Back-Pain Cash Cow For Fitness Professionals

By Eric Ruth

There's profit in pain.

Back pain, that is.

Take a look at the April 26 issue of Newsweek with the cover story "Treating Back Pain."

This is a gold mine of opportunity for fitness professionals.

Think obesity is epidemic?

They say that 65% of the adult population of America is overweight.

Well, back pain trumps that.

According to Newsweek...

"If you're a living, breathing human being, you have probably suffered the agony of back pain. Eighty percent of Americans will battle the condition at some point in their lives, making it the #2 reason for doctor visits. Already, back pain sufferers cost this country more than $100 Billion annually in medical bills, disability and lost productivity at work. And as long as we continue to lead overweight, sedentary and stressful lives, that number is unlikely to go anywhere but up."

The article goes on to address the numerous solutions people are pursuing to mitigate or eliminate back pain.

Interestingly (but not surpisingly) they gloss over the most effective solution: fitness.

They talk about massage, acupuncture, surgery (yikes!), even homeopathic and psychological solutions...

...but they relegate the PREMIER solution - losing the excess weight and strengthening the core - to a little sidebar.

But they do admit, in no uncertain terms (although almost imperceptibly to the reader who isn't looking for it) that fitness is possibly the ultimate preventive and curative solution.

To wit:

There are numerous sidebars in the article adressing the various solutions.

Each solution sidebar shows: "how they work" "pros" and "cons".

Every solution has cons.

Except the sidebar titled "staying healthy."

For that one, under "cons" it says "none at all."

Why the hell don't they give this section more attention in the article?

It's insane.

They're basically saying, "yeah, here's the real panacea, but we're not gonna give you the details on it."

What a joke.

And what an opportunity.

Publicity:

Why not shoot off a letter to the editor of Newsweek and the author of this article asking why they glossed over the fitness element and offering a piece on how you've helped people overcome back pain through fitness?

A quick "7 Tips For Eliminating Back Pain" news release could get you nationwide publicity.

The same could be done locally.

Back pain is a huge national story THAT IS NOT GOING AWAY.

Take advantage of it.

One of your tips could be that back pain sufferers need to get help to overcome their procrastination to get fit. They need external motivation and guidance.

They need personal attention.

They need you.

If you're unsure how to effectively get publicity, you will want to grab my special report, 101 Personal Trainer Publicity Secrets

Here's a simple plan for capitalizing on the back pain problem to grow your business:

(By the way, a couple people who are very close to me have back problems, so I'm very sympathetic to their plight. I'm just saying that this is a definite problem in need of a solution, you have the best solution, so there's no ethical incongruency in profiting from this situation.)

Create a simple PDF report (e-book) called: The Ultimate Back-Pain Solution: 7 Secrets For Ending Your Agony (or something like that).
Send an email to everyone you know offering the report free.
Those who request the report should also get... what? What should they also get? Yup - an OFFER!
The absolute best offer would be something low-risk and low-cost that helps them get motivated to start exercising and eating right - something that EDUCATES them about the all-powerful, ultimate solution to their pain: fitness!
That offer could be your own information product or one that's already created for you and does the most important thing you want any product you sell to do:

Gets people to buy MORE from you!

And that "more" is your training services.

This back pain thing is a cash-cow for fitness professionals.

Be a marketing maniac,

Eric Ruth

P.S. Another great opportunity is to set up back-pain clinics with local corporations as a type of wellness and productivity program. Remember what the Newsweek article said about how back pain is costing America in productivity? There's your "hook".

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