Marketing Your Fitness Business To The Wrong Crowd?

**THIS POST IS A RE-RUN IN RESPONSE TO A BUNCH OF 'PANIC' EMAILS I'VE BEEN GETTING LATELY... READ IT AGAIN!!**



I must admit, it's beginning to get on my nerves a bit.

I mean all this talk of recession.

It seems everyday I'm getting emails from personal trainers who're panicking because of impending recession and worried thattheir bootcamps, their studios and their gyms are going to go underor see such a big drop in business that they'll be struggling toget by and pay their bills.

The sad thing is, most of them are right!

Not because there's not enough business to go around and not because people are spending less but because they're choosing to accept that recession exists.

It doesn't.

Not for everyone, anyway.

Sure, it's easy to think that when something like a recession comes along that we all have to 'tighten our belts', curb our non-essential spending and ride out the storm until the next upswing but that's because we've been trained to think that way.

And we've trained ourselves to think that way too.

But the truth is, the only reason that so many people get hit so hard during times of recession is that choose to play the recession game.

Especially personal trainers.

They see their client list get smaller and their appointments drop off and so they start to discount their prices to attract more business. But the clients still don't come so they discount them even more.

If they're lucky they may see a little rise in business only now, because they're charging less, they're working longer hours, earning less money and in danger of losing even these clients as the recession kicks in.

Sad to say but this is what most personal trainers will do. In fact, from the emails I'm receiving, many are already doing it!

So that's the bad news, but like I said, it doesn't have to be this way.

There's something you can do TODAY to not only avoid the recession but thrive during it.

You can stop being a 'luxury item' to your clients and start becoming an asset.

What do I mean?

Well, what's the first thing that goes out the window when people are struggling financially?

Luxuries, right?

Or in marketing speak 'non-essential spending', meaning everything that's not essential to that person's ability to get through life.

Food, mortgage, utilities etc are all essentials that people MUST have. New cars, personal training, opera tickets on the other hand are, for most people, luxurious, non-essentials that are cut as soon as the R-word begins to be taken seriously.

And here's the problem; the way most personal trainers market themselves is based upon the 'luxury items' model.

They sell their services to people with disposable incomes that, most of the time, allow for the 'luxury' of personal training. These people are 'treating' themselves to PT, they enjoy it (mostly!), they want it and they may even need it but it will always be something that they're happy to keep in their lives for as long as it doesn't interfere with their necessities.

Trouble is, for most trainers this group makes up the largest proportion (if not all) of their client base meaning that they ALL purchased their sessions with you based on price and will all quit when the price seems too high.

Yet consider this; there are groups of people out there who don't consider ANY price (or at least, any price that a personal trainer could ask) as expensive or luxurious. They simply decide what they want and are determined to get it because they see it as an asset or investment that will benefit them.

For example, my clients pay me £150 and hour (that's around $300). The kind of people that can pay that kind of money aren't worried about inflation, depression or recession. They simply know what they want and are willing to pay the price to get it.

I've routinely been paid £2500 ($5000) plus for a day's work.

I've been paid £30,000 ($60,000) for a single month's PT plus $1000 a day expenses whilst travelling.

Right now I'm putting together a PT program that will cost £10-12,000 a week. Yes, you read that right, per person per week.

And all of this (and more) is going on during a so-called downturn.

How?

By removing myself from the luxury market of people who have to scrimp and scrape to work with me and instead focusing my efforts on those with greater affluence. Those who know what they want and are happy to pay for it regardless of the percentage rate the banks are charging.

To them, it simply doesn't matter. Not one little bit.

If you're thinking "That's all great for you Dax, but how does this benefit me?" then here's your answer.

Put your prices... UP!

Seriously, put your prices up. Move away from those who consider your services to be a luxury and instead start marketing to the affluent, the wealthy and the downright rich.

Sound too mercenary?

It's not.

Working with the affluent is no easy ride You'll earn every single penny you earn from them.

They expect better service, better results and, well, better everything. And they're right, after all, they're paying for it aren't they? They're paying for exclusivity, for that little bit more, that 'something extra' that isn't delivered by the $40 and $50 an hour PT's.

So you've got to be better and, more importantly, you've got to be seen to be better.

And better is more expensive, no if's, no but's.

Look, I know this runs contra to everything you've ever been told about recession but nevertheless it's true. Putting your prices up, taking your business 'upmarket' and deliberately attracting the affluent is the best way to recession-proof your business.

Still not sure?

Try this; add a high end service to your current marketing materials. Call it 'platinum coaching', call it what you want but make it clear that this is for those looking for that something special rather than simply personal training.

Proudly state that you're the most expensive coach around (I do it all the time because I am) and then wait.

It may take a little while but sure enough you'll come to know that what I'm telling you is correct; they're out there. Money in hand. Ready, willing and most able to pay you every single penny you're worth. They always have been; you just never asked before.

So ask!

Dax Moy
Fitness Marketing Made Simple

Joined Our FREE Fitness Marketing Community Yet?

Ryan Lee Bootcamp Returns!

Good news!

Ryan Lee has finally decided to put on
another of his famous bootcamps after a
2 year break.

Originally Ryan said he'd NEVER run another
one as they are such hard work to put together
but he's finally relented and, to be honest,
this one looks set to make the first two
bootcamps pale by comparison.

==> Click HERE To Find Out More

And that's praise indeed!

Y'see, I went to Ryan's last bootcamp and was
blown away not only by the amazing quality of
world class speakers and presenters he managed
to pull together, but also by the way he
engineered the networking aspect of the whole
thing.

It really was a stroke of genius!

==> Click HERE To Learn Who's Speaking

In fact, that one attendance at the Ryan Lee Bootcamp really put me on the map as far as my U.S
and Canadian readership are concerned.

Before I went out to Connecticut, my list was mostly U.K based
fitness professional who'd learned about me through the publications I wrote for. The U.S market barely knew me. Yet, by the time I left I had made personal contact with Ryan, Jim Labadie, Alwyn Cosgrove, Pat and Holly Rigsby, Brian Grasso, Zach Even-Esh and many, many more great coaches.

Within a week of getting home I started making money from those
contacts.

Within a month I counted many of them personal friends.

Now, 2 years later, I can attribute literally hundreds of thousands of pounds worth of income to the networking aspect of the bootcamp alone, and everyone else I speak to who attended can say the same.

==> Click HERE To Find Out What People Are Saying About TheRyan Lee Bootcamp

So there was NEVER any doubt that I'd be attending, even though it's my birthday on the 20th and I've never missed a birthday from my family for any reason... til now.

Of course, it also helps that Ryan's asked me to speak a couple of times both at the event and the pre-event session so I get the chance to grab the stage for a while and show off for a bit ; )

But look...

I think you should come.

No, scratch that, I KNOW you should come.

First, you get all the great lectures and workshops with amazing 'use the next day' content that will definitely impact upon your business in a massive way.

Second, you get to network with the real movers and shakers of the fitness industry. In that one lecture hall you'll be exposed to more six-figure fitness professionals than there are left in the rest of the world combined, not to mention Ryan himself who's well into 7 figures from fitness.

Third, the bootcamp is a legitimate business expense, meaning that the flights, hotel rooms and the bootcamp itself are effectively free once you run them through the taxman.

That means it actually costs you zero to attend.

Fourth, I want to bribe you : )

The links in this email are my affiliate links. I could have hidden them and not mentioned it but I want you to know upfront, I stand to gain financially if you buy a ticket.

But I wouldn't tell you to go just for that.

(Hell, I wouldn't fly MYSELF all the way from the UK to speak at an event I don't believe in would I?)

I want you to attend and get the same results that I and many, many others have gotten after attending Ryan's event.

So...

Here's the bribe.

If you come to Ryan's event through my link I'm going to do the following:

1. GIVE you a free copy of my best selling MAGIC Hundred program valued at $59.99

2. GIVE you a free copy of Scientific Advertising for the Fitness Professional valued at $59.99

3. GIVE you the opportunity to attend a special 'closed door' mastermind session with myself and several 'mystery guests' where we'll uncover the hidden assets ALREADY hiding within your fitness business. This is PRICELESS as it will earn you money, money, money from the minute you what you learn into action.

I've never used bribes before and I've certainly never given away my top-selling products to people to attend SOMEONE ELSE'S seminars but I really want you to come.

Just book your place today before Ryan sells out (this is legitimate, unlike digital products which often use scarcity as a selling factor, this event is sold by the seat and once they're filled, that's it) and then email me with your purchase details and I'll send you the ebooks as promised and add you to the guest
list for my closed door mastermind session.

Just click on the link below to go to Ryan's site.

Click HERE To Take Advantage Of My Bribe!

See you there!

Dax

P.S - Crazy not to! : )

Here's How To Recession Proof Your Personal Training Business

I must admit, it's beginning to get on my nerves a bit.

I mean all this talk of recession.

It seems everyday I'm getting emails from personal trainers who're panicking because of impending recession and worried thattheir bootcamps, their studios and their gyms are going to go underor see such a big drop in business that they'll be struggling toget by and pay their bills.

The sad thing is, most of 'em are right!

Not because there's not enough business to go around and not because people are spending less but because they're choosing to accept that recession exists.

It doesn't.

Not for everyone, anyway.

Sure, it's easy to think that when something like a recession comes along that we all have to 'tighten our belts', curb our non-essential spending and ride out the storm until the next upswing but that's because we've been trained to think that way.

And we've trained ourselves to think that way too.

But the truth is, the only reason that so many people get hit so hard during times of recession is that choose to play the recession game.

Especially personal trainers.

They see their client list get smaller and their appointments drop off and so they start to discount their prices to attract more business. But the clients still don't come so they discount them even more.

If they're lucky they may see a little rise in business only now, because they're charging less, they're working longer hours, earning less money and in danger of losing even these clients as the recession kicks in.

Sad to say but this is what most personal trainers will do. In fact, from the emails I'm receiving, many are already doing it!

So that's the bad news, but like I said, it doesn't have to be this way.

There's something you can do TODAY to not only avoid the recession but thrive during it.

You can stop being a 'luxury item' to your clients and start becoming an asset.

What do I mean?

Well, what's the first thing that goes out the window when people are struggling financially?

Luxuries, right?

Or in marketing speak 'non-essential spending', meaning everything that's not essential to that person's ability to get through life.

Food, mortgage, utilities etc are all essentials that people MUST have. New cars, personal training, opera tickets on the other hand are, for most people, luxurious, non-essentials that are cut as soon as the R-word begins to be taken seriously.

And here's the problem; the way most personal trainers market themselves is based upon the 'luxury items' model.

They sell their services to people with disposable incomes that, most of the time, allow for the 'luxury' of personal training. These people are 'treating' themselves to PT, they enjoy it (mostly!), they want it and they may even need it but it will always be something that they're happy to keep in their lives for as long as it doesn't interfere with their necessities.

Trouble is, for most trainers this group makes up the largest proportion (if not all) of their client base meaning that they ALL purchased their sessions with you based on price and will all quit when the price seems too high.

Yet consider this; there are groups of people out there who don't consider ANY price (or at least, any price that a personal trainer could ask) as expensive or luxurious. They simply decide what they want and are determined to get it because they see it as an asset or investment that will benefit them.

For example, my clients pay me £130 and hour (that's around $250). The kind of people that can pay that kind of money aren't worried about inflation, depression or recession. They simply know what they want and are willing to pay the price to get it.

I've routinely been paid £2500 ($5000) plus for a day's work.

I've been paid £30,000 ($60,000) for a single month's PT plus $1000 a day expenses whilst travelling.

Right now I'm putting together a PT program that will cost £10-12,000 a week. Yes, you read that right, per person per week.

And all of this (and more) is going on during a so-called downturn.

How?

By removing myself from the luxury market of people who have to scrimp and scrape to work with me and instead focusing my efforts on those with greater affluence. Those who know what they want and are happy to pay for it regardless of the percentage rate the banks are charging.

To them, it simply doesn't matter. Not one little bit.

If you're thinking "That's all great for you Dax, but how does this benefit me?" then here's your answer.

Put your prices... UP!

Seriously, put your prices up. Move away from those who consider your services to be a luxury and instead start marketing to the affluent, the wealthy and the downright rich.

Sound too mercenary?

It's not.

Working with the affluent is no easy ride You'll earn every single penny you earn from them.

They expect better service, better results and, well, better everything. And they're right, after all, they're paying for it aren't they? They're paying for exclusivity, for that little bit more, that 'something extra' that isn't delivered by the $40 and $50 an hour PT's.

So you've got to be better and, more importantly, you've got to be seen to be better.

And better is more expensive, no if's, no but's.

Look, I know this runs contra to everything you've ever been told about recession but nevertheless it's true. Putting your prices up, taking your business 'upmarket' and deliberately attracting the affluent is the best way to recession-proof your business.

Still not sure?

Try this; add a high end service to your current marketing materials. Call it 'platinum coaching', call it what you want but make it clear that this is for those looking for that something special rather than simply personal training. Proudly state that you're the most expensive coach around (I do it all the time because I am) and then wait.

It may take a little while but sure enough you'll come to know that what I'm telling you is correct; they're out there. Money in hand. Ready, willing and most able to pay you every single penny you're worth. They always have been; you just never asked before.

So ask!

To your success

Dax Moy

http://www.personaltrainersuccessacademy.com/

P.S - People who own yachts and aeroplanes and collectors edition sports cars won't even look at a £40-50 trainer... and they won't panic just 'cos someone say's recession either!

5 Website Blunders That Kill Your Personal Training Business Dead

It’s frustrating isn’t it?


You’re a great trainer, your clients love you, you get fantastic results and you have (what you think is) a great website to showcase your services with great graphics, great pictures and neat, jazzy logo’s and such and yet still you’re finding that despite your greatest efforts, you’re simply not getting any appreciable business.


Worse still, the small number of people who actually find your website in the first place don’t stay long enough to find out what you’re about or bother to follow up with a call, an email or anything remotely resembling interest.


What’s going wrong?


Why isn’t this site, that cost you a fair bit of your hard earned cash and tons of your even more valuable time actually delivering results for you?


I bet this is a question you’ve asked yourself HUNDREDS of times right? And you’re not alone.


Virtually every personal trainer I have ever coached has had the same problem and I receive thousands of emails a year from others who echo it too.


Well, I’ve never even seen your site but I guarantee you that if the above describes you then one or more of these 5 factors are contributing to the lack of traffic and lack of interest from your hottest prospects:


1. Your site lacks WIIFM factor –

When prospects arrive at your site the first thing they’re looking for a reason to either stay on your site or press ‘back’ on their browser toolbar. Like you, their time is precious and they simply want to know “What’s in it for me to stay on this page?”. Quite obvious really isn’t it?

So why is it then that 99% of personal trainers have their landing page all about themselves?

You know what I’m talking about. There’s a picture of themselves, usually in a tank top (!), and a list of their certifications, work experience and some inane or even INSANE drivel about how they promise to help.

Talk about lacking WIIFM factor!

Successful sites, those that get lots of traffic and people that actually take action as a result of visiting them tell the prospect UP FRONT what’s in it for them to stay by demonstrating clearly an understanding of their problem.

They don’t say ‘Bob’s 1-to-1 will get you fitter than you’ve ever been before’ they say ‘Have you tried every fad diet, every celebrity workout and bought every fitness gizmo off of the shopping channel and yet you’re STILL struggling to lose weight?’

See the difference?

The successful site understands what they prospect is going through and feeling and shows that understanding by describing the problem and coming up with a unique solution to it.

Does your site do this?


2. You don't attract prospects that would buy your product or service in the first place –


In short, you’re marketing to everyone, the entire world in the hope that, if you put out enough bait you’re bound to attract someone eventually right?

Wrong!

Put out bait for everyone and you’ll get no-one.

Why?

Because people want different things.

One wants golf conditioning, one wants weight loss, one wants to increase his jump. Sure, you might have the knowledge, skills and abilities to achieve all this and more but if you tell everyone this what are you saying?

How about “jack of all trades master of none”?

If you want golfers then build a site dedicated to golfers. If you want weight loss clients then build one for them. Likewise athletes.

Without adding a single certification or doing another minute of study you’ve moved into expert status and are much more likely to appear attractive in the eyes of your prospects and made it much more likely that those with a particular goal or interest will seek you out.

You doing this?

3. Your website doesn’t look professional –

Most fitness website look like they were put together overnight by a 6 year old.

They use uncomplimentary mixes of fonts, colors and graphics, cheesy stock photography or poorly framed digital pics that they took themselves and have navigation and page layouts that make the whole site look and feel ‘clumsy’ to navigate.

If this describes your site then you’ve got to know, this is simply killing your credibility as a professional!

It’s the internet equivalent of turning up to a top-notch business meeting in your working out clothes and muddy sneakers. You just wouldn’t be taken seriously would you?

The web is no different.

If you want to be seen as a professional then your Netiquette needs to be on the ball. Clean, crisp page layouts, professional fonts (NOT Comic sans), relevant or deliberately abstract graphics (but not a haphazard mix) and lots of ‘white space’ between sentences and paragraphs.

Also, keep your sentences shorter than normal as well as light and conversational in tone rather than using the grammar and punctuation you were taught in class.

Does your site look like this?


4. You don’t tell people your story –

Could you imagine walking into a bar and asking the first person you laid eyes on to marry you? Wouldn’t be very likely to a yes response would you?

So why do you try that approach with your website?

You know what I mean.

You simply post your services in a list that says ‘this is what I do and this is what I charge’. In effect, you’re proposing before they know anything about what you’re offering… and you’re wondering why people aren’t buying?!

A buying relationship isn’t really that different to any other relationship really. Simply spend some time building trust before you ask for their hand in marriage. Online (same as offline) you build that trust by telling your story.

Your story is not just WHAT you do but also WHY you do it, WHEN you found this out and HOW you have used it to generate better results for your clients.

When you tell their story to your prospects they trust you, they start to feel that they know you, they like you and they feel much more inclined to ‘give you their hand’.

Do you tell your story?


5. You don’t give people a reason to come back –


Chances are, a prospect won’t contact you from their first visit to your site.

They’re shopping. They’re looking around and they’re comparing you to all of the other trainers in your area to see who looks most up to the job. You most probably do the same right?

Now, if your site is like most trainers sites, it’s what I call a ‘static ad’. A few pictures, an ‘about me page’ and a list of services and fees. It’s a kind of online flyer with all the important facts about your business laid out for the world to see.

So, answer me this;

If I left your site to go off and compare yours service to that of the other trainers in your area, why would I need to come back? I mean, I already have your number and the prices right? Why do I need to come back?

They answer is; I don’t!

Worse still, because I don’t come back, I forget about you altogether!

You’ve GOT to have a ‘come back strategy’ for your site or you’re simply throwing your money away.

But what makes a person come back?

Information!

Information is the currency of the web and those who have the most and the best get the prize everytime.

You need new articles on a regular basis that demonstrate your knowledge, skills and abilities as a trainer and that give your prospect real, tangible, useful advice that they can use.

You need an permission item. Something of value that you’re willing to give for free in exchange for the permission to contact the prospect again.


Free reports, ebooks, audios, interviews and the like can be extremely valuable to helping prospects make their decision about who to work with and make it much easier for you to establish expert status in their eyes.

And the best thing is, in exchange for information you WANT them to read, you get their email address and permission to contact them again with other useful stuff. In other words, you’re not a spamming pest, you become a welcome guest!

Do you give your prospects a reason to come back?

It ‘Ain’t Rocket Science!

Look, none of this is exactly rocket science is it? I mean, all you have to do is look around the internet at the sites that YOU like, that YOU visit and that YOU re-visit and you’ll see that every single one of these points have been covered to great effect.

They tell you clearly what’s in it for them to keep reading.

They target specific prospects and talk to them about the problems that they’re facing.

They have a crisp, clean, professional look that is befitting of an expert in their field.


They tell the full story about what, when, why and how they provide their service and build a relationship of trust.

They create a reason to comeback, a reason to maintain the relationship and in doing so vastly increase their chances of eventually getting the client.


That’s it!

Forget meta tags, search engine optimization and all that other technical stuff for now, it’s not that important… yet. What is, is making sure that when a client finds you that they’ll hang around long enough to hear what you have to say and, like it.

Sounds simple and it is.

However, simple doesn’t always imply easy does it?

You’ve got to put some thought into this.

You’ve got to start treating your website as what it is… The front of your store!

Start today. Don’t delay. Don’t procrastinate.

Every day you wait is another client lost. Maybe more.

In less than a week from now you could and should have a website that actually enhances your business and generates an endless stream of clients.

But you have to start!

So start! : )

Dax Moy
www.personaltrainersuccessacademy.com