Content Marketing June 22 2016
Below is an article that our friend Jason Linse recently wrote. It's very insightful into how to get the attention of different personality types.
Content marketing. You have heard the phrase. You likely even know what it means and why it is important.
Free, free, free. Everybody wants something for free. Sort of. Information, nowadays, is expected to be free.
Wondering about something? Work the google on the internet machine and you will find the answer.
I have been writing content to benefit gym owners for many years. And I have filmed hundreds of videos.
I do enjoy it all, and if not for all of my content, I would not be doing what I am doing.
A friend of mine is a runner. Well, he was a runner as a kid, being one of the fastest cross country runners in his home state. Now he is 42 years old. Through the years, he has been forced to abandon running for as long as 10 years at a time, due to injuries. Now, he is healthy and back at it with a goal to qualify for the Boston Marathon.
He is a high GREEN. An analyzer. www.personalityandfitness.com is the place to find out what you are. Email me email@example.com with “personality” in the subject line and I will get you a promo code to take the 5 minute assessment.
My friend recently hired an online running coach. He gets his running plan emailed to him and after each run, my friend emails the coach and reports on how the run went.
I asked my friend, his name is Mark, why he hired a coach. And then I asked him why he hired THIS particular coach.
“I wanted an expert to help me with the right training approach so I could qualify for the Boston Marathon.”
“I chose this dude because he had so much free content out there. I read an article and felt he knew what he was talking about, so I kept reading.”
In my world, as a fitness business coach, I have to put out a lot of good content to appeal to the GREEN folks.
I have to focus on the systems and processes, like my 7 steps to gigantic gym profits in order to appeal to the YELLOW people.
I need to show a good amount of my personality, a risk taking, sort of rebel, who has a disdain for boring and loves variety. This appeals to the primary ORANGES.
And finally, the most challenging thing for me to do, and one I admit that I don’t spend as much time on: Appealing to the primary BlUE people. My last color is BLUE, therefore hardest for me to get the attention of. BlUE people are the harmonizers. They value close personal relationships and are the true people/people. They don’t like to hurt other people’s feelings. Here’s my rationale behind not spending too much time worrying about what BLUE folks think: I am fun, fair, sensitive, intuitive, and a good listener, but I also care more about your sales and profits than I do about hurting your fucking feelings. And I curse. But that is also why many ORANGES (and many gym owners are primary ORANGE and primary GREEN) like me. GREENS appreciate my logic behind my systems, and love my hundreds of articles and videos full of information.
Okay, enough about me. You want to get the attention of all four quadrants?
Here is a link to an article I wrote and published at Linkedin. It went sort of viral, which is awesome.
Let me know what you think after reading it.
Keep changing lives.
How to use Facebook effectively March 25 2015As a fitness business, you must have a Facebook page. More importantly, you must update it regularly. But what do you say? How do you use Facebook to get more customers?
I have been studying the four quadrant theory of personality for over four years. Using this scientific approach, it’s actually simple to write sentences, ads and updates designed for these quadrants.
The world is made up of Energizers, Organizers, Harmonizers and Analyzers. We are parts of all four, but we have a primary, and we respond to certain words based on that primary quadrant.
Organizer buzz words: dependable, plan, organized, serve, manage, consistent, program, loyal, list and check.
Energizer buzz words: fun, exciting, challenge, adventure, compete, change, discount, action, variety, risk and freedom.
Harmonizer buzz words: friendly, welcome, create, amazing, good, love, supportive, family, engage and unique.
Analyzer buzz words: analyze, concept, think, logic, direct, learn, excel, self, professional, discuss, motivate, effective, experience and solve.
So, all you need to do is make sure you have at least one or two words from each quadrant in your Facebook status update, especially when you are using it to sell, which is something you should only do once in a while.
Here is a great example: “Do you need help with a workout plan? One that is fun and challenging, with friendly, supportive and experienced professionals? If so, come try us out for 30 days for only $19.00! Experience all the programs we have to offer here at Awesome Blossom Fitness for 30 days for only $19.00 with no obligation to continue. Simply call or stop in and mention this post!”
Organizer words: plan and programs. Energizer words: fun and challenging. Harmonizer words: friendly and supportive. Analyzer words: experienced and professionals.
Email me with “personality” in the subject line to get your free e-book with more info.
About you! April 01 2014
Gyms, fitness centers, trainers, and nutritionists all have websites. Well, at least they all should have one. Now, some people who pay more attention to the internet than I do, predict that in a few years, websites will not be very popular, perhaps even obsolete.
But as of today, they are still necessary, and can be a very effective marketing platform.
Go to a gym website. Seriously, do it now. It can be your own a competitor, or www.planetfitness.com if you just want to click on a link.
On the home page of a gym’s website, can you see a tab that reads, “About us”? Or maybe is just reads, “About”.
Don’t click on it. Instead, take a minute and predict what you think you will find when you click on that tab.
Okay, now for those of you reading this who track your analytics, therefore you know how many people click on your website daily, weekly, monthly etc: For every 100 website hits, how many click on your “About us” tab?
I predict that you will find it to be a very low percentage. And why do you suppose that is?
Nobody cares about what you think about yourself. They care about how they think and feel about themselves.
So, here’s what I want you to do: Get rid of the “About us” tab, and replace it with: “About you!”
Yes, I think you should add an exclamation point, but you don’t have to.
Under this section, I want a video to pop up. I want someone who is good in front of a camera (I am happy to do this for you. I have a $7000.00 movie quality camera and a fitness studio) to say something like this:
“Thanks for checking out Awesome Blossom Fitness, the gym that wants to help you reach your health and fitness goals whether you become a member, or not. Start by telling us a little about you and what you are looking for regarding your health and fitness needs. Simply click on one of the boxes below, whichever one most closely matches your interests and goals. Whether it be weight loss, weight maintenance, strength training, nutrition advice, social activities, or two or more of the categories, we’ve got you covered. We have e-books and videos that will provide you with free information, including tips and support to help you reach your goals. All we need is your name and email and you will be on your way to getting support from Awesome Blossom Fitness at no cost, and without ever being a member. Of course, we would love to have you come and take a tour, and get started on a 30 day trial membership with no obligation to join. But the first step is to tell us about you, and we can go from there!”
Shoot some videos on weight loss, strength training, etc. and /or author some e-books or have a professional write them for you.
I know that this concept will work if done correctly.
It is never about you and your gym. It is always about them. It always has been and it always will be.
This idea came to me recently and it will work for any business. www.jasonlinse.com will have a “About you!” tab in the near future. Nobody clicks on About Jason. Okay, people do, but not as much as they click around on other parts.
When people click on the “About you!” tab, a video will play and they will watch me say something like:
“Thanks for checking out jasonlinse.com, the website that exists to help gym owners maximize profits. Please tell me more about yourself so I can best understand how to help you sell more memberships, more personal training, get more leads, retain more members, etc. Simply click on one or more of the boxes below and I will get you some awesome FREE information on that topic.”
I will have categories like: Telephone Inquiries. Tours. Referrals. Marketing. Number Tracking. Training Centric systems. And more.
With a name and an email, I will get them free content on their preferred topic. Videos, e-books, articles, etc.
I already do this on my home page, and I think you should do it there as well. But even if you do it there, doing it under the “About you!” tab is still recommended.
With a name and email, I have them on my newsletter, and perhaps one day they will want onsite training, or telephone coaching. Or to purchase one of my for sale products.
And speaking of that, check out my store page over the next few days. It will be chock full of cool stuff to help your gym run on all cylinders. Videos, PDFs, e-books, scripts, etc.
All awesome content, and all inexpensive.
Okay, back to the “About you!” concept, to finish up: I think it will be effective and it won’t take much work. You could start with two topics: Weight loss, and strength training. They can choose one or the other, or both. You could easily get your hands on two e-books on these respective topics.
And please contact me to set up a complimentary business review call if you have not before. Jason@jasonlinse.com
Oh, and www.personalityandfitness.com is still happening and my web person said by April 7th. He has made promised before, but claims this time it is for real. We shall see. I am super pumped and you should be too because using this personality tool to help make more sales and retain more members is real, really easy, and inexpensive.
Email me firstname.lastname@example.org if you want to be on a list of the first 100 gyms to get special pricing. You don’t even have to do it. The first step is you will be part of a pilot program to try it out, and then go from there. https://www.youtube.com/watch?v=jV8e4QUvTd4&feature=youtu.be
Keep changing lives.