Personal Trainer Marketing

How I Would “Start Over” in 2017

I get asked this question a lot…

How would you start a successful fitness business if you were just starting over.

Not how I would start one today with all the resources now at my disposal, but to rewind the clock and with all the knowledge (from all the painful mistakes I’ve made) how would I start out today (currently 2017) with limited resources?

The good news is, it’s cheaper and easier than ever. You have so much direct control over things that we never used to have, you can control expenses better than ever before and new customers are just a few clicks away!

In this video I share with your some of my thoughts of exactly how I would do it, I hope this gives you some direction.

What do you think? Did this video give you some ideas?

One of the things I’ve found is; that it’s easy to keep gathering information, it can be a pretty scary thing to actually go out and do it.

Something that seemed so simple suddenly becomes scary, or a lot more complicated.

Our industry is built on the fact that as people, as human beings, we need each other; we need support, community, confidence and accountability.

I love helping people, I love helping fitness professionals help more people, maybe I can help you.

From time to time I take on a few private coaching clients, if after watching the video above, if you’re serious about taking big action in your business maybe I can help you. Quite often I help fitness pros add $5000, 10,000, $15,000 a month in additional revenue in 60-90 days. If you’d like to know more about private coaching send me a message here.

How to market a fitness business in December and January

December is a tricky month for fitness entrepreneurs.

Even though as fitness professionals we know that by beginning an exercise program now, even if you’re eating all the delicious treats and having the occasional alcoholic beverages, that metabolically you’re far less likely to gain weight through the holidays.

Even though we know that, it’s a tough sell for our would be customer.

They are worried about paying for something they won’t use. They’re worried about the cost with so much additional expense coming through the holidays, and usually some time off work meaning small or missing paychecks.

And that’s my point, whether it’s December or January or any month of the year, and whether it’s a fitness business or something else you have to, as they say, condition yourself to, “walk a mile in their shoes.”

Always consider what your audience is feeling in that moment.

How can you make it easy for them to begin working out in December?

Truth is the only way is to mitigate the cost for them.

They will sporadically make time the best they can as long as they feel no anxiety about losing money or wasting money on services they haven’t used effectively.

After all isn’t that how you would feel?

Now I’m not talking about your existing, well-conditioned clients with committed and good habits, but new prospects in the month of December.

I would suggest in December you use a long trial promotion (like a 30 day trial) for your most aggressive price point, one that makes it feel as though they are getting the month almost for nothing.

In fact it can be creative and work well to run a “2 Months for the price of one” to lock them in for January too.

Many people will logically see, that they may work out a little in December, and now they’re all set for their New Year’s Resolution start and that they won’t need you after that (you and I know otherwise but we have to help them get started to see that.)

Early January is tricky for us in boutique and premium fitness, because the consumer still feels the financial constrains of the holidays, and even worse they’re governed by the “clean slate” mentality.

They are so inspired to workout on their own, and price sensitive that the inexpensive gym membership is much more appealing.

You know this to be true, as you’ve undoubtedly been faced with the “February Rush” of new clients that are frustrated and struggling. And the objection of, “well I don’t know if I can afford it because I just committed to this 2-year gym membership.”

So what do I suggest?

fitness marketing calendar

I just create a spreadsheet with the months and 4 weeks and begin to pencil in promotions in different mediums. Then goto work create all the needed resources in advance.

Here’s the action plan I’d recommend for marketing your fitness business through Christmas and into the New Year:

  • Extremely low cost trial or 2 for 1 special in December using PPC and small but steady daily budget.
  • Use a “Membership Giveaway” as a big budget optin through the holidays. Because of their price sensitive nature everyone would love to win and will trade an email, it’s a great chance to grow your list.
  • Run a New Year’s 6-week challenge. This is my favourite time to run a 6-week challenge as it fits the discounted, aggressive, start and stop mentality of the consumer and gives me the time to show them the value and need to stay.
  • Toward the end of January get your regular marketing calendar back on track and run a big budget short term trial to capitalize on the 91% of resolutioners that are now frustrated and looking for help.

Like any industry the fitness industry has ebbs and flows by the season, and coupled with unpredictable local and global economic factors those ebbs and flows will vary which is why you need a long-term plan. By having a set plan you can more effectively react when the plan doesn’t meet your expectation.

Wishing you the happiest of holiday seasons and much prosperity in the coming year.

The Secret Formula for Making Money Online

There are many ways that you could make more money in your business- like selling supplements, adding in more face-to-face programs, holding workshops, and creating higher-end packages. This said, all these money makers require your time, energy and effort to create, implement and manage.

The goal of running your own business is to create more time and financial freedom for yourself, not to be a slave to your business with little monetary gain to show for your efforts.

As you scroll through the Facebook newsfeed, you can’t help but feel a knot in the pit of your stomach as you read about all of the online programs being offered. These programs are bringing in extra profit without the business owner having to trade dollars for hours.

Sure, there is upfront work to be done but once it is done, it is done! The program brings in money on autopilot. If you want to stop trading dollars for hours by offering a nutrition program online then make sure to read this article right until the very end.

Lori Kennedy RHN is revealing the step-by-step formula (for free) on how to make money online. She’s created and launched half a dozen online programs and operates her multi-six figure company from her kitchen table. She knows a thing or two about how to make money on autopilot.

How to Sell A Program Online
By Lori Kennedy RHN
Creator of The Holistic Weight Management System

There are many courses and trainings you can take to learn how to create a program that is offered online but most don’t include how to sell the program.

It’s wonderful to have a done-for-you program but without fully understanding the formula to sell it or anything else online you are not to get a return on your investment. I want you to be able to grow your business and make more money without having to feel overwhelmed or stressed out because no one is buying your programs.

Follow these 7 steps to selling your program online.

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Step 1: Identify who your ideal client or customer really is.

Remember that you can’t please everyone so think about who your program is really for. List the ideal client’s demographics and their major pain points. Create a profile of where they hang out online and offline so you can market directly to them.

Step 2: Create a social media marketing campaign.

Randomly posting on social media doesn’t lead to more clients or money in the bank. Craft a social media marketing plan using graphics, quotes and status updates that educates your ideal prospects on what you are offering and what’s in it for them. Always include a call to action in each post.

Step 3: Drive traffic (ideal prospects) to a lead capture page (AKA landing page/squeeze page/opt-in page).

Instead of sending traffic directly to a sales page you want to send prospects to a lead capture page that is offering them a piece of free content in exchange for their email address. This way you get the prospect from social media onto your email list where you can get them to know, trust and like you before pitching them on your program.

Step 4: Make use of the Thank You Page

The thank you page is a piece of prime real estate. You can add a welcome video on the thank you page and also social sharing buttons. When you use the thank you page to build rapport your email open rate will increase.

Step 5: Craft an email autoresponder campaign

Email marketing is the best way for the newly subscribed prospect to get to know, trust and like you. Email autoresponders are pre-written emails that are loaded into your email-marketing platform (like Aweber or Mail Chimp) that take the prospect through a multi-email sequence educating them on who you are, what you have to offer and the results you are promising them.

Step 6: Send email subscribers to your sales page using calls to action in each email

Each email should include a CTA or call to action. This is a results based phrase that tells the reader what to do next. When you don’t explicitly state the action you want your subscriber to take they will likely take no action at all.

Examples: Click here to order. Hit reply and let me know what you think about XYZ.

Step 7: Have a sales page with an irresistible offer

In each email autoresponder you are directing the reader to click on a link that takes them to your sales page. This is where you describe the program, share the benefits and what’s in it for the client and ask for the sale.

When you ask for the sale you should make the offer so compelling and irresistible that the client easily says YES. You can do this by adding bonuses or creating a limited offer that expires.

If you don’t have a done-for-you program to sell yet check this one out and then come back to follow the 7 steps to sell your program online.

Learn This For Instantly Cheaper Advertising

Learn This For Instantly Cheaper Advertising

_AMC8836Thanks to technology as small entrepreneurs we have more opportunity than we have ever had before to prosper; if you understand the cost dynamics of your personal trainer marketing.

I find most trainers are very afraid to spend money on marketing, yet when they do it’s often on high dollar, unpredictable, hard to measure things that seem to “feel right” or make sense at the time. Things like direct mail, print ads, billboards and flyers.

Personally I much prefer more direct response driven channels where I have nearly instantaneous measurability and control. Things like social media ads, pay per click, and email marketing.

But no matter the medium you choose there are some basic things you should understand:

  • Leverage group programs. For group programs your cost of operation is generally near static whether you have one person or twenty five, which means that you can technically “afford” to discount a trial to any dollar amount you choose, even free, without occurring a flurry of additional cost.
  • Realize you have to use compelling offers that appeal to the world’s desire for instantaneous gratification. Low cost and high value trials, the ability to book instantaneously, the enticement of an additional desirable gift if I take action right now.
  • Combine with tangible items to drive up the cost of your service trials. Because we can’t see, touch or feel a service as a consumer it’s normal to have a hard time conceptualizing it’s value, but add a tangible hard good and that changes entirely.
  • Understand the basic metrics of conversion. How many people see the ad, how many people take the next step (such as contacting you or leaving contact info), and finally how many people purchase your short-term offer as a result. All the people that see your ad divided by those that pay is your conversion rate, there’s not a right or wrong number, but the goal is to meet or beat your previous best each time you use that medium.
  • Most importantly understand your upfront cost per lead. Take the total number of purchases and divide it by the total cost of the campaign. Any time you can breakeven or nearly breakeven you are doing great. It’s usually here that many people get squeamish, they cringe at the cost of the ad without realizing that when total sales are considered (and combined with group training in particular) each lead may have only cost a few dollars or in cases if only mediums may even have generated a small return.

Beyond the initial response of the promotion authors like Jay Abraham will get you thinking about the lifetime value of each client. So each one of those leads that moves from a trial to a long-term client brings tremendous value to your business.

Previously if the costs of marketing have frightened you, as you follow along here you might be starting to think that all this is suddenly a lot less scary. Well truth is, it is, at least conceptually.

The problem arises when you spend to the edge of your budget on that campaign that’s a zero performer; we’ve all had them. This is why I love most digital mediums so much. Most digital mediums allow you to progressively change budget and make nearly real time changes periodically through your campaign, talk about increasing your chances of success!

At the end of the day all you can do is make your best guess, try and try again, but the great news is with a little application of simple math and a basic understanding of the items above you can greatly reduce your margin of error.

Hope this helps, the more successful you are the greater hope that together we can change the world!


Content People are Looking For

Content People are Looking For

tvshowWant to know a little secret about getting local people to your website? What if you could constantly be adding exactly what people are looking for?

Think about that for a moment, as trainers it seems at first we’re all content to fight over the few people that are actively looking for services specifically like ours. At some point you realize there is a really big audience of people out there that have fears and problems relating to fitness and weight loss, they just don’t yet know that you could be the solution.

I’ve always felt that it was intelligent to be focusing on this much larger audience, knowing the more I did to catch their attention I’d naturally attract those people that were actively looking.

So how do we do that?

Well a wise mentor always told me, “be willing to give your best stuff away.” You must always be teaching people, providing real value to improve their lives and todays technology allows you to do that easier, better and faster than ever before.

The only downside is there is now a lot more content available. Here’s where it can be good to get a little tricky.

If you get a moment of inspiration write on it, or create a video, pour your heart into it because that true sincerity is key to your success. People will get to know you through your words and images and that will lead them to trust and ultimately asking for your help. Start to keep a list of the questions that you are regularly asked, these always make great content pieces. But here’s the icing on the cake…

What’s Dr. Oz talking about? How about MSNBC? Or maybe even your local newspaper or radio station?

These guys have really big audiences all the way to the local outlets in your community that have your local audiences (and often you’ll begin to notice they’re piggybacking off of the big network shows talking about the same thing they are.)

You need to follow suit, if you see something on the network shows or mainstream news media that you feel confident to express an opinion on you should, people are actively searching for more information on these topics right now. In fact you’re doing it too!

We all generally have the same trend of behaviours. Something catches our attention and we’ll go looking for more information, once we find that information then we’ll usually look at who the source is and decide whether we trust them if we do we may follow them more or if we find that their services may be something to assist with our problem we just might contact them.

If you’re looking to attract more clients this is just one of the ways I’d suggest you contribute to your own legend, don’t compete for the small number of people who are shopping you and your competitors right now, instead speak to that larger audience and everyone will come.

The Proof is in the Pudding

brad.johnsonMy focus on systems, planning and structure in addition to marketing and promotion has surely been what’s helped me establish myself as a fitness professional business mentor. Today however I want to remind you to get back to roots and be sure you’re keeping up with the simple things that every great trainer needs to do.

Recently I was attending a chiropractic appointment with my wife. I don’t know about you but over the years I’ve had dozens of clients who could really benefit from chiropractic care but were afraid to see one. Through the power of relationships I was able to direct a number to a trusted colleague who knew exactly what to expect when he was told they were referred by me. Together we were able to help many more people overcome physical obstacles that they may not have been able to achieve with the use of personal training alone.

While sitting in the chiropractic office waiting I looked to my left and noticed a framed photograph of three x-rays of a person’s neck. It had a caption that said “spinal correction of one patient.” It was nicely framed hanging on the wall and upon a closer look the change in the positioning of the vertebrae was miraculous. In fact as a fitness professional and massage therapist for almost 20 years I would have been reluctant to believe such a significant structural change was even possible. Seeing is believing!

We all know the power of social proof, or if we don’t we’ve certainly been told, yet still I find many fitness professionals really lack when it comes to before and after photos or powerful testimonials. I’m constantly surprised at how many fitness professionals are afraid to ask to take before photos, or struggle to get their clients to give powerful testimonials. Here’s some tips that may help.

1)   Consider adding basic postural assessment. This gives you a good “reason” to take a front and side before photo of every client so you may review their posture with them.

2)   If the client is uncomfortable with a before photo being taken ask them instead to find you a goal photo of what they wish to look like. In the coming weeks remind them that after the first session they are no longer the same person because of their decision to change. Once you gain their trust ask them to share with you an old photo from home so you may review their current progress with them.

3)   Within the first week ask them, “what they love most about training? And what changes they feel?” At the very least write these things down, better sill have them say them on camera so you can add to them later making powerful testimonials.

4)   When recording a testimonial with your client use emotional language, ask them what they feel is different, and remind them to be as specific as possible. Encourage them to tell a story.

5)   Most important keep asking! Not everyone is comfortable at first but also remind them that something inspired them to make the difficult decision to inquire and get started, empower them to save a life by sharing their story with others and be proud!

My recent experience at the chiropractor was just a pleasant reminder that every industry benefits from social proof, and ours is often much to lax in this department. The continual display of new and recent social proof ensures the continual success of your business.