WEBVTT

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Now, if you're thinking about from marketing perspective, would you think 18% of gyms that

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we work with are some figure gyms?

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Maybe?

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I don't think that sounds as compelling as 1 in 5.5, like really 1 in 5, like that's not

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that bad.

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Welcome to the game where we talk about how to get more customers, how to make more

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customer and how to keep them longer in the many failures and lessons we have learned

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along the way.

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I hope you enjoy and subscribe.

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What's going on everyone?

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I've got a special presentation for you today.

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This is going to be a little bit more advanced stuff and it's because I'm partially making

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this for my team on the marketing side.

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One of the things that I have found has been a consistent source of new marketing for us

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is understanding data.

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I think some people are much better at selling stores than I am, but I'm pretty decent at

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slicing data.

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The nice thing is that there's always new infertures that you can derive from data that

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you can make the same thing mean different things.

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For example, I'll give you some statistics that we have that we've based entire campaigns

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around.

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Our most successful campaign that we've ever run was a one year later campaign.

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What that was was we took all of our clients that have been with us for over a year and

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measured all of their stats and measured their stats from before they were with us until

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now a year later, it showed the difference.

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The differences were crazy, $250,000, $500,000 a year, $1 million a year extra, they're

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just massive differences.

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From that one measuring example, there's so many different sub divisions of data that

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you can use.

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When your later average client is up this, that would be one way to do the data.

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Another way to do that would be like one year later, our top 20% of clients have added

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over $400,000 a year to their yearly revenue.

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Another one would be the bottom, 80% rate this, and so there's all these are like one

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in, here's another way of doing it, one in five gyms that's been with us over a year

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is over Z, and so there's different variables that you can play with.

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One is the percentage of people, the next is the goal, and then the next is the duration

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piece.

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You have these kind of three wheels that you can spin together to make really interesting

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statistics, and you can base so many campaigns around it, like another campaign that we

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have that's launching soon is we just measured one in 5.5 gyms is over a million dollar

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a year run rate for us.

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For me, it's easy, because other people are like seven figure gyms, and so for me,

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I'm like, well, they're talking about it, we're doing it, and so I can always position

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myself because most people don't even capture their own data anyway, so they don't even

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know, and it's usually because it's not good, they already know they don't have any million

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dollar gyms, so they don't need to go measure that.

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We do know, and so one in 5.5, so that's 18%, now if you're thinking about from marketing

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perspective, would you think 18% of gyms that we work with are seven figure gyms?

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Maybe I don't think that sounds as compelling as one in 5.5, really one in five, that's

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not that bad, and the thing is, you can also invert that and say, all right, but 4.5 out

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of 5.5 gyms hit this, so it's like I can play on the desire that people have to win

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the lottery, it's a survivorship bias, but people think they're going to be the one,

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but I can also play on the inverse, which is something that I like doing a lot, which

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is I love playing on averages, I love playing on medians with data because it's like, hey,

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this is just what the normal person does, and here's what's cool, you can always say

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after you say an average, that also means half of people are above this, and we're like,

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wow, well, I consider myself above average, so I'm going to be above that because everyone

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thinks they're above average, right?

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And so when you're clumping data together, you can use those three wheels, right?

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Wheel one is over what duration, wheel two is what is the outcome, and then I literally

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can't even remember what the, oh, and then the percentage of clients that achieve that,

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right?

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So it's percentage of clients, the outcome, and then the time duration, and so you have

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these wheels that you can mix and match, and when you say percentage of clients, you

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can say percentage of clients, you can say the top percentage, the bottom percentage,

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the median, the average, right?

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And you can also say one in, right?

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So there's different, different ways, you can also say the fractional version, like one

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fifth of, right?

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So all of these, that's just like, that was just on the one wheel of what percentage of

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clients, right?

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What percentage, one fifth, one in, however many, the fractional amount, the top percentage,

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the bottom percentage, so you can invert either one of those.

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So one in, five, or four out of five, right?

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That would be the inversion of the same step.

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And so when I'm using all of that, like this is what I'm running through, and this is

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what I've had a really hard time teaching my team, which is why I'm making this right now,

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is that like this is what I'm running through and I'm thinking, when I'm looking at like

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the data that I get back from customer support, excuse me customer success, is like this,

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they're like here's all the gyms that we have, I'm like okay, how can we say this differently?

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How can we say this in a compelling way and make it a hook for our marketing, right?

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So that was, that was all the examples I had for percentage of clients, right?

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Now, if we're talking time duration, right?

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So time duration, I'm going to be thinking super long, long time away, and here's what's

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cool about when you use longer durations way.

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If someone's been with you for a year, the likelihood that they've succeeded is very

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high, especially in an education based business.

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So I love pulling out the one year or two year later pieces because one, it shows that

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people stay with me for a long time, which means that I continually provide value, right?

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It's a social proof of continued value creation, which I like a lot.

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So boom, when you have the long term duration, it's great, and that's an advantage, especially

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if you're an older player in the space, having those one year, two year later testimonials

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is something that no one else can show, that you can show to also demonstrate your long

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standingness in the space, right?

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But on top of that, somebody's been with you for that long, it's going to usually have

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a very good outcome.

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And so if I just say, hey, the people have been with me for over a year, average this,

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that it's like, wow, that's crazy, right?

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And so the data will give a very positive impression of what you're marketing, right?

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Flip side is that you can cut it at different times, right?

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You can look at first week, you can look at first 30 days, you can look at first two

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months, right?

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And so the thing is, if you have this data on a regular basis, you can timestamp this

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stuff, and really, you can slice it and find the slice that you're like, oh, this is

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really good.

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For us, our average gym in the first, I guess, first 15 days, the 15 days, excuse me,

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first two weeks, just 15,500, all right?

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In addition to revenue, that's the average, which means half people get better than that,

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right?

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Crazy.

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And so, and I give you the other step earlier, one in 5.5 gyms is a million dollar gym,

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right?

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And so I can play with these numbers, because I could have set 18%, or I could have

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said with the 15,500, I could say that's a, what's the outcome, right?

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The outcome wheel could be, what's the increase, right?

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If it was the increase, it might be like the average person, you know, doubles what they

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do in revenue in the first 14 days.

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That's a different way of saying it, right?

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I don't know, I don't know what the actual number is, because I don't, I don't have that

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one off hand, but like, that would be something that I'd be, that's something I would ask

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my team.

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I'd be like, hey, figure out what the fraction is here, is it a doubling?

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Is it a 1.5x?

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Is it a 30% increase?

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Well, 30% increase doesn't sound as good as 15,500, right?

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So I'm going to say that one instead.

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And so when we're talking about increases, there's four ways you can show it.

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Real quick, guys, you guys already know that I don't run any ads on this, and I don't

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sell anything.

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And so the only ask that I can ever have are you guys that you help me spread the word

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so we can have more entrepreneurs, make more money, feed their families, make better

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products, and have better experiences for their employees and customers.

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The only way we do that is if you can rate and review and share this podcast.

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So the single thing that I asked you to do is you can just leave review, let's take

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10 seconds or one type of the thumb to be the absolute world to me.

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And more importantly, it may change the world for someone else.

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One is a percent increase, which is this went up by x percent, right?

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The next is an absolute increase, which is additional 15,500, right?

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The next would be the actual total number made, which would be their revenue plus the

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increase, boom, right, which would be different, but similar, right?

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So you've got the just the increase, you've got the total amount made, you've got the

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percentage increase, you've got a relative increase, which is one that I like, which is

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what is 15,500 by you, right?

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So 15,500 might be like, I would have to look up industry averages, but I'd say maybe

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industry average for a microgim rent might be, let's say, $2,000 a month.

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So I would say, in the first 30 days, the average gym in our program pays off three quarters

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or nine months of rent, wow, that sounds kind of interesting, right?

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That's compelling, that's unique, right?

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So hopefully you're following along with me, you're like, the three big wheels, right?

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Wheel number one, you've got is what's the outcome?

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Wheel number two is the time duration, and wheel number three is what percentage of clients

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achieve this outcome.

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And so when you're playing with these three wheels and you're slicing the data, all of

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these wheels have variables, which is why you can slice data in so many different directions.

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But for me, this is usually what I will search for, like this is what I will hunt for.

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I will look for the piece of data that tells the story that the copy can't tell, or it

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can reinforce the story that the copy tells it makes it foam or compelling, right?

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Now mind you, you have to be absolutely compliant when you use numbers, right?

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Which is one of the things I also like doing it because we track our stuff, and most of

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our, you know, most people in our space don't, because they're still figuring out how

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to, you know, market and figure out their business.

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But the thing is, is most people don't track this stuff.

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And so I have a huge, competitive advantage because I've been tracking this stuff for years,

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right?

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And on top of that, we have pretty decent metrics around this stuff, especially around

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client success.

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And so with that, I can hunt and say, okay, let's look at new clients, you know, first

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first eight weeks, right?

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What's the increase in revenue?

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Okay.

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And he says, everything I just talked about was one stat, right?

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I just talked about revenue.

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I could use the same three wheels with time, the customer outcome, and then what percentage

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of them achieved it.

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I could use those same three wheels with any of the stats.

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I could use it with profit.

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I could use the revenue.

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I could use it with churn.

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I could use it with growth percentage, right?

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I could use it with, like there's so many different ways I can use those three wheels

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in my marketing.

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But usually this will be the central core concept that I will make an entire campaign around,

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right?

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Because at the end of the day, there's only so many ways for me to say, we make gems

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more money, right?

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Like, I mean, and the thing is at the end of the day, everyone promises that.

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So the question is, how can I make a different, more unique promise?

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And how can I make it more compelling and believable that they will achieve it, right?

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And so that's kind of why I use data as most of the times the central selling point that

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I have for any program that I sell.

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Now, the good thing is that, and I've always done it that way because I'm usually way

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aware of convicted because it's easy to have conviction in stats because those are what

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they are.

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So I can have absolute conviction that this is what it is.

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So take it or leave it.

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These are the stats, right?

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Like you can choose, you know, if I said my weight loss program has an 87% success rate

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of people hitting, you know, over 15 pounds, then, then, like me even said, like, how

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about this?

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I'll say it didn't differently.

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Let's say I had a, let's say my success rate of people hitting over, I have a 70% success

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rate of people hitting over 12 pounds loss in their first six weeks with me, right?

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There's two variables that I'm playing, actually three again, which is what percentage of

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the customers achieve extra result, right?

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And I can change extra results because that's what percentage of customers achieve over

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over 30 pounds lost.

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It'd be much smaller.

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It won't be like 10%, right?

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Sometimes it's worth saying the top 10% of our clients hit X, I think it works better

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with business stuff, but like in a weight loss scenario, that would be, that would be an

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example.

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It's like I have this percentage of customers who achieve this percent, and I can move

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these, right?

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Until I find a sweet spot where I look in the data and I'm like, huh, 70% of our clients

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hit over 16 pounds lost.

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That's pretty good, right?

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In this period of time.

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And so now I can start marketing that because I have the data to support it and substantiate

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it, right?

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So when I'm thinking about new hooks, right, here's a different one that I ran that crushed

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it for us, which is, I told you earlier about the 5.5 gyms, one of 5.5 gyms is a million

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dollar gym.

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Here's another way you can do it with the time.

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I didn't even get into the time duration of one yet.

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Is that I can say one in every, excuse me, every X days, X minutes, X hours, X weeks,

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X months, we achieve a Y, right?

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And so I found out because I looked at our stats and I think the last year we had done

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gosh, I don't know, I was like, I honestly can't remember the number, but I do remember

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the outcome.

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It was, I think we had created like 50 something, seven figure gyms in 2019 or 2020, some

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like that.

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Anyways, point is, as we had created that many.

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And I was like, well, there's 52 weeks in a year.

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That means that one in every 7.7 days we create another seven figure gym.

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So that means every, basically every week we're cranking out another seven figure gym.

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So it takes the idea of like, this is how many of these outcomes we've had, right?

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So again, in that weight loss example, I could say how many people have we had lose, you

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know, 20 pounds, right, over, you know, over the last year?

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And they might say, you know, we've had shit, we've had 200 people hit that.

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I'd be like, cool.

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So we can say every two days another person crosses 20 pounds lost at my facility.

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Wow.

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Isn't it a different way of saying X percent of people hit this goal in X period of time?

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So there's these different ways of slicing it.

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And so I would implore you, and this is also for my team, that when we're looking at what

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are our main hook, our main messaging that we're going to wrap the whole campaign around,

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is let's look at the data, right?

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And let's think about the three wheels.

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What's the outcome?

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What percentage of people hit it over what time duration?

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And then play with all of them, right?

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With the time duration, it's one in every how many days, every how many minutes, whatever

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is it?

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Is it over one year?

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Is it in the first 30 days, in the first six weeks?

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You know, whatever.

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Like, is that that's the time duration?

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The customer already said all the million ways of slicing the the outcome and the percentage,

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right?

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And so hopefully that makes sense for you.

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I hope you found that valuable.

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That probably gave you unlimited ways of slicing your own data, but I'm telling you it's

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one of the most compelling things in the world because it's just true.

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So I'll leave you with that.

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Keep being awesome.

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That was a huge marketing act that has made me a tremendous amount of money.

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So use it and be fruitful.