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The Long Game · Gym Business Coach Podcast

• 0:08
  [SPEAKER_00]: You are listening to the built-to-grow podcast delivering the knowledge in all things, fitness, business.
• 0:16
  [SPEAKER_00]: We help jimrollers win, hear your hosts, tin lions, and Randy Axton.
• 0:28
  [SPEAKER_01]: All right, welcome back to the built-to-grow podcast from your host, Jim Lyons, joined in studio today by Randy Axton.
• 0:35
  [SPEAKER_01]: Good day.
• 0:36
  [SPEAKER_01]: Hello.
• 0:38
  [SPEAKER_01]: This is out fire.
• 0:40
  [SPEAKER_02]: I actually, I don't think the wife had saw it.
• 0:44
  [SPEAKER_02]: So we watched it like within the last month.
• 0:46
  [SPEAKER_02]: This is out fire.
• 0:48
  [SPEAKER_01]: Great show.
• 0:49
  [SPEAKER_02]: She was right.
• 0:49
  [SPEAKER_02]: You're like, you know, gymnasts in never TV oriented.
• 0:54
  [SPEAKER_02]: Oh, okay.
• 0:55
  [SPEAKER_02]: Yeah.
• 0:55
  [SPEAKER_02]: So like I have to like show her the childhood that she missed on the other half of the news.
• 0:59
  [SPEAKER_02]: But the classics, you know, like how have you not seen this is out fire?
• 1:02
  [SPEAKER_02]: I've been William's dude.
• 1:04
  [SPEAKER_02]: One of the best.
• 1:05
  [SPEAKER_01]: Yeah, they say they said he was a genius.
• 1:07
  [SPEAKER_01]: He had, um, what was that?
• 1:11
  [SPEAKER_01]: Something.
• 1:11
  [SPEAKER_01]: Part of mental.
• 1:12
  [SPEAKER_01]: Yeah, some just wild genius.
• 1:14
  [SPEAKER_01]: Uh, you know, it's interesting.
• 1:16
  [SPEAKER_01]: And I think you, you know, this, too, when he was on set, he would, he would go and he would do, you know, visual cues when it was time to laugh.
• 1:25
  [SPEAKER_01]: He would touch the protein on the podium on the podium stand.
• 1:29
  [SPEAKER_01]: And then he conditioned the audience so well that he would just walk over and put his hand on the podium.
• 1:34
  [SPEAKER_01]: They start laughing even though when there wasn't a joke.
• 1:37
  [SPEAKER_01]: So I think he was just toying with him.
• 1:39
  [SPEAKER_02]: You know, he got to a point where, you know, once that audience, it was to him it was.
• 1:43
  [SPEAKER_02]: He never seen that study where total control.
• 1:46
  [SPEAKER_02]: Some of that stuff blows my mind like just the the sheepish nature of humans.
• 1:50
  [SPEAKER_02]: You know, yes.
• 1:51
  [SPEAKER_00]: Right.
• 1:51
  [SPEAKER_02]: Nobody wants me left out in that regard, right?
• 1:53
  [SPEAKER_02]: So like when he started doing everyone's laugh and you're like, oh, it must be funny.
• 1:56
  [SPEAKER_02]: You laugh along.
• 1:58
  [SPEAKER_02]: There was that study.
• 1:58
  [SPEAKER_02]: I don't know who who did it or what, but I saw them all sitting in chairs in an internet view.
• 2:04
  [SPEAKER_01]: Yeah.
• 2:04
  [SPEAKER_02]: And then all sudden randomly everybody would stand in the one in person that wasn't part of this, you know, that was actually being studied.
• 2:12
  [SPEAKER_02]: Would like look at everyone and then just stand up naturally.
• 2:14
  [SPEAKER_02]: Yeah.
• 2:14
  [SPEAKER_01]: It's like what do you stand up for?
• 2:16
  [SPEAKER_02]: Exactly.
• 2:16
  [SPEAKER_02]: Right.
• 2:17
  [SPEAKER_02]: Like conditioned conditioning.
• 2:18
  [SPEAKER_02]: Yeah.
• 2:19
  [SPEAKER_01]: Weird so weak people yeah, because what need be like what I saw the same thing with the the there's a pile of helmets in an elevator and Everybody they got in immediately put a helmet on and there was one guy in there We're just standing at the whole time and is there every floor somebody get in grab a helmet put it on so he just grabs it on the same thing What why we wear it?
• 2:42
  [SPEAKER_01]: Hell no when he talked he just did it
• 2:46
  [SPEAKER_01]: All right, guys, quick episode.
• 2:48
  [SPEAKER_01]: Topic today is long game versus short game.
• 2:50
  [SPEAKER_01]: So let's, let's define the difference.
• 2:53
  [SPEAKER_01]: Number one, I think probably since I was called a twenty fifteen, everybody's been pretty dang spoiled.
• 3:01
  [SPEAKER_01]: Yeah.
• 3:01
  [SPEAKER_01]: With how easy it is to get Facebook leads, um, through, through meta, right?
• 3:07
  [SPEAKER_01]: Like it just, it was just so easy.
• 3:09
  [SPEAKER_01]: So therefore there was no other reason to do any other style of marketing.
• 3:14
  [SPEAKER_01]: So let's just go to direct response.
• 3:16
  [SPEAKER_01]: Let's get the lead now.
• 3:18
  [SPEAKER_01]: Let's convert them now.
• 3:19
  [SPEAKER_01]: Why wait?
• 3:21
  [SPEAKER_01]: And to be honest with you, why wait?
• 3:24
  [SPEAKER_01]: Funny story.
• 3:26
  [SPEAKER_01]: You know, our buddy Danny Henry, right?
• 3:27
  [SPEAKER_01]: Yeah.
• 3:28
  [SPEAKER_01]: You know, he holds up a two hundred dollar bills.
• 3:32
  [SPEAKER_01]: He says,
• 3:34
  [SPEAKER_01]: Both of these hundred dollar bills are equal in value, right?
• 3:36
  [SPEAKER_01]: Yes, because he's talking to us.
• 3:38
  [SPEAKER_01]: He's talking to another friend of ours, actually, a coded nearer, but anyway, he goes, yes, he goes, he goes, I'm going to prove to you that both of these hundred dollar bills are not equal.
• 3:49
  [SPEAKER_01]: And here's how I'm going to show you.
• 3:50
  [SPEAKER_01]: I'm going to put this one hundred dollar bill underneath my shoe.
• 3:54
  [SPEAKER_01]: And then I'm gonna drive this other hundred dollar bill out to Las Vegas and put on top of a mountain, which hundred dollar bill is more valuable to you.
• 4:02
  [SPEAKER_01]: The one right in front of you, get it now, because it's gonna take you forever to go and get that other hundred dollar bill.
• 4:09
  [SPEAKER_01]: And so really the point in the message is it's not going for the easier, lowest hanging fruit for revenue.
• 4:18
  [SPEAKER_01]: is better than that one that's going to take you forever.
• 4:22
  [SPEAKER_01]: Sure.
• 4:23
  [SPEAKER_01]: When there's hundred dollar bills sitting underneath your shoe when that's available like that.
• 4:27
  [SPEAKER_01]: When that's not available anymore, you're kind of stuck with looking around where it where else do we go?
• 4:32
  [SPEAKER_01]: And that's kind of where this topic comes up is because forever, all the hundred dollar bills were sitting on on the ground.
• 4:38
  [SPEAKER_01]: You just pick them up.
• 4:39
  [SPEAKER_01]: Hey, there's another bill.
• 4:41
  [SPEAKER_01]: Sometimes they were being thrown at you.
• 4:42
  [SPEAKER_01]: It felt like it was that easy.
• 4:44
  [SPEAKER_01]: Yeah.
• 4:46
  [SPEAKER_01]: And I would totally agree to that because there was no reason to go for the long game.
• 4:51
  [SPEAKER_01]: Sure.
• 4:52
  [SPEAKER_01]: Okay.
• 4:53
  [SPEAKER_01]: Now times have changed.
• 4:55
  [SPEAKER_01]: Okay.
• 4:56
  [SPEAKER_01]: So it is way harder to get leads on Facebook.
• 5:01
  [SPEAKER_01]: Half of the leads, you don't even know if they're real anymore.
• 5:03
  [SPEAKER_01]: Sure.
• 5:03
  [SPEAKER_01]: I mean, I had that conspiracy theory.
• 5:05
  [SPEAKER_01]: You talked about it on one of those episodes.
• 5:08
  [SPEAKER_01]: Yeah.
• 5:09
  [SPEAKER_01]: And I'm going to put it back out there again.
• 5:11
  [SPEAKER_01]: I believe somewhere in the next five years, there's going to be a class action lawsuit against meta from a big corporation that's spent millions of dollars on ads.
• 5:23
  [SPEAKER_01]: And they've figured out that half of these leads or more weren't really their bots.
• 5:27
  [SPEAKER_01]: But yeah.
• 5:28
  [SPEAKER_01]: Okay.
• 5:29
  [SPEAKER_01]: And
• 5:30
  [SPEAKER_01]: The reason we believe is as small business owners that these aren't released is because you will call a lead immediately after they enter their information.
• 5:39
  [SPEAKER_01]: What are you talking about?
• 5:40
  [SPEAKER_01]: They answer, I didn't do that.
• 5:41
  [SPEAKER_01]: It wasn't me.
• 5:43
  [SPEAKER_01]: Who are you, right?
• 5:45
  [SPEAKER_01]: And it's not just a couple.
• 5:47
  [SPEAKER_01]: It's a lot.
• 5:48
  [SPEAKER_01]: It's like eighty percent.
• 5:50
  [SPEAKER_01]: Yeah.
• 5:51
  [SPEAKER_01]: There's, you know, the same thing they would get a text and just say stop right on the first text.
• 5:57
  [SPEAKER_01]: So like, really are these real people or what?
• 6:00
  [SPEAKER_01]: Why would they be putting their information in there?
• 6:02
  [SPEAKER_01]: So I believe that there's maybe some some bot activity anyways.
• 6:06
  [SPEAKER_01]: That's no excuse to not play the long game.
• 6:09
  [SPEAKER_01]: And so the difference between the short game and the long game is that the short game is what we just talked about leads now, convert them now, direct response.
• 6:16
  [SPEAKER_01]: Here's my offer, try my thing.
• 6:19
  [SPEAKER_01]: Come in, come in, come in.
• 6:20
  [SPEAKER_01]: And then the other side of it, the long term is education.
• 6:26
  [SPEAKER_01]: Let me provide value.
• 6:28
  [SPEAKER_01]: Let me give you a playbook, a blueprint, a menu, a workout plan for a home, a stretching guide for lower back pain.
• 6:36
  [SPEAKER_01]: All of these things you can deliver value of via ebook, cheat, cheat, video series, whatever.
• 6:44
  [SPEAKER_01]: And you're not asking for the sale today.
• 6:46
  [SPEAKER_02]: Correct.
• 6:47
  [SPEAKER_01]: You're going to ask for the sale because what else are you doing?
• 6:49
  [SPEAKER_01]: What are you doing this for?
• 6:51
  [SPEAKER_01]: You're going to ask for the sale.
• 6:52
  [SPEAKER_01]: But the sale might happen in three weeks.
• 6:54
  [SPEAKER_01]: It might happen in three months.
• 6:56
  [SPEAKER_01]: It may happen in three years.
• 6:59
  [SPEAKER_01]: And in a quick example of this is, and I keep going back to this is back when I used to do the sales.
• 7:04
  [SPEAKER_01]: We run lead magnet all the time.
• 7:07
  [SPEAKER_01]: One of our lead magnets was some like salsa recipe was synchota mile Arizona.
• 7:10
  [SPEAKER_01]: It's like big Hispanic culture and everybody's like, you know, here's a cool, five easy to make, you know, salsa recipes for Sincotto Mile.
• 7:20
  [SPEAKER_01]: And some guy downloaded it, never heard from them.
• 7:23
  [SPEAKER_01]: Five years go by, he's our list.
• 7:25
  [SPEAKER_01]: You know, and you could see his history, right?
• 7:26
  [SPEAKER_01]: Yeah, he opens up, you know, every like third or fourth email, never responds.
• 7:31
  [SPEAKER_01]: Then one day he shows up at my office for consultation and we get the talk and he goes, man, I downloaded that salsa recipe ebook five years ago and then you know at the time I had a trainer, but he moved out at state and I'm looking for a new place and so I came here and saw he signed up.
• 7:47
  [SPEAKER_01]: Yeah.
• 7:47
  [SPEAKER_01]: Yeah.
• 7:48
  [SPEAKER_01]: That's the pure definition of long game.
• 7:50
  [SPEAKER_01]: Mm-hmm.
• 7:51
  [SPEAKER_01]: And so the question is, Jim owners, what are you doing in your gems to really build your list?
• 7:57
  [SPEAKER_02]: And that's exactly it, right?
• 7:58
  [SPEAKER_02]: There's value in the list, right?
• 8:01
  [SPEAKER_02]: And it's not, it's difficult, right?
• 8:03
  [SPEAKER_02]: We get that dopamine dump, we get that direct response where you throw that out there and also on boom, we got consultations booking that week to your point.
• 8:10
  [SPEAKER_02]: There's no reason not to do that, right?
• 8:12
  [SPEAKER_02]: But as we see that shift taking place where that
• 8:17
  [SPEAKER_02]: activity that pull in the water, if you may, is harder, is less, it has less return for the same effort.
• 8:26
  [SPEAKER_02]: It's just diminishing a little bit over time.
• 8:29
  [SPEAKER_02]: What else can you do?
• 8:30
  [SPEAKER_02]: And if you're not doing something else,
• 8:32
  [SPEAKER_02]: you're a hundred percent dependent upon the success and failure of that director's spot.
• 8:37
  [SPEAKER_02]: And so I truly believe, and this came from a number of calls, I've talked with iron circle clients, coaching clients, you know, as the director's response game gets harder, we have to do something different if we want to continue that same level of growth that we had with that success.
• 8:53
  [SPEAKER_02]: And this is where the long game comes into play, right?
• 8:55
  [SPEAKER_02]: What are other options?
• 8:56
  [SPEAKER_02]: What else can we be doing to grow the list?
• 9:00
  [SPEAKER_01]: Sure.
• 9:01
  [SPEAKER_01]: Sure.
• 9:01
  [SPEAKER_01]: And when we say, grow the list, we're talking about owning the lead.
• 9:05
  [SPEAKER_01]: And when you've already paid for leads.
• 9:07
  [SPEAKER_01]: Okay.
• 9:08
  [SPEAKER_01]: So when you market, however you market, you get a lead, a name, email, phone number, whatever it is.
• 9:15
  [SPEAKER_01]: And they should be going on your CRM into your CRM.
• 9:18
  [SPEAKER_01]: Whether or not that's key for high level or active campaign or how Melchimp does not matter, you own those leads.
• 9:26
  [SPEAKER_01]: Don't not talk to them.
• 9:30
  [SPEAKER_01]: So many gyms are afraid to email the list because they're because they're afraid of getting that nasty grand back unsubscribe who cares who literally cares yeah I mean people on subscribe to ours of all the time and it's people that are our clients
• 9:48
  [SPEAKER_01]: you know it's just like oh I didn't realize what I was doing or they have an admin that does it for them or there's a software that just automatically and subscribe to people so you know who cares right your job is not to prevent unsubscribe like this is not your driver jobs to create revenue revenue revenue revenue revenue for your jump so the tactic here guys is create something
• 10:13
  [SPEAKER_01]: Call it a lead magnet.
• 10:15
  [SPEAKER_01]: A lead magnet essentially is an ethical bribe where you're going to trade something of value into the consumer in exchange for their contact information.
• 10:24
  [SPEAKER_01]: You use exchange places.
• 10:28
  [SPEAKER_01]: Now you they have the thing and then you continue to educate them over time.
• 10:33
  [SPEAKER_01]: Continue.
• 10:34
  [SPEAKER_01]: So like I guess the best advice I would give you guys when creating a high value piece of lead magnet content
• 10:43
  [SPEAKER_01]: is create something that you would actually be able to sell.
• 10:46
  [SPEAKER_01]: Sure, something that you could actually charge money for, clients should see a win.
• 10:52
  [SPEAKER_01]: That too, they should get a result from every piece of content that you have.
• 10:57
  [SPEAKER_01]: No matter if it's free or paid, if they follow the advice that's given in said content, they should get a result.
• 11:04
  [SPEAKER_01]: Whatever, it could be a small win.
• 11:08
  [SPEAKER_01]: Probably shouldn't be a huge win if it's free, but like, you know, some some type of win gets them closer to the goal.
• 11:15
  [SPEAKER_01]: Through your content, through your lead magnet, through your video series, through your blueprint, through your whatever.
• 11:22
  [SPEAKER_01]: report.
• 11:23
  [SPEAKER_01]: Case study could be technically a case study is interesting one.
• 11:29
  [SPEAKER_01]: You can use a case study as a lead man it as long as you give the how how you did it or what you did not how you did what you did in the case study.
• 11:41
  [SPEAKER_01]: One of the best case studies we ever did when we were doing the agency stuff is I took you know I basically gave the background of the client here's where they were here's where their problems were here's the solution I even drew it out like here's what we did and then here's the result yep.
• 11:58
  [SPEAKER_01]: And people got that and they're like, wow, that's really actually pretty smart.
• 12:02
  [SPEAKER_01]: So then they could go do a two or if they needed our help, how to do it, they would reach out to us.
• 12:07
  [SPEAKER_01]: Yep.
• 12:08
  [SPEAKER_01]: So same thing for your gym.
• 12:11
  [SPEAKER_01]: Take a client or two or five.
• 12:14
  [SPEAKER_01]: give them some background history of them assuming your clients will willing to give that out right like you know high blood pressure like you have to make sure they're okay with that.
• 12:23
  [SPEAKER_01]: Here's their lifestyle here's who they were they had two kids they had you know worked this job for fifteen years sedentary.
• 12:31
  [SPEAKER_01]: They came in we did this this in this with them.
• 12:35
  [SPEAKER_01]: Okay, nutrition, blood work, stretch therapy, training, whatever it is.
• 12:40
  [SPEAKER_01]: And here's the result.
• 12:41
  [SPEAKER_02]: Yeah.
• 12:41
  [SPEAKER_01]: If this sounds like you, click the button, we'd love to see it.
• 12:45
  [SPEAKER_01]: And that doesn't mean that that's a soft
• 12:48
  [SPEAKER_01]: That's a lead magnet case study into a soft opt-in, but don't push for the consultation right there.
• 12:56
  [SPEAKER_01]: Just follow up with emails and continue to educate.
• 12:59
  [SPEAKER_01]: Hey, remember when we were talking about Mars in that case study, let me give you a snapshot of one of her days of her meals.
• 13:05
  [SPEAKER_01]: It's a beautiful way to kind of position and start and continue to give out because
• 13:09
  [SPEAKER_01]: Oh, if they have that information, they can kind of get a result, right?
• 13:14
  [SPEAKER_01]: And so each step of the process should help that client or that lead or prospect get closer to the result.
• 13:20
  [SPEAKER_02]: Yeah, we talk all the time, but kind of selling the next opportunity in the customer journey.
• 13:25
  [SPEAKER_02]: You know, when a lead is generated, especially with direct response, right?
• 13:28
  [SPEAKER_02]: When the lead is generated, we're the next thing that we're selling is them booking a consultation.
• 13:33
  [SPEAKER_02]: We're not selling the membership from the lead generated yet.
• 13:37
  [SPEAKER_02]: Right.
• 13:37
  [SPEAKER_02]: When they book them, we sell the show with long-term or with content based, you know, polls in the water.
• 13:47
  [SPEAKER_02]: The goal is building like trust and respect.
• 13:50
  [SPEAKER_02]: You're trying to position yourself a little bit more as the authoritative figure, the resident expert, the five mile famous, right?
• 13:58
  [SPEAKER_02]: To your point about the guy that came in five years later, it's a timing thing.
• 14:03
  [SPEAKER_02]: The consumer was not in a position to be considering buying fitness, buying a new training opportunity because he had that solved.
• 14:12
  [SPEAKER_02]: He's interested in the recipe, right?
• 14:15
  [SPEAKER_02]: When you sell that though, you gave that opportunity to him, continue to build value around continued education.
• 14:23
  [SPEAKER_02]: It's interesting, right?
• 14:25
  [SPEAKER_02]: It's almost like a left and right.
• 14:26
  [SPEAKER_02]: Somebody who responds to director's response is looking for that thing.
• 14:28
  [SPEAKER_02]: When we're talking about our awareness triangle of in the marketplace, right?
• 14:34
  [SPEAKER_02]: Like that person's at the peak.
• 14:35
  [SPEAKER_02]: They're ready to buy the product today.
• 14:37
  [SPEAKER_02]: When somebody opts in for a recipe guide,
• 14:40
  [SPEAKER_02]: There has nothing to do with starting a new fitness program.
• 14:43
  [SPEAKER_02]: And so I used to say, like, you haven't earned the right to ask for the sale yet, because we don't even know where that person's mindset is, what they're looking for.
• 14:52
  [SPEAKER_02]: We're not how we solving the problem that they haven't even expressed they have yet.
• 14:57
  [SPEAKER_02]: But if you continue to provide education, continue to position yourself as the expert,
• 15:02
  [SPEAKER_02]: you're building that like trust and respect factor.
• 15:04
  [SPEAKER_02]: And then the timing when it's right for the client, again, some soft asks over time, you know, position and offer.
• 15:11
  [SPEAKER_02]: I wouldn't do lead with it, right?
• 15:14
  [SPEAKER_02]: Get him with a couple of weeks of content.
• 15:16
  [SPEAKER_02]: I mean, they're in your list.
• 15:18
  [SPEAKER_02]: If by now, if you don't have a system to automate those emails going out and things like that, your light year is one, you know, the game.
• 15:25
  [SPEAKER_02]: But there's no
• 15:29
  [SPEAKER_02]: disadvantage for providing more education before directly asking that person to buy something today.
• 15:34
  [SPEAKER_02]: And I think that because we've been so spoiled with the way that direct response has been for years, we as marketers across whatever industry, whatever business, we only go for the throw right out of the gate.
• 15:49
  [SPEAKER_02]: There's only as so many people that are going to take that opportunity, right?
• 15:53
  [SPEAKER_02]: But you're almost turning off the majority of people who are opting in for that thing when you're throwing them to offer, right?
• 15:58
  [SPEAKER_02]: You know, following up right away with an offer, it would be wild.
• 16:05
  [SPEAKER_02]: You know, you're going to have some opt-outs and things like that.
• 16:07
  [SPEAKER_02]: Don't guarantee most of those people opt out by just instantly hitting them with them.
• 16:12
  [SPEAKER_02]: Like give them a little bit of time, nurture them, date them, right?
• 16:16
  [SPEAKER_02]: Stop trying to take them to bed when you know the after you just got their name.
• 16:20
  [SPEAKER_02]: There's value in providing education, providing some value-based content, and allow them to kind of self-select and bubble up.
• 16:27
  [SPEAKER_02]: And I think what I truly believe what we'll see is the better segmentation James have in their lists.
• 16:33
  [SPEAKER_02]: You know, if somebody's reading your blog posts and you can track that.
• 16:37
  [SPEAKER_02]: All right, cool.
• 16:38
  [SPEAKER_02]: After they've read five, after they've read seven, something like that.
• 16:41
  [SPEAKER_02]: Oh, maybe now it's right to position and offer.
• 16:44
  [SPEAKER_02]: But it's a give-give-ask mentality, not a give-ask, give-ask.
• 16:51
  [SPEAKER_02]: Again, you're not true.
• 16:55
  [SPEAKER_02]: Again, when you're so spoiled and we put all our eggs in that basket, that's kind of all we think about.
• 17:02
  [SPEAKER_02]: So you throw out that ebook, you get somebody to jump in and also boom, you're hammering them with offers as join a gym.
• 17:10
  [SPEAKER_02]: Does your ebook even have anything to do with a training protocol?
• 17:13
  [SPEAKER_02]: Does talk about personal training?
• 17:15
  [SPEAKER_02]: We get part of the, I guess, to summarize it.
• 17:18
  [SPEAKER_02]: We have to meet the clients where they're at, or the marketplace, not the client.
• 17:21
  [SPEAKER_01]: And you gotta have patience.
• 17:23
  [SPEAKER_01]: And so here's, you know, so spoiled, so spoiled.
• 17:27
  [SPEAKER_01]: Jim's are so spoiled.
• 17:28
  [SPEAKER_01]: You've had so many wins so fast, so quickly without any effort.
• 17:33
  [SPEAKER_01]: that now that it's harder, you freaking out.
• 17:37
  [SPEAKER_01]: You start to freak out.
• 17:38
  [SPEAKER_01]: You don't know what's happening.
• 17:40
  [SPEAKER_01]: There's no doubt in my mind the market's changed.
• 17:43
  [SPEAKER_01]: I agree.
• 17:44
  [SPEAKER_01]: The market places change.
• 17:45
  [SPEAKER_01]: The mediums market has changed.
• 17:50
  [SPEAKER_01]: It's different.
• 17:51
  [SPEAKER_01]: It's visibly different.
• 17:52
  [SPEAKER_01]: And it's not really visible in the data as far as the CPMs.
• 17:58
  [SPEAKER_01]: Something's changed in the response and the, because the lead, we're still getting leads.
• 18:05
  [SPEAKER_01]: This is what's crazy right now.
• 18:06
  [SPEAKER_01]: It's like most gems still get leads, but then they're dead.
• 18:12
  [SPEAKER_01]: In the past, the lead flow was great and they would continue down the path.
• 18:16
  [SPEAKER_01]: So something that honestly is different and because we have so much experience with multiple gems, our own gem, everything that's going on.
• 18:27
  [SPEAKER_01]: It's not it's not me.
• 18:29
  [SPEAKER_01]: It's it's it's real.
• 18:31
  [SPEAKER_01]: It's not like make believe it's happening to as so many and it's just not right.
• 18:37
  [SPEAKER_02]: You know one of the things that's kind of a tell you know that I would agree that that's happened is because as it's gotten more difficult or it'd probably directly proportional to the slowing of that action is the increase in
• 18:55
  [SPEAKER_02]: agencies, of offers, of all of these things that are targeting fitness clients, you know, gyms for gaining new clients, as that skyrocket.
• 19:07
  [SPEAKER_02]: And you see, I mean, you scroll Facebook, I'm sure yours is like every third fourth, you know, scroll is another agency trying to sell people into, here's more leads.
• 19:15
  [SPEAKER_02]: Here's more leads.
• 19:16
  [SPEAKER_02]: Here's more leads.
• 19:16
  [SPEAKER_02]: Well,
• 19:17
  [SPEAKER_02]: That as repercussions when all of the gym owners are taking up those agencies and then implementing those things into the marketplace, right?
• 19:24
  [SPEAKER_02]: Market sophistication and awareness, like we're impacting that.
• 19:28
  [SPEAKER_02]: The saturation has taken place to where the marketplace is now adopted to, okay, if I raise my hand over here, I'm getting hit to be sold or, you know, they're turned off to that style, that medium that whatever it may be, because we've
• 19:47
  [SPEAKER_01]: You know, it's, you know, it's, you know, they've seen it all hurt at all.
• 19:52
  [SPEAKER_01]: And in the gym, the agency for gyms, the market sophistication of gyms, now the gym owners is, if there was a six, it would be a six because it's a five, you know, just so you know, a four is ridiculous claims.
• 20:08
  [SPEAKER_01]: Yeah.
• 20:09
  [SPEAKER_01]: Five million clients in a day.
• 20:11
  [SPEAKER_01]: Ridiculous claims.
• 20:13
  [SPEAKER_01]: And then level five is tribe mentality.
• 20:16
  [SPEAKER_01]: So like there's there's a whole book.
• 20:17
  [SPEAKER_01]: We'll go into another show.
• 20:19
  [SPEAKER_01]: But like at the end of the day, your your your market seen it all hurt at all.
• 20:24
  [SPEAKER_01]: So now you got to go the other way.
• 20:26
  [SPEAKER_01]: You got to go you got to go to the nurture.
• 20:27
  [SPEAKER_01]: You got to go to long-term game.
• 20:29
  [SPEAKER_01]: You got to be patient.
• 20:30
  [SPEAKER_01]: You can't get upset when they don't book right away.
• 20:33
  [SPEAKER_01]: And you got to kind of stop doing the thing that used to work for you because it doesn't work anymore.
• 20:39
  [SPEAKER_02]: Yeah, I would shift a little bit of that time.
• 20:40
  [SPEAKER_02]: Those resources, whether it be funds, whether it be your creative ability, right, and maybe not coming up with that new ad copy for today's director's response, because we'll figure out a couple of weeks of value based content in that time.
• 20:52
  [SPEAKER_01]: Give away a video series.
• 20:54
  [SPEAKER_01]: Give away an awesome ebook or something.
• 20:57
  [SPEAKER_01]: Don't write it with AI guys.
• 20:58
  [SPEAKER_01]: Just like do it for real.
• 21:01
  [SPEAKER_01]: Take your most common client.
• 21:04
  [SPEAKER_01]: Let's just say they want to lose weight, whatever.
• 21:07
  [SPEAKER_01]: In do a three hour video series, three one hour things, and run an ad for that and give it away for free and give them everything that you would give a normal client, coach them, tell them what to do, what to eat, tell them to teach them about macronutrients, what is protein, what is cars, what is a do to your blood sugar, what's your glycemic index, what
• 21:27
  [SPEAKER_01]: what's based on metabolic rate, you know, help them understand what their body composition means, the scale, the weight, the body, all the, give it all to them, give it to your current clients too.
• 21:40
  [SPEAKER_01]: In fact, do it for your current clients just so you feel good about giving it to your current company, give it away to the market.
• 21:47
  [SPEAKER_01]: And when they get the, so put it into like, you know, high level has a kajabi as a put it into a course where they have to watch video one and it mark complete before the video two opens up.
• 21:57
  [SPEAKER_01]: And then you can track their progress in some way.
• 22:00
  [SPEAKER_01]: And then you could have a soft-ask inside of that little mini course.
• 22:03
  [SPEAKER_01]: Just do that, guys.
• 22:04
  [SPEAKER_01]: Is it a lot harder than putting up a lead and add to do a direct response for a free wake?
• 22:11
  [SPEAKER_01]: Of course it is.
• 22:13
  [SPEAKER_01]: But like that's the world we're in right now.
• 22:14
  [SPEAKER_01]: Go do it.
• 22:16
  [SPEAKER_02]: Yeah, I love it.
• 22:16
  [SPEAKER_01]: All right.
• 22:17
  [SPEAKER_01]: Hopefully that helps you guys go do guess what it's harder than you don't underestimate the task at hand.
• 22:23
  [SPEAKER_01]: Like that's the one thing I'll leave you guys with this.
• 22:26
  [SPEAKER_01]: Great mentor of ours, still in our ecosystem, gun named Todd Brown.
• 22:29
  [SPEAKER_01]: He goes never underestimate the task at hand because we used to lob ads out there.
• 22:36
  [SPEAKER_01]: And what did we think?
• 22:38
  [SPEAKER_01]: Like think about all of the steps and the yeses in the coordination and how to get that person from seeing the ad.
• 22:45
  [SPEAKER_01]: opting in to looking at their schedule against your schedule, determining a time, changing their life around, to make sure that they get to the appointment, get in the car, drive to your place, sit down, tour your gym, do the thing, listen to your pitch, take their wallet out, make a decision, sign an agreement, and do all of those things.
• 23:08
  [SPEAKER_01]: We used to just take that for granted.
• 23:10
  [SPEAKER_01]: Oh, God, so much.
• 23:11
  [SPEAKER_01]: Yeah.
• 23:12
  [SPEAKER_01]: That's a huge task.
• 23:13
  [SPEAKER_01]: Don't underestimate that, guys.
• 23:14
  [SPEAKER_01]: All right, hopefully that helps.
• 23:16
  [SPEAKER_01]: Until next show, keep changing a lot of the scene on the next one, bye.
• 23:20
  [SPEAKER_01]: All right, thanks for listening to another episode of The Built Girl Podcast.
• 23:23
  [SPEAKER_01]: If you want more help growing your business, join our free Facebook group, profit accelerator, helping training gyms grow to thirty thousand dollars a month and beyond.
• 23:32
  [SPEAKER_01]: We'd love to see you there.
• 23:33
  [SPEAKER_01]: Go check out the show notes for the link and keep building something great and we'll see you in the next episode.