My New Puppy

I purchased a miniature schnauzer puppy for my wife as a Christmas gift. Cute, yes...........work, ABSOLUTELY! Waking up at 3am to walk my wife's gift.....(I pretty much figured I would do all of the work) I recalled how much work it takes to create a successful business. And, just as with a new puppy, its all about consistency, consistency, consistency. Constant work pays off consistently. Of course there are set backs, an accident on the floor, chewing on your slippers, but with proper correction anything is possible. Take the time to train and teach yourself, is just as critical as spending quality training time with a new puppy.An opportunity missed, is a step back. So, even when you're tired and don't want to get out of bed to walk the dog, or "too" tired to respond to a valued customer, remember that its worth an extra few minutes. A well trained pup grows into an obedient friend and companion, and a well nurtured business matures into income for life.

"If it doesn't make dollars, it doesn't make sense!"

Have You Stop Challenging Yourself?

With the new year right around the corner, it is time to reassess your business and yourself. How far have you come? Have you reached the goals that you have set out for yourself this year? A few weeks ago I spoke about how a large ego can result in small profits. One element of developing a swollen ego, even if its unintentional, is the failure to challenge your methods. Even for a system that works, there may be alternatives that enable it to work better or faster. In the age of technology, a process that was on the cutting edge a few months ago may now be antiquated or obsolete. The Japanese concept of a "kaizen" business approach is one of constant improvement. If do not seek ways to improve your organization or mode of operation, you risk being left behind by "the better mouse trap." A periodic reassessment of yourself and your organization is a good way to ensure the health of your business. Think of it as a business checkup or assessment. Follow the same approach you take to your clients to ensure that you are continuing to make progress. With the days in the calendar counting down, now is as good a time as ever.

"If it doesn't make dollars, it doesn't make sense!"

Science & Business Merge

One f the worst mistakes that trainers, individuals in the fitness industry, or any business person makes is obtaining accidental success. The mistake often lies in the initial approach to attacking the business world. Most tend to guess at the best way to achieve their goal. Constantly throwing a line into the vast ocean without precise care for the type of fish they seek, the type of bait to use, time of day, or location. Simply casting and reeling might produce a catch, but how long does it take.

This is one of the reasons I don't fish, unless I am looking to have some long conversation with friends.

This is why it is critical to take a more strategic approach. Instead of guessing as to how to reach your goal, take a more scientific approach. Experiment with different methods, but meticulously record your outcome. By maintaining control over the different variables, you can then pinpoint what changes must be made. What's more important, is that you are able to track success, and repeat it in your current business or new business.

Accidental success is usually only successful once. But success achieved through the scientific approach serves to help you build success in the future. By systematically approaching your operations, not only can you correct mistakes, but continue to refine successful efforts. What's better than being successful, than improving your success?

"If it doesn't make dollars, it doesn't make sense!"

No Market, No Money

We have all had great ideas from time to time. Ideas that we thought were worth millions. We have success in some areas, and were convinced that the same approach would work in another avenue or industry. No matter how great the idea or product, if a market does not exist for this idea or product what good is it? Think about it! The purpose of creating a successful business is to make money. Ideas are for philosophers and philosophy, not business. Define and identify a profitable market and the product will come. IF YOU FIND THEM, IT WILL COME. Now I don't suggest that a great product should be abandoned simply because there is no market............ yet. I do recommend, however, that you file that idea away until the market is ready, or while you are cultivating a market. 

"If it doesn't make dollars, it doesn't make sense!"

Think about video phones. They have been around for years, but have no real (or at least profitable) application for the ordinary consumer. But they have found a home in corporate applications. Particularly in light of the increasing cost of air travel. The same could be said for hybrid cars. These vehicles did not become profitable until the cost of gasoline exploded.

Ski suits don't sell in Hawaii. Even if you were able to create the most advance ski suit ever made, there simply is no market for it if you intend to only sell it in Hawaii. Markets should dictate your offering and your marketing. Adapt your business to your market. Adapt your product to the market. The market should be your primary focus. An in depth understanding of your potential consumers will allow the product or service to materialize. Don't be stubborn, be smart. Don't fall in love with your idea, be driven to succeed. Always put the market before the product. Even if it seems to make sense, doesn't mean it will make dollars!

"If it doesn't make dollars, it doesn't make sense!"

Big Ego = Small Profits

Has success spoiled you? Have you reached the point at which you feel that their is nothing else for you to learn? If so, you have reached the point of plateau. Just like that client you have that experienced such rapid weight loss in the beginning, and now finds it impossible to lose that last 5-10 lbs. Guess what happens when you stop moving, stop learning? YOU GET FAT! A swelled head leads to empty pockets. Information is power, and no matter where the information originates, if it based on sound principle, or more importantly WORKS, why not implement that information into you already successful business. I do not suggest that you listen to everything or everyone, but simply leave yourself open to the possibility of learning. I never read a fitness magazine thinking that the purpose of life is contained within, because I know for the most part that the routines and diets are the same from one edition to the next with a new name or packaging. But I proceed to read because of the possibility that just one minute detail or tidbit can be added to my marketing or fitness arsenal. I am not saying don't be skeptical, just be open. The best only want to get better!

"If it doesn't make dollars, it doesn't make sense!"

Patience? I don't know the meaning of the word!

Success is not a state that you can wait around for. Patience should only be exercised when working with children, the elderly, animals, and sometimes clients. But patience should never be the protocol when it comes to your business. Entrepreneurs do not have the luxury of being patient. Success can be fleeting and ever elusive. Granted, a farmer must allow time for a seed planted to grow and mature. But that farmer also wakes up at the crack of dawn to tend the fields and nurture that seed. In business one must be decisive, take risks, but most of all be doggedly determined to reach their goal.If you are being patient to start your new venture, write that book, or create your next marketing piece, then that thing you call patience, is more correctly translated as procrastination. Planning is nothing without action. Take action and be impatient in your business.

"If it doesn't make dollars, it doesn't make sense!"

Has Your Business Moved?

I am not referring to moving in the physical sense, at least not necessarily. But has your organization progressed to the next step that you have envisioned, or have you found a home in complacency? If your organization has not evolved, are you in the process of resolving this rut? To move toward your goal, you must remember to MOVE. Take the first step, then the next.

I have recently moved my family to a new home and as I begin to unpack, I have discovered............or should I say rediscovered marketing plans and promotions that have proven successful in the past. I have also found the evidence of marketing efforts that weren't as successful, but have spawned new ideas for ways to make these former "failures" (I prefer to call them learning experiences) effective today. Isn't it time that you began to explore your archives and activate marketing plans that were once our bread and butter? But don't only focus on those past success, take a fresh look at not so effective promotions and find ways to reconfigure them for application today.

Today & The Future

As you begin to formulate new marketing material, remember to use current topics and event to ensure your efforts resonate with potential customers. Here are a few obvious and not so obvious examples: Election, Economy, Gas Prices, Holidays, "New Movies," Day Light Savings Time, Sports Teams ("insert team name WINS and so do you!" or "insert team name LOSES and so can you!")..... Create interest and increase response rates.

"If it doesn't make dollars, it doesn't make sense!"

Equal Time?

Balance is a key to a successful business and way of life. But this does not mean that everything or everyone deserves equal amounts of your valuable time. The FMG strongly advocates that you value your family time and free time in relation to the time you devote to your business. This being the case, it is vital that you portion your work time effectively such that every moment imparts value, which translates to profit.

Here is a quick quiz for all of you enterprising entrepreneurs. Are all clients created equal? The answer is a resounding NO! Remember that 20% of your clients produce 80% of your revenues. This being the case, 80% of your time should be devoted to those valuable 20%. You may recall from previous FMG newsletters that I suggested firing some of your clients. Fire the customers that are late making payments, that your are not excited to work with, who complain, constantly have a "reason" for missing sessions (and thus don't expect to pay), or simply get on your nerves. SOUND FAMILIAR? More often than not these people are your 80%. By equally dividing your time among all of your clients, you are wasting 80% of your time. But, what's more think about the opportunities, or even more importantly the money, you are missing. Here is another question for you. Who are your highest value clients? Take the time to identify your dream customers.........let's call them your Elite 10. Be sure that this special group receives the most attention. Remember these clients are loyal, pay on time, provide referrals, and are a joy to work with. The bottom line is, not all customers are created equal.

"If it doesn't make dollars, it doesn't make sense!"

Time to Initiate Lift Off!

The summer is over, school is back in session, and its time to take advantage of the prime of this training season. The end of vacations and the reestablishment of regular schedules means that its time to reload any open training slots. Just as squirrels do, its time to put aways some nuts for the winter. This is you opportunity to sale long term packages and offer gift certificates. Exploit this critical time that lies well before the holidays, when budgets can become tight once again. Prepare your clients for the pre-Thanksgiving pounds that are sure to lurk just around the corner. Repackage some of your existing offerings, make the more exciting and enticing to draw new clientele. (Quick tip about repackaging: Water is simply water right??? Unless its one of the new fangaled branded water products. Speaking of which, Evian is simply naive spelled backwards.)

"If it doesn't make dollars, it doesn't make sense!"

Be Clear

Clear Direction

Your path is guided by your goal. That path changes as your goals change. What is important is that you are clear on your goal. It is difficult to determine how to reach your goal, if you are unsure of the goal. Just as it is difficult to plan a journey if you are unsure of the destination. Are you toiling in limbo, without succinct goals to drive your efforts? Have you written down your goals or revisited your goals list to assess your progress? If your have yet to carefully detail your goals in writing, then this is your first course of action. Maintaining a tangible record of your goals will serve as a reminder and catalyst to drive you during the process of achievement. Periodically reviewing your goals sheet will enable you to determine your progress or lack their of.

Clear Understanding

As an entrepreneur in the service industry, you must have clear comprehension of what your business truly entails. Your business less about your products and or services, but about the consumer. Knowing your consumers on an individual basis will ensure success. Understanding each of your customers will allow you to customize their experience and maintain the business relationship with those that consume your products and services. This is critical as these consumers are the same individuals that will provide positive references for potential customers and future offerings from your organization. Placing your business before the customer is like placing the cart before the horse. Great products that lack an audience will not result into financial success. Forging your business to meet the desires of the buying public might change your idea of what your offering should be, but will produce a viable good that can improve your financial future.

One of the most important decisions that you have made as an investment toward your business future is joining the Fitness Mastermind Group. FMG members enjoy the benefits of the support of professionals and experts in the fitness industry, as well as cutting edge marketing techniques that improve their bottom line. The tools and tips provided by the FMG are not theories, but tried and true methods that, when applied, produce results. Stop thinking about taking action, and TAKE ACTION. Remember, if you are not serving your consumers, someone else will.

"If it doesn't make dollars, it doesn't make sense!"

No Such Thing as Equal Time

Equal Time?

Balance is a key to a successful business and way of life. But this does not mean that everything or everyone deserves equal amounts of your valuable time. The FMG strongly advocates that you value your family time and free time in relation to the time you devote to your business. This being the case, it is vital that you portion your work time effectively such that every moment imparts value, which translates to profit.

Here is a quick quiz for all of you enterprising entrepreneurs. Are all clients created equal? The answer is a resounding NO! Remember that 20% of your clients produce 80% of your revenues. This being the case, 80% of your time should be devoted to those valuable 20%. You may recall from previous FMG newsletters that I suggested firing some of your clients. Fire the customers that are late making payments, that your are not excited to work with, who complain, constantly have a "reason" for missing sessions (and thus don't expect to pay), or simply get on your nerves. SOUND FAMILIAR? More often than not these people are your 80%. By equally dividing your time among all of your clients, you are wasting 80% of your time. But, what's more think about the opportunities, or even more importantly the money, you are missing. Here is another question for you. Who are your highest value clients? Take the time to identify your dream customers.........lets call them your Elite 10. Be sure that this special group receives the most attention. Remember these clients are loyal, pay on time, provide referrals, and are a joy to work with. The bottom line is, not all customers are created equal.

"If it doesn't make dollars, it doesn't make sense!"

Be Clear

Clear Direction

Your path is guided by your goal. That path changes as your goals change. What is important is that you are clear on your goal. It is difficult to determine how to reach your goal, if you are unsure of the goal. Just as it is difficult to plan a journey if you are unsure of the destination. Are you toiling in limbo, without succinct goals to drive your efforts? Have you written down your goals or revisited your goals list to assess your progress? If your have yet to carefully detail your goals in writing, then this is your first course of action. Maintaining a tangible record of your goals will serve as a reminder and catalyst to drive you during the process of achievement. Periodically reviewing your goals sheet will enable you to determine your progress or lack their of.

Clear Understanding

As an entrepreneur in the service industry, you must have clear comprehension of what your business truly entails. Your business less about your products and or services, but about the consumer. Knowing your consumers on an individual basis will ensure success. Understanding each of your customers will allow you to customize their experience and maintain the business relationship with those that consume you products and services. This is critical as these consumers are the same individuals that will provide positive references for potential customers and future offerings from your organization. Placing your business before the customer is like placing the cart before the horse. Great products that lack an audience will not result into financial success. Forging your business to meet the desires of the buying public might change your idea of what your offering should be, but will produce a viable good that can improve your financial future.

"If it doesn't make dollars, it doesn't make sense!"

How Big is Big Enough?

It is one thing to think outside of the box. But is that enough? To reach your goal its time to think huge.....Enormous..........HUMONGOUS! Do you dream about being the best in your area? Or simply the best period! Take the steps to excel, but learn to skip steps to reach your goals faster. Set larger goals. If your dream is to own a spa or gym, dream of owning a chain of spas and gyms. Great success comes with larger thinking. But all success, great or small, comes through hard work. Aim high, and achieve high. But aim low and..................I think you get the picture.

Diversify your mix.
How are you marketing your business? If you are relying on only one method of marketing, what will you do if that source dries up? It is imperative that as a responsible business owner and FMG member focused on building your wealth that you employ more than one marketing vehicle. One of the most overlooked method is one that I have been imploring each of you to exploit. And that is, writing a book. Books are more than another product for sale, they are lasting marketing tools that introduce you to consumers. But selling your book begins with the first word. Tell your story and the book will write itself.

"If it doesn't make dollars, it doesn't make sense!"

The Write & Wrong Way

What we do and say each make a an important impression on our clients and future clients. Our words and actions communicate who we are and what you are as a business entity, but viewed using the perspective of time, are fleeting. This is why any message, spoken, demonstrated, or written, must be transmitted multiple times in order to illicit a lasting impact. But the difference between a message that is spoken, and a message that is written, is staying power. Text can be delivered in multiple formats, speaking for you when you cannot be present, and in electronic form, speak for you 24 hours a day. Even after an impression is made, there is still no guarantee that action, by the receiver will follow. So in addition to having a written message available, this message must also have motivate your market to action. Copy writing is not doubt an art; a skill that must be honed over time. But great written content starts with the first word, email, letter, pamphlet, newsletter, magazine, and book. Are you writing? Have you secured your financial future by initiating the completion of your future bestseller? WHY NOT!!!!!!!!!!!?

I know, you might say "Hey, I'm not a good writer."
If this is the case I can tell you why, BECAUSE YOU ARE NOT WRITING!

Keep in mind that every effort made to improve your business is, at its foundation, marketing. Simple blogs, articles, and newsletters begin to build upon themselves. You will find that over time you have amassed a body of work. This cumulative content can be converted into a book, training course, ____________________ you fill in the blank.

I am not suggesting that your next written piece will become a bestseller, but then again, why not? Remember, that writing skill is refined over time. And fortunately for you, the FMG is here to aid you in creating content that will improve your reach and exposure, as well as operate as an additional profit center for your business.

"If is doesn'tmake dollars, it doesn't make sense!"

Practice, Practice, Pracice

When was the last time you practiced your presentation?

Some things come easier to some than others. Everyone has their own style and approach. The one constant among us all is that we can ALWAYS improve. Have you become complacent in your success. Have you begun to take your success for granted? A diamond does not come out of the earth in a finished form. This precious gem is refined after hours of grinding, cutting, and polishing. If your sales conversion rate is not where you desire, reassess your approach. Partner with your fellow mastermind members and rehearse your presentation. Reevaluate your presentation book..................you are using your presentation book RIGHT?!?!????? Mastermind Principle: Create a presentation book. Remember that you must provide the proof to potential clients. Don't tell, allow your proof/evidence to sell.

Here is a quick and effective way to update your presentation book: Interview a successful client. Ask them about their experience with you and their results. You will be surprised how much you did not know about how your service has effected your client. Offer them a free session in exchange for their interview, and get their permission to use the interview for promotional purposes. Post the interview on your website, blog, etc. Use the information that you discover from your client to repeat the process with others.

Get better each day at presenting and speaking to people about your business and services and you will see your revenues increase!

"If it doesn't make dollars, it doesn't make sense!"

The Power of NOW!

Often, in our push for success there are barriers and obstacles that lie in our path. As a coalition of professionals, our goal at the Fitness Mastermind Group is to overcome these challenges. Transforming limitations into opportunities, by taking a unique approach to marketing promoting our organizations. One of the most critical threats to success is not the opposition posed by external forces, but the challenges faced internally. When taking a more retrospective look at our respective businesses and ourselves, many find that the largest obstacle to success lies within. This self created, invisible competitor works against your efforts day and not preventing you from reaching the intended goal. This negative force takes many forms, PROCRASTINATION and FEAR, just to name a few. Your state of mind dictates your success. You are either comfortable with adopting failure or, as we are here at the FMG, unphased by mistakes and determined to reach your goal. To change your professional state, you must first change your mental state. CHANGE YOUR MIND TO CHANGE YOUR FUTURE! Do not paralyze your business or progress towards success by waiting for things to be perfect.................Guess what, THINGS WILL NEVER BE PERFECT!!!!!!!!!!!!!!!! Waiting only costs you something that you can never reclaim, no matter how much you are willing to pay...TIME. Each second and breath should be devoted to improving your organization. FMG Principle: DO it wrong, just do it! As a fellow perfectionist i understand the lure of delaying putting things into motion in order to ensure that conditions are "just right." But this philosophy can work against you as well. Waiting to become successful will deliver the opposite result. Work toward perfection, while maintain the realization that things will never be perfect. Put your efforts into motion and refine your approach along the way. You will find that most times, you are the only one that knows that something did not go according to plan. The mistakes that you make, or the unforeseen occurrences along the way will prove to be a great learning experience.

"If it doesn't make dollars, it doesn't make sense!"

Identifying Your Market

Who does your marketing target? Does it target anyone............maybe everyone?? With a concise understanding of your target market, you will find that your promotional efforts are more efficient and more effective. Once the target population as been defined, then you can begin to shape your message. It is imperative that the design of the promotional vehicle actually appeals to the intended receiver. The great thing about molding the message, is that you do not have to change the product. Every wonder what the difference was between a department store perfume that may be a few ounces, dressed up in pretty packaging, and sells for hundreds of dollars? Versus perfume that can be purchased in a drug store, has basic packaging, is 16 ounces, and may sell for $5? The answer is perception. Manufacturers manipulate consumers by creating a seemingly exclusive or scarcity environment for their product. I mean how much of a difference does it make to go from 3 blades to 4 on a razor? Individual markets can be penetrated by changing the perception formula. Whether your market consists of status seekers (who exhibit status through conspicuous consumption), innovators (who like to be the "first" or on the cutting edge), or cost conscious (who seek value for their money, and prioritize their purchases), perception generated through packaging and specified message delivery is critical. Know your market. Target accordingly. Remember that effective marketing is about manipulating the message and controlling perception. Fitness Mastermind Group principle: Market like a sniper rifle, not a shotgun!

"If it doesn't make dollars, it doesn't make sense!"

Valuing Time

Many don't appreciate how precious and valuable time, particularly their time, is with regard to achieving financial success. Time management and valuation is less about saving time, and more about maximizing the use of time. Remember, time is money.

How much is your time worth?

Have you calculated how much your time is worth? The value of your time has nothing to do with the fee that you charge per session, or the number of clients that you train each day. The value of time has everything to do with the amount of time, which is money, that you waste each day. During an average work day, how much of your time is truly productive? In a normal 8 hour work day, last than half of that time is used productively. Between holding casual conversations with co-workers, phone calls that run too long, web surfing, and using antiquated methods that you should have developed systems for by now (HINT), hours upon hours are squandered that could be used to increase revenue. Here is a simple exercise that will give you better perspective on the value of your time. Following the logic that less than half the hours spent working are productive, decide on what your goal is for annual revenue; take that number and divide it by 1,760 (number of work days, accounting for vacations, holidays, sick leave, etc.); then multiply that number by 4 (what we estimate is productive time each day), and this is what your time is worth per hour. (Divide this number by 60 to find out the value of your time per minute)

Goal: $80,000 / 1,760 = $45 (base hourly rate)
$45 x 4 (productive time) = $180 (actual value of each hour) or ~$20 per minute

By having a better grasp of the value of your time, your mission is to increase productive time and engage in activities that contribute to reaching your financial goals. For more on how to maximize your time checkout Dan Kennedy's "No BS Time Management For Entrepreneurs."

You will receive more tips on how to maximize your time, in order to maximize your profits!

"If it doesn't make dollars, it doesn't make sense!"

Think Big

If you want to become a big company, you must operate like one. If you have not taken the steps to get organized, then the time is NOW! In the next 10 days make it your focus to establish all of the basic yet essential systems.

Payment: Are you currently able to accept credit cards? Check out www.propay.com it is an easy and effective way to collect fees.
BodyWorkz is comprehensive system that includes schedule tools, credit/checking account drafting capabilities, prospect tools, and more! Email fmgmarketing@gmail.com for more info.

Contacts: Have you created client profiles? Organized your contacts? Simply maintaining your contact in your cell phone address book is not enough. Nor is it effective.

Keeping the Books: Create a spreadsheet to track your income and expenses. Detailed expense records are essential for tax purposes as well as cost management.

Planning: Plan your marketing efforts and create a timeline. Its great to have ideas, and to talk about what you want to do. But until you transform intentions into action, your bank account will stay the same.

"If it doesn't make dollars, it doesn't make sense!"

Organization

The fitness industry thrives on the the available technology of today. Yet, many new and experienced personal trainers and fitness pros do not exploit this valuable asset. PDA's, cell phones, and computers allow you to operate more efficiently and effectively. To truly attain your desired level of success you must utilize what is out there to create systems for success. Organize your schedules, payments, and your life by setting up systems. Automation leads to speed, and money is attracted to speed. If you want to become a more effective business person, GET ORGANIZED!

If it doesn't make dollars, it doesn't make sense!