Today, we have a guest post from Chris Brown, owner of the Fitness Camp Academy (http://www.fitnesscampacademy.com)
Chris was with me in LA this last weekend at the James Malinchak event, and his latest BLOG post tells you a little bit about that event as well as why too many trainers are running a huge risk relying on Facebook as their sole channel for marketing…
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Hey,
So incase you didn’t know I’ve been inLA for the last 7 days studying with one of the smartest guys I’ve come across and the leading speaking business coach in the world!
I’m going to challenge you today with a few thought provoking questions to take your business to new levels and invite you to join me in a journey to raising the bar and taking yourself to new heights!
This post is straight talking and may piss a few people off, but hey I’m just commenting on what I see EVERY single day on Facebook (actually one of the reasons your business sucks right now)!
I’m going to take these 7 reasons and break them up into daily short articles over the next 7 days so that not only can you learn from them but have a ariel view of what you’re doing every single day and actually take some action on some shit!
So here are 7 reasons your fitness business sucks right now!
1. Facebook is your only form of marketing
2. You’re diluting your message
3. You have no positioning in your local area
4. Thinking about expanding before you’re ready
5. You have no marketing strategy
6.Pissing about with things that make you NO money
7. You try to be somebody you’re not
1. Facebook is your only form of Marketing
I’ve been guilty of this in the past, I’ve relied far too heavily on Facebook to market my business and sat within a HUGE comfort zone and not got out there and actually connected with people.
Now don’t get me wrong, Facebook is a GREAT tool for relationship building with people, it definitely SHOULDN’T be your ONLY focus on getting new clients.
Facebook can actually be hugely counterproductive and actually stop you from getting to the fastest way to the cash!
This is what I see each and every week on Facebook from other trainers. “My bootcamp starts monday go here to sign up”
This message then gets repeated every 4 weeks and becomes just noise!
Let me tell you right now, Facebook is not about SELLING, it’s not a place to push your business each and every day!
I use Facebook for these reasons ONLY.
1. Connection – I connect with my current customers, I build relationships with people who are prospects and I serve people through articles and videos to provide VALUE to those that are on my Facebook, to move them closer to the ‘Buying Line’.
Quickest way to burn that relationship that you have is to try and SELL, people LOVE to buy but HATE to be sold too, remember that!
You may have heard this a million times but people love to buy from those that they ‘KNOW, LIKE and TRUST’.
Interact and build relationships with people and help people through the content that you provide. It’s really that simple, when people are ready to buy, they will, with a gentle nudge to a taster week, or a seminar.
2. Social Proof – This is a huge part of Facebook, it is a social platform, think of it as an online coffee shop, people go there to socialise with friends, they go to Facebook to browse, NOT to be sold too!
Facebook marketing is a form of ‘Pattern Interrupt’ Marketing. You are basically catching their attention through the media you are providing through your Facebook profile.
The only way you can do this effectively is through ‘Social Proof’ in the form of before and afters, video testimonials, interviews with clients etc.
So if you’re using Facebook but DON’T have any of that then I’m sorry thats the quickest way to turning your clients off. Simply putting a status up saying “I have this starting here” is just noise, it’s bullshit and nobody wants to hear that shit!
What would happen to your business is Facebook was taken away from you tomorrow. I mean imagine the Facebook servers crashed for 14 days, what would you do, if Facebook is your ONLY form of marketing how would you grow your business?
What would you do?
I can tell you now MOST people would be stuck, BIG TIME!
Most trainers wouldn’t actually know what to do, most trainers have no marketing plan, don’t know where their clients come from, don’t know how much a new client is worth to them, nor do they know why their business isn’t growing.
People ask me all of the time how do you fill a bootcamp with 30 + plus, well I don’t know 1 way to get 30+ people to a Bootcamp, but I know 10 ways I could get 3! In fact I have about 30 ways I could get 10.
Why would you ignore another 29 ways of pulling 10 new people into your Bootcamp?
That’s just plain f*cking silly, right?
Building a business is EASY…
Skillset + Mindset + Get OFF YOUR ASSET – James Malinchak
You need to understand you’re a local business, whilst most businesses are depersonalising their message with customers you need to turn up the personalisation a not or two.
Build real connections. Marketing in a Local area is TOTALLY different to mass media marketing across the country.
I picked this up from Dan Kennedy which was really cool. “National elections are WON by the work done to win local elections, your business should be ran as though you’re running for Mayor”
Especially with the work that we do, you need to become such a pillar of the community, pull people together, be accessible. Sitting behind the computer screen will make people less likely to do business with you.
Whilst companies in your local area do exactly the opposite you play on this fact, people actually still like face to face relationships. Technology has turned us into a bunch of unsociable people that simple rely on using phones, Facebook to communicate.
I could go on for another 3 pages on why Facebook is actually holding your business back, and that goes for any social media really, but I won’t.
I will ask you this question though. Would you be prepared to close down your Facebook profile for a month and actually get out there and do some real life meeting and relationship building?
Would you be prepared to start playing a more active role in your community offline and become the leading authority in fitness in particular your niche market?
If that makes you squirm inside at the thought of doing it then thats a great indicator that you should.
I hope that has really hit home with you and made you just sit and THINK about how you’re A) portraying yourself and B) relying on Facebook far too heavily.
In the next article I will share my views and observations on how SO many Fit Pro’s are KILLING their business by diluting it so much it no loungers looks like what they want it to be!
PEAAAACE!!
Be sure to ask your questions and comment below!!
Chris
PS – If you haven’t already invested in yourself the Masterminding group I’m putting together I’m putting a 7 day deadline on it before I raise the price!
On June the 9th Paul Mort and Myself are holding an Short Jam packed ‘PURE’ Content event AS A BONUS to reward those that invest in themselves. This event alone will be worth the entire investment and more. You will walk away with several ‘plug and play’ strategies ready to roll on the Monday morning in your business.
Register here http://bootcampmarketingsystems.com/i-want-in
BTW – If this event doesn’t totally change your perspective on your business and blow it up I’ll give you ALL of the investment back and mentor you for free for a month!
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Aw, this was an incredibly good post. Taking the time
and actual effort to create a very good article… but what can I say… I put things off a lot and never seem to get anything done.
A great deal of information here and I’m still a long way from catching up. Cheers for describing!