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Fitness Marketing Made Simple – Deepest Or Cheapest?

Posted by on Jun 19, 2013 in Mastery Mindset | 0 comments

Fitness Marketing Made Simple – Deepest Or Cheapest?

Fitness marketing isn’t as complex as many people would have you believe. Like I’ve said numerous times, it all lies in the stories we tell about our businesses and, when it comes down to it, there are really only 2 stories to share. All others are merely offshoots of these 2.   Story 1 is what I call ‘Deepest’. It’s about the depths you’ll dig to find the answers to your clients’ struggles and suffering. The ‘extra mile’ aspects that demonstrate that you really and truly care about them in ways that few others do. It’s the story of how you’ll leave no stone unturned, find no task too big and no request for help too much for you to serve. It’s the story of ‘I understand you, your fears, your frustrations and your dreams and desires and I’m here to make sure that the fears and frustrations disappear and that the dreams and desires become reality for you’. It’s a great story. A story that makes you stand out from everyone else to make you, quite literally, outstanding and take you outside of the competitive arena.   Story 2 is called ‘Cheapest’.   Can you guess what this one is about? It’s about extending your reach, allowing more people into your circle of influence and saying ‘I happier serving more people less deeply’ and being content with the fact that you may never make the huge impact that those telling the story of Deep but that because of you, many, many more people will have their lives changed even in some small way. It’s neither good nor bad. It just is. But it DOES mean that you’re now in the competitive arena along with all of the other ‘Cheapest’ storytellers. It also means that the only way to truly stand out is to be THE cheapest which is not always the best for either your business or your personal energy. Serving a large volume of people for a small amount of money means that you have to work more and, of course, experience more fatigue and chance of burnout. But still, it’s a viable business model. Many businesses in different niches have reached billion dollar profits by being the cheapest so we know it works. But they tend to sell commodities, not services. They tend to sell things, not time and personal energy. I’m happiest with being the Deepest. It suits me, suits my nature and suits what I believe to be the role of a modern professional coach. It also suits my bank balance as the story of Deepest tends to earn far greater royalties for far less working hours. But you get to decide for yourself, are you going to be Deepest or Cheapest? Commit to one. Avoid the middle ground. It’s a grey wasteland where you’re neither one thing nor the other. Deepest or cheapest? You decide! Truth, joy and love   Dax   Dax Moy is one pretty strange dude. Part philosopher, part poet, part high-level health coach, part author, part presenter and part fitness business success coach and COMPLETELY bonkers and head over heels in love with the idea of making the fitness industry into a fitness PROFESSION. Join Dax’s Facebook group of other bonkers fitpros who are making a difference over today....

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Fitness Marketing Made Simple – “Nobody Does That!!”

Posted by on Jun 17, 2013 in Assess Your Business, Take Action! | 0 comments

Fitness Marketing Made Simple – “Nobody Does That!!”

One of the biggest problems with marketing a fitness business these days is that, well, EVERYBODY seems to be offering EXACTLY what you’re offering, right? I mean, sure, the fitness marketing Guru’s tell you that you’re supposed to create a Unique Selling Proposition (USP) for your business to make it stand out from your competitors but they always seem to forget that the word ‘unique’ means ‘one of a kind’ and that fitness businesses tend to be anything but one of a kind. After all, a pushup is a pushup is a pushup. A squat is a squat is a squat. Circuits are circuits, Tabata’s are Tabata’s and no sooner than a  kettlebell, an Indian club or a Vipr turns up on the scene to make your training just a little different (if not truly unique) does every man and his dog find out about it, attends the same course you did and now starts offering the exact same training protocols that you were using to make you ‘stand out’ from everyone else who was trying to get their hooks into your prospective clients. And the realms of your nutritional advice fare no better either. You decide that nutrition is more than calories in vs calories out and learn about metabolic typing and your competition does the same. You learn about fasting protocols and suddenly THEIR blogs are talking about the importance of fasting. You lean about hormone balancing and they too are biosignature and supplement experts almost before you can blink. And what about your Magnetic Marketing Message (MMM)? In all likelihood it fares no better. You offer ‘drop a dress size in 6 weeks’ and so does the bootcamp down the road. You cut it to 4 weeks and so do they. You add a money back guarantee and suddenly they become the areas ‘only results-guaranteed trainer/bootcamp/class’. It’s tough to stand out, isn’t it? For some people it’s bloody tough! I mean, if the key component out creating a successful business is, as the maketing experts all claim, to stand out from your competitors and everyone around you is essentially doing the same then how the hell are you supposed to stand out? I know all too well how tough it can be to keep the U in my Unique. After all, as a fitness business coach and mentor to students all around the world, I tend to share my very best ideas with my student to (usually) apply them very successfully to their own fitness businesses (which I’m over the moon about) and rendering my own approaches to my business no longer unique… well, kind of. The truth is, my own approach to my business is ALWAYS unique and ALWAYS pretty much untouchable in the marketing arena even if people are using EXACTLY what I’ve taught them to use. Why? Because my business is not built on trends and fads and popular methods, but rather it’s built around Three things that are almost impossible to copy and, even if they are, will be IMPOSSIBLE to carry off with any degree of success. What are these 3 things? 1. MY values system 2. MY personal purpose 3. MY Unique Delivery System (UDS)   My Unique Values System If you want to stand out as Unique then you’ve simply GOT to use...

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Fitness Marketing Showcase: How To Get New Clients From Your Local Fat Loss Competition

Posted by on Apr 10, 2013 in Mastery Mindset | 1 comment

Fitness Marketing Showcase: How To Get New Clients From Your Local Fat Loss Competition

How To Get New Clients From Your Local Fat Loss Competition   Wouldn’t it be great if you could pop along to your local fat loss competitors and nab a sackload of new fat loss clients direct from their businesses… with their permission? It’s not as far fetched as it sounds. In fact it’s pretty simple…   Well… waddayathink? How can YOU employ this simple strategy? If you already have then let me know how it worked for you… enquiring minds and all that   Dax Moy is one pretty strange dude. Part philosopher, part poet, part high-level health coach, part author, part presenter and part fitness business success coach and COMPLETELY bonkers and head over heels in love with the idea of making the fitness industry into a fitness PROFESSION. Join Dax’s Facebook group of other bonkers fitpros who are making a difference over today. You’ll LOVE the great community we’ve built there! Share The...

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Posted by on Feb 21, 2013 in Mastery Mindset | 0 comments

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Fitness Marketing Made Simple | Finding Your Unique Voice

Posted by on Jan 13, 2013 in Freedom, Mastery Mindset | 0 comments

Fitness Marketing Made Simple | Finding Your Unique Voice

Fitness Marketing Made Simple | Finding Your Unique Voice   Many personal trainers seem to struggle around this whole idea of bringing out their own uniqueness in their offerings. They seem to think it’s about reinventing the wheel or, harder still, inventing something that’s never existed before, EVER! But, you know, it’s just not that complicated and it’s certainly not that difficult to be unique… even when you’re doing stuff that others are already doing. Yes, you read that right. You can STILL be unique while using other people’s contributions as your inspiration… even if you copy them word for word! I know, ‘unique’ and ‘copy’ don’t seem to go together, right? But isn’t that what musicians do all the time when they cover other artists? They sing the same words, use a lot of the same chords yet are still able to make the music their own, and on some occassions, make it MORE popular than the original. If a musician can do this, why not you? Watch these guys to see how you can be an ‘original copy’ and TOTALLY unique! Wasn’t that awesome! Now, you don’t have to love Taylor Swift to completely appreciate what Walk Off The Earth did with their own cover. Exactly the same words as the original and yet somehow mesmerising, surprising, authentic and totally unique, right? What can’t YOU do that with YOUR fitness marketing and your fitness business? After all, we ALL talk about nutrition, exercise, lifestyle, hormones, goals etc so theres nothing truly new being said anymore, but HOW you say it is where your uniqueness comes through. In other words, it not the words themselves, it’s the VOICE you say them in. Find you voice my friends. That’s where the unique lives! To your success! Dax Moy Share The...

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The Six Simple Truths That Create Fitness Business Marketing Success… Or Failure!

Posted by on Dec 6, 2012 in Mastery Mindset | 1 comment

The Six Simple Truths That Create Fitness Business Marketing Success… Or Failure!

There isn’t a heck of a lot about fitness business marketing that’s really that tough. It seems that way at times, for sure, yet the truth is that when it seems tough to get results it’s because the wrong strategy is being used. If your clients want to get slimmer and lighter and yet they continue eating a poor quality and high quantity of food then they’ll never achieve their goal. They can talk about how tough it is, but the reality is that the strategy doesn’t match the desired outcome. Nothing more, nothing less. Fitness businesses operate from the same place. Struggling = wrong strategy being applied. Want to know some of the right strategies? They’re based around some simple marketing truths. Nothing too complicated, in fact they’re pretty simple yet most fitness professionals aren’t using them well at all. Mostly because they can’t deal with the truth about why their businesses are REALLY struggling. It’s not really what they want to hear. Do you? If you’re one of the few who can not only deal with the sometimes painful truth, but who also relishes the opportunity to learn from it then you’re in a GREAT place to adapt and change and grow. If not then… Let’s see if you CAN handle the truth about fitness business marketing   1.  In A Free Market, People Reward The Exceptional Sure, you can be an exceptional marketer, master your SEO, your PPC and web copywriting and generate some interest in your products and your business but sooner or later you have to deliver on your primary skillset of being a fitness professional. All the advertising and market in the world counts for squat if your service and the results you generate with your clients are not exceptional. Trouble is, most fitness professionals are ‘ok’ at what they do. They do a fair job of serving their clients and getting results but, sadly, few are truly exceptional which is why, of course, few are getting exceptional rewards. Want to know if your service is poor, ok, great or exceptional? Look at how you’re being rewarded. They’re in direct proportion. You may very well be good at what you do but are you GREAT? If you were you’d be receiving great results too. This may be tough to hear for some people but it’s true. If you’re not happy with the rewards you’re getting then pick your game up a few notches and see what happens.   2. Faced with an infinite amount of choices, people pick the market leader It’s true that being a market leader has a strong element of marketing associated with it but don’t for one minute think that marketing alone can put you on the top spot. It can’t and, even if it could, it wouldn’t be able to keep you there. Think Apple would sit at the top of the mp3 market if the iPod was crap? Think Rolls Royce would be at the top of the car market if it didn’t perform? The truth is, if you’re not truly worthy of the top spot, a great marketing campaign will just help you to fail faster. After all, more people will try your services and walk away disappointed than if you didn’t advertise at all. Remember that...

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Dax Moy Interviews Seth Godin About YOUR Fitness Business

Posted by on Dec 6, 2012 in Mastery Mindset | 2 comments

Dax Moy Interviews Seth Godin About YOUR Fitness Business

Unless you’ve had your head buried in the sands for the last few years, I’m certain you’ll have heard of Seth Godin. He’s the self-confessed marketing geek who’s been responsible for changing the way the world looks at marketing through some of the most highly insightful, impactful and bottom-line, result-producing marketing books of all time. <A HREF=”http://ws.amazon.co.uk/widgets/q?rt=tf_cw&ServiceVersion=20070822&MarketPlace=GB&ID=V20070822%2FGB%2Fwwwdaxmoptsco-21%2F8010%2F4677a016-ab31-4917-98d0-211cbcbdcfd0&Operation=NoScript”>Amazon.co.uk Widgets</A>In fact, Godin is in such high demand that he even presents to companies like Google and Amazon to teach them how to make a greater impact with their own marketing. So yes, he’s the real deal. He knows his stuff better than many of the super-high level marketing guys out there. Well, it just so happens that I’m a bit of a Godin geek myself, having read everything the man has written over the last few years (and benefitted greatly from it all) and have had it in the back of my mind to touch base with him and ask him about his marketing beliefs and how that may be of benefit the the personal training industry. So… I did! (This was back in 2008) And I was amazed that 5 minutes after I emailed him, he wrote back saying that he’d be pleased to answer a few questions for my readers. (See, if you don’t ask, you don’t get!) Now, Seth is pretty economical with his answers, he doesn’t waste time with ‘flowery stuff’ and gets right down to the ‘meat’ of the issue but nevertheless, his answers are, I’m sure you’ll agree, extremely insightful. See for yourself! (My own thoughts about Seths answers are AFTER his answers)   1. Seth, what is your definition of excellence? Excellence has little to do with quality or perfection, and everything to do with exceeding expectations. Dax: I’ve been talking about this for years! Godin is essentially talking about the need to create the experience for those you work with rather than solely focusing on results. Results are VERY important for sure, but it’s in the exceeding of the OVERALL expectations for the journey that the real magic happens. 2. Who have been the major influencers/mentors that have helped shape your own outlook and why? Zig Ziglar, Tom Peters, Guy Kawasaki, Jay Levinson, Neal Stephenson, Jeff Bezos, David Seuss, Dr. Seuss, Lenore Godin (my mom) and my dad, Bill Godin. Writers who told the truth and inspired, managers who pushed the edges and parents that understood both balance and what excellence really means. Dax: In the excellence module of the coaching program I run, I teach that your sphere of influence has a major impact upon your own concept of excellence… who’s in YOUR sphere? Does everyone there DESERVE to be there? 3. What are the last 3 books you read and what did you take away from them? I’ve been reading a lot of Max Barry… he’s funny and truthful and smart. I get a lot of out Ben and Jackie’s books. And I’m rereading some Pema Chodron right now, because she understands how to breathe. Dax: You know, one of the reasons I ask this question is from a truly selfish perspective. If I ask recognised experts what they’re reading and then I read the same, I’m building the same bank of knowledge as they are. Can’t hurt right? 4. As...

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How To Seth Godin Your Fitness Business

Posted by on Dec 6, 2012 in Mastery Mindset | 0 comments

How To Seth Godin Your Fitness Business

Seth Godin is a marketing genius! The guy just ‘gets’ building sustainable businesses without all the hype and over-the-top selling that most marketers seem to be so particularly fond of. Especially in the fitness industry where hype seems to be the order of the day more often than not. Fitnesspreneurs could learn a lot from Godin. I know I have! Some of the things that most stand out to me from Godin’s arsenal of heavy-duty relationship-building firepower are: 1. Give! The biggest barrier to most people’s desire to join your club, your camp or your client list or to buy your products is cost. Even a penny for some people is too much… until they get to know you. Give them the opportunity to find out what you’re about and they’ll gladly spend money, even obscene amounts of the stuff, with you. Yet if you only give of yourself to those who pay you FIRST, you’ll strangle your business to death. Give then give more! 2. Think outside the box Better than that, get rid of the box altogether! Do things in ways that no-one else is doing them. Charge more. Charge less. Charge nothing. I’m not necessarily suggesting you should be the cheapest (it’s not a model I personally enjoy) but could your business offer some lower priced ‘taster’ elements for example? Can you offer some ‘FREE’? Stretch the boundaries of ‘normal’ and make your own rules. Copycatting is not a good business plan! 3. Be Remarkable… For The Right Reasons! Thinking and acting outside of the box will make you remarkable for a while, but what kind of remarks are you actually getting? Different is good but not always better for your business. How can you be different AND better than the other fitness solutions your prospects are currently being offered? Figure that out and you’ll get people talking and, let’s be clear on this, conversation IS marketing! Think different first and foremost THEN ask “How can I make my difference better?” 4. Find the right words for your readers NOT the right readers for your words Writing what YOU want to say is NEVER as powerful and attractive as writing what your readers really want to hear. Sure, it’s important that you’re honest and genuine about who you are and what you’re about but people rarely line up to hear you pontificate from on high about what you feel is important. But they’ll come from miles around to hear you tell them what they most want to hear. That’s because people are interested in themselves NOT you. You’re just the tool to help them make themselves right about their own theories about fitness and fatloss. Sure, you can try to prove Seth wrong on this one but I’ve gotta warn you, you’ll fail. How many personal trainers do you know who are trying to PUSH their message out their yet getting nowhere? How many others seem to grow and retain their lists almost at will. The difference between the 2 is that the first is about their own agenda whilst the second is about the prospects’. 5. STOP selling yet Sell More! Selling should not even be in the vocabulary of a fitness professional. We’re not sales professionals after all. What we do is share our...

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Back In Time… What I Learned About Coaching, Life and Money Since 2008

Posted by on Dec 5, 2012 in Uncategorized | 2 comments

Back In Time… What I Learned About Coaching, Life and Money Since 2008

I was just looking through some old blog posts and came across this one from 2008 where I was making a case for clarity, for point-blank stating upfront and outright what our beliefs are so that both we and our readers understand just what we’re about… interesting to read it again with new eyes. Especially in light of how transparent my life has become since that time. I was already pretty easy with my thoughts and feelings but I can see this post as a pivotal point in my development. Read it and see what you think… ******************************************* 20th November 2008 I was thinking about beliefs yesterday for an article I’m writing. As I was thinking, I came to the sudden realisation that for REAL success to happen for any us it is important not only to be 100% crystal clear on our own beliefs (and to live them) but to share those beliefs with others whenever and wherever we can. After all, our success always lies in our interactions with others. If we want more money, better health, better relationships, greater education etc we rely on others to get it and, needless to say, those who share our beliefs are those who are most likely to help up achieve our goals. Funny though, few of us ever share our TRUE beliefs about… anything! Sure, we write, we youtube, we blog, we Twitter, we facebook, we Myspace and do all the other ‘real time sharing’ stuff but, well, what are we really sharing? We (myself included) are normally sharing ‘stuff’. Links to stuff mostly. Yet we never let people ‘in’ and allow them to know what we really believe. I think this is a BIG mistake and one that, instead of creating true connection with others, keeps us separate. And separateness keeps us struggling… no if’s, no but’s. Yet, how easy would it be to create a connection if you we just took the simple step of outright telling people upfront, in advance, as often as possible and in as many ways as we can what we are ‘about’. What we believe. Don’t you think that would change things? Just a little? I think it would. In fact, I think that the transparency I’m talking about would take practically ANYONE and make them immediately more attractive, more compelling and more successful. To put it simply, I believe that it’s easier to develop what marketers call ‘raving fans’ if we move away from a marketing message approach and move toward a transparent ‘what I believe’ statement. In fact, I’m going to prove it. First, I’m going to tell you EXACTLY what I believe and then I’m going to challenge YOU with an idea (read the end of this post for the challenge). So here goes. Here’s what I believe: (2008) I believe that the role of a health and fitness professional is one of the most important roles on Earth and that those of us that are called toward this role are in a position to literally change the World. (I still believe this now. More so than I did then, though my belief is less that the fitness part of my work will change the world and more that my coaching skills will) (2008) I believe that health and fitness professionals...

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30 Fitness Marketing Questions You MUST Ask If You’re Serious About Success

Posted by on Dec 5, 2012 in Assess Your Business | 0 comments

30 Fitness Marketing Questions You MUST Ask If You’re Serious About Success

Most of the personal trainers and bootcamp instructors that I talk to believe they know a fair bit about marketing. Tell them about SEO and they say ‘Oh yes, I know that’ Tell them about building lists and they’re like ‘Yup, doing that’ Tell them how to write  blog posts and ads and web copy and they respond ‘I’ve been doing that for ages!’ A funny thing though, for all their ‘knowingness’ around what they should do and how they should do it, most of them still seem to be struggling to earn a decent living from their fitness businesses or, even if they make good money, they only achieve it by giving up HUGE amounts of their life to do so. I don’t know about you, but to me this doesn’t seem like ‘knowing’. It seems more like marketing that isn’t really working to well. Look, you can read all the books, attend all the seminars, watch all the videos and sign up for all the masterminds and mentoring programs you want but that doesn’t mean you’ve any REAL savvy around marketing your fitness business. Every single mentor program I’ve run has had AT LEAST one or 2 of these people on it. They ‘mmm hmmm’ and ‘uh huh’ in all the right places, tell you that they understand the importance of what you’re saying, tell you that they’re ALREADY doing that because they read the books before the course and yet they STILL fail to see any appreciable growth. Why? Because they’re confusing information with knowledge. Information is just data. It’s meaningless in most cases. Knowlegde is information applied. If you’re not DOING what you’ve been told works then quite simply, you lack savvy. As Yoda said ‘There is no try, only DO!’ You’re either DOING good marketing or you’re not. If you’re doing it, then it’s working to bring you increased income and the lifestyle you want. If you’re not then you’re doing it wrong somehow and will only make the gains when you make the changes required of doing it right. What about you? Are YOU as savvy as you think you are? Ready to find out? Answer these questions as honestly as you can then check your score at the end. Do you know EXACTLY who your target clients are? Do you know their sex, age, profession, educational status, income bracket, marital status, parental status, pain points, pleasure points, fears, frustrations, dreams, desires and more? Can you name AT LEAST 2 major challenges that they face on a daily basis? What SPECIFICALLY are they challenged by every day? What ‘itching, burning, swelling’ are they experiencing in their lives that are making it difficult to achieve their goals? Do you have a clear solution strategy that demonstrates your value? A solution strategy is a fully laid out plan of attack that encompasses every single aspect of overcoming your clients greatest challenges. You know these IN ADVANCE and run your ‘game-plan’ 100% at all times to deliver this solution? Do your prospects clearly understand EXACTLY what you can do to help them? Being ‘a trainer’ means nothing. You need to be seen as someone who offers a very a specific solution to a very specific problem. Is your solution clear? Can your prospects understand how what...

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