Sat, 24 December 2022
Timeline posts that are promotional read like ads. Ads push people away. People come to social media for social awareness, laughter, to see what friends are doing, to get to know you, education -as long as it’s entertaining. Engagement tells you everything. If you post promotions and no one likes it, comments on it, shares it, or saves it or fewer than 10 people do any one of those, you are hurting yourself. Timeline posts that are promotional, even including paid advertising, ultimately hurt your organic reach. Use the evidence that you have as the testimonial for this one. I can think of 2 recent students doing this regularly, and even my own example of doing this a month ago (after having not done so for more than two years as a rule.) The performance of that post was pathetic. And now? It’s sitting there as a sore thumb. Archiving content that doesn’t serve you is a good idea. Get rid of it so no one else scrolls through your timeline if they’re looking at you for the first time. Case Study: A recent social media Instagram audit revealed that more than 80% of posts were promotional. They were either images of programs or the post copy did nothing more than relay the details of the start and cost. Once we reviewed how to share tips included in the program and then tease a free next step, engagement went up and conversions to paid customers began to rise consistently. That is, even though promotions were down to 10-20%, the effectiveness improved dramatically. Using a place where people want entertainment, humor and to catch up with friends, to promote will backfire. Other Episodes You May Like: Post Less, Engage More: https://www.fitnessmarketingmastery.com/engage-more/ Fitness Marketing Secrets to Recession-Proof: https://www.fitnessmarketingmastery.com/the-voice-for-fitness-professionals-podcast/ Resources: Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course
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Wed, 21 December 2022
Better social media posts come from 2 things. A watched post never boils….oh, that’s pot. But the same is true. If you look at a post every hour or in 20 hours and think, it didn’t get much engagement I’ve got to post again, you’re missing the boat. #1 Post less often. #2 Keep them more engaged on previous posts. Too often we’re confusing better social media posts with posting more. Instead, post stories. Why? Because no one can watch just one story anymore than they can watch just one reel. How do you watch stories? You land on a story and then you click click click through all of them from the same account. So does your prospect. So they will see the post that you shared, then you immediately shared to your story (you did that right?) and you can post it again to stories after the first disappears in 24 hours. Go Big, Then Go Home... and Relax Try posting something bigger less frequently and then blow it up with stories. Better social media posts come from a blend of mindfulness about your customer, and a little luck. I recently had a reel get 14K views in 2 hours with no idea why. I couldn’t distinguish it from others that had far less engagement. So there is a timing, there is music - use good not overused music over reels. Try voiceover reels. Try it all. When the algorithm changes you’ll have to determine again how to create better social media posts. But you should never have to determine what your audience wants. When you know them you should always get a consistent connection. Remember that if you pass this off to a VA who is doing it for you, it’s still you that should monitor the posts, and review the insights to be sure:
Here’s to better not more! Other Episodes You May Like: Post Less Engage More: https://www.fitnessmarketingmastery.com/engage-mroe 6 Ways to Boost Your PR Without a PR Company (or Budget): https://www.fitnessmarketingmastery.com/boost-your-pr/ Resources: Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard Marketing to Women: Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course
Direct download: FMM_-_Better_Social_Media_Posts_-_Edited.mp3
Category:marketing -- posted at: 7:38pm MDT |
Wed, 14 December 2022
How would you like to engage more people on every social media post? Make juicy content and then post stories to bring you TOMA of your account. But stop cannibalizing your own content. I know “they” tell you to post every day, four times a day, but that’s old news and it’s not working. This is. I post daily and I might get 2000 views on a video and 60 likes. I post every 3 or 4 days and I get 5000-6000 views and 2-300 likes and comments. As the algorithm changes, so too must you change. Posting on social media frequently was truly a thing in 2013 and 2014. In fact, posting 4 times a day on Facebook was a thing and worked. It doesn’t any more. Unless, possibly you are in real estate, selling houses and your audience is looking for a house right now. With fitness, you may wear out your welcome posting that much consistently. It might work for a “day in the life” post or an “How I eat in a day” series of posts. And always, if you have a theory about what will work because you know your audience, test it. Will your ideal clients follow multiple posts a day? Are you really capturing her or are you throwing things out there trying to capture anyone? Do you want to post many times and get little engagement on any one post, or post once, and reshare it to stories, to your personal feed, several times to boost its appeal? Likewise, consider what your posts are doing for you. Are you just throwing up cute memes? Or are you connecting, relating, or driving traffic to more important content? My goal is 99% the latter. I bring eyeballs to my content over and over instead of thinking of new posts that dead end over and over. In 2022, good content that your audience wants was gold.That’s not going to stop in 2023. Let a post take your ideal prospect to somewhere for a deeper relationship. Hint though: it’s not a sale, a promotion. It’s a cornerstone piece of content or a freebie. Post less, engage more by using stories. Other Episodes You May Like: Best Social Media Fitness Posts Right Now: https://www.fitnessmarketingmastery.com/best-social-media/ What to Post on Social Media: https://www.fitnessmarketingmastery.com/what-to-post/ Resources: Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard
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Sat, 10 December 2022
Chances are if you don’t have deep pockets you need ways to boost your PR without having to spend thousands of dollars on a PR agency. I’ve got 6 and a list of examples both in the episode and the shown notes here. Don’t skip the homework! Taking action is the only way to make the time you spend listening worthwhile! I love to brainstorm and conceptualize as much as any entrepreneur. But it’s in the followthrough that business owners win. Collaborate with other fitness & health coaches You do fitness? Find a health coach or functional doctor who is recommending exercise but isn’t an exercise specialist You train women? Find someone who trains men and cross promote you to their audience and them to yours Call your media stations (on Speed Dial RIGHT NOW) Ask whether they host guests. Ask what their lead time would be. Follow their anchors or segment hosts Use Your Media Segments It’s never the one time you’re on air for 3 minutes. It’s what you do with them. Host a “Show” It could be a podcast but doesn’t have to be. Live on FB, IG, or YT with a guest Host Leaders of your industry niche Senior Games hosts of each state, National Menopause Society and NAMS Fitness Associations Fitness Conferences Write a book. Self-publish Co-author Small publisher Traditional (longer timeline) There you have it, 6 simple ways to boost your PR without it costing an arm and leg. Which did you like best? Which will you do first? Other Episodes & Resources You Might Like: 5 Step Blogs: https://www.fitnessmarketingmastery.com/best-blogs/ 7 Things Profitable Trainers Know: https://www.fitnessmarketingmastery.com/profitable-trainers/ 12 Content Ideas for Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/content-ideas/ Create an Irresistible Fitness Freebie: https://www.fitnessmarketingmastery.com/irresistible-freebie-how-to/ If you're talking, creating video, posting and have the website and emails, but still business is slow? You most likely are not using words that your ideal customers need in order to reach for their credit card and ask how they work with you. Get support now to stop struggling and start attracting. |
Wed, 7 December 2022
This episode of things profitable trainers need to know may not be what you expect. There are other practical components of building funnels, writing emails, and creating copy that makes customers buy I could talk about. But not here. There are hundreds and thousands of trainers. Not all of them, not even many of them, are truly profitable. While you might think I’m going to talk about the need for a course, and a course before your course... and we definitely could. That is funnel talk. But there’s more. There’s this sixth sense kind of list that has to be there first. Do let me know if this is helpful. I’ll share a way to give yourself a grade on your business too. (check resources below) This episode of 7 things profitable trainers need to know is based on the foundation for tracking, communicating, and decision-making. Look objectively at the right numbers -the “books” P & L statement -subscribers in and out -source of traffic -ROAS for ads or marketing effort -where do I spend, where do I spend less or stop spending Train Holistically – it’s more than movement -foam rolling isn’t necessarily the best way to support fascia -assess and respond to hormone status of individuals Create Simple Messages from a Complex Set of Information -stop the teach & preach and move into raise & praise -lower the barrier to entry -be inclusive vs exclusive -make it step-by-step Breakdown the What, Why, and How of Information for Prospects -Share WHY far more than HOW -you can’t be a step ahead or new prospects won’t join you -demonstrate you doing… and explain WHY Be Willing to be Seen and Heard Imperfectly -all marketing is visual today -a brick-and-mortar business still needs individual trainers teaching digitally Spot Trends and Solve Problems -Trends and fads exist for a reason -How do you answer uniquely? Choose a NICHE, Stay In It -collaborate with others who know more about something than you -it takes a village, make sure you’re building one with collaborative partners -if you’re reluctant to interview someone because you think you know more, think about it -if you “do that too” it doesn’t mean they can’t be a partner -if you go deep in health coaching, and clients still need the very specific exercise -If you go deep in exercise, and clients still need the nutrition There you have it! 7 Things profitable trainers need to know! And there’s more of course! The tactile and practical creation of courses is a must for passive revenue. Resources Mentioned in this Episode: Your Business Scorecard podcast: https://www.fitnessmarketingmastery.com/business-scorecard/ Right to the Scorecard: https://www.fitnessmarketingmastery.com/scorecard Training women in midlife? The Flipping 50 Menopause Fitness Specialist directory is growing with trainers and health coaches who train in person and virtually all over the world. The Advanced Specialist is the only one that is included, and allows lifetime access to the Facebook group as long as you’re an active contributor, and license to use dozens of worksheets customizable with your contact information for two years. After that you can renew with proof of your continuing education and CEU-courses offered via Flipping 50. https://www.flippingfifty.com/specialist Which of the 7 things profitable trainers need to know was the most valuable?
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Fri, 2 December 2022
We’ve got fitness marketing secrets for you inside this episode. Every other word is nearly a pearl, a story, or advice for you to recession-proof for this recession/depression that is ahead. Though he’s the author of Man Up, and the title may not turn your head, it’s for you too. It's HU-Man, up. There’s never been a better time to be a woman in business. The power and the influence you have and the ripple effect of that extending through each woman you help influencing others can change health care history. My Guest: Bedros Keuilian is an American Entrepreneur and a believer in the American Dream. He and his family are immigrants who escaped communism and came to the United States to find freedom, opportunity and a better life. Today Bedros is a serial entrepreneur and investor in over a dozen industry leading brands and businesses. He’s the founder of Fit Body Boot Camp, three times listed in Inc Magazine as well as Entrepreneur Magazine’s 100 fastest growing franchise brands in the world. Bedros is the author of the Wall Street Journal Best Selling book Man Up – How To Cut The BS and Dominate In Business and In Life. Bedros believes in the power of the human spirit and uses the stage, TV, social media, his podcast and his blog to share his Immigrant Edge and American Dream story to help inspire audiences worldwide to get unstuck and reach their fullest potential! Questions we answer in this episode: 04:14 You’ve coached trainers on the practical aspects of fitness business. Yet, leadership and personal development are what you seem to be talking about now, what’s behind that? What two “Rs” does Bedros recommend we all learn? 08:16 Since the pandemic happened, how do fitness providers deal with this mom 23:20 How does your ability to make decisions quickly matter? 27:25 How do you build your decision-making muscle? 31:32 Who’s a better leader, an introvert or extrovert? 53:24 How would you start over and be seen and heard? There is so much more in this episode you do NOT want to miss. Play it. Play it again. You’re going to hear these remarkable “quotables,” or Bedros-isms, to help you recession-proof your business(and your mindset) right now: 2 Rs to Success Check Up from the Neck Up The model of F.I.O. The subconscious mind doesn't know the difference between a small or big decision. -Bedros Keuilian Connect with Bedros: https://www.youTube.com/bedroskeuilian https://www.Instagram.com/bedroskeuilian Bedros’ Book is MAN UP on Amazon: https://www.amazon.com/Man-Up-Bullshit-Kick-Business/dp/1946885037/ref=tmm_hrd_swatch_0?_encoding=UTF8&qid=1670003450&sr=8-1 My suggestion: get the Audible version: https://www.audible.com/pd/Man-Up-Audiobook/B07KBF2J23?source_code=GPAGBSH0508140001&ipRedirectOverride=true&gclid=Cj0KCQiA4aacBhCUARIsAI55maEeFDUoXvbgmPyh7eH9rxFtgSSOtwCE-OUW0eyTlUDuEGXatQvzLJUaAlsTE
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Sat, 12 November 2022
Your choice of color might be hurting your business. This episode, and the sister episode on Flipping 50©, will be a big eye opener for you. What benefit could dressing in your eye color or using your hair color for accents have for you? If your choice of color sends the wrong message how much could you benefit from a change? Feel a lack of confidence going on video or getting your pictures taken ? It could be color. I've loved and been drawn to specific colors all my life. I've also hated certain ones. And in a standoff with my then new stepfather at age 7 I wasn't shy about what I liked and didn't and what I'd wear and wouldn't. I won. But, years later I know now that brown may in fact have been my better choice. Every time you dress, you create an image, you design or tweak your website or someone creates images for you, imagine if you could improve your relationship with your customers or would-be customers. What would that do for your business? If just doing the same thing, but you improved your results by 10 or 20%, would that be okay? Heck, yes! And know it or not consciously, you feel better in certain hues and tones and more selfconscious in others. Why not eliminate the random choices right now ? Questions we answer in this short episode: How important is color to relationship building in a business? What are some ways to implement color into more than just wardrobe choice? I’d love to know, have you experienced the influence of right vs wrong choice of color? What happened? Connect: https://membership.jenniferbutlercolor.com/ Schedule A call: 323-931-26266 Leslie JENNIFER on Social Media: Instagram: https://www.instagram.com/jenniferbutlercolor/ Facebook: https://www.facebook.com/JenniferButlerColor Complimentary masterclass with Jennifer! Don’t miss it! https://www.eventbrite.com/o/jennifer-butler-color-30053486018 promo code FIRSTTIME to attend for free.
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Wed, 9 November 2022
Whether you’re overworking because it’s still a side-hustle for you and you can’t let go of that “real job” with real benefits or you’re overdoing all the social media posting and getting no traction anyway, or… you’re making money and seeing profit margin grow but still working constantly .. this is for you. It’s a wake up call. Overworking and underearning feel a little too like you? I get it. The excuse that you love what you do isn’t enough. Not if,you have to pay the bills, or you really had to prove to someone this isn’t a hobby and you could actually sustain your living doing what you love. There are dozens if not hundreds of fitness presenters that you know like and trust, that can’t make a living doing what they’re presenting on. They are telling you how to create group training programs and often have never solely earned a living doing it. They’ve coppled together half a dozen jobs, teaching at multiple sites, teaching at universities, and still aren’t earning the kind of revenue they want, need or deserve. So, how do you? How do you break this cycle and stop seeing what appears superficially to be such a cool position to be in, and really create a life where you have free time, a family or travel and leisure ways you spend time? Feeling like you have to do more… True confessions, I’m not proud of this one. And it still plagues me to this day. Even though I have 6-figure months. If you’re trying to make your first $1000 month or $10k month, I get it. I have been there. One month at a time, one sale at a time, is the only way any of us gets there. And.. not only have I done it, I’ve done it with high stakes. At 49, 11 years divorced, with a son starting college, I started over. When others were thinking about a corner office and a convertible, I committed to the dining room table and to driving my Lexus until the wheels fell off. (I pretty much accomplished that) AND, I said, if I’m not where I need to be in a year, I’ll sell the house. As it turned out I had to. Pro or Con? Fortunately, I had no debt before I started all of this. Unfortunately, I had no debt before all of this… because I didn’t understand calculated risk. I didn’t understand the feeling of creating a responsible debt in order to create something scalable. Well, I learned. You know, present the problem and the teacher shows up? All that. I have always worked a lot when I had a responsibility, a goal, a deadline. It wasn’t only the urgency of staring at 50 living in a bedroom - with my dog - of my niece while paying college tuition that drove me. So, I share this with you in case you too are driven to do well. You may be putting off taking the leap. I did. For two years I’d been thinking about leaving my job and doing something with a bigger reach. Then during a trip to Cozumel during Thanksgiving week - it’s easy to dream and plan out of your environment, I sketched out all my ideas. At the end of the year, I intended to give notice. I didn’t. January 15th I intended to. I didn’t. On January 16th I finally did it at lunch with the boss. I formally turned in my resignation letter the next day. Leaving is Hard Leaving that job was hard. I had the flexibility and freedom to work in a way that got the job done, hit and surpassed my numbers every month, cared more than anyone else about the numbers, and wanted to do better and better. But I was beginning to see I had done with the people there and the systems there I was reaching an upper limit. I wanted to take the systems I’d created and share them. It’s what I used as framework for Flipping 50, and it’s what I use to coach trainers and health coaches in our mastermind (DIY and Live coaching) how to do it too. I still work hard, but I love it. I love the freedom to take off for 10 days and be in Colorado, working in the morning and later in the day, and spending the day hiking, and strolling Pearl St in Colorado. I love the flexibility of blocking out days when I may be shooting videos for a program, or… I may be on a trail in Moab creatively allowing ideas for a business plan to take on a life. And yet, that entire 6 weeks when I was still locked into a regular paycheck and benefits, it was hard to face the reality that it would all be up to me. So, I still work hard. It’s become a habit. I am better. And it takes discipline to stay better. I meditate on this. I use discipline and accountability with friends. Because I still need it. When I began Flipping 50, in 2013.. There was a lot of research, a lot of work and testing, and very little revenue. That gave me anxiety. I had been in a very comfortable mid-six figure earning range for several years, with no debt, owned my own house, drove a Lexus, belonged to the country club and the women’s sorority and all the things. And then 11 months later, I’d withdrawn from my job putting me in front of audiences regularly, on the radio regularly, leading teams and without an income that covered expenses, beginning to make me very uncomfortable. So I worked. I worked from rise to bedtime sometimes and I vividly remember not getting out of my pajamas some days. I remember starting at my dining room table at 6am and finishing not before 10pm. And there was online learning, coaching sessions, developing copy, creating offers, learning tech, and online commerce, and Facebook ads. I hadn’t been afraid of hard work before that. In fact, I joked before and during my resignation that I was going to spend my flexible 60+ hour work week on my own business and thought I could be at least as successful as I was running a program and have a bigger reach in an area that needed it. [I was targeting trainers. Some of you may be here because of the Profitable Programming for Personal Trainers program that was my first offer and coaching that was a part of that for those that chose it. [And the Planned, Profitable Promotions masterclass is launching soon. This model has evolved but still works today to plan every month, quarter, and year.] And I was right. For a few years it was scary AF. And I wasn’t even making enough to cover my rent, utilities, grocery needs, let alone the cost of investing in my business skill development. But I did. I invested 100k in programs and masterminds because I needed a guide who had done it, and a community who didn’t look at me like I had 3 heads (to this day my relatives don’t really know what I do). And.. instead of making 5-7k a month (with no debt/mortgage/car payment) as I had when I left safety and security in January 2013, I hit 6-figures in more and more months every year. AND, I don’t need to work as much. I don’t need to work as hard. BUT I do sometimes. So what is that about? That’s really what this episode is about. If you’re just starting and this feels like, there is no way I can relate to you. I can. I promise. My rent was $3000 a month in the mountains after I’d sold my house because I needed the money. My bank account was so low I got a $13k loan from a relative. I know exactly where I was sitting that night talking to him on the phone accepting his offer for a loan. I know I was in tears and felt like a loser and so helpless. And the tears I believe looking back were less about hopelessness than they were pride and inability to ask for help. Once I sold my house, about 5 dicey months later while living in the basement bedroom of my niece’s home, I invested $20k of it into a mastermind 2 months later. And it made me feel both vulnerable and supported all at the same time. I knew I had found someone who had been there. And who could help me accelerate what I needed to do, eliminate what I didn’t need to do, and get out of my own way. You, by the way can simultaneously be coaching someone to do something you know already and be reaching out to someone to coach you to do something you don’t know yet. If you are a good coach, you are coachable. Once you establish habits, even if they aren’t serving you or you aren’t getting results, habits are hard to break. Cigarettes for instance, are making it hard for the smoker to walk upstairs, to catch her breath, but it’s such an addictive habit that it’s hard to break. If you’ve always received praise for hard work, (and it’s pretty likely if you’re in midlife or older you did), then that is really embedded in your fiber. It might be weird for you to hear this, but you have to unlearn the “hard work pays off” mantra. If you’re overworking and underearning, you’re at least partially to blame. You have to start considering, what if it was easy? Even sayings like, don’t make it easy, make me stronger, can backfire on you. Because, think about it, what are you telling the universe? Give you something hard to do. And if you pray or hope for patience, what’s going to happen? You might get stuck in traffic or delay success. Because you asked for these lessons. What do I do to avoid overworking and underearning ? Let me clarify that overworking at first may give you traction. Like it did me. This is IF you are doing the right things. However, at a point, you will find you hit a place where your ROI has hit a threshold. It will be true that working more rewards you less and less. Not only in money. But many of us though we need and want to make a living and have a lifestyle, we want something more than money. We want quality of life, freedom, flexibility, and we want to make a difference. We want a legacy. That’s in part both egoistic and altruistic. Both parts exist in all of us. So depending on where you are… Overworking and underearning because you just got started and want to get there faster (like I did) … overworking and underearning because you’re not doing the right things…. Or you’re overworking and underearning because while you’re making many times over what you did once, you’re continuing to pour into it out of habit, and the idea that YOU must. Here’s how I’m working on this: I start my day very differently than I have before (different choices produce different results) I tap into my most creative time of day to do work. I know when to pull away because I lose my attention and focus. And I tell a friend who won’t let me off the hook for it and keeps on me. I feed my brain and soul with the right books, podcasts - like this one, exposure to friends and coaches doing the same but maybe in different ways so I can explore ideas for my customers. At bedtime, I mentally practice again what I did in the morning. Just for a few minutes before I sleep. Every day. Not sometimes. Every day I do these things. Every month I break out of routine for 3 days. Some months that is a mastermind event I attend, others that I host. And sometimes is a staycay and others a go-away stay. Then, I take a trip every quarter for a week. These last two trips have been to Colorado. These are trips where I do what I want to do when I want to do it. There isn’t an agenda. There may be family, there may be friends. If for instance there’s a retreat(I’m hosting or attending) or I’m flying in for a private half day with a few clients, I add time before or after it. The work time is not my break. Too many fitness professionals are overworking and underearning. Too many health coaches are doing the same. Whether you’re overworking because it’s still a side-hustle for you and you can’t let go of that “real job” with real benefits or you’re overdoing all the social media posting and getting no traction anyway, or… you’re making money and seeing profit margin grow but still working constantly .. this was for you. It’s a wake up call. ATTEND FREE: My Masterclass to help you PLAN and increase profit and make it predictable - in terms of time demands and revenue.. https://www.fitnessmarketingmastery.com/planpromos She Means Fitness Business Episodes You’ll Love: For an episode that relates and will help you realize 5 Key areas to growth: https://www.fitnessmarketingmastery.com/business-scorecard
Direct download: FMM-_Overworking_and_underearning_-_Edited.mp3
Category:marketing -- posted at: 2:15pm MDT |
Sun, 6 November 2022
To earn more you have to have a sense of your value, your distinct difference (sometimes called brand), and you have to believe the transformation you offer is worth it. Have you cried in a meeting? Have you broken into tears asking for help? Have you been in tears about your current job situation and yet not known what to do about it? In this short episode, I ask Dr Sharon Melnick about two key scenarios I’ve seen over and over in the fitness industry. Whether it’s happened to you, or almost, or you can empathize because maybe you so get it but wouldn’t allow yourself to be in that situation… this is for you. The episode describing Dr. Melnick’s new book is available at flippingfifty.com/in-your-power for you to listen to after this. My Guest: Sharon Melnick, PhD is an executive coach for women leaders who shows them how to be heard, stop second guessing, and use their power to create change. Her approaches are informed by 10 years of Psychology research at Harvard Medical School. She's coached/ trained 40,000 professionals at over 50 Fortune 500 companies and numerous start-ups and women-led companies, and presented at conferences worldwide (including at the White House, West Point, and the United Nations). Her new book about how women can use their power to advance their career and end disrespect is titled In Your Power: React Less, Regain Control, Raise Others, available now for pre-order. She is also the best-selling author of Success under Stress: Powerful Tools to Stay Calm, Confident, and Productive when the Pressure’s On. Dr Melnick enjoys hosting the Power Shift podcast. Questions Dr. Melnick answers in this episode:
That’s it. Helpful? You can earn more by stepping into your own power. Get the Book! And GIFTS! Connect with Sharon: https://www.Instagram.com/drsharonmelnick https://www.linkedin.com/in/sharonmelnick/
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Wed, 2 November 2022
As a health entrepreneur there can be a roller-coaster of emotions. If it attracts you, it excites you. You love everything about health, wellness, fitness and you like reading it, watching it, doing it. You’re drawn to new books of all kinds - cookbooks, detox books, and you’re following influencers and educators learning as much as you can. Then there’s the resistance. As you look around you, not all in your immediate environment are seeking the same kind of growth or knowledge. They resist change and enjoy their lifestyle even if not their results. To them, you’re the oddball, the obsessed, and constantly thinking and talking about health. So from one health entrepreneur to another, I bring you this episode with Jon Carder. Each of us gets to our own tolerance level. Whether it’s our health or our illness tolerance, or it’s the resistance from others. Unless you surround yourself with enough people who do believe, who get you, and who are like you, it’s all too easy to wonder, is it you? Are you the one going in the wrong direction? Are you a lone health entrepreneur? For me, this happened in 1982-86. I was shifting into a world I’d never been exposed to before. One that was wide open with other ways to choose how to live and care for yourself. And I loved it and was thriving thanks to it. But constant comments and swimming upstream in a world not tuned into health, wellness, and fitness as more than a “craze” was hard. As it turns out, I was ahead of my time. But without a community who felt the same. So this is for you if you’re in need of community and a reminder this will always happen if you’re starting something. Questions we answer in this episode: You described yourself as a hotdog salesman shut down at an early age… and that was the beginning. What was the attraction for you? It really wasn’t a love for hotdogs… why do you think you didn’t just want to be shooting hoops or hanging at the pool? From hotdogs to making health more accessible to more people, that’s a pivot. Describe your business entrepreneurial pivots due to failures… You quit college to do your own business, what kind of resistance did you experience? Did your parents love the fact you quit college? Connect with Jon: Website: FREE TRIAL On Social: Linkedin: https://www.linkedin.com/company/wearevessel Facebook: https://www.facebook.com/vesselhq Twitter: https://twitter.com/wearevessel Instagram: https://www.instagram.com/vesselhealth/ Other Episodes You May Like: Female Entrepreneur Playbook: https://www.fitnessmarketingmastery.com/female-entrepreneur-playbook/ New Female Fitness Entrepreneur Podcast: https://www.fitnessmarketingmastery.com/female-fitness-entrepreneurs/ Are you growing your business fast enough?
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Wed, 26 October 2022
Growing your fitness & health coaching business right now may feel overwhelming. Until that is, you realize what steps you need to start, which to stop, and which you’re already doing you need to accelerate. So let’s just dive into this interactive episode. Free Download: First though.. go grab the download I have for you here. https://www.fitnessmarketingmastery.com/scorecard When you’re busy it can feel overwhelming. It can feel stressful. But it can also be comforting. You get to ignore the little voice that is nervous about revenue and wants to be making more. That’s the benefit. When you stay in motion you don’t allow yourself to analyze what you’re doing that may not really be working. That’s the detriment for some of us that are as or more addicted to hard work as we are to results. I hate to admit it, but I’ve fallen into that trap. When I started over at 49 with a huge sense of urgency, I knew marketing, I’d been doing it for decades for fitness businesses, not just my own. But what I blindly failed to assess is the fact that I needed to sell, not just to market, more often. And that branding, is not marketing. It all has a place and time – branding, marketing, selling – but staying stuck in any one of them is not going to grow your business. True Confessions I personally am a recovering content queen. I spent an abundance of time creating programs to sell, and then over-invested my time in content creation, before I really was selling. Don’t get me wrong, content creation is absolutely important. But it won’t make sales. You have to ask. In this business scorecard I’m sharing with you we discuss these steps:
The reality is you can find prospects and get clients before you have your product or service ready. You want to start growing your email list so you have a waiting, willing audience when it’s time to promote. To do that you need a freebie gift for them so juicy that they’d have paid for it. That doesn’t mean big or something that takes a long time to consume (or create). It’s usually something that could be done in a day, or a day plus the time it takes you to enlist a graphic designer or Fiverr.com gig. I’ll cover these 5 key areas for building a fitness & health coaching business :
Think of this business scorecard as a wellness checkup. Find out if your business is healthy with activities that grow your fitness & health coaching business. Where are you in regard to a developing a niche? Listen to these and identify which one of them best describes where you are now. When you’re looking at the score card, you’ll realize you have 3 different numbers within the category to choose. Consider that 1 is low and 12 is high. You may decide that you’re in the lowest category right now, but you could be a 1, 2, or 3 in it. So, as you make progress, even small progress, you can improve your score. How well are you at attracting new clients or customers? Are your daily activities working for you to grow your fitness & coaching business? Be honest as you fill this out. You may have heard something before, know you need to do it, and still not actually be doing it. Does your level of follow through slow or grow your fitness & health coaching business? People aren’t always ready to buy when you want them to buy. So how do you handle that? This section will tell you if you’re on the right track or if you have some small things that could make major improvements in what you do. Do you dedicate time regularly or have an automated way to nurture your business? How do you create relationships that are beyond superficial with your customers? Do you have a predictable way to be top-of-mind for your audience? How well are you able to document your process? Do you create predictable outcomes with your avatar? What is your process or method? Listen to these statements and choose the one that best describes where you’re at right now. Download the cheat sheet. Do this quarterly, or if you’re building your business, do it monthly. You’ll want to declare for yourself the area you plan to focus on improving and the steps you’ll take so that you can see progress from one assessment to the next. Create to https://www.fitnessmarketingmastery.com/scorecard Be sure you stop by https://www.fitnessmarketingmastery.com/scorecard to get the scorecard and become a part of our community so you receive the invite to masterclass. Are you Planning and Promoting Like a Boss? Learn how I plan content and how it pays to plan.
A one-hour masterclass AND sharing the exact planning tool I use to plan my promotions and publishing calendar. You’ll see how I plan content and I’ve duplicated it for you to use as a template this year, next year… and beyond. |
Sat, 22 October 2022
What’s your current email frequency? How did you arrive at that? Did you test less or greater email frequency to determine what works best for your audience? Spoiler alert. This episode dives into the real effect of a daily email frequency on the creation of a business. Now, it’s up to you. In terms of your own email frequency, do you have a limiting belief about people unsubscribing? Or do you have actual proof? Do you know that if they’re actually unsubscribing it’s because of your email frequency and not the subject line and email incongruence or value? My Guest: Kevin Ellis, better known as Bone Coach™, is a Forbes-featured certified integrative nutrition health coach, podcaster, YouTuber, bone health advocate, and is the founder of BoneCoach.com. Through a unique 3-step process and a world class coaching program called the Stronger Bones Solution™, he and his team have helped people with osteopenia and osteoporosis in over 1500+ cities around the world get confident in their stronger bones plan. His mission is to not just help over 1+ million people around the globe build stronger bones… It's to help our children and grandchildren prevent osteoporosis and other diseases in the future so they can lead long, active lives. Questions we answer in this episode: How long have you been serving your niche of women with osteoporosis? Once someone is on your list, what’s your email frequency? How long do you give someone who isn’t opening emails on your list before you show them the door? What is the reason you have been so successful? What do you think is the difference in the way you’ve been able to build quickly, and successfully? Attend the Masterclass for yourself or share with your clients: https://www.flippingfifty.com/bone-health-masterclass Listen to Kevin's Interview on Flipping 50: https://www.flippingfifty.com/bone-coach Connect with Kevin: BoneCoach™ Website: https://bonecoach.com/ BoneCoach™ Facebook: https://www.facebook.com/bonecoach BoneCoach™ Youtube: https://www.youtube.com/bonecoach BoneCoach™ Instagram: https://www.instagram.com/bonecoachkevin BoneCoach™ Pinterest: https://www.pinterest.com/bonecoach BoneCoach™ TikTok: https://www.tiktok.com/@bonecoach
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Wed, 5 October 2022
If you’re a trainer or health coach with all the certs, and education, a desire to serve and to make a living, it doesn’t matter if you can’t find clients and students for your fitness programs. But there’s such an obvious need. So the question isn’t is there demand. It’s where are they, how do you get them (instead of letting them find another option). It’s also getting out of your head the idea that to find clients and students for your fitness programs isn’t the problem. If you believe that there’s too much competition, you’re sunk. So in this episode.. whether you run a gym and you’re struggling to bring people back in, or you offer an online fitness business, there is something in this episode, examples of how to market, in this episode. There is room for all of us. 00:00 For those of you doing online programs feeling threatened by the reopening of gyms and the changes of numbers - Maybe you experienced some success during 2020 or 2021 if you got started then, and maybe your numbers aren’t quite as good in 2022. OR, Maybe you’re wondering about it being worth starting in 2022 because you haven’t yet. There’s something for you too. Statistics 05:20 Despite compelling scientific research and widespread public health recommendations, among women 45–64 years and 65–74 years old, only 18% and 11%, respectively, perform physical activities that enhance and maintain muscle strength and endurance two or more times per week (2010) Create a Community 06:57 Although personal involvement and commitment to any exercise program are essential, studies indicate that initiating individual behavior change is more likely with social or environmental change and support. A large number of women who drop out report time, and preference of exercising at home, as obstacles to exercise (in a gym). Good news for at-home exercise options not as good news for gyms, you might think. But post pandemic it’s a different landscape. Some are returning to gyms because they miss the, what I call, parallel play. That is, when you go somewhere for a specific reason and others are doing the same thing. You’re not distracted in the gym by laundry, lawncare, or the work desk staring at you. This could actually be a positioning point for gyms now that group fitness and personal training options that are abundant and easily accessed online. Marketing that appeals to that pain-point of not getting to the workout, even with the best of intentions, because at home there are just too many other things to get in the way, may be one way to connect to people with fresh ads. The elephant in the room for gyms is that: 10:04 Globally, from Q1 to Q2 in 2020 there was a 46% rise in fitness downloads: 60% of Americans enjoyed their home workouts during quarantine so much, they plan on canceling their gym memberships. Interestingly, India had the highest increase in downloads, rising by 156%. I bring that up for this reason: it makes sense because India had the largest lockdown in the world from March – May 2020 when 1.3 billion people were suddenly housebound. If you don’t have a gym in India and you’re wondering why this is important, stay with me. If you consider then states in the US, or wherever you are listening in the world – Canada, the UK, Australia – with the strictest lockdown status, the largest reported numbers of C-virus, those areas may be among some of the hardest to come back without an online option, marketing that takes an honest look at benefits of exercise vs risks of contracting the virus. Will the Pandemic Help Physical Activity Increases 11:50 What remains to be seen is if this increase in accessibility and convenience will support increased fitness or a rise in the number of people consistently exercising enough for health benefits. Will the Physical Activity Increases Support Better Health? This too, for gyms may be a point of distinction for those who embrace education of “activity” and “availability” compared to quality and direct tie to the needs and goals of individuals. It’s an opportunity to educate on the benefits of yoga and Pilates, that are not the same benefits one needs for muscle strength, metabolism, and bone density. It’s an opportunity to demonstrate the need for planes of motion in movement and not isolating activity to say, a spinning bike. Statistics on Participation in Exercise Pre-Pandemic 15:10 As age increases, participants are more likely to adhere to strength training. For example, for every additional decade of life, participants were approximately 10 times as likely to adhere to strength training. In a study that featured comparison of web-based vs print-based physical activity interventions (a decade before the pandemic), web-based outperformed print-based, but both were effective. So, you understand how this went:
The results: 71% of previously inactive became active 94% of previously active continued activity at recommended levels after the program Yes, please, all day, right? The World Needs Options 18:26 For those of you doing online programs feeling threatened by the reopening of gyms and the changes of numbers - Maybe you experienced some success during 2020 or 2021 if you got started then, and maybe your numbers aren’t quite as good in 2022. OR, Maybe you’re wondering about it being worth starting in 2022 because you haven’t yet. There’s something for you too. At-home exercise works. Print, web-based, both work. Meaning, whether you’re using a pdf of exercises and just providing a simple program, or if you’ve created videos… how you provide online training may not matter. But, something else does. What It Takes If you arrive at the right program for your ideal customer, you can create a huge and lasting impact. However, there’s one more step. You have to be able to market this program. They have to know it exists and it’s just right for them. You have to have a means to distinguish it from others and make someone say, I don’t just want any program, I don’t want any program but that one. Your voice – whether it’s funny, serious, educational, girl-next-door… needs to be full of conviction and inviting to the person who will thrive in your offering. You need to sound like you can hear the voice inside their head. They need to feel you know what they’re thinking, what they worry about, and what they want. That’s not branding, it’s not a broad approach, it’s marketing and it’s narrow. How do you know when your message is distinct enough? 20:30 You’ll have enough followers that you have some haters. Someone will say things like, “you confuse me” or “you need to get to the point” or “I don’t like your tone of voice.” I’ve heard all those. But out of 100 people if 2 people with nothing more to do than criticize tell you that, and you connect with 98? Those people will only find you IF YOU take a stand. They will find you because of the way you explain things, and don’t rush to conclusions, or whatever unique quirks you may think you need to fix! Keep them! In fact, marry your unique interests with your message. In the Marketing to Women Copywriting course, students learn how to identify not a broad target of women in midlife or women who are pregnant for the first time, or just diagnosed with osteoporosis… but that within THAT niche you choose, there are 5 unique personas that you will either repel or attract with the marketing you choose. Then you combine your personality with that? Gold. That’s how you find clients and students for fitness programs… in an evermore crowded space trying to get them. From the images, the script you use in videos on your pages, to your opt in pages, your emails or social media posts, what you say is important, HOW you say it is everything. Every woman in your niche does NOT make her buying decisions based on the same values. Consider this 23:02 How many people are socially awkward and don’t enjoy the gym? How many actually now have social anxiety since things are opened back up – who never experienced that before? How many of them were the paying members in a gym we call “low maintenance” – meaning they used it less than 2x a month? So, let’s say you’re targeting women in their 50s and 60’s who are concerned about bone and brain health and balance. Are you talking to the ones who have anxiety and depression? With pandemic weight gain (averages still range from 15-29lb), and the correlating diabetes, pre-diabetes, bone loss risks from pandemic behaviors we are still in a moment in time when we’ve got to address this in marketing. And few are. Another point of distinction. Lead with it, don’t bury it. I’ve attended and presented at 6 fitness conferences in the last 2 ½ years. Interestingly, not one had many – if any – sessions dedicated to what’s true right now, and how we bring up the need now, deal with long-haulers, anxiety and depression from isolation to get people started where they are. Problems people have now are not the problems they had pre pandemic. Even now, as things “feel normal” cases are coming up, weight is still there, causing the risk of comorbidities that the right exercise can do something about. We won’t get people active, or over the hurdle of coming to the gym for the first time, or back to the gym, without talking about these issues. What’s their comfort level in your environment relative to their anxiety and depression? It affects large masses of people. Do you deal with how to orient them and make them comfortable? Enthusiastically telling them that the exercise is going to help, isn’t enough. 25:43 You’ve got to tell them how you’re going to make them comfortable coming in and doing the exercise. You want to describe what they feel when they go to leave their house, or get out of the car once in the parking lot. These are real things. You don’t alienate people who don’t have anxiety and depression by doing that. You probably also impress them with your openness and willingness to talk about tough issues. That’s your distinguishing feature and positioning point. Gym Owners and Trainers: 26:37 Will you suggest times of day that are better?
These are the kinds of things we have to keep in mind now:
could actually alienate some of the people who need you most. Think in the Now About Your Avatar Who do you want to help? Who do you need to help? How many people does your current approach leave out feeling they don’t fit in or want to? And best question… how can you create or tweak an offering so that they have a place they can feel like home… whether it is at the gym or at home? There’s a place for your business model, for creating one that you love and allows you to deliver in the way that you want to for your lifestyle. You may want to keep exploring models you hadn’t yet considered for these times we’ve never been in. Keep the Faith 28:34 So, don’t be fooled by gym-reopenings being bad if you’re an online program provider or coach. Don’t be dissuaded or fearful of all the Peloton, mirror, and online trainers and apps if you’re a gym. There are always going to be people who choose people and need to lift heavily safely in a gym. There will always be people who have all the things sitting in their home, access to thousands of workouts, and don’t do them, needing accountability – of an online coach or program. We all know, we are not serving enough people and that is where the real opportunity lies. Combine the real talk about seriousness of health and fitness in this moment we’re in, not ignoring or discussing weight loss the way you did in 2019 and find your point of distinction. Don’t be just different. Be better. Be the perfect match for your ideal customer and the absolute wrong match for others.. Feel like home. Resources mentioned in this episode: Marketing to Women Copywriting Course : https://www.flippingfifty.com/copywriting-course Similar Recent Episodes You Might Like: 12 Content Ideas for Fitness & Health: https://www.fitnessmarketingmastery.com/content-ideas/ 3 Reasons (and fixes) Your Female Fitness Client Isn't Getting Results: https://www.fitnessmarketingmastery.com/female-fitness-client/ References: There were many references used in the creation of this episode, many of which were also referenced in this Flipping 50 episode: https://www.flippingfifty.com/ Seguin RA, Economos CD, Palombo R, Hyatt R, Kuder J, Nelson ME. Strength training and older women: a cross-sectional study examining factors related to exercise adherence. J Aging Phys Act. 2010 Apr;18(2):201-18. doi: 10.1123/japa.18.2.201. PMID: 20440031; PMCID: PMC4308058.
Direct download: Fitness_Marketing_Mastery_-_Find_Clients_-_Edited.mp3
Category:coaching clients -- posted at: 3:00am MDT |
Wed, 28 September 2022
Coaching midlife clients brings a new set of hormones, conditions, injuries, lifestyle habit challenges and stressors. You should have an equally robust toolbox expansion to go with it. Consider this one episode that will help. In our Flipping 50 Menopause Specialist course there is a module dedicated to one of the topics we discuss today. You’ll hear my guest expert on adaptogens discuss just how you can find ways to inform your clients, support them through application, and in doing so, increase your value as a coach. I’m curious: have you tried adaptogens? I’ve shared details about benefits of maca - and the difference in the quality and mysterious 11 strains that may or may not help a woman in previous Flipping 50 podcasts. I’ll link to that as well as to the brand that I recommend for clinical grade maca when someone truly wants to use an amount proven to support their needs. Others include ashwaganda, rhodiola, and we’ll talk about more on this and the other podcast. When you or your clients are looking for natural, this is a great solution! My Guest: Danielle Ryan Broida is a pivotal voice in the functional food and wellness space. As a Registered Herbalist of the American Herbalists Guild (AHG), Certified Holistic Nutritionist, Instructor of Mycology, and Head of Education at Four Sigmatic, she is teaching the world about the importance of a life on super herbs and mushrooms for vitality, longevity, and better performance from brain to body. She is the author of a new book, Healing Adaptogens, published September 27, 2022. Rapid Fire Questions we answer in this episode:
Listen to the full Flipping50 episode: https:///www.flippingfifty.com/adaptogens My Foursigmatic coffee episodes are fewer and further between right now but I do love it and the wise addition to a habit most women already have. Why not make good habits all that easy to well, adapt? Other Episodes You May Like: Coaching 7 Hormone Phases: https://www.fitnessmarketingmastery.com/hormone-phases/
Direct download: FMM_Danielle_Ryan_Broida_-_Edited.mp3
Category:coaching clients -- posted at: 3:00am MDT |
Sun, 11 September 2022
You can see fitness trainer opportunities or you can see obstacles with gyms at low capacity and so many virtual programs. How would you like to sit down with an expert at getting seen and heard when it’s not easy? That’s just what you’ll find in this episode full of health coach and fitness trainer opportunities. Link to the Flipping 50 5-Day Marketing to Women in Midlife Challenge. My Guest: Triple-board certified nutrition expert and Fitness Hall of Famer JJ Virgin is a passionate advocate of eating and exercising smarter. JJ helps people stay fired up and healthy as they age, so they feel the best they ever have at age 40+. JJ is a prominent TV and media personality, whose previous features include co-host of TLC’s Freaky Eaters, 2 years as the on-camera nutritionist for Weight Loss Challenges on Dr. Phil, and numerous appearances on PBS, Dr. Oz, Rachael Ray, Access Hollywood, and the TODAY Show. She also speaks regularly and has shared the stage with notables including Seth Godin, Lisa Nichols, Gary Vaynerchuk, Mark Hyman, Dan Buettner, and Mary Morrissey. JJ is the author of four NY Times bestsellers: The Virgin Diet, The Virgin Diet Cookbook, JJ Virgin’s Sugar Impact Diet, and JJ Virgin’s Sugar Impact Diet Cookbook. Her latest book, Warrior Mom: 7 Secrets to Bold, Brave Resilience, shows caregivers everywhere how to be strong, positive leaders for their families, while exploring the inspirational lessons JJ learned as she fought for her own son’s life. JJ hosts the popular Ask the Health Expert podcast, with over 14 million downloads and growing. She also regularly writes for Rodale Wellness, Mind Body Green, and other major blogs and magazines. JJ is also a business coach and founded the premier health entrepreneur event and community, The Mindshare Summit. Visit www.jjvirgin.com for hundreds of free recipes and resources, plus state-of-the-art programs, products, and plenty of support to help you build your dream life. 00:00 Questions we answer in this episode: 04:42 If you were starting over right now, unknown, what would you do to be found, seen, and heard? 09:25 What mistakes do you see qualified/credible health & fitness pros making 11:06 What difference has the pandemic made in the way fitness and health coaches want to consider showing up differently? Is there an opportunity there that we’re not fully stepping into? Rapid fire: 15:15 You’re posting every day and you’re not getting any engagement? 16:05 You feel like you’re not “enough” … pretty enough, certified enough, fit enough so you procrastinate 17:37 What do you find that gets the best engagement right now? 20:50 Thoughts about using Facebook groups today? 21:14 To those fitness pros who are afraid to email more often because someone will unsubscribe… Connect with JJ: Resources Mentioned: |
Wed, 31 August 2022
Whether it’s email, blogs, or social media posts, the number of content ideas you need is endless. Before I go further, I will say that having a strategy around your content is crucial for it to be successful. For social media posts? You don’t have to and don’t need original content in each of these places. Your original content should live at your site. That’s where your content ideas are going to work for you most. The posts you do on social are the next step. If you’re a coach or trainer with longevity, substance, and here for the long haul, those here now gone tomorrow posts are not what you want to invest your time and energy in. Spend time studying your customer. Know the experience you want them to have. Fifteen seconds on social is not the starting point. It’s the result of knowing what to say to bring them to the next step already waiting, complete, and logical based on what they think, feel, and do now. But we all go dry or get distracted by life sometimes and it’s nice to have a vault to go to. So, I’m giving you one here. Create a place – maybe for you it’s a spreadsheet or Google doc where you and a team contribute with ideas. My hope is that these become the inspiration for a whole set of ideas for you. 00:00 Twelve Ways I Get Content Ideas 06:37 Listen to podcasts – outside of our industry and niche What kind of treatment did they give the content? Pay attention to that. Is there a point, a story, an example? What’s the rhythm and how did they organize it? 07:25 10 Most Frequently Asked Questions (FAQs) What burns the most calories? 07:41 10 Questions You Wish They’d Ask (SAQs) How do I exercise to lose fat based on how I feel right now? 08:02 Use AMA Post Round Up Use the posts in Instagram, or create your own on any social media account. 08:47 Go Back to Old Blogs, Articles, podcasts, videos and create an “update” (or just get ideas) 09:55 Go Big with a list of tips, reasons, sources These are usually lists. Things that support weight loss that aren’t exercise: sleep, drinking water, eating the right foods, etc. Compile your small lists into this big list (then link to it) 11:16 Go Deep with one of the big items Take one thing from that list and explain it in depth. When there are 5 or 10 or 20 things, give them one and go deep and explore it. e.g. Why drinking water is so important. List 10 things it does for you or the obstacle it is when you don’t. Those are two posts. 13:10 Use what’s already news and create a comment or reaction NYTimes articles are a great source of information. Recently Today compared nutrition status of white potato to sweet potatoes. What is your reaction to it? Set up alerts so you are first to know when new research is shared on your topic. 15:52 Create Top 10 lists or Listicles Top 10 exercises for _________ (correcting a problem) Top 10 reasons ________ (you’re tired, you’re gaining fat) The Ultimate FREEBIE Guide for Health & Fitness Pros 18:24 Create complimentary content necessary for making the fitness work What else do they need in order for exercise to be most beneficial? Create content ideas about that. One content idea is sleep. Another is protein. Another is alkalinity. 18:52 Talk About an Elephant in the Room in your niche or our industry The barrier to entry. Recently it’s been in the news that there’s a shortage of trainers and coaches in the fitness industry. What’s that mean to the quality of trainers and what do you think of it? 19:25 Round up interview of unique experts that you reach out to Biggest post-pandemic problems for your niche, or the recommendations they give on a certain topic, e.g. bone density: supplements, foods to eat and to avoid. In an upcoming episode, I’m going to talk about how to stay focused, organized, and follow through on these great ideas, because let’s face it… a lot of us are “quick starts” or we’re so analytical that we don’t go into action. Other Episodes You May Like: Every Day Business Priorities: https://www.fitnessmarketingmastery.com/business-priorities/ How to Reverse Engineer a Funnel that Converts: https://www.fitnessmarketingmastery.com/fitness-funnel/ |
Sat, 20 August 2022
Marketing health is no small task. It’s the biggest part of running a business. Often, a year (or less) into deciding they want to be a health or fitness pro, some of the best pros realize that the training, coaching, and movement they love doesn’t matter or take up the majority of their time. It’s the marketing that does. Marketing Health Better with Better Priorities Everyday business priorities are probably the hardest part of running your own business. With a multitude of to-dos, between the marketing, advertising, creating programs and products, determining price point, writing emails, there’s the incoming emails from customers, people marketing to you, from prospects. Then there’s the sense of urgency you have about posting on social media and keeping up with that, at the same time wondering if keeping up with that is worth it or what that secret is that you don’t know everyone else seems to know! There is a lot. So, this episode is dedicated to helping you sort out the skeleton of what you need to do, and first though, to removing the things that are getting in your way. What’s Blocking Your Business Priorities? In a very sneaky way, what I’m about to say is procrastination. If you’re doing any of these it’s easy to fool ourselves and pretend some of these are part of business, and necessary. I would argue that if you don’t have a master plan, they can sidetrack you and hijack the time you have … some of the best time for focusing. You’ve got a business priorities challenge if any of these describe you:
What is important? In the sea of things to do and possibilities that YOU alone decide, it’s important to know how you determine the most important thing. One highly successful business owner said it during dinner with he and his wife. At the end of the day, did I make more money than I spent? Simple, right? And to build a business with cash flow – unless you have investors who fund your business and you’re okay losing money to start up in order to make predictable gains later – you to sell before you spend. With an in person one-woman shop or an online fitness business, that’s very easily done. We operate as far from build it and they will come as possible. Instead, we attract them, sell them things they want and the create them. But that’s not always going to happen every day. Some days especially at the early stages of your business, (and that can last for a long period of time if you’re not 100% focused on it daily), you’re going to need to create the content and marketing that will create an audience to sell to first. Unless you have a big budget, and a proven advertising strategy, and funnel that converts, investing in paid advertising too early is risky. When You Need Traction Two questions to ask so you can determine your business priorities: Is there a promise that the way you invest your time will provide ROI? What are good non-revenue ways to spend your time? Here are two. Create a product: What it looks like: a course or framework for it and the marketing copy for opt in pages, the emails the sales page, planning the assets you need to create or outsource Business Plan: Plan your next 6 months of 1) promotions, 2) launches, and 3) marketing. What it looks like: First, what it’s not- creating all the pieces. Instead, it means to plan what you do need so that you can plan what then goes on your calendar. Marketing health will take a significant amount of your time until… until you’re confident you know your audience better than anyone else, until you’re able to hire someone who can do it better than you, and you know exactly what numbers to ask for and measure. Promotions You start with what you’re promoting. What program or what package are you featuring? Plot that on a calendar and think about your time investment to run the program you sell. How often will you offer the program? Is there another program after that for people? Write out the plan based on the things you want to sell, your customer journey, and when programs will start and end. Launches This is something so many skip it’s ridiculous and that’s perfect for you since you won’t miss it! A launch includes pre-launch – the time leading up to the cart open Cart open – when you are on the daily talking about testimonials, overcoming objections, providing information about why this, why now, and why you Program start – when you’ll pour into your new clients [Content] Marketing You may decide you’re posting a blog or creating a new full-length video 2 or 4 times a month during your pre-launch. Once you determine the frequency you can commit to, you decide what each of those posts need to do. Are they top of funnel kinds of marketing? Are they middle of funnel kinds of marketing? Are they bottom of funnel marketing? Do you already have content you can use? They may need a review and additions or updates to serve your next launch. Note that you need to review them, but don’t DO it now. Do you need to create new posts? Will you or someone else do the research, outline, and writing? Make a few notes about what topics or slants but not if it gets you stuck. Will you do the actual post creation and grab images, handle the SEO? Write down the flow of tasks for the launch, step-by-step. Or if you’re at the point you’re going to hire this done, assign yourself the task of creating that SOP (standard operating procedure)... but don’t DO it now. Those are the things you might do in say a 3-hour block on a Thursday. You’re making decisions more than writing the posts. It’s the meta view, or overview, but not getting in the weeds. Not today. Warning here: this is like cleaning the house. In my experience it is so easy to go down a rabbit hole while you’re doing this. So, you want something to keep you on track. Have a system of organizing ready when you find articles or videos that you can use and will be tempted to jump in and edit them or watch every detail. Put them somewhere and grab that link or folder location and put that in the plan you’re creating, or you’ll find that your 3 hours is up, and all you did was edit a couple posts and you don’t have a plan for how to use them or boost your sales and help more people – so you’ve still wasted your time! Social media and marketing health When does that happen? AFTER you know WHY you’re using it! When you know what you’re promoting. And you know what someone needs to know or think or feel before they buy. You have nailed the content piece you have that gets them there. Then you can post on social media with confidence your gift is good. So, yes. After all the framework is done, you can pick up the phone and post. Helpful? I would so appreciate you sharing this podcast with a fellow fitness professional. Share the post on your social media story and let other pros know this is what you listen to. Even though you post for the benefit of your customers, other fitness pros are watching too! You and I both want to help our educated, heart-centered colleagues do well in this post-pandemic era. Marketing Health is Big Business Now … but little business owners pivot faster! Leave a comment below if this episode was helpful. AND… if a live workshop would be beneficial. In it, we would not only
Just respond to us… you’re not obligated just indicating interest in learning more. If you struggle with procrastination about this piece. If you’ve never actually created a business plan for the next year the fall before it starts, or if that plan has not helped you one iota to feel calmer, confident and solid you know what’s next… this is probably for you! |
Wed, 3 August 2022
Why the psychology for health & fitness professionals today? You love exercise and you crave it… and most of your clients don’t. We’re often so far from clueless or from understanding what that feels like to be awkward, uncomfortable, and feel out of place we can’t relate. We’ve got to earn and learn our empathy. Why I hate exercise, my summer report. It’s the truth for too many of us. Since my beginning in fitness 38 years ago, the statistics have not improved. There are still too few of us exercising enough to improve our health (let alone our fitness). This interview episode dives into that psychology for health & fitness professionals. Change Behavior change is hard. And if you know that all too well, say you’ve seen your detailed exercise prescription fall by the wayside and clients fall off the bandwagon, you’ll find a great deal of support inside the Flipping 50 Menopause Fitness Specialist course you have access to expert interviews like Dr. Joan Rosenberg, Mindy Gorman-Plutzer, Dr Sandi Scheinbaum - and more. They discuss the art and the science of coaching change, within scope of practice, and as issues like disordered eating, self-sabotage, and past failures, haunt your clients. These complimentary Expert Interviews are a professional development extra for the certification course, and a priceless resource for improving the coaching skills you use daily. Learn more about the Flipping 50 Menopause Fitness Specialist here. My Guest: Mike Kelly says he has some contrarian views related to health and fitness developed over 40 years in fitness. He has been a personal trainer, university varsity level S&C coach; expert legal fitness witness;and a master TRAINER for other fitness professionals. Despite knowing the body extremely well from an anatomical perspective, he went back to school five years ago to become Queen's University's oldest Psychology grad in the spring of 2020 – knowledge he says has allowed him to expand his understanding of the connection between psychology and the physiology, or as we know it, mind-body connection. He adopted the moniker “The Cynical Trainer” which he uses on social media and we’ll find out what that’s about. Questions we answer in this episode:
Connect with Mike: Mike on Social: Instagram: @cynicaltrainer Twitter: @cynicaltrainer Facebook: canfitpro Ottawa Other Episodes You might Enjoy: Getting the Inactive to Exercise: https://www.fitnessmarketingmastery.com/getting-overweight-large-size-person-start/ From Anti-aging to Anti-ageism: https://www.fitnessmarketingmastery.com/from-antiaging-to-anti-ageism/ Psychology for Health & Fitness Pros book: https://www.thriftbooks.com/w/psychology-for-health-fitness-professionals_james-gavin/1335646/#edition=4559028&idiq=5714385
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Sat, 30 July 2022
How to be and how not to be a podcast guest if you want to get booked on a podcast or podcasts and you want to be a favorite guest making those look good and love having you and you want to get asked back for use it, that podcast episode as leverage to get booked again. Stay tuned. A podcast is one of the best ways to get your message across and relate to an audience who may expand your email list. 00:00 You want to provide, first of all titles, appropriate topics of content and titles as you reach out to someone who's got a podcast in order to promote yourself or if you're handing this task off to someone else. 4:07 In doing your preliminary homework I've addressed that you do your homework, no the podcasts know the topics they cover the topics they don't cover, know the business just a little bit. And it's always great if you've had a referral from a friend but if you're smaller, you're starting out and your friends aren't hosting podcasts right now. That's okay too. Don't wait to start. So I highly recommend you go ahead and get after it. Put yourself out there. But do some homework don't expect them to. 8:59 And when you're booked, you'll be asked for these things by almost every podcast host: Send me your bio. I was just sent two bios in the last two weeks. Well, both of their bios came as if they were writing it first person like they were writing an essay for English class. But when you submit a bio, and I'm going to put in the show notes today, how to write a better bio. That is not boring, because nobody nobody really wants to know your alphabet soup of certifications. Because they mean nothing. When you say certified by ACE and NSCA and I SSA and bla bla bla bla bla, it just sounds like what, what did she say? Right? So if you're going to put something in that important or prestigious spell it out. 11:05 So people always learn better when they're laughing and smiling. Think about that. So then you'll be asked questions that you want the host to ask you. Now that doesn't mean they're going to use those but that gives based on the topic that you're suggesting that you're talking on. Create a list of 15 or 20 different questions depending on which topic we're really going to dive deep into and be able to pull that out and have to rewrite them every single time. Then you want to, they're always going to ask where's the best place for listeners to contact you. Choose one place. Because people given multiple choices will do nothing. So make it easy to remember your website by using a Pretty Link. 16:10 “So if the timing is right and our program is open, here's the link. And by the way, if you miss it, don't worry about that. That link will still take you to something you can do right away. While you're waiting for the program to open. We've got a good second best for anyone who wants this information specifically.” So make sure that you're also prepared and the podcast platform is something you're familiar with. 20:46 Follow any of the instructions that generally you will be given. Talking Points. Let's talk about that. So you want to be a good guest and you do that by going back in studying all Oprah shows. Right? So when she has guests on what happens? There's talk back and forth. A sound bites might be something like let me tell you about one of the key concepts of flipping 50 Number one of our 10 tenants is restore before more. 25:20 This podcast for instance, She Means Fitness Business and, Flipping 50 has been there. You know for eight years. She means fitness business by other names, but nine years, we probably covered almost every topic. 27:18 Offer to create an affiliate link for your host. So I would create that pretty link for you to send during the show notes if I were the affiliate to the guest and I would send that in provide that for my host and then I would know everyone who comes through with that Pretty Link, I need to compensate and you make those arrangements in advance. Due Diligence! So we started talking about your homework so do your homework, listen to the podcast know what's been on there before. Write your bio and do it in third person so someone else could read it in you before you turn it over. Read it out loud. Make sure you have your questions already prepared, and so that your guests can read them Have the links that you want to send people to one link on your website, and then your social media links Be on time and be sure to tell the host if you have a hard stop that is sooner than the end of the appointment. Then always welcome is a thank you afterward. Most of all though a host expects you to share the podcast with your audience. If you have a small audience be sure that you’re beginning by reaching out to hosts with similar sized audiences. You’ll grow together. Ready to be a podcast guest? Pitch yourself by responding here or reaching out in the contacts. I will do a coaching session with you if you’d like to review your business instead of talking about your niche and your success. OR... rather be coached on a business topic you want help with? reach out to us! Resources: Download the better bio worksheet now (Podcast below will help you fill it in!) https://fitprofreebie.s3-us-west-2.amazonaws.com/Boring+Bio+MakeOver.pdf Flipping 50 Menopause Fitness Specialist: https://www.flippingfifty.com/specialist Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course Related Episode: Write a Better Bio Podcast: https://www.fitnessmarketingmastery.com/boring-bio/
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Sun, 24 July 2022
Training women in menopause is an honor. They don’t trust easily. They have been around the block. It’s not their first rodeo. And it comes with an opportunity and responsibility. The opportunity is that this woman influences 3 generations. The responsibility is, screw this up and you can change her future for the worse. Muscle, bone, brain health, and diseases made worse with blood sugar issues hang in the wings. No pressure! Lighten up! You’re up to the challenge. This episode is sponsored by the Flipping 50 Menopause Fitness Specialist 1) Solely focused on “functional” exercise Corrective and functional exercise is very important. For this population, it is very much needed! The word “functional” is very misleading, however. In midlife, women juggle – or have a trainer who will for them – multiple needs of metabolism, muscle maintenance, bone density, fat optimization, as well as their mobility and joint/ligament health. A trainer focused only on one or the other, whether it’s lifting heavy and power training, or it’s exclusively corrective exercise at the cost of the others… does a woman a disservice. As always is true in a workout program, there are priorities and then there are secondary goals. A woman might have as her first priority to improve her mobility and any necessary corrective exercises for alignment. Secondary goals may be to begin boosting metabolism and blood sugar support. So, while she’s spending much time doing unilateral work, or isolating some small muscles, she also can begin her strengthening of major muscles and lifestyle movement to reduce blood sugar swings. Helping a client understand this is key to compliance and successful outcomes. 2) Lack of emphasis on timing of exercise The training women in menopause, the timing and type of exercise becomes a real priority. Whether for helping support blood sugar stabilization, or optimizing fat burning or sleep, the influence of hormones on exercise becomes a key to successfully exercising for longevity and results women want today. Late day intense exercise will backfire on more midlife women than it helps. It’s no longer a matter of “whatever time of day you’ll do it” is the best time to exercise. Sleep disruption or quality of sleep issues are more likely to occur and circadian rhythm will be hurt more than helped. 3) Failure to identify signs of hormone issues Knowing that a woman is struggling with hot flashes and night sweats and that this is identified with menopause is one thing. Identifying her burning mouth or electric shocks as the same is another. Knowing how to modify exercise and what to ask about her lifestyle habits for her if she’s got insomnia is still another. There are 34 identified symptoms of menopause, not all are easily identified and in odd combinations are even illusive to doctors. So ,it’s beyond time that trainers who spend so much more time with a client knows what to ask, how to respond, and what to do with the information when it comes to exercise. 4) Recommending clients have hormones tested This is a recommendation assuming a lot. First, it’s assuming a woman wants to take hormone replacement therapy. Second, it’s assuming a woman knows where to get tested and what differences in tests she wants are. Third, it assumes that a woman knows who to go to that will interpret these labs for her optimally not according to norms. Norms are developed according to a whole lot of people who don’t feel good. Norms are nothing more than “average.” If a woman doesn’t feel good, a trainer has already helped identify signs and symptoms and modified exercise and coached lifestyle habits, the first question is, “Do you want to consider hormone therapy or learn more about your options?” From there an educated coach can – within scope of practice – share information, suggest resources, and connect with her network of functional health doctors for the appropriate next step. 5) Inadequate knowledge about labs and results I alluded to this in #4, but there is a big difference in tests (doing a Dutch test vs a blood test, doing the types of thyroid testing that fully informs where the issue may be, and potentially micronutrient or stool tests to first look at whether improvements to gut health and micronutrient sufficiency or detoxing could be the root need to help hormone production and micronutrient absorption). A midlife hormone or health coach doesn’t need to have a medical background. She does want to responsibly know what’s possible, know when to refer and who to refer to. There’s no better coach or trainer than one who’s been through it or is going through it herself. We see these mistakes training women in menopause daily. On social and in gyms. We see corrections and suggestions NOT made as well as training mistakes made. When we realize it, understand it, for me at least, it was time to do something about it. It’s not popular necessarily – or 9 years ago it wasn’t – nor was it in 2020 when my TEDx was released – to go against what many believe. But it’s what leaders do. Are you ready? Let’s create an army supporting women in the way they deserve. Resources: Flipping 50 Menopause Fitness Specialist: https://www.flippingfifity.com/specialist Leave a comment: What do you see in regards to women in menopause and the mistakes they make, we make ourselves as fitness pros, or trainers are making?
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Wed, 20 July 2022
You’ve got to be able to create a fitness funnel that converts no matter who you are. This podcast is all about it. And it’s in answer to all of the scurry, the flurry, and the nonsense going on around social media. I see fitness pros and health coaches posting daily with very little growth over time. And it’s frustrating! If you’re spending more time daily creating posts on social media – or if it comes FIRST for you – before creating emails, diving into where your funnels are falling off and you lose people instead of converting them… you want to stop. Or before getting yourself in front of real audiences with something to say because you’ve worked on your story, your sound bites and you’re ready to say with confidence, invite me and I’ll both entertain and educate your audience with this unique angle. Need support on this? If you're in a program, you're eligible for a "fast flip" business coaching to target your best next actions. Consistency is important. A part of that is consistently doing the right thing. Learning the hashtag strategy, supporting others, priming your audience, using stories and reels using all of this- no matter what platform you’re calling your base, you’ve got to do more than just be there. 00:00 Notice Something Missing? Every once in a while if you notice, I will drop a podcast without any music … and there’s a reason for that. And that reason is important! Because it also applies to social media! The message has to be more important than the way you look. It doesn’t matter if you’re a great teacher. It doesn’t matter if you have a great product or service. You may still struggle to sell your product to enough people to make more money doing what you love. Even after 9 years of really, to be honest, greater success than I had envisioned (note to self: think bigger), I am no different than you in having to problem-solve to build a thoughtful experience for my customers. I have to plan it. More on that… but first. Get a Vision So Strong It Means Something a Hobby Won't 11:00 About not thinking big enough… Honestly, I think I just imagined making about the same and having more freedom and fewer headaches doing it. Well, 9 years and making monthly what I made annually (and it was comfortable), needless to say I have a new way of creating visions! AND the view is WAY better. I talked to the guy who’s going to build me a chipping and putting oasis in my back yard today. Part I of the project starts in about a week. I want to be able to take a break from work and chip a bucket of balls in my backyard. Silly? I don’t care. And you can too. Because of what you’re building and for no other reason. Look, I have been married. I have been a working mom, in the capacity that I worked because I liked it and contributing that meaningful way made my life richer and me a better mom and wife. But, my revenue wasn’t building anything. I looked at it as money I could spend on clothes or other extras. Teaching fitness part time, frankly is more expensive than it is revenue generating. If you’re a fitness pro you know what I mean. Shoes, tights, conferences, certifications (if you don’t do anything with them) are not really supported by a few classes a week. Our part time fitness instructors or trainers need some love. We need them… and they’re investing to work for us! But there is far more satisfaction in buying a house yourself, walking into a furniture store and buying what you wanted, even paying tuition or buying the airline tickets for your kids, when you’ve earned it. 7 Questions to Ask and Answer in Order to Create a Fitness Funnel that Converts 16:55 What problem does the [ _____________ ] solve?
20:38 What are your Past Best-Performing Titles? TWEAK THEM:
(These are subject lines or video titles) 25:53 What question do people who have this problem want answered immediately?
28:43 How are you going to be relatable? Ask:
33:00 What myths do they believe that you can bust? Spend time on this one! 34:45 How will your presentation give them something AND leave them wanting more? 1. Give them 1 of your # of tips or steps: 2. Give them #(fraction of your total) steps broadly: Of the two of these, the first is probably most successful. HOW: That's what your program does for anyone who is stuck and wants the specifics. How is the next step: your course or program. Make it even more juicy: In this section, I introduced ideas for making the offer irresistible now. Other Episodes You May Like: Six-figure Months from 6 Mindset Shifts: https://www.fitnessmarketingmastery.com/6-figure-months/ 6 Most Profitable Fitness Programs for Fitness & Health Coaches: https://www.fitnessmarketingmastery.com/profitable-fitness-programs/ Resources Mentioned: Flipping 50 Menopause Fitness Specialist – Half Year Enrollment Special July 2022! https://www.fitnessmarketingmastery.com/menopause-fitness-specialist |
Wed, 13 July 2022
Hallelujah! Right? Clients can use health savings accounts for personal training. As long as you meet the requirements for their medical based training and maintain it, the time is finally here. This episode is a special fitness & health coach only podcast and I’ll link to the one announcing to my Flipping 50 audience at large how they can begin using health savings accounts and flex benefits accounts for personal training. You’re going to have questions. I knew that and knew, especially if we’re telling your clients and customers that you want to be where they are looking for a qualified trainer or coach. I brought the heavy lifter herself in to talk about this, a third step in changing the face of the fitness industry and deepening the knowledge and education in trainers so customers have the most optimal care. To hear the full length Flipping50 episode (and share it with your customers) https://www.flippingfifty.com/health-benefits 00:00 Questions we answer in this episode: 03:54 Tell us about MedFit, MedFit Education Foundation, and the new MedFit Care and how this all started. 11:20 What should fitness pros know about this new opportunity? 11:50 What do you think it says about the future of providing fitness services? How can fitness trainers and health coaches get qualified to participate? 14:27 What do you have to do to gain or maintain your ability to accept HSA? 16:45 How will the payment be collected? Is it any different than accepting a credit card? Will this apply to online programs, memberships, or virtual and live training? Connect with Lisa: Fitness Professionals Join MFN and become a MedFit Care provider: https://medfitnetwork.org/welcome/ Join our private Facebook forum: https://www.facebook.com/groups/1736525619938507 Other episodes you might like: 10 New Personal Training Revenue Streams: https://www.fitnessmarketingmastery.com/new-personal-training-revenue-streams/ What Personal Training Clients Wish They Could Tell You: https://www.fitnessmarketingmastery.com/personal-training-clients/
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Sat, 9 July 2022
10k personal training sessions in 6 months? Do you want to know? or Hard pass? In my 38 years of full time fitness industry experience, I can include a 6 and a half year period of time as personal training director for a multisite fitness center with over 20 personal trainers. During that time our conservative count suggested that I’d supervised about 250,000 personal training sessions during that time. So, I'm as curious as you. If the title of this episode got your attention, you might be wondering how. You also might be wondering what kind of profit margin there was, and or if you’re skeptical like me, how “personal” the sessions truly were. Questions we answer in this episode: Do you want to be the Walmart… lowest price to as many people as possible? Do you want to be the Nordstrom’s … higher price to fewer higher quality clients? What are the pros and cons of each? Is there a downside to either? My Guest: Joshua Ford is the CEO & Co-Founder of HipTrain, a VC-backed startup that provides live, 1-on-1 personal training sessions for just $6.99 a 30-min session. Prior to HipTrain he helped build Uber and Candid and worked at The White House. Joshua was a Fulbright Scholar and is passionate about providing affordability and accessibility (particularly in health and wellness) to the masses. Questions We Answer in this Episode: What was your role in building Uber? And Candid? And what job did you have at the White House? What made you choose this career? Did you personally provide over 10k personal training sessions in 6 months? Tell listeners exactly how this happened and as you said in your notes to me these were “individualized” sessions. $6.99 is not all that attractive to many listeners. In fact many of us prefer 3-digits before the decimal, so, how are you going to make doing 10,000 at $6.99 sound sexy? Who are your trainers? Why are you able to hire them for $6.99 for 30 minutes, pay them, and make a profit or pay merchant fees? How personalized? What’s your definition of personalized? Based on need, movement screen, or client’s desire? Average qualification of your trainers? How much experience? Liability for you as owner? That’s a lot of sessions, a lot of clients. How do you personally create healthy habits around your work? What led you to create the model you currently have? What was the inspiration? Number of real people in the business now? What’s next? Do you have any idea what percent of people you’re providing service to who were not exercising consistently prior to starting with Hiptrain? CONNECT with Joshua: https://www.instagram.com/hiptrainfitness/ https://www.tiktok.com/@hiptrain
Marketing to Women Copywriting course: https://www.fitnessmarketingmastery.com/copywriting-course Flipping 50 Menopause Fitness Specialist: https://www.fitnessmarketingmastery.com/menopause-fitness-specialist |
Wed, 6 July 2022
Could you fill more programs and help more people by moving from antiaging to anti ageism in fitness promotions? What if the answer to more inclusivity and diversity isn’t focused on turning back the clock but it’s embracing the now. While it sounds good and I think most of us would agree we do that, is there anyone among us that hasn’t used words that hint at aging in reverse, or slow the aging process. While some of this isn’t even our fault, we’ve got it from unlikely sources: researchers. It hasn’t even been marketers who stand to make money. Though there’s always some money involved. Grant money, potential products, tenure, I suppose all count. I remember reading the first research findings about the ability the potential of exercise on mitochondria production. I distinctly remember the conclusion was, “exercise is indeed the fountain of youth.” Ageism As innocent as that, there it is: ageism. Youth is desirable, the pot of gold, and anything associated with aging to be fixed. This episode touches on ageism in fitness. As I talked with Ashton Applewhite I had to be quiet and listen. It took a minute for what she said to soak in. That for those who aren’t active #activeaging for instance may be ageism. I am going to wrestle with acceptance of that. I think science has given us evidence that we can age more healthfully than ever before. I also believe no one wants to be in pain, uncomfortable, or lose independence if they can choose another option. So being active in a way to sustain muscle, bone, (and brain) health is something I’ll have to stand for in order to support our ability not to stop aging, but to change the way we age. (and a respectful nod to ICAA, whose tagline is just that.) Should it Be Accepted? I personally have a hard time just accepting that aches and pains come with age. Instead, I have found that the way you eat, work, sleep, and exercise changes much about the way two people age. It’s epigenetics, the lifestyle habits that control the expression of your genetics. I bristle a little with statements like, “as you get older, those aches and pains sneak up on you.” It’s not due to age. Traditionally accepted signs of aging are do to the lifestyle you had, and that which you have now. From you now to you 20 years ago, there’s been change, no doubt. But for those who are more conscious and aware of better ways to exercise, eat for their own biology, and are resting and meeting their needs better than they did, they often feel better, fitter, and more alive than ever. So yes, aging should be accepted. Aches and pains and weight gain shouldn’t. We may have to deal with them but if we simply believe we can’t do anything about them, if indeed we choose to have a different outcome, I think that isn’t quite anti ageism. An Open Invitation I’m opening up a conversation with you. I hope you’ll comment, and be open to a quote or interview. Let me know in the comments if this topic resonates with you and if you’d like to respond to a couple questions to be included in a round up episode. My Guest: An internationally recognized expert on ageism, Ashton Applewhite is the author of This Chair Rocks: A Manifesto Against Ageism. A co-founder of the Old School Anti-Ageism Clearinghouse, she speaks widely at venues that have included the TED mainstage and the United Nations, and is at the forefront of the emerging movement to raise awareness of ageism and to dismantle it. Questions we answer in this rapid fire: What suggestions do you have for fitness professionals making choices about their ad, website, social media images? How can we do better? Are there good examples that come to mind? Businesses doing it well? What do you say to this very common conversation: “I’m getting old.” “It’s better than the alternative.” Let’s talk about contemporary hashtags #antiaging #nevertooold #foreveryoung #agingbackwards #aginginreverse #flipping50 #activeaging #seniorfitness Reference in this episode: Alex Rotas British photographer: https://alexrotasphotography.co.uk/ Flip: I went to Alex’ site to pull this resource for you and came across an article on her including some images. And… I am as guilty as anyone. But at least I’m aware. I said, “She looks great,” as it stated her age(72). My first thought was, this is what following a passion and purpose does. It’s going to take time for this not to be a comparison of one (insert age) to another (insert age). At a class reunion coming up, won’t we all be doing that to some extent, I wonder. Thinking he or she aged well, or not? Is that ageism? There’s much to explore here. The first step… awareness. Connect with Ashton: https://oldschool.info/ (for images and photography) Positive Marketing resource from the oldschool site above: https://d3kqgz5iyf5gxy.cloudfront.net/CRTV+2022/Create+Fund/Age+Ebook_accessible.pdf She’s on Social: Twitter: @thischairrocks Facebook: www.facebook.com/ThisChairRocks Instagram: www.instagram.com/thischairrocks YouTube: https://www.youtube.com/c/AshtonApplewhiteVideos LinkedIn: https://www.linkedin.com/in/ashton-applewhite-64658/ The book: https://celadonbooks.com/book/this-chair-rocks-a-manifesto-against-ageism/ If this episode from antiaging to anti ageism was valuable, please share a comment, and share the podcast with a fitness pro or health coach friend. Thank you!
Direct download: FiMMAshton_Applewhite_-_Edited.mp3
Category:Personal development -- posted at: 3:00am MDT |
Sat, 2 July 2022
Need a little boost starting or starting over? In case you hadn’t noticed, the fitness industry is well-represented by female leaders. From IDEA, SCW, FitnessFest, Canfitpro, AFAA, and so many more internationally leading continuing education and enhancement of the fitness industry through positive messages. Here in this episode is Sara Kooperman, who’s bio is going to blow you away. Before you go feeling left behind I want to remind you that she’s not slowing down. She’s pivoting when some would have exited. She’s doing more when many would have done less. She’s proof that no one starts and coasts. If you’re building now, your rebuilding now, or you’re thinking of starting, it is not your age that matters. It’s about so many things, including a willingness to risk and to fail. You can’t lead standing still. I am about to read an incredibly long bio. And I am going to read every word because it’s been earned and you need to know this funny, talented mom I’m about to interview has been there, done that and continues to… so that you can. Starting now or starting over, it’s all in here. My Guest: Sara Kooperman, JD, CEO of SCW Fitness Education, WATERinMOTION® and S.E.A.T. Fitness, is a visionary leader that has transformed the fitness education community. A successful business owner and advisor, she is a keynote speaker, published author, webinar host, podcast presenter and sought-after industry leader. Sara has launched seven (7) successful MANIA® fitness-professional conventions & Business Summits, another six (6) Streaming Conferences, and over 40 live and online certifications. Her company has touched more than 100,000 Fitness Professionals face-to-face and engaged another 300,000+ in virtual connections. Having produced over 600 Fitness Instructor Training videos, written several books, and been published repeatedly in magazines and newspapers, Sara is well-known for her creativity and impact on the health and wellness industry. She has a unique ability to share her passion and devotion towards fitness education through her humor, enthusiasm, and her effervescent no-nonsense personality. Sara is committed to sharing her knowledge and expertise as a fitness industry leader for the past 4 decades through speaking engagements across the world. She is a favorite presenter for the IHRSA, Filex, canfitpro, Athletic Business Show, Medical Fitness Association, International Council on Active Aging, JCC, Club Industry, YMCA, Illinois Park & Recreation Association, AYP, IDEA, FitPro, Marriott Vacation Club, Gold’s Gym, WIFA, Nevada Recreation & Park Association as well as over a dozen international events throughout the world. Sara is also the former Owner and CEO of Les Mills Midwest, which she successfully led for over 10 years. There’s More Sara is an attorney who graduated from Washington University School of Law and completed undergraduate work from Cambridge University in England. Sara was selected as a Gold Medal winner distinguishing her as a business leader who has contributed to the economic health of her community. She also is the proud recipient of the Illinois State Business Woman of the Year and AEA’s Global Award for Contribution to the Aquatic Industry. Having been a former adjunct faculty member for the Kenneth Cooper Institute, ACSM, NASM, ACE and AFAA, Sara serves on the Gold’s Gym Think Tank, is on the canfitpro Advisory Panel, was a founding board member for the Women In Fitness Association (WIFA), and is a proud inductee into the National Fitness Hall of Fame. Sara currently serves on IHRSA’s Headlight Committees for Facility Standards and is also a Co-Host of IHRSA’s Talks & Takes Monthly Talk Show. Recently nominated for the IDEA Fitness Leader of the Year Award, Kooperman won the 2022 Most Innovative Fitness Pro by Fitness Industry Technology Council. Sara has left an indelible mark on the fitness industry as a whole. The Rest What I haven’t said is that she could do stand up comedy, she’s a down to earth mom of boys, she’s refreshingly “no BS,” creative, and has the ability to both teach on the level that participants in her fitness classes appreciate and then take in the big picture and change the face of an industry. That’s all before lunch. The harder I work the luckier I get. -Sara Kooperman 00:00 Questions we answer in this episode: 07:59 What is the best piece of advice you’d give new trainers? 13: 04 What would you do the same or different? 13:50 What was the biggest leap you’ve taken in your career? 16:14 How much did the pandemic impact you and your businesses? What was the hardest as a leader during that time? What are some of the biggest mistakes you’ve made and how did they end up helping you? 25:30 If you were STARTing over how would you promote yourself and your business? A few nuggets from Sara Kooperman for starting over or starting:
As a woman in business, I do not cry. -Sara Kooperman How to Connect with Sara: She’s Social: @scwmania #scwmania #waterinmotion @seatfitness Listen to Sara’s Interview on Flipping 50: https://www.flippingfifty.com/midlife-fitness-changes I built my entire business on "what if" -Sara Kooperman Additional Resources: Marketing to Women: Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course 5 Days to More Midlife Clients: https://www.fitnessmarketingmastery.com/5daysmoreclients Other Episodes You May Like: Fitness Marketing to Midlife Women: https://www.fitnessmarketingmastery.com/marketing-midlife/ When Your Business Isn't Growing: Fitness Marketing Basics: https://www.fitnessmarketingmastery.com/fitness-marketing-basics/
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Wed, 29 June 2022
If your fitness clients aren’t getting results, it’s alarming, right? You know that session or two, even a week or two of a plateau is normal, but it gets hard to come up with answers about why it might be true to calm your clients. 00:00 Unless of course, you start to second guess them. Are they cheating? Are they overestimating exercise they’re doing outside of sessions or underestimating caloric intake? But none of these is the most likely reason your female fitness clients aren’t getting results if you’re working with midlife female fitness clients. Look, there’s the easy stuff you can teach that anyone is teaching today about losing inflammatory foods. But the easy and obvious answer isn’t so obvious to many trainers. So, here you go. These three reasons have two things in common.
For midlife female fitness clients, that may be something they wish for but haven’t had in a while. If you don’t know how to sequentially coach your clients on the solutions to better sleep, then I suggest you get my quick and dirty freebie. (LINK to new FMM sleep freebie-https://www.flippingfifty.com/sleeper 05:23 # 1 Cortisol If cortisol is high (or low) there is either too much muscle breakdown or too little energy and the body and metabolism are slowing down everything. Muscle breakdown and fat storage both occur far faster in the presence of high cortisol than do lean muscle gains and fat burning. When even one night of sleep deprivation occurs, cortisol levels the next day work against your client’s goals. 06:12 #2 Growth Hormone This hormone is key to growing lean muscle. The right strength training stimulus – you’re probably providing if you’re listening to this – is one way to boost it. In fact it’s one of the best. But did you know? Growth hormone is released during deepest cycles of sleep. So a woman who is having hot flashes, and night sweats and or has an old dog or a snoring spouse… is going to suffer. She’s waking up multiple times and never allowed into that deep sleep. Other women have had insomnia for years. You know what happens for them? They just accept it. And they say, “that’s good for me” when they sleep for 4 hours straight or don’t wake until 4 even though they don’t need to wake up til hours later. You can be a key turning point in them changing the story they tell themselves. I met Jennifer when she was in her early 60’s. She’d had insomnia for decades. We tried everything, with some success. But finally, I said, let’s check with your doctor to see what would be the smallest viable sleep supplement with least side effects possible. With the help of that sleep aid, she changed her sleep habits, her relationship with bedtime, and lost 100 lbs. 12:13 #3 Testosterone If you’ve got women in midlife still drinking wine, skimping on protein and doing cardio, they’re killing their testosterone. It too is created during deep sleep cycles. Other ways of optimizing testosterone include the opposite of what I mentioned as saboteurs. That is, interval training, strength training, and high protein. 15:01 That’s it… 3 ways, or really one way to improve 3 hormones that will change your relationship with your clients and improve their results. Turn your business into a coaching business as well as a training business by leveraging knowledge like this.
Resources: Sleep Tips for Your Clients (new link..https://www.flippingfifty.com/sleep-fmm-specialist-opt Flipping 50 Menopause Fitness Specialist (https://www.flippingfifty.com/specialist) Other Episodes You May Like: Why Some Women Struggle with Weight, Hormones at Menopause: https://www.flippingfifty.com/hormones-at-menopause/Midlife Weight Gain Occurs Over Decades | The Misunderstood Delusion:https://www.flippingfifty.com/midlife-weight-gain/
Direct download: FMM_3_Reasons_and_fixes_Your_Female_Fitness_Clients_Arent_Getting_Results_-_Edited.mp3
Category:coaching clients -- posted at: 3:00am MDT |
Sat, 25 June 2022
YouTube strategies may not be top of mind for your marketing. But still today it acts like a search engine and ranks 2nd only to Google. So it’s worth looking at. And for those already there, but not actually using a strategy, this is for you. Consistency is a girl’s best friend, for weight training, and for protein, and yes for content marketing… but that's not all. Consistently creating content that your ideal customer values is most important. Even with that though, if your call to action isn’t creating new leads and customers daily, it’s not going to support the growth in your business you truly want for marketing effort. In this episode I’ll share YouTube Strategies that I used to grow my channel to 134, 000 mostly before the pandemic. I’ll share what happened during and since the pandemic to that growth and strategy, too. You could say that these YouTube strategies work for any platform, including blogging and podcasting for that matter. Each platform has its own nuances, however. I wrote about that in the Health and Fitness Professional’s Guide to Social Media Marketing. Though that was published before the pandemic, the foundation of each of those platforms hasn’t changed. Just possibly it has amplified. 00:00 The 4 Cs in YouTube Strategies:
Let me start though with one C that isn’t a reason your marketing strategy isn’t working. It’s not conviction and it’s not even commitment to your passion. You’re convicted to serving people and you’re committed to doing it. You’ve been doing it and there’s a chance that you’ve said, “I’d do this for free.” I worked with trainers with such a helping nature they said that! And I had to tell them what a mistake that would be. And it was always the trainers with the most knowledge, most humility, most dedication to learning that were the most giving. They poured themselves into everything, and yet, didn’t see what I knew… burnout, broke and changing careers just around the corner. But that’s not the worst… the worst is that you won’t help people committed and convicted to improving their own health if you charge nothing. When we pay we pay attention. When you raise your rates you will often do better (I’ll link to two episodes about when and how to raise your rates). Step-by-Step 05:50 Consistency Before you jump in you have to think about what ideal consistency is. At first you’ll want to throw up video after video because it’s fresh, new and exciting. But you’ve got to arrive at an ideal frequency based on two things:
Consistency is not allowing comparison mode to get ahold of you and make you feel like you’re not doing enough. It can make you feel you should publish more so you have video content on 5 topics you see someone else has. That’s neither honoring you or your audience. Think about when and how often your audience wants to consume content and when you can create and post it. 11:10 Commitment You are committed to success. You’re committed to serving your customer more than to being right or doing it the way you want to do it. That’s not to say that you don’t honor how you want to work. But it does mean that you’ve given great thought to what is best for getting your customers results. Of these 4s Strategies, Number 3 and 4 are the two that matter most 12:15 Call to Action Every piece of content you create needs a call to action. It’s either to subscribe, to watch another video, or to click to your website for something more. You don’t want too many CTAs in one video. But you definitely don’t want none. 13:31 Congruent Every decision you make is congruent with who you serve and your values. If you have a brand statement or a mission statement its often called, you use it to make tough decisions. If you identify which of these you’re not doing, and develop a plan to make sure they happen, your marketing will take you further. You may not even be on YouTube. I think it still is relevant as a search engine. Everyone is not on TikTok. Everyone is not on Instagram. Everyone does search online and if your video is the answer to their question you can be discovered. True, there are more people there than ever. But they aren’t all offering the same sage advice to the same audience that will resonate with them like you do. Resources: Ultimate Freebie Creation for Client Attraction: https://www.fitnessmarketingmastery.com/bestfreebies 3 Ways to Help Your Clients Sleep (So They Get Better Results with You): https://www.fitnessmarketingmastery.com/sleeper
Other Episodes You May Like: When to Raise Your Rates: https://www.fitnessmarketingmastery.com/raise-your-rates/ How to Raise Your Rates: https://www.fitnessmarketingmastery.com/how-to-raise-your-rates/
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Wed, 22 June 2022
If you have a female training client, I can almost guarantee she wants it all, AND they is overwhelmed before she starts. 00:00 You, dear trainer (or health coach) will be tempted to give them the diet changes, the hydration goals, and the exercise to do all at once. And they will start on Monday and blow it by Wednesday and come back to you next week sheepish, feeling like a failure already. So don’t! Here’s how to get much faster results with uncommon strategies. 04:51 #1 Give them less. For an older female training client, often overwhelmed, the best thing you can do is give them less and have them focus on it more. 06:19 Better than “more” first goals: Track protein at each meal Try adding 5 minutes to walking time this week Especially if you work with female midlife clients, sleep is key. Click here (https://www.fitnessmarketingmastery.com/sleeper) for the tips I’ve coached women to increase sleep by up to 2 hours a night. 10:02 #2 Set a daily check in. After you and your client chose that better goal, set a daily check in about it. Have them text you or use Voxer if that’s your choice to tell you how it went. Silly as it sounds, it’s not at all. It’s simply the best way to stay on track and not feel alone. When you decide to do this, preface it with the elephant in the room. Tell her, you’ll feel silly. You’ll think, I should be able to do this myself. And tell her that she’d be wrong. Pro athletes check in daily with software apps their coaches see in real time after they do the daily workouts they were assigned. For the highly successful, there is always a team. Here’s how I know this. Introvert me, could easily talk to no one for days. I can create a ton of content, market it, grow my business along just fine. But if I want to amplify what I’m doing, I check in with my mastermind team, my coach, and colleagues who also do not want to accept status quo. Listen, most people go through the motions. They complain about success they don’t have from work and effort they didn’t do. So, to get results you have to have the accountability to someone outside yourself. Too many are like crabs in the bucket pulling you down to average. (tune in to an upcoming podcast on Flipping 50 if you want more on that topic). 16:42 #3 Create External Rewards. I know, I know. We think we need to create an internal motivation where it’s only important to the individual. And often they’ll tell you, they don’t want anyone else to know until … they’ve lost a few pounds… or they see progress in some other way. But that will backfire. I’ve trained for a dozen marathons, more than half of them followed a 2.4-mile swim, and a 112-mile bike ride (also known as Ironman). The first thing you do when you’re training with a group, is tell the world. You’re encouraged to write letters, share it with everyone (even if you’re not fundraising). That’s because saying it out loud helps YOU believe it more, or in this case your client. Help her tell others, start saying “this is what I’m doing” not “this is what I’m trying.” Whether it’s dinner with the family, a massage, or a pedicure… just for consistently hitting activity or protein goals mentioned above doesn’t really matter. That it’s a public goal and a publicly celebrated reward.. that’s the difference. 21:32 Make It Easy Your female training client has a lot on her plate, especially if in midlife. Make it easy. Even for the ones that want more and want it to hurt and want to feel sore (they’re out there), strategically hold them accountable to small things. You’ll increase success rates with all kinds of clients by keeping them coming and injury free. Working exclusively with the female training client? I’d love to hear from you! Resources: Sleep Tips for Your Midlife Clients: https://www.fitnessmarketingmastery.com/sleeper More Midlife Clients Now (link https://www.fitnessmarketingmastery.com/5daysmoreclients
Other Podcasts You May Like: 20 Tips to More Midlife Fitness Clients Post Pandemic | #319: https://www.fitnessmarketingmastery.com/more-midlife-clients/ Training 7 Women’s Hormone Phases of Life | Fitness & Health Pros: https://www.fitnessmarketingmastery.com/hormone-phasesWomen’s Fitness, Health, & Hormones | Training Menopause: https://www.fitnessmarketingmastery.com/hormone-course
Direct download: FMM-3_Fast_Ways_to_Better_Results_for_Female_Training_Clients_-_Edited.mp3
Category:coaching clients -- posted at: 3:00am MDT |
Sat, 18 June 2022
If you think there are Instagram secrets that magically will gain you verified status, grow your followers by 10k or… that you even want to do that… this is not your episode! Oh, and if you’re being asked to invest 1-2K to grow your followers by 10K on the daily, don’t! It’s so tempting right? Even though its going to ultimately hurt you when you have zero engagement… it sounds like something you can almost justify. Try these instead. 1) Post good content that connects and relates to your ideal customer 2) If you have less than 1000 followers and you’re not growing steadily, if not rapidly, from your content, change what you’re doing 3) Lead with news, value, and tips you want to talk about for years, in a new way: edutain 4) Post good content and then skip a day… sometimes two or three without posting anything but stories 5) Post to stories frequently to stay engaged with your current followers 6) Make a call to action in every post (just not to buy: this is rare and best as paid advertising) 7) Use hashtags that make sense and use enough not too much 8) Prime your audience 9) Gather like-minded friends with similar-sized accounts and support each other 10) Look at your best-performing content. Numbers don’t lie. If you tracked when you posted, considering (day/time), consider the topic, and the cover. Start creating a content grid to record what and when you post, the content topic, and how you entertained when posting, and you will soon see common denominators. Even if algorithms change some of what you learn will remain true. And the biggest support? If you’re going to do something that helps you most… here’s what it would be: Without a lot of followers, you need a posse that will help you gain lift. Find a group of like-sized colleagues. When you share a post, share it to your DM group. And agree to help each other with a like, comment, and share to story (when appropriate). Then it’s up to you to be sharing content that is uplifting and inspiring, not promotional in nature that someone want to share. The real Instagram secrets are to post with insight about your audience like no one else has. Know one of them like a best friend. Don’t collectively try to target someone that doesn’t exist by pulling this and that from each. What HURTS Engagement Stop promoting programs in your timeline. No one will share that for you. That’s for email or paid advertising. You can earn it if you rarely do it, and you’ve grown a following and engagement, but notice big accounts? They don’t do this. What makes you feel like you should? Stop ignoring what your followers struggle to reach more people are telling you. You are getting feedback about your content or about how you’re posting, even if you aren’t gaining traction. It is a result of the habits you’ve had so far. Like we’d say to our clients, if it’s not working, change the habits. What Instagram secrets have you found work for you best? Resources: Health & Fitness Professional’s Guide to Social Media Marketing: https://www.amazon.com/Health-Fitness-Professionals-Social-Marketing/dp/1606794353 3 Ways to Help Clients Sleep Better : https://www.fitnessmarketingmastery.com/sleeper 5 Days to More Midlife Clients: https://www.fitnessmarketingmastery.com/5daysmoreclients Other Episodes You Might Enjoy: 4 Unlikely Testimonial Sources You're Not Using: https://www.fitnessmarketingmastery.com/testimonial-sources/ Viral Reels for Fitness Business: https://www.fitnessmarketingmastery.com/viral-reel/
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Wed, 15 June 2022
Dreaming of 6-figure months? Willing to settle for a 6-figure year? Well, listen, I was too. I went from a very comfortable, no debt, space to move and loved it. But wanted more…. You know more, right? Show Note: Almost 11 months ago I shared details about what it took to do this the first time. What I've learned in the process of rinse-and-repeat is here in this podcast. The first episode is linked below. Then I went from not even making 6-figure years to 6-figure months within 3 years. The difference? Well, the Menopause Fitness Specialist for one. Flipping 50’s Menopause Fitness Specialist course and Marketing to Women course have been super supporters of trainers and health coaches during the pandemic. But... There's More But it really wasn’t that. It was 6 different mindset shifts that I either made or helped other trainers make that helped me reach 6-figure months. I had these shifts or needed to revisit them. And I’m just going to share them with you. Because no matter where you are, you can potentially relate to this itch, desire, knowing you were meant to do more than you are now, but not knowing how or who gets it and you. I do, listener. So here it is. Stop thinking busy is productive You know what I mean. Not having a plan for today, yesterday or last week. Do things that have a direct link to either growing revenue or growing your audience: the two things that will grow your business. Do fewer but proven strategies. You don’t have to, and really you can’t, do it all. But you have to go all in on the few things that matter. At a point in your business life, that’s creating. Then it’s marketing what you created and servicing your customers. You show up, not only when you’re marketing, but when you’re servicing. Success leaves clues. Don’t copy but look at models right in front of you. Do the math and know what you need to do. Successful trainers have goals for each program. The revenue goals for a year convert to months. Revenue for a month converts to the revenue for a program, or the number of private clients. If you have a revenue goal, you then know how many of your services you’re going to sell. (See what I did there? I didn’t say need to sell. A truly committed entrepreneur commits to what they are going to do, talks about what they’re going to do, and does it. If you’re going to see how it goes, your mindset is not on your side.) It takes a village: support those that support you Surround yourself with others who are doing what you’re doing or want to do. It takes asking for help. Successful people never don’t have a coach or a mastermind. They try to be not the smartest, but the most eager to learn and openminded, coachable in the room. It’s a trait that can’t be ignored among every successful entrepreneur. Look at them and you’ll see at least one group and at least one coach. Many of us have more than one coach… a mastermind, a business coach, a marketing coach, a speaking coach, there will be a time when you want each of them. Left to your own thoughts – or a half dozen podcasts, webinars, and workshops - you’ll slow your progress. You don’t want it too fast or too slow. Build an email list above all else. Not just build it, nurture it. Send them something they value at least once a week. More frequently is probably better if you’re going to keep them engaged. The 6-figure months were in large part due to my email list growth (and regular hygiene)! Do the right things consistently. This means literally creating programs, tweaking programs, creating funnels, emails to your audience, looking at your conversion rates, and making calls. If you don’t have unlimited amounts of dollars to spend on advertising, then calling people is the fastest way to inject your business with revenue. Everyday call one person and ask them to become a client. If you speak, then you’re calling to get booked speaking. If you’re a coach, you’re calling every day to ask a client to be a coaching client. If you’re a personal trainer, you call one person every day to ask them to start, come back, or to refer a customer. Guess what? I have clients work with me for 12 weeks who are thrilled when clients ask to work with them one on one, but who won’t call people they know they could help. They say they don’t want to do that. They want to do programs. Programs unless they cost $5000 or $10,000 are a long game. You’re going to have to play the long game and build your brand by putting yourself out there to speak and talk and interact with big audiences for a small program revenue to work. Can you survive while you’re doing that? It’s very hard. Don’t complain about money you don’t have from work or commitments you’re not doing. That goes for relationships and work both. If you don’t show up consistently for someone, if something else is always more important or interrupts the things that make a difference… you’re not that committed. The 6-figure months are within anyone’s reach. You just have to know it’s what you want and set out a plan to reach it. Resources: Marketing to Women course: https://www.fitnessmarketingmastery.com/copywriting-course Flipping 50 Fitness Specialist: https://www.flippingfifty.com/specialist Ultimate Freebie creation: https://www.fitnessmarketingmastery.com/bestfreebies Sleep Tips for Your Customers: Previous Episodes You Might Like: 6 Most Profitable Programs for Personal Trainers: https://www.fitnessmarketingmastery.com/profitable-fitness-programs/ Reset Your Money Mindset: https://www.fitnessmarketingmastery.com/reset-your-money-mindset-raise-your-earning-potential/ 5 Lessons... From $135k in 30 days: https://www.fitnessmarketingmastery.com/lessons-for-fitness-health-coaches/
Direct download: FMM6_figure_months_-_Edited.mp3
Category:Personal development -- posted at: 3:00am MDT |
Sat, 11 June 2022
The amount of women who deal with disordered eating on a daily basis is stifling. These are women, and may be you, who think about food from the moment they wake until they go to bed at night. They focus on what they will eat, what they won’t eat, and how much. Least of all they focus on how hungry or satisfied they are. And they’ll come to you for help with weight issues that are potentially catching up with them after struggling for years or retriggered because of the changes that occur during menopause. At no other time since puberty has the body gone through such a major change than as menopause, even including pregnancy which has it’s own challenges and changes. At menopause though may have the advantage of having other individual’s health at stake. The midlife woman is often influencing daughters and knows it. That may make the need or desire to change stronger. 00:00 My Guest: Mindy Gorman-Plutzer brings 2 decades of experience to her private practice as a Certified Functional Nutrition and Lifestyle Practitioner and Eating Psychology Coach. Mindy’s life experience and training inspired her to create a framework that combines functional nutrition, positive psychology, and mind/body science; introducing a compassionate resolution to physical and emotional challenges resulting from chronic and complex health issues, as they relate to Eating Disorders. She’s the author of The Freedom Promise: 7 Steps To Stop Fearing What Food Will Do TO You and Start Embracing What It Can Do FOR You. Questions we answer in this episode: 03:01 What are some things you’d like health coaches and trainers to know about E.D. recovery? 07:10 How often might it be true that a woman doesn’t want to change yet, how would a fitness or health coach positively coach clients with disordered eating? 08:20 What are examples of “active listening”? 10:35 A coach or trainer can easily feel the all eyes on her and be dealing with a disorder themselves. What do you recommend a coach do working with clients with disordered eating, while they currently are being triggered themselves? It’s not uncommon for midlife women to be in denial about disordered eating, or to simply not recognize it because it has been a pattern for so long. When they’re ready, the teacher shows up, and it might be you. Connect with Mindy: Website: www.thefreedompromise.com/guide She’s Social: Facebook:https://www.facebook.com/TheFreedomPromise/ Instagram: https://www.instagram.com/thefreedompromise/ Twitter: https://twitter.com/FreedomPromise Resources: 5 Days to More Midlife Clients: https://www.fitnessmarketingmastery.com/5daysmoreclients Other Episodes You May Like: 3 Reasons Your Midlife Clients Aren’t Getting Results: https://www.fitnessmarketingmastery.com/female-fitness-clients/ 3 Fast Ways to Better Results with Clients: https://www.fitnessmarketingmastery.com/female-training-clients/
Direct download: FMM-_Mindy-Gorman-Working_with_Clients_with_Disordered_Eating_-_Edited.mp3
Category:coaching clients -- posted at: 3:00am MDT |
Wed, 8 June 2022
The best way to immediate sales is better email marketing. Social media is a way to be in front of strangers. Who then should come to your subscriber list because you’ve earned their trust and you have something they want. Listen, you don’t have a relationship with people who randomly see an ad. If you don’t have a significant engagement on social media, posting about something you’re selling there, will HURT you.
Look at where you were on social six months ago. How’s your engagement today compare – the number of comments and likes, saves on Instagram for instance, the number of subscribers and length of watch time on YouTube? Has it increased? Not by much? Then what you’re doing isn’t working. So, there are plenty of posts and podcasts for you here at fitnessmarketingmastery.com but for now, let’s define better email marketing and get better email marketing results!
Because with every email you send, you can make a sale.
But let’s be real: It only works if you nurture with content that your subscribers value You’ve got to take the time to craft effective emails You need persuasive writing, not your English lit idea of writing Passing this task off to someone else will backfire
To make this really easy, think back to any love letters you ever wrote or received, and if that’s a void black hole, look up some historical love letters (often they’re poems).
Try these prompts:
Think: “ditto” from Ghost. For me, it was “me to you.” It was a sentiment that meant “I love you too.” Before I ever said those three little words, I drew it on his leg with my finger during a movie. (And hey, I share all of the details INSIDE the podcast, so for examples, be sure you listen!)
Look, better email marketing may never have been a blip on the radar when you said, I want to be a personal trainer or a health coach. But it’s the best way to help those seeking you the fastest.
If you’re online and using social media to serve women virtually or locally, they are all receiving and reading emails daily.
Are they reading one from you? Nurture them, talk to them, and you’ll find your relationship rewarding you with more ideal customers.
I hope this got your wheels turning with great ideas. Please lmk. You know, when we say that in emails or podcasts, we really mean it right? I definitely want to hear from you.
Resources: Marketing to Women Copywriting Course:https://www.flippingfifty.com/copywriting-course
Create the Ultimate Freebie: https://www.fitnessmarketingmastery.com/irresistible-freebie-how-to/
Other Episodes You Might Like: Email Marketing for Fitness Business Success: https://www.fitnessmarketingmastery.com/email-marketing-fitness-businesses/Health Coaches & Trainers | Get Emails Delivered and Opened:https://www.fitnessmarketingmastery.com/get-emails-delivered-and-opened/
Direct download: Fitness_Marketing_Mastery_-__Better_email_marketing_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Sat, 4 June 2022
Messages from 2019 won’t work as well as a 2022-driven message for your fitness brand right now. You don’t want to miss this episode with Fitness Celebrity Natalie Jill, who’s built a following of over 3 million on social media in the last 15 years. 00:00 You’ll hear how she’s not just chosen, but been forced to pivot, and her fitness brand right now is continuing to grow because of it. In this episode, I asked her what she would do if she was in your shoes, and what her biggest mistakes along the way were so that you can learn and grow from the insight.
If you’re scared, frustrated, or feeling unrewarded for the hard work you’re doing, listen in. No one has a smooth ride all the way through and Natalie Jill is no different. As you hear her resilience, you may recognize some of the fight in you too.
There’s a place and a need for your fitness brand right now. Here’s how to pivot what you may be doing and turn it into better results.
My Guest: Natalie Jill is a Fat Loss Expert And Creative Sales Strategist who helps women ReIgnite, ReDefine and ReBrand what aging has to mean! 50 years old herself, she is changing conversations around age, potential, and possibility! She helps entrepreneurs craft their unique compelling STORY, expand their brand and excel on social media. She used the exact methods she teaches to grow her globally recognized fat loss and fitness brand with well over 3 million social media followers worldwide, two best-selling books, a top-ranked podcast, and recognition from Forbes and Greatist several years running as one of the top health and wellness influencers in the world.
Questions we answer on this podcast:
LISTEN TO THE FULL FLIPPING 50 EPISODE with Natalie Jill too: https://www.flippingfifty.com/redefine-aging/
Connect with NatalieJill: Website: https://www.Brandstoryexpansion.com/goal Listen Up! Podcast: https://itunes.apple.com/us/podcast/leveling-up-creating-everything-from-nothing-natalie She’s Social: Instagram: https://www.instagram.com/nataliejillfit/ Facebook: https://www.facebook.com/nataliejillfit YouTube: https://www.youtube.com/nataliejillfitness Pinterest: https://www.pinterest.com/nataliejillfit/
Resources: Marketing to Women Copywriting Course fitnessmarketingmastery.com/copywriting-course
Flipping 50 Menopause Fitness Specialist flippingfifty.com/specialist Other Episodes You Might Like: 4 Steps to Create Fitness Marketing Videos | Easy Fitness Marketing: https://www.fitnessmarketingmastery.com/fitness-marketing-videos/Are the Words You Use Costing You Customers? | Fitness Pros:https://www.fitnessmarketingmastery.com/costing-you-customers/Taking Care of You | Personal Trainer & Coach Business Plan:
Direct download: Fitness_Marketing_Mastery_-_How_to_Pivot_Your_Fitness_Brand_Right_Now_with_Natalie_Jill_-_Edited.mp3
Category:Personal development -- posted at: 3:00am MDT |
Wed, 1 June 2022
I think training women in menopause comes with a responsibility. If it’s our mission to serve them, then we’re tasked with the need to call out them… and us… when we’re misfiring ageist messages. 00:00 I think we can agree with this: Age doesn’t matter. It’s ability. But age will matter as long as clients say, and you give validation to: I’m _____ (age) what exercise should I be doing? You look great for your age! I just can’t do that any longer at my age. After menopause, you need to take it easier.
None of the answers to those questions is founded in science or legitimized by anything but years of conditioning and habit. How you answer unless you’re schooled in the science of muscle, bone, fat, and metabolism for women over 40 wouldn’t be anything more than your conditioning and opinion, or maybe a desire to sell something.
We’re not immune to ageism though, especially if you hear a question or statement like one of these are immediately are forming an answer… INSTEAD of stopping the conversation right there and talking about the impression they have falsely acquired. 03:16 The Real Conversation If you’re training women in menopause, you unintentionally could be falling into this trap. And it’s not your fault… until well, now.
Because once you know, if you think like me, if you have the ability, you have the responsibility to change it.
You are either the change or a part of the problem.
If training women in menopause comes with a responsibility to know beyond the basics of exercise prescription (and of course it does), then we have to think more closely about our own use of messages in conversation with clients, including reaching them on social media.
Let me give you some more examples of potential ageism.
Book titles and hashtags and program names all fall into this gray area that takes some dissection.
Younger Next Year #foreveryoung #agingbackwards #aginginreverse #reverseaging #turnbacktime #turnbacktheclock #antiaging
I’ve recently shared (something you want to know more about if you share resources with your audience) C60 Purple Power with my audience. I’m using it (I don’t share anything I don’t use and then share the actual experiment with my audience).
It’s a carbon molecule that has been found to be able to influence many things associated with aging. Among those are not only restoring libido, and mitochondria production, but wrinkles, fine lines, and graying.
So, I wonder, even in that, if I’m ageist if we seek to turn back the clock to a time when we didn’t have gray hair (for me, unfortunately, that would be 26!), or wrinkles… then aren’t we trying to defy aging instead of embracing it? 07:23 Is that ageism? There are other virtues of the C60 product that support energy, vitality, and physical performance improvement rather than accepting a decline that “naturally” occurs with aging. Isn’t that, of course, beneficial to sustain or increase mitochondrial production if it can be done without medication, and simply by exercise, even an intermittent fasting, window, and the support of C60?
Is wanting to age better, ageism?
I don’t think so. I want to hear from you though.
I know there may be listeners who would say that you don’t have a hormone problem if your hormones are flatlining after menopause. You might say, that’s normal.
But… is normal and common acceptable? What about optimal? When did we start saying average is okay?
If it’s possible with bioidentical hormones, use of C60, or other products that are not medication with negative side effects, to have profound effects on your health, is that ageism?
Let’s look at some other words associated with age. 10:23 Neutral or Positive Age-Related statements: Every age Any age Change the way we age Change the way we think about aging, which is the entire philosophy behind Flipping50.
Change the way we age, by the way, is the tag line for the International Council on Active Aging. So, do give credit where it’s due in using it. 11:11 Consider These Positive or At Least Not Negative Phrases: Active aging Older wiser Age is irrelevant (a podcast title by Helen Fritch, by the way, please also give credit) Older fitter stronger – a book by Margaret _______________ Faster After 50 – a book by Joe Friel Proaging
Even hashtags and statements like #nevertooold … when you think about it. The statement makes old, and bad. It’s bizarre if you think too deeply about it. But there is a mild connotation with old being negative.
Of course, the recovery you’ll say is, no, it’s saying you’re never going to be that. But again, that suggests that old is something you never want. And I don’t know about you, but I think we’re not going to win that game. I like to ask questions when I’m with clients that I know the answer to… or at least know the answer to the answer they tell me. 13:33 Actions for You: Review your last 2 weeks of emails, posts, or videos Look for hashtags or statements you made Do you like your message? Anything you want to change?
I’d love to hear from you. And this is a great conversation starter with your clients! None of us realizes we do this intentionally.
The way a woman wants to age is her business. And our goal shouldn’t be to change her. Just to allow the way we each choose to age, and how we choose to get there to be just fine. If we ask, did she have work done? What’s she using?
Or say, I would never do that, or I think she looks so fake… we really should on everyone. I was at a restaurant with two friends recently and when the waitress walked away, one said, “Was that a bad botox job or what?” I didn’t notice it. So therein lies the differences we all have to what is acceptable… but yet, an opportunity to say, if she likes it, then go her! Why not celebrate the woman in a green dress even if you hate green, or the one wearing the mini that you would feel slutty in? If she likes it, she feels confident in it, do we really want to judge?
Whether age or otherwise, training women in menopause will bring you an opportunity not just to change the sequence of exercises and diets for the better, but to change acceptance and peace within ourselves that makes this a better world.
BTW, when you see me do something with an ageist slant, it’s all fair, ask me about that. We won’t make this flip overnight, any of us.
Resources: Flipping 50 Menopause Fitness Specialist https://www.flippingfifty.com/specialist More Midlife Clients in 5 Days https://www.flippingfifty.com/midlife-clients
Other Episodes You Might Like: Women’s Fitness, Health, & Hormones | Training Menopause:https://www.fitnessmarketingmastery.com/hormone-course/ 20 Tips to More Midlife Fitness Clients Post Pandemic | #319:https://www.fitnessmarketingmastery.com/more-midlife-clients/
Direct download: Fitness_Marketing_Mastery_-_Training_Women_in_Menopause__-Edited.mp3
Category:Personal development -- posted at: 3:00am MDT |
Sat, 28 May 2022
If your female fitness clients aren’t getting results, it’s alarming, right? You know that session or two, even a week or two of a plateau is normal, but it gets hard to come up with answers about why it might be true to calm your clients. 00:00 Unless of course, you start to second guess them. Are they cheating? Are they overestimating the exercise they’re doing outside of sessions or underestimating caloric intake? But none of these is the most likely reason your female fitness clients aren’t getting results if you’re working with midlife female fitness clients. Look, there’s the easy stuff you can teach that anyone is teaching today about losing inflammatory foods. But the easy and obvious answer isn’t so obvious to many trainers. So, here you go. These three reasons have two things in common. First, they’re all hormones. The second thing all three of these things have in common is… they all require adequate quality and quantity of sleep. For midlife female fitness clients, that may be something they wish for but haven’t had in a while. If you don’t know how to sequentially coach your clients on the solutions to better sleep, then I suggest you get my quick and dirty freebie. https://www.flippingfifty.com/sleep-fmm-specialist-opt
05:23 # 1 Cortisol If cortisol is high (or low) there is either too much muscle breakdown or too little energy and the body and metabolism are slowing down everything. Muscle breakdown and fat storage both occur far faster in the presence of high cortisol than do lean muscle gains and fat burning. When even one night of sleep deprivation occurs, cortisol levels the next day work against your client’s goals. 06:12 #2 Growth Hormone This hormone is key to growing lean muscle. The right strength training stimulus – you’re probably providing if you’re listening to this – is one way to boost it. In fact, it’s one of the best. But did you know? Growth hormone is released during the deepest cycles of sleep. So a woman who is having hot flashes, and night sweats, and or has an old dog or a snoring spouse… is going to suffer. She’s waking up multiple times and is never allowed into that deep sleep. Other women have had insomnia for years. Do you know what happens to them? They just accept it. And they say, “that’s good for me” when they sleep for 4 hours straight or don’t wake until 4 even though they don’t need to wake up till hours later. You can be a key turning point in them changing the story they tell themselves. I met Jennifer when she was in her early 60’s. She’d had insomnia for decades. We tried everything, with some success. But finally, I said, let’s check with your doctor to see what would be the smallest viable sleep supplement with the least side effects possible. With the help of that sleep aid, she changed her sleep habits, and her relationship with bedtime, and lost 100 lbs. 12:13 #3 Testosterone If you’ve got women in midlife still drinking wine, skimping on protein, and doing cardio, they’re killing their testosterone. It too is created during deep sleep cycles. Other ways of optimizing testosterone include the opposite of what I mentioned as saboteurs. That is, interval training, strength training, and high protein. 15:01 That’s it… 3 ways, or really one way to improve 3 hormones that will change your relationship with your clients and improve their results. Turn your business into a coaching business as well as a training business by leveraging knowledge like this. Resources: Sleep Tips for Your Clients: https://www.flippingfifty.com/sleep-fmm-specialist-opt Flipping 50 Menopause Fitness Specialist: https://www.flippingfifty.com/specialist
Other Episodes You May Like: Why Some Women Struggle with Weight, Hormones at Menopause: https://www.flippingfifty.com/hormones-at-menopause/ Midlife Weight Gain Occurs Over Decades | The Misunderstood Delusion: https://www.flippingfifty.com/midlife-weight-gain/
Direct download: Fitness_Marketing_Mastery_-_3_Reasons_and_the_fixes_Your_Female_Fitness_Clients_Arent_Getting_Results_-_Edited.mp3
Category:coaching clients -- posted at: 3:00am MDT |
Wed, 25 May 2022
What for you is successful enough? If there’s no wrong answer, no right answer, what do you really want? Is it a monetary return? Is it a certain lifestyle? 00:00 One thing I’d like for you to consider is you may already have it. I realized not long ago that I’m living my best life day today. I love my schedule, love my lifestyle, and am traveling just the right amount to the places I want to go.
If I close my eyes, or if I write in a journal about my ideal home… I’ve been living it.
And all too easily we sometimes start thinking that we have to keep striving and pushing and efforting. Are you successful enough? Or what would that look like for you?
In this short Q and A episode with Flipping 50 Menopause Fitness Specialist, Amy, we talk about her second career and how she’s building a business. … and you can too.
5-Day Kickstart to Attract More Midlife Clients. https://www.flippingfifty.com/midlife-clients
My Guest: Amy VanLiew is a Flipping 50 Menopause Fitness Specialist with certifications in Menopause Fitness, Corrective Exercise, and Osteoporosis Fitness and she’s a retired engineer! She helps women over 50 get moving and feel better even as the aches and pains of age start to creep in, all from the comfort of their own home. At 50 she learned that life should not be about punishing our bodies or starving ourselves it's about accepting ourselves, learning to navigate the changes, and being healthy enough to do the things we love to do, To feel good, to feel satisfied, and to also be able to truly enjoy this later and better half of life.
Questions We Answer in this Q and A Episode:
There you have it. You too can be successful enough.
Listen to the Full Flipping 50 episode with Amy at https://www.Flippingfifty.com/healthy-enough
Connect with Amy: Website: https://behealthyenough.com/ Amy Social: Instagram: https://www.instagram.com/behealthyenough/ Facebook: https://www.facebook.com/behealthyenough Youtube: https://www.youtube.com/c/BeHealthyEnough Additional Episodes You Might Like:Healthy Enough Over 50 | What It Is https://www.Flippingfifty.com/healthy-enough How Are Your Nutrition Recommendations Making Clients Fat? https://www.fitnessmarketingmastery.com/nutrition-recommendations/
Direct download: Fitness_Marketing_Mastery_-_Amy_VanLiew_-_How_to_Be_Healthy_Enough__Profitable_and_Successful_Enough_-_Edited.mp3
Category:coaching clients -- posted at: 3:00am MDT |
Wed, 18 May 2022
If you have female training clients, I can almost guarantee they want it all, AND they are overwhelmed before they start. 00:00 You, dear trainer, will be tempted to give them the diet changes, the hydration goals, and the exercise to do all at once. And they will start on Monday and blow it by Wednesday and come back to you next week sheepish, feeling like a failure already. So don’t! Here’s how to get much faster results with uncommon strategies. 04:51 #1 Give them less. For older female training clients, often overwhelmed, the best thing you can do is give them less and have them focus on it more. 06:19 Better than “more” first goals: Track protein at each meal Increase sleep quality https://www.flippingfifty.com/sleep-fmm-specialist-opt Try adding 5 minutes to walking time this week Especially if you work with female midlife clients, sleep is key. Click here (https://www.flippingfifty.com/sleep-fmm-specialist-opt) for the tips I’ve coached women to increase sleep by up to 2 hours a night. 10:02 #2 Set a daily check-in. After you and your client chose that better goal, set a daily check-in about it. Have them text you or use Voxer if that’s your choice to tell you how it went. Silly as it sounds, it’s not at all. It’s simply the best way to stay on track and not feel alone. When you decide to do this, preface it with the elephant in the room. Tell her, you’ll feel silly. You’ll think, I should be able to do this myself. And tell her that she’d be wrong. Pro athletes check in daily with software apps their coaches see in real-time after they do the daily workouts they were assigned. For the highly successful, there is always a team. Here’s how I know this. Introvert me could easily talk to no one for days. I can create a ton of content, market it, and grow my business along just fine. But if I want to amplify what I’m doing, I check in with my mastermind team, my coach, and colleagues who also do not want to accept the status quo. Listen, most people go through the motions. They complain about the success they don’t have from work and the effort they didn’t do. So, to get results you have to have the accountability to someone outside yourself. Too many are like crabs in the bucket pulling you down to average. (tune in to an upcoming podcast on Flipping 50 if you want more on that topic) 16:42 #3 Create External Rewards. I know, I know. We think we need to create an internal motivation where it’s only important to the individual. And often they’ll tell you, they don’t want anyone else to know until … they’ve lost a few pounds… or they see progress in some other way. But that will backfire. I’ve trained for a dozen marathons, more than half of them followed a 2.4-mile swim, and a 112-mile bike ride (also known as Ironman). The first thing you do when you’re training with a group is tell the world. You’re encouraged to write letters, and share it with everyone (even if you’re not fundraising). That’s because saying it out loud helps YOU believe it more or in this case your client. Help her tell others, start saying “this is what I’m doing” not “this is what I’m trying.” Whether it’s dinner with the family, a massage, or a pedicure… just for consistently hitting activity or protein goals mentioned above doesn’t really matter. That it’s a public goal and a publicly celebrated reward.. that’s the difference. 21:32 Make It Easy Your female training clients have a lot on their plates, especially if they’re in midlife. Make it easy. Even for the ones that want more and want it to hurt and want to feel sore (they’re out there), strategically hold them accountable to small things. You’ll increase success rates with all kinds of clients by keeping them coming and injury-free. Working exclusively with female training clients? I’d love to hear from you! Resources: Sleep Tips for Your Midlife Clients: https://www.flippingfifty.com/sleep-fmm-specialist-opt
More Midlife Clients Now: https://www.fitnessmarketingmastery.com/5daysmoreclients
Other Podcasts You May Like: 20 Tips to More Midlife Fitness Clients Post Pandemic | #319: https://www.fitnessmarketingmastery.com/more-midlife-clients/Training 7 Women’s Hormone Phases of Life | Fitness & Health Pros: https://www.fitnessmarketingmastery.com/hormone-phases/Women’s Fitness, Health, & Hormones | Training Menopause: https://www.fitnessmarketingmastery.com/hormone-course/
Direct download: Fitness_Marketing_Mastery_-_3_Fast_Ways_to_Better_Results_for_Female_Training_Clients_-_Edited.mp3
Category:coaching clients -- posted at: 3:30am MDT |
Sat, 14 May 2022
Your female entrepreneur playbook is on the way. Better yet, it’s an audio edition, so lace up your shoes and get busy while you listen to this. My guest is going to help you become credible, have authority, and boost your brand. 00:00 I can tell you the power of a book is great. It puts your words and message in front of many over and over again. Though I don’t like to refer to books as calling cards, I do think they make it easy to the marketing- or self-promotion–adverse. It’s easier to promote a book to get themselves out there when they otherwise would not. Whether you have a traditional publisher or you self-publish, or you do something between, the value of a book also includes the fact it will force you to express your message clearly and concisely. It will boost your confidence and give you soundbites you’ll use forever. Listen in to this episode for the female entrepreneur playbook you’ve been waiting for! Want more midlife clients? 5 Days to More Midlife Clients Challenge: https://www.fitnessmarketingmastery.com/5daysmoreclients
My Guest: Patricia Wooster is a former corporate software executive turned traditionally published author of thirteen books and the self-published author of three business books. She is the founder of WoosterMedia which transforms leaders, entrepreneurs, athletes, influencers, and thought leaders into published authors who amplify their message through high-impact books. Patricia has worked on over 350+ traditional publisher projects and helped countless others self-publish their books. She coaches people through the process of creating a transformational experience for their readers by mastering their message, engaging with their readers, and adhering to the high standards set by the traditional publishing industry. Her clients have landed agents, publishing contracts, speaking opportunities, and best-seller status. Questions we answer on this podcast:
There you have it. She wrote the book, the female entrepreneur playbook. And she’s not only written dozens herself but she’s made it possible for entrepreneurs just like you to do the same. You have a story and a message. No one else has your stories, and each of them makes you unique and connect you to your ideal customer. But… only if you tell them. Connect with Patricia: Website: https://www.patriciawooster.com
She’s Social: Instagram: https://www.instagram.com/patriciawooster/ YOUTUBE: https://youtube.com/channel/UCxZRFsJLZT5DMqB4lA_vPew Linkedin: https://www.linkedin.com/in/patriciawooster/ Facebook: https://m.facebook.com/WoosterPatricia
Additional Resources: 5 Days to More Midlife Clients: https://www.fitnessmarketingmastery.com/5daysmoreclients Marketing to Women Fitness & Health Coach Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/
Create the Ultimate Freebie: https://www.fitnessmarketingmastery.com/irresistible-freebie-how-to/
Direct download: Fitness_Marketing_Mastery_-_Patricia_Wooster_-_Edited.mp3
Category:career choices -- posted at: 3:00am MDT |
Wed, 11 May 2022
I’ve got some testimonial sources you may want to tap into in this episode! Already asking for testimonials regularly? You might be tempted to skip this one. But don’t! 00:00 Videos of your successful clients are always going to work, right? But there’s something that you’re not using that may be the difference between someone pulling the trigger and deciding to start training with you. 02:40 In order of testimonial strength, I’d say we have this right now: You adding a text quote from your testimonial sources and adding their first name and maybe age. Including a quote that adds a full name and age. A screenshot of a social media post with name blacked out A screenshot of a social media post including profile name A video of a client with a first name (and potentially age) A video of a client with a full name
And the power of a testimonial increases if you ask the right questions. (Check notes for previous content on testimonials) 05:42 Who else’s life was changed because of the change in your client? One of the key questions I ask customers when they’re thinking about getting started is who else is affected by them not being where they want to be. Say someone tells me that they have been thinking about it for a long time and they think about it frequently, I’ll ask who else is impacted. How many times have you asked a customer to share a testimonial? Or you’ve taken a screenshot of their comment on social media? And if you’re not doing this, start! It should be a regular part of your process for every program, every final client session, and every event. Just automatically have it go out. Have another follow-up if they pay no attention the first time. And then … 08:40 There is strength in numbers. So, don’t miss these sources of testimonials:
12:48 Can you see the power of hearing a child talk about the change in their parent? Not only could that put a tear in the eye of a viewer, it may make them take the leap because often things get expressed like fears that couldn’t be spoken out loud when the fear was still felt. The power of a young child or grandchild is going to be different than that of an adult child but don’t rule any of them out. So, what testimonial sources are you forgetting, friend? Who else should you ask that can share what you do? In better words that you can say yourself? Resources: 5 Days to More Midlife Clients: https://www.fitnessmarketingmastery.com/5daysmoreclients
Other Episodes You May Like: How to Gather the Best Fitness Testimonials and Use Them: https://www.fitnessmarketingmastery.com/fitness-testimonials/ Blueprint for Your Fitness & Health Coaching Business Plan:https://www.fitnessmarketingmastery.com/health-coaching-business-plan/
Direct download: Fitness_Marketing_Mastery_-_4_Testimonial_Sources_-_Edited.mp3
Category:Personal development -- posted at: 3:00am MDT |
Sat, 7 May 2022
If you’d love to tap into social media influencer tips for marketing right now you’re in luck. It’s tough out there! With everyone in the free world on social media since 2020, you’re going to have to be better, more clear, and offer more value if you hope to have an influence yourself. 00:00 My guest is doing just that. She knows a thing or two about having a clear message vs a popular message. She’s not all rainbows and unicorns, she’s all truths and myths and reality. And trainers & health coaches, this works best. For the influencer tips for marketing we share, listen to the episode. But first, let me give you a spoiler alert: authentic works. Whether you’re listening because you love her message and you want to learn from her how to help yourself or your clients fuel better …. Or you want to understand how she’s arrived at this space she’s occupying and how she built her audience, let’s do this! My Guest: Steph Gaudreau is a strength nutrition strategist and lifting coach who helps women fuel themselves smarter. Get stronger, increase their energy, and perform better in the gym. She's the author of The Core 4: Embrace Your Body, Own Your Power and the host of the Listen to Your Body Podcast. Questions we answer in this episode:
Connect with Steph: Website: https://www.stephgaudreau.com
She’s Social: Instagram: https://instagram.com/steph_gaudreau Instagram: https://instagram.com/fuel.your.strength
Resources: Listen to the episode with Steph for FLIPPING 50 here: https://www.flippingfifty.com/eat-for-strength-training/ Marketing to Women: Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/ 5 Day Marketing Flip: https://www.flippingfifty.com/5-day-fmm-specialist-challenge-opt/
Direct download: Fitness_Marketing_Mastery_-_Steph_Gaudreau-Womens_Fitness_Nutrition_Influencer_Tips_for_Marketing_-_Edited.mp3
Category:social media marketing -- posted at: 3:00am MDT |
Wed, 4 May 2022
If you’re working with midlife women and love solving the problems of insomnia, weight gain, and belly fat with exercise modifications made for menopause, and want more midlife fitness clients… or health coaching clients… this is for you. 00:00 You already realize that the time of day a woman exercises may determine how her hormones respond. She can improve or devastate her hormone status by the time of day she exercises.
You’re probably already advising women about the difference between lifting weights and lifting them according to bone building and metabolism-boosting methods for women.
But… you aren’t as certain about how to help more women. You wonder how to market more effectively so that you can make a bigger difference. Buckle that seat belt, lace up your shoes, and let’s go.
1) 04:02 Become the expert – education above and beyond Nothing comes before this. You’ve got to have the goods as much for yourself as anyone. When you know you know and you have something to say, your voice is strong. If your voice is soft, you lack confidence because of what someone will think, double down on education. But not to a fault. Here’s where trainers get stuck in overcompensating for some feeling they aren’t enough by taking more and more courses and certifications. That isn’t going to fill up a confidence hole. If you need a coach, get a coach. Work on you and your personal sense of self. Know which kind of education and training you need before you go investing in something that will never help you over the real problem. 2) 06:10 Create relationships with experts The doctors, dentists in your community, and coaches and authors online that serve your audience are golden resources for you (and you are for them). Connect with them, serve them. Like and comment and share their posts if you agree with them. That puts you on their radar. Ask to do a “live” with them on social and answer audience questions. (There’s a way to do this that sets you up for success). Once you connect by serving and giving, you can explore opportunities for referrals or affiliate promotions. 3) 07:16 Leverage social media (don’t waste it) When you have a message they need and are looking for, use it! Avoid common mistakes like incorrect use of hashtags, failure to warm up your feed before posting, and more. Are you aware of platform secrets for engagement?
4) 07:51 Avoid pitching on social media The fastest way to kill your social media success is share programs, use it like an “ad” for your webinar when it’s not an ad. (Paid ads are fine). Your organic reach is going to be stifled by that. 5) 08:54 Build your email list If you aren’t working on this daily with a juicy freebie you should be. Here’s how.
There’s both the science of knowing how to help when you get them. There’s the art of knowing who you work best with and who you repel. I gladly give client leads to our Flipping50 Fitness Specialists when I know they aren’t the right match for me. There is an abundance of midlife fitness clients who need help. Be open to the idea you’re not for everyone and that acknowledging that will bring you more business in the end.
6) 11:18 Send consistently valuable emails Once a week is minimum. If you just called your best friend once a week, would that be a little weird? Consider bumping it up to two and see what happens. Valuable means, though, not a sales pitch every time. If that’s all it is, most of us will say no thanks and hit delete or at least never read really fast. 7) 12:44 Get media exposure Every local news station needs news to fill their programming every day. If you have news, and it’s not your book or program or business, but real news you can talk about, and it’s timely and relevant, they’re interested. What recent research study is relevant to your work and their audience. By the way, women in midlife are often still watching the news on TV, so go for it. It’s not actually the appearance on the news, it’s what you do with it after that matters. 8) Write or present for the industry There are a dozen industry conferences that you can apply to speak at and share your expertise. If you have something special you’ve done and can teach other trainers and health coaches to do: a special workout, grown your social media, made X $ with a specific marketing strategy… it’s worthy of an application. If you’ve formed great relationships with physical therapists and have a unique referral process, that’s something other professionals can benefit from. I started teaching trainers the difference between coaching boundaries vs personal training back in 2000 and I’ve been presenting at major associations like IDEA, CanfitPro, NSCA, MedFit, FILEX, SCW and Club Industry, and Fitness Fest, ever since. It just takes one good idea and one conference to get started. 9) Make one call every day This is the easiest way on earth to gain clients. Few trainers or health coaches will do it. Recently a coach said to me, “How will I get to [$$$$ amount she wanted]?” and I said, “Are you still making the daily calls?” No. It had been less than 2 weeks. When you ask for help, you’re given help, you have a choice. Fewer than 2% follow through. Nine out of 10 fitness businesses still go out of business or it’s still a hobby taking a loss at tax time 5 years later. 10) Be your brand Work on your personal presentation in public. Look, I lived in a relatively small town before college, then moved to a college town that after 30 years had become pretty small. Everyone knew me everywhere I went. Then I moved to Boulder and then Scottsdale. I loved the anonymity… until… I’m in line at Walgreens (and again at the airport to board) and a woman says, “Do you have a website?” or “You look just like someone I follow online.” I can’t make this up. In both cases, also can’t make this up… it had been a busy day in business and I slapped on a visor and had not yet showered. No make-up, just getting done what I had to do. My point? I was not “representing” either of those times. In fact, was hoping to fly under the radar and not be recognized. But you don’t get to choose. So, make sure you are comfortable if it happens. (I’ve decided I am. I go on camera that way too. The message for me is more important than me getting made up and pretending I’m perfect. But you may not be. So, if you are the spokesperson for your business, decide).
One of the best organic sources of traffic for me was YouTube videos for 8 years. Until, that is the pandemic and everyone is on YouTube because there wasn’t another best choice. However, the foundation you lay there will support your efforts. While consistency isn’t a fast game it is always the best game. Call someone daily… no one does. Do videos 2 or 3 times a week… and keep doing it. No one does. You will win.
11) Talk About the Pandemic Listen, this is stupid. Few trainers and health coaches are using this in marketing strategies and it’s ridiculous. Get on it. The problems today are not the same as problems pre-pandemic. Acknowledge it and offer a solution. 12) Offer free presentations to women’s groups Every women’s group has a presentation almost as often as they have a meeting. Generally, it’s a monthly occurrence and often it’s during nine months of the year excluding summer. There may be holiday months off, but that’s 8 opportunities for you to let it be known that you can talk about exercise motivation, benefits of [your type of training], or bone density, for example. 13) Team up with organizations (for charity) Charity events are held annually in every town and city and online. Find ones that resonate with your midlife fitness clients. Alzheimer’s, Parkinson’s, American Heart or Cancer related events are a good start. Your local hospital and auxiliary are others. Be present to demonstrate how exercise or wellness reduces risk or improves outcomes. You can get in front of an audience who care about health and about community. 14) Get on video On social media, on your website pages and anywhere you can do it, video is the easiest way to do what you do best. You teach, explain, and design exercise programs that are effective. Or as a coach you provide clarity and support to clients making changes. Capture it on video and then share it (market it). 15) Write a book Anyone can write a book today. The barrier to self-publishing is low. Once you write it, it’s about marketing it shamelessly to get it in as many hands as possible. A book (well done) immediately builds credibility. That includes references, expert interviews, story, and reviewers. The complete process is not a quick fix but you can flesh out your outline for a home run book quickly if you really know your customer. Link to 5 Day Flip: https://www.flippingfifty.com/midlife-clients
More midlife fitness clients (or health coaching clients) come from the trail that leads them to you. When they get there, it’s about your voice. Are you speaking the same rate as they are, making them feel more relaxed and confident they’ve found the answer? Test your voice, your literal voice. If it sounds childlike or is hard to listen to, you can change it with practice.
16) Trademark your system You should have a unique method, system or protocol that is proven to work. You want to have clients who can give testimonials that it’s worked for them. You want to create video about why you created it. You want to talk about a single step in a presentation and mention this is just one of 5 (or 3 or 4) that you have. 17) Define your niche and stick to it The mistake most trainers make is thinking they can serve anybody and that getting specific will narrow their reach. The opposite is true. You won’t attract anybody with “everybody” messages. If a reader, viewer, or listener doesn’t see themselves in you and your message, they aren’t going to take the next step. 18) Make it easy to start Reduce the barrier. That might be free something or a money-back guarantee. 19) Go beyond “free trial” or “free consultation.” Do a free class for a charity. Meet clients where they are with a less intimidating first contact. The ones that really need you are not ask likely to register for a free consultation as you might think. That’s a big step for them. But a small challenge or a video or ebook that solves a problem for them is an easier, more convenient way to learn whether they trust you. 20) Always market. Whether it’s paid ads you keep rolling on Facebook or it’s a partnership with someone in town, you’ll always want and need new leads. The most successful keep the lead sources always nurtured and never stop. If you had too many clients and couldn’t service them, wouldn’t that be a fun problem? Then you’ll need, 10 Ways to Serve More Clients in Less Time, right? You just tell me when you’re ready. And I’ll tell you, if you can serve 10 you can serve 100, and 1000, and if you dream and you have the vision you can serve 10,000 or 100,000. You first have to see it.
The best way to attract midlife fitness clients that you know you can help is to grow your support of them first. Gain confidence and strength in your voice. Gain the knowledge you need to do that without getting stuck thinking what you need is one more certification or degree. Resources Mentioned in this Episode: 5 Day Flip: https://www.flippingfifty.com/midlife-clients Best Freebies for Best Customer Attraction: https://www.flippingfifty.com/5-day-fmm-specialist-challenge-opt/ Flipping 50’s Menopause Fitness Specialist: https://www.fitnessmarketingmastery.com/menopause-fitness-specialist Additional Podcasts You Might Like: Training Women in Menopause | Flipping 50 Menopause Fitness Specialist: https://www.fitnessmarketingmastery.com/training-women-in-menopause/Women’s Fitness, Health, & Hormones | Training Menopause:
Direct download: Fitness_Marketing_Mastery_-_More_midlife_clients_-_Edited.mp3
Category:Personal development -- posted at: 3:00am MDT |
Sat, 30 April 2022
It’s the best right? Promote affiliates and make money in your jammies! But how? Here are 5 ways (and some ways to enhance those 5 ways). And a warning… promoting affiliates is an art and a partnership. If you say yes to someone about promoting a program, it takes more than a “post.” Or an email. 00:00 Be honest about how many email subscribers you have. Know your open rate. Know that they love you and buy what you recommend. It helps if they ask you… what watch are you wearing? What kind of tights do you like? What shoes do you wear? What’s that sauna you’re using? (all questions my community wants to know). If you don’t yet have that kind of influence, keep working on it. Begin by sharing those behind-the-scenes views of your home and your day. You’ll begin to pique interest. Especially, if you realize they want to be like you. And listen, you are in fact the spokesperson for whatever you’re doing. They want what you have. Maybe it's energy, maybe confidence. Maybe it’s your physique. But people are drawn to you and follow because they often want to be you. How to Choose Your Affiliates
09:40 Review Your Day: Here’s Mine Matcha (https://www.flippingfifty.com/piquetea) or coffee Four Sigmatic: https://www.flippingfifty.com/Four-Sigmatic Skincare:https://www.flippingfifty.com/SummerSkin Sports watch Workout wear: https://savvi.com/flipping50/shop (Use share25 to save fit pro!) Clean-sources fish or meat:https://www.flippingfifty.com/Vital-Choice Amino Acid supplements: https://www.flippingfifty.com/staylean 17:38 5 Ways to Promote Affiliate Products
1. Product Reviews 2. Gift Guides A.Holidays B. Mother’s Day 3. Share Deals & Specials with your Audience A. My favorite coffees and matcha tea infrequently share specials. So do the amino acids I share. Regularly the sauna I use will have a promotion. 4. Inside Podcast Show Notes or Blogs 5. Resources or Favorite Things pages 24:16 Where to share the links to promote affiliates: Link in Bio in IG Links in YouTube videos (product reviews) Share in your FB groups In all of your email communications 25:30 How to sweeten the pot and promote affiliates: Offer Bonuses for your Audience Ask your affiliates to sweeten the pot by adding a one-time coupon code Host a group for users of a certain product Resources: Become a Flipping 50 Affiliate: https://www.flippingfifty.com/affiliate-program/ Marketing to Women Copywriting Course: https://www.flippingfifty.com/copywriting-course
My Affiliate Page Example: https://www.flippingfifty.com/resources
Other Episodes You Might Like: Passive Revenue Too Good to Be True? Affiliate Marketing: https://www.fitnessmarketingmastery.com/passive-revenue/#18 Revenue Generating Strategies | Health & Fitness Professionals: https://www.fitnessmarketingmastery.com/revenue-generating/
Direct download: Fitness_Marketing_Mastery_-_Affiliate_promo_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 27 April 2022
If you’re in a post-pandemic place of needing new life for your virtual fitness business, this may be inspiring. It’s no secret that building wealth includes multiple revenue streams. For instance, you may provide physical training or virtual coaching, but you add supplements to that, or you affiliate for products and services you use and trust. Maybe you also have speaking or consulting revenue. 00:00 In this episode there’s a unique example of a virtual fitness business that you can apply to your brick and mortar or online business. None of us can provide all the answers all the time. And in fact some people have built their businesses entirely on not providing any answers themselves but relying on other experts to do it.
If you struggle with self-promotion as many fitness and health coaches do, you have another reason to take a look at this virtual fitness business model.
I’ll ask our guest about how this idea was born, draw some parallel examples for you, and together we’ll provide some hope and inspiration for ways to make your business thrive with very little expense to get started.
My Guest: Denise Stegall is the CEO and curator of Living Healthy List.com. She is also co-author of the best-selling book, The Successful Body. As an inspirational thought leader, she is determined to provide her Living Healthy List readers with honest, reliable, research-backed information on health, wellness, personal development, and fun that they can use in real life. Denise began her career with a bachelor’s degree in hotel, restaurant, and business management, focusing on nutrition. She’s condensed 25 years of experience and study in nutrition, cooking, exercise, and coaching to help women find a happy, healthy lifestyle that works for them. Her experience in cooking and nutrition delivers a unique perspective on what works (and doesn’t work) for most people. Her philosophy revolves around the foundation: Eat Real Food, Make Good Decisions, and Be Accountable.
Questions we answer in this episode:
Your homework is easy. To start, all you need to do is create a list. Come up with at least 5 things you use, love, and swear by for your own definition of a healthy lifestyle. Keep going to 10 if you can. Are any of those products created by companies who offer affiliate programs. Is the affiliate commission worthwhile, meaning if you promote and use the “real estate” of your emails and social media posts to promote, can you make a significant enough profit from doing so? And… feel good about it too?
For the full Flipping 50 episode click here (https://www.flippingfifty.com/healthy-lifestyle/)
Connect with Denise: https://livinghealthylist.com/
She’s Social: Linktree: https://linktr.ee/livinghealthylist Facebook: https://www.facebook.com/denise.stegall.18
Resources Mentioned in this Episode: Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/
Other Episodes You May Like: Two Big Fitness Marketing Mistakes Post Pandemic | Episode #278How to Use Research as Your Fitness Marketing Secret Weapon
Direct download: Fitness_Marketing_Mastery_-_Denise_Stegall_-_Edited.mp3
Category:marketing -- posted at: 9:30am MDT |
Wed, 20 April 2022
First of all, what is a viral reel? Truly it may not be your best goal. Because your business isn’t likely to grow from one viral reel. Now, if you were doing a TEDx talk and it got 10M views, that’s going to help your business. 00:00 What’s the difference? The credibility that provides authority that then makes you the go-to expert. And.. you have to remember that if you don’t have a call-to-action that is obvious when people land on your website, or when they link to your profile, still a viral reel isn’t what you want… yet. But let’s say for the sake of this podcast, you’ve lain the foundation. You have a freebie that people want and ask for all the time. Or listen, they don’t have to ask for it by name. But they do have to ask for the solution to a problem that your freebie clearly solves and by a name they recognize as doing exactly that. Hey, by the way, if you’re a gym owner or studio, trainer or health coach and you’re offering a complimentary session or call? It’s too big a step for someone who doesn’t know you, so step back and let’s find a better answer for you. Freebie 02:45 What’s the recipe for a viral reel? You never know. But you might be discovered or shared if you’re smart with hashtags and congruent from content to hashtags. So, the safest, surest, steadiest way to grow (and potentially win instead of spending $$ on lottery tickets that are a million to one) is this: Create content that educates, inspires, and entertains. 05:30 Viral Reel #1: Educate your audience You can point to words, jump into different scenes, or just talk straight to the camera. 06:58 Viral Reel #2: Inspire Do they want to grow old better than others? Then show them examples of how to do it. You can create reels sharing images of older adults doing amazing things, of sites and accounts that share adults doing amazing things, or do a video of you introducing say 5 unique individuals. 08:12 Viral Reel #3: Entertain your audience Yes, you do have to be creative here. An entertainer changes costume, changes the type of songs in the set, does some old favorites but also throws in something new. You’ve got to be similar. For more help with content creation that finds you real, not fake clients, check this out https://www.flippingfifty.com/5-day-fmm-specialist-challenge-opt/ Other Resources: Marketing to Women: fitnessmarketingmastery.com/copywriting-course Flipping 50 Menopause Fitness Specialist: flippingfifty.com/specialist
Other Episodes You Might Like: Social Media Advice for Fitness & Health Pros #3033 Reasons Your Social Media Isn’t WorkingPersonal Trainers: How to Boost Your Social Media EngagementVOTE NOW! Choose your favorite podcast title: https://debraatkinson.typeform.com/to/F0MdiZBv
Direct download: Fitness_Marketing_Mastery_-_Viral_Reel_Ideas_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 13 April 2022
In this episode, I’m sharing 5 marketing ideas for Female fitness and health business owners. If you’re stuck.. this will help you get unstuck! They’re not rocket science. But as I’m recording this on a Monday morning, I know that this morning maybe more than most can be a pain point for fitness and health coaches. 00:00 If you aren’t full, if you didn’t have a lot of calls and inquiries, and maybe especially if you tried to work through the weekend (but even if you tried taking time off), it’s tough to feel like you’re doing enough. So, these 5 marketing ideas have little to do with doing more. They’re really about some things you already have and using them better. [04:52] Tell your story. You’ve heard mine… but here it is. [19:08]Find your best-performing content. Rinse and repeat. Mistake – created one post that got more engagement than any before it and then, switched gears because they saw something someone else did and tried to copy it. Stay true to yourself and your audience. Don’t look at someone else who’s got an inflated number of followers. First, look at their posts. Often a huge number of followers is fake. Is there engagement on posts? [22:19]Establish brand continuity (that resonates with your customer) Mistake – using images that are all over the board, different backgrounds- dark and light, some close-up others far away. Find a collection of images that speaks to you and study it. Look through your past posts. Which performed well? Look at past Reels, which performed well? Chances are it has a lot to do with your image. So, making it always pristine and adding a cover image could impair your results. An outperformer of mine, on the content topics I’ve shared before and after does best. Why? Because it’s a face. My face peeking in to share the post. So, before you just “pick” your brand, study what your audience likes. [24:53]Squeeze more juice! Share what you already created. Number 4 of these 5 marketing ideas quickie is definitely easy and almost effortless. That makes it easy to forget. So many of us are guilty of this! I’m a recovering content creator. It’s not that you shouldn’t create more content, it’s just that once you have, give that content life regularly. Share it again and again in regular cycles. I’m willing to bet you already have a lot of content- articles, and videos, that resonated with your audience. Go find them! Be a Go-Giver Share other people’s posts and comment on them. Make them “you” by adding an interpretation for your audience. That’s it. A simple 5 marketing ideas for your health and fitness business that can give you not just 5 posts, but be an evergreen source of inspiration. You already have the ability to do this!! The work is largely done! Resources: 5 Days to More Midlife Clients challenge-https://www.fitnessmarketingmastery.com/5daychallenge/ Marketing to Women: Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/
Direct download: Fitness_Marketing_Mastery_-_5_Marketing_ideas_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 6 April 2022
If you’re not defining a successful fitness business for yourself, you’re going to be more and more unhappy as you grow and scale it. 00:00 If you start out working around the clock without an end in sight or boundaries, chances are, in five years you’ll still be doing it. That said, you have to be willing to do the things no one else is willing to do. I’ve done those 14- and 16-hour days where I’ve barely been out of pajamas between actively creating marketing, programs, hosting webinars, and learning what I needed to do next. I’ve taken roles back during the pandemic to ensure the health of my business when we didn’t know what was going to happen. And then I’ve hired and trained while doing the jobs that had to be done until others can do them. So, I’m not saying that you’re going to say you want to work 5 hours a day and you can start that today and be profitable… but I’m also not going to say you can’t! And neither should you! Don’t Wait, Start It may be the way you have to work… if you:
04:00 Reaching the level of success you want depends on you defining it. 05:23 Two fitness pros (from two different groups or masterminds) recently shared a vision of a “successful fitness business” and so I suspect this is something that you might also need to define. What is your definition of success? Is it monetary? Is it the number of people you reach? Do you want to have a certain percent of profit margin? For me, that became very clear after 2020. The realization hit me, that if I did business very differently, and made decisions very differently, my profit margin could much more often be closer to 60%. Is your definition of a successful fitness business satisfying some itch within you that feels like you’re not enough just yet? Are you proving something to someone else or to yourself? These questions beg to be answered and you may have had no idea you were going down this rabbit hole. That’s what happens when you start and really put effort into a business. Your personal stuff comes up. If it’s more about you then, achieving a successful fitness business doesn’t necessarily mean fulfillment. And its fulfillment that brings happiness, peace, and contentedness. So, rather than you defining a successful fitness business, which might be a certain revenue per month or percent of profit margin – or doing that in a silo – you want to look at what will enhance your fulfillment. What kind of a day makes you sleep well? How would you spend days that make you excited to get up? Do you want to engage with lots of others regularly and have a team working with you? Or do you prefer to work alone and create? There are no “right” or “wrong” answers except where you may not have answered at all going deeply enough into details. Paint a picture in your answer so that anyone else can imagine the day and the feelings associated with your business. Resources: Marketing to Women: Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course Flipping 50 Menopause Fitness Specialist: https://www.flippingfifty.com/specialist
5-Day Attract More Midlife Clients Challenge: https://www.flippingfifty.com/5-day-fmm-specialist-challenge-opt/ Other Episodes You Might Like: How to Design Popular Small Group Training for Profit: https://www.fitnessmarketingmastery.com/small-group-training-profitability/ When Your Business Isn’t Growing: Fitness Marketing Basics: https://www.fitnessmarketingmastery.com/fitness-marketing-basics/
Direct download: Fitness_Marketing_Mastery_-_Successful_fitness_business_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Sat, 2 April 2022
Yes, your nutrition recommendations could make your clients fat or bloated. [00:00] Ouch, right?! Or you… female in midlife yourself or working with them? You absolutely want to listen to this episode (and potentially do a little more homework by listening to another resource). [0:47] My Guest: Sara Banta is the owner of Accelerated Health Products in addition to the host of Accelerated Health Radio and TV. Her goal is to help her clients and listeners to reach their optimal state of health through proper detox supplements, cutting-edge technologies, and modalities. Sara hit rock bottom when Western medicine couldn't give her answers or solutions, she discovered natural solutions that actually worked. As she was healing from Crohn’s disease, hormonal issues, PCOS, IBS, and heavy metal toxicity, she was hit with her 9-year-old son’s diagnosis of leukemia. It was at that moment that she knew she had a bigger calling in life; to open people’s eyes to the world of natural healing. Fast forward to today where she serves her clients and listeners with cutting-edge protocols that combine Scalar frequency-based supplements, Chinese medicine, healing devices, and much more to detox, reset and rebuild their Body, Mind and Spirit. [03:33] 3 BIG questions we answer in this episode: [06:39] Chicken and broccoli are a notorious if not iconic combination for “eating lean” among trainers (especially those that are bodybuilders) … how can they be making you or your clients fat? [10:14]“Have a big salad”... Says almost every trainer everywhere… even functional doctors have known for nutrition… how can this make clients fat? [13:00] The green smoothie is probably known by most listeners to be better than a green juice for blood sugar, insulin... However, what can go wrong? [13:36]What about sulfur? And what foods have sulfur? [14:08]Are these issues genetic? Are they just toxicity from a cumulative effect over time, or from stress? For the full episode, please listen here (https://www.flippingfifty.com/healthy-foods ) Resources: Try the cleanse yourself before suggesting clients do: https://www.flippingfifty.com/accelerated Flipping 50 Menopause Specialist
Other episodes you might like: Easy Detox Anytime Including Before Your Holiday Splurge: https://www.flippingfifty.com/wild-detox/ Plant vs Animal Protein for Midlife Women | Ask the Experts: https://www.flippingfifty.com/plant-vs-animal-protein/
Direct download: Fitness_Marketing_Mastery_-_Sara_Banta_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Thu, 31 March 2022
Faster than an interval training workout I'm going to share 3 ways to increase your email opens (which increases the deliverability of future emails, which:
... but first... I shared this earlier and I want you to attend for $1 as my guest but you have to hurry because it's live and with leaders of the most respected health & wellness collaborative in the world. And.. you can be my guest for next to nothing for this priceless experience. The Health Business Growth conference is 3 days, live and virtual and you'll find details here. (but register using my code below for the $1 rate!) Just visit RIGHT HERE and enter the promo code MMVIP to get your ticket for just $1. Tried Everything to Increase Your Email Opens? If you know the value of email, you know you've got to:
so that you can tell and sell the right people to your program when you're promoting. So … here we go: #1 Add [Recipe] in the subject line (or 5 or 3 or .. Easter..) because... no one ever had too many recipes apparently. Make sure the recipe page where it sits, and it could be simply a blog for you, has social media share buttons on it. #2 Add [Video] to the subject line and then of course, make the video about something they CARE deeply about. It could be making a recipe, doing an exercise, giving a short warm up or cool down. #3 Link to those recipes and videos from your website. You don't want to just drop the recipe into the email. You don't want to link to a YouTube video (not even yours). These people are on your email list. Sending them back to your social media site is like sending them in circles. Your social strategy is to bring them to your email. From email you nurture them with deeper content they wanted from you and a "next step." Far too many fitness professionals are sending people in circles. Social to email to social again or into their freebie funnels again ... so there's just confusion, no reason to buy. Why would you do that, right? A confused mind never buys. Do you know what will happen? They’ll start asking you, “Who do you recommend that does that?” or “What protein powder to you recommend?” even if you carry one, because you’re simply confusing instead of giving them the answer. Don’t be so afraid of selling and self-promotion that you promote everyone but you! If you like doing that? Then do that! Create a business where you are earning money as an affiliate promoting others who already have established businesses making 6 figures a month. Did you know you can do that? You can do it for us! But… If you want to grow YOUR business, then this: This April 7-9th, JJ and Karl (Mindshare’s CEO), are bringing together top experts to help health pros become the trusted authority at this year’s Health Business Growth Conference. Tickets are $397 (and worth 10X that price!), but I’ve managed to score a few VIP Passes that can get a limited number of accredited health pros admission for just $1 (let’s call them my “Golden Tickets”). Important Details... I have a few of these tickets to share. I've been a mastermind member for more than 5 years now... and I promise this is work 10x the regular rate. But you don't even have to pay it! Just visit RIGHT HERE and enter the promo code MMVIP to get your ticket for just $1. But you’ll need to hurry. The “$1 passes” are limited, and when my allocation is gone, you’ll have to pay the regular price. Resources: The Ultimate Freebie Book (to grow your email list): https://www.flippingfifty.com/irresistible-freebie-how-to/ Marketing to Women: Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course/
Direct download: Fitness_Marketing_Mastery_-_3_ways_to_grow_email_list_BONUS_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 30 March 2022
00:00 I’m rebranding the podcast you’re listening to and there’s a new female fitness entrepreneurs podcast coming soon. I’ve polled my team. I’ve asked a small group of my private business coaching clients. I’ve Googled anything that might never be possible to Trademark because of conflicting titles. (You should do this before you name your business or program, by the way!) and narrowed it down. So, now it’s your turn! Here’s my ask! Take the quick poll and let me know what you think. This will take 30 seconds. What name feels best? What do you identify with? What do you want to identify with? 7:55 What feels both fun and tells you that by listening you’ll get:
08:51 My Female Entrepreneurs Podcast loves Over the last decade, I’ve developed some favorite friends. I try to have the discipline not to listen to anything while I’m hiking but there are times when I have a hard time pulling myself away from things I want to do. So, there I said that! When I’m in that moment, I also know I am not crushing goals, I’m killing my creativity and I won’t be attracting anything good. So I barter with myself. I’ll catch up on a podcast at the beginning of a walk or hike and think of this like vitamins for my business. These are not all fitness podcasts. In fact, none of them are. It’s why I do what I do at my fitness professional’s podcast, in fact. There’s a gap in getting specific with the skills to teach fitness and the skills to grow a fitness business. I do think women have natural strengths to do marketing and make business decisions. They just require us to really tap into our vision for both our customers and for our business and selves. The Fitness business does come with a unique set of opportunities and challenges. And being a female entrepreneur does too. We need to bring them together. Here are several of my favorite podcasts for so many reasons. 11:29 Marketing Made Easy - Amy Porterfield For female fitness entrepreneurs podcast choices, this is a goldmine of the personal, business, scheduling obstacles that will always be present in your business. 11:47 Entrepreneurs on Fire - John Lee Dumas This podcast is a great companion for longer hikes! The episodes are often long. It’s the model that intrigues me about this podcast. It’s a daily release… daily! That, girlfriend, is a lot of work! He now releases replays of previous episodes. But what I pay attention to is what he’s doing behind the scenes. He’s 80% interviews. He charges $3000 an interview and you have to apply to be selected. Crazy right? Crazy like a fox! His audience is big. If you’re the right fit, he’s probably also using an affiliate link in his podcast to make money on listeners who take action from the link. Are your wheels turning? 14:42 SPI (Smart Passive Income) - Pat Flynn I don’t listen to every episode, as there are some topics that feel off-target based on the show’s promise. However, THAT is a great lesson I’ve learned from this podcast. Pat makes his living from this podcast. Something is working. So, when success leaves clues, I pay attention. 16:06 The Jasmine Star Show - Jasmine Star When I want specific tips on how to use Instagram, Jasmine’s jam, or hear a little about her growing a business and a family at the same time, this is a fun podcast. Please use this link, FitnessMarketingMastery.com/vote, and tell me which of the 5 new titles you love, and thank you in advance! Additional Resources: Marketing to Women Copywriting Course Coming Soon! 5 Day Marketing to Attract More Midlife Clients
Direct download: Fitness_Marketing_Mastery_-_New_Female_Fitness_Entr_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Sat, 26 March 2022
00:00 This is part two, How to Raise Your Rates, in the raise your rates series. In the first, I addressed when to raise your rates including 3 key times. And #2 may shock the Lulu’s off you. The link to that episode will be here in the show notes today. As always you’ll find those at fitnessmarketingmastery.com and podcasts are available on your favorite podcast platform! So, you’ve decided to take the plunge. You’ve done the math. You’re excited by the idea of earning more per session, per hour, per program, or membership! And then, gulp, you think, oh my goodness, how do I tell them? 03:58 Here’s how to raise your rates step by step. 1) Notify your current clients
I often use a pending increase of rates for a program or a membership to benefit my community. I let them know that say, during the anniversary promotion of the After 50 Fitness Formula for Women course Labor Day weekend they can have the course at the 2015 rates this one last weekend.. plus enjoy a bonus.. before the rates go up on Tuesday after Labor Day. My evergreen sales for this course after the rate increase don’t suffer because no one knew the “old” rate and the acute 4-day promotion sales increase. And, I’m not “discounting” or devaluing my services or products to increase revenue in either case. 07:16 An example of how to raise your rates… when they are terribly low! One of my students recently raised her rates for private coaching by doubling what she’d been offering. When she had a prior coaching client come back to do coaching again, the client didn’t bat an eye and paid in full for the new rate. My client is so excited by picking up a client and confirmation “she’s worth it,” that there’s renewed enjoyment of coaching. The truth is her rate is still too low. A coach is worth an investment. If your model is working for a doctor’s office and the doc is retaining you for $75 an hour … but charging $150/hour, it may be time to look at starting your own business. Coaches with experience and who provide transformation earn $300 - $1000 an hour. Are you worth it? No one will believe it unless you do. 09:53 2) Determine if you’ll grandfather in your current clients for same rates
With private clients I’ve been working with for years I will often grandfather them in. That is, they’ll continue paying the same rate, and as long as they continue to renew they will enjoy that rate. You’ve done the homework, you’ve got the relationship, and if it’s a client you love, then you decide. Not so much? Let them know you’re raising rates! Maybe you increase theirs by a smaller fraction. I will say, I’m to the point I’ve raised my rates such that I have one long-standing private client paying a small fraction of my full fee. And I mean 25%. Not 25% off, but 25% of my full fee. You can decide what feels right to you and you can discuss it openly with your clients. 14:47 3) Add bonuses That unlock with renewal at the new rate, so you are increasing the value not simply raising rates. Though it’s reasonable with experience, increase inflation, service rates do need to increase, especially if there’s a cost of goods or rental space involved, it still feels better to any of us as consumers when we also know we are receiving upgraded service or additional service with the increase. 17:04 4) Decide if you’ll allow a “stock up” at current rates flurry to happen.
I encouraged both monthly and annual memberships sales this past December while I let everyone know of rate increases occurring in January of 2022. 22:49 Last tip for how to raise your rates: make it count. Don’t do some modest increase. My client doubled her coaching fees. I increased my annual membership by $100 and monthly by $10. I recently increased my private coaching fees by 200%. I attract better clients, serious about doing the work, and love working with them. If you raise your rates only every couple of years, and you’ve been scared ____ less to do it during Covid, make it matter. 23:48 Worried About Renewals? How do you keep them coming back? I have anniversaries “unlock” access to new programs. In our membership, the biggest exercise asset is 12-week strength training programs. I have a special access for 1st year anniversaries and another for 2nd year anniversaries. I’ve got members who have been with me for 5 years. They’ve been grandfathered in at the rate they joined. Membership is now 66% higher. They’re not only enjoying those low rates, but they help other community members with answers to their questions and are first to talk about excitement for a particular program. It’s a win-win to have those legacy members involved, even at a lower rate. Consider the asset of holding onto members vs. trying to advertise and gain new ones. There you have it, how to raise your rates. If you’re listening to this one but haven’t heard WHEN to raise your rates, health & fitness coaches go check it out. And here’s the thing, think it through. Once. Think it over. Then just do it. Resources: Marketing to Women Copywriting Course
Other episodes you might like: Be sure to listen to Part I of this podcast When to Raise Your Rates, Fitness & Health Coaches – Part IThey Got the Freebie, How to Enroll In Your Program? | Say This Not That #307
Please Vote for Podcast Titles!!
Direct download: Fitness_Marketing_Mastery_-_Raise_Your_Rates_Part_II_-_Edited.mp3
Category:coaching clients -- posted at: 3:00am MDT |
Wed, 23 March 2022
There are key times and reasons when you want (and NEED) to raise your rates. In this two-part episode series, I’m going to talk first in this episode about WHEN to raise your rates. I’ll give you three reasons and discuss each, with examples of what happens when I or other trainers I coach do it. In the follow-up episode, I’ll talk about how including
And now… here’s when you need to Raise Your Rates!
Hey! First, Please Vote for Podcast Titles!! fitnessmarketingmastery.com/vote A word on residual effects of the pandemic A lot of good and smart trainers left the building during and in aftermath of the pandemic. I mean that in two ways. Many who were fed clients by a gym found they didn’t get fed anymore because members weren’t coming in. Those may have quit or been forced to find other work. Others left their common senses behind. They thought their knowledge, service, and transformation they offered wasn’t as valuable online through Zoom as if clients came in to see them physically. Really? If you help someone get in shape, lose weight, sleep better… does it matter how or where you are? I’ve talked to clients by phone or Skype from Italy or Trinidad, and Okinawa for a decade. I didn’t charge any less for it. Then there are the trainers who felt suddenly they had to be DOING the exercise with their clients for it to matter. If you worked with a client one-on-one or in a group training, you wouldn’t do the workout with them (that’s group fitness, right? And that’s free!) so come back to your senses and be a teacher, a leader, and a coach. Scared to Raise Your Rates? The thought you raise your rates when the economy may be down, and clients aren’t coming to you the way they used to can be scary. If it doesn’t scare you a little, it’s probably not something you want to bother doing. More on that in the next episode when we talk about how much to raise your rates. Got a story about raising your rates to share? Drop it below the show notes (/raise-your-rates). Resources: Marketing to Women Copywriting Course
Other episodes you might like: Be sure to tune in for the next episode too (HOW to raise your rates) 4 More Better Fitness Marketing Tools| Say This Not That #306How to Build Your Personal Brand in 2022 | Fitness & Health Coaches #302
Direct download: Fitness_Marketing_Mastery_-_Raise_Your_Rates_Part_I_-_Edited.mp3
Category:Personal development -- posted at: 3:00am MDT |
Wed, 16 March 2022
00:00 Online fitness businesses or virtual studios are the paths many fitness professionals took during the pandemic. Whether you were doing it already, were forced to look at other directions for your business during quarantines, or are considering it now this episode has tips for you. 00:40 In this episode, I’ll explore ways to grow your online fitness business with an inspiring interview with an award-winning Canadian fitness professional. If you’re:
… then tune in and take notes for your own online fitness business success. In three short years, my guest has done something with her passion for exercise that could just reignite the spark in you. Success leaves clues. 02:10 My Guest:Suaad Ghadban is CanFitPro’s Fitness Professional of the year and a leading fitness and health expert in Canada. She is also the creator of Montreal’s hottest Workout Hot Booty Ballet™. She has 20 years of teaching and training experience which include; dance, gymnastics, circus, and fitness, as well as being a World Dance and Sports Aerobic Champion. Suaad is the fitness correspondent for Global TV Montreal for the past 8 years and has been featured in many media and print outlets such as The Huffington Post, The Gazette, TVA, The Globe and mail, Salut Bonjour, Radio Canada, and many more. Always at the forefront of creativity and trendsetting, Suaad launched the Hot Booty Ballet™ virtual studio in 2018 to ensure instructors and studio owners had continual access to fresh movement and training ideas. The HBB virtual studio houses a community of fabulous fitness pros who can deliver the program in person, outdoors thanks to ‘Ballet By The Water™’ and virtually all over the world! As a motivator and a role model, Suaad’s passionate personality and unique energetic style of teaching allow her to connect easily with people, bringing out the best in every individual and helping them go beyond their personal goals and expectations. 06:12 Questions we answer in this episode:
Don’t Miss Suaad’s Must-Have Top 3 tips for online business! You can’t hurry time. You can’t hurry experience. -Suaad Ghadban Connect with Suaad: She’s Social: Facebook: https://www.facebook.com/HotBootyBallet/ Instagram: https://www.instagram.com/hotbooty.ballet Tiktok: https://www.tiktok.com/@hbbworkout Additional Resources: Marketing to Women Copywriting Course
What was the most valuable tip you got from this episode? Let me know in the comments.
I feel like fitness chose me. -Suaad Ghadban
Direct download: Fitness_Marketing_Mastery_-_Suaad_Ghaban_-_Edited.mp3
Category:career choices -- posted at: 3:00am MDT |
Wed, 9 March 2022
00:00 Fitness marketing basics aren’t the sexy, social media influencer, ego-centric increase in fans and followers, and more likes on your recent post. Fitness marketing basics are simultaneously the easiest and easiest to resist steps to successful revenue building. This episode reviews the fastest way to grow your business. Then what I’m going to dive deeper into is why you might be resisting the things that are right here that have proven to work over and over. If you’re not growing, or not growing fast enough, and you’re doing all the things (but the fitness marketing basics) and still resist doing what works… stay tuned. 04:28 Fitness Marketing Basics for Fast Business-growth If every human on the planet needs to exercise… If most struggle with exercise… Why is it still so hard to attract clients? The simplest things, the smallest steps, work for health and fitness. The simplest things work for growing your health and fitness business. Pick up the phone. Write an email. Go back to fitness marketing basics. (and even saying that I realize, you don’t know good fitness marketing basics potentially unless you’ve followed an online guru because it isn’t taught thoroughly enough to help you when you’re beginning). Talk to people. One of the obstacles for trainers and health coaches who want to build an online business is what to say:
Call one person and you’ll know what to say. Try writing an email to one person. When it’s just one you know what to say. Keep in mind, email is not as good as a phone call alone. It is a good partner. If you have a cell phone number, a text is better than an email. The most successful people in the world make phone calls every day. They make the easy ones and the hard ones.
Usually, that’s the person still in business when 9/10 have failed.
10:48 Even if you want to build a business online… Even if, ideally, you don’t want to work one on one with clients in the business you’re building… While you’re building it, the fastest way to grow your business revenue is to pick up the phone. You invite one person at a time to start working with you. When you call at least one person every day, you build confidence, you build rapport, you build habits, and you relax. When you’re stuck in those feelings of fear and your expenses outweigh your revenue, it is extremely hard to create a business with abundance and flow. And if you don’t go woo-woo… hang with me for a minute. If you begin building your business based on fear and not enough and always working constantly, without a reasonable plan for, when I’m at XX, I will hire help for the things I don’t need to do… you will in 5 years still have that kind of business. It’s based on fear and not growth. It’s based on you working constantly and not on you recharging your batteries. 12:32 Side Note: What’s Your Burn Rate? That said, sit down and determine your “burn rate” that includes your own personal expenses. That is, the amount of money you have to make monthly to cover your business and other expenses if this were your sole income including paying yourself a reasonable rate commensurate with what you’d pay anyone else to do the job. 13:50 Calm the F*** Down! When you have revenue coming in, you can play the long game. Online marketing is a long game. Social media is a long game unless you’re doing paid advertising. I’ve got 130,000 followers in a YouTube channel, many of whom are on my email list. That was built over 6 years, (I’m not including pandemic because everything changed and I’ve had little growth) not overnight. I still nurture it every week with videos and posts. You can’t build your business this year doing things that are long game-oriented. Growing an email list by 10,000 a weekend is possible, but only if you already have 100,000 and you’re invited to stages and speaking in front of hundreds of thousands regularly. Starting out my list grew only by 1000 a month.. so it took me years to reach 10,000. But then there were months where that doubled… and the rest is history when you’re playing both long and short. 16:42 My Fitness Marketing Basics action advice: Start with Phone calls, one a day. I go into detail on another podcast about what to say and in what order. Then work on your email game. The juiciest words you may ever use in an email someone are “Are you still interested? Inside you’ll ask them to respond to a very special “retreat, package, workshop” you’re putting together if they want details about it. 17:43 My advice if you’re resistant to marketing is take time and do a few of these: Imagine your business in 3 years. What is your typical day like? What are you doing? How does it feel? What kind of success is your business experiencing? What is your role in the daily activities of the business? Go deeply into the emotions that you feel about the success you’re having. 18:22 Now think about these questions: How much money do you have in the bank? Or in investments? What’s your net worth? Where do you live? What is your environment like? What have you created for yourself around your daily habits that is possible because of your business? Do you travel or donate to charities? Are you “recognized” when you go out or travel? You really can’t hide behind the computer if you’re building a business. You have gifts to share and people who do care and want what you have to offer, you’ve got to connect with them in the fastest way possible. 19:13 Establish follow-through goals. When someone is non-responsive on my list, I don’t slow down on outreach, I double down. I want a yes or a no and take no answer as not an option. If an email doesn’t reap a response, a second one goes out, then a third in close proximity. If that doesn’t do it, I reach out via text (and voice text when that’s possible). We resist marketing ourselves because it’s so much easier to promote a business. You may find yourself suddenly promoting you since the pandemic. But the truth is, this works so much better. People want to do business with people, not with a business. We are very comfortable thinking about ourselves in the way we’ve always thought of ourselves. So, change, including being someone who markets, sells, and promotes may never have been a way you’ve thought of yourself. You’re resisting it. You may resist having money because you heard things like, “money doesn’t grow on trees” or “we can’t afford that” or felt that the good life was for other people and you’ve always saved for a rainy day but never spent for today… You want to establish the source of your reluctance for reaching out to people, too. Do you have a negative connotation with sales people from the used car salesman or the vacuum cleaner salesman, or maybe a realtor? Did a parent or spouse tell you not to share your real feelings if you loved something? This is the real homework in this episode. Getting fitness marketing basics to work is easy, once you’ll apply them. If you’re resistance is due to these feelings or some false belief that anyone who is successful didn’t do these things? You really want to take a look at that. Break down your barriers and you’ll soar. 21:52 Other Episodes You May Love: 4 Big Mistakes in your Email Marketing for Fitness3 Ways to Avoid Burnout for Fitness Professionals Post PandemicResources: Flipping 50 Menopause Fitness Specialist
Direct download: Fitness_Marketing_Mastery_-_Fitness_Marketing_Basics_-_Edited_-_1.mp3
Category:Personal development -- posted at: 3:00am MDT |
Wed, 2 March 2022
How do clients enroll in your program? How do you convert them from stranger to follower to subscriber to buyer?
There are potential gaps anywhere in that funnel I just described. The one we’re talking about here is from subscriber to buyer. Say someone just reached out for your freebie. You’ve nurtured them as they used it. Now they are finished with the nurture email series.
What do you say to them next? You created that freebie based on it being something that your ideal customer for your course, program, or coaching wants or needs. (Tell me you did that – or be sure that you check today’s show notes (enroll-in-your-program) so you have the Freebie solution that does the job!)
In this series of weekly marketing posts, I’ll help you craft your content so that you can resonate with your ideal customers. I’ll choose an example of some fitness posts that are a good concept but miss the mark.
Use these words not those: If you are ready … You might like this….
And be sure that you: Create a sense of urgency Make it a no-brainer Inspire the FOMO
The words I suggest (listen to the episode) are these: Based on _____________ , the next logical step is _______________
There you have it, the episode of the Say This Not that series this week. Leave me a comment or a rating in iTunes for the Fitness Marketing Mastery show.
If you’re not already a Fitnessmarketingmastery.com subscriber, it’s the next logical step if you’re listening to this podcast. (See what I did there?) You’ll find a message from me on the home page about how I can help you make your business go or grow in the next year. But better yet, let me help you with strategies for the Marketing to Women: Copywriting Course. Click on the link in this episode’s show notes and you’ll have a day with special savings. If you’re stuck: Finding the right words You type and then you retype and start over again You stare at a blank screen You post and send and get very little positive response
And… you know in your heart you can HELP your ideal client. You KNOW you have something she needs.
Then don’t spin your wheels. Don’t stay stuck with thoughts of, “I can’t do this myself.” Seriously, there is no one who does it like you. But there is not an abundance of marketing and sales strategies available for health & fitness coaches. You need to get in the weeds and not just do broad strokes like check the box you sent an email.
If no one else is asking... I am. What words are you using in your emails? In what order?
It matters!!!
Resources mentioned in this episode: Marketing to Women Copywriting Course
How to Create the Irresistible Freebie (your ideal clients will love)
Other Episodes You May Like: Small Talk Say This, Not That Series | Fitness & Health Pro #295Say This, Not That Series | Fitness & Health Professionals #294
Direct download: Fitness_Marketing_Mastery_-_They_got_the_freebie_fmm-3-2-2022_-_live_-_Edited_-_2.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 23 February 2022
There are better fitness marketing tools than a newsletter. There are better fitness marketing tools than Tic Tok if you don’t have a back end that makes sense and attracts new subscribers. It is well into 2022 if you’re listening in real-time. If you’re not do not go away it’s still relevant. Are you inviting people to your email newsletter? That one died in the early 2000s. I know some people are still using that invite. They’re not doing really well and my first guess is that their entire marketing funnel isn’t really connected or intended to nurture non-buyers. Clubs and fitness centers go right to having conversations with members. That’s like completely ignoring someone you invited to a party who knows no one else and doesn’t have any common memories with others at the party. They probably aren’t going to stay long. In this “say this, not that” episode, I’m reviewing a common problem that trainers and health coaches both do. Instead of Inviting People to Your Email Newsletter:
Do You Do This Too?I for one, on the daily, click something I requested, I don’t have time to really dig in at the moment, then I’ll delete it later because I figure if I didn’t look at it for weeks, I managed to live without it, it can’t be that life-changing. Even if your “get my newsletter” works you have an issue. So, they’re in, they’re out if you have this “newsy” email in most cases. There you have it, this episode of the Say this not that series this week. Is there one of these better fitness marketing tools that resonate with you? Leave me a comment or a rating in iTunes for the Fitness Marketing Mastery show. If you’re not already a Fitnessmarketingmastery.com subscriber, you’ll find a message from me on the home page about how I can help you make your business go or grow in the next year. Take action.. whatever you do. If you’re out walking, running or you’re lifting, pull that phone out and create a note if you got inspired. I know I do.. most often on a trail while listening to a podcast and if I don’t capture it… I lose that great idea. Better fitness marketing tools can’t be implemented if you don’t remember the inspiring thought you had!
Resources mentioned in this episode:How to Create an Irresistible Fitness Freebie (for your ideal clients) Other episodes you might like:Are Your Fitness Newsletters a Bad Reminder? What to Say to Close the Fitness Sale (and what NOT to)What to Say When They Say They Can’t Afford You | Personal Training
Direct download: Fitness_Marketing_Mastery_-_4_More_Better_Fitness_Marketing_Tools_-_Say_This_Not_That_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 16 February 2022
Fat burning & weight loss are hot topics uniquely, and together, during menopause. Since for decades, the dogma has been that metabolism slows with age (proven not until about 60 very recently) and that menopause hormone changes make weight gain more likely, it’s easy to believe there may not be much you can do for your clients.
Not so fast. Look, the research I’ve shared for nearly a decade, and studies both older and newer show lifestyle habits – epigenetics have much greater influence on fat burning & weight loss than do anything else.
The trick? Identifying not what you thought once supports fat burning & weight loss, but what really does for clients (or you) now in menopause. So, let’s break this down.
Blood Sugar and Fat Burning Insulin causes the liver, or muscles, to remove sugar out of the bloodstream and store it in the form of glycogen. It releases a small amount regularly for all the organs that function continuously (heart, brain, nerves).
Hormones like stress hormones (cortisol and epinephrine/adrenalin), sex hormones, growth hormones, and glucagon – can cause the liver to secrete glycogen back into the bloodstream.
Epinephrine and cortisol are released when your body needs a sudden influx of sugar for energy. (For example, exercise or need to sprint to avoid harm or spare someone else from harm).
As blood sugar goes up, unless clients are insulin resistant, (which often can happen to women in midlife) the increases are mild and short because insulin is released to bring it down. If however, clients are more insulin resistant (it takes more and more insulin to bring blood sugar down), your body is more frequently in a fat-storage state than a fat-burning state.
Blood Sugar and Fat Storage Let’s talk about these 4 (not new to you) things that impact blood sugar for your clients. It’s not just dessert and popcorn. Your client’s fat burning & weight loss obstacles may be something you and they are overlooking.
Stress Any form of stress, including thinking about a stressful situation, physical stress, will increase glycogen, and therefore insulin. Learning to deal with the emotional stressors so they’re less negatively affected, can decrease fat storage. Clients don’t necessarily think stress interferes with fat burning & weight loss. They’re more likely to think weight causes stress.
Sleep Sleep deprivation and or poor-quality sleep, even being off their optimal schedule (going to bed later than usual) can increase physical stress and the stress hormones. The day after having to rise at 3am for an airport run for a houseguest, my blood sugar levels were all higher throughout the day.
I attempted to keep the rest of my day low stress by observing the best hydration, regularly timed meals high in protein and fiber, and connecting by phone with family to keep stress lower. You increase your value with clients when you coach them to respond this way themselves.
Exercise When you’re going to do a workout with clients, as long as clients are not overtrained and they’re allowing for adequate recovery, muscles will release glycogen for energy. This is when they’re able to burn fat rather than store it. The glycogen and cortisol (responding to physical stress) both increase available energy to do the physical workout.
** It’s important to consume adequate high-quality protein during training, to be sure that carbohydrates then fuel the muscle with exercise and aren’t stored as fat.
Food Different foods and at different times of the day or in different sequences will have various effects uniquely on your client. While it makes sense that a piece of chocolate cake in the middle of the afternoon is going to spike blood sugar more than if enjoyed after a meal with protein, fat, and fiber, clients may be surprised something beef stew for dinner could spike blood sugar (happened to me). In those situations, you’ll want to help clients identify whether it is an ingredient in the food, or if it’s one of the other influences from above.
For example, the same morning coffee drink in the morning when someone gets up at 3am to take someone to the airport, could spike your blood sugar dramatically different than having it at the usual wake up of 5am (also happened to me)!
The Fat Burning & Weight Loss Bottomline on Blood Sugar
Blood sugar is no B.S. (I couldn’t resist). Now that Continuous Glucose Monitors are easily accessible, and you can see immediate results of your clients’ lifestyle habits and nutrition, you may be able to experience much greater ease losing weight.
A great way to begin is to try it for yourself. Use your own experience as teachable moments for your clients. Share your results, and what you’re learning. Your clients’ successful fat burning & weight loss efforts are right around the corner with your help.
Want to try the one I’m using? You’ll save $25 on your first month with my link. CLICK HERE
Resources:
Flipping 50 Menopause Fitness Specialist Other Episodes You Might Like: 5 Ways to Use Shock to Attract More Fitness Clients 7 Tips to be a Personal Trainer Every Midlife Woman Wants to Work With
Direct download: Fitness_Marketing_Mastery_-_4-ways-glucose-fmm-2-16-2022_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 9 February 2022
If a trainer tells me they hit a plateau and can’t get more clients, I ask them about their email list. If you aren’t working on growing that email list, chances are that’s a large part of why. Before you get more sales skills, you want to attract more people, more on that in a minute.
The Problem with a Small List is…. If you’re in a “launch” with few people, and then you “launch” again with the same people there may be a small number who say yes. It wasn’t the best time for them before and it is now. They were people who needed a little more time to know and trust you before deciding. But you’ll also be losing a small percent of them which you should expect. If you don’t lose subscribers every time you email, you’re probably not emailing enough.
Those people are not seeing all your posts every day, you know. They’re busy. They want the news delivered with white gloves and that is why they subscribed to email. They may not like social media. So, while you think they see and hear that and your daily message is enough, it’s not true.
… You can’t get more clients online.
3 Reasons You Can’t Get More Clients Online, boil down to this: The email list you have now is small or abandon You’re attracting anyone too broad a group on social Inconsistent habits (you’re busy but not productive)
Here’s what to focus on:
1) You need to grow your email list Have a freebie that peeks interest and desire (my freebie builder cheat sheet)
Make sure you’re sharing relevant social content and suggesting it as a CTA for those who want more Have a profile page with links directly to it (no ugly URLs someone will never remember that only your mother would go to the trouble of tediously entering – if she would!) 2) You need to attract the right kind of people to your social (first step before email) Have you reviewed who you attract? Do you clearly tell who this is for and who it’s not? 3) You aren’t focusing on the right things consistently. If you focus on your social media more than you focus on your customers and business, something is definitely WRONG!
Are You Addicted? To be honest, does it give you a little adrenaline hit when your video got XXX views on Tik Tok? Or frustrated you when you spend half an hour creating a reel and it doesn’t get much of anything? Your time and your energy can get sucked into social media and it’s not going to move the needle for you. Let’s keep in mind that while it’s necessary, it’s something that takes a dedicated 15 minutes twice a day and between you really need to be building the business behind it.
There’s a difference between not being consistent and being strategic. You’ll see sometimes if you followed me on Instagram, I don’t share every day. I usually do, but when I either have something that didn’t get much traffic I thought would, is getting a lot of traffic, or it’s a date that warrants a little longer time, I purposefully won’t post for a day or two leaving room for prior posts to gain traction. But I will add them to the story again to increase engagement.
I have an action challenge for you. What do you need to focus on? Do you have a funnel that converts? I’d focus on that before I built a course. Do you have a system you’ve proven with yourself, and then tested on a pool of others for testimonials and proof that it works? Do you have copy that defines your unique difference? There are a million options for how to exercise, why you? DECIDE. That’s the action. Decide where you really will get the biggest wins from focusing on and then do… Monitor your time on social media and if your brain is constantly flirting with it, you’re probably not getting anything else done.
I’m going to link to the resources mentioned in this episode. Before you visit it, my hope is that you’re walking or working out, because for me at least, that’s when I listen and get tons of clarity … not when I’m sitting at my desk. And not when I’m moving through a Bootcamp-like set of crazy moves. Quick Tip I know you’ve turned up the speed on those social videos to show a lot of moves, energy, and not give a whole workout… but have you stopped to think that they relay a “frenzied” kind of feeling that makes people think you’re a crazy intensity frenzied-pace kind of trainer? What do you make viewers FEEL? That’s the question of the day! And… how does social media make YOU FEEL? Spend less time on it and more on your business so it converts when you reach them. If you can’t get more fitness clients online right now I hope this episode has been helpful.
Resources Mentioned in this episode: How to Build a Better Freebie (freebie, how meta is that!?)
Marketing to Women Copywriting course Other Episodes You Might Like: Exclusive Look Inside Build Your Business Accelerator Mastermind5 Ways to Use Shock to Attract More Fitness Clients
Direct download: Fitness_Marketing_Mastery_-_FMM_Podcast_3_Reasons_You_cant_..._-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Sat, 5 February 2022
How would you like to ask social media advice of someone with over 65 years of fitness marketing experience? Collectively in this episode that’s what we’re giving you. It is with great pleasure I get to share with you this interview with Petra Kolber. I took a few minutes to ask her some questions about marketing and social media. Before we begin… know that Petra has rebranded herself in her career more than once. And she’s doing it again now… closer to 60 than 50. So if you wonder how to stand out, don’t think because she – or I – have more than 30 years of experience each that we haven’t had to start from scratch more than once. What if all you needed to know is you're enough? My Guest: Petra is an Author, Speaker, DJ, Performance Coach, Podcast Host, and more recently a Digital Nomad. In August 2019, Petra released her first book, The Perfection Detox which was recently translated into French and Spanish, and Arabic. She has over thirty years of experience in the fitness industry, with bestselling workout videos, a television show, and has been honored to receive some of the most prestigious accolades in that arena, Petra is a two-time cancer survivor and is passionate about waking people up to the precious gift of time. Her current work is helping women in transition look at their future through the lens of possibility, so they create the life of their dreams versus leaving their life with regret. She will be traveling for the next two years as she writes her second book and thinks that maybe in her sixties she will settle down and become a grown-up. Questions we answer in this episode:
There you have it, social media advice that is as basic and simple as it could be. Follow… your customers. Listen… to your customers. And copy… no one. Connect and Follow: Website
Additional Marketing Resources: Marketing to Women Copywriting Course
To hear more from Petra, listen to the Flipping50 podcast featuring her when it’s released in March 2022 at flippingfifty.com/perfection-detox
Direct download: Fitness_Marketing_Mastery_-_Petra_Kolber_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 2 February 2022
What is personal branding and how do you build your personal brand? It’s connecting to your customer with a personal story. You can talk about a mix of personal and professional
Building relationships in your own environment, showing your personality
You share in-the-moment, in-real-life, behind-the-scenes of you that lets people know you and love you in a way they want to do business… with YOU. Instead of Peloton or Planet Fitness. Some ideas to help you build your personal brand: Share behind the scenes with you on the weekend If your family is open to it, share pictures or videos of them. If not, try a from the back photo, in silhouette. Try a day in the life hour by hour on your stories. Give someone a tour of your home, home office, home gym or kitchen. Keep the personal touches in. Don’t let perfection trickle into everything unless that’s you sun-up to sun-down always behind make-up and home perfect. Why People Buy From One Brand vs Another The real reason to build your personal brand and not just a work brand is this: People buy from people. They have a clerk they look for at the grocery store. They return to the small hardware store for that personal touch even when there’s a huge store where they might get it for less. Likewise with any product. Yes, they’ve got access to the world, but if you’re local, they’ll like that fact and connect with you because of it. The real reason not to have you and your brand be the same is so that you can hire, and sell it someday easier than if it’s you and your name always and only in images. Thoughts on this one? Are you already building your personal brand? Do you have a separate business and personal brand? Tell me below the show notes at fitnessmarketingmastery/build your personal brand Resources for Health & Fitness Coaches: How to Build a Better Freebie (freebie, how meta is that!?)
Marketing to Women Copywriting course
Other episodes you may like: Pandemic Fitness Business Success Story: Family Busines18 Revenue Generating Strategies | Health & Fitness Professionals
Direct download: FMM_Podcast_Personal_Brand-Feb_2_live_-_Edited_-_1.mp3
Category:marketing -- posted at: 3:00am MDT |
Wed, 26 January 2022
Every one of women’s hormone phases of a woman’s life provides a unique demand for exercise protocols that are most beneficial. Then you layer in the nuances true of her right now. If you find you’ve gained weight due to the pandemic or it came on during menopause and you haven’t learned that it’s just a sign what you’re doing now doesn’t work, that’s a nuance for you. If you’ve just learned you have osteoporosis and you don’t know what to do with that information, you could easily fall prey to programs that can all say they improve bone density but that may help only to a small extent. If clients need better pelvic floor strength, they might be told Kegels or Pilates are the best way. They’re not for all. And that’s where the need-to-know exercise for women’s hormone phase of life comes in. You do need to know. You need to know your client’s personal priorities: Weight loss Bone density Muscle strength Energy Sleep support Libido boost Mood & Cognitive support And from the answer to all of these 3 questions: What stage she’s in What conditions, injuries, or limitations she has What priorities she has …You choose exercise based on the best protocol for the combined collection of each of those. Let me walk you through why this is so important and clients can get derailed so very easily. Clients start doing something like this: that one woman described as “She’s a hormone specialist just like you” and realize anyone can talk about hormones. It’s always been part of exercise science, but until the last 10-15 years we didn’t understand how much every hormone phase of a woman’s life is unique. A trainer or program targeting everyone is designed for no one. Let’s Talk Fitness (& Health) Coaching Marketing "A fitness or diet program that says “for women in menopause” with no science featuring women in menopause, is just good marketing." There are fitness and health celebrities I just love. There are behaviors of the same celebrities I just hate. And this is one of those behaviors. Targeting midlife women with a weight loss program that was not specifically designed based on their hormone health, gut status, and signs & symptoms are just irresponsible use of celebrity. "It’s like the professional athletes our kids cherished using steroids or taking money to manipulate the game. At a time when women are vulnerable to feelings of low body confidence, exhaustion from insomnia, and betrayed by a body they can’t figure out any more any message that resonates with them and hits you at a time they feel all the frustration, is enough to make them take a risk. " A big fitness icon who's sold millions in fitness programs is doing just that. Several fitness pros just entered midlife themselves. So, I get it. She’s experiencing menopause, she’s talking about it. That is a good thing. But slapping a marketing campaign on another diet program just to take advantage of midlife women is a crime. Her programs have always targeted women… of all ages. But as I checked out this new program she was offering, the only thing that had changed from 10 years ago was the marketing on the front side. So, let’s be realistic. If you’re paying attention and have been here, at Fitness Marketing Mastery or following Flipping 50 for a minute, you know that what works for mice, and men and young women will not work for women in midlife. So, programs targeted for 20 and 30 and 50 and 60 something women, were built with no one of them in mind. Every Women’s Hormone Phase is Different … but pros aren’t addressing it that way Even two women in menopause differ. One may be a small-framed who wants to add muscle and bone density, even gain weight while another needs to focus on gaining muscle in order to lose weight, and still, another could be either one of these women with prior injuries. One has adrenal fatigue and one is fine but just new to exercise. A program and a trainer or health coach needs to be able to see the top priorities for a women’s hormone phase choose the most important variable and start there. Yes, it’s true, they have the same body parts. But every decade of life – simply as a good way of arranging it – needs to change slightly. Better than each decade, in every phase of hormone change exercise needs change. In pre-puberty: Building bone density Building a lifetime of love for activity Experiencing a variety of movement In puberty and young adulthood: Continued building of bone density Optimizing peak muscle mass Building body confidence Establish strength training habits & sound technique Learning proper technique & injury prevention Pre-natal: Maintaining (even gaining) fitness for optimal fetal and maternal health Avoiding too much heat early in pregnancy Avoiding too much joint stress late pregnancy Offset changes in the center of gravity, upper and lower back stress Pelvic floor integrity Post-natal: Ensure gradual recovery from pregnancy for long term joint/ligament health Optimize wellness in new mother Continued support for back in recovery from birth with newborn Begin the transition to strength and cardio activity post-partum Peri-menopause:
Menopause (late peri/early post):
Post menopause:
Marketing without Science in Programming Seduces Them It’s beyond time to stop false marketing --- but it’s not going to happen. You can help promote YOU, but not if you’re only saying the same thing as other trainers and coaches. Be different. Say the truth. Be willing to take on those who oppose what you say. Clients who should be working with qualified trainers and coaches like you: Fall for programs promoted by midlife women who look good but don’t use those same principles Fall for programs based on the celebrity’s creativity instead of evidence-based science used to build them Find a one-size-fits-all approach – even for programs designed based on hormone balance – without flexibility for unique joints and energy needs Why Not YOU? Coaching a Women’s Hormone Phase Are you taking a stand? Are you willing to say the unpopular thing? Are you willing to share the facts? Take the heat if you go against the dogma? That’s what it takes to stand out against a crowd. Once you have the knowledge then you have the confidence to apply it and to have a stronger voice. I’d love to hear from you. Leave a comment below the show notes at Fitnessmarketingmastery-dot-com/ women’s hormone phase Resources Mentioned in the show: Flipping 50 Menopause Fitness Specialist
And something you may also want if you are qualified but they just aren’t coming…. Marketing to Women Copywriting Course
Direct download: FMM_Podcast_Training_Womens_Hormone_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Sat, 22 January 2022
If you want to attract more fitness clients you’ve got to get their attention. Talking about more sleep, drinking more water, and walking are probably not enough. Not unless you do something silly and out of the ordinary. If you’re a little shy or more reserved, then here’s a smaller step for you to take. Surprise or shock by agreeing with on something they would have sworn you’d never say. Tell them Quick Fixes Do Work A good night’s sleep leads to better concentration and better cognitive health. Cortisol improves and cravings decrease. So, something as simple as going to bed an hour earlier can change things dramatically. According to webmd.com dehydration leads to higher heart rate and low blood pressure and drinking water can even things out in 15-20 minutes Petting a dog reduces cortisol levels. (They never met my dog). According to hopkinsmedicine.org it does so my increasing the feel-good hormone oxytocin. Oxytocin and cortisol can’t both be elevated. Other things that kick up oxytocin are hugging, cuddling, and you guessed it, going all the way. According to uchealth.org, breathing in and out deeply slows the heartrate, decreases or stabilizes blood pressure, and reduces cortisol. That’s a great opportunity to tell someone about why they may not have lost weight the last time they tried. If cortisol is high, it’s like a road block. Even if you’ve got a Ferarri under there it’s not getting through a roadblock. That’s an opening for an opportunity about your yoga session, your meditation, or before following the meal plan you made them… or just being reminded of breathing in and out during a training session… with you. One more way to attract more fitness clients this year…. Prove Diets Do Work You can find someone within arm’s length who has lost weight from a diet. You can also find statistics online to prove the diet industry is worth $71 billion dollars (cnbc.com). The weight loss works. The problem is… the weight or regain works better. And that’s how you get their attention… and then go on for the teachable moment. You get into the science and share information, with a little humor, and a little science. Just bit by bit creating these openings where new people may be attracted because you share things in a new way. It’s great to have a voice, and it’s great to break from it sometimes too. If you want to learn more about hormones and exercise, weight control, and midlife women, check out the Flipping 50 Menopause Fitness Specialist. Take your business from doing fine to finally providing you freedom and lifestyle you love. There you have it.... easy ways to attract more fitness clients this year. Want to Be the Women’s Hormone Balancing Expert? Get details for the Flipping 50 Menopause Fitness Specialist Including:
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Wed, 19 January 2022
Wonder if you should be an employee or entrepreneur? There are a lot of reasons why I became an entrepreneur. The entire first two weeks of this year it would be very easy to say I’ve done nearly none of them. Why I think most of us go into business. I’ve spent the majority of my time doing things I’m not good at. I’ve been procrastinating doing them, which amplifies the negative impact of them. And still, I wouldn’t trade it for anything. I Still Have to Say No In the beginning, I had tons of time, and no revenue. That was uncomfortable for someone who was used to taking action and seeing results. So, it was discipline that made me say no to opportunities. More often I said yes. Not necessarily for the right reasons. I went to get the ego hit that comes from being asked to present to a room of your own peers or to author this or that for them. But did I consciously think whether or not it was the best investment of time money and energy? Then, not really. I probably did blow up the credibility benefit of doing it and used the media exposure to my advantage. It’s anyone’s guess as to whether that was productive or not. And now, I’ve grown to the extent that I have to say “no” to things I actually really do want to do. I recently had the opportunity to author a chapter for NASM, and I love them and the work they do, but I’m having to base my time spend on what is best for the company I run. I’ve been asked to do an adult education course for my alma mater’s Retired Alumni but again, I have to consider what I won’t be doing with that time and energy. I’ve recently been invited to present at prestigious conferences I used to love presenting for and again, I have to say no. These might be things that you’d say recharge your batteries and you love and at one time I would have too. But I realize that the writing for someone else, the traveling and expense of that and time away puts a crunch not just on me but on everyone else in my team too if I’m not accessible. A Tough Decision There are things I’ll say yes to because being out in front of more people is good for me, but others I need to say no to not just for the time and energy spent preparing but for the steal from what would normally be recovery time. I share this with you because if you’re a personal trainer starting out … or already out on her own you may be wondering – especially in this climate with gyms not doing so well and online training really not requiring a gym to do it – if you’re best suited for an employee or being an entrepreneur. Having been both during my 38 years yet literally from the beginning, always having something independent, I can weigh in. I’m also tapping into others who’ve managed, owned, hired, trained and fired and watched employees quit, leave and go it alone. For a look at who thrived, survived, moved on to becoming an employee again… stay tuned. Failing on your Way to Deciding Employee or Entrepreneur ? First of all, I want to say something before we start. Having tried it and failed to reach the success you wanted is still a win. Along the way it’s our failures that teach us far more than the successes do. If you go the entrepreneur route, I would absolutely make sure that you have someone who will keep you accountable. If you have a spouse and a reason there’s no sweat, it’s a disadvantage. Trust me, I know this. For 4 or 5 years while supported by my husband my business was a loss. That’s not only a red flag for the IRS but it’s not really a business. If it were paying your bills, or if you were going to ask for a loan or seek investors, no one in their right mind would say yes to that. So don’t fool yourself if your partner (or parent) is gifting you money and so you look on the outside as if you’re a business with revenue, expenses and a profit margin, while inside your books show something else. It’s not just me. I’ve seen it happen all too often with other fitness professionals too. They’ve been given the money to start. They’ve been bailed out by investors when it wasn’t working. They’ve not been willing to quit the day job to really do it. Without that pressure… which if you’re listening and that feels like a bad thing, you don’t have a reason to do make it work. How Prepared Are You? Here’s how willing and – maybe naïve – I was. It was going to work. So, I quit my job, barely worked for 14 months, and truthfully 3 more, while I was figuring it out. There was never – well that’s probably not fully true… I remember looking at jobs at universities and considering applying to teach – but there was never a time when I thought, this won’t work. I sold my house, dipped into retirement funds, whatever it took I was willing to do. When you have that fall back, and it’s not a formal relationship where you’d pay it back with or without interest, it’s going to hold you back. Your business plan should be strong enough that you can make it work. If you wouldn’t be comfortable asking for a loan, and showing how you’re going to use it, really take a good look at whether you’ll get ahead or just further in debt – even if just emotionally if you don’t make changes. No matter what you want to do, there’s a way to scale it. But some plans just aren’t scalable and you need to think about that. Then there’s the fact, nothing is guaranteed. I wouldn’t want to have a brick and mortar business in 2020 or 2021 and wouldn’t invest in one now. It’s improving but there’s still a lot of doubt. But that doesn’t make an online business a no-brainer. So, to answer are you an fitness employee or entrepreneur, answer these 11 questions
As an entrepreneur… You’re never “off.” If you’re not insanely driven or pressure isn’t good for you…. you will probably be happier as employee. I will tell you that any employee with an entrepreneurial spirit will do better today. If you find employers who hire for jobs they want done, with the description of success, and you’re the kind of person who wants the freedom to problem-solve and handle things with guidelines and a set of values… along with latitude, you will still do better. You’ll find positions that you like doing and that feel like you control to some extent what you make or how you are able to experience your job. I’m moving more to hiring the people who have the skills, beyond mine, and defining success, not a job description. When someone doesn’t get the job done or needs constant reminding when they’ve got a task already assigned to them, they aren’t long term. As an entrepreneur… You’re always free. You’re free to do the work when you work best. You’re free to take the afternoon or the week. You’re free to make the decisions in the morning and implement them in the afternoon. You’re free to be inspired and put ideas into action. You’re free to decide the direction of your business, who you serve, and how you serve them. As an employee… You’re always (or almost) safe. You’re secure. You’re certain what you’ll earn and when it will come. I can personally tell you that just before I was leaving my position I had a few conversations with my boss about changing the way I was paid. Because they’d never considered the program would grow to this level and my commission override was growing right along with it. And I said, “Don’t do that. If I don’t have a reason to run hard, it won’t be so fun for me.” That was knowing that slower months of revenue would still have meant a consistent income. I was like, “No! If you want me to perform best you won’t do that.” I like knowing that what I do gets a result. I’m in control. My son his first couple years out of college was looking for the right fit. As he tried a couple positions, I suggested he considered his own business. He was like, “No way, why would I want that kind of responsibility!?” and then we discussed management because he was outperforming everyone in his first 5 months on a job, including those who had been there for 12. Again, “No, way I just want to do my own thing.” Until… a couple years later. He’s considering both. I say that for you… you may think you’d never want that, until you do. So, if being an employee and learning the ropes from others is most appealing to you now, there are jobs. And later, you may want to revisit when you have a bigger skill set, more ideas about what works and doesn’t or what you’re not able to do in your current situation that you could working for yourself. We work a significant part of our lives. It’s important to have purpose in what you do every day.
Direct download: 2022-01-16-t12-28-02pm-final-mix.mp3
Category:career choices -- posted at: 3:00am MDT |
Sun, 16 January 2022
How would you like to give a great interview? Or first, get more media opportunities? Book more podcasts? In order to stand out and get your message out to more people you want to make the most of every conversation. When you land a minute on the news or the paper calls to interview you for an article, you want to make the most of it. Here are 11 Steps to a Great Interview 1. Start with an introduction that intrigues 2. Share 3 takeaways Make sure you are not there to talk about your book or program but to give tips and actionable items 3. Talk in sound-bytes (and pause) Remember it’s a conversation not a monologue 4. Answer thoroughly No “yes” or “no” answers, say a bit more to explain 5. Tell stories or use analogies Your story, a client story, like withdrawing money from the bank … 6. Practice tonality (up not down) Be better than boring 7. Put authority in your voice If you’re too soft or too slow no one believes you know what you’re talking about 8. Be clear: If you confuse you lose A short easy answer – you can always elaborate if asked 9. Make it easy for the interviewer 10. Provide the talking points or the questions as aske Ask questions, do research in advance Who is the audience? What is their problem? 11. Make it news (your book or program is not news) Don’t Wait to Be Asked You can create your own opportunities to give a great interview. You don’t need to wait around for it to happen. Call the local radio and tv stations and let them know you’ve got tips on how to use exercise for boosting immunity. Suggest 5 moves someone can do at home. For core, hips, lower back, stretches… the content you come up with is endless. The key is, make it news, and make it entertaining. If any other fitness pro (who could overcome stage fright) could do it, it’s not got a good enough angle. Content that Makes a Great Interview Use brand new released studies, or seasonal and timely information. Think ahead. Sure, it may be January, but what is going to be news next month? Heart health? Or if you’re hearing this in October, it’s time to talk about holiday weight gain and tips to make those traditional meals healthier or avoid holiday weight gain. News stations already have today and tomorrow filled. They’re looking for content for 3-4 weeks from now, that’s unique they can begin teasing and adding to other content now. Another episode you may like:
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Tue, 28 December 2021
This episode is a countdown of the Top Fitness Marketing Podcasts of 2021 (and All Time). I couldn’t resist throwing in some that are huge standouts from prior years (this show is in its 9th season)! You can find the episodes at fitnessmarketingmastery.com, Apple podcasts, iTunes, iHeartRadio and anywhere you listen to podcasts. In true David Letterman style, which is what any self-respecting Iowa girl would do, here we go! The Top Fitness Marketing Podcasts of 2021 (and all time) #10 Why You Don’t Want Your Social Media to Go Viral #272 Shocker right? Why don’t you want your social media to go viral? I lay it all out here. It may be an eye opener about a number of other goals you thought you had that aren’t serving you. #9 Fitness Marketing in Less Time: How to Get It All Done The most precious thing you have is time. If you’re doing busy work constantly, chances are you’re not getting it all done and you’re not doing it well. #8 How to Get Results on Instagram Without Wasting Time If you’re using Instagram, you want more than to see your own brilliant pictures or REELs. You want engagement, and to grow your email list. #7 Is Passive Revenue Too Good to Be True? If you are new to or a stranger to affiliate marketing, this is your introduction. Revenue in your jammies is not an impossible wish. Just what and how do you do this though? #6 Do You Pay Yourself First? It’s a big question and it’s often not the first thing considered by a health coach or personal trainer. The dollar per session may sound good, but when you factor in travel, time, writing programs, doing all the things…. If you haven’t learned to automate… then this. Take your business further faster with less time in 2022. Continuing with the Top 5 Fitness Marketing Podcasts of 2021 [Seeing this on another platform? Link to the show notes for the links to all podcasts from the countdown: fitnessmarketingmastery.com/top-podcasts #5 2020 My Systematic New Fitness Client Process This is by far one of the most popular episodes. It’s clear you want help structuring a system to work with clients and deliver excellence as you set up your business. Here’s how to set up yours. #4 Start and Grow Your Menopause Coaching Services If you run menopause fitness coaching services or want to, this is for you. Do you know the difference between training a woman 50 and one 70? Between a woman in perimenopause and post? Do you know what triggers belly fat and hot flashes and how to adapt an exercise prescription that improves her flashes? Here's an inside look at how to be the go-to-authority. #3 Taking Care of You, Personal Trainer & Coach Business Plan This episode content came from my observations and conversations with female health coaches and fitness trainers and business owners who are intelligent women doing things they’d never be able to – or allow – their employees to do. If you’re overworking, underpaying yourself, operating with a schedule that doesn’t mimic what you tell clients to do… this is for you. #2 4 Steps to Create Fitness Marketing Videos Video is still and is always going to be king and queen. So, this episode coming in at #2 is no surprise. You know you should. You are. You want more success doing it. Help is here! #1 Are the Words You Use Costing You Customers? If you’re not in your customer’s head, heart and thinking and feeling like them, it’s going to be very difficult to support a “yes” decision when it comes to getting started with you. Chances are if you haven’t created your programs with that same unique slant you’re going to struggle to make programs they love and experience wins doing. Did you know there are 5 unique buying personas of female buyers? So even if you’re trying to reach women in their 40’s they aren’t all going to respond to the same words (or images). This episode will help. Resources Mentioned: |
Tue, 14 December 2021
Love or hate small talk, you can make small talk matter big! Here’s how to take the most benign questions and turn them into an opportunity to showcase your work in a way someone becomes intrigued by you and wants to hang with you longer. If you’re an introvert, I’ll bet you can relate to this. You end up at a party or mixer, not knowing anyone very well, and wishing you didn’t have to show up but knowing it’s supposed to be good for you. You dread that small talk and the feeling that your responses to questions are lame. Not anymore, my friend. First of all, I want to address the fact that if you are indeed an introvert, you’re not alone. Did you know? More of us in fitness and health are than aren’t. Many professional speakers and actors are introverts. Still, it’s like required reading. You’ve got to do it. Where to Make Small Talk Matter Big
And so many more!
They’re questions that are likely to come up during holiday parties, in Zoom breakouts, and at fitness conferences. The way you answer could be the difference between, “oh, cool,” and the start of a relationship with a new client or a collaboration with a new company or partner. Here’s what you’re not:
Why? Because it either means nothing to the listener or it means what they think it means. Why? Because whoever you’re talking to knows at least one person if they aren’t that person who needs and wants your services. Are you going to let that get away? Have you imagined what it would be like if the owner of a company said, I’d like to do this for all of my employees, could we work together on something that makes sense for both of us? Or you connected with a grocery store owner who said they’d like to start monthly fitness & health tips and want you to head that up? You just don’t know. Opportunities come, as long as you swim out to the boat. When you’re in front of people, make your words count. So let’s say this not that. Not, personal trainer. Say this:
For instance, Your response will be a question. That’s important. You know busy professional women in midlife who struggle with time and fatigue who want exercise for stress relief and more energy? Why a question? A question leaves an open loop. It compels the listener’s brain to answer. They usually will.
And with that, you’ve opened up a conversation. With a simple answer like “personal trainer,” you’ve closed it. In fact, if you’re uber qualified? So tell them, specifically what it is you do or want to. Dig into your niche with your answer. You’ll extend your reach far faster. Make small talk matter big. Cheers fitness & health pro! Whether it’s a holiday party, a New Year’s health panel, or something else. Small is big. Other Episodes You May Like: 6 More Ways to Increase Your Fitness Sales this Season
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Tue, 7 December 2021
In this series of weekly marketing posts, I’ll help you craft your content so that you can resonate with your ideal customers. I’ll choose an example of some fitness posts that are a good concept but miss the mark. Say This, Not That Fitness & Health Pros Now, there’s a whole lot more involved in a good post that gets engagement, a quality call-to-action, use of the right hashtag strategy, engaging with your audience after the post, priming your timeline before the post, and congruent consistency of content… but without this first very foundational piece, your post won’t be seen, discovered, or engaged with. So, let’s get started. Here’s where you could easily go wrong when you start your post intending to give help and support. How can that go wrong? Here’s how. When your topic or message isn’t targeting a problem that someone wants a solution for and isn’t stated in the way your customer talks about it, it isn’t going to get a big engagement. Don’t assume too much. Instead of this: “Tired of sit ups and crunches?” make it clear why NOT sit ups and crunches. That question assumes your ideal customer is indeed tired of sit ups and crunches. Ask, is my ideal client asking Dr. Google, What can I do if I’m tired of sit ups and crunches? If the answer is no, then you’re going to miss the engagement you want from a post and the time you’ve spent creating, editing the post, and the real estate you could have used better, is gone. Get to the root of the problem in the customer’s eyes and language. If someone isn’t tired of crunches and sit ups, then they skip this because it does not resonate with them. Work with women in menopause or want to? What Are They Aware Of? If someone is under the impression that sit-ups and crunches work, they aren’t looking for help with alternative exercises. (They may not be getting results, but also not be attributing that to the exercises they are doing). No one wants what they NEED, we want to buy/watch/learn about what we want. Say This Instead: Why sit ups and crunches will never help you shrink your waist (and what to do..) Biggest core exercise mistakes and fastest way to a stronger core/smaller waist (and what to do…) Why This Not That Message: Now, you’ve stirred curiosity. You’ve taken someone from thinking they were doing the right thing, to questioning it. You’ve got their attention. First, because you’re talking about the thing that is most important to them. And because the thing they really want (flat belly, strong core, smaller waist, less belly fat) isn’t achievable doing what they’re doing. Now they are going to pay attention. Resources: Marketing to Women Copywriting Course
Direct download: Fitness_Marketing_Mastery_-_SAY_THIS_NOT_THAT_CRUNCHES_AND_SIT_UPS_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Mon, 29 November 2021
Rest assured; I’m going to give you 6 more ways to increase your sales this season. But I’m going to do it a little backhandedly. That is, I’m going to share why your marketing ISN’T bringing you more sales. These are six reasons why too many fitness pros are striking out when it comes to social media, or any marketing for that reason, and what to do about it.
Posting generic information that another fitness professional can post, you need to ask why. There are currently about 375,000 trainers in the US alone. Yet, keep in mind no one is restricted to training with a trainer “locally” anymore. I’ve worked with clients in Italy, Trinidad, UK, Australia as well as all over the US recently. Personal training is expected to grow by 39%. That is, the number of trainers, not necessarily the number of clients. Now, what’s happened during the pandemic? Big chains, medium and small ones are losing 2 to 5 trainers at a time right now because there are not enough clients to go around. There aren’t enough members coming back in. That doesn’t mean they’ll all be successful with online businesses. Either way, be the unique one serving the niche you serve better than anyone. Get press, get partners, get wise on social media strategies and then use them, every time.
Posts about random health habits for the holidays are generic commodities. What deeper layer can you provide that shows understanding of exactly what emotions your customer has during the holidays? Are the emotions excitement and desire to toss abandon to usual health habits to have pleasure? Is it fear of gaining weight and losing control? Is it a depressing time due to emotions of holidays past or losses? You can’t know how to help them if you don’t focus on what they feel and think at this moment. You also can’t do a post so inclusive that you target someone who is depressed and someone who loves the holidays in the same piece of content. You’re doing it again – trying to serve everyone all the time. That level of marketing forgets what really works, targeting one individual.
You have to know what works and toss the rest. What are the results of your digital ads? How many visits to a landing page and from unique visitors, how many sales? You have to track your conversion rates. On social, how many website clicks result from your posts? How much engagement matters too, but if you’re not moving them off social to your email list, what’s the point? Email is where you nurture and sell. Those are the people interested in real help and support.
Get to the answer within seconds. Whatever your title or image promises to deliver. Do it. No long bumper or talk about the show or anything but the thing you promised in the title that was so juicy it got them there. If you’re on a live and you wait “until a few more join”? and I got there on time? You’re wasting my time. So, start when you said you’d start. YOU should join early if you want to wait a few minutes to dive into material, but it is maddening for busy people or just prompt people when you ignore them in favor of the latecomers, or when you don’t just give me the info you promised before some long prelude.
It’s easy to think they need to know who you are and launch into years of experience or degrees. They don’t. And for that reason, they’ll choose a stranger who has simply been a fitness enthusiast for years, happens to have had good luck and next to no training if they get a quicker answer than listening to a dissertation about your background. There’s a place for it but don’t lead with it. There they are - a backhanded way of finding 6 ways to increase your fitness sales this season. I’ll link to previous episodes where I’ve shared others. Do you make any of these mistakes? Choose just one and change it first before you try the overwhelming task of changing them all. If you’ve felt like you just can’t understand why what you’re doing doesn’t work, these may give you the ability to see it. Other Episodes You May Like: What to Say to Close the Fitness Sale 10 Social Media Tips that Work for Fitness & Health Professionals
Direct download: Fit_Pros_6_MORE_WAYS_TO_MAKE_...._-_Edited_-_2.mp3
Category:marketing -- posted at: 8:08pm MDT |
Fri, 19 November 2021
We all have to deal with strong emotions and yet if you’re an entrepreneur you also have to figure out doing business anyway. If you’re running a business, no wait really, if you are the business, then inevitably you’re going to run into moments when life happens. You will have to both run your business and deal with the unpleasant reality that our loved ones are born, get married, break bones, have accidents, die, and you have emotions around all of it. You’ll move, have arguments, and break up. You’ll miss planes and get stranded. You’ll encounter technology not working. You’ll lose people and you’ll need to train others. You’ll get sick or have car trouble. You will have an old dog that needs care. All of those things will show you the leaks in your business. At least they did for me. Doing Business Anyway You’ll have to make hard choices and sometimes through all of that, you can’t control your emotions. Recently, I went through a tough time. I’m talking about it here because of the opportunity it’s provided me to see what needs to happen next for me. I also realized that much of what I default to doing to myself is not moving my business forward as much as it is a distraction and a comfort to leftover feelings of fear that may not be justified in the moment. Strong Emotions and Doing Business Anyway One of the last trips to see my mom, and it wasn’t pleasant. She’d struggled after her fall and surgery. She felt less stable. She was resisting moving to assisted living. This is all the emotions and decisions that any adult child goes through really. It’s not a surprise. But you definitely get it when it’s you. I was locked and loaded with a hot spot so I could work while I sat with her. And then that never happened. There’s just way too much to do. And she and I spent time quality time going through memories and journals. And that time was absolutely precious. But other moments of that trip were horrendous. There was a quarantine from covid the first day I was there. I got food poisoning and so for the last two days I was there I couldn’t see her. I then had a flight cancelled and was stranded for two days in Des Moines, Iowa, still recovering from the food poisoning. That was just the beginning of a downward spiral of my mom’s health. Fear I had fears at the beginning. I definitely did, and for good reason, really. I got down to very little in my bank account. My house was for sale but there were no buyers and it was -20 too near Christmas for anyone to really want to buy. It was then that I learned the habits I’ve kept for longer than they serve me. I roll up my sleeves. I go to work. I make things, I’ll say that too. Like you maybe, which is why I say this, I tend to create things. The reality is that I’ve become the most successful by slowing down creating and amplifying the marketing. I have award-winning content and programs that get rave reviews. So, what I really need is not another program, but more people in my programs. But we default to the old patterns… at least until we break them. Greif Most recently this has been what I’m dealing with. My mother passed and for the last couple months it’s been down hill and we knew it was on an accelerated path. I found myself not wanting to take care of other people, just wanting to be taken care of. When you feel like this you only have so much bandwidth to function. You’re not likely to be able to take care of everyone else in the way that you usually do. Juggling things that normally are nothing are much harder. So, if you keep having the same expectations of yourself, but aren’t able to have the same work habits as you usually do, it creates some friction. All of that leads to fatigue and it can get hard to take care of yourself. This one must be the hardest of all to handle. It’s unpredictable. It’s not a fever, a cold, or the stomach flu. It’s not a fight that you’ll be mad about and then make up from. Holidays You also have to think about the holidays. I say that now because it’s fresh on my mind that these will be the first holidays without my mom and it’s a fresh wound anyway. It’s not the first holiday I haven’t been able to be with her. We all experienced that during COVID. And I’d had others where that was true too. But I’ll be alone this Christmas and at Thanksgiving without that phone call to make where we pass it around the room. What do you do during the holidays? How do you automate during the holidays? How do you promote? It’s time to think about not just making things happen or attaching your “success” to how much money you’re bringing in, but to how you’re doing it. Are you bringing it in in a way that is sustainable, and you love? Or are you building a business you don’t love and want to keep doing? It’s so important to consider your answer to that. Sooner rather than later. Had I not had time to pause I may not have realized how much I’ve carried over habits I began when business was very different to now when I can build a sustainable business and do it with more thought. What’s the Bottomline? The biggest take-aways from this episode are that business will have ups and downs. Those are more predictable usually, though I think we can agree the pandemic threw everyone for a loop. But more importantly, life will have ups and downs. The way I describe ideal workout planning for women in midlife is that it’s a sweet spot of stress. Just enough, not too much not too little. So, if life is full of emotional stressors or financial ones, then the workouts should back off. It's the Same in Business The same is true of business. When you’re struggling with a lot of emotional stressors, or you’re trying to hit a big physical activity challenge yourself, it may not be the best time to push any business goals. Your business might plateau or even dip. Sometimes that’s ok. At least you want it to be ok. You want to know where your space is for your breakeven. Your burn rate. Like every month I know how much my team expenses are going to be. And I know how much equipment and platform expenses will be. I want a profit margin above that. If I’ve had a healthy couple months with a large profit margin I might expect things to be a little quiet and be fine with that, knowing my average is still up. Resources: Masterclass for Fitness & Health Business Black Friday Specialist Event [add to cart for details]
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Sun, 14 November 2021
To fill your health & fitness coaching business, you have to know what to say to close the fitness sale. Or, rather how to open a conversation. And it's not what will come out of your mouth first... unless you've rehearsed it after thinking about it. When you’re:
What should your flow be? (on the webinar? in the consultation call?)
So that you can: overcome objections before they come up and then if they do… Know what to say when they say:
So, It’s Your Turn: What do you say when someone asks, “What do you do?” So that you are not just a commodity:
You don’t improve by telling someone you’re an online personal trainer, or a midlife weight loss coach. You haven’t mastered this art of engaging prospects if you say you’re just adding adjectives like a midlife or menopause health coach. Even for my Flipping50 Fitness Specialists, I would never want them to answer, I’m a Flipping50 menopause fitness specialist. Not until far into a conversation. Know why? Because last year, there were no #midlifehealthcoach uses to speak of, this year there are hundreds calling themselves that. (some of them who go so far to steal client testimonial content and call it their own!) So what? Did it make someone better, knowledgeable, relatable so they can get the sale because they’ve called themselves that? Or stole a testimonial? No. The ability to transform your answers into something powerful that makes a listener say, oh, that’s me! Or oh, that sounds just like my wife! Or, that sounds just like so many of my clients! (Says my hairstylists/my dermatologist/my dentist) That is what gets you the next step. The curious other person who isn’t just waiting for the polite conversation to be over. Where it goes wrong In too many cases, when you say… oh I’m a personal trainer or a health coach, they just assume that they know you by their own personal experience with a trainer or health coach. There’s no need for more conversation. If you say Medical Exercise Specialist, Pilates instructor, Yoga Teacher, it’s the same. Nothing – not even an identifier of “midlife women” or “menopause” helps you there. You friend, are burying your opportunity not to tell people you’re award-winning fitness instructor, or international presenter, or certified or master degree holding.. which are all commodities and labels that mean nothing about your ability to relate to your next prospect. It’s not about you. It’s about them. You can build credibility without listing your degrees, certifications, and it definitely can’t be done by giving yourself a label. Resonate with You? If you want more, meet me for a special masterclass. I’m sharing 3 of the marketing mistakes I see trainers and health coaches unintentionally do every day. If you work with midlife women – and who doesn’t or won’t – they make up 80% of personal training clients, I’ll also be sharing 3 of the most common mistakes trainers – even experienced ones are making with their clients. (or themselves) ATTEND FOR FREE What I say. (in episode!) Can you describe yourself this way? In a way that makes someone say, oh that’s me? Not with a cold blank label that is generic? You're Invited:
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Thu, 11 November 2021
Who doesn’t need and want more revenue generating actions? Note I said actions and not ideas. My goal is not to give you a list of very good ideas. What I want you to do is treat this like a check list. It may be a reminder for things you have done and have worked but you just stopped doing. The first step is to not assume everyone already knows about you and they’ll come find you when they’re ready. Free masterclass with 3 biggest marketing mistakes and 3 training mistakes that miss with midlife women.
These are hot for good reason. Make it targeted enough it attracts and serves your exact demographic (That isn’t every possible customer in your geographical area. It’s the specific 66-year-old woman concerned about osteoporosis, getting weaker, gaining weight, and not wanting to be frail like her mother). The value is your follow up offer. Make it congruent with the challenge. It’s not just generic “personal training.” A package that feels complete and solves the buyer’s problems is what sells someone.
This is my preference. I like someone to be invested. It's already revenue generating from the beginning. The saying goes, when you pay you pay attention. It’s so true. Otherwise, it’s nothing but another email reminder or thing to have to do but nothing at stake so why bother? Someone misses a day and they’re likely to skip out altogether if they didn’t pay. Challenges don’t need to be a big investment though. Host it for $19 or $27 or $49 at most depending on the length of the challenge. Some challenge hosts will do a free challenge but also include an upsell to a better VIP experience, including maybe hot seats, or handouts, or additional materials or access to live presentations inside a group.
Make it a presentation that is news and noteworthy. Holiday weight gain realities vs myths. Where it usually comes from. How to eat more and not gain weight.
Yourself, invite a panel, invite a guest. But make sure you’re solving a problem. You’re giving a unique and tangible offer. Meaning 3 healthy family-proof recipes they’ll all love, 5 short workouts for holiday health (and sanity).
Just your house! Let them see behind the scenes! Your fans love to know what you do, and what works for you.
By appointment this year rather than a large social gather. Yes, it's like a sales appointment, but it feels different with this frame. And treat them differently. Give them favors, refreshments, treats that are unique.
Target podcasts that serve your same audience. Someone who does something complimentary, not exactly what you do. Reach out, introduce yourself, make it clear you’ve listened to previous episodes and understand what they want. Provide the 3-5 take-aways for listeners. Let the host know how you add value to listeners, and mention your own email list and social media following. It matters. The value of a guest is ...
If you own a brick-and-mortar business, I know it’s been tough. Don’t forget ways to help those who’ve fallen off the bandwagon to come back in. Think about their biggest objections. No ignoring that it may be safety, and the mask and vaccine situation. There may not be a lot you can do about that except nurture them. Stay connected. Be a source of healthy immune boosting habits that people can do at home if they’re not back yet. But what if it’s something else? What if ...
That’s not all though. Make an offer each time you post...
...There are so many ways to use a membership. Maybe it’s a way to add value to current training clients with extras like recipes, meal plans, workouts when they’re not with you, traveling plans that include tubing/bands/body weight only. Maybe there are extra perks inside your membership that feature discounts or a special relationship with select vendors (you have rounded up). It could also be a second or third step after a course or training so that someone who feels they’ve got this, can just stay consistent with support.
You know those questions you’re asked all the time? That’s a course. Are there people who want to go deeper on a topic but you just don’t have the time to do it one-on-one and can’t get a big enough group to participate at the same time? That’s a course. If it solves a problem, answers a question, it’s a course.
If you’re hosting events, whether presentations and panels or races, or open houses, it could be news. If it has a who, what, when and it’s relevant to the community, it’s news. Here's how...
When it’s time to grow, really scale, you’ll no longer be exchanging time for money. You’ll have programs you’ve proven to achieve good transformations for clients. You’ll know what words you used, the exact emails, and the social media copy that helped bring people to a yes. That’s when it’s time to start recruiting affiliates. Partner with people who need a program like you offer. The ideal candidate is someone who doesn’t do what you do but works with the same audience you do. What you offer has to be in their customers or patients’ best interest. Does your copy suck?Copywriting course so that you can write copy that works and speaks to your female buyers better.
You use products and tools or wear workout gear you love that you know would help your clients be more successful too. Why not set up affiliate relationships so you can earn money promoting them?
Much of the time these are people who just as before, serve the same audience that I do. But I also share my list with a friend I trust who does something similar to me, with a unique process different than mine...
Now is a good time to offer one no matter where you live. Indoors or out. How could you create a fitness “camp” for adults and allow them to flow from yoga to spinning, then weight training to foam rolling. Maybe there’s a place to serve them lunch catered in from a restaurant or food truck. This can be a great revenue generating strategy in itself. But at the event you can also upsell to training or coaching packages.
Who needs you? The answer is more people that you realize. What business needs a moral boost for employees right now? What business would welcome a stress reduction yoga session or joy-enhancing practice of meditation for its employees? Whether it’s during the stressful holiday season or any other time of year. What businesses did well during the pandemic? Incredibly well or were extraordinarily busy?
If you nurture your email list and you have a good offer, an email (or series of emails) should always produce sales for you. Be cautious about burning your list out by not only sending sales and promotional emails. Continue to regularly share valuable content (to them) in the same vein they subscribed to your email list in the first place. Then when you do make an offer, some of them will be thinking that this was perfect timing and will be glad to purchase it. This episode is filled with gold for marketing all year. Treat it as a checklist! Keep it close. Answer these questions for yourself: Which of these are most urgent for fast growth? Which of these do you want to implement in 2022 but need more thought to do well? I know what I'd tell you! (what I'd tell our mastermind members). |
Sat, 6 November 2021
Are you starting a new business as personal trainer? You’ll want to listen to this episode. I interview Jen Shaver who is in her second career. We hear here story of starting and growing her personal training business. My Guest: Jennifer Shaver from Fit with Shaver. She is a former endurance athlete who spent many years doing countless triathlons, 7 full marathons and 9 half marathons. Jen didn’t enter the age group world of running until age 33 but, once she started the only thing holding her back was her pain. During her endurance athlete time she was suffering from bulging discs, anemia and extreme joint pain because she didn’t implement several important factors into her training as she was aging. As a child of the 80’s she is a reformed cardio junkie and has changed her ways and her pain. New Career Jen is a former middle and high school Spanish teacher who has combined her love of teaching and enthusiasm for fitness together and has taken her talents from the classroom to online to help the busy midlife woman learn to make exercise work for their body, for their hormones and for their schedules. She offers a variety of online, at home strength training classes for the everyday busy woman with no extreme moves. Jen describes all of her workouts put the fun in functional training and are void of vomit-inducing burpees, crunches, and jumping. Just the functional movements that will lead to a strong healthy life filled with enjoyment and movement. She enjoys sharing her knowledge as a triple certified fitness expert to help women experience the mood and energy boosting effects of exercise. Her workouts are designed to make you feel empowered, not defeated. Questions we answer in this episode: 1). How did Fit with Shaver come to be? 2.) What exactly do you do at Fit with Shaver? 3.) What is your niche? 4.) What has been the hardest part of starting a new business/career? 5) What have you learned from starting your business to now? 6) What do you think makes you unique? 7) What has been the biggest “aha” about the business of fitness? 8) What do you want for your business in 2022? Connect: She’s Social too! Instagram: Fit with Shaver Facebook: Fit with Shaver Are you starting a new business as a personal trainer or health coach? Start right with this masterclass where I share the 3 biggest mistakes in training women in midlife AND the 3 biggest mistakes marketing to them. Resources: Masterclass for Starting or Growing Your Business Flipping 50 Menopause Fitness Specialist
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Wed, 3 November 2021
Avoid burnout post pandemic no matter what the reason you have it. Stop scrambling to compete with someone else. The best way to beat comparison mode is two things:
What are the problems they have and want solved right now? What do they know now and what do you want them to know? What do they feel now and what do you want them to feel? (all things you can learn in my Copywriting Course) Are you focused on a budget-minded shopper or someone who will spend whatever? Does your appearance, brand, and stance attract her or repel?
Instead of competing and worrying about what someone does, do your thing. No one can compete with you being better and ahead. Remember why you’re doing what you’re doing and what parts you like and do more of that. If what you love is teaching fitness, say you love it as much as I love researching science and breaking it down into applicable actions, then figure out a way to do more of it. You’ve got to do the basics of choosing the right audience, knowing how to reach them, understanding how to create a funnel. But then you can and should do the things that light you up and less of those things that make the light go out. Keep it simple instead of buying all the things you very likely don’t need. You don’t need a YouTube channel and a podcast, and a blog all at once. Two things inform how you create valuable content. (By the way content that you share via email – if you’re still focused on social media first, you’ve got it backwards. Content starts at your website. Then you share it with your social media posts. You always, always, want to bring people to your website.) Resources Mentioned:
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Sat, 30 October 2021
If your free fitness consultations fail to convert, you’re not alone. Here’s a look at why and what to do about it. It’s not a body composition assessment or a movement screen. It’s something that once set up doesn’t require you to lift a finger. But it will make every single one of your consultations more productive. Helping Hand? First, I want to say this. We love to help. Fitness professionals and health coaches love to help. We overdeliver. And that is a quality that makes you such a warm coach. However, you’ve got to have boundaries. You have a business. You’ve got to find the clients who do want to do the work. Those who expect that you wave a wand and they reach their goals easily make the relationship an energy drain and usually get the least amount of progress. That said, it’s not only about conversions. I always enter a consultation with the frame of mind that the person I’m talking with will get value from the call even if they buy nothing. If they don’t take a next step, or don’t do it right then, they will get value. Passionate About Fitness To you givers, though I say this: always ask. You must ask for the sale in order to get a yes. Sure, there is that 1/100 who will interrupt you and ask how to get started. Honestly, that’s me. When I’ve gotten so far as to do a consultation and I know what the bottom line is and the value of whatever the transformation is to me, I may interrupt and say, “Look I’m ready, how do I start?” What that means is during your consultation you should slip in a chance to by early for those fast-action takers. You can talk people out of doing it by making them feel aggravated and going on too long. How to Fix Your Fitness Consultations Fail to Convert Rate A survey (or application) so you can pre-qualify them. You can make it a part of your process.
Who Do You Serve BEST? Remember, not "everyone" is your people. If you want high-quality clients who pay a premium price and expect premium service, you too can expect that they give a premium effort. The way someone books this consult shows you exactly who they are. I’d rather work with lawyers, realtors, professionals who are serious about doing the work and who can follow directions. Push back at the beginning means a rocky coach-client relationship for the duration of coaching. If you’re applying for the Fitness Marketing Mastery Build Your Business (BYB) Mastermind for instance, I have personal trainers, health coaches, studio owners attend a masterclass first, then apply/enroll. They then do a call with me. If either of us has reservations about moving forward or whether the mastermind is right for them, they’re refunded, before they ever see materials and content. Once they do see the current content, the library of 2021 mastermind content they get as a bonus to begin building Black Friday, the additional bonuses to start generating revenue the next weekend… I do not refund. I do guarantee, if someone shows proof of doing the weekly work, that they will increase monthly revenue by $5000 or more or I will work with them until they do. What should you ask on the survey? Ironically, it matters less than there is one. There are a few pre-screening questions you want, but they are not absolute. Ask questions that get them reflecting on why they want and need this.
Be sure you collect their name and email address in the survey. That way from the calendar booking you can open the survey and see responses before or while you’re on that call. Reference the survey on the call Customers, or prospects, hate filling something out that you don’t look at. They’ll be super put off. I’ve done it before. I’ve had too little time to open it. I’ve been on the go and have to conduct the consultation from my phone in my car or at the gym. Not ideal, but I don’t miss appointments and weather, traffic, all can interfere with the best of intentions. Do the best you can to screen those responses prior to calls. A put-off prospect is not someone who is in a ready-to-buy state. If they’ve been trying to lose weight for 10 years… mention it. “If you’ve been thinking about it for so long it’s pretty important to you. How much would you say you think about it daily?” That was worth the price of admission to this episode, by the way. You’re welcome. Joking aside, that is a question to tuck into your arsenal. As obvious as it is, many trainers and health coaches don’t realize the impact of a question like that. There are a handful of others that are similar. You make the person so aware of how much of a problem, drain, focus this is for them, they are ready to learn about a solution, YOUR solution, since they’re in front of you. Stay out of the weeds They got on the call. They have a reason. They have expectations about what’s going to happen and the outcome of the call. So, lay that out at the beginning. And stick to the purpose of the call. It’s to share the options and get a yes or a no. Period. It’s not to show them how smart you are, or how much you know or can tell them. Help them make a decision in this meeting. Set it up that way from the beginning.
Resources: Menopause Business Specialist Masterclass Mistakes You Make with Menopause Clients Tools You Might Like Referenced in this Episode:
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Tue, 26 October 2021
You may think social media doesn’t pay the bills. But it could. In fact, there are plastic surgeons, physical therapists, and fitness pros who got checks from YouTube during COVID that kept them going when business was shut down. And in fact, it can be a huge source of organic traffic. It is for me. I grew a YouTube channel to almost 130K organically. Still today, 8 years later, people that join my programs will tell me, “I’ve been following you for a long time on YouTube.”The social media tips that work here I know because of my own, my colleagues, and my coaching clients’ success with them. Are You Making This Mistake? But it’s easy to just throw things at social so you can check that box off. That’s the kind of activity you’ll use to prove social media doesn’t work. So if you’re using resources (time, money, and energy) to be on social media, here’s 10 social media tips that work. Aside from the fact that video wins over everything else, I’ve got some social media tips that work. Social media requires strategy. What you post on Instagram doesn’t go on Facebook. The same hashtags on Instagram that help you get found (if you use enough and they’re relative to your post), will actually hurt your reach on Facebook. Blindly just being on a platform is a waste of time and resources. Here’s a few tips to apply no matter what platform you’re on to do better with engagement and success. You’ve got to be measuring the right thing. The value of saves, shares, then comments and likes on Instagram should be clear to you. Is your content something your ideal customer wants to share? Have you solved, or started to solve, a problem so they want to keep coming back? 10 Social Media Tips That Work
Social Media Posts Need Words That Work The right words matter. With every post you have to be thinking about what you want your ideal client to think, feel, and do after seeing it. In order to do that you have to know your customer better than anyone else. My Audience, For Example I know for instance that my fitness and health pros feel frustrated that they aren’t making as much traction as they want to. They’re spending a lot of time doing what they do but they aren’t making a great living doing it. They don’t have the freedom financially or the time freedom they want. They don’t feel comfortable with the marketing and the sales or the business decisions that make them more than just busy, that make them a true business. I know many of my fitness & health coaches work with women in menopause and don’t understand why they can’t get their own weight and belly issues resolved let alone their clients. In fact, some of my Flipping50 mastermind members are fitness clients themselves first. So, with all that information about my audience, when I post to social for them I know what will resonate with them. I know both what they already feel and how I want them to feel. Optimistic, there are answers, and I cracked that code 9 years ago so they can benefit right now. Resources Mentioned: CopyWriting for Marketing to Women course Flipping50 Fitness Specialist Masterclass
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Mon, 4 October 2021
Having to get things done can either be the best or worst thing for productivity. Some perform well under the gun, others not so much. If you’re in a habit of waiting til the last minute, in other words, you’re probably a perfectionist, here are 3 tips to help you get things done easier without the cortisol-escalating adrenaline rush that may not produce your best work. You’ve got programs and workouts to write. You’ve got blogs, articles, videos to create. You have follow up emails, or cancelled appointments to reschedule. When does it all happen? Well, some things have to happen at the optimal times and others can happen whenever. Once you figure out when you’re most creative so you can schedule the things that require the most brain power, then these will tips come in handy. I’m sharing what I’ve learned and how I cope when my attention-span wanes. You can’t go from 0 to six-figure months randomly getting things done. Here’s how I did it. The absolute worst thing for productivity to do is to open another word document and start a new idea thread. And I try to do it all the time. It’s usually an equally important or urgent task, so I can justify it. So, if I don’t keep a list of what I need done and when and then translate that into blocks of time weeks before that I will focus on that thing, I’ll get to the last minute with too many things on my plate and nothing gets done. Even though I know I do this, it still happens. So, here’s how I handle it. The publishing calendar I create for myself has a block of time every week to work on something due at the end of the month. When I get started on it weeks before I’m the most creative. https://www.flippingfifty.com/getstronger Ready for Resistance If you’re a creative like I am, I resist doing the work I’ve put into my publishing calendar sometimes because it feels like I’m backed into a corner. I have to remind myself that I can still have latitude with the treatment of the topic, and what I use to engage my audience. A creative mind- like so many entrepreneurs have – hates to be put in a box and told to do a certain thing! I never work well like. You know when you go to meetings and people are put into groups or individuals are asked on the spot to come up with something? I don’t perform well during those! I need to go away, get quiet, play with the ideas and then come back to it. Then I love to share. But I’m often a blank for my own work. We Can't See the Nose on Our Own Face That’s why hot seats work so well for me and others! It’s why we do 12 of them in the accelerated 12-week Build Your Business mastermind course. You and I can see someone else’s problem so much more clearly than we can see our own. So, instead of saying, here – work on this and then share your answer during sessions, you just present your problem/challenge/question and other’s brains can go to work on it. That ends up freeing your ideas too. It’s a win-win-win. Everyone involved gets something from hearing the problem, hearing answers from others who aren’t emotionally attached to them, and you get to put them all in your pot and let them marinade for you. The second worst thing for productivity is to make myself work through a longer block of time than my brain wants to focus. Your brain will wander at about 90 minutes and your productivity takes a nose-dive if you don’t take a break. A productive break is an exercise break. Clear your head, increase circulation to your brain. The Western world has done this forever. Those 8-9 hour days and 10 and 12 hour shifts, really do not lead to more productivity. You know how we most-recently know? The pandemic proved to companies that when people are allowed to work at home (most likely with more breaks) they got more done! People were happier. Many companies considered not bringing people back in, or doing so only in limited capacity and allowing people to choose. Sprints vs Marathons While it (at home) doesn’t work for everyone, if you have a job that requires creativity, problem-solving, it most likely is best to work in short sprints of focus and then leave a project and come back to it. Here’s how I avoid the #1 worst thing for productivity – I take myself out of my environment. I do it in two ways:
Worst Thing for Productivity May be Too Much Forced Productivity! This kind of “white space” is sometimes missing from trainer’s days. It’s an old cliché that you’ve got to work on your business, not just in your business. Meaning that you can’t just schedule your training sessions all day and leave no time to develop the business plan and systems. You’ll sink fast. You’ll paint yourself into a corner so busy with clients that you are “too busy” to focus on scaling. You can’t scale one-on-one sessions. Unless you can keep raising rates to $100 and $150 and $200 per session, and get clients to pay it, at some point you’ll be aiming at too small a pool to make that work. When do you work best? When are you most creative? When can you think and focus best? Work Best For me – and most- thanks to cortisol, it’s morning. So, I’ve made two changes in my business life over time.
Productivity an Issue for YOU? Is it that you don’t know which tasks are the highest priority? Or is it that you can’t focus due to too many distractions? |
Fri, 1 October 2021
Are you marketing to active older adults? Successfully? Did you know more than 2/3 of them – especially women - don’t think advertisers understand them? While this episode touches on marketing, we dive into just what supports older adults most. There's gold in using the science and facts to educate and allow it to work for you. My Guest: Currently Pete lives in Carlsbad, CA where he is an education consultant for Core Health & Fitness, the parent company of Nautilus and StairMaster, as well as a content creator for both the American Council on Exercise and the National Academy of Sports Medicine. Questions we answer in this podcast:
Other things to think about for marketing to active older adults:
Successfully marketing to active older adults, or anyone, starts with doing your research. You have to ask questions not just imagine that you know who they are, what they want. That, perhaps, is the most important piece. People buy what they want not what they need. As fitness & health coaches it's easy to see what people need and try to sell them that. Two things help bridge the gap. Help them understand what they need in a way that makes it what they want. And compromise so you give them what they want. Connect with Pete: He’s on Social: Twitter: @PeteMc_fitness Resources Mentioned: Pete’s New Book Ageless Intensity – sure to become one you reference and recommend!
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Wed, 22 September 2021
How would you like a Facebook ad formula that works? Yes, please, right?! No matter if you’re brand new to paid advertising, only thinking about it, but haven’t done any yet, or you’re a veteran but have noticed a huge change (for the worse) recently, listen to this episode. It will help you think about thinks in a way that makes it far less mysterious. When I first began running ads I would have loved to have a Facebook ads formula. I was fortunate enough to have access to a mastermind group and expert resources to begin. This is one area few personal trainers or gyms feel good about. There is always the question of whether or not you’re spending too much, not enough, and what to change or test to get better results. This episode will help you identify a plan. My Guest: Jono is an award-winning international speaker, bestselling author, podcast host, the co-founder and director at Fitness Education Online and the admin of the one of the largest Facebook Groups in the world for Fitness Professionals (Fitness Education Online Community). Jono is the current Fitness Australia Educator of the Year and a former Exercise New Zealand Educator of the Year Finalist. Questions we cover in this episode:
Facebook Ads for Fitness & Health Pro Example from the show Initial investment = initial sale $500 ad spend $10 leads Close rate 10% $500 cost of program (start of customer value) Zero percent of local businesses run effective Facebook ads. -Jono Petrohilos Formula for $5 leads
No: no smiles, working out/working hard, exercise photos, too professional, really fit and good looking
e.g. 12-week challenge kicks off 8th of August TOWN location. Click for more.
There you have it, the perfect Facebook ads formula for health & fitness professionals Connect with Jono: www.fitnesseducationonline.com.au FB Group: www.facebook.com/groups/fitnesseducationonline IG: www.instagram.com/fitnesseducationonline
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Fri, 17 September 2021
Whether you sell fitness & health services by webinar, phone, or in person all of these tips will help you get there. First, before the meeting: Set the stage for it being about how we’ll work together not if.
On the call. Set up…take charge.
What if they want to know if there’s any other option. Ask why. And if it’s price: Let’s look at what parts of the program aren’t important to you and what we can remove from the service to make that make sense. That can create a fear of missing out. No one wants less of the service. What they want is all the service and to pay less. So, when you paint it like that, they often find the money. Before What You Say to Sell Fitness & Health Services Most important… what are you doing to get people into your funnel: to your calls, consults, webinars? Do you get qualified leads? The ones ready to buy, start, get results? Here’s how to write copy… which is everything you say, write, and speak on stage or in videos that either attracts or repels people. If you can’t help people take action, you can’t help them. To sell fitness & health you really have to have a good product, really care about people, and give value that wows your customers. Resources Mentioned: |
Fri, 10 September 2021
There are two parts to how to present your fee or make an offer and they are:
So, I’m breaking this down into two podcasts because when I went to unpack it I knew I’d leave you hanging and leave important considerations out if I didn’t. Present Your Fee ABCs In this episode of how to present your fee it’s about where you’re going to do that. I’m talking about your customer journey from the time they find you and follow you here. The cost of your program or service also matters here. In general, the more expensive your services the longer time you’re going to spend with a prospect before you make the offer. So, before you go too far into thinking about how to sell, make absolutely sure you know who you’re selling to, whether you’re selling a low cost item – usually less than $100 or you’re selling a higher ticket item, $1500- 4000, or a more custom product $5K and up. Here are different platforms you can use to sell your services: Low cost products can be sold via email. The higher your price point, or the less time your customer knows you, the more likely you’re going to want to sell one of these ways:
Which One and When? A phone consultation can follow a masterclass. A very small percent of customers make up their minds right away and buy on the spot. It’s about 15%. The higher the price point that number shouldn’t go down as long as you’re attracting the right people to your list. Someone could make a phone consultation appointment with you from your website. Ideally, you’ll do pre-booking screening, so the customer is qualified and legitimately considering your services and able to afford you before booking. Say you host a webinar or masterclass to sell. About 15% of those fast action takers are going to decide right then. But many more will need more time and more follow up emails. One of those emails could offer the opportunity to book a free phone call with you for those on the fence. If you’re seeing clients in person now you can also present your fees and close in person, or there’s always zoom. One Offer If you confuse you lose. Give one good choice. When they’ve made that you can build an upsell but don’t present two different products in one email or one masterclass or you’ll no sales. Big Clubs Big Mistake Big clubs who launch numerous fitness programs at one time are constantly at risk for this. They just vomit the list of paid programs and hope the right customer will find the one they want. But they can’t nurture that customer based on what they’re thinking if they take that approach. A whole lot of people who aren’t the ideal target are also getting that email. So, if you aren’t already, segment. If you serve both men and women, segment. Sure there may be times you have something that works for both, but you want to be sure when you’re talking about menopause you’re sending that email to women in their 40s – 70s. Keep It Clear Decide your ONE offer and make that offer irresistible. If you’re collaborating with someone make sure you’re selling one thing that the customer has to decide on. Nothing more. It’s always possible for you to make a special consideration if someone reaches out and says, I’d like to do it, but I just need x, I already have y, can you work with me? A single option, a single price, and I won’t teach irresistible offers on this episode. Do let me know if you’d like a review of how to do that. Don't Miss it!
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Wed, 1 September 2021
In the year and a half we’ve had it’s nice to hear a fitness business success story. Hang onto your hats because it sounds too good to be true. But founded on listening to what was already working, first for them this sister act created a community that love them and what they’re doing. Sisters, best friends, coaches, and most importantly, moms! Both Ashley and Jocelyn are NASM Certified Personal Trainers and Certified Nutrition Coaches, also holding a B.S. in Health and Fitness Management. The Lavender Sisters created TLL Fit to help busy moms step into their power and become who they were always meant to be, inside and out!
Listen to this fitness business success story and create one of your own. Are you using the right words to attract your ideal customer? Have you truly defined who it is? And do you know what motivates them to buy. Find out the 5 female buying personas and a dozen word families you can use to create your emails, posts, blogs, titles and sales pages that (ethically) help your ideal customer say, YES! It’s how I went from $0 to 6-figure months after gutting my fitness business life at 49. You’ve got this.
Questions we answer in this episode:
Key in fitness business success stories generally all start by having a clear customer journey from getting to know you and buying from you, again and again. Once upon a time your first step for ideal customers was…
TLL Fit offers fitness challenges to kickstart healthy habits and also 1:1 fitness and nutrition coaching. How is your business different or what sets you apart?
And the last question I asked this fitness business success story is this:
What have you learned from being in business that you feel is helpful to share with other entrepreneurs?
Connect:
https://www.instagram.com/the_lavender_lifestyle/ https://www.facebook.com/groups/TLLFitCommunity
Direct download: Lavender_Sisters__Fit_pros_-_Edited.mp3
Category:marketing -- posted at: 3:00am MDT |
Fri, 27 August 2021
This fall fitness is on shaky ground if you're running a gym or studio. These are uncertain times for people. A confused mind doesn't do anything. That could mean changes for those who are doing virtual sessions or memberships as well. This episode is all about how to launch fall fitness programs and promote packages in a way that respects the moment people are in. If you need help understanding promotions, creating offers, and presenting them in ways that are anything but sleazy, salesy, or pushy, click here to learn about how to ethically connect with your clients. Launch Fall Fitness Promotions Things to consider before you begin promoting:
How to respectfully promote right now:
Planning a Launch A launch has multiple parts. The mistake most fitness professionals make is waiting until a program goes on sale to think of marketing it. But the bigger the price tag the longer the runway should be. First there's the subtle launch when you're considering what your customer needs to be thinking and feeling in order to buy. What do they need to know. Then there's the more direct pre-launch where you let them know you're:
When you launch:
When you close, it's firm. They have to trust you and word travels fast when you don't honor deadlines. Need help finding the right words for your promotional emails, posts, pages, headlines and subject lines?
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Tue, 24 August 2021
Fitness professionals…Are you teaching multiple fitness classes a day online? Running personal training sessions online and doing the workouts with clients? Feeling beat up, exhausted, tired all the time? All the while juggling….
In the past two weeks, I’ve heard all of those. Many of them from the same person. You can’t sustain a life or income stream by doing that. If you go down it all crumbles, right? It’s beyond time to work smarter… and it’s easier than ever There is a way better business model. It’s not just that the 1990s called and wants what you’re doing back. It’s time to let go of limiting beliefs you have about online training. And… it’s your time. There has NEVER been a better time to create something as a solo entrepreneur that serves people, uses your skills and talents without burning you out. Listen, first get this: Health coaching is a multimillion dollar a year industry. And access to classes does not have to be live. Be honest.. have you been correcting people in your class on their form? Really giving them feedback? Then there is VERY little different from the perspective of your customer between a recorded session (that allows them to pause and rewind) and live. The convenience of having access 24/7 so they aren’t dependent on you at a certain time is a WIN for them. A benefit you can charge them for. If they love you, they love you. Let me back up and talk about health coaching again. I began health coaching back in 1995 and raised my rates when I went from meeting clients in person to meeting them on the phone with the convenience of being in my home or traveling when I did it. When I stopped training completely (by then I was only doing 2-3 sessions a week at most anyway) 3 years ago my 50-minute personal training sessions were $100 while coaching is about $300 per 50-minute session for one-on-one. When I do a group I make $500-700 per session. If a group didn’t reach that revenue I’d either cancel or we’d look for a few more participants. Why Do One-on-One But I don’t even do one-on-one anymore except for a handful of professional women I love to work with. Because I can’t afford to. A group coaching program triples my hourly revenue but even then, managing a business that brings in 6 figures a month means that my time may be more valuable spent elsewhere. When I do it because I enjoy it, I’m in the comfort of my own home or in a hotel or with my mom. I have an online business. Most people have no idea what that means. You might hear it and think that means I’m a personal trainer delivering one-on-one sessions online. Not ever have I done that. Not once. What Does an Online Business Look Like? Here it is. Yes, I’ve been a personal trainer, medical exercise specialist, strength and conditioning coach with all the certs… yoga, Pilates…. For years. But I’m not doing it daily. I’m not even doing it weekly unless I’m launching a new program. Even then, I often don’t need to create a new workout, I can use pieces of prior programs. It’s all there! So, I’ve created programs once…. ONCE. And sold them for years. I’ve put thousands of women through them for $97 - $249 and then they go on to do the next thing, I’ve also already created once and sold hundreds and then thousands of times. And so can you. I laugh when trainers say my Flipping50 Fitness Specialist course is more expensive than most. Whatever you’re thinking of doing with it … you’re thinking too small, my friend. You no longer have to think about the people within a 25-mile radius who will be willing to drive to you. You don’t have to wonder if people will show up for your 4 o’clock class. Since 2020: Fitness Has Changed Fitness has changed for fitness professionals. It’s become convenient for consumers. They can choose from anyone in the world. Don’t let that scare you, because most fitness professionals don’t spend time getting to know and care about their customers. They don’t polish their communication and marketing skills. They don’t know how to write copy. But you can. If you’d like to learn more about how to do that… And how to promote that so you aren’t lost in the sea of trainers, health coaches, Pilates and yoga instructors, and barre classes available… all online vying for the same customers right now… Then I encourage you to take a step. Step I First, register for the 5-Day Build Your Business bootcamp to grow your business. It’s the start of growing your presence, your confidence, your clarity about your message. If you’ll commit to yourself and your business for 5 days, you’ll have the process that’s grown my following to over 200,000 women in my niche, who then join my email list, who then join programs. Wherever you are in your process of starting, growing, or scaling your business so you don’t have to do everything personally or physically and finally can have freedom and health you’re teaching others to have… in order to get a change, you have to change. Step II Next, if you work with midlife women, register for the Flipping50 Fitness Specialist course. This month you get a complimentary Marketing to Women Copywriting Course with your purchase. If you’re worried about the cost, you and I need to spend time together so you understand how to make the single sale that pays for that and then keep doing that over and over again. We’ll do that with a virtual conference late fall to help you outline the business – and the life with freedom – you want. Links to Resources: 5-Day Build Your Business Bootcamp Marketing to Women Copywriting Course
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Wed, 4 August 2021
If you make either of these two biggest fitness marketing mistakes post pandemic, it will cost you. You’re going to make them totally unintentionally. I mean of course, right? Why would anyone intentionally make a marketing mistake? Beyond that, though you may think that yes, you’ve got these two bases covered and realize after listening, no you don’t. One way you know this is worth a listen is you’re attracting the wrong kind of people. Another way you know this episode is worth your time is you’re not getting any engagement on your social or your content marketing. If you confuse, you lose.
Analyze:
And then apply this to the following to avoid two biggest fitness marketing mistakes Big Fitness Marketing Mistake #1: No Specific Audience The other day I reviewed a business website and social media platforms as part of a social media audit. It was hard to know who the ideal customer was and if I couldn’t tell as a fitness marketer looking for it, how could anyone? Just because you’re focused on a certain age and gender (demographic), it doesn’t mean that that everyone in that demographic wants the same thing. First, there’s your niche. Are you about food, exercise, mindset, hormones, weight loss? What is your specific niche? But that’s not even enough. Here's an example: Take women in menopause. Many are married, but an almost equal number are single. Are you talking about dating? About traveling alone? Or about family vacations? About drinking wines and trips to Napa? Some (I’m one) wouldn’t enjoy that at all because they rarely and then barely drink. Some women have a conservative view of menopause, what’s happening and possible, while others are thinking about doing triathlons after retirement. Who are you talking to? Women in perimenopause are more likely to have kids at home full time jobs, and a unique set of problems, compared to women just post menopause. There’s a subset of women in post menopause who did have children later … so who are you talking to? Define it very specifically. And realize, they need to feel “like you.” If your images, videos, and copy doesn’t resonate with who they are or want to be, you miss the opportunity to help women looking for you. Bottomline? Narrow your niche. Know who they are and who they are not. In the Marketing to Women Copywriting course, I shared 5 unique profiles of female buyers. Not only from an interest standpoint, but from a motivation to buy angle. When you dive into that you’ll create copy that resonates so very much with your audience. The fitness copywriting tips will improve every single fitness marketing outreach you make. Big Fitness Marketing Mistake #2: Making It About You Once you’re a brand: a Jodie Foster, or Simone Biles, someone cares about you and what you’re doing. But until you have that brand recognition what really matters is how you tie any post about you to them. It’s always about them. Know before you post what emotion you want to evoke. How do you want them to feel by reading/watching/viewing your post? How could it make them feel? Is there any way what you’re posting could evoke a negative reaction? Consider it. We can’t please all the people all the time, but you do want to consider if you could cause more of a disconnect than a connection. If your post puts you too far up on a pedestal you may want to consider if there’s another way to tell the story you’re aiming for. Make Changes to Avoid Big Fitness Marketing Mistakes Maybe the photo works if the copy changes, or vice versa. If you’re stunning, for instance, sharing how vulnerable you feel at times, or if you’re thin, lithe and fit, sharing how and when it wasn’t always this way, can connect you better to someone who is not there yet. Here’s an example of a flat vs. a connecting post: Original Post copy: “Women in their 60s have served and cared for others so much. They find it hard to care for themselves. You can’t pour from an empty cup.” New Copy: I see you there, beautiful giver. Serving and caring for your family and your friends. I see you wanting to continue doing that for decades. Wanting to enjoy retirement – or rewirement – and your decades ahead. Can you pour from an empty cup? What fills you up? With your wisdom of care for others you’ve suppressed your own needs for a time, but you know. What is it for you?
----- This new kind of post reaches her. It reaches her instead of teaches and preaches™ or just states a problem. It asks a compelling question that a reader will answer in her mind. Never forget one of the most powerful words in marketing is you. Whether you say it or write it or imply it, speak to one single “you.” There you have it. Two biggest fitness marketing mistakes that you can avoid. If you’re a solo entrepreneur, you can pivot quickly and make your next post already better. Resources Mentioned in this episode: Marketing to Women Copywriting Course
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Sun, 18 July 2021
It’s December 8, 2013. Tears stream down my face as I remove family pictures from the great room in my home... The year before… I had a comfortable 6-figure income, no debt, owned outright a 4200 sq ft house I loved, a Lexus, retirement funds, and no worries about paying my son’s tuition let alone where my next paycheck was coming from. If You Think It Was Easy for Me My house was not even under contract, and every belonging I had that wasn’t with me, sat in boxes in the middle of rooms in that 4200 square foot house I loved. I waited for a buyer, but temperatures are below zero for weeks, reducing the number of buyers looking. Circumstances that started when I handed in my resignation letter January 16, 2013, started a cascade of 8 major life changes that occurred over 14 months. I could have only predicted two. I quit (safety, security, and a regular paycheck) on purpose, on a mission, and my son was going off to college. The other 6 – some I’ve hinted at here others matter a little less, but here they are. A 10-year relationship fell apart, as it turns out it was entirely built on false pretenses, and I’ve learned that painful reality over and over again for years, my financial situation changed dramatically based on investing everything – time, energy, and money into a business(stubbornly trying to do it myself). Living the Struggle I went from mastery in everything I was doing every day to totally learning from scratch how to build a business in a different way, I’d moved away from immediate family and friends, and suddenly had much less in common with them (who else did I know after all that was in a 100% online business? Um, no one. My family once again did not know what I was doing. I’m not sure they still do to tell you the truth. They say things like, “you can do that from anywhere,” with no idea that this is more than about posting to Instagram from my phone daily.) If You Want to Get Untouchable Fitness Copy I’m going to share with you how to do that. You can imagine we can’t possibly cover everything that goes into the programming, the pricing, marketing, selling … the what you say when they say “… “ details you need. At the end I’ll share with you the last chance to get support this year. I have a passion for up leveling the fitness industry. Copywriting for Marketing to Women Workshop LIVE July 21, 2021 3-6pm Pacific Miss it? Try clicking on the link and we’ll have something special for you.
Think your fitness marketing never works? It will. When you tap into your magic, and your customers. Register for this workshop and let me show you how easy it is. |
Sat, 17 July 2021
The best lessons for fitness & health coaches are always going to come from making mistakes. Let’s face it, if you get it right the first time, you got lucky. You need to know why. So often that comes from doing it wrong, realizing what can go wrong, so that you can avoid it and plan for it next time. Even with an experienced team, you’ll have mistakes. Sometimes it’s because of the experience. They aren’t looking at it fresh and meticulously like something they take ownership for it the first time will. It’s time to make a change. It takes a village. From behind the scenes to get it ready, and keep it going, to the partners who promote you, and ask you to do lives on their platforms, to the team members who are invested in the breakdown of a launch or event after and get to work on completing tasks. For your affiliates, find like-minded business partners. For your team find people to hire that you both like and agree to be accountable for the measure of success of their role responsibilities. When mistakes happen it’s easy to get upset but when you genuinely like the people you work with it’s easy to forgive when it blows over. What Did You Expect That said, you need to have a clear expectation and see when someone isn’t meeting your needs and is overstretched or can’t support your backend the way you need it. Sloppy mistakes and lack of willingness to report on measures of success is either a lack of understanding, lack of ability to do the job, or lack of motivation for what they’re doing. Decide what you can fix. It might be communication, instruction, and it might be the wrong WHO to do the job. If you have someone you’re grateful you have, ask them what they need to succeed and what could distract them from doing the work you have to have done. You’ll depend on others more and more if you want to grow and grow. For us hard-to-delegate I’ll-just-do-it people it’s a big and necessary step. Things will break and mistakes will be made. Expect it, anticipate it, and you can get best at preventing it. Writing Standard Operating Procedures (SOPs) is a start. But holding a person accountable to doing them is the important part of operations. If they skip a step or complete it incorrectly, your business suffers from the mistake. Once you’ve created SOPs you need not only to have them checked, but it has to be visible. An individual who is following instructions behind the scenes is not holding themselves accountable for their role. That just doesn’t work. Hire responsible people who want to do a great job, be held accountable, love checking off that they’ve done a task and are on track. Then everyone can celebrate it together. People are watching, listening, and reading your content if you’re consistently adding value. A few people will buy after first meeting you, some will buy when a source they trust introduces you, many more will follow you for months, or even years, before they decide to finally buy. Play the long game and it will pay off. Your emails should offer so much value that people want to open them and stick around. Email promotion after promotion without any value is not enough. You can email frequently and it’s okay as long as you offer value. Mailing infrequently is a surefire way to fail. So, if you’re worried about emailing frequently, what you already know or fear is that your emails don’t offer value, you don’t know what to say, or you don’t have buyers on your list. Decide which of those is causing the most reluctance and deal with it.
These 5 lessons for fitness & health coaches are all important but none potentially more important than the last. If you want to make a major change in your business and be a personal trainer or health coach, but be THE personal trainer or health coach, then you need the ability to do this. Put yourself in your customer’s place and make it the basis for any and all content you create. The only thing that matters is what she thinks and feels. Put your personality into your content. Put facts into your content. And put emotions your customer can identify into your content. I hope these 5 lessons for fitness & health coaches were helpful. Especially if you’re having a tough day! When mistakes happen it hurts! It’s your business and if a team member makes a mistake, they aren’t the owner, though you may get lucky and find someone who treats it like it’s their own, they will likely never care as much as you. There is nothing different about making $5000 a month and making 6 figures a month when it comes to relationships with your customer. So, if you nail the conversation now, you’ll be on your way. If you don’t have the right message or clarity about what you do, who you serve, so that you can create more happy customers, then consider this. Resources Mentioned in this episode: Marketing to Women Copywriting Workshop https://www.fitnessmarketingmastery.com/copywriting Hurry as this live event will close July 21, 2021.
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Fri, 16 July 2021
Is hiring help on your radar? Are you at a point you need to hire? The start of relationships is always yummy and exciting. The middles are riddled with hiccups and speed bumps, and the ends are either mutual or explosive. Here’s what I know after 37 years of private business work, as the individual being managed, as the manager, and as owner. You know what it takes to write a good ad for support? It takes copywriting skills. It’s not that different, hiring internal customers vs attracting external customers. Over 20 years ago when I first labeled our staff members internal customers in a then mid-sized health club,it changed the way I led them. [Mind you, I still had a lot to learn. For instance about the different personality needs. I assumed too often- and still do - that people are like me. That is I get my satisfaction from accomplishment, finishing, I actually don’t love praise from others because if I feel myself it was well done that’s so much more to me and if I don’t that kind of external praise doesn’t land on me well. They're Not You But I tick differently than others. And so do you. For instance, I assume people will get the job done that they say they will, or we will communicate about it ahead of time. It would never occur to me to change a date or deadline without advance notice. But mostly, I would just get it done. I know what I can get done realistically and I don’t promise more. Not everyone is like that. I Never Knew External acknowledgement is one of the most important things to most people. To someone like me, that’s a shock, so I have to really effort to do it, without if feeling fake. And it’s not that I don’t appreciate the job, but when the job expectation is to complete it, on time, working well, that feels to me like making a huge fuss about stopping at a red light]. I’ve been involved in private businesses from health clubs, to financial planning businesses (very lightly and by way of marriage), and my personal fitness business since 1987. I’ve stepped into leadership titles often before I was a leader because that’s how we did it in the fitness industry early on. Know what I mean? If you were hired and promoted fast, you do. Don't Make the Fitness Industry Hiring Help Mistake Teaching fitness, and being a responsible rockstar employee that showed up on time, never called in sick, then often got you promoted to “director” or “manager.” But.. it’s an entirely different set of skills. There was a need to set a standard, a set of guidelines, and expectations for job success and what would lead to termination if those expectations weren’t met. I’ve conducted thousands of weekly and monthly meetings, some effective, some just chit-chat in my eyes that employees loved. So you’ve got to balance the task-minded, focused with the what your hires need. Again, a need for clear communication about needs, and goals, and task-at-hand so that none of it is forgotten. You’re a New Leader? Or maybe from the aftermath of 2020, you struck out on your own. Suddenly you’re the owner, entrepreneur, and you may wear all the hats for a time. As you do, if you don’t create systems (the steps for the actions you take every day), you’ll struggle to delegate when you hire. I’ve got systems I created in 2013 however and I have yet to find someone who can do them as quickly as I can, so I still do them too much. I see them sitting in the little file that says “systems” dated 2013. That’s a delegation problem. That’s on me. At some point hiring help is mandatory for your growth. Compensating an A-gamer who gets things done on your timeline, meets deadlines, is proactive and intuitive, and careful to check and test anything before releasing it to the public is asking a lot. But not too much. Not if you’re clear from the beginning. If you have someone who doesn’t want to be contacted when something they’ve built goes wrong and wasn’t checked & tested, you’ve got a problem. But if you failed to share the details for measures of success and expectations in reporting, it’s on you. Business Differences and Similarities The dynamics in each business are different. From a small one-location fitness center, to a partner-owned studio, to a multi-location business with annual growth of a department that had to work within a whole and 8 team members around a conference room table every Monday, to a small solo-run financial planning business with 4 individuals and a region of dozens of agents… each was different and yet so very similar. You as leader have to be clear. And I for one, wasn’t. When I started hiring new people to help with tech and customer service, I wasn’t clear. And because of it I learned a lot of lessons. So.. in case you’d like to be spared some of those, take this message now! Successfully hiring help hinges on clear expectations and measures of success. When you do that you find the right person for the job. You’re finding the right “who” to perform rather than filling a what (a person to fill a position who has the skills). You have to have both. Doesn’t that ring true of any program or service you offer? You’ve got to describe with complete clarity the expectations for the customer. You share with them what you’ll deliver in terms of transformation(benefits), and the way you’ll do it (features). Similarly when you’re hiring help, you’ve got to be clear. There’s been a shift. If you want to level up a team, the best way to leap a hurdle of hiring help is to stop writing job descriptions alone and be clear on the measures of success for a job. Successfully hiring help hinges on clear expectations and measures of success. When you do that you find the right person for the job. You’re finding the right who to perform rather than filling a what (a position). How do you get clear? In a special Q and A during the Copywriting for Marketing to Women masterclass I’ll answer how to write a better job description to avoid headaches. In addition to the 5 Templates you’ll get, I’ll share a template for creating a killer job opening so whether you’re hiring someone to help you build a campaign funnel, manage your social media, assist with your household needs so you can take care of business, or something else, you have the best shot of getting a match you’ll both say “I do” to. EXCITING OPPORTUNITY It’s really exciting when you step into leadership for your own business. Are you thinking like a business owner who already makes what you want to make? Who already has the influence you want to have? It’s easy to play small and realize one morning that what’s not working is you. Hiring Help Gets Easier with the Right Words It’s also easy, oh so easy, to flip the mindset shift, and get on with hiring help in a most effective way so your days are far less stressful and you have the creativity you need to without having to keep a thumb on deadlines for everyone else. Every week… the measure is there. Every day between meetings and check ins team members know what has to be done and their role in doing it. Clear messaging internally and externally is a big part of your start, your ability to grow, and your ability to scale a business. When you’re hiring help it’s crucial. Ready to get clear on messaging? Learn more. July 21 I’m sharing a 3-part 3-hour copywriting for marketing to women workshop. I’ll present and you’ll craft messages during as well as take 5 Templates with you for use creating your daily, weekly, and monthly content. The bonus template is based on today’s content, hiring help. Register to save your spot as I share the 5 profiles of female buyers, how to emotionally propel them into action ethically when you have a product or service that improves the QOL. Resources: fitnessmarketingmastery.com/copywriting
FAQs about the copywriting workshop: A: Yes, so you can "workshop" in your own time. (and replay this later to create killer content for your upcoming programs!) Q: I'm not even sure about my offer yet, will this be appropriate for me? A: Absolutely. No matter where you are, communication is important. You can use the right words to identify what your audience wants. Even with a small list, (or for growing a list), copywriting is a skill you can't succeed without. |
Thu, 15 July 2021
I don’t personal train anymore. Want to know why? I don’t work one-on-one any more except in a coaching relationship. I never exercise with a client. And would not advise you to be doing that if you’re coaching someone online. That’s a ridiculous service job that takes you back light years. Imagine exercising for 6-8 sessions a day. That kind of thing last happened in the 80’s as the norm. It carried over into the 90’s for those “addicted fitness instructors” who ignored the well-known risks science had discovered. (My master’s thesis, in fact was about how to avoid exercise injuries from “aerobics.”) You Don't Have to Repeat Past Mistakes But trainers did it. During the pandemic trainers who never would have done it meeting in person with a client did it when meeting virtually with them. What was that about? Discomfort. Lack of confidence and belief in what you were doing being enough. That is something valuable to acknowledge, and to deal with. You are no less valuable training a client while they’re at home in their living room than you are in person. The exercise done to proper fatigue is just as valuable for them. You in fact monitor them less keenly while you yourself are doing the exercise. Upgrade your services by making sure you’ve given tips to them instead. Provide a more accurate cheat sheet for them as well as homework between sessions.
But you exercising all day is a super quick way to burnout, reduce the value of your time, and trash your body. Why would you want to send the message to a client like that? You’re their role model, right? Do What You Love But that’s not why I don’t personal train anymore. I can’t afford to. My time per hour would price me at a ridiculous rate. If I’m not making $500 an hour it’s hard to justify time spent training when I’ve got other things to do in my business. Fitness professionals today don’t “exercise for a living.” They support others exercising for a living. There is a big difference. I have a gym owner friend who says, and has for years, “I sell sweat for a living.” In my opinion, that’s a functional mindset issue and a message to staff and public that loses clients and trust. What he really sells is hope, optimism, and inspiration. Inspiration Not Perspiration And so do you. You can stand out online in this crowded market, even if you don’t personal train as we know it anymore. It’s not hard. There are a lot of copy cats making it easy to be unique. Pay less attention to what someone else is saying on their social media. Pay more attention to what your customers are saying. Respond to that. Know your customer better than anyone else. That is good copywriting. And if you’re not good at it now, you can get better at it. Right Message Right Time Here are 5 examples of where you’ve got to be good at it:
And I’m giving you all 5 PLUS a bonus template
Those alone are worth the registration for my Marketing to Women Copywriting workshop July 21. I’ll share what I’ve used to grow from $5000 a month to 6 figures a month. Using original content only you can create and everyone will want to copy, but can’t. Think outside the box. Think about how you can really do what we all must do to be in business, solve a problem.
If you can get a clear and compelling message to the audience you want answering those questions you can create thriving business.
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Fri, 9 July 2021
People are texting asking me if they can promote my program to their group. Carole, who I met a few years ago at an event we were both attending and we’ve been friends on Facebook and see each other annually otherwise (except for COVID). That’s it. But she knows what I do. She knows me and she knows her audience. She knows they need what I have. And she’s seen me promoting. I’ve been in lives on Instagram and Facebook on my own timeline and been a guest on a mutual friend of mine’s timeline. I’m advertising in Facebook and she’s probably seen the ads. Typically, you will reach out to others. And I have. I have 3 others promoting for this launch. But Carole is not the only one, another friend asked last week and she and I did a live for her audience Thursday night. So that’s 5 people actively promoting to their audiences who share my target customer. When you successfully grow your email list all the time so that you can launch to your own list (and not burn the same people out selling the same product), and then… You have others who have a significant sized list email and promote for you… You will not only grow your sales… You will grow your email list… You will grow your social media following… And you will have another chance to sell something more or sell something the first time to these people. Texts and Emails can become overwhelming at times. But I’ve always got room for these kind. Your homework: List 5-10 affiliate marketing partners that you would love to have promote you List 5-10 affiliate marketing partners that you could promote (the lists might overlap) Start nurturing those people. Like their social media posts, comment, share Think of someone you know they should meet and ask if they’d like in intro And? Register for the copywriting for marketing to women workshop! https://www.flippingfifty.com/copywriting |
Sat, 5 June 2021
You don’t really want your social media to go viral! What? If you’re hoping, wishing, even trying to create a video that will go viral, (come on, even just a little bit?) I’m about to convince you otherwise! With the hope that you can then:
You’ve no doubt heard that “riches are in the niches.” Meaning, that if you have an “everybody” approach to who you serve and how you market, your message doesn’t hit home for very many. It’s why Flipping 50 Fitness Specialists do so well. It’s a niche. It just happens to be a niche where now women are contacting me, saying they’d sponsor/scholarship a trainer who lives near them with the course just to be sure she gets a trainer who knows how to help her menopause fitness. Let’s talk about some of the very few ads that appealed to a broad audience. What Do Folgers and Budweiser Have in Common? Remember the Folger’s commercials? It’s Christmas morning and one of the adult kids sneaks into the house having finally made it home from the army or some weather-delayed trip? He’s found first by a little sister, then the parents. And hey, it’s the holidays… that may be one of the rare commercials that spans ages and genders. Superbowl commercials, the ones with the Clydesdales and the cute dog, do a pretty good job, as they should – it’s a wide audience of men and women at every age, everywhere tuning in for different reasons. You Don’t Have Superbowl Reach Then there’s you. Your ideal customer is not “everybody.” And there’s a big difference between a brand-loving ad and an ad that gets a specific customer to buy a specific service you offer that solves a specific problem. If you run a big fitness center, you may want to work on ads that feature an emotional return right now (just post pandemic as I record). And it could appeal to a broader range with a “Cheers,” or a coming home kind of angle. Remember that one person at a time is seeing your ad. If it’s not specific to the problem she wants to solve, promising the transformation she wants, featuring the clear message she feels speaks just to her? She’s may not even click on your ad image. Can You Afford Loyalty Only Now? However, those big broad ads do something you don’t want to do. They are just trying to win your hearts and loyalty. My guess is that you want and need to make sales from your messages. So being the “center of it all” is kind of not helpful. (Sorry, not sorry to someone who needed to hear that). You really need to tell one person seeing your post the one thing that moves them into action with you. If you convince someone to get active, start their pandemic comeback but you fail to show them why it needs to be with you? You may be selling the competition who does get that message to them clearly. People aren’t looking for “something.” They are looking for “the thing.” Imagine This A big fitness center with dozens of trainers has trainers who work specifically with midlife female clients. That those trainers are also seen working with men, and older adults. Then there’s a boutique studio owner/trainer and an online trainer who both work exclusively with women in menopause. The woman in menopause will decide between the online and boutique studio owner based on their preference for in person or online and price may be a factor. But it also may be a matter of who has the stronger brand. I want to work with the best and if I can have the best virtually, I’m going to choose that over mediocre in person. What about you? I worked with a functional doctor in Austin Tx, while there were probably 12 functional doctors within 20 miles of me right here. Why? I wanted the best. The Austin-based doctor gave me far more value for free than a local doctor ever did. I knew that the service after we began working together would be amazing. You are competing with the world right now. You’ve got to be better at marketing with value than you ever have in your business life before the pandemic. Why You Don’t Want Your Social Media to Go Viral Let’s talk videos. Because YouTube is a search engine, it’s got the most potential for virality. Is that the right word? When a video goes viral though think about it. In my life, I would have seen it, my family members – older brothers and sisters would have seen it, I would have shared it with my son. Say it’s one of those humorous videos shared about triathletes. It’s funny for triathletes, for their coaches, for family members or ex-girl or boyfriends (who could have made the video). But that’s a wide variety of people who aren’t going to buy the thing you might be advertising for, right? That’s young and old, men and women, athletes, non-athletes, you get the idea. It’s not about viral it’s about value. -Sunny Lenarduzzi Sunny’s quote comes from a podcast I recently listened to and I’ll link to the Entrepreneurs On Fire hosted by John Lee Dumis episode. There were several mic drops in the episode. Let It Go Viral So, sure, let your social media go viral but don’t aim for that. When you offer value to your ideal customer, the one for the program that you’ve created exactly for that person, you’ll have immediate gratification in more leads and more sales. If you’re still living in the land of objections:
I encourage you to answer these:
If you have no idea how to write emails that get open, get clicked, and get customers… If you leave the copywriting for your website pages to someone else… If you know the gap between number of people landing on your sales pages and the number of people actually buying your services is huge (or if you don’t actually even have that statistic??) My Fitness & Health Coach Copywriting Workshop is just for you. Respond here to be added to the invitation list. It was a bonus for the May purchase of Flipping 50 Fitness Specialist (advanced) and it’s a part of the BYB Mastermind, but you can attend too. Just send your request for more details and we’ll share it with you. If you’re coming here after it’s over the recording will be available. You don’t want social media to go viral. You do want your ideal customer to find it valuable. Another episode You May Like: 3 Reasons Your Social Media Isn't Working Would you like a fitness copywriting workshop invite? Send us a message. |
Sun, 30 May 2021
In this episode, I cover 3 Reasons Your Social Media Isn’t Working. If your social media isn’t working, don’t give up. Get up, dust yourself off. And let’s do more of what is working right now. Post pandemic marketing strategies have changed. What worked 2 years ago, won’t necessarily now. What works today won’t necessarily in 6 mos. or a year. What always does work is letting your customers decide what, and where, once you decide why you’re posting. If social media isn’t working for you right now, with more people online than ever before, it’s time to regroup. Everyone is On Social Friday afternoon I got my haircut and colored. Every person in the chair including myself was head down staring at their phones. Saturday afternoon I swam at the gym pool after a workout. Between sets guys and gals are staring at their phones, and at the pool? Same thing. I was the only one with a book or magazine in North Scottsdale, I think. I think it’s safe to say the majority of those people weren’t creating or sending emails for work. (Okay, entrepreneurs, I get it, sometimes yes, but it’s rarer.) They may have been texting but for sure the 2 ½ hour average use of social media in the past two years hints that we have an opportunity, but only if we’re standing out. Smart and beautiful is not enough. You have to have a voice. It starts with your bio. The introduction of you to your audience on your website, your social media “about” section, the intro you do at regular intervals on your social media posts. It also includes the intro you hand to a host of a podcast or at your media appearances and guest speaking gigs. If you’re not even sure where to start so that you’re not just a list of certifications that anyone else can say, and your audience doesn’t even care about, I’ve got just the solution. How to Avoid a Boring Bio is a quick little worksheet that will help you not sound like everyone else! It’s Not Clear What Your Followers Will Get from Following You – There’s no theme other than you Imagine that you decide you’re going to target midlife women. Your content includes:
That’s a lot of variety. And if I really want fitness content, I’m going to follow a fitness expert. If I want recipes and food, likewise, I’ll search for that. If I want menopause-related content I’m probably interested in eliminating signs and symptoms, hormones, and science. If I want to remodel or choose a vacay, I want to find an influencer who is sharing home flips or beautiful travel images. Unless you’re established as must-follow celebrity it will be hard to identify an audience who wants to jump around from one thing to the next. A lack of value right up front and frequently
A fellow presenter posts regularly in multiple accounts about bikini fitness contests, being a fitness model, life with Hashimotos, and about fitness in menopause. That’s a lot going on in her posts with a really diverse amount of information. She’s not getting traction. The growth of her accounts and the engagement is very low, compared to some less-educated, less knowledgeable, and far less beautiful influencers. Followers would have a hard time knowing why to follow her though. She might do better having multiple accounts with just one clear focus. Brand those distinctly. Don’t cross over. A lack of conversation that’s meaningful for your audience
“It’s not hard to eat healthy on vacation… just choose xyz.” Comes across a little teachy and preachy to someone who says, “It’s hard to eat healthy on vacation.” What if instead you flip it, and say, “It’s easy to fall off during vacation. Here’s how I cope.” Trust me I used to make this error. I’d post without realizing my message that I feel 100% better and enjoy the vacation so much more when I do choose well, didn’t come across that way. It came across more as, “I’m strong, you’re weak, and not committed,” and… if your audience really needs you… they’ve left. They aren’t going to share that they gained 10lbs eating at the buffet on the cruise every day or sucking down margaritas, chips and salsa in Cabo. The only ones who are going to like that are the ones already doing it just like you. So, think about why you’re posting, who you’re posting to, and where they are in their heads before you create a post. What's Next? There’s a lot here. I’m not a fitness marketing expert. I’m a fitness marketing surgeon. If you want to take the next step to bettering your fitness marketing, there are several ways I can help.
Never have to say your marketing on social media isn’t working again. And stay tuned, I’ve got a special episode coming up for you about viral social media. And it’s so not what you’d expect I’d say. |
Tue, 25 May 2021
My content was stolen last weekend. An Instagram post I’d shared on February 6, 2021, was almost verbatim copied… by another midlife health coach, who after using my post as if it were her own in which I shared a client conversation she took and used as if it were her client, and then also used the copy below the graphic almost word-for-word. There's More But it gets better. Just after using the copy she plagiarized, she pitched her program declaring that her goal was to help someone reach their full potential… by coaching with honesty. I don’t quite know what to think about it still. I wanted to believe it was an honest mistake. But how could word-for-word be an honest mistake. Someone would have to be so naïve to think that stealing someone else’s words is ethical. I found it hard to believe a midlife woman, who wants to be coaching midlife women, doesn’t know the foundational core values of no lying, stealing, or cheating. Here’s What Makes This Potentially Very Risky In using my client testimonial as her own, and the copy I wrote, she was promoting her own program. Profiting from this type of behavior makes it a worse offense. So, when you have content that others admire, or think works, or wish they’d said, you too will have this happen to you. It will happen. In this episode is what to do. My choices were to…
I chose 2 and 3. I have yet to do #4, and I don’t have time to focus on being a watchdog. That kind of negative energy doesn’t serve you. But sometimes you have to choose to make an example. This is one of those times. The Message: My Content Was Stolen I messaged her in Instagram. I posted on my Facebook page and shared it to my personal page. I used it to both gather feedback and to share with my community that this likely happens all the time. To someone, not to me. There are a lot of copycats out there. By the way it’s a new teaching for our mastermind masterclass about how to create copy without being a copycat. It is perfectly okay to curate – that is share, repost, and credit – but it is not okay to copy and steal. If you know your customer better than anyone you should never need to or want to copy. Fitness pros and health coaches, do your homework, it’s easy, enjoyable and fun to really connect to your clients. To her credit she responded to my message. She accepted responsibility. And asked me to remove the post I’d made about her stealing the content. At the same time, she didn’t offer to remove the one she’d posted using my content. I have a proposal for her so we can discuss it, use it as a way to identify ethical practices, honest mistakes, and truly unethical ways of “collecting” marketing copy. Other posts of this copycat have begun to be “suspiciously similar” to other experts. She doesn’t herself seem to have a voice. If your website or other content was stolen you have some options. First, though for many of us will be in this spot I was initially. And that is, a desire to understand it and how it could happen. Will We Ever Know Why? The thieving coaches and trainers (if they are, and aren’t bots) either:
And last unfortunately, know enough to know your copy is good and that they need good copy. So, it will happen, friend. If you’re here, I think it will happen to you. I’d like to make this one thing clear before I point out what other options there are if you’re content was stolen, or you find that true in the future. There is Room for Every Authentic Voice I created a Flipping 50 Fitness Specialist course and host a mastermind and masterclasses in order to help trainers and health coaches’ market themselves better. I want my students to be successful. And I can do that because there’s no way that one of us can serve all the people who need help. I teach you how to use your own voice, tell stories, and elevate your audience members with marketing. It’s what I try to do every day. It is one of the reasons after 37 years of experience, I still am very closely tied to every message I share. I’ve created it. Written it. Gathered messages from my clients and students. That real, authentic, truthful content I share is mine. Not borrowed, or stolen, or made up. So does the world have too many health coaches? Fitness trainers? If the health statistics tell us anything, and I believe they tell us everything, there is room for you. As long as you use your voice, your unique personality, skills and talents to connect with your clients. You Can Only Authentically Market You. Start. No one will copy a copycat. But they’ll follow and use your content. That’s not to say that like-minded people serving the same or similar audiences, don’t come up with similar ideas or read the same research they’ll share. But never verbatim. Our personalities, our way of teaching and communicating are unique. It’s that uniqueness that makes you marry who you marry, not your best friend’s spouse. It makes you choose the outfit you put on and send the other things back in the dressing room. And it makes you appeal to customers you will love working with and supporting their transformation. Attracting them based on someone else’s words and stories is not only wrong but it’s going to backfire on you. So, what you and I need to do is know what course of action you take if you ever have to say, my content was stolen what do I do? Copyright is real. What is copyright? Not ironically, we are diving into that in June with two lawyers expert in copyright, Trademarks, domain, and legal aspects of your website in the Flipping 50 Fitness Specialist Masterclass. Too few fitness pros start with the legal business parts and instead dive into service and delivery. Copyright Legality Copyright begins when you use something. You say it in public speaking, write it, use it in product titles. Your use of it first and repeatedly makes it yours. Back in 1998 a US law intended to update copyright law for electronic commerce and electronic content providers. It criminalizes the circumvention of electronic and digital copyright protection systems. That’s known as the Digital Millennium Content Act. It’s unethical. Is it illegal? If you used someone else's copyrighted material and commercially profited from that use, you may have to pay him monetary damages, and court may prohibit you from further using his material without his consent. A federal judge may also impound your material and order you to immediately destroy it. Your Content Was Stolen? The DMCA, or the Digital Millennium Copyright Act, protects creative works on the internet and contains the legal foundation for rights management in digital works. It covers things such as articles, videos, and photographs. The DMCA protects both copyright owners and internet service providers (ISP), otherwise known as online service providers (OSP). To warn would-be content thieves away, you can use a DMCA Protection Badge on your website. (this content from: https://www.upcounsel.com/dmca-protection also mentioned in resources below). DMCA is all about getting your stolen content taken down. More Explanation It’s a little like copyrighted music. If you’re found using copyrighted music without a license to do so, once upon a time in gyms that came with a hefty fine. What DMCA will do is help get that content taken down. If your content lands on a scammy website, you risk association with it. Email Example The same can happen with emails. Say you’re unknowingly emailing bots or spammers who’ve signed up for your email list. (Yes, this is a thing). If you fall into a spam trap set up by these bots, then Google reviews that as you sent spam and you risk far-reduced delivery rates, something none of us wants. If you haven’t yet grasped that your email list is gold, and you have to scrape it regularly it’s time. If you already have poor delivery or open rates, Google knows at the least; you don’t clean your list. You’re sending people something they do not want. How Do You Avoid Committing This Error Yourself? If you love a post, don’t “copy” it and make it yours. Repost it. Quote the individual who said it. Interview the person. Engage and interact with them. Ask permission to share the post (and tell them specifically how you’re going to do it). Add your own interpretation and you both win. If you have followers, they’re there because they like what you’re doing, how you think, how you teach. Your voice resonates with them. If you don’t have a following, that’s a red flag that potentially you need to do more you! I’d love your questions or comments on this. Has it happened to you? What did you do? Have you witnessed it? Do you think, OMG, you might have made this mistake in the past and now know better? Resources Mentioned in this Episode: https://www.upcounsel.com/dmca-protection |
Sat, 22 May 2021
Doing that weekly fitness marketing plan is a must. Whether you decide you need to post four times a day on Facebook, or just once, once a day on Instagram or just every other day, it has to be done. Deciding on the image the text, any call to action, and all as a part of a strategy, not a random plea for attention, takes time. How long does it take? As long as you allow. Every task expands to the time it’s allowed. So, you decide. You have to decide. Decide right now. In this post I’m going to share the approximate time it takes to:
Whether you are a fitness or health coach, marketing is something left off every certification and every physiology and kinesiology degree program. Marketing 101 with the four Ps is not going to help you in 2021. I once suggested to my son who was contemplating changing majors to marketing that if he did, I’d encourage him to drop out. I was going to bring him with me to conferences and enroll him in the programs I’ve worked with to the tune of hundreds of thousands of dollars in the last 8 years. Start thinking about marketing as small parts of a whole. You need to think about your big goals for the year, the quarter, and the month. That gives you a better goal for the week. You’ve got to be tracking the right numbers. Tracking Weekly Fitness Marketing Progress What’s your scoreboard? How many people engaged with you last week, compared to the week before? How much growth did you have? How much traffic came to your website from the social posts you shared? Again, comparing it to what you did the week before is important. Because marketing is one of the most important things you do in your business, and you’ve got to do it and do it well. (Frankly, polishing your marketing should come before your next certification, your next hire, or your next program starts). Marketing is always research that confirms what you’re selling is something people will buy. It confirms whether the message you’re using to describe it resonates with the ideal customer you’re targeting. Marketing First, Delivery Second But I’m not going to spend time exploring the importance of marketing in this episode. You know that. I mention that however to get you thinking about how little you spend time interviewing and testing marketing skills, or even writing the job description to a marketing director for your organization compared to how much time you spend hiring a trainer or front desk manager. If you’re doing the marketing yourself, how much time and resources have you dedicated to learning how to do it, compared to getting certifications and reading books about the services you should be marketing better? That might be a touchy subject but someone listening needs to hear it. If you suddenly task your personal training director or yourself, personal trainer or health coach, with writing emails, ad copy, creating social media posts, and you’ve never studied it? How could that turn out well? Weekly Fitness Marketing Here is a rough estimate for weekly fitness marketing tasks:
Notice that the fewer the words the more time you want to spend. And you’re going to repurpose content. Research you have for a blog, will be used to create social media posts. You’ll weave that content into videos. In reality, I know for me and my friends who do research-based blog posts it can take four hours to do all the tasks. But I don’t have to do every step. I create the topic and the bullet points. I can outsource the research links for the post. Get efficient doing what you do best. Set up alerts for new research. Keys to cutting down your weekly fitness marketing time:
If you want help with weekly fitness marketing content and copywriting across your business, you can learn more at a special session for trainers and health coaches who help midlife women. During Women’s Health Month, we have a special presentation and open doors for the mastermind. It ends June 1. Stage your comeback, your start or your growth with messaging that is on target for this moment in time. |
Sun, 9 May 2021
How would you like to get twice as much done every day? In half as much time as it normally takes. Well, listen, I’m not going to talk about Tim Ferris’ 4-Hour Week. I think we can all work 4 hours a week if we want to. We just might be broke doing it. Most of the wealthy – and healthy – entrepreneurs I know (in the medical, health, and wellness fields) work considerable hours. Is this you? They do the things others aren’t willing to without complaining about it. They’re choosing to serve their chosen customers. They have goals. And they commit to reaching them. Not because it’s easy or effortless. There’s another catch. They do the most important things first. They have taken the time to determine what those priorities are. If you struggle with that, the most important steps for building your business, I’ll add a link in show notes for you. If you serve midlife women, you want to serve them optimally, and stand out in a crowded marketplace vying for the attention of women over 50, this is for you. There is a masterclass you want to attend as early in 2021 as you’re hearing this. It’s becoming more and more urgent that you get ahead of the crowd. More Than Playboy or Playgirl Lifestyle So, I hope you get already that this episode isn’t suggesting that you can work half days and then go golfing or skip the communicating with your audience the rest of the day. It’s not like that. But if you’re here so that you can accelerate your progress and yes, take the occasional vacation, or work less when you take work with you, then stick around. The last plug on the productivity tips coming up in this episode is this: you’ll have fewer errors and regret your work less when you learn to work in a way that serves you. I’ve got questions for you. Think of it as a quiz. The real evaluation of the quiz is not in the right answers. It’s in the quickness that you can answer the question. Do you know the answer to these questions?
Do You Know Yourself? I hated the typical workday schedule in private business and universities. I always felt like I was working all day, but I wasn’t getting anything done. I was following my intuition before I ever knew I was following my intuition. In high school, I got up early, (somehow, I was still always late for school) but I got up early! That’s when I would work on the school yearbook or other projects. In college I continued getting up early. Irritatingly early, for half a dozen roommates in small dorm rooms, I’m sure. It’s Not Just the Workplace There are no interruptions at 5am. Or few. Very few. Until there was. In 1995 I was introduced to my first real interruption. That first morning after we brought our son home from the hospital, I had a rude awakening. He was not going to be sleeping in for me. Quiet time evaporated for a while. Yes, totally worth it, but it made me realize how much that time was sacred for my productivity (and sanity). A couple years later when I began working for a university and a gym both. When I had to be at morning staff meetings or taught 8am classes that came after handling kiddos, puppies, and workouts, I would get up even earlier so that I didn’t miss my productivity. I’d work for a couple hours, then workout, then get the flow of “get ready” and finally show up to be “at work.” When I was training for Ironman distance triathlons, it didn’t matter if I needed to run 9 miles before my son had an early tee time, I’d get up a couple hours even before that in order to work first. (So early that for night owls, you might have been coming home when I was getting up!) Like Willpower, Daily Productivity is Limited Because I knew if I didn’t, I’d lose the productivity. That time can’t just be shifted somewhere else in your schedule. The work you put out if you’re not working on your personal schedule will probably be crap. After a day I just described hauling my son to golf tournaments, I could answer emails and phone calls, but I could not write, create programs, or edit content. What About Your Morning Workout? I used to be a morning workout person. Now I will if I can, but I can workout later and I can’t get the focus and concentration later, so it always wins. If I’m at a conference and know I want to get a workout in before it starts in the morning, I rise and work, then workout, then start the day. You need to know you. What’s the biggest killer of productivity? A Monday morning staff meeting. What’s the second biggest killer of productivity? A staff meeting any other morning. What’s the other productivity killer? Interruptions and distractions. Just like you don’t want to have an open door with people walking by or stopping in, you don’t want to have 14 tabs open or your phone beside you vibrating and buzzing. Ask for specific thought-requiring tasks or set them for yourself to be done in the morning. More Secrets to Get Twice as Much Done Collectively? Are there common denominators? Based on hormones yes. Cortisol is higher in the morning – if it’s at optimal levels – it feeds your focus, concentration and productivity. Suggestion: Create an unspoken rule in your business that those first couple hours in the morning should be as uninterrupted as possible for your admins and copywriters, and marketing staff or managers working on programming and scheduling. Move meetings to the afternoons!! When you block that productive time you want to be sure you are inspired and have ideas that you can implement. How do you keep the creativity flowing? Ideas for Ways to Boost Your Creativity
You get twice as much done in ways I don't The way you boost creativity to get twice as much done in half the time is different than the way I do. The books you choose will be different. You may choose to listen instead of read. The exercise you do may be different and you may find you are more creative in a group with people around unlike me who has to have some uninterrupted quiet time (and a mug or two of matcha) to be in my zone of productivity. Above all, be sure the things you’re getting done, matter. There’s a lot of busywork out there that can make you temporarily feel good. You can fool yourself into thinking you’re working hard. But if it’s only helping you fill your hour up and not amplifying your revenue and the way you scale it, it’s not what you want to be getting better at. Sometimes, saying no to opportunities means you can say yes, to productivity and profit. Resources: Fitness & Health Coach Masterclass (if you want and need to grow your business) Flipping 50 Fitness Specialist Tax & Legal Masterclass Bundle (ends soon) My Matcha – my secret productivity weapon
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Wed, 5 May 2021
So you're posting regularly you're using Instagram, maybe Facebook, YouTube, Twitter, all the things, but results are dismal. Nobody is really liking, nobody's really commenting and nobody's really sharing and if you're on Instagram, we're going to talk a little bit more about Instagram specifically, Nobody's saving, which is like the gold standard. So, here's why, and what you can do about it. So literally what I want to share with you is what I've been watching and observing in certain exercise professionals: trainers, bodybuilders and health coaches on Instagram. I'm watching their accounts, and what I've seen is great post great content, they're beautiful images, and nothing. There's really very little interaction, engagement, and there's a low number of people actually even liking it. So that’s kind of level one.
We're not seeing that happen in a lot of accounts that I'm watching. Are You Legal? Got Tax strategy for your HEALTH & FITNESS business? 7:15 today we're talking about hashtags. Your hashtag strategy has to be very, very specific to the post, not to generically what you're trying to read. The algorithm on Instagram is getting smarter and smarter, and what's happening is it's looking at your posts, the images and or the videos that you're posting, and it's also looking at the copy the text that you're posting, and then the hashtags that you use. If they're different. ..They don't even apply to what it is that you wrote in your message? The algorithm and Instagram is confused. It's not going to help you get discovered. Get It Right So if you're creating great content the images and or great videos, you want to make sure that everything there is congruent, the pictures the videos, the infographics that you're creating, together with the copy that you're creating, and the hashtags, most importantly. Those latter two, so you can put a beautiful image that catches somebody's eye and then makes them come in, look, and your text and your copy may not actually be completely representative, just because you're talking about eating correctly, choosing, you know what you're eating and using the discipline and the knowledge that you need. BETTER IMAGES You may not show somebody sitting down to a plate of food you may not show food at all, but it may be an image, expressing this is how you're going to feel, you know like someone on vacation or on the beach, arm spread out up to the world full of energy, that kind of imagery is still appropriate, and probably a better idea than just one of food, but when you go to your hashtags…they have to be congruent. You want to make sure that if you're posting something about getting started with exercise and beginning personal training and what that personal training experience should be like for someone. 9:32 If you're posting hashtags that are unrelated to the text that you added, The algorithm is confused, is not going to help you any get discovered. And here's a secondary thing that I've just learned from my Instagram guru and I'm going to share this insider tip with you. [And if you want more information and how you actually take the course that I took and get access to this a woman who is sharing so much great content and updating us all about what we need to be doing, DM me in Instagram or email us at debra@fitnessmarketingmastery.] 10:11 Multiple Images for Social Media Traction It's important that you realize that if you add an ability to scroll so multiple images and pictures. If you add that, that scrolling with hashtags… and scrolling is helpful because it keeps people on your timeline for a little bit longer, it will boost the engagement of the people who are already following you. However, what's new now is that those hashtags that you're using won't help you get discovered by new people on a multiple carousel multiple image carousel well they're where they scroll. So realize that you want to have different kinds of posts, and sometimes you're going to want to have just one video, or one image, not scrollable. ONE IMAGE or VIDEO for Social Media Traction That's when you really want to do your homework on your hashtags, and when I say homework, you've got to look them up and look up, you know, to find out. Are you really going to be found using those hashtags. So if you use “#fitness” for instance, unless you are like me, Arnold Schwarzenegger that everybody recognizes, or that Jillian Michaels, who is going to be known for fitness, you know, lesser known people potentially like you and I today are not going to get so much traction, if we use that because it's got millions and millions of hits. So you want to go deeper and say #fitnessforwomen #over50 You want to look at hashtags that illustrate that and see how many searches, and how many hits of that are there and make sure that you're doing a range that is reasonable. Hashtag research for Social Media Traction You want to have a wide variety of ranges, some smaller some medium size and some bigger in every post that you do but very related to what you're posting about. So let's go back to my example. So you're talking about the personal training experience what it's really supposed to be like, how it takes the guesswork out of what you're doing, how it is about strength training it is about cardio, it is about stretching, but it's about it for you, and no one else but you. It is very individual, and it is not just a group program that appeals, or is targeted at really no one in particular thing that's what you're talking about that's your soapbox, then use your hashtags. Wise Hashtags You want to make sure that you have, say, #FitnessAfter40 You want to make sure that you have women's fitness, and that's a big one, by the way, but #womenshealth, a smaller one, #womenswellness is smaller one. So think about doing your research on post like that. But if you simply put happy, or you put something like versus active aging. If you appeal to an older population that's going to be a good idea, but if you're doing that you wouldn't want to put in the same hashtag set, you know, fitness after 20 or fitness at 20 Right, because those are conflicting, you've got to be in that same spirit that same audience would be attracted to any and all of those hashtags, and maybe using them to search for solutions. So if you're talking about your virtual training, you might put #onlinetrainer #onlinehealthcoach, #onlinewellnesscoach For Local Business For social media traction within a geographical location use geo tags and hasthtags. #bouldertrainer #scottsdalecoach #iowafitness If it's used just 500 or fewer times, I always skip it. But if it's used 1000 times 10,000 times 5000 times. Take a range of those types of hashtags, that's actually going to help you. Make sure it's related to the exact content that you're sharing. It can't be a reach. It really needs to be are these words that you've used so if you've ever used keyword kinds of research in say posting your YouTube videos. It applies here to the keywords that appear:
Do Your Homework Think about what we're women search for when they're looking for core exercise, they're probably going to put something like core exercise for women after 50 So think about, literally, if you were her, and you need to know her that well, better than anybody else, when she's alone, frustrated left to her own devices. What specifically is she typing into Dr. Google, so that you will come up your title, your description your tags, and similarly on Instagram, your copy in the post your selected hashtags, and potentially the image, but more so if that's an infographic. TAX & Legal Strategy Master Class Bundle 50% off right now. Price increase May 5. (and still totally worth it!) If you don’t know the answers to these, join me as I ask… and you can send your Qs if we still have space.
Register now. You’ll get the recordings even if you can’t join live. The cost of consulting with one (let alone 2 lawyers who know health & fitness inside and out) and a tax strategist for more than two hours is at least 2x the registration fee and 6 times the early bird. |
Thu, 29 April 2021
Every fitness & health coach should ask a tax strategist questions so they can plan sooner rather than later for expansion and growth. You want to save that money you’re making! Ever wish you could ask:
You’re in luck because during May and June Fitness Marketing Mastery and Flipping 50’s Build Your Business Mastermind Masterclass is hosting two lawyers and a tax strategist so you CAN ask your fitness and health coach questions. Plus, if you’re stumped for what to ask, I’ve got you covered. I will asking. |
Wed, 28 April 2021
What do you wish you could ask a lawyer about your fitness business? It’s your lucky day because I’m going to share some questions with you. 16 Questions to ask a lawyer about your fitness business
There you have it questions to ask a lawyer about your fitness business and answers you should have. You may not be able to be able to budget everything you want to do now, but informed decisions will set you up so that when you are ready you'll know what's next. You're Invited! Join the Build Your Business Mastermind Masterclass in May and June for a sneak peak at the mastermind with two sessions: legal ease and tax strategy. |
Tue, 27 April 2021
How do you use research as your fitness marketing secret weapon? Create an engaging opening: High impact during menopause? Are you thinking that might get you hurt? With the wrong start and progression, it might. If you’re extremely fragile, or have co-existing conditions, it’s also not advised. But for other women transitioning through menopause, you need to look closely at what you’re doing, and what you believe. Often a statistic, a contrarian statement, or a question are engaging. Ask, would it go on a magazine cover? Results of the study are published and expanded on at flippingfifty.com/high-impact-exercise Research is definitely your fitness marketing secret weapon. You can use it to:
Share some, but not all, content from the study as a tease Results from a 2021 study featuring postmenopausal women with osteopenia – intended to be 18 mos. which was cut short due to COVID (6 mos. Short). Researchers suspected that for Bone Mineral Density [BMD] results the last 6 months when training would have been most intense, would have reflected even greater changes.
Flipping 50 Fitness Specialist Quotes are Golden for social media Researcher’s reminder: “The most prominent bone decline might occur during the 3-year phase of transmenopause…one year before and two years after the final menstrual period” Hip Bone Mineral Density increases didn’t have as much opportunity for change because the most intense training was cut (COVID). *Strength & Power results & differences were also believed less than expected because of abbreviated study (COVID). Share Insights and Opinions: Yours The unintended early termination of the study due to COVID was unfortunate, but still offers positive effects of high intensity exercise, as suggested in other emerging research studies. Your menopause and post menopause clients are not delicate and even with osteopenia can, and potentially should do high impact exercise. For your own high impact exercise… build your business model with a plan that’s proven to work. Find research about your ideal customer, share it as your fitness marketing secret weapon. |
Sun, 25 April 2021
When they want it, you want to help them, but they say they can’t afford your personal training program, what then?
When someone can’t afford your personal training program you have options. You could provide a “scholarship” for all or part of services. You can do a “trade” with a client based on thinks you truly need done and skills they possess. That’s in addition to the aforementioned solutions. The key to making this work is practice. This has to feel natural. If you've never said it before, and you're not used to having a fluid conversation related to the best program option for a customer you can't expect it to feel anything but awkward when you do it first. Other good questions to ask:
Are you (as the trainer) open to a payment plan? You may decide no, or want to collect the money up front before training. Often that's not possible because you want someone to start now, not in two months when they're paid. I've found that unless you use a collections agency, paying over time really is not usually a good plan... unless: you work with professionals (lawyers, doctors, realtors). If you have a large ticket item, (more than $5000) then yes, you should at least divide payments in to two. Know Your Customers Decide your target market before you start. When you know who you're dealing with you know how you can support them best and what price positioning you want and need to do. Your model may be many people for a lower price, or fewer people for a higher ticket item.
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Sat, 24 April 2021
Are you stuck when it comes to what to do next in your fitness & health coaching business plan (or rebuild)? I’m going to share 5 MUSTs for your health & fitness coaching business plan in this episode. (Legal & Tax strategy masterclass bundle) Use this as a checklist. You won’t do them all at once. You probably have some done. You’ll work on others. Getting these things done is your job. It won’t pay you until you have them done. So don’t do this a little bit at a time, spend a full day, or every evening doing them until they’re done. If you’re a trainer or health coach, nutrition or yoga instructor who works for a gym or studio, stay with me. You still need these pieces. And if you work for a small business owner – or a medium-sized one, he or she may need to hear from you how to support you. You’re a profit center for the business. If there’s a way that helps you and them both, they’ll consider it when it’s presented right. 5 Musts for Your Fitness & Health Coaching Business Plan
The answer to what to do to next to build your fitness business should be more clear. You’ve got to have a website to place the lead-generator and the email capture on. To have the email capture form and the email sequence for after they get it, and sales emails when you’re ready to make an offer, you’ve got to have an email provider. So virtually nothing happens online without:
Reach More People, Easier Than Ever It has to be as easy for them to communicate and pay you as if they walked in, shook your hand and gave you cash. And it can be. In fact, it can be better. You just eliminated the commute. It’s antiquated to think in person training or coaching or exercise is better. It’s an option. But done, baby is better than perfect. I’d rather order groceries online and have them delivered. Fast, easy, time savings of more than an hour. I’d rather bank online than in person. Click click. Deposited and transferred. Convenience is Winning And I’d rather pay for fitness services monthly via my bank account and meet with my coach online. In 2020, I saved 40% of my expenses by not flying, staying in hotels, attending conferences, and having to board my dog. That works. So don’t you think that in person is better. But Your Clients are Different, Right? I hear you… saying, “but my business is different.” “You don’t understand, my customers are different.” Than what? Anyone in the world. Reality is, you’re throwing up obstacles because you don’t want to change. Check your imposter syndrome. Sometimes we’re as scared by success as we are by failure. |
Fri, 23 April 2021
How do you know what freebie to create that your ideal customers will find irresistible? Get to know your customer better than anyone else knows them. KNOW THEM BEST Know what they read, what they watch, what they think when they stare at a menu and what they think when they’re trying on swimsuits. Know what they’ve tried, what doctors have said to them, what their friends are doing and what they think about personal trainers and health coaches. Know what they tell their spouse about what they want and what they don’t share with their spouse. Think about what they want and the transformation they want. Think about why they want it. And why that’s important. Avoid this Mistake What won’t help you know what freebie to create? Don’t think about what they need. Because although they probably do need some corrective exercise and they do need better shoes or a tracking device for their health measures, if what they want is weight loss, you don’t want to stray far from that. At this “dating” stage of the game you have to give them exactly what they want. The purpose of your freebie is to connect so that you can continue sharing more about what they need. Push Pause But most of the time if you start trying to create something, just anything, or make it something that you know they need, it won’t work. You know what freebie to create easiest if you interview at least 2 dozen of your ideal customers. That will tell you the areas they’re struggling with most, what they’ve tried, and what worked and didn’t. So, start interviewing. Stop guessing. Even if you think you are your ideal customer, you’re not. You, my dear are too close to it. It’s been too long since you were clueless. My Best Freebies What I realized is that my health coach and training clients were burnt out from social media time and not getting enough traction. I created a Style Guide for Health & Fitness Professionals so they could delegate some or all of that. Then I created a 5-minute blog post step-by-step guide. I was constantly telling my audience to create content but they were so short on time that too was something not getting done. With content being the #1 thing that brings people to your website, getting these done is a must if you ever want traction. But take it from someone who knows blogs can take hours… hours to research, draft, correct, collect images or insert video into… you don’t need that cornerstone content ALL the time. Hence, my 5-Minute Blog freebie. I constantly rank in the top 10 for key words I aim for. And when we learn I rank 11-20 for 30 more words, we go to work making small tweaks so that I’m in the top 10. That’s how I get found first when someone types in a question to Google. And that can work for you too. Interview, Don’t Guess Establish 5 or 6 questions (I’ve hinted at them here and I’ll add them to the show notes) that you ask every one of your interviewees. Your GOLDEN interview questions:
There are additional details. Once you’ve collected all the responses in a spreadsheet, look for the common denominators. Did everyone say weight loss? Or belly fat? Or muscle tone, or something else? Now You Know What Freebie to Create … almost That’s when you start crafting a freebie. What would give someone a quick win, and what is also of course related to the core product or service you offer? Before you actually create it, think about the content. Create a rough draft of the content that should be there. Narrow it down. Make it the absolute best content in the shortest possible time for your ideal customer to consume. If you overwhelm… which is so likely to happen… you’ll confuse. A confused mind does nothing. So, make it a simple 3 tips, 3 exercises, 3 products you love, 3 recipes, or a breakdown of a good warm up or a perfect workout. Now it’s time to decide, what’s the best way to deliver the content? Is it a one-page cheatsheet or checklist? Is it a pdf? A video? A webinar? Now it’s time to create it. And believe me, you won’t think this right away, but something they consume in 5-10 minutes is far more likely to work. They’ll be able to consume it quickly. They’ll be able to start implementing it right away. That means you still have their attention. A couple freebie ideas: A grocery list and a video so they can make a recipe with you that solves a problem for them. A pdf with images and instructions for stretches to decrease posture issues from sitting at a desk all day. A sleep tips & resources guide for a better night sleep. IDEAS Got your wheels turning? Now it’s up to you.
Good to go! I can’t wait to hear what you create! Head over to Canva, one of my favorite graphics editors, or to Fiverr.com (and if you reach out I am happy to share with you my favorite gig for creating ebooks/pdfs and covers for them)/ Resources:
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January
December
November
October
September
August
July
June
May
April
March
February
January
December
November
October
September
August
July
June
May
April
March
February
January
December
November
October
September
August
July
June
May
April
March
January
December
November
October
September
August
July
June
May
April
March
February
January
December
November
September
July
June
May
February
January
December
November
October
September
June
May
April
February
January
December
November
October
September
June
May
March
February
December
November
October
September
August
July
June
May
April
March
February
January
December
November
October
September
July
June
May
April
March
January
December
November
October
| S | M | T | W | T | F | S |
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | |
| 7 | 8 | 9 | 10 | 11 | 12 | 13 |
| 14 | 15 | 16 | 17 | 18 | 19 | 20 |
| 21 | 22 | 23 | 24 | 25 | 26 | 27 |
| 28 | 29 | 30 | ||||
Syndication
