Tyler: Yes, Fitness Money worldwide.Logan: We’re dominating here. Actually, I’ve checked the stats. The podcast is on iTunes andaccording to the feed, we got like 13 subscribers already even though we haven’t really saidanything except just finally announced it but even before that somehow some people arefinding that. That’s the magic of the internet.Tyler: Yes, 13 listeners can’t be wrong, right?Logan: Yep.Tyler: Well, last time we shared with you guys all about identifying the right customer, like youhave to know who it is you want to attract and who it is you want to sell to because if you sendout big blanket messages, they just get broken down in the minutiae of things.This time we wanted to talk to you about an avatar that we both created. Actually, we createdtwo different avatars for the Fitness Money podcast and will then give you guys an idea of howto apply this in your training advertising.Logan: For people who didn’t listen to the previous episode, what an avatar is—we’re nottalking about the movie, we’re not talking about big blue people here—but a customer avatar is–Tyler: Although maybe we should for a little while—Logan: —something that you create that basically that is called your avatar because that’s theperson you’re advertising to, that’s the person you’re marketing to. So instead of thinking ofthe thousands of people you can be marketing to out there and it’s just really a generic sea ofpeople, if you can have one person in mind and know everything about that one person thenyou can match your marketing to it and you’ll be dramatically more successful.Tyler: Absolutely. So we went ahead and wrote some samples of some avatars for people thatlisten to Fitness Money podcast. Logan, do you want to read yours first?Logan: No. You can go ahead first.Tyler: You want me to go ahead first? Okay, I’ll dig in real quick.Logan: This should be interesting. We should tell them we’ve got two different people here fortwo different reasons, one of which is someone who is already in a personal training businessthat has some clients but is struggling and that’s what Tyler’s going to be bringing to you andmy avatar is a person that is looking to break into the fitness business in some way likebecoming a personal trainer, doing some stuff online.
Now imagine what would happen if Mike clicked a link that was talking about making moremoney as a personal trainer and this is the first thing he read: “Are you frustrated with how youwork long hours as a personal trainer just to watch others get rich while you still have to scrapeby? What about all the promises made to you from the so-called latest greatest fitnesscertification programs? Have you ever gotten one good client from all the hard-earned dollarsyou spent on those programs? Let me take your hand and walk you step by step down the pathto making more money as a personal trainer. Here is how.” Do you think Mike would want tocontinue reading that?Logan: Much more likely to do that than the other because one of the biggest things you can doin advertising is touch on people’s pain. Just by doing promises of six figures or a million dollars,well, it depends on the people, those numbers can be too big to where they’re not evencatching them at all but if you can really say like, “You’re frustrated by long hours,” you’re notgetting a bit because of the money, if you really touch on some of those pain points, that’sgoing to get someone to move because really it’s human nature. We are more motivated, thevast majority of people are much more motivated by loss or pain than to try to get somethingTyler: We’re going to have to do a full podcast on that in the future because I’ve got somereally good pain versus pleasure stories that I’ve used to motivate people over the years. It’s areally powerful thing when you apply it correctly but Logan’s totally right. Pushing those painbuttons is what I did in that second message but even just the general theme of it, all I’m doingis just talking to that one person, right?In this kind of scenario, I can probably spend less money on my advertising because I can sendless mailers or spend less money on my Facebook or Google ads and ultimately I can get morepeople interested because I’m speaking specifically to them. So Logan, why don’t you take itaway and let us know about your avatar that we kind of whipped up?Logan: All right. This is Chad. I’ve only got one name for him. I didn’t come up with a secondone. He is 28, male, single, and looks good. What he does is he enjoys working out himself,played sports in high school. In what he’s learned about, he has some idea of functionaltraining, bodyweight, exercise, kettlebells, and maybe introduced the Cross Fit and basically hesees himself as knowing more than the average person, compared to what people are doing inthose big box gyms.He sees other people doing the personal trainer things that might be something that he’d reallylike to do because guess what, he doesn’t enjoy his job. He’s not happy with the pain but he’sreally just bored and it’s not fulfilling to him. So he’s looking at personal training, somethingthat he enjoys doing himself, as something that could really be a passion for him and that he
really liked working out. I knew I had some good knowledge and I had no clue on what to dowith it so a lot of Chad is in me and that is something that can be useful but you need to becareful of it.Don’t always assume that your clients are like you. In many cases they are not at all so youreally need to do this in order to understand. If they are like you, that’s good. You can reallyeasily match with them. You can be on the same level with them but often times they are notgoing to be. If you’re trying to talk people as if they’re you, then that’s where a disconnection isgoing to happen and you’re not really getting your message across right. That’s the importanceof doing this avatar exerciseTyler: Sure. I’ll touch on that just real quick, Logan, because I see some of the trainers that workwith me a lot of times doing the same thing where I’ll sign up somebody brand new to myprogram and the trainer will think that that person is like them. They’ll assume all the thingsabout that person that they themselves feel which is like, “Oh, this person totally loves workingout,” “They love muscle soreness,” “They’re not intimidated by kettlebells and TRX.” So theyjust treat this person like they want to be treated.There’s nothing wrong with that but I’ve had clients writing me an email saying, “Oh my God. Ithought it was going to be easier than that. I got my butt kicked,” and I had to go call the trainerand go, “Hey, do you really think that person wanted to be treated like that?” They had to thinkabout it for a second and go, “Oh no, my bad. I treated that person the way I want my trainer totreat me, not necessarily them.” That’s a great point you touched on right there, LoganLogan: All right, so a related topic we wanted to get into a little bit having talked about who ourcustomer is, another part of that is: Who are you? This is a huge thing in how you come across.I’d say it’s equally important in the online world, maybe even more so in the online world thanthe offline world but this goes along with the whole niche-ing thing like I’m the trainer for thesenior population like we were talking about in one of the previous episodes. How do you comeacross yourself and how do you position yourself so that you’re attracting the right kind ofclients?Tyler: Right. One of the easiest things you can kind of think about is the way you presentyourself from a physical perspective. If your whole goal is to target women in their 30s for fatloss and you’re a fat slob then obviously the first thing that you’re going to do is to remedy thefact that you’re a fat slob. Don’t try to sell something that you haven’t or you’re not capable ofcoaching or you haven’t been able to do for yourself. That’s just kind of like that first keycomponent, it’s looking at the way you present your physical body to each person as going torepresent what type of training that you know.
Tyler: Yes, exactly. So just like from a senior population, you might want to consider a little bitmore of a professional look. To me when I tell people to think about your look, I try to getpeople to visualize Bart Simpson. If you watch any of my videos online, you’ll see I have oneoutfit on in almost every single video. There are a few occasions when I don’t but in almostevery single video I’m wearing black workout pants, black plain T-shirt, and I’m wearing blackand sometime black and red shoes. That’s just I want to establish an image for people as to whoI am.If you want to train the senior citizen community, create your Bart Simpson look so that peoplewhen they see an ad of you, they see you with your black polo and your beige khaki pants andyour nicer shoes, your nicer athletic shoes and they go, “Oh, that guy looks really professional.”This is all partly because you have to consider the elderly community as still looking for peoplewho are more professional who they want to invest their money inNow if you were to flip that paradigm around and you were to go for training the stay-at-homemoms in fat loss and stuff, you might want to change the way you do things a little bit. Youmight want to show a little bit more muscle. You might want to talk a little bit more confidentlyabout fat loss and things like that rather than more soft-spoken and slow. You might want to bea little bit more outspoken. You might want to be a little bit more coach-like to those people.Logan, any examples you can think of?Logan: Yes. Once again, I want to focus a little more on the online world. I’ve done coachingwith a number of clients and one big thing that comes up for many people is they think, “Ohwell, I’m not a guru. I’m not the best at this stuff especially if you’re in the personal trainingworld, are you the strongest person in the world?” No, most people can’t make claims to that.What you can do even if you’re not there or not much stronger than a lot of people out there isone way you can establish yourself online, let’s say you’re doing a blog or something like that isfollow a motto where it’s really, “Come along as I learn and grow in this.” So you’re not claimingto be the best but you’re claiming to be like an everyday person. This is just what I’m writingabout, my trials and tribulations as I go through this. So there are bunch of different ways evenif you’re not the guru you’re seeking out. You can position yourself differently that will allowyou to do that.That being said, there’s definitely a value in taking that expert positioning. If you do it properly,if you niched yourself right, you can do it in places where there really isn’t competition andthen claiming the name really—like I was saying with the mental training strength athletes, noone else is doing that so I can confidently claim I am the person in that area just because it isn’treally a big area
One Senior personal trainer,” or however much better way you could word that, they see thatand they see client testimonials from a bunch of other people their age or maybe they’rereferred by another person, there’s going to be no choice because no one else is doing this.Then you clearly stand out in their mind. They’re going to at least check you outTyler: Yes, I was actually just emailing back and forth with a friend of mine, Dan. Dan has aseven-figure facility for pretty much senior citizens. The sky is the limit, guys. Most of thepeople on this call are just looking at make an extra thousand dollars next month. The easiestway to do that is to come up with your avatar. If you don’t have any extra resources, simply putup ads around the gym that you’re training like an ad written to this avatar.“Are you frustrated with the lack of fat loss results you’re getting from your workout programs?Are you frustrated with all of the different nutrition programs coming your way? Well, let meshow you the step by step method to burning fat and changing your nutrition permanently.”You can just rob that straight up, polish it up, and then add a special offer. “Hey! Come trainwith me for three times for $99 and let me show you exactly how you can get great results.”You train them three times, you offer them a free nutrition consultation, and during thatnutrition consultation your whole goal is to up-sell them to a monthly program where they trainwith you two to four times per week. Something as simple as that is going to change yourbusiness for good. If you guys try nothing else, just do that.If you’re on an online world, start with what Logan said. If you’re not a complete expert, juststart a blog and say, “Hey, I’m a personal trainer. I love helping people. I’m from this town andmy goal is to do this and this and this. Follow me on my journey.” Then post three days a week,videos and blog posts on your ideas and your experiences, and over time people will start totake note of that. We’ll share with you some more tips on how to accelerate that in a futureepisode.Logan: Like we were saying with the business before, “If you build it, they will come” is quitethe myth. Same thing online. There are certain things you need to do to make sure you’re beingfound even through free things like the search engine. It would just index everything. There arespecific steps you need to follow rather than just throwing up whatever random thing on there.That can work to some degree but if you really want something sustainable, there are specificsteps you need to follow. Like you said, we’ll talk about those in the future.Tyler: Sure. Just real quick to finish that up, be a category of one person. That’s what one of mymentors says. Be a category of one and the reason why is if you’re walking through that grocerystore and you just see, Wonder Bread, Wonder Bread, Wonder Bread, Wonder Bread, WonderBread, Wonder Bread and then a big bag of whole wheat bread thats just poking out at you butthere’s only one of them, which one do you think you’re going to pick?
Tyler: Yes. I’ll dig in to this one a little bit. I’ve done a number of certifications. I’m looking up atmy wall right now and I’ve got USA Weightlifting and some Cross Fit, a couple CKFMS, RKC,Superhuman Training, which is a great seminar you guys should get to, that’s Logan’s seminar ifyou guys don’t know.Anyways, I definitely gained value from all of them so I’m going to start by saying this. I’m goingto start by saying that education, whenever you can afford it, is a good thing. I’m not againstpeople educating themselves via certification programs and seminars. I am however, againstthe seminars that basically advertising that the knowledge you gain here is going to get youmore clients. It’s a fucking lie. Plain and simple, right?There are some good certification programs out there. I really did like the RKC Community for awhile. I thought those were fun. I was not impressed with the Cross Fit certification. I apologizefor any Cross Fitters out there but it just was not very thorough. The USA Weightlifting wasokay.I’m going to do the same thing Logan did with the email address here and kind of rip off theband aid and say I’m planning on hosting my own certification program starting in early 2013and it’s going to be comprehensive. It’s going to show you how to train clients with minimalequipment. It’s going to show you how to train groups with minimal equipment. It’s also goingto teach you the fundamental principles of marketing your programs so that you actually makesome fucking money. I’m going to be giving away gold in that program so stay tuned.I’ll probably be announcing it on this podcast in the next few months but I’ve got some bigplans for there. So I would recommend that you wait until I do my certification program and Iwould attend that one because I really do believe it’s going to be the best certification programon the market these days. Logan, any comments on that?Logan: Yes. This is something that is very important to note. Personal training, it’s not a licensedindustry. It’s not like massage therapists or psychotherapists. It’s not like any of that. Basicallyanyone can go out there and say, “I’m a personal trainer.” They can do it legally as opposed tothose other things. People can’t do that if they’re a doctor. It’s a licensed profession. That’s animportant thing to note.What that means also is anyone and everyone can certify you as a personal trainer. There aresome big ones that are well-known and well-established like ISSA, NSCA, NASM, a whole bunchof other ones which are established, are well known, and that come with a little bit of thatauthority.Now if you’re looking to join a commercial gym, often times they’re going to want to make sureyou’re certified and they’re going to look for especially those bigger name places for you to get
bunch of really great books there. I’ve actually put together a website reproducing them just soI could read them myself at StrongmanBooks.com. Those are all awesome.I like Paulo Tattuine [phonetic 0:34:33.4] as an author. He has quite a few great books. A lot ofthe other guys, Brooks Kubik comes to mind if you’re looking for some hardcore traininginformation. Bud Jeffries, guys like that, really great training information. Of course, if you’relooking for some other stuff as far as more rehab or getting out the pain, there’s a bunch ofother people in that area. That’s not coming to mind. Hopefully, it looks like Tyler has comeback with a stack of books. On you go. I just talked about some of the Oldtime strength authorsfor the most part thereTyler: Okay. So I totally dig all the Oldtime Strength, all of their stuff. I just grabbed about tenbooks off my shelf that I fell like everybody should probably take a look at. The first one is RockIron Steel: The Book of Strength by Steve Justa. Logan, do you sell copies of that?Logan: No, not that one but we do have his new book and actually there are going to be videos,actual live footage of the rare Steve Justa coming out soon.Tyler: Steve Justa’s a world class strongman and his ideas are way ahead of his time so RockIron Steel: The Book of Strength. The next is Dinosaur Training: Lost Secrets of Strength andDevelopment by Brooks Kubik. That one, I can’t believe that didn’t come into my head firstthing. That’s a fantastic book. It teaches you basically the foundation of all kinds of functionaltraining. I think it’s a great book as a resource.One that’s a little bit outside of that paradigm is called Born to Run by Christopher McDougall.I’ve never read a book that made me want to run more than Born to Run and there’s a lot ofgood science-y points in there that kind of touch on running technique and ways to kind of helpyou because a lot of people have come in from running injuries and stuff.For nutrition, my favorite starting point to get people on is called the Primal Blueprint by MarkSisson. It’s a really basic format to get people started on just like a real foods diet. I think that’sa good resource for trainers to have especially so they can kind of talk to their people abouthow to do a lifestyle change rather than just like a fat loss diet.This is a great book. It’s called 8 Steps to a Pain-free Back by Esther Gokhale. You’re going tohave clients with injuries. That book is all about posture and how to reset posture. It’s a reallygood resource for that so you can teach people how to sit better and lie down better and thingslike that. Pain Free by Peter Egoscue is another great book on posture.How to eat, Move and Be Healthy by the ever zany Paul Chek. Paul Chek is a freaking brillianttrainer way ahead of his time and this book has a lot of great information in it. The Trigger
Thank you guys so much for listening to the Fitness Money podcast. For more information onhow you can make more money in your fitness business today, go to FitnessMoney.com or goto Facebook.com/FitnessMoneyPodcast. Thanks so much for listening. We’ll see you next time.