I spent the unofficial end of summer catching up on some indoor tasks. Since it was raining and foggy all day, staying indoors seemed natural.
It also seems natural to catch up on organization details this time of the year.
Beside being the unofficial end of summer, it also feels like the unofficial New Year.
The reason for this is that family schedules revolve around the school schedule. Get the school schedule in place, and then we fit everything else in.
People who join fitness programs in September need lockers.
People joining in January don’t need lockers.
Outside of a few exceptions, this is the way the world works.
Especially this year when we can’t wait to get back to normal.
Advertising and marketing people are trying to take advantage of this also.
I heard an ad for Groupon yesterday for the first time in a long time.
if you don’t already know this about me, I dislike this kind of business model for a host of reasons, but the most important is that they don’t work well for a quality fitness business.
There are several reasons, but the most important one is that these programs are not designed to bring a host of IDEAL customers to your doorstep.
This violates the first, and most important rule of direct response marketing, which is the only marketing the small business owner should be doing.
One of my clients hired me because he was wasting a ton of money on his marketing. The program was expensive and it produced about 10 leads a day. He interviewed every lead and still had no new members after several months.
The problem was none of the leads were qualified.
Not only did my client waste lots of money, but the time to interview 10 unqualified leads a day was crippling to his business, his time, and his enthusiasm for growing his business.
I never used an outside marketing program in any of my businesses, and still, I made a 6-figure income.
You can, too!
If nothing else, schedule a 30-minute time to talk with me in the PS below. It will cost you nothing and save you time, money, and frustration. I guarantee it.
Remember: You only get results if you take action on your ideas. Do it now!
