Personal Trainer Marketing Domination

Promote Your Clients Self Esteem to Increase Retention

 

Let’s just take the other one really quickly here. So we’ll take one more here.

“Love your life now while waiting until you look a certain way.”

So when your clients come to you, what is it about their life that they want to love now?

So let’s wrap this up, right? If you were looking at this, what would be – and I know we’re putting you on the spot, so it doesn’t have to be 100%. Let’s brainstorm together.

If all of you were looking at these things and obviously, we want to focus on shining the spotlight on the client and we want to help these women aged 20-50 years old (for now, let’s stick with women), they’re working, they have kids, they’re in a relationship, they have little time, if we were to shine the spotlight on them, what would be the biggest challenge or problem that they’re facing right now? What would that be?

And if they take care of themselves, Christine, that’s great, by the way. I mean, they’re taking care of themselves, what would they want? If I say to myself ‘taking care of myself’, would that mean fitting in a smaller dress, looking healthier, going on a vacation? What would the representation of taking care of myself be?

So when your clients come to you, what do they come to you for more of? What is the physical thing that they come to you and say, “Okay, I’m going to work with you. I’m going to coach with you online. I’m going to work with you offline. I’m going to come in. When I do this thing with you, I’m going to feel better about myself. I lose 20 lbs., I’m going to feel better about myself. I’m going to look sexy in a bikini. I’m going to feel better about myself. This is the thing that I want for myself and I want it right now” because now I’m going to spotlight on them again, right?

Shining the spotlight on them and they want a certain thing, what is the thing that they want that will make them feel really good about themselves? All the fears that you’re living with kind of comes out and that’s the reason for why. It’s a representation of working hard, not working out, taking care of everyone else’s needs before your own needs. And it’s all that frustration that builds up in people, right? Where is the physical representation of that? Every time they see that, all these fears come up for them.

So this is good. So if we know they want to lose weight and the symbol of that is every time they look in the mirror or they put on a dress, it’s not who they are. It’s not their true self and who they really want to be.

So if that’s the biggest problem, how can we help create a message to overcome that problem for them? So step one is using the problem, right? Step two is almost adding to that, “Why can’t they do it right now?”

Let’s just play around with this. They want to lose 20 lbs. because every time they look in the mirror or they put on that dress, they see all the flab that they absolutely don’t want anymore. It’s enough. They want to get rid of it because it represents so many things in their life that they want to get rid of, all that baggage they’re carrying around. Why can’t they get there right now?

The biggest reason why is because they’re scared to give up everything that they’re going right now like you said in the beginning of the call, ‘I don’t want to eat less. I feel cranky. I wanted to have an extra glass of wine, extra food. You know what? The alarm is going to up at six o’clock, but damn it! I’m going to put it on snooze for now for 20 minutes. There’s no way I’m going to get up.”

The biggest fear is actually not time. It’s giving up the habits. It’s like going to McDonald’s and still eating something healthy in McDonald’s. That’s what they want to do. Unfortunately, that’s how we’re brought up.

So the first component is I want to lose weight, how to lose 20 lbs. a week and still look sexy in front of a mirror and put on the dress you’ve always dreamed of. So that’s kind of like the idea behind it.

The reason they don’t want to do it (which Christine absolutely nailed) is they don’t want to change. They do not want to give up. And what is the no. 1 thing they don’t want to give up? That’s why they’re coming to you because you’re a miracle worker, right? They think, “I’m not giving it up” and they’re going to get the result, right?

But we’re not fighting that right now. So this is very important. We’re not going to say, “No, you can’t give any of that stuff up.” We’re not lying to them. When they come and coach with us, we’re going to get them there, but you can’t go directly in conflict and say, “No, we want you to give up these things,” right?

And then the third piece of this message, your message is what? What are you going to do to help them? But you’re not going to say, “Hey, I’m going to work with you for 30 minutes and make you strong again.” That’s too obvious. That is not having empathy for them. That is just shining the spotlight on you. Are you with me? You’re taking the spotlight off of them and you put the spotlight back on you.

Now, this is a very difficult concept so play with me. How can you say, “Here’s what I can help you with” by shining the spotlight on them?

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Where Do Your Prime Clients Live?

 

Let’s take this piece by piece. The first thing is, what I hear you say is that the targeting was not right, the zip code targeting piece. I kind of like that although it’s a bad thing that you don’t have the right client, but at least we know the right zip codes that you want to target right now and who you want to target. So you gave that information over to Sarah, right?

Are you comfortable that right now, you kind of know which zip codes or areas that is your prime clients and these zip codes that you’re going to work with?

There’s two things you told me on the call. You told me that you had two people call back that already filled out the form. You said those were proactive clients and kind of like your ideal client.

Awesome! I want to try a new set of ads too here. That’s what I’m getting to here now that we’ve got some good data. Sarah, I don’t know whether this may work, but help me out here with Guprit’s help, targeting working women.

Maybe run two ads – and Guprit, tell me if this makes sense.

[female]: I think it’s possible.

Working women with their first child versus working women that have a second or third child on their way? Perfect! So you’ve got working women and we’ve got grandparents. Let’s try two groups – 24 to 36 and then maybe 24 to 40.

Let’s talk about the other ad very quickly, the grandparents. So here, we’re usually targeting what? People over 60 or over 50? So we’re doing people over 50, the grandparents. We know we want to give it as a gift. I know that. That’s obvious. Is it because it’s the first child?

I think we got too god at – those are much more targeted.

The other thing you want to do, Sarah is when you have the grandparents, we obviously want to target a certain economic profile too, right?  Here’s the thing. We tried a big audience. What I want to do is get a narrow audience for the next two weeks.

And Guprit, correct me if I’m wrong. If we can show the ad to 200 people that’s really targeted, I think it’ll help us much more than showing it to 20,000 people and getting like the general people signing up.

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How Can You Close One Person Per Day?

 

The second story we’re going to talk about is your story. If you look here, how are you doing this thing? If you look here, people could look at it and say, “Wow! This is a fun, hip place to be at. These people are crawling, they’re doing this, they’re doing that… this is what my product…”

If you have an information product, you start sharing information about what it is you do to get results, how can you help them, you deal with the mindset, “Hey, here’s a mindset tip.” You’re giving them an experience of what it would be like when you work with them.

I don’t know if you know this. I’m not saying anything new. I’m just doing a quick recap for you. The more fun the pictures, the workouts, the most important thing here is you need to tag this.

If you look at this little post here, you’ll notice, Dustin has about 3500 people on this page. He hasn’t promoted this page. He didn’t promote this post. He definitely promoted that post. But if you look in this post, it’s like 1,400. Almost 30% on this page actually saw it.

Why? Number one, it’s fun thing. They can see people working out. Number two, he went and tagged his existing clients. They’re having a bit of fun. And eventually, 23 people liked it. Some people had some comments.

These are the kinds of post that creates engagement.

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The Best Content For Facebook Promotions: Transformation Stories

 

So very simply, we’re going to start posting content on our Facebook page. The kind of content of we’re going to post is the results. “I have worked with someone and this is how they’ve actually transformed.” So that’s one piece of content you can send out every week.

Why is that so important? I want you to get really good at this. What you’re doing is you’re telling a story. If I say, “Hey, Samantha, I’ve worked with Sarah and Sarah went from 20 lbs. to 10 lbs. and I put that up on Facebook,” is that exciting and compelling?

How can we even make it more exciting and compelling? If Sarah dropped 30 lbs., that’s good because people could start connecting with you and seeing what you’re doing.

But here’s what’s even more important. If I can tell a little story about Sarah, Sarah came in and she was struggling. She was working long hours, she had kids, she was frustrated and she couldn't make the breakthrough she was looking for. We went through this programs and boom! Sarah dropped this.”

All of a sudden, the client can see themselves in the message. Are you with me?

The message doesn’t have to be ten pages. It can be three lines. Tell a story about how that person was when they came to you and how they lost weight. When people see that, they immediately say, “Hey, I have those same needs. I’m actually Sarah and I’m looking to get fit like her… boom, boom, boom…” and then they start connecting with the story a little better.

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Fat To Fab: Get Clients Excited With Contests

 

Your homework for next week is you’re going to finish up ten more people. Your goal is to get rejected by ten more people. You’re not looking for sales, you’re just looking to get rejected by ten more people, “Just come to my workshop. I’ve got this awesome workshop. I prepared for it. You’re going to get all these value. It’s $25. I really want you there because it’ll make a difference in your life.” I want you to make them an offer and I want you to get rejected. 

So your goal now is to do ten a week, ten rejections a week for the next month. Make sure you get rejected. Stop closing. I don’t know why you’re closing two more people. What’s wrong with you? I want you to get rejected.

[female]: I wanted to, but they say, “Hey…”

If they say they’ll pay you, don’t take the money. Don’t listen to me, take the money. But I want you to go and get rejected ten more times next week – ten, new people you haven’t spoken to.

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Personal Trainers - Indirect Offers Vs. Direct Offers

 

You almost need to position it like, “Hey, you know what? You’re doing this Flab to Fab Transformation program starting at the end of the month.” Now, the problem with it is it’s too long. You know what I mean? So maybe like, “Oh yeah, sure. I’ll come back at the end of March” or, “Oh, I’m not fit and I’m not in shape and I don’t want to do it. I’m a little worried.”

So what you say is, “Hey, I’m doing Flab to Fab at the end of March. It’s a 3-month thing. It’s $127 a month. It will completely transform you before the summer comes around.”

“Here’s the thing. if you haven’t worked out before or if you haven’t got anything, you’re almost doing…” – you know this Groupon thing? It’s like the pre-Flab to Fab. It’s like getting you back into shape again, so when Flab to Fab starts, you can run really hard with it.

So what I would almost do is get people in now before Flab to Fab starts and say, “Hey, you know what? Come in, it’ll be like $27 a month. Let’s get you started and let’s get you active and going again and getting into shape, so when Flab to Fab kicks off, you’re totally going to kill it.”

Even while the Groupon classes are going on or one of your current bootcamp classes, you’ll start getting members and start pulling members into your class right now.

So here’s what I suggest you do, get a hold of Sarah for the Flab to Fab ads. Write your ads and send them to Sarah and get Sarah to start promoting those ads for you on your Facebook account.

The other thing I would do is I would spend at least half an hour today posting at least two posts today. And if I were you, I would actively reach out on Facebook to people. Just start reaching out to people on Facebook.

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Personal Trainers - Indirect Offers Vs. Direct Offers

 

Now, think back to your business. I don’t want you to give me a generic answer. This is going to be a little bit of a challenge, a pop quiz here. So now, I ask you with this great plan to create a long form sales copy and create a short form sales copy and build the thing up on Lead Pages. It’s nothing like if you guys got nothing else to do.

Now, I want you to think to your business now. What can we put on these lead pages that’s kind of slightly direct from the sales page, but has the same offer? Why are we doing this?

One thing could be fear. They target, pushing their buttons. So instead of us creating a whole new web page again, we can talk about, “Hey, you know what? If you want to see your curves again that you haven’t seen in the last three months because you were hibernating in winter, check out our 30-day program.” So you don’t have to create a whole new sales page for that.

Or you could say, “If your husband says that you put on some extra weight and you want to take action,” which is kind of sensitive, “here’s your chance to get it done” kind of thing.

So we’re tapping into the psychology of two different people. That’s a good one, right?

Now, why is that important? Because men will buy differently than women. So if you’re targeting men, you may want to have a separate lead page offer because if you tell women, “Hey, come to my gym to look more attractive to your husband,” that’s not going to motivate them to come because women think differently than men do.

But if you tell a guy, “Hey, I’ve got a challenge for you, 30 lbs. in 20 days,” guys are all in for challenges. You can’t tell a guy, “Hey! You know what? Why don’t come so you look better,” he’s like, “Who cares? I want to drink beer and sit on the couch.” But if you tell him, “Hey, dude, you need to lose some weight. How about I throw out a challenge to you?”, they’re like, “Oh, yeah. Where do I do the challenge?”

Women on the other hand, “Come in and work out because your husband says you need to lose some weight,” they’re going to get offended by that message, right? For them, it’s about love, caring and nurturing. So the psychology is very different.

So for a woman, it could be how to get more energy to do the things you want to or how to look great and sexy again like you were when you were in college or something like that.

So what we’re trying to do here with the lead pages is first, we’re testing demographics. And the demographic could be male versus female. The demographic could be (like in Guprit’s case), someone who’s in the first trimester versus someone who’s in the third trimester – very different mindset of why they’re going to go and do something. I’m using the word ‘demographics’, but I’m trying to show you how we can place this. So demographics is one of them.

Number two is psychographics, depending on where you are, when will you take action. So, someone in the first trimester versus the third trimester, very different psychology. In the weight loss niche, someone who wants to lose 30 lbs. versus someone who wants to lose the last 10 lbs. of fat, very different psychology.

So instead of me writing an entire sales page for this, you don’t have the ability to do that. We have one offer, “Hey! Come and work out for 30 days” or “Come to my photography class,” I can put up a lead page and say, “Hey, you want to lose the last 10 lbs.? You’ve been working out. You’ve been trying desperately. I know you’ve done that. Here’s a technique. I’ve got this 30-day throw down challenge,” boom! “Sign up for it” and you take them directly to the sales offer. Can you see the difference?

What the lead pages does is it allows us to target the headline, the psychographics and demographics very quickly for the same offer without us creating new sales pages all the time. And now, we can go and test these things. If we have one, duplicating it and changing the headline and a few bullet points is really easy. Now, we’ve got a system.

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What Does A Good Facebook Ad Look Like?

 

So if you can see my screen, what I want to show you very quickly is spend some time today on ads. So what we’ve done so far is all of you have landing pages where people could come and sign up for the programs that you’re running. So that’s really good news. So we started building the sales funnel.

What I want to do today is spend a little bit of time on the type of ads that we’re going to run to the sales funnel. Now, I know you already created ads and that’s fine, but I want to recap what we spoke about I think October or November last year. I think it’s an important discussion because it’s going to help us get where we need to.

Okay, so here’s my buddy, Dustin. If I click over here, Dustin ran the Flab to Fab Transformation program. I think some of you have seen it, some of you may have not seen it, but still, it’d be fun.

Basically, the Flab to Fab Transformation program is a group training program. It’s almost like a bootcamp program. So he ran this and he had over – I think about a hundred people come and join him for this program. He had mainly from just existing clients and directly out of Facebook.

Now here’s why I’m showing you this thing. The reason why I’m showing you this is I want you to pay careful attention to the ads on Facebook and how we’re going to run them.

The first one, very simple, what I don’t want you to get too caught into is that when we’re building the sales cycle, you’re going to have a sales page or the opt-in page or lead pages. The problem is that we can spend a lot of time on those opt-in pages and lead pages and never get any work done or the offer may not be right or things may not be going too well. That’s okay.

So what we want to do here is show you that the most important starting point – in my opinion, even more important than the offer – is what we actually run on Facebook and that is the ad itself.

If you notice here, I’m going to call it type 1 ad. This is the first type of ad Dustin has. Now, what I’m going to encourage you to do is to create ads similar to this for the offer you promoted because this thing works and it works like crazy.

So the first one is he’s got here is he ran this in January 28, “Few spaces remain for our 12-week Flab to Fab Transformation Challenge.”

How this works? Boom! He’s given an awesome offer here. “I’ll pay you back $1 for every pound you lose and the winner gets $500.” He takes them straight to their landing page or he gives them the email address and they sign up.

The cool thing about this thing is the actual image itself. The image is the most important thing that you want to get people to click and take action. He sends them straight basically to this page here, which is his sales page. He’s taking them straight to his sales page.

Now, if you look at this post here (I don’t know if you can see that), organic reach is 876, paid reach is 11,240. So from this post, 92% of the people that saw this post came from what we call promoted post ads. Nothing new here. And all the promoted post ads are – let’s just look at some of the comments in here. Some people had said, “I wish I can afford it. I’m going to see if it fits my budget.” This program is pretty expensive. “I’d love to be… on vacation.” Anyway, there’s engagement on this post and he’s done really well with it.

So the promoter post ad – remember, to recap again. There’s different types of promoted post ads. One promoted post ad goes directly to the people that liked your page – very targeted audience, sometimes it’s a little cheaper to advertise this way.

And the reason I’m recapping this is because the devil actually is in the details. I don’t know if you’ve ever heard that expression again before. The way to get leads is not just putting this stuff up. It’s paying careful attention to the details of what’s going on because these things works.

So what he’s done is he’s run three separate ads, not one ad here. So this is one post. This is one post. But when you go to your ‘create an ad’ section, there’s three different types of ads for this one post. So the first one is I’ll send it to people that liked this page because those people, I’ve been interacting, they know about me. Chances are, they may take action first.

The second type of people are, these people that have not liked the page or are not consumers of this page. So it’s very simple. You can take everyone that’s not a fan of this page and then you put the right demographics for both of them. What’s your age group, the demographics, the kind of people that are working out, et cetera, et cetera. So that’s the second type of advertising.

The third way you can actually run this is is what we call – I think it’s a dark post. So you connect from on here, you’re just getting more reach for the correct type of target and you don’t have to annoy your clients all the time. Hey, you’re posting this thing, you’ve got ads running and all of your fans get to see the same post over and over and over and over. You don’t have to do that. I think it’s called in ‘unpublished post’ on Facebook land. Let’s just call it a dark post I think for now.

So can you see the three different ways of advertising? And look at the cool thing about this. We’re making two types of offers here. This is a straight-up sales post. This is not, “Come, sign up, this, that,” whatever. It’s a straight up sales post, “Go here… sign up… email me... let’s take some action,” right?

So why am I telling you this? Okay, so firstly, I want this type of post for your page, your landing page that you’re creating. Whatever the offer is, do this kind of post. It’s going to work. Some people, they’re going to look at it, they’re going to see it and they’re definitely going to take action with you.

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Step-By-Step Guide To Creating A Facebook Post

 

So what we want to do here then is create a post around that. So what you do is you’re teasing them. You’re not just telling them, “Hey, come to this workshop.” You could say, “Hey, do you know that most pregnant women in the first ten days after giving birth, they feel so self-conscious about themselves that they do not want to actually take a picture, but you’re missing out on this precious moments.”

“Here’s why you actually do not want to take the picture.” You can say, “Number one, you feel self-conscious. Number two, you don’t have the tools to take the picture or you take the picture in the” – how can I say it? “…in dark light versus in a lighted area.”

Give them some juicy tips that they get some information from. You know what I’m trying to say? Like something they won’t necessarily think of.

And say, “By the way, when you come to the workshop, this is what we’re going to teach you. You know what? You can do this on your own and this is how you do it, but when you come to workshop, I’m going to show you specific how to get the best lighting on the baby, on yourself to highlight the areas, blah-blah-blah-blah…”

So what we’re doing here is we’re not selling here. We’re saying, “Hey, you’re making these mistakes. By the way, I’m going to show you…” – and you teach them right there about how to overcome the mistakes and say, “By the way, this is one thing we’re going to be sharing with you in the workshop. When you come to the workshop, there’s five more things you need to do to take the best pictures ever.” Are you with me?

What I’m trying to get you to is we’re trying to give them informational post, but the informational post is not just an informational post. It’s so juicy that they’re learning something and they’re like, “Whoa! If this is the kind of thing you’re sharing with us, I have to go and attend the workshop because I want to learn more what else you’ve got going.” The trick is just take your best tip and share one best tip.

And again, the goal here is to do three things. You advertise to your fans, you advertise to your non-fans and then maybe you create a dark post and advertise to a broader reach or a broader audience, so you don’t annoy your current fans all the time. So there’s three specific ways you’re actually promoting that post.

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Constructing A Sales Pipeline

 

Here’s the first goal. I know you’re doing the seasonal challenge, but I’m going to need your help to do this. And remember, this is only going to be about like a week’s worth of work and then after that, it’s going to run smoothly. You’re not going to be sitting and every month, running around doing different programs and coming in and being all stressed out and doing stuff like that. We’re going to build the sales pipeline with me.

If you want to push back, good. Let’s have a separate discussion after this call. You’ve got my cell phone number, you can call me any time, we’re going to follow up and you can push back. But I’m going to say right now as your coach here, I want the sales funnels built – not a Groupon sales funnel. Groupon sales funnel is nice to have, but we’re going to build a sales funnel for you to get leads coming in.

This is the number one priority. This is how I get paid every month, how you get paid every month, your bread and butter work. We’re not going to rely on anything else besides getting leads every single week to your business irrespective of your business.

So I really want you to focus on that. I know there’s going to be a hundred  different things that’s going to push you away in all different directions. But this is the one thing, only one question we’re going to ask at the end of the month, that you have leads coming in every single week. What is that thing? Right now, here, I want you to think about this.

Write if you were to make an offer to get someone in and I’m assuming your core service –Guprit, you have this already and we’re having this consultation with you, so we know where we’re going with you, but everyone else, if you were to make a core offer right now or your bootcamp services, whether it’s your existing gym or the new place/location you want to fill up, what is that core offer you want to make?

What we want to do is we want to build the landing lead pages for that, which we’ll do for you. We’ll build the ads and we’ll send ads to those lead pages. Every single day, we have people coming. 

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