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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.
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Mozy Nation, real quick. If you are a business owner that has a big old business and wants to get to a much bigger business, going to 50, $100 million plus, we would love to talk to you. And if you like that or would like to hear more, go to acquisition.com.
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You can apply anywhere on the page.
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And talk to one of our team and see if we can help you get there.
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Okay. You can ask any one of the clients that I have. I got off the phone with someone yesterday who had been in a Mastermind. You've heard of them. And spending $2,000 a month. Okay. Been doing it for six months. And I was like, awesome. How much has your business grown? And they're like, what do you mean? And I was like, well, you start like, they sold you on the fact that you were gonna make more money in your business. And I was like, this was six months ago. What were you making then? And I was like, and what are you making now? She was like, oh, I didn't really think about that. I was like, ask any of the people we work with and they will give you to the penny how much money they have made more since they've been working with us. Okay? Like, you gotta have that, all right? So it has to be measurable. That's number five. Six, whenever you have an offer, you have to have follow up. And I'm going to explain in another podcast what perfect follow up looks like. Okay? But you have to follow up with people. Like, if you just expect people to, like, some of the best offers in the world are free, but it's not because of the offer. People are like, how can you make money on something that's free? There's a bajillion ways to make money on something that's free. But it's in the follow up. It's in how you ascend people. It's in how you increase people's awareness of your product and service and the problem they have and your ability to solve it that will dictate whether or not it's going to be successful and ultimately profitable for you and, you know, good for them. Okay, seven, last one. There will always be strong copy in this medium. Copy has to be what I'm saying, right? But in the ads and the direct marketing materials that you are making, you have to have strong copy, right? Like, and like copy, like so many times. Especially in the fitness business, I see guys who are just like, this is why I hate huge opportunity ads, okay? This is why I hate them, okay? Huge opportunity. We're looking for 15 people. Like, if that's it, that's not copy. That's just someone who's super promotion aware and not problem aware, okay? And so what you get is a bunch of people who are promotion aware and not aware of the problem that they're trying to solve. And so when you're trying to position yourself in the marketplace as someone who's going to be an expensive like, which if you're working with me, you should be the most expensive in your marketplace. There's no advantage to being the second cheapest. In any marketplace, there is an advantage to being the most expensive, which anyone who's listening, we are the most expensive just fy. But we're also the best. All right? But there has to be strong copy, all right? It has to be compelling. It has to hook people. It has to drive emotions. It has to solve the problems that they think that they have, or if they don't have the problems, make them aware of the problems that they have and then solve them. Okay? There's a sequence that you take someone through through persuasive copy. It's like it's too deep in depth to go through on this podcast because I try and keep these short, but those are the seven components of your marketing that is outbound as a gym owner or small business owner. Okay, so one, if you don't always have an offer, make one. Okay. Two, there should be a deadline on that offer, always. Three, there should be clear instructions for what a prospect needs to do in order to attain that offer. And then after they have that offer, what you want them to do next. Okay, in the copy that I have, I'm like, hey, after you opt in for this free case study, there's gonna be application page. And if you want to hop on a phone call, we're not gonna sell you anything. Promise. Okay? Like we literally just hop on the phone. We'd like to get to know you. Like you have that option. Okay, So I let them know what's gonna happen next and then on the next page I say, hey, thanks for applying. Just so you know, all you gotta do now is schedule a time to call and make sure you show up. Okay? Like, and then after, like, each one of the things is gonna pre frame the next step so they know what's gonna happen. People hate being surprised, actually. They hate bad surprises. People like good surprises, but people hate the unknown. Okay? It's like the number one fear. It's people not knowing what's going to happen next. All right? So always have an offer, have a deadline, clear instructions, no branding. Okay, forget branding. Never do branding again. 5. It has to be measurable. You have to have a way of measuring your return on every single piece of marketing that you do. If you don't have a way of measuring return, you're literally burning money. It's like, it's insane. Okay, don't do it. 6. There has to be follow up. Okay? You have to have a process. You have to have a choreographed experience that you're trying to take a prospect through to elicit a certain result. Okay? Free stuff or whatever thing you want to do as a bait or hook or offer, whatever it is. Like, you have to have a thing that, like there always has to be a next thing, a next step. Otherwise they just stop and then they forget about you. You have to have a next step for them, which is why value letters exist, which is why ascension exists for clients. So if you don't have ascension in your business model, I would strongly recommend doing that. And then seven, there will always be strong copy. You have to have words on pages that get people emotionally engaged. Say yes and raise their hand and say, I want that. And it makes this whole process so much easier. All right, so we've hit our 10 minute mark. I hope you guys have an awesome drive to work or, I don't know, between workout sets or whatever it is or whenever people are listening. If you are a gym and you like to get from zero to full capacity in 30 days, you can go to gymlaunchsecrets.com quiz and download our four free case studies where we walk you through how we do this process. And if you want to hear my clear instructions, you can go on the next page and you can apply and we'll hop on the phone, promise we won't sell anything or at least won't take your money. If you want to talk to us again after that, then we'll take your money. Anyways, have an amazing, amazing day and I will talk to you guys. On the flip side.