Episode 9: Fiit Professional Master Class (Getting S*&T Done)

In this Fiit Professional Podcast Brett is flying solo.

He takes the time to answer some very important questions from the listeners.

  • Whats the fastest way to build a business?
  • How to get the most done in the least amount of time?
  • What would he do if he only had $1000 cash and had to start again?

He even gets on a rant about a non Business related question.

And explains why there has been no podcasts for the last month!

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.

 

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Fiit Professional Master Class (Getting S*&T Done)

Transcript of EPISODE 9:

Introduction:

Hello and welcome to another fit professional Podcast I’m your host today Brett Campbell and today’s episode is going to be slightly different to the previous ones. The reason been is I have absolutely no guests today; I have no one to talk to. No one wants to talk to me, know I’m actually kidding I’ve actually got some really good interviews lined up over the coming weeks, so stay turned for those. But, today I’m going to use this time as a bit of an opportunity to answer some of the questions that many of the fit professionals have been leaving on the been a personal trainer Facebook fan page. If you haven’t seen it yet, jump on Facebook and go to Facebook.com/Ilovebeenapersonaltrainer and you can check out the page.

It’s another opportunity where whenever we create a Podcast we put the links and so forth up there and also put links to other tip, and so forth what we have. Today I’m going to start off by answering some of the questions we have had like, I have said on our Facebook fan page. Then in seeing how much time we have left will really determine what I’ll be speaking about again, as always these episodes are very raw, and I always feel when they are raw like, this and there is no real big plan around it some of the best material can come. If we get started and straight into the question – well actually no I’m just going to give you a bit of a heads up, because I know there has been many of your mailing me saying, “When is the next Podcast coming out” you know and admittedly it has been at least three weeks since I did my last one and the reason behind that is because I have had a lot of things going on myself in business. We ran our first ever fit-check retreat in Bali, so we took twenty-four ladies over to Bali. We spent seven days going through a whole heap of workshops ranging from personal development, the health and fitness realm, and it was just a magical setting, we did hippocrates things, we went white water rafting, we actually got to go and meet all the villagers. We went to a school there and were able to take a heap of sporting equipment to there, so that was a really good day, but overall it was a great success, so I’ve been away doing that. Then we came back for about a week and I ended up having to go to Fiji, some of my friends just got married over in Fiji, so I’ve just spent the last ten days over there getting a tan, know I’m peeling and I look like I have some kind of skin disease. All of that aside I have been extremely busy and we have new fit-check locations popping up you know every couple of weeks, so we are working hard behind the scenes to get hose going and of course with spring coming, as I recall the spring is only three days away, so we are going to get a massive influx there of trainers who will be wanting to start their very own Boot Camp Program, and really leverage I guess of the fact that the one-on-one training – I say this to many people and all my coaching clients it’s like, you can train one person at – let’s say you are going to charge them fifty dollars for the hour or you can have ten people turn up to a Boot Camp Program of yours paying fifty dollars, and all of a sudden your hourly rate has gone up from fifty dollars for the hour to five hundred dollars an hour.  So the thing with Boot Camps and of course there is some minor details in there that we would need to look at, but it’s clear that the Boot Camp training and group training and even semi-private training is beginning, or it’s not beginning it’s already been there for a long-time, but it’s certainly taking over and becoming more prominent in the industry. You just need to look at the fact that we have thirty new fit-check locations opened in the last four month you know that is where the industry is heading, so if you’re listening to this with your personal trainer doing one-on-one you know I would really suggest looking at the options of groups. If you’re in groups you know look at hey, “Is it working for you” if not then go through all of these Podcasts and take the information and try and implement it into your own business. But, hey if you’re one of those trainers and you don’t want to go and have to create it all and do all the hard work and so forth then head on over to fit professionals, so fiitprofessional.com, and you can just check out the opportunity we have there.

So, that is what I have been up to for the last month or so and you know I’m going to be getting back – we are going to be putting more regular Podcasts together, so I’m very excited about that we have some great people as I had mentioned earlier that we are going to be talking to. First of all let’s get stuck into these questions, now the first question here Alex has written, “What is the fastest way to build a business?” so that’s the million dollar question right there isn’t it. If I was asked that question by someone by a coaching client and they said, “Look Brett what is the fastest way to build a business?” my first reply to that would be well, “What do you already know?” so what is your education level in that particular area, so if someone said, “What is the fastest way to build a Boot Camp?” I’d go well, “What do you actually know right now about Boot Camps?”  I will get you to write down on a piece of paper and I’d say write out a list of what you actually know about it. We know that with Boot Camps you need to have like, your pricing you need to have that all sorted. You need to know how geez just hit a blank there – there is a truck that just drove through my problem, through my window, my office is actually looking out onto the main highway and I had almost just seen a truck off the highway, it just stopped me in my tracks, so lucky we are not editing this.

Back to the question, “What is the fastest way to build a business” and we were talking about if someone is going to build a Boot Camp right, so I would say, “Well, what do you already know?” so they may no nothing or they may already know that’s not what I want, and we need to you know either train in a park or are you going to train indoors you know, so you need to know that. You need to also know what price you are going to charge the clients, who often then clients are going to come, what is your referral program like, what are you actually going to do inside your program that will generate more referrals and more leads etc. It’s a very, very open question and it goes back to that thing what your education on it is, and if we look at it when people go to me, “Brett, what’s the fastest way to have an information product, and start making money online?” again, the same thing you need to have education based around it. If you don’t know what to know or to learn ask someone who is doing it and ask them, “What they should do” so an example is if someone asks me, “Well how do you build a business” I’d say well, “For one I’ve spent over two-hundred thousand dollars in the last five years educating myself” so I’ve actually gone out there, and searched for information because even though we have Google and all these cool search engines that where we can find information at our fingertips the issue with that guys is that there is, so much information out there it can become overwhelming. You need to really go out there and not only just educate yourself in the fact of I just need to go and look at information you need to educate yourself that you’re looking at the right information as well. Don’t just go of, of one thing and go, “Yeah I’m just going to go with that” find a re-occurring pattern with all types of information out there and then see what works for you.

I know that is probably not want you want to hear Alex, yeah you have to go out and educate yourself, because there is no extreme fast way to build a business, but if you’re asking me the question of, “How do I get my first few clients” you know because that’s the start of building a business then I would say a completely different answer. Then what I would do is I would tell you well, “Who do you already know that you could get on the phone immediately and ring up and tell them hey, “Look I’ve just started as a personal trainer” and this is even if you’re been a personal trainer for years the same thing applies here. You could say, “Look I’ve just got this new program starting it’s starting on this date. This is what is included and this is what you will get out of it. This is how it will help you is this something you would like to do?” if they said, “Yes” then you go, “Great” do you know anyone else who would want to join you again, it’s that whole thing of asking people. Every time I went through this particular strategy with any personal coaching clients there is guaranteed to be at least two or three new people sign up. It’s the most un-utilized technique for getting clients. You know your mobile phone is an extremely valuable tool you have all of these people in your contacts list why don’t you give them a call and actually talk to them. Same thing applies with Facebook get on Facebook and – most people have friends these days that they don’t even know, use that to your advantage send them a Facebook message and tell them this is what I’m doing would you be interested if not, do you know anyone else who would be? Again, you would have to work this out in more detail, but even offer them a reward if they were to refer someone. Let’s say I asked you, “I’m a personal trainer I’m looking for some clients. I said hey, “would you be interested in joining my X, Y, Z, program?” you said, “No” I’d say well, “Look if you know anyone I’d be happy to give you fifty or hundred dollars cash for any referral that you bring on.” What you’re starting to do is there is your starting to think outside the circle, so if we sum up that question for you Alex you need to educate yourself regardless. I’m not talking about going and spending thousands of dollars, and go out there and hire a coach etc, etc, although those things would be you know –  obviously what I believe you should do, but there are easier ways to start you know go and read some books. Go and jump on someone’s website and read some information and just be open to the fact that you need to learn before you can earn. You know that’s a really big thing as well people starting in the industry and they want fifty clients straight away and they really don’t want to have to do all the hard work.

Now, I guess whilst that’s the magical fairy tale, but you know there are ways now that can really alleviate all of that, so an example is you know with our fit-check locations you know the reality of it is that it’s all there ready for someone to really want to come and take the opportunity. But, if you’re not that person and you really want to build something yourself then you need to go and educate yourself in those areas. All right I think I have hammered that answer all the way home, so let’s get on to the next question and that was from Chris. Chris has asked, “How do I get more done in less time?” Now, normally I have a time management in procrastination seminar I guess that I go through, and it normally takes me half a day to get through it because there are so many cool, valuable things, and it really comes from the setup. I was actually filming a Podcast yesterday for our fit-checks and one of the things that we talked about was planning, planning obviously is the number one thing to be able to get stuff done. Not only planning it’s actually action the planning because the amount of people that have you know appointments in there dairy or there to do list…they just religiously just don’t do the, to- do list, and then what that does it give you a bad programming of, “Oh, it’s okay not to have to complete what I’ve said” which is really negative to your mindset, and it’s something you really want to stay away from.

[Coughing]

Excuse me! I’m just going to have a sip of my coffee here. All right as I was saying it’s really negative to your mindset and you need to – if you are one of those people and it’s happening to you then you really need to access your time management system that you currently have, because everything we do is a system and we can always refine the system to make it better or to improve it. An example is sitting in your car seat, look as silly as it sounds your driving and sitting in your seat and if you’re not feeling comfortable you just move the seat back a little and then all of a sudden it has a totally different effect. So, if we look at that from your time management you need to setup not only your day or your week, but you really need to setup a good three to four weeks in advance, that’s my take on it. Now, you get people going look, you have to have a five year goal, twelve month… whilst I’m totally all for that and one-hundred percent agree with it you really just need to get down to the nuts and bolts because that is where it really starts to happen. Of course without long-term goals you’re not going to know the smaller goals to get toward it, but let’s say for example how I plan my day that will be the easiest way for you to be able to relate. Now, every morning before I don’t work from home so we have the ability of having our own office space and headquarters etc, which one that’s a really big thing that allows me to make sure that I have to get stuff done within a certain time frame. I don’t like been in the office late you know except if there are heaps of things going on like, for example right now we have a product launch going on, so we’ve had three days where we are selling information product and I’ve been doing a whole heap of extra work on the back-end of things which you know I’ve been up till seven or eight at night, but this is the great thing about it, it’s all about planning, I knew that was going to happen weeks ago. If we look at my days, so I come into the office before I even, and this is the biggest tip I think since I’ve started doing this, it’s had a massive changes…don’t go straight to your emails, don’t open your emails.

I have got a white board in my office I’ll walk straight up to my white board and I will do a brain dump of everything I need to do today, so if I was to look at my white board up there right now I have got six tasks that I have for the day. One of them is to create an agreement number two is to finalize one of our locations that is going to be launching. Number three is to review all our marketing add, and so forth just as an overview. Number four is send an email out to our local fit-checks here at Burly, and then number five is create this Podcast, and then after that I have got number six is, outline our information product. What I did there is I wrote out all the points and as you have seen there is only six there…six of the main things. The thing is you don’t want to overwhelm yourself with a heap of little things, so I put six main things that I really wanted to complete today, and that may change at the end of the day…I mean I’m going really well today it’s three-forty and I’m doing the Podcast, so I’ll finish this in probably another fifteen twenty minutes or so depending on how much I ramble on. Then after that I will have the last hour or so of the day and I will get to put my creative mind to work and create our next workout product, our next online product. That is what I did there I wrote it out and then I actually put them in specific order of what needs to be done first.

The first thing you can see on my list the Podcast was the second thing that I wrote on the list, but it was the fifth thing that I put in order of importance. How I judge importance is I look at you know you would of heard all the different of quadrants of urgent, important, not important, urgent, etc, etc, so I just based those basically of impact versus what impact that will have on our business and how easy is it to accomplish it. I know for a fact that this Podcast is very easy it’s just sitting here talking, but I know also it will take up at least an hour of my time maybe another twenty minutes by the time we do the recording and get it sorted and put it on iTunes and put up a blog post, and then send an email out to you to hear it. Put a post on the fan page about it etc, etc, so you need to take those timings into account. That is how I organized the start of my day; this is before anything has ever happened. Then I will sit down and I will have on my note book here I have a list of, who am I waiting to hear from, and who I need to reach out to, okay, two key questions. Now, I will write under that who am I waiting to hear from and I might be waiting to hear from someone who is going to take up some opportunity or waiting to hear back from someone about some coaching or communication whatever it might be, and I will write that down and then I will go and write I’m waiting to hear back from them. Who do I need to reach out to today, now, that’s the difference is who do I need to reach out to today? On my list today one of them was a guy Nathan from New Zealand, I’m going to speak at the New Zealand Conference in November and I actually need to action my confirmation back to him, and then pass it on to Sherry who is our admin Manager to then fax, scan, and send off etc., so that is what I did again, before I even looked at my emails. What happens is when I go to look at my emails, I must confess right here when I do check my emails this morning I did break one of my rules, and that was because I wanted to look at how many sales we have made of a certain product today, but other than that basically what happens is when I write down whom I’m waiting to hear from and who do I need to reach out to all my brain is doing is scanning for the three or four people that I’m waiting to hear from. What that means is all the other emails are not important right now to me, and all it will do is just distract me from doing what I do. What happened was I generally try and knock out one or two tasks and then I’ll spend half an hour on emails and go through the list of emails and try and get as many as I can done. If I can’t get them all done in that time I just stop and I will do them this afternoon when I have finished the day, so again, it’s that thing of prioritizing what’s more important and at the end of the day is for us to give you some extra tips on that, it really counts down to not getting lost on Facebook. That’s number one, because what happens is that you log on Facebook, next thing you see is that someone talk about something funny or they have shared the video and all of a sudden you find yourself watching that video and then some ad pops up on that site and you click on it and next thing you do is something that’s totally of task and you have just lost ten minutes before you have realized that you are in the warp of that Facebook, so I really try to stay away from there and the time when I do go onto Facebook again is like is on my list number three is where I am going to review all my ads. I go into there but that’s in a totally separate account as well, because I know that is totally separate and I don’t want to get distracted on my personal profile. If I want to look at Facebook and have a bit of a jam around, that would be genuinely tonight, in my free time if I choose to do that. That’s one tip biz, just be cautious of way spending your time, especially online because when you get more online, you realize that there is mass of opportunities online, it’s a really thin line of trying to get lost on something versus trying to be productive. So how I do that as well? I just don’t open my web browser and I would do as much as I can without my web browser. Of course unless I am looking for certain things. That’s fine, Facebook.

My next one is, how do I get lost of that is I actually had my phone turned of silent, I’ve had this for the last two years I think I’ve been utilizing this skill. Now, while some people may think “Oh, that’s not good!” because what if a client ringing up for an order or ringing and phone is not ringing. That’s why they have voice messages for and I can give you a call back, admire less convenience. The thing there, the key is to not fall into the track of being joining on the spot all the time because what happens is that net can become inspect. Of course if you are in the industry and you feel like “What if I miss a call? What if it’s a client? They will go to someone else!” that’s just a decision you will need to make. I just know that for me that if someone is calling me when I am half way through… let’s use this for example, I am sitting here recording a podcast and my phone is on silent. What if it wasn’t and some rang me? What that would do? That would totally interrupt what we are doing. Just because I am recording this and you can hear what I am about to say and I am not going to edit it, what makes that different than me sitting there writing up the agreement this morning and someone interrupting me doing that. So think about that, I will say it again because I think that’s very, very important. What I am doing here is that I don’t want to be disturbed because it might make me forget something or say something wrong or… at the risk of embarrassing myself which is very hard to do, for myself, takes a lot to embarrass me, but the point of making is why is this more important than any other task throughout the day, so that is something to think about. I would love to actually hear what your thoughts are on that because I actually just had a bit of a moment because I think the importance is just outstanding. It’s just like, when you are with the client, so you are siting with client and then your phone goes off through the middle of the session, you don’t want to be disturbed and if you are one of those who has your phone on you through the session, whether you are using the stopwatch or not, get a different stopwatch because the last thing that you want is a distraction, but again that’s just my opinion, do what you feel but again, you don’t want to be disturbed while you are training them. So what is the difference of being disturbed while you are doing your paperwork or what is a difference of being disturbed when you are in your free time, because when I am in my free time I don’t want to be disturbed, that’s my free time, that means that I can choose to do what I want, not other people put me on the spot to make a decision on not whether to answer my phone so that’s another reason why I don’t have my phone on. It’s great because people soon learn to leave a message so I think if we direct that up in that question, there are some pretty good valuable little tips there. Another thing that… how I know to get stuff done. I would normally implement this probably the last six weeks and it’s, common ideas always got ideas and a voice got things popping up and it might be locked on and I need to see an email to join blogs. What I do is, I use the notes in my actual Iphone, I use the Notepad and I just send to myself email to a specific email address, so I have got an email address that is set up totally separate than the other one which is just basically all my ideas and notes and things that, now I need  to do I just send them to there. I have said that is a cool little tip that I found to be quite useful to myself. Alright, thanks for that question Criss, so we are moving on to Norm.

Norm asked me question and this was based on previous podcast interview that I did and it was actually a question that I asked one of my guests and basically the question was “If you had a thousand dollars to spend, an education that you have now and a thousand dollars and a MacBook Pro, what would I do?” I guess I’m actually taught about that answer quite often, every time I am asked I am like “I wonder what I would do.” I guess what I would do first of all is, I know the power of online marketing so that’s a given that I would start on online. I would go and buy a domain name which cost you like twelve dollars for two years, I would buy for two years because I know it would work, if you want to be cheap on you could get one year, you could be saving money up front. I would buy domain name and basically I would, if we are going to get net ingredient I would buy a small camera that I could film myself doing some video tutorials or something like that, and I would just create an information product and I would be able to get that all set up and done because I know how to do majority of that, let’s just say that I could get all that set up for three hundred dollars and what I would do, I would spend the rest of it on advertising because I know my returner investments so I know that if I spend a dollar, I will get a return. And that’s what it’s all about; it’s about finding something that you can invest your money into and being sure that you are going to get a return of it. And something it’s an immediate return or it is a return down the track, whatever the case you just need to know that to be fact. So that’s what I would do it, create information product and get it out there ASAP. What I would do is, I would use obviously Facebook, set up a free page for it as well. I would use that to promote it, and even give away the product initially to people who, set up some sort of competition where give away and the product, if people would help me market it or affiliate the product etc. So [00:27:47 Inaudible] ways there that I would look into. But I think, normally that’s probably what you are looking for there; maybe I would set up information product and go from there.

So I got another question here from Dave, he actually talked, his question was more based around weight training, new trainers and so forth and I would actually bring up the question there so I can read it properly. One moment so… please cut away training basics old school, so to speak too many young trainers move straight to fancy exercises and train well their clients, when I don’t know how to instruct someone to do a flat babel or even a prone weights with chin ups. Dave has been in industry for ten years and look while this is generally not a weight training or physical training podcast, it’s more based on business, regard I can totally relate to that Dave and I think it’s one of those things now that it really does come back to the how education of, who is teaching these trainers at the start, because you are right, there is so many different exercises now and the whole introduction of functional training and so forth has been sort of taken, I guess, in my opinion it’s being taken out of the perspective and you get people doing single leg hop jump skip to a burpi followed by a triple twist mc pike, there is no limit to the exercise, and may not more for trainers teaching those exercises if they know how to obviously do the exercise but if they don’t, like anyone, if you don’t know how to do anything then I wouldn’t suggest you do it, I would suggest you go back to the start and… my first answer to Alex’s question is education, you need to educate yourself. But you are right; there are so many different philosophies with how you can achieve the result. It’s the ultimate debate really and I would love to actually see a big debate on it one day and it could be something that maybe I would try to push it and get started as the whole debate of… functional training of people who are fully into that and you got cross for a cross product that’s got inside as functional but again they got different mentality, you have got people who are into the box and martial arts training and at the end of the day it really comes down to what is the end result for the individual doing it because there is so many ways to achieve result like we are saying. If you use our Fiit Chick locations as an example, we realize that so many different trainers have different philosophies and if you are not passionate about what you are teaching it can become quite boring and one day….. So we keep it open for trainers to be able to train the way they would like to train, which is exciting because when you are passionate about something… let’s use the example of flat bench. I could literally make the flat bench press a really fun exercise. Now, fun I don’t changing it up at all, it keeps the exercise the same but it’s all at your approach to the exercise so… Where I see the reason why trainers are trying to do fancy exercises is, is like you said to weld their clients. You can weld your clients in many other ways other than trying to do really tricky stuff. You can weld them with your attitude; you can weld them with your energy… If you are really exciting your pump trainer, all of a sudden the flat bench press is an amazing exercise to someone. I guess that’s my two sense on that, you always have to start from basics but of course always be open to try a new things but before you try them on other people, try them on yourself. And not only that, actually understand how it works, and if I make the co-relation of that is actually understand what are you doing an athletic launch, before you just say someone do it, and they go and do it, understand the body mechanics behind that because that is really important. Just like understanding business, why are you actually doing what you are doing, understand why you have actually got a Facebook fan page and what you are trying to achieve from it, instead of just having the page, the equivalent is, to try and get you were talking about that, is the business owner who just gets to their page and just post stuff just because they think they need to. You need to understand why, you need to understand the back into it, you need to understand how it is of working parts to it. I will give you an example, I am on a bit of [00:32:52 Inaudible] but this is how I function. The example is, I put a post there on Facebook, would have been probably three or four weeks ago and it was all based on our information product that we have on sale right now. Cleanrecipesmadeeasy.com is the URL if you want it to check it out. So that is the information product that we have got right now and it was three or four weeks ago that I put it, a bit of a teaser out there, and a reason why I did that is the purpose behind it, to engage excitement, to get people talking about it because a week later someone was like ah.. when is this post is coming out etc. And then when we actually came to our product launch which is, I guess what I will do is, I would actually cover that in another episode and I will run you through, I have got it on a list here if anyone who wants to make information products, I can run you through how I was able to do that and why I did what and so forth, which is very, very valuable to you, if you want to get into that sort of stuff, but the purpose I am trying to make here is; everything that you do, you need to have a purpose behind it and there needs to be a reason why you are doing it because the last thing you will do is just flutter around and… while you get stuff done and you will achieve things. You need to ask yourself; is that really what I want to be doing, was that really the why did I wanted to achieve it? So if we get back to Alex is you need to know exactly what you are doing and why as well.

Look, I will think on that tonight, I am going to stop that question because it was all about covering weight training basics and then I am talking about information products but… that is what it’s all about. I think what we are going to do is, we are going to leave that episode there it’s going to be a nice little short mass class, I think we are coming out to the thirty five minutes now, but what I am going to do is if anyone has any questions at all, be sure to leave them underneath this post or hit to a fan page and make sure that you do ask the question, I do enjoy answering them and I know that there is many of you out there who are benefiting greatly from this podcast and I want to thank you for listening because there is no point for me talking to a computer or a microphone if no one is listening. So look on it I am going to leave it, if you are a personal trainer like I said and you are looking at amazing opportunity and with spring coming around the corner and you want to look at having your own Fiit Chick location, even if you have been in a business for years and you want to have this as an additive to your business, check it out, we will give you a call and we will let you know more about it, but until then have a fantastic day and I will talk to you, actually I will talk to you in the next episode. Bye now.

Episode 8 – The One With Nick Peall – Webinars – Video – Facebook

In this episode Brett Campbell Interviews Marketing Expert Nick Peall.

Nick has worked with many of the Worlds Best Marketers and produced results that most people could not fathom. In a single webinar he made over $300,000 in sales. So i would definitely be listening to what he has to say.

We discuss:

  • Why video marketing is a must for Personal Trainers
  • How YOU can literally make 20-50k in the next couple of weeks by using Webinars
  • Facebook strategies that YOU need to know before spending a cent
  • Why YOU need to understand mobile marketing

and loads more…

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.

 

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The One With Nick Peall – Webinars – Video – Facebook

Transcript of EPISODE 8:

Brett: Hello fitness professionals welcome to another FiiT Professional Podcast. I am the host today again, Brett Campbell and today I have a very special guest with me a good friend of mine, and I’ll tell you a little bit more about this gentleman in a moment. Today we are going to be talking about some really cool things in regards to – basically how you can get more clients, how are going to stay, pay, and refer. The guy I’m going to introduce you to; I met this person coming up probably two to three years ago, and I was actually introduced to this guy or found out about this guy whilst I was over in America. So I was over in America master-minding learning about all things internet marketing. It was quite funny actually one of the gentlemen over there Josh Carter his name is, he mentioned to me – because I’m from the Gold Coast he goes, “Geez I know someone from the Gold Coast” and he goes, “Have you heard of Nick Peel?” and I’m like, “No I’ve never heard of him before” and the funny thing was it took an American to introduce us together and we live only about an hour apart from one another.

I basically got home from America and took action and ended up meeting this guy and from that day forward we have formed a great relationship. Every time we chat we have to tell each other that we have to get off of the phone versus trying to find excuses to leave, so I guess you know we have some great conversation around all things business and marketing. We both have a serious passion in this area and I guess what I’ll do is I’ll disconnect, and throw the food in the deep end and say, “Nick tell us a little about yourself mate and give us a bit of a background about your marketing and business skills I guess?”

Nick:  Cool man! Thanks for the intro. I’ve been working on the web for sixteen year now, so there is a bunch of different things I could talk about, but I started off kind of in production with design and programming, and then made my way up to project management, and then working on really big web stuff, so portals, intranet, and things like that. Then got into online marketing full time about four and half years ago, and yeah it’s been a roller-coaster ride since then, and it’s great not working for the man anymore. You still have clients and such, but it’s much different than the days when you were working a career or job and that’s one of the many reasons I love online marketing and I guess online business in general…the freedom it gives you.

Brett:  Couldn’t agree more that’s what it’s all about isn’t it you’re probably sitting home right now in your undies.
[Laughter]

Nick:  The dog is next to me just hanging out pretty much.

Brett:  Making scones for morning tea yeah, so Nick your background, and I mean I know this and I think it would be important for the listener to give you a better understanding of your background.  Now, I know personally you’ve worked for some of the highest level in say marketing in the world and you’ve had some pretty profound results, so would you just like to give us a bit of an overview on a couple of those instances where you’ve worked with these people and what results you actually produced?

Nick:  Yeah, all right again, there is a lot of business I could talk about that, but let me give you some specifics just from the most recent history in the last kind of two to three years. I released a social media of marketing program specifically it was about Facebook guards, and lead generation and that came out in the start of 2011. I was using Webinars as my main promotional kind of tool in my conversion method, and that launched in January and within about six and half months I’d managed to bring in just over fifteen hundred clients for the paid membership site that I put together and that was a thousand dollars a pop, so that was great.

During that time I got to work with almost everyone up at the top of the online marketing industry, and there was so many people from like, Rick Schefren, and Evan Pagan, Ryan Dice, Mike Hill, Rob Grants, Rayne Rossi, Ross Bronson like, all sorts of…John Reeves you know there is just so many people in there that were promoting my program and endorsing me, and I got to do a lot of stuff over in the states. Yeah, that was a great time, but since then in the past two years I’ve just been focusing on the kind of philosophy that less is more. Back then I was dealing with literally thousands of people and customers, but these days I rather keep a kind of small inner circle of the more advanced type mentoring programs.

Brett:  So, another couple of things have popped up to me there was you mentioned Webinars – just, so people are not one hundred percent on sure in Webinars and what they are can you just give us a quick description of what a Webinar is?

Nick:  Yeah, buddy it’s a good point because some people have no idea what that word means. Webinar is basically a…

Brett:  Like a language class in that it’s almost like hospital I guess sometimes you have got to spell it out, because they look if we are in it they may not be in it, so give us your description of a webinar mate?

Nick:  Cool, so webinar is basically a Web Seminar and the seminar in its most basic format is a speaker presenting to a collection of people. So, with a web seminar not only do you have the audio aspect where the audience is listening, but they can also see for example your slide show that you’re showing them or even parts of video feeds. It’s quite similar to watching a live, it might be happening, but via your computer that is basically what happens. You have a few bonus features as well where you can kind of interact…if you’re in the audience you can send through questions to the presenter in real time and they can respond to it, and of course they align perfectly with my type of business and lifestyle where a lot of the time it’s working from the Mac Book wherever I am, so I need to be kind of mobile on the go and it doesn’t really take much. All you need is that kind of internet connection and a head-set to run Webinars from just a laptop.

Brett:  Yeah, it’s an amazing tool to be able to use to reach out to thousands of people you know how much work it takes to actually set up a private seminar where people come to a facility.

Nick:  Oh yeah!

Brett:  Where visitors really cut that down, and it allows you to get straight to the point, doesn’t it? Another thing you had mentioned earlier is back in 2011 you were heavily involved in Facebook and the whole thing of generating leads from Facebook and that is something that I have been heavily involved in the last couple of years myself as well.

Nick:  Yeah.

Brett:  If we were to look at… first of all let’s look at Facebook as a tool for personal trainers. Now, I’ve done an episode I think it was my second episode where I talked about different Facebook strategies and so forth. We both know there is no limit of strategy; it’s just the limit of actually taking. Let’s hear some of your Facebook tips that you find would work really well, or what do you think a personal trainer should be thinking about prior to even starting to invest in ads, because I know many people who have come to me and said, “I’m running ads already” but there is a whole lot of things that I can see that they are missing. I guess you would say its flushing money down the toilet? Give us your overview on Facebook and where to start from?

Nick:  Yeah, good way to frame it, so the people basically in the fitness and weight loss industry when you are thinking about Facebook you really want to get into the mind and start thinking about your target audience based upon how they are now and not how they want to be. Don’t focus on just finding people that are already into fitness for example, because a lot of your target audience hasn’t started with cardio or weight or whatever; even an eating plan. Really start to think about your target audience and the avatars, but basically getting down to an everyday level where its mass market stuff not just people that are already in the gym. So that is definitely a good starting point.

Over from that it’s all about content and specifically rich media, so photographs at the very least, good photographs, but over from that interactive stuff, so videos that your broadcasting, also video conversations so that people can submit stuff and then you can respond as well. Giving them something to watch and engage with is definitely very important rather than just putting in fitness quotes or some inspirational paragraph for the day to try and help people.

Brett:  Yeah, of course! so let’s just talk about that a little bit because I’m a massive advocate on education based marketing where you know I feel it’s our duty – we call ourselves marketers because we all our whether you are…call yourself a personal trainer or not you are really a marketer. It’s our duty to educate our prospects on the benefits of taking up business with us. You touch upon that the importance of video and I couldn’t agree more with that. A quick example, actually it’s quite funny that you say that, because about half an hour before this call, we got a link sent through from this lady, and she had created a six minute YouTube video and it was addressed to me.

Long story short basically she was trying to sell me something, but the way that she went about it definitely gave her more attraction than she would if she was just to write me a letter because we dozens of people emailing in a day saying, “Hey Brett we really recommend you should sell this or you should promote this or this is great” but the value of the video there it actually made me take a second glimpse, and even till this moment I’m processing the fact that you know what she has gone to do that, and I guess for someone like me I see that effort that actually goes into it, it’s a six minute video, but then she had to upload it, she had to sit down and work her script out. That could have been a couple of hours work put into that just to reach out to me. From your experience Nick in regards to videos what are the things you’ve seen or done yourself that have had a great impact on video?

Nick:  Definitely keeping it kind of moving so to speak whether you are doing a video that was graphics and text that you’re speaking over or talking head video keep things moving, so it’s not just the same picture for a long duration. If you’re going to do a talking head video and you’re holding the camera in front of you– do it while walking around for example, so the background is actually moving and you’re moving. It’s definitely a big part of what makes people engaged and pay attention to videos or else what happens is they kind of go into multi-task mode, so if they realize nothing is kind of visually changing or that’s stimulating they will just revert to listening mode and often they will jump up and open another browser or just passively listen, but they aren’t paying attention and that is what we don’t want.

It’s like anything you’re watching on a computer, YouTube or at the movies you want it to be kind of visually engaging not just something to listen to, so it has to be something to look at as well. If you can’t do that just find people there are plenty of folks on the web that do that type of work real cheap, so don’t hold back it on it you know and don’t let it be an obstacle or stumbling block just get it done, shoot it or script it out and record it and then hand it over, outsource it to someone that can cut it, title it, and put all the flash stuff it needs and put it up on the web.

Brett:  That’s a really valuable point that you mentioned there and that is the difference of actually been recognized to know this person is not – because if you look at YouTube how many videos actually going up a day, and it could be just someone sitting in front of their computer and like you said it’s quite funny you say that because I’ve actually been watching certain videos and I’ll just switch to another browser, because there is nothing else happening, but the voice which I guess if we go back to a marketing standpoint there is a few underlying psychological reasons why you’d want to do that. I think a lot of it is like you said it’s keeping engagement of the person obviously watching or listening, but it’s more because – I listened yesterday to John Benson talk about his video sales limit you’ve obviously heard of John Benson he’s the guy who created video sales, and he was talking about psychological triggers, and how you can keep engagement with users. One of the things he talks about is like, had an interruption and interruption face marketing in all the formats.

What I’m going to do right now is I’m going to do that right now and just to give everyone a lesson what I’m going to ask you Nick this is a totally off ball question, but someone is just sitting and they are on the treadmill right now they are probably listening with far more impact right now to what I’m about to say, because it could be something interesting about to happen. We are going to play a signal with you right now it’s called “Shoot, Shag, or Marry” I’m going to say some female’s names and you need to tell me if you’re going to shoot, shag, or marry them okay?

Nick:  This should demonstrate a pattern interrupt or is just something you always do?

Brett:  This is a definite pattern interrupt and the demonstration is this because you know people are going to want to know now okay what this guy is like. They are going to judge you and they will judge you based of this.

Nick:  All right so what are you up to shoot, shag, marry.

Brett: Yep, and I’m going to say three people’s names and you need to tell me whether you are going to shoot, shag, or marry them, and you have to say it straight away you can’t sit there and think about how people are going to receive you.

Nick:  Yeah, okay.

Brett:  Beyonce.

Nick:  Shag her.

Brett:  Susan Boyle. Oh no you took too long.

Nick:  It sounds so mean to shoot her, but if that is the only option then I won’t be picking the others let’s put it that way. She’s good to listen to.

Brett:  That does all right take your time, and the last one Oprah.

Nick:  Kind of the same I guess I definitely wouldn’t shag or marry Oprah, but I wouldn’t shoot her, so I’ll listen to her as well.

Brett:  You sort of stayed on the fence there a little bit didn’t yah you took the good road. I guess the whole point of doing that right there stems from that whole thing about pattern interruption and going back to videos right. You have the importance of that, so let’s give the listeners a couple of examples that they could actually utilize when it comes to videos. I’m going to put you on the spot her and get some quick thinking from you it’s of a personal trainer and I want to do a video of some sort. What is an example that I could go and film this afternoon?

Nick:  All right, well, if you’re starting from scratch the first bit of advice would be to just talk about yourself, and just do a one eight. Start to think about what your clients or your targeted audience are dealing with, or just raising questions that you got asked previously or maybe in common and make videos about the response, solutions, and start to put that content out there. Your content always has to be about them because that is always what they are thinking, “What’s in it for me?” So, to a degree they really care about you. Initially yeah, you know getting authority and social proof those are important I get that, but really video content should always be about them. The first three to five seconds should immediately tell them one big promise that they are going to get, “Bang” straight up get their attention, and then from there give them a bit of an overview about what you’re talking about over the next three, five or ten minutes, and keep it segmented. It’s always storytelling you’re not there to present a documentary, don’t get too rigid keep things flowing, but always speak directly to your audience as if it was one-on-one not as though you’re on TV presenting to millions of people.

Brett:  Yeah fantastic, and the big point I got out of that and couldn’t agree more with is the opening three to five seconds it’s just like a web browser that you know people are going to make a decision based on the first three to five seconds of watching your video. Now, if you look at YouTube as it currently stands they have now, and obviously they have had it for a while they structured their ads now. Ads are on the start of the video if of course the person that put the video up has taken on ads, so it’s not on every video just make that clear. The first five seconds they will show you the first five seconds of that thirty second advertisement. You notice when you go to click on it, it will say skip ad in five seconds, four, three, two, and one.

Actually one of the first times ever I watched the video and then a five second ad came up and it kept that person the first five seconds that I watched the whole video second advertisement, and now I’m contemplating on buying this piece of equipment. It was a video camera that worked on a sliding rod of sorts, and it moved to music. For me like that first five seconds… they had five seconds to captivate me and it did that, so you can see the importance of how the first five seconds, because there was no way shape or form I was going to watch the video that design future clips. I was thinking about buying a video camera that moves to music. Let’s run through a couple of examples and if you were to go and do your video on what are a few opening statements could be, and then I’ll kick you off with one because I mean in this fitness industry I get it’s more by the name, but you will be able to give us an examples in other industries as well to get people triggered.

I think if we looked at one for a video like, if you’re sitting here and listening to this now and you have got about twenty minutes this afternoon to get on your iPhone and even if you’re doing a, you know it’s got reverse camera now you can just reverse film yourself. The first opening five seconds would be something like, “Hi…in the next two minutes I’m going to tell you the fastest, and safest way possible to lose those last ten kilos” so that right there is I guess an opening statement that if someone is watching that, and they are wanting to lose ten kilos, then they are definitely stay attracted right. We are not here to hear me talk so much I want to hear you talk about it, so give us a couple of examples mate that you think would be beneficial that you have seen in the industry that really have an impact. It does not have to be fitness related.

Nick:  Well again, I follow one particular specific formula which is just like a big promise which is relevant to your audience. So no matter what kind of niche or industry you are in figure out what it is they are looking for and that becomes your promise, so rather than, for example saying, “Weight Loss Program” which does imply something it really is about those last ten pounds or the last little love handle around your belly or whatever it is move that particular thing. That is what you want to explain in your video, so just remember to be completely specific about again, what’s in it for them.

Brett:  Yeah, I couldn’t agree more. Let’s change tactic a little bit there and there is some really good things there if you are looking to get videos done it’s like just getting started, and put them up online, and they don’t need to be one hundred percent completed you know seventy percent is good enough. I guess I look at the traction of when I first started doing videos to the quality we have got now, so we have got a green screen and everything is set up now, but we never started all that and that’s just aggression. Let’s go back to webinars because I guess this is sort of an area that I personally haven’t had much experience in and I’ve always thought about doing it, and I am going to get into it, but it’s probably one of those things that I’ll probably just throw in a hard basket at the moment because there are so many other things going on. What advice would you give to a beginner who is looking to run webinars? What would your strategies be behind that?

Nick:  All right, it would depend on one thing so you have two different outcomes whether you have an existing list or data base of customer and contacts or not, so if you do have any type of list or data base then you’re in the best possible situation to be doing webinars. I’ll explain why in a bit and compare it to those that don’t have a list. Really webinars come down to three main things the first one contacting a targeted audience to invite them to register for the webinar, and you do that by usually just a three day email sequence that is loaded up, and it sends out. So, if you’re presenting a webinar on a Thursday for example you start mailing Tuesday, Wednesday and Thursday and there is a specific kind of formula to that what is included in each of those emails, so you get maximum registration, but also the highest possible amount of people attending the call? Then once they are on the call it’s a process of sharing social proof, educating people, answering questions, and then from then from there the next step is conversion, and specifically monetization. One of the many great things about webinars is that more often than not you’re making money instantly on the spots, so cash you know in your PayPal or your merchant account or whatever it is straight away after the webinar it’s not something you have to wait for days or weeks to actually see results. Those are the main steps involved with it so again, go through the list. You can set that up and basically have it monetized you know money that your leaving on the table right now you can have that in your account within seven days from now.

Now, for the people that don’t have a list it’s a different process because you actually have to go out and either buy traffic or find someone that does have a list and then you can JD with them, so that they will promote your product, service or program to their list for revenue share, but that is the basic overview of how to get started with them.

Brett:  Cool, and I guess just for the people how are thinking, “Well where do I go” its, I know “Go to Webinars” one of the good sources is there any other ones or is that the one you would recommend?

Nick:   Yeah, that’s the best place to get started and there are different price options. There are definitely other ways to webinars, but Go to Webinar is pretty standard and I could say it does the job.

Brett:  Yeah, sure fantastic, so I guess someone like yourself who’s had lot of experience in webinars and I’ll be definitely talking more to you about that you know for someone like ourselves you know within this institution we’ve got a large list that we have been able to accumulate over time. I guess the question for you with your experience in doing webinars, and people that you know in the business do you know of anyone currently in the business industry who use your webinars with massive success?  What are they trying to promote or what are they actually doing with it?

Nick:  All right, I’ll give you a big picture response to that. Fitness marketing from what I know and that I’m in contact with typically are either directly involved with the internet marketing industry or they are kind of trailing behind it. It works like this, a lot of the stuff that we figure out and we do in the internet marketing community industry specifically is then shared or finds its way to the fitness marketing industry either pretty much instantly or maybe within a year or two behind what we are doing. Given pretty much that pretty much all the top guys in the marketing industry have been relying on webinars for their main cash flow and conversion models for many years…even though they promote and teach other methods and systems, and processes it’s almost always you know like, eight out of ten times they are using webinars as the main source of income and the main way to convert all the different communities, or assets or lists they have.

Based upon that they’d be…I don’t think I would be as high in the fitness marketing industry, and it is slightly different because it’s mostly digital products whereas; in fitness marketing digital products only represent a percentage of total money in your industry. A lot of it of course is personalized services whether it’s training in the gym or group workshops or things like that, so there is a slight difference. I guess that boils down to whomever is leading your industry or whoever is ahead of the curve in the fitness marketing industry will definitely already be using webinars at the very least for selling their digital products either eBooks download or membership sites subscription type things. Other guys if they’re really on the ball will definitely be using that method to sell their service rather than having to deal with each prospect you know one at a time you can speak to a hundred or virtually a thousand people at once, and then convert them all into paying customers at the same time it’s massive leverage man, it’s beautiful.

Brett:  Yeah, it is it’s an amazing tool. I see the results that we are getting even just with videos, and I guess the difference is between a live webinar and a recorded webinar, so they are two completely different things. I’m sure obviously the results are going to be far different even if you’re someone who doesn’t want to do a live webinar for whatever reason there are options there that you can you can just use campaigns or stream flow and you can actually record your own Power Point presentation on your computer. Then you even deliver that as if it was a webinar, right?

Nick:  Yeah, you could, look there is massive difference between live webinar and replay webinar, and it’s the difference between – your actually sitting in the audience at a live event with a public speaker on stage, and the difference between that and you seeing a recording of it on a video you know at home on a little TV, so massive difference with the conversions specifically. As part of the formula that I have always used there is a three day replay campaign that happens within the overall webinar project and that’s again, because of modernization and conversion you almost always double what you made on the live webinar with that three day replay campaign that goes out with a sequence of emails, but it’s still within that same fresh time frame with it happening.

Using auto play webinar say ongoing or this concept of Evergreen I’ve seen almost no one who gets that to work. It’s purely because people will watch a video you know like, a sales video, but they don’t want to sit there for three and a half hours to watch a webinar replay, because they know it’s going to run that long and they know it’s not live and there are other things they could do. They could skip through the time line and all that other stuff, so I have never bothered with auto play webinars again, I do webinar replays directly after the live one, but if you’re going to do that type of media that Evergreen type of thing just make it a sales video and put it up on the video sales page. Just like you said man recording Power Point and then speaking into the microphone keeping a lot shorter in terms of the duration, and just do it that way.

Brett:   That could be a good place to start for people who are sitting there going, “Well I’m not really sure about this whole webinar thing” I mean that is where I initially started. Now, I’ve ran webinars before, but I’ve never actually sold products at the back webinar, so I’m actually pretty excited to get that started, and get that happening, so really excited about that stuff. Nick in regards to…we could sit here and talk for hours about group business ventures, and lessons you’ve learned in the industry and so forth, but I’m always interested in what is one of your biggest lessons you’ve taken in the last four years of been involved in the internet world, so to speak? It drives me again, to open an account if you’d like.

Nick:  Yeah, I know it’s specifically who to trust, but also trusting in myself a lot more, and yeah,  so that is that, but something that others can use – I’d say one of the biggest lesson over the last four years is I guess getting out of learning mode and into action mode, and that will make perfect sense to personal trainers, because you guys are natural action players you get up in the morning and go running, and you tear your muscles; you do all that stuff automatically. Just avoid getting stuck in learning mode and confusing that for taking action, because it’s easy to do in marketing. You are there on the computer, right, but there is a difference than been on the computer and just kind of reading, watching, and learning, and you know sitting down and doing tasks and following instructions, and the nitty gritty work that does into setting up the campaign to turn into your online marketing.

Brett:  Yeah, that’s a very valuable lesson I couldn’t agree more with that one, because it was quite funny again, that you’d say that mate I’m sure you actually ended up in my head a million times because I feel into a bit of a trap..

Nick:   That’s what she said…

Brett:  Yeah, yeah, yeah that’s right just recently in regards to been in education mode and full learning mode, and let’s use this podcast as an example.  What that means is your just listening to this podcast  and you’re not going to go and take any action you’re not going to go film that video which we have just discussed you not going to go and look at the concept of a webinar how that could be successful for your business. That is the difference between action taking and been stuck in the learning mode, so I’m glad you brought that one up. In your time in the last few years you know there is probably a few of these, but what is your biggest ah, ha moment when you knew that by understanding marketing that this could be the path for you to go down? I know you wake up every morning and you have an ah ha moment, but what is one of your biggest a, ha light bulb moments that you have had that you realized you know what this internet stuff or this marketing stuff is achieve mode?

Nick:  Yeah, it will definitely be the transition period of me going from been a consultant at the end of my IT career, and then going full time internet marketing. It was really the true a, ha moment the brick to the head was when I started seeing myself as a creator. Even though I was creative specifically in a creative field, but when I myself as the creator rather than the worker bee everything changed in my head and my thought patterns and beliefs, and the things that I talk about and the things that I do they all changed. Up until that point I didn’t always see myself as a worker bee, because I was in a job and it conditions your mind to think there are certain boundaries, and there a some things that you can or can’t do or there is some things that only other people should do.

When you see yourself as a creator its like, “Screw all that stuff there are no limitations” I can achieve or create or build or do whatever I want, and the responsibility is with me. If it fails I wear the cost, but if it succeeds then I get the rewards and that is what is on the line, and you really kind of operate in a different space then, because there is not safety net. You can’t just go, “If it doesn’t work out it doesn’t matter because I still have a job and I’ll still get my pay every week” you know you have to be really accountable when you realize that. The entire glass ceiling just vanishes, it just blows away.

Brett:  Yeah, cool man thanks for sharing that. It’s quite amazing when you have these types of moments you know that you actually realize it just takes you to a new strategy doesn’t it and open that sky up more.

Nick:  Remember that time, I think we were talking when I was driving in the car before you came up here for Crusty Demeans on Nitro whatever it was, and you were giving me an update on everything that was happening in your business, and then you’re like, “Man if you’d of told me” I was, a few years ago back when you were doing like laboring or whatever it was, if you’d have told me I was going to do this I would of laughed at you and walked away and said, “no you’re crazy mate.” See what I mean there is such a huge difference in shifts between how you used to see yourself as a laborer worker, so now you are the creator and all this stuff around you is happening and manifesting, because of what you’re thinking.

Brett:  Yeah, look I was just about to say that and I was even going to mention the fact that you’re shift that you have had in the last twelve months even going from you know I guess almost a total change of direction, and I guess we can lead into that right now you know. What was in store for you moving forward that was different twelve months ago, and what’s it taken for you to be able to make that shift.

Nick:   Probably just even more simplifying so. I had already shifted into the less is more type business model you know kind of less clients and charging each of them more money specifically, but over the last twelve months I’ve definitely, I still enjoy and appreciate that, so I’m not going to change that format. But, my consistent income you know like, the passive side of things that is practically non-existent in my world, and it’s not hard for me to put that together so I’ve just got to basically put in the effort and stay dedicated with that, and if it really comes down to getting more information products out, and then getting the campaigns, and the funnels behind them, so that I also have consistent passive income, because when you think about it technically that was the original thing that lured us all into this online marketing thing was the passive income, but realistically not a huge amount of people actually have consistent passive income from online marketing. You know it’s just like big chunks here and there and that is okay if your into the product-works thing or doing events, but I’d like to – I want to be balanced I guess that’s the answer to your question. I’m learning to be balanced by having the big chunks and the campaigns, and the launches if fine, but also throughout the year have the consistent cash flow coming in, and that is something I have to kind of grow up and mature in myself and get both of them operating at the same time.

Brett:  Yeah, mate again, couldn’t agree more and I talked about that I think it was in a previous episode talking about tracking, and products we launched different products and services that you know people can purchase at an ongoing rate, because your right the passive income is really why people get into that marketing it’s that whole thing of making money while your asleep or away on holiday. If you can obviously the amount of people you can help with that it’s just a reward to be able to get paid to be able to do those types of things. It’s funny you mentioned earlier about me, when we were having that conversation where I was a cabinet maker I was working fifty hours a week, and I was stuck in a job that was going nowhere and it was that big monetary shift of been able to, and you mentioned of becoming the creator you know and I look now and I have no limits on what I can or cannot create which is an amazing then to feel. Now, not everything I trace is going to be a success, but that also still does not bother me it’s that very thing I create and if it doesn’t work as well as I thought it just leads me closer to the next one.

Nick:  Exactly.

Brett:  Which is going to be a success?

Nick:  Yeah, man.

Brett:  How many times you can keep getting up. In regards to you know big lessons and big chips and so forth what would be you know if you put your personal training hat on for a moment what would one of your biggest tips be for personal trainers out there? How they can stand out from every other personal trainer in Australia been forty-thousand personal trainers here it can be quite difficult to stand out? We quite often hear it’s hard been a personal trainer type of thing that people say, but I mean I totally disagree with that, so from your perspective what would advice would you give a personal trainers out there to stand out?

Nick:  I always helps when you have a girl friend that is a fitness model and she has got some type of bikini body plan program I’ll just add that. For everyone else standing out is – this is an interesting question Brett I never thought about it that way. I know a lot of PT and you know I’m kind of involved with your industry on the fringes, so I guess to stand out…right now I guess it would be to really focus on mobile and devices, because that is really where the world is now. Whether that is making videos, Facebook with ad campaigns for the specifically targeted iPhones and just making stuff that can go into people’s hand that is the point it’s not just about mobile.

Most people are interacting with the web now by this little device in their hand rather than sitting on a computer, so if you understand that you know especially with the crowd that is on the go just make sure your putting your content and media or whatever your message is put it into their hand and don’t just think about you know it’s a website or webpage or those kind of typical sitting on a computer browsing online type things. Again, get on the mobile anyway you can get into their head, and the best way to do that is literally Facebook because there are hundreds of millions of people interacting with Facebook specifically with their device not sitting on a computer it’s huge man.

Brett:  Let me throw you in the deep end because I totally agree with that because if we were to look at statistics I know for a fact the fifty-four percent of our users view our information on mobiles. Now, that statistic you know we are not talking a couple hundred visitors a month we are talking thousands and thousands of people that that statistic is drawn upon. For us for example we were to look at mobiles and make sure everything we have done is mobile friendly or we don’t have a mobile App what we are really doing is we are leaving things on the table you know. We have just created our FiiT-Chick App which is a recipe sharing App you know that was – I think the first beta came out, it could have been five months ago now and that version was not the best version around, but we still got it out there and to date we have done a massive update or total makeup basically you know we spent thousands on it. Today we have had close to fifty-thousand people get this App which is a paid App it’s not free either, but it just goes to show you that if you don’t know the numbers of people out there looking for certain things you’re missing out on a whole multitude of you know income you know you’re just leaving it out there to dry.

Where I’m heading with that mate is if your given a thousand bucks and let’s stay on the mobile thing here, if your given a thousand dollars and I gave you a certificate as a personal trainer what you do to get started in the industry? Give us some specifics? If I gave you a thousand dollar and you had to go – let’s stick with the mobile thing for now what would you do?

Nick:  What is the outcome? What are we looking for?

Brett:  You want to run a business right, if you want to earn money, so however you do that whether that’s all based online or you want to use it to draw people to your personal training business what would you do?

Nick:  All right I’ll give you a specific that is relevant to your audience and those that are listening. You’re a PT and I in that situation would definitely put my thousand dollars pretty much all to traffic, and I would go to the effort of putting together a short landing page that gets straight to the point about the outcomes and the benefits. It wouldn’t really be selling anything it would be a capture page, so you would be asking their name, and email or name and phone number, and you’re incentivizing all of that traffic. Basically fill their details in so that you can open a conversation with them, and I would advertise that page using nice rich photos and definitely videos using Facebook ads going directly to mobile. I would be targeting folks that our in my specific catchment, so whether it’s my post code or my city, so that everyone I’m talking to you know I can sign up as clients and meet them at the park or the gym that is within ten or twenty minutes of both of us, and just really focus on local as that is another powerful thing with Facebook advertising is not just the ability to find people on their hand-held devices, but also based upon their location. You don’t want to be wasting your budget getting traffic from the other side of your state or you know completely different country. If you’re in the personal training business you have to be there with them using the combination of those two, and sending all the traffic to that page, capturing as many leads as I could and then following them up straight away. That is where I would start and that is guaranteed clients literally within days signed up and you’ve spoken to them, and you’ve meet them, and you know that whole process when your greeting new clients and your bring them into your program and your training them that stuff comes naturally, but you just need to get them on the call or down the path or at the gym for a quick coffee you know whatever it is let’s start this, and that’s the great things about you guys it’s always like starting a friendship with a PT it’s not just about a client it’s like, “Hey we are in this together” and what are some things in your world and how can I help it’s a good flow and that’s what I’d be using the web for it’s just getting people to that point where they can have a conversation.

Brett:  I think an important point to hammer home, and I talk about this with my kids, so that whole return of investment – now if you were to use that thousand dollars to drive traffic now you need to look at how many clients do I need to get out of that for it to be worthwhile then. If we just use some basic math someone training twice with you at fifty or hundred dollars a week it’s going to take you ten weeks. If you have someone on a twelve week transformation program your first client will pay for your whole thousand dollar traffic you know, so I think that’s very, very valuable there because you know it can become hard sometimes when the return of investment isn’t thought about, and I mean yourself you know in the marketing realm and spending thousands, and thousands of dollar in Facebook you know it all comes down to return on investment, and I can’t hammer that quite home enough.

Nick:  Yep.

Brett:  So, Nick it’s actually coming to the end of the time there, and I know you have to jump off, and I have to go to another meeting very shortly, but is there any other words of wisdom that you’d like to share, because what I’m definitely going to do – you don’t know this yet, but we are going to get you back on another episode and we are going to talk purely based around webinars, and we are going to do that after I actually have gone ahead and ran a webinar, and sold some stuff myself? Maybe we could use it as an impromptu example we can talk about, so any words of wisdom to finish off the call that you would think would be useful to anyone listening?

Nick: Some words of wisdom for your audience and for you which is if you’re sitting on a list and you’ve already got those contacts and those leads in that data base you are literally sitting on anywhere from twenty to fifty thousand dollar that you wouldn’t really know is sitting there, but by using a webinar you will pull that out within seven days, so I guess that is the challenge for you Brett. I want everyone else there don’t just sweep it under the rug or say, “It’s one of those things I’m going to get around to eventually” this is like, the secret of the online industry this is how most of the big guys make most of their money, because it’s one method it’s not just another thing or one thing it’s really important. If you already have that list or data base your sitting on a tone of money that you don’t currently see right now, and you won’t ever produce because you’re not using the formula that goes into a webinar, so I share that mate.

Brett:  Perfect mate thank you very much and you know if I had money in every business it’s sitting right underneath us, so thanks mate thanks a lot for jumping on board I know how valuable your time is.

Nick:  Cool man.

Brett:  Thanks again for sharing your knowledge and so forth we are definitely going to have you back on here, and I know you have some really valuable lessons out of that, so until next time peace up, and be good to your friends, right.

Nick:  Cool man. Thanks for the time.

Brett:  Thanks take care.

 

Episode 7 – Jason Urbanowicz asks Brett Campbell The Tough Questions

This episode you are about to listen to is a little different to our regular Fiit Professional Podcast Series.

WHY?

brett campbell

Brett & His BFF – Puggsly – Soaking up the rays

Well for one, I am not the interviewer. My good friend Jason Urbanowicz takes the time to turn the tables and interviews me.

So if you have wanted to know my back story, where i started, what i have learnt, discovered on my was to running a SUCCESSFUL fitness business, then i would suggest having a listen.

  • You will also learn the 2 ah ha moments that literally turned my way of thinking upside down. That everyone will be able to relate to.
  • You will see how i was able to generate 12,564 new leads in only 24 hours, but more importantly how this unfolded.
  • You will see how i was able to go from a 1 man band to a company with several employees. (the big shift)
  • Jason also asks me who i would turn GAY for – I know, not very business like, haha, but i was happy to answer.
  • He also asks my worst habit – i know i am not alone on this.

Asides from getting to know me, my story and what it takes to be successful, you will take away points, strategies that you can implement into your BUSINESS TODAY! in fact in less than 1 hours time – after you have listened of course.

Enjoy

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.

 

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Jason Urbanowicz asks Brett Campbell The Tough Questions

Transcript of EPISODE 7:

Introduction:
Okay welcome to another addition of a personal trainers guide to wealth creation that is all based around our book our best selling number one book A Personal Trainers Guide to Wealth Creation. What we have really wanted to do is get inside the minds, the heads, the psyche of the people in the book to get I guess a more elaborate view of these trainers that have really made it successfully in the industry. Today we are fortune enough to have Brett Campbell join us and before I formally introduce Brett a bit of background is that I first met Brett four maybe even going on five years ago. Brett attended one of our two day workshops and the thing that really stood out to me with Brett is like, in the front row engaging us and questions and participating at a high level, and funny enough after presenting, coaching, and mentoring people for the last fourteen odd years you know it doesn’t take me long to identify someone who’s really going to be successful – not only the personal training industry, but every area of their lives.

Here I am engaging with this guy in the front row even though we had about fifty sixty people there Brett just stood out, and I’m not surprised at all to be talking to Brett today on another whole level, so from four or five years ago from Brett attending our two day workshop to becoming a student, coach, mentor and speaker with us to then go on and really create his own empire it doesn’t surprise me in one slight bit. To introduce Brett formally Brett is the Director of Fit International which is Australia’s fastest growing fitness life business model for personal trainers, and Brett will expand more on exactly what that is when we chat. Fit International flagship is called Fit Chicks and just under fourteen months Brett has built one of the largest female only communities with over a hundred and forty thousand facebook fans I believe, and Brett can correct me if that’s wrong.

But, even more importantly he’s been able to reach over two hundred thousand people via the free giveaways, education, and products etc., so it’s really been a massive and rapid growth for Brett and Fit Chick International. Brett is also a speaker, coach, and mentor to fitness professionals, but he also runs the first of its kind free podcast for fitness professionals around the world. When he interviews the industry leading experts on all things and how to run a successful business, and I was fortunate enough to just do an interview with Brett last week where he interviewed me. Brett on the side of you know the business side of it loves riding his motorbike, and I definitely get to experience that with Brett we go on many rides together, hanging-out with his friends, and his pug Pugsley the cute and adorable little puppy he’s got there, and also like, cuddles in the winter time, so very soft and affectionate kind of guy as well especially on those cold nights. Without any further ado, I’d like to welcome Brett Campbell along to our interview today.

Brett: Thank you very much Jason and thanks for having me mate, and thanks for that wonderful bio there. You know it’s quite funny and I just want to clear something up now in case people out there are thinking – you know I like riding my motorbike, because you get to come along on rides and we go all around Australia, but when it comes to the cuddles in the winter the only reason you know about that is because I told you.

Jason: That is exactly how I know yeah; we will wear on that at the moment like to clear that up.

Brett: But, if it came down to it you know and there was a bit of man up I wouldn’t be worried about giving you a cuddle.

Jason: Yeah, I don’t know about the man love that made the man cuddle would be sufficient for me.

Brett: Yeah, okay, maybe we should word it differently.

Jason: So, romance and man love to the side let’s get into…

Brett: Yep, that’s what I’m here for.

Jason: Yeah, I’m not sure now, but let’s give the listeners something that is really going to inspire and help them. Let’ start by kicking off and giving the people listening at home a bit of an introduction to Brett Campbell. One of the things I like to paint a picture for people in their minds is I guess is how long have you been a personal trainer for? Why did you decide to start your own business in the first place?

Brett: Sure, I mean I will try and give you the quickest possible version, because I guess it extends back many, many years ago when I guess I got booted out of high school. Not because I was a bad student, but more so along the lines of I just really didn’t listen. What that was known that I look back at it I go well it was just an accumulation of ADD, and my entrepreneurial wisdom that I had that is what I put it down to.

Jason: Yeah.

Brett: You know I’ve always been that person that wanted to do ten things at once I could never sit still for long enough to concentrate on something, but you know everything that I really put my hand to I always sort of seemed to get a really good start, and it would blast off, that I had a guess – if I use the word disorder…I have a disorder called following the truth disorder I’m not sure if that’s there, but I’ve created one and basically got kicked out of high school. Then after became a cabinet maker you know I did the old thing that most parent’s say is  get a trade behind because you never know down the tracks if you ever need a job you can always fall back to it. It’s quite funny just thinking about that advice that I was given by my parent’s you know, and I don’t totally blame my parent’s at all, because that was just the advice that they were given from their parents. For some reason I couldn’t get it upon myself and thought you know well that is not the smartest advice I personally believe, but at times I didn’t have any other thing to do, and I didn’t know what to do, so I thought bugger it I’ll just go and be a cabinet maker.

I became a cabinet maker and did my trade, and I guess if I look back – I’m big on looking at lessons about everything, and the biggest lesson I got from been a cabinet maker was sticking at it. I don’t know if anyone is out there listening to it and have actually been through a trade I know you have as well Jason, so you’d be able to relate to this. There was probably three hundred nights out of three hundred and sixty out of the year that I’d come home and be, “I hate this job. This is just not me I’m not built for this.” But, you know when you’re an apprentice you can get fatigued and you get treated like, the boy I guess and you get all the crap jobs. My mind back then was why I should be doing the crap job I’m not that type of person around you know, and I didn’t understand philosophy of you know you have to walk before you can run. But, fast forward four years of finishing all that, actually three years I finished my trade early and basically went to the owner and I said, “Look I’m going to leave I’m going to finish you know I’m sick of getting paid about twelve bucks an hour building kitchens,” and you know the top tradesman were on about seventeen bucks an hour at that time, and I why can’t I get that amount of money when I’m doing exactly the same job if not better than some of them.

I think that was the first lesson for me in asking for what you want I firmly believe that I was worth something greater so really took it upon myself to go after it, and I did choose that as my first ever preference in negotiation in the business world. I took that lesson on and basically you know I started managing the factory, so I was managing a team of about fifteen guys and that, and for me it was at that stage where I wanted something bigger and I wanted something better. I knew my skill set was better than managing a team of cabinet makers, so it had been about a year and a half I finally pulled the trigger after thinking about leaving. When I pulled the trigger I decided you know what I’m going to University and study to become a personal trainer. You know I left my full time job – I was getting paid decent money at that time compared to New Zealand standards, but again, I just took the leap and became a trainer. I went to University for one year…I personally believe that University is a waste of time you know there was more free time than there was actually work time, so coming from a background of working fifty hours a week to then go to Uni for six or seven hours a week just wasn’t really juicing my boat, so at the end of the first year of Uni I jumped on a plane and came over to my sisters in Australia, and funny enough I got to stay with her for free, and as long as I built there decking around there new swimming pool, so a bit of battering there that was my first communication in battering, and contra deal. I did that and then I just searched over there how to become a personal trainer, and I looked on the internet I’ve seen it before so I thought you I got some correspondence to do that, and because of the first year I spent at Uni it was all things that I had already done, so I became a personal trainer and that was five years ago when I embarked on that endeavor. I told you it was quite a long story wasn’t it, but I embarked on that endeavor and then basically – at that time I had enough evidence to  want to be good at something you need to be around people who are good or who are displaying quality you want to achieve yourself.

Jason: Yeah.

Brett: I basically received a letter in the mail…it was funny because I was thinking about it the other day like, the evolution of our relationship and it started from a sales copy written letter that got delivered to my mail at my home address at the time, so I must of opted in I believe to a name and email field. I got a letter in the mail and it was of these two blokes running an event in Brisbane which was only an hour away, so I was like you know what do I have to lose there is some guy on their claiming he charges four hundred and forty bucks an hour and I thought it was a load of [expletive] I better check him out. I went up to this event and funny enough I sat in the front row, and started asking questions and it just, so happened that you were standing up the front as well answering the questions, so that’s basically where it started. Did you want me to continue on mate?

PM: No that’s fine, and I’ve got a saying I’d share because as you were talking my phone fell over and it actually hung up

Brett: I’ve done that.

Jason: I was pretty quickly trying to get back on and I was like, well he’s still going that’s great.

Brett: Yeah, well funny enough mate I was the idiot because I’m recording this I actually knew that you dropped out.

Jason: Yeah, yeah, that’s great.

Brett: Listen I could talk another twelve hours about myself you know it’s not hard.

Jason: Well it’s good I think it’s good to give people some background story on where everyone started, because from my experience that is how people really relate and there is some really key you know parts to that. Just to lead on from that what was the defining moment that made you realize that developing your business skills was essential, so say you’ve come through and you realize that cabinet making wasn’t for you and embarked upon the PT side of it – obviously the technical part of it like, so many trainers do get really good or skilled to some degree and go out there and join a fitness first you know pay your rent, go out to the studio you know whatever it is I need to be. I guess you put your reality that people don’t necessarily just start knocking on your door just because you’re a trainer, so I guess my question just to recap is, was there a defining moment that made you realize that developing your business skills was essential as the technical side of it, and so what was it and what did you do about it?

Brett: Sure, so again, I’m massive on you know there are certain moments that actually changed the way I look at things or feel about something, and I have gotten really two key ones. I know you asked for one, but I’m going to share two because I’m a bit of a rebel. The first key moment for me was…actually I was walking out of my garage one day and I was with a flat mate at that time and she was on her computer, and she was scrolling through what was called a PDF. I didn’t know what a PDF was back then either and I was like, “What are you doing?” and she goes, “I’m just reading this PDF” and I’m like, “What is that?” and I looked over, because what caught my eye was I’d seen photos of like, someone doing a squat and I was like, “Okay what’s that person doing?”and she told me she just purchased an eBook and it cost her thirty-seven dollars. I was like, “What you just purchased that on the computer” which is not real right, it’s just fake that looks like something you just purchased for thirty-seven dollars and know your reading it, and I said, “Where is the person from” thinking you know there is someone down the road or a friend of theirs, and she goes the persons from Canada.

I was like, that right there for me was a defining moment of this world believe it or not is bigger than your community, and bigger than your stake in your actual country. There are a whole lot of people out there that we can reach versus just our initial internal realm, and I looked at that and I thought you know what, “ I am going to sell those type of products, but better, “ because I looked at it and thought this was pretty crap it was just an exercise with some writing on it, and I was like, “Wow I could do that easily” and that was my big defining moment of what was opening the world wide web and what sort of lead me onto my internet marketing and marketing path.

The second part really guess kicked started and made me decide I want to build this multi-million dollar company whilst – my partner Emily she wanted to become a personal trainer she hated her full time job, she was working in retail, and me been someone who always just wanted to try and follow, “Oh, why don’t you do this. Why don’t you do that,” and then I basically just stopped and asked her, “Well what do you want to do?” and she goes, “I’d like to be a trainer” I said, “Oh, okay if you want to be a trainer then you will have to find a course and learn” and she learned. In that time there was a period where I guess my personal training business was put to the side, so I had my clients and was getting my money each week, but my main goal passion was to work on internet marketing, and sell my first ever eBook. Basically Emily got qualified and then I was going to use my skill set that I had acquired over the time with marketing to be able to get her some clients. What happened was that was quite amazing because we filled Emily out with clients in the first couple of weeks she was booked out. Then something extremely amazing happened which to me to this day I’ve never seen anyone ever have results like, this in the internet marketing world, and I actually know some really big hitters in the internet marketing world and some of the leading internet marketers.

It was over a twenty-four hour period I’d done something that no one had done before, and it was all to do with facebook. Basically we generated in a twenty-four hour period it was twelve thousand five hundred and sixty-four new leads come through our opt-in that we created, so to repeat that it twelve thousand five hundred and sixty four new leads in a twenty-four hour period and that to me was just you know what this thing has legs I’m going to now put my energy into creating a business. I didn’t want to have a big company I just wanted to create eBooks, sell eBooks and then just live a nice cool lifestyle, but myself been the entrepreneur and the you know person I found and asked myself, “I would be doing a disservice to this country and the world if I could not create this company, because there are so many people out there who can utilize our help” so those are the two moments mate.

Jason: Yeah, and it’s a good point and for people listening at home what you understand is Brett is a really big thinker and the other thing I really took away from that point there is when you say I tried something and I haven’t done before the key components that I learned when I first started learning marketing was that you know if anything be different, standout, and be courageous. You learn the actual psychology of marketing and sales, but don’t just follow the rest of the pack which is I guess is what you did Brett, so…I mean to take away points that I’d rehash to people is that you need to think big, and Brett was exposed to the idea it’s not just his circle of influence in his local area that – even if you were starting to build a data base up of a product or service or some type of training method, or something you have got to offer that not just people that come up to you and pay money for exchange for a session can benefit, but some kind of information product worldwide, so you might not even have that at this point.

But what you might want to start doing is looking at doing a large list in a data base, so yeah; some very key points in there. Mate, what do you believe was your biggest break in getting your business of the ground? It’s cool if you want to talk about your own PT business it’s probably what more people are going to relate to here now. I guess you can also then transfer onto Fit Chicks, but first with your own PT business what was the biggest break in getting your business off the ground I guess from when you first started to when it was really going great guns for you?

Brett: Sure, so I think if I look at it you know to step out of the actual story and look at it from the outside I see it broken up into two or three different categories, because there was the first category where I knew – I played sport all my life competitive sport and I was like, to be good you have to have a good coach. I guess it would be good for me to actually not say you know I came to one of your guys events and look I guess what I got from that day I guess just light the fire underneath me that was the big key thing attending an event, and actually knowing that it’s possible, because when you enter an industry you can go into it with the unknown of, what is actually achievable in this industry? I guess a big trigger to me was when I had seen Brad you know a great of mine, yours, your business partner saying, that he charges four-hundred and forty dollars for a PT session like that that actually stopped me in my tracks, and I was how can a guy be doing that. My mind set at the time was like;“This is a load of [expletive]” he must be either like a ninja and just milks of people like that or he must do something differently. I knew there was no such thing as ninja’s after watching the American ninja movie with Walter Berkoff

Jason:  Golden oldie.

Brett: Yeah, I was talking about that with someone the other day, but it’s not his top movie, but I wanted to see what this was all about. I liked you guys when I first meet you and I made it a pact from then to stick to you guys like flu, and I’ve certainly done that even though you know sometimes you’re trying to peel that glue off yourself, but you know it comes back on. There are so many lessons that I take out of that and one of them got massively was perseverance you know don’t give up. Like I remember our first ever meeting you know I sat in front of you and I said, “Well look you know I want to be a coach to you guys one day” and I even had in my mind you know, and you trust the before saying you know I’m a quick thinker. I was already thinking in my head, “How can I own this business? How can I be partners with you guys?” like that’s type of mind set that I had.

The great thing about it mate was that you were able to smack me down on my face almost and mostly put some reality into my mind, because I had never really had that reality check when it came to my big thinking, “I want to do this and I want to do that” because I’ve known for a long time that whatever I put my mind to I will achieve if I want to enough, but what I was lacking was a lot of discipline, and I’m sure your testify to that, but that was one of the biggest things for me is been around people who were doing it and been able to advise me in the right way.

Jason: Yep.

Brett: You know so pointing me in the direction if I come of the track a little bit maybe your just want to get me back on it, because you know again, I put my hand up and I know that you know a lot of the times I can be all over the place sometimes that can be a great thing, but sometimes it can be very limited to the outcome I’m trying to achieve.

Jason: Yeah, it’s always too much of one side you know that’s never going to be a great thing, and you know to your credit your right. You did what I probably did pretty much with my first mentor and that was I just travelled went everywhere that he went to learn the skill, because there is nothing else like it. The reality in this day and age you don’t always get that opportunity, so as you know yourself Brett whenever we were coaching or teaching we’d use that expression that opportunities come and then they go, and it’s a real shame if someone has that opportunity and they don’t grab a hold of it. That was one of the things I really admired about you, you did that pit bull approach that you were going to make it work and you were going to do whatever it took to get it, and I totally agree to.

In terms of strictly business because I’d say that’s on the emotional intelligence and almost the personal development side of it to be able to recognize what you need to get and get around the right people. From a business perspective what do you think was the biggest breakthrough in getting your business off the ground? It doesn’t have to be one, but what was the combination for you going, “That’s been the missing component of my business that I didn’t know that I should have had in place” what was that for you?

Brett: I think mate if it comes to the vicinity between one of my own emotional intelligence because I was – everything I know I knew already if that makes sense, but the problem is; not knowing how to think about that. My biggest issue you know and if we go back to the emotional intelligence and my personal development was – that’s really the catalyst to what opened my eyes to what is achievable. If we go into it from a business perspective what enabled me to then do is to understand that I need to become an expert in the area. I didn’t have to be the expert in everything okay that’s why you have great team members for and people who can do tasks for you. I knew that my expertise and I’ll use the term unique-ability which a great entrepreneurial coach and tolerance coach that everyone has a unique-ability and I never knew what my unique ability was because I was – without trying to blow my trumpet of I was always good at a lot of things, but I never really fully excelled at the one thing, because I was too busy trying to be good at everything.

Jason: Yeah.

Brett: For me the biggest thing was I believe I feel I love with marketing I just loved what marketing does and what it can do. If I knew if I mentioned marketing back when I was in the dating game you know honestly the amount of people you can talk to and, you know, because your marketing yourself to people your marketing your service your products you know I could have been…my teenage years would have been a lot fitter if fact it’s,  probably a good thing that I didn’t need it, but marketing to me was the thing that was the catalyst of my business and all my success I believe because there are, so many off shoots in marketing, and world systems. For me another unique ability of mine is I can see a big picture like, I can see a massive project where a lot of entrepreneurs see these big projects, but they don’t know the incremental steps to get to it, where I feel something that I’ve been blessed with is my natural ability is to see a massive job, task, or product that I will know how to break down each little step systematically to get to that. That is where I believe the biggest business shift for me is under-standing marketing and business.

Jason: Yeah, I couldn’t agree more you know it’s what we…

Brett: It would be rude for you not to agree, because I’m the guest remember.

Jason: Say again.

Brett: It would be rude for you to not agree, because I’m the guest remember.

Jason: Well that’s probably true yeah, yeah you know that’s just how it works I was like yeah, Brett that’s great man fantastic in fact.

Brett: Yeah, mate it is.

Jason: Superstar, the reason I agree is because we say at our workshops that you’re not in the personal training business you’re in a marketing and sales business and you know you can be the best technically what you do, but if your unable to promote yourself effectively and get your message out there that your be the brokest with the best kept secret, so I agree the two key things are marketing and sales.  At the end of the day you need to be really good at it, so I couldn’t agree more on that. Though in your opinion and I know these can be generalizations, but you’ve been around the game long enough to see what would you think holds most trainers back from getting their business of the ground? What would you say it was? I know we have covered your elements of it, but in your experience because you have coached for us for a long time and you have coached a lot of people and your also presented to a lot trainers what do you see out there that holds most trainers back? I guess once we get through that we can talk about really what they need to be looking at and doing instead?

Brett: Sure, mate I think like, you said after coaching hundreds of trainers and speaking to thousands of trainers as well, I personally believe – we could talk about this topic for at least a week and we will use the headline as, “Mind Set” right, so it’s the mind set of people, but underneath the mind set we want to start categorizing things. I personally feel that the biggest thing holding trainers back is the scarcity, so the scarcity mind set of going, “There are already people out there doing it you know how am I going to break into the market” or also I guess there self belief like, not believing that they can actually do it, because I think a lot can come from both those categories.

If we go back to that whole scarcity mind set of – especially in the gym scenario, so when I first became a trainer I worked in the big boss-chairman you know there was like, thirty-five trainers and all I would hear all day from trainers, “Oh, I’m not getting enough leads you know I can’t believe you gave three leads to that person I’ve been here for a year, and you didn’t get me any” you know it was just that I personally felt you know maybe if they had thought about it a bit differently you know, because at the end of the day what are you doing yourself to get leads. I would be out there literally on the gym floor talking to people doing what I was good at you know and I never had a scarcity mind at all about, “Oh, know are they going to train with that person or me” because at the end of the day I believe there is enough fish in the ocean for everyone to have a good feed. If I can help you get a good fish so you can help feed your family then for me that is a bread winner’s loss, so I believe that scarcity versus abundance attitude is the key.

Jason: You know I couldn’t agree more and you know in your head like it’s not just about this, and your learning about more marketing and sales that stuff definitely has to happen, but your right if the mind set does not change you know ultimately you will have that bunch of information and you won’t be able to put it into play if you don’t have the right mind set if your thinking that’s the case.

Brett: It’s like yesterday when we had done our podcast right, so we did an interview together and on that interview we shared some really valuable information and we are going to do that again today. We are going to share exactly how everyone achieves something. If you ask me a question my minds going to go, “Oh Jason look I don’t really want to get a trainer because they might go out there and steal clients” you know you just need to have that – if you haven’t read the book Influence from Robert Cialdini I highly recommend that you do that. Last night I actually watched a video of that and he talks about the six rules of  human psychology and how to get people to say, “yes” and one of those laws, his first law reciprocation for the law of repository you know that whole thing is give first to receive. I’m a massive, massive believer in that so whatever happens from any interview podcast, any article I write out there someone is going to be there and they are going to go, “You know what that’s amazing stuff thank you so much” and they can implement it. At the end of the day we are all here for a reason and we are all here to just do the best we can do with the information we have and I’m a massive believer in that.

Jason: That leads me onto then we talk about sharing information and I guess you know access some blue print as I call it because the thing that I really – obviously we are in the coaching, and mentoring organization and talk to anybody that is successful they all have mentors from top athletes, forty players you know business people that…they all have someone for that reason. Brett you know you have a coach I have a coach, and I have a coach in a couple of different fields also, not just business, but financial coach and someone knows that little bit more than me or a lot more than me in some cases, and I seek out these people. I guess my question is now can you tell us your secret to building a successful personal training business, so maybe there are a few different key components of that in your mind? If a trainers sitting in front of you your saying, “Hey look at the end of the day if you want to be successful these are the most haves” secrets if you want to call them that to make sure your business is going to do as well as it possibly could.

Brett: Sure, mate I think with anything a blue print is always something that you want to have. I guess one of my first episodes I did on my podcast was talk about five keys to successful fitness business. Now, we could sit here and talk about bloodly maybe twenty, thirty, forty or a hundred different of these methods, but you know my five keys first of all is, one is that you obviously need to be in the right mind that just goes without saying, so you need to know what you’re actually doing, and in no particular order another one is you need to build a rating community, so you need to – whatever your product or service be you need to make sure that your going to create a rating community.

If you want to create a product on how to feed your pet pug now you need to create a ratings community to people that love pugs, so an example of that is if I see a photo on facebook and I see a pug I’m going to automatically gravitate towards that, because I have a pug myself you know actually the Men In Black movie because these dogs are awesome to my eyes. Now, someone else may look at a pug and go, “Geez there ugly dogs” and you know I have to agree with you they are a bit, but in the same token you need to build a rated community of people. Whatever that is, so if you wanted to train old people or young people, athletes, and the general public you know then you really need to build that community and you grow that by using the term I like to use “Education Based Marketing” so you need to educate and motivate these prospects to want to engage in your products and services whether it be immediately or six or eighteen months down the track you need to adapt that mind set.

Now, secondly I think you need to produce results so you can go and create the best product for service out there in your eyes, but if it’s not producing results you’re going to get found out and a lot of that particular product or service just won’t be worth it to anyone. I’m a massive believer in other keys so to the third key is providing multiple services. Now, you could look at this as your products with another famous entrepreneurs coach a friend of yours who talks about creating a product client sweep, and if you just want to look at like, I’ll give you some examples of our products sweep that we’ve created with International, so we have Fit-International as say head of the company out of that we have our Fit-Transformations which is our licensed program professional trainers who want to run their very own Fit-Chick location, on that we have also got Fit Kids, Fit Mums, so off shoots of that particular program. We have got our Fit Online which is all online products, nutrition products, and workout assistance. What else do we have we have recipes, and a whole heap of products just there that people can purchase online they may not be in our community, but anywhere around the world people can purchase it. We have got Fit Supplement, so you can purchase supplements, we have got Apps which is an iTunes and Android App you know we have got the Fit Foundation which we are currently creating which is really exciting for me, because as our company grows we want to be able to give back to the community and charities as well.

We are running a Fit Chick Retreat and in actually four days we are actually heading over to Bali, and taking thirty girls with us on our retreat, so that’s the product sweep, so we have multiple different products and services that we can offer to the clients that we currently have. If you’re listening there going well, “Geez I can’t retreats and I can’t do this can’t do that” I totally understand just start with something simple such as your doing one-on-one training, or maybe have group training option. Have an option liaison method and service where if they want to get a massage they can go through you you know liaison Supplement Company if you can and get and the supplements for your client you know there are a heap of different ways that you can build this on a smaller scale as well.

Then the next one I have is been genuine you know at the end of the day the key component one of the key components is to by genuine you need to look at it as though it’s not all about the money. You also need to have a reality check and realize that money does make the world go around, and for me in order for me to achieve my purpose of actually helping millions of people I need a lot of money to do that however; in the same token you need to be genuine. People know if you’re not genuine and they will be able to get that vibe from you that you just did it for a quick buck, but you need to be totally genuine about that and of course having a real purpose.

Jason: Hum.

Brett:    I’m a massive believer in you need to have a real purpose in and what I talk about in that aspect is I’ve created a Fit Foundation, so my purpose is for me when this company is running to its…where I would like it to be I see eighty percent of my week spent with working in the Fit Foundation going around to places and been a part of something that is just bigger than me, so that is something I’m really, really passionate about and I can’t wait to be able to do that, that really gets me excited. Again, we need to just have a reality check on that going well, in order for me to be able to do that and have the Fit Foundation you know the company initially is making money you know or else I’m not going to be able to do the things I want to do. Finally mate, actually well that’s five, so those are the five key components I believe, so what are your thoughts on any of those that stuck out for you bud?

Jason: You know really at the end of the day the best part is you have really have expressed what made your success and your business successful, and for me I couldn’t agree once again, more with those things. The thing that stands out for me out of everything you said was that having a real purpose and passion. What I’ve personally found over the years is that when it was just about the money when I was I guess in my early twenties I was just thinking I want to have more money you know it really didn’t get me out bed for who I am or it didn’t really drive me. It’s not a clear direction about why you’re doing everything, but for some people maybe money will be able to do it, but I can pretty much access after many years of been in it and seeing other people it will run its course if it’s just about the money. The thing in it what you said for me was having a really clear purpose of what you’re doing like, in our business we are very clear we have a target of educating you know by the fifth year in four thousand trainers that was just a goal we set you know it was more or less great, but you know we wanted to provide as many education material that we could not just in Australia, but around the world. For me that’s exactly it, having a very clear vision for what your business goal is, so you can work back so every year you do have some structure, so you know every month this is our target, this is what we are trying to achieve, this is what we want to head towards and then you can break that down to the daily tasks. In our workshops the biggest thing we hear is time management, and when we look at it what resolves time management is having a very clear purpose as you said, and the people I ask, “Well what’s your end goal for your business?” and really the next question is they don’t know, because if you did know what it was you wanted t achieve, you know it’s not about been better time management it’s about really going and getting stuck into the activities that excite you to fill your own goal. Procrastination only comes in when you really don’t have a clear purpose and you know desire, drive, and having goals.

Brett: I think just on that as well mate is that home that point of purpose it really only dawned upon me probably a couple of weeks ago…I had this realization since I started the podcast and doing interviews you know like the other day when we were chatting on all things and how to have a successful business and stuff what really dawned on me was I asked myself the question, and asked myself really like, “Am I enjoying my role currently in the business I’m in, and what do I enjoy the most about the role?” what stuck out for me was I’m actually enjoying right now at this moment in business and time I enjoy sitting here and talking to you on the phone right now. We are not getting paid for this we are just simply sitting here talking about business and on how we can help other people and to me that’s weight in gold. You know, so it always does you know and I guess it triggers me sometimes in regard – usually we are on a constant search to generate more income for the company, but the thing of it is it’s just a vehicle to be able to help you do what you want. If we weren’t making any money I would not be able to sit here and talk to you on the phone and do something that I really, really enjoy.

Jason: No, but you’d be busy out there trying to do it you’d be out there exchanging time for money.

Brett: That’s exactly right I’ll be training clients again, trying to get paid for my services yeah, it’s I just think it’s a really valuable couple of points in that for people listening is that…you know check in with yourself and ask yourself are you actually enjoying what you’re doing, and if you don’t get out of that stop putting yourself under all that pressure when you can go and find something that you enjoy you know.

Jason: Yeah, you know things from my personal and once again, having the opportunity to work with thousands of trainers you know I think I also liked the idea of a passive income and I think I liked the idea of working less then there is that middle you know the part in between of going, “Can I really do this? Have I got a track record of not doing what I said I would do? I don’t know even how to do it. It’s a little bit scary” you know, so they get stuck in the rat race or the treadmill where it’s not really ultimately what they want t do, but I’m not sure what else I would do. Not sure whether I would be able to make it, so you know what I’ll do is more of the same.

I guess my question to you is we have all been through the process of going from a single self-employed person bringing in a hundred percent of the income to then what you’re saying know is, which I personally love as well is I can be sitting here doing this my businesses run themselves, and I’m not required to be actively in it doing all the delivery of the work although I have a part to play in it. I can go away on holidays and you can go on holidays and the business is not going to stop. So, that’s the pay of the picture of the excitement of what’s on the other end, but how you get through that middle bit, how did you go from going…maybe you’re not the best person to ask because your that person who thinks big and just has that drive and motivation to go through, but let’s run with it anyway.

What was that middle experience like for you from going single employee to where you are now to – you don’t do any PT of course you haven’t for a long time and you have this massive multi-million dollar organization called Fit Chicks was the process and what was some of the main pivotal steps in between?

Brett: Well mate I think again, like there is that part of me that just wants to say just do it, just do it and take a leap and jump, but we could be realistic about this. You know I’m a guy that thinks big, but like everyone I’ve had struggles, “Should I do this? Should I do that?” and I think mate it really comes back to looking at laying out the situation, and one of things going, “Look what is the worst case scenario if I was to take this next step?” so, if I looked at it and go, “What is the worst case scenario of me not wanting to get more clients when I discovered internet marketing?” so I was like, “Well the worst case scenario is all my clients drop off and I have no money” so then I ask myself, “Well do I have the skills to go get that back again” and I said, “Yes” well okay no worries. Then I went on the flipside and I go, “What is the best case scenario if I concentrate and spend that extra heap of my time” and I literally spent over six hundred hours sitting learning internet marketing, looking a website etc., doing all the technical stuff which I probably recommend not everyone do, but I just said well, “What’s the case” and I said, “You know what’s the best case is I get to live the dream. I get to make money while everyone else sleeps” and I’d way rather have that than you know not have clients, and have to go back to getting new clients on the gym floor.

I just weighed out my pros and cons and looked at worst case and best case, and I just liked the best case so much more that it was worth having a shot, so that’s probably one way that I really look at it. I guess if we looked at it from a more of a technical point, let’s say you’re already in business and you’re doing okay, and you’re at the amount of clients that you like, but you don’t know how to take the next step. Look at return on investment is, so for example we have some sales team now who work for us and they are responsible for liasoning with the personal trainers who are looking to take on a Fit Chick location, so I looked at them and said, “What is the worst case scenario for bringing this person on?” because at the end of the day I need to look at it and go, “If I bring someone on I have to pay them a wage” so there is an expense there. Then I’m like, “Can we afford that extra expense?” where is that money going to come from. But, I look at this mate and I think this is a really powerful thing for people to look at, and am I willing to give this person – like I look and go, “How long do you think it would take to train this person up until you feel they would be good at their job and your getting your return on investment?” I looked and I said you know, “I’ll be happy to pay someone for a month” so if someone wants to work for a month full time doing our sales role that we currently have, and if they were to produce – worst case scenario if they produce no results and we just had to pay them then all that means is we would be out X-amount of dollars because we just had to pay them in my time and energy for them to get into it. Then I thought, “What are the best case scenario?” well the best cases were if a person turns into a gun and just is a sales machine and brings on dozens of new trainers every month. Those were the two passionate scenarios and I went back to the…you know we did the max on that, “Would I rather lose a fair bit of money investing in someone’s time or would I rather have hundreds of new licenses come on board” and it was such an indecision, but you just need to weigh out what your worst case, and you’re willing to do.

I will give you one more example of that which I think is imperative for personal trainers is investing into your marketing and looking at what where your marketing dollars go to. For myself I spent more money on marketing in the last twelve months than the average person would earn in five or six years. Now, a lot of people go, “Wow why are you spending that much?” and I go, “Well I know what my return on investment is. I know every dollar I spend I can get back, and I know for every hour I invest my time into something I know what I can get back” so you know you just have to know your math, and for me math in school with the algebra and all that I finally realized why math is important, because when you want to count your dollars your meant to be able to count.

Jason: Yeah, I failed math terribly at school, but I definitely love it know from exactly what you just said then.

Brett: Yeah, I meet an example and this is something that totally does my head in because I’ve got multiple websites and we are really big on, and this is something I definitely took away a great lesson from you and Brad is, the whole thing in testing and measuring. I was always good at implementing stuff, but I never really tested and measured and got a result. I have a squeeze page and I was like, “I’m actually going to do a split test on that,” so I have two squeeze pages offering the exact same result the only thing different was the image. What I’ve been interested in putting up for three days, and I found out that one page was out converting the other page by six percent, and that six percent meant an extra…it worked out about two hundred and thirty leads a week you know difference between the two pages. Now, I know what each lead is worth to us and I know that two hundred and thirty times that money ends up been quite a lot of income.

Jason: Yeah.

Brett: The thing about mate I would never have known that if I didn’t fish or just have a crack at it you know because I’m sitting there going, “Well I don’t actually even know about Split Disc or how would you start a Split Disc?” But, I knew what it was, but I’d never really implemented it properly until this stage, so that is really something valuable testing what your done, and see what works, and doesn’t work and then you know where to spend your money. It’s the same thing with hiring someone if you have someone who works for you catch them, and make sure they are doing their job if they don’t find someone else to compare, and see who the best is.

Jason: Yeah, and something that is really important that popped up to me when you were speaking about testing and measuring you know I guess from where you where to where you are now with the success you have had it’s important for people to understand as well that – I can remember a good break through it was definitely closer to two odd years you know you just back to that persistence you learn you went over to the states, you flew yourself to Las Vegas, you’re in our program, but you didn’t stop there and you went over and invested more of your hard earned money to get over there and get around experts in the stuff you were just talking about the online stuff to  come back and persist and persist.

I’ve seen many people over the years get the same information that you did and you know I guess you have to look for those of you who have read the book, Think And Grow Rich she talks about stopping three feet from the gold, so you dig, and dig, and dig, and go, “I’ve had enough of this, this is too hard this is rubbish it’s not going to work” and then they stop, you’ve just persisted and I think that is the message I want to get through to the listeners is that we have got to make sure we understand that you know it just does not happen overnight for me and didn’t happen overnight for you Brett. You know it took five years to be an overnight success, but what I really want people to understand is that regardless if you build a massive business or in between business whatever always just think about your lifestyle, and what people like, Brett and myself Brad, and other successful people they design their lifestyle first, and what they want to do.

Do they want to go away on holidays for six weeks of the year, how do I want to give back to society, what do I want to retire on you know, what kind of cars do I want to drive you know how much will I donate back to charity and stuff like that. The clearer you are on that then the business will then develop behind that and not the other way around, so I think it’s really important for people to hone and get that part clear and the rest will fall into place. Plus to really emphasize it I personally have witnessed Brett try, try, try, again, to nail it, and I tell you what when you get that one that works you know if your saw the inside of Brett’s business and what it turns over, and what it does, and not only the money, but how many of the people are helping now and how many people it’s had on a big impact around the world. Not just here you know a lot of the green buttons can go off, but it’s that classic thing again, people say Michael Jordan was a freak, but they didn’t see the extra five hours of training he did when everyone else on the team had left, so that is the part I really want to put across. If you really want it bad enough you have to persist.

Brett: I guess mate just on that I hundred percent agree with everything you said there because persistence is the key, and what people don’t see is, what goes in and right a quick story on that which I think will relate.  When I first started internet marketing I created my first product and I was like, “Yeah, this is going to go great I’m going to make thousands of dollars just like guys that I follow do and it’s going to be awesome and it will just create my lifestyle.” With the first information product I created I did what you would call a product launch it wasn’t that good of course, because I didn’t really follow too much of the method because I didn’t really know it. But, I had a crack right and got my first product out – I did all the backing and setup myself literally hundreds of hours of time spent on this hoping for that big payday I’m going to get paid. I did the launch…the first person who ever bought my information product was my mum because you know which for me – my first information product I was under the feeling you know I can’t wait for that first sale it’s just going to be the first of many, and I actually felt quite saddened by it because I was like, “Oh [expletive] now I have to pay my mum back the money I don’t want her buying my stuff I’ll give it to her for free you know” and that little product launch I sold about twenty units or something nothing at all glamorous you know twenty unit, and I think I only sold it for nineteen to and that was my first ever product launch. Most people would stop at that and go, “This internet marketing does not work it’s crap” you know, but I persevered then our second product launch we did about six hundred sales and then on our third product launch we did over a thousand sales, and this is like within a three day format, so in three days we sold over a thousand units. Now, people think oh, man you had overnight success and I go, “Yeah, my overnight success of hard work and hours and hours of learning stuff that’s what it took mate” you know for me it’s really for me it’s…I’m really product to talk about that because you always hear these stories of persons doing well and they killed it they’ve done great, but there is always a back story thing and I think it’s really important to be able to relate to that. I’m not anyone special although I like to think I’m a special type of person, but there is not too much difference between me and everyone else. Maybe I think a little bit differently, but you know to create an information rating community anyone can do that you just have to want to do it you just have to want it.

Jason:   Yeah, and I think you know in terms of the whole…not been special yeah, it’s a good point you know two arms, two legs, you know the same as everybody else. Well, the thing that’s really important is you know a lot of people go, “Oh yeah, but that’s so and so, and they have the look or they come from this background or they have come from this background” and you have to be very careful I guess if not limiting ourselves and making excuses or you know putting those limitations. It’s really powerful what you said there it’s exactly right everything that you’ve learned can be learned by others. Everything that I have learned can be learnt by others, and if your open and have a desire.

Mate I guess you want to start to wrap up you know you did a really cool thing with me last week, but I’ve just got a few questions. I guess a bit of fun a bit of heart in this before we begin…I do want to finish with I guess a snapshot of your current business though and what Fit Chicks is doing and if anybody is interested to find out more about it, and where they can go and explore that kind of stuff. I guess firstly mate the first one, – and I don’t mean an disrespect to anybody listening to this it is purely just for fun, so I’ll appreciate it, but your straight we know your straight you have a beautiful partner in Emily, but I want to know who would you turn gay for?

Brett: That’s an easy one mate definitely has to be Ricky Martin that dude I think is quite funny we were watching the voice just recently and Emily and I just kept looking and going, “Man does this dude do anything wrong” watch he speaks in a seductive way, he’s a great looking bloke you know it would definitely have to be Ricky Martin if I was in love with him.

Jason: Well what got me how easy it came out how you said that’s the easiest, so I kept thinking he’s thought about this before.

Brett: Yeah, I constantly think about him I guess it’s quite easy to roll off.

Jason:   Well now that we are all comfortable with our own sexuality I’d agree.

Brett: Yeah, yep.

Jason: The next one is mate…

Brett: I’m thinking about going to his concert to mate.

Jason: Say again…

Brett: I’m thinking about going to his concert. Do you want to go?

Jason: Mate I would be happy to go.

Brett:    Okay, that’s cool.

Jason: Well what’s been your most embarrassing moment I know you probably had a million, but what jumps out when I first say is you’re most embarrassing moment and why?

Brett:   That’s a good one mate because it takes a lot for me to get embarrassed, because if you know me well enough I’m pretty much black and white, but my most embarrassing moment…can you break it down into a context, because like you said there is probably many things I can say.

Jason: Well, like it could be a conversation with someone you just meet and you said something that was you know…silly or stupid in my view, and you know I said something that you know could have been a bit embarrassing a bit like, you know, “Congratulations” like that or, “Your pregnant” well not I’m not.

Brett: Okay, yeah well I probably haven’t said that because I was probably quite introvert, but something that pops up to me that was quite embarrassing was – I’ll give a little bit of a back story. I only ever used to drive manual cars and moved to Australia and bought an automatic, and because I always heard automatics break down and this type of thing. I parked at Movie World on the Gold Coast, I can’t remember what – I didn’t go to Movie World, but actually I went to a casting audition at Movie World and I got back to my car and I went to start it and it wouldn’t work, and I went, “Geez this is not good” so I rang up the RACQ, rang them up, and got the dude out. The car was parked in reverse like; I didn’t have the car in park so it wouldn’t start, so that was quite embarrassing from what I just remembered.

Jason: I had a classic one I’ve got plenty more, but when you said that I just remembered been at the coast once and I was at the sunnies up there and I’d just bought these new  sunnyies and I’d had a stock, and track record with loosing and breaking them, and I got in the car and went, “[Expletive] my sunnies” and I’m racing back to the restaurant thinking I left them on the table and I said to the chick, “I just want to check to see if my glasses are there,” and the poor thing she kind of subtle looked on the top of my head and I discovered that my glasses were sitting there, so that was one of those moments to mate. If you have the opportunity to just meet one person famous whatever if you got that opportunity if there was just one you had to pick who would it be and why would that person be important to meet?

Brett: It would probably be Ricky Martin first, but I would have to say mate because it’s quite funny I talked about that the other day with another mate about who would you have around for dinner if you had five people, and it’s a really, really hard question to ask, but I think what pops up to me the most right now would be Steve Jobs for the reason been you know I’ve heard a bit of his back stories, and you know I think that would just be amazing to be able to just in the head of – any ambition to iPhone back in the ‘80s when no one thought it possible, so that type of visionary thinking is where I’m with that. I like to always think what you know what’s the impossible, but really possible, so probably Steve Jobs mate.

Jason: Yeah, what’s a bad habit that you have that you know you might not absolutely want even break, but you just probably deem to be a bad habit?

Brett: Yeah, so I probably have a few bad habits.

Jason: Yeah, my wife points those out to me.

Brett: Yeah, yeah, so does Emily she’s really good at that. I think probably one of my worst bad habits would be cleaning up like, ninety-nine percent. What I mean by that is I will do the dishes, I will clean up stuff, but for some reason I will leave a glass or the chopping board there and I go, “Why do I do that why don’t I just do and complete it” so that’s probably a bad habit.

Jason: There will be a bunch of people pissing on sales laughing because I got that trait I’ve it’s a certain personality to some degree that you kind of go, “Mate you’ve come this far you might as well just knock the rest on the head” and she’d be like, “I checked and I’ve done my part” you know, but leave two or three dishes there.

Brett: It’s not like I left the last piece of bacon in the frying pan well I cleaned up everything, so  I left the stuff in there and I was like wait a minute Brett,  so I actually went back to do it because I caught myself out, so I guess it’s a habit that I’m looking to break. I’m not crazy I promise.

Jason: Okay, that’s great thanks for sharing that always good get an inside and other perspectives. Just to finish up mate you have Fit Chicks International going gang busters you know if people listening haven’t heard of it you know I would be very surprised if not when they go and check it out I think they would be very amazed. The things you and I have been speaking about it definitely a lot of great morals out there and some people may not be totally clear on what they could use and you know we absolutely are big advocates of the coaching and mentoring and business opportunities, so for people that want to go and find out a little bit more about Fit Chicks and what it’s all about and a bit more about yourself Brett Campbell, and your vision and passion behind it where can people do mate?

Brett: Sure, so I guess probably the easiest place would be to go to FiitInternational.comau and that’s spelt with two I’s F-I-I-T, so FiitInternational.comau or they can see the prices I guess of what we have. Even from a learning perspective even if you’re not interested in looking at anything we have just have a look at how I do it, it’s the way you learn. On the website you can click on a tab which says podcast you know I really suggest you get on and register for the podcast, and listen to – like last week I interviewed Jason, and I also interviewed Arnold Schwarzenegger he’s a fitness advisor, so you know we have great people, and we have some awesome information to share. Definitely go and check out episode number six with myself and Jason which I believe is extremely…it’s probably my most sellable one to date.

Jason:  Yeah, awesome heaps of fun I agree it’s one of those rare I, don’t know if it’s rare, but it’s definitely…I was talking about it yesterday going and doing some interviews, and after doing it for a long, long time as we have we really identify if you advise anyone to listen to it’s definitely that one, so I would agree although it shows we really are pumping our tyres up you know we know a thing or too. Mate it’s been great having you on the interview today and for those of you listening if you are thinking, “I don’t have these people in my life and I don’t have mentors or people to be able to connect with that want to go ramble” my message is that you know around a least two of them, and not two you know Brett’s company and our company we work closely hand-in-hand and we have a very much a great relationship, and our main aim is the same which is why we connect so well and are such great friends.

We want to pass on what’s been such a great blessing for us to those who are driven and want more from their life and I couldn’t recommend getting yourself around more of what we have to offer on a regular basis. Those would be my parting words and once again, it’s both our missions to make a difference out there, because the industry and business has rewarded us handsomely and there is nothing like, passing that on to other people and seeing and denying the income they could make, but just a different quality of lifestyle and providing employment for others it really is a really great reward.

Brett: Look mate again, I just want to hone that one home to people listening to this you know whether you’ve found about this interview via myself or Jason or someone else I’d highly recommend I can’t recommend enough coming along to the two day events that you guys run where you educate and motivate trainers on systems and procedure, and how to run a successful fitness business. If you’re listening and you’re like, “Uhhms and Arrhs” about getting along and you going, “Well I don’t want to have to pay the two hundred or four or five hundred dollars” whatever the ticket cost now to go there take that money aside it’s going to be the best investment you have ever made whether you do anything with it or not just getting along to these events will just make such a massive business in your business, so I highly recommend. Hey you know if you’re listening to this I’m going to go out on a limb here because I like this kind of stuff, because I reckon if you email Jason privately, and let him know you listen to this podcast I’m sure he will give you a free ticket. So, I will leave you with the rest of that Jason I’m sure you will follow through on our deal.

Jason: Yeah, yeah, well we will see how we go maybe we will just limit that to the first five people that listen to it and email me.

Brett: Yeah, that’s probably a good idea actually.

Jason: Yeah.

Brett:   The first five people who contact Jason will give your rewards.

Jason: You know what Brett we were saying if you really, really want it and you want to negotiate and sell me on the idea of giving you a free ticket to come along that is my challenge to you don’t just say, “Hey it’s me I heard the podcast I want a free ticket” because you probably won’t get a response from me at all, but if you’re going to respond make sure you put everything into as to why that would be so important to you and why we should be giving you that ticket as someone else having pay for it, so that would be my feedback on that.

Brett:  Cheers mate.

Jason: All right Brett I’m going to get off this call before you cost me any more money mate.

Brett: All right I’ll go and, so what am I going to do…actually I have a massage booked just to let you know, so I’m looking forward to that.

Jason: Good, great I’m getting a haircut, so now everyone knows what where doing now we can split, and let them get on with the rest of their day.

Brett: All right mate.

Jason:  Good on your’ mate thanks for that.

Brett: Bye.

Jason: See yah.

 

Episode 6 – The One With Jason Urbanowicz

In todays episode Brett interviews Jason Urbanowicz from Create Pt Wealth.

Jason was a struggling Personal Trainer getting frustrated with earning a measly $17,000 per year! Then something amazing happened… he was introduced to some strategies and Jason_HRmindsets which turned his business and life around.

In less than 12 months he had earned over $120,000 AND only worked 20 hours per week.

The following year he had more than doubled that again and it hasn’t stopped.

He is the Co Founder of Australia’s Largest Coaching program for Personal Trainers called Create Pt Wealth.

As a FREE GIFT You can get his FREE chapter of his best selling book right HERE

In this Fiit Professional episode you will learn:

  • A strategy you can practice immediately, that will help you break the procrastination nightmare
  • The back up plan strategy (we discovered this on the call)
  • How to avoid the client drop of phase (this will happen if it hasn’t already)
  • And our new segment – SHOOT _ SHAG_ MARRY

This is a episode that you will want a note taking device handy.

WARNING: the strategies you are about to learn, WILL change YOUR Business and YOUR life.

 

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The One With Jason Urbanowicz

Transcript of EPISODE 6:

Hello and welcome to the Fiit Professional podcast I am Brett Campbell and you are tuning in to today to another fantastic episode. I have got another special guest today, the special guest is someone that I know very well and personally so I am very excited to have this person on board with us today. But again as always if you haven’t listened any episodes prior make sure you head to podcast.fiitprofessional.com.au so that fiitprofessionals with two II’s bit of mouthful there and we might have to change that url I think to make it a little bit easier but head over there put your details in so that you won’t miss out on any of these upcoming episodes. So without further ado I am going to give you a brief overview about tonight’s guests and then we are going to start straight into another conversation and I have got some pretty cool questions that I want to be asking today and we’ll actually surprise the guest as well even though I had given him a bit of a heads up about what we are going to talk about but nothing beats beyond the spot of the moment.

So the guest that I have today is not only a great friend of mine, a business mentor and a coach also to myself. Actually the last 5 years I believe we have known each other and his name is Jason Urbanowicz. Jason Urbanowicz he was a struggling personal trainer like many of us when we started, he was getting frustrated with earning and paying over 20,000 dollars a year and then something amazing happened, he was introduced to some strategy that helped him break free from his limitation which hopefully turned his business and his whole luck around and in less than 12 months Jason went over to earn 120,000 dollars and basically he was only working 20 hours per week.

The following year he doubled his income again and that basically hasn’t stopped since then and Jason also witnesses other trainer’s frustrations with limitation to the business side of things and he has dedicated to take action and provide them with assistance to success. It was around this time that Jason joined forces with a good friend and Australia’s highest paid personal trainer, Brad Sheppard and they formed Create PT in December 2007, and since then they have educated thousands of trainers on the methods on how to boost the profitability for their business, whilst living their dreams. So quite PT well Jason was a partner with a multimillion dollar personal development company so he definitely knows firsthand what it takes mentally, emotionally and intellectually to go from struggling and then running a multimillion dollar company. Today Jason is one of the directors of Create PT Wealth and continues to teach workshops to thousands of trainers around Australia and the world.  He is also a co-author of two bestselling books and also international speaker so I think that wraps up the interview and we could probably call it a day, what do you reckon? Is that everything about you?

Jason: Yeah great thanks for having me.

Brett: No problem. So Jason, let’s just give the audience a little bit of a background on how we met. I will paint the picture so you can elaborate from there. It was about 5 years ago, I had moved over from New Zealand to Australia and I have decided to become a personal trainer myself, and then I always knew, there was someone who wanted to take action and make sure I was doing the best I could do in the industry. Actually what I did I shipped out people in the industry who were doing well, that’s where I basically came across Jason and Brad who are the co-owners of Create PT Wealth and I came to the workshop with these guys and learnt what they were all about and with teaching I basically joined forces with the boys and fast forward to 5 years, we are best mates and I hand it over to you, you can fill in all the exciting parts.

Jason: About you?

Brett: We have just spoken about me and what they want to listen to I suppose.

Jason: I guess in relation to how we met you are exactly right, you attended our business training boot camps with personal trainers which is all about increasing lead generations and profitability structure and systems and having some people meet there for long term success in the business so yeah you attended that work shop as he has explained backed upon what we call our internship program which is full of services and from there, educate in the process of lead generation and online marketing which I might say you well and truly exceeded way beyond what I have ever done online, you know just really grasp the concept of running a successful business and from that your business went from strength to strength identify the online service where you are really passionate about. We set you up as a coach and I think it was 3 years hoping to educate and mentor other trainers from the success you have had and the systems we were teaching so all I can see it’s an interview about yourself but I guess the main thing is that we were fortunate enough to meet and I am a big fun of training myself with people that, have that drive, have that ability to see opportunities and jump on them which is exactly I saw on yourself and no doubt you saw on us, it was great opportunity to meet and work, and see we are there talking about how we can inspire other trainers to do the same and look beyond just the fact they are a personal trainer.

Brett: I totally agree with everything there especially the part how we, I guess if we run the clock 5 years ago we would never have thought I’d be sitting here in my headquarters giving you a call and you would talk about how we can help other trainers and increase the profits and basically for me it’s all about living that cost I know you are definitely an advocate of. Let’s get started and start giving some great interview out here. I have seen a few questions and like every person that I interview in this podcast and I am a big believer in follow the lessons that we can learn in business and so I am interested in finding out not only with Create PT Wealth your personal development company what is one of your biggest business lessons that you have learnt?

Jason: I have seen these questions come through, when you have been in this business for long than I have been, there has been a time if you ask me 5 years ago it would have been narrowed down, I mean it always come back to the basics the biggest lesson I learnt from this for myself personally and it can be different to different people, for me I had no problems taking actions, but also I have had a lot of a mess, we are doing that so I could get out there and get things happen. But really I didn’t have a clear vision and clear structure of why I was doing that , I would get to the end of the financial year and I would be hoping it was all in my favor, so the main business lesson that I learnt in my opinion, if you are going to be in business, you don’t have this really in place, you are running your business on luck, you need exactly to know why you are in business, what is the purpose of it, is it to give you a retirement or to spend time with your family why you are getting up every morning, to do what you do and I didn’t know that from the start and so once it became clear it made a lot of things decisions in my business a lot easier so I am amazed, I look back at myself when I have educated over 4,000 trainers now people hadn’t made a tax return in over 3 years, people that really didn’t know what they want their business to earn in 12 months. I guess the biggest lesson I have learnt you have to be clear, you have to spend the time and energy to sit down sharpen that sword before you start coming down the forest, make sure every week every day you are doing exactly the activity daily that is going to take you in the right direction and then you have got to measure everything. I am a big fan I never used to do it for many years of really stopping and saying hey, do we have a clear plan, doing what we do daily why are we doing it and can we get the feedback to test and measure that. So if I am going to do marketing or sales, come up with steps on that, do I know exactly what I am spending and what am I getting on return so for me by biggest business decision was making sure that I could explain to someone clearly that you are somebody else in every area of my business, why we are doing it and what is the result and what is the return on investment.

Brett: That’s a valuable lesson and I put up my hand as well and I am sure everyone listening does that. For myself I used to struggle with that being an entrepreneur and an action taker. It’s really fun and exciting to be able to start new ventures but then it comes back to them. Is that venture worthwhile pursuing? Let’s comment on that for a moment.  Do you have specific examples that we can break down just to hammer home the point of being able to track and measure your investments because I know personally that I struggle with it and I also know through coaching hundreds of other personal trainers as well that it is certainly an area that certainly gets overlooked. Just to elaborate on that as well maybe you could even with all your personal general knowledge maybe you could touch upon why we do that why you think we probably steer away from the tracking and measuring side of things.

Jason: Just to be clear to answer your first question an example would be some of you track and measure?

Brett: Yes.

Jason: Yes I mean, ultimately it depends where somebody is at. If I look at my business for example what I would do and if I was a personal trainer and to make it really simple, look at the fact that I might be paying rent, I would really sit down and I would work out exactly what does it cost me to run my business, if I am paying insurance 50 bucks a week, rent 1000 bucks a month I know predictably I have 1000 dollars a month, 12000 dollars a year that I have in order to run my business. Now for me if my business would only cost 12000 dollars to run I’d be high and everybody pass me in the streets but I would look at it and so the basic level I know I need to be able to look at that is my expense and now what am I making so if the business grows to 60000 I could clearly define that I have invested 12000 dollars to get a gross return of 60000 dollars that is for the really basic level and I find most people not just trainers but people in business couldn’t tell what does it cost you to make that return they would be able to tell us. Any business in my training or experience, any business that’s returning a 30% return is a really good successful business, other thing you should look at is that you are spending money on lead generation so play some ads on Facebook, I am spending 100 bucks a week I would really want to know at the end of the week a couple of things. Ok how many leads did I get through in that week, if you are good you get 50 leads a week we can work out what that equates to per lead and then the next question I ask is how many of those people are you converting so out of those 50 maybe I have only got 5 people that become actual clients of yours and for me you can work the average spend and that persons income is 5 and you have worked out and the average spend of those people to keep it simple is 60 dollars per week and you can start to get a sense of is that a good return on your investment. Now unless you can demonstrate those figures once again it just gets work and once again it is a simple level and then you go into sales process. So you have 10 points a week and you have only converted 3 so I would say something seriously wrong with yourself maybe you don’t have one and each time you are doing it is different and you don’t have an unpredictable method for doing sales and that is reflecting in your results, so you go and to be able to follow to the very end to the bottom line which is how much profit is coming into your business and if you can’t do that like I said you are really guessing and that’s gambling to me and all I can see you are putting 50 bucks on luck and hopefully it is going to turn into your favor so that answers your question.

Brett: Yes. I just want to talk about that a little bit more and its quite funny you bring that up because today alone I have been doing some split testing so we have got different web pages that all we have done is split tested different images on one of our screen pages and today I have noted that one page outdone the other by 12% and I know by seeing 12% that’s an extra 80 to another 120 leads that we could actually generate ourselves per day so you know I can look at that and what’s that extra 80 to120 leads mean to us on the bottom dollar. Just the tracking and measuring and moving to my second part of the question which is more psychology behind it because I have heard personally used to hate numbers never really wanted to look at that them I didn’t want to track how much I was earning I just wanted to put the money in my back pocket and spend it, now I guess I go to the other side of that and I get used by the numbers now and talk about 12% and show a lot of people even at that was a 5% increase its still an extra 40 to 100 leads per day. Let’s talk about the psychology of why people probably resist that.

Jason: Maybe you should answer that you have got the big break through. I may not know your personal story that well and change for you and partly the answer is in what you just said to that is hard it’s a generalization because I could take six people in a row after being in the psychology counseling and sports performance and all that side of things for a lot of years. Out of six people could vary their responses so to give you some examples one can be the simple fact that someone doesn’t know or they don’t know and the unknown can be quite daunting so when we don’t know something it is out of easier a comfort zone because everyone can relate to that term, it will produces an emotional response in your body so okay here I am sitting at my office and my desk and I am presented with an activity or task that I don’t feel comfortable with but I don’t feel I have the skills to any version I don’t like it because it reminds me of being back at school and here I am back in the math class, feeling like am the dumbest kid in class feel like I am 3 weeks behind everybody else so it produces to the feeling for me that I am not comfortable with and now unless you have got some emotional level of intelligence in that area, there are a couple of things that you are going to do, one you can make that feeling go away and maybe we can introduce the word procrastination or avoidance and what we’ll do is check emails go for a run or mow the lawn anything to get us ourselves out of that particular state or emotion or feeling uncomfortable most don’t like feeling that way because it brings up a feeling from the past it can be totally unrelated but here I am Jason feel like a ten year old boy and in the math class about to do the exam oh great this is more evidence that I am stupid or I am not good enough so the bottom line for most people is that I want to avoid more evidence of that happening so this is not something you will read in a business school or this is not something you will read in any workshop but obvious I can guarantee anyone listening to this will be able to relate to it

Brett: Like I mean, procrastination is a subject I was a top student and definitely had to work at overcoming that and am happy to say that probably it is one of my worst subjects moving forward but the key thing I guess is that it doesn’t matter how intelligent you are or how much work you are still doing, there is always in my opinion there is still that element of you can feel yourself just starting to procrastinate the good thing about it is that you are able to identify hold on a second you are doing the same thing you used to do again, do you have any tips or any strategies that you think you will be able to pass on to listeners that next time they feel that procrastination is coming and they feel resistance to an actual activity and what can they do about it?

Jason: Yes there are some immediate simple things like in reality I have spent three days teaching a course gear and break through sabotaging road blocks which is what you talk about it there. A really good technique you have mentioned number one is just to be aware of it and start to be honest with ourselves because we like bull shitting ourselves and just go and do that. The moment we go, you said is that feeling again where I start to feel uncomfortable and easy, the first step you actually do is to focus on your breathing so the more that happens when you get in a stressed state, the more the brain accelerates and the more the emotional response happens so if you can sit long enough and take some really deep breaths slowly breathing down and sit there long enough it will start to pass and if you start to identify like you said there is that feeling again and what I actually feel like doing is anything else like I want to go and wash some dishes you can just go and do that. You can just start get yourself managed and say could I just for the next 5 minutes make a star a small start and if that brings up I am not sure what that is, then it asking the question and if you really know is good in this area, and maybe at the moment am not actually sure where the make start and I don’t like that feeling with what it brings up. A better question is who could I ask? Who do I know? Surely somebody in my circle of influence or people I know has a skill set that I can call upon to find out and maybe that’s my first step because I need to chat with him. The more that you do that the more you can break from what I call getting hijacked by your thoughts and emotions and you can start to curve a new pathway to your brain the better that will be and you can start really small once again the problem is we get hijacked and we just don’t take a moment to just pause and there is a thing called the gap, a simple concept called the gap if you can stop there and breath through this experience and slow yourself down, it will pass and you can really ask some solid questions, that is the basic levels that I can’t explain on the phone here and now

Brett: That’s great, that’s fantastic. You totally and you know the gap is definitely something that you want to learn whether you are in business or even in your personal relationships. If someone in your family pisses you off. Pause for that moment start breathing and if you feel you want to say something turn around and leave through the front door because you will regret it.

Jason: Yes we all have different personality traits and personalities is not who we are it’s a collection of habits and behavior some are key that helps us get through life without getting more wounding so it is not really who we are and under pressure, and when you are under pressure and stress that’s the easiest place to find and what I call default behaviors. My biggest step to people is that people tend to have a new forum so I stop talking and getting in shape and get a new job. Just turn a new leaf and for the last 10 years what I have done is just if I could work on 2 habits or beliefs or programs that I can spend 12 months being disciplined to do that, in 10 years I am going to have 20 new empowering habits or traits than get to 20 years down the track and still running the same old way of doing life and getting the same limited results at a basic level if I just focused on more being relaxed under pressure, you can ask yourself how will that serve you, what results will that be? will it better in sales, better in conflict, better in arguments maybe getting a car and giving a speech so people I think don’t understand the power of one and then under estimate it and thirdly and discipline to focus on one particular area for 12 month to perfect it but if I would say someone to come and pay it would really be helpful to practice meditations daily for the rest of your life. It can be hard for people to comprehend and one thing I have got to do, if I said I can teach you a process which you will relax in 10 seconds so you can increase the conversion of your sales to make better decisions and stop having arguments and stop giving threats at the wrong time, when you are in arguments you pan out and you said the bit you knew shouldn’t have and all those bits are going to make a big difference in your life.

Brett: Yes that’s fantastic words of wisdom right there, so I guess some one seated somewhere and you had to find out about other things and what do you recommend?

Jason: Read a book called mark you see, mark you don’t.

[0:23:57]Brett: Yes I was going to say that there is a book called mark you see, mark you don’t. it has been a running joke for some time. I am a big fan of the book myself whenever I am feeling tired at night just put to straight to sleep. On the flip mark you see and you don’t there is a book mark worte with another gentleman who taught you the craft..I would highly recommend it and what I would do, I will talk to Jason and we might be able to work something out. Maybe you guys can read it it’s a fantastic book to get your hands on.

Jason: Maybe the downloadable version

Brett: What I will do is to get on our website here and people can get their hands on it because I would definitely recommend whether your struggles are in business or in personal life. Whether it is just yourself it is definitely a book that you are going to break through and belief because like I said it is not always just about business so if you don’t get yourself right and the first instance and the business is not going to get to the success that you want it to be and I am a firsthand advocate to that. My biggest road block if I could call it that was myself, I never lacked any business struggles, skills etc for me once I think for me is once I could identify my own behavior and it totally transformed me so that’s awesome.

Jason: To answer your question about where people start, my tip to people is start down the journey on the path of understanding yourself better your limitations, your strengths and weakness is that means finding someone who has a personality profiling just taking note of some of your behaviors that you find are limiting, write them down, recall them and ask yourself, how would I rather be and the first step is always about trying to be aware and wanting to be aware and a bit like you, the day I actually took the responsibility for my life was a big shock and you know they say ignorance is bliss, on the flip side when you realize it you are responsible for who you are and you stop blaming other people, you start being a victim I certainly did I put myself back in the driver’s seat and was in the control, people would say to me Jason, I would like to stop smoking but I can’t, I said you change one word and you are half way there to have a breakthrough on this area, I said you should just change the word I can’t to I won’t and if you are listening to this podcast, there are two kinds of different things when you say I can’t you are saying the power is out of your control, there is some mystical power that shoving that cigarette in your mouth and lighting up that’s really what we are saying you are a victim of this process and when you say I won’t, really what you are you are saying I’m just choosing to smoke. So I saw the people instead of beating yourself up with I can’t and all the rest of it being, just say at the moment I am choosing to smoke because that’s what happening that will give you the power to when you want to stop smoking and that’s the everything in your life, the moment I said you are responsible for who I am that means I have the power to change it. If I am blaming my boss, I am blaming clients and other people basically it is convenient way for me not to take any actions to doing about it. So we just have to be responsible for where we are at, so we can do something about change like I said start with being aware with some of your behaviors, be brave be honest and say these are the things I need to improve on and then it is your job to go and change them and it is my job and to do the things that I wanted to improve about myself if that is really like I couldn’t tell the amount of books, audio courses in this area, I would rather become accessible like Brett said the biggest road block between me is getting the thing I want and so it was up to me to say a thing about it so learning to mediate, relax under pressure and all the things is very powerful and very healing to people and it’s the quickest way to move forward in my opinion.

Brett: Awesome. I guess the question I have is once you are obviously able to grapple yourself and put yourself into submission, what were some of your biggest business lessons.

Jason: One of these lessons, I guess it is the start of the interview and that is keeping track of everything, but you need the biggest lesson I realized is that I couldn’t do it alone when I said I couldn’t, I could do it alone but when I realized is that I could do it alone but I could train myself with very influential people and the time I wanted to move forward, I looked at the top 5 people I spend my time with I realized they weren’t really headed to where I wanted to be I am not saying I ditched them those people but I realized hang on, I had a saying if you add the sum of people that you hanging around top 5 people that’s probably an average of what you earn, it stun me because I thought it was spot on I had to get myself around people that are further down the track than me or at least heading in the same direction because I think they have paved the way for me to follow and that was a big step for me I had a big ego to let go off and need help before I found these people I got myself a business mentor, I realized that was something I needed to do as a trainer I saw people were beginning to paying me to be their coach and I though here I am wanting to be better in business and I don’t have a coach. I know myself there are things I could get there but it could be a struggle for the road, and actually I got to the point where I professionally lonely as well because its just you and you have got inside your head and you have got no one to bounce off it was a struggle and for me to meet people like Paul on the side of it. Those people were pivotal for me moving forward and to answer your question actually get the right support and get yourself around people that have been there and done it.

Brett: Perfect, I couldn’t agree more, let’s change tact a little bit and you started working with thousands of trainers over the years and speaking to those trainers. Now there has to be some common similarities that can generally pop up with regards to frustrations and lets pick one of those issues and have a chat about it. I am going to put you on the spot.

Jason: Once again there are a number of key issues if you ask me to pick one the one that jumped out of me when you said, the biggest the baddest that jump out of the covers is when trainers get their business upto their capacity I am doing as many sessions as I can and then very next week or within next week they have 3 or 4 clients leads and those particular clients could be doing 3 or 4 sessions each it can be a dramatic drop in income so I have lost amount of time trainers coming and going, everything was going great until these people dropped off and it can mean 3,4,500 dollars decrease in income that’s never again especially without warning so it is one of the key frustrations, so you get into a business, we get ourselves busy its all going sweet and then we arrive at what we call a yoyo effect where 100% of that is income and lifestyle is been depending on one person and that is them, there is a difference of having a business or being self employed and it can be stressful, I have been there myself and you kind of hoping all your clients turn up for the week they all do the sessions at Christmas time and people are going away and ultimately if your only source of income relies on you getting money then it is going to be an issue, it is going to continue unless you are touched by an angel and for some strange reason to 20 year solid without an experience is never going to happen, it is a real concern for trainers.

Brett: Let’s talk a little bit about and look at some strategies for those trainers who are actually experiencing or even haven’t experienced it or it is a matter of time before it does happen, because I know myself I am just a quick back story I was going all well when I started training and I had my clients and all of a sudden I had four key clients drop off which was more than half my income so I dropped off that. So let’s talk some strategy trainers can do and maybe not stop it from happening but being able to ride the wave a lot when it comes.

Jason: My foremost thing that I put in place when it happened to me was getting upset by or getting stressed by it and once again it happened once and you weren’t aware of it that’s different but if it happens again you have no one to blame really but ourselves. What I designed was a 21 day cancellation policy I am not saying it needs to be indoor but however it needs to be enforced and it needs to be spoken about maybe upfront, so counsel whatever you want to call it, and make it to the client very clear and the way I portray to clients is that I have limited spots  in my business and you are taking one of those spots for 2 dollars a week. If at some stage you feel there is something that concerns the training I will appreciate you tell me straight away so we can resolve that. Secondly I do have a 24 hour cancellation policy in addition to that I have a 21 day cancellation policy if that is something that you are going to decided to do just move or whatever just didn’t want to continue the training so I would talk about that paints the picture in the clients mind that is the reason being they have got a spot. Im just going to be honest with all my stuff in business and I would say in reality it is going to take less than 3 weeks to replace your position so what I will appreciate if you could let me know as soon as possible what that will incur and what they will give me, it did take me 2 or 3 weeks to replace a client. It also doesn’t stress my time feeding my family or the rest of it because I worked out I could get a new client for my I felt confident in that process and it also meant that the dramatic drop of income was not going to fall away that very same week.

Brett: That’s a good input that I know will definitely be useful to people and especially trainers whom I have with them and trainers who have been in the industry for many years longer than myself even and one of the first things is trying to find hidden money in their business and you just need to look at that and go imagine in that 12 month training you actually had 21 day cancellation policy and lets a client was paying you 100, 200 dollars a week for training fees that extra 21 days is another 3 weeks’ worth of income another 600 dollars per person and you put to 10 people, you are looking to close to 6000 dollars of extra income that you could have and that is not by going out to get more clients, it’s about how you can get more out of your current clients and if you can rewind back and listen to what Jason said and its a very very very very valuable information and especially in the upfront concentration that’s where it is handed down you can’t all of a sudden surprise them and say oh I didn’t tell about it but we do have a 21 day cancellation policy so they are very valuable thank you.

Jason: When you sit down there and say I don’t know about that, this is back to the development side of it and that is something you need to resolve for yourself because there is a block around that or having the conversation they’ll bring up what they may say my experience and if you allow me to be your coach in this moment and just stay open to accept this advice, you have to bring up this up at the front like Brett said so you can deal with any issues someone said I don’t know about that 21 day thing I would ask the obvious next question and argue about it be curious about it and ask what about the 21 day that you have an issue with, you may need some more information my experience is that 9 times out of 10 its never an issue and something else that I realize if someone did have an issue with that because they have an issue or with something like that there is also room to negotiate I am prepared to go the 21 days prepared for the two weeks so its 14 days and that really then helps this process but the reason I’m telling you this is because I didn’t make it up on the spot last night its not because it sounded really cool and there was a struggle and I found a solution all you need to do was to struggle and apply it and get the results from it and if you don’t well I will give my favorite quote which reinforces this from Brett put it as a reminder ask me what my favorite quote makes perfect sense here about not using something.

Brett: So what is your favorite quote Jason?

Jason: Funny you should ask my favorite quote is from Mark Twain this one in this area was a big highlight to me Mark Twain said it’s a person who can read but wont is no better off than the person who can’t read. So if you have been given a bit of information and you don’t apply and don’t use it, you are not going better than the person who hasn’t come across it or have a privileged to get that information given to him because believe me it’s a simple technique maybe from the end there is a lot of blood, sweat and tears and money, time and investment to work that out, so if you get like a free book and put on the shelf and don’t use it, potentially can cost you a lot of money and you definitely cannot make a lot of money.

Brett: Excellent. Thanks for sharing that I guess the question that I have and I am always curious to see what would be the answer to this, where do you see this industry getting in the next 5 years? Where do you see it?

Jason: Brad and I sit on the council of fitness Australia so We are heavily involved with what is going on as much as we tackle the personal development business side of it. I can only go by the stats I have seen and it has hit the double, at the current stage it is right about 40-50 thousand dds trainers at the moment, it will hit the double for the next 5 years. One thing from a trainers point of view, the reality if you look at the test of time and fitness it is only evolved and developed. In my opinion it is going to be bigger and better I don’t really have a clear picture of what I think and where I think it is going to head but in terms of our industry being strong in the next 5 years that’s a big thumbs up for me and the time now is to act in terms of being a profitable business the other thing I look at is you never know what is going to happen. I have seen a big move online, people purchasing online products but that’s has been around and to answer your question our industry from the stats I have seen some people joining gyms in across the board it’s one the fast growing industries there is at the moment.

Brett: I guess we just need to look at the academic there is because there will never be a shortage of people to train and so I guess it just comes back to in 2 or 3 years it will take a turn for the worst because initially it had a good 3 years. So I guess in regards to that moving forward what’s in store for yourself?

Jason: We still have goals to educate more trainers, we were down in America this year and we made some conferences and made some really key connections so we gamble global and that’s the family car for us, we will be places like the United States, England, South Africa and some other places so we are going to expand and go global and we are at this point specialized in the last 5 years being in Australia I guess helping our back yard first. Now we are going to become global and our ultimate goal is just to be the number one educational providers for trainers who are serious about doing a successful business and we have got some really good online programs and developments as well and we would right a series of bestselling books and the key is to keep impacting people and the thing that excites myself Brad is the relationship that we have developed with you but you see the impact it has on your lifestyle it’s not so much about the business its about what we have survived in. our goal is we were sitting at the end of the day and we were looking at some of the stats and for people we have educated throughout our coaching and internship programs and then we were doing some quick and the people they have employed and I guess what makes me proud talking to you now in this call is something I haven’t thought about until recently we have actually played a massive part by providing more jobs and more opportunities in this country. You yourself have employed multiple amounts of people and so far we are getting hundreds of people that we have had a part to create more job opportunities because not every kind is going to be a business owner and we played a part and we want to continue with that and make this industry strive and be strong which been so good to us.

Brett: True. That’s awesome man. And also congratulations for that and you guys for putting all that effort, it’s not about the people you directly touch and the people indirectly as well that’s a massive opportunity as well. Moving on I guess we are going to have a bit of a question interrupt here and spice things up a little bit. I have heard this on the radio and I have actually liked it, and I am going to be adding this segment to the podcast, its called shoot, shag or marry.

Jason: Am I the first one?

Brett: You need to tell us what comes out of your mind either shoot, shag or marry, for people with me who may get upset that he may shoot someone is not real. So first person shoot or marry Madonna?

Jason:  Shag

Brett: Nicki Minaj.

Jason: Shag

Brett: The Queen of England

Jason: I’d marry her

Brett: Yeah that’s a good call you can’t be shooting her that’s for sure. And last one Mirrelle your wife?

Jason: Ok so I have already done that so I would go with marry. She would want to shoot me some times.

Brett: Yeah she would probably do that. Thanks for being a sport on that. Something that I am always interested in when am talking a lot for myself I am always thinking if I was given 1000 dollars and only the education that I have what would I do? To build a business or a company what would I do? I would be interested in what you would say about that. If I interest you in 1000 dollars and all you had was just your knowledge, what would you do to start your business?

Jason: You have given me a 1000 bucks and I know what I know now?

Brett: Yes sure. Which is not much s good luck? I will be a sport and give you a 600 dollar dell computer. You are mac man so I will give you a Macbook.

Jason: That’s fantastic. If I knew what I know now I am just thinking when we started we had a title spin when we started in 2000 so we are not so far off. I guess if I knew what I know now I would definitely spend the money on lead generating marketing and if I had the business concept in my mind and I guess what I have learnt successfully is how to market and I just doing the figures in my head and the lead I can get from a 1000 dollars. At the moment in my business, I can get a lead for about a dollar. So I would have 1000 leads coming in and that would be my avenue I would definitely get a website without paying for it no question about it.

Brett: Are you soliciting your body

Jason: To answer your question because I understand marketing and lead generation and copywriting I would be able to sort a website and lead within an amount and if I could expand on that..you know with us we know what a personal training is, you are in a marketing business so two key areas you have to understand systems and spreadsheets but you can get somebody to do that for you. The thing you need to understand is how to market and position yourself in sales and based on my analogy if I could teach anybody you need to understand how to do marketing beyond using the right key words and position yourself that would something I would get myself involve in to stand up one of my self alignment, one of my first online mentors said he was just talking about it and I will offer if you have 10000 people on the database and build a good  relationship with them they have great information and they are following you so they are like a tribe of followers and just one day you need 10000 dollars for whatever can kidney transplant a date with the queen and you could ask that list for a dollar each provide something with value and then 10000 dollar and the power for me is in having database and having the leads.

Brett: I couldn’t agree more. I guess tactical over there and we look at lessons that we learnt, if there is something that you could do differently or could have done differently that could have a different result what could that be? Do you have any of that story for us?

Jason: If there is one thing if I really run the clock?

Brett: Yes if you could something differently or change something slightly.

Jason: Yeah, sure I think there are lot many stuffs, yes there are something and thinking about it makes me cringe ..I guess the first thing that pops to my head I wouldn’t have got myself around the right person or people. There wasn’t education stuff out there if you look at training specifically, I would have done that, I wouldn’t have waited for so long and back then I didn’t know what I know so I would have definitely got help sooner I would have not tired to granted out and, I would probably my pride and get some help for me I would initially have a look at the investment I would have to pay and..my..i would have just pull, I would have attended seminars or go around the right people a lot sooner.

Brett: Sure. So if you were given 60 seconds to speak and to address the nature of the person trainer..what would you say in 60 seconds, I am going to set a stop watch here.

Jason: I just missed that, Sorry…

Brett: If you had 60 seconds to address every personal trainer in Australia and the world and you were given the stage and every personal trainer will be listening and you had 60 seconds I would be setting the stop watch right now.

Jason: I address them on what I think would be of value to them.

Brett: Yes, you give 60 seconds of you. Ready and go.

Jason: What I would say is design your life first. You are trainers but design your life first, figure out what you want to learn and figure out what you want for your family and make the business that you don’t go out there and show your time for money, make sure you get a mentor and coach who is going to assist you with that and understand you are in marketing business and sales and understand you are not in a personal trainers business become a trainer second and become a business owner first.

Brett: You have another 30 seconds you are on a roll.

Jason: What I learnt is not the measure of time and I am happy with that, that would be what I would say and that probably sums up today and putting a business owner on and designing a business in lifestyle first and make the business fit what you want make sure you have a clear vision of what you want to do. That’s a nice exchange of money for you and what you have got out there.

Brett: I will stop you there and that felt like a long 60 seconds that goes to show how much can be said in 60 seconds and this makes me think I should make this podcasts 60 seconds.

Jason: I wouldn’t say am a big fan of Donald Trump in terms of person but I can definitely admire him and I think he is an amazing entrepreneur. He does 60 minute meetings and 45 is just a waste of BS waste of time and 60 minutes is just straight to the point I could imagine him not having a lot of patience.

Brett: Its funny I remember reading something about Donald trump and he is obviously an amazing entrepreneur with what he does and he was talking about how he has an entourage following him around and people are asking who are those people and the person telling the story was like that’s plan B, that’s plan C, plan D and plan E. what do you mean? Well he goes that person there covers plan A and if plan A doesn’t work he implements plan B and plan C so lets talk about that and having those back up strategy we talked a little bit about earlier and I guess it took some synergy with it. The fact that personal trainers have some cancellation policy, that’s a plan B right? Lets look at plan A, plan B options that we can provide our listeners today. That’s another on the spot question.

Jason: I want to make sure to understand is that an example, inflation policy.

Brett: We are not recommending people to carry an entourage for people who have back ups unless you have got a billion dollars in the bank then you cant do that. I think it is very important if you are one of those listeners who have personal trainers. I think back up plans and rainy day plans are always good things to have.

Jason: That makes sense…I could use a back up plan as a strategy like a business and if you are a businessman, you can choose 6 o’clock on a Monday, Tuesday or Thursday make 5 times over and definitely you have got a premium ..that’s why you can increase your profit without doing any more work..that’s definitely one if it is being one of a trainer maybe they are the reason they cannot afford your service by cutting through out the week they can get there and maybe you can get 2 or 3 together for a cheaper rate but a high rate as you. You can make that work, I have had a session with one of our students and he switched totally off for that reason, you can offer additional training programs and we can get on a different for the moment. You can have a program that they can purchase as a game 29 dollars a month and they can get a training regime video and they have to follow it and that went really well. We all are going to be mindful of not being limited by circumstances and a back up plan over Christmas. There are a couple of things you can try I believe in different strategies.  To get a cash injection before Christmas and also trying to have a team of trainers and the whole income from them, you have to think about..to make money if you are so independent, probably like 10 months, I would say Christmas and the holidays Adjusting based on being more realistic definitely wait until the start of December to start thinking about how you can over come an issue. In Christmas I used to like when I was a trainer I would go to a client as fast as I could who is going away for Christmas and how long are the going away for Christmas and then I can think about some potential income decreases and had to figure out what I can actually make sure I wasn’t sitting at a corner somewhere on Christmas night hating because am stressing about money that would definitely another back up I would say. Have some offers and some ways you can boost some income over Christmas and that would definitely a back up plan that trying to throw but don’t think ahead, its Christmas again and we get caught up accepting Christmas should be a bad  time ..every year for the last 5 years, you have to stop and think about there is another way to do it or when you start thinking about it they go along to around 15th of December and then you left a little bit late. Is that what you were meaning?

Brett: I wasn’t meaning too much too be honest, the thing I love about this conversation we are talking about..Donald trump in the story and the next thing you have just given away some really valuable information and if you are out there you really want to be taking notes and writing stuff down. We are not holding back anything its just taking strategies and just about implementing them and it is quite funny that you talk about Christmas and so forth and being a personal project of the day and I was asking what is the hardest time of the year and two obvious answers were Christmas and winter. If you look at winter for example you can give us a strategy for example of operates when it comes to that, if you are running an outdoor bootcamp or training, you need to be prepared when that’s a response people get when if you are not lucky enough to live in Queensland and other areas and mind it still get cold out there, I would highly recommend you take on the strategy, if you are an outdoor trainer and you do your one on one groups then what you need to be looking at is finding another avenue where you can train people. Go to schools halls, scout halls, we used to run our first boot camps in a scout halls we had fishing trophies around the wall, planks of peoples name and, it was a quite a weird environment but and to that area again is another that I highly recommend and I remember talking to Brad and he suggest to run some of the boot camp under ground cover. So I started getting creative and think how you can implement these things into your particular situations.

Jason: People don’t accept things trying buying into whether they are here or there and I think partly it is convenient and people don’t try to because they are not sure what else to do, so if you are accepting something like that that’s limiting your income, putting stress in your family or lifestyle, at some level its going to be crazy right. I am just going to accept the fact that we are going to struggle to winter and stress about it again and logically and it doesn’t make sense and subconsiously I get why it happens but logically am I really prepared to let it happen again I met a guy in the States who is from Canada he is killing it and they are training in minus 20 degrees doing bootcamp style and he is packed up and he is absolutely smashing it and you have to say about the weather and the way he had motivated him to make that work and making it unique and I was watching the promo video I was going to do it. I guess if you buy the limitations of what people are thinking then you are going to get the results of ..on the flip side this is an amazing opportunity for a lot of people out there who would want to do my stuff then you are going to end finding them it’s a bit like you want to buy the new car but you have net got it..so you have got to be really mindful that you don’t buy into these limitations on Christmas and winter

Brett: I would definitely agree with that and I guess on that note I will get you on the podcast more regularly and get on with the discussion because this has been a valuable session today and everyone is going to take.

Jason: Unlike you I can speak for 3 hours straight

Brett: I guess I can be recording this but definitely I can get you on the podcast more regularly and get on with the discussion because this has been a very valuable session today and I know everyone is going to take a lot of great things out of it.

Jason: I’ll be the best one you will ever have again. A little 10 year old boy coming here just telling how he is.

Brett: One last question to wrap it up. If you were a super hero which super hero would you be?

Jason: Bat man, I know he is not a super human but I just like batman with all the cool toys.

Brett: Have you seen the new superman. That might change your thoughts but lets leave it at that bat man Jason. Before we go where can the listeners find out more about you and what you guys offer at Create PT Wealth and how they can fast track their business success.

Jason: What I really recommend is that you get a free chapter of our book if you haven’t already its www.personaltrainersguidetowealthcreation.com.au and that would be my recommendation if for some reason .au doesn’t come up then just .com but you can get the free chapter its on how to stand out from the pack, market yourself and the ever increasing. Market yourself out there that will be my recommendation. If you don’t like the chapter then I will urge you to do and grab the book.

Brett: What I will do is I will put that link on the website as well and when you get to this particular podcast you will see the link to the personal trainer wealth creation if you are on itunes, you will be able to see that link and you will be able to get this recording but Jason thanks buddy for having us on call today. Looking forward to the next episode and I will talk to you later today or tomorrow and we’ll go from there.

Jason: Thanks for having me on I wish everyone listening all the best success to their business and personal life.

 

Episode 5 – The One With John Romaniello

In this episode Brett interviews his US buddy and fitness expert John Romaniello.

John Romaniello, one of the most highly regarded experts in the fitness industry, has written for a myriad of publications, ranging from Men’s Health to Fast Company, and has been John romaniello fiit featured as an expert on a number of television programs, including Good Morning America.

Romaniello is an angel investor in addition to his writing, and serves as an advisor to nearly a dozen fitness and tech companies. He’s also the author of the New York Times bestseller, Man 2.0 Engineering the Alpha.

John is also the head fitness advisor to Fitness and all round legend – Arnold Swarzneggar.

  • In this episode we talk about everything from our MASSIVE night out in VEGAS (WARNING – funny story)
  • To how John produced an online marketing launch that reached $460k in sales in only 3 days.
  • John also explains the origin story on how he became a fitness advisor to quite possibly the most noted figure in the fitness industry – the Governator.
  • We also talk about how to start your very own ONLINE COACHING Business, where the industry is heading and LOADS MORE.

Enjoy

 

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The One With The Brookanator

Transcript of EPISODE 3:

Brett: Welcome to Professionals to another Fiit Professional Podcast. Today, I am very very excited to be speaking to this friend of mine from the other side of the world. It is currently night time for him and it is early morning for me. So, very very excited to be talking to this gentleman who I will introduce to you in a moment. First of all just a quick recap if you haven’t listened to any of the past episodes of Fiit Professional Podcast – what you can simply do is you can actually go to the I-tunes and type in FiiT Professional – F II T – so that’s FiiT with two Is and basically they will bring out the Fiit Professional Podcast and you can subscribe to that and what will happen is every time we upload a webisode you get that uploaded to your file immediately so you will never missing out on these awesome interviews. So, lets get started straight into it today and the gentleman I am going to be speaking to is John Romaniello and John Romaniello, just to give you a bit of a background – he is one of the most highly regarded experts in the fitness industry. He has written a myriad of publications ranging from Men’s Health to Fast Company and has been featured as an expert on a number of television programs, including Good Morning America ! John Romaniello is an angel investor, in addition to his writing and serves as an advisor to nearly a dozen fitness and tech companies. He is also the author of the New York Times bestseller, Man 2.0 Engineering the Alpha. So John Romaniello, welcome aboard buddy !

John: Thank you so much for having me and thank you for that very kind intro directly from my Amazon buyer.

Brett: Yeah…just on that …just on that John Roman … I noticed that you have missed out on a couple of things that I thought you would have on there.. as a fitness advisor now,  we will get into this a little bit more in the episode but you are fitness advisor to the one and only Arnold Schwarzenegger.

John: Yes…yeah …I am… I am one with my collaborating {inaudible} team.  We are the heads of Arnold Schwarzeneggar’s fitness advisory board, which is just weird. So Arnold was actually kind enough to write the foreword for our book which is great. So it’s extremely cool to get to work with him and it is really what we do for him is essentially find and manage content on the website which is we also design some workouts which he himself has done and it’s nice that Arnold has occasionally will do workout that I have to….so that’s fun.

Brett: Yeah yeah that’s brilliant…must be funny, growing up and watching out on the big screen and all of a sudden you are writing for his website.

John: Yes but you know it’s been a fun filled journey. Every now and again I have a moment where I really look back and sort of like go over things and it’s all very strange that these things have happened in this particular order but we all feel very good.

Brett: That’s brilliant buddy. So John I guess getting stuck straight into this, let’s just paint a little bit picture of how we met and so forth and I guess you probably got a different story to me because there was some alcohol in the midst of everything. So we met in Vegas. I went over to Vegas to basically mastermind with the world’s leading internet entrepreneurs and John was actually speaking at this event and then as every event there’s an after party so we went to uh..then actually you might be able to tell me on this.. what was the name of the Club Festival. Its called…

John: Ah….I want to say we went to EXCESS which is … it’s the wheel-in hotel ……not sure why we wandered there but that feels great

Brett: I have been telling this story without being able to actually give the address but that shows how good the story is. Basically John {inaudible} me met there – at the event – and I guess we kicked it off at Excess…how was the night out? I haven’t been able to find out the aftermath of that…but it was spot ready

John: You want that …real …you want like the half or the full story …because this can be real bad…

Brett: We want the full story mate.

John:  Oh..Jesus..all right …So when you last saw me… or when I last remember seeing you we were talking to a couple of girls and then I remember like sort of walking back towards the table where our group was and then I don’t remember anything…at one point I remember falling down back at the table and then all I have is flashes…I .. have this flash where I am walking out of the club and then I have a flash and then it’s a black and then a flash I am in a taxiline and then its like five minutes blackness and then it’s a flash line in the taxi and then it’s a flash two, you don’t have to tell the boys this and then I am standing in front of the elevator vomiting bokshoy into a garbage can….and we had..it’s bad..not a problem and so there was this girl from the event who I was flirting with or whatever and we had sort of like hooked up the night before. So she has been very maternal and sort of like took responsibility for me and so her and my buddy Alex …. got me up to my room and then I remember trying to undress myself….I was trying to take off my shoes but I couldn’t find my feet and…..which happens sometimes …you are drunk…. you couldn’t lose your feet…and so eventually you know she says she will help me with my shoes and she followed up with “Many hands make light work” and I looked at her and I said “That’s a proverb” and then I fell over backwards and passed out and I did not wake up until the next morning. When I woke up…I was at the foot of the bed…like a scrolled up ball like a dog and in my underwear which was like bright red diesel creeps …and I made my way to the bathroom and proceeded to vomit and I just went back and forth from the bed to the bathroom and kept vomiting and I could end the story there but you said you wanted the full version…so then I like I am done vomiting for a while and this girl so there she had slept in my room ……and she began to rub my arm but not in a maternal way ….more in sort of a … you know like… this is going to happen kind of way …. I mean I just like I told you there is nothing in the world I wanted to do last than have sex…I didn’t know her that well….I didn’t want to say that I didn’t want to like I mean it’s a really ..we wanted poking up because I didn’t want to be impolite ….she did take care of me when I was drunk and it would be rude.  So rather than sort of her being up and I was like in the middle of really the worst sexual performance of my life and I had to stop in the middle to go drop again…and then

Brett: hahaha (laughter)

John:  It was so bad….….and I am blabbering ….l like I swear its not you ….its not you…sic….and she says I know I know….and so anyway eventually she and the other buddy of mine got me to the airport…I .. I had..I…I showered soda and well…I just catching my flight barely and I sweating out straight tequila on the plane…everyone around me must have hated me ….And I started to feel a little bit better about halfway through the flight and I made it home without vomiting again ….so that was good. So that’s the story…

Brett: I …I guess just to give people a little bit of background of what could have been a magic interview .to that …I ..I actually….I guess it is one of those things you know when an Aussie meets an American “I had to do everything” Aussie like him as we would take up to the bar and a delay if it was we had a {inaudible} instead of water we had a shot of tequila, a Yagabond and then a chaser. A quick fact… which is …not what you are thinking…the quick fact… is Madorie and Baileys….so it was two shots and a good Yagabond and not only that I believe there was a few bottles of tequila and vodka at the table but that’s now a great memory and that was a great way to meet you on that level …and …I think it was something funny that I picked up there just goes back to the type of person you are ….as drunk as you were …as strong as you were you still picked up that.. this mystery woman …still a pervert…which you know …for that lovely …..hilarious ..(laughter)

John: Do you remember that I you know I had like affairs thrown up {inaudible}….this is like on the floor of the hotel room… holding onto the carpet to keep from falling off the wall …it was bad….it was bad.

Brett:  All right mate … thank you very much for that …I am sharing a story I am sure everyone can relate to them…have had nights like that.  So, I guess let’s get stuck straight into John Roman and a bit more of a background to give the viewers a bit of a heads up because you are heavily involved in online internet marketing and like you say you got a number of different products and services that you purchase and one of those I guess would be your flagship product would be your online coaching.  So, I guess do you need to say anything else that you do you would like to be on it to share before you give into a question-what I would really like to know is what was your a…ha moment when you decided or realized that the internet really was a tool that you could utilize to invest your knowledge?

John:  Sure…I have been writing on the internet for I guess 13 years now and my first article was published on a body building website called T-Nation which most of you listeners know back when I was about 20 years old in 2002 and I didn’t have like a website or anything to trap traffic…so I was just like popular on T-Nation for whatever that’s worth. And I thought about setting up a website…. A few times of the year’s …never really did and at some point my buddy Joe Mannen, who is a big guy in the marketing world…at this point he wasn’t …he wasn’t wanted to get involved in my marketing ….and he just told me a little bit about it and it so to sound as – too good to be true and so good luck to all of you over there and then a couple of months later he launches for his product and he did like 300,000 dollars in gross revenue in like 3 days. {inaudible}….you got me!

Brett:  (laughter)

John:  So, that was the only haha moment where I saw what was possible because Joe had demonstrated and then I started looking into it and I saw what other people are doing and I really saw how there were many people who were making money who I didn’t think were particularly special in any real way ….not feeling bad about anyone particularly but you know I just thought he is not doing anything that I cant do better and once I saw through those people I decided to sort of jump in with both feet and thats really what happened …I decided to keep the treatment that was working out for a book at that point and really just developed it into a product so it became my key final phase fat loss …my first key product and when we launched that I was fortunate enough to beat Joe’s record and we did 460,000 {inaudible} in 3 days.  So it was pretty big and we just kept building from that.

Brett:  Fantastic…Those results would make a majority of the people shit in their pants really go well…coming from…. I guess if you are not familiar with the internet and the rich that they can have is that might right their  …is just living profound …it is possible that maybe you may not want to be out.  You may not want 460 K in 3 days.  Whether you are doing 10K – 30K you know this is still a really good opportunity.  I guess in a month or two of that ….to get to that…I guess awesome achievement of 460 K in 3 days, what was one of your biggest businesses lessons that you got through because obviously you know you didn’t just create something straight away and over the night it was success, you know …you must have gone through with someone … some good lessons along the way.

John:  Sure…what I mean I think the most valuable thing is take care of your affiliates you know that’s really all about businesses you understand in the affiliate marketing world I build.  On affiliates, so you just need to always be willing to go the extra mile, make things easy for people.  I remember in my first launch….it was sort of challenging because you know so many people had demands on my time and I didn’t want to be rude in any way.  So I was always being very prominent and I guess I didn’t understand initially just how much people depend on you to help them sell your product.  So you know I think I did a bunch of interviews and wrote articles for people so I expected  now I will double the products I just got to send emails to make money but I wound up writing thousands upon thousands of words and sort of fulfill other people’s blogs during that time and that was really a helpful  lesson..it helped me in all of my other launches and then for my book launch – the hard cover books – here comes the seller we sort of you know that lesson came in handy and it was really important as a matter of fact my coop and I in the week that the book came out we were on something like.. I don’t know .. 23 podcasts, 20 articles and 19 different publications around.  So, we were like everywhere and because I knew the value of that of having other people sell your stuff.  So, that was I would say the big lesson that I learnt during that launch that really helped this.  Helping other people sell your product.

Brett:  Fantastic. I guess if you could afford to give the listeners there now currently who don’t have enough information products you know that they want to get into internet marketing it and you know reap the rewards that has to offer, what would be your first bit of advice be for these type of people?  Maybe someone who has already got a product and is just not selling any of it …what would you do …your advice be then?

John:  Well…too bad for them…you know first if you don’t have a product you need to create a great product …you know that …we cant just create some need to a fabulous product because everyone else’s is a fabulous product you need to find something that people either haven’t seen before or will be interested in seeing it and having a different perspective is really important and so that’s the first.  From there if you already have a product I would say hold conferences, meet people, network, because again affiliates should know – that they are going to sell your product fully and all of them being pull people are far more interested in doing business with people they know than people they never met and so you know so many of my affiliate relationships have been a common bond by just virtue of holding conferences in knowing people and that’s why we are doing this podcast right?  I mean how many podcasts you think I did last two weeks….its astronomical….the amount of ofcourse I get through interviews – that’s again not to be  {inaudible}…..which is how it is at this point. And I said yes to you because we met, we had drunk together and I like you and that’s how it is.  So, I am not going to give interviews to just anyone because I don’t o …I will be doing f#$@$ interviews all day. So yeah….so I would say that’s the most important thing …if any of you are not selling because your affiliate networks isn’t powerful enough and to make that….. to fix that you know is pretty easy.

Brett:  Yeah…a bit of tequila and a good night out..

John:  Yeah…you could

Brett:  Another important I tell you I just really want to hold my head on that point day because I am the massive advocate on you know getting out there and doing something that might make you uncomfortable to myself I guess I have to fly all the way from Australia to Vegas which is not that bad of a task…thank you about it …I took {inaudible} faith out of that meeting alone and he took great guys and got some really good relationships which is you know he had met whether something inspires or doesn’t inspire from it I think it’s got to be something in the industry you need to the networking is a key thing and that’s something I know you do very very well.  And I guess just on that talking about how to look after your affiliates and so forth and I know in one of your last launches ..you did something different and a bit unique than what you generally see with people with affiliate programs because I guess there was a standard approach almost affiliate marketing correct?

John:  Yeah….absolutely

Brett:  And then what you did I guess was put that on the head and you made your approach a little bit different.  Can you elaborate a little bit on that?

John:  What specifically are you talking about?

Brett:  So, in regards to I guess how you got your affiliates to mail more, prices, etc.

John:   What I sort of saw….I am an affiliate as well so I promote other people’s products and the commissions are not you know you get 75% if you naturally did your own product and that’s really awesome.  But there are bonuses and everyone makes bonus cash that you get you win first place in the affiliate contest ….sometimes you get 2000 or even 3000 dollars which is cool…everybody likes competition ….everyone likes to be competent or feel like being competitive and have a chance to win right.  So, the affiliate contest is one of the primary ways that we get people to promote. But we run into this issue wherein lot of people with small affiliates, they cant possibly compete with the larger ones.  There is no way that someone with a list of 3000 people is going to be able to compete with Mike here who has massive emails.  And so what I saw happening is that was the same like 5 to 8 guys who are always wanting the affiliate ….and they didn’t even have to mail that many times to do it.  And so what I did was recreated a tiered affiliate contest where there was a tier-one for guys who had big lists and then two for guys who had a little bit smaller……no wonder we went down to six tiers based on either the size of your list or your performance with previous launches and that way you are only competing with people who were roughly as capable of winning as you could and so you know for the first year it was a $5000 first prize and for the 5th tier it was still a 1000 and so rather than having to scrounge like crazy for a chance to take eighth place overall and maybe make 250 dollars, now you said you are just competing against five other guys in your level you have a chance to win a 1000, 500, or whatever it is or all the different levels in between and really help people. So,  I think that… it needed more fun for everybody because now you are just competing with these five guys instead of giants and everyone thought like it was a bit more fair.  So I think that really helps

Brett:  Because I love that method and the approach to that because you can take that and utilize it in any form of business really like for people who are listening to this and they are not online now is maybe sitting and all this isn’t for me but you could actually tape what you have just said and are really recommended on just for one that they last 3-4 minutes and listen to this again and look at how you can introduce that into your procure order business, how you can run your affiliate contest and your iron gym or you are going to studio or you are going to boot camp. So, really good information here, John. Thanks for sharing that.  So John, I guess that one of your flagship services I can say is online coaching where you actually work with people from all over the world writing them highly and highly expert driven workouts…nothing of that makes sense really.  Anyways, that’s today….I hardly expect written workouts where you will be now able to I guess collect an income from servicing other people from all over the world.  Can you explain a little bit more on the online coaching and so forth?

John:  Sure.  Essentially the online personal training and what I do is a is have a comprehensive assessment form.  It’s about six pages long – about 7-8 {inaudible}  leads ….What I collect from the internet is just this one information that I would collect from someone in person and from there I sort of have the enough information about them to design one-on-one program and this covers their training …so I get them 3 to 5 workouts that they rotate over the course of the months….I take care of their nutrition in terms of their calories and macro-nutrient break down and then I give them a list of recommended fruits that helps them sort of build their needs and the goal is really to teach people how to be self-sufficient rather than giving people a corn-chip free fabricated meals. I hope people learn how rather than tell them what to eat….you know.  And it is very successful.  We have thousands of people go through the program in the past five years.  It’s really fantastic.  I have really enjoyed it.  You know because it’s low-priced program…. I try giving work between 350 to 400 but maybe that was $250 during the sale….but that’s still reasonable.  When I was training in the New York city if you wanted to train with me you had to be willing to pay 250 an hour and you had to be 8 minutes away …that’s the average travel time in a gym in the Europe city.  So, now, you know obviously that’s a very very specific point tell you beyond.  Not only it is sort of space locational but it’s pretty high priced program.  To get people train for 4-5 times a month it can be pricy. So now, because it’s lower overall and you could work with different clients. So, working with Brooke Shields…how was it {inaudible} exclusively I have been able to work with young guys who can spare 300 a month but they could not spare 300 an hour and it has been really cool.

Brett:   Fantastic.  To suggest on that and to someone who is wanting to obviously get into that I guess I know what really needs to go into the back end of it but to share with our listeners is what are the key things you need to get to set up and understand but first of all you can just start….right now to work out to people what would you say your key points are?

John:  There are ……breaking the body fat is really important.  But other things really sort of include their experience, what type of training they have been doing for the past several months, if they have food allergies, if they have an injuries, this is really important…there level of proficiency, there is exercises like some one’s never come with that {inaudible}  I am not going to program that in…I will find a different place to allow for the hinge…..also its stuff like that…So, I mean those are the big rules…..

Brett:  So I guess in regards to the business side of it someone wanting to get set up…things such as I guess they need to create an exercise library right, they can’t just what if the one of the client doesn’t understand what RDO was.  So, how do you structure that into your workouts – into your programs.

John:  Well you know the way it is set up it is really just that I am able to tell based on the assessment what exercise they do and they don’t and under the ones that I think they could run on their own I send them the video that has a tutorial and exercise their mind and that allows them to learn it. So they are never done. I don’t think I have worked with anyone who has never done push-ups before.  You know if they have never done…if they become {inaudible}  but haven’t done RDOs I think you haven’t mastered the movements. So, I just sort of teach them how to do it…coaching however I can and then remember to work it into the program.  So thankfully you know because of the way the program is set up,  I don’t really run to…I turn off beginner clients.  Most of my clients are intermediate I would say.  So it is sort of self brigades.

Brett:  So I guess if you have not tried and exercised the library of myriad of exercises imagined…what sort of work is involved to get an online coaching business set up?

John:  The hardest thing is recreating your templates and documents.  You don’t want to have to recreate new PDF’s or forms. So, it is sort of at least the structure videos in place.  The protraction –  you have to do that, you have to create a way to give them assessment, you have to create you know you deliver….how you can deliver and how you can charge so for me I just take over people’s Pay-Pal.  It’s a wrong thing to do that.  How are you going to promote it?   You have to have a funnel that gets people in….so all of those things.  I lot of this to the proprietor so I can’t talk too much about how I did it.  But, what I will say is that those are the finer things again. Your funnel how to get people in, your marketing, your follow up marketing and templates….the way they do away the content where there is presentable and sort of permissive.

Brett:  I guess coming back to the I will thing if you know……tried in the system, and just sitting down backing up…if we look to that as a cross journey of how they can do firstly get in front of you and then how that every step is going to be delivered from there.  So, cool mate.  So moving on to a bit of a through a curve ball on you. Now another question for you, if you were given 1000 dollars and a Macbook Pro and that’s all we had and of course knowledge you have got what would you do?  If you had to start again….

John:  If I had to start over 1000 dollars of budget and Macbook Pro and I have my knowledge …. but I don’t…I have my mails right?

Brett:  That’s right….you now have no contacts.

John:  Okay…well..the first thing I would do is reach out to editors and try to get published on websites that had high traffic and so to bring people back to my site that’s free .. hopefully or actually be making money there.  I will also try to get published in big magazines like Men’s House, Men’s Fitness.  From there, I will certainly be creating content for my own website and republishing content that I wrote for other websites and at the same time trying to build my Facebook column.  Once I start writing, you get to feed people in, I would develop income for my coaching program that I charge maybe 200$ a month and trying to get people on that to generate more income.  Once my budget is a little larger, I will be making maybe 1000 to 3000 dollars a month, I will create a product and I will have enough money that I could wind up and develop a very low priced point product maybe 999 to get people into the habit of buying from me.  I would give it fully 100 percent on it to get them to promote. I would even ask them to just put up a link through Facebook or I could write a bloggers forum, etc.   just get affiliates across into promoting for you and get people accustomed to buying from those who have been a big thanks and eventually maybe I will work up to a bigger product.  But the very next product 999 is probably works up.

Brett:  Perfect.  A good point ….that is you are going to give away 100% of your income.  For the people there listening who are don’t probably fully understanding why would you want to give away 100% of your 995…

John:  Well…because everyone is trying to make his efforts right?  How much money you really need for the affiliates getting 75%

Brett:  (laughter)

John:  You know you may add at best to make 250 sell and then minus quick entries….so this should be a sign of good faith and listen my focus might just work one to one with this…I will give you a 100%…it’s like they know they are not making any more money. To make $9 instead of $7 isn’t changing their lives but if they are big affiliates it’s a nice thing…they still know you mean business

Brett:  Yeah …And not only that…I guess the fact that you have been a big part in front of their large audience so you less can grow exponentially

John:  Exactly, if I am a big affiliate, I am thinking this ten dollar product, if I market it well, maybe I can sell a 1000 copies- that’s ten grand….now all of a sudden the …that extra 25% starts to mean a lot…right….so now its a difference of making 20…..uh 10,000 dollars that is 7500 you know….. its a nice difference.

Brett:   Yeah…thats a lot…that’s correct…so I guess again to the listeners there thinking you know how can you utilize this into your floor business, you know it is the same old thing what are you willing to give up in the front to get at the end…so I am I am a big believer in that.

John:  So that $1000 would go in building an empire. So good on you.

Brett:   (laughter) ….You passed

John:  Yeah

Brett:   So a question for you then…Where do you see this fitness industry heading …being so prolific in the industry…like where do you see it heading in the next 25 years?

John:  One I think online things will probably continue  …the markets could get more saturated but the people there will also rise to the top….I think that you have a lot of people who are very very very good trainers highly regarded in the industry who are not good at marketing and then you will be able to search and get people who will be marketing for them. marketing all that and they will really be going to crush it you know and from there, I mean I think…… in person you are going to see something like cross linking continue to do well…and you will see very very high priced point gyms do well and very very low priced point gyms do well but everyone in the middle is going to get crushed you know you try to. If there is a 10 dollar a month gym in your area and there is a 150 dollar a month gym in your area and you will try to do 60 you are going to get crushed.  Because people you know want posh services or they want to save money.

Brett:  I agreed that totally…and you can see that happening right now…You know here’s the reason we have opened up our FIIT Chick Transformations locations so we currently got 30 locations around Australia of about female only boot camp programs so you know that it’s definitely we are seeing the energies shift from one-on-one sole training to the group format as well and definitely online.  So, definitely agree with you on that one. So John I guess it is.   In one of my past episodes I talk about five keys to running a successful fitness business.  Now I just want to run you through the five keys and I just wanted to talk to one of those that pop out for you the most. So, in any particular order, we have got  – Be Genuine, we have got  –  create and run a range Community,   Produce Results, Create Multiple Services and Have a Purpose.  So out of those five…which ones succeed the most and can you elaborate on?

John:  I think creating community is really …probably the one that has been..if not necessarily the most effective in terms of bringing in money certainly the most fulfilling. You know I am very fortunate to say that I have a really active subscriber base…you know the people who comment on my blogs and who share them …you know I got ….can’t say right now actually ….I have got 18,800 fans on my Facebook page which is not a huge Facebook page by any stretch. There are people who have 50000 that has been still mine people online and those 50000 have got you know 11000 followers on Twitter but what I will say is that these people are engaged and that’s awesome.  I mean you know I care about their results…I would want to know what they are doing they want to know what I am doing you know when I post about fitness shit they enjoy it but when I post about stuff from my life they care and you know a big community like that caring about people and getting people care about you and then most importantly getting people who care about each other…that’s …. that’s the key right because if you have a 1000 raving fans instead of 10000 or 20 or 50 or 100,000 people feel informed about you, those people will always support your path.

Brett: Perfect….Love that..….I couldn’t agree with you more….You know its… its not about….its not about the size….its how you use it in our end ….whether that’s manliness or Facebook fan page  …you know gives something…they are really proud with our companies….you know we have got a 130,000 Facebook fans and its a very active page and I couldn’t agree of you more the training raving community …this means you know when you have got products and services they are going to love what you…. what you are bringing out and they kind of want to share a mindset you know.  So I guess leading onto that you know having a New York Times bestselling book you know obviously having raving fans and creating a community has been a big advantage to yourself on the success of the book so lets chat a little about the book.   Firstly, if you just want to give us and the audience a bit of overview about the book and in the end explain why you even wrote it and what do they look out into today.  That sort of things.

John:  Sure… again the book is called Man 2.0 Engineering the Alpha…..A Real World Guide to an unreal life…it’s a fitness and lifestyle book for men who are looking to become best version of themselves by first mastering the physicality and then using the skills there to improve other aspects of their body…so for us that’s a really really serious thing.  The reason that we wrote the book is because we want people to experience some of the success of read experience.  Because what I believe is that it is sort of impossible to go through a physical transformation but also going through a mental and emotional is it…it gives you all of this confidence that really allows you to bring those skill sets either to your business life or to your personal life and I think that whether you go through a physical transformation or spiritual one or a financial one you will come out on the other side feeling like a better and more powerful person who can offset change in the world and that’s really important you know being about a sort of empowers you around the world…how we…how we you know …leave a mark ….that is sort….that is sort of the main purpose of the book…we want to help people become the best version of themselves physically so that they can best serve the world within whatever way they seek that.

Brett:  So that’s brilliant and then huge congratulations on that ….very very well done. So, if just for the listeners out there where can I get a copy of this book?

John:  Well, if you are in Australia its kind of hard to get your hands on it.  Can you guys order through Amazon.co.uk …you can?

Brett:  Ummm…I am not sure to be honest….I have ordered mine yesterday.. but probably should call Customer Help…. but I haven’t received yet… but it’s another story.

Yes…so here is the problem we have with Australia.  We actually had about 300 books shipped back to us.  So really really firstly expensive endavour.  We had to pay to send them firstly and then now we have got to pay to send them again.   Might be 30 dollars a book.  So it is getting pretty pricy and but what we are trying to do for the next book and it is obvious that we are still sending the books …it’s a pain in the butt…you know we just wish that we could get them here faster but you know we have one-two sent back yesterday from Abu Dhabi …you know sometimes you know not getting through customs….sometimes we get it back…whatever it is….we will get them to people as quickly as we can.  But for people who can order the book on Amazon in their respective countries that is the fastest cheapest easiest way and it is just getting it across borders and on our site engineeringthealpha.com.

Brett:  Fantastic. So, let’s stick to the book for a little bit.  Why do you even …I guess….what what led you to writing this book?  Why write a book….why have the book…just that one?

John:  Why …I mean …because I love books.  You know I really believe that knowledge is important.  You know lot of people think actions speak louder than words. I think that’s bullshit..you know I think that if you are aware of the power of words one thing to write a book is sort of in it and I have always been a writer first before anything else. And I have always wanted to publish a book because you know if you consider yourself a writer….you consider yourself an author…then you stand in the ranks of a great men and that’s always been really sort of a…not just inspired but really aspirational to me and its always been important to me on personal levels have my mom being able to walk into Barnes and Noble and see my book on the shelf.  That’s really cool to me rather than just having e-books and things like that. I think its value there …I think that it’s a qualifier and I think that people who have published traditional books and, in particular, people who have written bestsellers are perceived differently than people who have just written e-books you know it’s very different.

Brett: That’s true…I wholly recommend everyone listening to this coverage and getting hands on the copy because if you see how John writes, he is definitely got an innate ability when it comes to that and something that I just wanted to touch on John’s website he can get around in Fitnesssystems.com and just just the one line is an example on one of his short times which says- I have all sorts of bad shits that you should buy…it’ll make your life better. But you know mate it’s something that 90% of people will be too scared to one- write that because they feel that you know “Hey what would people think about that” sort of stuff but I guess that goes back to you know looking at the five keys to success …you know you are definitely genuine, you produce results…you know you have created your own community and we have talked about having multiple services now in regards to you know the fifth one of having a purpose, what do you believe is John Romaniello’s purpose or why you are on this earth man?

John:  I mean.… I haven’t really figured that out yet.  I think that I mean it’s really true…I think that my purpose is to help as many people as possible and I think that I am doing that right now through fitness but I think that there are other ways I can do it….I don’t know …I mean…..the only thing I am doing important work is anything ….any of us is important is you know …Is Richard Brandson important?  Is building Aeroplanes and launching racket labels important?  Genuinely how do we try to find change?  How do we try to find our legas?  Is it the money we make or the monuments that are built in our honor …the way that we push the world forward like Bill Gates or Steve Jobs….I mean maybe ….but I think that ….you know one of my favorite stories is this one I heard when I was at a concert at summer camp.  There is this big storm and all of the star fish are washed up on the shore.  There is an old man walking down the beach.  I am sorry there is a young man walking down the beach and he sees an old man picking up starfish one by one and throwing them back into the ocean.  And the beach is littered with them…so there is thousands upon thousands of them and so he calls after him and the guy is not turning around and he falls and is walking over and so finally, you know he gets to the old man who is just picking up starfish and throwing them in and picking up starfish and throwing them in and the young man says – “What are you doing?  You can’t save them all. You can’t possibly make a difference” and the old man reaches down, he picks up a starfish and throws it in the ocean and he says “To that one, I just did”.  And I think being able to change one person’s life even if it’s in some innocuous way like helping them get six-pack abs and feel better about themselves or helping them make more money and be able to provide their full family…or helping them find the thing that makes them feel better that allows them to help the world.  Whatever way I can do that is how I want to do that because at the end of it all you know maybe my name will be remembered for 100 or 200 years but that’s not really going to matter… there is not going to be any monuments built in my honor or statues of me anywhere but what there will be in this lifetime is a bunch of people who can look at me and say that I helped and I think that’s truly the best us normal folks can ask for.

Brett:  Hmmmm….That’s awesome..I loved the starfish story is so many so many take away lessons in that that you know should everyone can gravitate to serve.  I guess in regards to that.    John….what’s in store for you moving forward in the next five years…where are we heading…what’s …what’s in store?

John:  Ummm…I have got another book in the works….I mean I will be starting two books….we are also working on the second one now “People Women” and beyond that I have been approached with some TV deals.  So, we are sort of like sorting through all of that and trying to figure out if there is an opportunity there.  So, that …that sounds very interesting to me and something I always wanted to be part of.  So, I think that’s a very strong possibility in the next five years.

Brett:  Are you going on the bachelor…

John:  I didn’t understand….

Brett:  On the bachelor….(laughter)

John:  I am sorry

Brett:  Hey…Are you going on the Bachelor?

John:  No ..No….No..there has been a couple of production companies who have been interested in developing a show around me.  As it happens, I am no longer a bachelor.  I don’t know if you have heard I am getting married.

Brett:  Yeah….I have I have.  So Congratulations on that as she must be a good one.

John: Yeah….she is the best one…she is amazing!

Brett:  Excellent.  Love it.  Actually buddy I have articles and I believe about..you are talking about being engaged and how it sort of changed you etc.. levels ridicules ……

John:  Ah…ah…something else

Brett:  So, I guess then John…couple of great luck …..I mean we still got a few minutes left they say and there is a couple of things that I would like to check with you about is with one of them is the Arnold Schwarzenegger thing…I know its hush for a starry episode but how does someone end up being a fitness advisor for Arnold Schwarzenegger …what…what were your key title wise on that journey?

John:  Well you know what…the weird thing is the internet is small or is it big and you never really know who is listening and the way that it happened was sort of organic.  One day I got an email from a young guy named Daniel who said,” Hey man, is it okay if I ask you some fitness questions by email.  I know you will kill me…its on Facebook and Twitter but they are kind of a public job and I don’t want to put my business out there…is that cool?”  I said – “Sure man, yeah…absolutely”….you know….normal con…and so he went back and forth to answer his questions you know what and as you write…so you know a couple of exchanges which was no longer over a period of couple…over a period of two weeks…I got curious …so I googled him and what came up was the Wikepedia page for Body Man and Body Man is US political jargon for a politician’s closest personal aide.  And this guy’s name is Daniel Ketchell and listed under notable Body Men was Daniel Ketchell, the special assistant to Governor Arnold Schwarzenegger.  I was like ohhh…that’s cool…this guy is going to get a little special attention…and so you know now I know my you know what you are knowing and his emails get moved to the top of the queue kind of thing….and …we just sort of built this relationship.  Eventually, he signed up for my online coaching program and you know he used to do really well and Arnold started to seeing him make progress because he…that’s his job…he travels all over the world with Arnold you know, writes his speeches, everything, all that stuff or helps on his speeches I guess and it was really cool and so you know one day he mentions to me that Arnold has been like jumping in on his workouts with him which is really cool and so that Arnold will be doing workouts that I myself wrote …it is kind of superior feeling…really awesome.  Anyway once Arnold gets out of office, he decides he wants to get back into fitness-somehow or the other and he decided he wanted to re launch his website with fitness content.  So I helped a little bit there and when he did launch I wrote the first peer stardom and that’s really how it all happened and from there I just sort of happened writing for him for a long time and helping other people write to them and finding content and eventually we decided to form an advisory board of people who write consistent and that’s sort of how it happened……that’s how we came over fortunately as fitness adviser.

Brett:  That’s awesome…that just goes to show you know it’s a sad thing if you don’t know who you are talking to and you don’t know who you can meet and the opportunities that are out there you know …most people don’t think you have engaged probably yourself….you know you probably never thought.. one day I am going to be a fitness advisor to Arnold so….you know that’s pretty cool.  Pretty cool …why on…I would to….I guess….get in front of someone like that and provide such a great service because …that cannot be big extremely helpful for your profile as well moving forward.

John:  Certainly …yeah…its I mean its just fun…its really cool ..it’s a nice thing to say and it’s nice thing to feel.

Brett:  Another curve ball for you….if money was not an option……okay you have unlimited money…what would you be doing…what would your day look like.

John:  If money was not an objective…what would I be doing?  I mean…should be gymming it…my life is not fun and different since let’s say my…. my income has doubled a few times and my life has not been really all that different and so, for me, it’s just – I would still be writing.  Maybe I would be working on different books with other things but no matter what I would just be writing all the time.  That’s the main thing.

Brett:  Cool….How about travel Australia in the midst of John Romaniello?

John:  Yeah man …I fucking travel a lot..I am really sick of travelling

Brett:  (laughter)

John:  I would wait to do less business travel and a tiny bit more personal travel which honestly I have been a road wire for like three and half years now…I mean there have been months where I am home maybe 10 days…but I am getting married…my fiancée and I just kind of like hanging out…I would really love it if I get three months where I did not travel but to me it will be really exciting.

Brett: (laughter) The opposite of publicly nice people but I totally understand but I guess again the whole travel thing just goes back to what you have needed to do to become a successful as you have been so I guess it’s just part of the journey isn’t it?

John: Yeah…that’s the whole thing ….just figuring out what you like….what you want to do.

Brett:  So John…..we got like five minutes or so left here.   I just want to put it out to you and you are always never short of a great story. So, is there any good words of wisdom anything that you think you will be able to share with our listeners that they could relate to and in some sort help them become more successful in their fitness business and laugh in general as well…

John:  Yeah…I think the most important thing is to sort of find a mentor and to eventually be a mentor. I think it’s really important sort of step in your process to go through all of those different phases of your education really really …Mentoring has been really invaluable to me and I really can’t say enough about the people who helped me but it also has been satisfying in a completely different way to have helped other people and to become a mentor and a coach and I think that sort of nature of things..the cycle that you go through…may not be great things and then you want to pass them forward because once you sort of achieve a high level of success and must you find a new coach you wont go anywhere, but that must be a common coach you won’t ever appreciate what it is to be one and o think that’s just a stupid valuable experience to have.  So, having coaches is really the No.1 piece in buy-or-sell.  That’s really credible stuff.

Brett:  Fantastic….it’s quite funny you say that the other day {inaudible} he said you have to learn to teach.  So, whenever you are learning anything learn it as if you got to be teaching it and sharing with the others so I really loved that quote.  So I guess speaking of quotes you know what is your favorite quote and why?

John:  My favorite quote….. good one…I think it’s from a book called “Snow Crash” by a man named Neal Stephenson.   The quote says until a man is about 25 years old, he still thinks, every so often, that under the right circumstances he could be the baddest motherfucker in the world. So I think that for me …it is that quote is really about sort of like appreciating your youth and that leads me to think about appreciating the various appreciating the right time of your lifestyle rim you are in and this is really an exciting time for me….I am moving across the country..to California …you know I found this unbelievable woman whom I am going to marry but it’s scary it’s a lot of crazy things.  When I was younger I didn’t appreciate how young I was….how beautiful that was…and I was also actually recently in Louisiana, New Orleans, with a bunch of buddies of mine for one of our friends bachelor party who is getting married as well and you know we would just sit around talking it’s like …its crazy to think that when we were twenty three and we got to hangout all the time and how much time we spent together – we don’t have {inaudible} – we don’t have AC and every single Friday night we all drank our mind out….it’s crazy….but we didn’t take the time to appreciate how fleeting that was.  In a lot of ways, my early twenties were like the best time of my life.  You get to hangout with your friends all the time.  Now, we all have serious girlfriends or wives or fiancées, I never get to see them. And looking back nostalgically helps me sort of appreciate what I have with my fiance and what I have with my stepson…Isaac. You know I think about the fact that he is around all the time and that’s probably hard for him to be in with his parents all the time and that will be….it’s certainly …it can be stressful to deal with a child….but there is going to be a time when he doesn’t want to hang out with us at all and there is going to be a time when you know he goes away to college or he moves out and we are just not going to see him as much.  And you don’t appreciate those things while they happen.  So, I would say the main thing is to just appreciate where you are.  Take a moment and appreciate everyone.

Brett:  Yeah cool..I am into that..you got me thinking there…that’s fantastic. So, look John, I am going to leave it on that because I am always someone who loves leaving on a happy note.  So, brother mate, thank you once again for jumping on board and then sharing your wisdom and look, I am definitely going to get you on another episode coming up where we can talk more technical side of training because a lot of trainers like that and you have definitely got some different strategies and so forth in that area.  So I guess just to finish off in regards to where can people have find out more about John Romaniello, and where would like to find out more about you buddy.

John: Well…just my fitness stuff might be in my main website which is romanfitnesssystems.com and then if you are interested in more like business and personal stuff – johnromaniello.com as well and ofcourse the website to the book is engineeringthealpha.com.

Brett: If you can’t find all of that just google John Romaniello.

John:  That’s the other one…all of those things will come up.

Brett:  Fantastic…….again thank you very much.  Hope you have a fantastic night there….you probably reaching on to big time probably and I am about to get started in the day so great chatting to you and look forward to speaking to you very soon and no doubt I will be catching up at the end of the year or early next year in order to the US again….so might be great to catch up with you again and ..

John: I am done…thanks for the time now…talk to you soon…bye bye

Brett:  Excellent….See you brother

 

Episode 4 – The One With Paul Timms (Industry Transformer)

In this episode Brett interviews Industry Expert Paul Timms.

Paul was the creator and CEO of the Australian Institute of Personal Trainers. This business now has over 100 campuses nationally turning over $10 million per annum.

Paul Timms is also a highly sought after professional keynote speaker, and has delivered presentations to over 100,000 people in Australia and Internationally.

Brett & Paul discuss where the Fitness Industry is heading – this may shock you.

Paul also provides his insights into how to run a successful fitness business. Note that Paul only works with clients in the 20 million + per year field.

This is a MUST Listen.

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The One With Paul Timms (Industry Transformer)

Transcript of EPISODE 4:

Introduction

Okay welcome fitness professionals to another fantastic Fit Professional podcast today I have a special treat I’m going to be talking to a special guest a guy that I have known for a few years in the fitness industry. Throat clear…(Excuse me) In a moment I’m I’ll get him to introduce himself, but before we do I just want to paint a little bit of a picture and let you know some of the accolades that this man has achieved in the industry today. The person I’m going to be talking to you about is Paul Timms whom you may have heard or not heard about him, but after today you’re definitely going to want to find out more. Fortunes is one of Australia’s top business coaches known best for his incredible ability to discover and successfully implement strategies that will transform any business. Paul has been featured on TV, radio, those kinds of things you name it, and he has also worked with big companies such as Rio Pinto, VHT, Air New Zealand, LJ Hooker, and a list a mile long. Before starting this extraordinary experience as a scientist where he developed the latest, sharpest ability, the research…understand, and discover what works and more formerly just an image of perfection.

Paul has trained for these skills in developing countries first regional chain of personal training studios, and went on to be the finalist in franchises of the year award in Queensland and personal trainer of the year. Paul then went onto share his secrets with the entire industry and created the Australian Institute for Personal Training which his business now has over one hundred campuses nationally, and it’s turning over a ten million dollar per-annum. During his time Paul developed dozens of transformational and exponentially profitable business models which worked exact precision to appease with extraordinary results. Paul then used these models very successfully as a coach and quickly became known as the, “Killer Strategy Guide” that can transform any business. Now, is the CEO of the Australian Institute of Fitness Ass, Paul is offering a coaching model that is fit to revolutionize the business industry in Australia, and in turn businesses and business coaches that he works with. Paul is also a highly sort after professional tenure speaker, and delivers presentations to over a hundred thousand people in Australia and internationally and regularly speaks to influential organizations such as the Australian Institute of Management, Charter Professional Accountants of Australia.

When he isn’t speaking, coaching, transforming businesses, wearing a Super Man cape, Paul is financial property investor with twenty-six properties that he built with profits from his businesses. He lives in a stunning waterfront dream home and enjoys a completely decorative lifestyle dedicated to making a huge difference using his talent from businesses. Paul is President of the aspiring Australian movement “A Fast Process” which is inspiring Australians to achieve their greatest potential in life in their community whilst creating money for their their favorite charity. So, Paul that was an extremely awesome bio to actually read myself it’s an extremely inspiring accolade that you have achieved there, and I’m really looking forward to today to discuss these more in depth, so to get started Paul is there anything personal that we missed out of it other than…?

Paul:  No I think you have covered everything it sounds like somebody else been read like that, but it’s an amazing the journey that started from really just going from been a corporate employee from those early years in my professional career and then deciding to step into the  fitness industry. If I look back over the last fourteen years and then realized what started as a very simple goal has turned to quite a large business you know.

Brett:  Yeah, that’s an amazing and the thing that I have picked up there is where it started from you know because you don’t just acquire twenty-six properties and multiple businesses over night, so  it all means we start somewhere. When did Fortunes enter the fitness industry so to speak?

Paul:  Like a lot of people I was working in a job that and I quite enjoyed myself, and I was a complete fitness fanatic you know I loved the fitness and had always wanted that. I didn’t realize you could actually make money from been a fitness person it was a really unusual concept back in the ‘90s to actually make a living of been in the fitness industry. Having spent four years at Uni to learn about been a scientist to decide that I want to start my own business, so I basically went off and did a fitness course…back in those days it was called “Fitness Leader” it was a two week course, so I took two weeks of my job and went on holiday and basically did this course over my holiday for that year. It was really just for my own personal knowledge in the beginning that was in 1996, fast forward to 1999 I was growing increasingly interested in the idea of running my own business, and decided that something like, fitness would – if I could just earn enough money to live off of it I would be very happy. My goal, it sounds funny now, but my goal was to earn four hundred dollars a week from been a fitness person that was my big goal, and give up my day job and do that for a living.

Brett:  Yeah, that’s great mate a couple great things what I look at their when I talk to anyone who is a personal…I’ve always looked for key points and what I picked up there was you actually went on your own back you know, so you actually had a job – and a lot of people out there listening to this will be able to relate to that, and they may be sitting in their job right now wanting to be in the fitness industry, but just can’t get out there because you know the old quote, “Just Don’t Have time,” but you personally went out in your school holidays and you went an actually did a course needed to get into the industry.

Paul:  Yeah, and I had no idea I just really…I guess as a scientist you are always researching you know, so I did the course and for three years I did part time you know as a hobby, it was truly a hobby.

Brett:  Yep.

Paul:   The point where I used to do aerobics classes and I would never invoice the gym I would feel dirty and it wasn’t right. I loved it so much how could I possibly invoice for this work, so it was really just a passionate hobby it was never something that was going to provide me with a full time income, but as I started to learn more about corporate culture and the limitations of that I got more interested in how to actually make a living just doing something that I enjoyed. It wasn’t about making six or seven figures it was just, “Can I live of fitness” and that was my initial goal in 1999, so yeah it’s a good point.

Brett:  Sure, so when you actually…I’d be interested to know when you got your four hundred dollars a week goal what happened then? Yeah you retired your done what’s was going on for you then?

Paul:  Well interestingly enough I got to four hundred dollars a week pretty quickly as you can imagine, so I’ve got a bit of a cough my apologies to the listeners. We can’t catch it through the phone or the ear piece so we will be okay. What happened was in the year 2000 I kicked of the personal training full time and the first week I had about three or four clients and was charging twenty-five dollars an hour, because a person in this industry said to me that is what you need to charge because they’d been in the industry for twenty years and that’s what they charged. I quickly realized that when I looked at my colleagues their limiting beliefs into their own personal work was my compass, so when I started charging thirty-five dollars an hour I actually lost that friendship, because they felt that I was punching them away which is really interesting. As soon as I started making two or three hundred dollars a week I then went you know I really want to be my own employer, and went about recruiting my first staff member.

That took me a few goes, but in May of that year my first staff member happened to be this exercise psychologist who was completely intimidating back at that time, but he knew more about exercise than I did. He had fewer strides and less desire to be in business, so he was happy to work for me, so I effectively traded in all my clients and gave them all to him. By the first month of that business which was June we turned over ten thousand dollars in the first month, so I learnt a lesson in basically handing over my clients, and supporting him to be full time, and as a result I was freed up to actually go out there and market, and sell the personal trainers tended to all the personal trainers full time.

Brett:  Yeah, that’s fantastic you know a couple of things I get out of that one is, and it can be quite intimidating for people and I’m glad you mentioned you don’t always need the sharpest sword in the shed, as long as it’s the tool that continually knocks down the walls, and we relate that to when you actually brought on the first trainer you happened to omit you know the trainer was actually better than you at actual training which can be an intimidating thing for many people.

At the end of the day I guess if you look at people like, Richard Branson he’s definitely not the smartest guy that you’d ever meet, but he knows how to use smart people, better people for a position, so that’s a great lesson here for everyone as well. I guess Paul in regards to that let’s keep continuing you on your journey, because I think it’s very valuable you know any big ah, ha,  likeable moments that you have had that you think would be beneficial for our listeners.

Paul:  In that phase I think I guess a lot of people actually want to get out there and the first step is to how do your charge for your time. The thing that really worked for was having a printed piece of paper that listed all of my prices on it so I could just give it to the client and let them decide, and also making sure the products were listed as been programs not as been my time, so I didn’t sell an hour of personal training I sold motivation plus rapid results; those were two choices you had. The second thing was if you’re going to be a business owner release your role is to get leads and new clients on board, because most employees want clients and a business owner has to provide the avenues for people to get clients. That is what I did very well in the early days.

Brett:  Great, so in regards to…I’m picking up another valuable point where you mentioned not charging, u know.. having a price list…I like to refer to it as a menu I use that analogy in a restaurant you have got different menus and the customer will choose what is best for them at that time. Why wouldn’t you just have it listed as price? What is the importance of exactly writing down a name of a program?

Paul:  I researched the weight loss industry because I could see back in the early days the weight loss industry was really charging premium prices for support. And I looked at Jenny Craig and Weight Watchers and others like that, and I realized that what we are selling is we are selling results to clients part one, and in fact we place a high value on the number of minutes that we spend with the client. The client would actually spend less time with the trainer and get better results, so by selling the outcome rather than selling the time spent means I could charge higher amount of money for my time. I hope that makes sense…I think it’s a pretty cool lesson and back in those days people were selling – you could either do an hour session or half hour session, and do a ten pack or twelve pack or something like that, so literally your selling time which you are really losing weight. Plus the other thing Brett is that when you ever want to go on holiday you have literally sold your time to that client then you can’t go on holiday.

By selling a program and including sessions as part of the program then you have to like have to lift the lid as well.

Brett:  Yeah, great, great one, yeah you know that alone is worked to our suggestion now fitness as well definitely an important thing because you know we have a product called the “Bikini Body Shapeup Program” and you know it’s very results driven in regards to well, it’s sort of tells you what it is, you’re going to get a bikini body the gold body by the end of it, so yeah it’s extremely important and it’s great to see that you were doing that back many years ago you had already implemented those strategies. I guess if we fast forwarded to today’s fitness industry you know there is still many trainers and there could be people listening to this right now still trying to sell impact, so maybe you could just elaborate a little bit on you know if someone is listening to this and they are still selling ten packs time and time again let’s sort of hammer the point home why they should change their programs.

Paul:  As a scientist if you learn about primary and secondary data, so for example I’m giving you information that I leant in my life, because in my bone not in your bones because you haven’t done what I have done, so advocate this to do a survey, so if you know a hundred people what is your number one health and fitness goals? You actually mutually write down the answer from each persona and what they said. Then the next question to ask them is why is it important to you? You will find the data leap out of the pages they are very common things of what people want, and then if you test the following two strategies. So, for example I have done a survey of hundred people and I’ve found that sixty-seven people – so the number one health problem they had is to lose weight, and why that’s important to them is because they want to get into a bikini in summer, okay that’s the results.

Then tested clothes I tested this approach in first instances asked them would you like to pay for ten personal training sessions at eight buck an hour just ask them that question and see what they say. The second approach is say to the person if I told you have weight loss and I could guarantee you’d have a better body for a bikini in twelve weeks would you be interested in working with me on my Bikini Body Shapeup Program for twelve weeks, and results would be just stunningly clear. You know what they want is the outcome they don’t care about how you get there. If a book or a motivational speaker, or health retreat says that  you can go away for twelve weeks and come out with a bikini body or they will pay for it.

Brett:  Yeah, that’s right fantastic I think we’ve made the point clear there now you know you people listening you can go and test that theory or you can take our advise on that and run with that and go and change your programs immediately and test it out with your new prospects that come through your door your be pleasantly surprised. Paul I’m always interested when I’m talking to professional people you know what do you believe if we were to say what are three key things that you believe has been catalyst to your success to date?

Paul: okay!!  I think the first thing is to follow your passion and my passion is people. I’m passionate about helping people that is number one, so whatever I have done in my life is around the passion to make a difference to people that is the first thing be passionate. The second thing is to get the knowledge required, so my favorite quote is “Necessity if the Mother of Invention” and this was a quote by Winston Churchill in the Second World War. He was talking about whatever problems we have we have to create a solution to solve them. If you find that you have a passion to help people, but don’t have the knowledge required go get the knowledge first just as simply. If you have no passion, no context there is any reason to learn, and I leant in the early days, and even now the biggest challenge for me is the client asking questions that I don’t know the answer to, and I love it because I go and research the answer and get back to them. That has lead me to a lot of self development and a lot of courses to make sure I can close that gap.

The third point is to definitely surround yourself with the right people, and that means I guess first you have to be someone who is worth hanging around with. If you have a bad attitude and your really kind of in the wrong place, because people won’t hang with you, and I’ve certainly found to myself when I was desperately trying to find people that could give me knowledge I found it was harder to get my friends of since I’ve been somebody who is really making a difference and investing in my own knowledge the caliber of people I surround myself with is top notch. To give you an example I have friends that own airlines, multi-millionaires, a friend of mine has got a child with special needs and he’s a very passionate father and he’s also somebody who speaks professionally and earns over ten thousand dollars an hour. He is a great guy and he is somebody I regard as a close friend and mentor, so I don’t really have a great deal of room in my life to people that drag me down, and as a result my children and myself we are exposed to high level people, so very, very important to have the right people in your life.

Brett:  Yeah, couldn’t agree more with you on that you know the personal education, professional education, and personal development is the key thing that you know I have yet to meet a successful person who hasn’t been through that type of journey and classes, and you know one of the top things to have in their life, so I definitely agree with that one. In regards to business most businesses I guess you would say there is always a time throughout that course business, and you can pick anyone of yours – what do you believe is one of your biggest business lesson?

Paul:  Yeah, good question I’d actually, I was thinking about this because you gave me a list of things that you might like to ask, and this is one of the ones I found a bit challenging. But, to put it simply I think I think about meeting myself with a business coach these days, and the first

question I ask a potential business coaching client or business coach is, who is going to buy your business? And, it’s quite confronting because also I’m talking to people that haven’t even started their business yet, so I ask them who is going to buy your business? The point there is that people won’t buy your business if it’s not leveraged it’s not profitable and not systematized, and so by asking yourself the question who is going to buy my business before you start your create a much more sustainable and attractive business. You may not necessarily sell it in the end however; you might recruit a general Manager to make that business for you because it’s actually making profit. If your business is actually making good profits you pay good wages which means that you get a good caliber of people, and this is one of the hardest things to start a business is trying to recruit talented people to work for you which is virtually impossible until you have the cash flow coming through to do that.

Brett:  Yeah, that’s definitely right I totally agree with you on that one as well mate I guess it could be very confronting especially when you’re starting in this industry like you said, because again, they just want your first few clients, right, you’re not thinking about geez I’m not ready to sell it yet – let’s look at the importance of that and why do you believe it’s extremely important to go into with that end in mind type of attitude?

Paul:  Well, because if I ask people the question, “Why do you want to start a business?” they will say things like, “Because I want to work for myself, because I want to sack the boss, because I love fitness” and that is all wonderful, but to be successful in business your business needs to make a profit and if your business if making profit after your wages you have something to sell. I find for the first four years of my business I wasn’t obviously making a profit I was just interested in working for myself. The first business that I set up was really quite competitive I couldn’t sell it because it was so reliant upon me. My second business that I built and sold for quite a large sum of money was one that was built with the end in mind, so do you really think you’re going to be running this business when your eight-five? Maybe you do, but the point is if something happens and you have an illness or you just lose interest you want to expand yourself you have to be able to sell the business. I already find that most people who ask themselves those questions would do their business very differently. You do the things that make profit you do the things that work, and all those great things that you love that don’t necessarily make profit you leave those off to the side.

Brett:  Yeah great, and just another point to add to that as well is because what tends to happen you know myself coaching hundreds of personal trainers the key thing that I always found is I’d always ask them…you might be able to talk to this. I’d say, “Show me your sales price and let me have a look at it” and their reply to that if often not heavy, yeah, it definitely comes back to systems and procedures you know like the importance of that.

Paul:  Yeah.

Brett:  Have you had much experience I guess or anything you can elaborate on in regards to systems and why that is important?

Paul:  Well, when I…

Brett:  Even if you are a solo personal trainer we want to try and tap that mind set right of, “Hey whether I am going to be a solo trainer or not” and I still need to do X, Y, Z.

Paul:    Yeah, well you need have systemize..we need to have a business investor who is going to buy your business the ideal investment for them is a business that runs without the owner been present that is the best business possible, and most of the business goal is to have more freedom, more spare time, so you need to have well established marketing tips, and program that reliably generate a new client you need to have a good sound product that delivers what the client wants, and you have to have a really good system, so that every task in the business you have documented process in the system. If you get those three things you will be able to sell your business and interestingly they are the three most important things to have made your life easier in business.

Brett:  Definitely, so I guess it’s about that there moment if you’re not currently you know systematizing and creating procedures in your business you know I really, really encourage you to start doing that. You know I’ve been in this industry for fifteen, twenty years and they still don’t have a documented system. The great power of that as well as like, you said, if you go on holiday you know you can pass your system, so you can talk about McDonald’s for example they only reason they can sixteen year olds running the place is because they’re got books, manuals that tell you step-by-step exactly what needs to happen, so what we are not saying is don’t go down right now and create every system in your business, but as you go through your and your fine tuning your sales process write down the steps that you go through you know write out your own course, write down what are the key questions you need to ask every person that comes and sits down in front of you very, very important there. I guess Paul…I’m actually interested in what got you into the realm of both running and creating Australian Personal Trainers, so just a quick recap in Australian Institute of Personal Trainers one of the leading campuses in regards to qualified personal trainers if you could give us a little bit of run down on what got you to transfer in that area?

Paul:  Yeah, sure what is happening was we franchised our business by then and we had a big demand for personal training, and we just couldn’t get personal trainers into our business that were trained in our philosophy, so in the mid 2000, we found that the students that had come out of an RTO or wherever they’d be indoctrinated with the philosophy that RTOs…not saying that they are wrong it’s just that it wasn’t the same culture that we had. We didn’t have to ,When we employed somebody we had to I guess indoctrinate or create that culture with that person and sometimes they would be a really great trainer, but they had different beliefs in how things should be done and that came from the RTOs. We found it very frustrating that we couldn’t really get staff that were ready to go, and I went down to work around and ran a workshop for two days, and I found that he was in exactly the same place that he just couldn’t get the right sort of staff who had the right behavior and attitudes we wanted to employ, and it lead me to say to him, this was basically in 2006 I said, “I’ll come back here with an idea and solution on that” and I went back and I had a think about it and thought you know I’ve developed all these for people in business, but this is my own business and I want to make it available to everybody.

It lead me to actually just taking the labels of all my procedure in business that I developed over the years, and giving it to the person the model that was my franchise at no cost, and then giving him the step-by-step approach of how to train somebody to be a personal trainer. So, I did that for him and it wasn’t thinking this was going to be a large business at the time it was really just a one of thing. Then I decided to speak to the gym owner and found they had the same problem they just couldn’t get the sort of staff they wanted. So, yeah basically we created a model where we empowered the – it was interesting because our customer at the time was specifically the employer not the personal trainer, so we took on the culture internally. We wanted to provide the employer with staff, and that made a huge difference, because at the time people were coming out of the course been told, “Go and start their own business from day one” and that is the reason they would end up in the gym working for somebody else, so we went about creating that model. Because we had a number of people ready for that we just grew very, very quickly, and yeah that was in 2006, and by 2010 we were doing thousands of students a year and the as you say is history.

Brett:   Yeah, it’s great to see you can have such a profound difference in the industry not only starting from actually training the general public to then training people to train the general public, so it’s a great line of effective. I guess you have recently stepped away from Australian Personal Trainer and now – you tell us what’s getting Paul passionate now what are you working on?

Paul:   Well, I was going to say with regards to the growth of our PT it was basically because I went out and asked the students or potential students the ones that kept asking the hundred questions I asked them, “What do they really want before they ever enrolled in the course what do you really want?” and overwhelming 95% of them said, “I want to get a job” so they’d ring

you up to ask about a course and what they really wanted was a job, so that was the key difference – we didn’t make entrepreneurs of them we made personal trainers of them. Now, days I’ve, in the last few years I’ve worked with the Australian Sheila’s Life Coaches which was a start up institute, and we potentially started built and sold that business in twelve months. I’ve helped other people in other sectors, weight loss industry, horticulture industry, and other industries help them transform their industry through education. I’ve worked with numerous…I guess larger companies I mean in the fitness industry we regard someone doing in years been quite a large player in other industries significantly more zeros involved and my typical client now is large, I guess a medium size organization with a turnover of twenty million dollars, and around a hundred staff, so it’s quite a different kettle of fish.

I don’t know why but what I have realized is that the one thing that really makes the difference to performance in coaching, and in the fitness industry that’s the case, so as a personal trainer I found it wasn’t necessarily exercise it was how accountable were they held between visits that painted the biggest  differenence. I’ve discovered that I’m extremely passionate about the power of coaching and I’ve spent myself over a hundred thousand dollars on coaching over the last five years or so. Now, I’ve established the Australian Institute of Business Coaches and this is extremely exciting because we have an industry with a lot of passionate people, but no standardized training and largely people in business coaching sector are lone wolves, so they don’t really share or use information with each other, so I’m really enjoying a bit of cross- fertilization cross-pollination as business coaches.

Brett:  Just a…why do you think that is because I’ve said day in and day out people not wanting to share certain strategies because they are scared or whatever the reason been you know like, I guess we put on this podcast, and you know we are sharing anything that needs to be shared. But why do you think people have that type of mind set?

Paul:  I know for myself because I’ve felt that way at time as well I’ve felt like, I don’t want to share my knowledge and then be squirreling away my own learning, and it really comes down to necessity. There are times when I’m afraid of losing clients or losing revenue and it just comes from a scarcity mentality from the fitness industry we have got you know about twenty men Australian, and around ten of those men are overweight, so we take it as a huge amount of personal trainers to kind of fill that need. In the business sector we have got three million small businesses in Australia, and around two and a half thousand business coaches. Really, I believe that every business owner needs a business coach, but not everybody see’s it that way they are more concerned with getting their twenty clients or ten clients and sticking to their own. I think it just comes down to scarcity I think that is the main thing.

Brett:  Yeah, sure I guess on that you know there are some people out there who because I guess what we have said a few times today, and in the past episodes you know we are all advocates on coaching. What do you believe if you were to give someone advice listening to this, what are the key things you look for in a coach, because there are fair few coaches out there you know what do you look for in a coach if you’re a personal trainer?

Paul:  Yeah, in personal trainer the first thing…once again, if you don’t know what results you want it’s very hard to get a coach just like, a client who doesn’t know what their weight loss goal is, or health goal, so it’s really actually hard for a trainer to help. The first thing would be for you personally as a personal trainer to know where you want to be in three years time all right number one. Number two is to, when you work with a coach be really clear with that coach about the results you want to get not just information, but I want to grow my business by three times only working twenty hours a week, and I want to have five weeks off a year and I want to earn two hundred thousand dollar like, in my pocket. The more clarity, and that coach is a good coach will actually take those results been important to them a business coach who is suffering from self doubt will explain to you how I can’t get results how…it’s not about the results it’s about the journey, blah, blah, blah, blah all right. If your business coach starts talking about the fact that they will learn, grow, and develop, but it’s not the bottom line move on.

The third thing I would look it is where they have been trained, and what results they have in the past do they have a track record working with people like me. I always look for a coach that has worked with larger businesses than me, so my last business coach typically you know each client was twenty million dollars turnover plus, so I was his smallest client which suited me I’d rather be the smallest client of a coach than a larger client of a coach. Identifying all those skills is learning from a larger organization in my little enterprise.

Brett:  Yeah, great Paul all valuable insight there and definitely great and if you’re out looking for a coach you know there is no real rocket science behind you know it. What you can do is just reach out to someone you know and just actually send them an email to try and get through to them and let them know where you are currently at.

Paul:  I didn’t mention one more thing I think it’s a fairly specialized area, so if you can get a coach who has got some results within your you know if you went to a business coach with you know a dog washing company, and a lawn mowing company, and a video store you know you have to spend a long time explaining to them what your business is, so it is good to have a person that’s worked with your current business.

Brett:  Yeah, fantastic I couldn’t agree more. Paul if you were to give us an over view like, what’s the key thing? What is working for you right now that would be valuable for others to know about?

Paul:  Right now, the number one thing is been disciplined, have a good memory, so it’s disciplined, so I’ve got lots of business movies…just discipline. I’ve got my product it’s taken me two years to work out what it is, and now it’s about saying, “No” to shoddy objects or shoddy ideas, and I’ve got a thing called a “Parking Lot” which is actually a bookcase in my office with folders and folders of business ideas and things that I have, and they live on the parking lot, because I can’t do all those things; I have to do one thing at a time. Right now, I’ve got the Australian Institute of Business Coaches and we are in the start up phase I know its early days and we have been around for six months, and we need to go hard and fast and think about a cool business in the next twelve months. There are so many people coming up to me with opportunities and ideas and things that I could do. I should actually kind of ignore them to some point and just focus on my core business, so it takes discipline.

Brett:  That’s a really a valuable point and I’d like to talk a little bit more really it’s never going to be shortage of a bright shining object now, I mean I need to continue with this myself because I myself come up with a new idea every ten minutes I think. What are the key things you look at? Let’s say you’re a personal trainer and have just taken on your advice to be disciplined and not take on any other projects how do you know when to take on another project? What is it that will make you say, “Hold on a minute I’ve actually got limit this” what are they key things?

Paul:  It is…ummmm….Great question Brett you clearly are a coach because you drive some really powerful questions. It comes down to the scoreboard for each month it comes down to the scoreboard, so each month it comes down to a set of four or five numbers that I have, and that automatically comes down to the result the business is produces, so if the numbers aren’t right then I’m going to get my ass kicked, so I’ve got a business coach and, why I’d try and pull a couple because a couple of things I’ve been trying the fact comes down to the performance of the business, so that the only way I take this is be accountable there is no other way, and accountable weekly accountable monthly. I have got two coaches I’ve got one coach that sees me kind of weekly, so that person is very, very good at you know, weekly action what doing part of the business, the action taken taken, and the second person I have he’s actually not a coach they’re actually a business advisor and I can’t go to meetings without my profit loss and balance sheet they won’t talk to me without a printout of my loss and balance sheet. I’ve been doing wonderful things like, comparing actual versus budget which…you know all they look at is the numbers they don’t care about the amazing year that I have had they just care about their local counsel type person they are not an account they are actually different from that, but they only care about the biggest industry, so I just had a hard time finding a person who can be inspired and motivated and encouraging, and the same person is quite non-colleague, and dry and you know – I hate been mean, because there is no…You know I love the first meeting it’s like, all positive and great work, but the second meeting sucks they don’t care about anything, but profit and loss.

Brett:  They’re definitely entrepreneurs.

Paul:  The second meeting is you are sort of this person that will be reviewing my figures, so someone is buying my business the second person is the sort of person they engage to come and view the business to see whether it’s worthwhile, and I’ve already got that person involved, and yeah they don’t smile they just basically go, “A, huh, a hum, right,” so I find them both really valuable, and I need to have both in place though to make cheese.

Brett:  Look I’ve picked up a few things out of that and if we were to  look at it in comparison you know professional athletes need more than one coach.

Paul:  Yeah.

Brett:  You know they have got their coach their special conditioning coach, nutrition coach you know similar to someone in the person training industry you know. If you’re not a qualified nutritionist and you’re not too sure on what food your client should be eating then you need to outsource it to a professional nutritionist.

Paul:  I guess as a professional athlete you have a reality check which is lifetime, so if you lose you get silver you lost, so the second structure is – there is no finish line in business it’s always ongoing, so I had a very, very focused monthly game that I win there is no like, I a almost got there…it’s like, either I actually compete or I fail you know, so it’s not necessarily if I can feel the accountability and I do as I say, I have a number of people that are specialist that I engage in consultants to do things for me, and I think that a personal trainer needs to have a consultants that help them within areas of their business. The challenge is making enough money to pay all of these different people for all the advice.

Brett:  Yeah, that’s right.

Paul:  Your business coaches your weekly business coach and it goes back to having somebody who has been there and done it. If you engage in a business coach into a personal training business you sort of getting a lot how to do stuff advise on a weekly basis, so perhaps that is why we see a lot of entrepreneurs with turnover less than say two fifty replying on business coaching feeding on their stomach, because I know it can happen to the [inaudible 0:42:42.6] tools because they are coaching more with the coach, and also a bit of advisor and mentor as well.

Brett:  Yeah, sure that’s a great point as well Paul. I guess now sitting there are people talking about coaching and so forth and deciding whether to hammer to the nome, but I mean the importance of it is extremely vital. If someone is sitting there and going, “Well I don’t have enough capital raised or money to get started with a coach” what type of advice would you give them in regard – maybe you could give us a couple of your favorite books.

Paul:  Absolutely, number one my personal favorite a client weighs in and they weigh a hundred and thirty kilos and they say they want to lose weight, and they say I can’t afford a personal trainer… well what would just say. The same thing in regards you want results you have to spend the money, so some ways of getting I guess – you can get a advice that’s a nothing out there, but having a coach and somebody that cares about your results you have to put some money in their pocket to have them really engage with your business otherwise it’s just not worth it. I would suggest if you have no money like, if you’re really low on cash getting into a membership program or a group coaching program is the first step would certainly help. You can probably get something you know sort of one hundred dollars to five hundred dollars a month, and as an individual or group coaching context. You have to provide you have to take the advice of whether to make more money, so the last coaching guy that I employed was four and a half thousand dollars a day, so I had to take on that I create at least three thousand dollars a month extra revenue from his coaching and I did it.

If you’re in that sort of, basically if you want to aggressively grow your business doing a one-on-one coach it would be a good idea as well to say you’re looking at probably between I’d say fifteen hundred two and a half thousand dollars a month until you get a coach that is worth the investment.

Brett:  Yeah, I hundred percent agree, so I guess if there is someone out there and they just want to get started in regards to information what type of – what are a couple of your favorite books that will be able to get people started you know in that digital price tag.

Paul:  I think the first one you can read is The Seven Habits of Highly Effective People that is a good book to read by Stephen Covey the next one would be Purple Cow by Seth Godin, and that book is about heading out from the crowd which is really important at the moment in the fitness industry and its quiet different, and the third one would be…I think it’s Stephen Phaidon it’s a book called It’s Not How Good You Are It’s How Good You Want To Be and it’s got it’s got running ostriches and I love that book it’s short ten years late you know, but I think those three books are, if you really implemented those three books all the knowledge you need is in those three books as far as how to do it, so a good place to start.

Brett:  Yeah, great fantastic I’ve read all of those books and I couldn’t agree more. Another one I’ve add in there is The Emish by…I forgot mate who wrote that one?

Paul:  Russell Gansett I guess The Emish was the book of the generation X, you know that’s what we all read and know days it’s The 4-Hour Workweek which is the book of this generation. I guess I would probably…both of those books should come as a warning that actually you have to do a lot of extraordinary large amount of work. Most authors write books to sell books, so just those two books that’s great, but the fact is your going to have to be a technician, manager, and entrepreneur in varying degrees in your journey. You can try to start from day one without actually having to have an understanding of your product then you are going to be floored in the fitness industry, because the personal trainer I work is a personal that actually knows what they are doing and not just a business entrepreneur, so those books are definitely ones that I recommend, but I’d recommend them after the three if I had my way.

Brett:  Yeah, and lot’s of them right I mean how about just get all five of them.

Paul:  ahhh!!! Loads of stuff to read…

Brett:  So, I guess Paul a couple of questions that I just want to finish off on. Where do you see the fitness industry heading over the next five years?

Paul:  The fitness industry, there is actually a study of market research that show tools that plot the course of various industries in Australia, mining, childcare, and things like that. The fitness industry is actually in maturity at the moment it’s matured, so what that means is there are established players in competition etc, and it’s whole concept of been declined over the next five years, so we are going to see a gradual decline in the fitness industry as we know it. The drive of that decline will be things like online programs, and you’ve already seen programs like, Michelle Bridges program making a big impact on people. Online programs making a big impact so it’s not bad news it’s just what it is that we need to be really sharp about what value we create for our customers, so I think you will see personal trainers of the future been really clear about focusing on the weight loss, and body transformation and not about fitness. You are going to see additional niche markets opening up, so at the moment you know ten years ago the “The Firm” was the only provider of women’s only fitness, isn’t that amazing ten years ago only one.

Brett:  Yeah.

Paul:   Now, I take a peek everywhere and in 24-Hour Fitness you know for a very short time that was exclusively one provider and now there are a number of providers doing that. I think we are going to see a return of the value of personal trainers and how a personal trainer can make the difference between results or not, and the key is to be able to leverage your time through group coaching. I say the word coaching as opposed to fitness I think the lower level personal trainers will just focus on sessions for most of their clients, and the high level personal trainers will be almost like, the big guy you go to for the complex problems and they coordinate everything the client needs from exercise, nutrition, and mind set shifting.

Brett:  I guess it’s similar to what we have created with Fit, and now Fit-Chick location programs as we want to create a community something where someone can come in and you can help them on many aspects versus they just turn up, and that’s it…see you next week type of thing,

so yeah, I couldn’t agree more with that as well. If you’re sitting and you heard Paul say, “The fitness industry is going to be on the decline” and that’s just not his opinion that’s based on you know Paul been a scientist he looked at the fitness stats on this…

Paul:  I continued a report actually Brett I will email you the industry report.

Brett:  Yeah great, actually I’ll put a little gap underneath this podcast, and share it with everyone it will be great. I guess the point I was making on this there is no time like, the present to stand out from the crowd you know an how you operate differently from every other personal trainer that’s generally qualified. Don’t be alarmed by that you know the fitness industry people aren’t going to all get in shape over night there are always going to be people to train. I guess if we were to finish off on the last question there is something I like to ask people in the fitness industry if there is one thing about the fitness industry that you could change what would it be and why?

Paul:  One thing I would change would be that personal to redefine is how personal trainers see themselves, so I would think about – my mum is in her sixties and she has a crook back, and I think who could I refer her to a personal trainer knowing that that personal trainer is going to do a good job, and at the moment I couldn’t I’d have to make sure I really checked into that personal trainers approach, so basically I don’t think we have the problem right now, because probably we don’t have the trust in the community or the allied health profession like, GPs an doctors, so I think we have a lot of work to do in professionalizing things. I still see people doing ridiculous exercises with clients and just plain dumb things, so I think the hardest thing about the industry is there is no standard approach to how we train our clients, but there could be a standard philosophy how we respect our clients.

Brett:  I completely agree, and what would be the first step to make that happen?

Paul:  Lead by example, I’m engaged in and have a number of events running which are about developing leaders in the fitness industry and if you influence…I’m influencing the leaders just to tone and culture the personal trainers they influence, so I’m working with leaders and getting alignment on how they see personal training evolving, and deliberately going about changing the way it’s perceived.

Brett:  Yeah, fantastic Paul, but look we have a couple of minutes on the clock to go and I just want to finish up and get with anything else you want to add or any final messages to give our clients how they can go out there and you know mirror their clients, and what are the goals they want to actually achieve themselves. What sort of advice would you give them?

Paul:  I think if you sit down like, wherever you are in this podcast and sit done and just get a piece of white paper and just draw up that vision for where you want to be in three years time. What is your life going to look like and what is your business going to look like in three years time? I think it’s a teaching just really visualizing where you want to be in three years, and then second to that would be think about somebody who is effectively living that life that you really admire, and approach that person to, and say, “I really admire what you have done and would it be okay if you could mentor me?” to achieve what you have achieved. One thing you know about successful people is they are very generous, and if you approach people with the right intentions and that is to…I would say yes to anybody that is just looking to make money, because they want to buy a new car that does not inspire me at all. But, if I see somebody that actually wants to change the world then I will do anything I can to help them because effectively they are making a difference to the world I’ll make a difference as well. I think the confidence to approach somebody that has been there and done it, and you really respect you will find they will give you some time or at least give you some advice and help you along the way as well.

Brett:  Fantastic lead on questions Paul to finish off for our listeners out there who like what you said and they want to find out more about Paul Timms where can they go to, or can they reach out…give us some information?

Paul:  The easiest way to get a hold of me is to Google Paul Timms and so I have got a website called PaulTimms.com, facebook/PaulTimms I use that quite a lot as well, and I’ve got a system of attracting the right people in my life, so I run every  four months huh..every three months I run a leadership summit. It cost ninety-seven dollars it’s fairly cheap, but if you would come to that event – we are only talking about leadership skills it’s all about to be an inspiring speaker, how to run events, and how to make a difference, so if people come to that event I really take notice of them because they have already told me that they are somebody that cares about leadership. I think the easiest way to get a hold of me is to connect online, but also come to one of those events they are happening all around the place. My next one is in Brisbane, but they are happening all the time, so come along and meet me and bring me one thing that is a problem for you at the moment and what I always do is with people is say to them, “What is one thing that is a problem right now in business that you’d like help with?” I have a personal commitment to answering that question. I do that with my audience and I do that with people I meet, and I’m more than happy to do that for anybody that actually wants to get in touch with me to, to answer any personal questions your having about how to get to where you want to get to.

Brett:  Perfect, there you go guys there is an opportunity right there find Paul on facebook he’s on facebook.com/PaulTimms, that’s Timms with two MMs as well or of course you can Google him.

Paul:  Just Google me.

Brett:  And who will see what else pops up…I might get my SEOs thing now up to try and dig some stuff up.

Paul: I’m sure you will you got really!! I know how you people think.

Brett:  All right Paul look personally thank again, mate for taking the time out of your day I know it’s very valuable, and I know speaking on behalf of everyone listening that they got some valuable insight out of today fishing and what pops up here is we are definitely going to get you back on in a later session where we can actually talk about speaking because we never really got t talk about that today and I know it’s a specialty in your field and something your extremely passionate about, so we look forward to having you back on board. Okay, you enjoy the rest of your day and I’ll talk to you soon.

Paul:  Thank you Brett. Bye.

Episode 3 – The One With The Brookanator

In this episode Brett interviews Aaron Brooks. Ex CEO of Harcourts Real-estate.
He is responsible for taking the company from 3 offices to over 280 franchised offices.
In this episode the Brookanator shares some great wisdom on how to be successful in Business.
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The One With The Brookanator

Transcript of EPISODE 3:

Brett Campbell: Hello and welcome to the FiiT Professional podcast. I am Brett Campbell and we are back today with episode number 3. I’ve got a little treat installed for you all. Today I have a special guest joining me for the episode. His name is Aaron Brooks and I’ll get him to introduce himself in a moment, but if you know him well enough by now, you know… I’m always someone who sees an opportunity and they like to take it and they take action. So the reason why we got Aaron is, he is actually called by the headquarters today I am just to pop in and say hello and then I will put him on a Sleeper choker hold and next thing he has just walking up next to his podcast microphone and I’m going to steal his brain for the next half an hour or so or until he needs to leave. So we are just going to have a conversation today and it’s going to be about business and some key strategies and lessons etc. that I know Aaron will be able to impart on us all and so I’m personally very excited about it. So without further do I welcome the Brookanator as we just decided his name prior to this starting. So Aaron I’ll hand it over to you and you can just give us a bit of a back ground on who you are and why these guys should even really listen to you.

Aaron: Thanks Brett, I appreciate that mate! The Brookanator here guys for the first time. I guess what we need probably think for over the next 30 minutes is what inappropriate nickname for Brett would be I’d call him “brettles” (Say it again if you like girls sort of like that sort of stuff I don’t know about it Sort of attaches to his feminine side I think its Good)

Anyways I got the pleasure in working with Brett quite a bit I’m Brett’s sort of business coach/business partner/friend/all around good guy and as you can see Brett has asked me to come all along today you know throw him 2 bottles worth in so I would be happy to do that

I guess a little bit of information about me… just I was the CEO for Harcourt Real estate I don’t know if any of you out there are aware of Harcourt’s… I’m sure if you are in or had anything to do with real estate over the past I guess 10 years in Australia. Harcourt’s itself is originally a New Zealand company and what brought out here in 1997 and from 1997 I guess my responsibility when I first started with the group we had 3 offices in Australia. So it was a little baby at that stage. I joined the actual business the group auctioneer and worked my way through the business until 7 years ago I bought my share in the organization and I guess over that period of time we took it from obviously being a New Zealand real estate business to I guess having 3 offices in Australia to now being operating all through Australia. I mean we still got 180 offices in New Zealand and we got 280 in Australia. We opened up in America, South Africa and all the way through China.

Got a couple in Fiji which is outstanding so it was always a good opportunity to go to Fiji on a bit of a holiday/business. But it has been an exciting road about 12 months ago I decided it was time for me to do something different. So I sold the business back to my other partner and now I have my little coaching business. I got the great privilege or pleasure of dealing with Brett on a weekly basis. So that’s how I ended up being here today. I’m guessing but you know in terms of my duties of a real estate person I guess whether or not its real estate or law or accounting or whatever it might be still or PT. I mean business principle still apply and you got to make sure you are investing in people, investing in new process and ensuring that you are doing all the things that needed to be done to make sure that you are running an effective business unit.

Brett: Cool! So I guess Aaron you know you touched on in there a little bit in regards to whether you are in real estate at all personal training or your setting up lemonades on the side of the street you know. What sort of advice would you give someone in the fitness industry who you know really wants to take their business to the next level. But they are really unsure how like it, what would be the key things I guess that enable yourself to take Harcourt’s from 3 offices to 280

Aaron: I think initially you know, getting involved in the business as it Greenfields business to kick it off and get it up and going. I think probably the most important thing out of that is just your rural enthusiasm/passion about it at the product that you have to offer. So whether or not in the business or real estate or personal training if you are 100% completely focused and passionate about your brand and what your unique differences as an individual; why would somebody come and train with you, why would they join your boot camp why would they join you one on one whatever it might be. You know what difference can you  make in somebody’s life and how can you deepen that connection between you and that individual I guess to make sure that you have a wider influence over that person not only for the hour that you are with him but for the rest of the day or till they see you next. I think probably you know you look at the industry of certain PT and I would sort of suggest moving forward not only your sort of training somebody’s body but I think you also got a but if an obligation on background to start training their mind as well do the stuff that you need to do with them and ensure not only that they physically getting into shape but certainly mentally as well because I think that’s probably one of the blockages. You look at somebody once said to me three reasons why somebody won’t succeed in something and what to do.

Number 2 is they don’t know how to do it. Number 3 is someone or something stands in the road of them of doing it and quite often part of the reason that some of you know out of people’s clients won’t meet their goals whether that they physically or mentally is because they haven’t put themselves on the position to be running really honest about whether they starting from. You know, what’s in my mind that’s going to allow me to be successful or to allow me to I guess not be successful. So upon tapping that I guess going right back to the raw basics to saying “Who am I as a person” “What I want to achieve”, “What’s stopping me from achieving it those things”, pretty clear in your mind and the physical aspect it be able to kick in to the mental side of things that needs to be tapped in to before anything else has done.

Brett: So touching up on that, what would you say some of the key elements outside of passion and enthusiasm that you know that enabled you to have the success that you had today?

Aaron: I certainly think that the plan was a key thing. Getting some clarity around what it is that or what I want to achieve in a business. So in order to probably number 1 was a plan and then just get crystal clear about what it is that you want set your goals, make sure that your main accountable to write them down review them all the time. So it’s always good to have the big picture and you need to know what the target is. I guess ultimately what is important is that you need to be able to chop off those down to daily tasks to ensure that right, where I want to stand; where I want to be 5 years where I want to be in 1 year. I think the ultimate key is at the end of the day you to look back on your day and say have I ticked off some of those KPI’s for me to progress where I need to be. So quite often people set a big long term goal and they never set mini goals in between those things to make sure where they are heading on the right track. I think part of being able to you know… have your plan set your goals set this is right, ‘oh that’s a 12 month goal, How do I then break that down into you know, 52 small steps to be sure I get to the target.’

I think when you are doing that, you know every single day, every single week you can look back at your week and say “Right-o what I’ve done today and what I’ve done this week, what I’ve done this moment has helped me get closer the what that end picture is for the 12 month greater goal. So I would say number 1 certainly having a plan, having your goals, having set structures. I guess number 2 is probably just, how your business will become a direct reflection of the quality of people that you have around you.

So when I say quality of people and that probably start of by saying really focus on ensuring if you are building a team of people around your trainers or whatever you’ve got make sure that you get into this business with the very best people possible. Because the quality of people that you surround yourself will end up being the quality of the business that you have down the track.

So whether you’re by yourself or whether you got 2 or 3 or 5 or how many trainees you got. I think making sure that they are really good quality people that will help your business in the long term. So I guess I’ve always been successful in any business or venture that I’ve done cause I understand what the end outcome I want, what I want to achieve is pretty solid plan and I guess the next thing is I always surround myself with good quality people and when you are doing that it enriches your life and to say… that’s the time I spend with you, that’s the time I spend with other good clients that I have you know part of my responsibility as you know being your coach or being someone that has involved in business with you to value added to you as well, But I also got to seek the value add to you as well. So I think when you get that given and I guess when you are giving it and receiving them the same both makes your better as an individual and try harder to try and help those people. I guess gain the outcome they want to achieve.

Brett: Yeah I mean I can definitely see you guy as a person, since I met you.

Aaron: Yeah, thanks for that cause I was going to say you know you are hanging around with the people and just on that a couple of, couple of parts that I talked about that is getting your goal set and you know the goal setting is sort of subject it can be a very… a very broad one because the end of the day we all know we need to set goals right? But how many people actually review their goals, that’s the key point and what happen to me and what I would do is I actually have a book so I suggest you go out and go and buy a goal book. Don’t just buy a budget one for exercise book go and buy nice leather… book that you can write your goals and not only that reassess and look at those goals on a daily basis so I would highly recommend that you’d write down your question at the end of each day and go to what did I do today that got me 1 step close to my goals. Just upon that you imagine reflecting in a months’ time you’re actually go back through every day and see what you actually did implement. You’d be actually taking back by but what you’ve actually achieved.. So and again I guess probably 80% of people let see them throw out probably 90% of the people probably won’t go out and get a goal book. You have listened to this pod cast and you think, ‘Oh, that’s a great idea or I should get around to that and I guess that’s just another key point you know… you can have your goals and you concerned yourself with the right people if you are not taking action on anything then you just going to be sitting and saying rephrase every single day….

In terms of having a goals book I think one of the big challenges for us is we got to open our mind on bigger things that are out there that make any sense. I think sometimes it’s a bit of a society where a bit tall poppy syndrome you know somebody goes you know going to go all about wally wally you know I think that needs to be broken down as a society to the extent where it’s going to allow people that are listening to this podcast today that I generally wanting better things in their life to be more open minded about being able to have things like that in your life. You know I remember when I first put my goals put together `which is probably it would take probably 10 years ago. You know I remember the time you know buying this book and it’s not a flash looking book, it’s not a leather bound book but it is a book where written letters to myself in it. I’ve gone through a process of identifying goals financially and family I cut pictures out and I’d put things in and I review it and visit it all the time and I just remember the times sort of being a bit overwhelmed by starting and but I guess now when I look back 10 years it has been a work in progress. I think the thing that makes me proud of that, that part is of any stage my kids ever pick that up they would really know who their dad was. You know if I wasn’t here tomorrow and they got left there and my kids went through that and they would go, “Wow”. You know Wow that’s a bit of an inside into my dad’s heart and I know that sounds a bit soft but the fact is if you look at that it would basically tell you who I am. It’s got my goals dreams aspirations, I wrote letters to myself in it, I’d write letters to my kids in it on what I’ve felt that day that given moment. You know don’t underestimate the power of that stuff cause It’s all about when I go back through that book and I seek things in there that I bought 5 years ago that arrange their in particular watch that I wanted finally after the house that I just recently build; it’s almost identical to something that I’d put in there 5 years ago, just a little bit modernized and you know things like that don’t underestimate the power of having that stuff in your life guys I mean. You know I think I’d probably simply by having some goals you’re in the top 10% of the country, by having them written down you’re in the top 1% and by reviewing you are in the top 0.01% . You know be someone a bit special when I guess you know put yourself out there.

Brett: You know currently I just took 1 more point on that and in regards to you know having the pictures and the big boat that you wanted and actually putting it in your goal book now, now I don’t know if you have seen it or not the movie “The Secret” now that is a fantastic movie in regards to getting your mind thinking forward but again if you just got a book with pictures in it and you are not reviewing it every day, then don’t expect to put some pictures on your wall and in 10 years you click your fingers and there you go your mansion your motorbike sitting there for you. So it just comes down to what you surround yourself with you know. So you surround yourself with dickheads and you end up being a dickhead unfortunately and you put pictures that you want and you surround yourself by that and you look at it repetitively day after day after day. You are going to create that habit subconsciously and you just going to go for it.

Aaron: I mean ‘dreams without actions’ are still dreams. I mean ultimately you got to have your dreams but the next step is taking action on it fine enough up you should say to be honest with you. I mean I probably have reviewed my goals for maybe a week but the other night I’m lying in bed and I just have my goal book sitting on top of my bed head and this things come flying and hit me right on the spot of the head and I thought, ‘Gee!’, that’s a bit of a moment and I thought maybe the goals but wants me looking at it.

It’s just going to get nah nah rather gee.. I was going to say gee… We can talk about that after… Pregnant Mrs so it’s already been through so yeah…

Brett: Well, Congratulations on that!

Aaron: Thanks mate, appreciate that. Thanks for your help with the issue to.

Brett: Happy to help.

Aaron: How far are we going to take this.. Yeah
Let’s move on… Let’s move on

Brett: So I guess in Brookzy, looking at you know for the listeners here let’s take it back from them for a moment and what sort of advice business wise that you think you could throw down the microphone here that they would be able to help that… “Ah! Am I actually doing that currently in my business?” and something that they may think, ‘Geez, I need to get on to that’, just something really chunky that they could take on.

Aaron: Yeah I probably think number 1 is to probably is to get yourself in the mental position that you can add value. You know I mean look… we can run a 5 hour session on, ‘how to do little bits and pieces and how to improve your business’, but thing I’d say is get yourself right first.

If you turn up to see a client and you’re not 100% in that moment they feel it. I mean honestly if we take things back to the basics; if you give all of your client’s experience every day that they won’t be able to replace. Then either stickability of your client’s going to be hard or I guess there would be the referral network around that will become sufficient and I mean if I’m seeing somebody at 6:30`in the morning and something’s happened to me earlier that morning that I’m not happy with. I needed to be able to show up that stuff and being in the moment for my 6:00 o’clock client to go “Right-O”. This is… whatever happened to me isn’t your fault, isn’t your responsibility and you shouldn’t be left feeling that way.

So part of my responsibility is somebody in business is whether a PT or a coach or whatever I have been if I get in that moment. I get in the moment 100%. So my best advice to you is to be in the moment 100% and give everything to that particular appointment. Make them feel there is nothing else on the planet except for them for that 30 minutes, 40 minutes, or an hour that you’re with them. I believe the connection with that individual will become stronger and also what would that will mean, I get ultimately is, that person then is getting their needs met from you and then all that… all of sudden that referral network tends to grow from that. I call that deposits and withdrawals.

I think in life if you make more deposits in somebody than withdrawals and ultimately you become a better person. I think quite often in life lets faces there are givers and takers. Wherever you will find giver the taker will be close by vice versa. The fact is that by are known as the giver. What I say, is if there’s someone prepared to make deposits into their relationship and when you do that the person that you’re dealing with ultimately feels and when they feel that then they want to share that with other people and all of a sudden organically your business is growing because, the experience you are giving to these people is real legitimate. It makes them feel great. You know that’s key to ensure that you’re constantly growing your business because you have a constant turnover of clients it means that ultimately A) they are not ‘achieving their fitness goals or B) you are not mentally giving them what they need to A) get the result and B) continue the services. The amount of time that we have put into try to find new clients if we just put a little bit more time in the making sure that the one’s done are really satisfied, and if you are doing that that your business is going to grow; net gain every month because you are not getting or loosing people at the back door. You’re maintaining your client base because you’re actually emotionally invested in the process with them. Be a good cat, just be a good cat.

Brett: Yup. Cause in the 1st step we have touched that you know and the 5 key components to having a successful business. So if you haven’t listened to that episode jump back to number 1 and you know the big thing for me which I always take out of everything and any success I guess that I’ve had whether it be business or relationships, even friendship as that whole give first to receive. And give first to receive and don’t expect to receive back, that’s the key. There so many people like you say are ” givers and takers” and they may hear this podcast or they may hear someone talk about it and go I want to give but only giving with the intention of wanting to receive on the back end now that’s a very big key thing. I guess you’d look at what we been able to achieve today with FiiT Internationally and FiiT Chicks, you know, we’ve build a community of over 12000 private members in our members area and that’s a free service we give first to receive and we don’t expect anything on the back end. That’s the key; because what you have touched upon earlier is people will pick up your energy with that, so I just wanted to talk to that.

Aaron: I think sometimes we are having a conversation or whatever it might be, I think we sometimes become too focused on the words that we choose and I mean at the end of the day guys, what after people forget what you said. Rather, they would remember how you said it and how you left them feeling and part of that is buying every process that you are in, and you made the comment before about eventually, about earning the right to make the withdrawals. The withdrawals also are positive that makes any sense as because when I say make enough deposits to make withdrawal. It might be that we are training somebody and we are putting lots of deposits and you don’t make them doing well, you’re doing, we’re proud of you, you are lifting the game, that’s great, and you are giving them lots and lots of deposits, you’re sending them a text of file afterwards. You’re giving them a pat on the back but eventually but they turn up late one day or they are not 100% focused the withdrawal from my perspective is then to say come on mate. You have come all this way don’t let it go by this and this and this, like come on mate Let’s get stuck in lets really make out for that. So but what I have done is if I’m ever going to pull somebody in the line. I need to pull somebody on the line of the base is that the relationship is really strong and I care about the end outcome. I guess lastly is they have put enough deposits in there that there’s a bank out of money that they need to withdrawal from, if I need be and I think that’s the part of the key, if being with anyone is putting lots of really good stuff into the tank that it sums tank and that you need to drew up from those its available to do it. So whether they be clients or whether they be friends or whether they be whatever relationship it is, make sure that you are putting in more than that you try to take out, cause I think that’s just not like a good human.

Brett: Sure definitely, I am aware of that. Another way to look at it is you know the emotional bank account and I do that with Emily quite frequently. I just stand in the concept you know as you go out of your way going to do something whether it be let’s talk about your partner at the moment because at the end of the day we can all be focused at work but if it’s something is not going on in the background right… you better bring if you have a little bit of an argument in the morning whether it be your kids or your partner or a mate, and you bring that to work is going to affect you. The key to this whole emotional bank account deposit withdrawal is sort of scenario… if you can actually understand the concept then let’s go back to your partner. So let’s say for an example and I use a personal example for me is Emily is someone who… she is the sole of the earth type of person. She will do anything for anyone.

Whether it be something like in it could be sitting on a couch and I feel like for a drink and I’ll go and get up and she will go up and go get it for me; now that’s not because I’m being lazy or I don’t want to do it it’s because she is happy to go and do that at that particular time and what that does is it builds up massive amount of deposits. So one day when she says to me, “Hey, can I have this but can we go and do that and even if I’m feeling like actually doing at the time, it will have a huge measure on actually going and do it.’ So I may be sitting and saying I can’t be bothered but because all this emotional bank account deposits have been build up. I feel compelled that it’s almost like the law of reciprocity. You know you do good to others and others will do good to you. So I don’t know if she’s got… she’s probably more intelligent on that side than me because she seems to. She’s talking out loud. She’s probably 1 step ahead of me in that area so, check with your partner on that one. So it goes back to the whole good… first to receive… I strongly believe on that.

Also just remembering guys and obviously on Emily’s side because obviously she’s a sweet heart, she’s a lovely lady but the fact is not all people are good. Like face to face it I mean my overall general everyone is saying ‘ Be kind to people cuz everyone is fight a great battle” So if we go to the party I guess be a good people ask them the right questions being there for an individual but don’t have any expect that whatever she give out your going to get in return because unfortunately not all people are good people and some people just want to take and not give back in return and I think the less you have to do with people like that in your life the better human you end up to. You know I guess it’s also in business be someone that does and what you say you are going to do and I think if you make a commitment to somebody in business that more on your private life that you see that you through the involvement as well. I see that is really important as well I know we talked about that story about the Dalai Lama and most of you guys would know the Dalai Lama. The lady goes take her 10 year old son to the Dalai Lama, young fellows he is out of shape, mum sends him in front of Dalai Lama, Dalai Lama says, ‘what are you doing?’ Kid says, ‘I’m not eating sugar. I got cravings for’ and Dalai Lama says, ‘Come back in 30 days. So that they get up and mum takes kid away, the kid comes back in 30 days and sits in front of Dalai Lama; Dalai Lama says, ‘Stop eating sugar.’ That was it. Kid gets up and mum says to Dalai lama, ‘What did you say that 30 days ago and he says 30 days ago I was eating sugar and I think if you live your life on the basis of that, it’s pretty strong, Your know if are going to hand out advice to somebody and sure make sure you are following that advise yourself that you have been a very best human being that you can be. I mean it would’ve been easy for the Dalai Lama to say, ‘30 days you are going to stop eating sugar’. But the fact is he disciplined himself not to do it so he look at the kid in the eye and tell him something that he was doing himself. I know it’s a story and it’s an out there story but it the fact is that it gives you a bit of a snap shot as to I think what makes really good humans.

What makes good relationships, what makes being enjoyable or being around or being with an individual that what they say they do, they are real. It’s measurable its tangible, I think that is important.

Brett: Yeah look 100% agree and you know relate that back to the fitness industry being a trainer, you are giving your client advice, you are out there. Yeah every Saturday, Sunday night running a mock out in town drinking a million calories. I guess in Brookzy I mean we already have I guess some really good points coming out that and I’m definitely going to go back and listen over it because it’s one of those things you could never hear enough or say enough as well. But I guess lets change tact a little bit here and again as this is a scripted type of event, I’m going to steal your time for a little bit longer. What would you think we can talk about that these guys will not stop?

Aaron: Yeah, look to be honest with you I think I try and keep these things as simple as I can so that we talk about sort of one topic a time. My enthusiasm let me get carried away and we can spend 40 minutes doing this and we can come up with 30 different concepts because I’m excited by it. In terms of just trying to keep it simple I think from my end I guess I’m available with what have been discussing so far today is. If any of you have read this, it’s a really good book and maybe you’ve read it or maybe you haven’t its called Good to Grey. If you haven’t read it go and get it look at it, it’s a great book. It should have changed the way I look upon People management, people leadership and the way on which I run my business and I guess a lot of that was around 2 things that sort of stood out on that book for me was, one is a you are in a doom loop or Uri in the fly wheels, and the doom loop is you know getting yourself in a call up of that progression in being busy and just staying a bit stagnant in your business and not really engaging on the things that may help you to take your business to the next level. I guess lots of people spend time in all day busy… being busy and working in their business rather than and I understand that in PT or in any business, most people have aspirations to grow a bigger business and become more successful and ultimately the only way to create true wealth is to multiply yourself through others and multiplying yourself through others. Therefore you are not spending time and exchanging time for money which I guess lots of PTs do and lots of people do it in business themselves particularly when they are sole operator. So in saying that if your doom loop is, that if you are working 12, 13, 14 hours a day doing the same thing over and over again, becoming a little bit monotonous in the way in which going back and doing the same thing and not generating any income, then do you break this cycle and start doing some different things my business what would they be. You know pull out on another train and go to a different market you know start boot camp, what else could I do to try and generate a different slant to my business to bring some new energy into it and to have another person to start up and mentor and take their own clients before you know it you got a couple of people working aside for you things like that just getting excited about your business and looking about what it is and I guess seeking the help on what to do but sometimes when you are seeking on your own in business is sort of you answer, your own question and if that makes any sense and I think if I can reach out and do a Podcast and have a chat with Brett or have a chat to somebody who’s opinion you value, that can be the stuff that I guess that is life changing for you and your family when you sit there and say I broke the doom loop. I got a free trainers I got passive income stream coming in, starting up a boot camp enjoying being a part of that its growing on another monthly basis its returning good revenue streams for me `I guess so my advice on that is to bust the doom loop that you are doing everyday that’s becoming monotonous. Look what you can do to bring additional challenges and income and I guess business enjoying in your life by embracing the fly wheel effect. I guess the way of doing this is you know draw a line at the center of the page and on one side make a list of all the things that you currently doing really well and I guess on the other side I guess is make a list of the things that you don’t currently have in your life that you like to get in your life and like to get in your business and make a list of all those things down the other side and look at what strengths you got that you already written down at the left side of the page. What can you do to maximize those using that strength to transfer them to the other side to engage in a great concept into a great idea?

So make list of all things that you are currently doing good at the moment and then make a list of all the things that you’d love to have and what terms of structure and love to have another trainer and few are really good on the other side of the page, people relationships and all those things then use that power to be able to recruit and develop a great person on side of you and then in turn they will be able to give value to other people and turn this cycle starts again that we put on another trainers and start to grow in business.

You know quite often in your life guys come down to an emotional intelligence rather than IQ. You know scholastically I’m pretty average person but I would say I have got high levels of emotional intelligence and that helps me connect better with people, get a better understanding if people ask better quality questions to people. I guess what I would do all of that if you genuinely a good human, other people want to spend time with you and when they want to spend time and see value on the time that you offer, then not only you see some growing in business and if you are doing that with people that you eventually recruit and grow in your business that empowers them and that has its own fly wheel effect on the growth of your business. So that would be how I answer that.

Brett: Perfect! So a really great strategy that I would highly recommend everyone do is get out that pen and paper and create the list that the thing that popped out for me there was you’re going through that as you know when I first ever done something similar to this I wrote down whole heap of things and what I discovered was a sort of head of a bit of road block and there’s a whole heap of things and just was not something that I wanted to do or didn’t have I guess you would say the skill set needed to implement it properly. So I guess that any start up business… it’s always that you start off as a one man band and it’s all about you and how do I expand and you have to be the admin person and you have to be the cleaner and you have to be the guy who trains the person; you got to be to everything to everyone. I think the key there is to look at just look at the start from the starting point and look at your list and say, ‘Okay, I’m going to work on one of these things and whether I have to outsource that, if you get to look at, if you hate paper work and you hate doing the follow ups and look at getting an admin person. You don’t need to put someone on for a 40 hours a week.’  There are people out there for who will be happy to work for you 5 hrs a week. Pay them 20 to 25 bucks an hour. Its money well spent. Go and do a couple of extra sessions or get a couple of extra people to book it. It’s not about… big businesses don’t all of a sudden overnight blossom and you just going on hiring 50 staff. It’s a growing process but it all comes back to that list of finding and I’ll quote the entrepreneur coach Dan Sullivan on this and he talks about your unique ability.

Have you heard about Dan Sullivan?

Aaron: Yes…

Brett: Great! He talks about one of his focuses is finding unique ability saying not all people are created equal so an example he is really big he is making a big shift in regards to trying to change the school curriculum and actually instead of you know I will use myself as an example… when I was in school, I was a pretty good student. I wasn’t dumb but I sounded dumb after saying that. I had unique abilities and I know what I’m good at. I am good at solving problems. I can see a problem and I will be able to come up with a solution. I’m really good at implementing and taking action and just getting stuff happening and I notice that when I was younger at school. We got a school project and I banged straight into it and the first night I had finished half of it and then I finished the rest of it till the night it needed to handed in. There’s a week period I did nothing. Little bit I know that you know that transfers over into everything that I did when I started business, I’d go, ‘Oh, cool! I’m going to implement this marketing technique and I’d get it at 80% complete and I wouldn’t implement it you know.’ But we go back to unique ability is you’re going to be good at certain things in your business and no one else is going to be good at and the key is to find individuals to be able to back up your weaknesses.

So if we go back to the whole how the school curriculum what Dan Sullivan got and I’m quite true believer on that is that if you spend all your time trying to improve your weaknesses, you are going to end up with the whole lot of good weaknesses versus look at something that your extremely powerful and good at and then go for that,

Aaron: I can’t agree more.

I mean you got to play the strength. I mean you got a particular strength in that area then you need to ensure that you really trying and utilizing that strength. If you got great people skills and in order to put the administrative side of it then why would you bother spending all the time on the administrative side of it when you know people interaction is your key. You got to play to your strength unless of course there’s a fatal for, When I said fatal for I meant if there’s something in the business that can send your business down or break it then you got to learn how to do that , you got to do it properly.

But I’m not saying you know focus on your time and energy. But ensure if you do that fatal for that it needs to get addressed and part of that is lots of people are in the position to go you know and get themselves a coach and things like that, but what I would say though anyone that cares about you I mean in your life that wants to see you be successful and quite often it could be an uncle or an auntie or a brother or a mother or father or friend or whoever that you go and seek some advice from. Don’t be lonely I guess that’s the hard thing I guess quite often people don’t want to ask the question because they think it might be silly, ask the question when I say be open minded somebody’s answer is. You don’t always have to take their answer is as possible.

Don’t be feeling by the fact that somebody asks you a question that you got to follow through on what their answer is. It’s just getting someone’s different set of eyes cast upon a potential problem that you have in your business. So ask lots of questions to people and I think anyone that generally cares about you want to see you successful in your business and in your life and they will do what they can to help you do that.

So I guess the other thing is in your business is always be solutions focused and someone said to me years ago. Never erected a monument till critique yet lots of people that have identified then what the problem is but then they never come to the table with the solution. If you are good enough in your own business, it’s okay then this is the problem in my business let’s address what the solution to fixing that problem is and I’m not saying to slap in a band aid on it. I’m saying fix it at a call.

If there’s a call problem in the business that you need to be able to sit down there and say, ‘Right. Look, what I need you to do is to fix this and fix it permanently and that might be around relationships; it might be around the way that you execute it. It might be around the fact that you just not prospecting with your new clients; it might be the fact that your paper works are in mess whatever it is sit down with a pen and say, ‘Right-o, how do I get this fixed? Who do I need to talk to help me get it fixed?’ and just be passionate about trying to make the change in your business that once made it will make your business a better one.

Brett: Yeah, sure. Something that you said that I think is extremely powerful that people don’t even really know is what you don’t realize until you face to it. So again I’m saying get a pen and paper, write down 5 people that you know in your life that you know something about them that you are inspired to. Like you said it could be an uncle, could be an auntie and I tell you it could be a client that your currently in training.

Now being a coach mentor to hundreds of other personal trainer as well. The biggest thing that I would say is I say “Who are your clientele? How can they help you? How can they reach out because you have been putting enough deposits into their bank account that when you actually ask someone for help and this is another thing that people don’t understand the human psychology? People like to provide an opinion, people like to help.

Aaron: Absolutely

Brett: So an example is and a big shout out to Reese who emailed and after the second Facebook episode that we done last week you know this guy is new to the industry reached out doesn’t know me from a bar or so and sent in an email and I’ll keep the contents private but it’s that thing that’s reaching out to people you know and not being afraid to ask the questions and on the flip side to that don’t be disheartened if someone can’t help you.

So there’s always going to be someone else out there who can assist you in that area whether it starts from reading a book or free podcast like this or you invest in a coach or mentor to actually work with your one on one and you know you just got to take some form of action and just start.

Aaron: Totally agree, Brett. I think one of the reasons why some of our business don’t grown we don’t allow ourselves to drop the ego and be vulnerable. I think vulnerability is probably the highest form of leadership where you don’t perceive that you know all the answers. You let your people know that you don’t have all the answers, you seek advice and you open up things for discussion again people buy into thought processes. Right in Dan’s book years ago said he was the first person that identified the problem and last person to offer the solution and that in my opinion is vulnerability based leadership where you’re not the person that rocks in every day and says yeah I know all the problems are and I know how to fix it all cause that is 80/90 leadership. I think today it’s about saying, ‘Okay. Let’s put it out there guys. What are the things that are going well in your business? What are the things that aren’t going well in the business? and to be able to get that advice from peers and people around you and people that work for you and people that work with you to get their advices and solutions on things so that everyone feels that they are part of the business. Rather than having this leader at the top and say you know I’m strong guru leader that determines everything that goes on and what direction we take. Be vulnerable, drop your guard and say hey this is the problem in the business and how do we get it fixed and I think generally doing that stuff makes a big difference. I mean you and I were planning that in your business, a week and a half ago and we got this big vision about what we really want to be and what we want to do and Brett offers solutions and suggestions and this is little like the Dalai Lama story. We are not talking about were not doing ourselves. You sat there and adverbially you know got feedback from your team on some strengths and some weaknesses and you make note to those and at the end of the day I left that meeting thanking well all the stuff that you’re doing in your business is reprimand cause you just take it on board and you want to do what you do and I mean that you are 1% up. But in saying that if lots of people out there are prepared to take the step that maybe you even take in your business but hey it starts for being 1st step of being vulnerable and now they are the expert.

Brett: Yeah like again mate all the quality stuff there and everyone can take a lesson from somewhere or another on that because we can all relate to those things and I guess just on that is you know from myself that whole vulnerability type of thing is initially I would be the first to put my hand up. I never really used to like feedback that I thought was and some way shows a negatively posted towards me.

However once you break through that limiting the leap… I love feedback if anything I probably get the feedback I’d get is stop asking for so much feedback. Because it’s a cluster once you actually grasp the power of what feedback can do to yourself or with your business and you know you’re willing to actually listen to that feedback and take it on board. Your emotional intelligence, your business growth everything just bar off. So it’s huge really valuable form.

Aaron: I think well said mate I think it comes in where we start talking about today which is just getting you, your own head and in the right space to be able to help others. If you sort of manage other people in your life and to help manage other people’s happiness and weight loss and health and all of those things I think you need to manage your own emotions really well to get yourself to being in the platform where you can add value to other people.

If you are not feeling good about you then it’s really difficult to inject some that really good stuff to other people around you. So I reckon number one key for me is to get yourself a 100% right, so you rather than this supreme v12 pumping engine once you have got that done right then you can inject some into other people.

Brett: That was a crack up, I’ll write that down I guess Brookzy I’ve probably have kept you for a little bit longer than that we intended then you I vision I intended to keep you longer from the start it’s because I thought of enough emotional deposits. We can probably go for the iPod marathon today and talk about 6-8 hours but before we wrap it up, is there anything else you like to share or anything else that you think will be valuable to this topic or anything.

Aaron: I guess, not really there’s lots of thing we talk about. I guess if anyone else got any feedback out there about… maybe if you sort of like what you heard maybe we can do this frequently. Maybe you can send a particular topic maybe you want to discuss that I would be happy to do that to help out so no problems to that. So I think talking about this stuff helps me focus on what is good for me and what is good for you on our business. So you know anything and anyone would like us to have a discussion about just pop Brettles an email and maybe we can choose of that. But in anything that I can do to add value to help I’m certainly happy to do it, No dramas.

Brett: Fantastic, so there we go we’ll wrap it up there and no doubt we’ll definitely be having more discussions in upcoming podcast so stay tune for those. We’ll leave you with that we really hope you really had light bolt moments of this session I can tell you what I can certainly have again and that’s just the power of being able to have discussion you know with light minded people so I’ll certainly taking actually a couple of those tasks that we’ve discussed and just revisit it yeah. You know cause that’s the key is revisiting the things worked so yeah Thanks a lot brother and we will see you on the next episode

Cheers!

 

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Episode 2 – Facebook Strategies

In this episode Brett discusses the Facebook strategies that he used to build a fan page of over 185k fans.

  • You will discover what to post, how to post it and why to post.
  • You will understand what EDGE-RANK actually is <== you need to know this one
  • How you can become your local EXPERT and loads more…

 

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Facebook Strategies

Transcript of EPISODE 2:

Hello, Brett Campbell here, and welcome for tuning into the second episode of the fit professional Podcast. Now, if you’re lucky enough or unlucky enough depends how you want to put it to come in on the second episode without hearing the first episode I would highly recommend you go back to episode number one and have a quick listen. It’s a thirty minute presentation where I just basically talk to you about the setup of this whole Podcast series that I’m going to be running that is going to inevitably going to teach personal trainers how to run a successful business, and how to generate more leads and of course more income.

Now the last Podcast number one was I talked about five key components that I believe need to have for this industry. I actually had a fair few emails back from our listeners talking about that and also sharing their stories. I’m going to be looking at sharing those in upcoming episodes because I think it would be very, very powerful for everyone to be able to hear. But, today what we are going to be talking about well, I was sitting here and thinking about what could I talk about like, I mentioned in the previous Podcast where there is, so many topics you know it’s not about having the you know the choice of what we are going to talk about it’s just a matter of what are we going to get stuck into today.

Again, I think due to the fact the first Podcast most people who did listen to it you know actually emailed in, and commented on what they would like to hear about next, so straight out the overwhelming response was Facebook, that does not surprise me in the least because at the end of the day Facebook book is a huge catalyst for many, many fitness businesses. Not, only fitness businesses, but businesses in general out there because it can allow you to do these two things. One is it can allow you to grow rapidly you can – back in five years ago your fitness business you would never be able to get the traction you can like, you can today. Then secondly is to be able to put yourself out there to a larger audience, so you know back in the old days, when I say old days you know I’m really only talking two or three years ago it would be a matter of you know having to go…excuse me the old coffee repeating on me there. Back in the old days like I was saying you had to go out and you’d be doing fly drops, and going to shops, businesses, and trying to get referral business that way. Although those methods work and they are fantastic methods working there used in the right context know you can utilize Facebook and online marketing to really to your message out to a wider audience and very, very, fast, so let’s get stuck into today.

I’m going to be talking to you predominately about Facebook now, and I must admit first of all before we get started as I could literally talk about Facebook for five days straight and still not really cover everything there really is to know about Facebook itself. So what I’m going to do today is I’m going to give you a little bit of an over view of Facebook itself. You’re probably sitting there already going, “Oh I already know that I just want to know how to generate ads or what is the secret to getting more clients” and that can certainly happen and we are going to cover that. You wouldn’t believe this, but my phone was just started ringing through my headset and I got clearly distracted, so there is a good lesson right there you know, make sure you turn off everything when you’re doing a Podcast or something of the likes. I shut down Skype I shut down my emails I shut down Message, but I didn’t shut down my phone, and didn’t turn it off. Anyhow as I was talking I was talking about Facebook…now what we are going to be looking at today the outcomes of this Podcast is I wanted to show you really how you can leverage Facebook and build a successful PT business. Now, I see a lot of people out there with Facebook pages and they are doing all right they have a few thousand likes, you know at the end of the day it’s good, but I want to show you how I was able to generate over I believe up to about hundred and twenty thousand fans now and over a hundred-eighty thousand email contacts, and I want to show you how I was able to do that and leverage Facebook. I want to be able to have you leave this Podcast really understanding the true power that you actually have with Facebook. I also want to show you what to avoid on Facebook, and of course strategies that I probably you should be implementing immediately that will help you get clients at absolutely no cost, so this is free marketing. I don’t know a personal trainer or business owner out there that does not want to know any free marketing. Of course I want to be a provider of the most up to date info that you can get hands-on, so let’s look at some stats first of all. Now you probably have seen something similar to this out there you know, buts it’s really good to lay the platform of Facebook you know.

In 2012 there were eight-hundred and fifty million active users now where else in the world can you open yourself up to that many people. There is over one-hundred billion connections, they talk about Six Degrees of separation it’s no longer it’s probably down to two or three. We just need to really understand, now that is probably not rocket science to you, you probably already knew there is a heap of users right, but let’s look at some more I guess you would say some fascinating stats. Now, over sixty-two percent of marketers say that social media has become very important in their business in six months. What we are seen here is we are seeing sixty-two percent of the people marketers business owners saying that, “This is becoming an integral part of their business” but I also want to show you that could actually lead you to attract – now what if Facebook was to shut down tomorrow what are you going to do? That is a question you would ask yourself if your building a business base from Facebook what are you doing to do, and I’m going to tell you how our strategy or plan B, what we would do tomorrow if Facebook shut down, because we would be okay there is no issue with that.

Would we be unhappy yeah we definitely would be, but you know what at he end of the day we will be okay and we will be able to move forward. Seventy-five percent increase over the last three years for the number of business that say Facebook say Facebook is actually critical, so when we say critical now, critical basically means that they need Facebook for their business to grow. Eighty percent of the social network users prefer to connect brands through Facebook, so it’s quite interesting you know, so let’s look at companies like – some fascinating brands out there, let’s look at Redbull right, or the Voice let’s look at the Voice that’s a great example right now. In Australia here we have the Voice going on which is the singing competition, now they have created social media interaction, so you have to go in and actually vote for people via Facebook. You can also jump into Facebook and have comments, and you will notice now every single reality TV show is hanging out in the bottom corner you know like, Twitter feeds of what people are saying as the shows actually going on. You know if you had seen that ten years ago that wouldn’t just be possible you know you sitting in your lounge room and you want to make a comment about one of the contestants, and you make that pops up on the TV for the viewing audience to see now that’s just absolutely staggering.

I must say just to give myself a bit of a disclaimer here I am recovering from a bit of a cold, so pull out the violins for me, but I do apologize if I’m coughing a fair bit here, but again, the thing for me was I could of waited another week to do this Podcast, but I really wanted to get this information out to you as I have, so much to share. A record breaking seven-hundred and fifty million photos were uploaded last New Year’s over the weekend, so seven-hundred and fifty million photos that are just unbelievable. Every twenty minutes on Facebook there is over one point three million tagged photos, there is over one point eight-million status updates like, that is unbelievable. Have a think how many comments do you think were made every twenty minutes on Facebook, over ten million comments like, “Yo dude what if you could just get a small segment or a small part of that you know not even a percent, a point zero, zero, zero of a percent” you know it just goes to show you how you can really get your message out to more people just in your community.

You may be a trainer and your sitting there going there and just going, “Well, I want to just work with my community. I don’t have aspirations to build a big thing like we do here at Fit International” so we have got our fit check program with our licensees all around Australia and that is because we market to ladies all around Australia. Do we market to ladies in our local area? Of course we do, we have our headquarter Boot Camp on the Gold Coast and that is where we started from that’s where it started, so we wanted to become the local experts, so we based our marketing targeted to locals. It does not matter where you want to market to people, but you just really need to take the message from this been the audience is far bigger than you even think. I wanted to touch on three critical points that you really need to know about Facebook. Facebook is not a platform made for you to sell, okay that’s very, very important. Even though you will be doing and you will be up to selling from your Facebook page which we do of course – however you need to know that Facebook is not made for that. People do not go onto Facebook to purchase a service or product they go on to interact, scroll through other people’s new feeds, other people’s photos, stalk their ex’s you know try, and find a new partner, yeah Facebook is made for that, so we really need to understand where our customers are at when they are actually seeing our particular messages we are putting out there. Although you can sell and I would recommend you do that you need to understand that people aren’t necessarily there for that. That is where is comes back to how your marketing is positioned to get them to interact or act with whatever it is your offering, so when you see ads or sponsored stores come through the news feed you’ll know this is called interruption marketing. Interruption marketing is an amazing thing if you don’t know about it, every day we are exposed to at least three to five thousand of advertising a day and that is an accumulation of TV, radio, billboards, your mobile phone, and that has probably doubled now that we have Facebook news feeds coming through. I think it’s around fifteen to twenty percent of your news feed will be filled with sponsored ads now. Whether you like it or not that is just how it works, so if you are one of those people that get really upset and you see someone’s post and you go jump on their post and go, “Get out of my news feed” you know really come on you just need to really deal with that and understand that you know Facebook provider is a free platform, but it also needs to make money.

What I’d like to get stuck into now is I really want to show you  how we have been able to generate over a hundred and twenty thousand fans on our Facebook page, and to do that obviously you need to have a fan page. There are differences between a personal profile, a fan page, and a group okay if you don’t know that then get on Facebook and have a bit of a play with it, but for the people that don’t I’ll give you a little bit of an overview. A fan page is your main page that can have unlimited people like it, some people call it a “like” page, but it is called a “fan” page. This is integral to your business so you need to have a fan page and it needs to be called whatever your business is called. Don’t create a, disconnect between a customer by calling your page something different than what it is that they are actually getting there, okay. For an example ours is called Fit-Checks, so obviously it resonates with Fit-Checks now, if we called it “Fit-Guys” and then we come over there and market it to females on it then it’s not really going to be the connection, so really make sure that what you’re offering is what you’re offering. Why I say that is there is pages that talk about…you’ll see them people just make them up for fun like, sports videos or the biggest hits in the world or something like that, and then all of a sudden your see videos that aren’t even to do with sports. What that does is creates a, disconnect because you are offering one thing and providing another. Basically when you’re setting up your fan page you need to really follow the golden rules of when it comes to building relationships.

Now, when you build relationships it’s always give first to receive you know you’re not going to walk down the street and walk up to the hottest looking person and ask them to marry you. The chances of them saying yes would be extremely slim; why well because it’s they don’t know you. What we need to do their first is we need to give first to receive; okay and you do that by offering some sort of lead generating tool. Now, that could be a report that you have written. It could be a free work out that you have got. I tell you this phone does not seem to stop I do apologize here, but I thought I’d turned it off – there we go turn it off, how annoying is that hey. I can tell you it’s quite funny we are just talking about that right now is we are talking about interruption marketing and what that was just now, was interruption. Now, obviously it wasn’t marketing it was actually one of employees giving me a call, but what that is that just took me away from what I was currently doing and that is what Facebook is currently about. A person coming on to look at the pages and scroll through and then be taken away by something that attracts them and that could be your lead generating tool. That whole thing of give first to receive, so you need to have something valuable that is going to solve someone’s problem. Then obviously set that up you can set that up with your fan pages there are many different tools you can use. You can set up free fan gates as they are called which is the – you know you get that set up and you get them to click like on your fan page and they can enter the details to receive the free gift, report, which we will talk about in further episodes in depth on how you can actually really create that, and what tools, and exactly what you need to do. For this particular case we are just going to leave it at that. So, you need to create something that is tangible that you can give away and they are going to go, “Wow this is great.”

What we want to do there is then build a community you’re going to build the trust and you are going to become the experts. You will set them up on your email data base, and you are going to send them great content. So you will send them great content – I recommend every week, some people whoever out there is still only doing like a monthly newsletter and that’s all you send your clients your prospects then that is not enough okay you need to be a least touching base with these people every week. Think about it like this, who you know that you only talk to once a month versus someone you talk to every week, now whose relationship is stronger. Well, I the general tense it is the person you talk to every week. Now, obviously there is going to be some variables there, but you know you get where I’m going with this the more contact you have with someone the more appealing they are going to be whatever product or service that you may bring it, so you want to do that and set up the group fan page.

Now, what has been a catalyst for our company and again, I’m more than happy to share all of these strategies with you is to create the community you know you need to create a community where you can then educate and motivate. Now, a great marketer that I’ve learned a lot from his name is Dean Jackson he’s from the United States, he actually talks about the whole thing of educating, and motivating prospects to raise their hands is he says it is. You will want your prospects to say, “Look I want to know more or how do I find out more about achieving my goals?” you really want to make sure that you can create a community web where people can do that. Now, we have a Facebook community with around thirteen thousand members now, this could be done via Facebook or outside of Facebook it’s entirely up to you. Personally I think Facebook has already got the platform and strategy set for you, and that is what we call a “Private Group” so you want to set up a private group. Inside the private group you can upload files, photos, you can create events a whole swag of things that you can do.  A little bird told me that there are some really cool things coming out with Facebook in the groups very soon, so I’ll be very excited to give that a beta test, and I’ll talk to you a little bit more about how you can actually get involved with beta testing for Facebook – how you can actually get to trial a lot of their things first before it actually goes out to the markets, so that’s a really cool thing. I’ll keep that up my sleeve till the end of the episode actually because if you cut out now and you don’t listen well you will miss out.

What I have just done there from a marketing strategy is I have now provided you with a platform where you can actually…with an option for you to obviously – at the end of this episode you’re going to get something extremely valuable, but now I’ve kept you listening that’s the whole point I want you to listen to this episode because I know what we are going to be talking about and revealing over whoever long this episode goes for it’s going to be valuable. What I have done is I’ve dangled a big carrot for you, so you stick on and you don’t fast-forward to the end of this episode because I might not reveal it right at the end, okay. Okay, anyway I’ll move forward, so you want to create a group okay this product group and each one is going to motivate these prospects. There are three options you can have a secret group, private groups, or an open group, personally I would suggest having a closed group basically what that means is people can’t see in the group, but people can see who is in the group, so go with that one. The great thing about having groups is you can create surveys within inside your group you know within minutes, so we have created surveys within side our group and it would be fair to say that thirteen thousand people that provides a really good platform of feedback. Now, of course thirteen thousand people don’t participate in it you may only get two or three hundred people participate in that survey, but you can see that the data that we can provide from that companies would pay millions of dollars for this type of data, because they know how hard it actually to do a survey. The census goes around in your mail box and some people decide to fill it out or not. Imagine having the Facebook group that you could just go bang and in twenty minutes you have just gathered, so much data. The great thing about it is it will save you time and a lot of money, because – ask people want they want it’s amazing you know don’t build something that you want for them build something that they want.

The great thing about this is having a group is you’re going to create rating fans, you’re going to get people who really love your products and services if of course you deliver on it. In the first episode we talked about creating your products…sweet so, this is a great avenue for you to be able to have people be exposed to your products and services which you know is an amazing thing. What we need to look at is the difference between email marketing and Facebook now, email marketing you cannot email someone every day well, you can sorry I’ll take that back it’s probably not advisable to email someone every single day unless you have got really good content to provide every day. People take their email as a personal thing okay, so let’s look at that compared to Facebook you could post to Facebook five to ten times a day and people aren’t going to get resentful or pissed off with you because your hammering it, because that is what Facebook is for that’s what Facebook is about it’s a community it’s an area where you people just go on – eight percent of the time people just post [expletive] on there, but you know I’ve got to put my hand up and sometimes say sometimes you know, sometimes I see some of that silly **** and I’m like well, “That’s quite funny” the purpose of what I’m trying to make here is that having Facebook as a group or anything even a fan page is far superior when it comes to how many points of opportunity you get to market your product of service to them okay, so people expect to see a lot of posts.

You can also find within the group – not only are you creating a community of people now, let’s look at this for a minute you could just create a local community group. Let’s say you had two or three hundred people in that group and only twenty, thirty, or forty people actually train with you what will happen is those twenty, thirty, or forty people will start talking about it. They will talk about your products, service whatever it is your offering and then all of a sudden you have just got an open pool to another hundred and seventy or however many people there left in your group that will put up there hand and go, “What is this your talking about?” oh, yeah, “Have you not tried Jim Bobs personal trainer or Jim Bobs Boot Camp have you not tried a Fit-Check Boot Camp before come down and try one out.” What is happening there is your community is building your business for you as well, so you are actually leveraging your time, energy, through others which is great, because when you build raving fans they will do the marketing for your business for you.

For example we have multiple different work-out systems that we have and what we will notice is someone will go or one of the Fit-Checks will post I the group and they will go, “Hey I just wanted to see if anyone has tried the bikini body program yet?” and all of a sudden in minutes someone will go, “Yeah, bang I did it. I loved it. I lost this many kilos, it’s great, get it” and then they are like, okay I’m sold, so what that is again, creating the community which will create leverage and that is why Apple is so successful okay, Apple leverage everywhere. I’m such a raving fan of Apple I would promote Apple products to anyone because I think they are awesome…I think they are amazing, and anyone who is an Apple fan would know this right now. If you’re sitting there and you’re an Apple fan you probably just touched your iPhone or iPod you know you just gave your iMac a bit of a rub or something like that. Okay, we aren’t that weird, but you know it’s a totally different thing you know people that use HPs and Windows operating software it’s a completely different scenario you know it’s almost got to that point where people who use Macs are just, so anti Windows devices it’s unbelievable that can actually have such a hold over a person.

I wanted to revel to you one of my, and I’ve reveled this to all of my coaching clients that start up a Facebook you need to have rules okay, this is number one. We operate what I would say, and from feedback we have from our ladies is we operate the number one Facebook female, motivations, whatever health, fitness, private forum with the numbers in the world. I don’t know any other group that operates as well and as professional as we do. There are many groups out there that are larger, but what we are getting is people going in and just going stirring [expletive] and just causing trouble and turning it into more of a drama filled type of thing rather than a safe community feel for your customers and prospects, so you need to have rules guys you need to set up rules. Easy is type into Word doc and upload them to the files okay and just continually remind them. Again, these things that I’m talking about we are going to go more in depth, rules alone we could spend a whole session on that and we will spend a session on that exactly what to have and why have it etc. But, once again, I just want to give you more of an overview here, but I’m sure you are already getting things popping off. Try to refrain from going to do that right now you know we have a lot more to come.

Before you do anything though and this is really integral, and it’s really important that we discuss this because what I find is a lot of personal trainers want to be everything to everyone and unfortunately team you cannot be everything to everyone you need to choose a target market. You need to choose a target market be specific, so let’s look at Proctor and Gamble as a company. You may not even know Proctor and Gamble, but they have over twenty one billion dollar companies, and they produce products such as cleaning products. For example is you have got like let’s say Napisan right now I probably should do a bit more due diligence on this, but I can’t when I guarantee it’s Nap San, but what they do is they have one company that will produce a product that is made to get white out of white okay, and then they have another product which will get your colored clothing or colored washing – I don’t really do too much of the washing side of it in my relationship, but it’s the first time when on your lips really, so look bear with me then. Bare with me then the process of Proctor and Gamble is a twenty-one billion dollar company, so for an example let’s look at our company Fit International we have got Fit-Checks okay, so that is a unique market, so we target the nineteen to thirty-five year old females who want to lose a bit of weight and get in shape, and more importantly what I have the confidence, and the motivation to get out there and really enjoy their life. It’s not always even about the look it’s about been how to provide that community and support. So, support and motivation are the two biggest things I’ve leant that the female market you know really, really cling onto. Hence the reason why our group is so successful, because of their awesome amount of motivation and so forth that is provided not only by us, but by the thousands of other girls in there. There are some really intelligent girls in there who share some really great wisdom and stories, and it’s just a fantastic thing to be part of. Another example, so we have got a Fit-Moms coming out, so Fit-Moms is another complete target market, so we are going to be targeting moms or new moms that want to get fit again, and have the support and motivation.

We are also going to be bringing out a fit executive, so we have a corporate program we are going to be bringing out. We have got fit guys, we have fit kids, and we have fit brides, so we have a plethora of products that we are going to be rolling out to all of our licensees. Now, the key behind that is if we try to market to everyone as just fit we are going to be talking too many different languages – an example of that is you talk to guys differently than you would talk, you‘d talk to an eighteen to thirty-five year old male who wants to pack on muscle differently than to a female who is eighteen to thirty-five and wants to get lean and sexy. You talk in different languages and what I mean by that is you use different words, so we’d be talking about rock, hard, solid muscle you know ripped, six pack abs, if you were talking to guys, right? If you’re talking to females you’d be talking about lean, toned stomach, sexy, those type of words, so you can so that it has a really, really big impact on how you are targeting.

You need to ask yourself do they fit your actual model on Facebook. Now, if you’re actually trying to target sixty to seventy-five year old retirees who want to do rehab then Facebook is probably not your target market you know. You really need to look at does your target market utilize Facebook, and in the market research that I have done I can tell you for a fact that the eighteen to nineteen to you know thirty-five, forty-five year old female definitely utilize Facebook. I’ve seen some stats the other day, but there was an overwhelming in the positives of females actually reading their iPhones or there Smart-phones and jumping on Facebook before they even get out every morning. That is a staggering thing in itself and we will be talking about some really serious marketing strategies that you can actually implement around that. For example imagine someone waking up in the morning and the first thing they read is a post from you that is through the news feed that is totally captivating where they are at that particular moment you know like, in an example might be, “Don’t want to get out of bed” you imagine that when you wake up in the morning and your reading that post through your new feed that says, “Don’t want to get out of bed” imagine been having to get out of bed and having two times more energy than you would any other day, “Click here” so that there is a purely targeted add, and purely targeted message that would – we talked about it earlier Interruption Marketing, okay.

Let’s look at just providing a quick strategy now, if you on the treadmill or if you’re walking or at dinner with your partner like, I have said this isn’t the first episode, so make sure you are talking back to her or talking back to him – get out a pen and paper I want you to write these down or if not listen back. I want to show you three tips to finding actually your next sales proposition which is your USP your target market, so you really need to find your target market. Now, I mentioned a few before, some other examples you know you have your beta testers, “Post-pregnancy” “Sports specifics” “Brides to be” “Brides who want to be” “Single mums” “Single guys” you know corporate, etc, etc, there is no shortage of target market you just need to make sure that the target market you are going for is a target market that you have passion for, and you have a lot of interest in actually perusing, because that my friends I can tell you will provide you with, so much more enjoyment in your role than trying to target a market you’re not happy with you know.

You want to find your target market then you need to look at what are the fears, frustrations, and desires of your customers, okay, so you need to look at what are the three biggest problems that they have? Let’s choose, “Brides to be” so we will talk about brides to be – the biggest frustrations they have they don’t have time they are trying to organize a wedding and they are still working on the side, and the next problem will be money, so money can be quite demanding at that time because the average for an Australian wedding is around fifty thousand dollars. Another problem maybe hey it’s winter right now, but I’m getting married in summer and it’s raining outside and you know I don’t know what to do, it’s cold that type of thing, so you need to really get in the head of your target market.

Then you want to write down how you can actually solve those problems, okay, so if you were to look at how you could solve those problems, how could you solve time? Well, you could create some type of program that had shorter work out. Maybe you did a twenty-five thirty minute work-out system or product or Boot Camp or one-on-one sessions – what that would do obviously would bring down costs, and if cost was still too much pair them up with a partner or get them to train with a friend or train all the wedding party you know get a private group or just add them to your current Boot Camp location as it is, and if winter and rain is the problem well, find an indoor location, find those things that are going to solve their problem because that my friends is going to be really where it all starts from. Let’s do a real quick recap, so you need to create your target market and you need to talk to them in one voice okay. Don’t set up your fan page and try and target everyone it’s just not going to work as well as it would I don’t care if you have to have ten different fan pages that’s just what needs to happen. For us we have Fit-Check, Fit-Guys you know Fit-Brides fit everything that we are doing we are targeting each target market separately. I hammer that point home, so much because I’ve read marketing sessions for the last couple of years and the biggest moment for people is this is the take-away you need to talk to your target market in a different voice, and before you can find that voice you need to know what is going through their heads. Find out the three biggest problems like, I just mentioned and then write down how you believe you can solve them. All right so, again, what we just talked about there that is another whole episode on its own guys, so if you’re not hundred percent sure on that still just go back through and listen to that part again because it’s very, very vital information.

I want to move on now to some Facebook ninja tactics, now this is what I want to call it. Now, I’m going to basically tell you right now that the key things that we do with our fan pages and the things I advise other people to do with their fan pages is that will boost fans inevitably boost sales for you. Let’s get stuck into it now, there is a thing called Air-Drake in Facebook now, Air-Drake is basically – you could call it Facebook ranker or you could call it post-rank or whatever you want to, but let’s just call it Air-Drake at the moment. Basically Air-Drake equals affinity plus weight, plus time decay okay, so affinity plus weight, plus time decay, so let’s break that down affinity equals basically how many times an actual fan interacts with your post, okay. The weight of your post is basically how many times – sorry take a step back, how often a fan interacts, so that is the affinity, so what that means is, let’s say you like a page today and you go back and you like the posts they put up next week and the week after, what that does is that is how many times you actually interact with someone’s fan page. That has a really big mark I guess on the Air-Drake and how successful your posts and pages will be, so the weight is the like, shares, and comments.

I actually went through some of my posts the other day and took down twelve posts, and looked at the reach that they had versus the shares, likes, comments and I actually found some staggering information, and I’ll share that with you in a moment as well. But, the great thing about I guess having over a hundred thousand fans you can actually find this information and you can really be able to see the patterns forming. That is the thing guys no one knows exactly what to do, how to do it on Facebook you know, everyone out there who says they are a Facebook marketing genius – really for me is I want to know what have they done on Facebook and what are they currently doing on Facebook, because that’s how you know someone is actually up with they play. I say this because what I’m talking about right now is what we are actually doing, so be aware out there when someone says to you, “I do this you should do that you should try this” look at where that actually comes from and who told them, “A friend told me” okay who told the friend type of thing you need to find out the sources and see what people are actually sharing with you is right.

We have affinity, plus weight, plus time decay, so the time decay equals a combination basically of the affinity and the weight plus your own comments, so this is another thing you need to be actively commenting on your fan page as well. All right so let’s look at Air-Drake strategies we will call them, and how you can utilize these right now on your Facebook fan pages. A big one is we really want to use attention grabbing words in your post, so for example earlier when I mentioned imagine waking up and seeing a headline that says, “Don’t want to get up” so that type of attention grabbing headline, and you put that in capital letters, “DON’T WANT TO GET UP” you know and other things such as, “Breaking news or attention ladies, attention people or attention personal trainers” you will notice in our Podcast ads I always say, “Attention personal trainers” you can start with asking questions, “Do you know anyone from…dah, dah, dah, do you know any highly motivated personal trainer who are looking for a business opportunity?” That attention grabbing headline is exactly what you need to grab someone’s attention, right? You could also ask going into filling in the blank questions that’s always good you know you want to encourage your users to submit any of their ideas or their opinion, because at the end of the day we are all very opinionated whether you like, it or not whether you are someone how just acts on your opinion or you just sit there and you’re a secretive opinionated. We all want to provide opinions, so fill in the blank questions is always great you know you can go like, “What is your favorite training song? What is your favorite food or if there was only one food in the world what would it be?” and you will get people that will reply. What that does is if we go back to the Air-Drake it will provide you with weight in regards to people commenting. The more times that people comment on different posts that is where we look at the affinity, remember that guys.

Other things you can ask your fans for help solving an issue now, people love to give their opinion not only just on what they think, but if people know they can solve or help solve a problem people love to do that, so that is a really good strategy to utilize. Another key component is you must make sure that you always comment back to your users who comment on your page okay, now what this is, is your fan page, we are using this analogy, your fan page is your living room your inviting people into your living room to come and have a conversation with you. You would not invite someone into your living room and they ask you a question and you continue on watching TV unless of course it was your favorite TV show I totally understand that. But, you need to understand it in that context, it’s not just your fan page – you have to remember someone has reached out to you in some way, shape or form, now, that are a connection whether you like it or not they are trying to form a connection. I know it could be simple as a like, comment, or share, but you need to look at the deeper psychology behind all of that again, that itself is another whole session, and look I can’t really wait to share that either.

Another strategy is you could ask questions that start with, “Do you agree or do you disagree with the biggest looser show” and then also say, “What’s your opinion on it?” so that your actually asking them to interact with you post, but your actually asking them to start a dialogue because what will happen is someone will make a comment and there is always someone who goes, “Hey Jim Bob I don’t agree with your comment” if you going to start that you will begin to start the dialogue it’s great. Another way on that was you can always, we would put up some motivational images and I’d go, “Who agrees?” click like if you agree, and then you can also put an ad, “What are some of your favorite motivational images?” again, you’re not only getting them to comment your getting them to like, okay. When I show you and go through our stats that I pulled out the other day you will notice why we really want them to do that. You can use single code of action, okay so, basically we will have posts that say, “Get your free meal plan and access to our VIP group here” and then we put up a good relevant engaging picture and we also put the URL in the posts as well.

I want to go through some more examples of posts that you can actually use in a moment. You can make certain special days for your fans, so you know you could have fan day Friday or fan day Tuesday or whatever, and basically give away prizes on those certain days. That works really well and it creates a buzz for your page not only that it creates a buzz for people turning up to your page. Now, I can tell you this because – you have a favorite TV program or anything whatever it is you have to wait till eight-thirty Friday night or eight-thirty Tuesday night to tune in and watch it, so if you had something that people knew what was going to happen on a regular basis to tune on then they would be more likely to jump on and listen and come onto your page. You could ask relevant trivia questions so that is another one, and give away prizes for the right answers so that is always good as well educating and motivating remember. I’m going to run through half a dozen different forms of posts here and I call them viral posts. A viral post is, basically the purpose of this post is for it to go viral and what I mean by viral is people to share a comment and like it. Now, I have an example of a post, you can’t see obviously – I’ll put a link on our fan page and you’ll be able to go to our fan page and see what we are talking about here with different posts under this Podcast. If you listen to it through iTunes you will have to go to Facebook.com/fiitchicks and you’ll be able to see our page. There are a couple of key elements basically to getting the thing going viral or a post getting viral, and it simply comes down to the image. The image first of all is the key component because sometimes you will get people to share the image and they don’t even read the words, so that is where imagery comes into Facebook posts, extremely, extremely you know beneficial. I see so many people posting stuff on their fan pages and even on their private pages with no images, people scroll through fan pages and new feed and they stop when it comes to either a video or image or something like that. See yourself next time when you are doing it you’ll see yourself and you’ll go, “Wow I actually do that” so you want to create – put a great image on there that you know will get shared. Not only that you want to put your link to your freebie that you are giving away on there because not only is that posted image been shared, but that link is been shared around by everyone as well. I have a post here that I’m looking at, at the moment that has about six and a half thousand likes, three hundred comments and eight hundred and seventy share it’s been seen by over three hundred thousand people. Now, that means three hundred thousand people have seen that image and our link and our message we have on it, so you really want to look at that as an option.

There are interactive posts okay, so I talked about that a little bit, but it’s more about trying to ask questions and then get them to reply. Again, you need to use interactive images, so in this particular one we have – when it comes to clean healthy eating what is your favorite creation or invention? We thought this one was pretty awesome we have a link that says, “For more free recipes hit two” it’s got a URL and it’s also got an image of you may have seen it, it’s capsicums cut, and we have eggs that were made in between the capsicums – the majority of these comments people will go, “Wow that’s cool” I never thought of that. Not only are we getting people commenting, but we are getting people sharing and getting people liking okay.

All right so moving on to encouragement posts, encouragement posts basically is when you put up quotes or posts or words of wisdom I guess you would call it that will get the most likes and shares words of wisdom. Now, you may lack on the commenting because a lot of the times when you put up these types of posts you are not really going to engage too much in comments you will get a lot of people going, “I love this, this is awesome. That is an awesome quote well put” unless you put something in the actual title that says, “What do you think of this quote or what do you think of this image. Comment below” then that will generate more comments okay. That is just another variation in way you can really generate share, each ranking and all that type of stuff, but most of the entire most powerful thing that you are really going to get is proof, testimonial images that is key. You need to put up testimonial images, but not only that you need to put the testimonial images up with the inspirational story behind it. Now, images are great, but people love to read the story behind it because the story will bring the connection from the actual person on the page to the person sitting there reading it very, very important, and of course as much proof as you can don’t stop ever putting up proof on your page. Now, that is a bit of a mouthful like I said, that right there is something I could spend a day on talking to you about, and over time in the coming Podcast I’m going to really delve in deep into these. I want you to comment below on the posts and let me know what you’re thinking about this stuff, because the more interaction we get from yourselves the more cool stuff I want to share with you and more frequently as well, so let me know what you’re thinking so far. Now, I want to show you, this is I guess totally of par here, but it’s a strategy that is your not currently doing on your own personal profile then I really want you to do it now. In your personal profile you will be able to see an area that says, “Works AT” so it’s your top left-hand – it’s under your profile picture you want to go to Work AT, now you want to work your fan page into that because what it will do is it will create that spin-off from your friends or on your personal profile page will be able to go in and click it that is a way how you can get free fans. Hey, you may only get an extra twenty or thirty couple hundred fans from it, but it is still a strategy, so under your profile page make sure you have Works AT and have your fan page in there.

Now, I wanted to take you through a basic process on how I was able to generate twelve thousand six hundred new contracts, that’s right twelve thousand six hundred new contacts within twenty-four hours. I don’t personally know anyone else who has done that in the fitness industry, and even in the fitness internet marketing industry been able to generate that many leads without the help of affiliate marketing. We are talking about purely what we did ourselves to generate this. I talked to you earlier in the session about opportunities about how Facebook can it can be beta testers and so on and, so forth. Obviously it’s not as easy as, “Hey I want to be a beta tester” but there are certain things that you can do. What we were able to do is we were able to become a beta tester I guess you would say for the offer – now you know that Facebook has this office again, this is a total another session I’ll be running on creating an offer because there are, so many good things in this that you take-away from it. We created an offer and all it was, was our free give-away that we were leading with at the start you know how I talk about, “Find the carrot” give away something of value that people can take.
What we did was we had an offer and for us it was our meal plan and basically Facebook – when we first started this right, Facebook would beta test the offer and the only down side to that was they hadn’t had an online version, so they actually only had a location version, so you had to actually be a physical address. What I did I went in the back and changed our fan page to a physical location which had to give me an address and then create the offer. Now, Facebook at the time were only making these offers available for people to go into a local business you know and say like, buy a cup cake and get your second cup cake free or something like that, that was the purpose of the offer. I created an online offer and I guess you would say I almost hacked the system okay, but I’ll just say that because it sounds really cool, but basically all I did was put some links in certain places and it ended up working out right. But, there was a down side to it, so we created an offer and were giving away a free meal plan, and the results of that we hundred and ten thousand people claim it. Now, not every person actually opted on that as you can tell we got over fifty-four thousand likes on that page, but this is the staggering thing our posts was seen by over five million people five million people seeing that offer.

Now, the thing with this is that this was not set up for an online version, now you can go and create an offer and you can actually put in a URL and direct someone there it’s far more…I guess you would say structured now for anyone to do it, so if you haven’t currently done it I suggest you go in and click on the offer part, and you can do it you don’t need to be a local business. So we did that we offered the meal plan and that is how we generated over twelve thousand email contacts over night literally it went overnight I was just so taken back by it. But what it did for me was really open my eyes and this is when I realized Facebook has got an abundance of people out there who we can help and assist, and that is where I guess you could say Fit International, and Fit-Chicks and everything aspired from. I guess the underlying lesson there is that I tried to create something that actually wasn’t available to be created all right, so I took a leaf out of my own book and said, “You know what let’s find a way to make that happen” while so, I did that I was able to capitalize. Now, Facebook emailed me a couple of days later and they to, they got some feedback from me and they took a bit of an interview process, so it’s out there somewhere in Facebook world…not sure what they have done with it yet, but they really wanted to test that, and that was one of the catalyst – the representative that I was talking to said they hadn’t seen anyone use it like this and capitalize over a hundred and ten thousand claims. The funny thing was because they were quite concerned because they thought how you are going to be able to service that at your local facility. Well we didn’t have a local facility they were coming to because it was all delivered online. The downside to that was, I’ll tell you a quick story was we actually had a- couple of girls – if you’re listening we are really apologetic about this, but you really should of read the instructions that we had there. What happened was a couple of girls from Brisbane actually drove down to our facility to pick up their free meal plan that we were giving away and of course we weren’t there it was at our training facility, and they came down during the weekend and we got a message saying, “We’ve came down to pick it up we are really excited to get it” from my perspective I was like, “Holy crap someone actually drove down from Brisbane which is like an hour and ten minute drive to where we are to actually pick up this free gift” now I’ll look at the psychology behind that and go that is amazing you know they took at least two to three hours out of there day they had twenty dollars worth of petrol to come down and then obviously they had to buy food. If you look at it as a whole they were extremely interested in what we had to offer, so that is where a few ah, ha’s went for me. We also had someone from Perth email or mail us that offer they printed out the offer and sent it to us. Little did they know as soon as we let them know about it we said, “Look it actually says directly in the offer that you need to claim it online” so you know other than those few little hick ups it went relatively quite well, so there we were with an instant twelve and a half thousand people to add to our data base. Again, guys the lesson behind that is I took a stab at something, and now you are able to do it online and I really suggest you go and have a look at the Facebook offer because that is one way that is so powerful. The other reason Facebook is so powerful is because of all the statistics you can actually look at. We can look at right now if I was to look at our Facebook statistics I can tell you that ninety-eight percent of our fans are females and they are aged eighteen to – well the majority are aged eighteen to forty-four. From the age bracket twenty-five to thirty-five we have got forty percent females, so we can even tell that X amount are from Sydney, Melbourne, Brisbane, Perth, Gold Coast, Adelaide you name it, and that my friends is the most powerful, powerful information you can get your hands on that is extremely invaluable.

I realized the time here and I’m just checking along, how we have been going. We are coming up to the hour actually, so we have been going for quite a while. I told you we can talk about this stuff forever, but I really want to…just finishing on a couple of more tips on how you can really maximize Facebook, and then what we will do is we may carry on with Facebook next week or we might bring up a new topic or we may even do deep into one of the topics. I really want to leave that up to you and get some feedback from you as well, but just some tips to finish off with Facebook is, posting on your profile now, I get asked how many times you need to post your profile and what’s good and what’s bad? I can tell you what we have done and what we do is we would post anywhere from five to nine times a day. Now, people might go, “Oh that’s too much” but you know how long am I going to sit at my computer all day and do that you know I’ll be sitting there all day just posting.

Well my friends there is software out there called Postfrom.com or Whosweet.com and it allows you to schedule posts for free. Now, you can schedule up to ten posts a day for free, so that’s a pretty cool system you sit there at the end of the night and schedule your posts for the day, they are strategically written remember and you’re away. Make sure you are tagging every single one of your clients that are going to be training with tagging and checking and it’s extremely, extremely valuable in the overall end of your online success. Of course there are Facebook ads, but I won’t even start talking about that because that’s going to be a whole lot of a cost to listen that. We can basically reveal to you how we have mastered and been able to get ads, clicks down as low as two-cents a click. We have actually have had one campaign that was running at one-cent a click which lasted for about seven days which was unbelievable we ended up with something like, forty-thousand clicks or something like that. You work out forty-thousand on one-cent you know you’re not talking that many one hundred and forty bucks if my math is done correctly…could be wrong maybe. Someone out there who is a mathematician will be sitting there going, “Brett you got that way wrong” but look again, forty thousand clicks at one-cent is pretty good, and I don’t know too many people out there who can get clicks that cheap. The only reason I’ve been able to do that is because of what I’ve told you today literally I’ve held nothing back I’ve told you what we need to have in the posts, and what you need to be doing to cause the interaction, bring interaction together and it’s a very exciting platform to work from. There was a couple of things I just need to mention before we leave because I said at the start it’s, “What you need to avoid” you need to avoid getting caught in the Facebook bubble don’t feel trapped to your Facebook page okay, don’t reply back to someone every second they email you or message you on Facebook. Set specific times of the day when you are going to reply every morning an afternoon do that, and remember that Facebook is basically a vehicle just like you drive your car you need to drive Facebook okay, and the key thing is don’t be left behind. Facebook changes regularly and you need to be up to date with it.

Now, I’m not saying you need to spend all your time and energy been an expert, but even just listening to these Podcasts makes you far more advanced and in a different league than the person who is not, so keep up to date with that and that’s it that’s all I have got for you. I’m running into a time constraint her so I really wanted to give you as much information as I can within the hour and would love to hear your feedback and what you think of the episode, and really look forward to sharing more with you.  On a regular basis we are going to get this Podcast happening on a weekly basis, so coming up I have some great stuff to share myself I’ve also got some really great interviews coming up with some really high level fitness business owners. Keep your ears peeled and I look forward to sharing with you in the next episode thanks and good night, and good bye, good night, good day, good morning wherever you are listening to it…just rock on.

Episode 1 – The Intro & 5 Key Components EVERY FiiT Pro Needs For A Successful Fitness Business

In this episode Brett reveals exactly how this FREE recourse for Fitness professional will work.

He also discusses his 5 Key Components to running a Successful fitness business.

Component #4 would be hard to beat.

Let us know what you thought, leave a comment below.

Regards
Brett

 

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5 Keys To A Successful Fitness Business

Transcript of EPISODE 1:

From the desk of Brett CampbellWhat you are about to read is the transcript that goes along with the 1st ever episode of the Fiit Professional Podcast.

You can listen here – http://bit.ly/12aublz

Hello and welcome to the first episode of the Professional Business and Development Podcast.

Let me introduce myself – My name is Brett Campbell and I am the creator of Fiit International PTY as well as My Fitness Website PTY.

These are two companies that are in the Fitness Industry and they are really designed to not only help the general public achieve their health and fitness goals, but they also cater to the Fitness Professionals.

So that’s you right now, the person who is actually listening to this Podcast. Firstly I have a few things that I must openly admit to before we get started;This Podcast is completely free, I am not planning or ever planning to sell this to anyone because I believe at this stage in my career I really want to be able to give back to the Fitness Industry.

Now I will go into that in a bit more detail in a moment. I want to tell you my story – just to get you a little bit excited about what you’re going to be listening to over the coming weeks and months.

We are going to be covering topics that are going to literally propel your business from where it currently is, to where it actually could be.

Here is an example – we are going to be talking about different strategies on how you can market your business and how you can generate more clients.

This is because at the end of the day Personal Trainers and Fitness Professionals have concerns and frustrations when they are running their own Fitness Business.I know because I have experienced this and have been in that position myself.

I know exactly what the frustrations and concerns are when it comes to running your own Fitness Business. Whether you have been in the industry for a little over a few weeks, or you have been in the industry for years.

I DO know and understand that getting clients is one of the hardest possible challenges, and if you don’t have a system behind it, then it makes it all the more difficult.

So, I am going to be revealing to you how we have been able to generate over 100 thousand Facebook fans. Even better than that, over 180 thousand Email contacts in the last 14 months.

I want to point out that I say this because it is something I have been heavily involved with and working extremely vigilant on for the last 14 months.

I am extremely excited to be able to share with you the strategies I use, and can share with you right now. Here I am putting my hand up, I am not one of those Personal Trainer mentors or gurus.

I do not believe in feeding you a little bit of information and then leave you hanging and wondering what your next step is going to be. I will not do that. I am literally going to be telling you the exact steps on how we do it in our current companies.

Now that’s really exciting news and something I want to share with you. There is going to be nothing held back, We are going to be talking about how you can have websites that run on auto-pilot, which enables you to generate clients.

We are going to talk to you about how you can take the sales out of selling. So for a lot of Trainers that don’t like selling to people, we are going to show you strategies and systems that you can utilise into your current Fitness Business.

This will take the fear of any selling out and we will also teach you strategies on how to overcome the most common objections. Such as; ‘I don’t have the money’ or ‘I don’t have the time to train’.

We are going to give you solutions that you will be able to implement effective immediately. That’s going to be my goal. In each podcast and in each session that you listen to, there’s going to be some strategy that I want you to be able to take away.

Now I don’t just want you to take them away, I want you to put them to good use literally!

I am going to reveal strategies that have enabled us to build a seven figure a year fitness company.

Again I don’t say that to impress you, I say it to impress upon you, the fact that what I am going to be delivering over the up coming weeks and months, is real life strategies that you can implement immediately.Now the problem is a lot of people will be listening to this podcast, and you may be running on a treadmill, you may be sitting on a chair in your office and thinking that’s a great idea Brett – I will get to that soon.

But the thing is, most people don’t. I will throw out a percentage and I would be safe to say that 90% of people do not implement what they hear or learn.

That’s why there are so many seminars and courses out there for people. This is so they can return back to year after year, because they haven’t implemented what they first learned.

I want to make a deal with you; if I go out of my way to provide you with all these tools and techniques to run a successful Fitness Business, then I want you to do something for me in return.

I want you to be able to make a comment under each of these podcasts and let me know that you’ve implemented it and actually given it a go. Then I want to know what your results were, because that’s what really excites me. OK, so that’s the deal I want you to make with me.

If I am going to provide you with all this great quality information then I hope in return that you will actually go and implement it, now I think that is a pretty fair deal.

On top of that, we are going to be talking about effective time management techniques. Having the technique of being able to utilise time management enables me to run not one, but two different companies.

So as you can imagine if I had not developed skills in time management it would of produced a bit of a downfall. I can share this knowledge with a lot of people and with the strategies and tools that I have been utilising over the last 4 years in my company.

I want to share those with you because it’s simply amazing when you can actually be successful in setting yourself a schedule and set yourself a routine that will enable you to get 3, 4 or 5 times the amount of productivity of work completed than you normally would.

I want to teach you how to build relationships with other businesses because that can be imperative for the success of your business.

I want to teach you how to set up seminars yourself and become the go to expert in your area.I want to teach you how to leverage social media, (social media is a massive platform) which you already know, and I want to teach you how to leverage that properly.

Unfortunately there are many people out there that are “so called experts” in social media.

To be perfectly honest this does my head in – If someone suggests that they have expertise within that particular field, wouldn’t that mean that they have had ample experience in that field to be an expert? My definition of an expert is someone who has actually had experience with Social Media and is still currently doing this successfully.

Not someone who has read a blog post on how to do it, that’s not what an expert is in my opinion.

Especially if we are talking terms of Facebook, you need to be engulfed in Facebook pretty much as a full time participant in order to be up with every change that they are doing.

That’s something that I want to be able to show you, so you do not have to read a thousand different blogs out there on what peoples thoughts are about a particular subject.

So just to touch on points; you know we have over 100 thousand Facebook fans, you know what that does for us? That allows us to be able to correlate real time statics on what actually does work and what doesn’t work.

The other day I broke it down that we have got 8 different Facebook posts that we have put up there, and it was actually quite staggering to go through the amount of shares, likes and comments etc. links or no links and find out what actually does work and what is getting our message out there further.

This is actually pretty surprising and it really did surprise me. It just goes to show you all the tests and measures we will teach you, and how to test and measure certain aspects of your business.

We will also teach you how to create information products, so if that’s something you’re interested in learning about, we can cover that as well.

We have several different products which we have on offer now, and that people are already after or using. There are people also who are not in our local area, that are interested in our products.

So, I want to show you and introduce you to the world of online marketing and how you can get your message out there to more than just your public awareness.

I can to teach you how to generate return on investment within your marketing.

A lot of people don’t know what return on investment really means. Obviously to the people that do its about being able to generate a higher return for the money you have invested.

So if you put in one dollar and you get two dollars back, well that’s a great 100% return on investment right there. I also can to teach you how to become super efficient, and basically I want to take you through the journey on how to run a successful fitness business.

So over the coming weeks and months, I am going to be not only providing awesome content to you, I am going to be interviewing some of the leading professionals.

Whether it will be an actual Fitness Professional in relation to technical training. We don’t want to neglect that side of the business because that’s also really important.

We are going to be teaching you some really great technical components and we will also be going to interview nutritional experts.

So be prepared for tangents, yes I am going to be going off on tangents. That’s because I’m sitting here right now, looking out of the second story office window, which over looks the lake.

Now that to me is absolutely amazing! I am able to sit here right now and I’m offering you a free service.

Can you tell in my voice I am extremely excited to get this out to you? Hence the reason I am probably talking a little bit fast. However, I am sure you are smart and are able to keep up with me.

Interviewing experts – there it is! So we are going to be interviewing other Fitness Business experts, people who have had success in this area.

First I am going to interview a really good friend of mine who actually runs a Fitness Franchise with over 300 franchisees within his actual company.

We are going to learn secrets on how he has been able to generate thousands and thousands of leads via the Internet. This will include teaching you those methods and strategies. So it is not just from myself, but from other experts as well.

Because it is one of my beliefs that it’s great to be able to share knowledge and learn other bits and pieces from within a range of professional areas.

So look today what I am going to be doing is set the foundation for the up – coming episodes, and take you through what I believe are the 5 key components to a successful Fitness Business.

I could literally make a list of probably 200 or maybe 300 different things that I believe are a key component to having a successful business, but what I’ve done I’ve written down 5 of the key components that come to mind quickly.

I am really big on whenever I do things like this; I do not over think it.

That’s also another strategy that we will cover. What can happen is when you over think things, it can lead to sitting literally for two hours and come up with many ideas. Which is how I am going to structure this pod cast.

When there are 5 top key components that I can give you right now.

This will stop you from getting confused and overwhelmed and will help you keep positive in moving forward and then press record on this pod cast.

So here I am, I have just jumped in I have written down 5 key elements. I am sure that these 5 key components, that I am about to reveal shortly, you will agree with me that they are all an extremely important aspect.

So first thing we are going to talk about is, creating a community. That’s because for me creating a community has been a catalyst of our success.

I am also going to talk to you about another key component that you need and that is to be able to produce results.

So whatever the product or service you choose, and perhaps your a one on one personal trainer and maybe considering running a ‘boot camp’ business. You could also be possibly providing semi – private training sessions.

We are going to talk about different modalities like that.

Obviously at the end of the day you need to make sure your products and or services are producing results.

Another key component, which I believe is definitely up there, is providing multiple services.

Now you would look at this as your product suit. I are going to talk about that a little bit more in detail shortly. That right there is a key component on how you can start steering away from trading time for money.

At the end of the day if you have to turn up for the transaction or appointment time like you turn up for your one on one training session, you won’t get paid while you’re there.

We want to look at avenues on how you can bypass that. Then another key component is being genuine. Not only being a genuine person, but also a genuine business owner.

I see it far too often with people out there who are not genuine business owners and this really upsets me.

Finally we’ve got to have a purpose, now this is critical and this would be in the top 5 of any listing you have.

You need to have a purpose. What is the purpose of actually doing what you’re doing?

I have always been going to do a bonus. This bonus step jumped out to me as well and this key component is “getting professional help”. We will talk about that in a moment.

Build A Raving Community

Let’s go back to key component number one; creating a community. Now there are a few things that you really need to touch upon hear. When you’re creating communities this needs to be a safe, supportive and beneficial environment for your target market.

It needs to be based on educational marketing. Now I say this because everyone wants to be involved in something.

An example of this is – I have just started playing Wednesday night pub poker again. We used to play a fair bit back in the day, so it’s relatively none competitive meaning that it’s not risking a whole lot of money. It’s a great, safe and supportive environment for me and it allows me to get out.

So at the end of the day, the main purpose behind it is the comradery you get when you meet new people. It allows you to be a part of something and it’s the same crowd that plays every Wednesday.

Once again that’s what I am talking about with community. In the fitness industry, we need to look at it and base it on captured marketing.

If you’re familiar with what we do, then you will know that we have a company called ‘Fiit International’.

Fiit International is basically our flagship program we call Fiit Chick Transformation. Our Facebook fan page is called ‘Fiit Chicks’ http://facebook.com/fiitchicks and the catalysts.

This has been built based upon educational marketing. This is so we can create community based people who want to become a part of it.

We provide support to them and we educate them. Now there is a difference between marketing and educational marketing.

Education based marketing is being able to provide people with a solution to their problems.

That’s what I am doing right here, this is called educational marketing. So hear you are listening to this, while I am providing you and going to be providing you an amazing amount of business tips and strategies that you can simply take and utilise straight into your business.

Like I said to you, I’m not going to be selling this or anything. However, what may happen, being totally honest and transparent is, down the track you may have listened to one, two, three or even ten hundred episodes. It is then you may realise that you have been educated so much from this that you will want to know what’s next.

Then you may take out some offer or anything that we may provide to you, and if you don’t that’s fine as well. If you did, then that is what I’m talking about, educational based marketing.

So everything I teach you and everything I do, you will really need to pay attention. Because if you were to educate your prospects on how to eat healthy, and guide them on what to eat, plus include some great exercises they need to do. Then the key part there is they all start coming to you and you will be the go to person, who will be the trusted professional for their query.

Now we all know those types of people, whether you acknowledge it or not. You will have people who you go to for a specific question.

If you have a mate who is a mechanic, and your car is playing up, then your going to go to him. You see him as the go to expert when it comes to car repairs.

This is the same thing with fitness. This is where you want to be the number one person when it comes to fitness for your prospects. So in order to be the number one person, you need to create a safe community and provide them with ongoing educational based marketing.

Produce Results

Secondly you need to produce results, this just goes without saying. Or your business will not be around for long if you’re not producing results for people.

The key thing there is whether you’re looking at running a boot camp business, and for some reason or another none of your clients are producing results – Then you would need to look at your particular programming on what you are delivering.

Now obviously you will need to take into account that not everyone is going to get results, which is unfortunate.

You could have the best program out there, and someone can purchase it and they won’t get successful results.

An example is one of our workout systems. Now I know that our workout systems yield results as long as it is being followed correctly.

We’ve have proof of this – because we’ve had hundreds and hundreds of girls go through and do the program and provided us with testimonials to let us know about their results.

Of course there is a small minority, actually 2% of people who purchase our work out products say that it doesn’t work. Or who have tried it. They generally will send an Email after a few weeks saying, “I have tried your system” and it has only been 9 days, she says, “I am not seeing the results I want”.

I mean there’s always going to be some people that are not going to achieve the results, however, you need to make sure that the product or service your offering is actually going to produce results.

Now you’re not going to sell a 10 minute PT session are you? At the end of the day you really are not going to get any results from that, so again part of common sense comes into play.

I’ve just had a drink of water – you see you could not do that on a paid pod cast. Ok back to it!

Provide Multiple Services – Your Product Suite

Providing multiple services. Now this is what you would call your products suite.

If you look at Fiit International as a company, we provide Fiit Transformations, which are our locations and our training program.

We have Fiit Retreats. Yes, we run Fitness Retreats overseas in Bali and we are looking at other destinations around the world.

We provide Fiit Supplements to our customers who can purchase our own supplements from our Fiit brand.

We also provide Fiit Online Products. So as you can clearly see we provide a whole series of online products and services that we have currently on offer.Fiit Professionals, well that’s our flagship program for our

Fitness Professionals and Personal Trainers who want to run their very own Fiit Chick location.

Fiit Online Clothing is also one of our products and also Fiit Clothing which we are producing our own Fiit brand of clothing, work out clothing etc.

We also have Fiit Equipment; this is where we offer Fiit Equipment, whether it is to a Personal Trainer or the general public. So you can clearly see we’ve created a small board of our own products.

We also have our own Applications, there is online software and the reason being is because when you’ve got multiple products services out there people again will be very happy and enjoy the convenience of purchasing and using them all.

If we look at Apple; now, when I changed over to Apple I bought an Apple Mac book that was my first Apple purchase. The next thing I purchased was the iPhone, as I found these products of good quality and banding.

After that I went to the iPad then another iPad, then another iMac and even bought another Mac book pro. So looking at that scenario:

When someone is happy with a particular company and their products and services, they will repeatedly use those products and that company.

So as an example; if Apple were to develop a new iTV, I would ultimately purchase that Apple iTV. The reason why is because I know that every product that they have previously produced has been of exceptional quality.

The same thing also applies with your fitness business.

You know if you where introducing one on one Personal Training; and then all of a sudden you introduce Yoga; then perhaps you introduce nutritional classes; and then say you introduce some merchandise; and maybe even introduce some coaching etc.;

The reason being is, once people like your service and they know that you have a great product and have been successful at producing results, just like our last key component. Then they will be happy to spend their money with you and will keep coming back, and that is just how it works.

If you look at yourself and look what you do, and where you go and where you shop and so forth, it shows that by providing multiple services is a huge component.Now in the coming podcast we are going to be delving deep into particular product suits and how they can compliment your particular business, so we will create an exact product suit that you can utilise.

Be Genuine

Going onto the next key component is being genuine you need to look at this, so that it’s not all about the dollars.

Don’t let the dollars blind you of your real purpose. As Personal Trainers we can command a lot of money.

Let’s be totally honest, when I was actively doing one to one personal training, the last client I was training, I was charging $220.00 per session at that time.

There is a whole system behind that, I didn’t just one day wake up and I’m going to charge that $220.00 – The key thing there is that you can charge a large amount of money for a service, especially for someone who may have only completed a 12-week course, or even 12 months.

For Instance, look at lawyers, they can charge large amounts of money, however, the key thing is not to let that blind side you.

On the flip side of that, you still need to be totally open and honest and have a great relationship with money, because at the end of the day we are all in this industry for the life style.

We want to help people of course, but we really want to make sure that we can provide for our family, the lifestyle that we want to provide for them. In order to do that, I am going to say it, “you actually need money”.

Ok yes you need money to actually do that stuff, and the key component here is you can be in this industry, you can be genuine, and you can still earn a lot of money to do the things that you want.

Its not all about the money – but it can certainly help

Now there’s going to be people listening to this, and going, ‘well I just want to help people’, don’t get me wrong that’s exactly why I am in the industry.

Have A REAL PURPOSE

If we go onto the next key component it’s having a purpose. Why are you really doing this? That just goes with the whole thing of being genuine.

We’ve created what we call Fiit Foundation; now this is a charity that we and of course myself is extremely passionate about. I have this burning desire to be able to help sick children. I am not quite sure where that’s stemmed from. I just know that I really want to be helping sick children.

I also want to be helping females, hence the reason why myself has created a female only (at this present time) community. Because we want to help women get back to that, and provide a safe atmosphere.

I have personally had friends that have gone through breast cancer. So we want to help the Breast Cancer Foundation, which is why we are doing what we are doing.

Write down on a piece of paper what is your purpose, why are you actually doing this?

My purpose is to be able to (as I mentioned), dedicate my time and energy to the Fiit Foundation, that’s it.

In order for that to happen I need to make sure that the company is continually growing. That means we need the money and cash flows to be coming through, which also helps to support not only our employees, our charities and so forth, that we are running and that’s where I see myself.

I want to spend all my time working on the Foundation and giving back to people who are less fortunate, because that there really gets me excited.

So I don’t want to hammer the point home about money, and earning money etc., but we really need to be open to that and just be totally honest with ourselves, and to anyone that says they don’t want to earn that sort of money. I would say right there to you that it is bullshit, you do want to earn money, but that’s a by-product of what you really want to be doing.

So if I wanted to help 10 thousand sick kids, we are going to need a lot of money to do that and the money unfortunately its not going to come from the money tree. That my mum always said was out the back yard many years ago. I am still looking for it and have always hoped to find it.

So have a purpose and understand why you really want to do it.

Another reason is I want to help females.

To be honest I grew up in a broken family. I guess you would call it a split family. My parents split up, so it was the girls and I; my Mother, 2 sisters and I at the time. After that I then took it upon myself to be the man of the house even though I was 6 years old.

I took it upon myself then, and I am still taking it upon myself now to be and play that position in our family.

That’s something that really, really gets me going and gives me the energy to sit here and talk to you and deliver all these messages.

So you can also go out there and deliver your purpose to the world?

The final key component the bonus one, I was talking about the catalysts again of success. This is not only mine but any of the key people that I surround myself amongst. In order to be successful in any industry, you need to get professional guided help.

Now it’s that simple; if you’re sick where do you go? You would go to the doctors. If you want to be a good football player, you go to a good football coach.

If you want to learn to be an ironman you go and learn from an ironman, or someone who had trained many successful ironmen.

If you want to lose weight you would see a personal trainer. If you want to be successful in business and be able to live a life style that you want and a purpose that you really have, then you need to get professional help it’s as simple as that.

I see it far to often in my background of coaching one to one personal trainers and I have been doing that for the last 3 years.

I see that as a key component so many people don’t want to get professional help because it might cost too much or it’s too much of an investment. But you really need to ask yourself; can you not afford to not get it?

In the last 4 years alone I have spent over 180 thousand dollars on my education. I know to a lot of people that is just unfathomable. And you probably couldn’t totally comprehend that sort of outlay but I see it as a personal investment. Now that’s the exact amount and I am not going to sugar coat anything, it’s not easy.It is not easy to go out there and build up a big business, but I’ll tell you what, its extremely possible if you just give it a shot.

So I am looking at this right now, I have delivered those 5 key components and I really want to sit here and just keep talking.

I want to talk about it more and provide you with more strategies. I also want to leave you with this – because I think there are a couple of really good points that you can take from this.

So lets recap the 5 key components

You need to create a community; find out where you want to train and serve, whom do you want to serve?

You want to produce results; so you want to create a system behind that which is going to produce results. To produce your results you may need more than one service or product.

That’s where we go onto our next one of providing multiple services; what are the services you want to provide?

Be genuine so remember that’s a simple one be genuine, and have a purpose. And of course get help.

Now listening to this podcast right now, I would classify this as you getting professional help. The great thing about it is, your not paying for it.

So what I really recommend you do; is take what I am about to deliver in these following episodes, put them into your business and really see the possibilities that you have out there.

So I am going to leave you with this and if you want to find out more you know you can visit us at our Facebook fan page Fiit Chicks; or you can visit us at one of our websites http://fiitinternational.com.au you can check out our products and services that we offer; and hey, you may get some ideas from that and it might spark some thing you know.

Look I’m more than happy and open for you to check that out and look at it so keep an eye out in your Email in box for coming episodes, because they are going to be coming very soon and I am going to be delivering them fairly frequently.

Again if you can put up with the unedited shoot from the hip type of style that I am producing here, then look, I would love to have you along on this journey it’s going to be an amazing journey.

Not only just for you but for both of us, because I am a big believer in not only teaching the methods, you need to practice what you preach.

So by teaching this to you it’s going to bring out a whole lot of things for me that is going to be really exciting as well.

So until then have a fantastic day I really look forward to hearing from you and I will talk to you soon.

Regards
Brett

To find our more about Brett Campbell, Fiit International PTY and what we can offer:

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And VISIT one of our Many Websites:http://fiitprofessional.com.au – this is a must visit for all Fitness Professionals.

http://podcast.fiitprofessional.com.au – FREE business resource for Fitness Professionals.