Fitness Business School – Developing Non-Traditional Assets

Full Transcript

Hey, Pat Rigsby be here and in today’s episode, I wanna talk with you about developing non-traditional assets. Let’s get started.

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 to the end of this episode because we have a brand new special offer exclusive for listeners. So stay tuned.

When I think of assets, they’re like the stuff that shows up on a balance sheet. And then there’s what I would consider like a non-traditional asset, something that an, an accountant may not recognize as an asset, but something that saves me time, allows for scale, and in some cases can even be sold. And I
absolutely love this idea of building these non-traditional assets that man, we can use time and time again. We can recycle, maybe we even throw a fresh coat of paint on it and use it again. So what am I talking about? Things like email campaigns or just one-off broadcast emails. If you’ve got something that
works, put it in a folder in Google Drive, and then we can reuse it later on. Podcasts, something like this, if I record it once, it’s an asset it lives on. People can listen to it whenever they want, they can listen to it.

I can promote it later on. It’s not something that’s disposable, that’s just, I do it now and it’s gone. If you write a book, I mean, I have people who reference the first book I wrote back in 2011 as a point of contact with me still today. I have been using one book, the Fitness Entrepreneur Handbook as a lead
magnet for I guess fast approaching seven years now. So having these books that keep providing benefit to my platform writing sales pages, I go back and look at sales pages that I, that I wrote years ago and figure out, okay, how can I update them? How can I freshen them up? Do they just need a
different look on the website or do they actually need to be rewritten? Some, but again, it, I’m not starting at a blank page.

Scripts that we use. I mean, we recycle scripts that we’ve used for everything from price increases to upsells and cross sells to how we navigate client relationships, ads that we’ve used, systems that we’ve created. We document all that stuff, put all this stuff aside into a a folder, and now
we can come back, we can reuse it, we can update it. I even think of non-traditional assets like experiences and stories, things that we can use in marketing because it may not be new to us, but it’s new to the person we’re talking to. And same thing holds true with social proof, right? You don’t have to
always use social proof that that has happened this week. Again, some of this stuff we fall out of love with because we see it every day. We get bored with it, we get tired of it, but it’s new to the person that we’re putting it in front of.

And so many things that we’ve used that fundamentally they still work, but maybe the look and feel of a webpage is different than it was five years ago, but maybe the message, maybe the story, maybe the hook, it all still has plenty of value and it saves us time, man, being able to go back and look at some of the stuff that I did before that even if, even if I’m rewriting something, it allows me to, to have a structure. It allows me to organize my thoughts in a certain way. It allows me to brainstorm even. It allows me to scale because if I have these systems and these tools, now I can deploy that through other people and I don’t have to do it from scratch every time. And so many of the things, including my first foray into the online world, I created a product with Eric Ruth called the Personal
Training Money Machine, where we basically just took all the things that were working in my local training business and packaged it up, and then he interviewed me and I walked through all this stuff and we sold it.

And that was how I broke into the online world. And everything professionally that that’s happened, that’s good in my life ever since really came from that first domino, right? So you have things that you can get more mileage out of. In fact, I would tell you, if you have one year’s worth of things like emails,
you probably have enough raw material to not have to create new emails for a year or two. Now, sure, you’re gonna rewrite and update some stuff as your thoughts change, as your your ability to convey your message changes. But you’re gonna be able to edit or rewrite an email in 10 minutes that might’ve
taken you, taken you an an hour to originally write. And so now you can just kind of redeploy these things over and over and over. And I’ll tell you a little secret, sometimes I send out emails that I’ve already sent out, and I will have people who’ve been on my email list reading a lot of emails, read an email and say, man, that was one of the best emails you’ve ever written, and we can look back and see that, already read that email once, and they just didn’t even remember it.

So sometimes it’s like rereading a book. Sometimes the timing is just right. Maybe it somebody’s in the right place in their journey and it’s just a good fit for them. So if you’re not leveraging these sorts of non-traditional assets, you should. And if you’re not buying some of them when they’re available, when we sell them, when other people sell them and putting them in a vault, you should consider that too, because again if you can go buy some sort of asset from somebody for under a hundred bucks, and ultimately it may save you five hours, 10 hours, and heck it could save you significantly more than that. And if it makes you a little bit of money, I mean, the RoI on that sort of stuff is amazing. So take advantage of non-traditional assets, create them yourself, package them up, use them to scale your business. And even if you have some really good stuff that has worked locally, I’m sure that you can package that stuff up and other people would love to benefit from it too. So that’s my take on how you can use things you create for leverage.

Thanks for listening to this episode of The Fitness Business School.

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