How To Find The Best Endorsers
By Eric Ruth
I get asked all the time about the best way to find endorsement deals, particularly from doctors.
Many times, it’s really a matter of trial and error and simply a numbers game. You ask enough of them and you’ll find some forward-thinking individuals who understand how you can give value to their customers/patients.
But there are some tips that will help you narrow the field and better target the right people for your endorsement deals.
Here’s one of them:
Are you scouring your local newspapers and direct mail for advertisers?
You need to be paying attention to who advertises and what they advertise.
For example, in my area we get a little newspaper called “The Merchandiser.” It’s actually not “news” at all. It’s a bunch of advertorials that are printed in tabloid style and mailed to all the local households.
Similarly, we also get direct mail coupon magazines called “Clipper Magazine” and “Ad-Vantage Magazine.”
And of course the Val-Pak and Money-Mailer coupons.
All of these, in addition to your local newspapers, are great places to look for potential endorsers for your personal training services.
Because businesses that advertise aggressively tend to understand and appreciate the importance of marketing. Therefore you don’t have to work as hard to educate the business owner. They’re more likely to understand the value of entering into this type of relationship with you.
Remember, you always want to position your offers as “what’s in it for the business owner.” When you can articulate to them exactly what they will get out of the deal in a compelling way, it becomes a no-brainer.
Now, I want to tell you about an ad I just saw the other day in the Ad-Vantage coupon magazine.
It’s for Doctor’s Weight Loss Centers.
They offer what they say is “the best weight loss program in the Washington Metropolitan Area.”
And this doctor uses a very powerful before and after photo of one of his patients who lost 100 pounds.
Obviously, any doctor who is not a quack can appreciate that an exercise program coupled with his dietary program will yield faster and better results.
Since his goal is to get results for his patients, doesn’t it make sense that he would be inclined to refer patients to a qualified fitness professional?
Particularly if you could offer a variety of programs to his patients ranging from intensive, one-on-one training to simple phone coaching.
A great way to get your foot in the door would be to ask him to allow you to mail an offer to his patients for your Special Report: 10 Simple Metabolism-Boosting Exercises You Can Perform In 10 Minutes (or something like that).
Those who request the report become hot prospects for sales of your products and services.
The same thing applies to Weight Watchers. Have you considered contacting all your local Weight Watchers groups and asking if you can do a presentation at one of their meetings?
Talk about a powerful endorsement! You get to deliver a compelling presentation (Check out our “Platform Sellling Toolkit” product for a done-for-you solution) to a targeted audience of motivated weight loss prospects and get lots of great leads.
Remember, when you do presentations, you MUST have some way of capturing contact info (i.e. offer your free email newsletter plus a great special report in exchange for their email address and snail mail address). Anyway, the point is that you need to be constantly on the lookout for endorsement deals, as they are the single most powerful way to generate immediate new business.
And the best place to look for good endorsement prospects is in your local advertising. Businesses that don’t advertise, generally don’t appreciate the importance of marketing and are a tougher “sell.” So always spend time to review your newspapers and mail. Start a database of prospective endorsers and mail to them regularly (just like your SOI).
These potential endorsers need to be educated about you, your services, and your credentials. And the more frequently you present them with compelling evidence (i.e. success stories, testimonials, etc.) and compelling endorsement offers (remember, what’s in it for the endorser?), the more likely they will enter into a relationship with you.
ALL MARKETING IS A PROCESS – NOT AN EVENT.
You’ve got to understand that.
Just sending out a couple endorsement offer letters once or twice to different business owners is NOT likely to produce the results you want.
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