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 5 – The One With John Romaniello

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

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

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

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

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

Enjoy

 

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The One With The Brookanator

Transcript of EPISODE 3:

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

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

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

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

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

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

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

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

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

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

Brett: We want the full story mate.

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

Brett: hahaha (laughter)

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

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

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

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

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

Brett:  (laughter)

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

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

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

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

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

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

John:  Yeah…you could

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

John:  Yeah….absolutely

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

John:  What specifically are you talking about?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Brett:  (laughter)

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

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

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

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

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

Brett:   (laughter) ….You passed

John:  Yeah

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Brett:  Are you going on the bachelor…

John:  I didn’t understand….

Brett:  On the bachelor….(laughter)

John:  I am sorry

Brett:  Hey…Are you going on the Bachelor?

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

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

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

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

John:  Ah…ah…something else

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

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

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

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

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

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

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

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

Brett:  (laughter)

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

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

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

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

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

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

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

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

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

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

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

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

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

Brett:  Excellent….See you brother

 

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

In this episode Brett interviews Industry Expert Paul Timms.

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

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

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

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

This is a MUST Listen.

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The One With Paul Timms (Industry Transformer)

Transcript of EPISODE 4:

Introduction

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

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

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

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

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

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

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

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

Brett:  Yep.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Paul:  Yeah.

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

Paul:  Well, when I…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Brett:  They’re definitely entrepreneurs.

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

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

Paul:  Yeah.

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

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

Brett:  Yeah, that’s right.

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

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

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

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

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

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

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

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

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

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

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

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

Brett:  Yeah.

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

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

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

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

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

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

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

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

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

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

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

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

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

Paul:  Just Google me.

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

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

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

Paul:  Thank you Brett. Bye.