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...

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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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...

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. ┬áIn 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...

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...

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...

10 Great Books That Will Rock Your Fitness Business...

I’m always being asked for recommendations about the best books out there for improving business success without becoming a crass and pushy ‘salesman’ type. There are many, of course, but these 10 are a GREAT start to addressing many of the brakes in your business. Especially the Seth Godin ones. Take a look!     <A HREF=”http://ws.amazon.co.uk/widgets/q?rt=tf_cw&ServiceVersion=20070822&MarketPlace=GB&ID=V20070822%2FGB%2Fwwwdaxmoptsco-21%2F8010%2Ffb845bfe-54d0-453c-af8a-2cadb3d5b46b&Operation=NoScript”>Amazon.co.uk Widgets</A> Share The...