You Good? - Mar 31, 2022

Just because you can create posts on IG, doesn’t mean you should.

These days everybody is trying to win the internet. When the real way to win is to be a real human.

If you want to get clients, start with the problem and work backwards.

Let’s do a thought experiment based on three truths:

Money counts the same regardless of the source.
Referrals are the most valuable leads.
30 clients paying you $300/mo is $108,000/yr. You don’t need a lot of people; just a few good ones.

Moving on.

The problem we’re solving

You want high-quality clients.
You don’t have a lot of time to market.
You can’t spend much (or any) money.
Social media seems like a giant waste of time because everybody's yelling and nobody is listening.

–
K, let’s get you 30 good clients from referrals even if you have no clients with no more than two hours of work a week without posting once on social media.

–

I live in a town called Etobicoke.

Join the local Business Improvement Association and volunteer to help at their events.
Start a ‘Best of Etobicoke’ podcast where I interview and feature local business leaders (I talk about this in a previous letter).
Organize park cleanups, put flyers up asking for volunteers, and show up wearing my trainer shirt.

… And the list goes on and on.

This stuff isn’t sexy. And maybe the exact bullet points above don’t apply to you.

But if you think about it, they’ll all solve the problem by connecting you with well-connected and wealthy people.

You'll be in a market of one. Social media will be irrelevant.

For this reason, it’s way more efficient and effective than posting another selfie with a motivational quote on IG ever will.

Looking for help with the garden, I asked our community FB group for referrals.

My post was seen by 121 neighbours.

Nobody had a referral.

If anybody did, I would’ve hired them on the spot.

We live in a wealthy area. Lots of people garden.

Somebody could build a $100,000/yr garden consulting business overnight by simply knocking on doors.

Or, better yet, by organizing a community garden in the park.

But, they didn’t. Instead, these consultants post on IG trying to beat the algorithm. Same as fitness. Nobody’s doing the real work to connect.

In the FB group one neighbour did, however, refer me to a website.

Luay showed up at my house two days later.

He’s obsessed with urban vegetable gardening in Toronto.

It’s been his lifelong passion. He talks about soil the same way that we talk about hypertrophy.

*sweet, sweet hypertrophy*

He’s invested thousands of hours into learning the trade. And for just $175 he’s willing to distill it all for me. Holy shit, what a deal!

Because of Luay, I’ll now:

Avoid annoying mistakes.
Avoid buying overpriced dumb stuff because I don’t know better.

The $175 I spent last week will save me thousands and give me more time with my son.

What a bargain!

It’s really quite amazing that small amounts of money can buy you somebody’s lifetime of wisdom.

Not only that, it saves you from the nightmare of trying to make sense of the modern-day internet.

With that in mind, I want to offer you my wisdom.

While you’re an obsessive nerd about fitness,

I’ve spent 17 years in the fitness industry.

In that time I’ve literally done it all:

Built a dedicated local clientele.
Hired, trained, and mentored trainers locally.
Sold 250,000 educational items worldwide.
Founded a website that’s welcomed 20M+ visitors.
Written 10 books, hosted 5 conferences, developed 7 digital programs, created 3 membership sites.

All of this while:

Generating enough profit to retire (if I wanted to).
Traveling the world for 9 winters straight.

In terms of products and marketing initiatives, I’ve:

Developed and sold coaching, books, courses, and software.
Used paid ads, affiliate marketing, partnerships, and organic social media.

In this lifetime of experience, I’ve learned a lot.

And I’ve made a lot of mistakes.

Knowledge I want you to have.

Mistakes I want you to avoid.

So, for the first time, I’m opening the doors to my brain with my new ‘secret marketing newsletter’.

This newsletter is an experiment.

I won’t send any reminders. So, if you’re interested, sign up right away.

Then, once a week for 8 weeks, you’ll get an email from me.

No more searching for info. I’ll serve it up on a silver platter for you.

It’ll be like getting an MBA in fitness marketing from somebody who has seen it all, done it all, earned the rewards, and suffered the scars.

I’m charging $100.

If all this does is get you a single client for one month, it’s worth it (and it’ll get you way more).

Click the button and pay to sign up.