How You Are Perfectly Positioned To
Flood Your Business With All The
New Clients You Could Ever Need
By Eric Ruth
There is a secret to flooding your business with all the new clients you could ever need.
It’s really quite simple.
I’ll tell you what it is right now, but you have to promise to give me a chance to explain.
Here’s the secret:
LEARN HOW TO CREATE IRRESISTIBLE OFFERS…
…AND HOW TO DELIVER THEM TO THOSE PEOPLE MOST LIKELY TO RESPOND.
What is an irresistible offer?
It is something so good, so compelling, so stop-you-in-your-tracks-powerful that the prospect thinks, “I’d have to be a fool not to take advantage of this!”
Want an example?
The Columbia House 11 CDs for a dollar offer (or whatever it is now).
Want another example?
AOL’s 100 free hours offer. They captured 36 MILLION subscribers with this offer, making them far and away the largest ISP.
How about one more?
Gevalia Kaffe (the largest mail order coffee supplier in the world) gives you two pounds of coffee plus a Krups coffee maker for $10.
Let’s keep going.
My cable TV provider gives away one month free of premium service.
Guru of gurus marketing wizard, Dan Kennedy, talks about an offer he created for a skin care company that went like this:
Prospect gets a complete skin care treatment, facial, and professional make-up application free of charge (all this takes about two hours). While in the chair, prospect is educated about the line of skin care products (talk about a captive audience – very similar to your situation when training). 70% of those taking advantage of the free offer buy the line (or a portion of it) at an average sale of $230.
Besides creating irresistible offers, what do all these companies have in common?
They provide a consumable/renewable product or service.
Same as you.
One of the biggest marketing hurdles fitness professionals face is that your services take time for the benefits to manifest.
But that’s also one of the features of your business that works to your advantage: you have a consumable/renewable service.
And because of this, you are perfectly positioned to take advantage of really compelling irresistible offers.
I know that one of the leading fit-pro business-building experts out there is strongly against making free or low cost offers of your service because he thinks it negatively impacts your “professional” image and diminishes your value.
I couldn’t disagree more strongly.
If you are booked with business and making the kind of money you want, then yeah, you may not want to pursue this strategy (although I still think you should TEST it).
But if you want to grow your business rapidly, there is no better way than creating an irresistible offer that is very low cost or even free, as a way of getting prospects to “sample” what it is you do.
Because, just like AOL or Gevalia or the cosmetics company (and hundreds more businesses I could give you examples of), once the prospect EXPERIENCES the benefits of your service and becomes emotionally attached to HAVING those benefits, a high percentage of them will continue to utilize your services.
What you have to keep in mind is this:
LIFETIME VALUE OF A CLIENT!!!
If your average client is worth $1,000 over his/her lifetime association with you (and that is/should be a very, very conservative estimate), doesn’t it make sense that you can afford to ENTICE prospects to do business with you by making an absolutely KILLER irresistible offer to them?
And you know what?
The absolute BEST time of the year to attract a ton of new business is approaching.
The holiday season means parties and events.
New Year’s means resolutions.
These are once-a-year opportunities for you to capitalize on prospects’ desire to look good and make changes in their life.
Here’s a marketing message you could use in many different media to attract new business (best place to test these types of offers? your SOI newsletter or a stand-alone mailing to a targeted farm).
After I present it, I’m going to point out a few important elements.
“Do You Have A Big Holiday Party Or Special Event Coming Up That You Want To Look And Feel Your Best For?”
If so, you need my Party Preparation Plan!
Whether it’s one week or one month away, I can have you looking and feeling your best in preparation for your big event.
Here’s what you get:
#1: 3 Personal Training Sessions with a certified professional fitness trainer ($150 value)
#2: Complete nutritional analysis and personalized nutrition program ($65 value)
#3: 2 Phone coaching calls to ensure you’re staying on track and to answer any questions ($30 value)
#4: 20 minute Swedish massage to relax you in preparation for the big event ($30 value)
#5: French manicure ($20 value)
#6: Gift certificate for $20 off a cut and color at [name of salon] ($20 value)
#7: 3 of the yummiest and most nutritionally complete meal replacement bars you will ever taste ($9 value)
#8: Fitness Professional’s Guide to Losing 15 Pounds in 5 Weeks and Keeping it Off Permanently ($19 value)
You get all this with a real value of $343 for only $99. That’s a savings of $244. (more copy to build value and drive home benefits.)
Now, this is just an example of an irresistible offer. It demonstrates the “piling on” strategy of the Ginsu Knife commercials, which became one of the most effective commercials ever – “But wait, there’s more! You also get ten steak knives, two boning knives, two paring knives, one Caribou-skinning knife, etc.”
You can create your own or model this one. Regarding the stuff that you don’t offer, like the massage, manicure, gift cert., all you have to do is go talk to these providers and tell them you are running a promotion that will bring in new customers for them if they will provide these services free. Educate them on the lifetime value of a customer.
Everyone who visits the massage therapist has the potential to become a recurring customer. Same with the manicurist and hair salon. Essentially, you are handing them a hot prospect who they get to show how well they do what they do, and hold “captive” for however long it takes in an attempt to sell them more services or get them to schedule another appointment.
The stuff that you do provide gives you an opportunity to educate the person about all you can do for her and sell her on continuing to work with you or give you referrals.
Here’s another example.
What if you ran a small ad in your weekly newspaper or sent out a press release that read:
FREE Personal Fitness Training For Women
Sacramento’s top personal fitness trainer for women is introducing a brand new service, “The World’s Fastest Workout: Toned In Twenty Minutes!” Three sessions of this revolutionary new small group fitness training program are being offered FREE to each of the first ten women who call by [date].
If you train ten women in groups of five each, that’s the equivalent of six training sessions you’re giving away.
Is that bad business?
Only if you provide a crappy service.
If you’re good, you should be able to get 70% or more of these women to renew.
And isn’t it just possible that you will get more than ten women calling about this ad/release?
After the first ten who get 3 free, you could tell the other women that they can have one free session to see if it’s right for them. Or just give them a reduced rate for the first package of three sessions, or whatever.
The bottom line is you want to attract as many new HOT prospects to your services as possible in the shortest period of time, for the lowest possible expenditure of your marketing dollars.
Then work on converting those prospects into paying clients. And the best way to do that is to deliver a really, REALLY killer service…
…AND ASK FOR THE BUSINESS.
That’s right. It’s not enough just to put them through a great workout. You’ve got to CLOSE THE DEAL BY ASKING THEM TO BUY!!!
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