Tag: fitness business

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Looking after your own health will improve your personal productivity.  This week’s show explores what you can do.

“Happy Halloween! This Tuesday is our 24 horrorific membership sale. No JF at ABC Gym on Tuesday come in to join or go to website.”

Whack! That’s a right hook asking me for the sale when I haven’t heard from this gym since the 1st Sept when they text me their Spring one day sale.

This is one example of 6 text messages I received in the last 7 days, all promoting a one day Halloween sale!

If you want me to buy from you, please think jab, jab, jab, then right hook!

Welcome to JTInTheRaw show 69 where I chew the thin on business! Each week I chat about a topic that will help enhance your business. And today I’m talking marketing because so many businesses are doing an amazing job at driving customers away from them!

And speaking of marketing, let me kick off the show with today’s question: how many marketing campaigns does a business need to ensure growth? Pop your answer in the comments.

Whether you’re watching live or on replay, pop in the comments how many marketing campaigns you should be running?  I’ll tell you later how many!

Shout Outs

I’d like to thank Davin, Michelle & Jess from Debit Success for inviting me to speak at the inaugural Australian Masterclass exclusive for their clients! I was honoured to be asked and humbled when I heard I was part of the launch.

I spoke twice with an opening presentation on the world of fitness in 60mins.  This gave me an opportunity to show and tell about the over 200 gyms I have trained at in the last 2 years. I closed the day with a highly energetic session on consumer behaviour.

Thanks again Debit Success Team.

Another shout out to Paul Kelly. Paul has an autistic son, Lachlan. This week Paul posted an incredible video of dropping Lachlan off for the bus to school. He debunked some myths around autism, he gave a snap shot of what autism is and he showcased the love he has for his son. PK you say you are lucky to have a wonderful son, well I think Lachlan is lucky to have a dad as proud as you. Thanks for letting me in on your family. Much respect mate.

Let’s talk marketing.

The question of the day – how many marketing campaigns should you be running to grow your business – pop your answer in the comments. I’ll tell you at the end of today’s show.

Gary Vaynerchuk I believe coined the phrase jab, jab, jab, right hook … so much so he wrote one of the best marketing books you can ever read. To grab this book click here – it’s awesome!

Vaynerchuk says marketing is a science like boxing. He explains in simple terms, boxers jab to get their opponent into the best position to then right hook for the knockout blow.

This metaphor for business is that the marketing message must be value add communication of 3 to 4 times before asking for the sale – ie the right hook.

Unfortunately, in the world of instant gratification business owners, managers & marketers now have the patience of a gnat! They expect to run an ad, send an email or text a prospect & they join straight away. They want immediate sales.  They simply don’t have the patience or possibly the inclination to jab.

What the consumer wants to hear from you is not what is being delivered. The consumer wants to hear and see:

• You are as good as you say you are – social proof. By the way JTInTheRaw show 28 I talk about social proof & testimonials. Watch show 28 by clicking here.
• They want to know they can trust you.
• They want you to build a relationship with them before asking for the sale.

Our single marketing responsibility is to court our prospects before asking for the sale. Add value by providing education. These are the jabs that help manoeuvre the prospect into a position so that when you make the offer to buy. They buy!

Let’s examine the text marketing I received this week.

Oh and remember, whether watching the show live or on replay, how many marketing campaigns should you be running for business growth – pop your answer in the comments.

The text marketing.

The texts were straight offers to join. They may have been good offers or weak offers, I don’t know! But the interesting thing & disappointing thing is that the only time I hear from these brands is when they have a membership sale!

What about 3 weeks ago a message like “If you’re running or walking this weekend in the Melbourne running festival. Good luck! If you’re not running and would like to complete your first fun run or walk in 2018, then we have a free at home program to get you across the finish line. Go to website to download your free program.”

That’s a jab!

It may not be relevant for everyone but you’re adding value!

If you keep asking for the sale continuously then you are telegraphing your right hook & prospects simply duck! You’ll have wasted your money!

Or worse still for you, I’ll unsubscribe from your text or email messaging.

And that then screws up your prospecting opportunities!

Build the relationship … add value … build trust … show proof … embrace eventually … ask for the sale!

I have to admit the brands I received these texts from I expected more from them. Way more. But that shows me that even the big brands are screwing this up. And more importantly that a smaller, more attentive, astute & nimble operator can truly position themselves.

Jab several times by adding that value then ask for the sale.

So how many marketing campaigns should you be running to grow your business? Last chance to guess … go in the comments!

I am suggesting 25 to 30 different channels are needed for an average sized business to generate the leads needed. I would suggest almost every small business under markets themselves! And that’s why they don’t have enough leads to convert to enough sales. Not to mention 100% of the limited marketing campaigns are not jabbing or nurturing they are asking for a sale!

Yesterday I spoke with a business owner and he said his single greatest challenge in his business is lead generation.  I said OK what % of turn over are you spending on marketing.  He said I haven’t spent anything in the last 3 months . . . no shit leads are a problem!

If you don’t tell people you exist and what you do, you’ll never get enquiries!

Now is the time to stop! Stop and plan 2018 marketing. Build your 25-30 marketing channels now ready to roll out next year. This takes time, thinking and hard work but if you want sales it starts with marketing!

Always asking for the sale in your marketing will hinder and in fact devalue your brand. You don’t want that!  Be a smart marketer.

I hope today’s show makes you stop & audit your own marketing approach. If you need help, then please email me.

And please feel free to share this show with anyone you think can learn either the number of marketing campaigns needed or about jabbing your prospects rather then continually right holding them. Tag them in the comments below. I’d be very grateful!

Quote Of The Week

Build the relationship … add value … build trust … show proof … embrace eventually … ask for the sale!

Do you want to work one on one with JT?

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/

The most common saying in marketing these days is ‘content is king.’  And if that is the case then ‘colour of your content is queen.’  You can use colour to stop your fans scrolling past your post on Instagram, stop and read your Facebook post, or even take a detour and walk into your facility to find out more about you.

Today I’m going to share some secrets to colour!

What is your favourite colour?  Whether you are watching live or on replay tell me in the comments below and shortly I’ll share what that colour may mean in the conversion psychology.

Welcome to #JTInTheRaw show 68 where I chew the thin on business and I coming to you 3 hours later than usual!  This is because I have just arrived at Dallas Airport from Mexico City.

This week has been a very exciting week for me as I delivered the key note presentation to open the 4^th Annual Mercado Fitness-IHRSA conference in South America.  This was my 309^th presentation and my second key note.

My presentation was around leading teams in today’s competitive environment.  I shared:

• 2 responsibilities all leaders have to differentiate them from their competitors;
• 4 ways to lead the magical millennials;
• And 7 common behaviours of the world’s best business leaders

And from the new LinkedIn connections I received overnight, I think they liked my presentation.

I then returned in the afternoon to do a 2-and-a-half-hour workshop for on-boarding members for long term loyalty.  I used the basis of my ebook: How To Build Long Term Loyalty Through Your On-Boarding to build the workshop and from the looks on the faces my message resonated.

If you would like to know what I spoke about, you can grab my ebook: How To Build Long Term Loyalty Through Your On-Boarding by clicking here.

Of course, on my way to the conference, I stopped by Soul Cycle and Barry’s Bootcamp in LA for a couple of workouts.  As always great sessions and awesome experiences.  These two brands really get creating something special from when you walk through the door.

Shout Out

Not surprising my shout out goes to the teams at Mercado Fitness and IHRSA for inviting me to speak.  Thanks to Guillermo, Jose, Jacqueline, Jay and Alison.  I am truly grateful for this opportunity.

Thank you.

Colour Is The Queen Of Content

So today, I want to talk about colour!  Remember the question for the day is what is your favourite colour and whether you are watching live or on replay pop your fav colour in the comments below and I’ll let you know what that may mean shortly.

At the Industry Leaders Roundtable two weeks ago, we discussed why Barry’s Bootcamp would have red lights in their studios.  And why everything about Orange Theory is orange.  Surely, the colours must mean something!  I did some research and want to share my learning with you.

Firstly, businesses are taking advantage of colour psychology by using the colours in their visuals to subliminally cement their brand personality in the mind of their audience and market to them.

You must now think that your choice of colour is critical when creating content.  The colours form the first impressions of the content. And we all know this first impression is crucial and could be the difference between the user interacting with the post or continuing to scroll.

Remember, your fav colour in the comments go . . . because here comes what the most common colours mean.

Blue is associated with security and is used to help promote trust within a brand. When using a shade of blue it can have a very calming quality and may even stimulate productivity.

Yellow is used to increased positivity, optimism and cheerfulness. It can often promote enthusiasm for your service or product.

Orange will also lead to optimism and cheerfulness, similar to yellow.  The negative to orange thought is it can indicate a warning and anxiety if used too frequently.

Red is creates urgency, which is why you see it with any signs promoting sales.  Believe it or not it is known to encourage appetite and raise blood pressure! And not surprisingly red is linked to passionate and excited feelings.

Purple is rumoured to be used by sexually frustrated people but I think this is an old wives tale.  When used in branding, purple represents a creative and imaginative brand.  This is because it stimulates the problem-solving area of the brain!

Green is the corporate colour of Active Management, chosen years based on no research but this made me feel good! Green has very strong links to health, nature and growth.  Most exciting for me it is sometimes stumlates wealth. Green shares similar calming properties to blue and also stimulates harmony which leads to decisiveness.  I guess that means we will keep using green at Active Management and on The Fitness Business Podcast.

For the fitness business owners watching today, your goal is to build trust with prospects with your content.  Perhaps consider increasing the amount of blues and greens in your content posts.  Remember, these will help trigger thoughts of trust, health and wellbeing.

If you know anyone who could benefit from learning a little about the colours they should be using in their marketing, I’d be very grateful if you would share today’s show with them.  You can simply tag them by putting their name in the comments.  Thank you in advance for sharing.

This Week

In a couple of hours, I head home ready for a super exciting week:

• Monday I have a meeting at my rugby club as I explore with our General Manager our membership structure and marketing.
• Tuesday is the first strategic planning meeting with Chantal from the Fitness Business Podcast as we ask ourselves, “How can we increase engagement with our listeners.” If you have any ideas, pop them in the comments.
• Wednesday I am speaking at the Debit Success Masterclass in Melbourne. I am delivering 2 sessions: Around the fitness business world in 60 minutes and the behaviours of the modern-day consumer that are affecting your fitness business.
• Thursday I have half a day with the personal trainers of Ignite Health Club as we unlock getting more clients doing personal training with some simple communication strategies – like not asking for sex on the first date!
• And then Friday I am coaching clients that I had to reschedule from this week.

This is an unusually busy week of face to face activity for me – which I love! Far more stimulating than spending it in the office!  But if you’d like to have a chat with me about how I can help your business, I’ll make time for you!  You can click here to book a time for us to chat.

Thank you for joining me today for #JTInTheRaw show 68 live from Dallas Airport!  I hope you learned something about how important the colours you use are in the buying psychology.

Remember:

• If you want a copy of the ebook How To Build Long Term Loyalty Through Your On-Boarding click here.
• If you want to have a chat with how I can help your fitness business, then click here and you can schedule a time.

Quote of The Week

You can use colour psychology in your visuals to cement your brand personality and build trust with your market. Choose wisely.

 

 

 

Do you want to work one on one with JT?

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/

This week after an awesome Club Owners Industry Leaders Roundtable, I focus on what your business can gain from turning the mirror on operations, sales and service.

Enjoy the show and feel free to share!

 

Do you want to work one on one with JT?

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/

After 12 months of training I am running in the Melbourne Marathon this weekend.  All my training has given me hours of marathon preparation with running a business. I’m going to share what these 7 tips in developing your business mean.

1. Preparation
2. Mindset
3. Work on your strengths and weaknesses
4. Race pace
5. Get a coach
6. Set bite size goals
7. And the holy grail: running your own race

Welcome to JTInTheRaw show 66, where I chew the thin on business in a raw unedited live show.  This is me as raw as you get coming to you live from Sydney Airport as I head to Melbourne for the week!  There is a good chance you’ll hear planes being called in the background!

And that’s a great question for today – if you could go anywhere in the world for the next week, where would you go?  Pop the location in the comments where would you like to head for the next 7 days.

If you are watching live or on replay, tell me in the comments below where you’d like to go.

Shout Outs

My shout out this week goes to the members of the Club Owners Industry Leaders Roundtable.  We are meeting next week in Melbourne for 3 days and while we will miss Amber, we have an awesome agenda planned.  We are going to drill deep down into these clubs social media strategies. After 2 days of thinking, talking and sharing we have a goal of identifying the best practices for social media.  If you are an independent club owner and would like to know about the Club Owners Industry Leaders Roundtable click here.

This Week In My Business

This week I was reminded yet again of Patrick Lencioni’s wonderful model for a fully functioning team.  In his book the Five Dysfunctions of a Team – a personal fave – he says that every team requires a foundation of trust.  A deep level of trust where there are no personal agendas.

This week in my business, we had some robust discussions on systems.  Trying to refine and streamline how we do things.  I trust my team implicitly!  I trust Alicia, Chantal and Stacey to make the best decisions for the business.  I see one perspective and they see another.  This means we have discussion – sometimes robust, sometimes conflict – but it is not personal.  They know I want the best for the business and us and I know they want the best for the business and us.  Because we know this we can have this conflict in order to get commitment.

Thanks Active Team for helping us get better! I am grateful to Alicia & Chantal this week for really challenging me to get better!

If you have not read this book, do yourself a favour! Grab it here.

So How Is Competing in A Fun Run Like Running A Business?

Here are my 7 lessons I learned while training for the marathon and if you like them as I go through them, then give me a thumbs up or a love heart!

Preparation – for the majority of the population if you want to perform at your best in a fun run – regardless of the length of the run – you need to train!  You need to prepare for that run.  This means training.  And if you want a successful business you need to plan and prepare.  You need to train.

Mindset – you have to believe with all your heart that you can do it.  If you have an element of doubt then you’ll finish the race in the time you want or achieve what you want from the business then you will not achieve it.  You must have a positive mindset and then infect your fellow team members and clients with your positivity!

Work on your strengths and weaknesses equally – Often in business we focus on improving our weaknesses.  This can impact morale as it can be challenging to see or feel improvements when we constantly focus on weaknesses.  What we know is that if we work equally on our strengths and our weaknesses BOTH will improve.

Know Your Race pace – To achieve your goal time, you need to know what numbers you need to run.  You have to know your splits.  You have to know if you are in front or behind your target time – whether racing or in training. Numbers do not lie and they will determine your final result.  And when running, you have to hit those numbers and do what is humanly possible to hit those numbers! All successful businesses are run by numbers.

Set bite size goals – You’ve probably heard the way to eat an elephant – chunk by chunk. No matter the project you want to achieve in business break it down to small bite size chunks and tick them off as you achieve them.  This will create momentum and energy to keep driving you to finish.

Get a coach – I could not be running this Sunday without expert help.  Thanks to my personal trainer who is an expert in marathon training, I am confident to attack this marathon.  I am physically, mentally and emotionally prepared.  And that’s what a coach does.  They prepare you to do the best you can!  Now my point here is I wanted to run a marathon, so I had a marathon coach.  I didn’t employ a yoga guru or a weight loss expert.  And when you identify the area of your business that you want to work on, you find an expert coach in that area.  This may mean you have several different coaches in your business life, which is OK and remember I am a business coach!

And the holy grail: running your own race – This weekend my coach and I have discussed my race plan.  We have a strategy for the race, as you may have a business plan.  My challenge based on one marathon previously is that I get caught up in the ‘race’ and I focus on the people around me.  I worry about how fast they’re running.  In business, it is also very easy to focus on our competitors and lose complete focus on our own strategy.  Just like my coach planned, if I follow my strategy I’ll achieve my goal.  If you follow your plan, you’ll achieve your goal too.  Forget the competitors as you cannot control them and what they do.  Focus on you!

And there we have it, 7 little tips I learned about business while training for this marathon:

1. Preparation
2. Mindset
3. Working on your strengths and weaknesses
4. Training at race pace
5. Set bite size goals
6. Get a coach
7. And the holy grail: running your own race

If you know someone in business who could benefit from these tips, I’d be grateful if you share this blog or video. I’m saying thanks in advance for any sharing of the show when you watch live or on replay.

Thanks for tuning in to #JTInTheRaw Show 66 this week.  As always I appreciate watching, sharing and engaging in the show. Thank you!

Next Friday I’ll be in Bondi and will have just done an Orange Theory Fitness class and of course just finished the Club Owners Industry Leaders Roundtable.  If you are an independent gym owner and want to know about the Roundtable we can talk!

Quote of The Week

 

Do you want to work one on one with JT?

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/