Fitness Business University Podcast

SPEAKER_00: What's up, guys?

I am back for another podcast in
the judo parking lot.

Just dropped off my man Joey,
who I took him to uh Dick's

Sporting Goods because he had a
gift card and he desperately

wanted these UFC gloves, the UFC
style gloves, and he was there

to get a basketball.

I was like, you gotta show me
that you're really gonna start

training to get these gloves.

So I'm making him do boxing
training once a day for 14 days

for him to earn the gloves.

And so we'll see if he actually
earns them.

But this kid goes from judo to
boxing to jujitsu.

It's like he's the exact
opposite of that I was in his

kid.

I would come home and eat cereal
and watch Saved by the Bell.

It's pretty much my my childhood
youth as a fat kid.

And so I just dropped him off at
judo in the parking lot.

Figured I'd record another
podcast for you.

This week I'm doing something
pretty cool.

I part I it's not the cat's out
of the bag that I sold my

marketing agency, Kiss
Marketing, right?

I think everyone knows that.

I've hinted on it on different
podcasts, talked about it

through email this week,
especially.

And I'm not gonna go deep into I
was gonna I was planning on to

doing a full-on podcast to talk
about the business lessons

learned, and there's so many of
them.

I'll definitely talk about a
bunch of them at my upcoming

event to my live group, to my
live audience.

But there's definitely a lot
wrapped up into it, so I don't

think I really want to get all
my thoughts out and do a full

deep dive, and I haven't gotten
there yet, so I probably will do

that at some point.

But this week I am doing
announcing the partnership with

Jim Member Machine, and I had a
podcast with GR that we did

together and told the whole
story of the history between us.

But today I just want to talk
about digital marketing in

general and kind of why it's
possibly a good idea for you to

do something like this.

Not for every I don't believe
it's for everybody.

I do think there's some gym
owners that have the knack of

the digital side of it.

And it's like really easy for
them.

We have a couple people in our
group that they do even when I

had the agency, like they do all
their ads on their own.

They just do it, they it's easy
for them, they know how to do

it.

They've been doing it for a
really long time, they're they

geek out on it.

And if that's you, then I would
continue doing that.

I do think if you get to a point
where you're scaling and you got

multiple locations and it
becomes like a lot of work, it's

probably good to outsource.

But if you geek out, if you got
one gym and you geek out on this

stuff and you really like it,
then just keep doing it.

Don't do, you know, an agency.

I think that's important.

And it's not right or wrong.

It's all matters of the what's
the best use of your time.

And if you could do it really
quickly and do it effectively,

then have at it.

Now, if you're like me and hate
that stuff, like logging into

Facebook ad manager, and I love
like writing copy and stuff like

that, but I do not like geeking
out on the tech stuff, which is

honestly one of the reasons why
I sold the agency, right?

It wasn't my bag.

The tech side of things was not
my bag, and you do got to know

that stuff from that standpoint.

But I think for most people it
makes it makes a lot of sense

because most people aren't nerds
like that, and it does take time

to learn.

And the reality is a lot of this
stuff is changing, and you have

to be up with what's going on
and what's changing and what

algorithms are changing, and all
these tech terms and all things

like that, you might not have
any awareness about.

It's a really smart idea if
that's you.

And it's always been me.

I've always had someone run my
ads for me.

And uh there's really three
components to it, right?

The first component is running
your ads on what they call meta,

which is Facebook and Instagram
and basically essentially

pay-to-play.

And I here's why I like this.

I this concept to me of leads
while you sleep is a very

attractive thing.

It's like like when I go home
and I'm here sitting in the

parking lot recording a podcast
for you, I have a Facebook ad

running for my gym, for my
consoldi business, and it is

working right now.

And there was probably, as I
started recording this podcast

in the last 400 minutes and 50
seconds, I probably got a lead

in one of my businesses, right?

With from just sitting here
doing nothing.

And at the end of the day, the
only guarantee in business is

that you won't keep all your
clients.

You're losing clients every if
you don't lose clients every

month, you're definitely losing
clients every quarter, and

you're certainly losing clients
every year.

So at the end of the day, you do
need, even if you're at

capacity, you do need consistent
lifeblood of leads coming in.

And no, do I think you should
put all your eggs into one

basket and do all digital?

No, I don't.

But I do I think it's a good
finger on the glove?

Do I think it's a good thing to
do?

Yes, I do.

And for a couple reasons.

The first reason is Kennedy has
a line that he always talks

about, which is called present
brand present bank and future

bank.

And he basically says is that
every day you should be doing

things to put money in what's
called your present bank, which

is the money that you collect
today.

Like for example, a lead gets
generated, they book a

consultation with you, they come
in, and then they buy a

membership.

That money goes into your
present bank.

Now let's just say you're you
have you also have your future

bank, and your future bank is a
lead is generated, they do

nothing.

They ghost you, they don't even
answer any of your messages, but

they get put onto your email
list.

And you email them email, and
then six, eight, ten months, a

year later, they respond to an
email for a six-week challenge,

and all of a sudden they come
in, they take the challenge,

they sign up for six weeks, and
then they love it and they sign

up for a membership.

When they generated that lead at
that moment, they were put into

your future bank.

And so you want to think about
doing things that add to your

present bank and add to your
future bank.

And I believe Facebook ads do
that.

You know that with Facebook ads
and Instagram ads, that only a

small percentage of the leads
you generate are going to come

in.

And I talked about this on the
when I did the podcast with GR.

If you go by the study with Dean
Jackson, only 15% of your leads

that you get are going to come
in right away.

And then the other the study
said that the next 85% of the

people that buy are gonna come
in the next 100 weeks.

So you got to understand is that
it's not this game of, oh, oh, I

generated 100 leads this month
and I should have gotten 80

clients.

It's just it doesn't work like
that.

But what you're doing when you
have this constant flow of lead

generation, you are putting
money into your present bank and

your future bank.

Okay.

The second thing it does, and
this kind of dovetails into the

second piece of it, the second
thing it does is I quit running

Facebook ads all the time as
like this little boat that's

flying around the river that's
just got a sign up all the time,

or like an airplane on the
beach, right?

Like you go out, you're laying
on the beach and the airplane

keeps coming by with the signs.

It's like that's what a Facebook
ad is.

Or another example would be if
let's say you're on a really

busy road and you have a sign
out on the busy road, and people

drive by all the time and they
just see your sign every time

and over and over again to see
the sign, and eventually it

comes in.

That's something called
omnipresence, right?

So you're just like kind of
omnipresent, you're always

there.

And this is a really big piece
of it.

It's I think there's that rule
that people need seven to ten

times before they buy.

It's probably more than that at
this point, right now.

But what a Facebook ad does is
no, is it the best conversion

rates?

Hell no.

It's not even close to
referrals, not even close.

But what it does is it's always
there.

It's just this little boat or
this little plane or this sign

on the road that's just like
there all the time.

And it keeps people in your top
of mind awareness.

But the other thing it does is
this there's a really good

chance someone could see your
Facebook ad over and over again,

and then they don't respond to
the Facebook ad at all.

But they're like, let me check
this out.

You know what they do?

They go to Google and they
Google you, and then what comes

on?

Your website.

And that's number two is having
a good website.

So digital marketing presence,
one, Facebook ads, Instagram ads

are a good idea for the reasons
I just said, but two, there's a

really good chance that if
you're marketing on Facebook

regularly, that you are gonna
have an uptick.

I can't guarantee this, but
you're gonna have an uptick on

people going to your website.

And here's why you want this you
want this because people that

typically go to your website
have intent.

They hunted you down instead of
you hunting them down.

That's what you gotta understand
too.

When you're in Facebook, you're
hunting people.

Like you are like barging into
that, they're doom scrolling

right now.

It's funny, I'm sitting in the
car right now, and there's a kid

next to me, and he's got his
phone out and he's just

scrolling.

That's all he's doing, this kid
right here.

Anyway, but the people are doom
scrolling and your thing pops up

into their feed, you're you're
hunting, you're barging into

their life, okay?

And you wonder why the
conversion rates are lower.

Right.

But with a website, now they
went to Google, they typed

either your name or they typed
personal trainer near me.

They have intent to do something
about what they're doing.

And that's why a website
typically are going to have much

higher conversion rates.

But when you link the two
together, man, there's a really

good chance that regular
Facebook ads and regular ads on

Instagram are going to drive
more traffic to the website with

higher intent buyers.

And understand this what a
website, oh man, so many people

screw this up.

And it's funny, the one of the
first things I do when someone

reaches out to me on Instagram
and they're like interested in

business advice, or like they
respond to one of my emails and

they want to chat on business
stuff.

One of the first things I do is
go to their website.

And you'd be shocked at how many
people's websites are just

broken.

They're just like, it's I had
one the other day where this the

website, it said something along
the lines of it's it was

supposed to say we're not pushy
or hard closers or something

like that.

It was say, you what we're not.

But it it the website was all
screwed up and it said we are

pushy.

Or it'd say we are hard closers,
or it said something like that,

where it said the opposite of
what it was supposed to say.

And the reason why I said that
is there were a glitch on the

website.

There was a design glitch that
just they screwed it up and they

just didn't fix it.

And I'm just like, like, this is
like walk someone walking into

your front yard and just
stepping in dog shit.

That's what it's like.

It's like you you gotta have at
base level, at base level, guys,

look on your website and is it
correct?

Do you have the right address?

I was listen to this.

I was guilty of this for a long
time.

I'm such an idiot.

I I I did not change when we
moved from gyms.

I didn't change the address on
the website, I didn't change it

on Google.

I'm such a dumbass, right?

And people are like, we moved to
the gyms, and people are like, I

can't find you, I can't find
you.

And they're like, Oh, you dummy,
you didn't update the address.

Like, I'm so stupid that I
didn't do that.

But it's like there's a lot of
things happening that are just

so permissioned to play, so
basic.

And that's so if you got your
website, and understand this

your website is not designed to
please your wife, to please your

mother-in-law, to please your
own mother.

That is not what your website is
designed to do.

Your website is designed to
generate leads.

That is it.

You want someone to come to your
website and you want someone not

to leave your website without
giving you their name, email,

and phone number.

That is what this is.

We want them to do that.

And your website needs to be set
up to be able to do that.

It's a really important piece of
this.

We want our website to be a
client-producing thing.

And if our website ends up being
a black hole, if there's too

much crap for them to weed
through, right?

If there's too much stuff for
them to look through, there's a

good chance they're gonna look
through all the stuff and then

not do anything.

So you want, as GR said on the
podcast, like one friction-free

door.

We want to try and get them one
door to go through, and that's

what we want to do on every
page, on every site.

We want that to happen.

So your website is paramount,
there's so important.

And there's a lot of crap out
there saying websites are dead,

it's just stupid.

Right?

How silly that people were
saying silly things like that.

Because I know my business, I
mean many of our clients'

business, we were getting lots
of clients through a website.

Lots of them.

And if you're doing Facebook and
Instagram ads, you're probably

gonna get even more.

So that's the second thing.

So, first thing is play the game
with Facebook, Instagram,

pay-to-play.

And as GR said in the podcast,
manage your expectations.

Do not think that if you
generate 15 leads that you're

gonna get 12 new customers from
those 15 leads, you're just not.

So you do got to manage your
expectations with it and

understand and have this
investment mindset about it,

knowing that you're putting
money into your present bank by

the custom the few customers
that do buy, and then your

future bank by generating leads
that you'll be able to follow up

with for the next 100 weeks.

And the last piece of this is a
really well built-out sales CRM.

We sold something called Convert
Cloud.

As GR said on the podcast, it's
basically all everyone is white

labeling go high level at this
point right now.

But it's a really, and again,
whether you use that one,

whether you use one that's
connected to your CRM or

something like that, I don't
care what you use.

Okay, but at the end of the day,
you need something that's going

to, you're gonna have an
organized system to follow up

with leads.

Because if you get all your
clients from referrals and you

get three referrals a month, you
don't need this.

You can write the names down on
a piece of paper and you can

just call them back.

And if they don't call you back,
you write them down on a piece

of paper again and you call them
back when they don't like it's

just that's all you need to do.

Okay, but if we are going to
actively grow our business, if

we're gonna actively market and
grow the company and generate

lots of leads, there needs to be
there needs to be a sales

department that's developed.

Right?

And so understand what a sale,
what is a sales department?

You're like, oh, I'm not a
corporate mental.

What is a sales department?

Well, here's the thing the a
sales department has a couple

roles.

First thing, it has a setter.

Okay, a sales department has a
setter, it has someone that

fields the leads, and their job
is to book an appointment,

whether that's with a
consultation, whether that's a

free session, or whatever it is,
that is their job.

The second job is role, whatever
you want in the sales department

is a closer.

Okay, and this is the person
that when they come into the

gym, they close them and sell
them a membership.

However, you do it.

Consultation, free trial,
however, you do it.

Sometimes it's the same person,
sometimes it's a different

person.

Doesn't matter.

Okay.

But those are two roles in the
sales department.

And the last thing is you need
an organized system.

You need an organized system,
and that is typically a really

well put together software that
is simple, that's easy to use,

that you can a lead comes in,
and you they come in for a

console, you can drag it over,
and then it's clean and clear so

you can follow up with people
because the fortune is in the

follow-up.

And if the fortune is in the
follow-up, we need an organized

system to help us keep track of
all this stuff.

So that is like a big piece of
it.

And obviously, the other side of
a sales department is the

system, right?

What do you say?

So when you do have that closer,
this is too so understand this

sales, right?

Appointment setting, closing is
too important to be left

unscripted.

If you are having a different
conversation with somebody every

time with a prospect, and you
have a different conversation

every time, you're leaving a lot
of money on the table.

You want to have a process.

I don't think you need a
word-for-word script to follow

where you're reading off the
dummy cards, okay?

But you need some type of a
system.

What questions do I ask?

Where do I do the consultation?

What's the process look like?

You need a step-by-step system.

And honestly, that system could
probably be written down on one

page.

Like you guys don't need these
emyth binders to document your

systems.

You probably need a one-page
sales system that shows you how

to set an appointment and how to
close an appointment.

You don't need a lot, okay?

But that's really the third
piece of this is some type of

software.

And again, as I said, if you're
getting three leads a month from

referrals, you don't need this.

Write them down on a piece of
paper, get a napkin, get a bunch

of cocktail napkins, write them
down with sharpies, you're good.

Seems sounds cool to me.

It seems simple, right?

But if you're generating a bunch
of leads and you're paying,

especially if you're paying for
leads, if you're paying money

now, if you're paying a gym
member machine to do your ads

for you, if you're paying a
salesperson, if you are

investing money in marketing,
this sales CRM allows you to not

let you lose money because
things won't slip through the

cracks.

Right?

If you don't have something like
this, things are probably going

to slip through the cracks and
you're going to lose money.

And we want to get return on all
the money that we're spending.

So those are the three things.

It's like ads, website, having
some kind of a CRM.

That's like kind of the digital
marketing world, if you will.

And that's the stuff that you
know they do at Jim Member

Machine.

And as I said, if you feel like
it's time to pony up and have

someone like Jim Ember Machine
help you guys, great.

If you want to do it yourself,
fine.

But at the end of the day, I had
a few different companies that

wanted to buy KISS marketing.

And I went with Jim Ember
Machine, one because of the

track record, right?

I looked into their client
success stories, I looked into

their churn rate.

There was a lot of research I
did to say, all right, because I

had invested very invested
interest in them taking over all

the ads for literally the
majority of the clients in KISS

were my customers and
mastermind.

So I have invested interest in
them continuing to do well from

a digital marketing standpoint.

I don't want them to go to some
crappy agency and all of a

sudden their marketing shits the
bed and they're my customers.

So understand that I did the
work, I did the research from

that standpoint.

And again, as I said, I had
personal experience with GR and

I know him personally and trust
him, and I think he's running a

really good company.

And I think he's a fair guy.

I think he charges a fair price
for what he does, and I think he

hires good people, and they're
doing good work.

And again, there's a lot of crap
work done in the agency space.

And I think he's doing really
good work.

That's pretty much it.

I think that if you go to the
URL is join.com slash Vince.

Join.com slash Vince.

We are doing a thing this week.

And for the first 12 gyms that
sign up with GMM, they will get

a nice chunky discount on the
first month.

Head over to that link if you're
interested.

And even just having a call with
them and seeing if it's for you.

But I'll be honest with you
right now, if you are like a

really, I don't want to say if
you're a really stage one gym

owner and you're just getting
rolling and you're doing like

$3,000 a month right now, it's
probably not the best bet.

Like I think that right now,
your best bet is to hit the

streets, generate some business.

I don't want the pressure of
adding another bill to your

plate.

I think you can get to 10 grand
a month on your own without

this.

But for many of you that are
trying to do this yourself or

you're not generating the amount
of leads that you want, it's

probably a good option to have a
conversation with the fellas

over at Gym Member Machine.

And if you're one of the first
12, you get a little bit of a

little bit of break on the first
month.

But hopefully that helps you
think through some of the the

digital side of the marketing.

And again, I did I really only
got into the really the paid ads

and then the website.

There's obviously social media
and other things, but I like

those two tools.

Those two, really those three
tools.

Here's the other reason why I
like it.

Okay.

I think they provide a lot of
leverage.

Now, what do I mean by that?

They provide a lot of leverage,
meaning, what did I say in the

very beginning of the podcast?

Leads while you sleep.

Okay.

Your Facebook ads and Instagrams
will generate a lot of leverage

through generating a high volume
of leads.

Okay.

You get leverage from a website
by having a high volume of a

high amount of conversions from
a low number of leads, and then

one feeds the other.

And then you get leverage from
your CRM in that you are going

to be more organized and that
you will likely, you will most

likely convert a higher
percentage of people that come

in because you're just following
up more often because you have

an organized system to do it.

So those kind of three things
give you leverage.

There are high leverage points,
which is why I like those three

things.

Okay, head over to what is it?

join.gymembermachine.com.

The link is also in the show
notes.

We're doing it for this week
only.

DR is putting out that special
deal, but hopefully this just

gave you also some insights.

Shamelessly, I would love for
you to go with GMM.

Okay.

But at the end of the day, too,
hopefully this was helpful just

to understand this stuff better.

I think that the higher level,
the more you understand this,

the easier the game's gonna be
for you to play.

So hopefully this was helpful.

You got some understanding of
this, and I'll see you on the

next one.

Peace.