“It’s not what we eat but what we digest that makes us strong; not what we gain but what we save that makes us rich; not what we read but what we remember that makes us learned; and not what we profess but what we practice that gives us integrity.” - Francis Bacon

There’s an old marketing axiom that goes like this:

“Find out what people want, and then give it to them.”

We know that people want….. health and fitness results. They want body transformation. They want to look and feel great.

That’s the first part of the equation.

The second part…”and give it to them”…is where the breakdown occurs.

And it’s what makes the PT business so bloody hard.

See, people want the result, but they don’t want the effort, time and expense to get it.

And to sell PT with integrity, you really can’t sugarcoat those things. Plus, without those elements, you can’t justify price. If it were quick, easy and cheap, they wouldn’t need you.

And with so many other options available to the consumer that require no such marketing integrity or price justification like the diets, the gadgets and gizmos, the pills and potions, the “supermodel abs” programs, the pre-packaged meal plans, etc.), the problem is only compounded.

The folks who peddle these offerings don’t need to be completely forthright with their marketing messages (nor would it serve them if they were) because they don’t have to justify a multi-hundred or thousand buck investment and a multi-month commitment. All they have to do is get the consumer excited enough to whip the old credit card and plop down $49.95.

But it gets even worse.

Since these magic bullet sellers know that 90% or so of their customers will either never use what they sold ‘em, or use it only to discover it requires some effort and discipline…and then bail out on it altogether…

…these peddlers are perfectly positioned to almost immediately sell their customers the next “miracle cure.”

And the consumer’s “appetite” for this stuff is voracious…it’s bottomless. The magic bullet peddlers can turn out one miracle cure after the next, after the next, after the next and just sell, sell, sell like crazy.

You’d think there would be a backlash against the peddlers, wouldn’t you?

But there isn’t.

Why is that?

It’s because the peddlers market their stuff expertly (only selling the sizzle), but then they deliver a product which is generally truthful about what the customer has to do if they REALLY want to see results (i.e. workout 3-5Xs/week, eat well, the whole drill).

And 9 times out of 10 the consumer already knows this to be true - they just consciously choose to bury the truth, preferring to live in some kind of fantasy land. They know a caloric deficit has to be achieved if there is going to be any loss of weight. They know resistance training is required to build lean muscle and accelerate their metabolism. They already know it…but they still choose to believe there’s some way around these universal principles…some quicker and easier “solution.”

And so they buy the next magic bullet…never extracting any value or results from the previous one. And for many - the majority - the cycle goes on and on and on.

It’s almost perverse, isn’t it? It’s borderline crazy behavior…but it’s also incredibly HUMAN and incredibly COMMON.

People who think and behave like this are the VAST majority. They want instant gratification with little or no effort. That’s just a fluke of human nature.

And that’s why, on a certain level, the people who sell magic bullets are actually savvier than you and me.

Because they are finding out what people want, and then selling LOTS of it to them. And we see the same thing in other categories, too. It’s not just restricted to fitness and weight loss.

Think about the “opportunity” market. Think about all the money-making schemes out there. There are those who sell
magic bullets, and then there are those who sell REAL solutions.

Selling real solutions is infinitely more difficult to do, as you know from your experience selling personal training.

You have to be honest about what’s involved in getting real results, and then you have to charge a price that reflects the amount of your time, effort and expertise that goes into the fulfillment of the service that produces those results.

By comparison to the magic bullet peddlers, the legitimate path almost sounds like a bad business model.

But, as you know, it’s not. It’s a harder model, for sure, because you can’t cut corners. But it isn’t a bad model.

When you offer real solutions, you can sleep soundly at night knowing you’re operating from a place of integrity and congruency with your own values. You know you are truly HELPING people, not just selling them stuff. And impacting lives like that is incredibly rewarding.

The PT business is tough - because it’s tough to sell something the majority of people almost naturally resist. Most people
just don’t want discipline, accountability, and sacrifice in their lives. Sure, they may “say” they appreciate those values, but what they “do” is another story. And when you couple that with the price tag, well…things get even tougher.

But the good news is you are being true to yourself, to your values, to your integrity, to your honor, and for those smart enough to appreciate and invest in PT (and they’re certainly out there, they just require more digging to locate), you are providing a service of almost incalculable value. You are truly changing lives.

So my hat is off to you. I celebrate you, as does Andre. And we join you in the fight against mediocrity, against selling for selling sake, against subordinating other people’s lives to achieve a monetary goal.

You are not a peddler, you are a real coach, in the truest sense of the word. You strive to help people be and do more, and to make a difference in their lives, regardless of how hard the challenge.

It’s easy to take the path of least resistance, to lower or compromise our standards, our values, and our ethics. But you have chosen a “higher calling” so to speak. You have chosen the path of integrity. And people notice that - but more importantly - you KNOW that.

I am a personal trainer like you, and you and I are both coaches who fundamentally care about the value we deliver and the difference we make.

Keep the faith,

Ric Isaac

P.S. The real solution to finding those people within your community who appreciate the value of PT and are willing to pay the price to get real results is here: http://www.DiscoverAutoCloser.com