekeeper strategy' that means that we interview and select clients into coaching but this wasn't always the case. Back in the day, I used to practice what I call WAP marketing which meant simply that anyone with a Wallet And Pulse could become my client. Sure, I'd get a bunch of clients and make a bunch of money but I'd also get a bunch of headaches and stress from working with rude, difficult and non-committed clients too. Ultimately, the damage to my own spirit and desire to work as a top-notch coach nearly led to me quitting personal training altogether. The gatekeeper strategy saved me and, to this day, means that I only work with amazing people that are willing to pay me what I feel I deserve rather than what THEY are willing to pay. The difference in the quality of my business and my life in general is IMMENSE! Can you imagine going to work every hour of every day knowing that the people you're working with like you, respect you, follow your advice, get great results and are just amazing people in their own right? I wish someone had told me this on day one of starting my fitness business, but I know it now and would definitely put this into effect the minute I started any new business from scratch. 2. I'd Work Only In The Fields Where My Passion Lay, Rather Than Running Around Like A Headless Chicken Looking For Each New Get-Rich-Quick Sceme That The Industry 'Gurus' Told Me I should Be Chasing When I first got into fitness I had passion. MAN I had passion! I loved my work, loved the idea of serving (as corny as it sounds) 'The Greater Good', helping people to live abundant, happy and healthy lives. It was a real buzz that got me out of bed early, kept me up late and fueled me throughout the day and gave real purpose and meaning to my life. Then I discovered the fitness marketing gurus. Through their writings, courses and seminars they gave me great advice on how to find clients and have them find me, how to 'close' them, how to extend the lifetime value and much, much more besides. A lot of this was great and definitely led to me getting more clients and making more money but somewhere along the way I'd given my power and passion over to the gurus by letting them tell ME how I should be working. Sure, the money was great but I was now working in ways and with people that I didn't want to (see point 1) and instead of feeling greater passion, excitement and fulfilment I began to feel a strange detachment from my work and the great purpose that lay behind it. I'd become a marketer rather than a fitness professional. Don't get me wrong, marketing IS vitally important to any business but none of us got into fitness to BE marketers, right? Yet this is where I found myself as my gurus pushed, pulled and prodded me into directions that, in my heart, I knew I didn't want to go. That led to cognitive dissonance between the ideas I had about living true to my dreams and passions and those related to earning money. The result? Stagnancy in growth, stagnancy in happiness and stagnancy in income. If I were starting over again today I'd listen to everything that everyone has to say on the subject of building a stunningly successful fitness business, identify how they could help me strengthen my already existing passions and implement them only if I could do so without changing my main focus. 3. Reduce The Time Between Thought, Word and Action Like fitness entrepreneurs, I've never been short of ideas on how to take my business forward. In fact, I often call myself an entrepreneurial handgrenade. Just feed me part of an idea, pull the pin and watch me explode with "we could do that" and "what would happen if?" and "wouldn't it be exciting if..." I'm now at the point in my life where I'll often think a thought about something, find someone to talk the idea over with and start Tweeting, Facebooking and Blogging about my new 'big idea' or course or seminar or... whatever. A lot of the time, these ideas end up going nowhere. They fizzle out as bad ideas or simply good ideas who's time hasn't come yet. But often, these same 'grenades' explode in the most fascinating of ways. Studios, courses, seminars, ebooks, joint ventures, mentoring programs, overseas, membership sites, communities, masterminds have all come about as a result of moving quickly from idea to conversation to action. Though, word and action is how 'stuff' gets accomplished and, as I've found the longer I've been applying this, the shorter the time between the 3 steps the better. But I wasn't always like this. Like most trainers, my speed of implementation was poor. Lots of great ideas fizzled out and went nowhere for all the wrong reasons. Mostly because of procrastination caused by, if I'm honest, fear of what would or wouldn't happen as a result of my actions. So I chose inaction by default. If I were starting over again I'd jump into my ideas with both feet, trust my gut a lot more than I did when I started and invest all of the passion that the idea deserved into bringing it to life. And I'd do it quick. No hanging around making excuses. 4. I'd Finish More Of What I Started Even though I'm now far better at finishing projects than fully 99% of the industry and abou a billion percent better than I used to be when I started out, there are still hundreds of million dollar ideas sitting in my laptop waiting to be completed. I mean hundreds and yes, I do believe that many of them could make me millions. No doubt you're the same. Tons of ideas, lots of open tasks but nothing getting finished? I used to ridiculously bad at finishing stuff. Reports, websites, programs and much, much more went unfinished as I practiced my career of being a 'serial starter'. Then, one day I looked into the open files in my computer and realised something that has been a kind of mantra of mine ever since. You only get paid for 'done'. See, it didn't matter how brilliant or revolutionary my ideas were (and some really were!), until I got them finished, til I got them done I could neither help others with the idea nor could I get paid for them. After all, who would want to buy a half-finished idea or product, right? Since I finally figured this out I've set a lot more of my time to getting stuff done and have reaped the rewards of earning hundreds of thousands of dollars in online book sales, hundreds of thousands of dollars in mentoring, hundreds of thousands of dollars in personal trainer education courses and millions of dollars of income in personal training revenues. If I'd known about only getting paid for done when I started out I'd have gotten a lot more done than I have to date, but if I were starting today then I'd make completing my projects THE most important part of my work. 5. I'd Hire Slower and Fire Faster I've been a complete idiot with staffing over the years. I'm still not 100% 'there' yet but I'm so much better than I used to be. I used to think that all the trainers I hired were like me. Passionate, committed, dedicated, trustworthy, go-the-extra-milers. I believed that when I interviewed them and they told me about how great they wanted to be as coaches and how much they wanted to achieve success that they were telling the truth. Sadly, I've learned that that was often not the case. Over the years I've hired lazy slackers of the worst kind, thieves, time wasters, procrastinators and those who like to bitch, whine and moan their lives away. I've hired those who only came to steal my ideas only to set up as competitors hundreds of metres from my studios to those who poached clients to train offsite in other gyms and much, much more. Looking back now, with hindsight, I can see how every single one who either ripped me off or simply didn't walk their talk were hired too quickly and were fired too slowly. I often didn't do my homework before hiring or, worse still, didn't pay attention to the numerous warning signs of the unsuitability of each person and, even when I did, didn't act on it as I should have. Over the years this has cost me money, clients, time, trust and most of all, belief that I would ever find a great team of coaches to work with me. That's changed a lot over the last couple of years. Now it's much harder to join, the tests that need to be passed in order to stay are in place and the minimum requirements of each team member are both clear and strongly enforced. The system isn't perfect yet but I now have an amazing team of people that kick the butt of all their predecessors in terms of knowledge, skill, ability and commitment and collectively they make life much easier, much more fun and yes, much more profitable too. I can't go back and turn back time and right all the wrongs but if I were starting my business again today I'd use a far more stringent selection process, hire more slowly and operate a 'yellow card, red card, you're out' policy on my staff. Think about it; you see your work colleagues for more time each day than you see your family. Do you REALLY want to spend your time with those who drain your passion? Does this make sense when you're the boss? 6. I'd Bring A Lifecoaching Component Into My Business Far Faster I used to be a 'fitness' person. I thought my role with my clients started and finished with the workout programs I designed for them. That got me so far. Then I realised that nutrition was the missing component and I added nutritional coaching to the programs I made for my clients. the results were spectacular! For a few years that was as far as it went, then I started to observe the yo-yo pattern that so many people talk about. You know, improve, regress, improve, regress. As a fitness professional I knew that I was giving great advice as far as exercise and nutrition was concerned but was puzzled and often frustrated by the yo-yo that even my best clients often experienced when work got busy or life got stressful. One day one of them said to me "Well, I guess that sometimes life just gets in the way" and opened up a whole new area of study in psychology and lifestyle management that has been a cornerstone of my personal training services ever since, allowing me to charge £150 an hour for my services when the national average is £40. Lifecoaching, the ability to communicate at a deep level with your clients about their purpose, vision, goals, passions, fears, concerns and more is the glue that binds the fitness work together. It doesn't just add to the results you get with your clients, it exponentially increases them. If I'd know that earlier in my career I would have paid far more time studying and mastering these skills as they have completely revolutionised the way I do business and the results I get with my clients. People pay for 2 things when they come to work with a fitness professional. 1. Results. 2. Experience. Lifecoaching guarantees the results whilst at the same time providing an amazing experience for both client and coach alike. If I were starting over again today, I'd definitely add coaching. 7. Systematise! When I first started my fitness business I thought I was pretty systematic in my approach. I had PARq's, program sheets, payment trackers and nutritional handouts. I thought I was pretty cool. Especially when I compared my stuff to that of the other trainers where I worked! Trouble was, I was pretty much always reinventing the wheel whenever a new client came onboard. I started each call, each consult, each program, each session and each diet plan from scratch, costing me tons of time, tons of effort and tons of frustration. Luckily I came across the book 'The E-myth' and came to understand that the difference between a job and a business was that a business continued to make money in your absence whereas a job depended on your presence and that the only way to make money in your absence was to have systems that others could follow. Up to that point, what I'd been calling my 'fitness business' was actually just a job and, as Alwyn Cosgrove had once mentioned, the boss was a megalomanic, control freak who expected me to turn up early, stay late, take work home with me and go without pay whenever I was sick or wanted a vacation. I hated that boss : ) So I set out to systematise my job and turn it into a business. From that day to this I've been working on systems for marketing, blogging, answering calls, performing consults, assessing clients, programming them, delivering sessions, asking for referrals, charging the client, paying the studio and much, much more. Every new coach that starts in my company first has to master the systems before we allow them near a client. Systems are IT. No systems, no business. Period. If I were starting out today I'd put all my systems down on paper before even thinking of running my first ads for clients and make sure that every step of the way those systems were being followed by all concerned. There you go. This is my honest-to-goodness view of what I'd do if my business collapsed and I had to start over. Most of this is known to you, I'm sure, but how much of this information are you actually using in YOUR business? See, whilst this is all stuff that can be used to start a successful business from scratch, you can also use it right now in your existing business with amazing results that'll literally transform your business and your life. Give it a go. Put it into action. You know it makes sense! : ) To your success! Dax Moy Your Fitness Marketing Coach Join My FREE Personal Trainer Success Community At http://www.personaltrainersuccess.ning.com TODAY! P.S - What would YOU do if you had to start over?What questions does this raise for you?

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!What questions does this raise for you?

Seth Godin is a marketing genius! The guy just 'gets' building sustainable businesses without all the hype and over-the-top selling that most marketers seem to be so fond of. Especially in the fitness industry where hype seems to be the order of the day more often than not. Fitnesspreneurs could learn a lot from Godin. I know I have! Some of the things that most stand out to me from Godin's arsenal of heavy-duty relationship-building firepower are: 1. Give! The biggest barrier to most people's desire to join your club (whatever it is) is cost. Even a penny for some people is too much... until they get to know you. Give them the opportunity to find out what you're about and they'll gladly spend money, even obscene amounts of the stuff, with you. 2. Think outside the box Better than that, get rid of the box altogether! Do things in ways that no-one else is doing them. Charge more. Charge less. Charge nothing. Stretch the boundaries of 'normal' and make your own rules. Copycatting is not a good business plan! 3. Be Remarkable... For The Right Reasons! Thinking and acting outside of the box will make you remarkable for a while, but what kind of remarks are you getting? Different is good but not always better. How can you be different AND better than the other fitness solutions your prospects are currently being offered? Figure that out and you'll get people talking and, let's be clear on this, conversation IS marketing! 4. Find the right words for your readers NOT the right readers for your words Writing what YOU want to say is NEVER as powerful and attractive as writing what your readers really want to hear. Sure, it's important that you're honest and genuine about who you are and what you're about but people rarely line up to hear you pontificate from on high about what you feel is important. But they'll come from miles around to hear you tell them what they most want to hear. That's because people are interested in themselves NOT you. You're just the tool to help them make themselves right about their own theories about fitness and fatloss. Sure, you can try to prove Seth wrong on this one but I've gotta warn you, you'll fail. How many personal trainers do you know who are trying to PUSH their message out their yet getting nowhere? How many others seem to grow and retain their lists almost at will. The difference between the 2 is that the first is about their own agenda whilst the second is about the prospects'. 5. STOP selling, Sell More! Selling should not even be in the vocabulary of a fitness professional. We're not sales professionals after all. What we do is share our passions, share our expertise, share our genuine care and concern for those we're most capable of helping. This is REAL marketing too! Forget all that 'closing', 'double-closing' and salesy crap you've read about elsewhere. You can make a ton of money without it if you focus on genuinely helping (NOT SELLING) the person in front of you. How many people say no to being sold? LOTS! How many people say no to being offered genuine help? Not many, right? I rest my case! Quit the cheesey sales-hype that the fitness marketing gurus are telling you to use and instead apply a little Seth to your business. Not only will you see a difference in your bottom line but you'll get back to being a fitness professional again rather than a fitness hustler. You didn't join this profession to get into sales... so stop selling! Dax Moy Fitness Marketing Made Simple Join My FREE Community Over At www.personaltrainersuccess.ning.com TODAY! DON'T FORGET TO LEAVE A COMMENT! : )Do you agree or disagree?

ATTENTION: Personal Trainers, Bootcamp Instructors, Fitness Experts

Are You Ready To Make A Quantum Leap In Your Fitness Business And Become A Recognised Expert And Bestselling Author Of Your Very Own Six-Figure Fitness Product… …In Less Than 2 Weeks?

If you’re one of the 12 lucky people to be accepted into my ‘Six Figure Fitness Fast-Track’ bootcamp in Thailand In March 2010 I’ll personally guide you step-by-step through the process of creating a killer fitness product that’ll help you gain more publicity, make more money and position you as THE number one expert in your field faster than you’d ever believe possible!

Apply Now and You Might Even Be In With A Chance To Win A Free Place On My $10,000 Year-Long Financial Fitness Coaching Program!

Dear Fellow Fitness Professional, When you act on what I’m about to describe to you, it could literally change your life forever… just like it did for me! See, even if we’ve never met personally, I know that you’ve got some seriously big dreams for your future in the fitness industry, the difference you want to make in peoples lives and, ultimately, the success you want to achieve for yourself and your family. That’s why during a power-packed 10 days in March 2010 I’m going to personally work with you and just 11 other hand-picked members of the fitness industry to help you research, create, market and actually SELL a fitness information product capable of generating a genuine 6-figure income and help you to turn those dreams into a reality. It really doesn’t matter how long you’ve been in the fitness industry, how many certifications you’ve got, what you believe your writing or authoring skills are or anything else you may be thinking of as an excuse not to apply; as long as you’re good at what you do and are absolutely 100% passionate and driven to genuinely change the lives of your readers through knock-your-socks-off programs that consistently deliver results, I can help you to design, implement and market a product that will sell. What kind of things can you expect to achieve? Well, here’s a few to get you going… Want To Write A Book And Turn It Into A Bestseller Within Your Target Niche? Follow the step-by-step blueprint that I used to create over $107,000 in sales of my very first product in just 7 days and you’ll be positioned as the number one ‘go to guy or girl’ in your niche. (Believe me, when I first wrote MY book, I was a rank outsider within the Goal-Achievement genre yet just a few months after launch I had given well over 100 interview and seminars as the fitness industry’s ‘goals guy’) Want To Bring In A Healthy Second Revenue Stream From Your Fitness Business? Follow the all new ‘predictable profits’ blueprint that I’ll be teaching you and as well as your big paydays from sales and launches you could be earning a very healthy online income that literally puts money into your bank account while you sleep (or lie on the beach!). (What would your life be like if you no longer had to pay your mortgage and other bills from your primary income?) Want To Get On To National Radio and TV Shows Like BBC News, Sky News, CNN, This Morning, You Are What You Eat, GMTV and Others? Follow my ‘slightly famous’ blueprint and you’ll be far more likely to see that happen with less work than you’d ever believe possible (I’ve been on ALL of these and more and the best part is that they all came to ME because I did something that most fitness professionals never even THINK of doing to attract attention to themselves) Want To Get Paid Thousands Of Pounds A Day To Promote Products That You ALREADY Tell Your Clients About For Free? Follow my ‘Trusted Expert’ strategy and you’ll could have another revenue stream pouring in from sponsorships from companies who want YOUR brand to help strengthen theirs so that they make more sales. (I’ve been paid thousands by a leading fish oil company to speak on the benefits of Omega 3 even though I’d been telling my clients about them for years) Want To Have Your Own Fitness DVD On Sale In the High Street and On Amazon.com? It’s certainly a harder nut to crack than self publishing an ebook but definitely not an impossible one. Follow my ‘High Visibility Branding’ strategy and your chances of going mainstream will increase massively (My DVD collaboration with a Pop-Idol winner sold like hotcakes and got me a ton of press coverage for my main business) Want To Spend A Lot More time With Your Family, Sell Your Fitness Products Via The Internet and Live The Entrepreneurial Lifestyle While Earning A Substantial Income From Helping Others Achieve Their Health and Fitness Goals? You could achieve ALL of this when you apply the structured, logical and clearly defined step-by-step blueprints that you’ll be taught in Thailand next year (Believe me, I used to think this whole info-products thing was B.S until I had my first flush of success, yet now it all seems so ridiculously obvious to me… as It will for you!) Question….

Are You Feeling Tired, Frustrated, Overwhelmed, Stressed and Confused By All The Things The Guru’s Tell You That You Need To Do In Order To Become Successful?

I know how you feel! That’s why the Six Figures From Fitness Fast-Track is designed to be ‘six-year-old-simple’ right from start by removing all the confusion and telling you EXACTLY what to do and in what order to get the biggest bang for your buck. The result is something unlike anything you’ve ever seen or heard of before. Introducing my ‘Six Figures From Fitness Fast-Track’ coaching program for fitness professionals who are 100% deadly serious about rapidly accelerating their impact and income from their knowledge, skills and abilities in the area of delivering fantastic fitness results. I’m taking just 12 people through this program in 2010 and will guide them by the hand through the most complete program of its type anywhere in the world and help them make the transition from being completely unknown to becoming recognized leaders in their field… and earning an industry leader’s income to boot! How’d You Like To Be One Of Them And Learn How To Turn Your Fitness Knowledge Into A Predictable, Reliable and Easy To Generate Income Stream? If you answered ‘yes’ then this program may well have been written for you as the entire premise is to translate all of the knowledge, skills and abilities that you ALREADY use day in, day out with your clients into a leverage tool that you can use to position yourself as a genuine bona fide expert in your niche and, of course, generate a generous income stream at the same time. Due to new FTC rules of course, I’m not allowed to make claims as to exactly how much you’ll earn and by when, but I can tell you this, the systems I’ll be teaching during those 10 days in Thailand next March are EXACTLY the same systems I’ve used to generate my own successes in writing, publishing, presenting and training and the exact same systems I’ve used to help hundreds of fitness professionals around the world to do the same. None of this stuff is marketing theory, it’s all based on actual ‘in the trenches’ stuff that you can (and will) use immediately while you’re with me at the Fast Track Bootcamp so that you start to benefit immediately from what you learn. I want you to know every single secret, strategy and skill that I and hundreds of others have used to generate truly amazing incomes and lifestyles from the fitness business we all love so much and I won’t be holding any thing back during our 10 days together. I want to see you with a completely finished fitness product, a knockout sales site, a search engine and lead generation strategy that gets you known, liked and trusted within your niche and a ‘slightly famous’ strategy that will make it far more likely that you’ll get picked up by the press with far less effort and in far less time than ever before. You deserve all this. After all, if you’re like most fitness professionals you’ve worked your butt off with early mornings, late nights, weekends and all manner of ‘unfriendly’ working hours in order to serve your clients. You’ve been in give, give, give mode for ages and now it’s time for a little ‘get’ don’t you think? And You Know, You’re A Lot Closer To Getting Than You Probably Realise. You ALREADY Have The Knowledge, Skills And Ability As A Fitness Professional, You Just Need To Convert That Into A Business Idea And You’ll Soon Be Making The Kind Of Money You Dream Of There’s nothing else you need to learn as a coach in order to make money from fitness. You already know enough. After all, you’re already charging your 1:1 clients and bootcampers for your expertise, right? Right! So my 10 day Fast Track Bootcamp in Thailand won’t be teaching you how to suck eggs and become a better coach. You don’t need to be. If you do everything you can with what you already know you’ll knock the socks off of anyone who uses your product. Later, when you learn more about a new skill you can always create another product and make even more money from that. You can do this indefinitely with what I’ll be teaching you in Thailand! So we’re agreed then, you don’t need more skills. But you DO need a strategy, a means to showcase your existing skills to those people who most want, need and can afford the solutions you provide to their problems. You need a plan. More than that, you need a plan that works and someone who can guide you and hold you accountable to completing the work that the plan requires. I’ve got that plan and I’ll be that someone. It’ll be my sincere pleasure to show you what you need to do to achieve the success you dream about and to kick you in the butt every day for a full 10 days to make sure you take action on what I teach you. Once you sign up to my Fast Track Bootcamp I’ll be taking you step by step, blow by blow through what works and what doesn’t when it comes to creating a really successful lifestyle based fitness business. What do I mean by ‘lifestyle based’? Well, I mean a business that ADDS to the quality of your life rather than stealing even more of your precious time to do the mundane tasks of running an internet business. Many of the fitness industry marketing elite will never tell you the truth about this but practically none of them still work as coaches, practically none of them have clients and practically ALL of them have a full time internet business that they’re now slaves to. Sure, they may earn more money than before but they’ve given up working in fitness to become desk-bound internet marketers rather than staying with fitness coaching. I’m not knocking them, that’s their choice, but personally I prefer doing what I love, earning a great living from it and having a six figure web based business on the side that I work on part time. I get to have the best of both worlds this way. The contact with my fantastic clients who pay me more than any other trainer in the UK as well as the satisfaction of waking up every morning to new money in my bank account. What’s not to like? But in order to make this work for you, you’ve gotta be organized. See, most people don’t take action on their ideas because they’re not organized. they don’t know where to start, what to do next, what to do after that and so they simply stop. Sometimes they get so confused by all the different options available to them that they don’t even START!

That’s Why The First Thing We’re Going To Do Is Help You Devise A Clear, Structured and Simple To Follow Plan With Definite, Measureable Action Steps That Tell You When You’ve Completed A Task and What You Need To Do Next and Next and…

In case I’m not making it clear, you’ll be guided through every single thing you need to know and do in order to make your dreams on online fitness business success a reality so that, come day 10 when you finally sit back and review your work you’ll know without a shadow of a doubt that you have every single thing in place to forge ahead and start making money. “Will I be guided through the writing process?” Yes! Even if you flunked English, never so much as written a blog post or article for the web and even if you think that you’re just not cut out to write, I’ll show you how to structure, write and present a product that your readers won’t want to put down. “Will I be taught to create a magnetic, client attracting sales site that will actually generate cash?” Yes! Even if your existing website has only ever been visited by your mum, your granny and your girlfriend I’ll show you how to create killer web copy that will convert a good percentage of those that land on it into cold, hard cash. “Speaking of visitors, will I be taught how to find and direct traffic to my website?” Yes! Even if you’ve no idea how to generate quality leads to your site, I’ll show you how to use the numerous tools that are freely available on the web to do just that, so you won’t have to spend a single penny to generate traffic if you don’t want to. “I don’t know anything about websites, will I be shown how to make one that works?” Yes! But I’m going to do something much more valuable than teaching you to be a programmer, I’ll show you how to design, create and breathe life into an expertly designed website and have someone else do all the work for you for $200 or less, freeing you up to work on the important stuff. Look, in case I’m not making myself clear here, the six figure from fitness fast-track program will teach you literally everything you need to know in order to create, build, market and sell a knockout fitness product that you’ll be proud of, that people will love and that will make you a very respectable income whilst positioning you as THE guru in your niche market. We’re not just talking about some little ebook and sales page that you put together and only end up selling 3 copies of. We’re talking a professional package of product, promotion and performance-related results for everyone who buys it, meaning that you’ll be perfectly positioned to sell them more products in the future.

Yesterday I shared the 10 most important systems you should have in place in your fitness business if you're serious about breaking free from the groundhog day that most personal trainers find themselves stuck in and get to earning some serious income from your fitness business. While many of them may have appeared to have no direct relationship to marketing and making money, make no mistake about it, each and every one of them is vital to your business and, as you'll see when you put them in place, they'll definitely help you to attract and keep the higher quality clients who're prepared to pay you more. But HOW do you create these systems in the first place? That's what most personal trainers are asking me at the moment. It seems that most know what they should be doing but haven't got the vaguest clue about how to do any of it. (Like their clients when it comes to fitness and fat loss!) Well, the answer is ridiculously simple. First, Identify All Repeat Tasks Within Your Business Take a look at all of the things you find yourself having to do every day, week or month and list them all on a sheet of paper. These might include: - Answering the phone - Performing consultations and sales presentations - Performing assessments - Designing exercise programs - Designing Nutritional programs - Sending reports and programs via mail or email - Doing your taxes - Training your staff - Writing articles - Writing Blogposts - Shooting and uploading Youtubes - Disseminating articles - Writing online ads To name a few... there are a lot more : ) Next, look at how you ALREADY do these things. You already have a system of sorts for each of these things, you just haven't recognised it. Take a look at each process in turn and bullet point the steps. For example, when creating a telephone system you may have: 1. Answer the phone standing up to create better energy. 2. Begin by saying "Good Morning/afternoon, Dax Moy Personal Training Studios, Dax speaking, how can I help?" - My staff answer the phone exactly the same way every time and so should you. 3. Listen to customer question, paraphrase and repeat back to them so that you are certain that you're on the same wavelength and they are certain that they're being heard. 4. Before you answer question say "Before we go on, can I just take your name so I know who I'm speaking with?" - Then use their firstname throughout the remainder of the call to build rapport. 5. Explain that our services are tailor-made and that it's very difficult to give generic information over the phone. Invite them in for a free consultation (call it a 'chat') to let them know what working with us entails and how we can best help. 6. Diarise the 'chat' 7. Take contact details 8. Offer to send them one of our free reports so that they can read it before the consult (this gets them on our mailing list too) 9. Thank them for their time, confirm all appointment details. 10. 24 hours before consult, call prospect and confirm. See how easy that was? Once you have the bullet points in place you have a system. We use this process with our own prospects and it works like a charm as it will for you. The next stage is to put some 'flesh on the bones'. Once you've designed your bullet pointed systems, go back and start to put some 'meat' on them. Fill in the blanks. Write actual scripts for things with more detail and, where possible, actual dialogue. In my London Personal Training Studios my coaches have actual written dialogue-based systems for both telephone conversations and their consultations. The scripts mean that clients are taken through a systematised and very professional introduction to my company regardless of how junior the staff member may be. Likewise, our assessments, report writing (every client completes a full kinetic chain assessment and then receives a 15 page report on the findings) and program design follows a system that allows the coach to act on autopilot in terms of procedure, yet allows them to focus much more intently on individual client needs. Finally, bind them up in a 3-ring binder and for God's sake, USE THEM! It's rare to find fitness professionals systematising their business at all but rarer still to find any that actually use the systems they've created. What a waste! Having a system and not using it is exactly the same as not having a system. Once you've created your system, be ferocious about its application and don't allow you or anyone else to mess with it. Use it til it breaks and then set about making it better able to deal with the new requirements. Systems aren't tough to create or tough to follow yet few people make the time or the effort to create them in their own businesses. Shame, because even a few bullet points about each of the things you do will put you head and shoulders above the competition and have your clients going nuts over your service. And that's what its all about really. Providing better service. Being outstanding. Remarkable. Without systems remarkable is rare. With them, it's practically guaranteed. So go get to 'em! To your success! Dax Moy Join Dax's FREE Personal Trainer Success Community By Clicking HERE!Post a comment below...

Systems, systems, systems. That's all I ever really seem to be talking about these days whether it's to my staff at my London personal Training Studios, my mentoring students or the members of my Personal Trainer Success Community. I must admit, at the moment I must be sounding like a scratched record (CD for you younger readers) to many of them as I'm never more than a sentence or two away from saying "You should have a system for that!" It's true though... they should. And so should you! See, I don't know a single person in the fitness industry who's earning 6 figures or more who doesn't operate his or her business by a systems approach. Not a one. On the other hand, practically every single struggling personal trainer I've ever met seemed to be stuck in a 'make it up as I go along' mindset that had them reinventing the wheel with every single task in their business with every single client, every single day. No wonder they're not getting anything done and moving forward. They're stuck in a kind of business 'groundhog day' where the same thoughts, feelings and actions are repeated time and time and time again without end. And the only thing that can rescue them from this incessant timewarp... is systems! Now, don't get me wrong. I've not always been a systems guy. Like most personal trainers I pretty much woke up and made my day up as it went along and, like most most personal trainers I pretty much only did the appointments that were in my diary and very little else. It was the classic case of working IN your business and not ON it. Then I started to systematise parts of my business that were often repeated. Stuff like standardising my program cards, creating new client induction paperwork, setting a telephone script, standardising my nutritional approach and so on. Even these small changes started to pay dividends and I soon found myself operating more professionally and with more time on my hands to work on... more systems : ) Over time my systems have grown to include both online and offline advertising protocols, TV and press protocols, writing protocols, telephone protocols, consulting protocols, assessment protocols, coaching protocols, training protocols, blogging protocols, web design and optimisation protocols and much more besides. Now, every one of my team are trained (via protocols and systems) to deliver MY systems to THEIR clients in exactly the same way as I laid down in the company standard operating procedures manual. This means that the client experience is greatly enhanced, results come much, much faster and clients are happier than ever with their results. It also means that I don't have to worry about whether or not a new coach can get a result with the clients I give her, she just follows the systems and Voila! results appear : ) Wouldn't you love that for YOUR business? Wouldn't you love to know that without a shadow of a doubt, everything that contributes to the client experience of working with you has been thought out, written down and fine tuned to such a degree that, like me, you can comfortably offer double your money back guarantees on fat loss? (or whatever service you provide) You can only operate at this level with a system backing it up or, believe me, you'd go broke in no time. But where should you start? What kind of things could (and SHOULD) you systematise? Well, the short answer is EVERYTHING but here's a few more specific ideas to get you going. 1. Your voicemail - Leave a great message that's warm, welcoming and directs people to a page on your website where they can download your latest report while they wait for your call. 2. Your telephone script - Don't make your calls up as you go along. You'll make mistakes that way and lose people. Instead, have a script that you follow that walks people through a 'soft' consultative approach designed to get them to meet with you rather than to sell. 3. Your consultation script - Again, leaving your consultation process to chance is like leaving money on the table. Have a script that you use EVERY TIME to talk about the client, their wants, their needs, their timeline, their budget, your role as their coach and how you can help. This'll WOW! them far more than you'll ever believe possible. 4. Your assessment system - Prior to training, have an assessment protocol that you take the client through. Perform it the same time every time and give them a written report that outlines their findings. 5. Your programming System - Have you got a standardised way of writing and presenting your clients' programs? If not you're missing out! The real expertise that your client pays for is not the 'babysitting' during the hour of your training but the program itself. Standardise this protocol and ensure that it has wow factor by adding photo's, adding links to video demonstrations and more. 6. Your Nutrition system - Do you have a systematised approach for teaching sound nutritional approaches to your clients? Do you find yourself repeating that same advice over and over? I used to spend more time explaining my nutritional principles than almost anything else so I created my Elimination Diet Nutritional Advice which is now given to every client AND has been downloaded by over 43,000 other people on the web. This one act has created a secondary revenue stream worth THOUSANDS to me every year. 7. Your Article Writing and Blogging - Do you have a system that you use to create articles each and every week for your website, your blog and the ezine directories? I don't mean just sitting down to write and hoping for inspiration, I mean an actual system that you can follow step by step to create valuable profile-building content? If not, you need one and quick! Writing is one of the most valuable things you can do for your business and without a system you're building your business on hope and guesswork. Not good. Create a system that takes you step by step through writing, submitting and promoting every single piece of valuable content in your head. 8. Your Time Management System - Do you have set times of day and days of the week set aside for different tasks you need to complete? For example, I no longer work with clients on Tuesdays and Thursdays. On these days I spend the first 2 hours writing articles and posts (FYI it's 9:26 Tuesday morning as I write this so I'm on schedule). From 10am to 12 noon I'll be working on one of my 'projects' which will be either an online product or an offline course of some description. From 12 til 1pm I'll take lunch. From 1pm til 2pm I'll write or rewrite another module of my mentoring program and from 2pm til 4pm I'll deliver mentoring to 2 different groups then take some time off to train, read and spend some time with my family. Knowing what my week looks like IN ADVANCE means that I can judge how long my projects will take and what assets I may need to speed them up. 9. Your Advertising System - What ads and promotions are you going to run in March 2010? Do you know? Do you know what you're running in December and where you'll be running it? If not then you don't have a strategy for your ads and so you'll probably wind up jumping at every 'opportunity' that magazines and newspapers call you up with and instead of 'compounding your interest' with ads that go out in sequence, you'll lose your impact by making stuff up at last minute. Simply design your year out in advance so that you know where your ads are going to, when they're going out, what they're saying, what artwork or copy you need and when it's needed by and your marketing will be ten times more impactful. (This includes online ads and PPC too!) 10. Your Training System - You know what you're weak in and what's holding you back from being the superstar you really could be, right? Set in place a strategy for learning new skills over the course of the year. Plan out courses, home study and even book purchases to tie in with making you better in these areas and commit to studying them rather than reading or training when you feel like it and your knowledge, skills and abilities will soon stand out head and shoulders above your competition. Work at being the best coach you can be, not just the best marketer. Don't be fooled into thinking that these 10 areas aren't fitness marketing related. They ALL are! In fact, marketing is about every single thing you do to attract, serve and keep your clients and there's no better way to do that than what I've suggested here. Most personal trainers and fitness professionals don't want to hear that. They want an SEO 'quick fix' or a sneaky pay-per-click tactic that they can use to double their traffic but in reality, being on page 1 of google and getting more traffic through your website doesn't mean a thing if what the client actually buys - you and your services- isn't up to scratch. Systematising yourself and your business is truly one of the most powerful client attraction strategies you can employ to grow a fantastic business that clients will love and that you'll love being part of. So get to work today. Make a commitment to work on at least one new service daily until you have every component of your business systematised then sit back and watch the clients roll in : ) To your success! Dax Moy Fitness Marketing Made Simple P.S - Tomorrow I'll be sharing a simple system creation template you can use to build any system in ultra quick time : ) P.P.S - Don't forget to leave me a comment! : )Looking forward to your comments...

I've read nearly 30 emails in the last 3 days from fitness professionals asking me why they're still struggling... despite doing 'everything right' (their words, not mine). They tell me that they've bought all the books, been to all the seminars and studied marketing like crazy and yet still, even after all this, they're struggling. And they ask "What gives??" Well, I'll tell you EXACTLY what gives.... ...But you might not like it : ) Here we go: 1 . You've no clue about what you REALLY want to achieve - you talk about having an excellent business, excellent lifestyle, excellent income etc but you've no idea whatsoever about what that excellence looks like. Because of this, you've very little (if any) chance of getting anywhere close to your goals and you're doomed to tippy-toe tiny incremental improvements in your life rather than giant leaps. 2. You've gotten into the habit of thinking small - sure, you use all the coaching psychobabble on your clients and tell them to 'dream big' or 'reach for the stars' but you don't do the same for yourself. In fact, you've become a study in being realistic. The very worst offence you can make against achieving great things. Because you're realistic, you think in terms of linear progressions and payrises rather than quantum leaps in your income. Shame, because you'll never experience the thrill of seeing your fitness business really lift off as long as you think this way. 3. You confuse KNOWING stuff with DOING stuff - Sure, you talk a great talk about what you COULD do with your business, what you COULD do with your website and what you COULD be earning but you don't do it. At least, you don't do enough of it. And because fitness marketing success is a function of both the quality and quantity of your message, you'll never really make an impact. 4. You think you know more than you do - This follows on from #3 but is a little different. With this reason you have the belief that your skills are already sharp enough and your good enough to get the success you want. But you're wrong. You DON'T write copy well enough. You DON'T write articles well enough. You DON'T have a great website. You just don't! If you did then the phones would be ringing off the hook... they're not, are they? 5. You're out of sequence - You think that marketing for personal training clients is just the act of writing your emails, posting your blogs, creating your web sites, your ad copy, your sales letters. It's not. These things ARE important, but not as important as the sequence that they and many other activities are applied to your business. Nobody's talking about this but, there's a sequence to success that MUST be followed... and you're not! 6. You're a skinflint when it comes to your fitness business - I know, it sounds harsh but it's true. You'll happily spend money on learning how to balance on a BOSU but you won't pay to learn marketing and business skills from experts who are PROVEN in their field. You won't pay for marketing strategies that seem expensive because they're 'scary' and you won't take make the big investments. You justify this by saying that money's tight, but your money will ALWAYS be tight because you won't invest. 7. You spend too much time on the wrong things - It's almost cliche that you must work ON your business and not IN it if you want to be successful but it's true... and you don't get it. Instead you try to 'squeeze' in the important projects between your appointments and your bootcamps and give your most valuable resource, your time, to pay-by-the-hour activities instead of those that will eventually pay you while you sleep. Every day that passes while you 'squeeze in' (or not!) your important projects is another day that you waste on the unimportant. 8. You mix with the wrong people - You're spending your time talking to other people who're just like you... struggling! Worse, you ask THEM for advice and expect, by some miracle that their counsel (even though it's not working for them) will somehow work for you. Instead of seeking out people who already have successful fitness businesses, products and multiple sources of income, you mastermind with people who often have less than you... and wonder why nothing changes! 9. You don't have a coach or a mentor - You think that coaching is too costly, too time consuming, too intensive or [insert reason/excuse here] and so you dismiss it as something uneccessary and superfluous. You don't see how having someone to teach you, coach you, hold you accountable and kick you up the butt could be of value and exponentially increase your results. You don't see the value of someone showing all the shortcuts that could cut years or even decades off the learning curve to success, so you do it all yourself... and struggle. 10. You won't 'Pay The Price' - There's a price to be paid for success and that doesn't just mean financially. But you won't pay it. You won't pay the price of success in terms of money, time, effort, doing the things that    attract success. Worse, you have a whole bunch of reasons, rationalisations and justifications about why you won't or you can't. Because you have these 'stories' in place, you'll never pay the price... not in full anyway. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Well, what do you think? How did you stack up on points 1-10? Did some of 'em cut you raw? If they did I can tell you it's because they're probably true. To change things though, to completely turn your business around is really simple. REALLY simple! Just look at all the things you're not doing and... do them! : ) Look, if you were to start taking action on each of these 10 points you'd see things happen fast. Really fast. But unless you do, nothing will change for you. Your choice, my friend, but I know which path I'd choose : ) To your success Dax Moy Personal Trainer Success AcademyHow will you use this information to the fullest?

Ok, so I've been sharing a little about how to get your personal training services and website found on Google and I've told you about the most powerful form of client attraction you can use to both attract and keep clients on your site. Of course, I'm talking about writing! It's such an obvious marketing vehicle that demonstrates your expertise that I'm stunned that more personal trainers don't write more but, well, it's true, they don't! Now, there are a multitude of rationalisations, reasons and justifications that are used to explain the reluctance to write but by far the most common is this... "I don't know HOW to write" Maybe that's what even you believe? But that's not the case. Not at all! You see, writing is simple as simple can be. It's merely the action of taking the thoughts that are buzzing around in your head and putting them on paper (or into a Word document). But then, I guess what people mean is that they can't write well, right? Believe it or not, writing well, writing to attract prospects and keep them interested andwriting to keep them interested enough to get to know you, like you and trust you is far, far simpler than most writing-phobics would ever believe. It's all about structure. Nothing more, nothing less. You see, what differentiates a good article from a not-so-good one is not the words or the message, it's how the message is presented. I guess you could say it's the packaging that the message is wrapped in. And that's the structure. Ok, so assuming you accept that fact, what's the best structure for fitness articles? Well, again, this is so simple and obvious that you'll kick yourself when you read it but, well, here goes... 1. Present a problem - Presenting a problem is without a doubt the best way to capture the attention of your ideal prospect. Why? Because the very reason that they're on the internet looking around is for information to solve their problem, of course! "Have you ever noticed how long it seems to get back into shape after having a baby?" "Have you ever noticed how many diet books there are in the bookshops these days?" "Have you ever noticed how hard it is to shift those last 10lbs?" Present a problem and straight away you're speaking the same language as your prospect... and they're automatically set up to listen! 2. Describe the scope of the problem - Yep, lay out the size and scope of the problem with statistics or anecdotes to support your problem description.... "It seems that just about every new mum you meet..." "A trip to my local bookstore showed over 300 popular diets..." "Research by Harvard med school students revealed that 67% of all women...." See, people want to know that they're not 'the freak', they want to know that the problem isn't with them and them alone and they want to know that YOU are aware of this too. If you are, that automatically starts to shift you to expert status in their eyes. An excellent place to be! 3. Describe the cost - It might be financial, it might be health, it might be emotional but whatever it is, describe it and do so in such a way as to PROVE that you know what you're talking about. "... will tell you just how hard it is to lose 'baby fat' and get back to pre-pregnancy shape and that their inability to do so results in stress, frustration, depression and self-loathing..." "...diets that are range from high carb to low carb, high fat to low fat and everything in between, leading to confusion, frustration and feelings of helplessness and even ambivalence to the whole diet 'thing'... "...are spending in excess of $100,000,000 a year on weight loss supplements, meal replacement powders and fat burners..." Once you tell me this, I'm now convinced that you know your stuff, after all, you've done your research, you know my problem, you know how many people suffer from it and you also know how having the problem affects me. You're definitely moving into expert status in my eyes! 4. Present a solution - But not YOUR solution... yet! Tell me that there IS a solution to the problem. Tell me that there are diets, workouts, motivational strategies that I can adopt and that can and do work to bring about great results for people with this problem. In other words, give me some good news. But not YOUR good news. Why? Because I'll switch off and have a 'I knew it, they're trying to sell me' moment. Instead, tell me about how easy it is to solve this problem... "...you know, shifting baby weight isn't as difficult as most people think. All it takes is..." "... the truth is, diets are anywhere near as complex as most authors and experts would have you believe. It all comes down to..." "... You know, shifting that last 10lbs is so much simpler than the experts would hav you believe. It's not rocket science..." 5. NOW present YOUR solution! - But don't sell me... Articles are not the place to sell. They're the place to inform, educate and stimulate. They're the place to get me to know, like and trust you. So tell me about the system you use by all means, but don't ram it down my throat. "What we've found is that the fastest, most effective way to guarantee that new mum's losefat in the fastest, safest way possible is to.... and.... and.... and.... BECAUSE..." 6. Now give me some examples - But NOT testimonials! People want to hear success stories for sure, but testimonials (despite what you may have been told) have no place in your fitness articles. Quotes are ok but the strongest support from your expertise are stories. Stories work! One of my mentor students recently emailed me to tell me that since he's started telling stories in his blog and his newsletters that both his online and offline sales have increased by over 300%. Not bad huh? Especially when you think that his content is almost identical in factual content and it's just the inclusion of stories that have accounted for the traffic. What kind of stories? Stories that bring home the focus of your expertise! Tell your reader how you got a new mum back into shape in just 6 weeks. Tell 'em how you created the perfect diet that's been downloaded over 38,000 times, is free to download and works every time. Tell 'em how you use interval training and resistance work to get rid of that last 10lbs and what achieving this has done for your clients' self confidence. Entertain them, intrigue them, tantalise them. But don't sell them. No free consultations, no website addresses, no 'call now' stuff. Just the 'meat' of the article. Finally... 7. Wrap up - Create a concise summary of the article, about how there is a problem but that there's also a number of solutions that people can try and that there's hope. Remind them that the simplest, fastest and most successful solution is yours because you've covered all the bases for people 'just like them' and then spur them into taking action. Empower them. Make them feel positive about doing something to solve their problem. See, it's not difficult is it? In fact, it's pretty easy when you think about it. It just requires that you truly understand the problems faced by your prospects and that you genuinely care enough about them to give them the answers they need to advance them in the direction of the solution. In fact, the truest test of whether or not you've created an article that will be of benefit is to ask this question: "If this person ONLY ever read my article and didn't call me to work with them one on one, would they still get benefit from what I've written?" If the answer is 'yes' then publish it. If, on the other hand, when you read it you find that you've held back on 'the good stuff' in the hope that they'll call you to find out more, then don't publish at all, you'll only end up looking greedy and uncaring. Now it's over to you! You could spend a few more months thinking about writing something or you could simply go ahead and do it. Do it today! Use this template and you'll be stunned at the response! Truth, joy and love Dax Moy www.personaltrainersuccessacademy.com P.S - Read back through this article and compare it to the template. You'll find it fits almost exactly.... aren't I good? : ) P.P.S - I'll incentivise your article writing... Send me an article in this format in the next 2 weeks and I'll put it in front of 20,000 subscribers on my client list (not personal trainers) How will you use this information to the fullest?