key word is Optimisation

In the next few lines, I am going to tell you precisely how successful online marketeers  do it. In all seriousness, this is probably the most potentially profitable email I have ever written for you. You may want to read these few paragraphs several times, print them out and stick them to the wall. This is, in many ways, THE secret.

They key word – and it’s not a sexy or exciting word – but the key word is Optimisation.




You’ve been sold a big lie by the internet world. The big lie is that there are one or maybe two marketing methods that hold the key to your riches. It’s all about SEO or it’s all about Facebook, etc etc.

The truth is less glamorous. But it’s far, far more exciting, if you’re willing to grasp is.

The truth is that if you really want to achieve extraordinary things with the internet, you must start obsessing about Optimisation.

What is Optimisation? Put simply, it is the process of making small to medium improvements to EVERYTHING that leads to a sale.

Here’s a simple example. Someone looking for a 6 week Beach Body Programme for a forthcoming holiday clicks on a Google pay per click ad. They arrive at a web page with copy and a video promoting the programme. They click the order button, fill out the form and buy the product. The thank you page says ‘thank you’ and confirms the order. They receive an email confirming the order. Sale complete

100 people click on the Google ad every day. Half of them watch the video in full. 10% of those buy. That’s 5 sales per day.

Optimisation is the process of testing and improving every small element in that process. That would include improving:

  1.  The keywords used on Google
  2.  The headline of the ad
  3.  The copy of the ad
  4.  The display URL in the ad
  5.  The headline on the page they land at
  6.  The copy on the page
  7.  The font and colours used on the page
  8.  Pictures and graphics on the page
  9.  The first 10 seconds of the video
  10. The rest of the video
  11. The ‘call to action’ at the end of the video
  12. The wording on the order button
  13. The colour of the order button
  14. The actual offer – including the price and bonuses
  15. The wording at the top of the order page
  16. The layout and wording and ease of use of the order page
  17. The use of testimonials on the order page
  18. The wording of the confirmation button
  19. An additional upsell offer on the thank you page
  20. The price and positioning of that offer
  21. Adding an additional purchase option in the confirmation email
  22. Writing a sequence of follow up emails offering additional items
  23. Following up on the phone with the customer
  24. Following up with direct mail with the customer
  25. Online remarketing to the customers and to people who did not buy

There are actually many more….but those are 25 to keep going.

Can you even begin to imagine the increase in profits if you achieved just a 5% increase in all 25 areas?

Going back to our example, It would be very normal for this type of optimisation to increase the clicks from Google to 150 per day, increase the numbers watching all of the video to 75% and increase the percentage who buy to at least 15%. That would produce 16 sales per day compared to 5 previously. An increase of over 200%

I have just told you how to become a marketing genius online. It is that simple but virtually no one does it.

How many of the 25 above are you focusing on?

Success is a choice. You just need to make the right choices. And stop making the wrong ones.

Your Website

If you have a website the chances are it’s not making you much money. Because statistically, some 90% of businesses’ websites DON’T make a penny. Truth is, making your website pay its way is not quite as simple as your website designer might have led you to believe.

Here’s why: in the same way you can’t build a profitable and solid business just by printing a glossy brochure and waiting for it to magically pull in the business, you can’t simply throw a few “brochure” web-pages onto the Internet and score an immediate success.

And if you’ve been to a typical website design firm for your site, that’s what you might have: an online-brochure which has virtually zero marketing effect.Website designers are basically a new breed of graphic designers – and they are NOT marketing experts. That’s why most websites don’t make any money.

The good news is, making your website profitable can be achieved fast, as long as you stick to some simple but very powerful fundamentals. And you can start right now.

And it all starts with your home page, because that’s the first thing people see when they hit your website.
So today’s email is about your home page.


Here are 3 tips to help you maximise the results you get from every visitor to your home page:

1. Ensure your Home Page passes the 8-second test. Research shows that you have just 8 seconds to grab your website visitors’ interest. They don’t call it “web-surfing” for nothing: if you don’t grab your visitors’ attention and break this pattern of behaviour, then they will hit your site, stay for a few seconds… and then they’re gone. Usually forever.

So when they do hit your home-page, you need to present them with a clear and pressing reason to stay. And that means a headline. Don’t let your website designer or your graphic designer sell you on the idea of logos, pretty pictures and whitespace – that’s just a “brochure website”. Trust me, they don’t work. No one cares about your logo, the picture of the anonymous person working out  at the top of the page, or empty space devoid of any meaning.

A headline is text, usually black, bold, and big which gives your visitor a big, exciting and compelling promise that if he or she continues reading, you’re going to give them some significant reward for doing so. In other words, you’re going to have one of the few websites that keeps people for more than 8 seconds.

So think of a great headline for your home page, one which really sums up the “big promise” your business makes and encapsulates the overriding reason why people would want to do business with you and not your competitors.

2. Structure your web page copy according to the AIDA formula. Follow this classic rule and you can’t go too far wrong. Your home page should follow on from your headline and tell your “story”. It’s got to be interesting enough to keep them riveted to the page long enough to get them over that 8-second “hump”.

AIDA stands for Attention, Interest, Desire, Action,

and all of your copy, whether it’s a letter, brochure, email, or your home page should follow this simple formula:

  • You get their Attention with a strong, compelling headline offering them a clear benefit for reading further.
  • Then you get their Interest with strong opening paragraphs which spell out the problems they face and the benefits your product or service offers.
  • You then fan the flames of their Desire by “twisting the knife” of their pain and really showing them how you can ease it and make their lives better.
  • Finally, you get them to take Action on your offer with a strong call to action. On your home page, that will normally involve people giving you their name and email address in exchange for a Free report or video etc (see below)
    Every single page on your website should have a single purpose to justify its existence, and should therefore follow the AIDA formula.

It seems too simple and too good to be true – but it’s used by the greatest copywriters and marketers, simply because it plugs into our natural human psychology, and it WORKS.

3. Use the lead generation model. Too many business owners look at the Internet as nothing more than a virtual shopping mall. But we’ve already seen how your average visitors to your website are gone again within just 8 seconds.

Do you really think you can persuade your visitors to become a paying customer in 8 seconds? Most of the time, it just doesn’t work.
The trick is to switch from a sales model to a lead generation model. When someone hits your site, your sole intention should be to get them to give you their name and an email address.

Getting a postal address, phone number and fax number is the Holy Grail, and I will share some advanced techniques for doing this in subsequent emails, but for now a name and email address is fine.

Then… once you’ve got their email address you can start emailing them with a targeted, relationship-building and, ultimately, money-making sequence of personalised, friendly, and informative emails.

So there you have it: 3 very simple changes you can make to your home page right now to boost your website profits.


5 of the recent changes that directly impact your business

When I first started working with business owners to maximise their sales from Google, about 10 years ago, Google would make two or three significant changes every year.

Now they come up with a big change almost every week.

As a business owner and a smart internet marketer, your fortunes are closely tied to Google. Here are just five of the recent changes that directly impact your business:

  1. SEO is on its last legs. The proof is everywhere. Google continues to make changes that make the chances of beating them close to zero. I’ve been warning that this was going to happen for many years. You MUST build a business that is not dependent on search engine optimisationIf you are a local business, Google offers you major opportunities to dominate that market – and those opportunities are growing all the time.Google loves local businesses and it’s handing you a golden opportunity to have your website, address and phone number appear at or near the top of their results.
  2. If you do pay per click, the listings on the left hand side are now getting 10 TIMES as many clicks as the ones on the right. The recent additions to ad extensions allow the smart business owners to dominate. Everything you do on pay per click should be focused on getting on the top listings on the left. And if you’re not doing pay per click, please understand that you are probably leaving a fortune on the table.
  3. Google are becoming obsessed with mobile. Their recent announcement on enhanced campaigns is basically a complete overhaul of their system to maximize the mobile revolution. Potential customers search for what you offer every day on mobile. Are you prepared?
  4. Google’s Display Network is roaring ahead and lets you do banner advertising in a local or national area and select the websites you appear on. Recent improvements to the ‘Display Optimiser’ means EVERY business should be testing banner advertising with Google.

7 highly effective ways to secure your fitness club during this downturn

While global financial assets tumble, and everyone else panics, you have as asset which can produce growth rates that will leave most stock traders green with envy, IF you handle it right.

That asset is your customers. Your customers (and future customers) are part of the key that will secure you during this economic turmoil. Unlike shares and traditional investing, there’s no downside risk – and the upside normally ranges from a 50% to 250% return on your investment, regardless of the economy.


The first priority is what we call ‘ring fencing’ your customers. Money in the bank is no good to you if someone breaks into the bank and steals it. Equally, your customers are no good to you if you lose them. Strength in a tough economy depends on having a long lasting relationship with your customers. You literally have to ring fence them in. I urge you to make this a priority in these uncertain times. Here are 7 highly effective ways to do it:

  1. More communication. You should at least double the communication with your existing customers and communicate to them no less than once each week. You don’t always have to sell something. Provide useful information to them on an ongoing basis. This email is an example. Stay at the forefront of your customers’ minds.
  2. Every fitness business should have a monthly newsletter. Ideally printed and sent in the post. It costs about £1 per customer per month to do this and builds tremendous loyalty. If you’re not willing to invest £12 per year on your best customers, you have other problems that need fixing.
  3. Send your customers gifts. If the customers are worth a lot to you, send them gifts with real value in the post after they buy and at key times such as birthdays, new year etc.Leisure vouchers redeemable against  services and products make great gifts. At the very least, send online ‘gifts’ such as special videos, reports etc.
  4. Segment your customer list and treat the top 20% differently to the rest.For most businesses, 80% of profits come from around 20% of the customers. Whoever wrote the book about treating all customers equally was a twit. It’s nonsense. If you fly economy on Virgin, you’ll be treated very well. If you fly Upper Class, you’ll discover that Richard Branson is well aware that you don’t treat all customers equally. This top 20% are your greatest protection in a turbulent economy. Treasure them.
  5. Get on the phone to your best customers. You don’t have to sell them anything. Just check in with them to see how they’re doing and if you’re doing a good job of looking after them. Expect at least 20% of them to buy something from you straight away. 
  6. Send a personal handwritten note to your best 50 members TODAY. It will cost you next to nothing and they will be stunned. This is ring fencing at its finest.
  7. Sell more to your customers. This seems counter intuitive, but the best way to keep customers is have them buy from you again. When someone buys from you, you are meeting their needs. If you’re not forcefully communicating to your customers what you have for them, you’re letting them down and you’re letting yourself down. Your customers should be in an ongoing Marketing and sales cycle of emails, letters and  phone calls. On average, it takes seven of these communications to get a sale. Most Clubs give up at one or two. In a good economy you can get away with ignoring this type of Marketing. In this economy, you can’t.

Most of the above cost nothing or very little. One of the big myths about Marketing is that it has to be expensive. Actually, some of the best Marketing is Free

Imagine owning a shop where 99 out of 100 people who come in, walk out again without buying from you.

Imagine owning a shop where 99 out of 100 people who come in, walk out again without buying from you. How depressing would that be?

Well here’s the good news. There’s a simple step you can take to ensure that 10%, 20% or more of the people who visit your site become either customers or potential customers. And it’s a simple change that will ensure your website is never boring.

This method also takes advantage of the most important shift in Internet Marketing this decade. Read on – your website may never be the same again..

The secret to having a successful website today is – Do not make selling your products or services the prime purpose of your website.

Sounds strange? Well here’s what you need to know.

In the early days of the internet, we all thought that the purpose of a business web site was to sell stuff. The idea was – people would come to our site and then either order online or contact us by phone or email to become customers.

Nice idea – only trouble is, for 9 out of 10 businesses, it doesn’t work. Why?Because as we know, people ‘surf’ the web. People don’t visit websites, stopping each time to make a purchase or make contact and then move on to the next one. They ‘surf’ the web. That’s why it’s called surfing.

How many times have you seen a website that might be of interest to you. You promise yourself you’ll come back to it – and within seconds of you moving on to the next site, you’ve forgotten about it forever.

Of course there are rare exceptions (Amazon etc) and we can all get SOME online sales and contacts – but if 99% are leaving your shop without buying, you’re losing out big time.

So, if you’re not going to use your website primarily to sell stuff, what are you going to use it for?



Gifted Hero by  JD Hancock is licensed under CC BY 2.0

Instead of using it to SELL people stuff. Use it to GIVE people stuff.

Let me repeat that. Because if you really get this … your internet strategy can be transformed.

Instead of using your website to SELL people stuff. Use it to GIVE people stuff.

There has been a quiet revolution among the world’s great internet marketers in recent years. That revolution has been a shift from websites where the prime purpose is to sell products and services, to websites whose prime purpose is to BEGIN A RELATIONSHIP with people visiting.

Think of it like this. Your biggest challenge when people visit your site isn’t necessarily to clinch the sale. Your biggest challenge is to begin a relationship with them before they move on to the next site.

So how do you apply this principle to your website? I strongly suggest that you test making the prime purpose of your website to get the contact details of visitors so that you can begin a relationship with them. Once you have their email address and permission to contact them you can send them great information in a series of emails that will almost certainly lead to many of them becoming customers.

To get their contact details you need to GIVE them something. Something of real value. That could be a newsletter, but it’s not enough just to offer a basic newsletter. Be crystal clear that in the newsletter they’re going to get information on your core subject such as exercise principles , or weight loss information that has a real value to them.

Ideally, go beyond a newsletter. Newsletters used to be great but now they’re regarded as boring. Offer people

  • a free report with some precious information.
  • a CD
  • a video
  • REE invent
  • at Home Membership where people can get interesting content without joining up.

Do you think that will get the juices flowing ?

Remember, you need to make an offer so compelling, the casual surfer is persuaded to stop and give you their contact details and start a mutually beneficial relationship with you.

The system for capturing email addresses and sending information is very simple and can all be automated. Your website design people will help.

And don’t panic! This does not mean that you have to stop selling things or promoting yourself on your site. You may want to follow the example of many successful businesses who have two sites – one for new visitors and one for existing customers and people who know you well, your members.

Once you begin an ongoing communication with people visiting your site, you can use email to both send useful information AND promote services that you have that can dramatically impact the lives of the people reading it.

Some people hesitate about doing this because they think that people will just read the free information and never become customers. The truth is, some will, but they’re the ones that are losing out. It’s like standing outside the world’s finest restaurant and eating the food that’s thrown out at the end of the day. It’s actually great food – but dining at the restaurant is an altogether far superior experience, isn’t it?

I want to be your source of leading edge information to grow your business and increase your profits – and strategies like the one we’ve just covered are just the tip of the iceberg.

If you are like most fitness owners you are sitting on a goldmine of untapped profits. 

I believe I have knowledge and information which, when I share it with you will be worth thousands, if not tens of thousands of pounds to you. When you access this free material from me, it’s highly likely that the profits you generate will lead to you and I having a lifelong relationship. And it’s not just internet marketing that I’ll be helping you with. I also show you personally how to become outstanding at

  • Direct Mail,
  • Telephone Marketing,
  • Writing Letters
  • Brochures (I’ve even written copy templates for you to use)
  • Sales skills
  • Referrals
  • Advertising
  • Pay per click
Sales Training Course

and much, much more.


There is a specific element of fitness business success

There is a specific element of fitness business success that most owners and managers never truly grasp and as a result, never come close to creating the financial results that they desire.

It relates to their ability to take Action. Every successful operator I’ve met, has an ability to take consistent, large scale action at a level that leaves most of the people around them exhausted.

The extent to which you are able to cultivate this focus on action, is going to be directly related to your income and profits as your business grows.

take action

I’m Brave Kent County Girls on the Run April 06, 20104 by Steven Depolo licensed under CC BY 2.0

There are three key principles here:


  1. Getting access to the knowledge and information that you need to become a highly successful operator is no longer an issue. Whether you choose to get that knowledge from me or someone else, the strategies for creating rapid success are clear. The issue is whether people take action on that knowledge. One of the biggest barriers I see to success is people hesitating and procrastinating. Defeating that hesitation and taking massive (but always low risk action) is both liberating and financially rewarding.
  2. This is the key one: We’ve been conditioned to take action ‘sequentially’ meaning one step after another. For example, this month I’ll write a new sales letter, next month I’ll hire an assistant, the month after that I’ll sort out my website” etc. ‘Sequential’ action is considerably better than nothing but the ultra successful are obsessed with ‘simultaneous’ action. Simultaneous action means that you start taking action in all the key areas as soon as you decide it’s an action worth taking. So you start doing things in several areas at the same time. You ignore all the excuses for not taking such action, get the ball rolling and then deal with the results. Be warned – those results may include an element of chaos. But it’s out of that type of chaos that most greatness emerges. You won’t find that strategy in the business books but when you talk to successful Entrepreneurs it’s how they do it, almost without exception. 

  3. Once you develop the Action habit, the next step is being very focused on which Actions are worth focusing on. Most of the drudge that fills up peoples’ week is a highly ineffective use of their time. People use the ‘too busy’ excuse to avoid taking important actions (such as implementing new Marketing and Internet Marketing strategies.) But the problem often is not that they’re busy. It’s that they are busy doing ineffective things. Realise that there are a handful of actions you take or could be taking every week, that are probably ten times more effective and profitable than everything else you do.

Focus on doing more of these and doing whatever it takes to ‘delete’ the ineffective uses of your time and you’ll see a direct impact on your profits.

Google adwords

One of the most important developments in Internet Marketing.

If you were to ask me what the single most important development in marketing has been over the last two years, the answer would be clear:

Pay per click Advertising.


Google Adwords

Now at this point, you’re either familiar with pay per click advertising and have a sense of what it involves – or it’s not something you’ve come across.

Whatever the case – read on. I’ve discovered over the last few months that 90% of the businesses who already use pay per click advertising, have no idea of its real potential and are losing out on fortunes.

Let me be clear with you about how important this is. I have never seen one single marketing strategy that can so dramatically improve so many club’s performance in such a short period of time.

This is a subject I am going to return to in the near future – but for now, here are the essential ‘s that you need to know about.

If you’re new to this, pay per click advertising simply means paying to put a listing for your website at, or near the top of the search engines. With a few variations, it basically means you’re paying to get to the top of the search engines.

How cool is that?

But you don’t actually pay a penny to appear at the top of those results. You only pay when somebody clicks to visit your site. That’s why it’s called ‘pay per click.’

How much you pay for each click depends on how much competition there is for the search terms (such as fitness clubs Worthing ) that you want to use, and how high up on the search engine you want to be. Either way, you choose how much to pay – and you can also specify a maximum daily budget.

But what’s important to realise is that this isn’t just about search engines and internet marketing. The principles here involve the first and biggest marketing revolution of the 21st Century.

There’s a reason those nice people at Google have become Billionaires. They have created the most effective direct marketing tool in the world. Why? Because there is simply no easier and faster way in the world to reach qualified potential buyers. The impact for you and your business could be enormous.

If you’re new to marketing, the term ‘qualified potential buyers’ just means, ‘people who want to buy your stuff.’ How would you traditionally sell your fitness club memberships ? Well, you might advertise in the local paper and hope that a few out of every thousand people flicking through the paper could be persuaded to read your ad – and then visit your club and then buy your membership.

Compare that to an ad that only appears for people who’ve specifically searched for the term ‘fitness club in your town .’ What do these people have in common? They’re almost certainly seriously thinking about buying a membership – right now! To be able to reach such precisely targeted buyers is a business owner’s dream. Well for you and I it’s now a dream come true.

In a moment, I will share with you some of the advanced pay per click strategies that can significantly increase your response rate. But first, here are some of the basics.

The biggest pay per click company is Google. The other main company is Yahoo. If you are new to pay per click, then it will be well worth your time to spend a few minutes checking out their sites.

Today I’m going to focus on Google. It only costs 5 pounds or dollars to set up an account. There is no minimum spend. And best of all, your campaign can be up and running within minutes. In one hour from now, you could be sending a steady stream of qualified visitors to your website.

Here’s how it works.

  • First, you write your ad. It needs a catchy headline and a few words of compelling copy to get people to click on your ad.
  • Then you select the keywords that you are going to bid on. For example, if we are selling our memberships , we might choose to bid on the terms ;fitness clubs’, weightloss clubs ‘ and ‘Lose weight.’ This means that every time somebody searches using any of these terms we want our ad to show up on the pages showing the results of their search.

Next, we need to decide how much we are willing to pay every time somebody clicks on our ad and comes to our website. The more you are willing to pay, the higher your ad will be placed. How much you need to pay to be near the top will depend partly on how competitive your search term is.
But here’s a word of advice. People get too obsessed about how much each click is going to cost. Actually, the cost of the click is not what is important. What’s important is the business generated by each visitor to your site and whether it’s profitable. If the membership of the club is worth £500 and the average length of stay of a customer is 18 months then each acquired customer is going to generate £750. I could be paying 5 pounds per click, and if only three in 100 of the people who clicked on my site, ended up buying  membership  it would be a very worthwhile investment. It can often be worth paying what seems to be a large amount for all these website visitors, because providing you have selected your keywords properly, these visitors are highly qualified leads and highly likely or at least interested in doing business with you.

Now, I would like to share with you two of the Google ‘SECRETS‘ that people are either not aware of, or if they are, are certainly not utilising to their full potential. These can make a really big difference to the profitability of your Google pay per click campaign.

The first relates to the position of your ad. The ads on Google appear down the left hand side of the page, and the ones near the top get significantly more clicks than the ones further down. If your ad is so far down that you appear on the second or third page you are likely to get very few clicks.

So, you obviously want your ad to be as high as possible. Many people think that the only way to move higher up is to pay more per click. But another thing that is really great about Google is that the amount you pay per click is only around half of what determines your position on the page.

The other 50% is determined by the number of people who click on your ad. This is known as your click through rate or CTR. So, quite simply, ads that get clicked on more often get a better position. And of course, that means they get clicked on even more often, and you end up in a cycle of success.

Well, guess what is going to determine the number of people that click on your ad? It’s not the quality of your product or service. It’s the quality of your ad!

In other words, people who write better ads get more people clicking on those ads and end up paying a lot less. If I am willing to pay 1 pound per click, and you are willing to pay 50p per click. but your ad gets three times as many people clicking on it than mine, you will appear above me, and only be paying half as much as I am!

So people who are good at marketing and good at writing ad copy do really, really well on Google. This is yet another spin off on your decision to get good at Marketing.

Our second Google secret is linked to the first and will actually help you get better at writing copy. Google lets you run two different ads at the same time for any of your keywords. Why is this important? Because it lets you test two different ads at the same time, and you can rest assured that one will almost certainly outperform the other. So here, in a nutshell, is how to get really good at Google pay per click advertising:

  1. Always run two ads at the same time. Once it becomes clear which of your two ads is performing best, delete the underperforming one.
  2. Then write a new ad to try to outperform the better ad.
  3. Keep doing this over time and your click through rates will go up and up.

You will soar above the competition, safe in the knowledge that not only are you getting more clicks, but you are paying far less than them for each click to your website.
You may like to re-read that last paragraph. I can pretty much guarantee that it will save you hundreds, if not thousands of pounds.

By the way, this form of immediate testing has been a dream of marketers for decades. In the past, the only way to do this was by spending months testing your direct mail or advertising campaigns, seeing which worked best, and then testing new versions. But it obviously took months or even years to perfect a campaign. The fact that you can acquire this knowledge in days and weeks is making many smart marketers a fortune.

The deepest purpose of your business

If you ask most business owners and managers what the deepest purpose of their business is, they will probably all say it is to make money and profits.

I think this is a huge mistake. Here’s why …

Over the years, I have read the biographies of  some of the world’s great Entrepreneurs. People such as Richard Branson, Duncan Bannatyne and the late Anita Roddick. In the books they write a lot about what creates their success. When you do this, something surprising soon becomes apparent: The prime driving force behind their success is not the desire to make money. It is certainly one of the driving forces but it is not the prime driving force.

That might sound surprising – but think of it this way. At the time of writing this, Microsoft has around 57 billion dollars in cash reserves in the bank. 57 BILLION DOLLARS. Cash just sitting there waiting to be spent. Do you honestly think that the prime motivating factor that gets Bill Gates out of bed in the morning is the desire to make some more money? Of course not.

Here’s what really drives all these people. At some level, it is a deep desire to make a real difference in the lives of the people they reach. To impact them in some way. To make a real difference. Don’t get me wrong, Gates and Branson and co love money. They love profits, but they’re also smart enough to know that it was their passion for making a difference that brought in those profits in the first place.

What’s this got to do with your business success? Everything. Let me explain by using my experience as an example. When I discovered what I’ve just been discussing, it literally changed my business life. Here’s how:

I’m well known for showing fitness club owners how to substantially increase their profits using a combination of Advanced sales and marketing strategies. But I used to have a bizarre problem in promoting my own services. The problem was that people simply did not believe it was possible for them to increase profits by 50% or 100% or more. I had spent many years and  thousands of pounds learning the most powerful marketing and sales success strategies in the world for fitness businesses. I was able to work with owners and managers and achieve ‘remarkable’ results.

Still something was not right. Then, one day, it finally clicked.

I decided, literally overnight to shift my emphasis totally. I decided to stop selling and start giving. If you can understand this paradox, then this is your lucky day.

I made the prime purpose of my business to give, give, give.

To add incredible value to the lives of people that I came into contact with. I gave everyone who was interested tons of great information on how to grow their business. I sent them information in the post. I emailed them. I chatted to them on the phone. Some became clients, some didn’t. It really didn’t matter because I knew I was making a difference. I stopped forever the “I can grow your business and solve your marketing problems – Why don’t you become my client” pitch. Within a few days people started contacting me asking me to work with them.

What had changed? Instead of trying to convince people that I could give them the knowledge that could solve their marketing problems – I just started giving them the knowledge anyway and let them decide for themselves. I switched my focus from what I wanted to what they wanted.

I learnt some profound lessons. The first is that in business, as in life, giving is a great experience. The second was that most businesses wait until a client or customer gives them money before they start adding value to that customer’s life. Now I say ‘Why wait’ Start adding value now and believe me, the customers will come to you.

So here’s my very strong suggestion to you. Take this concept and try it out in your business for ten days and see what happens. It’s the most powerful business growth concept on earth – and yet it will cost you absolutely nothing. Decide for the next ten days that the prime purpose of your business is to add incredible value to the lives of your customers. For a few days, forget about the struggle for money and profits. Forget about you and just focus on them. Step into their shoes and do whatever you can to enhance the quality of their lives.

  • Surprise them.
  • Shock them.
  • Make them laugh.
  • Give them something they weren’t expecting for free.
  • Brighten up their day.
  • Send them a gift.

Anything that lets them know that their well-being is your top priority.

The result is that you will differentiate yourself so massively from the mass of mediocrity out there, I think you may be surprised and quite possibly stunned at the results.

The phrase ‘win-win’ is very over used these days, but if you are willing to give it a go, this strategy is true win-win. Your customers get an amazing and unprecedented experience from being in your presence and your working day becomes a blast because everyone who interacts with you enjoys your company.

My basic message here is that maybe we’ve got it all wrong. We’re so immersed in working out how to increase sales and grow our businesses, in how to improve our own lives – we’re missing the obvious way to do it – and it’s right in front of you. The irony is that if there is a secret to your success it is to stop worrying about your success and start thinking about the success of your customers and potential customers. Pay attention to their problems, their needs. Go out of your way to make their lives easier, to put a bit of joy into their lives. Will the occasional one still treat you badly? Sure but who cares. The majority will be simply stunned by the way you are so different from the masses.

Think of it in terms of this email. Around a thousand people will receive this message today. 50% wont have read this far because they’d sooner go and have a cigarette. Of the 50% who’ve read this far, probably 8 out of 10 will go off and think about it and may make a small change to their business as a result. I may never hear from them in my life .but that’s great. 400 people who we may have impacted with one simple email.

The 100 people remaining will be really struck by the thinking behind all this. They’ll hit reply and send me a nice message. How cool is that. 100 messages from people who think I’m a genius!!

Of those hundred, a handful will have reached the point in their business where they realise it’s finally time to solve that big marketing problem or take their business to the next level.

All from just giving. It’s a great way of doing business. Actually it’s a wonderful way of doing business. Have you any idea what it’s like to wake up in the morning and know that you’re going to make a difference to people’s lives? – and there’s no getting out of this if you’ve got a ‘boring’ job. I’ve seen train guards brighten up people’s day, widget sellers who take such an interest in their customers’ lives that their monthly sales soar. Because guess what, this philosophy doesn’t just make you more successful – it can totally transform the quality of your working life.Because even if you regard your job as mundane or boring, the purpose of you going to work has now shifted from ‘paying the mortgage’ or whatever, to enhancing the lives of the people around you. So if this message has meant anything to you, please take action now.

1 of the key ingredients for your Fitness Business Success.

It’s Free and you can do it right now but I can guarantee that virtually none of your competitors are doing it.

outside of the box

What is it? It’s thinking outside the box. It’s taking a step back from your business and looking at your marketing in a totally new way.

Let me explain. Most fitness clubs are trapped in a prison. It’s the prison that says they have to market in the same way that everyone else in their sector markets. So all the fitness clubs do flyers and try to out do each other with discounted joining fee offers.

If you are similar to 95% of businesses, you probably use just one or two primary ways to market and grow your business. Perhaps it’s advertising. Perhaps it’s referrals, or direct mail. I understand why you’re doing it but you need to know that only using one or two marketing approaches is seriously limiting your profits and your potential.

So here’s my question for you:

What would happen if over the next few months you doubled that to four or five prime ways of marketing?

Then, over the next few months you were to double it again, so that you were using up to 10 prime ways of marketing to maximise your customer base and your profitability?

I’ll tell you what will happen. You’ll achieve what everyone continually tells me is ‘impossible.’ You’ll increase your profits by 50% or 100% or more. I’ve seen it happen again and again with my clients and those rare business owners and managers who are willing to decide to make Marketing excellence their top priority.

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At this point people normally start coming up with excuses. ‘I haven’t got time’ or ‘I don’t understand Marketing’ are the most frequent. Great, so start with the simple stuff. Let me give you an example: When did you last get an email from your hairdresser? Instead of putting all their efforts into advertising, what would happen if your hairdresser took your email address next time you visited and sent you the occasional email making you a special offer, or asking if you would like to make an appointment, or asking for referrals? If they did that continually across the business they would probably increase their re-booking rate by 20-50% and their rate of referrals could easily double. And it will have cost them virtually nothing.

So here’s what I do when I start working with clients and I would like to offer it to you as a gift now. Have a look at this list of ten prime ways of marketing. If you’re serious about growing your business, pick at least two that you’re either not doing, or not doing very well – and MAKE A DECISION to add them to your marketing mix in the weeks and months ahead:

  • Direct Mail
  • Internet Marketing
  • Email Marketing
  • Pay per Click Advertising
  • Newspaper / Magazine Advertising
  • Telephone Marketing
  • Direct Sales
  • Strategic Alliances
  • Up-selling existing customers/clients
  • Referral Systems
  • PR
It all boils down to the extent to which you are prepared to ‘step outside the box’ and test new and innovative marketing approaches. Most businesses are not willing to do this. It’s all too much effort and they’re more interested in wallowing in their marketing ignorance, which is why most businesses in the UK are living examples of mediocrity in action. I believe that you are more than that – otherwise our paths would not have crossed. Your thinking is one of the key factors in determining your levels of success so ‘Think Differently’ and have some fun.



30 questions to Ask yourself regarding your Business

Today I want to show you a great way to highlight some instant ways for you to bring in more customers and grow your business.
The following are 30 questions that will immediately pinpoint where your business is doing well – and where you can take action that will produce rapid results.

These are the questions that I ask my clients – and my experience has been that if you are willing to spend a few minutes giving them serious thought – the results can be quite profound.

You should be aware that each question you answer ‘no’ to probably means that you are losing out on untapped income and profits. But the purpose of this process is not to have you feel bad – it’s to motivate you to make marketing a top priority. Have fun!


  1. Can you and your team name three things that set you apart from the competition?
  2. Do you communicate the benefits of your product or service in all of your promotional literature, websites, letters etc?
  3. Have you tested Telemarketing to attract new customers? Did you accurately measure the results?
  4. Have you tested Direct Mail to attract new customers? Did you accurately measure the results?
  5. Have you tested PR to attract new customers? Did you accurately measure the results?
  6. Are your ads powerful direct response ads that compel the reader to contact you – or are they mundane like all the competition?
  7. Do you advertise in certain publications just because your competitors do?
  8. When you speak to a potential new customer, do you use words that set you apart from the rest and immediately capture the customer’s attention?
  9. Have you tested pay per click search engine advertising?
  10. Have you tested Internet Advertising?
  11. Do you send regular email communications to your customers and prospective customers?
  12. How much time each year do your key team members spend learning leading edge sales skills?

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  1. Do you have an excellent lead generation process in place?
  2. Do you set up an ongoing communication with qualified leads consisting of phone calls, letters and emails?

  3. Do you obtain and use testimonials from your best customers?
  4. Do you have an excellent referrals systems in place?
  5. Did you know there are more than 90 ways of obtaining referrals?
  6. Do you offer something of value to your website visitors in exchange for their contact details?
  7. Do you know how to write a press release to instantly grab the attention of the person reading it?
  8. Do you personalise your email newsletters?
  9. Do you know the most important piece of marketing information there is – your clients’ birthdays!
  10. Do your team understand that the best way to sell is to ask questions?
  11. Do you rent or purchase mailing lists of your target customers?
  12. Do you take amazing care of your current customers?

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  1. Do you know why it’s important to include a ‘PS’ in all of your sales letters?
  2. Do you communicate by mail, email and telephone on a frequent basis to your current customers to ensure they know what you have to offer?
  3. Do you use just one or two ways of marketing to promote your business? Do you know why you should be using between six and ten?
  4. If you used ten ways to market your business have you any idea how wealthy you would be?
  5. Did you know that if you follow up a mailshot with a phone call you can increase response rates by 100 – 1000%
  6. Do you realise that your competitors probably answered ‘no’ to even more questions than you did!

Now here’s a Free Tip. Pick just three of the above that are important to you and take some action today to improve those areas. Print out this article and come back to the checklist in the weeks and months ahead. You can use it as a very good way of measuring your progress as you implement the marketing strategies that are going to make a difference.