Fitness Business School – Cut Marketing Time in Half

Full Transcript

Hey, Pat Rigsby here. And in this episode, I want to talk with you about how you can cut your marketing time by at least 50% by using proven systems, tools and tactics. So let’s get to it.

Welcome to The Fitness Business School podcast – the show for fitness business owners who want to grow their income, increase their impact and improve their lifestyle. Be sure to listen til the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.

I wanna give you a hack or a trick to cut your marketing time in half. This is something that I’ve used regularly, and really it’s something that we do for all of our clients. And it’s basically using templates in tools and never staring at a blank page. Now, at this point, I’ve authored or coauthored 18 different books, and I’ve got a couple more on the way. And the most daunting thing as an author, the most daunting thing as a writer, and I’ve written over 5500 emails in a row without missing a day. Daily emails that go out that hopefully you’re checking out, at least with some degree of regularity. Is staring at a blank page. It’s the scariest thing. It’s the most daunting, overwhelming thing. And frankly it probably chews up more time than the actual creation itself. So what I do, what my clients do, is we use templates. We use tools to make it easier. Now for me, I have a framework that I follow when I’m writing an email or writing a book or anything of that sort. If I’m creating a marketing campaign or writing a sales page, there’s a framework that I’m following. A template, if you will, that lets me essentially kind of have a jump start or a headstart on getting to where I wanna go.

Now I can go back and look at all the emails that I wrote and I have what I consider my vault of things that went over well. We save the things that we create. And I’ll pull things out and I’ll say, “Okay, well this went over well, how would I update that? How would I pull from headlines that were effective? How would I take the flow of this, but use it to write about a different topic? For a sales page that converted, how would I change this headline? How would I tweak this lead? How would I change the body of the sales letter?” But I’ve got frameworks. I know where the testimonials are gonna go. I know where the order buttons are gonna go. I know where the bullet points are. I just have to tweak the wording or I have to change, you know, the topic, if you will. So the idea of starting from scratch is one of the most daunting things that I know when it comes to marketing. And when I see people get hung up, they’ll say, “Well, I don’t know what to write about, or I don’t know what to create, or I don’t know what to talk about on video. Everybody else is already talking about this thing. How can I be different?” Well, the truth is, if you have a framework to start with, if you have a template, if you have something that we call done for you, but really it’s done with you. If you have that, it becomes so much easier because then you can say, “Okay, I’m gonna go ahead and tweak this to better serve my audience. I’m gonna tweak this to better reflect my voice. I’m gonna make sure this is speaking to you the target market that I wanna serve.” Or maybe it’s making the offer that I’m delivering, not that somebody else delivered or I delivered in the past.

But if you’ve got these templates and tools, you’re gonna be able to cut your marketing time literally in half, if not more. So, I mean, that’s one of the core things. Like in our coaching business, we basically, we don’t wanna be done for you. We’re not an agency, right? Like we don’t say, I’m gonna go run your ads. I’m gonna walk into your gym and sell on your behalf. That’s not what we’re doing. But we also don’t wanna be a course business, a do it yourself business, where it’s like, hey, here’s the knowledge. You figure it out how to put this knowledge into action. We wanna be a done with you business. And that’s giving people tools, and frameworks, and templates, and saying, “Hey, here are your weekly emails. Now tweak them, make them your own.” So all you have to do is make some changes and deploy instead of come up with ideas, right from scratch. Make all these different things happen when you’re already so busy as a business owner with all the different hats that you’re wearing. You’re the trainer. You’re the manager. You’re the salesperson. You’re the marketer. A lot of times, you’re the janitor. You’re the the staff developer, right? You handle administrative responsibilities. There’s so much on your plate. We don’t wanna have to start from square one. We don’t wanna have to stare at a blank page.

So make sure that you’ve got this kind of thing that copywriters call a swipe file. You’ve got tools that you’re starting from, that you adapt to make your own. Having founded two franchises and having consulted with many others, I mean, that’s one of the reasons that franchises succeed at a much higher rate than the other businesses is really the franchisee can just focus on the execution. And maybe a little bit of course correction from the team at the corporate office that’ll help them maybe adapt things to their market or to their budget, but they don’t have to start from scratch. They don’t have to stare at a blank page. They basically just grab, implement, grab, implement. If they do do that, they get some sort of predictable outcome. Well, as an independent business owner, because most of the people that I serve are, I’m gonna tell you, you wanna do some of the same stuff. The landscape is too competitive. Things are too challenging to just go it alone. You wanna take some of these same concepts that work for franchises, but you wanna be able to adapt them to fit your brand, your vision, your target market, and really your personality. If do that, you’re gonna see your business, not just survive, but you’re gonna see it thrive.

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