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I see so many gym owners make the exact same mistake again and again and it's for getting

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how to position stuff to sell.

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Welcome to the gym secrets podcast where we talk about how to get more customers, how

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to make more customers and how to keep them longer and the many failures and lessons that

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we have learned along the way.

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I hope you enjoy and subscribe.

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Feeling excited for going into 2020.

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So obviously in the gym industry 2020, January, New Year's Eve, New Year's resolutions

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is a time that there's a lot of talk.

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Now a big picture, typically the biggest ones for service-based facilities is actually

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like February and March and I think that's just kind of the compound effect of post-nears

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resolution for big box gyms where they actually sell memberships, January tends to be the

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biggest month because usually what happens to someone goes there, they fail within three

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or four weeks and they realize they need more help and that's when PT sales, etc.

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pick up February and March.

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Now that being said does not mean you should not actually dominate January.

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So what I want to go through is the number of mistakes that I'm seeing gyms make right

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now and it's kind of, I don't want to say it's cute because it's not cute but like I

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see so many gym owners make the exact same mistake again and again and it's for getting

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how to position stuff to sell.

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So what I want to do is kind of give you a little bit of a countdown of how to create

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hype that's going to allow you to sell more people into your gym, more people in your

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programs, etc.

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It's kind of give you the framework for how I've done it, right?

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And so the framework that I have is the same framework that I used last year and right

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after we did this kind of launch hype framework for Christie's Labs, the Southern Company,

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we did 2.4 million in five weeks, right?

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And everyone that I was who's doing that with us, all the gym owners are doing it, we're

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modeling the exact same process, all right?

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So the big mistake that I see everyone make is they just post and they're like, by my

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shit, hey, sign up for my shit, hey, sign up for my shit.

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And it's really ad hoc, it's not deliberate and there's no questions or information or

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belief that are being addressed.

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It's just like, hey, by my shit, like, hey, by my shit, like Brian, it doesn't work.

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So the process you have to go through, I heard this recently, I don't know who it's

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from, but Whisper teased shout and I actually just really liked the way that that sounded

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in terms of how to promote stuff, right?

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And so like we just launched meals, right?

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And so if you were trying to launch a new program, 42 day shred, New Year, New Year,

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New Year, whatever, right?

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You're going to start a little further out and you're not going to be marketing nearly

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as much, it's just enough, it's a whisper, right?

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And so for me, I think the best place to do that is in your warmer audience, so that's

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like your free group or your gym, you know, your client group, et cetera, you can just

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make a post with a big countdown timer and like the logo of the challenge, right?

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It doesn't have to be more than that.

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And mind you, you might not even have the thing ready yet.

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You don't need to.

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You just need to have the freaking graphic ID, right?

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And so you just post that.

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You don't even need to put any copy around it and just be like, it is coming.

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And then everyone will get super excited about it, right?

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A week later, you can do the same things, you know, with less days on the countdown,

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again, right?

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You're talking like a month out.

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Now, the heavy marketing for me, when I start any more than a month out starting a heavily

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market, I think you kind of backfires, I feel like a crescendo is too early.

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So I feel like I feel like 10 to 14 days is where like you crescendo into like max hype.

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And so putting like the post out a month out and then nothing else, maybe one email, one

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post, a week later, one email, one post.

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And then now you're into the last kind of 14 day cycle.

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And at that point, then you can really start marketing.

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I usually do it in a 10 day countdown because maybe I don't like writing as many emails

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or I just feel like people are, people have so short of attention spans that like I don't

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think you need to keep something top of mind for a very long time.

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I think it's just like keep a top of mind for 10 days and then launch your thing, right?

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So what is the process in that kind of a 10 day window?

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So there's kind of the five or six emails that go out, I like every other day works fine

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for me.

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And I probably do it that way because again, I don't like writing tons of emails.

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But if you're starting 10 days out, you're like email one, you know, day off, email two,

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day off, email three, that tends to work very well.

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And what you're trying to do is you're trying to adjust in ahead of like ahead of time, what

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concerns someone might have, right?

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The things that they would get excited about, what is in it for them, right?

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And typically you should be making a program that's trying to address certain pains that

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everyone experiences, right?

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So it's like, don't like if you're, if you're including meal prep, for example, and it's

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like, don't have time to cook, don't have time to count your macrests, don't have time

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to go to, like, so then you're going to basically exaggerate or aggravate the pain associated

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with just buying your own food with just, you know, whatever, right?

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And if you were selling something that was just like, like, sure, we launched our meal

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program.

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That's why I was just talking about that.

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You were launching, because you're training stuff, right, your, your services.

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So instead, it's like aggravating the pain around going to the gym, figuring out what to

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do, walking around aimlessly, having people judge you and stare at you, wondering what

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you're going to be doing next.

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And then all the while giving up and then it's going on the treadmill where you get bored

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within 10 minutes and then leave ashamed of yourself, right?

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So like that's where we're talking about like, okay, we're going to talk in terms of

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the customer and about the things that they're struggling with.

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Now, if your program addresses multiple of those facets, then have each email address

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like the nutrition component of trying to figure out meal patterns and all that, right?

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And then the fitness part about going alone with gym and not knowing what you're doing.

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And then like the accountability part of like not wanting to, not being motivated, not

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having somebody like help you out of your motor, like all of that kind of stuff, right?

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So you hit each of those emails and you basically can just recycle them through again and,

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you know, lean in on one aspect because the reality is that not everyone's going to read

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all your emails.

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And sometimes it's better to be reminded than taught, right?

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And so it's okay to recycle the same thing, kind of hit the same points again, just say

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it in different ways.

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All right.

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So that's kind of like, if you had three points, you could have like an intro email and

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then point one, two, three and then point one and two and point two and three and then

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kind of a beginning of the crescendo because at that point, if you had six emails, you

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could have like day 10, eight, six, four, two.

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And now you have one and zero, zero being launched at, right?

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So day one is going to be like, hey, 24 hours left, you don't even need to put any copy

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in here.

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It's just like, hey, get ready tomorrow.

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It's going to be six.

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Super excited.

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Get ready to sign out, right?

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Now, on launch day, all right, really important.

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I, if anybody saw for the meals, I emailed like six times on that day, right?

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And I've got that from freight current, I got that from Russell, I got that from every

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big internet market that I know is that on launch day, the email like six times.

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And the only reason we do that is because we want it to be on the top of their inbox

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and they see it.

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It's like, you don't even have to have copy in it.

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You'd be like four hours left at that, and then you're like, your body copy can be like

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C subject.

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Right?

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Like, you just want them to see the inbox, right?

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Now if you have phone numbers for all these people, you can also do this concurrently with

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text messages, right?

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Now, if you're like, I don't want to sell via webinar, which you probably should

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it and by probably, I mean, definitely don't fucking do that if you're in person business.

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All right, so please God, like, I wish this wouldn't have us do what he does because he's

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trying to hold something back from us.

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No, if I had a fucking in person business, I would sell in person.

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Duh.

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I would use the biggest advantage ever of having trust face to face.

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Anyways, sorry, little side note.

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Anyways, so you're doing your countdown, right?

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Now, you have your text going on top of that.

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Now the text need to be super short and you're basically trying to distill down like that

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entire email into like one bullet, right?

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Now, the last like 48 hours which you're trying to push is going to be the link for them

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to like sign up for the thing, right?

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Now, you don't need to buy the thing like if you're like the easiest thing you just have

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them opt in and then schedule a time or just have them straight schedule a time if it's

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a warm list.

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If it's like you're your client list, it's better you can have them to straight schedule

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a time slot with you because they're probably not going to no show you, right?

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And so at that point, you can add everyone sign up for the thing so that you can have one

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on two consultations every 30 minutes and it's like, man, Alex, it sounds like a lot

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of work.

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I'm telling you every single time, like, don't be cute.

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Don't get fancy.

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This is the best way to launch your facility, have a huge momentous starting.

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And if you want to also include the referral part, like what you definitely should, right?

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Like tell them to bring a friend with them to the orientation, you can close the friend

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and get them signed up because like if they're coming with someone, they're not going to

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not buy unless you're an absolute idiot, right?

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So like have them bring people with them, they can schedule for themselves and just bring

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their friend with them.

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It just makes it logistically very easy, all right?

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So.

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Hey, if you're a return listener and you have not rated or reviewed the show, I want

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you to know that you should feel absolutely terrible about yourself and everything else

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in the world.

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I'm kidding.

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But it would mean the absolute words to me if you guys would go ahead and do that and

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you don't even have to pause to show you, keep listening and you can just do it with

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your thumb right now.

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It'll take you less than 60 seconds.

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I said, the only way that podcast grows through word of mouth and this is you joining

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hands with me and helping as many entrepreneurs as we possibly can because no one is coming

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to save us.

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It's just us.

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All right.

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So please go do that now and let's get back to the show.

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Big recap.

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Here's what to do and what not to do, all right?

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So if you're trying to promote something new, don't just feel like, hey, here's a new

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thing.

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Click the link.

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Sign up.

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Hey, here's a new thing.

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Click the link.

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Hey, here's the description.

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Hey, here's a new thing.

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Yeah.

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Hey, here's a new thing.

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Here's a new thing.

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Hey, here's a new thing.

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what I've seen in terms of posting cadence.

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I really stick to the once a week

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because it takes like two days for a post

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to like, I feel like it's seen by everyone.

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And if I post like more than once a week,

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it just feels like aggressive

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and people are still like in the old posts.

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So I just, I've just done once a week.

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And then with the exception is the last week,

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I'll do a 24 hour reminder on Thursday

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if I'm doing like a long-term Friday or something like that.

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So that way it's like, they'll get a four weeks out,

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two weeks out, one week out,

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and then 24 hour reminder in the post.

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So if you're keeping track at home here,

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there's basically three channels

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I'm communicating on, all right?

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I've got my texts, I've got my emails,

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then I've got my Facebook posts, all right?

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And the Facebook posts, the first two are really just whispers.

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I don't really say anything.

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And then the last two before the 24 hour countdown

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is me kind of doing a high level overview

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of how cool the program is and all that kind of stuff, all right?

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And so that is how you want to promote stuff, all right?

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Now, I think the reason that people get hung up on this

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is especially if they're excited about something,

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it seems like something that they want to do.

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They're like, I can't believe anyone

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wouldn't want to do this thing, right?

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It's like, I'm seeing it right now with meals, right?

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Which is funny because like everyone should be excited

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about meals, but the thing is,

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it's like the rules of selling don't change, right?

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And so I had a gym owner who came up to us

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that would come up to me at one of my masterminds recently,

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he's like, hey man, I just bought this $20,000 piece

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of equipment, it's this EMS body suit thing.

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And he's like, so how do I sell it?

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And I was like the exact same way you sell everything else.

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Clarify why they're there, like we said no to them,

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but like, how do I sell this thing?

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I was like, you don't because no one cares.

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There's literally like, are they trying to lose weight?

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Yes, cool.

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So they're gonna need to exercise and you work out.

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The fact that you're using this thing makes no difference.

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Whether it's cycle, you know, or it's spin,

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or it's kickboxing or, you know, whatever,

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weightlifting, crossfit, whatever, it doesn't matter.

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It just doesn't matter, right?

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And so, anyways, he was like really sure.

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He's like, how do I sell it?

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Like he literally kept coming back to me like six times

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and I was like, dude, like it doesn't fucking matter.

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And so finally, I was like, listen,

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the only thing that this can do,

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I was like, the big selling point is that

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it only takes two sessions for 20 minutes,

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twice a week, right?

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And he was like, yeah.

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I was like, then the only thing that you're gonna sell,

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like that you can have in addition to this

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is the benefit is that it takes less time.

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I was like, that's it.

255
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It's not like, that's all.

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So it just takes less commitment on their side,

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which you can increase the value of what you're selling

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because they need to do less.

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They need to be here for fewer hours of the week.

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That's all, right?

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But he thought he had to have like a whole different pitch

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just like, no, man, like it's the same game, right?

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So don't make that mistake when you're trying

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to market your new programs.

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Don't think because this thing is so awesome,

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I think it's so awesome.

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People are just going to be able to sign up

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because it's so awesome.

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Unfortunately, people don't think that way, right?

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And you still have to do, and at this point,

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I feel like it's the dance of sales

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because honestly, I wish I didn't have to make big pitch decks.

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You know what I mean?

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That take me three days to make.

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But I understand that as humans, we like being sold.

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We want to be sold.

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People like buying stuff.

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Think about it.

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Do you like buying stuff for yourself?

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Do you enjoy going and buying stuff for yourself?

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Yes.

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And so what we have to do is just allow people to do that

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and just take them through the dance that they want us

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to take them through.

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All right, so build anticipation, whisper it first,

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then tease it, then shout it,

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which is going to be the last three days

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where you're just pumping it

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and making sure that everyone sees it.

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And here's the reality.

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I said a bunch of boxes of foods people that are just friends

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of mine who've been following forever.

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And one person I text, I was like,

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hey man, I was like, how'd you like that food?

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And he was like, oh shit, that was you.

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And I was like, where the fuck have you been?

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I was like, how did you not, like what?

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And so then I just realized,

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and it was just like a nice reminder to myself

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is that like you can market your face off

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and still there will be people who don't see jack shit, right?

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And so anyhow, I hope you guys have an amazing Friday.

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Make sure, now what a final warning with this

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is that if right now you're like,

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oh, I've got this thing that's going to start in three days.

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If you have done this wrong, right?

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I honestly would recommend you take 10 days from now

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and just make that a little bit of your hype

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and then follow that process at least the last 10 days, all right?

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If you don't, you're going to be really underwhelmed

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with how poorly it's going to do

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and you're going to be really disappointed

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and be like, oh my god, I wasted you anywhere, right?

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So don't do that.

315
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Now in terms of, I saw some questions in my own groups,

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I was going to say I'm now,

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if it's like, what should I do externally versus internally?

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You can do both the same thing

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or you can do them different.

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It's up to you, it doesn't really matter, right?

321
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Like if you do a 42 day shred,

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it's going to work externally and internally.

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If you're doing a six week new year, new you, doesn't matter.

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It's going to work externally and internally.

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And the other day, the people who are your clients

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are going to trust you no matter what

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and they're going to want to do whatever the thing is.

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Like they're like, ah, like, hey, Rosie,

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do you want to come do this whole 30 with me?

330
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And they'll be like, no, I'm at Alex's gym.

331
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I'm sure he's going to have something.

332
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I'll just do whatever they're doing, right?

333
00:15:05.800 --> 00:15:07.360
Like you have trust with your clients.

334
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Like just do the dance that they want you to do.

335
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Make them feel excited about buying the thing

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that you're going to have them buy

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so that they get more bought into it

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and ultimately get better results.

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So anyways, I hope you have an amazing Friday.

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I hope you follow these things

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and don't make the mistakes that I just said.

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Like you have to promote.

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You have to do it the right way.

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And if you don't do it that way,

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then you will be really sad and less people will lose weight

346
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and you'll be, you know, sad face to the end of January.

347
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Which you don't want to be, all right?

348
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Because especially because it's easily avoidable, all right?

349
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So tag people like this.

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Anybody who has to help you with this stuff?