This is a full transcript from Episode 8 of The Fitness Business Marketing Show. Click the images below to listen on iTunes or Soundcloud.
ALISON BRIGGS: Welcome to The Fitness Business Marketing Show. Sponsored and created by Marketing for Gyms and Personal Trainers, one of the leading and most respected marketing companies in the fitness industry today. Hi, I’m Alison Briggs, and I’d like to introduce you to the creators of the show, industry leaders and all-round nice guys, Frank Smarrelli and Brad Cusworth. With the combined industry experience of over 40 years, having owned and operated personal training studios, health clubs, and managed well over 60 staff members, you’re sure to get lots of valuable information from this week’s show. So, without further ado, let’s jump straight in.
BRAD CUSWORTH: Thanks, Alison, and, welcome everyone to episode number eight. Thanks once again for all of the great feedback over the past few weeks. We really appreciate that. Just a quick reminder that the show is available on iTunes and Soundcloud. We know quite a few of you actually listen via iTunes and Soundcloud. So, you can listen directly there, or if you prefer to listen from our website, you can go to www.marketingforgyms.com/podcasts. If you prefer to read instead of listening, we also have a full transcription of every single episode that we do, and this is available on our website as well under the Blogs tab. Now, in this week’s show, we’ll cover a powerful seven-step success formula to achieve your goals. Frank will be discussing a book review called The Solutions Focus, which is all about doing more of what works and less of what doesn’t work. We’ll be answering two questions from our listeners, including a powerful video marketing strategy, and also some tips to get more testimonials and reviews from your personal training clients as well. Finally, Frank will be launching into this week’s Weekly Rant about getting with the social platform program. So, let’s get straight into this week’s episode. Frank, how’s things?
FRANK SMARELLI: Yeah. Really good. Feeling pumped about this show, show number eight, The Fitness Business Marketing Podcast. Yeah. It’s amazing. It’s been going for three months now. We’ve got some fantastic reviews. I had a couple of people actually send me some emails last week. Just random emails, one was from Canada, one was from the US, saying that, “We’ve been listening to the podcast.” They actually asked for some – some information, which was really cool. It was in relation to some retention stuff I thought we spoke about either in podcast six or podcast seven, so – – –
BRAD CUSWORTH: Cool.
FRANK SMARRELLI: Yeah. Really, really pumped about this, guys. I’ve got, yeah, some really cool stuff to be sharing in terms of, you know, social posting, and yeah, just looking forward to the show. What – what’s caught your eye this week, Brad, in the fitness game?
BRAD CUSWORTH: Yeah. So – so, over the past few months, I’ve noticed a – a bit of a common theme with – with many club owners and personal trainers. And, what I find is that many of them, they don’t really have a clear plan of how – how they’re going to achieve their goals when it comes to their business. So, they – they might say they want to do this, they want to do that, but they don’t actually have a clear – clearly laid out plan of how they’re actually going to achieve their – their goals. And, I know a few episodes ago, we talked about the importance of taking action, and we related this back to The Secret. But, I just thought I’d go a little bit further. And, this is – what I’m going to cover is a quick seven-step success formula that I learned from Brian Tracy. And, yeah, I know you – you’ve done a lot of Brian’s work as well, Frank, in the past, but he’s – yeah, he’s got some really good ideas when it comes to business and goal setting. So – so, yeah. If people want to get a pen and paper, take some notes, or if not, this will be in our transcription as well. But, I’m going to run through it now. So, seven steps. Number one: decide what you want. So, this is probably the most important part of the process, where you decide what you want to achieve. So, this is the main goal that you want to achieve, whether – obviously, we’re talking now about your business, but this could be any area of your life. So, for example, it might be that you want to earn over $100,000 in the next 12 months. So, it needs to be something measurable. So, this is really important, step number one. Step number two is to write that goal down on paper. So, a written goal is always much more powerful than simply a thought, so make sure you write that goal down. Step number three is to set a deadline. So, in this example, it would be to earn more than $100,000 in the next 12 months, which would take you up to November 2010. Step number four is to make a list of what you need to do to achieve the goal. So, in this step, you really need to make it as specific as possible. So, for example, you might do some brainstorming. And, to get to that goal, it might be setting up a new Facebook page. It might be forming some strategic partnerships with some local businesses. It might be running one of our Facebook competitions to generate a lot of leads. It might be sitting down an developing a monthly marketing plan with very clear steps, you know, for each month of – over the 12-month period. So, write down as many different ideas as you can. That will get you closer to achieving that ultimate goal. Step number five is to prioritise your list in order of the most important to the least important. And, yeah, Brain Tracy refers to this as “eat that frog”, which we covered in one of the earlier episodes.
FRANK SMARRELLI: Yeah. Yeah.
BRAD CUSWORTH: But basically, start with the most important thing that is going to get you closer to that ultimate goal. And, the way I view it is like the domino effect. You start with a small domino, and then that – when that falls over, that falls – you know, that – that creates momentum, where the next domino’s that little bit bigger. And, I think it’s something like within 72 dominos – you start with a tiny one, so imagine a one-centimetre domino. Within 72 dominos, that domino is now as big as the distance from the earth to the moon. So, it’s just that small little momentum, that first step, and then that – that then triggers the next domino, and the next domino is that little bit bigger, and it just triggers that momentum. So, step number six is to take consistent daily action with those tasks. And, make sure you tick each item off when it’s complete. So, then you’re – once again, you’re building momentum to that ultimate goal, and you’re feeling, you know, accomplishment as you achieve all of those smaller steps. Step number seven, the final step, is to do something every single day that moves you toward your goal. Now, consistent small daily tasks really add up over time, and this will assist you in achieving your ultimate goal and arriving at your final destination. So, quick seven-step process. And, yeah, start using that in all areas of your life. Not only business, but it might be health, it might be spiritual, it might be relationships. Start writing down your goals and having a very clear plan of how you’re going to achieve it.
FRANK SMARRELLI: Fantastic. But, listeners, I just want to add to that. So, I used to do a workshop many years ago, between 2010 and 2012, called Fast Track Your Goals. And, the entire workshop was basically based off a little bit of Anthony Robbins’ stuff, but really about Brian Tracy’s teachings, I guess, and learnings. And, yeah, to go further was basically built off, yeah, the seven steps, the seven steps that Brad spoke about. So, the glue that really brings this together is the actionable steps. Every single day, I used to teach in my workshop, they’d do three to five things. Brad covered this in, I think – what – what – that was number seven, wasn’t it, Brad?
BRAD CUSWORTH: Yeah. Yeah.
FRANK SMARRELLI: Yeah. So, yeah. Every single day, do three to five things that push you and draw you closer to your ultimate goal, which was step one that Brad spoke about. So, every single day, five to six days a week, if you’re a personal trainer, or if you’re a club owner, for example, and you want to add an extra 100 members on – on the bottom line over the next 60 days, well, do three to five things every single day that are going to get you closer to that goal of achieving 100 members in the next 60 days. If you’re a PT, and you want to add another five sessions or five clients into your – into your coaching diary over the next 30 days, well, do something every single day, three to five times. You know, whether it’s, you know, boosting on Facebook, on more – you know, more referral type of marketing, more outreach-based marketing. The key is – Dale Beaumont used to always say this, it’s about progression and not perfection.
BRAD CUSWORTH: Yeah. Yeah.
FRANK SMARRELLI: And, progression for me is about doing three to five things every single day that draw you – that draws you closer to your actual goal. Yeah. Love – love the seven steps, and I know that you’re heavily into Brian Tracy. Well said.
BRAD CUSWORTH: Awesome, mate. Cool. So, up next, we have Frank’s book reviews. So, what have you been reading since last show, mate?
FRANK SMARRELLI: I’ve got four – I’ve got four books going on at the moment.
BRAD CUSWORTH: Mate, you’re a freak.
FRANK SMARRELLI: I don’t – I dislike doing that because it’s – you know, sometimes, you – you don’t get into the book as heavily as you would if you’re just reading one or two books.
BRAD CUSWORTH: Yeah.
FRANK SMARRELLI: But, I – I just finished reading the book, you know, literally, I think, over the weekend, called The Solutions Focus by Paul Jackson, if the listener’s want to write that down. The Solutions Focus by Paul Jackson. The book’s been out for ages, guys. I’m just going to keep this – the book review this week really short. The premise of the book is doing more of what works and less of what doesn’t work. You know, optimising what is working so it actually works better. The fitness industry has this tendency of doing, you know, stuff that’s 60 percent. “It doesn’t really work. Let’s move onto Instagram.” “That really hasn’t worked for my business. Let’s go back to Outreach.” “That hasn’t really worked. Let’s go back to Facebook.” And, they’re kind of jumping around, and they’re not optimising things, and they’re not – they’re not doing things 100 percent. So, inadvertently, or subconsciously, they’re actually looking for a problem rather than a solution. “That hasn’t worked for me. Facebook hasn’t worked. Boost post hasn’t worked. Instagram’s not working. Video marketing’s not working. This referral strategy isn’t – doesn’t work.” Rather than looking for a problem, actually look for a solution by optimising the strategy that you’re currently doing. If I – if I line that book directly with the fitness industry, it’s almost like doing old-school marketing but expecting amazing results. So, old-school marketing inherently have problems within them anyway, because the fitness marketing has changed so much within our space. So, always be looking at solutions first, and then if you can’t find the solution, keep optimising and optimising. And, if it doesn’t work, then you delegate, or then you may even dump. But before you go and dump – and, I’m not talking about the dump, Brad, you take in the toilet – before you actually go, “You know what? This hasn’t worked,” you must try to optimise. So, solutions, optimise; solutions, optimise. The author describes his SIMPLE model. So, the SIMPLE is an acronym for solutions, not problems. Every time we’re running something that’s not working so well, or not going according to plan, try to look for a solution, look deeply at what you’re doing, and try to find a solution within that. And, if you can’t find a solution within that, look outside of that for the solution. But, always understand, the solution is there. Because by dumping a strategy that’s not working, that’s still a solution. Rather than saying, “It’s not working” – and, you know, what – what do you say, Brad, if you keep hitting – hitting against – your head against the wall and expecting the same result? That’s the definition of insanity.
BRAD CUSWORTH: Exactly right. Albert Einstein. Yeah.
FRANK SMARRELLI: Yeah. So, solutions, not problems. The I in the SIMPLE model stands for in-between the action is an interaction. So, every time there is a smaller action, there’s yet another smaller action. So, it’s like Brad spoke about moments earlier, it’s about a domino effect. Three, make use of what’s there. Rather than saying, you know, “I wish this,” you know, “I wish I had someone posting for my social idea,” or, “I wish I knew more about Instagram,” or, “I wish we had a” – you know – “an assistant manager doing eight hours of Outreach rather than not doing it at all,” find the solution. The solution is always there. So, have a look at what you’ve got. Have a look at the resources that you’ve got, and then work with those resources. If you need more resources, add. If you haven’t got the money, the time, the energy, the effort to add, then work with what’s there. P stands for possibilities: past, present, and future. Have a look at what’s worked in the past, you can maybe replicate that in the future. But, always – always thing, you know – and, I used to say this a hell of a lot, this was when I was doing a lot of personal development-based workshops, “Do not look at the future with eyes of the past.” Do not look at the future with eyes of the past. You can look at the past, and see what’s worked, and felt, “You know what? That might work in – in – in the future.” But, if something hasn’t worked in the past, it doesn’t mean it won’t work in the future. So, always look for possibilities: past, present, and future. L stands for language. So, simply said, so keep your languaging simple, the language that you communicate with your staff, with your members, and also with yourself. Keep it simple. What’s the old strategy? KISS. Keep It Simple Stupid. Number six, the E standard for every case is different. So, when you’re looking at a club or personal training studio, look at your strategies, look at your initiatives individually. Don’t look at them collectively, because you’ll have more power by isolating something and then building that out. This model helps with staff, guys, and also dealing with problems within your business. Remember, you’ve got to look for a solution and not a problem. And – and, so many people in our space just vent and complain. Rather than complaining, you know, sit in that complaint for, you know, maybe a minute, and then try to look for the solution. Guys, just a – a really nice book to read. About 15 bucks from Amazon. And, again, if you’re in the fitness business, always be thinking, “How can I find a solution from the situation that I now find in?” And, the solution, understand that you take – you feel comfort – you take comfort in knowing that the solution is there. Sometimes, you may not see the solution, but understand, the solution has to be there. Because the law of duality tells us, if there is a problem, there is a solution.
BRAD CUSWORTH: I like that.
FRANK SMARRELLI: Paul Jackson. Yeah. Paul Jackson. Paul Jackson. Sorry. The Solutions Focus. About 15 bucks from Amazon.
BRAD CUSWORTH: Yeah. Awesome. It’s so true, isn’t it? It’s total mindset. If you focus on solutions, then your mind is going to find solutions. Whereas if you’re focusing on the obstacle, or what can’t be done, or, “It didn’t work for me,” or, “This doesn’t work,” or all of those negatives, then your mind is going to stop looking for solutions, because you’re focusing on the negative. So often, it’s just that shift of focus. “All right. It didn’t work this time. What can I tweak? What can I change? What can I improve on, and try it from maybe a slightly different angle, or a different approach, or you speak to someone who’s maybe done it already that you can learn from.” Just making those small changes and tweaks until you get it, the desired outcome.
FRANK SMARRELLI: There’s no doubt. I mean, I – I – just really quickly, listeners. Sixty-second story. I had the privilege of working with Scott Hallman. And, not so big here in Australia, but Scott Hallman’s America’s/US’s number one business coach. Like, literally, he actually positions himself – which is, I think, probably a bit egotistical – but, he positions himself as the world’s number one business coach. I had the absolute pleasure of working with Scott Hallman about six or seven years ago for some time over Skype with some other coaches. And, the thing that he used to say about the biggest marketing mistakes he – mistake he sees, globally, is people giving up on a marketing strategy too early. So, he’s known as Mr Optimisation in the US. And, he says that people should be implementing and optimising, and optimising, and optimising. If it doesn’t work, optimise some more. And, then if it doesn’t, dump it. He says that the fitness are notorious for it. He was the number one business coach for the YMCA, which was the biggest health club years and years ago in the US. And, he says that it’s notorious. The fitness industry implements a strategy, they do it at half-baked at 60 percent, it doesn’t work, then they move on. It doesn’t work, then they move on. And, then they’re chasing their tail. He says, “Slow down. Do – do everything that you do, do it properly. Optimise the hell out of it so you can maximise business traction.” And, I see – and, we see this, Brad and I, you know, live in this space. We work in this space six days a week. The fitness owners, and managers, and operators make this vital, or this – this mistake almost daily. Optimise. They’re not optimising. They’re doing the opposite. “This doesn’t really work.” They’re sitting in the – in the problem. Optimisation is really a solution. So, when you’re thinking about optimising your marketing, there’s no doubt, then you are solutions-focused.
BRAD CUSWORTH: Awesome, mate. Love that. Cool. Okay.
FRANK SMARRELLI: What – what have we got next?
BRAD CUSWORTH: All right. So, yeah, before we move onto our Q&A section, Alison has a quick message from our podcast sponsors.
FRANK SMARRELLI: Awesome.
ALISON BRIGGS: I’d like to say a quick thank you to one of our major sponsors, Gym Pages. You can visit their website at www.gympages.net for more information on how to easily create customised landing pages and websites for your fitness business. Now, back to The Fitness Business Marketing Show.
BRAD CUSWORTH: All right. Thanks for that, Alison. So, Frank, what else do you have for our listeners this week, mate?
FRANK SMARRELLI: Okay. So, guys, as – as you know, the people that have been listening to our podcast know that we cover a couple of questions. To – to answer, or to get your questions answered, please go to our website at www.marketingforgyms.com, click on the podcast, and I think it’s the third or fourth from the left. You’ll see, in the top menu part – bar, scroll down and click onto the banner that says Ask a Question. A little pop-up will come up, guys. Literally, just type your question in there, submit. That comes directly into our inbox, both Brad and I. And, we’ll try – they’re actually starting to stock up a little bit, but we’ll try to get to all the questions over – you know, over the coming podcasts. So, the question that I got a few weeks ago – it was probably about a month ago now – was from Mishi. She runs, or – yes. I don’t think she’s the owner. She operates an Orangetheory studio on the West Coast in the US. And, her question is, “I’ve heard you say that video marketing will be the next big marketing tool in the fitness industry. Can you explain this more?” “I’ve heard you say video marketing is the next best marketing tool.” Mishi, I – I have said that. There is some context in terms of how I’ve said that. So, video marketing has been, you know, big for over a decade. And, it’s certainly gotten bigger in the fitness industry over the last couple of years with the – the impact of social. When – when I say video marketing, I don’t mean, you know, doing exercise demonstrations and posting that on Facebook. I actually mean doing proper video promotions as a – you know, as a fitness professional, as a club owner, or – or an operator. So, let – let me kind of launch into this on – on a deeper level. So, I would say that about 90 percents of clubs – you know, club owners, and operators, and PTs – if sending out a promotional email to prospects, next members. You know, for example, a typical club offer maybe, you know, “Join now, and pay $0 joining, and get your first two weeks for free.” This promotion, and the benefits or features of the club, would typically be written in the actual email. Brad, would you agree?
BRAD CUSWORTH: Totally.
FRANK SMARRELLI: The email would probably be 10 or 15 lines, and then SMS might be, you know, whatever it is, 160 characters. So, the actual promotion – – –
BRAD CUSWORTH: Yeah.
FRANK SMARRELLI: – – – is written within the email and the SMS. What I’m proposing is hoot a 60-90 second video that actually explains the promotion. You know, you could show people the club, and then, you know, as you’re talking about specific areas of the club, you know, maybe our virtual fitness room, or our weights area, or our cardio area, you know, the camera swings around to those areas. So, it’s an actual promotional video of the club where you’re voicing the actual promotion. Whatever that promotion is, for the moment, listeners, is irrelevant. So, you know, you could film it in the office, you could film it – some of my clients are already having a crack at this. They’re filming this whole promotional video under their – you know, their – their logo. You can do the video, you know, standing in the middle of the gym. You can do the video behind the office desk. The video should be somewhat organic, guys, but it should still be professional. In my opinion, the most important part of a really cool – I just dropped my headset then. We’ll just keep going. I reckon that – that really – how – how’s that for organic? I think the most important part of a video is actually the audio. Now, I’m not going to mention which – which clients these two were, but one of my clients went to JB Hi-Fi, which is kind of an electrical store here in Australia, and they bought a lapel microphone. I think they paid 99 bucks. It’s got a 10-metre cord. So, it plugs straight into your iPhone. They did this ripping video, which I only saw yesterday, and it was just A-grade. Like, the audio was so impressive. And, I text my – my client straight away. So, last week, God bless her, one of my clients give it a crack. And, she had no lapel microphone. So, the – the video was being filmed by – I don’t know, maybe one of the personal trainers. So, the phone was probably about a metre-and-a-half, maybe even two metres from – from my client. The audio was really, really poor, and I – I – I knew I was going to break her heart. And, I said, “You know what? Please, don’t use this. The audio was really poor.” So, again, guys, the most important part of a video is actually the microphone. So, a lapel microphone that clips onto your little – on – onto your collar. Try to get 10 metres. You can even get a Bluetooth one. The difference between using a really good microphone and no – no microphone for your videos is like chalk and cheese. In fact, I’ll go to the extent of saying, if you’re going to do videos without a lapel microphone, a promotional video, don’t do it, because it might actually hurt your brand. You still want it to be professional and organic at the same time. So, please hold the phone horizontally. It’s one of my pet hates, Brad, as you know. If you hold the phone vertically and then upload it onto social platforms on a PC and a Mac, it will look like crap. It’s absolutely one of my pet hates. You’ll get these thick, dark banners on either side of the video, and it makes your social pages look really unprofessional. So, please, hold your phone horizontally when you’re filming a promotional video. So, once the video is set up, explaining your current promotion – again, that’s irrelevant for the moment – simply embed that video on a landing page. You can use our platform, Gym Pages. The website is www.gympages.net. There’s quite a few landing page software systems out there, guys. Openly, Gym Pages, we believe it’s the best in the industry, because it’s been specifically built for the fitness industry. I’m just going to say this openly. I’m sure there’s lots of listeners out there, you know, that have probably Leadpages. I think Leadpages has been great, but their pages are starting to be a little bit outdated. Our pages are specific for the fitness industry. So, gympages.net. Okay. So, once you’ve created your video, you’ve got your Gym Pages landing page, you merge the two. All of a sudden, now you have a new URL, and I’m going to call that a video link. So, now you have a video link, and you can share that video link on the different platforms. You can have an email. So, moving forward, your email wouldn’t have, you know, 200 – 150 or 200 words of text, you know, 10, 12, 15 lines. It would simply say, “Hey, check out what our club manager has to say about our super November promotion. Click here to watch the video.” So, it’s literally one or two lines. Then they click onto the video, and click onto the link, it opens up to the video where the actual club owner or the operator’s doing the promotion. So, rather than the prospect reading the promotion, they’re actually listening to the promotion via a very cool video. So, you can put that on email. You can share that link, that video link, on SMS, clearly on your social pages, it should be in your booster posts, on Facebook, it becomes your bio link on Instagram. So, again, once you have your video, you put it on, you integrate with the Gym Pages page. Now you have a video link, and you can cross-promote that video link and integrate it across different media. I – I—I believe – if I go back to Mishi and our listeners – I believe that the two biggest movers in the fitness industry next year, I have no doubt, will be Instagram, especially in this country, in Australia. I think that Instagram – I think the subscribers, or the accounts will double in the next 12 to 14 months. And, I think video marketing will be a huge mover in the fitness industry within the next 12 months. And, that’s probably going to be six months. I’d say that 20% of all my clients now are starting to really venture into – into video marketing. Because once you’ve got your video, once you’ve got your landing page, it actually becomes really easy to – to cross-promote and integrate with different media. So, yes, I do believe that video’s going to be the next big tool. I also believe that the video has to be somewhat professional. Yes, organic, but somewhat professional. And then, yeah, make sure that you’re building this out across different media platforms.
BRAD CUSWORTH: Awesome, mate. I love that. That was a great question, great answer about, yeah, no doubt, video is going to continue – it’s been coming for a couple of years now, but it’s going to continue to grow and get bigger and bigger as time goes on. So, yeah, if there’s any club owners or PTs out there that haven’t started getting into video marketing, definitely highly recommend you start experimenting with it. You don’t have to be perfect from day one. Just start getting some things out there. I totally agree that audio quality is – – –
FRANK SMARRELLI: Yeah.
BRAD CUSWORTH: – – – easily number one. There’s nothing worse than watching a video where the – you know, there’s background noise, and it’s muffled, and you know, it’s just horrible. So, yeah. Great tips there.
FRANK SMARRELLI: Yeah. And, guys, to our listeners that listen to our podcast on a regular basis, or you may have been listening to podcasts eight for the first time, if you’ve got any questions, literally, just reach out to Brad and I. So, it’s – it’s firstname.lastname@example.org, and Brad’s email is email@example.com. So, as I said, we – we – we do get emails, so if you’ve got any questions, or in relation to Gym Pages or anything that we – we cover in our podcast, yeah, don’t – don’t – don’t hesitate to reach out.
BRAD CUSWORTH: Yeah. Awesome.
FRANK SMARRELLI: Okay, Brad. What – what question do you have? I think you had a question from – is it Rebecca, a PT – – –
BRAD CUSWORTH: Yeah.
FRANK SMARRELLI: – – – in South Australia? Yeah. Cool.
BRAD CUSWORTH: Yeah. Exactly. Yeah. So, Rebecca runs a PT business in Adelaide in – in South Australia. So, Rebecca said, “Do you have any tips for getting more testimonials on my website and reviews on Facebook?” And, yeah, great – great question, Rebecca. I actually spoke to one of our clients the other day, and yeah, I looked at – I did a bit of a review for them and looked at their Facebook page and looked at their website. They did not have one review on Facebook, and they did not have one testimonial on their website. And, it’s – yeah. To be honest, when – when someone checks out your business, which most people will, they’ll go to your website, they’ll go to Facebook. If you have zero testimonials and zero reviews, just being totally honest here, this – this says a lot about your business. And, you know, it could be the difference between people reaching and opting in, connecting with you, or saying, “I’m not quite sure about this business. There doesn’t seem to be any social proof, you know, to really back what they’re saying.” So, yeah. Great question. It’s an area I feel the majority of personal trainers, especially, are quite poor in. And, the simple answer to your question is, you need to be upfront with your clients and simply ask them. I feel like, these days, people tend to be a bit scared to just ask for – for what they want? So, yeah. Just – just ask them if they – if you can get a review. Now, there’s obviously great – a great way to do that, good strategies, so I’ll go through that now. So, I find that – I did this a lot when I was a PT. A great time to ask for a quick testimonial is after you do an assessment with one of your clients, and especially after they’ve achieved some really good results. Because after they’ve achieved those great results, they’re going to be feeling on a high, they’re going to be full of energy, they’re going to be feeling really proud of what they have achieved. So, what better time to get a testimonial? So, just at the end of your assessment, when they’re buzzing, you know, you obviously give them feedback. You know, you’re really proud of them for achieving what they set out to achieve. And, just ask them if they would mind if you recorded a short 30-second video testimonial with your phone. Just sharing their results and their experience of your PT services. And, I – I found, when I was doing this, probably 90 percent of people said, “Yeah, no worries at all.” They’re more than happy to do this, but we – we have to ask. So, just make sure you have your phone ready to go. Ideally, if you have a lapel mic, like Frank mentioned earlier, that would be even better.You know, just to get that audio really crisp and clear. But, if you don’t’ have one, just make sure you record it an area where there’s no background noise. You know, if you’re using your phone speakers to record, or your phone audio, then yeah, background noise kills the audio. So, just make sure it’s nice and quiet. But, yeah, as I said, the majority of clients will be more than happy to – to do that for you. The key then is really leveraging the video. So, what you can do is you can upload the video directly to your YouTube channel. If you don’t have a channel, create one. It literally takes two minutes. I recommend everyone have a YouTube channel for your business. You can also embed that video on your website. So, once it’s uploaded to YouTube, you can get the code, you can embed it on your website under a Testimonials tab. Start to build that up as your business grows. And then, third thing, you can actually upload this directly on Facebook and share it directly on your page as well. So, I recommend that with – in terms of the videos. Now, with a Facebook review, what – there’s a few steps here. Obviously, you can ask people directly, but there’s a bit of a process that I recommend. So, first of all, I recommend sending out an email to all of your current clients, simply asking them if they would mind spending two minutes to leave you a quick review on your Facebook page, and hopefully, five-star rating as well. Then, after you’ve done that, leave it a few days, then follow up with a text message to each of your clients, once again, asking them would they mind taking two minutes to leave a review. Now, I find asking once doesn’t generally generate much – many results in life, and I think most people give up after asking once. Asking twice, with the – with the text message will give you a significant increase in results. But, I find that asking three times really is the magic number. You ask three times – and this is the same with following up your leads – you ask at least three times, and your results will significantly improve. So, the third time, ask them face-to-face. Actually ask them, “I was just wondering if you got my email and my text. I would love it if you could spend a couple of minutes leaving me a review.” And, I guarantee, if you ask them face to face, the majority of them will then go home and do it. Or, just ask them, “Whip out your phone now and – and do it.” If you can increase your reviews on Facebook, this will go a long way to increasing the credibility and the social proof with your business. And, obviously, when you get a Facebook review, you can then copy that and put it on your website as well. On your website, ideally, you want a combination of short videos, 30 seconds to a minute maximum, but also have some written testimonials with an image of your clients as well. So, some people can watch the videos, and some can read it as well. Just finally, a great strategy to generate more leads for your business is to share a testimonial or review on your Facebook page with a targeted boosted post. Now, this is the number one strategy that Sarah and I have done to build our business with the SJ Mind Body Training, for those that don’t know about it. Basically, it’s a group training – group personal training business. All we do is we do a boosted post sharing a testimonial, with an image of the person as well, and then we boost that. Then, at the end of it, we just have a call to action, “Check out sjmindbodytraining.com for more information.” Just really simple. And, sometimes we’ll do that to a lead page or a special offer as well. But, by using testimonials as you boosted post, it’s more – it’s a much softer approach, instead of going for a hard sell. And, people will relate to the story and then opt-in. So, yeah. Hopefully, that gives you some good tips and new ideas, Rebecca. Just, yeah, start asking your clients today, and – and set a target that you want to aim for in the next two weeks. Maybe aim to get at least 20 reviews on Facebook, and maybe aim to get 10 short videos within the next, you know, two to four weeks, and then keep – – –
FRANK SMARRELLI: Brad, what – Brad, what – what – what’s the ideal amount of testimonials that a PT should have on their website? Like, you’re a master of building websites for fitness professionals. Is it – you know, is there a certain number? Is it nine? Is it 12? Or, that there’s no – there’s no real number?
BRAD CUSWORTH: Yeah. Good question. I – I think nine is a good number. Like, we – even with the websites that we build.
FRANK SMARRELLI: Okay. So, three lots for three.
BRAD CUSWORTH: Yeah.
FRANK SMARRELLI: Yeah. Yeah
BRAD CUSWORTH: Like, we generally do it so you’ve got three – three rows of three, so three rows by three columns. You have an image for each one. A good way to do it as well is you have a short intro paragraph of the – each testimonial – – –
FRANK SMARRELLI: Okay.
BRAD CUSWORTH: And, then you have a Read More button.
FRANK SMARRELLI: Yeah.
BRAD CUSWORTH: And, that way, it doesn’t get – it starts to look messy if you have some really long ones, some short. But, then when they click on Read More, it opens a pop-up, people can then read the full testimonial. But, yeah, around about nine is great. But, obviously, you know, everyone’s got to start somewhere, so you can keep adding them consistently sort of as you go.
FRANK SMARRELLI: Okay. Awesome.
BRAD CUSWORTH: Cool
FRANK SMARRELLI: Yeah. That was really cool.
BRAD CUSWORTH: Thanks, mate. This brings us to the last segment of The Fitness Business Marketing Show.
ALISON BRIGGS: And, now it’s time for Frank’s Weekly Rant.
FRANK SMARRELLI: Okay. That’s Alison. Okay, guys. My – my – my Weekly Rant. That kind of cracks me up, Alison. My Weekly Rant this week, listeners, is club operators, get with the social posting program. Club operators, get with the social posting program. So, Facebook has been around for over a decade. It’s almost a teenager now. And, Instagram has been getting stronger and stronger in the fitness industry over the last couple of years. Learn what you should actually be doing on these social platforms. They are different social platforms owned by the same company. I think that’s where people get confused. I said to someone today, you know, “Would you be talking to your girlfriend the way you talk to your mum? Would you talk to one of your best mates the way you would talk to your dad?” No. The answer is no. So, there’s different nuances and characteristics on both these platforms. So, you know, educate and upskill yourself. And, if you – if you don’t want to do that, or if you’ve done it, and you still want to delegate, then delegate it to someone that can do it better than you. So, I’ll start with Facebook first. Seeing dozens of hashtags on Facebook, on – on Facebook posts. In the majority of cases, you’re either a hashtag lover, or you’re not. Now, I’m definitely the latter. Adding eight, nine, ten, 14, 15 hashtags on a Facebook post, in my opinion, has no real benefit. In fact, there’s lots of research that I’ve done, personally done – there’s lots of research papers I’ve personally read saying that posts with hashtags on Facebook have less viral reach and less engagement. Now, Twitter is a hashtag platform. Instagram or IG is a hashtag platform. Facebook – well, you know what? Next point. Number two. Again, another pet hate of mine, writing 11, 12, 13, 20, 15 lines of text on Facebook. Listeners, please understand, Facebook is a visual platform. If you are going to write a long text copy, 15, 20, 25 lines, that is what a blog is for. Send people to your blog. If you write more than six lines of text on a Facebook post, people won’t be able to see anything past six lines on a mobile device. Now, granted, that 80 percent of the world’s population jump on Facebook via their mobile. So, I would have thought that Read More, or what I’ve just explained, is pretty important. So, again, if you are writing more than six lines of text, people have to click Read More on – on a mobile device. Now, we know that that drops reader conversions. So, for me, I – some of my clients are even saying to me, “Hey, Frank,” you know, “should we make – should we be making it shorter? Should it be three or four lines of text?” I’m totally cool with that. As long as you don’t go past six, I’m fine. I am starting to pick up a bit of a trend that – that people are posting shorter posts. So, three or four lines of text is fantastic. But please, guys, don’t write 10 and 12 and 15 lines of text. Facebook is not a read platform. If you want to send someone – send it to a blog where you can go for your life. Fricking write, you know, 400-500 words. But, keep your Facebook post’s copy or text short. Number three, seeing the newsfeed full of still images and hardly any videos. For any fitness business in the world, your newsfeed should be made up of at least 50 percent video content. And, that’s barely a pass mark these days. I was explaining this to a client today. I like to see 60 to 70 percent of your entire newsfeed full of 40 to 60-second videos. Facebook has more video uploads as of June 1st – sorry, July 1st, 2016 than Youtube. Facebook wants to be a video platform. So, to me, I jump on certain – and Brad, I know you do this as well, you jump on certain fitness professional Facebook pages, or club Facebook pages, and you might see two/three videos a month. Two or three videos a week is barely a pass mark. I want to see more video content on your pages, listeners, because Facebook is a video platform. It’s a pet hate of mine, you know, seeing one, or two, or hardly any videos. I jumped on a Facebook page a couple of weeks ago, they had no videos for, like, two or three months. You know, that’s a – that’s a – that’s a big bye-bye for me. Okay. Let’s talk about – and, consistency. Sorry, listeners. Consistency. You must be posting – posting for four days in a row and then not posting for four days is not consistent. I would rather you guys post four days a week consistently month in/month out, rather than six posts one week, and then one post the next, and then two posts, and then nothing for ten days. Stick with your Monday, Tuesday, Thursday, Friday. Boost those posts, and then add your right hook, your sales post posted on top of that. But, as a minimum, I’d like to see more personal trainers and club operators posting Monday, Tuesday, Thursday, Friday. There’s a natural lull on social media on Wednesdays, and boost those posts. Facebook is a pay to play platform. Ryan Deiss said this in 2014, he said it tongue-in-cheek, but it’s very, very important to understand what he’s actually saying here. “When you post on Facebook and you don’t boost, it’s like not posting at all.” I’ll say that again, “When you post on Facebook and you don’t boost, it’s like not posting at all.” He said that tongue-in-cheek at a conference in Sydney in 2014. But, listeners, understand what he’s trying to say. Facebook is a pay to play platform. Facebook is a pay to play platform. If you don’t pay, you don’t play. IG. Let’s talk about Instagram. Make sure you have a promotional link in your bio. I can’t believe how many clubs and fitness professionals I see that, basically, don’t have any information in that – in that profile section. Make sure you optimise it. So, make sure you have a clickable link in your bio link. Make sure you have a physical address or a phone number. Make sure you have your information in your bio link. It’s really important, listeners, that you optimise that part of your Instagram page. So, if you have a promotional month, you know, for example, I don’t know, “Join this month and pay a $0 joining an 30 days free,” or, “Join this month and get three free personal training sessions.” Make sure you have a landing page, and then the link of that landing page, the URL, is part of your bio link. So, then you draw traffic to that bio link in your Instagram – I was going to say Facebook – in your Instagram post. So, you know, “To claim our November promotion of blah, blah, blah, simply click on our bio link.” If – if you’re on Instagram, you would have seen these call to actions, very common. You can’t have a call to action if you don’t have a bio link. I’ll just – this is – this is not part of what I wanted to cover, but I’m going to cover it anyway. One of the things I cannot stand on Facebook is when people – and, I see this often, so, there’s a Facebook post, and the Facebook post ends like this: “So, to claim our November promotion, click onto our bio link.” Where the frick is a bio link on Facebook? What people are doing is they’re just being slack arses. They’re posting what was posted on Instagram on Facebook. Now, I don’t mind when people do that occasionally. You can absolutely integrate your social posts. But, when people are doing it consistently, it doesn’t make sense, because you’re talking a different language on Facebook. Here’s another example, is when people put 25 to 30 hashtags on Facebook. What a fricking waste of time that is. That is just a post that’s been integrated on Facebook. So, yes, there’s a time where you can integrate Instagram and Facebook with your posts, but there’s also a – a time where you have to do individual posts. They’re characteristics, they’re different people, they’re different platforms, just owned by the same person. Consistency. Again, Instagram, posting once a week and then nothing for three weeks, and then every day for 16 days, and then nothing for two weeks, is not consistent. The key to Instagram is posting consistently. I like to see, probably, more posts on IG than Facebook. So, you know, posting five or six times a week on Instagram is totally fine. If social’s not your thing, then delegate it someone that can do it better than you. In fact, I’m going to go out on a limb and say this. I don’t think a club owner, or a club manager, should be posting on Instagram and Facebook. They should be creating the content. It should be delegated to a specific person. I have a very simple formula for success in business. Work to your strengths, delegate your weaknesses. Work to your strengths, delegate your weaknesses. It might be time, listeners, to delegate your social posting, because what you’re doing may not be working now, which means it may not be working in the future. Brad, that’s my weekly rant.
BRAD CUSWORTH: Awesome, mate. I love that. Yeah. Some – some very powerful tips there. So, I encourage everyone to actually listen to that back again and actually take some notes, because there were, yeah, some really powerful – powerful lessons in there. Thanks, mate.
FRANK SMARRELLI: It’s really in line with the book, isn’t it? So, rather than talking about the problem, “I don’t like social. What we’re doing on social’s not right. My booster post is not working. Facebook knocked it back. There’s too much copy on my – on my embedded image.” Fricking – there is so many different social media companies out there. Most of them are crappy. But, there’s a lot out there that – that do the right thing, and they’re well-priced. So, delegate it someone that can do this, or delegate it to someone internally. Quick 30-second story. One of my clients owns five Anytime Fitness clubs. And, they just recently delegated all their social posting to their assistant manager. So, he now has – half of his time is spent as an assistant manager, and half of his time is spent on doing social posting and creating landing pages, both for Instagram and Facebook. Now, the massive advantage of that, listeners, is he can go into these clubs and take photos, and take videos, and then edit those videos and then post it on social. So, there’s more of a personal feel to it, because he knows what’s happening from club to club. So, ideally, you want to delegate this to somebody internally, either a staff member, or even a member. Or, if you can’t do that, then delegate it to a professional. But, you know, I – I don’t mind club owners and operators creating the content, but posting and writing, it just sucks up so much time, and it’s not done properly. I mean, if we visited 100 social pages, I could give you – I’ll give you the red-hot top, listeners, and I do this day-to-day. Ninety-five percent of those pages, I would rate less than three out of five. I did a rating today. I did a – I do a ten-point check system for Facebook, and no one has ever rated more than 3.5 in the last two years. So, I can guarantee, if I jumped on your Facebook page, I’d give it less than a three-and-a-half. Because Facebook is changing, and people are not changing with it. Facebook is very different from what it was a year ago. Anyway, I’ll stop ranting, Brad.
BRAD CUSWORTH: Totally agree, mate. Cool. So – so, just a quick reminder, listeners, every episode, we’ll be answering two questions. If you have a question that you would like answered, simply go to www.marketingforgyms.com. Just click on the Podcast tab in the top menu bar, scroll down, and click on the banner that says Ask a Question. This will then open a pop-up form where you can then submit your question. So, Frank, that concludes another episode.
FRANK SMARRELLI: Awesome.
BRAD CUSWORTH: Episode number eight. So, yeah, enjoy the rest of your day, mate.
FRANK SMARRELLI: Thank you, mate. It’s a busy day. I know yours is also busy. Listeners, have a fantastic week, and we’ll definitely catch you on the next podcast.
BRAD CUSWORTH: Awesome. Good stuff. So, listeners, as always, until the next Fitness Business Marketing Podcast, knowledge without consistent action means very little, but when you take massive action, you are sure to generate positive results in your fitness business. Please like, comment, share, and leave a review for us on iTunes or Soundcloud to help us spread the word. Our goal is to become the world’s largest podcast on the topic of fitness business and marketing. We really need your help to achieve this. Now, to wrap things up, Alison has a quick message from our podcast sponsors. So, have a great week, everyone, and bye for now.
ALISON BRIGGS: I just want to quickly thank our major broadcast sponsor for making this Fitness business Marketing Show possible. Marketing for Gyms and Personal Trainers has created the world’s number one lead generation software for fitness professionals and club operators. More Members Competition Software has generated well over 90,000 local leads for our clients, and it can easily be integrated and working on your Facebook page within days. Visit www.moremembers.net to check out all the features and benefits of this game-changing software system. If you want more local leads and new members coming into your business, then you will want to be using the More Members Competition Software as your main lead generation system.