Eric Ruth's Personal Trainer Profits Newsletter

In This Issue:

Free Tele-seminar this Thursday, May 20, 2004: Top Supplement Selling Personal Trainer Reveals His
Jealously Guarded Secrets
Curves Fitness Studios And Wheat Thins: A Referral Strategy
Lou Siri's Powerful Market-Leveraging Tactic
"Passionate" Niches for Personal Trainers
Special Announcement: New Lead Generation Tools For You
National Fitness News On Corporate Wellness

Take a quick peek (a new page will open so you don't lose your place) at the fascinating interview I'll be doing this Thursday on how to add a significant additional income stream to your business (and get better results for your clients) with supplement sales.

Free Supplement Secrets Teleseminar

My special guest expert will share how he sells more supplements to his clients (and earns BIG commission checks) in a month than most personal trainers do in an entire year. Don't miss it.

Curves Fitness Studios And Wheat Thins: A Referral Strategy

Brandy and I are big fans of the reduced fat Wheat Thins (awesome with a good sharp cheddar, grapes and apples). We just bought a fresh box the other day, and last night, while nibbling during a movie, we noticed this promo on the box:

Get 3 FREE 30-minute Workouts from Curves when you buy any 3 participating Nabisco Products

What a wonderful strategic alliance referral strategy, eh?

How can you make this work in your business?

What about having your local massage therapist make an offer whereby if the customer buys three massages, they get a nutritional analysis, fitness assessment and personal training session with you - or a free month of online training or whatever you want to offer as a premium.

Or maybe if they buy three massages they get Success-ercisE at half price (or half price on an info product you've created, or a free info product, or whatever)?

What if you have the local home fitness equipment retailer offer a free personal training session with you to anyone buying the latest cardio or resistance machine?

What about a financial planner who offers your fitness jump start package at half price to anyone who books a financial analysis with him/her? You know - "get your finances and your fitness squared away at the same time."

The KEY to making this work is formalizing and systemizing the process.

Almost any half-brained businessperson can see the value in being able to offer a nice premium like this to their customers, but they won't do it - at least not consistently to make it work well - unless YOU make it as easy as possible for them to implement, i.e. formalize and systemize the process by providing the marketing collateral and making sure you don't "encumber" the business owner with any additional work.

Two weeks ago I had a guy come to me with a strategic alliance proposal. His new company offers a great service for personal trainers that would be of tremendous value to you, so I was interested.

But then he put a big contract in front of me (I have contract-itis) which I immediately shot down. I told him he needs to make it simple for me to endorse his service, if I'm even going to consider it.

That's the biggest issue I contend with routinely - people coming to me with great opportunities, but wanting me to do the work to bring them to market.

I'm way too busy with my own projects to do that. And so is any businessperson you approach about gaining access to their customers.

You've got to create a simple, seamless, irresistibly provocative and clearly beneficial win-win scenario...

THAT REQUIRES LITTLE OR NO ADDITIONAL WORK
FOR YOUR PARTNER

...if you want to build effective strategic alliances.

Here's what I mean:

Longtime subscriber and customer, Lou Siri, sent me this email the other day...

Eric, I just stumbled onto an incredible promotional opportunity. Just last week I finished printing a 95 page spiral bound book that I was going to use as a "front end".

It included healthy eating habits and tips on how to manage your busy schedule along with a food log in the back for recording everything.

In addition to this, was a BONUS! The bonus was a FREE nutritional profile to help you determine portion size PLUS a fitness assessment to determine body fat % and to have a fitness and nutritional professional answer any questions you might have (as you know, once you get them in the door, it's almost automatic).

Well I was dragging my feet this week trying to decide how I was going to get this out to the public (I figured I would put it in the local bookstores for $9.95 - $5 to me for printing and the rest to the store).

This morning one of my clients (who owns the 2 best coffee shops in the area) was stressed out about having to raise $5000 for a Christian concert in the park in 5 weeks. Well, I told her that she could sell my book for $10 in her stores and keep it all for the fund raiser. I figure:

for one that this is a great write off
two this will be promoted much more than I could ever do
three people would be more willing to buy it since it is for charity

What do you think? I'll let you know next week how it is going. Lou Siri

Here's what I shot back to Lou...

Lou, Beautiful! I love it.

Couple things:

Consider raising the price to $13.95 with $3.95 going to you to defray printing and $10 to charity (but if you can afford to take the hit right now and write off later, then being able to say 100% goes to charity is powerful).
GET PUBLICITY. This is a *super* opportunity to generate publicity. brainstorm great "newsy" headlines for your release - call editors to pitch them - this is big local news and the 100% to charity "hook" is huge.
Talk to other local establishments about doing the same thing, but be prepared to let them keep $5 from each sale.
Get everyone you know to send out emails to their SOI with your mailing address to send a check (made payable to the charity) in return for the book. You could get a grassroots sales effort going here that could generate big bucks for the charity AND build a nice little list for you at the same time.
Make sure you have a strong call to action in the book (your offers sound great).

Let me know how it goes. Thanks for sharing, Eric

How Can You Model Lou's Idea For Your Business?

Lou's email was very timely, because one of the things I wanted to share with you has to do with tapping into the religious niche markets.

Here goes...

"Passionate Niches For Personal Trainers

Your first response to what I have to tell you may be discomfort - I don't know.

This won't be right for everyone - I'm sure of that.

But if you have an open mind - if you're not a knee-jerk reactionary - you'll see the opportunity here to not only capitalize on a ripe, eager, passionate market - but also to make a difference in the lives of people with whom you have a very deep and meaningful bond.

Take a look...

Have you seen Mel Gibson's movie Passion of the Christ?

If not, you've surely heard about it.

It's one of the biggest cultural phenomenons in recent memory.

Box office sales are approaching four hundred million.

It's the #1 grossing film of 2004 so far.

Is that surprising?

Nope.

Do you know what the #1 selling book of all time is?

The Bible.

Have you heard of or read any of the Left Behind books?

Tim LaHaye and Jerry Jenkins have brought the Bible's words to life in their fictional 12-book Left Behind series.

They've sold over 60 million copies - translated into 34 languages - two movies have been made about the books.

The point is that the Christian market (and all religious markets) are highly viable opportunities - they are rabidly consumptive of information, services and products geared specifically towards them.

Brandy just gave me another great book to read.

A book that has sold over six million copies (a huge number).

It's called "The Purpose Driven Life" by Rick Warren.

It's a spiritual book about Christianity - definitely worth examination - if you're into that.

Not pushing Christianity, mind you - but I've found that spirituality gives my life a higher meaning and purpose.

I'm an advocate - not an evangelist.

The reason I'm sharing this with you is because there's a *very* valuable marketing lesson in this book.

In the first chapter, Rick says, "This is more than a book; it is a guide to a 40-day spiritual journey that will enable you to discover the answer to..."

If you'd like to know what Rick reveals, and how you can use it to capitalize on one of the most PASSIONATE and PROFITABLE niche markets for fitness professionals, while doing a "good turn" at the same time (that's a win-win in my book) then you'll want to keep reading.

Because I'll show you:

How to leverage the spiritual communities in your area (Christian, Hindu, Muslim, Jewish) to get hot prospects for your fitness services at no co.st to you
How to position yourself as a business that gives back to the community - and gain goodwill, lots of word-of-mouth and even publicity as a result

This model is designed for the Christian community because that's what I know.

If you're Jewish, Muslim, Hindu or whatever, you can utilize this model for your purposes as well.

Please don't email me "up in arms" that I'm teaching people how to market to religious communities.

There's nothing immoral or unsavory about this.

In fact, the contrary is true.

If you are spiritual, and believe, as I do, that it's our responsibility as businesspeople to help others, then it just makes good sense to focus on helping your religious community.

And helping yourself at the same time.

The religious market is an untapped goldmine of opportunity

What really got my attention in The Purpose Driven Life, is Rick's opening paragraph where he says...

"This is more than a book; it is a guide to a 40-day spiritual journey that will enable you to discover the answer to life's most important question: What am I here for?

By the end of this journey you will know God's purpose for your life and will understand the big picture - how all the pieces of your life fit together.

Having this perspective will reduce your stress, simplify your decisions, increase your satisfaction, and, most important, prepare you for eternity."

Now, whether you believe that or not, is moot.

What I want you to condsider is the structure.

Rick is doing some very important things in this opening paragraph that we, as marketers, need to be aware of and adhere to in our messages.

He's showing the reader that there is a finite period of time associated with the use and implementation of this book - 40 days.
He's implying that in that 40-day period, they will reap the following benefits: understanding of God's purpose for your life, reduced stress, simplified decisions, increased satisfaction, preparation for eternity.

Those are BIG promises - and every successful marketing strategy is built on BIG promises.

Rick goes on to say...

"The Bible is clear that God considers 40 days a spiritually significant time period. Whenever God wanted to prepare someone for his purposes, he took 40 days:

Noah's life was transformed by 40 days of rain.
Moses was transformed by 40 days on Mount Sinai.
David was transformed by Goliath's 40-day challenge.
Jesus was empowered by 40 days in the wilderness.

The next 40 days will transform your life.

This book is divided into 40 brief chapters. I strongly urge you to read only one chapter a day, so you will have time to think about the implications for your life.

The Bible says, 'Let God transform you into a new person by changing the way you think. Then you will know what God wants you to do.'

One reason most books don't transform us is that we are so eager to read the next chapter, we don't pause and take the time to seriously consider what we have just read. We rush to the next truth without reflecting on what wh have learned."

That's good stuff.

And there's a powerful marketing message in it for you.

Did you get it?

It's all about the packaging: the presentation of the offer.

Rick is promising to transform the reader's life in 40 days.

There's no ongoing, unspecified, nebulous commitment.

It's 40 days.

That's a manageable, meaningfully specific period of time that anyone can comprehend and "grab onto."

How Does This Apply To You, The Personal Fitness Professional?

Consider these ideas:

Create a 40-day weight loss challenge (you could use the 40-day challenge metaphor with the excess weight threatening people's health as the "Goliath" they must overcome and you will train them to "fight" like David - or something along those lines).
Every Church I've ever been to offers some form of educational classes for the congregration. I guaran-damn-tee you there would be a lot of interest in a Biblicly-based seminar on weight loss. All that's required to do this is for you to have a great presentation, like Norm Belanger's Stop The Confusion(R). You can easily supplement Stop The Confusion(R) with a religious theme.
Don't want to do a seminar? Then interview the Pastor or Priest of your Church (or any senior member of the Church with name recognition) on how being healthy and fit serves God (your body is your temple type thing). A 30-minute interview with the Paster could go on one side of an audio tape and the other side could be a 30-minute interview of you (your spouse or friend could be the interviewer) on your 40-day weight loss challenge.

You can get these tapes duplicated for less than $1 each (the Church probably has a duplicator they use who can do it even cheaper).

A little flyer inside the Sunday service handout offers the tape in one of two ways:

The person fills out their name and address and drops the form in the collection plate to get the tape mailed to them.
The flyer advertises the tape as available for pick-up after the service. If you use this tactic, it's imperative that you have some form of lead generation offer printed on the tape or recorded onto it, so people who get the tape take some action to give you their contact information.

Of course, you could also offer the recording as a digital download off your web site or as a free PDF special report (the audio transcribed by www.idictate.com into an e-book).

I don't want you to get hung up on the logistics of the lead generation campaign. There's a multitude of ways you can capture names and addresses of people from your church interested in losing weight.

The simplest, fastest and cheapest way to take advantage of the huge opportunity for capitalizing on this niche market is to offer to provide free Biblicly-based seminars or workshops on weight loss and fitness.

Everyone who attends should be required to complete some type of form with their contact information. You present the material then you let them know how they can get ongoing support, guidance, coaching and training.

Remember, it's incumbent upon you to not only educate, but provide solutions.

And it's just plain good business, too.

There's nothing "used-car-salesmany" about offering a viable, meaningful, helpful solution.

It's all about how you do it.

Obviously, your presentation must contain information they can use to solve the problem on their own. But most will recognize the futility in that (because most will have tried before to do it alone and failed).

So, as the expert, they will look to you for solutions.

And it's your responsibility to give them solutions.

Maybe it's selling them a product like Success-ercisE

Maybe it's offering online training with Ryan Lee's Fitness Generator

Maybe it's with Fitness By Phone(R) coaching

Maybe it's group training

Maybe it's one-on-one training

Maybe it's selling them supplements

Maybe it's selling them your own fitness information product

Maybe it's a church-sponsored fitness bootcamp

Maybe it's lifestyle coaching and consulting

The opportunities are endless - but only if you take the initiative to set up the system.

IF YOU GRASP THIS POINT, YOUR BANK ACCOUNT WILL GROW GEOMETRICALLY

Effective marketing is about finding MARKETS of people who you can affordably and efficiently reach with your solutions specifically matched to their wants, desires and needs.

Find niche markets you can capitalize on. The religious markets are wonderful, but the key is specifically matching your message to them.

Special Announcement: In about a week, I'll be releasing two new lead generation marketing tools you can use to attract prospects online or offline:

307 Low-Carb Recipes For A Healthier, Slimmer You
The Complete BodyFat Elimination System: Practical, Proven Tips For Maximizing Your Metabolism And Burning Fat Fast

I will provide these tools to you in a word document so you can personalize them, change the titles or whatever you want to do to make them uniquely yours - or you can use them "as is."

But there's a catch.

These valuable marketing magnets are only available to purchasers of Success-ercisE as a special premium bonus (if you've already purchased Success-ercisE, I'll be sending these tools to you shortly).

I'm going the extra mile with Success-ercisE because I firmly believe it can dramatically and quickly improve your business. If you're "on the fence" about this product, I'm trying to help you over because there's lots of profit in product!

National Fitness News On Corporate Wellness

Healthy habits pay off, literally: IBM gives a $150 bonus to those who exercise, and other companies reward employees for taking care of their bodies

Companies are convinced employees who exercise regularly are more productive and have lower health care costs.

IBM has found one way to get workers moving: Pay them cash to work out.

Read the entire article here: News Observer

Print this article to use in your corporate wellness promotional pieces - if IBM is doing it, there are lots of other savvy corporations who will follow suit. Big opportunity for you!

Be a marketing maniac,
Eric Ruth

Eric Ruth's Personal Trainer Profits Newsletter

THAT REQUIRES LITTLE OR NO ADDITIONAL WORK FOR YOUR PARTNER

IF YOU GRASP THIS POINT, YOUR BANK ACCOUNT WILL GROW GEOMETRICALLY

THAT REQUIRES LITTLE OR NO ADDITIONAL WORK
FOR YOUR PARTNER