1K Extra Binder workbook - Oct 8, 2014

1/17/2014

What Does Your Freedom Look Like? And how many clients will it take to get there?

©J. Goodman Consul5ng Inc.

Freedom is providing yourself the opportunity to fail


The Dreaded Paralysis Analysis and why most Internet Marketing is a waste of time


Jon’s Rule Focus on the high yield ac5vi5es at the beginning to give yourself the opportunity to fail.

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Your Freedom Number Step 1 – The essentials

•  Write a list of your essen5al expenses: –  Rent. –  Food. –  Funds to care for others if necessary. –  Occasional treat or special ou5ng. –  Anything else that you can’t live without or a dependent can’t live without.


Your Freedom Number Step 2 – Put a value on your essentials

•  Put a monthly value on each essen5al to calculate your freedom number: –  Rent: $1,900 –  Food: $500 –  Do something special for girlfriend fund: $200 1,900 + 500 + 200 = $2,600 This is my freedom number which is quite low – I’m not married, don’t have kids, and my family is healthy. Yours may vary. Be realis5c ©J. Goodman Consul5ng Inc.

Your Freedom Number Step 3 – Continued funds (if any)

•  How much (if any) are you making doing what you love or passively. –  Passive income sources. –  Training hours in the gym that you don’t want to scale back. –  Any other income sources that you want to con5nue doing.


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Your Freedom Number Step 4 – Working backwards

•  Once you develop your package offerings (the next lesson), work backwards to decide how many clients you need. •  If your number is 1K and you sell a 60-‐day program for $500, you only need 4 clients at $250/30 days.


…Once You’re Free •  You can decide to con5nue taking on clients or develop different, recurring, and passive sources of revenue. –  Or get more clients. –  Or travel more. –  Or spend more 5me with your family…

•  The freedom number is meant to help you figure out and simplify your efforts. You can stop there, or keep going. ©J. Goodman Consul5ng Inc.


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Building Your Packages


More isn’t be@er… Just enough is be@er.


Meet Steve

Steve offered online training for $199/month •  •  •  • 

•  •  •  • 

1hr Skype call 1x/wk Program Design Nutri5on design 24/7 email support 1hr Skype call 1x/wk – 4hrs Program Design – 1.5hrs Nutri5on design – 1.5hrs 24/7 email support -‐ ??? 7hrs of work for $199 Steve charged $75/hr for offline training.


He lost $47/hr or $329/month for each client!

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Steve Built His Package Poorly


What To Offer and How to Value Example values based off of Ame commitment

Services •  •  •  •  •  •  •  •  •  • 

Monthly design •  $200 Monthly nutri5on design •  $200 Daily 5ps •  $50 Weekly, bi-‐weekly, or monthly •  $250/hr phone consulta5ons Email support •  $150 Skype movement screen •  $250 A membership program •  $50 Posi5ve messages / affirma5ons •  $100 Mindset training presenta5on … Jon’s Rule


Time is your most valuable commodity— everything else can be scaled and outsourced. Value it higher than anything else.

3 Service Levels •  Anchoring: There’s no precedent for price point. Most people choose the middle. •  Are you selling coffee or a tall mild?

•  Always have a premium product. A

small subset will always want the most expensive op5on.

•  Deal with price objecAon.


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3 Service Levels An example Level 1 -‐ $14.99/month

Level 2 -‐ $199/ month

•  Access to a membership program for new workouts, exercises, and ar5cles each month.

•  Program design •  Nutri5on design

Level 3 -‐ $547/ month •  Program design •  Nutri5on design •  Weekly, bi-‐weekly, or monthly phone consults •  Email support

There is no right or wrong price point. What’s important is that you make sure that the money works for the Ame commitment that you’re puSng in ©J. Goodman Consul5ng Inc.

A Note on Levels avoid analysis paralysis

•  For 1K extra, don’t get bogged down making levels. –  You don’t need that many clients.

•  Have 1 or possibly 2 levels (to deal with price objec5on). –  Just give thought to valua5on based on 5me.


What About Packages? •  Things like 90 day challenges and transforma5ons are great and will be discussed later.


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Don’t Undervalue Yourself •  Always have a premium op5on for a higher priced package. •  Many clients in a gym easily pay upwards of $500/month for training. Most of my clients would pay upwards of $1,000. –  People will pay it, and you don’t need as many. –  In fact, 1K/month for 1 client doesn’t sound too bad does it? ©J. Goodman Consul5ng Inc.

A Final Note on Pricing

Make More transac5ons

Get More Clients

Charge More Per Transac5on

More Income

All 3 pieces are even. A couple examples: •  Having 20 clients pay $50/month is the same as having 5 clients pay $200 – and you can do a be@er job with 5 than you can with 20. •  Having 20 clients pay $25/two-‐weeks is $13,044.50/yr. Compare this to 20 clients paying $50/month is $12,000/yr. By charging bi-‐weekly vs. per month, it’s an extra $1,044.50. ©J. Goodman Consul5ng Inc.

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What to Name Your Service And why it’s important…


You’re Not a Personal Trainer Anymore

•  When Zoom failed, customers were stranded, 5ckets weren’t refunded, and creditors weren’t paid. •  It damaged the image of the airline industry across the board. There’s too many bad trainers out there. Don’t get grouped in. ©J. Goodman Consul5ng Inc.

What People Think vs. What You Do Percep4ons of trainers

You’re different…and be0er

•  Money grubbing •  Snake oil salesman •  Promise the world and don’t deliver •  A $50/hr rent a friend

•  •  •  • 

Honest Caring Passionate Well-‐trained


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Revisiting Starbucks •  Starbucks sells a tall mild instead of a small coffee •  They’re in a league of their own so they can: 1.  Establish value 2.  Avoid being grouped with others. 3.  Charge a lot more.

And they’re consistent with their language, image, and service!


What to Call Your Services? •  Depends if you’re selling monthly coaching or a program. –  I get into the different and advantages/ disadvantages in another video.

•  Don’t think that you have to be so different than the people you interact with (especially online)


You’re Stuck in a Bubble •  We all are. •  We’ve created our own filter bubbles by choosing our social networks and news channels. •  We see people similar to us and compare ourselves to them. Easy to become jealous or to assume compe55on when there is none. •  There are no major compe4tors. ©J. Goodman Consul5ng Inc.

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Examples of Names •  •  •  •  • 

Online health and fitness coaching Lifestyle engineering Lifestyle management Health and wellness coaching Fitness coaching

Jon’s Rule


Don’t get bogged down with names. Pick one and run with it.

Implicit Understanding •  Consider what associa5ve connec5ons already exist in your targeted clients mind. •  How wealthy are the people in the pain5ng? •  How old are they?


What About Your Company Name?

•  To make 1k extra you don’t need a company name. (If you already have one, that’s fine.) •  Don’t let it stop you from taking ac5on. I’ll show you how to reach out to warm leads in a way where a name is not needed.


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Legalities This presenta5on doesn’t cons5tute legal advice. It is recommended that you consult with a lawyer before star5ng a program


Client is Still Under Your Care •  A client is s5ll under your care if you’re training them remotely. –  You must be protected the same as you would be offline.


Waivers / Forms to Include - 1 •  Par-‐Q -‐ Must answer no to all ques5ons. •  Par-‐Med X – For clients over 55 or if they answer yes to any ques5on on the Par-‐Q. Must be filled out by a physician. •  Par-‐Med X for Pregnancy – A guideline for exercise during pregnancy and a form that must be filled out by a physician. Download all 3 for free at hUp://www.csep.ca/english/view.asp?x=698 ©J. Goodman Consul5ng Inc.

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Waivers / Forms to Include - 2 •  Waiver – Trainerize includes a waiver to use but it’s recommended that you get one developed by a lawyer. What must be included changes throughout the World. •  Liability Insurance – Highly recommended especially if you don’t own a corpora5on. To obtain it contact your cer5fica5on agency first and ask if they offer insurance. If not, call insurance companies and detail your situa5on. ©J. Goodman Consul5ng Inc.

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Calendars


Organize Your Life •  The thought that you may be missing something is a miserable way to live your life. –  Did you send that program out? Are all of your clients paid up? Is there an email wai5ng for you to answer?

•  Free your mind – use a calendar and appropriate reminders

•  When a reminder goes off, you finish the task. –  Out of sight, out of mind.


Reminders •  Have a list of all reminders to set when a new client signs up. –  Write it on your worksheet.

•  Set reminders for every task that’s included in your program.


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A Sample of Reminders to Include

•  Send new workout •  Book consulta5on •  Book assessment •  Renew package (1 week before expiry) •  Email support •  Send nutri5on plan •  Office hours •  Send check in email or random hello •  Send random giZ •  Email poten5al client ©J. Goodman Consul5ng Inc.

Scheduling Calls •  Can be done manually by sending a client 5mes, but is much easier and more professional via soZware. –  I use Time Trade (free for 30 days, $49/year aZerwards).

•  Send the appointment link to a client with your availability. –  Keeps it easy and looks professional. –  Integrates with iCal or Google calendar so double bookings don’t occur. ©J. Goodman Consul5ng Inc.

Setting Up Your Calendar - 1 •  Easiest to start using iCal or Google calendar as your primary calendar from here on. •  Sign up for Time Trade and connect the two. –  Time Trade is just booking, it’s not a calendar in itself.

•  Integra5on eliminates double booking. –  If you book an appointment in your call 5mes, TimeTrade won’t offer that spot anymore. ©J. Goodman Consul5ng Inc.

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Setting Up Your Calendar - 2 •  Decide on a block of 5me each week to do your consulta5on calls. –  Make it an appointment in Time Trade.

•  When a new client signs up, go through your list of reminders and put them all in at once. –  Enter in payment reminders to remind you a week before the package expires.


Setting Up the Calendar – 3 •  Time Trade automa5cally adjusts to 5me zones so whatever 5me you offer will show as an adjusted 5me for your clients 5me zone.


Make Your Life Easy •  Calendars reduce stress –  Focus on what mabers: free your 5me and your mind.

•  Develop your reminder list.


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Professionalism •  You don’t want to look like you’re new at this (even if you are). •  Don’t say “let’s book a 5me, what works for you?” You want to communicate that you’re busy and keep your email communica5on as 5ght as possible. –  Send a TimeTrade link or two 5mes. If the two 5mes don’t work, ask them for two 5mes that do. The more specific you are with your request, the beber.

•  If they can’t make the 5mes you offered, it seems like you’re doing a favor by working around their schedule. ©J. Goodman Consul5ng Inc.

The System Start to Finish Step 1: Decide on sales or consult call 5mes and schedule an appointment in TimeTrade. Step 2: Client inquires, send them the TimeTrade link and invite them to book in a 5me. Step 3: Client registers aZer sales call. Step 4: Set all reminders in calendar for that client which you wrote on the Jumpstart Checklist. ©J. Goodman Consul5ng Inc.

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Software Two op5ons: Trainerize or using Excel/your exis5ng templates ©J. Goodman Consul5ng Inc.

Using Existing Templates •  MicrosoF excel is the easiest. –  Whatever exis5ng templates you use will suffice.

•  Can be as basic or complicated as you want. •  Included programming considera5ons could be: Exercise, exercise descrip5on, tempo, weight, reps, sets, notes. ©J. Goodman Consul5ng Inc.

Each Client Has a Folder •  Create a folder to each client and save a copy of all of their programs. •  Date the program according to a number system that will stay organized. (ex. (1) Jan, 1 2013.


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Keeping it Simple •  Your en5re program could be emailing this template to the client once a month. –  Instead of exercise descrip5ons or your own videos to start, find good YouTube videos and link them in the email. That’s it and for 1K extra, it’s all that you have to do.


Using Trainerize •  It’s not the only soFware, but I believe that it’s the best op5on for running and keeping a simple program organized and efficient. •  Free 30 day trial with all features unlocked to try it out (link below). •  Your en5re soFware cost is a frac5on of one clients monthly fee. So9ware allows you to scale your efforts by doing a lot of the heavy li9ing. ©J. Goodman Consul5ng Inc.

www.theptdc.com/trainerize

Benefits of Software Like Trainerize

•  Keep everything in one place instead of mul5ple files on your computer. •  Pre-‐wriZen exercise descrip5ons (which you can customize or add your own exercises) and YouTube linking directly. •  Program building is drag and drop and you can template workouts as well.



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Benefits of Software Like Trainerize cont’d

•  Telling the client that they have their own custom app (both Apple and Android) is a good value add. •  Ease of delivery – Send the workouts all internally via one site and they get an email aler5ng them that it’s there. •  Internal messaging. –  If you offer email support, it’s all in one place.

•  Integra5on with MindBody if you want to offer billing in one place as well. ©J. Goodman Consul5ng Inc.


Learning to Use Trainerize •  Like any soFware, there’s a learning curve. –  But very user-‐friendly. –  All training videos are included in the free trial.


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How to Offer Support Perhaps the most important considera5on for your sanity


4 Options for Support 1.  2.  3.  4. 

Group Support Email Support Office Hours F.A.Q. (highly recommended)


Support Can be a Crutch… …And your job is to empower •  Don’t over-‐support. Be there, but encourage people to enjoy the process, take ownership of their decisions, and maintain some autonomy.


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Create an F.A.Q. •  Write down all ques5ons that you’re commonly asked and your answers onto a document. –  All add ques5ons to your worksheet for this lesson –  Con5nually build this as your program evolves and it will save you a lot of email 5me.


Group Support in a Facebook Group - 1

Forum •  Facebook

–  Any public form works but Facebook is easiest. •  Everybody is already there.

•  They meet each other and offer support, accountability, and advice which improves your program.


Group Support in a Facebook Group - 2

4 advantages 1.  Creates a community. 2.  They can post ques5ons at any 5me. 3.  Gives you a single place to answer. 4.  Creates an air of exclusivity. –  Give it a funny name.


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Email Support - 1 BE CAREFUL WITH EMAIL! •  Learn from my mistakes. •  Never blindly offer unlimited email support.


Email Support - 2 4 Rules for Offering Email Support 1.  A limited amount of emails per week (like 1) at a specific 5me. 2.  Each email must be point form. 3.  Each point is a single ques5on. 4.  Each point is no longer than 3 sentences.


Email Support - 3 Why So Strict? 1.  It enables you to plan. –  Emails come Friday, so Saturday morning allot 2hrs to answer them all.

2.  Avoid the wall of words. 3.  Unimportant ques5ons never get asked.


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Email Support - 4 •  You can always follow up and ask for more informa5on or for them to jump on a phone call. Under promise and over deliver. Never the opposite.


The Advantage to the Client •  You might deal with client who expects unlimited email support. –  It’s possible that a previous coach offered it.

•  In this case, it’s important to discuss your email system in terms of the benefit to the client –  I men5oned earlier that support can be a crutch. –  Tell them that gefng in shape is a process. You’re there when they need you but have found that having somebody hold hands every step of the way is a crutch. ©J. Goodman Consul5ng Inc.

Office Hours •  Similar to a professor. •  Use Skype. –  Message mostly but jump on a call if need be.

•  Allow clients to log in and ask you ques5ons. •  This way you can offer one-‐on-‐one support to many people at once. •  Good for personal ques5ons or anything that discusses the next stage. ©J. Goodman Consul5ng Inc.

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How to Structure Your Support •  Group with office hours. •  Just email.


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Getting Clients via Emails

How to send emails to leads


Who To Email? •  Old clients. •  Friends and family of current clients. •  Acquaintances or loose connec5ons from some point in your life. •  Connec5ons through family or friends.


Four Biggest Mistakes When Emailing

1. Pitching your services directly.

–  Don’t directly tell them that you offer training or are asking if they, or anybody they know would be interested.

2. Trying to answer ques5ons and objec5ons. –  Always try to get them on the phone.

3. Not keeping it 5ght and s5cking with the system. 4. Not being consistent and persistent. ©J. Goodman Consul5ng Inc.

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The First Email •  Only goal is to get a response.

–  Start to build the rela5onship back up.

•  In most cases, they know that you’re a trainer and why you’re really emailing. –  I credit my father with this realiza5on.

•  In the workbook I’ve included a flow chart of what to do at every step so you’ll always know the right ac5on to take.


5 Ways to Send a Follow-Up From Best to Worst - 1

1.  You remember something personal about them like an important event in their lives. –  Send an email checking in saying that remember that an event either just happened or is coming up.

2.  You remember something health or fitness wise that they suffered from. –  Send an email with a related piece of material saying that you came across it and thought of them. ©J. Goodman Consul5ng Inc.


3. You make a connec?on through somebody else. –  Send an email saying that you were just talking to “X” and their name came up so you thought that you’d say hello and ask how they were doing.

4. You make a connec?on via something or a moment that was shared. –  Send an email saying that you were doing a par5cular exercise the other day and it reminded you of a funny story that happened while you trained. ©J. Goodman Consul5ng Inc.

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5. You send a random hello.

–  Send them a message saying that you were just thinking about them and wanted to say hi and ask how they were doing.


How to Start a Conversation •  Ask about them or something that they care about. •  Ask enough ques5ons, and they’ll ask how you are. –  Con5nue responding with more ques5ons unless they ask you to stop. –  We’re condi5oned to reciprocate. ©J. Goodman Consul5ng Inc.

Now’s Your Chance •  When they ask you how you’re doing it’s your chance to speak about your program. •  Breathe into your balls. –  Don’t pitch. –  Say that you’re super excited because you just released an online program. •  Write about it with excitement and energy highligh5ng the points that you know would be of par5cular interest to them.


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Online Training Client Benefits to Communicate

Pick the one or two that apply best to your client: •  Don’t have to go into a gym. •  Don’t have to work around each others schedule. •  Offer stronger accountability and support systems. •  Cheaper than training full 5me. •  Clients can be anywhere. •  Free client app to track progress (if using Trainerize). •  Able to finally help clients friends and family who spoke of horror stories at their gyms. ©J. Goodman Consul5ng Inc.

Three Responses 1. They Wish You Well

2. They Show Interest

•  They obviously aren’t interested.

•  Book in a call immediately.

–  Reply back thanking them and sending a link to informa5on about your programs asking them to pass it on to anybody who they think might be interested.

•  Set a reminder in your calendar to touch base again with them in a months 5me saying hello.

–  Respond to their email with either a link to your Time Trade calendar for a mee5ng or send them two 5mes as quickly as you can.

•  Get them on the phone as fast as you can. 3. No Response

•  Add them to your follow-‐up worksheet.


Don’t Lose Touch •  Keep in contact with all old clients and anybody who has ever inquired about training. –  Set calendar reminders once a month to touch base and say hi. •  Follow the guidelines here.

–  Stay at the top of their mind and con5nue building a strong rela5onship. •  Wait for them to inquire about your coaching and book the call. •  Benefit of never pitching is that it’s never awkward to con5nue messaging them. ©J. Goodman Consul5ng Inc.

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Don’t be Nervous to Email •  Unless somebody asks you to stop messaging them, don’t ever hesitate about following up as long as you’re doing it in a way to say hello. For two years I emailed a client touching base. Usually he didn’t respond, occasionally he did, then stopped. Randomly one day he came in, thanked me for keeping on him, bought 50 sessions ($4,500+) on the spot ©J. Goodman Consul5ng Inc.


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The Consultation / Sales Call


Getting to the call Get them on the phone as quickly as you can •  Reduce the steps as much as you can. –  Every step represents a poten5al leak in your funnel.

•  Respond with a short personal message and link to your calendar or offer two 5mes manually. •  Ask if spouse can join the call if they men5oned it on their web form. ©J. Goodman Consul5ng Inc.

Have a Script •  S5ck to it, it works. •  Have the sales call tracking worksheet beside you to write down all important details during throughout the call. Objec0ve of the call is two-‐fold: 1.  Get all poten0al objec0ons out in the open. 2.  Get a clear view of the clients goals.


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The 12 Sales Call Steps Note: Follow along with the script in the workbook.

Step 1: Small Talk Step 2: Taking Control Step 3: Health History Step 4: Exercise History Step 5: Probing Deeper Step 6: Goals Step 7: Objec5ons Step 8: Introducing the sales proposi5on

Step 9: Describing the program Step 10: “yes” before price Step 11: Sales Proposi5on Step 12 (avoid): Objec5ons you missed


Ah-Ha Moments •  Look for things that the client is emo5onal towards. –  When you come across it, write it down on your sales call tracking sheet.

•  Important for making them aware of how important their goals are for them.


Starting the Call •  Start with 1-‐3 minutes small talk. –  Make a joke. –  Refer back to anything interes5ng from their answers if they sent in a web form.

•  Take control. –  “Here’s how I would like to con4nue…” and follow the script I provided. –  Tell them that you will be taking notes throughout. ©J. Goodman Consul5ng Inc.

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Ask Questions Until You’re Satisfied

•  “Why?” At least 3 5mes when figuring out his or her goals. –  Also good for finding out ah-‐ha moments

•  Figure out all poten5al objec5ons before speaking about your program or making a sales proposi5on.


Ask Them if They Want to Hear About Coaching

•  A_er you’ve asked all of the ques5ons, follow with the line, “I think one of my programs is perfect for you. Would you like to hear about it?” •  Get a verbal confirma5on. –  IMPORTANT.


How to Discuss Your Program - 1 •  Have a package selected you think is best. •  Preface it with how many components it has. –  Prepares them for the explana5on. –  Gives you a comfortable star5ng point.

•  Describe components one by one. –  Relate each component to exactly how it will help the client.


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How to Discuss Your Program - 2 •  Solve all objec5ons with different components of your program. •  Don’t move on to sales proposi5on unless you have solved all of them.


Ask Them if it Sounds Good •  Get them to say yes.


The Sales Proposition - 1 •  Confidence. –  “For the “X” package, the price is $200/month. This includes…” •  The client says the next word. •  If they don’t say anything for a couple of seconds, say “are you read to get started?”

–  Make Paypal buaon on the spot and send it to them while on the phone. •  Explain what happens when you receive payment and what you will send them. ©J. Goodman Consul5ng Inc.

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The Sales Proposition - 2 •  If they hmm and haaa – Wait and keep your mouth shut. •  If they say that they need to think about it, ask what they need to think about. –  Thinking about it usually means that there was an objec5on you didn’t iden5fy or solve.


1 of 3 Ways to Object 1.  “I need to speak to a spouse” – I’ll discuss this in a minute. If it does happen and you haven’t prepared, give a deadline for them gedng back to you. 2.  Object based upon something that you haven’t solved yet – Show how your program fixes it. 3.  Price – I’ll speak about it in detail in a minute ©J. Goodman Consul5ng Inc.

The “I Need to Ask My Spouse” Objection - 1

•  Try to get spouse on the phone too before the call starts. •  Two steps to dealing with it: –  Ask them if there husband or wife is suppor5ve and wait for them to say “let’s go for it”. –  Can’t get past this and they have to speak it over. •  Give a 5me line for payment: “I’ll leave it open for you for the next 24hrs”.


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The “I Need to Ask My Spouse” Objection - 2 Always put a 0me constraint on geSng back to you.


The Price Objection •  Silent…. –  O_en ini5al price objec5on is a stall technique.

•  Give second op5on. •  Tell them that the program isn’t for them.


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Meshing Online and Offline An op5on I wish that I had when I trained in a gym.


First: A Couple of Admissions •  I lost a lot of money. •  I also didn’t give my clients as good of a service as I could of. –  Program design clients rarely stuck with it because I didn’t have good enough systems in place.


2 Reasons That Clients Can’t Train With You all of the Time. 1.  Training in-‐person is expensive mul5ple 5mes a week. –  We all have program design clients but it can come at a big cost to us.

2.  Scheduling / travel can make it impossible to meet consistently. –  Clients are some5mes close enough but not around the corner. ©J. Goodman Consul5ng Inc.

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How to Make More Money 3 Ways: 1.  Get more clients. 2.  Have more transac5ons. 3.  Charge more per client

Make More transac5ons

Get More Clients

Charge More Per Transac6on

More Income


Don’t Just “Give a Program” •  Recommend a maintenance plan. –  With clients who can’t meet with you mul5ple 5mes a week for months on end, combine your online services with offline to give them what they need.

•  You will also make more per client. –  When I’d give a client a program, I would get paid for one session and hope that they come back for another. •  With a program, you can charge a monthly fee. ©J. Goodman Consul5ng Inc.

What to Offer •  Include par5cipa5on in your support network (refer back to earlier lesson. Could be a Skype call or office hours or email.) •  Con5nued program design with occasional in-‐ person check-‐ups. •  Nutri5on programming.


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A Couple of Examples •  Depending on a clients needs, what you offer may change. –  New clients might need front-‐loaded training. –  Advanced trainees might need accountability check-‐ ups.

•  You can decide to develop packages based on my examples or offer individual packages on the spot specific to each client.


Example 1 A new client with no gym experience but money is 5ght. •  Needs proper instruc5on and to get over ini5al reserva5ons and gain self-‐confidence. –  Front load training: Teach basic movements.

1.  Start with mee5ng 2x/wk for first month with 1 workout on his/her own. 2.  A]er 1st month, change to program design mee5ng once every two weeks for program changes and form instruc5on. ©J. Goodman Consul5ng Inc.

Example 2 Client with some experience who lives far away or scheduling is impossible. •  Wants a program, accountability, and needs form check ups. 1.  Meet once a month in person and deliver workout + online support for the rest.


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Example 3 Post-‐rehab client where money is an issue. •  Needs follow-‐up assessments but can’t afford to train o]en. 1.  In-‐person assessment as needed and program. 2.  Include video support where they video tape themselves performing post-‐rehab exercises and you give feedback and check form once a week. ©J. Goodman Consul5ng Inc.

What to Charge •  In-‐person rate stays the same. •  Depends on services offered. –  Decide on fee and sell the en5re thing as a package.

•  Ex. For 8 ini5al sessions (2x/wk in 1st month), program design, and bi-‐weekly session for 2 months charge for 12 sessions and $300 for 3 months of programming. ©J. Goodman Consul5ng Inc.

One Final Note •  If you work for a gym, you might be limited as to what you can offer. –  I was.

•  Present this as a solu5on to your manager / owner phrased as a way to make more per client by offering maintenance programs.


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Getting Clients to Renew Because it’s a lot cheaper to keep an exis5ng client than find a new one.


Be proactive •  Set reminder in calendar when client signs up to alert you one week prior to the expira5on date. •  Refer back to notes from ini5al sales call for ah-‐ha moments, ini5al goals, and anything else important to the client before the talk.


Celebrate the journey •  Film a video (ideal), mail a card (2nd choice), send an email (3rd choice). •  Remind them of their goals when they started (from ini5al consult) –  Speak about their results and remind them of any ah-‐ha moments along the way that you made notes of.


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Specificity of complements •  Aim to use a minimum of two specific complements. –  Congratulate them on overcoming a specific barrier that you know that they struggled with, bring up an ah-‐ha moment, or give them a virtual high-‐five for accomplishing their goal.


Shooting the Video •  A liRle effort goes a long way (make them smile) –  Shoot with your phone. •  If you know that they love Starbucks, shoot the video with a Starbucks in your hand and email it along with a Starbucks giT cer5ficate.


Try to Give a Gift •  Before asking if they want to renew, try to send them a giT congratula5ng them on finishing the current stage of their training. –  Something small is fine – the more meaningful the beRer. •  Tickets to a spor5ng event, movie 5ckets, giT cer5ficate to the movies, workout clothing, etc.

–  Or you can go all out. •  Mail running shoes because the ones that they have must be worn out by now! (Call the foot locker close to them and say that they can exchange, just ask for Jim.) ©J. Goodman Consul5ng Inc.

Jon’s Rule We’re all primed to reciprocate unconsciously. Giving a giT before asking for the sale is always a good idea.

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Outline the Next Steps Paint a picture •  Reassess goals if need be on the phone. •  Paint a picture of exactly what they want to accomplish and lay out the training to get there – talk about your program like it’s gold (because it is).


Paint a Picture •  Use the ah-‐ha moments when describing your program. –  “You men)oned that you feel “like a boss” when you deadli7, well the next phase of training has you deadli7ing twice a week! Now that your back is feeling be@er, it’s )me to get strong and lean.”

•  Bring it all together and have the sales buRon already created. Try to have them pay in the same manner as they did the previous 5me.


Long-Term Deal •  Give them a deal if they commit to a long-‐ term program. –  Now that they’ve already enjoyed your training for a while, try to get them to commit to a long term package – 6 months, 1 year, etc. •  Objec5on might be that they have a planned break –  Make it similar to a gym, allow them to suspend their training if they’re going away etc.


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Ask for Two Referrals •  Offer to give them either a free month or donate a month of training to charity if they’re able to refer you two people.


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The Two Ways to Offer Your Training


The Two Options Monthly Coaching

Programs

•  Goals can change •  Specific program with throughout. predetermined length and goal. •  Client pays per month with •  Set beginning and end. agreed upon deliverables. •  No set beginning and end. •  Client agrees to sign up for the program and either •  Easy to set up (you can start pays up front or in today) installments.


Monthly Training Advantages

•  Easy to implement. •  LiJle change from what most trainers do in a gym. •  Ability to take on clients with a host of different abili4es and goals. •  Lower barrier of entry / less commitment on the clients part. •  Higher yield (more money per client).


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Monthly Training Disadvantages

•  Usually less commitment. •  Harder to template and therefore scale. •  Sales process. •  Tes4monials less specific. •  Requires never-‐ending lead genera4on. •  No start and stop to the program.


Monthly Training Considerations

•  Choose service offerings carefully, especially how you offer support. •  Be very clear as to what’s offered over the course of the day, week, and month up front. –  Have solid documenta4on prepared.

•  Manage expecta4ons (whether your changes are slower or more radical, be sure to communicate this). •  Try to get buy-‐in for at least 3 months. ©J. Goodman Consul4ng Inc.

Program Training Advantages

•  Easier to sell – Make it specific and sell at a lower price point. •  Ability to scale through templates. •  Group people together for support. •  Tes4monials gathered will be more specific. •  Usually more up front cash.


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Monthly Training Disadvantages

•  Larger start up effort. •  Pressure to sign up a bulk of people at once. •  Bigger commitment from clients. •  Forces you to come up with a sell and play the marke4ng game.


Program Training Considerations

•  Choose the biggest issue plaguing your audience and turn it into a program las4ng a minimum of 60 days. •  Try to use their wording in the name of the program. •  Ask current clients what they struggle with and take note of the words they use. –  How the 1K Extra came to be.


Program Training Considerations cont’d

•  Takes much more prep 4me. If procras4na4on is stopping you from star4ng, don’t do this yet. •  Promo4on for programs can be done with launch-‐ tac4cs using things like webinars. –  Allows you to plan a week or two before the start of every new program.


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Other Benefits •  You can have fun with it: –  “See your penis in 28 days”, “fit for photos”.

•  You can make it perfect for the 4me of the year: –  “January Jumpstart”, “3 months to the beach”.

•  You can make it specific for a niche: –  “60 days post baby”, “wedding ready in 2 months” ©J. Goodman Consul4ng Inc.

How to Decide Which Program to Offer


Should You offer Monthly Coaching or Programs?

•  If you’re just star4ng, offering monthly is easier. As you get more advanced, add in a program or create the program as a level of service. •  If you’ve already got a set type of clientele and have developed the programming for them, a program might be beJer as it takes less 4me to manage. •  Program training can lead to analysis paralysis and is beJer for the advanced group. For 1K extra, monthly training will more than suffice. ©J. Goodman Consul4ng Inc.

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A Final Note on Monthly Coaching

•  Phrasing is important and there’s no reason why you cannot phrase your monthly training as a program. •  Instead of offering monthly health and fitness coaching services, offer a 3 month fat loss program—nothing is different but now there’s a specific goal and you’ve got a commitment for a longer period of 4me. –  Give people a reason to talk about you. Recall the golf story. ©J. Goodman Consul4ng Inc.

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Building Your Video Library


Why a Personal Exercise Library?

•  Be:er than using other random videos from YouTube. •  Valuable commodity (access to your library can be added to the valua4on of your program) •  Allows you to scale your program. •  Rela4vely easy to do and the en4re library can usually be done with equipment you already have. •  Be:er, but not necessary. ©J. Goodman Consul4ng Inc.

Step 1 – Create a Master Database

•  Fill out all of your exercises on the exercise worksheet (probably 30-‐50 total). –  Break it up into categories to make it easier: correc4ve, core, power, knee dominant, hip dominant, upper body push, upper body pull.


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Step 2 – Filming •  While not necessary, be:er quality helps but you can also film the video on your phone. •  Get a friend to help and shoot 5-‐20s videos of each exercise (2 reps). •  Talking isn’t necessary but make sure to label the videos as you go. •  It’s not a fun aXernoon, but run through all exercises. ©J. Goodman Consul4ng Inc.

Step 3 – Editing •  Get some coffee and put on some good music. •  Upload all videos to your computer. –  Many computers come with basic edi4ng soXware but for a basic video library it’s not needed. The videos can easily be filmed ready for upload.


Step 4 - Uploading Two Op4ons: •  YouTube is easiest. Upload them all to your account and host them there. Keep the 4tles consistent. The easiest format is “YOURNAME – EXERCISE NAME” •  A Vimeo pro account will allow you to upload and only allow streaming on specific domains allowing you to password protect the video library. ©J. Goodman Consul4ng Inc.

Here’s an example: h:p://www.youtube.com/user/ mri:y85/videos.

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Step 5 – Integration with Trainerize

•  If you’re not using Trainerize, keep a spreadsheet with links to all of the videos organized and include in handout to clients with original documenta4on. •  In Trainerize you can add on the video to an exis4ng exercise (and take out the one they have) or create a new exercise with your own descrip4on and the video. ©J. Goodman Consul4ng Inc.

Slowly Build the Library •  The ini4al bulk of work is done at the beginning. •  If you want to add a new exercise to a program at any point, shoot a quick video, and add it to your library.


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The Web Form Do ini4al consult online


The Purpose of Your Web Form •  Build a rapport (be yourself and crack some jokes). •  Gather all of the informa4on you need. •  Prequalify the client. •  Communicate that you’re a professional an serious about the business (even if you joke around).


What to Include Step 1: The basics

•  •  •  •  • 

First and last name Email Age Gender Phone number (op4onal)


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What to Include Step 2: Rapport building questions

3 reasons why: 1.  Sets you apart – Conven4onal gets ignored. 2.  Talking points – Gives you an opening when you speak with them on the phone or in a follow-‐up email. 3.  Prequalifies client – Helps ensure that you’ll get along with the person.


What to Include Step 2: Rapport building questions

What to ask •  What do you love to do outside of the gym? Ask a ques4on par4cular to that. Personally, I always ask for favorite books and quotes.

Jon’s Rule

People buy coaches, not coaching.


What to Include Step 3: Making them sell to you

•  Maintain control. –  They’re applying to you, not vice-‐versa.

•  Ask them to write why they would be a good client. •  Ask them to tell you why they specifically chose you as a coach.


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What to Include Step 4: Begin to eliminate objections

Eliminate the cost objec4on •  If you’re geZng a lot of inquires, I suggest including a note before the submit bu[on saying something like, “if you aren’t willing to invest $200-‐$500/month on your fitness, this program isn’t for you. –  It’ll save you from geZng bogged down in phone calls.

•  A compliance ques4on can also be included (i.e. Rate you commitment from 1-‐10) ©J. Goodman Consul4ng Inc.

What to Include Step 4: Begin to eliminate objections

The “spouse” objec4on •  Ask if there is anybody else who is going to be involved in their fitness journey process and get them to write in “husband, wife, boyfriend, girlfriend etc.” –  In your response, you’ll ask that person to also be on the phone.


What to Include Step 5: The submit button

The Submit Bu[on •  This can be a simple submit, but the more specific the bu[on the be[er. –  “Apply for my consulta4on”.


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Also •  Add in humor. •  Be yourself. •  Personality sells. Metaphors and anecdotes in your web form are fun and different.


How to Build Your Form 2 Ways 1.  Give your web developer the ques4ons and ask him or her to build the form for you. 2.  Do it yourself – On Wordpress use a plugin called contact form 7. Video below will show you how exactly to set up each sec4on.


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Templating


Why Template? Programs are 4me consuming •  Most clients don’t need an en4rely new program from scratch. –  Almost all clients can be placed into a group. •  Ex. An 18-‐28 year old male who wants to look good naked is going to have a similar program to somebody else in the same demographic.


Groups •  Decide on 1-‐3 groups of clients you train. –  Write down the major goals of those clients

•  In order to use templates, only accept clients who fit into one of your categories. –  Choose to offer clients who don’t fit a premium, custom, package. ©J. Goodman Consul4ng Inc.

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Possible Groupings 18-‐28 year old male for aesthe4cs 16-‐28 year old female for aesthe4cs 28-‐45 year old female for aesthe4cs 28-‐45 year old male for aesthe4cs Post-‐natal women 45+ male or female looking for improvements in body comp and maintenance of quality of life •  Athletes in a specific sport (i.e. golfers). Note that this is oZen posi4on specific as well. •  •  •  •  •  • 


This list isn’t conclusive.

Building Your Templates - 1 •  Design a mul4-‐stage program for each grouping. –  If you sell a program and not training, this might be a set period of 4me (ex. 90 days). –  For monthly coaching, 3-‐4 cycles should suffice at whatever length of cycle you feel appropriate.


Building Your Templates – 2 (Optional)

•  Film a video for all exercises in the program. •  Write a short descrip4on for each exercise. (If using Trainerize, many exercises already have descrip4ons. Alter if needed and add in anything missing.)


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Building Your Templates - 3 •  Build master templates either in Trainerize or by using whatever template or soZware system you use. •  This should include: –  Exercises –  Exercise descrip4ons –  Videos / demonstra4ons –  All programming considera4ons (sets, reps, tempo, rest, etc.) ©J. Goodman Consul4ng Inc.

Building Your Templates - 4 •  Save Templates either as a program in Trainerize or as a master copy on your computer if in Excel.


Individualization •  For a program you may not individualize but for most coaching, you will be charging a premium price for a offering a personalized service. –  Change each template as needed for the client.


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Most Considerations Won’t Change Likely Won’t Change

May Change

•  Programming considera4ons (sets, reps, tempo, rest, etc.). •  Order of exercises. •  Workout split over the course of the week.

•  Specific exercise (especially regressions / progressions) •  Nutri4on guidelines (especially if the client has special needs).


An Example •  Client men4ons that they have shoulder pain while bench pressing or shows posi4ve for a test on shoulder impingement during a Skype assessment. •  On day 2, exercise 2a is a bench press for 4 sets and 6-‐8 reps at a tempo of 4010 and 90s rest. –  Change to an incline dumbbell neutral grip press. Everything else stays the same. –  Template stays the same, you just cross out one exercise and subs4tute it.


A Final Note on Templates •  How many clients really need a program from scratch? •  Build a program that works well and work to con4nually improve it as your knowledge gets beger. –  Individualize for each client as needed.


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Passive Client Getting Strategies


Start After You Achieve Your Freedom Number •  These strategies have a lot of work up front and usually take a good amount of planning. –  Don’t let them bog you down at the beginning.


Two Strategies Kindle Books and Free Email Autoresponse Courses •  Both strategies have a lot of work up front but are automated aLerwards. •  You don’t need a website but it helps a lot.


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Email List •  The most valuable asset to your business –  It also does all of the heavy liLing for you. Set it, and forget it.

•  Passively adds value to any poten4al leads. –  Top of mind.


Getting Them to Enter Their Email.

•  En4ce them to enter their email for a giL or just for a promise for more informa4on. •  I prefer a course to an Ebook.

–  Seman4cs and prepara4on. A free course can be the same content as an Ebook presented differently. –  Could also be a collec4on of old blog posts reworked.

•  Automate the follow up for at least 5 messages over 10 days with content.

–  Again, reuse old content or link to other content you think is good un4l you prepare your own.

Personally, I love free courses !


Steps to Prepare a Free Course 1.  Brain map a topic 3-‐4 different 4mes. 2.  Create a master map from the 3-‐4 small ones. 3.  Write all sub-‐topics on cue cards and organize on the floor. 4.  Rearrange the cards into an order you’re happy with (should be 10-‐15) wri4ng stories to refer to, 4ps to include, and topics to cover on each one. ©J. Goodman Consul4ng Inc.

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Steps to Prepare a Free Course Cont’d

5. Write out a short email on each topic usually 300-‐1,000 words. Each topic is one email.

–  Don’t worry about covering the topic in depth, say what needs to be said for your target popula4on which is usually quite basic material.

6. Tie emails together by introducing each day and telling the reader what to expect for the next email. Bonus 4p: Use open loops. 7. ALer the 5th email, start including a call to ac4on to apply for your coaching program with a link to your coaching page.


Steps to Prepare a Free Course Cont’d

8. I use Aweber but any major email marke4ng soLware will work. •  Create a follow up sequence including all topics as a separate email. –  Length of sequence doesn’t mader much. Say what you need to say. At least 8 emails but more is perfectly fine. I have over 80 in thePTDC sequence.



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This is One of my Secrets •  For your first email, use the 4tle “re: CONFIRMATION MESSAGE. –  Ask if there’s anything that you can help with right now.

•  “Hey it’s Jon. I just no4ced that you signed up to learn more about ___, is there anything I can help you with right now?”

–  End with “sent from my iPhone” –  Every once in a while switch it up and open a loop with a very short email with a ques4on. •  Adds a personal flavor.

–  When they email you, there’s a beder chance that your next message(s) won’t go to their spam box. •  Also chance to get them on the phone for a sales calls immediately.

–  Great ques4on, but the answer is unfortunately, “it depends”. How about we jump on the phone quick. Here’s a link to my calendar, why don’t you book in a spot?”


Screen shot of email with confirmation message sent from my iPhone


Email a Minimum of Twice Per Week

•  Do it either via an autoresponse or with new content. •  Have a link to your coaching page in the signature of your emails. •  Stay at the top of the mind. Emails can be as simple as a few quick 4ps or links to other ar4cle you found helpful.


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Getting People Into Your Course •  Create a squeeze page. –  Op4mize Press is easiest.

•  Include on page the problem that the course fixes, and a one-‐line tes4monial with good picture + place to enter email. –  Drive traffic through Facebook ads, blog posts or link in Kindle books.


EXAMPLE OF A SQUEEZE PAGE


Kindle Book as a Lead Generator

•  One of the best lead generators around. –  Amazon is a huge search engine in itself.

•  Gives you an opportunity to provide useful content in a medium that people value. •  Phasing in for free is an easy way to spike awareness and downloads.


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More About Kindle Books –  Choose the biggest issue facing your audience and write a short book (usually about 10,000 words) about it. •  Include links within the books directly to a page where leads can enter their email address.

–  Target audience through 4tle, name, and category. –  Start at a higher price point ($9.95) and phase for free. –  System described in more detail in the workbook.

Kindle books are valued much higher than Ebooks even though they are the same thing. ©J. Goodman Consul4ng Inc.

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Active Client Getting Strategies


What Does Active Mean? •  Con4nual maintenance. •  Direct marke4ng and contact with prospec4ve clients.


6 Ways •  •  •  •  •  • 

Email (discussed in full in a different module) Webinars TwiJer Facebook groups / events Asking for referrals Flyers Let’s go over the last 5 in some detail


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Webinars Advantages •  Conversion rates are excep4onally high (usually around 20-‐30%. •  Best way to sell higher-‐ priced services. •  Ability to add tons of value. •  Nice way for current clients to “bring a friend”. •  Fantas4c for geVng a bulk of people into a program.

Disadvantages •  SoXware is expensive. •  Lots of up front prepara4on (but presenta4on can be repeated countless 4mes). •  Not good for individual coaching – for smaller scale group presenta4ons, you can use Google+ hangouts (max 7 and is free)


How to Run a Webinar •  Sign up at www.theptdc.com/webinarjam and set up a 4me with descrip4on for your webinar. •  Pick a topic to that plagues your audience to discuss. –  Don’t try to do too much.

•  Give a killer Powerpoint presenta4on solving the problem. You can show your face as well. Jon’s Rule ©J. Goodman Consul4ng Inc.

If you can solve the problem that your lead has with your free materials, they’ll be more prone to solve your problem.

How to Get Potential Clients Into a Webinar

•  Build a landing page. Kajabi, leadpages.net, and op4mize press are all good solu4ons for making clean and effec4ve landing pages. •  Shoot a high quality video (op4onal) promo4ng the webinar. Upload to Facebook from your professional page. –  Use Facebook ads to get traffic to your webinar. (op4onal)

•  Email family, friends, and current clients telling them about the webinar and asking them to get friends to sign up. •  Look for Facebook groups that already exist serving your niche and promote the webinar in there. (More on Facebook groups soon.)


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Selling Clients From a Webinar •  Works best if selling a program, not sessions. •  Sales pitch at the end then follow with ques4ons. –  For training, send them to a contact form to apply. –  For a program, send them directly to a link to sign up.

•  Set up a page on your site with a limited 4me offer that expires two hours aXer the webinar. –  Have a reduced price only available to webinar aJendees. –  Use scarcity samurai to make the page expire and move to a page without the special price. ©J. Goodman Consul4ng Inc.

Two Final Notes on Webinars •  Even a small webinar is worth it. •  Be prepared for no-‐shows. –  Generally about 20-‐30% of people who sign up for a webinar actually show up. –  Send reminders before webinar via email, text message, and voice message. –  Can record and show send it to your email list aXer to anybody who missed it (but might not want to). ©J. Goodman Consul4ng Inc.

Twitter Advantages

Disadvantages

•  Find people that already want a trainer. •  Find the perfect client for you.

•  Must be organized or can take up too much 4me.


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Twitter •  Use TwiJer mostly as a responsive medium. •  Learn to listen and respond.


Twitter Your profile

•  Make specific to your niche and add in a personal touch –  End with website (about or tes4monial page) or Facebook page address if you have one.


Twitter How to listen

•  Choose keywords like “I need a personal trainer” or “I want to get ripped”. –  Things like “crea4ne” and “proten powder” can work well too. •  Think what words and terms people in your target market will say.

•  Go to www.twiJer.com/search and enter in the keyword. •  Bonus: In some circumstances, look for relevant professionals who might refer you business (police example) ©J. Goodman Consul4ng Inc.

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How to Listen on Twitter



Respond •  Don’t pitch, just offer to help. –  Answer the ques4on if they have one. –  Introduce yourself and ask if there’s anything you can help with. –  Don’t be afraid to link them to resources that aren’t yours. •  The Google and Reddit effect


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Using Hootsuite •  Free tool (Hootsuite isn’t the only one, it’s just the one that I use). •  You can enter in streams and track certain search terms. –  Enter in your search term and log in twice a day responding to a couple of tweets. It should take less than 5 minutes to connect with people all over the World interested in precisely what you do. ©J. Goodman Consul4ng Inc.

Flyers


Flyers •  Many want to start exercise but are nervous to enter a gym. –  Flyers hit a demographic that wouldn’t otherwise be searching for your service. •  Men4on individualized programming and that you include accountability and support services.

–  Have parts at the boJom to rip off and take with.


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Flyers Advantages

Disadvantages

•  Decreases the barrier of entry for new clients. •  Every aspect can be outsourced cheaply. •  Can promote training and programs.

•  Cost involved. •  Not par4cularly environmentally friendly.


What Goes on a Flyer? Logo. Call aJen4on to your specific audience. Picture specific to your audience (i.e. demographic). Your offer clearly stated (link to an informa4on page with a web form). •  A takeaway (either as a “take this flyer”) or a tear off piece. •  •  •  • 

–  You want people to take it with them.

•  Be unique and try to get the reader to smile.

–  Most flyers are spammy adver4sements, let your personality shine through.



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How to Distribute Flyer – 2 Ways Do it yourself in your neighborhood. •  Telephone polls, coffee shops, etc. •  Walk around your neighborhood once and pay aJen4on to the focal points.

Hire somebody else. –  In your neighborhood, hire a college student or somebody off of Craigslist.

•  Hire people in different towns through Craigslist. –  Ex. Program for college students – hire a student at different Universi4es through Craigslist to distribute flyers (pay on commission + a bit up front to ensure delivery).


Using Facebook Groups – Two Ways 1.  Find others 2.  Create your own

Events 1.  Create to generate excitement (great for programs)


Facebook Groups – Find Others Finding others – Graph search •  Loca4on dependent if you want. •  Search via interests or via people who like relevant pages. –  Make it as specific as possible.


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SCREEN SHOTS OF GRAPH SEARCH


Facebook Groups – Find Others Step 1 •  Request to join the group. Step 2 •  Go back through exis4ng feed and aJempt to answer ques4ons already there. Step 3 •  Iden4fy administrators and send them a message offering to provide helpful content to the group members. (Refer to script) ©J. Goodman Consul4ng Inc.

Facebook Groups – Create Your Own

Immensely powerful – if you do it right. Step 1 •  Pick a yearly event that’s upcoming (summer, Valen4ne’s day, etc.). Step 2 •  Write a month workout solving a problem common to that 4me of the year. (i.e. Dax Moy’s “January Jumpstart”, “1 Month to T-‐ shirt 4me” etc.) ©J. Goodman Consul4ng Inc.

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Step 3 •  Invite people from your Facebook page and ask them to share it and invite others. •  Put it out everywhere. Email your list if you have one, tweet it, ask friends to promote it, create Craigslist ads… •  Create event and invite your Facebook page to the group. ©J. Goodman Consul4ng Inc.


Step 4 •  Write a post at the top of the group outlining everything or film a quick video. Step 5 •  Have program uploaded as a file for download or, beJer yet, tell them that they need to enter their email on a squeeze page you create to get it. •  The group acts as a support group. ©J. Goodman Consul4ng Inc.


Benefits of the group 1.  Get a host of new poten4al clients, give them amazing service, and become their expert. 2.  Grow an email list through geVng them to opt-‐in for the workout. 3.  Give them a workout free and recommend a nutri4on guide that you sell (either one you create or an affiliate product you promote). ©J. Goodman Consul4ng Inc.

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Facebook Groups – Create Your Own 4. Offer your coaching services as the “next step” at the end of the month. –  “Congratula+ons and thanks for an awesome month. For those wan+ng the next step, I’ve only got two coaching spots open, follow this link to my calendar to set up a +me to chat and see how I can help you.”


Facebook Groups – Create Your Own (notes)

•  This can be repeated for every major event. •  Provide at least two pieces of content daily

–  List of 4ps, blog post (could be by somebody else), open yourself up to ques4ons.

•  Create all your content a couple of days in advance, map out a schedule in advance.


Using Facebook - Events •  Great for promo4ng programs with a set start and finish. –  Create an event and invite your friends and anybody who think might be interested. –  Link to a page to sign up (could be opt-‐in for free content followed by a sales sequence or a straight sale).


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Why Have an Asset? It’s a Lower-‐Priced Op5on: •  Not everybody can afford your services. •  Not everybody sees the value in your services (yet). –  A very low priced op5on introduces people to you to see how awesome you are.

•  Separates the pretenders from those serious when they ask you ques5ons. •  It adds up. –  You’d be amazed at how many people that you already know who would purchase something from you if you present it the right way. ©J. Goodman Consul5ng Inc.

Always Have a Resource to Offer


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You’re Doing the Work Anyway •  You only have a finite amount of great ideas and 5me. •  Learn to repurpose your best material. •  Always have something available to sell.


You Need a Starting Point •  Begin small. •  Build on your asset. •  The key to long-‐term, sustainable business success is developing systems that enable you to con5nually be proac5ve, not reac5ve, in your business. ©J. Goodman Consul5ng Inc.


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Add in a New Stream of Income •  Successful trainers reach an income ceiling in a gym. –  What next?

•  Not everybody can afford your services that wants to benefit from them. •  You can’t fit everybody in to your schedule.


It Can be 100% Passive •  If you have a site. –  Advanced video shows you how to make 100% passive AND have it work to get online or in-‐ person clients for you.


Leads in to Your Higher-Priced Options •  Want to convince people that you’re be]er than the “trainer down the street who charges half as much as you”? –  Prove it.


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Mitigate Loss / Maximize Gain The Key to Business Success: •  You literally have nothing to lose. –  This is work that you’ve already done repurposed and sold with no extra work on your end.

•  Bleed, bleed, bleed à Big Win –  But ya go]a bleed, this is just a less bloody way to do it


A Single Sale and You’re Profitable

•  Eddie’s book cost $0. –  I’m not kidding.

•  A single sale for $20 and he’s profitable. –  A sale a week is an extra $1,040/year. (That worked out nicely, didn’t it?).

•  I’ll show you how to do the same.


Why Haven’t You Done it Yet? •  There’s a lot of parts. –  What to include –  How to organize –  How much to charge –  How do I sell it –  Etc. –  Etc. –  … ©J. Goodman Consul5ng Inc.

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Maybe You Thought That it was a Good Idea But…

•  You didn’t know where to start. •  You thought that you needed to do a lot more than you actually need to do. –  Or you didn’t know what to expect (you thought that you needed to sell millions of dollars worth of Ebooks). •  For some this might be the goal. For most a life can be changed with a very reasonable goal.


Maybe You Thought That it was a Good Idea But…

•  You don’t know how to do it without it taking you tons of 5me. –  Your 5me is limited as it is.

•  You don’t know what to include –  Both to be complete and to avoid lots of ques5ons •  The goal is to build your book in a way so as to avoid all possible ques5ons.

I got your back bro / bro-‐e]e


How Much Can You Make? (1) •  It really depends on you. •  Aim for a single sale a week. –  $20/sale * 52 weeks/year = $1,040 extra a year. •  This is a low-‐ball es5mate. It’s all up to you.

•  The point is that this book never goes away. –  It is an asset that never devalues. •  Once you build it, you can develop other assets. Create 3 books that sell 1/week and now you’re at $3,120 extra a year. ©J. Goodman Consul5ng Inc.

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How Much Can You Make? (2) •  And this doesn’t include the added upsells for your in-‐person and/or online coaching. –  Or other upsells, which I’ll speak about in the “advanced” lesson.

The point is that it works for you, not the other way around.


Takes You 2-5hrs to Develop Follow the coming talks in this bonus supplement and I’ll walk you through the steps to: 1.  building out your book. 2.  Prepping it for sale. 3.  Promo5ng it. 4.  Advanced tac5cs to get even more out of it. ©J. Goodman Consul5ng Inc.

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Building Your Asset – Part 1 Prepping all of the steps ©J. Goodman Consul5ng Inc.

What I’m Going to Cover •  Beginning to get all of the components in place. –  This way it’s simply plug and play when you actually compile the book.

•  Take out the excel sheet en5tled “worksheet for preparing all informa5on”. –  By the end of this lesson it’ll be filled out in full.


Step 1 – What’s Your Topic? Start with 3 poten5al topics •  List the top 3 goals that your clients, friends, and family members ask you about. –  Eg. Fat loss, muscle gain, strength gain, prepping for a show, geRng ready for an event.

•  These should be preTy general.


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Step 2 – Decide on 1 to Start Where’s the Biggest Opportunity? •  Your market here might be different from your in-‐training market. –  For example, Eddie’s training market is weekend warrior types (30-‐45 year old men primarily) but his market for the book is younger (20-‐35).

•  Choose the goal that represents both the biggest opportunity and easiest to market. •  You might want to add in addi5onal topics later. ©J. Goodman Consul5ng Inc.

Step 3 – Pick Your Best Program •  Find your best program that deals with that goal. –  You can build a new one if you like.

•  This is a general template that suits anybody who might want to accomplish your #1 goal.


Step 4 – Write Down All Exercises on Your Sheet

•  Write down all exercises from your program on your worksheet with 4 spaces aêr each exercise.


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Step 5 – List 1-2 Progressions / Regressions on the Sheet (1)

•  For every exercise you want to add in 1-‐2 ways that an exerciser can progress and regress that exercise. –  This could be:

•  A varia5on of the exercise. •  A new, more advanced or less advanced form of the exercise. •  Increasing / decreasing the weight. •  Or any of a number of other ways to alter the intensity.


Step 5 – List 1-2 Progressions / Regressions on the Sheet (2) •  Note the regressions and progressions in the 4 open spaces beside the exercise on your worksheet.


Step 6 – List All Important Variables (1) •  Different variables are important in different types of programming. –  For muscle gain, Time Under Tension (TUT) is extremely important. •  For fat loss, 5me of the set might be important if you’re using metabolic circuits.

–  The constants are things like sets, reps, rest 5me.


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Step 6 – List All Important Variables (2)


You Now Have Your Outline •  All pieces are in place. –  Now it’s a maTer of doing the grunt work.


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Building Your Asset – Part 2 Building it out


What I’m Going to Cover •  You already have your outline. –  Now it’s 5me to do the grunt work.

•  You’ll con5nue to work through your excel sheet en5tled “worksheet for preparing all informa5on”. –  It should be par5ally filled out.


Step 1 – Film All Exercises on Your Worksheet

•  Op5onal, but recommended. •  Include all progressions and regressions. –  Unless it’s less / more weight of course.

•  10s/exercise. •  2 reps. •  No talking / sound necessary. Refer to the video on building your exercise library in the advanced module for all steps. ©J. Goodman Consul5ng Inc.

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Build a YouTube Library •  This can be completed in an aSernoon using an iPhone.

Eddie’s is here for your reference: hWps:// www.youtube.com/ user/freshfantas5c/ videos


Fill in YouTube Links Fill in all YouTube links on your worksheet

If you aren’t filming your own videos take the 5me to go through YouTube and find a good video on all exercises that you’ve included. ©J. Goodman Consul5ng Inc.

Step 2 – Write Your Exercise Descriptions

•  2-‐4 lines per exercise. •  As succinct as possible. •  Only necessary for primary exercises and new varia5ons. –  All progressions and regressions should have videos if other implements are used though. •  You can Google most of them but it’s not recommended to copy directly.


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Fill in Exercise Descriptions Fill in all exercise descrip5ons on your worksheet

Like I said, this is grunt work but once it’s done, it’s done. ©J. Goodman Consul5ng Inc.

Congratulations Your worksheet is done. •  Congratula5ons –  Now it’s 5me to move on to the other elements of the Ebook before pulling it all together.


Step 3 – Write Your Introduction (1)

1-‐2 pages •  Purpose is two-‐fold.

1.  Answer all ques5ons that somebody might have. 2.  Convince somebody to adhere to the program. • 

Eg. That it works by describing 1-‐2 specific elements on why it’s special, unique, and perfect for them.


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Step 3 – Write Your Introduction (2) Include: •  Who it’s for. •  Why it’s for them. •  Important considera5ons. •  The hook. •  An overview of the programming. •  Instruc5ons on when to progress / regress. ©J. Goodman Consul5ng Inc.

Step 4 – Description of Important Variables Define all key variables on your worksheet. •  Your template probably has most of them already. –  Add anything else that’s necessary. •  If your book is targeted towards beginners you might want to define more.


Step 5 – Notes on Gym Etiquette •  Increase your reader’s confidence in the gym. •  Ensure that they are respec_ul.

This is pre-‐wriWen. Add / delete anything that you like. ©J. Goodman Consul5ng Inc.

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Step 6 – Ways to Mess Up the Program

•  Avoid problems before they occur •  You can deal with issues as they arise when training a client in-‐person, but not when they purchase your book.

–  This helps them iden5fy urges that might lead to program hopping or poor adherence and fix them before they happen.

This is pre-‐wriWen. Add / delete anything that you like. ©J. Goodman Consul5ng Inc.

Step 7 – Outro / What to do Next •  Congratulate them for comple5ng the program. •  Tell them what to do next. –  Buy another program from you. –  Hire you for in-‐person or online coaching.

This is pre-‐wriWen (just switch up the contact info). Add / delete anything that you like. More on upsells in the Advanced / Op5onal lesson in this supplement. ©J. Goodman Consul5ng Inc.

Step 8 - Disclaimer Where you protect yourself. •  This is pre-‐wriWen for you but does not cons5tute legal advice. If you want to be sure, please consult a lawyer to draS this up.


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Step 9 – Copyright Info •  This is pre-‐wriWen for you. •  Copyright law changes from region to region. In most places there’s an assumed copyright and this sec5on is actually redundant but appears professional to add. –  Also a nice page to add in your other programs if you have them.



Step 10 – About Page With a Picture


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Preparing and Formatting Your Asset Time to pre?y this thing up


You Should Have All of the Pieces

Time to turn it into a book ©J. Goodman Consul5ng Inc.

Pull Up Your Template

The intro gives you an overview of all sec7ons ©J. Goodman Consul5ng Inc.

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Everything is Templated I prepared everything for you that I possibly could, you’ve just got to fill in your own details and / or change whatever you like.


Step 1 – Write out the Front Matter •  Alter the intro to suit you. •  Look over the workout terminology, gym e5que?e, and 12 mistakes sec5ons and alter if desired.


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Step 2 – Plug Your Program in Ideally in a chart. •  Have each day on a separate page. •  Once finished, delete any blank pages that follow.


Step 3 – Copy in All Exercise Descriptions / YouTube Links •  These should already be done on your spreadsheet. •  Follow the format in Eddie’s book if you like.


Step 4 – Video Library •  Include a full chart of all videos in one place. –  Easier to navigate.


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Step 5 - 2 More Final Internal Pieces 1.  What to do next. –  Where you tell them to buy more from you.

2.  About the author. –  Where you discuss how awesome and tanned and jacked you are.


Step 6 – The Cover


Step 6 – The Cover (1) •  More important if you’re aiming to sell on your site vs. directly through email when contacted. •  Tons of different price points. •  Design ma?ers. ©J. Goodman Consul5ng Inc.

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Step 6 – The Cover (2) Op5ons for design include: •  Ask a friend (free) •  Fiverr.com ($5) •  eLance ($30-‐$50) •  Designer ($100+) •  99Designs ($299+) I’ve also created an Ebook and sold it without a cover (but I have a compelling video). ©J. Goodman Consul5ng Inc.

Step 6 – The Cover (3) What to include on the cover: •  Title. •  Highlight 2-‐4 important a?ributes.

–  Video library. –  Descrip5ons of all exercises. –  Varia5ons for all levels of experience. –  All programming.

•  A?rac5ve picture (either of you or what your buyer hopes to achieve from working through your program). ©J. Goodman Consul5ng Inc.

Step 7 – Editing (1) •  All template elements have been edited –  All you have to do is get your components looked over •  Or not…


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Step 7 – Editing (2) Op5ons for edi5ng include: •  Gecng a friend to do it (free). •  Using an edi5ng service online: –  I like Scribendi (moderate price point). •  Charge per word.

–  eLance is another op5on.

•  Hiring a professional editor (expensive).


Step 8 – Workout Templates •  Include workout templates separate from your book. –  Don’t have to be pre-‐filled (can’t due to progression / regression).

•  Use your own or ones from somewhere like exrx.net.


Step 5 – Save as .pdf •  Just be careful if you’re using a Mac …


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Selling and Delivering Your Asset


There Are Endless Ways Keep it simple. •  I’ll show you a few really easy ones that can be implemented immediately using Paypal. –  Some more complicated than others.


First, Decide How Secure Do You want it to Be.

•  There really isn’t that much that you can do –  You can limit downloads and protect the download page with a password but once it’s downloaded it can be passed along. –  I wouldn’t stress too much.


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Where to Put Your Payment Link 1.  Directly on your sales page. 2.  Emailing the link directly.


4 Ways That I’ll Go Over 1.  2.  3.  4. 

Basic Paypal and email Paypal à Login and download Paypal à Email list Paypal à Direct download (recommended)


1. Basic Paypal and Email •  Have the package saved as a .zip first. •  When a payment comes in through your link you’ll get a no5fica5on to your email. –  Send the .zip file to the buyer manually when you receive a payment email.


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Paypal à Login and Download •  Op5mize Press 2.0 comes with a free membership plugin. –  With it you can integrate Paypal and send a buyer to a page to create login informa5on aWer purchasing •  With that informa5on they get access to the package and can download. –  You can also limit the downloads for each user.

•  Probably not worth the trouble but tutorial is in the OP2 membership area. ©J. Goodman Consul5ng Inc.

Paypal à Direct Download •  Set the Paypal buXon to redirect a buyer to a thank you page aWer his or her purchase. –  Have instruc5ons on how to download the package directly from that page.

•  Unprotected page but nobody would otherwise find it unless they are sent directly. –  Installing a plugin called “search everything” allows you to hide the thank you page from search engines if you desire. ©J. Goodman Consul5ng Inc.

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Promoting How to Get the Word Out


Don’t Expect to Make Millions This is an Asset. •  It’s meant to work for you for years to come, not necessarily sell tons at the beginning. –  Keep it in your back pocket. –  Ideally create one for every major goal that you’re approached about.


What It’s Good For … •  An accessory stream of income. •  Stopping you from ever having to work for free. –  Offer this to anybody who asks you ques5ons or for advice but can’t afford your services (or is unwilling to pay). –  Offer this to anybody who asks you a ques5on that starts with “what if?”. ©J. Goodman Consul5ng Inc.

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Getting the Word Out (1) •  Similar process to promo5ng your online coaching services. –  First step is to go through all of your exis5ng networks and list everybody who might have that goal. •  Social media. •  Email. •  Previous clients. Refer to the lesson in the Jumpstart Module called “Ge7ng Clients via Email ©J. Goodman Consul5ng Inc.

Getting the Word Out (2) •  Message / email any poten5al leads a week before you release your book (you’ll get a lot more people saying yes if you give them some no5ce before). –  Be excited! –  Ask them if they’d be interested in learning more when the program is ready in a week (there’s a script below this video in the membership area.) •  When they say yes, add them to a spreadsheet or a pre-‐sale email list in your email marke5ng provider. ©J. Goodman Consul5ng Inc.

Getting the Word Out (3) •  When the program is available email them a link to your sales page or direct to purchase. –  Use bcc if sending a mass email. –  Extol the 1-‐2 major benefits of the program. •  More cost effec5ve way to work with you. •  Great for all levels. •  Complete video library.

–  Reduce the number of steps as much as possible. ©J. Goodman Consul5ng Inc.

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The Launch Emails •  Email for 3 days. •  2nd email asks them if they have any ques5ons: –  Subject: Hey. »  Email body: Are you s5ll interested in {name of your program}. (Sent from my iPhone)

•  3rd email lays out other success stories and tes5monials.

•  If user purchases, ensure that they are taken off of your leads list. ©J. Goodman Consul5ng Inc.

Getting the Word Out (4) •  Twieer and Facebook (and any other social media that you have).

•  Create a product page on your site (if you have one). ©J. Goodman Consul5ng Inc.

But the Point is This … •  You no longer have a narrow service-‐offering. •  This is an asset because it is complimentary to everything else that you do. –  It is another income stream – the beginning.

•  It’s a low-‐barrier entry point.


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Always Maintain Your Focus •  Building tons of products might seem like a good idea, and maybe it is for some, but for many … –  … Focus on high-‐yield

•  You goea sell a lot of Ebooks to get rich. –  View it as a low-‐barrier entry point, an addi5onal revenue stream to help you free up 5me, and a feeder to your online or in-‐person training. ©J. Goodman Consul5ng Inc.

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Advanced / Optional For those who want to use this book as a tool for further gain


This Goes Beyond the Basic Book

•  Be careful not to confuse yourself. –  Get the book done and out first.

•  All of these things can be tacked on aGer. You can come back to this video at a later date.

•  Ways to either make more from the ini5al sale of the book or sell stuff aGer your buyer has finished the program. •  How to automate the process from start to finish using email marke5ng. ©J. Goodman Consul5ng Inc.

The Sell at the End of the Book •  Use the “what to do next” sec5on to promote other products or your training / coaching services. •  Ideally link them directly to an informa5on page with contact form (follow “web forms” video in the Advanced module). –  Also OK to ask them to email you.


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Your Options for Additional Products (1)

A lvl. 2 book •  In the 5me that it would take for somebody to finish you original workout, why not produce the second stage of programming. –  Once they finish your first, sell them on the second.



Recipe book / nutri4on guide •  Either from you or that you promote and take a commission from. Nutri4on coaching •  Have an upsell at the beginning for a separate package where you coach them on nutri5on. A different nutri4on coach •  Act as an intermediary with a nutri5on coach who handles that side of the business. ©J. Goodman Consul5ng Inc.

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A completely different program

Smaller, niched programs •  Hotel workouts •  GeZng ready for the beach program. •  Metabolic finishers Ebook. You don’t necessarily have to write these. Many products like this already exist on Clickbank that you can simply promote and take 75%. ©J. Goodman Consul5ng Inc.

Use Autoresponders •  Once a user buys have them on an autoresponse sequence –  This sequence checks in with them automa5cally throughout the course of the program. –  Once they finish, it starts promo5ng other programs or your coaching directly.

•  Here’s how to do it … ©J. Goodman Consul5ng Inc.

YouTube SEO for your exercise videos

•  Where to place your link. •  Descrip5ons. •  Link back to the videos from your website with your keyword as the anchor text.

Your YouTube video from your video library might just become a lead generator.


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1K Extra Binder workbook - Oct 8, 2014

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