The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.

com

101 Tactics, Tips, Techniques, Strategies, Systems And Secrets For Earning A Substantial Six-Figure Income As A Personal Trainer There is only one purpose of your business to create satisfied customers.
- Peter Drucker, legendary Business Strategist

Brought to you by Eric Ruth and The Ultimate Personal Trainer Marketing Program For Fast Profits And Serious Net Worth

www.HowToSellFitness.com/ultimate.html

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

Dear Fitness Professional, Im glad youre here! Welcomereadlearnand prosper. This book, 101 Personal Trainer Marketing Secrets & Master Marketing Checklist reveals 101 tested and proven tactics, tips, techniques, strategies, systems and secrets for earning a six-figure income as personal trainer. The purpose of this information and checklist is to give you a thumbnail sketch of these critically important 101 business-building applications so you can ask yourself two questions: 1. Do I understand this? 2. Am I doing this? This checklist is in no way a replacement for The Ultimate Personal Trainer Marketing Program For Fast Profits And Serious Net Worth. Because the Ultimate Program gives you an in-depth explanation and step-by-step guidelines for the various ways to use these 101 applications, the nuances involved and the actual tools for implementation. The REAL value in this checklist is that its a powerful marketing reference, idea stimulator and progress-tracking tool. You can zip through it and know immediately whether you understand the application enough to implement it, and whether you are actually implementing it. This checklist gives you instant marketing accountability! Youll find that there are two sections to this checklist: 1. 101 Applications Explained 2. 101 Applications Listed (for you to print out and refer to) Be advised that what you are about to read is not theory or what should work. The information contained here is all battle-tested in the real world marketing trenches. Ive been a hands-on marketing practitioner for over a decade and use almost every secret in this book myself. In addition, over 700 fitness professionals are using this stuff, too. This is the real deal, so dont be fooled because you got this information free of charge. Use it and prosper, then please, send me an email at Eric@howtosellfitness.com and tell me how youre doing. I would love to hear from you personally. To your marketing success, President Fitness Marketing Systems 1474 North Point Village Center #500 Reston, Virginia 20194 (703) 395-2465 www.SixFigurePersonalTrainer.com www.HowToSellFitness.com

Eric Ruth

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

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Limits of Liability / Disclaimer of Warranty:

This book is designed to provide information in regard to the subject matter covered. It is provided with the understanding that the publisher and author and advisors are not rendering legal, accounting or other professional services. It is not the purpose of this book to reprint all the information that is otherwise available to authors, printers and publishers, but to complement, amplify and supplement other texts. For more information, see the references throughout the text. Every effort has been made to make this book as complete and accurate as possible. However, there may be mistakes both typographical and in content. Therefore, this book should be used only as a general guide and not as the definitive source. The author, advisors and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the information contained in this book.

Copyright Notices
This book contains material protected under International and Federal Copyright Laws and Treaties. All rights reserved. Copyright 2003 by Eric Ruth/Fitness Marketing Systems. Any unauthorized use of this material is prohibited. Published under Copyright Laws of the Library of Congress of The United States of America, by: Eric Ruth Fitness Marketing Systems 1474 North Point Village Center #500 Reston, Virginia 20194 (703) 395-2465 Eric@HowToSellFitness.com

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

NOTICE:

Every single tactic, tip, technique, strategy, system and secret you will find in this checklist is clearly and completely explained in The Ultimate Personal Trainer Marketing Program For Fast Profits And Serious Net Worth. Additionally, over 52 marketing tools (letters, postcards, endorsement, joint venture, strategic alliance, newsletters, advertisements, press releases, and more) are already prepared for you and 37 of them are provided to you on floppy disk so you can simply print them and use them. It is the most comprehensive and thorough step-by-step guidebook and tutorial on fitness marketing. As of this writing in Fall 2003, over 700 fitness professionals are using and profiting from this powerful program. To learn more about it, please go to: http://www.howtosellfitness.com/ultimate.html

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

Section I:

101 Personal Trainer Marketing Secrets Explained

How To Get The Most Out Of This Book: If you fail to read the full descriptions/explanations of each tip, tactic, technique, strategy, system and secret, you will MISS OUT. Skimming this list just reading the headings would be a big mistake. There is a lot of powerful information contained here, so read, absorb and think about how you can use each of these in your business.
1. Create Your Marketing Plan: You cannot reach a destination youve never been to before without a map. Your marketing plan is your map. It is a PROVEN principle that those who take the time to think, strategize, set goals and plan in writing are immensely more successful than those who do not. If you fail to plan, you plan to fail. 2. Time Management: Each evening list 3-5 tasks that must be initiated or completed the following day. Prioritize them. Initiate or complete at least 3 of them without fail. Get things done thats one of the biggest success secrets there is! 3. Goal Achievement: Use a DO-DOING-DONE storyboard (large bulletin board divided into three vertical sections). New projects go in the DO section with approximate completion date. When you begin the project, move it to the DOING section and attach a hard deadline. When its completed, move to the DONE section and leave it up for 1-3 months to reinforce the positive feeling. This gives you visual accountability of your projects. 4. Learn Direct Response Marketing: Marketing is the engine that drives your business. Direct response has proven over and over again to be the most profitable and accountable form of marketing. Invest in your direct response marketing education. It is the most important business investment you will ever make. Go here: http://www.howtosellfitness.com/ultimate.html 5. Unique Selling Proposition (USP): Your USP answers the question, why should I do business with you versus any or all of your competitors, or doing nothing at all? A classic USP for you to consider is Dominos Fresh, hot pizza in 30 minutes of less, guaranteed. I modeled that to cre ate one of my USPs (you can have more than one) Proven personal trainer marketing strategies for doubling your income in 12 months or less, guaranteed. Your USP is the central theme of all your marketing.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

6. Sampling: Have you heard of the puppy dog close? Thats when you give the prospect the puppy to take home for a week and fall in love with it. After the week you go and collect payment. Nine times out of ten, the prospect will not be willing to part with the puppy. Providing a sample of two free personal training sessions is a variation of the puppy dog close. As long as you deliver value, it will work 90% of the time. 7. WOW! Your Clients: Endeavor to over-deliver value, be incredibly responsive and attentive. Give gifts. Send thank you cards. Remember their birthdays. The more you give, the more youll get. If you are excellent, thoughtful, constantly in touch and communicating, your business will grow and grow and grow. 8. Marketing Funnel: Picture a funnel in your mind. At the top of the funnel there is a wide mouth. Your goal is to bring as many new clients into the wide mouth of your funnel as you possibly can. Then you actively, consistently and repetitively present them with additional offers which move the client down your funnel. As the client progresses downward, she becomes more and more valuable to you. Therefore you have two preeminent goals as a businessperson: #1 - sell to as many new clients as possible; #2 continue to build the relationship and sell more and more to your existing clients. 9. External Marketing: By far your most expensive marketing in terms of cost per sale, is attracting new clients via external marketing. It is critical that you utilize external marketing to continually bring new clients into your marketing funnel. This generally accounts for approximately 50% of your marketing dollars (depending on the maturity of your business the more mature, the more you will invest in internal marketing). 10. Internal Marketing: 50% of your marketing budget should be allocated to the continuing process of selling to your existing clients. Internal marketing is far and away the most profitable marketing you will do. It is infinitely easier and less expensive to sell again to an existing client, than it is to sell for the first time to a prospect. 11. Front End: Whatever it is you sell to bring a new client into your marketing funnel. Generally, it is much easier to sell a lower cost passive product or service on the front end (e.g. a book or video or consultation or assessment) than it is to sell a high cost, high commitment, relationship-oriented active service (e.g. your personal training services). To see what may be the most powerful front-end product you can offer and how one personal trainer is using it to literally create a waiting list of new clients, go here: http://www.HowToSellFitness.com/video.html

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

12. Back End: As your business and marketing mature, you will find that your biggest windfall profits will come from your back end: the additional products and services you sell to your existing clients. You MUST have a back end if you want to grow a thriving business and stop being at the mercy of your clients. In most cases, your personal training services will be your primary back-end, but they should not be your only back-end. Your goal is to continually locate or create additional products and services you can sell to your existing clients. Your markets ability to consume far exceeds your ab ility to create, so look for Joint Venture products/services you can offer (e.g. nutritional consulting, massage therapy, fitness equipment, information products, etc.). 13. Up-Sell: Do you want fries with that? Its the classic up -sell from McDonalds resulting in tens of millions of dollars in french fry sales. The absolute best time to up-sell is right at the time you are closing the sale when the prospect is in heat. 14. Cross-Sell: You must have additional products and services you can sell your clients. If not your own, than other peoples (see Back End & Joint Ventures). 15. Re-Sell: Once you have clients you must endeavor to consistently re-sell that client throughout the lifetime of your association. The more you re-sell, the longer the lifetime. The longer the lifetime, the more profit you make. Obtaining a new client is 10-50 times more expensive than continuing to re-sell an existing client. 16. Model Successful Marketing: Look around you. Be aware of how you are sold things. Read your junk mail. If you see a marketing tactic that appeals to you, it probably appeals to lots of others, too. How can you model it for your business? 17. Use Direct Mail: The internets low marketing cost is a siren song to many marketers, and the comparative perception that direct mail is expensive precludes many from using it. This is a big mistake. Direct mail remains the single most powerful medium for inexpensively putting a personalized sales message directly in the hands of your best prospects. The effective use of direct mail can and will grow your business very rapidly. Many of the fitness professionals using the Ultimate Program are experiencing major success using the direct mail letters included in the Ultimate Program tool kit, adding new clients virtually every time they roll out a direct mail promotion. 18. Sphere Of Influence (SOI) List: This list contains your past and present clients, prospects, business contacts, referrers, and joint venture partners (active and prospective). This is your house list. It is the most important list you will ever have and should be nurtured, cultivated and protected. It is the single most valuable asset of your business.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

19. Response/Subscriber/Buyer List: A list you can rent of people who have responded to a specific offer or subscribe to a particular publication or have bought a specific product or service in the past. These lists are more expensive than compiled lists, but can be very responsive and profitable if you tightly match your message to what they want. And you know what they want based on whatever it is they responded to, subscribed to or bought to get them on the list in the first place. 20. Compiled List: A list you can rent of people compiled by various demographics (where they live, how much they earn, children or not, credit cards, number of cars, etc.). This is the most commonly used list for small business marketing because of the ability to target residents within a specific radius from the place of business. It is also generally the least expensive list to rent and the least responsive list to mail. However, it can be made to work. In most cases, the best tactic to employ with this type of list is lead generation (e.g. letters or postcards offering some form of valuable free information on a specific topic). To see how one personal trainer has successfully employed this tactic, go here: http://www.HowToSellFitness.com/openletter.html 21. Tactics vs. Strategy: A tactic is a singular event (e.g. a direct mail sales letter). A strategy is a comprehensive, integrated plan of action, a process incorporating multiple tactics to achieve a strategic objective (e.g. consistent target farming). Strategic marketing is infinitely more productive and preeminent than tactical marketing. Tactical marketing is scattershot, unfocused and generally reactive (unless its part of your overriding strategy). Strategic marketing is proactive, cohesive, goal-oriented and focused on long-term growth. You cannot effectively integrate your tactical marketing to achieve your goals until and unless you have a clear understanding of your overriding strategic objective. 22. Targeting: Who is your ideal client? Do you know everything there is to know about her? Do you understand not only her demographics (who she is, where she lives, how much she earns), but also her psychographics (what motivates her to buy)? Can you empathize with your target? Can you put yourself in her shoes? Correct and effective targeting of your ideal client is the single most important element of the marketing process. If you cannot clearly see the target, you can not hit the target.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

23. Niche Marketing: A common misconception about niche marketing is that you can only have one. This is wrong. What you must understand is that you should niche your marketing messages. You can service multiple niches simultaneously, but your marketing message must match your niche. For example, you can target CPAs, Realtors, busy executives, new mo ms, seniors, members of a particular community, families, etc. These are all niches. You must have a compelling Unique Selling Proposition and corresponding marketing message for each niche. You cannot be all things to all people. Thats a recipe for b usiness disaster. Niche marketing is the most powerfully productive marketing you can do. 24. Irresistible Offer: The most important component of your marketing message must be a truly enticing and irresistible offer. The better your offer, the more you pile-on value, the better your sales. The goal is to make the prospect think, Id be a fool to pass this up. 25. Take Action: Learn direct response marketing and use it. Taking action is what separates the big winners from everyone else. Anyone can have a business, but to grow that business into a profit-producing machine that will provide you with the lifestyle you really want, you must take meaningfully specific, consistent, focused, strategic action! 26. Systems: Every aspect of your business should be systemized, particularly your marketing. If it is not, you will get bogged down, burned out and pissed off. Create systems and use the systems. 27. Hold Yourself Accountable: No excuses, no justifications, no rationalizations, no lies. You have to hold yourself accountable for everything the good and the bad. There is no luck. Getting lucky is merely the confluence of preparation and opportunity. Everything that happens in your business is the result of your work or lack thereof. Everything. Take full responsibility. 28. Raise Your Fees: You should be commanding top dollar for your services. Never, ever market on price. Someone will always come along and under-price you. Market on value. Educate your prospects about the value you deliver and price will not be an issue. 29. Guarantee Everything: If you honestly believe you provide a great service (you shouldnt be in business if you dont), then guarantee it. The bigger and bolder your guarantee, the more business you get. Show confidence in yourself and in your services. This one strategy alone can change everything for you. Use it.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

30. Use Publicity: Make a list of every single newspaper, radio station and television station in your area. Get contact names and fax numbers for editors and producers. Fax a new press release to each one at least once per month. Tie your press release to current events. Create interesting things you can offer readers, listeners or viewers for free (e.g. free tip sheets, audio tapes, reports, etc.). Be controversial or strongly opinionated. Take a stand on issues. Make yourself newsworthy. The one critical element each release must contain is a compelling hook. To learn more about using publicity, you can grab my free ebook, 101 Personal Trainer Publicity Secrets here: http://www.HowToSellFitness.com/personaltrainerpublicity.html A short list of some of the reasons why to generate press releases: Grand Opening New Service Offering (repackage/rename old services to make them new) New Product Offering (repackage/rename old products to make them new) New Information Offering (tips, reports, how-to manuals, etc. repackage/rename old information to make it new) New Equipment New Syste m (create and brand your own proprietary fitness system) Charitable Associations Client Success Stories (make celebrities out of your clients) Advocacy or Argument of local or national news Special Promotions (contests, fitness fairs, etc.) Tie-in with Holidays Rebuttal of New Fads (diets, fitness gizmos, etc.) Sponsorships of Local Events or Groups 31. New Client Kit: Each new client should be mailed (this is more powerful than giving it to them in person) a package of information including a thank you letter, information about your other services and products, client programs, referral programs and a special gift (shirt with your logo, sample of supplement, magazine subscription, etc.). This reinforces your extraordinary positioning, helps create the WOW! experience, begins your referral programming and cross-sells your other products and services. 32. TEST: Test everything. Never roll out a big marketing campaign without first testing it. You are always testing. It never ends. Marketing is about numbers. 33. Track Results: If you dont know whats working and what isnt, you cant keep whats good and get rid of whats not. The three most important numbers for you to be tracking are cost of lead, cost of sale, and maximum allowable client acquisition cost (how much youre willing to spend to acquire a new client).

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

34. Cost of Lead: If you are doing a lead generation postcard mailing to an upscale community of 500 homes costing you $200 and generate 10 leads (10 people who requested your free report), your lead cost is $20 ($200 divided by 10). 35. Cost of Sale: If it takes you five contacts to all ten leads to convert three of them to clients and the five contacts cost you $2 each thats $100 (5X$2X10). Add this to your initial marketing costs for the lead generation ($200) and your total is $300. Therefore your cost of sale is $100 ($300 divided by 3 new clients). 36. Lifetime Value of a Client: The total profit produced by an average client over his or her lifetime association with you. You MUST know this value. When you know this value, you can now properly judge how much you can afford to invest in new client acquisition (maximum allowable client acquisition cost). One of your primary goals as a businessperson is to consistently work to increase the lifetime value by getting your clients to refer more often, increasing the average sale, upselling, cross-selling and re-selling. 37. Consistency and Frequency: Like it or not, effective marketing requires consistent and frequent contact. People need to see your marketing message in various ways with a variety of offers before they will commit. Not all of them, but MOST of them. If you are satisfied by just the first couple of sales and do not continue to follow up consistently and frequently, you are missing out on the majority of your potential new business. 38. Brochures: Brochures are a fine supplement to include in a marketing piece, but they are not an effective stand-alone marketing piece. Do not mail brochures without a personalized cover letter making a compelling, irresistible offer. Brochures do not sell your services. Even with that said, I recommend you eschew brochures almost entirely. The reason is that when someone opens your letter and sees a brochure, they immediately know this is a sales message. Additionally, brochures are more expensive to produce, usually must be produced in large numbers to get any kind of decent price, and once youve got 5000 of them, what if you want to change something? 39. 3-Step Letter Sequencing: This is a legitimate marketing secret. Mailing just one time to a list will pull less than half the response compared to a 3-step sequence. There is no magic to the number 3. 3 is simply the minimum number of times you should mail a list, generally 10-15 days apart. You need to test 4, 5, 6 or even 10 letters in the sequence. You would stop mailing the sequence when it becomes no longer profitable to do so (when the cost of the mailing is greater than the return).

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

40. The More You Tell, The More You Sell: Your sales letters need to be long enough to tell your whole story and fully explain all the benefits of doing business with you. It is a common misconception that people will not read long letters. The only people who wont read them are those who have no intere st in what youre offering. So what? Your only goal is to give those who are interested enough information to make a good decision. You may be able to do that in two pages, or it may take eight pages. The only cardinal sin is being boring. Dont worry about the ones who arent interested, focus on those who are. Take the time to load up on the benefits of doing business with you. 41. Dont Be Boring: Longer copy always out-pulls shorter copy as long as its not boring and dry. Write like you talk. Use dramatic headlines and power words. Talk about whats in it for them! Focus on benefits. Be earthy. Use colloquialisms, analogies, anecdotes and clichs. These things resonate with people. 42. Free Consultation: If you offer free consults, as most fitness professionals do, than you need to be selling this free service just as hard as if it were a paid service. Just saying free is not enough. Tell the prospect what they will learn and experience during the consult. Sell the benefits of your free consult. Whats in it for the prospect? 43. Sell The Consultation: An advanced strategy that works very well is to position yourself as a Fitness Consultant rather than a personal trainer. When you do this, your initial consultation becomes an actual service offering for which you can charge your standard hourly training rate, or even more. This is an excellent front end service you can sell because its information -based (passive) rather than training-based (active). As with anything youre marketing, y ou must clearly illustrate all the benefits to the prospect and really pile-on value. 44. Thank You Cards & Letters: I cant say enough about this tactic. It is part of your strategy of preeminence. Showing gratitude is one of the most powerful relationship-building techniques you can ever use. Every person you meet who has even the slightest possibility of helping you grow your business should get a hand-written card of some kind from you within 48-72 hours of introduction. Not just new clients, but everyone! If you meet five new people a week, then you should be mailing five cards per week and immediately adding these people to your SOI database.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

45. Offer Options: Allow the prospect to choose between you, you and you. Its a big mistake to have only one offer one option. That sets up a take it or leave it situation a choice between you, your competition or doing nothing at all. And thats not good. Brainstorm and TEST three different package options (and not just a choice between 8, 12 or 16 sessions be creative, work in phone coaching or consulting or other stuff). Indicate to the prospect which of the three is the most popular among your existing clients (the middle priced option) as this is a powerful psychological influencing tactic. 46. Power Networking: Join the Chamber of Commerce and a local networking group. But do NOT do what most others do: endlessly self-promote. Your goal is to develop relationships. And the way to do that is to ask those you meet questions about them! Be inquisitive about their business, ask for their business card. Then immediately send a hand-written note to each person and add them to your SOI database. Brainstorm ways you can work with them which will be mutually beneficial. Develop joint ventures. Focus on giving to them and you will get so much in return. 47. MasterMind Alliance: The most powerful activity for growing your outside the box marketing and cooperative business skills the most important business skills you can have when combined with understanding and implementation of direct response marketing. Create a mastermind alliance with 3 to 7 other professional businesspeople who are motivated to grow their businesses through the stimulation and sharing of marketing ideas. Meet with your alliance partners at least once a month. Each partner shares an opportunity or problem and gets feedback from the others on how to best capitalize or overcome. Also joint venture promotions are established. 48. Never Abdicate Marketing Authority: As the owner of your business, your primary responsibility is strategic marketing. Marketing is what drives your business. Nothing happens until a sale is made. Marketing creates sales. Never hand over the marketing authority to someone else. You may consult with others, but do not give them the right to make strategic marketing decisions on your behalf. Learn marketing yourself. Do not let any advertising representative create your marketing for you theyre clueless. Master marketing yourself! The Ultimate Program contains a 4-hour audio course called, 12 Rules For Mastering The Marketing of Personal Training Services. http://www.HowToSellFitness.com/ultimate.html

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

49. Target Farming: Target farming is a form of niche marketing. You can target a geographical farm (upscale neighborhoods near your place of business), a business farm (doctors, CPAs, realtors), an affinity farm (maybe you have children who are in Boy Scouts, therefore you have an affinity with the other parents), a sports related farm (golfers, runners, soccer players), a membership farm (country club members, association members, Chamber of Commerce members), ownership farms (Mercedes owners, swimming pool owners), the list goes on. Target farming works best when you either strictly lead generate or make irresistible offers coupled with lead generation. 50. Voice Mail: Create and use various voicemail messages for your marketing purposes. Consumer awareness messages, tips messages, diet alert messages, etc. Voicemail also works extremely well as a non-threatening way to generate leads by driving prospects to your recorded message. 51. Marketing to Businesses: The biggest obstacle to your success with this strategy is getting attention. Businesses are bombarded with offers each and every day. For effective business marketing you must get the name of the decision maker and then send him or her something very, very different. Federal Express packages work well. Adding outrageous grabbers to your packages will get them noticed and your offers read. Be creative! 52. The Traveling University: If you spend any amount of time in your car at all, you should be using it to learn business and marketing by listening to educational audio tapes or cds . I currently have seven different audio programs in my car: email marketing strategies exposed, publicity secrets, a Dan Kennedy audio program, a program on real estate investing, website building program, a Brian Tracy program on selling and a program on copywriting. I am constantly feeding my brain with information from legitimate experts. I listen to the radio less than 5% of the time Im in the car. You should be doing the same. 53. Learn How To Sell: Selling is vitally important. I prefer to call it closing because when you use effective marketing, you do not need 29 different ways to overcome objections. All you really need is the lack of fear to ask for the sale. If you dont ask, you dont get. The greatest secret to selling is asking good questions. Peel the onion. When a prospect says something to you in a selling environment, respond with open-ended questions like, why is that? how does that make you feel? The goal is to get to the core of the issue and you do that by asking good questions. To learn the sales secrets of a legitimate personal training sales master, go here: http://www.howtosellfitness.com/selling.html

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

54. Diversity Gives Stability: Compound your marketing results by utilizing multiple tactics within your strategic framework. Joint ventures, endorsements, direct mail, lead generation, publicity, writing articles, selling products, internet marketing, etc. When you have a tactic that works in one medium, apply it to another. This will compound your results. 55. Referral Programming: You simply must be consistently, repetitively and systematically programming your SOI for referrals. They should be the life-blood of your business, not an occasional bonus. The best times to ask for referrals is when a client pays you a compliment, however that is only one of the tactics you will employ. No literature, sales collateral, thank you card or any form of communication should leave your office that does not include a statement similar to: Your referral means the world to me please help spread the word about my services! 56. Referral Reward Program: Giving gifts or cash for referrals can be very powerful. When doing this, its critically important that you clearly explain WHY you are offering this program. Its NOT a bribe. It is an ethical way for you to generate new business. Just make it clear that you would much rather reward the individual for referrals than pay the newspaper for advertising. Youd rather h ave the referrer get a nice reward than the newspaper get more of your cash. Its that simple. Write your referral reward program down on paper and include it in every new client kit and mail it to everyone on your SOI list. Dont just offer cash for referrals, in fact, its better to offer GREAT gifts. 57. Recognition Referral Program: For some people recognition is more important than money or gifts. More than anything, they just want to be appreciated. Have a quarterly luncheon where you invite all those who have referred business to you and their significant others. After the lunch, have a recognition ceremony where you call each person up and give them something (a shirt, a gift certificate, etc.) in front of everyone else. The gift is nice, but its the recognition they really want. The gifts should be better and better for those who refer more and more. 58. Track Sources For Referral Programming: You should know where every client comes from BEFORE you meet with them (or find out very early in the initial consultation). This allows you to do two things: #1 track the source so you can recognize and reward the referrer, if that applies; #2 if the client was referred then you will tell him that your business is built on referrals and then ask him to refer 3 people who might want to receive a special free gift, newsletter subscription, 2 free personal training sessions, or whatever.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

59. Telemarketing: With the new laws, you can now only safely telemarket to people with whom you have a relationship. This means they need to be prospects to have already contacted you. Stay in touch with prospects and clients via the phone to check up on them and make them aware of special opportunities. 60. Constantly Educate Your SOI: You know everything there is to know about your business. Your SOI does not. They dont think about you all day. Constantly educate them about the benefits you offer, the services you offer, the products you offer, the information you offer. Always Be Marketing (ABM). 61. Create Marketing Materials: Free reports, audio tapes, how-to manuals, tip sheets, testimonial booklets, testimonial audio tapes, etc. The more materials you have, the more systemized and strategic your marketing will become. I reveal a free source where you can get almost unlimited health and fitness related content for all your lead generation and information product development in a special bonus that comes with the Free Report Marketing System: http://www.HowToSellFitness.com/openletter.html 62. Monthly Newsletter: A simple 2-4 page monthly newsletter to your SOI list can be the only marketing you ever have to do. It gives you preeminent positioning, consistent impressions (repeated exposure), builds your credibility, programs for referrals, sells your products and services and opens the door for possible joint ventures. No marketing tactic I know of gives you that many benefits. 63. Testimonials: What others say about you is infinitely more believable and powerful than what you say about yourself. Always solicit testimonials. Take pictures of you with your clients (before and after), set up an eavesdrop voicemail line with testimonial comments recorded on it (thats a $10,000 tip), create testimonial booklets you can mail or give to prospects. You cannot overuse testimonials and success stories. They should be the foundation on which your marketing messages are built. 64. Write: Write articles for publication, press releases, newsletter articles, marketing materials, direct mail letters, advertisements (to be used on postcards), website copy, etc. Writing is an art and science. There are specific, scientific formats that work best, but you must practice and refine your skills and theres only one way to do that WRITE. 65. Reusable Assets: Everything you write can be reused in some form or another. The more you write, the more CONTENT you have. If you publish a monthly newsletter and include one original article per month, after 12 months you now have the foundation for a book!

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

66. Create Information Products: Lets face it, more people will buy passive product than will ever buy your active services. Plus, product gives you supreme positioning, branding and is a wonderful front-end sale which can lead to the purchase of your training services on the back-end. Creating product is much easier than you think. And following the rule of reusable assets, when you write articles they can be fleshed out into a book, which can be fleshed out into an entire training system (book plus video plus workbook plus workout log). Your book can also be turned into a seminar series at your seminars you sell your book! Your seminar series can be fleshed out into full-blown consulting. The opportunities are endless. The key is knowing how to create product fast and more importantly, how to effectively market your products. To learn how to do this from the king of information product creation and marketing, go to http://www.howtosellfitness.com/infoproducts.html 67. Joint Ventures: A mutually beneficial marketing agreement between two or more parties. A massage therapist can sell your training services in exchange for a referral fee. You can sell her massage for a referral fee. Joint ventures offer limitless opportunity to you. How about having your local fitness equipment retailer gift one free training session with you to each of his customers who buy a new treadmill, stair-stepper or stationary bike? Do you think you might be able to get a few new clients from that deal? Learn more about the power of joint ventures by going here: http://www.HowToSellFitness.com/jointventure.html 68. Endorsements: This is a form of strategic alliance or simply a heartfelt referral (but generally, the endorser is looking to gain something from the endorsement of you, even if its just goodwill from his/her customers). A realtor could endorse you to her clients to gain goodwill or in exchange for a piece of the action. An orthopedist could endorse you to his patients. Nothing can get you clients faster than endorsements from a respected businessperson with a close relationship with his or her clients or patients. Their credibility is passed on to you. Its very, very powerful. 69. Be a Health and Fitness Information Provider: Give seminars, workshops, or group consultations. The key is having a powerful, emotional, educational presentation you can deliver. If youve written a book, create a seminar based on your book or a series of articles youve written. Getting speaking gigs is very simple. There are more opportunities than you could ever take advantage of. What holds most people back is the fear of public speaking. Thats why you need a simple, interactive presentation that engages the audience and takes the pressure off of you. Learn more here: http://www.howtosellfitness.com/powerpositioning.html

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

70. Client Success Articles: Write a one page story about 12 different clients youve had and how youve helped them achieve their goals. Include testimonials from each one in the article. Use these in all your marketing. Particularly when attempting to land endorsement deals. They give you incredible credibility. 71. Leverage Your Client Relationships: Ask your clients if they will allow you to use their name and testimonial in a letter to their neighbors offering your services. Even better is for you to write a letter coming from the client herself. This is a client endorsement letter and its very powerful. What if one of your clients is a doctor or restaurant owner or owns a plumbing business? Couldnt they endorse you to their patients or customers? What if your client is a CPA? Couldnt he endorse you to the other CPAs in the area? (This strategy incorporates two powerful elements: endorsements and niche marketing from one CPA to another.) 72. Strength In Numbers: One of the biggest mistakes many fitness professionals make is that they have a very limited number of clients. You may be earning $60,000 per year training just 12 clients and think youre doing pretty good. But what if 3 of those clients suddenly quit? Your income could suddenly drop by 25% or more. How would that affect your peace of mind, your finances, your plans for the future? The goal of every business is to build strength and stability by constantly increasing your customer base. You may be able to personally train only 12 clients 3 times per week, but that doesnt mean you cant sell other stuff to many, many more customers. It doesnt mean you cant bring on associates to handle your overflow. To achieve business stability and financial security you must sell stuff to as many customers as possible. BUILD YOUR CUSTOMER LIST so you can sleep well at night! 73. Repositioning: Another way to take advantage of selling to more people is by repositioning your services. Sell consulting: set your clients up on an exercise program whereby they train themselves three weeks out of the month and you train them for one week. Its less expensive for them and less time consuming for you. You could service 50 clients this way, instead of just 10-20 with traditional personal training.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

74. Client Appreciation: Hold contests, have luncheons, take your clients on grocery shopping trips, have a party at your house and invite all your clients and their guests, give prizes and awards. Show your clients you appreciate them, love them, respect them and want to build relationships with them. I know of an insurance agent in Phoenix who uses just two marketing tactics each year to get enough new business to keep him in the top 5% of all insurance salespeople in America. Each year on his birthday, he rents out his favorite restaurant and invites all his clients and their guests. He gets each person to register at the door and builds a huge mailing list this way. He makes a point of meeting and speaking with everyone at the party. He follows up with them throughout the year using his mailing list. Thats it. His clients and their guests love the party, they enjoy meeting him and they now know him, like him and trust him, so theyre much more inclined to do business with him. 75. Lead Boxes: Fitness equipment retailers, health food stores, beauty salons, massage therapists, chiropractors, doctors, plastic surgeons, upscale automobile dealerships all these locations and many, many more are great places to have lead generation boxes offering free gifts or contest prizes or special offers. You can collect hundreds of targeted names per month with this tactic. Using email to fulfill and stay in touch is your best bet in order to keep costs down. 76. Advertorials: This is the only form of advertising in generic newspapers that I would recommend. An advertorial looks and reads like an editorial column in a newspaper. You provide valuable information. But at the end you offer a lead generating magnet. Read my article on Power Positioning with Lead Generation Marketing here: http://www.HowToSellFitness.com/article1.html 77. Editorial Columns: Talk to all your local newspapers about having you contribute a regular editorial column to their newspaper. It can be as simple as a Q&A format. By soliciting questions from readers, you are simultaneously building a list of hot prospects and demonstrating your expertise. Its very, very powerful positioning. 78. Cooperative Seminars: Get together with a nutritionist, chiropractor and massage therapist and advertise a free seminar to all your (combined) clients and prospects. Each of you makes a presentation. Each of you has an opportunity to influence and sell to each others clients and prospects. Each of you gets a copy of the list of attendees for follow up.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

79. Lead Generation: This is the foundation of your list building efforts. You are always working to bring new, qualified leads into your marketing funnel. There are hundreds of ways to do this (many of them are listed here). One of your overriding strategic objectives is build your list(s) and steadily convert leads to clients. Read my article on Power Positioning with Lead Generation Marketing here: http://www.HowToSellFitness.com/article1.html 80. Video Sales Tools: There are ten times as many great prospects who will NOT agree to a consultation with you (because they fear it will be a sales pitch) than will agree to one. Videotape your best presentation along with testimonials and even a brief workout so that you can mail this to qualified prospects. For ideas on this, see http://www.HowToSellFitness.com/video.html 81. Relentlessly Self Promote: Many successful business celebrities became that way because they relentlessly promoted themselves. Read the book Always Think Big by Jim Mattress Mack McIngvale about how he built the single biggest retail store in America through self promotion. You dont have to be a national celebrity if you dont want to be, but you may want to be a local celebrity. Your business can literally skyrocket. 82. Business Cards: The most prominent aspect of your business card should be an OFFER. The easiest way to do this is to offer some form of lead generating magnet (free report, PDF book, email mini-course, cassette tape, etc.) that is tied to a voicemail hotline or an autoresponder on your website. Your business card must get acted upon. Otherwise it will get stuffed in a rolodex or circular filed. The only way to get it acted upon is to make an OFFER. 83. Reason Why Marketing: The biggest reason people dont market enough is because they cant come up with a good reason to contact their list. You must have a reason why. Your birthday, a holiday, a special event, etc. There are hundreds of reasons why each year. You need to figure out which ones you want to use and tie your marketing to them. It s very powerful.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

84. Celebrity Endorsement: If you have a client who is a celebrity, you can really use this to your advantage. If not, begin contacting any local celebrities to talk to them about endorsing you. If there are none in your area, create your own celebrities. Talk to each of your clients about their personal history. Ill bet that almost every one of them has done something in the past, or is currently doing something, that can be positioned in such a way as to be special. Maybe you have a client who still holds the pole vault record at the local high school. Maybe you have a client who won a state science project for creating a new way to kill termites. Whatever. The point is that almost everyone has done something interesting or special in their life. Its your job to find out what it is and then create a compelling story around it that you can use for your marketing. Obviously, you must get their approval to do this. Hint: Your clients who will be most open to this type of celebrity endorsement are the ones who have businesses of their own. They, too, will benefit from the recognition. 85. Work ON Your Business, Not IN Your Business: Read Michael Gerbers seminal book The E -Myth. It will open your eyes to how to create real succes s in your business. 86. Build Your Own Website: You MUST have control over your website. Having someone else build it for you relinquishes your control over it. You cant make changes without going through them. Thats a pain in the ass. Your website can be a HUGE lead generator and profit center for your business. These days you simply must have an internet presence if you are a serious businessperson. Ive been active on the internet since 2000 and as of this writing in the Fall of 2003, I do over $5000 per month in business with very little work. My goal is to triple that in the next 18 months. I have bought hundreds of ebooks from just about every internet guru out there. I know what works and what doesnt. The internet is the most perfect direct response marketing medium ever created. And you have to take advantage of it. There is one resource I recommend above all others for simply and easily building your website. But it does so much more. Its not just for building a web SITE, its for bui lding a web BUSINESS. I have been using them since 2000 and absolutely love them. To learn more, go to: http://buildit.sitesell.com/marketingmaster.html 87. Get Educated About Internet Marketing: If you search the internet you will find thousands of resources claiming to be able to teach you how to make money on the internet. A few are good, most are just rehashed older stuff. If you want the DEFINITIVE guide to mastering the BIG 3 of product, making your website sell and generating targeted traffic (for just $29), then go to: http://myss.sitesell.com/marketingmaster.html

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

88. Discover the Power of Affiliate Marketing: You can have thousands of people selling YOUR stuff on the internet AND you can be selling thousands of other peoples stuff and earning a commission from every sale. It is far and away the most powerful advantage that only the internet can bring you. To get a free course on exactly how to do this, send a blank email to: tamsmarketingmaster@sitesell.net 89. How to Sell Locally Using the Internet: Most fitness professionals have local businesses. So this begs the question, how can you use the internet to sell your services on a local level? To get a free course on exactly how to do this, send a blank email to: tsmsmarketingmaster@sitesell.net NOTE: I ACTIVELY USE ALL THESE RESOURCES IN MY VERY OWN INTERNET BUSINESS. I FULLY AND UNRESERVEDLY ENDORSE KEN EVOY AND ALL THE SITESELL PRODUCTS. IN THE INTEREST OF FULL DISCLOSURE, I WILL TELL YOU THAT I EARN A COMMISSION ON ANY PURCHASES YOU MAKE THROUGH THESE LINKS (HOWEVER, THAT IN NO WAY INCREASES OR AFFECTS THE PRICE YOU PAY). IF YOU DONT LIKE THAT, YOU CAN CIRCUMVENT THE PROCESS BY SEARCHING FOR SITESELL IN ANY SEARCH ENGINE. ALL OF THE SITESELL PRODUCTS ARE UNCONDITIONALLY GUARANTEED. YOU WILL NOT FIND A BETTER OR MORE COMPREHENSIVE OR EASIER INTERNET MARKETING SOLUTION THAN SITESELL. YOU CAN DOWNLOAD ANY OF THE PRODUCTS COMPLETELY RISK FREE BY GOING HERE: http://freetrial.sitesell.com/marketingmaster.html

90. There Must Always Be A Back-End: As you can see, Ive built in several back end opportunities to this product. Everything you create should have some form of back-end (up-sell or cross-sell of additional products or services). A classic example of this is Bill Phillips book Body For Life. Although the book has very good information, it is primarily a front-end sales tool for his supplements and fitness challenge competition. Model this. Its very important to your lon g term business growth.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

91. Study the Marketing Masters: I got to where I am by studying and applying the lessons of the masters. I encourage you to do the same. Heres a short list of books you should read (all are available at www.Amazon.com): The Ultimate Marketing Plan by Dan Kennedy The Ultimate Sales Letter by Dan Kennedy Scientific Advertising by Claude Hopkins Ogilvy On Advertising by David Ogilvy Think And Grow Rich by Napoleon Hill Tested Advertising Methods by John Caples Marketing Secrets of a Mail Order Maverick by Joe Sugarman Influence: The Psychology of Persuasion by Robert Cialdini More esoteric, but equally beneficial are: The New Psycho-Cybernetics by Maxwell Maltz The Way of the Peaceful Warrior by Dan Millman The Road Less Traveled by M. Scott Peck The Seat of the Soul by Gary Zukav 92. Learn How to Write Copy that Sells: There are fewer more wonderful experiences than writing a sales letter, mailing it to a couple hundred targeted prospects and getting back cash or appointments or hot leads. Its very motivating. Do it one time successfully and youll be hooked for life. There is a very simple formula you can follow for doing this: A.I.D.A. Attention, Interest, Desire, Action. Learn how to master your copywriting by going here: http://www.HowToSellFitness.com/copywriting.html Following is a basic layout for just about any sales letter or website copy you are writing. If you stick to this layout and are not boring and LOAD your copy with benefits, it will work for you more often than not. Powerful, benefit-rich HEADLINE (the most important element) OPENING (state the problem you are going to solve) TESTIMONIALS (establish your credibility) BULLET POINTS (features tied to benefits) IRRESISTIBLE OFFER (make your pitch) GUARANTEE CALL TO ACTION (how to order and deadline) CLOSE (restate #1 benefit, ask for the order) P.S. (restate offer, #1 benefit and call to action)

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

93. Answering the Million Dollar Question: What do you do? You will probably be asked this question more than any other in your lifetime. You must have an interesting, compelling answer to it. Your goal is to get the person to respond to your answer by saying something like, really, how do you do that? Thats how a conversation about you and your services can start. If you simply say, Im a personal trainer. The conversation will probably end there. Its much more powerful to say something like, I show people h ow to reclaim their bodies and their health in the shortest amount of time possible. 94. Succinctly Communicate Your Core Benefits: Whats in it for me? (WIFM). Have your elevator speech nailed. Know it backwards and forwards. Your elevator speech is how you communicate your core benefits quickly and succinctly to a prospect. Its got to be powerful. Practice this. 95. What Clients Really Buy: Clients dont buy products and they dont buy services. They dont buy your company history. They dont buy you r education. They dont buy your reputation. They buy SOLUTIONS. Your core benefits must focus on solutions. People want to be admired, be loved, be respected, be appreciated, be safe, be healthy, be popular and be comfortable. How can you give them one or more of those things? What solutions can you offer them? 96. Packaging: Proper packaging of your services makes the intangible tangible and can increase your sales by 40% or more. Because personal training services are intangible and nebulous, you must package them to overcome these obstacles. Your packaging must clearly demonstrate that you can solve all the clients health and fitness needsthat you are the ULTIMATE solution. Give your packages names that clearly denominate the benefits of your solution. 97. Titles and Names: Book titles, report titles, video titles, service names, package names they are critically important. Great names SELL. Create your own proprietary names that brand your services and products and clearly convey benefits. 98. Offer Generous Payment Terms: Getting that lump sum payment up front is always great, but it may be an obstacle thats preventing you from closing as many clients as possible. You may not want to advertise it, but be prepared to offer generous payment terms that cover any up-front expenses you incur, but allow the client to pay-as-they-go. 99. Reactivate Dead Clients: Clients come and clients go. Do everything you can to keep them, but if they go, they gobut not for long. Give them a couple months off, then begin working to reactivate them. By then they will realize how much they need you. Send them a Ive Missed You letter with an irresistible offer to get back in the fold.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

100. Tap Into Big Businesses: Allow real estate brokerages to give away your free report or audio tape on How Appearance Affects Your Sales. Offer law firms the opportunity to give away your report on How To Double Your Productivity In 15 Minutes A Day. Set it up so that those who are interested must submit a request including their email or snail mail address for delivery of the report. Bingo, youve got a great prospect list. 101. The Ultimate Marketing System: Your ultimate marketing system is the core strategy of your business and it works like this: Generate leads Qualify those leads Sell to the qualified leads Get testimonials from satisfied clients Re-sell, up-sell and cross-sell your clients Get more testimonials for these back-end products and services Work the leads that have not converted to paying clients

There you have it, 101 tactics, tips, techniques, strategies, systems and secrets for earning a six-figure income as a personal trainer. Remember, if you want the whole enchilada, the most comprehensive fitness marketing and business building course available anywhere, the SYSTEM being used by over 700 other fitness professionals, I encourage you to investigate The Ultimate Personal Trainer Marketing Program For Fast Profits And Serious Net Worth by going here: http://www.HowToSellFitness.com/ultimate.html

Following is Section II: the actual checklist you can print out so you have a visual guide for your marketing.

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

The Personal Trainer Master Marketing Checklist

2003 Eric Ruth www.HowToSellFitness.com
Understand it? ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ Application 1. Put your marketing plan in writing 2. Time management (3-5 tasks per day) 3. Goal achievement (DO-DOING-DONE) 4. Learn direct response marketing 5. Unique Selling Proposition (USP) 6. Sampling 7. WOW! Your clients 8. Marketing funnel 9. External marketing 10. Internal marketing 11. Front end 12. Back end 13. Up-sell 14. Cross-sell 15. Re-sell 16. Model successful marketing 17. Use direct mail 18. Sphere Of Influence (SOI) 19. Response/Subscriber/Buyer lists 20. Compiled lists 21. Tactics vs. Strategy 22. Targeting 23. Niche marketing 24. Irresistible offers 25. Take Action! 26. Systems 27. Hold yourself accountable 28. Raise your fees 29. Guarantee everything 30. Use publicity 31. New client kit 32. TEST 33. Track results 34. Cost of lead 35. Cost of sale 36. Lifetime value of a client 37. Consistency and frequency 38. Brochures 39. 3-Step letter sequencing 40. The more you tell, the more you sell 41. Dont be boring 42. Free consultation 43. Sell the consultation 44. Thank you cards and letters 45. Offer options 46. Power networking 47. MasterMind Alliance 48. Never abdicate marketing authority 49. Target farming 50. Voice mail Using it? ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com 51. Marketing to businesses ___________ ______ 52. The traveling university ___________ ______ 53. Learn how to sell ___________ ______ 54. Diversity gives stability ___________ ______ 55. Referral programming ___________ ______ 56. Referral reward program ___________ ______ 57. Recognition referral program ___________ ______ 58. Track sources for referral programming ___________ ______ 59. Telemarketing ___________ ______ 60. Constantly educate your SOI ___________ ______ 61. Create marketing materials ___________ ______ 62. Monthly newsletter ___________ ______ 63. Testimonials ___________ ______ 64. Write ___________ ______ 65. Reusable assets ___________ ______ 66. Create information products ___________ ______ 67. Joint ventures ___________ ______ 68. Endorsements ___________ ______ 69. Be a health and fitness information provider ___________ ______ 70. Client Success Articles ___________ ______ 71. Leverage your client relationships ___________ ______ 72. Strength in numbers ___________ ______ 73. Repositioning ___________ ______ 74. Client appreciation ___________ ______ 75. Lead boxes ___________ ______ 76. Advertorials ___________ ______ 77. Editorial columns ___________ ______ 78. Cooperative seminars ___________ ______ 79. Lead generation ___________ ______ 80. Video sales tool ___________ ______ 81. Relentlessly self promote ___________ ______ 82. Business cards ___________ ______ 83. Reason why marketing ___________ ______ 84. Celebrity endorsements ___________ ______ 85. Work ON your business, not IN it ___________ ______ 86. Build your own website ___________ ______ 87. Get educated about internet marketing ___________ ______ 88. Discover the power of affiliate marketing ___________ ______ 89. How to sell locally using the internet ___________ ______ 90. There must always be a back-end ___________ ______ 91. Study the marketing masters ___________ ______ 92. Learn how to write copy that sells ___________ ______ 93. Answering the million dollar question ___________ ______ 94. Succinctly communicate your core benefits ___________ ______ 95. What clients really buy ___________ ______ 96. Packaging ___________ ______ 97. Titles and names ___________ ______ 98. Offer generous payment terms ___________ ______ 99. Reactivate dead clients ___________ ______ 100. Tap into big businesses ___________ ______ 101. Use the Ultimate Marketing System ___________ ______ * Generate leads * Qualify leads * Sell to qualified leads * Get testimonials from satisfied clients * Re-sell, up-sell, and cross-sell your clients * Get more testimonials for these back-end products and services * Work the unconverted leads

The Personal Trainer Master Marketing Checklist Brought to You by www.HowToSellFitness.com

NOTICE:

Every single tactic, tip, technique, strategy, system and secret you will find in this checklist is clearly and completely explained in The Ultimate Personal Trainer Marketing Program For Fast Profits And Serious Net Worth. Additionally, over 52 marketing tools (letters, postcards, endorsement, joint venture, strategic alliance, newsletters, advertisements, press releases, and more) are already prepared for you and 37 of them are provided to you on floppy disk so you can simply print them and use them. It is the most comprehensive and thorough step-by-step guidebook and tutorial on fitness marketing. Currently, over 600 fitness professionals are using and profiting from this powerful program. To learn more about it, please go to: http://www.howtosellfitness.com/ultimate.html