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50 Ways to
Boost Leads,
Sales and
Income
PRESENTED BY

© 2014 IDEA Health & Fitness Association. All Rights Reserved.

Deb...
50 Ways to Boost Leads, Sales and
Income
1. Provide Step-by-Step Thinking
2. Move from Leads to Sales faster
3. Solve More...
Program Design Generates Leads

•
•
•
•
•
•

Start with the WHO

Consider the Situation
Do the Research You Can Do Ahead o...
Marketing Mayhem

WHAT YOU
THINK THEY
NEED
www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
Reserved.
Speak Customer

•
•
•
•

Features

•

Scientifically-based

•

Certified Personal Trainer
Accountability

•
•

www.ideafit...
Marketing With Customer-Focused Copy

• If you developed programs for the
customer
• Then you have the copy that will
attr...
Simple Problem-Solving Sales

•
•
•
•
•

The Biggest Fears Your Customers Have
The Biggest Goals, Desires, Wishes
The Read...
www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
Reserved.
1. FREE EVENTS
Corporate Hosted B2B

Onsite (Yours) Events

•
•
•

•

•
•

wellness booth
sweatless workout
Presentation o...
Social Media: Facebook

2. Fan Pages

3. Facebook Friendly Activity

•Go beyond for Fan Page

•
•
•

Tabs that provide to ...
More Social Media Traffic

4. PODCASTS

5. YouTube How-To

•
•
•
•
•

•
•
•
•
•

Niche audience
Program design steps
Guest...
GIVE Aways GET Results
6.

•
•
•

Charity Event
Referrals
AHA Go Red = 400 emails
AHA Go Red Challenge
Sponsors = 40
appli...
Web Page

www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
Reserved.
Closer>Landing Page

www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
Reserved.
..continued page

www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
Reserved.
Web Page That Squeezes

www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
Reserved.
Killer COPYWriting or That Kill?
8. Email Marketing

9. Press-Release Local

•

•
•
•
•
•
•

•

•

Principles of program
d...
Consistent Actions
10. Write Articles

•
•
•

In your market

11. Condition Your
Fans, Followers,
Subscribers

Where the p...
Think Exposure And Effectiveness
12. Online Press Releases

•Submit regularly
•Impact of “news” less
important than the ac...
Net That Works
14. Network with Local Biz

•
•
•

B2B specials
Follow Through with
monthly or quarterly
checks
CEO, Employ...
Create Content
16. Behind Sign Up

17. CookBooks

•
•
•
•
•

•
•
•
•

Complimentary Sessions
Report
White Paper

Ebook
Lis...
Creative Content Delivery
18. Teleclasses

19. Online Courses

•Google “free teleconference”
•As a lead
•As a paid program...
20. Facebook
Facebook Ads

•directed at your fans
•Proof they’re interested
•Use your choices wisely
•Narrow your group, n...
Branding You
21. Screen Saver

22. Corporate Athlete

•
•
•
•
•

•
•
•
•

Serene or Action
Add serene music
Add stretches
...
Never and Always
23. …..Collect Names and

24…Include Call-To-Action

Contact Information

•Conversion not

•Email minimum...
PLAN Your ACTION
25. Sequence That Works

26. How Will The Q Help?

•Find it
•Then don’t deviate
•Highlight a Problem
•Tel...
Assess The Situation
27. Know Where The
Customer Is On The Path

•Don’t write a word til….
•Are they aware of your
service...
Lost Today Is Not Lost Forever
29. Follow Up Plan

30. Be The Answer To

•What if you didn’t expect to

Questions They Don...
Get Words Right
31. Customer-Centric Copy

•
•

32. Benefits are For THEM,
Features are for YOU.

Killer copy or copy that...
Make It Clear…
33. CLEAR Trumps

34. Include SHARE and

CLEVER

•Get Fierce
•Women’s Workout
•Golf Conditioning
•Back Care...
Unique and Distinct Rewards
35. Facebook Fans or
Email List

36. Presentations,
Pitches

•

•

•
•

Coupons that only
exis...
Awesome Special Sauce
37. Member-Only Web area

•Articles
•YouTube “insider” videos
•Wistia
•AWS S3 and Cloudfront
•Vimeo
...
Provide Content In A Variety of Ways
39. BLOG

40. Host Webinars

•Well, blog well
•Promise…not just to
•Be specific to a ...
Grass Roots Still Works
41. Charity Events

42. Knock On Doors

•

•

•
•

Use challenges to gain
fees, fundraisers for
pe...
Practice Diversity:
Levels of Entry, Types of Traffic
43. GOOGLE AdWords

44. Set FREE Dates

•
•

•

•

Changes to Keywor...
Build It and They Will Come
45. BoomerBabes Night Out

46. B2B Special Event

•List the questions you always •
get

•List ...
Fundamentals
47. CALL ONE A DAY

48. RISK REVERSAL

•
•
•
•
•
•

•
•
•
•
•

Just one a day
New person
Prior client
Follow ...
Think “What’s Next”
49. Low Barrier Offers

50. Create an Upsell

•
•
•
•
•
•

•
•
•

Free
Low Cost
Med Cost

Premium
Upse...
Customer-Think

•
•
•
•
•
•

What He/She Wants

What He/She Wants to Avoid
What He/She Fears
What He/She Desires
Remember ...
To Provide the Options.
YOUR PURPOSE IS…
To Follow Through On Taking Action
Do. Assess. Tweak. Retry.
You Will Get It Righ...
Commit
Which Will You Try (Again)?

What #1, #2, #3?
Turn to a GC NEW friend and relay #1 and three
actions you need to ta...
Thank You For The Difference You Make

Presented By
Debra Atkinson, MS, CSCS

www.voiceforfitness.com
debra@voiceforfitnes...
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50 Fitness Pro Lead, Profit, and Revenue Boosting Things…You're Not Doing

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Fitness Professionals who program optimally like their life depended on it can market better. Better marketing means more ready-to-buy client leads are generated. We can give you 50 because 90% won't take action and follow through with even one. You have indeed heard them before. How are you doing with them? Have you actually tried scientifically, then changed one variable to fine tune it and done it again and again until you have exhausted it or found huge success with it? Until that don't move on to #2. Fifty could take you a lifetime! Get started! People need you but you have to reach them.

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Transcript of "50 Fitness Pro Lead, Profit, and Revenue Boosting Things…You're Not Doing"

  1. 1. 50 Ways to Boost Leads, Sales and Income PRESENTED BY © 2014 IDEA Health & Fitness Association. All Rights Reserved. Debra Atkinson, MS, CSCS www.ideafit.com
  2. 2. 50 Ways to Boost Leads, Sales and Income 1. Provide Step-by-Step Thinking 2. Move from Leads to Sales faster 3. Solve More and Sell Less 4. Plan Long Term Marketing Success www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  3. 3. Program Design Generates Leads • • • • • • Start with the WHO Consider the Situation Do the Research You Can Do Ahead of Time Ask Smarter Questions Speak in Benefits Not Features Then Address Advantages www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  4. 4. Marketing Mayhem WHAT YOU THINK THEY NEED www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  5. 5. Speak Customer • • • • Features • Scientifically-based • Certified Personal Trainer Accountability • • www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Benefits Imagine…. looking forward to your exercise Feeling good not beat up afterwards Moving freely and doing the things you love to do with more energy, freedom of movement and joy
  6. 6. Marketing With Customer-Focused Copy • If you developed programs for the customer • Then you have the copy that will attract them • If you skip the customer’s wants and goals ….ahead to their needs • Then you’ll potentially lose your lead opportunity www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  7. 7. Simple Problem-Solving Sales • • • • • The Biggest Fears Your Customers Have The Biggest Goals, Desires, Wishes The Readiness To Change Their Awareness of What You Do Where They Are On The Path To Buying www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  8. 8. www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  9. 9. 1. FREE EVENTS Corporate Hosted B2B Onsite (Yours) Events • • • • • • wellness booth sweatless workout Presentation on ergonomics Productivity enhancement Eating to win for the corporate athlete www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. • Presentation monthly Knowledge is Power Workshop structures
  10. 10. Social Media: Facebook 2. Fan Pages 3. Facebook Friendly Activity •Go beyond for Fan Page • • • Tabs that provide to your email list •Offer a juicy “free” item • • • www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Friend and follow others Interact Post with regular, reliable and fresh information Know what your fans interests are Use links. Be a link occasionally
  11. 11. More Social Media Traffic 4. PODCASTS 5. YouTube How-To • • • • • • • • • • Niche audience Program design steps Guests Problems> Solutions Libsyn www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Plan Call-To-Action Connect to Your Site Annotations Title, description, tags
  12. 12. GIVE Aways GET Results 6. • • • Charity Event Referrals AHA Go Red = 400 emails AHA Go Red Challenge Sponsors = 40 applications not selected AHA Go Red Challenge 12 participants who then join (8/12 + spouses) www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. 7. Landing Pages (Squeeze) • • • • Specific to audience problem Situational Solve One action to take Give to Get
  13. 13. Web Page www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  14. 14. Closer>Landing Page www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  15. 15. ..continued page www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  16. 16. Web Page That Squeezes www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  17. 17. Killer COPYWriting or That Kill? 8. Email Marketing 9. Press-Release Local • • • • • • • • • Principles of program design (fears, wants, desires, fears) Principles of Advertising elements Headlines that get opened www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Local TV Radio Newspaper Do the work for them Advance notice of events Be ready when they are
  18. 18. Consistent Actions 10. Write Articles • • • In your market 11. Condition Your Fans, Followers, Subscribers Where the people you sell to will see it •Post, Post, Post, Insert As a case study to talk about •Photos & Videos that make www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Yourself them look smart, savvy, inthe-know….they want to share = you get more likes, fans, followers, subscriptions
  19. 19. Think Exposure And Effectiveness 12. Online Press Releases •Submit regularly •Impact of “news” less important than the act of doing it •Organic finds •Story experts 13. Social Networking Where Your Market Is • • • • www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Know your demographic Middle-age women? Growing still on Facebook Younger falling off FB and lean toward Twitter, Pinterest, Instagram Get Your Visual punctuation in place
  20. 20. Net That Works 14. Network with Local Biz • • • B2B specials Follow Through with monthly or quarterly checks CEO, Employees, Customers www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. 15. Internet Ebook & Kindle • • • • Your content in your style Customer Problem Solved Expert Established KPD
  21. 21. Create Content 16. Behind Sign Up 17. CookBooks • • • • • • • • • Complimentary Sessions Report White Paper Ebook List of videos www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. For sale For behind sign up For extra-added value Make it personal
  22. 22. Creative Content Delivery 18. Teleclasses 19. Online Courses •Google “free teleconference” •As a lead •As a paid program •For less internet-savvy •Travelers •Niche that requires a big • • reach www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. • • • Host on Udemy.com Create a Series on your own site Complimentary with purchase Lead for customers Educate them on what they need: You
  23. 23. 20. Facebook Facebook Ads •directed at your fans •Proof they’re interested •Use your choices wisely •Narrow your group, not widen www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Facebook Post Promotion •Facebook doesn’t show all •Get in front of them •Track results with interaction and likes
  24. 24. Branding You 21. Screen Saver 22. Corporate Athlete • • • • • • • • • Serene or Action Add serene music Add stretches Static images, video Reminder of services www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Chest, neck, hip stretches Water break reminder Ankle, hip mobility Standing break reminder
  25. 25. Never and Always 23. …..Collect Names and 24…Include Call-To-Action Contact Information •Conversion not •Email minimum •Name •Phone optional •Less is more •Nothing is nothing www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. communication goal •What’s “Your Next Step” •Don’t leave them hanging •W.A.I.T.
  26. 26. PLAN Your ACTION 25. Sequence That Works 26. How Will The Q Help? •Find it •Then don’t deviate •Highlight a Problem •Tell a Story •Why You •How You Arrived at the •Headlines Matter First •Know the answer before you Answer www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. ask •Could it hurt you? •“bad” vs. “good” questions •Dumb and dumber
  27. 27. Assess The Situation 27. Know Where The Customer Is On The Path •Don’t write a word til…. •Are they aware of your services? •Aware of how you can help? •First time they’ve considered? •Guarded or open? www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. 28. Match The Conversation To Build Rapport •Ill-matched, rehearsed will turn off most •There is no “average” •Start on a continuum entry spot unique to the individual
  28. 28. Lost Today Is Not Lost Forever 29. Follow Up Plan 30. Be The Answer To •What if you didn’t expect to Questions They Don’t Know They Need To Ask Yet sell everyone? •How would you treat the first date you knew you wanted to marry later? •Do that here. •List the questions most frequently asked by new clients •Change them so they are the Should Ask Questions •Get them on the list receiving your wisdom before they are without a lock in the lockerroom www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  29. 29. Get Words Right 31. Customer-Centric Copy • • 32. Benefits are For THEM, Features are for YOU. Killer copy or copy that kills • Every time you open your mouth, put words in print, you sell OR unsell • www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Later you can match your advantages to their wants Sooner you better talk benefits: weight loss, more muscles, less fat, better energy, less stress,
  30. 30. Make It Clear… 33. CLEAR Trumps 34. Include SHARE and CLEVER •Get Fierce •Women’s Workout •Golf Conditioning •Back Care Bootcamp www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Social Media buttons to make it simple • • • • • Facebook Twitter Google+ Linked In Pinterest
  31. 31. Unique and Distinct Rewards 35. Facebook Fans or Email List 36. Presentations, Pitches • • • • Coupons that only exist there Share opportunity on the email Spreading your value and connection with each www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. • • Send a memorable thank you Be remarkable Shoebox
  32. 32. Awesome Special Sauce 37. Member-Only Web area •Articles •YouTube “insider” videos •Wistia •AWS S3 and Cloudfront •Vimeo 38. Host an event with registration…from it: •Juicy follow up from a poll or statistic you did •An interactive quiz or assessment…give the score in the message •Gives them a reason to stick around www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  33. 33. Provide Content In A Variety of Ways 39. BLOG 40. Host Webinars •Well, blog well •Promise…not just to •Be specific to a single •Free to gain clients •Fee to gain revenue streams •Find a system •Plan •Prepare for the pitch •Know what’s next person •Monetize it •Read good ones •Comment on them www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  34. 34. Grass Roots Still Works 41. Charity Events 42. Knock On Doors • • • • Use challenges to gain fees, fundraisers for peeps • Invite challenge participants for group training • • Contact unselected names on the list for free consultation • • Create alumni challenge events www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Have something to sell Understand a system of pitching B2B, or you-to-them Position small and mid-sized business to be more flexible, mobile than larger with services Create wellness challenges, monitor, report, coach
  35. 35. Practice Diversity: Levels of Entry, Types of Traffic 43. GOOGLE AdWords 44. Set FREE Dates • • • • Changes to Keyword tool Sending to Your Squeeze Page Sending to a Free Capture>Event>Offer • • • www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Complimentary consultations by phone To book appt. Or by Hangout, Webinar or in Person Package it up, Call to Action, Urgency, Scarcity
  36. 36. Build It and They Will Come 45. BoomerBabes Night Out 46. B2B Special Event •List the questions you always • get •List the questions you wish they’d ask •Answer 5-10 of those •Interactive, demos •OFFER to close www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. • Set up a Two membership special one for CEO, one for up to five employees Exchange marketing, inhouse promotion materials, banners, coupons, vendor tables
  37. 37. Fundamentals 47. CALL ONE A DAY 48. RISK REVERSAL • • • • • • • • • • • Just one a day New person Prior client Follow up lead Ask for referral Ask to become a client www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Make it public Remove the risk Add value Makes you step up Puts them at ease
  38. 38. Think “What’s Next” 49. Low Barrier Offers 50. Create an Upsell • • • • • • • • • Free Low Cost Med Cost Premium Upsell Resell www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. • For every price point Train staff to use it 70-80% of people say yes again Let them Eat Cake
  39. 39. Customer-Think • • • • • • What He/She Wants What He/She Wants to Avoid What He/She Fears What He/She Desires Remember what it was like to be clueless How Your Customer Talks www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  40. 40. To Provide the Options. YOUR PURPOSE IS… To Follow Through On Taking Action Do. Assess. Tweak. Retry. You Will Get It Right. Choose 2-3. Focus. Don’t Move On Until you exhaust those. www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  41. 41. Commit Which Will You Try (Again)? What #1, #2, #3? Turn to a GC NEW friend and relay #1 and three actions you need to take to follow through, test, give it 100% before assessing or moving on Exchange contact information In the next week, what will you commit to doing? www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
  42. 42. Thank You For The Difference You Make Presented By Debra Atkinson, MS, CSCS www.voiceforfitness.com debra@voiceforfitness.com www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
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