One night at dinner, I had a long conversation with a highly successful investment advisor, someone who manages more than $1 billion for his clients. He’s also a photographer, which is how he paid his way through school. He was so good, in fact, that he hired his photography professor to develop film for him on weekends.
How you react to that last sentence says a lot about how you see the world.
Most people would think the circumstances should be the opposite. The professor should be the one who employs the student. Isn’t he the one with the superior knowledge?
But that’s not how the world works. The teacher, we can guess, made barely enough to get by. But his student, who knew less about photography, nonetheless managed to hustle up so much work that he had to pay someone to help him. The teacher needed money, the student needed help, and the unusual arrangement worked out fine for both of them.
In our world, we sometimes see the most knowledgeable trainers get frustrated and burned out.
They work long hours, and they do great work for their clients, but they never seem to get ahead because their work has become commoditized. They’ve reached the top of the pay scale for what they do in the company in which they do it.
And who sets that scale? Probably someone who knows less than them.
Too often, I hear fitness pros say things like,
“My programs are great. People should buy from me, and not from that guy on Instagram,”
“I’ve been working so hard for so many years, I should be getting paid more.”
Forget “should.” Strike it from your lexicon. How things should be is irrelevant. What matters is how they are. If the system doesn’t work for you, you can either work to change it, find a way to get around it, or invent a better system, one that works to your advantage.
The preceding is an excerpt from December’s issue of Fitness Marketing Monthly themed ‘resourcefulness’. In it, we shared with our subscribers the biggest secret in all of fitness.
The beginning of my front page column sums it up:
“Throughout history, the wealthiest people wren’t the smartest. They were the most resourceful. Society’s value system rewards the people who get results, or who happen to be in charge when results are achieved. They’re rarely penalized for how those results came to be.”
I rarely share what’s inside our top secret FMM issues and back issues are never available. So once the issue gets mailed, the opportunity to get the valuable golden nuggets contained within vanishes.
That said, I felt compelled to share this with you. It represents a paradigm shift that will help you avoid a lot of frustration in the future.
Next month, Fitness Marketing Monthly is all about Copywriting.
If you can write sales copy, you can sell anything, at whatever price you desire. Specifically, in next month’s issue you’ll learn:
- How to INCREASE IMPACT and GET RICH by finding your golden nugget (and it’s probably been right under your nose this entire time)
- The surprising, counterintuitive reason why the Weight Watchers magazine and website don’t ever use the word “exercise,” and how this valuable insight might fundamentally change how you approach building and selling to your audience.
- The secret tools that copywriters cheat with to write high-impact sales and marketing materials.
If you’re a talented fit pro who has the passion and skill to get great results with your clients, then it’s time for you to get the competitive advantage you deserve by learning what the best in the world are doing with their marketing.
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