#JTInTheRaw Show 3: Talking Your Marketing Message; Tips from Robert Herjevac; and Rocky Balboa’s Best Quote
Last Saturday on my way home from Auckland I watched the movie Eddie the Eagle and what an amazing story. Spoiler alert if you don’t know the story, he doesn’t win a medal but he proves everybody wrong.
Even his own dad said he’d never get to the Olympics. He faced ongoing opposition from the British Olympic Committee which didn’t deter him.
And my confession, I was blubbering at the end!! It must have been the altitude! Right?
It’s a great story of someone doing what everyone says you can’t through pure determination, focus and not listening to the naysayers! Well worth a watch.
In just a couple of weeks I start FitnessBiz Brunch in Australia. I visit every capital city and will be delivering 4 brand new presentations to strengthen your business. The sessions are on:
- 7 Consumer trends that impact fitness businesses
- How to have people like you, so they buy from you
- Using customer service as marketing and lead generating tool
- Around the world in 60 minutes, looking at gyms, studios and fitness business models
See where I will be and when by clicking here
This week I’ve been planning our FitnessBiz Brunch marketing, so where did I start?
I started with my message. Whatever medium you are using to market your business – emails, flyers, online or offline ads – your message must show a solution to the pain of your customer.
I can honestly say I spent hours trying to get the copy just right for our advertising pieces. It was hard work! I think I’m about 80% there and we still need to refine the message after a few test emails. This has already taken me 20+ hours to get to this point.
How long do you spend on writing copy for your sales emails? Or direct mail piece?
Here’s 2 big hints for a successful marketing piece …
- You have to know the pain points of your customers when writing your copy!
- 70% of your energy, copy, space must be spent on providing proof you can solve your customers problems.
As Jay Baer says … It’s about help not hype!
I read a great article in INC Magazine on Robert Herjevac, one of the stars on the US Shark Tank. Read the whole article here.
There were two things he said that stood out for me . . .
- Success in business is about being yourself and having the confidence and respect in yourself to push. Success has no shape, no colour, no height. You can be yourself with underlying inner strength – that is in all of us!
- He used to think that if you provide a great product or service, customers will JUST find you. You have to tell the world that you exist!
Love to answer any questions you have about business, management, leadership or even life – I’ll make the answer up if I don’t know it! Just comment below or use the hash tag #AskJT!
Let me finish with a little quote of mine …
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.