Transcript
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Welcome, everyone, to the Gym Secrets podcast. My name is Alex Ramuzi, and I am going to be your. Your guide through this strange and magical world. Anyways, what I wanted to talk to you about today is the concept of marketing and branding. And this is a little bit. Usually I'm pretty tactical with my stuff, but this was just something that was on my mind because I had a phone call yesterday with Jim, owner, who, you know, I'd gone to a branding company. So I'm saying this to hopefully save everyone lots and lots of money. It kind of hopefully shifts how you're thinking about how you market your business. So the idea of branding, right? And I got, like, everything that I tell you here, like, I've made the mistake, okay? So, like, I paid someone $5,000 to make me a website and a logo, right? And got $0 back for it. Like, did not work at all. So I'm saying this because I've made the error, right? But if someone is promising you to make you an expensive logo or website, like, dude, just, like, use click funnels. You can make your own site and it'll work and it'll make you more money. All right? I'm just saying that right off the bat, if you feel like being a nice guy, can click my affiliate link anyways. But the difference is this branding is BS because it doesn't actually produce anything. People are like, well, it's good to have awareness. It's like, what is awareness? Like, how do you monetize awareness? Right? How are you supposed to know anything about, oh, oh, this guy bought because he was aware. No, like, you have to have direct response marketing. And what I mean by that is that every single piece of marketing material that goes out should have an offer, and it should have a deadline. And there should be something that is clear, that is trackable, that is monetizable. So what I'm gonna do is basically give you a brief outline. And this is from the Godfather, Dan Kennedy. But no matter what, when you, like, in your business, you should always have an offer that is going on. There's always an offer. Okay? Rule number one, always, always an offer. All right, this is from Dan Kennedy's no holds barred direct response marketing book, whatever that is. But this is so, so true. And, like, I just want to save you so much time and money and spending and trying to, like, like, branding doesn't matter. Your colors don't matter. Like, they really don't. Okay? Like, Like Xerox. Like, who would think Xerox would be the name of A business like printing supplies. Like, who's here? Xerox is like, oh, pr. Now you do. Because they've made. So, like, like, like, it's. Everything has to do with how you're monetizing the traffic platforms that you're using. Whether it's direct mail, whether it's radio, whether it's television, whether It's Facebook, Instagram, YouTube stories, whatever it is, right? Like, whatever. Wherever people's eyeballs are, there's going to be a way to monetize it, and it's not through branding. Okay, so here are the guidelines for how you're supposed to be doing this. And this goes for really, any business, not just gym businesses, but one, you always have to have an offer. People should always have an offer that they should say yes or no to. Okay. For me, at the end of this podcast, I'm going to say, hey, if you want, you can have a free download of our four case studies of how we fill gyms from zero to full in 30 days. How do we do it? I got four case studies. You can download them for free. We walk through the whole thing. That's my offer. Okay, now, there's always an offer. Okay, second thing, there's always a deadline. I'm actually not really making my rule there. You can download those free ones whenever. But we. We do have a deadline because our prices increase every, like, eight weeks. So if you'd rather pay us less for the services that we do, then do it sooner rather than later. Okay, so first, there's an offer. Second, there's always a deadline. Third, clear instructions. I said go to JimLawnSecrets.com quiz, which is where you can download the free case studies. Hopefully, that is clear instructions. Now, when you have an offer that's like a direct mail piece, it would say, like, step one, go, like, text this to the short code or call this number or whatever. Right? If you're making an ad on Facebook, it should say click, then opt in, right? Like, super simple. But people don't know what to do. Like, you have to let them know what to do next, because they're like, oh, I want to do that. But now what do I do? Like, I can't tell you the amount of times before I was doing this. People would comment below my ad and be like, I'm interested. And it was because I didn't tell them what to do. I was like, here's this amazing offer. I spent all this time on this copy, and I was like, hey, do you guys want it? And they would Be like, I'm interested. And I'm like, dude, click the link. But I had to say that because I didn't put it in the copy. Okay, so one, you have a deadline. Sorry, One, you have an offer. Always have an offer. Okay. Second, you always have a deadline. Three, you always have clear instructions on what their next steps are and what it's going to look like. And what's nice about this is that the more the experience that they go through is in sync with exactly what you said, the more they're going to inherently and subconsciously trust you already, because what you said was going to happen, happened. Okay. Four, this kind of overarching statement, you never spend money on branding. The only branding that you're going to have is going to be from people seeing your direct marketing materials. And, like, the point of marketing materials is to make you money. And if it doesn't make you money, which branding doesn't, because there's no way of tracking it, which is number five, must be trackable. Then you don't know what you're doing. You're literally just shooting money into the dark. Right? So any marketing company that tells you, hey, give us money, and then there's no way that they have for you to measure whether or not something is effective, run the other way as fast as you can and tell all your friends to not be with them.