I was explaining this to a new mastermind member on a coaching call yesterday…
…you need two things I said.
1) Your hook, the thing that makes your product or program better than all others.
2) Your 800 pound gorilla… in other words, demonstration of proof.
Remember the old American Tourister commercials, the ones with the 800 pound gorilla thrashing the life out of their suitcases?
That’s a great example for you to model with your fitness info product or training business.
For years American Tourister had claimed their luggage was stronger and tougher than their competitor’s… but it wasn’t until they figured out how to demonstrate that fact that their products started selling like hotcakes.
(It’s worth a YouTube search to see the commercial for yourself.)
All it took was one commercial that started airing in 1971 and kept on airing until the late 80s. That ONE idea of demonstration of proof made them a TON of money and put American Tourister on the map in a big way.
Here’s another example of that for you…
About five years ago I consulted a $14million a year company for 30 days.
Thirty days was all the time I needed to help increase their revenues by two million the following year and then subsequently even more the year after that.
Now, ordinarily, I don’t enjoy working with businesses outside of the fitness industry, but since a close friend worked with them and asked me to help out, I figured it would be a fun project to take on.
If you go to church or to any hotel banquet then you’ve likely used their products. The company is Bertolini International, a family business that sells seating for sanctuaries and hotel banquets halls.
They specialize in those interlocking chairs that daisy chain together.
Anyhow, their chairs are more expensive than most. However, they claim that their chairs are stronger and made better than all others and therefore last longer giving you a better return on investment.
But the only thing that their customers would notice is the price per chair… and for them that extra $2.50 per chair multiplied by hundreds or even thousands of chairs meant higher costs…
…never mind the fact that Berolini chairs stood up to more abuse and lasted 2-4 years longer than all other chairs.
My plan was simple.
I asked them if they could prove to me that their chairs were constructed better.
Mr. Bertolini said yes, and then took me to their manufacturing plant and showed me exactly what made their chairs stronger and better constructed.
We hire my friend Clark Bartram, you might know him as the most photographed muscle model on the planet.
Clark’s literally been on more covers of Muscle and Fitness, Flex, Muscular Development and about 9 million other fitness publications than any other male model.
You might also remember Clark from the famous “evolution of man” print and billboard ads that EAS ran about a decade ago… that was him.
Anyhow, we got Clark in, put him in construction overalls and a hardhat then put a sledge hammer in his hands and told him to beat, thrash, and attempt to destroy the Bertolini chairs while the video cameras captured the entire thing.
My favorite part was when Clark drove a Bertolini Semi truck over the chairs seat and back and they popped right back into shape.
All of the sudden we had the dramatic demonstration of proof we needed to back their claims of having the strongest, best constructed and longest lasting chairs in the industry.
Sales went through the roof and the rest, as they say, was history.
So I ask you, what’s your 800 LBS gorilla?
How can you back up your claims that you’re the best, that you deliver better, faster fitness and fat loss results?
A bold claim backed up by dramatic demonstration of proof can take your business to new heights.
Committed to your success,
P.S. Here are more examples of trainers who use dramatic demonstration of proof to sell more of their fitness programs… If you have an info product or an idea for a fitness info product then the video on this page is going to be particularly interesting to you.