“How A Simple 3-Step Marketing Strategy Can Double Your Profits In The Next 12 Months And Every Year After…”
By Eric Ruth
Right now I’m going to explain as succinctly and clearly as possible, a simple 3-step marketing strategy that can put more money in your pocket in the next 12 months than anything else you could ever do.
Here we go…
Let me say right off the bat that most of you probably are reversing the order of this 3-step strategy (that is, if you are doing steps #1 and #2 at all).
Because you may not be attacking your marketing in the right order, you may think that marketing doesn’t work at all.
Nothing could be further from the truth.
When you systematically and consistently implement proven strategies – and understand that marketing is a PROCESS – you will reap huge dividends and a whole new world will open up to you.
A world of non-stop referrals, higher fees, more exclusive positioning and bank-account-bulging profits.
The sad reality is that some of you will try one or two things, not get what you “perceive” as favorable results and then either drop your marketing altogether, or hop to another strategy.
It’s this “drop and hop” mentality that will hurt you more than anything else. It’s no different than the countless diet junkies dropping one diet and hopping to the next in search of a quick-fix.
There is no such thing.
Marketing requires discipline. It requires consistency and perseverance. But most of all it requires understanding what really works, why it works and how to make it work for you.
The parallels between marketing and weight loss are endless. When people are seeking a weight loss solution, if they don’t first get EDUCATED about how the body works and how they can get their body working for them (instead of against them), they continue to fail and get more and more frustrated.
Okay, here’s the 3-Step Strategy:
STRATEGIC BUSINESS-BUILDING STEP #1:
INTERNAL MARKETING
It all starts here: internally. If you’ve ever been involved in multi-level marketing (MLM), you know that the first thing they get you to do is compile and prospect to your “warm market” – people who know you or know of you and therefore have a greater propensity to trust you.
Look, it doesn’t matter if you’ve had a positive or negative experience in the past with MLM, the bottom line is this: if you look at the big MLM companies that have survived and thrived, you’ll see that they are responsible for selling HUNDREDS OF MILLIONS of dollars of product. And the vast majority is sold nose-to-nose, face-to-face, toes-to-toes by Jane talking with her neighbor Janet.
You see, there is no quicker way to make sales than to make your “warm market” – what I call your HOUSE LIST or SPHERE OF INFLUENCE (SOI) – your PRIMARY TARGET MARKET.
Are you thinking, “my mom doesn’t want to train with me, and my brother-in-law doesn’t need my services – I feel stupid ‘begging’ them for business.”
If this is what’s going through your head, you’re being MYOPIC (strategically shortsighted). And myopia will kill your business.
First of all, you’re not begging anyone for anything. You are a PROFESSIONAL and you position yourself that way.
Second, you are providing a VALUABLE service just by EDUCATING your SOI. Don’t think they won’t appreciate it.
Third – and most important – your SOI is NOT just friends and family: it IS every single person who knows you or knows of you. I don’t have enough space to list out all the “ticklers” to get you thinking about this, but I assure you the list is big. Past and present clients, all you business contacts, Church, associations, athletic, social, neighbors, everyone from any job you’ve ever had, etc., etc., etc.
To go back to the MLM analogy, if you’ve done this before, you know that the single most important element in being successful is having a HIGH-QUALITY PRODUCT OR SERVICE THAT YOU BELIEVE IN. If you truly believe in it, you have no ethical or moral dilemma about encouraging your friends, family, co-workers…ALL your personal and business contacts…to buy! But if you’re not sure yourself, than it makes selling really hard.
So this begs the question: DO YOU BELIEVE IN THE PRODUCTS AND SERVICES YOU SELL AS A FITNESS PROFESSIONAL?
If you answered an emphatic and honest “YES!” then you must immediately implement your INTERNAL MARKETING plan.
Don’t have a plan? I’ll show you how to get one in a minute.
Your SOI represents your MARKET SHARE. Right now it might not be that big (although, if you sit down and really think about everyone who knows you or knows of you – and list them out using your Christmas card list as a guide – I’m pretty sure you can come up with at least 100 names to start with).
This is the MOST responsive market you can target. Why? YOU’VE ALREADY BROKEN THE TRUST BARRIER WITH THEM.
Breaking the trust barrier is the single most difficult and most expensive “thing” to do in the marketing and growing of your business.
Educate these people and build “top of consciousness” awareness for your services and products among this targeted market: YOUR MARKET SHARE.
STRATEGIC BUSINESS-BUILDING STEP #2:
LEVERAGE: COMPOUND PROSPECTING
Here’s where things really start to get interesting, and your business can begin growing EXPONENTIALLY.
Now you begin LEVERAGING every single RELATIONSHIP you have. “What relationships,” you ask? The relationships you’ve been nurturing in step #1.
You begin to COMPOUND your prospecting efforts by leveraging off these relationships to get more of your IDEAL PROSPECTS.
There are at least ten rock-solid compound prospecting SYSTEMS you can implement to build your SOI rapidly, gain referrals and generate a steady stream of new business.
Developing strategic alliances: gaining the endorsement of high-impact professionals (HIPS) is the most powerful of these and will result in a SURGE of interest in and sales of your services and products.
STRATEGIC BUSINESS-BUILDING STEP #3:
EXTERNAL MARKETING
Only now do you venture forth with advertising and direct mail aimed at the cold, harsh external market. But even still, you DO NOT do “mass” marketing. You always, always NICHE your marketing message.
See, most fitness professionals START with step #3. That’s why they have so many problems with their marketing. And even worse, they use bland, boring, self-serving marketing messages that just say, “here I am, here’s what I do, call me for more info!”
This CRAP will NOT work. Not unless you have hundreds of thousands of dollars to spend on advertising, and even then it’s bordering on incompetence to attempt such a campaign.
You CAN NOT compete with the big boys, my friend. So don’t waste your time, effort and money trying to.
Your marketing messages must be highly targeted, emotional and most of all: DIRECT RESPONSE!
Okay, that’s a brief summary of the 3-Step Strategic Marketing Plan you should incorporate in your business. I have essentially just provided you with the MASTER FRAMEWORK for your marketing. If you understand what I’ve just discussed, you will be light years ahead of your competition and be well on your way towards building the business of your dreams…
…IF YOU DO SOMETHING WITH THIS INFORMATION
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