Fitness Business University Podcast

SPEAKER_03: What's up,
everybody?

You're about to listen to a
recording of a training I did

recently called Fixing the
Marketing at Your Gym.

It was absolute bananas.

One, how many people that
registered for the training

actually showed up?

It defied every show rate rule
I've ever seen.

And then people stayed on for an
hour after asking questions.

So the QA was fired too.

This was one of the best
trainings I've ever done.

From the feedback that I got
from the participation, it was

absolutely incredible.

So please listen to this
recording of fixing the

marketing at your gym.

Now, understand that this was a
training that I did on Zoom and

I shared my screen, and there
was a lot of things I shared and

resources.

So it's probably better also you
can listen to the podcast

version, but it's better watched
on YouTube.

And I put the link to the watch
this on YouTube in the show

notes of this podcast.

But you'll probably get a lot
out of it if you listen to it as

well.

Hope you enjoy.

Peace.

Okay, cool.

So let me share my screen.

Remember, this is a working
session, so I'm kind of treating

this like one of my coaching
sessions.

So I actually don't have slides.

I'm really I'm going to share
documents with you guys.

I'm going to share different
things.

So there will be a it's it may
get a little clunky with me

sharing stuff and sharing the
screen and not sharing the

screen.

But bear with me.

That's the difference between a
webinar that's trying to sell

you something, and I have
nothing to sell you today,

versus a coaching session, which
is what I want to do to help you

guys out.

So that's the difference.

All right.

Cool.

Alrighty.

Let me share.

Alright.

I am going to pick who's my most
emanated person.

Where's Molly?

I saw Molly on here.

Where are you, Molly?

There you go.

Hi Molly.

SPEAKER_06: Hi.

SPEAKER_03: Molly smiles at all
my jokes and laughs at

everything I say.

So I'm gonna make sure I I can
only pick five people that I can

see while I'm doing this.

And I see.

Oh Molly just went away.

Where'd you go?

SPEAKER_02: I have my I unmuted
for you.

Am I there?

SPEAKER_03: No, Molly, come
back.

SPEAKER_02: I am.

SPEAKER_03: I don't see you.

SPEAKER_02: I even unmuted.

Does it pop up when I talk?

SPEAKER_03: I think maybe you go
away when you talk.

Stop talking.

Oh, there she is.

Okay, cool.

Uh so I see Nora.

You're gonna have to put your
screen on.

I see Nora.

I see Kevin.

I see Summit.

Oh, good summit's a good
familiar face, too.

And I see Edward.

Edward, wave hot everybody.

Uh, I see you.

So you guys are the five people
that I can see.

So I'm looking for.

Ooh, ah, keep me going.

Okay, keep me going.

Okay.

But Edward, make sure you unmute
because you're unmuted right

now, and I heard I heard that.

Yeah, make sure you mute.

Oh, gotcha.

You're good.

You're good.

All right.

Let's go.

I love this stuff.

Okay.

I've my first I have to start
with an apology.

Here's my apology.

I do not have a new marketing
magic bullet for you tonight.

Today, I don't have a new update
on the Facebook algorithm.

I don't have any updates on how
every new client that you can

get to your gym is going to come
from artificial intelligence and

you don't have to do anything
anymore.

I have an apology that if that's
what you were expecting, I'm

sorry.

But I do promise, right?

I do promise in the time that we
spend together for your

knowledge of the marketing part
of your business, right?

Which is why you're all here,
because the title of this is

fixing the marketing.

That your knowledge and your
control over your future, your

control over your destiny will
be in better hands in 90 minutes

than it was when we when we
started.

Okay?

That that is that's that's my
promise to you.

Because I will tell you this
marketing changed my life.

Understanding and learning
marketing completely changed my

life.

I'm not sitting where I am today
if I don't understand this part

of the game.

To create three different
seven-figure companies, one a

marketing agency, one a
consulting company, and one and

three and third a gym.

And all of that was built on the
principles, the marketing

principles, because these
principles don't just aren't

just specific for gyms.

Like you can take a lot of what
I'm going to teach you today and

you can put it into different
companies and different

businesses.

This is a going to be a gym
owner spin to it.

But at the end of the day,
whatever I teach you today can

be applied to grow any company.

And that knowledge changed my
life.

And I'm I'm hoping it can do the
same for you.

Okay.

So any business, like if you're
talking business and you know,

my daughter the other day
interviewed me for her podcast

about what a business is, right?

And I and I basically explained
it like this.

Well, the first part of the
business is, you know, some

intention needs to be grabbed
and people need to raise their

hand.

And then a sale needs to be made
and money needs to be exchanged,

and then a service needs to be
delivered, right?

And then and then money needs to
be kept.

And those are the four
components of your business.

The four components of your
business are marketing, sales,

operations, finance.

That's the same for all of us,
that's the same for any company.

Now, here's where it comes down
to something very interesting.

We can't make a sale if we don't
have marketing.

Right?

We can't keep people if we don't
have people.

We can't make the business more
profitable if we're not making

any money.

And so it all starts right here.

It all starts with the
marketing.

If we don't get this right,
nothing else actually happens.

So this is one of the most
foundational principles for as a

business owner that you need to
understand and you need to

learn.

Okay.

And the problem is, you know,
and again, there's a lot of

people on this webinar, way more
than I thought was going to show

up.

I mean, this is unbelievable how
many people are on this webinar

that that have showed up that I
did not think were I thought you

registered for this, but it
seems to be that some of us need

to fix the marketing in our
business.

Well, let me share with you why
some of it's broken.

Okay.

So just follow along too with my
cursor.

Again, I didn't I opted not to
do slides just just for the sake

of this not being a webinar.

Here's one reason why people,
the marketing is broken in in

many businesses and many, many
businesses in general, right?

The the first thing is there's a
lot of people teaching and

selling marketing to gym owners
that have no idea what they're

doing.

I mean, I I I hired a an agency
once to help me grow the

marketing at my gym, and he
started taking pictures of

kettlebells.

And I was like, What are you
gonna do with those pictures of

kettlebells?

He's like, Well, I'm gonna put
them on your Facebook ads.

And I was like, Why are you
gonna do that?

He's like, Well, we're we're
marketing to people that like to

work out, so that's why we want
pictures of kettlebells.

And I was like, What?

I was like, like, most of the
people that have come in here

have never known what a
kettlebell is, they call it

kettlebell, right?

They don't even know what
actually it is, and that's what

we're gonna use you know to the
market.

But there's a lot of people out
there that really don't

understand what they're doing,
and I'm gonna I'm gonna tell you

right now, at the end of this
webinar, you will probably have

a better understanding of
marketing than someone that has

an MBA in marketing.

Like, I I'm gonna promise you
that.

I'm gonna promise you that.

And actually, there's someone I
had a cook, uh a young girl, she

might be even beyond here,
Natalia, but I had a call with

her.

She's uh she's a senior, I think
she's a senior in college now,

but I had an hour call with her
and she had a degree in

marketing.

She's a I learned more in this
one-hour call with you than I

did in my four-year degree,
right?

So that's what there's a lot of
people out there that don't know

what they're doing.

Okay.

The second thing is a lot of you
guys, me included, right?

We got good personalities,
right?

You know, what is it you can
sell ice to an Eskimo or

whatever it is, right?

And you and you have these
magnetic personalities, and you

know, you you you got people
riled up, and then you sit down

with them in a sales process and
you can sell them the dream and

sell them a membership.

And a lot of you can get by in
sales and in retention and

delivering your product on your
own personality, right?

On your own energy.

But that doesn't work for
marketing.

This is a skill set, right?

And we can't personality
ourselves out of this skill set.

We got to learn what needs to be
done.

Number three, the reason why
marketing is broken is something

called squirrel marketing.

And squirrel marketing is this
thing where you all of a sudden,

I need leads, I gotta do some
marketing.

We're low, we lost some clients,
we got to do some marketing to

get some people in the door.

It's like that was that
commercial where all of a sudden

it's like squirrel, right?

And it's just like, oh, I need
marketing, I gotta do some

marketing.

And that's not how we want to do
it.

It's not an event.

Marketing is not an event, it's
a process, it's a process that

we need to build into our
companies and into our business.

Okay, so that's what we're we're
gonna teach today is how we can

make this a process and not an
event.

Okay, number three, the four,
the reason why marketing is

broken is a lot of people say, I
just want to run my business, I

want someone else to do the
marketing.

Many, many people have said
that.

Right now, it is possible to
outsource certain areas of your

marketing.

I believe many of my clients
outsource their digital

marketing to Gym Member Machine,
which is the agency that I

recommend people use.

They do a phenomenal job.

All right, but GR, the owner, is
a really good friend of mine.

All right, GR will tell you that
they are not the only thing that

you need to be doing.

Okay?

And I think a lot of people want
to just pass this whole thing

off.

We can't pass off the entire
marketing plan.

You, the owner of your company,
have to understand this enough

to be able to make sure that
one, you're not hiring idiots to

do marketing for you, right?

Because if you don't know what
you're doing, you're gonna hire

an idiot, and that idiot can
work for you for a long time and

take lots of your money.

Uh, so you gotta know enough to
not hire idiots to help you.

But the second thing is you you
just gotta understand this is so

important.

Like, go back to here.

This is the finger, this is the
whole business right here.

Like, nothing happens if we
don't get this right.

So we gotta own this part.

Okay.

Uh, number five, nobody is
tracking what's actually

working.

We don't do a really good job of
like, is this actually working?

Was this a worthwhile
investment?

Should I buy the newspaper ad?

Should I continue to buy the
newspaper ad?

Facebook ads don't work.

And they say all these things,
and they're making these blanket

general statements with no data
to back it up.

Okay.

And the last one is the reason
why people marketing is broken

is they consider it a cost and
not an investment.

Okay.

And I'm gonna tell you right
now, and some of you are, you

know, hopefully you're you know,
you know, in the stock market

and you're investing money in
the stock market, but what's the

average return on the market
right now, Summit?

7%, 8%, right?

Yeah.

Well, I'm gonna tell you right
now, I'm gonna show you some

examples where I invested$1,500
and made$30,000.

Am I gonna get that in the
market?

Not legally.

I could sell drugs and probably
make that return, but I ain't

gonna do it in the market.

I ain't gonna do it in real
estate, I ain't gonna do it

anywhere except right here.

And so the big mindset we need
to shift is shifting from our

thinking of mindset.

I'm not spending money on
marketing, I am investing money

in an income-producing asset,
which is a customer.

Okay.

So, as my mentor Dan Kennedy
says, if there was one skill for

you to master, this is it.

And maybe today is your first.

Oh, Summit just went away.

Yeah, summit was replaced with
Sarah.

So, Sarah, you're in.

All right, make sure you smile
and laugh at all my jokes,

Sarah.

Okay, and make sure you mute
yourself too, because I can hear

you.

All right.

I'm here, I'm here, Vince.

Okay, good.

Oh no, but you know, you were
went away on my screen.

Okay, so if there's one skill
for you to master, marketing is

it.

We got we let let's let's
understand this enough.

You don't have to become a guru,
okay?

But you gotta understand this
skill enough.

And that's that's the difference
between kind of the stuff I do

and a lot of the you know,
people out there that are

peddling you these, you know,
get 500,000 leads in three days,

right?

Which you see all the time.

Okay.

I want to give you guys some
control over your destiny.

I want you to have control over
your destiny, and the knowledge

that you acquire today will help
give you better control.

So here's here's how we're gonna
fix the marketing today.

These are the five, we're gonna
focus on five things.

Okay, the first thing is we're
gonna decipher on what you want.

We're gonna kind of we're gonna
get down to the nitty-gritty,

right?

Because when was the last time
someone asked you, what the hell

do you even want?

What is your goal?

What is the goal for your
business?

What do you want?

Where do you want to be?

Two, we're gonna talk about
selecting the perfect clients

who are the people that you want
to work with and should work

with.

Three, we're gonna talk about
knowing how to explain what

makes you different, like what
makes your gym different.

And do you have a good answer
for me if I asked you that?

Okay.

Number four, we're gonna talk
about all the ways that you can

generate leads, all the
different things that that you

can do to generate leads.

We'll talk talk about uh a bunch
of the different ones, and then

I'm gonna show you a plan to put
it all together to make it all

happen.

Okay, so that's kind of what
we're that's the path that we're

on today.

That's the journey that we're
gonna take together today.

Just so I know everyone's still
out there.

Type into the chat how are we
doing so far?

Have we learned anything yet?

Are we good to go?

You ready to move on?

Type something into the chat so
I know you're alive.

The interactive chat helps me
tremendously.

Also gives me a chance to take a
sip of my Gatorade.

Okay, ready to go?

All right, let's see what some
of these people said.

Summit.

Alrighty.

Taking notes.

Good to go.

All right, great job.

Awesome.

Thank you guys for being such a
good audience.

I really appreciate it.

Very grateful for you guys for
coming today.

Okay, so uh the first thing
clarity on what you want starts

with data.

Okay, clarity on what uh what
you want starts with data,

starts with knowing your
numbers.

I'm gonna tell you a very
embarrassing story.

I sat down with a with a
marketer, very early in my

career.

I sat down with a marketing
person and she started asking

me, it was the plan was for her
to spend a day with me to help

me with my marketing.

This is way back when.

And she said we sit down and
it's like nine o'clock, and she

sits down and she's like, Hey,
well, what's your cost per lead?

And I was like, uh, I don't
know.

And she's like, Well, what what
what's uh the cost to acquire a

customer, which is also known as
CAC.

And I was like, I don't know
that either.

And she kind of says, She's
like, Well, what's your lifetime

value?

You surely you know that.

And I was like, I don't know.

And she looked at me dead in the
eyes, and she stood up and she

said, I'm sorry, Vince.

I can't help you today.

You don't know your numbers.

And legit, we were supposed to
meet for the entire day, and she

walked out.

And she says, Call me when you
are gonna treat this like a real

business.

She gave it to me, and I
deserved it.

Right?

And from that day forward, I'm
like, I gotta know this stuff.

I gotta understand and know.

So there are certain numbers
that we need to know to help

make the decisions that we need
to make in marketing.

Okay?

I'm gonna share a few of them
with you today.

So understand this, the future
success of your business depends

on the decisions that you make.

Our lives are shaped by
decisions, right?

All of our, you know, the
decision you made of who you're

gonna marry, right?

The decision you make of whether
to have children or not, the

decision to get what career
we're gonna go into, all of that

stuff shapes our lives.

Well, your business life is
shaped by the decisions that

that you make.

Okay, and understand this when
emotion goes up, we get dumber.

When emotion goes up, intellect
goes down.

Okay, so when we're emotional,
when we have this feeling, when

I think this is what we should
do, or I feel that this is where

we should go, or I feel that
this is, I feel we have a

retention problem, I feel we
have a sales problem, I feel we

were not good doing good at
marketing, when you're feeling

all the time, you're actually
gonna get dumber.

And we don't want to be dumber,
we want to be smarter.

I have I have no room in my life
to be any dumber than I actually

am.

Okay, I need everything I got,
and so that's why I know the

numbers and I pay attention.

Okay, so knowing your numbers is
how you make non-emo-emotional

smart decisions.

Knowing your numbers is how you
make non-emotional smart

decisions.

The better decisions you make,
the better business you'll have.

Okay, so here are a couple
things you need to know.

Let me guide you through this.

Okay, this is called money math.

Okay, money math is better than
math.

Isn't it?

What is math?

Maths homework.

Maths, I hate this shit.

I math is my math teacher used
to have this thing called Wah

Wee Gut, and Howie Gut stands
for when are we ever going to

use this?

Right.

And it's like there's so much
math that we did in school that

is just total BS and we're never
gonna use it.

But this is real math we need to
know.

Okay, and it's gonna be real
simple.

Okay.

The first number you need to
know is how many customers you

have right now.

Now, if you see my friend
Summit, he has a software called

Nomalie that does a really good
job of helping you keep track of

that.

Okay, so you need a good
software, but I will tell you

there was a period in my
business career where I couldn't

tell you how many club customers
I had.

And it is one of the most basic
foundational things that you

need to know.

You need to know how many
customers you have.

You need to know where you're
starting from.

Okay.

If you don't can't tell me that
right now, that's the first

thing you need to do.

Don't go do it now, but write a
note to yourself.

It's like, I have no idea how
many customers I have right now,

and then you should know that
number.

Okay.

Here's the second number you
need to know is how many

customers do you want in a year?

Okay, in 12 months.

Okay, we're sitting here, let's
say you're currently at 100

customers.

Okay, fine, whatever.

It doesn't matter what it is
today.

We're just figuring out what it
is.

And let's say we want to go from
100 members and we have a goal

this year of 150.

That's where we want to go.

Okay.

So those are the first two
numbers you need to know.

You need to know how many
customers you have, and then you

need to know how many customers
you want in 12 months.

Okay, simple, right?

The second number that's really
important, okay, is your what's

called your lead to consult
conversion rate.

Okay.

And that's just say that I get
10 leads.

Okay.

10 people opt in through my
website or 10 people come

through an ad, right?

And the lead to consult
conversion, and it could be

trial, it's whatever you
actually use, right?

If you have a trial membership,
a consultation, whatever your

first step is in the process to
do business with you, what is

the conversion rate from when
someone raises their hand and is

a lead to actually taking that
first step?

Okay.

And typically it's between 20
and 30% from what we see.

If you get 10 leads, hey, if we
can get two to three leads of

the 10 to show up for the first
time, uh we're on the right

track.

We're actually good.

Okay, so I put in 20%.

All right now, if you don't know
the number, that's fine.

You don't need to know the
number right now.

Okay.

But what I want you to do, if
you don't know that number,

that's a number that you want to
know.

Write a little note to yourself.

I should figure out and know
what is my conversion rate from

lead to consult.

Okay.

And then the second one is what
is your consult to new member,

right?

So that is the conversion rate
when you sit down with a

consultation or someone does a
trial membership or a free

session or however you do it.

If you have 10 consultations,
how many of those buy?

Okay.

That's the second percentage.

Those are percentage numbers,
right?

And let's just say it's 80%.

I like between 70 and 80%,
right?

So let's just say that we have
seven, we we sat down with 10

people and we had seven people
purchased.

That would be a 70% conversion,
right?

So we should kind of know that
number.

You don't remember, if you don't
know these right now, that is

okay.

I'm just telling you what you
need to know and giving you the

formula.

Okay, so don't get like bent out
of shape if you don't know these

numbers, okay?

But I'm telling you what you
need to know, and you can very

easily go find this stuff.

Okay.

So bookmark this, write a note
to yourself for later.

Okay.

That number four is you have to
know how many customers you're

gonna lose.

Okay, you have to know how many
customers you're gonna lose.

Okay, and that is what's called
your average monthly attrition

rate.

Okay.

And now, if you don't know how
many customers you have, you

don't really know this number.

But the way you'll get this
number, the formula is how many

clients you lost.

Let's say you lost five clients,
okay, divided by the number of

clients that you started that
month with.

Right.

And usually this is done
monthly.

So let's say I I lost five
clients in the month of March,

and I started the month of March
with a hundred customers, and I

would multiply that by 100.

That would be 5%.

That would be my attrition rate.

Now, ideally, we're like between
three and five percent for your

attorney rate.

Some of you that may be big box
gyms or things like that may be

a little bit different and
probably a little bit higher,

but that is a really, really
important number for you to

know.

Now, so these four numbers,
okay, that I just went over are

crucial for helping us know if
our marketing is working.

Okay, that that that's if our
marketing and our sales is

actually working.

That is why these numbers are so
important for you to know.

Okay, I I just want to stop
here.

Can you type into the chat?

Are is this making sense?

Either just type into the chat,
making sense or confused.

And if you're confused, it's
okay.

It's a twelve if you are
confused right now.

I try to make this as simple as
possible.

I realize math sometimes is is
kind of a B.

Yeah, so type into the chat.

Yep, these numbers are so
important.

Got it.

Okay, cool.

Okay, awesome.

All right, good.

And I'm hoping for some of you
this is a little bit remedial.

I do hope a certain percentage
are like, yeah, Vince.

All right, get to the next
stuff.

All right.

I I do hope some of you are
saying that to me.

We're gonna get to that in a
second, Derek.

Okay, okay, cool, got it.

Okay, good.

Yeah, so Ed, Ed, Ed says our
church range is too high.

These these are some the numbers
I'm giving you are ranges to

shoot for, right?

20 to 30 percent is a good thing
to shoot for, 70 to 80 percent

is a good thing to shoot for, 3
to 5 percent is a good thing to

shoot for.

Okay, so that should give you
some clarity on if you're way

higher than that, those are
pieces of your business that you

may want to work on.

Okay.

All right, now I'm about to make
this a whole lot easier for you.

You ready?

So here's what I created for
you.

So all you need to do, and this
is a prompt that you could just

put into one of your AI
platforms, is like you just put

it in and say, I'm trying to go
from 100 to 150 members in 12

months.

My conversion rate is 20% from
lead to trial, and 80% from

trial to new member.

Our average monthly attrition
rate is 3%.

What should my weekly lead
consult and new member goal be

to get to 150 members in 12
months?

Okay, and if I put that in,
right, what what would come out

is this your weekly marching
orders.

That is your sales and marketing
plan.

Okay, in order to go from 100 to
150, you need to get 12 leads a

week, which is a little more
than a lead a day.

Okay, in order for you to get to
100 to 150, you need to sit down

with three consults.

And in order for you to get from
100 to 150, you need to sit and

sign up two new clients every
week.

If you were to go from 100 to
150.

So that is like, this is like,
once you know this, there's

power.

You're like, I all right, now I
this is what I need to do.

There's clarity.

It's just like, all right, if I
just get 12 leads in a week, I'm

gonna be putting myself in a
better position to get those

three consults.

I'm gonna be putting myself in a
better position to get those two

customers.

But if you don't know this,
you're kind of like swirling

around, like, I don't really
know what to do.

I don't know if this is right.

Am I winning or am I losing?

Well, this tells you if you're
winning or losing in your

marketing and sales process.

Okay, so it's a really, really
important piece of it.

All right, so here's the prompt.

I'll just give you the formula.

SPEAKER_06: My gift to you.

SPEAKER_03: There you go.

It's in the chat.

That's the prompt.

If you want to know that number,
you just take that, copy, and

paste it, you put your numbers
in, and hopefully some good

stuff comes out.

But the big thing you want this
this is all this gets you, all

this gets you right here, is
this.

And I'm telling you, when you
know this, there's power behind

what you're doing.

There's gonna be a lot of power
behind what you're doing.

Okay, so that's the first piece
of understanding and fixing your

marketing.

The first piece of this is like
knowing what success looks like.

And if I could just line up on
the ball and get these leads,

this number of leads, and get
this.

And then now, uh, here's the
thing: is this gonna happen

every week?

What do you think?

Is this gonna happen every week?

Not even close.

Not even close.

What am I?

Like a wizard and a crystal ball
that says no chance is it gonna

happen exactly like this?

But shoot, at least we can get
close.

Like at least we got something
that we know we're shooting for.

Okay.

So that's the first piece of
this.

It's it we gotta know the
numbers, we gotta know the data.

This is and there's more stuff
to know, guys.

There's more stuff to know, but
this is where we're gonna start.

Okay, this is where we're gonna
start.

Okay, so ready for number two?

Yeah, I'm not gonna wait for you
to type into the chat.

Here's number two.

So, step one, we gotta know the
numbers.

Step two is we gotta pick the
right people, we gotta pick the

right customers.

Okay, marketing becomes much
easier when you decide who the

ideal person is you're looking
for.

When you market to everybody,
your marketing job is almost

impossible.

It's like, how do you market at
one time to adults, to athletes,

to post rehab ACL, and to senior
citizens?

How do you do that in one
marketing piece?

Their answer is you can't.

Not effectively.

You might as well put a sign up
that just says, we're the gym

for everybody.

And that's the worst thing you
can do.

And that is the worst thing you
can say.

All right, especially when we're
gearing it towards marketing.

Okay.

Second thing: selecting a
primary target market does not

mean you cannot train other
people.

It just means that the focus of
your marketing is towards your

primary market.

Okay.

So understand, you know, we do
one-on-one training for older

people.

And we have about 12 clients
that come in for one-on-one that

are kind of on the older side,
and we do no marketing for them.

All of our marketing is geared
towards our 40 to 60-year-old

market.

Doesn't mean we don't take them
on as a customer.

Right?

It just means that all of our
focus is around the primary

thing that we do.

So sometimes some of you need to
have a focus.

It's kind of like being a steak
restaurant and not making steak

the number one thing you do.

It's like you're a steak
restaurant and you're spending

all this time promoting your
fish.

And no one cares about the fish.

They don't want the fish.

They don't want your broccoli,
they don't want your baked

potato, they want your steak.

And so your best bet is to tell
them about the steak and to

market the steak, not the baked
potato.

And I think some of us are
marketing baked potatoes.

We got all these different
things that we're doing, and

we're not making the main thing
the main thing.

One of my guys that I speak with
on the Perform Better Who are

Dan John, the goal is to keep
the goal the goal.

Right?

Right.

And so, like folk of decide who
it is.

And then, and then that's that's
build your marketing plan around

that person.

If your goal is to make lots of
money, then solve problems for

people that have lots of money.

Simple, right?

If you are marketing to broke
people, it's gonna be very hard

for you to make money.

That is why I love the 40 to 60
year old market.

I love the 40 to 60 year old
market because they got money.

And I'm telling you, in five to
ten years, they're gonna have a

shit ton of money.

Oh my god.

The the transformation, some of
it knows this.

The transformation of wealth
that's about to happen in that

market is oh my god, incredible.

Well, the they're they're the
parents are dying.

unknown: Right?

SPEAKER_03: The parents are
dying, and then they're leaving

the money to somebody, right?

And not to mention that 40 to 60
year old market has a bunch of

money already saved.

And in 20 years, the compounding
of that money that they've

already saved is going to be
massive as well.

unknown: Right?

SPEAKER_03: Because you
understand money doubles every

10 years.

And I did hear this, and I don't
know if this is true, but it

sounds like it makes sense.

Money triples every 15 years.

Summit, is that right?

Yeah, that is right.

Yeah.

Uh, I'm no economist, but it
sounded like it made sense to

me.

And so so one of your most
valuable marketing assets is a

perfect client scouting report.

It's a scouting report that
tells you everything you know

and need to know about your
perfect client.

Okay.

If you can sit with this
scouting report, the scouting

report that tells you everything
you need to know about your

customer and what are the things
that are gonna make them buy,

that is the most valuable piece
of marketing collateral that you

can own.

Okay.

And the cool thing is if you
stay till the end, I'm gonna

give you the thing you need to
do to get it.

Okay, so that's a little hint, a
little tease for you.

Okay, stay tuned.

You don't want to Edward, don't
be going anywhere.

Don't be going anywhere, Edward.

All right, so three things you
need to know about these guys.

Okay, three things you need to
know about the clients that you

decide.

Okay.

Simple, right?

Geographics.

Where do they live?

Right?

There's certain towns, there's
certain drive times that you're

gonna pick, you know, for those
people, right?

Simple, right?

That we all know that.

Uh the second one is
demographics, right?

And demographics are basically
who they are as people, who they

are, are they male, are they
female, how old are they?

It's the fact that the
demographics are the facts about

the person.

Household income would be
demographics, you know, home

value would be demographic
stuff.

Like all that stuff would be
like facts about the the micro.

Okay.

And those two, geographics and
demographics, they are

important, right?

They are important.

But where people, that's a lot
of times where people stop.

And what people don't
understand, the what they need

to understand is what's called
psychographics.

And psychographics are the
things of the answer is the

question, why do they buy?

Why do they come to you?

Why do they stay?

And I will tell you this, and I
said this yesterday, and it was

like a earth shatter moment for
my mastermind.

Write this one down.

The reasons of why people come
to your gym are not the same as

to why they stay.

I'll say that again.

The reasons of why people come
to your gym are not the same as

to why they stay.

So if a lot of people stay for
community, that's fine.

But I probably think that we're
not staring at the ceiling at

night, being like, I need more
community.

I need more, I need to just hang
around more.

Like, they're they're not
thinking that.

They're thinking my freaking
pants don't fit, damn it.

They're thinking my spouse is
not attracted to me anymore.

Like, that's what they're
thinking.

That's that, that's what they're
staring at the ceiling at night,

right?

And so the psychographics are
all done right here.

The the the these questions,
right?

These are the most important 10
questions that you could ever

answer about your target market.

Now, we're not gonna go through
them all, we're not gonna answer

them, all right?

But these are the most important
questions.

And now I know what you're
thinking right now.

Vince, I need those questions.

Vince, can you share those
questions in the chat?

Okay.

Here's my second tease of the
gift that you're gonna get.

My second tease is when you get
your scouting report, this will

all be answered for you.

Okay.

So just relax.

You'll you will have an
opportunity to get those.

Okay, so that's number two.

Okay, so we have know the
numbers.

We gotta know the data.

And now we have to understand
who we're trying to get.

Well, who are we trying to get?

It's like it's like if I'm going
fishing and I'm just saying I

want to go catch fish, I don't
know what body of water, I can

go to any body of water and just
go to go fishing and throw a

line in the water and hopefully
catch something.

But your better option is I want
to go catch salmon.

And if I want to go catch
salmon, okay, where am I going?

I'm gonna see how smart you guys
are.

All right, if I'm gonna go catch
salmon, am I going to freshwater

or salt water?

Type into the chat freshwater or
saltwater if I'm fishing for

salmon.

Let's just check.

This is this is an IQ test.

IQ test of the chat.

What do we got for what do you
got for me?

Oh, someone said both?

I is it is that possible?

Or it's can salmon both.

Okay, so maybe there's some I
always thought salmon was

freshwater fish, but I wow, I
did not know this.

Very, very interesting.

Yeah, Atlantic salmon.

Anyway, let's just pretend that
salmon only swim in freshwater.

That was a bad example.

Well, you learn something new
every day, right?

Apparently, it's both.

Cool.

So now I don't know another fish
that's only one or the other, so

I'm screwed with that example.

I gotta change that.

I gotta note to change all that
in my examples.

Okay, so let's move on.

So so we have the we have the
the the numbers, the data, we

have the person.

Okay, now the third thing is the
marketing message.

What are the things that we're
gonna say to these people,

right?

So your marketing message is
what you say to your target

market that grabs their
attention.

That's what your marketing
message is.

And there's really three
components of your marketing

message.

Okay.

The first one is what makes you
different?

And we're gonna talk about that
a little more.

Okay.

The second thing is the problems
that you solve.

And then the third one is the
offers that you make.

Those are the kind of the
components of a really good

marketing message, right?

Those three things.

What makes you different, the
problems you solve, and then

what are the offers we're
putting out there?

Okay, this is a really important
thing to understand.

Bad marketing is product and
self-focused.

Good marketing is client and
problem focused.

We can't make the marketing
about us and our product.

The worst thing to do is to talk
about small group training.

If I want to market small group
training, the worst thing to do

is to talk about the ratio and
the small groups and all that

crap.

Because people aren't staring at
the ceiling at night thinking

about I don't have a small group
training, personal trainer.

They're going back to what's my
problem?

And I want my problem solved.

And your job is to communicate
that you can solve their

problems.

That is your job in your
marketing.

Okay.

Really important quote from
Robert Collier: enter the

conversation already taking
place in the customer's mind.

Famous marketing quote,
something for you to memorize.

Okay.

One from me.

Great marketing gets them to
say, I feel like you were

talking to me.

Right.

And then remember, only assholes
quote themselves by saying stuff

like that.

But I did it.

Sorry.

I think this is mine.

I think I did invent this.

Great marketing gets them to
say, I feel like you were

talking to me.

And that came from someone
telling me, when you wrote that

ad, I feel like you're talking
to me.

Right?

When someone says that to you,
keep going.

You are on the right track.

You're going somewhere, young
grasshopper.

All right.

So let's talk about some of the
problems that we solve.

Because a lot of us are, I would
imagine most of us are working

with similar people, right?

I would imagine that most of us
are working with adults that

want to get healthy, that want
to get fit.

That's the majority of the
people that follow me.

If you're a sports performance
place, these don't apply.

There's other problems.

But for the sake of the
majority, I think that the

majority are working with
adults, you know, looking to get

healthy and lose weight, right?

So the first problem is the
energy problem that they've got.

Okay.

Now this is like kind of I I've
created an overarching theme for

you guys.

Like the energy is not, it's not
only energy.

This energy thing encompasses a
bunch of things, right?

But it's the functional, daily
functional desire, the getting

through the day without
crashing, keeping up with our

kids, not relying on coffee, and
and just honestly feeling like

themselves.

Like energy is life.

Right?

When we have more energy, we
have more life, right?

It's like when you die, what do
you do?

You run out of energy.

So we want to go through life
with energy.

I mean, going through life with
great energy is an absolute

amazing thing.

And a lot of our customers are
not going through their lives

with energy.

And so what causes energy
problems is all these things.

Crash every noon, relying on
coffee.

I used to bounce out of bed, now
I struggle, mental fog, I don't

have energy to do the things I'd
enjoy anymore, all that stuff.

Okay, so that's the first kind
of real problem our market has.

The second one is the confidence
problem.

unknown: Right?

SPEAKER_03: That's the
overarching theme.

Okay, and this is the emotional
and identity.

I think that I said this
yesterday on my call.

If you think that someone in
their 50s doesn't care about how

they look, you are severely
mistaken.

You are severely mistaken.

If you think that, like, all my
market doesn't care about how

they look, they only care about,
you know, being able to get on

the floor and play with their
grandkids.

Like, that's bullshit.

That's untrue.

Okay, people want to look good.

And here's the thing: one of the
most important things people

want is to be envied.

People want to be respected.

This is the stuff that people
don't talk about.

But understanding in the deeper
desires of your target market is

a really, really important thing
for you to understand.

They want this.

And I'll show you an example of
how this created something very,

very powerful in my marketing.

Right?

And the third one is the health
span problem.

Every one of you should be
following people like Andrew

Huberman, David Sinclair, Peter
Atia before the Epstein Files

and things like that, right?

But these people, okay, these
people are on the cutting edge

of talking about this health
span situation.

Understand the difference
between health span and

lifespan.

Life span is what our parents
wanted.

They wanted to live longer.

Well, I'm gonna tell you right
now, okay.

Both of my parents have passed
away.

I'm 46 years old.

I am going to tell you that the
last 10 years of both my mother

and my father's life was
absolute garbage.

And they were probably better
off dead.

Sorry to get serious on you, but
understand that this is like

what people today want.

They don't want that.

They don't want what my parents
went through to go through the

last decade of their life
incapacitated.

They want to live a full life
and then drop dead healthy.

Health span.

The second thing, and I bolded
this, they do not want to be a

burden.

My biggest fear in life right
now is I don't want to be a

burden on my kids.

When I'm 85 years old, I do not
want to be a burden on my kids

because I lived it.

And it is a very, very hard
thing for an adult with three

young children to go through.

It altered the course of my
life, right?

And that is my biggest fear.

As a 46-year-old man, my biggest
fear is becoming a burden to my

children and dragging them
through the mud and making them

in the prime of their lives to
have to go through that.

That is a deathly fear of mine.

Okay.

And understand that your market
has similar fears.

And so we want to communicate
this health span situation more

than living longer.

unknown: Okay.

SPEAKER_03: Sorry to get serious
on you for a second there.

But those are all the problems
there.

Okay.

So now we got to find ways to
get so those are the problems.

But what I wanted to share with
you guys is you have to be clear

on the problems of your market.

You have to be crystal clear of
like what are the who is your

market and what are their
problems.

I kind of just gave you the
three main things, but if that's

not your market, you're going to
need to create that for

yourself.

Now, when I give you the gift at
the end, you won't have to do

any of this, it'll all be done
for you.

Okay.

But at the end of the day,
clarity on the problems that

your market has and being able
to communicate that in your

marketing is going to take you a
very, very long way.

Okay.

Now, uh the second piece of
marketing message is how to

communicate how you're
different.

Now, I'm going to ask you a
question.

There are 71 people on this
call.

If type in yes or Know in the
chat if I was to call you out

and ask you to unmute yourself
and said, Edward, tell me and

explain to me what makes your
business different than the gym

down the street.

If I called on you right now,
I'm not you, Edward, I just use

you an example.

If I called on you right now,
would you be willing in front of

71 people to unmute yourself and
say the answer?

Okay, yes or no?

SPEAKER_06: Good.

SPEAKER_03: A lot of yeses.

I like it.

I'm not gonna do it because I
don't like excellent.

Okay, excellent, excellent,
excellent.

Okay, good, good.

So what I'm gonna do is teach
you how to do it even better.

Okay, for those of you that said
yes.

For those of you that said no,
and I'm I'm guessing the people

that didn't type anything are
no's too, right?

That's my guess.

I'm not sure.

So there's three ways to
communicate how you're

different.

Okay, there's three ways to
communicate how your business

is.

The first is a unique mechanism,
the second is a unique selling

proposition, and the third is
you're unique.

Okay, I'll go over these real
quickly.

Okay, so unique mechanism.

This is this specific how behind
the thing that gets your

customers' results.

Okay, it is how your product or
service delivers the result to

your customer.

What happens?

Okay.

The best example I can give you
is with orange theory.

I don't know if there's any
orange theory people on this

call, but brilliant, brilliant
system.

What is it?

Well, if you just get your run
on this treadmill like a

hamster, okay, and you get your
heart rate to this orange zone,

all of a sudden the fat is going
to start melting off your body

because you're trading in this
orange zone, right?

That that's that's what their
thing was.

Okay, and it worked, and it
still works.

It's still, I think they're I
don't know some that you would

know better than me, but like I
don't know how they're doing, or

I don't know if they're I don't
know.

Okay, but at the end of the day,
a brilliant unique mechanism,

absolutely brilliant.

No one had that, and they were
the first one, the pioneers to

create something like that, and
that's why they exploded.

Okay, muscle confusion.

You guys remember that?

Okay, there's a company called
P90X, right?

And they started talking about
muscle confusion.

Well, what the hell is muscle
confusion?

Well, muscle confusion is a
total body workout.

That's what muscle confusion is.

We're gonna train your shoulders
and your legs in the same day,

and we're gonna confuse your
muscles.

And all of a sudden, when we
confuse your muscles, we're

gonna burn lots of fat.

It's like complete hogwash,
okay?

But that was their thing, that
was your unique mechanism.

That was the way that their
product delivered results.

That is a way to do it.

Okay, it is a way, not the way.

Okay.

And I think the other two are
probably gonna be a little bit

more resonant with you guys.

The second thing is your three
uniques.

Okay, and the three uniques are
the three things that make you

different.

Meaning, let's say Molly does,
you know, really, really good at

personalized fitness, but then
there's someone else down the

street from her that also does
really good personalized

fitness.

And if you just compared those
two things, you'd be the same.

Okay, so three uniques, what it
does is it takes three things

that you do.

Okay?

Three things that you do.

And the goal is that no one can
do all three things the way you

do those three things.

unknown: Okay?

SPEAKER_03: So it's a little
different.

Unique mechanism is one thing,
whereas three uniques is three

things that no one else does
those three things the way you

do it.

And I'll give you an example
from one of our customers, which

is Synergy Athletics.

There are three uniques are
personalized fitness, life

happens scheduling.

Okay, meaning they have a like a
like a specific way that they

schedule that makes it very it
solves a problem for that

market, and got your back
promise, which is focusing on

the other 23 hours of the day.

There's no other gym in this
Binghamton area that does these

three things the way they do
those things.

And if you look at their
website, Synergy Athletics,

right?

This is front and center on the
website.

It's used in their marketing,
it's communicated, and it's

going to resonate with people
because those things solve

problems for people.

Okay.

The third one is your unique
selling proposition.

And this is really just simple.

It's a statement.

Okay.

It's a one statement that
basically is who you help, what

do you do, what result do you
get them, and then how do you do

it without the pain or problem
that they experience?

Okay.

That's the formula for a unique
selling proposition.

Okay.

I help people age 40 plus lose
weight, gain energy, and live a

more active life without fad
diets or workouts that beat up

your body.

Okay, that's a good, unique
selling proposition.

You need one of these three.

You can pick which one you want.

Doesn't matter to me.

I'll put this one in the chat
for you guys.

Because I think this is actually
a good one.

So that's in the chat.

That's a USP formula.

Uh, but this is a really good
one.

It's like the simplest one, it's
very easy.

But like if someone asks you,
well, what makes your business

different?

Well, we we help people age 40
plus lose weight, gain energy,

live more active life without
fad diets or workouts that beat

everybody.

And that's what makes your
business different.

You want to have some kind of a
statement and you want to be

able to explain that very
clearly.

Okay.

So we have data, numbers, we
have people that we're marketing

to, we have messages that go to
those people.

Okay, now we have the third
thing, right?

Which is how do we get the
message to the market?

What is the thing that we use to
get the message to the market?

This is your Facebook ad.

This is your email, this is your
website, this is all the things

that are happening to make it
happen.

Okay.

So, and I'll use the term media
to describe those things, right?

So a form of media, a newspaper
is a form of media, Facebook is

a form of media.

All of that is a form of media.

Okay, so the first thing I want
you to understand is the worst

number in marketing is one.

Okay, the worst number in
marketing is one.

Hey, Bree, I'm gonna ask you to
mute your audio if you can.

Thanks.

Okay, cool.

And understand this is like like
here's what happened in 2016.

Everyone was putting pieces of
dog poop on Facebook and getting

100 leads for zero dollars.

That's like what it was like.

It was so easy.

And then Facebook changed their
algorithm and everyone panicked

and freaked out, and they went
from getting 100 customers a

week to zero because they put
all their eggs in one basket,

they relied on one thing, and
when you rely on one thing, it

seriously puts your business at
risk.

And you don't want to put your
business at risk by only relying

on one thing.

Okay, so what you want is
multiple.

Okay, and I'll show you a good
example of a good balanced

marketing approach that helps
you get the message to the

market.

Okay, but this second phrase is
really important.

It's called more better new.

Okay, more better, new.

And one of the things that you
want to do is you want to

identify what are the things
that are actually working for

you right now.

And the simple way to do that is
to ask yourself, where did my

last 20 customers come from?

unknown: Right.

SPEAKER_03: So what you would do
is you would basically look and

say, All right, I my last 20
customers write their names on a

piece of paper, and then to the
right of them, write down the

marketing source that brought
them in.

You know, Edward Haas came in
through website, Summit Seth

came in through Facebook, Nora
Cryant came in through the

newspaper, Molly came in
through, you know, the free book

download.

Okay.

And what you do is you list out
your 20 customers.

And what you're getting when you
get that list is you're getting

reality, you're getting what
actually is working.

And I think sometimes what we
try to do is we reinvent the

wheel.

We don't realize that you have
every one of you has stuff that

is working.

Maybe you have an A-frame side
and someone scans it and it's

working.

Every one of you has stuff that
is working.

Okay.

And so a very simple way to get
better at marketing, a very

simple way to amp up your
marketing is like, hey, this is

working.

How about I do this a little bit
more?

Hey, emails are working.

How many emails are you sending?

One a week.

How many customers are you
getting?

One customer from in one email.

Great.

Imagine if you sent two.

Do you get what I'm saying?

Like you all you there sometimes
results are right in front of

us.

We are all every one of you are
getting results.

It may not be the results that
you want, it may not be as fast

as you want it, but every one of
you are getting results.

Unless you have zero customers,
right?

Every one of you has gotten
hopefully 20 customers.

Tell me where they came from.

Perfect.

Do more of that.

They came from referrals.

Great.

Are you doing anything to
generate referrals?

No, that one happened by asking
it.

All right, let's do something to
generate referrals because

obviously people are referring
your business.

So sometimes we overcomplicate
this.

We overcomplicate the this
marketing thing.

It's like, you know, just do
more.

Do more of that.

Send another email.

Do another bring a friend day.

Oh, you're doing a bring a
friend day twice a year?

Perfect.

And you got two customers from
it?

Awesome.

Give me four.

Let's do it every quarter.

Sometimes we just gotta do a
little more of what already does

work.

Okay.

And then after more is better,
right?

If you're writing emails, just
start writing better emails.

Learn how to write better
emails.

If you write better emails,
they're probably gonna work

better, right?

So now you gotta like amp up
your skill set and do that.

But every one of you has stuff
that's working, it's just now

like we look at it and say, all
right, how do I make this happen

more often?

What do I need to do?

And sometimes it's just a little
bit more of that.

Okay.

And so here I'm gonna give you
some different categories of how

you can get new customers.

Okay.

I kind of created these three
different categories.

The first category is where
customers come from is

relationship category.

Okay, and these are like you
know, very referral and

relationship driven.

Okay, so a referral from a
member is in this category, a

past customer that comes back is
in this category.

Networking groups would be in
this category and things like

that.

Okay.

So we want to have some things
happening in this category.

The second category is digital,
right?

We want to have some digital
things going.

Okay, we want to have a good
website.

You need a good website.

Uh, we want to have pay maybe
you're a paid ads guy, and I got

a I know I did mention without
paid ads, but I I'm not going to

say that you should not do paid
ads.

That that my purpose of this
talk was how to get your

customers without paid ads.

Okay, but it also isn't a good
option if you're going to do it.

Okay.

Email would be considered
digital, website, online

newspapers, all that would be
considered digital.

And then community, right?

This is joint ventures, seminars
and workshops, print marketing

output under community,
community events, 5k sign-all

auctions.

And so ideally, what we want to
do is a good even balance of

these three sources.

Ideally, if our marketing is
well balanced and we're going to

protect that, there's maybe one
thing that we're doing to

generate member referrals,
there's maybe one thing we're

doing to, you know, generate
clients from our website, and

there's a joint ventures that
we're doing.

Right.

There ideally, there's a good
balance and a flow between these

three.

Now, I think what I find a lot
of people is they're like either

all here, or they're all here,
or they're all here.

And we're we're we're we're
risking we're risking these

things drying up when we do
that.

So ideally, we have a minimum of
one of each in the category.

Here's what good balance would
look like.

So this is kind of like what my
business is using right now.

I'm not saying you have to do
all six, but I'm just giving you

an example of what a
well-balanced marketing glove uh

would look like.

Okay, one, you have an optimized
website.

I can't stress enough how
important it is your website is

to set up to convert.

Your website should not be a
static brochure.

Your website should be set up to
convert.

Okay, we want a referral system.

Okay, well, that that's things
in place that are generating

referrals, things that you're
doing to generate referrals.

Okay, I love email.

I'm gonna show you some examples
of some emails in a second of

how you can do it.

Uh I do love Facebook ads.

I know I said this was not
without Facebook ads, but again,

Facebook ads can be a piece of
your marketing, and probably

they should be, with realistic
expectations of them.

Go see my friends at Gym Member
Machine if you need someone to

run your ads for you.

Okay, I don't do ad management.

JV community events, as we're
doing right now, and then print.

Okay, and I'm gonna show you one
of our print articles.

Okay, and I promised in my copy
of promoting this that I would

share with you the text to for
unconverted leads.

And here it is.

If you have a lead list that of
people that opted in for

something over the years,
ideally they're going to a list

called unconverted leads,
meaning leads you generated that

never did anything.

Okay.

Send them this.

And I'm gonna think you'd
probably be happy with the

results.

There you go.

Text to send to unconverted
leads.

You could also do it in an email
too, but uh either either way.

But it's like, are you still
interested in doing pretty

sometimes it just kicks people
over the edge?

Just like, oh yeah, yeah, yeah,
yeah.

I'm still interested, you know,
in that.

Because understand this, and I'm
gonna talk about what I'm gonna

talk about next month in in
this, but it's it's really,

really important that you
understand that the fortune is

in the follow-up.

Okay, really important that you
understand that.

All right, last piece, putting
it all together.

How do we how do we make this a
system?

Okay, understand that we before
we do anything, we have to get

clarity on the market and
clarity on the message.

Hopefully you have that.

Okay, complexity is the enemy of
execution.

If you make your marketing too
hard, okay, it's not gonna get

done.

And so we want to do is keep
this simple.

So I'm gonna show you a simple
way to do this.

Okay, you do not need an annual
marketing plan.

You do not need a full plan for
the year.

Okay, oh, I see some heads
picking up.

You don't.

All you need is a plan for the
quarter.

You need a three-month plan.

You need to sit down four times
a year and create your

three-month plan.

Okay, so I want you to create
six sit down six weeks prior to

a quarter that starts.

So if a quarter starts on June
1st, right?

I'll just go, let's say March
1st.

So let's say a quarter starts on
March 1st.

We want to January 15th is when
we want to sit down and do the

marketing six weeks prior.

Okay.

So whatever it is, book your
calendar six weeks prior to the

start of a quarter, sit down for
an hour for two hours, and I

want you to write down
everything you're gonna do for

marketing for 90 days for three
months, and that's all you need

to do.

90 days in advance.

Okay.

I don't know where I'm gonna be
in a year.

All right, just do 90 days.

SPEAKER_01: Okay.

SPEAKER_03: And write down
everything you're gonna do in

the months of March, April, and
May for marketing.

Okay.

Third thing is give yourself
some marketing boundaries.

Some marketing boundaries.

And these are basically a
marketing boundary is I will

send three emails a week.

They're like kind of micro
commitments.

You're committing to something.

Like about 10 years ago, I
committed to doing an email

every day.

Okay.

And it's simple for me.

Because I can't go to sleep
without writing an email.

I'm not allowed to.

Okay.

And when you commit to
something, then you know what to

do.

And it kind of goes back to the
numbers.

What does the numbers do?

They tell us what success looks
like.

What success looks like for you
is you send three emails.

If you decide.

And understand if you want to
improve your confidence, if you

want to improve your confidence,
you do the things you said

you're gonna do.

That is how you improve
confidence.

So if you say you're gonna send
two emails a week and you send

two emails a week, you're
improving your confidence.

If you say you're gonna send two
emails a week and you don't,

you're telling yourself you
don't trust yourself.

So it's important for you to
pick things that you know you're

gonna be able to do and manage.

It's like, hey, if you're going
zero emails a week and you say

I'm gonna send ten emails a
week, that's probably gonna set

yourself up for failure.

So don't set yourself up for
failure, but understand when you

commit to doing the things that
you said you were gonna do, good

things will happen.

Pro tip always, always, always
start your plan with what worked

well last year.

I don't know why we do this.

We're so dumb.

I'm dumb, you're dumb, we're all
dumb.

We do stuff that works, and then
we don't do it again.

I'm dumb, you're dumb, we're all
dumb, we all do it.

It's crazy.

If the bring a friend day worked
last year in March and you got

five new customers for it, you
are insane if you don't do it

again.

You have something that worked,
just do it again.

And so the best thing you could
do is you when you sit down to

write what am I gonna do for
marketing in March and April and

May, well, the first question
you asked yourself was well what

worked last year.

And if it worked last year, just
do it again, just put it back on

the calendar.

If the 5k that you showed up to
generated 25 leads and two

customers, you should do it
again.

You should go to that 5K again.

Don't like don't don't say like,
oh my, uh I don't know.

Should I think about it?

What do you think about it?

No, no, no, just just do it
because it worked.

And that's why it's so important
to track.

That's why I started with the
numbers.

Because if you don't know what
works, then you don't know what

to do.

Okay.

Here's a quick example of what I
just what this could look like.

Right?

I'm not saying you need to do
this, okay, but I'm just saying

this is as simple as I want you
to make it.

Okay, here's what I'm doing to
market my gym in March.

I'm sending three emails a week
to my list.

One Monday is gonna be a problem
solution email, Wednesday is

gonna be a client testimonial
email, Friday is gonna be a

story and a key inside email.

Okay.

Two, I'm gonna post daily on
Facebook and Instagram stuff

that happens in the gym.

And then I'm gonna the call to
action is gonna be to drive them

to click the link in the bio or
send us a direct message.

Okay, one post a day.

Giving you some boundaries.

Okay.

In the month of March, we're
gonna pick one week of the month

that we're gonna bring, we're
gonna bring a friend week.

And it's gonna be an internal
promotion that we're gonna

promote through email, a private
Facebook page, flyers, and

announcements.

I'm also gonna run an ad in the
local newspaper.

Oh, you're I know what you're
thinking.

Vince, newspapers don't exist
anymore.

No one, the newspapers, they
they're actually there's no more

trees because there's no more
paper.

They they cut all the trees
down.

There's no paper.

No, there is newspapers.

And I'm gonna show you one.

I have one right here.

I'm looking at it right now, and
I'm gonna give them a put in the

screen in a second and show you
how well it actually is working.

Five, you could run some
Facebook ads, drive to a 14-day

drop.

And then six, attend a local 5K
race.

You just go, there's a booth,
you set up the table, you

generate leads with by all
raffling off a 90-day

membership, right?

And that is the simplest
marketing plan that I could give

you.

It's just like, all right,
here's what we're gonna do.

This is how we're gonna get the
leads.

And then you track it and see
what worked and see what didn't.

And then from there, you rinse
and repeat.

Now, what's not on this plan is
the description of the client,

right, which we need to have.

Like, we can't do this stuff
without understanding and

knowing what we're gonna say in
those things, right?

But at the end of the day,
sometimes we just need the

marching orders.

This is what I'm doing to market
my gym in March.

This is what I'm doing to market
my gym in April.

This is what I'm doing to market
my gym in May.

One sheet of paper, put it right
in front of you, and go do it.

Because complexity is the enemy
of execution.

Okay.

So here's the recap.

You need to know your goals and
track them weekly on your

scoreboard.

You need a scouting report that
tells you everything about your

perfect clients.

You need a clear, documented
marketing message.

Right?

And you can pick one of the
three that I share with you.

You need three to five ways to
generate leads.

Okay.

And you need a simple and
documented plan for all this to

happen.

Okay.

I just explained for you a
marketing strategy.

Right?

That is the plan for success.

That's what a marketing strategy
is.

Am I expecting you to get this
overnight?

No, that's not the point.

The point is for me is to
communicate what you need to

work towards, what will work
long term.

Because I promise you this if I
sent you a specific ad.

And gave you in one of my ads
that worked.

Yes, it will work, but it will
only work for a certain period

of time.

I want to teach you how to fish.

Not give you the fish.

Today was teaching you how to
fish.

I gave you the foundational
principles of marketing.

You now know more about
marketing than someone that got

the MBA from Stanford.

Because they're teaching them
about branding.

And I'm teaching you about
results.

Write this down.

In marketing, results rule.

We want to do what works.

If we don't if we do something
and it doesn't work, we don't do

it again.

If we do something and it works,
we do it again.

And that is what I want you to
become obsessed with.

Doing stuff, seeing if it works,
seeing if it doesn't, trying

something else.

All marketing is a test.

All marketing is a test.

This worked, this didn't.

Fine.

Not emotional.

Don't beat yourself up.

I'm blah blah blah blah.

No.

Just understand that what you
did either worked or didn't.

Okay.

Next month master class, that
I'll do one of these a month

now, is fixing the sales at your
gym.

So I'll talk more about the
sales process.

So, like what happens after the
lead generates and what are the

things that are breaking down.

That'll probably be next month.

I don't I don't know how the
date yet, but we'll get into so

today was more of the marketing
side and we'll get into more of

the sales side.

That'll be the same kind of
concept as today, same kind of

teaching principle.

I don't know what I did there.

Those I did spirit fingers.

I didn't mean to do that.

But fixing the sales at your
gym.

Okay.

I want to explain this to you
really quickly.

There are four stages of all of
us.

Every one of you are in one of
these four stages.

Some of you in the are you are
in the creating stage, zero to

20K.

Some of you are in the building
stage, 20 to 50k.

Some of you are at the prime
stage.

You're building an organization.

And some of you are scaling.

unknown: Okay?

SPEAKER_03: Every one of you
probably can see yourself in one

of these places.

Understand is that every one of
these areas, there are certain

skill sets that you need to
learn and understand to be able

to break through to the next
stage.

And failure to break through,
failure to get enough customers

at in the creating stage will
never get you to be at this

stage.

And so this is how it works.

It's just one stage after the
next.

And the bottleneck, the thing in
the way is the owner not

understanding the skill set.

And the owner not learning the
things that it needs to do to

and prioritize that to be able
to get to the next level.

Okay.

And so we have this thing.

And again, I know many of you
hopefully got value from today's

call.

If you want to take the next
step with us, okay.

And again, I told you there was
no pitch.

This isn't a pitch because this
is me helping you for free.

Okay.

So we have what's called the
four stages call.

And the four stages call is
essentially identifying where

you are now, deciding with you
where you want to go,

specifically giving you clarity
on what are the three to five

things that are most important
for you to focus on right now to

be able to get from here to
here.

Or from here to here.

Or from here to here.

And that's what I want to do on
the call.

I'm not going to be able to get
you to the next stage on the

call, but I want to give you the
three to five things that you

need to focus on to be able to
get to the next call.

Okay.

The call is free, it's 60
minutes.

It's with a member of my staff,
and we will take you through and

lead you through this process.

Okay.

If by the end of the call you
feel like you want more help, we

can tell you about what we do.

Okay.

But the purpose of the call is
to help you with these three

things.

All right.

Here is the link to book the
call.

I think Tom put it in there, but
I will put it in there too.

SPEAKER_09: I put it in.

SPEAKER_03: You put it in?

Okay.

Thank you.

That is the link to book the
call.

Now, I have rewards.

If you want to book the call,
okay.

I have a very special gift for
you if you do book the call

while we're on the on the phone
today.

Okay.

And here is the bonus for
booking a call.

You're going to get a bonus for
allowing me to help you more for

free.

This sounds like very one-sided,
guys.

This sounds like I'm doing
everything for you and you ain't

doing shit for me.

No, I'm kidding.

I'm kidding.

All right.

But there's a bonus if you book
the call.

And you got to book the call
while we're on.

Okay.

Here it is.

You ready for it?

So I wrote this newspaper
article.

Here's the actual.

This is the run, if you can see
that.

That says April.

Okay.

I ran this in March.

This newspaper comes out
monthly.

And so I ran it in March.

This is the April edition
because it works so well.

I just did it again.

I just kept it in there and ran
it again.

Okay.

And basically what I did is I
sat down and I was like, all

right, if I have a full, if I'm
going to take out and pay all

this money for a full-page
newspaper ad, one, I got to make

sure it works.

Okay, so I put my marketing hat
on and I used all the principles

that I taught you guys today.

And I was like, what needs to
happen for someone to read to

get this newspaper in the mail,
for someone to read the article,

for someone to scan a QR code,
for someone to put their name

and email in an opt-in form, for
someone to contact us, for

someone to show up to a
consultation, and then for

someone to pay$500 for a
membership.

Seems like a tall order.

What does this need to say to be
able to have this happen?

Okay.

Well, I will tell you, this has
already generated 11 trial

memberships, and two of the 11,
uh, two of the 11 have already

converted, okay, from this
newspaper ad.

All right, so it's like it's and
it's still going.

Like I'll be able to use this ad
for a really, really long time.

And so what I did was I said,
like, all right, what are the

principles of this newspaper
that worked?

What are the things that I knew
that I did in this article that

actually worked?

Okay.

And what I did is I I created a
tool that you guys will be able

to use to be able to write like
this.

Okay.

And understand this.

And here's a good example of
marketing message, right?

So here's the this is the last
paragraph of the article.

That's this one right here.

But this is the last paragraph.

I'm going to read it to you.

Adults over 40 face a perfect
storm of demands that make

fitness more critical and more
challenging than ever before.

They're in the prime of their
careers, often in leadership

roles where the pressure is
relentless and the hours are

long.

They're raising children or
supporting aging parents,

sometimes both at the same time.

Their stress levels are high,
their metabolism is slowing

down, and their bodies don't
recover like they used to.

Yet this is precisely when they
need their health to be and

energy most, to perform at work,
to be present for their

families, to enjoy the success
they've worked so hard to build,

and to avoid the chronic
diseases that affected their

parents.

The cruel irony is that when
fitness matters most, it's also

when finding time for it feels
nearly impossible.

That's why adults over 40 don't
need another generic membership.

They need expert guidance
designed specifically for your

unique challenges, their busy
schedules, and their refusal to

accept that their best years are
behind them.

Okay.

So what am I talking about
there?

I'm talking about them.

I'm talking about the problems
that they've got.

And I'm talking about what is
the bridge, what's the solution

that's going to help them get
there.

Right?

That's the kind of thing we want
to be able to write.

That's the kind of marketing we
want to be able to do.

Okay.

Now I'm going to show you how
you can do this too without

being me.

Okay.

So here it is.

From this article, I went to my
friend Claude and I created

this.

I know many of you are not going
to do newspaper ads, and that's

fine.

But I know every one of you are
probably sending emails.

Okay, so I created, based on the
principles of this newspaper ad,

what's called the testimonial
email builder.

Okay?

I'm going to show you how it
works very quickly.

It takes about two minutes to
do.

But what you're going to do is
if you book the call today, I'm

going to give you access to this
testimonial builder.

Okay?

You ready?

Here it is.

So what we're doing is envision
a story of one of your

customers.

Actually, uh, Kevin, can you
unmute yourself and tell me the

name of one of your customers?

SPEAKER_04: Uh Deborah.

SPEAKER_03: Okay, so I'm just
gonna put Deb.

All right, so what you're doing
is as you're going through this,

I want you to make believe and
put into your mind one of your

customers that you're gonna
write a story about.

Okay?

One of your customers that
you're gonna write a story

about.

All right, so let me put this
next.

Here's the question: how old are
they and what stage of life?

I'm gonna put working mom and
dad.

What city do they live in?

I'm gonna put your city.

I'll just put Berkeley Heights.

How would you have described
them before joining?

Let's call always tired.

What were their specific
physical complaints before

starting?

Let's call it low energy and
fatigue.

How did they feel about
themselves?

I'm gonna put, feel like they
lost themselves.

What have they tried before
coming to you and why did it

fail?

I'll put big box gym and I'll
put personal training elsewhere.

What made them finally walk
through the door?

I love this one.

An upcoming event.

What were they afraid of when
they first got started?

Let's call it not being fit
enough to start, which it's

always people say that all the
time.

What surprised them most about
uh your jam or program?

And let's call it how quickly
they saw results.

How did they train?

Smoking personal training.

Did community coaches play a
role?

Yep, coaches notice when they
missed the session,

accountability.

What specific physical changes?

Let's put eliminated chronic
pain, improve energy.

Was there a specific moment when
they realized how far they'd

come?

Let's call it special event.

How is their life different now?

More energy.

Alright, so you basically put a
quote in of like something one

of your clients said, like in
the test you could pull from

their testimonial review.

That what you're doing screen,
we'll just put GFP.

All right, describe who you
serve in one sentence, adults 40

to 65.

Free trial.

I'll just put 14 day trial.

And then link URL
www.gabrielfitness.com.

Alright, and here's what happens
it gives you this prompt.

Okay?

And so what you do is you copy
this prompt.

And then you put it into your
whatever you want.

You can put it into Claude, you
can put it into Chat GPT,

whatever you want.

You just take this prompt and
you paste it.

And can someone give me some
Jeopardy music?

Oh, we didn't even need it.

Uh da da da da da.

SPEAKER_01: There it is.

SPEAKER_03: And there's your
email for the week, folks.

My principles, my voice, my
writing.

Okay.

And when I say my voice, it
doesn't mean that you can't take

this and make it your own, but
that's essentially the tool.

And I will say this: the most
powerful law of persuasion is

social proof.

So specifically putting out
stories on a regular basis that

are going to get people to be
inspired, which is what happened

with this newspaper ad.

It's going to take you a long
way.

Okay.

So if you book the call, in your
after you book the call and your

follow-up, we'll send you the
link for that Claude Builder,

testimonial email builder.

SPEAKER_01: Okay.

SPEAKER_03: All you gotta do is
book the call and we'll put that

link in.

Now, I know I did promise a gift
for everybody.

And so let me go to that.

So the gift for everybody is
going to be this ideal client

avatar profile.

Okay.

Remember, I talked to you about
how important it is for you to

have a playbook or a profile of
your perfect customer.

Okay.

Now here's one I created for my
business, for my gym.

Okay.

And it basically is, you know,
it does a primary avatar of a

woman, but a male is a
secondary.

So we have about 70% women and
then 30% men.

So it gave me two avatars within
this.

But it does the demographics,
right?

So it gives you basic
demographics of it.

It talks about the
psychographics, which I talked

about before.

So it gives the values, the
personality, the beliefs.

Okay.

It talks about unique interests
outside of the gym.

Okay.

It talks about their
frustrations.

What are the things they're
frustrated by?

Roadblocks.

What stopped them before?

So it kind of gives them that.

What are their dream outcomes?

What are the things they
actually want?

Success in their own words.

Where do they spend time?

Like what things they're at?

Social platforms, podcasts,
email us.

Then we get into the 10
questions.

So remember, I talked about
those 10 questions before.

All right, we get into what
keeps them awake at night.

Boom, this is the answer.

What are they afraid of?

What are they angry at?

All right.

So all the answers to the
questions that I talked about

earlier there, all that stuff.

And then current situation, it
gives a cool story of their day.

So what's a typical day in the
life of your market, which is

really powerful.

And then yeah, it's a whole
different deep dive report of

your market.

Okay.

The only thing you need to do to
get this is take this prompt.

Here's the prompt, now it's
long.

Is you take this prompt and you
put it into your chat or

whatever you want, and it will
spit out that.

Now the way it does it is well,
but for your specific market is

right here.

So the prompt says, before you
build this profile, ask me five

to seven questions in multiple
choice form to help give you all

the context you need about my
ideal code.

So you're gonna have to answer
some questions about your

market, but when you answer
those questions, and then it'll

spit you out there a report that
looks just like this.

My gift for you today for
showing up.

Okay.

I believe that link to get this
is in the chat.

SPEAKER_06: Tom, did you put
that link in the chat for me?

SPEAKER_10: Sorry, wrong one.

Give me a second.

Too many links, man.

You got 500 links here.

SPEAKER_03: Yep, so put that
link in the chat so they can get

the avatar.

Everyone on this call should get
it, whether they book a call or

not.

You don't have to book a call to
get this.

This is for showing up today.

You get the email testimonial
builder if you book the call,

but everyone that showed up gets
this.

Uh, here's what I'm gonna do.

I'm gonna take two minutes and
I'm gonna give you some two

minutes of thinking time to go
and think about what question

you want to ask me.

Okay, because I'm gonna stay on
for some QA.

Okay, so give me two minutes.

While I'm gone, I want you to
think about what questions you

have, and then I'll stay on as
long as we need to for QA.

All right.

SPEAKER_06: Bench, you good with
me though?

I'm gonna run upstairs.

SPEAKER_03: Yep, you're good.

I'll be right back.

Don't go anywhere.

This is QA.

This is where we can, you know,
get a lot of cool stuff.

SPEAKER_06: Okay.

SPEAKER_03: QA.

The way we'll do this, if you
want to ask your question by

typing it in the chat, you can
do this.

I prefer for you to unmute
because this is uh we are like

at 50% still on the call at
after 90 minutes.

This is like you would you guys
are making master class history

by staying on this long.

This is crazy.

So thank you guys.

So, yeah, so I'll I'll answer
the question if you type it into

the chat, but also happy uh
would prefer you to unmute and

ask the question so I can maybe
ask a question back to you.

You don't have to ask a
question, but it's very helpful

if you do.

Usually it takes one courageous
person to do it, to get the ball

rolling.

Oh good, Craig.

There you go, brother.

Very good.

SPEAKER_00: Okay, I'll start
with the usual first time

listening to a lot of your
podcasts, so I feel like very

familiar.

You've been on a lot of road
trips with me, Vince.

SPEAKER_01: Very cool.

SPEAKER_00: Basically, the your
voice in the car.

So I'll get right to that.

I've been in business for 25
years, so I'm in that, you know,

trying to grow and scale area.

I'm located in a downtown
business district in Vancouver,

Canada.

Lots of businesses near me.

I was thinking of doing LinkedIn
outreach.

So I walked around a couple like
big office towers and snapped

like the picture of the
directory to get like what

businesses are there.

And so I'm curious if you've
ever done LinkedIn cold outreach

and if so, strategy you would
use.

SPEAKER_03: Yeah, I have not
personally.

I do know a bunch of people that
have done it, and it's a very I

do know some guy tried to sell
me a package to do it.

Like he basically, there's a
whole system behind how to get

new customers from LinkedIn.

Personally, I don't, I wouldn't
be able to tell you okay, on how

to do it, but I do know there
are probably people that do this

that you could get a system very
easily from.

I probably think it's better to
do that than actually just make

something up from scratch and
just try and throw something

against the wall.

Because I do and I I do know for
certain that there are systems

built around this.

There are LinkedIn cold DMs.

I get them all the time.

Like in LinkedIn, I could tell
like it's from a process.

Now, do they work on me?

No, but it's worth a shot.

Uh Craig, let me ask what is the
uh thing you're trying to do?

Like, is this just to get new
customers?

It's just another source of it.

SPEAKER_00: We opened during
COVID.

And this is our third location.

So we opened this third location
in this business district during

COVID.

So we were kind of like like
taping the floor and adjusting

as they changed the rules.

Constantly.

So now that's kind of passed and
it's been three years in one

location.

I'm like, I haven't even been
really out for lunch in the

neighborhood.

Like, I don't know what's
around.

I'm like, there's all these just
in a small research in the three

towers I went into, I got a list
of 2,500 people that probably

make enough to afford working
out.

Yeah.

Yeah.

What do I do with this place?

That's cold, ice cold.

Like they don't know me.

They didn't know that my gym
opened during COVID.

So where do you go with that?

SPEAKER_03: Yeah.

So yeah, the answer to your
question, full disclosure, the

answer to your LinkedIn specific
question, I'm not sure.

But what I would do is find
someone that does specialize in

that.

I will add some things about
what I think you could do from a

cold from a cold standpoint, if
you don't mind.

Yeah, before that.

I I think one of the things that
you know, so I looked around at

my gym and I was like, man,
there's a really a lot of

lawyers that train here.

And I was just like, wait a
minute, there's a lot of them.

And I was like, well, what if I
started doing marketing to

lawyers, like specifically?

Right.

And and actually specifically
created a campaign for all the

local law firms.

And I created a combo of a
couple of different options.

So the first thing you can do is
you go to the actual firms and

you try to do you know regular
joint venture stuff where you do

lunch and learn or you do an
event at your business or you do

something like that.

Okay, but the reason why I like
lawyers is because a lot of

times those people have the
finances to be able to train

with us, right?

And so, like if I if there's a
business that has like 25

lawyers, that's 25 people that
are probably making three to

five hundred thousand dollars a
year, right?

That easily can afford what we
do.

So it's kind of like, and then
the second thing is, and I can

actually show you actually
funny.

Do you want me to pull it up and
show you what I used?

SPEAKER_00: I was gonna say that
that's the basic.

I was gonna try and offer a free
lunch and learn kind of thing,

like on the cool like and then
follow up with anyone I connect

with, like drop off a smoothie
or something for them, and then

that's like a conversation
point.

Like, here's a smoothie from
next door.

SPEAKER_03: All right, so maybe
I'll like I'll pull this up.

I always like to hold on.

This is a funny one.

And this is just an example.

Like, I don't think you need to
do lawyers, but like I'm just

thinking, like, find the market
that you're helping a lot of,

and then and then go direct to
them, right?

Versus going big blanket because
LinkedIn, it's like everybody,

right?

Versus let's get almost narrower
and say, all right, uh lawyers,

financial advisors, and like
people that we know can afford

what we do, and then go to them.

So here's here's the here's the
the letter.

I hope the CMO finds you well.

My name is Vince Gael, I'm the
owner of Gabriel Fitness

Berkeley Heights.

We're a private buy appointment
personal training facility that

helps adults lose weight.

So basically elevator pitch,
right?

My facility is nine minutes from
your office.

Uh I'm studying this letter
because I was recently looking

around at my clients at my gym
and realized that we had a lot

surprisingly odd and large
amount of number of lawyers that

train with us.

So basically it's like people
like us do things like them.

This is the Seth Golden line,
right?

It's like, well, you're a
lawyer, and I got lots of people

that are lawyers like you that
are doing this with me.

I'm not sure why, since I've
never done any direct marketing

to lawyers, but I found it
pretty interesting.

Anyway, since I figured that
lawyers typically work long

hours, spend a lot of time
sitting, reading, and writing, I

may and I may not have a ton of
time for I think that's the

typo.

Uh if you're a workout buff,
please accept my apologies in

advance.

I went a little deeper and
started talking to some of them,

other lawyers, and why they
train with us.

And here's what some of them
said please don't take this as

some type of infomercial or
something like that.

These quotes are pulled from
direct conversations, and these

are all true.

Okay.

And what I did was I got
testimonials from the lawyers.

I got like, why do you train
here?

Why do you like training here?

And I basically put the quotes
in for that.

And those are the quotes.

SPEAKER_00: And you mailed this,
this was direct mail?

SPEAKER_03: No, email, email,
email, email.

SPEAKER_00: How did you get
their email list?

SPEAKER_03: I would go right to
so if you go to like a local law

firm, there's basically there's
two options.

Okay.

The first option is you go to
the gatekeeper and you get the

gatekeeper to send it for you,
or you can go on their screen.

Yeah, you basically screw it
because a lot of times it ends

in the same one.

It's like first name, first
initial, that a lot of this is

public information that you can
just send it.

But that's yeah, that's what we
did.

Just cold reach out.

And then and then, yeah, the uh
was a call to action was just it

was just basically a reply if
you want to chat.

All right.

SPEAKER_00: That's awesome.

SPEAKER_03: But something like
that is like do you want me to

give that to you?

SPEAKER_00: Yeah, that'd be
fantastic.

SPEAKER_03: Yeah, yeah, what's
your email?

SPEAKER_00: It's Craig at
PrecisionAthletics.ca Precision

Athletics all one word.ca.

SPEAKER_03: There you go,
brother.

You got it, man.

Hopefully, yeah, use a variation
of that, but it's like, you

know, hopefully that's something
like that.

But I think that's kind of like
the angle maybe to go.

Is like if you're gonna do cold
stuff, like go cold, but like go

find a niche that's like, all
right, I'm already working with

these people, I'm already doing
stuff like this.

I got testimonials that can back
it up by people I'm working

with.

So I'd maybe go that route.

But try the LinkedIn thing and
see how it works.

Let me know how it works, too.

SPEAKER_00: Well, I will report
back.

Yeah, it's I mean, I I don't
know if it's a great strategy if

you're in a rural area or right,
like you know, like you can like

I walked to the places to get
these list of companies.

It was easy, like I was already
going to the bank anyway.

So I figured I'd wait to go.

Yeah, they're close.

SPEAKER_03: They're close, yeah.

Yeah, for sure.

Cool.

Awesome.

SPEAKER_01: Good luck, yeah,
yeah.

SPEAKER_03: Cool Lindsay, do you
have a question or are you just

checking your email?

Yeah, Lindsay, you had question
face.

A lot of times people like they
look at it with me via like

these eyes, and then it like it
looks like they have a question.

SPEAKER_02: I do have a well
kind of a question.

Um I was just kind of looking at
our our numbers as far as like

where our referrals are coming
in on a lot of them are honestly

just coming through like Google,
and I would assume maybe like

ChatGPT or something like that.

SPEAKER_06: Yep.

SPEAKER_02: So just thinking of
like expanding and doing more of

that.

I don't, I'm not the owner.

So my the owner obviously
manages like Google Ads and

stuff, but is there anything
that you recommend to kind of

tap into utilizing that more?

I know like Chat GPT is kind of
gonna become the new Google and

how we can put ourselves in a
better place for that too.

SPEAKER_03: Yes, yeah.

So there's a lot to unpack here.

And there's so next Tuesday, I
have a private thing I'm doing

with a girl who's an expert, if
you can call her that, an AEO.

And so what you're talking about
is something called answer

engine optimization.

Okay, and so SEO is how do we
tweak the our presence on

Google, right, to get a better
ranking.

So if someone types in into
Google gym near me, we come up

more often, right?

Now, a lot of times it's the
pay-to-play.

Right?

You if you pay for SEO, a lot of
times it's like, all right, I'm

gonna pay all this money.

And then for years, like in my
community, Lifetime Fitness,

who's a big gym, they were
number one for gyms in my area

in Berkeley Heights.

We're in the exact same town,
right?

But answer engine optimization
is different.

Answer engine optimization is
what are the things that you

optimize for so that when
somebody types into Chat GPT or

Claude, what's the best gym for
personal training?

It's not a pay-to-play situation
anymore.

It's an authority play.

It's they are picking the way
it's working, is they are

picking the biggest authority
that would possibly be the best

recommendation.

Whereas Google, it's based on
who pays.

This is based on authority.

Okay.

And so there's a lot of things
that need to be in place for

this to happen.

I mean, we're like, you know, I
could really go down the rabbit

hole with you, but here's I'll
give you a couple things.

One, Google reviews.

The cool thing is a lot of the
same principles.

I've talked about G.R.

Hoff from Gym Member Machine,
right?

A lot of the same principles, if
you have really good SEO, a lot

of the same principles will
apply to AEO.

So if you're doing a really good
job in SEO, a lot of the same

principles will apply.

There are some differentiators.

Okay, but the first thing is you
you have to get good with Google

reviews.

Okay, if you got one Google
review a week for the next 52

weeks, you'll have 52 more
Google reviews.

Okay, I like to see gyms that
have 200 at least.

unknown: Right?

SPEAKER_03: 200 Google reviews
at least.

Okay, but if you just said, I'm
gonna make it a metric in my

company to get one Google review
every week, you'll have 52 more

than you have right now.

Okay, and that's a really
powerful thing.

Now, the other thing is, is what
do the Google reviews say?

This is a really important piece
because it's not about Lindsay's

really cool and Lindsay's really
smart, and Lindsay has great

workouts.

What they're looking for is the
transformation.

Before OneFitness, I was here.

Now I am here.

That is what you want.

Now, what you need to start
doing is guiding your people to

write you good Google reviews
teaching and educating your

clients on how to give you good
Google.

If you look at my brochure, so I
have a brochure for my

mastermind group, and if you
look at my brochure, all of the

testimonials f follow the same
process because I trained them

how to do it.

It all started with before SPF,
I was here.

Now, after SPF, I am here.

It basically has some form of
that, right?

Because I realize that what
people are looking for is what

did what they did work?

Did it help?

Not how nice Vince is, not how
Vince is like an uncle to me.

Like that couldn't be anything
like that's useless, right?

But I was here, now I'm here.

Giancarlo, one of my clients, I
was doing$8,000 a month, and now

I'm doing$160,000 a month.

It's a pretty powerful
testimonial.

Okay.

You are going to want to do the
awards, are good, awards are

helpful.

Like if you get award, best
you've voted, best gym, legit

awards, YouTube content is very
powerful in that.

It's recognizing YouTube
content.

So there are there's things to
do to be that, but understanding

how it works is something called
share of voice.

Okay, share a voice.

So it's not like if I type in uh
where where's your uh business

located?

SPEAKER_02: We're in
Minneapolis, Minnesota.

SPEAKER_03: Oh, Minnesota.

Okay, cool.

Oh, you know, it's funny, quick,
quick, funny story.

I last night my my kids are
doing the capitals right now,

and so my wife and I was like,
let's try it.

And we sat down, and we my wife
and I, we sat down, we filled

out a blank map and tried to get
all 50 states and all 50

capitals.

I ended up getting an 89 out of
100, but I missed up, I messed

up Minnesota.

For some reason, I messed up
Minnesota and Wisconsin.

So I'm sorry, I messed up
Minnesota for you.

SPEAKER_02: I think that's a
pretty typical yeah, is it okay?

SPEAKER_03: So, but let's just
say someone types into you know

at Chat GPT, you know, what's
the best where was I going with

this?

What was I actually gonna say?

I lost my train of thought.

I I got distracted by my thing.

You might not even know.

SPEAKER_02: Share a voice.

SPEAKER_03: Share of voice,
thank you.

You're the best, Melissa.

So, chair of voice, so I could
type in best gym in Minnesota,

or it's probably not gonna be
Minnesota, it's probably gonna

be like your community, right?

And I could type that into Chat
GPT, and 10 minutes later, I

could type it into Chat GPT and
get a different answer.

In Google, it doesn't work like
that.

If I type best gym, you know, in
New Jersey or best gym in

Berkeley Heights into Google,
and 10 minutes later I do it,

you're gonna get the exact same
answer.

This doesn't work that way.

And so what it does is it's this
called share of voice.

It takes the highest percentage,
you and that's your goal, is to

be so strong and to be so
powerful from an authority

standpoint that a higher
percentage of the time it makes

you one of the top choices.

So uh and typically there's only
three to five choices, uh

usually the recommendations.

Like so I took my son to a
jujitsu tournament in

Pennsylvania, and I was looking
for a hotel.

And I typed into ChatGPT, I
said, I'm going to a jujitsu

tournament with my son.

The tournament is at this arena
and I want to stay at a hotel

that's close to the arena.

What are my choices?

And it gave me five options.

And I picked one of the five.

Right.

If you're not listed at one of
those five, there's not a chance

that I'm not going to that
hotel.

Now I'm not because there's no
ability to scroll.

Right?

What does Google do?

You I can look at the first five
and be like, uh let me see the

next page.

Right.

And a lot of times people don't
do that.

Usually they pick the first one
in Google, right?

But it's not a pay-to-play
anymore.

So that I I could keep going
down a rabbit hole.

There's a lot to do.

But I think you're very safe if
you could run your business, if

you could be really good in SEO.

A lot of the same principles in
SEO are going to help you in

AEO.

But but I will say this is that
we are coming into a market of

copycats.

Everyone's marketing is going to
start sounding the same.

And the better job you can do to
differentiate your business from

the market, the more successful
you're going to be.

So that is why what I was
talking about before

differentiation and
understanding what makes you

different and showing up
differently, it's very, very,

very important to do.

We're coming into I think it's a
brilliant time to be a gym

owner.

I'm so excited.

I think that, you know, for
those of you, especially that

are scaling, like I think it's
going to be great.

I think there's going to be so
much opportunity for us.

I think people are going to be
craving physical in-person

stuff.

So I it's a great spot to be in.

There's a lot to learn, right?

To adapt to the new what's kind
of happening.

And that's uh, and again, I'm
still learning this too.

You know, this is all stuff that
I've learned, you know, as of

recent, because it's like, you
know, the book on AEO was

written two months ago.

Yeah, there's a book out, there
is a book out, but it was

written two months ago.

And it basically, the the book I
read on it, it basically says,

by the time you get this book,
everything in this book is

probably going to be irrevalent.

That's the problem.

That's how fast all this stuff
is moving.

So, but it's just again, and I
don't know, like, you know,

that's kind of my job as a coach
for business owners is to keep

everyone, you know, up on the
latest and things like that.

But it's stuff is changing fast.

But it's a it's it's a really
good question, Lindsay, and

understand that the more people
are starting to, and they're not

going away from Google.

Google will still be there.

Google's a big business, they're
not gonna be stupid and lay

down.

People are still gonna be using
Google.

Okay, this is not don't don't
mistake this as no one's gonna

use Google anymore.

That is just that is completely
untrue.

But will people start using chat
GPT to find things more and more

and more?

Yes.

SPEAKER_06: 100% does that help?

SPEAKER_03: Good question.

I put you on the spot and he
asked a good question.

Well done.

SPEAKER_06: All right.

SPEAKER_08: Coach, I have a
question, sir.

What is uh um uh Paxon?

Oh, what's up, Paxon?

Well, I'm uh I'm opening my
first brick and mortar location

here, and I'm trying to decide
how to split my marketing budget

between specifically Meta and
Google, especially for a heavy

first three months of of
payments.

How do you recommend I I budget
that between Meta and Google?

SPEAKER_03: Are you doing it
yourself?

Yes.

Do you know what you're doing?

SPEAKER_08: No, but I I have
confidence that I will one day.

SPEAKER_03: I'm gonna tell you,
like, it's if you're if you

don't know what you're doing and
you're learning on the fly, it's

very hard for me to because when
you're opening a facility, and

Jared and Brian, you guys will
see this when you guys open your

facility, you got one shot to
open this thing with a whole

bunch of people.

Yeah, and you want to take
advantage of that.

You only get one shot to do it.

And you're only the new kid on
the block for so long, and it's

a small, finite opportunity to
be able to do it.

So I don't know if it's the
right question, Paxton.

Like, I don't know, like you
should you spend X or Y.

I don't know if there's an exact
number.

The way I you know like to do it
is I want to spend as much money

as I possibly can in the very
beginning to acquire as many

customers as I can.

That's really it because those
are the customers that are gonna

get this thing launched and off
the ground.

The numbers I'm gonna share with
you are probably gonna make you

want to vomit because it's
probably gonna be a lot more

than what you are expecting.

But I have people spending five
to ten thousand dollars a month.

SPEAKER_08: That's exactly what
I already budgeted for.

SPEAKER_03: Oh, good, good,
good.

Okay, so you're on you're on
track with that.

Now, if you're gonna spend five
thousand dollars a month and ten

thousand dollars a month and you
have no idea what you're doing,

I would spend the fifteen
hundred dollars to get GMM to do

it, being fully honest.

SPEAKER_08: Okay.

SPEAKER_03: Like, I'm gonna I'm
gonna tell you right now, like,

if you're gonna spend 10 grand
and you don't know what you're

doing, that's dumb.

I would spend$8,500 and pay the
$1,500 in ad management to

someone that knows what they're
doing and and get them to do it

if you don't know what you're
doing.

If you tell me, hey, I'm a
wizard at this stuff, you're

like, I'm really good at it, I
would say, fine, go for it.

Spend 10 grand, you're good.

But if you're gonna spend that
amount of money and not, I mean,

these guys, that's what they do
all day long.

Yeah, Jim GR Hoff at Jim Member
Machine.

SPEAKER_08: Okay.

SPEAKER_03: Yeah, go to GR, tell
them I sent you, they'll take

care of you.

There's cut their customers are
on this call.

I know Jarrett and Brian are
customers, uh, Melissa Chase is

a customer.

It's it's rare that agencies
have happy customers.

It's rare, but you you have them
on here.

And GR is he's a really good
businessman, he does a great

job, he runs a good company.

And if you're open in your gym,
I would 100% go with them.

SPEAKER_08: Okay.

Would you recommend I utilize
them to learn from them so that

I can do it all myself one day?

Or do you keep uh would you
recommend that I just keep

myself a little bit more free
time and keep it?

SPEAKER_03: That's your that's
your preference.

Like I I have never run my own
ads.

Okay, and I never will.

But that's me.

Like, I'm not, I just I'm not
gonna do it.

There's a lot of guys that that
I work with that eventually

learn how to do it themselves.

Uh, I think it depends on you,
and and it ends up coming down

to return on your time.

It's like if your time is better
spent on going out and building

relationships with joint
ventures in your community

versus sitting down and
tinkering with a Facebook ad,

you're probably better off with
that with that community-based

relationship.

So it it totally depends.

I would, but but for your
pre-sale, like you don't want to

mess up a pre-sale, and you want
people that know what to do

running those ads for you, not
you trying to figure it out on

the fly.

You got one crack at it, get it
right.

Okay.

Thank you, coach.

You got it, brother.

Good job.

Good luck to you.

SPEAKER_04: Thank you.

Coach, hey Vince.

Yes, sir.

Running my Facebook lead form.

I don't know if you saw that in
the chat or not.

No, what's what is it?

So we're bringing in, we brought
in like 31 leads.

Okay.

And they've they filled out the
little the form, which is just

name, email, and phone number.

Yep.

But every almost every single
one that I've contacted said

they didn't opt in, they didn't,
they they have no idea who we

are.

That kind of thing.

Yeah, you're using a lead form.

Yeah.

Yeah.

I mean, it usually if that's the
case.

Like$35 a day.

So does it matter like$50 a day,
$75 a day?

SPEAKER_03: No, I mean it may be
time to test a landing page.

It may be time to test it.

So that's what we switched to.

We switched to a landing page
after the lead from a lead form

because we were getting on this,
like, oh, this person doesn't

speak English.

This person said they didn't opt
in.

And I don't want my guy that
runs my gym to be like.

Doing this volume chase of
people.

And so what we did is we just
paid more money for less leads,

and we get less leads, but
they're way more qualified

because they filled out a
landing page.

Okay.

So here's the thing.

At the end of the day, what
you're going to have to do is

you're going to have to test,
right?

You're going to have to test
different things and try

different things.

That's what marketing is.

It's a test.

But that's another another way
to go about it.

But I don't know if, like, I
don't think the problem's going

to be different if you spent 50
bucks or 75 bucks a day.

I think the problem still
exists.

And just know, like I talked
about this yesterday on our

call.

I love GR and I love Facebook
ads.

I use Facebook ads.

I use Facebook ads to get you
guys on this call.

I used Facebook ads for my gym.

Facebook ads are great.

But there's a very, very small
percentage of new customers that

are going to come from Facebook
ads.

It's just the way it works.

Like I told you, when I did this
newspaper, I don't remember

exactly how many consoles we
got.

But of every person that booked
a console, guess what the show

rate was?

100%.

100% of the people that booked
the consultation from this

newspaper showed up.

Different media.

What did they do?

Well they read a full-page
newspaper ad.

Of course they're qualified.

What did they have to do to opt
in for you?

Accidentally click something.

You understand the difference.

I'm not saying Facebook is bad.

I'm not saying it's wrong.

I think in Paxon's case, 100% go
all in on that.

But it can't be the only thing.

And you what you also have to do
is manage your expectations of

it.

And know that there's only going
to be likely a very small

percentage of the leads that you
get are going to become

customers.

And you should use that as a
finger on your marketing glove,

right?

As you learned from me.

But if we're relying solely on
that, it gets tougher.

It's sexy to do it, right?

It's like because we want to
like, all right, if I just

market on Facebook, that box is
checked and I'm good.

And I can go run my business.

I gotta know I have leads in
general in the background.

But you're probably gonna be
unhappy if that's the only thing

that you're actually doing.

So unfortunately, we gotta do
some other stuff.

Okay, cool.

Cool.

Thanks.

You got it, buddy.

Good to see you, man.

You too.

Alrighty.

Still here.

I like to grind you guys down.

I don't like I'll grind you guys
down.

SPEAKER_05: I'll keep going.

Hey Vince, Andrew Zach here.

Had a quick question for you.

What's up, brother?

How you doing?

Hey, I'm good.

How about you?

Good.

Appreciate the uh information,
man.

Yeah, of course.

SPEAKER_01: Yeah, cool.

SPEAKER_05: So I am in my first
month of opening.

So I just launched.

I have a lot of leads.

I have I only have a Facebook ad
running.

And in my first month, I have
about 600 leads from it.

But my issue is I struggle with
getting people in the door from

that.

And you kind of touched on it
with Kevin a minute ago.

My issue, because yeah, it seems
to be like they're not all

qualified leads.

So I guess my question is is it
just a numbers game?

Do I just keep calling these
people daily, hundreds of calls

to get the right people in the
door?

Or do you have a system in place
that would help me find actual

qualified leads so I'm not like
wasting my time hours every day?

Okay.

SPEAKER_03: Ready for this?

There's a study done by the Data
Handling Inquiry Service, okay,

that basically looked at the
behavior of when people opt in

to buy something, to get more
information about something.

Okay.

And the Data Handling Inquiry
Service, it looks at every

industry across, you know,
multiple different industries.

It's like this massive map,
millions and millions and

millions of leads.

Right?

And they basically came to the
conclusion that when someone

requests more information for
something, eventually 50% will

buy and 50% will not buy.

Okay.

So just bookmark that and say
50%.

Now that is not 50% by your
business.

50% of the people buy the thing
that they're looking for.

Okay, so just don't take that
too literally.

Okay.

Out of the 50% that buy, out of
the 50% that buy, 15% to buy in

the first 100 days.

Okay.

Leaving 85% to buy in the next
100 weeks.

Okay.

So what does that do?

That begs the question for 100%.

You are correct.

You need some long-term
follow-up.

The expectation of all those
leads buying 300 of them aren't

going to buy anyway.

And only 15% of the 300 are
going to buy in the first 100

days.

And again, I'm taking a study
done.

Like, don't take this so
literally, but it just like gets

you to understand.

It's like, okay, a little people
are going to buy in the

beginning, and a lot of people
are going to buy over time.

I said that in I said that in
one of the things.

The fortune is in the follow-up.

The fortune is in the follow-up.

So 100%, yes, you need to
continue to follow up with these

leads.

Now, are there things that best
practices that we could have

done to get some of those people
in the door?

Right.

For sure.

Right.

You know, we talk about
following up with leads quickly.

We talk about following up with
leads consistently over time and

calling multiple times.

And often, yeah, we got to do
all those things.

But 100%, should there be in
place some type of an email?

That's why I like that
testimonial email, because that

testimonial email is a beautiful
thing to send once a week.

And then all of a sudden, if all
these people that up you know

downloaded your or that opted in
for your thing, they start

seeing stories of people every
week having success.

Eventually, eventually they're
going to come around and one of

those emails they're probably
going to respond to.

SPEAKER_05: So do you send the
same email once a week or do you

change it up?

Different people, different
people.

SPEAKER_03: Yeah, yeah, yeah.

Oh, yeah, yeah.

No, it's a different person.

I mean, that's what's cool about
the builder, is like I just put

a different person in there.

unknown: Okay.

SPEAKER_03: And it creates a
different story.

And you can just literally take
a Google review and use one of

your Google reviews and take the
information from the Google

review and put it in and make
the story.

Okay.

But yeah, so I think that
you're, you know, you're

probably you shouldn't expect to
have you know 300 customers from

600.

SPEAKER_05: Yeah, I know.

And I I I really need to pump
the brakes and because I'm like

ready to I my goal is like 250
members in the first year.

I'm already at like 70.

So I mean uh what kind of gym is
it a membership gym or is it

yep, so it's 24-7 boot camp and
24-7 cardio and bodybuilding.

Are you gonna add personal
training?

I do have personal training as
well.

Yep.

How many customers of personal
training do you have?

I only have one so far.

And how are you what are you
doing to get them asking if

they're interested when they
come in for a gym tour and then

pitching it to them?

SPEAKER_03: If I were you, and
it's funny because I'm about to

create a new product, and my new
product is this.

I don't know when I'm gonna do
it, but I'm going to do it.

And my new product is going to
be teaching membership gyms like

yours how to install smoggroup
personal training in their

business.

Okay.

And like basically taking my
model that I wrote about in this

book and teaching box gyms how
to do it.

Because I'm going to tell you
right now.

Like, think about this.

If you're what are you paying
for how much does someone pay

for a membership?

SPEAKER_05: Just the 24-7
bodybuilding side is$59 a month.

$59.

SPEAKER_03: Okay.

So let's just say I get 30
customers paying$500 a month for

a small group.

That's a lot.

What is that?

So let's do the math.

So what is that?

$1,500.

No, that's$15,000.

Yeah, so third 30 customers
times$500, which is very$30

times$500.

It's$1,500 a month.

SPEAKER_05: Yeah.

Okay, what did you say it was?

$59?

$59,000, but that's so that's
separate.

The boot camp is$197 a month.

SPEAKER_03: Okay, but let's just
say for like it's$59.

So if$15,000 divided by$59, you
would need to get 254 customers

to equal the 30 customers that
pay you$500 a month.

SPEAKER_10: Right.

SPEAKER_03: If you want to make
a million dollars, here's how

you do it.

You ready?

You can get one person to pay
you a million.

Then you can get two, or you can
get two people to pay you

$500,000.

Right.

Or you get four people to pay
you$250K.

Or you can go all the way down
to I want to get a million

people to pay me a dollar.

unknown: Yeah.

SPEAKER_03: Which one do you
want to do?

I don't want to find a million
people.

Yeah.

So somewhere in the middle
there, right?

And so you at the$59, it's fine,
but man, if I were you and I

want to make some money in this
business, I'm selling things

that are a lot make a lot more
money.

Right.

SPEAKER_05: So just think about
it.

So I do have like a uh like a
six-week challenge, and it's

$997, and that goes as a deposit
towards boot camp.

Cool.

Um, and then it discounts your
monthly rate.

So, you know, I do have things
like that in place.

SPEAKER_03: Beautiful.

And what so what I would start
to do is just understand that,

and I didn't say this before,
but I should have.

It's only market to one target
market at a time.

Right.

So you trying to get personal
training, that's a different,

likely a different person and a
different marketing message than

someone to do a$59 bodybuilding
membership.

SPEAKER_05: Right.

SPEAKER_03: So the challenge of
your model is you may need to

create different marketing for
the different customers that you

have.

Okay.

It makes things more
complicated, but at the end of

the day, it's going to be more
effective.

SPEAKER_05: Okay.

Awesome.

Cool.

All right.

Appreciate it.

SPEAKER_03: All right, brother.

Yep, good luck to you.

Yep, appreciate it.

Congrats on getting 70 already.

That's all right.

Appreciate it, man.

SPEAKER_04: Thank you.

All right.

SPEAKER_09: Uh, what's up, Ian?

What's happening, brother?

How are you?

How are you doing?

I'm fantastic.

Thank you, man.

I've I've followed your stuff
for a while.

I really appreciate what you're
doing.

Awesome.

Thank you.

So I just have sort of a general
question.

So I'm opening my first gym the
first of April.

So next week.

And it's going to be a small
group personal train gym catered

to 50 plus.

Beautiful.

It's a group I've been working
with for about 10 years, but

this is my first time doing it
on my own, at my own gym.

This is sort of an operations
question.

So by the way, I'm totally
bought in on everything that you

do, man.

I love the small group model.

It works the best.

Find it's the best cash model.

What when it comes to the actual
like basically the the problem I

have is with people basically,
you know, people go on vacation

from time to time or they'll
miss sessions from time to time.

And so far, I've basically been
doing it on a they sort of they

pay as they come basis.

Mean like I'll charge them
upfront for a period of time,

but then I'll credit them a
session if they're like if they

give me notice and they miss
time.

But that leads to a lot of
inconsistency of me being able

to project numbers, right?

Yep.

So how do you find the best way
to work with this?

Do you switch it from talking
about like a per session model

to more of a membership model?

So even if they miss time, they
still pay the same price.

Like, where do you find a nice
balance here while still keeping

it fair, even if they miss some
time?

SPEAKER_03: Yeah, member
membership model is the way I

would recommend to go.

And the cool thing is that you
are switching to your own

facility.

And when you change like
situations and circumstances,

people are kind of understanding
when things change like that,

right?

Like I'm moving to this new
location, this is how we're

gonna do things moving forward.

And I found people are very
usually okay with like, all

right, you know, he's got his
own space, this is how we're

gonna do it going forward.

Um, so I would 100% do a monthly
membership where they pay X

amount of dollars for X amount
of sessions per month and do it

like that.

If they end up missing a session
here and there, they can make it

up the week before, they can
make it up the week after.

If someone is going to miss an
entire month, they can put their

membership on freeze and pause
it.

You could do that as well.

But yeah, I think that you know,
missing one session here and

there, you just tell them that
they make it up.

And ideally, what you do is you
get some kind of a scheduling

app software that allows them to
cancel their sessions themselves

and do that on their own.

Like when we switched to that,
it was a game changer, right?

It was like really helpful to
you know for them, like, oh, I

can't come at six, so I'm gonna
switch my out of my six, I'm

gonna come at the eight.

Or I can't come this week, so
I'm gonna I'm gonna come uh four

times next week, and I can they
can do that without having to

call us to be able to kind of
like change it, you know what

I'm saying?

So, yes, I would have a good
software.

SPEAKER_09: Do you have you
picked your software yet?

I've been using Jnapp for a
while.

I come from a clinical
background.

Yeah, it's probably not it's not
known as much in the gym world.

I I'm I come from more of a
clinical background first, so

it's used a lot with
physiotherapists, chiropractors,

massage therapists.

SPEAKER_03: Yeah, so whatever,
yeah, whatever.

Hopefully they can, you know, if
you're running small group that

it can comply to that system,
hopefully it does.

It does.

Yeah, so perfect.

It's and then hopefully they can
you know do it themselves and

schedule themselves.

But like they when they sign up
with you, they sign a membership

agreement, and that membership
agreement gets them X amount of

sessions per month, and then you
know, you kind of you know

monitor that and track
attendance, you track that, all

those things that are so
important to do to make sure

people are staying on track.

But yeah, I think a membership
model is the way to go.

I would follow just to give you
some guidance on pricing.

I I like to follow what's called
a good, better, best price

model, where uh it's essentially
gives them three options.

And you know, there's you know,
we could call it most of the

time what teaching is twice a
week as the bottom option, three

times a week as the middle
option.

Ideally, we're driving them to
the middle option, and what we

do is we sandwich it.

So we uh uh inflate the unit
price of the bottom option, and

we uh create the a massive high
number for the uh the top

option, which squeezes the
middle and puts them where we

want them to be.

It's the best value to be in the
middle because three times a

week is gonna be better for
results and it's gonna be better

for retention versus two times a
week.

If they pick two times a week,
it's still okay because the unit

price is higher, so we're
actually making more money.

The third one, call it a
thousand bucks a month is twice

a week one-on-one or whatever,
something that you're not really

gonna do that much.

And so what it does is it makes
the the big option makes the

middle one look small.

The bottom option makes the
middle one look beautiful.

So follow that price model if
you can.

SPEAKER_09: That's good because
in the past I've been using I

did, but I did it in a different
way.

You just gave me a little bit of
a light bulb moment.

So I've been doing I've been
basically the pricing was, you

know, you come either two or
three, two or one times a week,

and there's a ten dollar per
session difference.

But now I'm thinking, okay,
well, I won't even talk about

the per session dollar
difference.

I'll probably talk about the
pricing more on like a monthly

so they can compare the monthly
value or even the weekly value,

so they don't get stuck up on
their pain per session, they're

paying for the membership.

But I thought just now, if I was
to do like if I was to offer

them two, three, and four times
a week, and then that would make

that sort of middle part push
them more to the three times a

week.

And even if they come two,
that's fine.

And then who knows, some people
might put up their hands and

say, I'll come four times a
week.

Why not?

SPEAKER_03: Yeah, I would just
make that four something else

because it it probably won't be
high enough.

You want the four, you're almost
like purposely inflating the

four option or that third
option.

So I wouldn't, I don't know if I
would do four.

I would probably do like, you
know, I don't I don't like to

offer unlimited, but I would
offer almost like something off

menu or something like that,
like one-on-one or something

like that, where the price can
get to like a thousand bucks a

month.

Because you don't want it to be
$349,$399, and then three and

then uh$425.

Yeah, yeah.

Then that top number doesn't do
the job.

The top number, the job of the
top number is to make that

middle number look like a steal.

SPEAKER_09: Yeah, yeah, I'm
that's good.

I'm already charging a lot, but
uh what are you charging?

69 69 a session, they're 45
minute sessions.

And I like it.

So that's what's that?

I have the weekly value down
here, but I forgot now.

SPEAKER_03: 69 times eight is
552.

Yeah.

Yeah, I like that.

SPEAKER_09: So that was that was
if they're gonna come three

times a week, and then I was
gonna charge them more if

they're gonna come two.

SPEAKER_03: Oh, 69 times 12.

Yeah.

So eight eight twenty-eight.

Yeah, yeah.

I mean that you're on that where
are you located?

In Toronto.

Yeah, you Canada people, you
charge so much money.

I guess you have to because you
pay so much damn money uh for

everything.

It's ridiculous.

Yeah, Canada's like a different
world.

Like we would never get away
with charging 800 bucks a month

for it at my gym.

And we're in the we're we're
like a suburb of New York City.

Like some of the I have some of
the wealthiest people in the

country at my gym.

SPEAKER_09: Yeah.

SPEAKER_03: You know.

SPEAKER_09: So yeah, but you
guys have American dollars, so

your your American dollars are
amazing.

SPEAKER_03: Yeah, can't Canada's
a different and low taxes too.

Yeah, different for low taxes.

Have you have you ever been to
New Jersey?

Low taxes.

I know.

Well, so it's funny.

You say that I'll show you my
property tax bill and you tell

me if that's low.

SPEAKER_09: I'm sure I heard uh
another Canadian on here before

from out west, so I'm sure we
could us Canadians will rally

together and complain and
commiserate about it.

I don't know.

SPEAKER_03: I think I I think I
would put my property taxes up

against yours.

I think I think New Jersey
property taxes.

Holy shit.

SPEAKER_09: But it is funny
though, because I hear I a lot

of the content comes out of
America, right?

Because there's obviously
there's just more of you guys.

So I hear about the numbers you
guys charge, and you always talk

about you know charging more,
more value.

I'm like, I'm already charging
more, but I would need to charge

even more.

So just to give you like a
comparison, so like for an hour

of training here, you know,
probably good middle ground be

above$120 an hour for one-on-one
training, and then up to upwards

of like$150 or even a little bit
more if you're in sort of a

little bit of a higher-end gym
setting.

But yeah, for the 45 minutes
semi-private, you know, you

bring the price point down by
about half.

And that's it.

SPEAKER_03: Yeah, no, that's
beautiful.

Yeah, it's a great model.

It's a really good model.

I think you're gonna do really
well with it.

I mean, if you're getting six
people in a group paying 69

bucks, and if you have an
average usage of five people,

because that's you want to track
the usage, you yeah, that's

that's like a really important
metric to track.

It's like what is the average
number of people that we have in

a session?

I mean, if you're gonna get 70
bucks a person, five people,

you're making 350 an hour, you
know, and you can do is your

facility big enough to do two at
a time?

SPEAKER_09: No, so I I'm I'm
terrified.

That's fine, that's fine.

So I got a really small facility
to start.

Yeah, that that's fine.

SPEAKER_03: Yeah, it's better
for scale too.

Like it's it's easier to
replicate a smaller location

than it is a bigger one, for
sure.

SPEAKER_09: Yeah, we got really
low overhead to start, which I'm

really happy with.

And yeah, but you know, if once
it gets up and running, I'm I'm

all about expanding and and
doing more.

SPEAKER_01: Nice, man.

That's cool.

That's cool.

SPEAKER_09: I think you'll do
great.

Good luck to you.

Thanks a lot, man.

Appreciate it.

unknown: Cool.

SPEAKER_03: All right, guys.

Any other questions?

It is now 219.

SPEAKER_01: Don't you guys have
lives and businesses?

I guess yeah.

Brian and Jarrett, just killing,
just chilling.

I like it.

Learning.

All right, guys.

Well, this is fun.

SPEAKER_03: Hopefully, got
something out of it.

SPEAKER_01: You know, and you're
there.

SPEAKER_03: I'm off to Costa
Rica.

SPEAKER_01: But you guess what?

You'll still get emails from me.

Even though I'll be in Costa
Rica, you will still get emails

from me every day.

SPEAKER_04: Do you have time for
one more question?

Yeah, yeah, what's up, brother?

Yep.

So I have the Go High Level
account and let's say I have

10,000 people on our email list.

Yep.

How do you because everyone's
like, well, you don't want to

send it to 10,000 people at
once, you want to send it to

like 2,000 or 1,500.

How do you do that?

Like, how do you segment that?

Do you just pick 1,500 emails
out of a hat?

SPEAKER_03: I the answer I don't
know.

Because I'll be honest with you.

I've sent an email a day for the
last decade.

Okay, I've never sent one email
in my life.

What?

So I write the emails in a Word
doc and I send them off to the

minions, and the minions send
the emails for me.

I focus on what I'm good at, and
what's good is writing the

emails, which matters most.

So I don't have an answer to
your question.

I do know that that is the right
mindset, though.

That is though you don't want to
all of a sudden, if you've not

been mailing at all and just
start mailing everybody at once,

you do need to warm them up.

The challenge is I don't I don't
have the mechanics of go high

level and the knowledge of that.

You know who does is Leah.

So do you know, Brian?

Because I don't know.

Do you do you know?

Yeah, go ahead.

SPEAKER_10: So a couple things
you could do, Kevin, is one

segment your list.

So just have them parsed out and
then just send to those specific

segments individually.

Or before you send it, there is
an option to do like a drip

mode.

So you can do the drip mode
where it's sending X amount

every so often.

unknown: Okay.

SPEAKER_10: So if you're gonna
send the same thing and you want

to send it to everybody, just do
that drip mode.

Or parse it out how you need to.

SPEAKER_04: Yeah, correct.

So do the same thing.

SPEAKER_10: You can do the same
with uh text as well.

SPEAKER_04: Okay, thanks.

SPEAKER_03: Yeah, so no, I know
that's what we do.

I just don't physically do it,
so that's uh thank you, Brian.

Awesome.

SPEAKER_10: Yeah, we'll see it
right before you go to send it.

There'll be an option down
there.

SPEAKER_04: Okay, cool.

SPEAKER_01: Good stuff.

SPEAKER_04: Yeah, I might need
to contact Leo and see if I can

jump on a call with him.

SPEAKER_01: Yeah, he's uh
thanks, man.

You got it, brother.

SPEAKER_03: Good to see you.

Tanya, looks like you're still
here.

You are one of the first people
on, and you're one of the last

people on.

I like that.

You're all in.

Good job, Tanya.

All right.

Oh, Craig.

Craig, you it's funny.

You're you you're a I didn't
realize you don't look like a go

high level guru to me, but I
guess you are.

SPEAKER_00: I hit send now to
the list of 10,000, like he

said, and got banned.

unknown: And I know.

SPEAKER_00: Oh, okay.

Yeah, so you got yeah, I've been
in email.

You hit schedule, and then when
you hit schedule, it's gonna

give you all the options of you
want to do a drip campaign or

yeah, and you can it also will
go high level what you send to

like people who interact with in
the last 30 days, or the last

you so you can send it to the
teenus people first or the least

teen people first, depending on
what your offer is.

If it's like a reactivation
offer, you might send it to the

oldest on the list first.

All those options are there,
just but I just do like 50 per

20 minutes or something like
that, so it doesn't get flagged

to spam, and you can send it
schedule it to send during

office hours or whatever,
whatever you you like, and then

it'll just keep going in office
hours until it's gone through

your 10,000.

So, but don't hit send now
because you get banned.

Go to you go to go high level
email jail.

SPEAKER_03: Email jail.

I've been at email jail today.

I just couldn't get out.

I just had to start.

SPEAKER_00: I just had to start
a new account.

SPEAKER_03: I couldn't figure
out how to get it.

Yep, there you go.

Yeah, good stuff.

Thanks, Craig.

SPEAKER_00: Learn by doing
making mistakes.

SPEAKER_03: Yeah, right.

Yeah, yeah.

All right, everybody.

Appreciate y'all.

Thank you for coming, and I'll
see you on the next one.

Thanks, Fence.

Enjoy your trip.

Thanks.

See yep.