You’re about to see the actual skeleton of what an online fitness business should look like.
Some of you may have an idea for an online business. It could be an information product, a membership site, a tutorial or training video, a coaching program, a consulting program, or even a mastermind.
The dark side of internet marketing and online business is that you can literally end up working 19-22 hours a day on your laptop. That’s not something a lot of people talk about.
It’s one thing to do that during the first few months after you launch your business. It’s another thing to get so caught up in the muck of information marketing that you end up doing it all, not living the lifestyle that you’ve always wanted. If you ended up doing the math, you’d realize that you’d make less than minimum wage.
I have 11 digital products. I have coaching and consulting services—both online coaching and, of course, coaching that we do in person.
I run three big masterminds, and one of them has over 100 members in it. We see each other three times a year. It’s a pretty fun environment.
All of that stuff is sold online.
Of course, I’ve got a software platform that makes just over 1.3 million dollars a year. I’ve got a membership site that over 400 professionals are a part of, and they pay $97 a month.
We deliver the content, and they go on and improve their business.
As you can see, there’s a lot of stuff you can sell on the Internet. As long as you have the ideas, and as long as those ideas add value to the world, people will flock to buy them, whether that’s in person or online.
My wife created a series of eBooks since she’s known as the “recipe hacker.” She’s got two published books, but she still sells digital products. You get the main program, which is a video series on how to cook healthy gluten-free, dairy-free, soy-free, sugar-free, and grain-free meals.
In addition to that, you get those books that you see full of different recipes, tips, and tactics on proper eating, so you can actually lose weight without feeling like you’re on a diet. It’s a full-on digital program: you buy it, and you get nothing delivered physically. It’s all accessed through the Internet.
One of my best-selling programs is called Close Clients. If you want to get better at making the sell and closing the sell, and if you want to get more clients, you would get this.
Now, even though the picture is of a DVD, the reality is that it’s ALL digital. You’re getting a program that will coach you through the process of becoming an assistant buyer.
Look, I don’t believe in being a pushy sales person. I believe that you and I can become the assistant buyer and use education-based selling to get our clients.
My friend and business partner, Craig Ballantyne, sells an actual physical book. He gives it away for free for just the cost of shipping and handling.
What’s really cool about it is when you get the book, you also see other offers—upsells, right? You could buy them if you want, or you could bypass them.
Whatever avenue you choose, you’re exposed to more opportunities to become a member of his higher-level programs. He’s willing to come to you with a giving hand and give you a book for just the cost of shipping and handling, but he’s gained a paying client or customer that he can sell other products, services, and knowledge to in the future for a lot more money.
I want you to see how all this Internet marketing business works.
Here’s one that I do: I run a two-day workshop several times a year. We get about 10 to 15 people in this workshop. It’s $2,000 per person for the workshop, and I sell it online.
So I’ll post a simple video that helps us get people to fill out the application. Typically when I send out an email or when I promote it, we’ll get anywhere from 20 to 25 applications, and we can handpick our best, most qualified prospects to sit in the mastermind with us and learn.
You can even use a website to invite people in for an in-person, two-day sit down with you, where they can learn in a group environment, rather than resort to one-on-one coaching that could cost as much as $50,000. Imagine you have 10-15 people spreading that cost amongst themselves, and you still get time with me.
That’s wielding the Internet to your advantage. When you can funnel your clients, then filter them even further, you’ll be left with prospects that really match your ideal client type…
What if you really want to streamline your fitness business systems? FitPro Newsletter is the answer. We have almost 4,000 fitness professionals who use this to help their clients get better results.
It emails them recipes automatically and sends them automated fitness auto-responders. This is software that makes seven figures on its own. It’s really a value-add to the industry, and it’s automated so that a personal trainer or gym owner can pretty much set it and forget it. Again, if you have an idea for something like that, you can easily set it up, launch it, and then just keep nurturing the traffic to it, to grow the membership.
There’s a seven-step formula to a massively successful online business. What’s the steps? That’s the cliffhanger I’m going to leave you with until next week. 🙂
All right, here we go.
Step one is the idea.
Most people come up with a really good idea. That’s where the majority of the people stop, though.
The rest who implement their ideas go on to create a product, which is the wrong thing to do.
If you have a good idea, let’s say, for an e-book, a membership site, a training program, a nutrition book, a how-to fix-your-back-pain program, a how-to-save-money-and-retire-rich program, that’s fantastic. Once you have the idea, you should not go and create the product.
You might be thinking: “Bedros, what are you talking about? If I don’t create the product, how am I going to sell it?”
I’m going to share the secret with you in a second.
The first thing you do is come up with the idea.
Step two is crafting your sales message AND deciding why you’re doing the sales message.
It moves people into the shopping cart.
You need your sales copy first before you create the product. People ask me, “Why do I need sales copy first? Or a sales video first?” When you create your sales copy or your sales message first, you can now build the program around your sales message, which means you’re going to promise a unicorn, and deliver a unicorn.
Far too many times I’ve seen people create their product first, then write sales copy. They end up sounding very over-the-top and promises shit that is not necessarily within the product.
That results in a high refund rate, focuses on making money and not on adding value, and creates distrust. I don’t want that for you.
I want you to write a strong sales message that sells, and then create a product around your idea that fits the sales message, all right?
Then, you’re going to create the front-end product. That’s step three.
Pretty straightforward. Whether you write the e-book, film those videos, or create that membership site, that is step three.
Step four, something that many newcomers to the industry forget, are the value adding upsells.
Remember, when somebody buys something from you, often times they want more. When I go out and buy a car, they offer me the clear coat, they offer me the undercarriage spray, they offer me the advanced floor mats, they offer the extended warranty, right? Those are upsells.
Believe it or not, some of us want to take more value adding upsells.
You typically want three upsells to any front-end product.
People go, “Well what should my upsells consist of? I mean, I already created the product that tells them how to save money and retire rich.”
Well that’s fantastic and all, but what if you got your upsells done for you? “Hey, here’s stocks that I invest in. Or, here’s stocks that Warren Buffet invested in.”
Your upsells really need to be things that are done-for-you, that give the front-end product faster results, that really help people get a better grasp of what the front-end product is teaching.
Anytime you’re creating a product, think, “How can I make this easier, faster, and more done-for-you for the consumer?” Those things become your three upsells.
By the way, why do you need more upsells? Odds are, if you’re going to have an affiliate, or many affiliates, mail out for you in exchange for commission, they’re probably going to want a large commission. It’s important for you to have upsells to offer so you can give them a bigger commission, so they will mail out for you and not a competitor.
Think about it: if you only have the main-front end product, and your competitor has a similar product with upsells, assuming that the sales sides both convert the same, the affiliates will mail out for your competitor because they’re going to make more money from them, right?
That’s what those upsells are for.
Number two: when you have upsells, that means you are making more money that you can put back into marketing.
Do you want to spend $100 a day, or do you want to spend $100 an hour to market on Facebook, Google, pay-per-click, etc? I’m guessing you probably want to spend $100 an hour as long as you’re getting a return back.
For that to happen, you’ve really got to master—and get people to buy—those upsells.
Step five: the flagship product.
Everybody these days seems to forget the flagship product. Remember, when people buy your front-end product and your upsells, they are telling you that they are a big fan, that they trust you. You’re the authority where this particular topic is concerned.
They most likely want to either spend more time with you or go deeper into the product knowledge. They want some hand-holding.
This is where a multi-thousand dollar flagship product, or in my case, a high-end coaching or consulting program, comes in handy.
If you don’t have a flagship product, you’re missing out on a lot of money. I’ve got to tell you, the money is made on the back end where information marketing is concerned. It’s really important to have that flagship product that can move people up to higher, more rewarding payment plans.
Say you’ve created this awesome product, have killer sales copy, have upsells in place, and, heck, we even have a flagship product, and we’ve got auto-responders that will offer the flagship product to buyers of the main front-end product.
Step six is when you need to get traffic.
The number one source of traffic right now is affiliates—people in that industry that you know, like, and trust. As my friend Craig Ballantyne says, it’s like “friends making money with friends”. If you know, like, and trust them, they sell a similar product, and they’re willing to promote for you, give them 50, 75, 100% commission on the front-end product, knowing that you’re really guaranteeing that the only time you pay out money is whenever you make a sell.
That’s not necessarily the case with Google pay-per-click or Facebook ads. You may give Google or Facebook money, and they might send you traffic, but you may not make the sell.
The way affiliate marketing works is you should be willing to give 75 to 100% commission away with confidence, knowing that you’re going to sell on the back end higher-end programs, right? Our number one source of traffic are affiliates: people who are already in that industry, and experts who can mail out for you.
The second source of traffic is Facebook ads, right?
Now Facebook can be splintered in many ways, of course. You can pump out Facebook video ads, picture ads, or carousel ads. You can re-target people that went to your site but didn’t buy, could chase them down on Facebook, and say, “Hey, I noticed that you went to my site. You didn’t buy. Here’s an opportunity to take a 20% discount.”
Or you can upload your email list onto Facebook, then chase your email list and like audiences, because Facebook will actually say, “Hey, we’ve got other people just like them that you can target.”
You’re going to move people from Facebook onto your email list, or onto your customer list. Simple enough.
Of course, after Facebook there’s Google pay-per-click ads, YouTube ads, and email drops.
There are services out there that have the perfect list of potential buyers for you. You would pay them either a commission or a lump sum of money, and they would send out an email that you write regarding your offer.
Traffic is important. Without traffic, you got no monies. Without monies, you got no lifestyle, right?
All right, let’s move on to the next thing here: the automated conveyor belt. This is the seventh and final step.
This is, I believe, the most important step. This is what has helped me create an eight-figure business in this space.
Every front-end product—whether it’s a $19 product that I have, or a $500 front-end product—should automatically lead buyers through a series of auto-responders, and through services like Infusion Soft or Ontraport, you can automate your marketing.
In other words, when someone buys product X (a front-end product), and they take this upsell and that upsell, then show them this offer.
First, it’ll educate them. Now, you’re going to have to write the auto-responders, along with make the indoctrination videos, webinars, and whatever other fun things you can think of. Once you load them all up, then Ontraport or Infusion Soft can serve as a conveyor belt option.
Whenever someone buys this or opts in here, they see one offer, then after so much time they’ll be presented with a different offer. After so much time, such as after a purchase or after an event is triggered, they can see another offer.
This is how you move people up the ascension ladder from one product to multiple products. This is how you move them to many different coaching platforms where you give them greater value, and they see a better outcome in their life, their income, their finances, or all of the above.
Of course, you make more money.
Make no mistake about it: without the conveyor belt automation process, you’d find yourself haphazardly mailing out to different products without any rhyme or reason to do so. Typically, you end up leaving millions of dollars on the table that way.
All right, so who does this work for?
Well, many of my coaching clients and the coaching clients that Craig Ballantyne, my business partner, coaches see results. These are people like dentists, chiropractors, thought leaders, New York Times best-selling authors, personal trainers, and people in the financial industry.
It doesn’t matter who its for—it could be for cooks and chefs, like my wife. She is an unofficial chef; she’s the “recipe hacker”, right? Her job is to come up with recipes that are free of gluten, and dairy, and soy, and sugar, and grain. Thousands of people buy her programs online.
Whether it’s an e-book or a high-level coaching program, this model is for you.
The next thing people ask is, “How can you and Craig help me get my idea online, or take my product that’s already online and stalled out, and help us get going with it?”
If you think coaching with Craig Ballantyne or myself might be a good fit for you, then just go to BedrosLive.com and apply there. That’s where I’ll show you exactly what you’ll get during that one day with me.
Committed to your success,