Becoming an Established Authority, Part 2 – Boot Camp Marketing on YouTube

Last week, I explained why establishing yourself as a local fitness authority can help you to grow your business beyond your dreams. Facebook is the new billboard and YouTube is the new TV – if you establish a reputation and following there, you’ll reap rewards beyond any other boot camp marketing results.

If you haven’t read Part 1 of this blog post on establishing yourself as an authority, you need to go do that before you take any of the steps I’m going to outline today. You may already be fairly active in marketing on Facebook, but you need to make sure that you’re set up and taking the steps I outlined in Part 1 before you move on to making yourself a local fitness authority on YouTube.

Screen Shot 2014-08-21 at 7.32.03 PMOnce you’ve followed the five simple steps in Part 1, here’s what you need to do.

If you’re following the steps I laid out for you in Part 1, you should be posting 3-5 times per week on the separate Facebook page you’ve set up for these purposes. Those 3-5 posts are all about the “what” of your business and your training:

-What awesome results your client is getting.

- What you eat for breakfast.

-What your motivational or inspirational message of the week is.

-What kind of workout you did this morning. Continue reading

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Next Level Personal Trainer Marketing – Becoming an Established Authority

One of the most important and impactful things that you can do for your business, no matter what business you’re in – is to become known as an expert in your field. I promise you that Dr. Oz is making a ton more money now that he’s on TV than he was as a surgeon. I personally know many people whose incomes have skyrocketed because of their YouTube popularity. Actually, I’m one of those people.

Becoming known as an expert in personal trainer marketing through YouTube, Facebook, seminars, webinars, press releases and so on is the reason why Spike TV asked me to come aboard for Gym Rescue. Believe it or not, they Googled fitness marketing expert and one of my YouTube videos popped up. YouTube established me as an expert to producers who needed one.

Screen Shot 2014-08-18 at 7.34.30 PMThat’s the thing; these days, being an expert on YouTube is just as good as being on NBC, if not better. On YouTube you can have complete control of your content, your mission, your direction and your schedule.

When you become known as an expert, you not only increase your visibility dramatically, you also increase your ability to close new clients in huge way. This is because your notoriety and your content have established that you know what you’re doing, built a type of virtual relationship with your prospect and actually drawn them to you and your business, rather than you pursuing them.

If you want to take your personal trainer marketing to a much higher level, you need to really focus on establishing yourself as a local expert in fitness. Don’t worry, it’s easier than you might think. It takes a little time and it does take consistency and commitment, but all you need to know is what to do with what you know and that’s what I’m about to share with you.

This post is actually going to be in two parts because your campaign to become a local expert and authority will have two core areas: Facebook and YouTube. In this post, I’m going to show you how to get started on your notoriety on Facebook. Next week, we’ll cover what you need to do on YouTube. Continue reading

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One of the Least-Used Fitness Marketing Tips for Getting More Clients

When something you’re doing isn’t working anymore, do something else. When things that worked last month or last year have stopped producing this year, move on to another strategy. This is especially true when it comes to your fitness marketing.

I talk all the time about the invaluable potential of Facebook marketing, the importance of getting out into your community and many other marketing tactics. But I want to share with you one really effective but seriously underutilized strategy for bringing in more clients. I and my mentoring clients have used it pretty regularly and with great success, without spending a dime on marketing materials. If there are some marketing campaigns that just aren’t performing for you right now, maybe you should switch one of them out for this one: Recycle old clients.Screen Shot 2014-08-14 at 1.44.08 PM

I know you’re focused almost 100% of the time on bringing in new clients, but you have a potential goldmine already stashed in your office somewhere. This is your list of clients who have left your fitness business. If you don’t have a list, make one. Then commit some time to calling these people up on the phone.

If the idea of calling someone who has “rejected” you makes you want to throw up, you need to look at things realistically rather than emotionally. Most people don’t quit a personal trainer, gym or fitness program because they were unhappy with their training. The majority quit for other reasons, like a new job that requires crazy hours, a new baby that takes up all their free time, a new house that is sucking up their budget and so on.

The fact is that if you’re giving your clients the best training and results you can, if you’re treating them well and being attentive, then probably very few of your “old” clients left because they didn’t like you and your business. So don’t be afraid to call them up. It’s no more difficult than overcoming objections during a sales presentation. In fact, it’s easier, because you already have some type of history with and knowledge of these prospects.

1 – Compile a list of all of the clients who were with you for at least a few weeks and then didn’t come back. On this list, make any notes you have from their sign-up paperwork that tells you what they’re goals were when they first came to you. Continue reading

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Don’t Be Afraid of Breaking All the Rules When Starting a Fitness Business

I’ve never been much of a rule-follower, but I can thank my Dad for that trait.

Back when I was little, my Dad showed himself to be a true rule-breaker when he decided to escape communist Armenia with his wife and two kids. After coming to California, he made his own rules when building his tailoring business and quickly because the tailor to celebrities and fancy department stores.

Breaking the rules worked for my Dad and our family. Now, breaking the rules has worked for me and for my family.Screen Shot 2014-08-05 at 1.57.38 PM

When I started working as a personal trainer back in the Dark Ages (1995), everyone was doing 60-minute one-on-one sessions and everybody said that was the only way to do things. Every personal trainer I knew, including me, dragged themselves from one client home to another, day in and day out, six and sometimes seven days a week. I was exhausted, barely making enough money and I never saw my family. It take me long to realize that I needed to find a better way.

Within two years, I was renting space in a gym and had switched from doing 60-minute sessions to doing 30-minute sessions. Everybody told me it wouldn’t work. But you know what? I got to train twice as many clients as everyone else and clients loved it because it saved them time.

A couple of years after that, I was in what would be the first of five of my own locations, paying out $16k a month on rent and overhead expenses. Everyone said it wouldn’t work, that personal training couldn’t generate the kind of income needed to maintain that overhead. The rule-followers were wrong again, because pretty soon I was generating $55-65,000 a month by selling long-term, five-figure training programs.

In fact, breaking the rules worked so well that in 2002 I sold my training business for six figures and started devoting my time to coaching and consulting with other personal trainers. I wanted to teach other trainers about starting a fitness business and generating a much better income than they were making. Continue reading

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Stop Focusing on Better Systems and Better Stuff and Focus on Better Fitness Marketing

Not too long ago, I upset a first-time participant at one of my 7-Figure Formula Masterminds by telling her that she was completely focused on the wrong things when it came to growing her boot camp business. She was focused on everything but fitness marketing.

This person was doing well with her boot camp, don’t get me wrong. She wasn’t anywhere near seven-figure earnings, but she was making a living and paying her staff. But she felt she’d reached a plateau in her earnings and that the solution was to find or create better systems for her business.

manifesto-focusWhat I told her, as gently as I could while still making my point, was that she didn’t need better systems for running her business – she needed a better system for growing her business. In other words, she needed to stop trying to avoid marketing and sales by busying herself with things that weren’t going to help her make more money.

Here’s the thing: making more money will enable you to hire people to take care of running your business. But if you focus on running the business instead of building it, you will always be an employee of your own company rather than enjoying the benefits of owning it, like freedom, vacation time and time to pursue other goals and interests.

So I went on to show this woman several ways that she could generate quality leads and then gave her some excellent strategies for turning those leads into long-term clients. I’m happy to say that in the couple of years since that 7-Figure Formula Mastermind, she has grown enormously, now makes more than enough money to pay other people to use and oversee daily operations and earned herself the quality of life that she wanted and needed. Continue reading

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Are You Throwing Away the Fitness Boot Camp Marketing Potential of Facebook?

Fitness boot camp marketing is all about extending your reach beyond your facility and your current members and then creating excitement about your boot camp so that people who’ve never checked you out can come in and get blown away by what you’re doing.

The absolute fastest, most efficient and completely free way to do that is through Facebook. If you’re not making your best effort to increase your Facebook visibility and then making the most out of the people you reach, you are literally throwing away a ton of potential money.

Screen Shot 2014-07-25 at 1.53.44 PMEven if you have a Facebook page that you’ve created, or as a Fit Body Boot Camp owner have the one we’ve created for you, it’s not enough to just let it sit there and hope someone accidentally finds it and then decides to pop into your boot camp. If you’re with FBBC, you can’t just skate along sharing the monthly blog posts we send you, either.

Doing little or nothing with your Facebook page is like getting a free billboard on the busiest intersection in town and leaving it blank. You would never do that, so why would you waste the fitness boot camp marketing potential of the busiest social marketing intersection on the internet?

Here are some really effective, fast and simple things you can do to make the most of Facebook for your boot camp marketing.

Get your clients to extend your Facebook reach for you.

Hold a contest. Tell your clients (frequently) that the person who posts the most mentions of your boot camp, photos of their workouts or of their progress, will win a great prize. It might be a gift card for a great restaurant, a free month of training, or a makeover at a cool salon (which you trade for by giving them a week of free training for the owner or to give to their highest earning employee, etc). Or, you can let them know you’ll donate a dollar to their choice of A or B local non-profit for every post. Make sure your clients know that they need to tag you or your Facebook fan page and that they have to Like your page if they haven’t already done it. This way you’ll get notified when they post and when people comment on that post. Continue reading

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Killer Boot Camp Marketing with Your Free Fitness Info Products

Obviously, producing your own fitness info products and offering them for sale is a great way to create another income stream, often a very lucrative one. But even if you’re not exactly ready to create that DVD series, subscription transformation program or three book ab bundle, you can still use what you know to create a simple product that will make you money. Free fitness info products are a really effective way to make your boot camp marketing efforts pay off.

How? By igniting the interest of those people who are on your email list but not on your boot camp membership list. You can turn those semi-interested but not-yet-convinced hangers-on into paying customers by showing them you know your stuff and getting them to know, like and trust you.

Screen Shot 2014-07-22 at 10.59.17 PMThe best things about this strategy are that: it costs nothing or next to nothing to implement and you can make it about anything you want.

You can create a recipe collection, protein shake recipes, a 10-day diet plan, a killer ab workout video, a beginner’s guide to high-intensity interval training…..whatever you know and get excited about and can express your excitement through.

You can produce a great-looking PDF download using Microsoft Office, Adobe or even some open source software and some great free images you can find online at CreativeCommons.org or Flickr. You can have one of your trainers, your spouse a friend film you demonstrating a killer workout and offer it via a special link and password.

It’s cheap, it’s effective, it uses contacts you already have and it’s easy to get it done and uploaded to your site or a special page you set up in a week or less. When done correctly, it will completely revolutionize your boot camp marketing plan.

Here’s how to make the most of your free fitness info product: Continue reading

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Starting a Fitness Business the Way Richard Branson Would

One of the best things we can do when taking any kind of risk or starting any endeavor, including starting a fitness business, is to take some of our guidance from what very successful people have done before us. While we don’t necessarily want to copy what others have already done, we can learn a lot from how they did it.

I just finished filming a video on some very successful people and the way they think and one of those very successful people was Richard Branson, the founder of Virgin Records and Virgin Atlantic. Two completely different types of business, a record label and an airline, but he did a lot of the same things with both and they’ve both been hugely successful.

Screen Shot 2014-07-20 at 10.30.57 PMSo I thought I’d point out a few of those things and sort of draw a picture for you of starting a fitness business the way Richard Branson might do it.

Don’t let anyone else decide whether you can do it.

Nobody thought Richard Branson was going to make a success of his record label. A lot of people who supposedly knew what they were talking about claimed it would fail. But Branson didn’t let other people decide if he was going to make it or not. He decided that he was going to succeed and then he did.

Whenever you go out on a limb to follow a dream or further your goals, you’re going to have to know how to deal with people who don’t believe in you. What you have to do is make your belief stronger than their disbelief. The truth is that if you have the strength and commitment to do that, you have the strength and commitment to handle anything that might cause you to fail. Continue reading

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Fitness Business Coaching

Who really needs a trainer when all the information to get in shape is already out there for free?

That’s what the passenger sitting next to me in first class said when he struck up a conversation by asking: “You obviously workout, what do you do for a living?”

Since his comment rubbed me the wrong way… and since the plane had just taken off which made me his captive audience, I used the opportunity to school him on something he clearly had no clue about – our industry.

I told him a trainer or coach does more than just provide you with workout information. A coach is more than just a workout buddy to hold you accountable and motivate you when you’re at the gym.

A good coach will help you break the self sabotage cycle that causes you to lose weight and then gain it back.Screen Shot 2014-07-17 at 1.28.26 PM

A good coach will help you overcome your self limiting beliefs so that you break though all of the glass ceilings and barriers that are holding you back from your success.

A good coach will help you crush your excuses and teach you how to stop falling into the “trap of tomorrow”, where tomorrow never comes and you continue to get further and further out of shape.

And as much as our job is to tell you what to do… it’s also to tell you what NOT to do, so that you don’t get sold into harmful diet scams and fad workout programs that waste your time and money.

And when you hit a wall and feel like quitting and giving up a good coach is gonna get you back in and right back on track, because that’s what we do. Continue reading

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3 Awesome Boot Camp Marketing Ideas You May Not Have Tried Yet

Even though you should always have a boot camp marketing plan in place and tried and true tools that you use repeatedly, you also need to shake things up a bit from time to time. You’ll never find great new strategies that boost your business if you’re not looking periodically for new things to try.

The various boot camp marketing strategies that I share with you on this blog, in my videos, during Fitness Business Summits and in my packaged marketing products all came from trying out new ideas and seeing how they worked. You need to do the same thing with your business.

Screen Shot 2014-07-15 at 3.56.25 PMIt’s easy to get stuck in a marketing rut. It’s easy to keep working the same four or five marketing programs and neglect new strategies that might breathe new life into your marketing plan and multiply your membership and your income.

I want to share with you three boot camp marketing strategies that have done very well for me personally and for some of the highest earning boot camp owners I know. There’s a decent chance that at least one of them will be something you haven’t tried yet. For some of you, all of them will be new. They’ve proven to be extremely effective and you should consider implementing them ASAP.

The Gift Card Promotion
Several years ago, I realized that I was ignoring the marketing strategies used outside the fitness industry, which meant I was neglecting a potential goldmine of marketing that would set me apart from other fitness businesses and their marketing strategies.

Fitness boot camps, gyms and personal trainers tend to copy each other when it comes to promotions and marketing. Pretty soon, every fitness business in town is doing the same thing and your boot camp is lost in the crowd. But if you look outside the fitness industry, to businesses like beauty salons, tanning salons, even restaurants, you’ll find they’re doing completely different things, things that can be adapted to your business, things every boot camp in town isn’t already doing.

This was how I hit on the idea of using plastic gift cards as a marketing promotion. I had a bunch of them made, right down to the magnetic strip on the back. They were good for $100 off of a training package. I passed them out to prospects and I handed some to each of my clients to give to their friends. They had a much higher perceived value for those people than a paper coupon or voucher, because to those people, it was like a gift card with $100 on it. These cards did very well for me. Continue reading

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