Episode 15: How To Run Successful JV Partnerships

In this episode Brett interviews Rana Saini.

Rana is the CO Director of WFBOS, which is the largest online fitness business event for fitness business owners.

In this episode you will learn:

  • How to set up the most profitable Joint Ventures
  • How to increase your revenue and have an abundance of new clients
  • How Rana generated over 70 new clients via 1 JV partner
  • Why you need to create JV relationships in your business
  • What types of JV relationships are there and how do you choose which one to use?

and loads more.
Free Gifts from Rana
Video Presentation from Jeffrey Gitomer – Closing the sale (use password ws121) WFBOS – Summit recordings
WE WOULD LOVE TO HEAR WHAT YOU THINK – Please leave a comment below.

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

 

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How To Run Successful JV Partnerships

Transcript of EPISODE 15:

Hello and welcome to the Fiit edition of podcast, the number one podcast for Fiit Professionals looking to build their fitness business. If you’re after more clients, more income and more free time then you’ve come to the right place. Visit podcast.fiitprofessionals.com.au today.

Intro: Hello and welcome to the Fiit Professional Podcast. The number one podcast for fitness professionals looking to build their fitness business. If you are after more clients, more income and more free time, then you have come to the right place. Visit podcast.fiitprofessional.com.au today.

Brett: Hello and welcome to another Episode of the Fiit Professional podcast, the podcast for fitness professionals looking to grow their fitness business. I am your host Brett Campbell back again with another fantastic expert within the fitness industry. His name is Rana. Rana and I, met. We probably crossed paths a couple of years ago on Facebook to start with and then we both seen each other now with what we are doing and then things led to another and we ended up having a coffee date and chatting and now here is Rana right now ready to reveal to us all his top secret strategies on how to change your life. No pressure at all Rana, but…”

Rana: “Yeah, yeah! How about that.”

Brett: I’ll give you a brief run down, a little bit about Rana’s history then he can fill you in. So, Rana has been involved in the fitness industry for over 10 years. So, he is an early bird in that aspect. He set up his own personal training studio back in Brisbane which performs now, it performs over 380 stations a week. Through proper chain of 8 personal trainers and it’s virtually touched lives of thousands of people since becoming a personal trainer.

He is also the founder of PT Mastery which consults personal trainers, small business facilities since years. And he is now the co-owner and co-founder of WFBOS which is the World Fitness Business Owners Summit. You may have heard about that, if you have been out there in the inter-webs. If you haven’t, you definitely want to check that out next year. But basically, WFBOS brings together the world’s best in the fitness industry and connects them to thousands of personal trainers just like yourself there and they teach strategy and education with obviously the main goal of adding to you and improving the global fitness industry as a whole.

So, “Rana, what did I miss out there?” “Tell us a little bit more about yourself buddy”

Rana: I like long walks on the beach and listen to classical music, “No!” I, to be honest, that is pretty much like me in a nutshell. I guess; you know; I started off in the fitness industry as a personal; you know; guy looking, just getting into personal training because I thought; you know. To be honest at the start I thought I am going to make good money doing it and obviously same things; you know; you hear with a lot of people. “I was interested in fitness and I like going to the gym and obviously I like helping people and see them get results.”

So; you know; for me it seemed like a bit of a lifestyle job too, so obviously started the course. Started off as a pretty green personal trainer and; you know; I enjoyed doing my Cert 3 and Cert 4 here. Actually I did it in Sydney and; you know; it was just like after, after I graduated it was kind of a little bit of a black hole. I didn’t know, “Ok, what’s next? What do I do? Get a job? Start yourself?” So long story short; you know; it was just fumbling around and I mean I wish I had resources like these and also I knew of other people who were specialists in helping fitness business owners because; you know; it would have definitely fast tracked my growth, for sure.

So, but; you know; obviously long story short we; you know; start as a… I started working at a studio and one of my philosophies to everybody is like, “If you ever going to work for someone else, just work to learn and once you feel like you have learned what you need to, like in terms of running a business or learning how to handle stuff or; you know; you should rise to the top of that business as if it was your own. And when you feel you have outgrown it or you have learned what you need to, you can either step out on your own or go work for a bigger business and bite off more than you can chew.”
Like I started off like a Fitness First sale consultant when I got out. And; you know; I don’t know any of you guys who have been out there or have the experience with it. As much as like Fitness First goes back; you know; I feel like that was an integral part of me learning how to sell. And I, and as a personal trainer; you know; that’s one thing that I sucked at for a long time. Asking people for money and actually knowing what I was worth because it was hard for me to communicate the value that I could give to people. I didn’t really know what my assets were and standing out of the crowd and all that sort of stuff.

So working for someone else was a good, good thing to build my confidence up. And then shortly after that, I stepped out and I thought, “Well, it’s time for me to do this on my own. I feel like am ready and I just started my own studio here in Brisbane and yeah, the rest is kind of history until I; you know; I again found that I had an opportunity to sell part of my business. Which so I did and that makes me some ongoing income, now monthly and I am able to go and do the things I consult and run these great events like WFBOS.

Which means that I can connect with some of the best fitness business owners in the world that are earning; you know; six or seven figures and actually talk to them about; you know; their journeys’ and kind of, “How are you, you know; “actually making money and,” you know; “cutting through the hype of the industry?” And am sure people are listening now and; you know; there’s so much that goes on about six figure blueprints and stuff like that but hopefully that answers your question. “Brett.”

Brett: “Yeah mate! That’s fantastic. Thanks for sharing that.” I guess a couple of things; you know; we always went over and you want to speak about…I always try and take some valuable points out of it and there is a couple of really key things that I really want to touch on and just for everyone to listen up and hopefully they can get that message that I got from it was, the first thing was your honesty. Like your honesty in regards to…. Whenever I ask most people, most personal trainers, I would say 80% of the time the reply I would get to the question, “Why are you in the fitness industry?” 80% of the time people would say, “To help people.” That’s their first initial response.

Rana: “Yeah, yeah”

Brett: Where; you know; I like to pull out the word ‘bullshit’ sometimes and what can the case be to still want to help people. That’s not the core reason. Cause if you wanted to help, you could go down to the local Salvation Army and stand there and give out food and look after people that way. Now the real reason why a lot of people get into the industry and I guess I could probably relate to it a lot more as well because; you know; this is the main reason why I got into the fitness industry was for the lost gold and the opportunity to earn a lot of money.

That’s what; you know; back in the day I was like working in a donut factory myself earning 20 dollars and hour and I was managing the place on 20 dollars an hour for those 20… you know;

Rana: “Yeah, yeah”

Brett: There is a concept of how you can earn 60, 80; you know; 100 dollars an hour; you know; doing fitness. I was like, “Holy shit. I’ve got to get me a piece of that. You know…

Rana: “Yeah, yeah”

Brett: Your honesty there is amazing and; you know; that’s the question that I always task to everyone listening to this is. Actually ask yourself, write down on a piece of paper. Say, “Why did I get into the fitness industry?” Write your answer down and write out the question again. Keep going until you find the real reason because if you keep putting up that blank wall; you know; that could be something that’s hindering you from actually earning the money that you really want to earn because you are not being open to it. “Right?”

Rana: You know; like it’s a funny thing; you know; like people feel really guilty about asking… to say that am doing it for money. They feel like, “Ooh; you know; that’s a really selfish thing to do.” And; you know; I’ve learned really clearly our business in fitness is not about actually fitness. It’s about service and it’s serving people and it’s like you are a servant to; you know; your client. You need to serve them. But, in order to service you have to be selfish. And I know people go on about it and not agree with the word ‘selfish’. Let me explain.

You know; if I have to feed a bunch of hungry people but am starving, am I going to be able to do the best I can at feeding those people? Will I have the strength to; you know; to continue to help feed them or would I burn out before I can actually feed more people? So with fitness, for example, with our industry if am poor I don’t have the resources to grow my business, to expand my business, to improve my business. Then am capped at how many people I can serve. So I think people need really to look at… and the best thing to do is that… money is just energy that allows you to do more things. So rather than attach it to; you know; greed or feeling guilty about it, it’s just fuel.

You know. Like I look at money as fuel. If I need to drive or go a long distance in my business or I ambitious to get to this new peak, I am going to need more fuel. Like if you are going to drive to; you know; a 100 Km you just need to fuel. You don’t feel guilty when you go to the petrol station and go, “Jeez,” you know; “I have to put more petrol in my car. So I want to drive further.” Like you need to just understand that when you have a vision for what your business is, there is going to be a level of fuel required to get there. And that means that you just got to be selfish in doing it.

That means saying no to some opportunities as we were taking before this podcast. It means sometimes saying no to people who might need your help because if your mission is to; you know; help people lose weight and that’s what you are passionate about. Sometimes you have to say no to other at certain times because the priority of reaching that vision requires certain amount of resources and energy. And that’s what I feel like when we do things; you know; we really have to plan out.

Like if I know we are going to do a worldwide event, I know we are going to need a lot of money and that means in order to get that money we need to be really clear about how we are going to earn money from the event, leading up to the event and after the event. And if we are providing enough value and serving people in a way that has integrity, gets results, it’s honest and people will get enough to; you know; alter or improve their lives then I don’t feel guilty about that at all. I think I have a responsibility to do that and charge for it because it allows me to do it even better next year and the year after.

So that’s how I look at it anyway. Long ended way of saying, “Don’t feel guilty about earning money. “Go and make money.”

Brett: We can do a future podcast and we can just talk about the concept of; you know; is money good or evil. I think there’s some a really, really good things out of that. So let’s go back to, you made a nice sleek way into what we are talking about prior to this podcast. Is; you know; it’s that thing; you know; “What have you been up to lately?” “I have been doing a lot. I’ve got this, I’ve got that, I’ve got this…” And being in the positions that we are in the industry, like it’s, we get faced with opportunities on a daily basis from other people and; you know; sometimes it’s that whole thing of the greed button wants to go off and go, “Yeah, that’s a great idea. I’ll take you up on that.”

So let’s just quickly touch on the topic of how you deal with, I guess you would say, overwhelming and not taking on too much at a time. And then after we cover that, I want to get into marketing because I know you love the art of marketing and I could talk about marketing for weeks and I want to…, I have got some really cool things to share with that. So let’s firstly, first question, “How do you deal with overwhelm and having so much to do?”

Rana: I guess with overwhelm; you know; you can relate to stress. Like I think stress is just something that you focus on, that; you know; you feel you can’t control. So it’s really easy to go back and I still find the best way to do it is, write down on a piece of paper everything, everything that you’ve got to do when it’s on your mind. Just like a bit of a brain dump. I just dump everything on to a piece of paper. That will make you feel a lot less overwhelmed automatically and then you just go through and rate them from one to three; you know. One being the number one priority and two being the second runner up and three being the ones that aren’t as important. And then I just start working on the ones.

And; you know; often overwhelm is just procrastination or some sort of resistance that comes in because; you know; we don’t feel like confident enough or we don’t feel we have enough resources or enough time or enough money. So then you just look at how, “How can I make that happen?” If you come up against that and just start working on those things. So for me, like overwhelm and managing what I have to do on a daily basis. It just comes back to what am I out to create? What’s the number one priority of my business right now? What do I need to do and as long as everything that I do adds and links back to adding value to that purpose or that priority, then I don’t feel; you know; I feel like I need to do it.

So; you know; a good example would be like with WFBOS leading up to our event. Everything had to do with; you know; networking and we are going to get into marketing and joint ventures and; you know; connecting with people. And if I was doing those things like; you know; the five key things that I need to do. If I was doing one of those five things which is; you know; Communicating, Networking, Talking; you know; reaching out. Doing like working on the website, working on the copy. Then I felt like, “Ok. Well, I am productive and I am busy.” But it’s still helping move forward.

Whereas if I just started thinking, “Ok. Well, I just got to read this book and then I have got to just go out and go shopping and just get enough food for the house and make sure I’ve got all that or I might actually go out to see a friend, to talk to him; you know; about something that’s not to do with WFBOS. It might be to do with; you know; his business or I might just go out and watch a movie or; you know; there are points where I am like, “Not now.” you know; People get what I call busyness; you know; like I’m sure we’ve all heard this before right; you know. It has to do with am I busy or am I just going through, you know, busyness.
So, busy is actually getting shit done. Busyness is just feeling like you are busy by doing things and a lot of the biggest ones that I find is like Facebook or researching stuff that is just irrelevant. Like there is a point where research has to stop, learning has to stop and action has to happen. And I think that when you go beyond that point, that’s when; you know; you just really just busyness for the sake of it.

“Do you have enough right now in your head and in your wallet to get shit done?” That’s the big [over talk]. If it’s ‘Yes’, go and do it. Put the books down. When you hit a road block and you go, “Shit; you know; actually I am going to need more money or I need to learn more about it,” then go and research enough to go, “Ok, I now know what to do and implement.” And implementation is busy and I feel like sometimes busyness is everything else.

Brett: It’s funny that you say that too because everything you pretty much talked about there, it’s am going through I guess a bit of a patch of that at the moment and it starts from that I had this feeling of overwhelm. So we are actually creating a product, a online Fiit’s product that we are bring out in December and; you know; the last four or five products it was created. It’s been; you know; if each one just gets easier and easier enough to do it with my eyes closed now. But…

Rana: “Yeah”

Brett: This particular product is, I decided to change tactic with delivering it in a different way and it’s a totally different product to what we have done in the past. Now, this product has taken longer than any other product has for the reason being is I have faced a few roadblocks of overwhelming regards to, and this is where I think overwhelm starts, it’s due lack of education. Because I didn’t know how to actually tackle this particular project that I put it to the back burner or always got something else to cover it up and the funny thing is, is once I actually sat down and the only way I actually sat down was the last three days and this will tie into joking about Facebook.

Actually the last four days, I have been into hibernation and I haven’t been active on Facebook and I have been checking my emails once a day and I have been so productive it’s un-bloody-believable and I have been getting up at, you know, 4:00 am and in the office at 4:30, 5:00 am in the morning. I get four hours done  before anyone else gets in here and this morning I basically whipped up a whole sales page for the product and you know, I get a massive sense of achievement when that happens.

But if I rewind to only five days ago, I was feeling massive overwhelm, you know, and it’s just that thing that just, your education up here. If you don’t have your education on it then you are not going to move forward. And what I had to do was, I sat there and literally watched some videos and played around with some things and then I learnt it, you know.

Rana: “Yeah”

Brett: If you are there and you are sitting there and go, “Oh, I don’t know how to do marketing or I don’t know how to get joint ventures, I hear everyone taking about getting joint ventures but they don’t even know the first way to go and approach someone to get one. What…

Rana: “Yeah”

Brett: you are got to do, is just going to remain standing idle and you are not going to be moving forward.

Rana: “Yeah”

Brett: So on that let’s talk about, I know you talk about Joint Ventures and joint ventures is; you know; it’s one of your major strengths and you definitely made it that to get the events that you run. Let’s go through some of your top tips in regards to creating joint ventures for our listeners out there and how they can use that and how it can help their fitness business.

Rana: Yeah, like ok. For me; you know; a joint venture is identifying a mutual win, win, Right? So that’s what, that’s the first thing right. So, with the joint venture essentially guys; you know; for those of you who are familiar you will know but for those who aren’t, it is basically setting up a relationship where you can offer as much value to that person as they can offer to you. And it’s agreeing on some; you know; I guess some next steps and just doing that for each other. And that’s great to build relationships, trust and rapport as well.
So, from an online stand point it’s a little bit different from an offline stand point. So but I guess the underlying philosophy is the same; you know. So you; to grow your fitness business the easiest way and I just, I have not known a quicker, cheaper, more rewarding marketing technique than joint ventures. And basically that just means building relationships. So you find somebody out there, offline/ online, that has something that will benefit your business. So whether it is; you know; an email list, a product, a service or something that will benefit you, your business or your customers.

And then you look at their business and you think, well how can what you do and your product and your service and your emails can that benefit their customers. Because at the end of the day, we all need to add value to our customers, to make them brave and dashing/smart. So, a great example was I went to a really popular day spa here in Brisbane and they had been around like for 5 or so years. And I know they had a doubt about it. So when I started building relationships with the owner. So you know, you invite him for a coffee and just chat about business and it’s very innocent.

There is no hidden agenda. You just tell him, “I would like to just do some ongoing work and share some of our clients with you and see if we can do something together.” Turns out, she had a list of nearly 6,000people on her email list. And the good thing is they were all local. So I knew that they could make it to her business therefore am only down the road they could make it to my business. And I would set up a, the thing is she had been around a lot longer than me so this is the big thing.

And I said to her like, “What I would like to do is set up something where I can send all my clients who join up to your day spa, so I just give you leads. I will put an advert of yours into every single new client pack and then come use them. I’d have a free 30 dollars, free half an hour session or something.” She was really wrapped because no one had actually even approached her for that before and I didn’t ask her for anything at that point. So, what you do

Brett: “Just, just on that Rana. Rana can you repeat that just so everyone really gets that message right there what you just did because that’s invaluable.”

Rana: Yeah, I didn’t ask her.“You meant I didn’t ask for anything at that point?”

Brett: “Yeah, that’s right.”

Rana: “Yeah, no. I don’t.” In a joint venture everyone is used to being asked for something and if you as a person are just hell bent on adding value the law of reciprocity states that, “if you give enough, you will get back.” And you know what, there was a point where you might just be putting energy into a black hole and you go, “Ok. Well at least I tried and something good will come out of it.” So think about that law of reciprocity just give, give, give but I guess there’s a strategy to it. Not an agenda but a strategy because obviously in order to keep giving you do need to get energy from somewhere else as we said before; you know.

You need to obviously, you need to have fuel yourself to keep going. So I sent her five of these clients and then I caught up with her and said, “Hey.” And she goes like, “I just want to say thank you so much for sending me clients, sending me Julia.” She mentioned them by name at that point. I said, “She loved it. She had a great session,” and then we were just talking and then I said look, “I was wondering if maybe you could do me a favor.” And she was more than happy at that point to help. So, I just said to her, “Can I write up an email to send to your database and say that it comes from you.”

So this is critical with a joint venture. Don’t make it ever make it about you. So I said, “Just make it out to your customers that you have arranged for them a 250 dollar voucher to come up and try this new personal training studio that you really highly recommend.” And I said to her, “Look, I will train you for nine weeks. I’ll make it as part of it too; you know; I want to get you results. You know how good we are and so it really backed what I did. And which she obviously should do. And so, she was wrapped so she sent out this email and for the next like three months I would get a steady flow of traffic.

In fact I think she just was so wrapped she might have sent out the email again. Now I, it didn’t cost me anything but a couple of cups of coffee and I was able to generate, I think it was like 70 new clients over three months. And…

Brett: “Wow”

Rana: especially because my pricing point was a minimum of 100 dollar a week, 100 dollars a week per personal training; you know; you do the math and over three months my business grew. So now it was about scaling that model and going and building relationships with people and the local community. Now online; you know when you look at it, you know I don’t know if anyone out there has fitness business mentors. Obviously Brett you are one of them. This podcast is something you guys should follow.

There are other people too that you might look up to, respect, I think it’s really important that everyone does have good mentors and does learn from people in their niche, in the area of business. And the cool thing about this is I went to do WFBOS, I had to call some people that I’d never, they had never heard of me, I had never spoken to them but obviously heard of them by reputation. These guys were killing it, they were big names, they were kind of, right. Ok. They had that status of being almost famous in the industry and to approach them and to get them to be part of my venture, was just something that I was absolutely like, “Will I be able to get this?” I was so scared because; you know; I was asking them for something.

So for me it was about how can I offer them enough value, that they would be more than happy to do this event, be part of this event. And then it’s about delivering that value and reciprocating that to them; you know; over and over again. So I used the same strategy Brett to be honest; you know. I just, I rang them up and I spoke to them. Not everyone said yes, which is fine, but the second year round it just gets better and better.

So you find that the more success you have and the more people that you approach and the more you bring on, you could start referring to those brands, those people, ‘X X’is part of this event or these local business, whose a big business, is part of the… Coffee Club is on board. And you know…

Brett: “Yeap”

Rana: what you start doing, is you build up reputation. “Oh my God! They are sponsored by the Coffee Club. Alright. Jesus!” you know; like they have got Todd Durkin part of the event or ElliotHulse is part of the event and from that point it just becomes a cascading flow. Like you start talking to people and then you can reference. You say, “Ooh. By the way, such and such is part of the event or by the way we are working with a couple of local businesses,” you know; you name drop. And that person obviously feels then like, “Oh, well if they are a part of it, then I should be part of it too.”

And so it is almost like crack the first one, add value, get a rating from someone in your community or someone on line that; you know; obviously has more of a reputation, more of a profile than you at that point and align with them and add value to them and that in itself will push your business up past your competition quicker and earn you more, sort of more respect and long term it will earn you more income and more leads than anything else that I have ever come across.

Brett: Yeah mate, thanks.  Thanks for sharing all of that. It’s like a, I mean, it’s a heap of great take-always in there and; you know; I think the big one to me is that thing with JVs is probably a couple of key points I took from it. One is; you know; you were willing to give away free trainings for nine weeks to this particular lady. You were offering her 250 dollar vouchers with nothing asked in return initially to end up having 70 new sessions a week at a minimum of 100 bucks. So if you do the maths; you know; that’s like an extra 7,000 dollars into your business per week.

Providing they are all there at the same time. Whether they were or they weren’t that is still a substantial amount of return on investment for building a relationship and if we look at that I think the biggest in, and if someone’s there going “Wow”; you know; “What’s the number one key to building JVs?” What I take away is, and I will get your number. But I think that, you just need to ask. You simply just need to ask.

Rana: “Man, yeah.”

Brett: “You agree?”

Rana: “100%.” Like people are so scared to ask and it is why everyone is scared of sales. Everyone is scared of… I know. But you know the thing about that too, I didn’t even say this, but that lady that joined the day spa she actually said to me that when she sent out that email, alright this will blow you away. I didn’t even think it of this at the time. But, she sent out that email and the fact that she just sent that email out to her list saying, “I arranged a 250 dollar gift for you for being my loyal customer and I know we haven’t touched base; I wrote a really good email out for them; she actually got business from old clients.

They came back. So out of that alone, she actually got people who said, “Oh, I’ve been mean to come back.” And that comes back to her business. They might have not even have come to my business but they came to her business. And I thought that was massive. So she saw value from that perspective as well. So she was really grateful that I had even made her email her database. This is something that she hadn’t done for a while.

Brett: “Yeah”

Rana: Like, it’s crazy.

Brett: That’s a perfect example of reciprocity right there in action; you know.

Rana: “Yeah”

Brett: I guess; you know; if we co-relate… Let’s stick to the JV thing for a moment. If we stick to… Most people think when there is a JV that there needs to be something exchanged in regards to monetary. So I just want to talk to the point that, and definitely in my opinion and I’ll get you view on this. But I believe that there is different types of joint ventures. So there is joint ventures that you would have where; you know; I work for this person. You will get a 50 dollar or a 100 dollar referral fee or you bring someone into my business and I’ll give XYZ for that. Where there is the, I guess if we want to call it the law of reciprocity JV where you actually go out there and just do something for free for someone; you know.

So for an example, I am not paying you to be on this podcast. Yes I am not paying anyone to be on this podcast because I don’t get paid to be on this podcast. So at the end of the day, we are doing this here for free. I do it, one: because I absolutely love it and I have said in past episodes; you know; if the greatest people on podcasts learned to sit here and talk to people because; you know; the amount of wisdom you get and every session I do, I jump up and I am pumped to my ear and “That’s right. I took that out of today. Yeah.” Because I am learning; you know; and so are our guests.

I think if we look at it down the track; you know. So I got an email the other day from someone. Now we are up to Episode 15, I think. So that’s close to 15hours worth of solid content that’s been shared by; you know; over probably a dozen people and these people have made literally millions in this fitness industry; you know. And the information is virtually gold. And; you know; I feel like the particular podcast; you know; and put dollar value on it. 15 hours’ worth of information, I could easily ask 500 dollars, 1000 dollars for it right. But this is where that whole reciprocity comes in.

And one day down the track, whether someone listens to this episode, whether it’s year 2013 or 2014. What can happen is they may find out about you and they may jump on the next WFBOS next year when it’s coming around. They may hear about something that I offer or a product or service that we may offer them; you know. It’s that thing about, “Don’t be afraid to do something for free to possibly capitalize down the end; you know; down the track.” So, I went a bit on a rant there. So, “Did I ask a question or was…?”

Rana: “No, no. I mean you were just” Look, I think the other thing is to; you know; when you look at it guys everything is about creating; you know; a channel for what you’re out to create. Like so, some channels you get paid straight away and some channels you get paid down the track and some of it is long term investment.

Like right now, I have no idea but this for me again, like, but this is free. But I have a relationship with Brett and I’m happy to help and he is happy to help me and that, you just build onto that. And then down the track I might say, “Hey Brett, can you help me with, I am doing something; you know; I am doing WFBOS would you mind letting some people know about it?”  He says yeah and then he has a product in December. He says, “Hey Rana, would you mind letting some people know about it?” I say yeah and then you build a relationship.

But where joint ventures go wrong, this is the big, this is the thing that you need to know. Where joint ventures go wrong is that one person does more than the other person. And actually the worst thing you can do at that point is call it a joint venture because what it is, it’s a hidden agenda. And I know a lot of people… you know I have learnt the hard way with WFBOS you put in the effort on marketing materials and putting things together for a particular presenter and you have made an agreement and then one person doesn’t hold up their end of the bargain and then you feel like, it’s kind of like you’re being ripped off.

It’s like saying if I give you a 100 dollars’ worth of value and you give me 100 dollars’ worth of value, we are both happy. But what tends to happen is one person doesn’t give the 100 dollars’ worth of value back and then you can actually burn bridges and kill relationships really quickly. So; you know; I’m a big believer in making sure when you set up a joint venture you are very clear about what each person has to do. Don’t make any assumptions and ask. And sometimes if they say “look, I’m not willing to do it”, no worries at all, look its fine, it’s great just to catch up.

Because I think you both need to know that what you’re giving and what you’re getting back you’re happy with. And that’s ok. So like, to go back to today the podcast, for me it’s great because one the things I love to do is to educate and learn and so this sits in with my values. So I’m happy to do it. Where you say, “But, Oh, Rana, you want to come and talk about speed fishing for half an hour on a podcast, I would be like “mate I’m just totally not interested at all.” It’s not part of my values, it doesn’t add value to my core business. I’m not doing it.  And that’s the big difference I guess.

So with your businesses guys, treat your businesses like the number one priority. If you’re not making a call or sending an email or replying to an email or talking to a client or talking to a new customer or talking to a new prospect about growing your business or improving your business, then what’s the point of why you’re in business? So that’s the big thing, everything you can do if you can link it back to your business in an active way.  So probably go back to one point, a good distinction to make is, in your business there are active ways to grow it and there passive ways to grow it. An active way is asking for a ‘yes or no sale’ or ‘yes or a no action’.

So, how many yes or no’s did you ask for this week will determine how quickly your business grows. The passive stuff is all great. It’s the stuff we all love to do because it’s non-confrontational. Its putting a Facebook post out there, putting a flier out there, stuff you put money into and time into but you don’t necessarily get paid for quite a while and if you can afford to do that, that’s great otherwise get out there and get into action and make it active, so for another good point to add in.

Brett: Well, I guess on that whole active side of it, you’re talking about the active and the passive side. The active is obviously; you know; taking that action right and making something happen and something that pops up to me is that; you know;  personal trainers they genuinely; you know; you got your busy period from 5 to 9am or 10am and then you go back and you got clients at 4 till 9pm; you know. And what happens is, this is where I see trainers fall into the trap. That they haven’t allowed enough time to build their business.

Now, if you are a personal trainer and you’re listening to this and you’re like, “It’s all good. I have got 30 sessions a week. Am happy with that” That’s fantastic. This message is not meant for you. This message is meant for the person who really wants to grow a business and not just be a solo personal trainer. And what you need to do is you need to allocate the time throughout the day to sit down and just book in the time as if you’re booking a client, call your client ‘joint venture.’ So, you’ve got to train joint venture at; you know; midday to 2pm.

And put it down as an appointment. And if you don’t turn up for the appointment, well you are going to have to pay a cancellation fee yourself. You know; the unfortunate thing is that with the cancellation fee your business is not going to move forward.

Rana: “Yeah.”

Brett: It’s about taking action, but making sure that you’ve allowed time to take the action but don’t just go. Finish at 9 o’clock and get home and go, “Oh shoot. When am I going to get some time to do my sales strategy.” Or “I’ll do my joint venture today.”  You need to book in this stuff guys; you need to book it in.

Rana: Yeah. Yeah. I mean, so like the big thing here is, for me it is how active are you. Here is the best marketing strategy you can ever have, right. The best tool for marketing is your telephone. So; you know; I know there’s all these ninja strategies and all these stuff that people would just bog you down with and it’s all great but it’s all passive stuff unless you do it. And if, Ok. Here’s the big thing, let me know. Write back to Brett and tell me the results you get because I bet you probably won’t do it because it’s scary.

Make anywhere from 5 to 10 phone calls to existing or current clients every day, and ask for either a referral or ask for an invitation to come into your business to show them around the studio or your gym. Do that. If you do that, for 30 days, call it a 30 day challenge and I’m talking about 30 days, 6 days a week not 7 you can have a day off on Sunday, and you don’t grow your business by 50%, then I’ll give you a 100 dollar voucher on PayPal or something.

You show me the stats of what you do because I swear to God, I have not coached, mentored, been around, done myself that strategy and not grown my business or doubled my business for the month. You know; it is such an underutilized and it’s something that no one is doing and that’s why the strategy is going to work. Because everyone is hell bent on, “Oh, just talk to people on Facebook.” So it’s not as confrontational. Get on the phone and talk to people about…

Brett: “Yeah”

Rana: Don’t sell to them, just invite them to come in and talk to you at the studio. And with referrals ask clients, “How are your results going?” Just touch base with your customers. “It’s great seeing you in the studio today Rob. I really enjoyed; you know; our session and look, I just had a favor to ask if you don’t mind. Do you have anyone else I could show the studio to and just introduce them to what we are doing here?” That’s it. And like my business, like when I did those things, it grew really quickly. When my team was doing those things, it grew really quickly. When we stopped you could see the difference. 5 to 10 calls per day; you know; so if you do the math on that or put down in your list. You could say it’s almost 300 calls, 30 days say about 250 calls a month. So; you know; tell me.

Brett: And that’s the thing though really and the issue with that is that, I guarantee you maybe one person; two people listening to this will actually act upon it. Probably there will be dozens, maybe a couple of dozens who will listen to this out of the thousands listening to it; you know; start it, they’ll do the course for the first day, second day. Maybe they might not get the results they want and they’ll stop.

Rana: “Let’s do that thing. No Brett, let me know mate. Like email Brett.” If you have done it guys and talk about the results so we can tell other trainers about it. Seriously, like don’t just listen to this and go, “Yeah; you know; I’m good”. If you do, do it we want to hear from you so I can give you a virtual hi five because that is the thing. People who take action are leaders. People who don’t, are followers so if you’re one of the people taking action and doing this stuff, then you’re going to lead and inspire the people who are thinking about doing or not doing it. And that’s the difference between a leader and a follower.

So like; you know; I am a massive advocate for action; you know. If I don’t make phone calls like internationally at 2am in the morning, to presenters on the other side of the world, I’m not going to have an event. So it is such pretty black and white for me, either make the call or I’m ok with not having an event, or just being mediocre like everyone else and just; you know; wishing that I had a big ass better business. You know;

Brett: I think that’s what it is. I think it is that, the thing of being ok and because we are in Australia we will always be ok; you know. You will never going to be into the streets, begging for food. If you; you know; if you adapt any of these parts of; you know; strategy that we talk about; you know; I think the big thing if I look at, I have got a philosophy now. I guess something I made up and it is cool. The EF Principle and it is actually ‘E’, ‘F’. So, put the silent ‘E’. Anyhow, EF stands for The Emotion and The Fact.

Now, if we take the emotion out of this current situation which is someone sitting here, if even hearing you talk about, “Get on your phone, ring people.” They are already starting to have butterflies in their stomach. Now, if you take the emotion out of it or rather actually address the emotion first and go, “Why am I starting to feel like this?”

Rana: “Yeah”

Brett: What you generally find is people don’t want to get on the phone for fear of rejection or fear of feeling needy. Because; you know; many… dozens and dozens of people that I have coached on this, that strategy. It is like, “Why don’t you want to ring them up.” “I don’t want to look like am begging or I am not doing well.” you know; And I said, “Well, you are not going to do well if you don’t do this.” It is a double edged sword. You know; and if you just look at the fact of it, alright.

If you had a friend who had a friend who is in business and they said; you know; “I am doing personal training now. I am just trying to build up my client base. Do you know anyone, any friends, any past people that you know that may be interested in training?” What would you say to them? “Fuck. You are a loser; you know; why do you want my help? You should be doing alright.” You are not going to say that are you?

Rana: Yeah, no.

Brett: You are going to help them. And listen, that’s the fact of the matter; you know. People are… It is you putting these preconceived ideas into your own head that it is stopping you from taking action in the first place.

Rana: Yeah mate. That’s it. That’s the thing. There’s worst things that will happen if some would say no to you and; you know; that’s ok. Like I had a sales coach because I was so scared of sales when I first started my business. Like I went and got sales coaching and one thing; you know; they always… everyone has their own saying to help you through it or whatever. He used to say to me; you know; “What is a client worth to you.” And I said, “Oh well for me, a client spends around about 2000 bucks. He says, “Great. So basically for every; you know; say your conversion rate is really bad Rana.” And I go, “Ok. Probably it is.”

“You can say one in ten people you talk to is going to say ‘yes’.” I said, “Ok.” He goes, “Every time you make a call you can put 200 bucks in your pocket.” And when I thought about it and I was like, “Oh. That’s a good point. Right?” Because am actually, that is making me money. Like, ok I said, “It doesn’t matter. I have just earned 200 bucks because I know on the tenth one, alright, even if it’s the twentieth one; one in twenty you go, “Well do you want to earn 100 dollars right now? Well pick up the phone. Do you not want to earn 100 dollars? That’s cool. Don’t pick up the phone. It is a choice.” There is no judgment. It’s just you either want to grow and you want to earn money or you don’t and you want to talk about why business is going bad.

And so; you know; although that was a nice way to put it, it gave me a good reference point but I still had resistance. And I often find there’s that hold, what do they call it? The one minute rule. Like if ever you procrastinating about doing something, do it for one minute and then stop. And what you find is that procrastination goes away because it’s just really this getting started. It’s like saying to someone in the morning; you know; “You want to get up and you want to exercise.” “No. Am too tired,” excuse, excuse, story, story, story. Now we just do it for a minute, literally, do it for 60 seconds. Go get joggers on, get outside and go for a one minute run.

Bet you they don’t do it just for a minute. I bet you they go for 10 minutes. It’s just starting…

Brett: It is the momentum.

Rana: Yeah. And that’s the thing alright just pick up the phone and make the first phone call. You know; worst case scenario you make one phone call a day which is; you know; six phone calls a week. Six phone calls a week is 24 phone calls a month. You are still going to get amazing results. It’s; you know; marketing is just creativity and mathematics. Guys that’s really what it is. It’s just how creative are you to present and position what you do and who you are. And then scaling it and getting it out to a many people as possible and understanding what the numbers are on it. That’s it.

I know it really sounds unsexy and boring. So; you know; sorry that I bamboozled you with; you know; like a bunch of; you know; ninja tactics. I mean, I can definitely give you those tactics too but if your business isn’t earning you the money that you need just to be happy, why would you even want to go to those tactics.

Brett: That’s right.

Rana: Because getting a lead from some I-friend, dark post-social media strategy. You still got to meet the person. You know what I mean; you still can generate a lead but you still got to meet the person. You still going to talk to them. So, some point you have to be comfortable with taking the action to call a human being and talking to him. We are in the people business for Christ’s sake. We are personal trainers; you know. We are not Facebook trainers like we just don’t get them in and talk to them and then all of a sudden they jump of Facebook and they are like, “Here is my credit card.” It’s just a bunch of crap. Just get on the phone and talk to people.

Be proud of what you do, be proud of your business, be proud of who you are and your message and your mission and just be proud and it’s actually your mission to let people know about it because you are the best at being you and what you doing. The more people you can expose to you and how good you are. You know Jeffrey Gitomer. I met Jeffrey Gitomer, he was on 55G. He said, he put it really straight. Everyone should listen to Jeffrey Gitomer if you are talking about sales. He’s best in the world. He’s phenomenal. So funny as well. And he said to me, “Rana, you know why people don’t like sales and they don’t…

Brett: “Can you do it in the accent for us?”

Rana: Laughs

Brett: You said it was funny. So let’s

Rana: No… I mean, I don’t even know… “New York!” “You know Rana, you know what it is,” you know; I don’t know. I can’t even do it properly.  But he is just so funny. He goes, “Because people don’t believe in their business or their product enough to want to tell people about it.” And he goes, “You know what?” He goes, “Tell me you haven’t seen an amazing film and not told everyone about it. Tell me you haven’t done that.” I said, “No, no. I do it all the time.” If I love something or I am passionate about it, I’ll tell everyone about it. I’ll tell everyone.

He goes, “Yeap! And the reason people don’t do it, is because they think what they do is average and they don’t like it enough.” And I go, “You know what, it’s so true. “Tell me Brett, right now. Between you and me and everyone else listening, between you and me; if I was to give you right now a strategy that would earn you 2000 dollars, right, 2000 dollars in the next, let’s say 30 days. Just 2000 bucks. I guarantee I will give you 2000 dollars if you do this. Would you do it?” Just an extra two grand.

Brett: “Yeah. Sure. Why not?”

Rana: “Of course you would. So pick up the phone.” You know and…

Brett: It freaks me out; you know. People are going to judge me if I picked up the phone.

Rana: But the other thing is, is like, if I gave you something that enhanced your life and you came back to me and you said, “Rana, mate. You helped me, like I am so happy. Thank you so much.” Tell me that you wouldn’t tell people about it and I mean I would have the confidence then to tell more people about it that I was helping people like you and that’s how the ball starts. So marketing really, just love your business and love who you are and what you do and tell many people as possible because you should; you know; The world’s best kept secret. You are the world’s best kept secret. I mean, you deserve to tell everyone about it.

Brett: I think that the major point that you brought there is and… “So what was that German’s name again? The New York?”

Rana: “Jeffrey Gitomer.”

Brett: “Jeffrey.” So Jeffrey how he said, “You think your product is average,” you know; I cannot agree with that more because when I was producing work and I literally thought; you know; “This is a bit average. I don’t know if someone will like it.” you know; I even started to feel, for about two seconds and then I got over it quickly. But…

Rana: Laugh and overtalk

Brett: Even though this is still a free podcast and I don’t feel the pressure of having to deliver this amazing ninja; you know; episode with all these sound effects and all that type of stuff. And originally at the start, before I started this podcast I was like, “Mmmh, I don’t really know because I don’t know if anyone would really want to listen and I don’t know if I’ll have enough stuff to talk about,” you know; All those roadblocks that pop up and like I said though after a few seconds, and I just pulled the trigger and I did it. And now, it is my mission to get this podcast into every personal trainer’s ears if possible; you know. And we even go to the extent we approach fitness colleges, we approach personal trainers and we say, “Hey look! Would you like a free podcast? It’s free.”

Rana: Yeah. Yeah.

Brett: You know, and the reason being is because conversations like this; you know. We are having this conversation; someone’s going to be listening to it. They are going to go, “Shit, that’s going to get me pumped. I am going to go and do XYZ now.”You know; because what I learned was I was listening to audios and I was reading books and what I found was the same thing every time and now I listen to it, “Have you heard of a guy Eric Thomas, ET? Hip Hop Preacher.”

Rana: “Yeah, I’ve heard of that dude.”

Brett: Get onto his podcast. You know his youtube video. It’s the one where he, the black guy, he is talking to a group of students and he is talking about how you go the extra mile to achieve your goals and he has got that, the American football player in it and when he talks he almost yells at you but you…

Rana: Laughs

Brett: You listen to this guy and you cannot, like anyone who listens to it, I’ll give you a 100 bucks if you can’t listen, if you listen to him bloody three minutes and he does not inspire you in some way then; you know. It’s that thing again of learning. He knows his message, he’s not…, he’s articulate as a lot of speakers. He talks gangster [Laughs]; you know.

Rana: “Yeah”

Brett: But he gets his message across and for me, the last; you know; I would say week. Every single morning I’ve been getting up, listen to two minutes of that dude and I am pumped for the day; you know. He’s got me up every morning this week; you know; 4 am every morning to come and talk to on this project.

Rana: “Is that Eric Thomas, right?”

Brett: “Yeap. Yeap. ET the Hip Hop Preacher.” If you Google him you’ll see his youtube video. It literally went viral and this is a guy who literally, and this is an example right now, I’ve just sent; you know; probably a couple of thousands listeners to ET’s website or podcast or what he has got out there. People are going to purchase his stuff because they are going to go, “Wow! This dude is awesome.” And am going to buy the audio book as well and I guarantee someone like yourself, you’ll go and buy his audio book. Because you’ll listen and go, “I’ve got to get this.” And that is a perfect example of, I guess you’ll put it to tie into JVs. That’s almost like a hidden JV. Alright. So, if people out there who will be promoting it who you don’t even know; you know;

Rana:  “Yeah”

Brett: So think about it like that because what it could mean is someone on your personal, like your training someone right. They go out that weekend, they sit down with their friends over coffee saying that, “Rana is a amazing personal trainer. Gets great results.” Their friend then goes and talks to someone else and their friend goes, “I am looking for a personal trainer.” Next thing, “Oh. My friend, Zoe is using Rana. You should go and use him.” It’s a hidden JV and it works by delivering great content and being true to yourself. That’s what I think.

Rana: “Yeah, yeah. “ Yeah. Spot on.” You know. So yeah; you know; like marketing, all this stuff; you know; you just got to love what you do and find creative ways to get that message out there. But I honestly feel like Joint ventures is one of those easy ways to just start building relationships, getting out there. Because it’s kind of like, rather than selling one to one you actually selling one to like a hundred or one to a thousand and that’s a really powerful way to grow a business.

So; you know; I am not saying one to one is not a good strategy, it is. Like you can definitely talk to 10 people a week and that will build your business and make 10 phone calls but imagine just visiting two business owners every week and talking to them and keeping in touch, putting them on the calendar every month, you touch base with them and invite them for coffee, invite them to your studio. Don’t ask them for anything, just build the relationship.

Guarantee you over six months; you know; two or three of those business owners will be fans and be sending people to you because people will go into their business and say, “Oh; you know; I am looking for a trainer,” as Brett said and they go, “Yeah; you know; the guy down the road, Rana, he is an absolute legend. Just check him out.” You know; because… and that’s the beauty of it. That’s the beauty of marketing so, yeah!

Brett: I love it. I love it, I love it, I love it, I love it a lot. So Rana, I guess… I am just checking time here and we are coming up to the end of our time and no doubt you’ve got a heap of stuff to go onto today like you said earlier but look, we didn’t even really get to specifically talk about marketing as a whole but in saying that JVs is definitely a marketing strategy and look we are going to get you on a future meet  and we are going to talk specifically about; you know; you pick a couple of marketing strategies and we will really go deep on those.

But look,“I guess Rana,” but before we go what I am going to do as well is that I want to put a link on our website here under the show notes; you know; to your WFBOS and so forth but look, “where can someone find us or find out any more information about yourself mate?”

Rana: Yeah. What I’ll do is like I’ve got a page, I don’t… like I said to someone the other day when we did an interview, I don’t… there is no ‘opt-in’ there is no nothing it is just a total resource that I’ve kept. I just keep hidden and; you know; give value to people. It’s a…

Brett: “.com page is it?”

Rana: “Actually that’s another thing I was going to add to this but, for now…”

Bret: Laughs

Rana: “Just keep that one under wraps thanks. Now everyone knows about it. Unbelievable!”

Brett: “Sorry mate. Oops.”

Rana: I’ll give the Jeffrey Gitomer link to the Jeffrey Gitomer video, for sure. So you guys should need to watch that. That is phenomenal. That’s worth like, I’d pay like 500 bucks for that video alone cause Jeffrey Gitomer, “Go and check out his product Thursday. Pretty expensive world number one sale’s guy.” So, “I’ll give you that to just give to everyone.”

Brett: “Alright.”

Rana: WFBOS is a page of like four pre-summit sessions that are free. No opt-in required so just check it out. And also there is a 30 day challenge that I put together when I was doing PT Mastery multiple times. No opt-ins required. Just go over, check it out. Learn, grow and just get massive value guys and at the end of the day if you have found any value just hit me up on Facebook and say, “Thanks.” That’s all I need. That’s fine.

Brett: It is so easy.

Rana: “Excellent.”

Brett: “That’s easy. Thanks man.”

Rana: “No worries.”

Brett: So, I will get those and I will put them on the site and I guess I will leave you with the last words and mate, “What’s one of your favorite quotes and why?” “Put you on the spot there.”

Rana: “Favorite quotes and why?” You know, “Oh mate, I can’t…” “This is crazy.”

Brett: “Got you on the spot, didn’t I?”

Rana: But; you know; I think it’s not so much a quote. It is just more of a strategy. It’s; you know; ‘Take massive action’ you know; I think it’s a Tony Robbins’ thing. It is ‘Take massive action’ and; you know; if you want an extraordinary business and an extraordinary life, you need to take extraordinary action. And bottom line is, that’s what I tell myself everyday. “If I want extraordinary result today, what are the things I have to do that are extraordinary?”I guarantee, if you just follow those things, take massive action. I don’t see how you can’t kick ass. So, go and have a crack and if you need anything, yeah, hit Brett up or definitely reach out to me and am happy to; you know; to chat. But yeah, that’s great. “Thanks for listening guys”

Brett: “Mate look, Thanks again for jumping on board and we will be talking to you very soon and till then mate, “you go and have a fantastic and reaping and have an extraordinary day.”

Rana: “Will do mate. You too! Cheers Brett.”

Brett: “See you Rana. Bye”

Rana: “See you mate.”

 

Episode 14: Brett Interviews Industry Expert Justin Tamsett (Trends)

In this episode of the Fiit Professional Podcast Brett & Justin discuss the following:justin tamsett

  • Where is the fitness industry heading and how this will effect every Personal Trainer and how you can take ADVANTAGE of these trends
  • The concept of NEWISM and how this applies to your Fitness Business
  • Virgin consumers (no this has nothing to do with Richard Branson
  • A logical way on how to decide whether or not the Health & Fitness Industry is for YOU or not.

Justin owns and runs Active Management, and has 24 years experience within the Fitness Industry.

You can check out his website here.

WE WOULD LOVE TO HEAR WHAT YOU THINK – Please leave a comment below.

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

 

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Brett Interviews Industry Expert Justin Tamsett (Trends)

Transcript of EPISODE 14:

Hello and welcome to the Fiit edition of podcast, the number one podcast for Fiit Professionals looking to build their fitness business. If you’re after more clients, more income and more free time then you’ve come to the right place. Visit podcast.fiitprofessionals.com.au today.

Brett: Hello and welcome to another fit edition on podcast. I’m your host Brett Campbell and today I have another special guest with me, another industry leading expert, buy the name Justin Tamsett. Now you may have heard of him if you’re in the fitness industry. You should of have heard of him, if you haven’t heard of him, you will have right now, and you will go and investigate more about this gentleman when we’ve finished the call no doubt.

Let me give you a quick little introduction as to who Justin is and we will let him come on in and see what else he has to say about himself. So why Justin Tamsett is recognised worldwide. Forth leader who challenges the status quo for his fitness industry. He is a highly sort after speaker. He’s quickly going to share how his strategies can be implemented immediately. He has presented in over 15 countries and has hundreds of clubs who have members of active management that receive monthly education that will improve their business. So Justin, thank you very much for taking time out of your busy schedule and welcome to the Fiit Professional podcast.

Justin:   Thanks for inviting me Brett. It’s a pleasure to be here.

Brett:    Excellent mate. So I guess a couple of things here Justin. Now, you’ve probably got some many interesting things about yourself that obviously I didn’t pull out of the sky there. Firstly Justin give us a bit of a background about who you are and also a little bit about productive management and how does that help the fitness industry.

Justin:   Yes, okay, let’s start with my background. Probably like 99.9% of the people listening to these podcasts, I was once a personal trainer. Where that be a good thing or bad thing Brett, I’m not sure. But I was one and eventually….’

Brett: I have a question for you, sorry to interrupt, but did you, where you a personal trainer in the bum bag era?

Justin: what era?

Brett: The bum bag, called the fanny pack. Whatever they’re called.

Justin: Oh Yes. Was I? No, I was before the bum bag. I was…

Brett: Oh Jeez.

Justin: I was in the parachute material, tracksuit pants, where you’d tuck your tracksuit pants into your socks

Brett: Ah nice, we need to bring that back

Justin: Yes, yeah, no we don’t

Brett: Right go ahead, go ahead. I’m interrupting you,

Justin: So I actually started as a gym floor instructor while I was at uni. And I read a book which I recommend most personal trainers to read. This is called: ‘Going Solo’ by Dr Douglas Brookes. And it was a great book. It sort of inspired me to become a personal trainer. It didn’t tell me a couple of things like cancellation fees and coming up with a good name for your business and that sort of stuff. But I launched a PT business and pretty quickly worked out that personal training really wasn’t my bag. it didn’t gel with my personality style and I worked out that I love the fitness industry but yeah, not as a PT. cause the thing is it takes a, and I don’t mean things disrespectfully, a special person to be a personal trainer and a very special person to be a great persona trainer and it just, it wasn’t what I wanted to do. SO I needed up moving back to gym floor, and from gym floor into sales, sales into club management and then from club management to owning one club, and then owning two clubs, then owning one club and  now currently owning no clubs. Now, I like to say I was, well I’d like to think anyway. The things I say, whether people believe me or not is another thing. But I as an exceptional one club owner, and a shithead two club owner. When I was growing up, and maybe for a lot of the people listening today. It was, it was almost a unsaid truth that the bigger you were the better you were, the more locations you had then more successful you were, So I was under the believe that I need to have thousands and thousands of members and I needed to have multiple locations, and this is back in the early 1990’s. Looking back at it now, it was probably one of my biggest mistakes in doing that, because, you can be just one club, or one PT studio or a personal trainer and be highly successful. I look back on it now and I go, we were all ego based, ego driven. owning tow businesses what probably the biggest mistake I ever made, or it was the best thing I ever did because it taught me that I didn’t need to have multiple locations, and I didn’t’ need to do all this to be happy and to be successful.

Brett: excellent mate, some really good points out of there and I’m going to touch on those in a moment. If you could try and just give us a little bit of background about what happened from that, I guess that moment when you decided that PT was no longer for you  to now doing what you’re doing and now educating thousands of personal trainers. So where was that, where did you peak away from.  Where was that?

Justin: Well I guess I was at uni learning to be a PE teacher, and I kind of, I really enjoyed teaching. I loved teaching. And the difference for me was, when I was a PT in a gym as a gym instructor or working as a personal trainer, people wanted to be there. And they’d pay me money to be there, as when I was learning to be a school teacher I was these kids don’t always want to be there or not all of them want to be here. Certainly the abuse you got from the crowd or someone on the gym floorislovely abuse as appose to the abuse as you sometimes got as a school teacher,. And I take my hat off to school teachers, and nurses because I think these are the toughest jobs in the world. At that point I think I kind of went, no, I want to work in the fitness industry because it’s more a positive environment, and then it took me 15 years before I worked out, actually I really enjoy teaching. I like learning, I like teaching myself and then  parting the knowledge that I’ve learnt to others so it was about 10 years ago now, that I started working part-time as a consultant and presenting,. The last 5 years I’ve been doing it full time. So my job now basically is to study consumer trends, business trends outside the fitness industry and tends like that information, the business of the consumer translates that so it’s relevant to our industry and then impart that knowledge to personal trainers, club owners and staffers of health clubs. Does that make sense?

Brett: Excellent. Yeah, totally. Basically what you’re doing is, you’re being the Warren Buffett of shares and you’re trying to forecast what’s going to happen and you’re letting some of the trainers and all the business owners of this industry know where I guess the industry is heading. Is that what you’re meaning?

Justin: Pretty much, that’s pretty close to it. I don’t necessarily like some times where the industry is heading and that’s why I try to challenge the status quo, I want were currently doing in the industry. I see a lot of, which I don’t have a problem with by the way. But I see a lot of copying of businesses and I kind of think, well if I’ve got a fitness business, and I’m looking at another personal trainer in my area and I see that they’re successful and I try to copy what they do. I only get as good as that personal trainer.

So my job that I like to look at is what’s happening outside the industry, and can our businesses subscribe to those strategies or techniques that other businesses outside the industry are using. Because my idea, if we look outside the industry we actually will grow the industry, if we keep looking within the industry we only get as good as the industry.

Brett: Couldn’t agree with you more on that point. Let’s talk about consumer trending because I am actually really interested in that myself. It’s a question I always ask if a guest on the Fiit Professional podcast where they see the fitness industry heading. But I guess your someone who’s front line of that and would have the most up-to-date information, and let’s get a world exclusive right now, and give us your understanding of where you feel the fitness industry is heading in the next 12 months or a couple of years or whatever your  projections are.

Justin: Well I think, with the upmost respect to the fitness industry. I think if you’re, we’ve got our fitness business. It could be a fitness business, it could be a studio, it could be a club and let’s call that a round whole. And then we’ve got our portion of clients, the consumers out there who are not using our products at the moment and they’re a square peg. Then we’ve got our business which is the hammer. It could be our marketing, but it is our hammer. So that hammer hits away at our square peg until we get that square peg in the round hole. Does that make sense? In order to get the square peg into the round hole, we’ve had to chip bits away from that square peg but simply with brute force of hammering it in. Now the problem with that is that, that’s no longer a square peg and there is bits of it now that’s left on the table from getting that square peg in that round hole. And those bits that are around the table, those bits are critical to keeping our customer, out client. If we had a square peg and put a square peg in that hole, then we’ve got a complete solution for our consumer. The challenge that I really see in our industry at the moment, we don’t actually meet all the needs of the customer, today’s consumer. We meet about 90% of the needs, but that’s why we don’t have 100% retention because we’ve actually made them mould into what our business is, whatever our business may be. It could be anything from the condition of membership, the conditions of PT, the terms and conditions, and they’re like. ‘What, I don’t like that’. Let’s give an example, there are a chain of gyms in Australia and they only offer monthly debits. That’s the only thing they offer. So if the consumer came in and say we, I’d like to do it fortnightly, they can’t join the team And they only debit on the first of the month. So, it’s like, what if I only wanted my debits done on my pay day which is the first Thursday of the month. ‘Naah can’t do it’. So that is an example where I think our industry is, we’ve got our rules, we’ve got our conditions and I absolutely respect that  you have rules and conditions around your business. We are not flexible and I understand that. But I think that we are too rigid and the consumers are saying, ‘well this is too hard’ .So they either don’t do anything or they go to a competitor. But I would take it as guess that most of the time they don’t go anywhere.

Brett: really good point there, that you make around the whole thing there of not really willing to budge and I guess, like you say, that thin line. For someone who is starting out in that industry can be like, what do I do? Should I do a monthly debit? Do I do a weekly debit? Etcetera.Or do I have so many options and I spread myself thin?’ If you were to give someone advise on that. What you, your main points be in regards to finding that line of too many conditions versus not enough?

Justin: Well one of the consumer treads that is worldwide, not so much relevant in the fitness industry to a certain degree but it is certainly outside the industry is a term we call ‘made for one’. With the increasing number of consumers that are trying to get through tired marketing, trying to get through brand led customisation of our product and they want to arrive at something new, something unique. What they want is a truly individualised program. They want to feel that the personal training package has been made for them. It is not something we take off the shelf.

So that’s often the way that we explain it, and the way we price  present that, and the way that we go through the process to get things started. So that they walk away thinking, ‘Wow! Brett has just made me an individualised program that no one else has’. If I feel that, if the consumer feels that, price doesn’t become relevant and neither does that fact that you may have chipped away the corners of that square peg. Because, the consumer, they’re walking away going, ‘You’ve tailored this specifically for me’. So for me, these days, you should be able to debit any day of the week, day of the month. You should be able to do it weekly, fortnightly, monthly. It doesn’t matter. It is what suits the customer. Your systems should mould around to the customer as opposed to the customer moulding around your system.  That just means that you’ve got to have a billing company. You’ve got to have a good CRM, you’ve got to take time out of being on the tools as it were, training clients and being able to work on your business around the admin side of things. The better the software, the better billing company, the less admin you’re going to have to do. So you’ve got to pay for that, but that’s an investment into your business.

Brett: Sure, so let’s, I guess look for another example because I’m curious to see how this is trend is going to fit into the industry. Now taking away the direct debits and examples, what are some other examples that you’re aware of that  personal trainers or fitness business owners may fall into a trap of?

Justin: Well I think one of the trends that is very apparent in the world at the moment, is what we call ‘virgin consumers’.

Brett: What? Richard Branson’s company?

Justin: (Laughs) No, no. you’ve got to be really careful these days when you say that because, you’re kind of waiting for someone to go; ‘That will be $100 000 because you used the word ‘virgin”.

Brett: That’s right.

Justin: So what a virgin consumer is, is someone who has never used our products before. There’s two scopes here. The first one is the concept that they’ve never trained in a gym before, they’ve never trained with a personal trainer before, so they’re total virgins. Or we’ve got this other concept called ‘youism’ and this is basically, and you would know, especially, it is every day, pretty much every hour if not every minute, there is something new being developed in the world. And what that means is it’s no longer a marketing ploy to say something is new or something is new and improved. When someone says something now it’s new and improved that’s very genuine and that’s a really exciting proposition for consumers. Because we’ve got so much new stuff, new programs, new opportunities, we have a lot of virgin consumers. So with a virgin consumer we have got to really go back to what the basics of what our product is all about. We’ve got to sell the vision around what that product is going to deliver. We’ve really got to peel everything right back to the virgin consumer and what I don’t see now in our industry at the moment is that. I see what we’re doing is actually not peeling anything back and we’re progressing further and further, which means in our marketing we’re doing, is we’re saying a lot of jargon and a lot of industry technical words used, which the consumers says ‘I don’t understand a thing you’re talking about, so this is too hard for me. I’m not interested’. Does that make sense?

Brett: Yeah, it looks, 100%. I mean, I’ve got many examples on that and one of them is, you know, back, probably about three years ago when I ran a seminar to a whole heap of gym members and the actual product itself. So what I was delivering was my self-myofascial release, so SMR. Which I know a lot of trainers who don’t even know what that is, so how’s the general public going to know what SMR is? But, how I named my seminar was ‘how to increase your flexibility without stretching’. So self-myofascial release, that’s what I thought too when I wrote it was, it took me a while but, the thing is, that is exactly what you’re going to get, what you’re going to embark on. No one wants to know that they can increase their fascia or stretch their fascia by rolling on a blue roller, or a foam roller. They want to know the results. I couldn’t agree with you more on that…and that’s, if was tough when I was there, speaking on stage talking about marketing, trying to break it down into its simplest form. That’s basically what it is. You need to be able to find the single sole benefit that this person is actually after. I was just listening to your podcasts earlier and they were talking about purchasing a nice sports car. People don’t buy the sports car to actually have the sports car. They buy it to actually have the feeling of what they’ll feel like when they’re driving in a sports car. Put their mate in it and go for a nice drive and go ‘Hey, what do you think about that?’. You’ve got to market to the benefit of that. You’ll see a TV. ad where they’re driving a nice sports car and they’ll have it focusing to what their main benefit is. They might see a hot chick walk past down the street while you’re in your hot sports car. While you’re watching the ad you don’t actually click on that woman in the ad is there for a particular reason, because of the excitement.

Justin: I agree to that 100% and I think as an industry we probably in our marketing try to make our self sound really smart, really qualified. At the same time, in the effort to give ourselves credibility, but that just disenfranchises some of our virgin consumers because they’re sitting there going ‘What the hell is an integrated nutrition and exercise program that boosts my metabolism’. We know what it means but the average person doesn’t. there’s a great example is this concept it was in Brazil in 2012 and a cruise company released an online game to consumers to win, to have a chance to winning a trip abroad on one of their big cruise liners. Massivecruiseliners. If you talk to anybody who has been on a cruise ship they go ‘Love it! Its great!’ but if you’ve never been on a cruise ship. Have you ever been on a cruise ship?

Brett: No I haven’t actually. I was supposed to go on one last year, but it was the one that caught fire.

Justin: Good reason not to.

Brett: Yeah, luckily then and not when I was on it.

Justin: well if you took anybody that has never been on one they kinda go ‘I couldn’t think of anything worse being on a ship for 8, 9, 10 days, seeing the same people. So what the company said was these people are virgin consumers and they’re uneducated. They’re making a decision not to go on a cruise ship from an uneducated perspective. So what they did they put together these online games. had 7 levels and they put these challenges on every level and the consumer, the uneducated consumer, would go on  and play this online game and by the time they got to level 7 they were then in the draw to win a trip. But now they became completely educated on what it was like to be on a cruise ship. So then they could then decide whether they did or didn’t want to go. I think that is a great example of our industry. Sometimes we do this very well, and sometimes we don’t. With trial memberships and trial exercises with a personal trainer. People say they need to get fit before they go to a gym first. What? That doesn’t make any sense, but that is what they say. They have this uneducated perspective of what happens with a personal trainer or what happens in a gym. so this online game would be perfect, or a video for people to watch the video of what actually happens in a gym, and somebody sits there and goes ‘ I could do that, I could do that  with a personal trainer. that could be me.’ and that kind of makes that virgin consumer pull back a bit, back to the basics and go ‘I could do that, I’m interested now, because I’m a bit more educated than now 5 minutes ago when I started watching that video’.

Brett: I think that the biggest issue that I’ve seen with many personal trainers is, not, the fact that they’re not good trainers. They can certainly deliver on the services, and I’m sure if we use the cruise ship. Once you get on it’s amazing. Once you’ve watched a TV. Program recommended by a mate, you’re like ‘Wow, that TV. program is great!’. Your initial thing of I’m not sure, I don’t know if I want to watch it or not. What we need to do as personal trainers in the fitness industry is how we can lead these virgin consumers through the front door. What we need, and I know through a fact in our business, that if we can get someone through our front door. we have them got them into our market funnel or the client journey, because we know that all we need to do is get in front of someone and our product and service will sell themselves. We don’t even need to sell or products or services. That’s what I think most personal trainers struggle with, is how to get people through your front door? Let’s ask you and what’s your opinion on that? How would you, what are you best methods that you’ve seen in the fitness industry that worked that can get this virgin consumers through the front door so you can then construct things that deliver a fantastic client service.

Justin: Well I think the biggest problem with marketing in the fitness industry is we are marketing like we use to market 5 years ago, 10 years ago, 20 years ago. certainly probably 5 years ago, which is we put a message out, a brochure out, whatever marketing piece we want, we put it out there. And we say, ‘Who is this talking about?’ and the club or the personal trainer will say, ‘everybody’. That to be is the biggest mistake you can make these days. That was 5 years ago you did put a marketing piece out, you put it in a letterbox and you could have no specific market. However things these days, the consumers are far more savvy and they want a message directed to them. They want the business that they are about to spend their money with to understand that they have an issue or they have a problem and that that business can solve their problems. so 5 years ago we used to be able to say how grand we were, now we’ve got to say how grand we are prepared to understand what your problems are and that we have a solution it your problems. The example I often use is, and this is not meant to be sexist at all, but I use women as a classic example. A working woman and a nonworking woman of the same age have 2 completely different needs. A working woman, who has children in day care, has completely different needs to a working woman who has children in high school or in primary school. A working woman who doesn’t have kids has completely different needs to the other 4 different types of women. so there are some core needs, sure, each one of those has different needs so if we were marketing we would really need to decide which one of those target markets we are after because if we just say we are after women in general, then the women in general are going to say ‘you’re not really talking to me, you must be talking to some other woman’. I think in our marketing, we need to be more specific. We need to really nail down our target market in a marketing piece. To me that is well instead of getting 5000 flyers printed we only need 200 printed and if we are going after 5 different markets, we get 200 printed of the 5 different markets we are going after and we are still 4000 flyers that are off, because we only got 1000 printed. In essence we can actually do, we can spend less on our marketing, but we can be far more targeted and I think that probably where our biggest problem is. We are too generic in our marketing, let’s hope everybody responds, and then nobody does.

Brett: I mean I’ve touched on that we’ve talked about this in several Fitt Professional episodes. It’s that thing that you can never talk about enough, that thing about target market, and what you’ve just touched on there, I think was a very valid point in regards to even break it down your target market and get even further, instead of getting male and female, whilst it is getting better than just having one target market of males and females. It really enables you to become specialists in your particular areas. For example, you wanted to target corporate, high level corporate females who are stressed out, overworked and not in the best shape of their lives. You would then be able to construct a copy written piece of marketing using their type of terminally, using their jargon, appealing to their main points. A lot of travel, they may do a lot of travel being in that type of industry. so one of your main points may be ‘you’re sick and tired of travelling, or living out of a suitcase?’ became that is what is going on in their heads, in their heads they’re like man I’m sick of being in every hotel, living out of a suitcase. You need to appeal to them like you’re having a conversation with them. What I mean is whenever they see your form marketing, whether it’s a Facebook ad, a google ad, a flyer, and posters. Whatever it may be. When they see that they need to be able to go ‘aah that’s me. That is exactly what I don’t like’. What it then does, it allows you obviously like you said to, hyper tag this people and you know exactly where to put these pieces of marketing. I guess on that particular point, because I know what will happen because there is going to be trainers there going ‘well I’m only getting started and I want to train everyone’. Sowhat’s your reply to that? A trainer who goes, ‘I don’t really have a target market now, I just want to train people’.

Justin: I’d say, rip in, you want to get your hands in, get your hands dirty. I’ve seen, from a brand new trainer you want to train everybody, because you might initially think, and I’m sure you’ve met trainers like this and there may be Fiit Professionals out there who were like these, that as soon as they become qualified and they have an interest in bodybuilding, then they want to train other body builders and then they quickly work out body builders aren’t really interested in personal training, aren’t really great reliable personal training clients, or they want to spend their money on supplements and not on trainers. All of a sudden they go ‘oh, geez, this isn’t the market I want’, and then they change. I don’t have a problem with them changing, I think that is actually really good, when you first start out, you train  everybody because that will help you workout who you really want to train, who you really want to help, what your niche market is. I would suggest that 12 weeks, you’re training people regularly, you know the type of client that you like to train, and then you got to make sure that that is viable for you to run your business training those people. If it’s not viable to train people who have had a knee replacement in rehab and you go, ‘well actually that’s too hard for me’, then you’ve got to say, okay well ‘I need to broaden my scope’. Sometimes that is a tough decision because if there is not even people, there’s not enough people. You can’t make them up. So you might have to make that tough decision and go ‘well I’d like to train people who have had a knee replaced, there’s not enough of them so I better get out of the industry or find a bigger niche’. I think you just go to a bigger niche.

Brett: I use the terminology, it’s the thing of being a jack of all trades, a master of man and I’ve actually, I’ve been a victim of that. Many years, my entrepreneurial years, even as a kid actually. I’d always place a lot of sports, I’d be good at a lot of sports but I was never, never had that edge to be the best at it. Because I wanted to spread myself thin and I found that that type of behaviour when I first started in business. I wanted to train everyone. I trained an 18 year old female, all the way up to a 67 year old man. It was that thing that I just wanted some clients at that time. What I, the biggest, and I will use the world cataclysmicshift thatI have ever had and if you had to look and pinpoint where in my business journey did it really start to gain attraction and go to being a solo personal trainer to a business owner. It was when I defined, and clearly defined my niche market. It was quite funny because you still have to go through all that and when I started as a personal trainer I was always told, and always read that you’ve got to find your niche market. At the time I was like that sounds all good and well, but what’s the process? I think if we were to look at some, lets I guess, look at this a little deeper and give the person out there listening to this going ‘yeah, I’m in that exact same boat now, but I don’t really know what to do’. So I will start with your first, and I will put you on the spot. What would your advice before someone who, they have an idea of the niche market but they’re not too sure which way to take it. What would you say there?

Justin: Well, my view is, you’re going to get nowhere sitting on the fence. so, if you think you know your niche, then you’re just got to jump in and put all your heart and soul into that and I think you used the phrases ‘be known as the expert in your community, in that area’. Then beautiful thing about social media and Facebook, twitter, those sorts or components of social media, it does allow you to sort of position yourself as an expert pretty quickly. You’ve just got to blog, put your Facebook status updates and focus on that niche, and that allows you that positioning pretty quickly and the more it will spread. So I think that is the first thing for me, if you want to do rehab, that’s fine, that’s great. Put your heart and soul into it. If you’re sitting on the fence and you’re not quite sure whether that’s what you wanted to do, then you’ll get clients who are not quite sure whether they want to train with you or not.

Brett: I guess just on that, on that point as well. going back to my story of being a    jack of all trades, a master of man, what it does as well on another underlying level is that when you are spread over many different areas, you can’t become the expert because you physically can’t sit there and learn as much material as you can about every single part of the industry. an example from myself, now I love business, business is my thing, but inside business there is many different levels that obviously makes up a business as you know, and you know consumer trends being one of them, which I have to say I spend no time basically looking at. However, that’s why there’s people like yourself that has been able to carve out a niche that has been able to fill the void that I have when it comes to that. I would rather spend my time learning about marketing, systems and strategy. That’s where I am an expert at.

Justin: And that’s your level of interest, that’s’ the thing that interests you the most. So when you get out of bed in the morning it’s like ‘you know what, I’m driven about learning about marketing’. So again with trainers, the first thing we’ve got to think about is ‘what am I driven by?’ because if I’m driven by taking people through rehab, if that’s what really drives me then I’m going to be depressed if I go to work with overweight people or vice versa. You know, I think carving out a niche is one thing, but the niche has to be something that pushes your buttons.

Brett: Great point because, this is a question I ask myself and I ask people to ask themselves to find their level of passion with what we’re doing. now the question I ask, ‘would you get up at 3am to go and do your thing, whatever it is you’re wanting to go and learn?’ an example is this morning, I got up at 3am , and I don’t do this every morning but we are in the middle of creating a product that we will be releasing before Christmas. I know there is a lot of extra work that needs to go into this. So I was up 3am straight to the office, and I was able to put in 5 solid hours before anyone could get into the office. SoI pretty much had done a day’s work and this is the thing…

Justin: Isn’t it amazing how much work you get done when there’s no one around?

Brett: Honestly I’m really looking at the thing of changing that because before 9 o’clock no one tries to reach out to you anyway. So you basically get the whole trap of emails that we find ourselves in and Facebook and that. Yesterday I put up a post about me on Facebook and it was basically about me going into hibernation for 3 days.

Justin: Yeah, I saw that. I did see that.

Brett: so I made a decision that I’m going into hibernation for 3 days and I will check my emails once a day and I check my Facebook once a day. And I tell you I got more work done yesterday that I probably have the whole week. This call right now is something that we had planned so this is, you know, a good break for me because I don’t see this as work at all. I could talk about business and strategies all day, every day. Hence the reason why I started this podcast because I love talking about it and sharing the knowledge that I’ve been able to learn and the knowledge of others as well but it goes back to that question, ‘would you get up at 3am to do it?’. Now I hated and I use the word because I literally started waking up feeling ill when I was still doing 5:30 personal training session. Even when I got my charging rate up and I was earning good money for the time spent. It just was, on an emotional level wasn’t making me feel complete. I couldn’t enjoy it and the reason why I couldn’t, in the fitness industry, to be to enjoy what I do and live the lifestyle that I want to live. Now the funny thing was my excuse back then was I’m sick of getting up early, that these early mornings are killing me, then all of a sudden I’d book a trip to Bali and we’d be up till 4 o’clock and heading to the airport I’d be bright as rain. Then I realised it had nothing to do with the early morning and getting up and its cold, or it’s not to bad up in Queensland being hot every day, but you know, I discovered that I was doing something that I wasn’t enjoying. For the people listening in full time jobs, and I’ve coached many of those and I’m sure you have too. People who are in a fulltime roll right now doing their 9-5 and they’re’ just sick of it and wanting to get out the industry. Ask yourself the question, ‘Would you get up at 3am to do your job?’ and the answer is ‘yes’, then you’re doing the right thing.

Justin: That’s exactly right and I think you’ve just nailed it, then and there, and that’s a great message for everybody on the podcast and that’s: ‘Would you get up at 3am to do it?’ And if you would then you’re in the right job or you’re training the right clientele. But if you still thinking ‘oh I’m not sure’, yip it’s a tough one.

Brett: Yeah, I think that lesson right there like you said can be encapsulated to many different areas of your life. You know, are you getting up at 3am? Do you love seeing your partner next to you in bed? If not get rid of them.

Justin: I won’t get into dating advice but you can take this over into every aspect of your life. So even if you’re getting trained by a PT and you’re going ‘aah, I’m not really looking forward to it’, then don’t do it. Find something that you do enjoy. Go and do aqua aerobics or go and do poke dancing. There’s something out there that will fit your needs.

Brett: alright so…

Justin: there’s a great book by Simon Sinek and if anybody has heard me speak, I’m a really fan of him. his written a book  called ‘Start with why’, and I would encourage every, all the Fiit Professionals on the podcast to read the book and if they’re not interested in reading the book then go to google and google him. There’s a video that goes for 18 minutes and watch the video because what he talks about there is what we are talking about now, and that is having a clear understanding of why you went into the fitness industry. Why you choose to do what you do. what Simon Sinek says which I think is, well I think is absolute spot on is people don’t follow you like they want to be your client because of what you do, people like you , follow you and want to be your client because of why you do it. It’s not because of what we do, it’s because of why we do it. So I would encourage everybody listening to the podcast, read the book or watch the DVD and sit down themselves and analyse why they chose to be a personal trainer. If they can clearly articulate why they chose to be a personal trainer, that will be a magnet to their business. That will attract customers and clients like they’ve never seen before. Did they say ‘I chose to be a personal trainer because I’m passionate about health and fitness’, which is what most personal trainers say. I challenge myself and say ‘okay, well why are you passionate?’. It’s a deep reason on why, and I think if you’re the guys listening are created to do that they will a: Be a super successful personal trainer and B: They won’t have any problems about getting up at 3 o’clock in the morning to go to work.

Brett: Yeah, couldn’t agree with you more there. So that for beginners from Simon Sinek ‘Start with why’ so I will certainly be checking that out and if he has got an audio book I will be getting that first.

Justin: Yeah, no there’s definitely an audio book and there’s a video. The video goes for 18 minutes and it will, it tells everything that is in the book as well.

Brett: Excellent, perfect. So let’s change tack there a little bit and get into a little bit more about, you know, I guess things that you’ve learnt in the industry and big lessons that you’ve taken away that you think would save the Fiit Professionals and business owners listening now the heartache of having to go through it. OS what was one of you biggest business decisions? I know you mentioned it at the start of the episode it was not having 2 gyms or 1 gym was better than 2 etcetera for yourself. What sort of other business lessons do you have there? Or did you want to elaborate on that one a little bit more?’

Justin: might need to leave it at that. Probably the biggest lesson that I’ve learnt around business is to have a work/life balance. I worked similar to you, entrepreneur, if you asked me if I was working I’d say ‘no, working is like, you don’t like doing what you’re doing. That’s work. I love what I do, I don’t consider it work’. But your body doesn’t quite think like that, and it’s imperative that you take time out, its imperative that you turn off, and it’s imperative that you recharge your batteries for your own health’s sake. I learnt the hard way, I’ve got, I now have a chronic self-stress induced illness and that is because ii loved doing what I was doing and I didn’t consider  it work but my body was telling me something completely different. so my real lesson around work and around, particularly in our industry because we just love what we do so much, is that you’ve got to take time out, you’ve got to take time out. You’ve got celebrate success, smell the roses when you’ve had success, when you’ve finished off at the end of the day, you finish off at the end of the day. for personal trainers I think, a really important course to do is like a counselling course, not to learn how to console clients because I don’t think we need to know that, but you need to go to a counselling course to learn how to leave all the things that you’ve been told by your clients today behind and not carry all that baggage into your own life. If that makes sense?

Brett: That actually makes a lot of sense and it’s to be perfectly honest, I think that it’s probably that time I myself have actually heard that as a recommendation, but the more I think about it, the more I think it should almost be a necessity and actually a part of what everyone going through a qualification, because you’re so right. There is so many times that you be like ‘Oh no I’ve got Mary tonight at 7 o’clock and she’s going to tell me another life story and whilst I still care for her and I want to make sure that she is okay, I’m just sick to death hearing about it. It does, you know, there has to be a way for you to be able to express that side of it. So I think that they, that I just had a ‘ah hah’ moment there myself mate, so.

Justin: Ah, excellent. But I think, I do, I think it’s really important. We are not counsellors so I don’t think we need, I don’t think we need to know how to counsel. we need for our own health, because if Mary has told us about all of the horrible things that’s happened in her life and told us her life story for an hour or half an hour, or how every long that session is, at the end of that session, she walks away feeling bloodly marvellous because she has taken all the monkeys off her back and plonked them all on Brett’s back, and Brett’s walking now with his knuckles dragging on the ground because he has got all Marys monkeys plus Dave and John’s and Peter’s from the half an hours before. Then you go home to your wife, your girlfriend or your flatmate and they’re all like ‘how was your day?’ and you grunt and you groan and your partner says to you ‘since you’ve become a personal trainer you’ve changed, you’re not the person you use to be’ and you are, it’s just that your got all these monkeys on your back and the last thing you want to do is have a conversation with your partner at home. You just want to veg out, watch TV. And whatever and that’s, I think it’s really important we taught the skill of leaving work at work, in the park, at the studio or in the gym. I think that would add to the longevity of our personal trainers, they’d be out, they wouldn’t suffer burn out. Maybe it has to be part of the course, I don’t know. To me, that was my biggest lesson, is that work really is work no matter how you look at it, work is work. Your body will, needs to recharge.

Brett: Yeah, and tapping onto that thing. Whether you do a counselling course, obviously for the learning (stuttering) perspective. Jeez I got there. Crops. There’s no editing there so I sound like a complete douche. So it really comes down to that whole emotional challenge and how much time you actually spend on working on yourself. Now we’ve talked about marketing, we’ve talked about business, we’ve talked about how you can be a good trainer, you can go and do courses and learn all that type of stuff but there’s the thing that a lot of personal trainers lack and business owners lack that I see is the emotional intelligence side of it. Being able to connect, because what will happen when Mary tells you the story about what is going on in her life, what that will do is emotionally trigger, it will trigger something within yourself and it could bring back a memory that you’ve had in your past or you know, bring out a memory that you just thought that wasn’t there anymore and it is there. So it is about being able to actually clean out our closet as Eminem sang. So you need to clean out your closet and you need to keep it clean because whether you, and it goes back to the whole thing of emotional vampires. I’ve stacked so many clients over my time because I literally would wake up, this is how bad it got for me, on a Sunday morning, I woke up one day and I was like ‘Oh no I have to train this person tomorrow night at 7pm’ and I was like, I started letting myself feel ill from that Sunday morning…

Justin: 30 Hours before you were going to train them, yeah.

Brett: Correct and T was like, what am I doing to myself. That’s were I guess you take from that journey of personal development and you grow and A: you can become a better person and that type of thing. It was just quite amazing as we as human beings sabotage ourselves before something has happened or we even know a certain outcome.

Justin: Well that’s absolutely right, that’s a very very important point that you make and I think as personal trainers we love exercise, we love changing people’s life through exercise, but I think, maybe you know the step, but there was a step that came out of an idea in the U.S. but I think it was like 75% of personal trainers, once they became a personal trainer worked out less than before they were a personal trainer.

Brett: I’m definitely in that. I lost my passion for training when I became a trainer. And I was in the best shape of my life leading up to training and when I become one, I’m supposed to be a role model and I start letting myself go a little bit. It’s that same thing, I guess it was more, for me, I started working in a gym and I just got sick of seeing the inside of the wall, so every time I had a free moment I’d just get out of the place and I think it was actually 83.4%, don’t quote me on that. At least it sounds like I know what I’m talking about right.

Justin: But I think, you know, that’s part of recharging your batteries so we just get so busy and when you’re a new personal trainer you don’t want to say no to new potential clients so you say yes to everybody, you’re completely overworked and those first 3 months are really difficult so if you’re not recharging your batteries, you not use to people pouring their heart and soul out in 30 minutes to you, and you’re trying to market and you’re trying to keep up with the latest trends. It’s a bloody hard job. You’ve really got to take that time out, take out your batteries, turn off your phone, don’t look at Facebook. Doesn’t matter what screen you’re looking at, that screen drains energy from you and sucks it out. I love your description ’emotional vampire’. The screen will do that to you, so you’ve got to get out, go for a run, work out, recharge the battery and get ready for the next day or later that day, whatever you’re going to do. Yeah, my biggest business lesson is creating balance and focus on that balance and when you’ve got that balance the rest of the business will prosper. If you haven’t got that balance, there’s a big difference between being productive and being busy. And I will take being productive over being busy any day.

Brett: Yeah, that’s right. So, just somewhere, we are nearly at the end of our, of the episode today and I know you’ve got to go on and…

Justin: Do stuff.

Brett: Be productive. You’ve got productive things to go and do, but I just want to end with one of your favourite quotes and what it means to you. I know you probably got a dozen there but what comes to mind first?

Justin: well, my favourite one that I finish all my presentations with is ‘What you leave behind, is not what is engraved in stone monuments but what is woven into the lives of others’- Pericles.

Brett: Alright, and what does that mean to you bud?

Justin: Basically say, it doesn’t matter what my resume says, my resume is irrelevant. It’s what impact have I had on people’s lives and what learns have I given. People can sit back and go ‘you know what, I got this from Justin, I learnt this from JT’ or something along those lines and ‘it really influenced me’. So, I’m not too worried about what people want to write on my tombstone. I’m more worried I’ve created some change an balance in people’s lives so that they’re happier at home with their partners,  they’re happier with their kids,  they’re happier in their business, whatever is important to them, that they’re happy because of something I’ve taught them, worked with them on or something along those lines.

Brett: Excellent. And…

Justin: That was pretty deep way to finish.

Brett: Yeah, I know, it’s good actually, it’s got people thinking. Emotion is the driver to taking action and I guess what your said there you’ve definitely had an impact on people listening today and again, with every episode, I suggest you go back and listen to it 10 times or at least twice because there’s going to be a whole lot of things that you actually missed out on today’s episode that you probably didn’t resonate with whilst we were going through. But I guarantee if you go through it, it’s like watching a movie for the second time. You go back through and you get the new pieces. I didn’t really know that happened. Look, lets finish on that Justin and how can our listeners here find out more information about you?

Justin: Look, probably the easiest place to go is our website which is activemgmt.com.au, activemgmt.com.au.  When they go there they can become a freemium member, a premium member obviously they pay from the premium but the freemium is free, they get information. So we really focus on…

Brett: You don’t mind if I steal that ‘freemium’?

Justin: No, you can use freemium if you like. If fact, anybody, anybody who is a Fiit Professional can steal ‘freemium’.

Brett: Okay, I’m using that. It’s cool. Sorry buddy.

Justin: So, yeah, they can go on there and get a whole heap of free information. I mean really what we do is, we’re sharing business briefing, we’re sharing consumer trends and other stuff that we’ve got to help businesses run better. But I guess there is the two main things we look at. How we can manage our business better? How can we run them better? And how does that relate to what the consumer is looking for?

Brett: Excellent. One last thing popped into my mind. I want to test how good you are. Let’s get your prediction for the fitness industry in the next 6 months and we are going to get you back on in a future episode. So what’s going to happen in the next 6 months that we are going to be able to talk about in 6 months? You know, JT you’re the man.

Justin: Okay. Here’s my prediction. In the next 6 months. Not much is going to change. But the next 12-18 months, there’s going to be some changes in our industry. We are going to see Les Mills bring out their programs, that will be all video. So it will be, for example in anytime fitness currently you can’t do Les Mills. You will be able to do classes on demand, and there will be Les Mills classes on demand. so that opens up, that  then makes up that 24 hour model more competitive with a big box gym for one of a better description. So that will be really interesting to see. Because Les Mills is already doing this in the U.S, if and when they bring that to Australia, which I suggest will be in the next 12-18 months that they will do that. So that will be interesting. I think the proliferation of 24 hour gyms is going to be really interesting to see what happens. There are a lot that are opening, there are multiple brands that are out there. I’m not sure that they can all exist.

Brett: No.

Justin: I think it’s all the brands that can exist, but I’m not sure that in one town or in one suburb, you can have 4 brands of 24 hour clubs, plus one or two independent clubs. So I, look I’ve got a client who in Western Australia and in her town three years ago it was her and a counsel facility. Now there is 3 24 hours brands, 2 cross fit clubs, plus her, and the counsel facilities still. That has completely changed the dynamics. And I’m not completely sure that the penetration of people in that community has increased. She’s got one of the better gyms so she is the last let’s say 10% of her membership base has gone to these other gyms. So we are not growing the number of people exercising sufficiently enough to make all these viable. So I do think there will be some rationalisation. A bit of a shake down over the next 20, let’s say 24 months, and that concerns me because it is never good when businesses close up. so I really think, for me, if I was running a fitness business at the moment I’d be really buckling down , making sure I’ve got my expenses at a bare minimum. That I can run my business. I know my numbers really well in my business. My finances, my financials, I understand that. I’ve got to work harder on my referrals because external marketing generally is tougher these days, so word-of-mouth, and marketing and referral is going to be key. And there will be some. So I want to have a plan B in my back pocket if a competitor goes broke. Well what does that do in the community? Well, you might pick a couple of members. But then everybody doesn’t join a gym because, or, of these 3 smaller clubs, do they now become for sale? And as the personal trainer I go ‘well actually I could afford to buy one of them and bring all my clients in. So, it brings up a lot of interesting things. I don’t think in the next three months there will be a lot of change, because we are going to go through Christmas, and we know we’ve got a peak time from now pretty much through to April.  But I think next winter we’re just going to have to see where our industry sits.

Brett: That certainly will be. So, look, thanks for the prediction, we’re definitely going to check in with that and I want, thanks again for taking the time out of your busy schedule to be a part of the Fiit Professional podcast. I know everyone, especially myself, got a lot out of it today. But, mate, I wish you the best for the rest of the day and we will be seeing each other in New Zealand at the end of the month actually. We both speaking at the New Zealand FitX conference. So if you’re a New Zealand personal trainer and you’re listening to this, make sure you come in and listen to our presentation because it is no fun talking to an empty room is it?

Justin: That’s spot on. Yeah it will be great. I look forward to catching up to you there too Brett, that will be unreal.

Brett: Yeah, likewise. Alright Justin, you have a fantastic day.

Justin: No worries, cheers mate.

Brett: Alright take care!

Justin: Bye!

Brett: Bye!

Episode 12: Brett Interviews Marketing Expert Richard Marc

In this episode Brett asks Richard Marc about his Journey from PT to successful Multiple business owner.

You will also discover:

  • How becoming a local celebrity will catapult your fitness business.
  • An amazing story that happened to Richard at a Tony Robins event.
  • Richards Key tips to get clients now and forever.

And loads more…

AS A BONUS Gift, Richard has kindly offered all the Fiit Professional Podcast Listeners 1 month FREE on his amazingly successful Personal Trainer listing website. (great way to get clients. There is no c/c needed.

Check it out here – To receive your 1 month free profile simply email Nick at admin@meetyour.com.au and say you heard about this from Brett and the Fiit Pro Podcast.

SERIOUSLY take this FREE offer up – you have nothing to lose and everything to gain.

Enjoy 🙂

WE WOULD LOVE TO HEAR WHAT YOU THINK – Please leave a comment below.

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

 

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Brett Interviews Marketing Expert Richard Marc

Transcript of EPISODE 12:

Hello and welcome to the Fiit Edition of Podcast, the number one Podcast for Fiit Professionals looking to build their fitness business. If you’re after more clients, more income and more free time then you’ve come to the right place. Visit podcast.fiitprofessionals.com.au today.

Brett: Hello Fiit Professionals and welcome to another episode of the Fiit Professional Business Podcast. I’m your host Brett Campbell and today I’ve got another special guest with me and I have been waiting to get this gentlemen on the call for some time we’ve been trying a bit of e-mail, Phone Tag, like you do. That’s what happens when you’re a busy man and before I introduce you to this particular gentleman, I just want to give you a bit of a heads up if you haven’t listened to any past episodes. The episode prior to this I talked to Michael Parella from United States you had 320 fitness franchises. He revealed some amazing marketing strategies. So make sure you give that…listen to that episode as well and leading on from that particular episode we are going to be talking to another marketing genius today. This gentleman, his name is Richard Marc Toutounji. Hope I said that right. You’ll correct me in a moment if I’m wrong.

Basically Richard Marc is an expert in creating high business growth for small to medium size businesses basically through lead generation marketing platforms. So Richard, an online marketing strategist has been for about 15 years and has a lot of experience in starting, building and selling those companies. his product and services include a bestselling book, it’s been featured on hundreds of media streams, including ‘Current Affairs’, ‘TODAY show’, 6pm Nightly News. also Richard is the executive producer of a Travel & Wellness show called ‘Feel good TV’ so that’s being aired in Australia here. You may remember Richard possibly in 2011 he was on ‘The Amazing Race Australia’ and fast forward to today, Richard is the CEO of COM Marketing Group, which has over 100 unique online lead generation platforms, including one of his first lead generation platforms which we may know him from called ‘Meet Your Personal Trainer’. Which is one of Australia’s largest professional trainer directories. So it’s a bit of a mouthful there, there’s a whole lot of awesome insight into this particular gentleman so I’m going to hand straight over and say Richard welcome to the Fiit Professional Podcast mate, thanks for taking the time to be on here.

Richard: Yeah, thanks a lot Brett. I appreciate the interview as well. Thank you!

Brett: Yeah, not a problem. So Richard, I’ve told all our guests and listeners a little about yourself here, but we want to get to know you a little better so give us a bit of a background of where Richard Marcs came from and how you got to where you are today.

Richard: Sure I can do that. I guess there’s obviously a lot of fitness professionals and business leaders listening to a Podcast like this. Obviously they’re following yourself Brett so I guess I’ll put on my hat to the fitness professionals as well. You mentioned before, my focus is about lead generation and lead strategies and so forth. I guess that all comes from the fitness industry. I started a fitness industry and I remember doing my first case course and there was no RCO’s and you did easy advertising about personal training courses on the news, on the radio and so forth, and TV. So I did my course and I left Year 6…I left Year 10 sorry. Year 10 and I went straight there and did a one year crash course. I guess I started really early in the industry and I loved the marketing side of things. I read a little personal training and it was about personal training business for a few months there and then I purchased the young age of about 17. I purchased Strays first private fitness studio down at Mitchell’s bay there, next to Network Office down there. I ran it for about 2 years and the thing that I loved about that was…it really gave me some good insight into mark…be coming into the business at 17. People working there 10 years your senior, it’s really tough way to get involved into business, and learning some responsibility. So I love the marketing side on how to growing…just growing your studio back then, when after dating, learning about those factors and what it takes to run a business early. SoI spent sometime in the industry, I worked on cruise liners for a year, about a year or 2 after that. That was a heap of fun and I loved, I was very proud about that. In around the Caribbean, Alaska, and a lot of that was actually in the Caribbean so it was good. When I got back, when I was over there I saw an obesity epidemic happening more than it was happening in Australia and heavily large people would go on cruise liners. The entire family would just come and come to the food places and Brett, and that’s really what they paid for all day.

Brett: Buffet all day.

Richard: We’ll going to eat buffet all day and so, when I was there I started having this ideas for this book I wanted to write. It was something that I wrote while I was overseas and I came back, I just had to get this book out of me and I wrote about a year or 2. You flip the page a bit, I guess it was learning as well. It was all about childhood obesity and family health and it was called ‘Please Mom, Don’t Supersize me’. It got a lot of press and media coverage on TV being the name and we put a lot of work into it. It sold quite well, Bestseller in Australia and it was a lot of fun, getting a book out and doing the publicity for it and moving through it. That actually pulled me back into marketing. It taught me a lot about marketing, marketing online, marketing offline. Knowing if you’re going to do it bigger, do it TV interview prime time and then you can actually get the sales online and it sort of showed me a TV interview is sometimes a branding aspect versus an online sale. So I looked at the 2 aspects and I said “Hey I’ve been on all these prime time, thousands and hundred thousand dollars’ worth of media, let’s see how the online sales went. If I used that, the value of that PR, what could that have been used for an online thing?” So I learnt a lot of tactics about marketing while fellows actually doing it, so I guess I never went to a marketing course per say. I learned on the job quite a lot in regards to…so I guess in the same time I stood up, being an entrepreneur I sort of, I had a…my mom actually had a problem me being a personal trainer as a company going from that, and then she said, “Aah geez, it would be great to have a massage at work, the workplace”, and that sort of got me thinking. I was thinking they’re paying…they’re looking for a, she was the HR co-ordinator in the company and had about 200 people in the company. I mean they were looking for a massage, a person doing a massage company to do that at their office so it was sort of like, I said “aah, I think I can do that”. So I sort of out looked and tried to find massage therapists to go to the office and do a whole day of massaging chairs, things like that around the work place. From that moment I guess I kicked on, what it was my next business which we called our ‘Corporate Wellness’, which is one of Australia’s largest Corporate Wellness providers. We provided seminars. We had doctors, we did health checks we did personal training we did nutritional courses. We did a heap of things around a lot of blue chip companies around Australia and I owned and runned that for quite a few years. I sold that a few years ago to someone else who continues the growth in that. So, again, unless I’m like that Brett, it taught me a lot of…it taught me how to go online pretty much. We had 80 contractors working for us around Australia. 97% of our leads came from online, and I’m talking about online, back let’s say 2003 or 4, when internet wasn’t what it was today. We didn’t have Facebook and social media and things like that so learning the internet game is was an experiment, you know what I mean? It was new, so that sort of where I started this whole process, you know what I mean? That’s where I had more interest for the online game. Being the example of offline, its older studio and things like that. I remember my first year, we didn’t have, didn’t even have a website address for goodness sake or an e-mail address or business cards. So its come a different way and the marketing in it changed through that period.

Brett: Yeah, look mate. There’s…I couldn’t agree with you more in regards to changes in marketing, especially in online and offline and I look forward to talking about all these strategies in a moment but just to recap on what you’ve just said there. There’s a heap of gold little nuggets that I took out of it personally and I just want to recap just for the listeners there that, you started back in the industry wearing your spandex and belt bags basically when personal trainers first started right.

Brett: I’ve got an image of you wearing your spandex and walking around the gym with a belt bag.

Richard: I did have to do the aerobics, you have to do the aerobic to actually pass the course and do the classes…I did all that.

Brett: Excellent, and you know, another really key thing that I see out of that is at the age of 17 you bought your business and what I did take out of that is you didn’t know anything about business back then but you jumped in and had a crack at it. You realised a book, again, you took a lot of lessons out of that. But again the reoccurring thing I’m seeing out of here is just you just had a crack at it. I guess a question I’ve got for you buddy, in regards to all your marketing knowledge that you know so far, what would you say your biggest lesson, or business lesson that you’ve learnt over the time?

Richard: Umm, that’s a good question. It’s a hard question as well. I think you keep learning business lessons all the time. Constantly all the time, every single day and you think you’ve learnt it, and you haven’t learnt it. I guess the biggest lesson I’ve learnt is, I’ve done a lot of business with myself, partnerships and all sorts of way, and I think in the end of the day, you can’t run a business by yourself. Well I can’t anyway. And all great businesses have great people. you know, a lot of people listening to this call, could be more businesses, could be start-ups, could be large businesses but the same time, it doesn’t matter what that stage is. As soon as you grow in business, you need good people around you. I think that it is really important to make sure that you set up a business know that you could have a business, and you could have a business that you’re the business. If you want to get bigger than that, and have more freedom, then freedom is one of my biggest values, you need to start making sure you get the right people around you and don’t just get people that are there because they just happened to be in the same room in the time that you needed. In administration or a business partner, makes sure you find the people that you need who are actually going to help you to grow the business. Not grow, not for the simplicity that you just ask your mate down the road or you know that person. It’s who’s going to help you grow your business to the next level, and grow the business the way you can’t grow the business. We are only one person, we only have generally a limited thinking. Imagine how big the world is and all the people in it like… There is so many different variations you can take and there’s so many different wrong roads you can take. That is probably why people don’t start their business. If you know that you’re a personal trainer and you want, for example, take a lesson of corporate world. I now want to expand on Corporate Wellness, so a lot of that time is going to be administration and organisation skills and things like that. Well I know that I’m not good that that, but you know, for the sake it that my brother needs a job at a time. I say “Hey, can you help me out for a couple of days?” That’s not really going to be the right track because he might not have those skills too so I guess make sure that you find the people with those skills and I think also too…another lesson here is don’t limited yourself to think “I’m just starting out in business and nobody is going to want to go and come to work for me”. “I can’t pay them enough’ or “I don’t have the right skill”, ‘So I don’t have a system manual put into place”, or “don’t have an office” or “I don’t have the right computer system to get things started”. “I have to do it myself’. I think that the big thing I see with the fitness industry, and the thing is, in the defence about it…people are there at the right time that you need them to be and for example…you could find the best administration assistant that has work for the best company for the last 20 years. Maybe she is on maternity leave and she just wants to work 3 day s a week for you. She wants to put her system in, because that’s what she loves to do into your business. Don’t think that you have to go and create every system yourself. Get someone to help you where you’re not really good at, because that’s when I get business it’s going to go slow growth if you just think, ‘You know what, I’ve got to write a system manual myself for the next 6 months, then I can employ somebody’.  If you do that then your business is not going to continue to grow. Don’t think that you have to do everything yourself, also have the confidence to ask the right people in the business and I think that’s the biggest lesson I’ve learnt over time. I’ve tried to take a lot on and I’ve tried to do a lot of things myself, but there’s things that you can’t and you need to get people sooner than you probably think you’re going to get it firstly. Think the first person you find to employ.

Brett: Look that’s absolutely, it’s definite wisdom right there. Man thins is like the third time this has happened in interview actually. What you’re talking about right now is I’m actually going through a bit of a process like that with our team at the moment. Before this Podcast recording we just had a team meeting. So we just sit down, we spend an hour together going through our board meeting structure etcetera and there was about 5 different systems that we created, well I created in my brain, then passed it onto our team members who are now out there creating this for me. Like, I put my ideas out there because I’m an ideas man. You’re an ideas man yourself, so anyone out there listening who thinks they’re an ideas person and they lack a little bit of the structural follow through. Man, like Richard just said, get out there and find someone who can do it for you because it is just going to fast track your success. Another key point that I took out of that is, I agreed with everything you said there but I think one of the main things is that you don’t need to start paying someone $50 000 a year salary. You can start possibly someone taking over your basic admin duties for 5 hours a week or 10 hours a week. Pay them 20 bucks an hour or something like that. There are people out there looking for it. So look, thanks for sharing that. I guess, moving on to it, I’ve got another question for you and I really like to hear the answers to these is, what was your ‘ah hah’ light bulb moment that you knew that the online marketing was an avenue that you knew that you needed to take? What was it that made you do that?

Richard: Umm, I think for me when you are online…I guess its 2 things in this question. I guess I go back to the time, when I answer these questions, I go back to the journey and you sort of go look at it and think ‘well, it hasn’t been a journey to get to where you’re getting to, and you continue to get to’. So I guess the journey for me…when I was in the White Falls Cooper Warner’s Company, so when I had my corporate wellness company I had just had myself, my wife caught me out. I had 2 admin people at the time as we said; we generate a lot of leads online. I didn’t really know what I was doing. I know probably more than most people, why I was ranking number 1 in terms of corporate wellness and things like that. I knew the insides of it. I did a lot of bits and pieces, courses online if you want to call it that.

But there was a moment when I went to an Anthony Robbins event, it was a ‘Date with Destiny’ event in Gold Coast and the week, it was a 5 day, 6 day event and you had to partner up, not with your partner, so I had to partner up with people I didn’t know for the whole event. I ended up sort of, I think I was in the bathroom at that time and I missed out and there was sort of, it just seemed to me like everybody was just taken in a second and I walk around trying to find who was left and I bumped into this, the only guy that was left in the entire room of 1000 people and it happened to be an American gentleman. He stood out like the ace of spades. He was black as could be. I said “Hey mate, how you going? You got a partner?” he said “No”, “Okay, I will go with you for the week”. I ended up going with this guy and a lot of the week you had to stick with your partner for most of the week. You had to stick with him. You had to do activities and things like that. His name was Steve, Steven and a lot of the time he would just disappear Brett. Whenever we had to do group activities, he just disappeared and I could never find him. So I was just by myself most of the week. The end of the week, we all got our certificates and so forth, had a great week either way, and I said “Hey listen, we didn’t get to know each other, what do you do?” we didn’t have much time either to sort of talk about what we actually did because it was all about self-development, not exactly about what job you did. He says “Listen Richard, I live in America, why don’t you just come visit me. I’m going to the States soon, why don’t you just come and visit me. I’ve got a big party happening over there soon”.  And I go, “what’s your details?”. He goes “Just google me Richard” and I go “Who do you think you are…just google you. Who are you?”. And it was like he was this guy and so anyway I googled him and he happens to be a guy named Steven Pierce. At the time he was heavily, quite a massive guru online, one of the best internet marketers at that stage and he was over here actually prepping for his interview he’s going to put on a week later. He was going to put a massive event online in Australia and the organisers doing Robbins event where the organisers of his event as well. The thing that, because he was away most of the week, he was actually organising his event and he just got a free ticket from Tony Robbins to the event to come and hang out with him. It was interesting because in that moment, and it was quite embarrassing too Brett because I said “Aah yeah, I do a bit of things online”.

Richard: And I go “Oh yeah, I’ve used typestyle and I’ve used this” and he says “Aah yeah, that’s good, that’s good”. And here am I sitting with a guy making millions of dollars online every month. So he was a good insider and he gave me a lot of his tools and his resources and his programs, all for free. He simply said “Hey Richard, my lack of time man, these are the programs I’m going to give you, you know and you’re [inaudible] quite a few times we met with some of the best online marketers at the time was J Abraham, there was a heap of other people there. There was Tim Ferriss walked in the door actually, when we had the party, and opened the door and Tim Ferriss walked in. This is before, this was the week he was launching his first book. For our work week, he opened the door and he said “Hey, how’s it going? I’m Tim”, and I said “Hey, how you going, you’re in a book.” And it was sort of that week when he was launching it. He was such a cool, laidback guy and I was thought, “Jeez, this is what internet marketing is all about. These are the people that we’re surrounding our self with”.

Pretty much from then Brett, that was my first ‘ah hah’ moment. I guess my second one was, I came back and I was still in Lifestyle & Wellness and it sort of made me think about this online marketing. From that event, I went to the next one and I said I had Lifestyle there, proper wellness and a lady called up on the phone and said “Hey can I see your…can I…you know, have a bio of your personal trainers?”. She was in Perth, I was just staying in Perth as well. I said “Aah I don’t, but let me take a picture” and she goes “Aah that will be great” and I said “Hang on, I’m getting a question asked quite a few times. Why don’t I take a video?” so what I did Brett, I started doing more videos on my innovative people and I thought, hang on, if I can do this for them, why don’t I do this for the whole of the industry. In that time, we didn’t have any YouTube smashing out, people weren’t’ recording videos so I came up with the idea of having a video directory of personal trainers. So I guess, that in itself, when they ask for personal trainers with videos, nobody had videos Brett. It is impossible to find videos on YouTube on personal trainers. It was sort of like, you know what, I’m, because of the first moment of Steven Pierce and meeting people like that, and actually seeing people succeeding like that I had the confidence to say, you know what I can help every single personal trainer here, because I think that I know more than 98% of them at that time about online marketing. It’s moments like that, I think they’re my 2 ‘ah hah’ moments that got me on online marketing and from there, just really having that self-belief Brett, to actually go and do something that’s probably way out of your comfort zone but it’s way out of everybody’s comfort zone isn’t it. So somebody’s got to do it, don’t they? So I think they are my main 2 moments getting on the online space.

Brett: Yeah, well thanks for sharing that. I was actually really captivated to that first story. It it’s quite funny when you look at it, you went to a seminar called ‘A Date with Destiny’ and mate that’s exactly what it was, wasn’t it?

Richard: Yeah true, it’s exactly like that.

Brett: So it’s always funny when those types of things happen and I’m a massive believer in things happen for a reason and it’s really exciting for you to share those ‘ah hah’ moments with us mate. The question for you in regards to marketing, so, the personal trainer out there, put their hat on for a minute and think, if they just wanting to, if they just were getting started in the industry, or even if they’ve been in the industry for a while and they’re just trying to get more leads into their fitness business. What would be your top 1 or 2 strategies that you would implement to get leads coming through your e-mail inbox or calling?

Richard: Well I guess the first strategy I would, if you’re just a single trainer. You just started. You deciding, maybe you’re out of your course and you deicide do I hit business first, or do I do it myself? You’re going to deicide to do it yourself. I would think that the best strategy you could do is branding. You need to brad yourself because most people probably won’t know you’ve been a trainer, or you did your course. You may have come from a different role, and they think you’re still a legal sectorial or something. I think the first thing to do is brand yourself and one; Get a logo. I think it’s the biggest thing. I think I’m very big into branding and I think get a logo first of all because that’s going to define who you are. If your logo is red, you need to know why it’s been red before. If it is an energy colour. Think about what…who you are as a person and that can go into a logo. Now once you’ve got a logo, I think then you have a business. You have something you can browse. So for 100 bucks or something or even cheaper, you have your identity. You’ve got an identity now and that identity then, you can use that logo and put it on a Facebook page. You can use that logo to put on your Facebook page with your closet friends and family and say share this, I’m a personal trainer. This is what we do. So I think actually telling the world that this is what I do now and putting it out there to the universe and seeing what’s going to come back is probably the first and the cheapest option, number one I’d say.

Obviously online marketing is something I have a big bias towards clearly, so my next sort of thing I’d tell trainers is quite frankly I would, and this is what I’ve done when I had my personal train industry is pretty much get on every single directory you just possibly can. That’s going to skyrocket you faster than you could ever skyrocket yourself and what I mean by that is…if I said to trainers out there “Go get a website first” the problem you’re go into have is, the website costs money, and doing it costs money, and you’re going to showcase it and make sure people find it, costs money, and it costs time. Not only that, it actually costs a lot of research doing these things and you shouldn’t be doing that. If you’re looking at a very early, start-up personal trainer, I’d go and join directories that cost you $2 a month, and they’ll put you into places where people are already searching for personal trainers. Well of course I’m bias, I’ve got a trainer directory, but at the same time too, I believe in my product and I believe that this is how I do them and if you’ve got…of there’s a free personal trainer directory, then get onto that for goodness sakes, but if you’re on 5 directories that already have thousands of visitors and you’re branding yourself correctly with your right logo and a really nice picture of yourself, a fitness picture, no a blurred picture coming out of a pub on a Saturday or something. If it’sthe right picture. The right target market is going to find you, and they’re going to give you a call and you’re going to get an e-mail into your inbox. That’s probably the 2 strategies I’d go with, and that’s the strategies that I’ve used in every single business I’ve run if its fitness or another industry. I’ve always basically…go and find the top players that are already up there and how do I get my brand, my logo, my Facebook link, my web link, on their  page. That’s what I want to know. That’s what I will pay for because I think that that s got value to it versus building those things yourself and wasting your time which should be focused on actually becoming a good personal trainer initially and you can get more referrals that way.

Brett: Again, great insight there mate. I think another one just to take home, just to talk to one of the points you brought up there in regards to directories etcetera. Again if it’s like every single marketing strategy we talk about on this Podcast and we ever will talk about. You need to look at what’s the return on investments. Do if you’re paying 10, 20, 30, 40 even 100 dollars a month to be on a certain directory, but if you’re getting a return on investment each month on that then its’ a no brainer. So you need to calculate how many clients do I need to receive to make this a positive return on investment. Always keep that in the back of your mind before you go “Ah it’s just another $20 here, another $30 here”. You need to look at it and go “am I going to get a return on it this month?” or “How long am I willing to invest in this thing to see if it works?”. So for example if you’re paying $20 a month for a directory. You look at that over 12 months it’s $240. So let’s say over that 12 month period you’ve got one client in the first month, who is worth…if you look at $50 a week over the year, that’s over $2500. You’ve definitely got a return on investment. So keep an eye on that. I think another key part that you said there was, don’t just choose one. Don’t just go and register with True Local and leave it at that. Go and register with every single directory out there, and we’ve touched on a point that in a past episode…you’re not the first person to say that they’re a very great resource to start with. And of course there are free ones out there, so get out there and google it. Google personal trainer directories and no doubt Richards will pop up there and I highly recommend jump on that as well. I’ll give you a link to that so that you can check it out. I’m going to put Richard on the spot and I’m going to say his going to give us all a discount. If anyone goes through and clicks the link…

Richard: Yeah, definitely, we’ll get a discount. Let me just think about the next…the rest of the part of the interview and see what we can do and get you at the end of the call. Get you a…we’ll get a good deal for everybody because honestly I really think, exactly what you said Brett.  This industry really is the right industry to showcase our skills into, cause what other industry and there is every few other industries that people actually want to watch you on a video or they want to read your article about how to get into shape. It’s a pretty exciting industry when you’re first getting into fitness or someone wants to lose weight. People are looking for answers out there, there’s so much messages. If you brand yourself, and that’s what I was saying, if you brand yourself as the local expert in your area. Let’s say you’ve got so much competition out there, I hear it all the time, but really there’s not. If you’ve got 10 personal trainers in your local part you trainer for, for example, you’ve got to then google the area and figure out what the 10 people are doing. You probably got I’d say more than half of those people who probably don’t have an online presence, or if they do, you can’t find it. Then you might have 4 people who do have an online presence. Then you might have 1 person who has a website and are in directories and things like that. The question I have for you, I’d be very highly surprised that out of the people in your area, who’s really taking action as the leader and the expert online.

So put yourself in someone who doesn’t know you as a trainer, yet every trainer out there is great. I hear all the stories. I know that they’re fantastic. They can do the best high kick skills. They can do the best sit up. They’re the best, right. They know they’re the best; they get the best results with their clients. I hear it all. The problem Brett is that I don’t’ know that if I’m coming to the business and they don’t have a showcase of that. If they haven’t written a blog about the best squat and they haven’t, if they’ve just gone and ask their clients and printed it out and said “Here it is”. If you haven’t put it online on a blog, well if you haven’t recorded a video saying ‘this is how we do the best push up’ and ‘this is  how I get a 6 pack and ripped abs in a week in my clients’ or ‘this is how, this is the story that…10 of my clients testimonials’. If only the clients know that and the personal trainer and no other person, well then you’re actually not the best trainer in your area, because nobody knows who you are, and you’re not building an online presence up. You’re not building a brand identity up. So if you look in your local area and see who is doing that. You’d be surprised and that’s where you say “I can be the leader in this area and I can be the biggest and the best, and the most busiest trainer possible because nobody else is probably doing it”. Honestly Brett this is the biggest thing I see, that there is so much opportunity, especially in this industry. People and personal trainers coming in and saying that is absolute rubbish, because I can count on probably one hand some really good people putting out some really good consistent content every single week. There’s very few people doing it, and if you do it, that’s where the leads are going to come from. I can guarantee you that.

Brett: Yeah, totally agree with you there and it’s a bit of a pet peeve for me when I hear people go “There’s just too many trainers out there”, “There’s too many of this”, or “That’s a hard market, that’s a flooded market”, “It’s hard to make money in that market”. I just say that’s a lot of bullshit myself. Our company has had extreme growth in the last 18 months, and if we look at it, and let’s just talk to your couple of points again. The whole thing of branding. We’ve created and Fitness National, we’ve created a very, very prominent brand now. Our brand ‘FitChicks’ for example is…its very rare now that we’ll talk to our target market, someone aged 19-45 and they wouldn’t have heard about us, or heard of us, or seen something from us.

We were down in, and I may have mentioned this is a past episode, but we were down in Sydney, Emily and I. We went down for our 5 year anniversary, and we were down there and we were sitting at the Opera House. We were sitting there having a nice bottle of red and this couple came over and sat down with us and we started talking and this man went they’re from actually Brisbane, and we say what we do, and she’s like “Ah I know that, I’m on your emails,. I’ve been receiving your emails for a few months now”. She’s actually bought one of our products and it’s an amazing thing. It just goes to show you the power of the internet, not only that, the power of being able to have a brand. That’s why we’ve been able to grow the fastest fitness licensed program for professional trainers in Australia because we have a great brand and people want to be a part of it. We’ve got a forum with thousands of girls going we want to be trained here, or we want a location here. The demand of the brand is where it’s at. I totally agree with you in regards to people sending out great content, and doing it continuously. Just in example, we’ve just conducted a survey through our lists. Now we’ve got quite a large list and so far we’ve had over 5000 people fill out our survey. It was 13 questions that we asked and some of the information, I’ve got to tell you, was actually, I’m sitting here slapping myself in the head because…and that’s the power of it. If you haven’t done a survey, anyone out there. This is a gold nugget. Survey your lists, even if you’ve got 100 people on it, survey them. Now, like I said, some of the information we got out of it is just actually staggering. Something I want to share with everyone, I’ll share some of it now because I think it’s really vital and this is something that I know a lot of pole missed out on. I’m just going to find the question here. One of the questions was ‘How do you cope when you use our products or services?’ I just looked here, a second…’so how do you view our current content?’ so when we send out an email, how do they view it. And we can tell you that 46% currently based on what we’ve got here. View it from mainly from their iPhones, their phone devices.

Richard: There you go hey.

Brett: Which is an amazing statistic and what we can actually tell you, out google analytics tell us that there’s actually over 50% of people visit our website from a mobile device which…when you look at a desktop, there’s only 28% of people actually view our content from desktops. So, this is where people fall into that trap of ‘ah I need to have a beautiful looking website. It needs to have beautiful graphics’. It needs to have this and that and all of the bloody jazz that people think they need to have. It’s falling on deaf ears, because if you have a beautiful looking website, you’re not going to be able to view it on a mobile. A mobile just sees it as a single strip, which is why I feel, and in my marketing, I’ll get you to give your opinion on it, it may be different. But, that’s why sales page format is so popular when it comes to getting someone to take some form of action, whether it’s the need to take up a free trial, free offer or purchase a product. Because of the way technology is changing now, in the next 5 years, we’re going to have 70%, 80% of people viewing podcasts on their phone. So what’s your thought on that one mate?

Richard: I know we are on a bit of a tangent but…

Brett: It’s an interesting…the results are in the pudding. You put out a survey and 46% have said that they’re viewing on a mobile and I have to also believe that as well because I look at my analytics on a lot of peoples personal trainer’s websites and they’re all around the same anywhere from 20 to 40, 50% on mobiles. So it doesn’t beg the question that, and I know a lot of people, we all do it. We look at a site on a desktop and we say “Oh that’s great”.

Richard: It is a big point because if your client viewing your mobile platform, you’ve got to make sure obviously, you look good ‘mobilely’… mobilised. If the mobile site or a mobile responsive site, you know, I’m very much in point of it as well. Because I mean otherwise, what’s the point? And maybe that’s why you’re getting the leading that you thought. You should have got in with a nice site, I’ve got another company, and we build websites and we do Facebook and social media strategies as well and the thing is, what we do with a lot of our sites too Brett, is what we do. We keep it looking nice but we keep it looking simple as well. It’s simple with every site, every page, we have one message and one purpose to a page. If you have more than one purpose per page, you may think that you’re getting your message out. But not really, because people are only on your site generally for between a minute, maybe 2 or 3 minutes and people are coming there for a purpose. Not 2 purposes. You generally don’t google for 2 purposes. You 1 question in there, not 2. So its’ the same thing with every page and this is where I go to another site, this is where google has to come up with another algorithm change, and this will sort of put your point across as well Brett is that, to rank highly in google now, you have to have a responsive website. You get more points; you get more google juice basically if you have a responsive website. When I say responsive, meaning that it’s mobile browser friendly. They’re making sure that it’s a WordPress website or something similar like that. And making sure that the load and the speed time, so if you have, Flash, and video files and all these sort of stuff. Google is going to penalise you and not show your results on mobile. So the results you see on your desktop versus mobile in regards to ranking as well can also be different. People are going to rank on the mobiles because they’re mobile responsive. Because google doesn’t want to show any unnecessary results and the same with the searches. They’re not going to show a page with 3 or 4 different situations. They’re going to show a page that just has 1 message and 1 message only and that’s the new algorithm that just came out last week with Hummingbird if anyone is interested in that stuff.

Brett: Probably just us mate it’s the geek come out I think. It’s quite funny if you asked me this 10 years ago I’d go “geez, computer type things” but what I find really interesting about it, I’m a Nazi now on percentages and statistics and this and that and that’s why I did the survey. Not only was the survey conducted to get information. There was an underlying offer that we were able to produce, which in turn has turned out to be a very good financial move from our perspective. Not only that, it’s the millions of dollars of information that you’re going to receive from people. Like questions here, I’ve got ‘How would you like to view our content? Is it more articles, videos, interactive online webinars, podcasts etcetera’. There’s a whole heap of information over here that if you’re not surveying the list and you’re not asking the questions then you’re going to be doing what you feel like you want to do. And that’s the key. For me, part of that is a bit of a struggle because I write here in one of my questions is ‘How often would you like to receive educational content from us?’ and I’d love to send it out every day, and I know a lot of online marketers who do. However, our feedback from this, and it has come around 50% one time a week. Which is great because we are currently doing it about once a week. Sometimes a couple of time a week. But our second on that, ‘every 2 to 3 days’ as well. So it’s really important because if I just decide to once all of a sudden email daily to our contacts. We’re stilling giving away content, what can happen because everyone is so busy in everyday life. You don’t get a chance to read every email. Sometimes it can become such an overwhelming things because I’ve got 20 emails for them to listen to, or for them to read. They’ll probably go ‘ahh I’m just going to unsubscribe because I can’t keep up’. I guess if I relate this to an example of work is to interview podcasts every day. I know for a fact there would be people not listening to it and then they’d just give up because they’d be just too far behind. You know how I get that information is because one of our questions again is ‘Do you listen to our free podcasts?’ and 45% of people say ‘I’ve been meaning to but I just haven’t found the time’. Very interesting they, they’ve been meaning to but they just haven’t found the time yet.

Richard: Yeah, you’ve got to listen to your customers that are for sure.

Brett: So thanks for letting me go on that tangent there. Let’s talk about a little bit about marketing and I guess any insights, anything you feel would be useful for our trainers and listeners out there. Any insights that you’ve learnt in regards to marketing, any strategies that you think is really cool. Maybe you’ve done some promotion of some sorts that’s worked well. Any juicy information that you could help us out with.

Richard: I could…probably the best is…I’ll try and got the easiest option. There’s so many options out there, you know if you look at trainers, I think the best piece of marketing you could probably do and the cheapest and easiest would probably be, as you just mentioned Brett, is put something out to the audience really fast. I’ll give you an example, after I had my book out, I released an audio it was called ‘The fit and healthy family’ and we went to interview seven of the leading experts in the world on healthy families we didn’t know any of these guys at all but we picked up the phone and we asked them and most of them said ‘yes’ pretty much. These are people that have been on Oprah shows and things like that, picked up the phone and asked and they generally said yes and it’s a personal trainer’s lesson is that the easiest way to do it and to get to your market. First example, if you’re trying to market the best MA instructors…I mean, sorry…let’s say you have MA classes right. What you’d want to do if I was that trainer trying to attract hat audience. I’d go interview the best MMA trainers or instructors out there and just have a bit of a question to them and basically ask what does a great MMA session include etcetera, etcetera. And it’s not for the saying that the trainers, the clients are going to go to them. These are the clients that might be overseas, or wherever they may be. If you go interview 10 or 20 people in your industry, in your speciality I should say not industry, regarding that. You know cross fit. Why don’t you go to the cross fit games and go interview all the cross fit experts and the world champs and that sort of stuff. It means that, when you come back and you put that as a video or an article or things like that. I do think that the right people and the good client is going to consistently come to you and I think that’s really an easy way of marketing and also makes you again the expert out there. I keep coming back because when you are on TV, I guess from my example, as soon as you’re on TV, that TV set or that YouTube which people can now view on their TV in their lounge room, you’ve actually become the expert. Even If you don’t think you’re the expert, you’ll naturally become the expert. So I think, and when we look at our lifestyle out there and our senses, whenever you’re in that…when you look and go ”aah there’s a celebrity” and so forth, inside they’re still human beings and at the end of the day they’re celebrities because they’ve done well for themselves, if that’s from the movies or on TV. It comes down to, because they’re in a box, a TV, and people watch them. That’s what it comes down to. So, it’s not saying that they go and get on the highest rating TV show, it’s basically saying to your speciality, when people are searching for you. Make sure that you come up and make sure that you are that person. I know it’s very similar to the point I made before, but to be honest with you that’s probably the simplest way to do it and the free way to do it as well. It doesn’t cost you much money at all. That’s a good tactic. Another tactic again is, give something away. I’m sure you do this if your internet marketing…you’re always giving something away. People are going to give you their e-mails if you’re going to give something away…that are an eBook for goodness sake. I think as trainers we’re pretty smart and we know a lot but the thing is we may not think that a lot to a person. So you know, it could be a 10 page book about ‘how to lose weight’ but the thing is people who are searching for that will find that really valuable and then you’ll be becoming the expert and the thing is, you’ve got their e-mail address and their name, their phone number and then you can contact them and ask them how they went. I think another good way that…we did it obviously; I got my book out and from there a lot of different opportunities come because you meet a lot of different people and you can instantly move things. So getting your book out is a great concept to get the publicity that you need and the free publicity as well. And I guess another great marketing feature is always have a backend Brett, because I think people get stuck here, they say “I want to do this and I want to make sure I advertise to $20 000” and yada yada yada. The thing is, if you just…it’s like a funnel, it’s like going into a store. Let’s say you’re on holiday and you’re wondering through, shopping. You’re in a shopping mall, Westfield, and you go past the store and you’re not really out to shop for anything, but you do see your favourite pair of jeans there and it has a big sign that says ‘95% off’ and outside the shop it has a rack of jeans there. Right. And it’s all the cheap jeans that are of course 95% and what happens is it’s actually getting you to stop and getting you to look through the doors, and even though you may not want to go through, you see your favourite pair of jeans for 95% you’ve got to find them. Even they might be an XXXL but you’re still going to the store knowing that there may be something for them. It’s the same sort of thing with online, if you can give you something that stops people at your website for 2 seconds to fill in a form and don’t talk about the prices and your products, and give something away. I think that’s really the best thing because you can’t really expect people just to pay for products they don’t have any incentive in that. There’s got to be an incentive to get people into your door and it comes down to having good content on your site. They’ve got to stop by. You’ve got to give them something. You can’t expect them to pay for nothing other than the product. I think what you give out, you get back. If you expect them to make a sale with your first phone call well you need to make sure that people have researched you and they’ve seen you and they trust you. It’s a trust factor when it comes to online marketing and any marketing regardless.

Brett: Yeah 100% agree with you as well. It reminds me, it brings up the thing of reciprocity and no doubt you’ve read the book ‘Influence’ by Robert Cialdini?

Richard: I have read that a long time ago, yeah.

Brett: So in that book, and I think it will be good to share it with everyone, and if you haven’t got it, go out and get it, it’s called ‘Influence’ by Robert Cialdini. You get it on Amazon, you can pick it up for probably 10, 12 bucks. In the book they, he follows one human, I guess one law of psychology and one of those is reciprocity. They did this big study and they basically had these high school students and, well university students in a big library and they’re sitting down and doing some work and filling out some test papers etcetera and none of the guys gets up and walks out the room and he comes back with 2 cans of coke and he give the can of coke to the guy sitting next to him. Now the other guy didn’t ask for the can of coke. He just…the guy actually said “look I went out there and I was told I wasn’t allowed to bring it back in so I thought I’d get you one”. So he is building up massive value with this person right now. And he says “well geez, I don’t really even know you and you gave me a can of coke” and what they did was, and this was just their way and how simple this is. If you can adapt this to your business, to your life, to your friendships. Anything. At the end of the test, the guy who bought the can of coke, he asked, he then asked the other gentleman, he said “Hey look mate”, he probably didn’t use the word mate because he was in America, he probably said “Hey bro, would you be interested in buying some raffle tickets because I’ve got some raffle tickets that we’re selling and it’s for a good cause etcetera”. What they found was, they found that there was a 3 times higher up take rate of people buying more raffle tickets if they were given the can of coke first. You look at that and you go it’s that law of ‘give first to receive’ and that is exactly what you’re taking about there in regards to giving away something online. Have you heard that story before Rich?

Richard: Yeah, I’ve heard some really similar stories as well. I hear it time and time again, and everything, I think it comes down to being grateful and giving and receiving and it’s a universe law. Everybody has read this, the power of The Secret, it’s really universal and it does work. It really does work in the smallest of ways. You’ve got to give and you will get, basically,

Brett: And I think something else important to touch on as well is to not go into it expecting something in return as well. That’s the key thing is not to have to expect that…

Richard: Aah, I think that the hard things as well, that most people, you know, consistently have got to always slap our self and say “look, I don’t expect anything in return” that’s the hard thing that most people are…probably get their head around. That’s the tough thing, you’ve got to give, and you’ve got to give.

Brett: An example that I’d use there is you go out with a bunch of friends and “I’ll get dinner” or, “No I’ll get breakfast this time, no worries”, and it almost…and I’ll put my hand up…sometimes it’s almost like “aah it must be their turn” or its an ever evolving thing and guys out there and a lot of girls as well be out there, relate to this one. You go out at night, you go out to town and you go and buy a drink and then someone buys you a drink and you feel obliged that you need to buy them a drink back. That’s the law working there. And I guess I want to just touch upon there quickly the point that you made about becoming a celebrity almost and that’s exactly what it is about. When you’re on Youtube, whether you like it or not, if you’re on YouTube and you put a video up of yourself if someone walks down the street and they see you, they will see you as a…whether it be a D-grade celebrity or whatever. They’ll see you as a higher person than they would have if they had never seen you in a video. Now how I relate to that is example, I worked down this year at a fitness convention in Sydney and we had hundreds of girls come up to us and wanting to meet us because they’d seen us online and they’d been receiving our e-mails, e-mail videos, an d a lot of it you could say, it feels like ‘m meeting a celebrity. Now, the purpose behind that, that I’m just a normal dude. We’re just normal people. We’re out there having a go, and that’s exactly how you create raving fans, just like that. Just wanted to touch on…

Richard: Oh yeah, people who will find you anywhere, you know the thing is most won’t come up and say “Hello” but they’ll definitely will know that, that’s for sure.

Brett: Well let’s look at your example back at ‘The date with destiny’ with Steven. You didn’t know Steven from a bar of soap but I’d almost guarantee and I’d bet my left nut on it, if you’d been watching him online for the past 2 or 3 years videos, this and that. When you met him you would have felt star struck.

Richard: Ya, 100%, of course. It’s like that. It’s even like that when people are watching TV and they see that person, you know one person watches it, they adore, or they go “ah, that’s that person” and the other person goes “ah, whatever”. He doesn’t necessarily mean anything to him. So yeah, definitely.

Brett: It’s always that way and I think it’s always going to continue to be that way and you can…the good thing about it is you can put yourself out there in any sort of show, reality show and it’s like that opening door. It gives you a chance, at the same time you’ve got to have a backing product, and that’s what I was getting to as well. Make sure, if you’re going to get out there have a backend product, to make sure that when you do go out there and people see you and you’re giving away free stuff. You’re eventually going to have a product that can bring you revenue when people do want to come back and connect with you then.

Richard: Exactly. It’s like going through the client journey and basically what you’re doing, is you’re having, if you imagine the client journey as a chain, if you’ve got a front end where you’re offering something for free and then all of a sudden you don’t have another offer. What you’re doing is you’ve got a broken link in the chain but in reality what you’re doing is you’re actually causing a disservice to this customer because at the end of the day we all want to be sold on something that we feel is  going to be good for us. We like to be taken on journeys and if…whenever you see a great marketing strategy and for some reason you’re online and you’re checking something out. I’ll use the example, the other night I was about 22:15 and I was lying in bed and I just for some reason I clicked into my e-mail because I was excepting an e-mail for someone and I looked at it and I actually got distracted by this other e-mail. I was looking through it, read the other e-mail, going through, and then I watched a 15 minute video and then I was taken to another video and the next thing I know; I spent $200 on a product. It was an amazing journey. You know if that product wasn’t available that person would have been doing me a disservice because I wanted more. I was left wanting more and it’s just like it when I say a prospect actually expresses interest in your fitness business. With our ‘Fit Chick’ locations for example, we have a 24 hour policy. You need to call that person within 24 hours, because what’ they’ve done is put their head on for a minute. You know, you’re…they’re sitting there. They’ve expressed interest in coming and trying out your area or your business. They want to know what the next step is now. They don’t want to wait 2 to 3 days for the broken link in the chain. So like I said, it’s very important to have that backend strategy. So I couldn’t agree more with that.

Brett: so let’s change back here a little bit. I just want to ask you a question being a leader of the fitness industry. “Where do you see the fitness industry heading in the next 5 years?’

Richard: I think the fitness industry is going…I think it’s’ going different places and I think this…you know, I don’t know about, I think this, if anybody has ever travelled to places I think Australia has, the Australian fitness industry probably has so much fitness opportunities; gyms, personal trainers on every street corner I see here. Where I go to their places in different countries is not really like that. I think that this industry in Australia is very strong. People are becoming aware and it’s becoming more of a norm to be fit. Most definitely. So I think that it is going from strength to strength. Obviously there is going to be some changes. Still a very new industry remember. So it’s 30 years old possibly, if that. It’s a new industry so there’s going to be new growth to anybody who is in the fitness industry now. There’s only a few key players out there, I mean we are still very small. I do think there’s a lot of room for growth being a new industry. I think that obviously the trainers that are coming through, yeah there’s going to be a heap of trainers going through and yeah there’s going to be the good ones and the bad ones. But eventually the good ones will rise because when more people get educated, they would have continued to go those good ones. I think that we are getting more regulated all the time and it’s a good think. I think the fitness industry has strength, but I also think that people become smarter. These are things that we’ve got to now get a bit more serious as being business owners and making sure that you can’t just be a sloppy trainer expecting to keep a client for live. You have got to get a result and you’ve got to deliver…you’ve got have a really good result and service as well. I think there’s a lot of people out there listening to podcasts like this and that’s learning and has business place, and they’re the one that is going to be getting more and more spaces and more presence out there so you’ve got to remember there is going to be competition, but competition is a good think. As long as the trainers stay strong and actually stay educated I think it’s very different.

Brett: excellent, so excellent. Thanks for sharing that buddy. So I guess to just touch on that as well with regards to, like you said, the good ones will prevail, or the good trainers will rise about the rest. I guess if we just want to add that, the good trainers who understand marketing will rise above the rest.

[Laughter]

Richard: Yeah 100%.100% and I think, you can have the best, biggest biceps and triceps, but as I said before people need to know how you made those biceps and triceps. How that marketing has come about. Most definitely.

Brett: Yeah, great. So look we’re coming up to the end of our time. I’ve got one more question for you. It’s something that I’m a real big fan of these types of things and Id like to ask you, what’s one of your favourite analogies?

Richard: My favourite analogy. I guess my favourite analogy is, aah there’s a few quotes and analogies out there.  I think it would be…

Brett; Tough question to think about there isn’t it?

Richard: I think it’s like, people say ‘the grass is greener on the other side’ and it’s always been…I’ve used that analogy for a lot of times over the years. The problem is I think that it’s the wrong analogy a little bit. I think the right one is ‘the grass is greener where you water it’ and I’ve been in many situations where you think this guy is doing it better or that company is bigger or this and that. You know, comparing yourself to places that you should be at the moment or other people that’s doing it. You’re actually doing a disheart to yourself and your pride and who you are. I think everybody is on their own journey and it’s important to realise that nobody is on that journey except you. Yeah that person may take that journey efficiently but your journey is very personal and it’s important to make sure that if you are taking the journey. If you’re here and not there, well, be the best you can be right here and give this love and give this care and give yourself self-love where you’re at the moment because otherwise you’re not going to get or experience being on the other side of the grass because you’re never going to get there if you don’t actually give it an effort, and give it some work. If you sort of want to get…if you’re in the phase and want to get…you see the grass over there and you want to get over. Well you’ve got to first water and make effort on this grass so that you can get over there. Otherwise you’ll never get over there and you think about it…the analogy of the moment I’d say.

Richard: I love it. I love it.

Richard: but I think to add to that, there’s this really cool website called ‘the universe’ don’t know if anybody has heard of it but I haven’t joined it, my wife has joined it. What happens is you put your name in there, your name ‘Richard’ what time and day you want to see me, that thing. What happens then, like I’m not joined as I said but every time it comes it goes  “Dear Joey, you are magical. You’re going into amazing times ahead” and the way its written it’s sort of talking about…its really individualised obviously, with auto-responders, but I always like to read it out if we’re at home at night or something and I’ll see mostly updates, but it’s just the way that’s its written I’m like ah, it always means something at that time in your life because analogy it has more meaning at a certain time if you’re going through something and it’s called ‘The Universe’ google it. It’s a simple thing…

Brett: I’m going to google it now, you say ‘The Universe’ isn’t it?

Richard: It’s not…you can check it online…it’s not selling you things. It’s coming up with the actual universe, as you would expect. I’ll make sure I get the link and then you can put it on the Podcast….

Brett: yeah, we’ll do that.

Richard: I’ll definitely get a link and I will ask what it is. It’s got quotes and something. It’s just a really cool way to give yourself a bit of…get a bit of goodness. Because I think that everybody needs a bit of goodness all the time. At the moment that’s what it is. But it always changes, same as the quotes, they always change don’t they all the time, your favourite quotes and things like that.

Brett: actually I love that analogy ‘the grass is always greener’. The thing is we all start off with a seed and the more you water it, the more grass you have. The more grass you have the more land you have. The more land you have, the more ability to build on that land and reach more people etcetera.  Love it. I’ve written that one down, and I’ll be keeping that and using that. Thank you very much.

Richard: Yeah, so you get that.

Brett: Well I guess we’re at that time mate where you have to go and water your grass and I’ve got to go and water my grass now. But, for all our listeners, I know that I put you on the spot a little bit earlier about looking g at a good deal for our trainers here to get registered on your personal trainer database, that can help them get some clients and so forth. So, what we will do, we will put a link on this particular podcast. So I’d, if you’re listening on iTunes, you’ll need to go to fiitprofessional.com.au and click on podcasts, and you’ll be able to see the episode that says ‘Richard Marc’. But, if anyone else wants to find out anything about you, follow you etcetera. Where can they find out more about you?

Richard: I guess the best place they can follow is, they can get me on Facebook. I’m not active at the moment because I’ve got my head down, but I’m always on Facebook, I’m always checking it. It’s just Richard Marc, or Richard Marc. Find me there and I’ve actually, I’ve got to tell you, each show I do, I got you last time in it, and it cause getting more they can check out some episodes there and you can always sort of see my personality there. Connect through Facebook is probably the best way I’d say. If you want to get direct, it’s probably the easiest way I’ll take action if you want to chat and do something like that. That’s probably the best way. I’ve got websites, obviously you can go to you can go to…I’ve got an online marketing company as well which is completeonlinemarketing.com.au and they’re probably he best places to go so we deal with different things and different strategies and things like that. You can check out that, but yeah, probably getting the best one you can check out a whole heap of people and check out me and got some contact information there as well, Facebook and things like that. As I said Brett, just google me, I’m all over the web. I’ve left my footprints everywhere.

Brett: I hope there’s no photos of you back in the day in your spandex and belt bag, that’s all I can say.

Brett: well thank you once again Richard. Thanks again for taking the time out. I know you’re a terribly busy man. Got a lot on. But I know there’s a heap of gross information you shared here today and I know you’ll get a lot of listeners going to take action right now and go…

Richard: About that offer you said, back to that offer you said Brett. What I can do for your listeners, these personal trainers, what we can do is we can do a 30 day free offer for everybody. Not that you can do that on the website, so I’ll put a link in there so basically you just want to send an e-mail to admin@meetyour.com.au just basically if you could put your name, Fiit Professionals and Brett Campbell in the header and we will know that it’s come from this and Nick, who looks after that division can make sure that he sign you up and get you on the site, and make you look good online. You can actually see the benefits of having a good profile. 1 for branding, 2 for SEO and 3 obviously getting leads for 30 days for free, no credit card required. Just pretty much you can see, you know, be good to yourself and actually try the methods out that we are talking about which honestly, the ones who do try are the ones that get the results. So I would love to do that as a gift to you guys.

Brett: Excellent, look, very much appreciated and if you’re a listener and you haven’t already written down that e-mail…rewind that and get it. You need to take action on this, this is the guy who has had massive amounts of experience in the industry now offering you something for free to go jump on onboard and go and see, try it out and see if you like it. See if you get a response. I know past coaching clients of mine who have tired this before and using it and have got clients from it, so definitely got my backing there. So I’ll put information underneath this podcast with the direct link so you can take action on that. So once again, thank you Richard again for your time mate. Go on and enjoy your weekend, and we’ll be talking very soon!

Richard: Great. Thanks guys, thank you Brett. I appreciate the time and I appreciate the listening.

Brett: Take care, bye!

 

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 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.

He even provides you with an amazing opportunity that I would highly encourage you to take – its FREE
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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 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.