A lot of people avoid thinking about sales. It isn’t sexy.
But you know what’s really not sexy? Being broke. And the time you put into executing a sale directly impacts how much profit comes from it.
So sell, sell, sell!
Here are three great tips that Mike Arce, the CEO of Loud Runner, recently shared on my podcast. He loves the psychology of customers and makes selling a game! You can, too!
1) Match Offers to the Avatar
Understanding your avatar is the crucial first step. This involves not just knowing who they are, but what their needs will be.
I find this part to be tons of fun! In a way, you’re role playing and get to imagine people’s lives and what they require.
Know your avatar and then craft everything around that.
With platforms, the usual social media channels will probably work. I’m talking Facebook, Instagram and/or Pinterest. Make solid content, but target it for your avatar.
You won’t be making videos of huge muscly guys doing free weights if your avatar is working women who just had a baby. Think it through and match the offers and programs to your avatar.
2) Make Your Offer Appetizing
Mike mentioned the importance of control when working with clients. You are leading them, not the other way around.
Since you’re in control, you can control just how attractive your offer can be. To do that, you simply choose the right words and images.
Smart wording can include making something exclusive or popular. You can add a time constraint (“Act now before this offer expires!”) in order to activate the sale.
All of these things, and more, can be used to make your offer more appetizing to people. They are simple and quick ways to press the relationship further and funnel your customers along to the next steps.
3) Make every impression count
I see so many businesses that aren’t prepared for every possible interaction. That simply means that they didn’t plan ahead.
Every detail, especially since stuff now lives forever on the internet, can be looked over. You don’t want to give a client a reason to walk away.
So if you’re shooting videos, make sure the right stuff is in the shot. Don’t leave ugly things like trash-cans in the background. You don’t want people to think of trash when they think of your gym, studio or boot camp.
Pay attention and apply that level of attention whether people are looking at your website or walking through the door of your establishment. One mistake and that person can head right to the door and go elsewhere. Do you want that to happen? None of us do. Make every impression count.
Use these methods and embrace the psychology of selling. Read up on Mike and others like him who have thought of every situation.
Preparation is what will lead to success. And that preparation means less work down the line.
Are you prepared?
It seems like the moment you walk out the door you’re hit with a wall of negativity. The news, the traffic, people’s attitudes. Nothing seems good anymore.
And when you’re working hard at building a business, even the tiniest drop of negativity can pull you off your game and change the course of your day.
Don’t let it!
I’ve got a three step system that flips the script on the haters and naysayers of the world. Check it out!
STOP
When someone comes at you, your first instinct is usually to go right back at them. Resist this.
Don’t let your emotions get the best of you and put aside your gut reaction. I know, that’s easier said than done, right?
You have to see that someone’s negativity usually comes from a place of judgement. They’ve got this attitude that they’re looking to unload on someone.
Stop that train right in its tracks. You don’t need that negativity and going negative right back only makes the situation worse. Be your best self by getting back to a space of positivity.
Expect that someone, somewhere, is going to bring some b.s. into your life. Be prepared so when it arrives, you stop it in its tracks.
LOOK
It’s time to take a look so you can try to figure out exactly what’s going on. Once you stop, take a look at what’s really going on.
Okay. You have to chill and be the bigger person. You have to determine why this person is acting this way.
These negative encounters are a way to learn and guide the situation. Maybe the person needs help and doesn’t know how to ask for it.
Diffuse the situation and get to a place where this negativity can be the foundation for a deeply positive experience. If you stop and look, you’ll learn a lot.
LISTEN
Listen to what they think is driving their actions.
Maybe that person is having a bad day, maybe they got some bad news right before they saw you, or maybe just life happens.
It’s all about your focus. When you seek to understand first and really listen to what someone says, you can get a better chance to help them and yourself.
Get a read of their body language. Negative people hold their bodies in a weird way. They’re tense. They practically vibrate with the juice inside them.
I like to turn these people around by making jokes. I love making jokes and making fun of myself. You’ll discover your own way to turn negative people into lessons for how to deal with adversity in your own life.
Just like that, the negativity can become positive- and it can be all from you!
Storytelling is useful when you’re working on your brand.
What does your brand story say about you and who you serve?
Recently on The Fitnesspreneur's Life Show podcast I had Mike Murphy, co-creator of the Visionary Planning System and we talked about the path a good brand takes their audience on.
Here are some tips he shared.
Your Brand Won’t be Built in a Day (or week or month or year…)
Success is a marathon, not a sprint. So drink lots of water and get ready for at least a year and a half of work.
In order to stick in people’s minds and have them come back to you, you have to be rock solid and steady for a long period of time. How else can you gain credibility and trust?
All the great brands (Coke, Nike, Ferrari) gained credibility because the message was the same, everywhere on earth, over huge periods of time.
Settle in and get some comfortable shoes. You’ve got work to do.
Connect with your actual audience
Forget being everything for all people. If you’re generic in your approach, you’ll be missing out on the real people that need you and your brand.
Sometimes the people you think you’re supposed to help aren’t the ones you’re meant for. It’s like dating! You think you know what you want, but then you meet the real love of your life and BAM!
Understand who your actual audience is because you may be attracting the wrong kind of customer and, thus, creating the wrong kind of business for yourself.
Don’t Reinvent the Wheel
When making content, don’t hurt yourself. Do what’s already out there but do it better!
Find out what people are talking about. Find out what books they’re reading. Find the pages on Facebook that are similar to what you do. Then take those topics and make content about that.
If you get too out there and make stuff that doesn’t interest anyone, you’re wasting time and money.
We call this verifying your audience. You’re inserting yourself into the conversation and not starting some new thing that maybe no one wants to join you in.
Just find out what other similar brands and topics are doing and do that.
These few tips can save you a lot of time, money and frustration so you can carve out faster more effective path to your ideal audience.
For more info on getting in the Visionary Planning System, click here http://vitobiz.com/VP_SneakPeak
The human being craves freedom. So why then are so many of us stuck with jobs that feel like a ball and chain?
It’s because we believe that time is money and that we should be rewarded for all the hours we work.
Work smarter, not harder. And find the right career that gives you these five essential freedoms.
1) Time Freedom
The clock itself is broken. It’s only got 24 hours in it.
If you don’t maximize those hours, you lose the potential for making money.
The stars have to align to get paid. You and the client have to be there together. Your schedule may not work. Their schedule sometimes goes out the window.
This is no way to live!
Find time freedom by working in something that you control, not the other way around.
2) Location Freedom
We are will still doing business like we did a hundred years ago?
It used to be that location mattered. Foot traffic determined how much income your business generated.
The problem of course is that now there’s a gym and studio everywhere! Parks are being overrun by boot camps!
Wanna stand out? Go global!
Free yourself from the shackles of geography. Let others fight for a finite amount of customers.
The world is your marketplace!
3) People Freedom
If you love your employees and co-workers, congrats. But a lot of times the people we work with can be a little uninspiring.
That’s because you don’t have the best of the best working alongside you. You have the people that can commute or that are doing this job because it’s convenient.
Don’t you want specialists who want to succeed as much as you do? What if they’re far away?
So what! You can now bring anyone from around the world to you in an instant when you automate your business.
You now have the freedom to work with the people you want, not just the people you have near you.
4) Financial Freedom
Does this sound like you? The modern person living in today’s world is living in a hamster wheel, always turning, going nowhere.
I’ve seen so many fit pros struggle with finances because they’re not making any serious money and they don’t know how to turn what they do into larger earnings.
Having absolutely no financial freedom can seem like being stuck. You’re go, go, going in that hamster wheel but getting nowhere.
Starting a business or striking out is hard work. And if you’re not savvy enough to stay afloat, you’ll become like the millions of fit pros who have gone underwater.
Don’t be a statistic. Find a way to get the financial freedom you and your family deserve.
5) Purpose Freedom
This one is as big as it gets. Simply put, what is the purpose of your life and does your business allow you to achieve it?
We all have a purpose. From big reasons to little reasons, you are meant to do something.
So why waste time doing something that doesn’t get you to that?
Isn’t life short enough?
“You can build a dream in just 15 minutes.” – Craig Ballantyne
The above quote is just one of the many nuggets that I took away from my latest interview with Craig Ballantyne, productivity guru, editor of Early to Rise and Fitnesspreneur, when he came on The Fitnesspreneur’s Life Show podcast and after reading his book, The Perfect Day Formula.
If you want to have the future you desire, you’ll make the time now.
Focus and productivity all start with the night before.
Craig teaches us how to deal with random and instead turn it into focus.
The system that Craig puts forth is a framework that can get anyone to work on their top priority project.
1 - Start the Night Before… and then Keep Going.
At the end of every workday, Craig does a brain dump.
He writes down everything that he needs to do the next day.
Then, he prioritizes his list so that he doesn’t spend the precious moments of the next day wasting time.
Then, he spends the first fifteen minutes of every day focused on his top priority- nothing else.
2 - Control your Life. Set up Rules.
Little by little, you can set Rules of Life that encompass all the things you value.
You want more health?
Create rules of life that control your health like, “I won’t eat 3 hours before bed.”
You want more wealth?
Create a rule of life that says, “I will spend 15 minutes every morning working my top priority.”
Just taking the time to think about what you value most, and creating rules of life and you will find yourself gaining control of your choices.
3 – Push Past Your Comfort Zone.
Whether it’s physical work, like losing weight, or creating your brand, success all happens all in the mind.
It’s going to require you to move beyond your normal routine and find out what you’re made of.
You become more comfortable with being uncomfortable by developing your skills, getting a coach, and putting yourself in the environment of people who are willing to challenge you!
4 – Put Your Ego Aside.
Pushing that comfort zone means you need to be able to take criticism.
If you’re looking for non-stop praise and people to blow sunshine up your you-know-what, then you’re not looking to make a change.
Analyze what you’re doing, and be honest with yourself. It may not feel good, but it’s truly necessary.
5 – Be Descriptive in Your Life Plan.
Ambiguous goals get ambiguous results.
Whatever the goal is, be specific and clear.
Make sure you can smell it, feel it, and breathe it. Then you are on the right path to making it a reality.
What you can control is your destination and the rewards that await you.
6- Live a Life by Design, Structure Creates Freedom.
We need more structure to have more freedom.
This is why we have rules, laws and agreements. They give us all the opportunity for a safe, happy life.
It’s the lack of structure with our days and our plans for success that have led us to missing the mark in our lives.
When I was younger, I accepted the fact that as a trainer, I wasn't going to make any money and that I was stuck. I accepted that working on the floor was going to be something that I'd live with for the rest of my life and that I was stuck cutting corners on my life in order to do a job that I loved. As life happened to me, I realized that I needed to start taking ownership. I needed to start creating a life instead of letting it happen, and so I did.
As a trainer, a million things can get in the way of you actually training your clients. If that happens and there’s a no show, there’s no dough.
So, I've decided to do something about it in my life. You can too- or you can choose to stop here and live on the floor for the rest of your life.
Nutrition
Do you want to help your clients even when they’re not in the gym? Then help them establish healthy behaviors. The best way to do this is to make sure they’re buying their nutritional products and supplements from you.
You don’t need to physically carry these products. No inventory is needed. You simply provide an online store with links and let the automation handle the billing and shipments.
Online Coaching
Use the internet for online coaching and spend little to no money at all.
Everyone is doing it. Universities are even doing it. But for some reason, our industry is slow to catch on, so YOU need to pounce!
Put a series of videos up in a Facebook group and invite users who pay a monthly fee. Simple, right? So do it!
High-end coaching programs
Authority is important. When you become a subject matter expert, that is what people value and are willing to pay top dollar for.
Everyone is looking for new esoteric information. Everyone wants to dig deeper and go beyond what the everyday person gets.
So become an expert by getting published and getting your name out there. Once you’re an established presence, you’ll be able to command a higher price for your services.
Network Marketing
The boogeyman is here!
Nah, I’m playing. I swear that’s what some people think this is. I get it, people have been burned, but you don’t throw out the idea of small businesses because one small business was terrible, right?
Network marketing, for my money, is the best model there is. People just don’t know how to do it right.
It’s about building teams and building culture. You’ve got each other’s back because you’re all in this together. No one allows one person to falter because the shared goal is the most important thing.
Go in on network marketing and make big bucks.
Mobile Apps
By the year 2020, an estimated 5.3 BILLION people will have smartphones. Crazy, right?
You need to be ahead of the curve and provide some apps for those people on the go.
Look, the idea is to be there for your clients and being in their phone is like being next to them.
Apps are a great way to extend your sessions and compliment them. I give my clients fitness homework, checklists, and meditation reminders on my app. If there’s information you need them to have, you can put it in an app.
Being on the forefront of something like mobile apps impresses your clients. That means more referrals and more money.
You are the future of this industry, so use the technology to get us all to that next level!
Culture has become a big buzzword in many industries. And when my latest guest, Ashley, came by my podcast, she shared some incredible tips on created a positive (and lucrative) workplace culture.
Whether you’re a small staff just starting out or a whole floor of specialists, your business can find success by following these three important tips.
-----> GRAB FREE CHEAT SHEET: http://vitobiz.com/building-the-right-culture-in-your-business-cs
Find People That Care
You need people that care about being at work. Everyone knows when you’re phoning it in. Everyone can tell if you’re distracted or frustrated.
As Ashley mentions over and over again, leadership and intention begin with you. Your values are your business, so set the tone of how you want your employees to behave and speak.
People make choices based on how good they think they'll be taken care of. So make the values of your company specific to them. People want direction. People want to learn. Guide them.
Create a Killer Environment
Putting together a killer workplace environment that brings out the best in everyone should be a priority. The facility itself needs to be of a high quality.
An environment for better living needs to look and feel nice. Your employees will feed off the energy of your environment, and in turn will add to it. We can serve more clients by having a diverse philosophy of training within that facility. But it has to be right.
The environment that houses your community makes your trainers’ jobs that much easier. It creates a level of morale that’s clearly different. Imagine how much more they’ll want to market and spread the word for you if they know what a welcoming facility they have!
Have Programs The Reflect Your Business Principles
Your programs are the backbone of your income. They are the most essential part of your mission. You need to have ways to generate income that your employees will want to sell.
A quick way to think of this is, “Does this program excite me? Would I buy it?"
So if you're going to have nutrition programs, have the ones that people are going to want to do. Have products that you and your staff use!
And don’t think everything is set in stone once you open your doors. Talk to your employees and see what skills they bring to the table. See what they want to get going. Encourage them to use technology, apps and social media. Some of that stuff costs nothing! But the empowerment you give to your employees can't be measured!
When I was a kid I remember going to the circus and being impressed by those tightrope walkers high above my head. Those dudes really took their lives into their own hands and that’s a powerful thing. It stays with me to this day.
I’m always encouraging my coaches to live like those guys, with their lives on the wire. Nothing brings your mission into sharper focus than realizing that one false move can throw your balance off and
You too can life like those tightrope walkers. All you need are these three things to live your authentic self on the wire.
Courage
We talk a lot about courage and think that only firefighters or soldiers have it.
Courage is doing something when it’s not easy or convenient. It’s all about putting yourself out there without getting too worried about the consequences.
Even the dangers we think are out there really aren’t. We get in our own way and courage is putting all that junk aside.
Courage is important because it inspires. It challenges you and those around you. Having courage is necessary if you’re going to step out onto the wire.
You have to be willing to put yourself out there. You can’t care what’s going to happen. Great things will happen if you have courage.
Conviction
Courage puts you on the wire, but conviction keeps you there.
Conviction is a willingness to stand for something more, like a set of principles that you would die for. It means not being satisfied and being driven by those principles in everything you do.
The people with the most conviction will fight tooth and nail for those principles. Is that you? It better be if you want to stay balanced on that wire.
You’d be surprised how many people watch your actions. Having conviction is not only important for you, but the people you’re inspiring. Have conviction and see how much easier being a leader becomes.
Commitment
When you walk the wire, you have to commit. Day in and day out, you have to be there. You can’t stop and go whenever you want.
We all know those people or clients who shortchange themselves and cheat on their workouts. They don’t get healthy and they let excuses drive them.
You can’t be that. You’re on the wire and if you falter, you fall.
You have the power to make your story an integral part of your business. Having commitment is an important aspect of that. Commitment is what keeps you moving on the wire toward success.
Being a fitness coach isn't as easy as you might expect. A lot of hard work goes unnoticed and since this industry is competitive like any other. Only the, best can reap the fruits of success. Mandy Ingber is an author of two books. She has been a fitness coach for twenty years, and during that time she has had the pleasure of working with film superstars such as Jennifer Aniston, Brooke Shields and Helen Hunt.
What makes her approach so special is that she believes that you need to teach your students from your own experience and that speaking as your authentic self attracts people towards you.
GRAB YOUR FREE WORKSHEET: http://vitobiz.com/H_EmbraceSelf-LoveWithMandyIngber
Turning vulnerability into a strength
We all go through periods of self-doubt in which we battle low self-esteem and negative self-image. Mandy has dedicated her life to discovering ways to use these emotions as a fuel for exercise and a motivation to improve yourself.
By sharing personal stories from her own life, she bonds with her students on a much deeper level than most fitness coaches out there. This makes her class more dynamic, while her students learn the most valuable lesson of all- to open up and use the energy from within to achieve the things they want in their lives.
Her approach is rather unique because she addresses people with kindness when they are most fragile. By doing so, she plants a seed of self-love in their hearts and minds. Mandy encourages her students to seek their true selves because that is one of the most important ingredients for success.
Yogalosophy
Mandy is currently on a book tour promoting her second book 'Yogalosophy for Inner Strength,' but this success didn't come overnight. Her first book Yogalosophy came out in 2013. She sees both of these best-selling books as a continuation of her growing popularity.
She made the first steps by starting her own website almost ten years prior to the publication of her first book. Mandy made it her calling to share her philosophy with the world. Not only did she want to share with her students, but she decided that she wanted to share her ways with people that she could not reach in class.
A DVD that she released got her one step closer to realizing her full potential of becoming a best-selling author.
Devote yourself to your goals
Ideas are cheap. In fact, they are free. The best way to get things done is to create habits that will make you productive. If you dedicate two hours per day to take care of your body, you can dedicate the same amount of time to the goal you want to achieve.
Mandy wrote both of her books by devoting two hours a day to writing. After 5 and half months, she had a manuscript. If you really want to accomplish something, you will find time, regardless of the obstacles you are facing.
Nothing will kill your sales faster than being generic. If you’re like everyone else, why would people stop at you specifically to buy your products? Can’t they move on the next person whose the same?
Social media is the perfect tool to showcase your uniqueness. But most people don’t know where to begin. Here’s five places.
Step 1: Share Your Personal Story
We all have a personal story. We’re all unique and telling that story through social media is compelling stuff to your tribe.
The origin of you, how you got to where you are, is a great way to make yourself relatable. It shows your emotional connection to your subject matter and is way more powerful than certifications and equipment.
You’ve got to put your personal story out there and show how it changed your life. It illustrates that you, too, are a work in progress, looking for people on a similar journey.
Step 2: Understand a Niche Problem
Find your tribe. Find that collection of people who have a specific problem or are looking for a specific lifestyle change that you feel compelled to serve.
Understanding their problems is at the heart of how you can interact with them online. You have to recognize the problems your niche faces and then dig deeper. Find niches within the niche.
Digging deeper and understanding your niche’s problems will lead you to incredible revelations. And it’s valuable content.
Step 3: Make a revelation/solution
Let’s now attack those problems with workable solutions that will benefit your clients by finding revelations and sharing those on social media.
Revelations come in all forms, from the most unexpected places. But they won’t reveal themselves without that exploration that comes with interacting with your tribe.
It’s all about relationships, and peeling back the layers can take you and your tribe to great places.
Step 4) Challenging Question
With so much content coming at your tribe, how can you interact with them in a way that shows they’ve understood your message? Ask a challenging question.
This is the call to action that encourages more engagement between you, your tribe, and the work that binds you.
That phone has changed the game. So interaction is key. A challenging question is a great way to fire up that interaction.
You end with a challenging question.
Step Five) Attractive Visuals/Video
Content is more than words. There’s a visual component to all of this that you can’t forget about.
Be sure to include attractive visuals.
Think about it, your average client is bombarded with content. And studies have shown that you need more than double the amount of pieces of information to make decisions than what you used to.
So be bold and colorful with the graphics (or videos) that you’re including in your posts. Social media needs to engage the senses and an attractive visual is a great way to do that.
Be memorable. Build your relationship with your tribe.
Anna Renderer is beautiful and brilliant. I’m not just saying that because she’s my wife. Her own brand, Sexy Confident Woman, has a million downloads on PopSugar Fitness. She shared three places that she consistently goes to when looking to create her content. Take a look.
1 ) Frequently Asked Questions
Knowing your niche is everything. Their mindset is exactly what you’re trying to tap into. So why not use their very words to generate content?
During the course of several interactions with your tribe, you may start to notice that the same questions keep popping up. That’s because your tribe has a specific set of needs that they are hoping to work on.
By paying attention to those questions, you create a Content Cyclone of material that comes directly from what your audience is looking for.
The best part is, once you have that content, if anyone continues to ask those same questions (which they will because they’re so frequently asked), you can turn around and link to your articles that address those very concerns. It’s what Anna does and it brings her a ton of respect from her tribe.
2) The Questions That Should Be Asked
Of course, people don’t know what they want. That’s the very nature of your expertise. You know stuff and they don’t. So obviously their questions aren’t everything since they don’t know what components they’re missing. If they did, they wouldn’t need you.
So plug those gaps, by doing what Anna does: point out the questions that should be asked.
You are the expert. You are the one who’s seen things and experienced the very cycle that your clients are going through. So take this time to point them in the direction that will help them along their journey of change.
People need to be taught what to look at. That’s why they’re here, they’re looking for your exact expertise. Guiding them to the right direction is essential and creating content from questions they should be asking is a great way to prepare them for the things they haven’t considered.
Best of all, those questions make great titles for articles and newsletters. Shock them if you have to. The sky’s the limit!
3) Survey Your Tribe
Stop playing guessing games! Survey your tribe to find out what they’re looking for!
Hey, anything that takes the guesswork out of planning is aces in my book. And Anna simply asks her clients, through surveys, what kind of content they’re looking for. You don’t ask it explicitly, but you use their feedback to create that content that speaks to them.
Whenever a client joins her Small Steps Planner, a little questionnaire is included. They respond to that and, presto, she’s provided with lots of great comments and feedback.
That kind of feedback is invaluable. Not only is it a great source of content creation, it prevents your programs and services from gathering any rust. You evolve directly with their needs. That’s gold, baby!
Content is what separates one business from another. It’s your authority, your expertise, your positioning in the market.
But, most importantly it’s how you serve your tribe, deliver value far in advance of ever asking for a dollar, and how you build a relationship that eventually earns your more sales.
The number one excuse I hear about not wanting to put out content is “I don’t have the time to go out and put content on all those different platforms.”
So, today, I’m sharing one of my best strategies for getting more done in less time, while creating 10x the value by serving in more places than you thought you could ever be.
Here’s my Content Cyclone, a simple 10-step system, which lays out the steps needed to generate the maximum amount of content with the minimal amount of tech expertise.
1) Find your tribe
First of all, let’s begin with some real talk.
You can’t deliver your message to everyone. Everyone is not going to be your customer. You don’t want everyone to be your customer.
Let alone you don’t have the money, time or expertise to be something to everyone.
Getting specific about whom you want to serve is the first sign of a World Class Expert.
The choice is yours, just look at the intersection of your expertise and knowledge and your passions, and your tribe avatar is waiting for you to uncover.
In order to rise as an authority in a field, you have to choose the kinds of people you’re speaking to.
This is the essential first step toward creating content.
2) Verify
When I talk about creating content, I don’t want you to pull topics out of thin air.
There’s no need for guesswork anymore, Mr. Googs and search engines exist!
Google, Buzz Sumo, YouTube and other massive search engines exist today that allow you to see what people are specifically searching for, what’s trending, and in need of an answer.
You’re mission is to research and verify what people are searching for and THEN GO make content that’s specific to the needs of the people you’re trying to serve.
3) Shoot a video
Don’t make things complicated. Keep it simple. Writing a blog post, recording a podcast, or setting up a website are all way more complicated than shooting a video. So do it.
All you have to do is turn on the camera, hit record, and start talking. We’ll carve it up later, for now, just shoot something.
The technology today is so advanced and looking sharp that even your phone has a great camera. You can spend about a couple hundred bucks to get a quality HD camera, some of which even upload the videos directly through Wi-Fi.
Do a little research, but don’t get hung up on the specs. What matters is what you say in front of the camera.
4) Transcribe
Now you’ve got a whole video on whatever topic you’ve chosen. Now what? It’s time to get it transcribed so you can get ready to chop it up.
Transcribing your content goes a long way toward carving it up.
There’s an app for that. It’s called RevRecorder, but honestly I prefer rev.com for my money. It’s super duper cheap and easy to use.
Having that final transcript is important because now you have a quick version of what you can put out there.
The next step is…
5) Carve it up.
Different channels and outlets require different formats.
Once you have the transcript of your video simply start carving it up into quotes, blog posts, newsletters, Tweets, video snippets and on and on.
For every outlet, there’s a format so you’ll be carving it up in many ways.
Use a spreadsheet to keep things organized. If you’d like a copy of our Content Cyclone Spreadsheet you can grab it right here.
Now that you have a bunch of content born out of one single video you’re ready to serve and distribute.
6) Serve & Distribute
Content on your hard drive isn’t serving anyone. Distribution is how you get the content out there.
You have to know what the different channels are to carve up your video transcript so this is where you’re going to repurpose all that content into more content by putting it out there in new and exciting ways.
Here are a few examples:
ï Take your transcript and condense it into a quick and painless 500-word blog post.
ï Take your video and post it to YouTube, create a 250-word synopsis and use that as the copy under your YouTube post.
ï Strip out the audio from your video and post it as a podcast.
ï Create a few images and add them to quotes from your transcript and you got Facebook posts.
ï Take another part of the video transcript and now you have an email blast that mentions what you’ve covered in the video.
You do all this for all your various channels and medias your active on and you just saved yourself dozens of hours every month by shooting just one video and using this repurpose method to disperse it all over which is exactly where I got the name Content Cyclone!
7) Drive Traffic
Your mission is to grow your tribe.
That means learning how to run some ads, improve engagement, boost some posts, and get eyes on your content.
The name of the game is to drive traffic back to you. Include a call to action, something like, “You want more? Check out this video.” or “Check out this blog!”.
8) Capture Leads
If you’re going to spend all this time creating content, you have to capture the leads. Don’t let any curious visitors walk away.
If you’ve created this great content, be sure to include an email opt-in so that people can download free gifts and lead magnets you created that help you keep delivering more value and build the relationship on autopilot.
You create a greater value to your customers this way.
9) Nurture The Conversation
Any salesperson will tell you that you usually don’t make a sale on the first try. The key is to stay engaged and build on that trust you’ve established.
Studies have found, get this; that the average visitor needs 10.4 online interactions with you before they’re willing to buy anything. What does that mean? It means you need to be everywhere!
That’s what this Content Cyclone is for.
Doing the steps above will get you out there and prepare you to nurture the conversation on the back end.
10) Targeted offers
To bring this home, there’s one thing I would suggest that will immediately put you in a Class of One.
Go beyond a generic ask and instead anticipate the needs that your tribe will have and package your solutions as specific to the needs of why they got on your list.
If they got on your list because they read your content about running a 5K, they want to run a 5K, create and offer them that specific offer. You will make more sales, serve more people, and they will love you for it.
Well, there you have it, the Content Cyclone ready to go.
All that’s left to do is for you to:
Content is king. Get your kingdom ready.
Trish Blackwell isn’t your average trainer. She believes that sustainable change comes from within. If you’re not dealing with the stuff that’s underneath, that mental game, then your chances for success are much harder.
I was honored to have her stop by my podcast and share her story. She proves that anyone who comes across a great idea can take it to the masses via lots of platforms and finding their tribe.
Here are four tips she discovered along the road of her unique journey that can help you launch your brand.
Forget Perfectionism
Let’s get rid of the idea that perfectionists are this close to perfect. That’s false. There’s no such thing as perfect. And people who waste their time trying to get to perfect are actually making it harder on themselves.
That quest for perfection can sometimes be used as a crutch. It can keep us from trying things or implementing ideas because we won’t make a move until it’s perfect.
Instead, just deal with what’s in front of you and move forward.
The saying “Perfect is the enemy of Good” is so true. Don’t be a perfectionist. You’ll let the best in life pass you by. Believe me, your competitors aren’t waiting for perfect. They’re going after it and giving it the best shot they can.
Build Your Platform
If Rome wasn’t built in a day, your business empire won’t be either. That doesn’t mean don’t dream big. It means build it one brick at a time.
Too often we want to jump right in and charge! But what that really does is take us off our game.
Trish eased into what her business would be. She started simple. She wrote a blog. By the time she decided to make the big push and self-publish, she had a year and a half of writing under her belt.
Then the floodgates opened and now she has apps, books, detoxes and more.
So build that one thing and do it well. Then the world is yours.
Be Direct With Your Brand
Even for someone as special as Trish, it took her a moment to realize that she was central to her own brand. When I met her, she was putting together Body Beautiful Bistro. That’s a perfectly fine name but once she embraced her own name and put it up on her website, she was able to really distinguish her unique message.
Too many times we think a really clever name or obscure brand will make us seem funny or mysterious. We think people will say to themselves, “I wonder what they do?” and be intrigued enough to find out more.
But those kinds of questions are branding poison. You should never leave it up to a client to figure out what you’re all about. You should have everything ready to be understood in a clear and concise manner. Take the guesswork out because you’ll likely frustrate people that way.
Tighten Up Your Niche
Better to be a big fish in a small pond, than a small fish in a big pond.
Trish provides the perfect example of going for a niche market and solving their unique problems.
Once Trish figured out and locked into the idea of addressing the mindset struggles of women dealing with insecurities and learning to accept yourself, she became a thought leader and a voice that was different than every other fit pro showing up out there. And that made her unique.
Once you can tighten your message you can transcend training, and go more global. Then your business can touch people anywhere in the world, because it’s not about just training, it’s about changing their story.
Tightening up your branding to go more niche, which contrary to popular belief, doesn’t mean you’ll exclude people, it just means you will rise up to be heard more by the right people is how you can build a business serving the people you love.
There you have a sweet tight little recap of my time with Trish, but no article can replace hearing us live. Jump on over to The Fitnesspreneur’s Life Podcast in iTunes and soak it all in.
Clarity isn’t something you’re born with. It’s a part of life like any other that can be cultivated.
People only remember the clearest, most streamlined brands. They stand out in an ocean of fitness products and services.
Make clarity an important part of your business and personal well-being by incorporating the following seven tips into your business plan. You’ll feel the difference and your work will benefit.
Step 1: Mission Clarity
The fundamental question of why you’re doing what your doing must be crystal clear in your mind. If you waver on this, so will your ability to maneuver your business.
By getting clear on exactly what your mission is, your journey will gain a roadmap for the hard work ahead.
Step 2: Goal Clarity
Once you’ve achieved clarity on what the mission of your life’s work is, you'll need to figure out how to get there. Setting fixed goals with concrete timed deadlines is a great way to stay on target.
By attaching your goals to your mission in life, you create an emotional charge and stay motivated. Map out a plan today.
Step 3: Roadblock Clarity
You know the roadblocks in front of you and feeling good is not the same thing as doing something good for your business. Don’t let distractions delay your success.
Get clear on what’s holding you back and attack.
Step 4: Strength Clarity
We all know what we’re good at. Focus on highlighting those strengths in your quest for success.
Don’t waste time on things that other people can do for you in better ways.
Step 5: Skill Set Clarity
You wouldn’t tell a top athlete to work on their cooking skills. You’d tell them to work on their game!
Likewise, you need to acquire skill sets that help your business directly and disregard the extra stuff. Don’t waste your time learning about generic self- improvement, focus on specific skill sets.
Step 6: People Clarity
Your values aren’t just what you say. They are shown in the people that you surround yourself with.
Make sure your business and brand is connected to people that understand your mission and are aligned with it. Make a conscious effort to stock up on those people. They’ll boost your credibility immensely.
Step 7: Action Clarity
Once you’ve done all these things, and not before, it’s time to test your mettle. Nothing shows the importance of your mission more than taking the necessary small steps toward success.
Achieving clarity in these seven ways makes all the difference. Are we clear?
I love the different kinds of people I meet in my work. Everyone has a story and everyone puts a different meaning on the work they do.
My latest guest, Khaled El-Masri, is a man who’s taken the bull by the horns and really made an impact in the Northern California fitness business region.
There’s nothing he hasn’t encountered and he shared three big pieces of advice for anyone looking to make a breakthrough in their own entrepreneurial endeavors.
Get Over Yourself
A lot of us carry around the limiting belief that sales are bad and beneath what we do. We want to help people so we think being a salesperson is something else entirely.
Wrong. If you’re not selling, how exactly are you getting your message out?
Too many of us have been conditioned to believe that sales are a bad thing. We either had a bad experience with salespeople or grew up with little money and see buying things as bad.
But the people who come to fitness experts for help are looking for a significant change in their lives. That outcome is worth more to them than money. It can sometimes even be a matter of life or death.
You are providing them with solutions. You are giving them options. You are saving their lives. But you can only do this if you sell.
So drop that limiting belief. Get over whatever imaginary hang-up you have.
Embrace your destiny as a salesperson. You have to do it anyway, why not love it?
Find Your Hyper Niche
Everybody that works in every kind of gym, studio or bootcamp is chasing the same dollars. From a consumer’s perspective, it can all seem a little overwhelming.
If you want to remain competitive, you have to lower your prices. That’s a race to the bottom and a recipe for disaster.
Instead of offering more for less, how about offering more for more?
Niche markets are for specific things that people are looking for. The more specific, the better. Once you have that personalized service, you can charge more because your program is so targeted and so exclusive, you simply can’t get it anywhere else.
Dig deep and find a hyper niche now. The deepest corners that provide the deepest results can yield the highest dollars.
Know Where Your People Hang
Now that you have a niche in your hand, don’t waste your time advertising in places that your market will never see.
This is the marketing version of your hyper niche. Your audience isn’t a general audience, so why should your marketing be in general places?
Put yourself in the shoes of the people you’re trying to reach. Where do they go? What sites do they visit? What apps do they use?
CEOs aren’t spending loads of time on Snapchat
Know your market and where they hang out. And then go after them right then and there with targeted content that fits their lives and drop your message right in front of them so you can go out and serve the world with your gifts!
Lots of people want to become influential and gain followers. But they don’t have a plan on how to do that.
Here are six different practices that you can incorporate into your life, together or separately, to increase your circles of influence.
1. Show Up
Day in and day out, you have to show up and do the work. Even when it’s not sexy. Even when it’s not fun. Even when no one’s looking and you won’t get credit for it.
You have to grind no matter what and have the discipline to make the struggle personal. It can’t be something you’ll easily walk away from. Making a commitment is what inspires and influences.
2. Be Present
Tune it and don’t get distracted in your personal interactions with people. If you’re face to face with someone, look them in the eye. If you’re on a call, don’t check on your social media during it.
Everyone knows when someone isn’t present or distracted. Give people your full attention if you want to have credibility and influence with them.
3. Be The Success
Your life is ever evolving. So don’t judge it or let yourself get bogged down by unimportant obstacles.
Even when things aren’t going your way, your struggle continues. Others are watching and looking to see how you’ll react. Because they are looking for help too and you might be the one to show them the way. Be the success in order to influence.
4. Teach Them How To Think
People’s minds need as much caring as their bodies. So you need to help them understand their thought patterns as much as their physical progress.
You especially have an obligation if they’re not doing very well in life. Working on details can seem important, but teaching people to understand themselves better is more valuable. Sharing your life’s value, perspectives, discoveries of how you overcame the common obstacles of life are the real gold in the influence mountain.
5. Help People Out Of Their Own Way
Similar to the last idea, help people get out of their own way by observing how their lack of success may be self-inflicted.
Many times we can’t see what’s right in front of us. Our habits and biases keep us in endless cycles of repetition that allow life to pass us by. Your outside viewpoint can help people work on the obstacles put there by them. When you can open someone’s eyes, and then give them a plan on how to get to the next level, you become an influence in that life.
6. Serve
This one’s the most therapeutic. Help out whenever you can. It’s a great lotion for the soul and you’ll never lack for people to be around.
The mental change that occurs when you serve and help others is alone worth doing this. Practicing this and gratitude will attract the kinds of people for whom those values are considered important. Those are the good people you want in your life.
Gain the spiritual high ground and roll all these steps together. You’ll find your influence and circle of friends growing in no time and the tribe you’re looking to build will pitch a tent and stay right beside you.
Steve De La Torre stopped by my podcast and gave great advice on connecting with your ideal client.
Rather than going after the same general market that everyone else does, he explained the future of niche markets. You should focus on a niche market like a laser and become a leading authority.
Your ideal customer is looking to find someone just like you! Here’s how you set the table and lead them to your specialized (and higher priced!) services.
1) Become a niche authority
There is no limit to the number of niche industries that are out there. So find them!
Don’t get caught up in the rat race of chasing the general market. With so much of the same kinds of gyms, studios and bootcamps offering the exact same services, you’ll quickly stand out by offering a specialized niche program. Position yourself as the de facto expert on this market. Align your programs to your interests and expertise.
Be as specific as you can and you’ll be well-positioned in no time. And remember, the amount of money you can now charge is directly proportional to how specific and unique your programs are!
2) Become an expert on them
Once you’ve settled on a niche market, you have to anticipate all the concerns that will come from customers in that market. In essence, you have to become an expert on people that you haven’t met yet.
How is that possible?
It requires a little thinking on your part. What are the challenges and obstacles that the people in your niche market face? How will you address them?
That ability to foresee the concerns and solutions of your clients will make you seem like a mindreader, but it’s all in the service of becoming an expert.
In addition to that, publishing articles in places like Forbes, LinkedIn and Huffington Post are great places to boost your profile. But make sure you’re posting in places that your tribe frequents. Don’t waste time, money or energy convincing people outside of your market about things they’ll never use.
3) Go deeper
Don’t push generic phrases like “lose weight” or “get fit”. Be specific in your messaging and go deeper.
Make a list of ten things that your clients will need, and come up with three to five sub-topics off of that original list of ten. Whenever you find yourself at the limit of what can happen, go deeper!
Smaller concise content will go farther than larger pieces that people won’t read anyway. Pack your content calendar with this and your clients will truly see what an expert you are!
Both Steve and I agree that niche markets are the future and have a tremendous upside on what you can charge them.
Your standing and expertise are waiting to be enhanced within your tribe, so get to it!
Crazy is doing the same thing over and over again while expecting a different result. Like when a trainer only does one-on-one sessions but wonders, “How come I’m not making any real money?"
I want to scream, “Because being on the floor, trading your hours for dollars, is not a realistic path to wealth!"
Taking your services online, however, changes the game. It grants you four essential freedoms that you can’t get from sessions.
Do these things sound like what you’re needing in your life?
1) Time
Going online means you neutralize the effects of the clock. Simply set up programs that run non-stop, whether you’re awake or not.
People from around the world (that’s around the clock) can now see your programs from their smartphones or computers and purchase them. There’s no extra time commitment from you and you’re not draining yourself from all that unnecessary work.
Time freedom becomes your reality when you automate your systems.
2) Location
For brick and mortar businesses, location is everything because they depend on people walking through their door. That’s an extremely limited market we’re talking about. That's people that live within three to five miles of your business. And every bootcamp and gym in your same area is angling for those same people.
Going online means there’s nothing limiting your market. The whole world is your marketplace. Local trends and demographics become irrelevant.
The map itself no longer matters. The only limit is your ambition.
3) People
Automation and scaling of your services also means that you can look for collaborators beyond the geography of your business. Like location freedom, you gain people freedom, too.
With the world at your fingertips you can reach out and connect with anyone. That means you can bring aboard like-minded individuals who share your passion and worldview.
And because the technology allows for new ways to collaborate, you can work as easily with individuals half a world away as you can for employees that report to work in your building.
Why is anyone satisfied just training one person at a time?
4) Money
Let’s face it, this is the most important freedom to gain. This is the name of the game. Money.
We provide a valuable service, literally saving people’s lives. But when it comes to demanding the right compensation, a lot of trainers get weird.
What?!
This is a business and you’re a businessperson. More money means the ability to reinvest in your business. Not having money means you have to work harder. That's stressful and it doesn’t allow you to make sound decisions for your business.
Automating and scaling brings in more money because your programs don’t get tired, they don’t sleep, and they can’t get sick. Day in and day out, people lock into your services and putting money into your vision.
These four important freedoms await you. Stop driving yourself crazy by expecting new results from the same old game plan.
My latest guest on The Fitnesspreneur’s Life Show podcast, Dennis Dumas, went from working in a big box gym to owning three businesses and helping fit pros increase their incomes.
He understands that the opportunity to create wealth in our profession is available to all us if we let go of some limiting beliefs.
Here are Dennis’s three steps for unlocking your full earning potential.
Step One: Know Your Value
Doctors, lawyers, and electricians know they’re worth every penny, so why don’t fit pros? Too many of them undervalue what they do and lowball their fees.
Well, guess what? If you don’t value what you do, no one else will.
Before you open your mouth with a customer for the first time, you arrive with knowledge, training, and experience. That in itself is so valuable.
The services you offer are life-changing, and until you see the importance in what you do, you can’t begin to achieve your dreams.
Just make sure you have the training and bona fides to back that claim up. If you don’t (like you’ve just started out) get to learning!
Step Two: Find Your Goal Number
Making money isn’t a real goal. It’s a generic thought that everyone has.
Just like you wouldn’t take a big road trip without a destination in mind or plan to get there, you need a concrete goal if you want to succeed in this industry.
Most trainers think that just working hard will get them to the and of milk and honey. But smart trainers reverse engineer their success by coming up with a number and then breaking it down by month, week, and even down to the hour.
So sit down and generate that number for yourself.
Step Three: Figure Out Your Services
You’ve got your hourly target. Now it’s just a matter of finding the right combination of services that will get you to that number.
Combination is the key. Remember, we’re getting rid of the idea of one client, one session. That’s too risky.
For Dennis, his success came naturally once he put together group sessions. Smart move because he’s providing value for his customers in ways that most trainers don’t think about.
Most trainers think that by getting more certifications or learning the latest trends, they’ll provide more value to their clients. But clients find value in things they need, like systems where they can keep up with and push each other. Think outside the box when you’re putting together services.
That’s added value. That’s money in your pocket.
So whether you’re working in a park with your own boot camp or, like Dennis, you’re training in a well-known big box chain, the opportunity is there for you to take control of your financial well-being. Wealth and happy entrepreneurship are both waiting for the trainers who are willing to go that extra mile and plan their future.