How to Polarise, Magnetise and Capitalise
Hi Folks,
I felt absolutely compelled to share this post from one of our partners in the U.S, Eric Ruth.
Eric is the master when it comes to fitness copy writing and respected around the world as the best.
This post from him sums up my feelings to a tee and this is MUST READING if you are a serious fitness professional.
Read it, read it again and take the message to heart because this could be the most important lesson we all should learn.
Cheers
Ric
P.S. Lots and lots of you are taking us up the new Digital Version of Max-Fit offer for a crazy $97! If you don’t have this package yet, it’s a must-buy for the value it provides. This answers your marketing questions within the huge vault of step-by-step tutorials, case studies and additional tips. Even our Gold Plus and VIPs will benefit. If you haven’t checked it out yet, take a look here: http://www.fitnessmarketingaustralia.com/maxfmn-digital.html
Hey everyone,
You ever watch Bill O’Reilly or Glenn Beck?
Ever listen to Rush Limbaugh?
Ever read Dan Kennedy?
Even if you’re not a fan of these guys or their views, you should pay attention to their methods.
O’Reilly’s got the #1 show on cable news…for the past 100 months straight.
Beck is chasing him in the ratings.
Limbaugh’s the most listened to person on radio… by a huge margin.
Kennedy’s the most revered marketing expert… in the world.
But people either love these guys or hate ‘em.
There’s no middle ground.
Because they are INTENTIONALLY polarising. They’re not trying to be all things to all people. In fact, they’re not trying to be anything but true to who they are.
And that’s magnetic.
One of the biggest problems I see over and over again when doing marketing critiques for fitness professionals, is lack of personality.
Everything is very vanilla - very middle of the road - very boring.
The harder you try to be inclusive and “sensitive” - the softer and less compelling your marketing becomes. If you stand for nothing, you’ll fall for anything.
Remember, you’re not trying to attract “everybody” - because the vast majority of “everybody” either can’t afford your services or don’t value your services. The vast majority would be crappy clients who whine, complain, steal your time and steal your passion.
As you may have experienced in the past, working with a crappy client isn’t worth whatever they’re paying you. That’s, basically, prostitution.
Sean and I both have very strong beliefs and principles. One of our core company values is dedication to delivering results-accountable systems, tools and coaching.
Just like you, we are VERY serious about our value proposition. We don’t want you to feel like you got your money’s worth from our stuff, we want you to feel like your business and life has been forever changed, dramatically improved, revolutionised.
And, as you know, that kind of commitment to excellence is challenging. To some degree, it’s also limiting.
When you actually care about the results your customers get, you can’t cut corners. You really have to go the extra mile. And there’s a cost to that, in time, effort and dinero.
But it’s worth it. It’s absolutely worth it.
Because it’s the right thing to do.
And there’s a LOT to be said for doing the right thing.
So be true to yourself, share your knowledge and expertise with real PASSION. Infuse your marketing with your personality. Let people know, very clearly, exactly where you stand.
As a legitimate fitness professional, there’s no shortage of opportunity for you to do so because there are so many great enemies out there for you to rail against - there’s no shortage of snake oil salesmen and magic bullet peddlers in the fitness and weight loss categories.
If you really want to help people, then have the courage of your convictions. When you’re on the right side of things, you don’t have to worry about negative fall-out.
When you polarise, you magnetise and capitalise.
No magic bullets, just smart fitness marketing,