This month I got a great email from Jay Conrad Levinson, the father of Guerrilla Marketing! It was very timely as we have been helping some of our students doing their Masters of Business for Personal Trainers and discussing their marketing. We felt it looked very amateur – to the point of some being a little dodgy.
And to be honest how easy is it to produce your own brochures! The web allows you to find images, ideas for your flyer and even 'borrow' copy from other marketing examples. But this could have catastrophic effects on your business!
Levinson then shared the eight big mistakes made by amateurs with their brochures.
Powerful, emotional headline about why someone should read further. Don't waste your cover panel or headline position with your company name.
What is the purpose of the flyer: sales? Leads? On-line connections? Be very clear as to what you want your flyer to do for you, as the reader won't take the time to figure it out or even guess.
Readers of your flyer want one question answered and one question only: "What's in it for me?" So answer this question by sharing the benefits more than features. And share in a language the readers will understand.
Less can be more! Don't put too much copy, images or offers on your flyer. If you want to attract multiple markets, then have multiple flyers.
Don't be slack and sloppy as your marketing shows your professionalism. Make sure you use hi-res images, correct colours, consistent look and feel and if you're using your printer get it straight!
Use spell-check and then double check it. One misspelled word or poor use of grammar can undermine even the most compelling offers. This means have a proof reader go over your final flyer before printing.
Ensure you have a call for action. This means tell the reader exactly what you want them to do or they'll do nothing. Say what you offer, what it means to customers and what they should do next: call you; visit you; E-mail you or whatever.
Keep everything simple: the copy, the lay out and the ordering process. Check that a 12 year old can understand what to do when they read your flyer. Assume nothing and test everything.
Network Members Get Our Webinars FREE!
In partnership with Active Management, Australian Fitness Network is proud to offer its members access to a continually growing series of business webinars – seminars that you attend from the comfort of your desk or wherever you have internet access!
Designed to increase the success of your fitness business operations, the convenience of the medium makes webinars the perfect learning format for busy fitness professionals. Featuring a selection of practical and inspirational presentations on a wide range of fitness topics, each month a new webinar will be added to each of the three fields: club business, personal training business and small business.
The seminar is conducted live, so you hear the presenter via the internet (or via phone if your computer doesn't have speakers) and you see any visual materials the presenter uses on your computer screen. All you need to participate is a phone, computer, a high-speed internet connection and to be a member of Network – it's as simple as that.
To get access as a Network member, follow the steps below:
Type 'Network' into the coupon code box and click 'Checkout'.
Fill in the requested details and click 'Send/Register'.
You will be sent a link giving you access to the webinar.
PR & Personal Training: Tips from Chantal
Last month we had a great webinar from Amanda Stevens on developing PR for your business and here are my top tips!
When it comes to getting PR coverage, choose an area of your industry that you want to position yourself as an expert
If sending a press release to a journalist make sure you follow up - Be persistent but don't pester!
Write a BLOG that offers a Point of View
Use Social Media to build a following, ask opinions, ask for feedback, encourage debate
Look to partner with other businesses that share your point of view and consider joint activities, media releases, events etc
You can listen to the recording of this awesome webinar NOW! Click here! And if you are Network member remember you now can get the webinar recording FREE!
Getting Videos Found in Google
Optimizing your video is not just important for the searches being done on Google, Yahoo and YouTube. You will also find search results when the video you've watched ends, so it's not just the searches which will help get your video watched.
With videos being used so much more than ever, here are a few tips to help you:
Title:
120 characters
Think of your title as a headline
If you include brand name in title, it should go last
Description:
5,000 characters
Be as detailed as possible (short of entire transcript). The fact that you can put in 5000 words is very much underrated. You can put in almost an entire article to get found. Use it!
Include URLs (with http://) to Playlist or website
The vision of JT and Active Management is simple: get more people exercising so we can reduce the health care costs in the world – especially in Australia.
We would prefer people to exercise in health clubs, with personal trainers or in pilates studios for their own safety. We know that these businesses will screen and provide appropriate advice to new exercisers.
If we can help you run an improved business that attracts more people, then we are achieving our goal and we do this through providing quality educational events. This November, we are focusing on helping 3 different fitness businesses clubs, personal trainers and pilates/yoga studios.
To futher encourage you to attend you will receive CEC points.
And a portion of every ticket sale goes to Fit For Good.So watch these videos to find out more . . .
Well it all happens in November! As a subscriber to the Active Management e-news you can save $25! Use the code 'Active' when you register to save $25!
Friday 2nd September: 7 ways to connect with complete strangers
Kris Tynan has been designing and delivering workshops in the area of interaction since 1995. In this fast paced webinar she focuses on PTs trying to "sell themselves" on the gym floor and offers several easy and effective suggestions that will allow them to approach, engage and connect with potential clients within a gym environment with confidence and ease.
Google Analytics is a free website analytics tool that provides powerful data which can be used to improve your website's performance.
But, because there is so much information available, it can be hard to know which statistics give the most valuable insights.
During this webinar we'll take you on the fast track to the key data in Google Analytics, explain what it means and show you how you can use it to improve your website's performance.
Tuesday 27th September: Selecting Your Ultimate Team of Professionals
Many believe your people are your greatest asset. For a great business you need to have the right people in the right seats in your bus. This session will give you some tips on how to ensure you get the right people. Learn an extensive interview process that will increase your chance of employing the right people. Plus it will help set the culture of your organisation, should your applicants be successful. This session is critical for anyone that employees people.
Social media branding must be focused on people. Humanize your brand is the golden rule of social media, because humans connect with humans, not logos.
Traditional marketing has always approached branding as a way to control the message. It's crucial for a brand to provide access to its personalities in some capacity because logos have zero ability to socialize.
Controlled messages are distrusted in a world where social media can expose them so quickly. Revealing the people behind your brand builds trust. Trust is the first step to building loyalty.
When putting together a social media campaign, or evaluating them, you shouldn't worry so much about generating tons of leads or followers, or about making money from it. It's about using social media to address the problems of your target audience, to build the brand and to build those relationships.
Essentially, social media is another marketing tool, yes. But, social media is also a marketing tool with a human expectation. People expect another person is composing those tweets and putting those status updates together. If all you're doing is marketing, then you're not doing it right.
OMG . . . Canada is a beautiful place! Just amazing! Like a scene from Northern Exposure! Oh sorry you don't want to know about 2 days R n R, you want to know about Canfitpro!!
They are seriously long days for attendees with the last session finishing 7pm at night! WOW! And maybe that was why in my first session I had just 5 people!
As a speaker, you learn not to take this personally but it is hard to deliver an energetic presentation and I can assure you I struggled. But I had 2 people speak to me after the session and 1 email, so 60% of the attendees were struck by the insights and plan to do something!
I would like to think word spread I was a cracking a speaker but I think a more favourable time slot resulted in crowds of 60, 80 and 100 in my other sessions. And they went off! I am not sure if the Canadians were just being polite but they were so appreciative of the take home information that was shared.
Should you make the effort to attend? Absolutely! It is a great convention with powerful business sessions from some of the world's best presenters! However, I saw a real strength in the PT sessions and exercise programming sessions. There were world leaders presenting. So I would suggest a tax deductible holiday in 2012!
Last month I went with Lisa Champion, the Director, to Common Ground. This is a very cool initiative from Mission Australia to help homeless people and provide them accommodation. We went along to see what exercise and wellness we could incorporate into the site – as Mission Australia understand the importance of exercise in getting people back on their feet!
Fit for Good are doing some great stuff for Aussies in need! Please check out the website www.FitForGood.org.au and if you can help out in anyway with equipment or time, Aussies in need will be very appreciative!
Last month we forgot to publicly wish Nicole Murphy from Mingara One (NSW) a happy birthday! And didn't she tell us! So Nic . . . a very happy birthday for last month!!!
This month all the best to:
Casey Conrad, the US Sales training guru!
Clare the Marketing Guru from the Australian Institute of Fitness
Max from Corrective Exercise Australia & REX Member
Lesley from Fitpro in the UK!
Brian Ellis the former FitnessNSW President
Robbie Parker from CHISM, Australia
Sarah from Climbfit, NSW
Matthew from Live Well Health & Fitness Studio, NSW & REX Member
Trent the big boss of Ezypay!
Matt Church, the rock star presenter!
Oli from Network
Nathan from FitnessNZ and shopping extraordinaire!
Belinda from Les Mills Asia Pacific
Bill from Club One & IHRSA Board Member
Brigitte from HealthyFit, Victoria
Richard, the guru who runs the fitness industry in NZ!
Heidi from Jump Start Outdoor Training, NSW
Mark 'I am on holidays' Forrest, NSW
Richard, FitnessBiz & PTBiz speaker and founder of Meet Your Personal Trainer
James from YMCA Sydney, NSW
Luke from Genesis, NSW
Mark from Body Language, NSW
Kathy from Vibrance Laughter, NSW
Sonja from Nutrition Complete Online, Australia
Rachel from Platinum Extreme, NSW
Janet from Body & Soul, Victoria
Stephanie from Form + in Noumea
Wendy from Les Mills Asia Pacific,
Craig from Craig Harper.com, Victoria
Dom from PT Academy, Victoria
And don't forget . . . 'International Talk Like A Pirate Day!' on the 19th September!
As always, if we missed your birthday have a great day! But make sure you tell us.
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
and we'll add you to our birthday list!
Aussie Dollar Makes Casey's Training Cheap
As we keep seeing the Aussie dollar surge ahead of the US dollar, lots of things become cheaper!
Have you checked out Casey Conrad's on-line sales training program?
At $US97 per month, I guess it is now getting close to $A90 a month now! Great value for on-going training. Check it out here.
Guerilla Flyers To Get Results
PR & Personal Training: Tips from Chantal
Friday 2nd September: 7 ways to connect with complete strangers
Tuesday 13th September: Google Analytics Gold
Tuesday 27th September: Selecting Your Ultimate Team of Professionals
OMG . . . Canada is a beautiful place! Just amazing! Like a scene from Northern Exposure! Oh sorry you don't want to know about 2 days R n R, you want to know about Canfitpro!!
Happy Birthday To..
