Fitness Professionals who program optimally like their life depended on it can market better. Better marketing means more ready-to-buy client leads are generated. We can give you 50 because 90% won't take action and follow through with even one. You have indeed heard them before. How are you doing with them? Have you actually tried scientifically, then changed one variable to fine tune it and done it again and again until you have exhausted it or found huge success with it? Until that don't move on to #2. Fifty could take you a lifetime! Get started! People need you but you have to reach them.

1. 50 Ways to
Boost Leads,
Sales and
Income
PRESENTED BY
© 2014 IDEA Health & Fitness Association. All Rights Reserved.
Debra Atkinson, MS, CSCS
www.ideafit.com

2. 50 Ways to Boost Leads, Sales and
Income
1. Provide Step-by-Step Thinking
2. Move from Leads to Sales faster
3. Solve More and Sell Less
4. Plan Long Term Marketing Success
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3. Program Design Generates Leads
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Start with the WHO
Consider the Situation
Do the Research You Can Do Ahead of Time
Ask Smarter Questions
Speak in Benefits Not Features
Then Address Advantages
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4. Marketing Mayhem
WHAT YOU
THINK THEY
NEED
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5. Speak Customer
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Features
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Scientifically-based
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Certified Personal Trainer
Accountability
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Benefits
Imagine…. looking
forward to your exercise
Feeling good not beat up
afterwards
Moving freely and doing
the things you love to do
with more energy,
freedom of movement and
joy

6. Marketing With Customer-Focused Copy
• If you developed programs for the
customer
• Then you have the copy that will
attract them
• If you skip the customer’s wants and
goals ….ahead to their needs
• Then you’ll potentially lose your lead
opportunity
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7. Simple Problem-Solving Sales
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The Biggest Fears Your Customers Have
The Biggest Goals, Desires, Wishes
The Readiness To Change
Their Awareness of What You Do
Where They Are On The Path To Buying
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8. www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
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9. 1. FREE EVENTS
Corporate Hosted B2B
Onsite (Yours) Events
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wellness booth
sweatless workout
Presentation on
ergonomics
Productivity enhancement
Eating to win for the
corporate athlete
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Presentation monthly
Knowledge is Power
Workshop structures

10. Social Media: Facebook
2. Fan Pages
3. Facebook Friendly Activity
•Go beyond for Fan Page
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Tabs that provide to your
email list
•Offer a juicy “free” item
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© 2014 IDEA Health & Fitness Association. All Rights
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Friend and follow others
Interact
Post with regular, reliable and
fresh information
Know what your fans interests
are
Use links.
Be a link occasionally

11. More Social Media Traffic
4. PODCASTS
5. YouTube How-To
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Niche audience
Program design steps
Guests
Problems> Solutions
Libsyn
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Plan
Call-To-Action
Connect to Your Site
Annotations
Title, description, tags

12. GIVE Aways GET Results
6.
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Charity Event
Referrals
AHA Go Red = 400 emails
AHA Go Red Challenge
Sponsors = 40
applications not selected
AHA Go Red Challenge
12 participants who then
join (8/12 + spouses)
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7. Landing Pages
(Squeeze)
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Specific to audience problem
Situational Solve
One action to take
Give to Get

13. Web Page
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14. Closer>Landing Page
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15. ..continued page
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16. Web Page That Squeezes
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17. Killer COPYWriting or That Kill?
8. Email Marketing
9. Press-Release Local
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Principles of program
design (fears, wants,
desires, fears)
Principles of Advertising
elements
Headlines that get
opened
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© 2014 IDEA Health & Fitness Association. All Rights
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Local TV
Radio
Newspaper
Do the work for them
Advance notice of events
Be ready when they are

18. Consistent Actions
10. Write Articles
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In your market
11. Condition Your
Fans, Followers,
Subscribers
Where the people you sell
to will see it
•Post, Post, Post, Insert
As a case study to talk
about
•Photos & Videos that make
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© 2014 IDEA Health & Fitness Association. All Rights
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Yourself
them look smart, savvy, inthe-know….they want to
share = you get more likes,
fans, followers, subscriptions

19. Think Exposure And Effectiveness
12. Online Press Releases
•Submit regularly
•Impact of “news” less
important than the act of
doing it
•Organic finds
•Story experts
13. Social Networking
Where Your Market Is
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www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
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Know your demographic
Middle-age women?
Growing still on Facebook
Younger falling off FB and
lean toward Twitter,
Pinterest, Instagram
Get Your Visual
punctuation in place

20. Net That Works
14. Network with Local Biz
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B2B specials
Follow Through with
monthly or quarterly
checks
CEO, Employees,
Customers
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© 2014 IDEA Health & Fitness Association. All Rights
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15. Internet Ebook &
Kindle
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Your content in your style
Customer Problem Solved
Expert Established
KPD

21. Create Content
16. Behind Sign Up
17. CookBooks
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Complimentary Sessions
Report
White Paper
Ebook
List of videos
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For sale
For behind sign up
For extra-added value
Make it personal

22. Creative Content Delivery
18. Teleclasses
19. Online Courses
•Google “free teleconference”
•As a lead
•As a paid program
•For less internet-savvy
•Travelers
•Niche that requires a big
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reach
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© 2014 IDEA Health & Fitness Association. All Rights
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Host on Udemy.com
Create a Series on your
own site
Complimentary with
purchase
Lead for customers
Educate them on what
they need: You

23. 20. Facebook
Facebook Ads
•directed at your fans
•Proof they’re interested
•Use your choices wisely
•Narrow your group, not
widen
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Facebook Post Promotion
•Facebook doesn’t show all
•Get in front of them
•Track results with interaction
and likes

24. Branding You
21. Screen Saver
22. Corporate Athlete
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Serene or Action
Add serene music
Add stretches
Static images, video
Reminder of services
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© 2014 IDEA Health & Fitness Association. All Rights
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Chest, neck, hip stretches
Water break reminder
Ankle, hip mobility
Standing break reminder

25. Never and Always
23. …..Collect Names and
24…Include Call-To-Action
Contact Information
•Conversion not
•Email minimum
•Name
•Phone optional
•Less is more
•Nothing is nothing
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© 2014 IDEA Health & Fitness Association. All Rights
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communication goal
•What’s “Your Next Step”
•Don’t leave them hanging
•W.A.I.T.

26. PLAN Your ACTION
25. Sequence That Works
26. How Will The Q Help?
•Find it
•Then don’t deviate
•Highlight a Problem
•Tell a Story
•Why You
•How You Arrived at the
•Headlines Matter First
•Know the answer before you
Answer
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© 2014 IDEA Health & Fitness Association. All Rights
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ask
•Could it hurt you?
•“bad” vs. “good” questions
•Dumb and dumber

27. Assess The Situation
27. Know Where The
Customer Is On The Path
•Don’t write a word til….
•Are they aware of your
services?
•Aware of how you can help?
•First time they’ve
considered?
•Guarded or open?
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© 2014 IDEA Health & Fitness Association. All Rights
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28. Match The
Conversation To Build
Rapport
•Ill-matched, rehearsed will
turn off most
•There is no “average”
•Start on a continuum entry
spot unique to the individual

28. Lost Today Is Not Lost Forever
29. Follow Up Plan
30. Be The Answer To
•What if you didn’t expect to
Questions They Don’t Know
They Need To Ask Yet
sell everyone?
•How would you treat the first
date you knew you wanted to
marry later?
•Do that here.
•List the questions most
frequently asked by new
clients
•Change them so they are
the Should Ask Questions
•Get them on the list
receiving your wisdom before
they are without a lock in the
lockerroom
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© 2014 IDEA Health & Fitness Association. All Rights
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29. Get Words Right
31. Customer-Centric Copy
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32. Benefits are For THEM,
Features are for YOU.
Killer copy or copy that
kills
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Every time you open your
mouth, put words in print,
you sell OR unsell
•
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© 2014 IDEA Health & Fitness Association. All Rights
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Later you can match your
advantages to their wants
Sooner you better talk
benefits: weight loss, more
muscles, less fat, better
energy, less stress,

30. Make It Clear…
33. CLEAR Trumps
34. Include SHARE and
CLEVER
•Get Fierce
•Women’s Workout
•Golf Conditioning
•Back Care Bootcamp
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© 2014 IDEA Health & Fitness Association. All Rights
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Social Media buttons to
make it simple
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Facebook
Twitter
Google+
Linked In
Pinterest

31. Unique and Distinct Rewards
35. Facebook Fans or
Email List
36. Presentations,
Pitches
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Coupons that only
exist there
Share opportunity on
the email
Spreading your value
and connection with
each
www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
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Send a memorable
thank you
Be remarkable
Shoebox

32. Awesome Special Sauce
37. Member-Only Web area
•Articles
•YouTube “insider” videos
•Wistia
•AWS S3 and Cloudfront
•Vimeo
38. Host an event with
registration…from it:
•Juicy follow up from a poll or
statistic you did
•An interactive quiz or
assessment…give the score
in the message
•Gives them a reason to stick
around
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© 2014 IDEA Health & Fitness Association. All Rights
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33. Provide Content In A Variety of Ways
39. BLOG
40. Host Webinars
•Well, blog well
•Promise…not just to
•Be specific to a single
•Free to gain clients
•Fee to gain revenue streams
•Find a system
•Plan
•Prepare for the pitch
•Know what’s next
person
•Monetize it
•Read good ones
•Comment on them
www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
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34. Grass Roots Still Works
41. Charity Events
42. Knock On Doors
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Use challenges to gain
fees, fundraisers for
peeps
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Invite challenge
participants for group
training
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Contact unselected
names on the list for free
consultation
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Create alumni challenge
events
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© 2014 IDEA Health & Fitness Association. All Rights
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Have something to sell
Understand a system of
pitching
B2B, or you-to-them
Position small and mid-sized
business to be more flexible,
mobile than larger with
services
Create wellness challenges,
monitor, report, coach

35. Practice Diversity:
Levels of Entry, Types of Traffic
43. GOOGLE AdWords
44. Set FREE Dates
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Changes to Keyword tool
Sending to Your Squeeze
Page
Sending to a Free
Capture>Event>Offer
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© 2014 IDEA Health & Fitness Association. All Rights
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Complimentary
consultations by phone
To book appt.
Or by Hangout, Webinar
or in Person
Package it up, Call to
Action, Urgency, Scarcity

36. Build It and They Will Come
45. BoomerBabes Night Out
46. B2B Special Event
•List the questions you always •
get
•List the questions you wish
they’d ask
•Answer 5-10 of those
•Interactive, demos
•OFFER to close
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© 2014 IDEA Health & Fitness Association. All Rights
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Set up a Two membership
special one for CEO, one
for up to five employees
Exchange marketing,
inhouse promotion
materials, banners,
coupons, vendor tables

37. Fundamentals
47. CALL ONE A DAY
48. RISK REVERSAL
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Just one a day
New person
Prior client
Follow up lead
Ask for referral
Ask to become a client
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© 2014 IDEA Health & Fitness Association. All Rights
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Make it public
Remove the risk
Add value
Makes you step up
Puts them at ease

38. Think “What’s Next”
49. Low Barrier Offers
50. Create an Upsell
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Free
Low Cost
Med Cost
Premium
Upsell
Resell
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© 2014 IDEA Health & Fitness Association. All Rights
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•
For every price point
Train staff to use it
70-80% of people say yes
again
Let them Eat Cake

39. Customer-Think
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What He/She Wants
What He/She Wants to Avoid
What He/She Fears
What He/She Desires
Remember what it was like to be clueless
How Your Customer Talks
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© 2014 IDEA Health & Fitness Association. All Rights
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40. To Provide the Options.
YOUR PURPOSE IS…
To Follow Through On Taking Action
Do. Assess. Tweak. Retry.
You Will Get It Right.
Choose 2-3.
Focus.
Don’t Move On Until you exhaust those.
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41. Commit
Which Will You Try (Again)?
What #1, #2, #3?
Turn to a GC NEW friend and relay #1 and three
actions you need to take to follow through, test,
give it 100% before assessing or moving on
Exchange contact information
In the next week, what will you commit to doing?
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© 2014 IDEA Health & Fitness Association. All Rights
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42. Thank You For The Difference You Make
Presented By
Debra Atkinson, MS, CSCS
www.voiceforfitness.com
debra@voiceforfitness.com
www.ideafit.com
© 2014 IDEA Health & Fitness Association. All Rights
Reserved.