The Carpenter Builds The House, Not The Hammer
by Omar Ganai
10 minute read
Hey Motivators! We hope you’re enjoying the holidays! Grab some of that leftover eggnog and dive in to this week’s recap of all the happenings in the Motivate Forums.
Tired of not knowing what to tell your clients about habit change? We’ve started rounding up the the best articles from the Collective Members. More to come every week!
Stevo wrote a post on how big changes in marketing at Weight Watchers is going to be HUGE for habit-based coaches: The Revolution is now mainstream, Motivators. Weight Watchers realized their marketing was actually HURTING their business by making weight loss seem easy. Now they are managing expectations on the front end that “weight loss is hard. We can help.”Motivators, millions of people are going to see this. Millions of people are going to be told the truth for the first time by the mainstream weight loss industry. And WE are the ones who will benefit. Now millions of people will hear there’s no silver bullet from a brand they trust. And our marketing, our mission, will be way easier.Weight Watchers is now spending tens of millions of dollars on an ad campaign… for us!
Stevo wrote also wrote a post thanking the Collective: Hey Motivators! I just want to thank you once again for making the Motivate Collective THE best place to learn about habit-based coaching on the whole wide internet. When I started this thing, I had no idea how amazing it was going to become is such a short amount of time.The team at Habitry, Co has a lot in store for 2015 (like, a LOT a lot. Like you have no idea how a lot. Like, even if you THINK you do, you have no idea how awesome 2015 is going to be for the Collective and your careers) and I just wanted to take some time today on Christmas (even though I totally promised my family I wasn’t gonna work) to thank you for changing the way the world thinks about health and behavior change.You guys are not only at the cutting edge, you’re the nicest damn people on the internet to boot. And I’m so glad we’re on this wild ride together!
Saul Jimenez said: Eat some green chile for me. Looking forward to a great 2015!
Sean Flanagan said: DITTO!
Roland Fisher said: I LOVE THIS GROUP AND HABITRY!!!!!!!!!
Georgie Fear said: Looking forward to it all! :-)
Lauren Koski said: Thank YOU for putting it all together :-) I’m already learning a ton from the short amount of time I’ve been here and I can’t wait to continue to grow as a coach and person.
Roland Fisher shared the initial results of his experiment with “very direct but honest post promotion” on Facebook: For $100 I got three people sign up for our wait list. If I get even one to sign up for coaching, hell yeah, that worked.If my experiment works, what it shows is that very honest marketing can work. Let’s hope that that is the case. I’ll let you all know in Jan.
Sean Flanagan said: Curious…what was click thru rate?
Aron Rightious said: Super cool. I think there is a way to market using “persuasive techniques”, without being a shmuck. What do you all think?
Sean Flanagan said: Aron, I’m all for anything that helps people get out of their own way to get results and that would include effective marketing, assuming it’s honest.
Roland Fisher said: Aron, I used a ton of “persuasion techniques” in my landing page. I was just very honest about what I was doing, very transparent. In fact the promoted post has the link and the all that, but you put the text up top. Mine was this “January coaching info”. I figure anyone clicking on that master piece of persuasion is a high quality lead.
Chris Cbfit Forrest said: We ran a Facebook paid post that didn’t show up on our page that read similar to the below.Are you a female, 30-55 years old. Busy and wanting to lose body fat. You must fit the following criteria- 30-55
Which is a win, costing roughly $45. Had to take it down cause it was hard to contact anyone.
We try to work on 50 leads, 16 booked assessments. 8 shown and 2-4 new signings a week. But with Facebook it’s more like double the leads to get the same effect.
* [Roland Fisher](https://www.facebook.com/roland.fisher.18?fref=ufi) said: Really nice numbers[ Chris](https://www.facebook.com/chris.forrest.7). * [Chris Cbfit Forrest](https://www.facebook.com/chris.forrest.7?fref=ufi) Yeh I like yours better. It was a lot of calling and getting no where. Dialling it in and being honest is my next go to. Specially with the help of the habitry group.[ Roland Fisher](https://www.facebook.com/roland.fisher.18). * [Roland Fisher](https://www.facebook.com/roland.fisher.18?fref=ufi) said: Whenever I hear of great numbers it seems to be in person. Online seems like a harder sell. Anyone else find that? * [Sean Flanagan](https://www.facebook.com/sean.flanagan.944?fref=ufi) said: I think people are able to and sometimes do online (or at least CLOSE to the same ROI), but it's inherently easier with an in person facility. You have to be more specialized online and you have to be better at conveying value. If you're a great personal trainer in a small town, you might do okay even with bad marketing. Online, any marketing less than stellar can mean you're dead in the water. * [Sean Flanagan](https://www.facebook.com/sean.flanagan.944?fref=ufi) said: On the note of screening: if you're getting a lot of tire kickers, I would probably some sort of step required after they're given an idea of your prices. You wouldn't have to give exact numbers, you could say "Starting as low as $200/month!"Lean Bodies Consulting has a good approach that would be similiar to what I just mentioned. They make it so you request pricing info, and THEN you have to click to join the waiting list. So in theory, the only way someone can get on the waiting list would be if they're cool with the prices.I think the important part is requiring some sort of action on their part before you give them a call and after they get an idea of pricing.
I also posted in our gym’s closed group for members only two days ago about a post I was going to make today that they can share with their friends to help them get a leg up in our January referral reward ($50 cash for every two friends each member brings in, unlimited earning potential).
Just wanted to share! What are you guys doing to stand out this New Year season?
Marc Halpern shared his article on how his grandfather’s lifestyle helped him live to the age of 95.
Stevo shared an article on meeting the challenges in mobile health innovation
Saul Jimenez said: One of my CS professor’s favorite quotes regarding software development was from Alice In Wonderland. “If you don’t know where you are going any road can take you there.” In addition to what you mentioned, I think this article misses an important fact which is, as technology increases, we are getting less healthy not more healthy. I am not a Luddite, but I doubt technology is the solution to the way healthcare is practiced/delivered/consumed.
Steven Michael Ledbetter said: I think it’s “a” solution, Saul Jimenez, because like all complex problems, there are going to be many solutions rather than one. I also think the best place to focus development is on making things easier for people on both sides of a pre-existing “helping relationship” rather than replacing one or the other. A lot of apps wanna replace doctors, health coaches, nurses, etc. instead of lowering the barriers and making life easier in those relationships.
Roland Fisher said: Tech is a tool, it can’t replace people, trying to is folly. Factories seem to replace people, but they don’t, they just increase efficiency to the point that one person can do the job of thousands. It’s still that person that is creating the goods, not the factory. Another way to look at it is the carpenter builds the house, not the hammer.
Sean Flanagan said: I am inclined to agree with this. 1) Based on “gut feeling”. and 2) Based on several conversations/reports I’ve seen where people talked about split testing products/services and they sometimes sold more at higher rates.
Michele Burmaster said: The leading gimmicky fitness consultants will tell you that someone would not come try a session (free or otherwise) with the intention of considering membership with you/your facility without the expectation of the 200-300/month price point. I guess statistics gave them that number BUT— then these consultants will go on to tell you that it is up to you to create an experience (and sales pitch [empathy combined with rebuttals to ALL possible objections up to and including manipulating someone out of the “I should probably discuss this with my spouse” excuse]) which matches this value.
Roland Fisher said: I worked at a box gym before. It was all about sales. After the interviews I asked about their training price structure. There was four levels depending on expertise. I said, great, I’m going to charge more than that. They balked, thinking that that wouldn’t work. I insisted, and they gave in. I was booked almost solid.
KC Ushijima shared his article, Little Magic Box - My Secret to Managing My Eating Habits.
ONE WEEK LEFT for Early Bird Ticket Sales to Motivate NYC! After New Year’s eve, the price jumps to $149. Get your tickets now because let’s be honest, you’re probably gonna forget and kick yourself on Jan 2 when you realize you could have saved $50 and there is nothing better you could be doing on 2/21/2015 than learning how to impact your clients’ lives from the most passionate coaches in the world!