Welcome to Episode 6! Today we’re talking all about the fastest way to transform your business and grow in the most fast and efficient way – it’s simple. Find your uniqueness and your niche (your audience.

There’s a common thread when we talk to people about niching – most people get scared when talking about niching because they think it will limit the possible amount of people they can market to. But in actual fact it’s quite the opposite. Niching means that you only need to talk to ONE kind of person and you become the EXPERT to that person.

One you do that you become a specialist (rather than a general practitioner). And now people actually seek you out as a specialist. And now you’re a specialist you can actually charge MORE.

Listen to the episode for more great gems on how to niche your business.

Show Notes

3:46 – What is a niche?

4:59 – GP versus a Specialist

6:18 – Nolan’s Niche story

9:50 – Should you choose a niche straight away?

11:12 – The COM Niche story

13:19 – Learning to say ‘no’ to the wrong people

14:15  How to get the ‘right people’ into your business

14:41 – What to think about before you niche

15:57 – The first steps to niching

17:36 – Change images and content to be in line with your niche

18:47 – How to deal with people outside your niche

21:56 – Why Niching means MORE rather than LESS

25:33 – How to identify the current trends and ride the wave

26:42 – Who are you getting results for?

27:30 – How to run Facebook Ads for your niche

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COM Marketing

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Richard Toutounji

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Evielyn Chapman

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Nolan Fisher

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This week on the podcast we talk about what it takes to scale your fitness business, which comes out of an interview that Richard did a couple of months ago with Tobi Pierce talking about how he grew the Sweat brand to what it is today.

We cover a whole host of topics from scaling, to coaches to how you learn and also social media.

Bottom Line: Scaling is not easy. You need all the help you can get – sometimes that includes coaches, other times it just includes getting off Netflix every night and putting in the work!

Show Notes

2:03 – Wordswag to up your Social Media game

5:33 How Tobi Pierce grew Sweat to a million users in a few years

7:27 – Listen Richard’s interview with Tobi Pierce

8:30 – How Nolan scaled from a small business to franchising

9:30 – Coaches reduce the time and mistakes to get to where you want to go

11:47 – Who Richard has learnt from to grow his businesses

16:46 – How do you learn?

17:32 – Are you clear on where you want to go

18:22 – Stop the comparison game

21:16 – The 10x game

21:53 – Stay in your lane

23:19 – Self learning

27:31 – Grant Cardone’s 10x book – The 10x Rule

28:37 – Do you need to do a Digital Detox

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COM Marketing

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Richard Toutounji

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Evielyn Chapman

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Nolan Fisher

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This week on the podcast we dive deep into the topic of knowing your numbers. Business is a numbers game. The more leads you get in, the more likely clients you are going to have. The more conversations you have, the more leads you’ll acquire. We dive into exactly how to work out the numbers you need in your business including your ‘magic number’ which means you can stop worrying about ‘will I get new clients this week.’

Work your numbers and the numbers never lie. Enjoy.

Key Points From This Episode

7:09 – posting on Instagram is not going to get you 500 new members

11:09 – What is a client worth to you?

12:36 – What are you willing to pay for a client?

17:00 – The real cost of Facebook

23:00 – How to work out the cost of your aquisition

26:47 – How to split your marketing budget between Awareness and Conversion

34:00 – How to work out your magic number

39:00 – Facebook isn’t a magic pill

Links from this Episode

Ev talked about a program that you can use to create gifs for social media called – giphy.com

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COM Marketing

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Richard Toutounji

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Evielyn Chapman

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Nolan Fisher

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In this episode we talk about how to build a personality for your brand.

Tune in to Episode 2 as we talk about our top marketing predictions for the rest of 2019 – they are probably not what you would expect!

Tune into today’s podcast with Richard Toutounji, Evielyn Chapman & Nolan Fischer as they talk about what their 2019 marketing predictions are. The fact is that marketing has changed dramatically in 2019 and if you are planning on using the same strategies that you did in 2018 – you are in for a rude shock.

One of the main things we talk about in this episode is leading with brand, BEFORE you go for a sale. Making sure that you are building a know, like & trust relationship with your audience before you ask them for a date (or marry them).

Key Points From This Episode

1:55 – Quick Wins Hack – Magisto

4:44 – Playing The Long Game in Marketing

6:10 – Brand, Marketing & Sales

8:13 – How Brand Makes Facebook Ads Cheaper

9:17 – The Know, Like & Trust Brand Strategy

10:53 – Relocating.com.au story

Welcome to the first episode of the Marketing Muscle Up Podcast, bought to you by COM Marketing. Today we’ll introduce you to our 2 hosts and one mostly regular guest and give you a bit of an overview about what to expect from us.

Your host on the podcast will be Richard Toutounji, CEO of COM Marketing and Evielyn Chapman, Head of Digital Brand at COM Marketing. And we’ll be joined by our mostly regular guest Nolan Fisher, the CEO & Co-Founder of Booty Transformation.

We’re on the ground everyday marketing fitness businesses and running fitness businesses and will be having real conversations about what is happening around marketing your health, wellness and fitness business.

Come behind the scenes with us as we talk about what’s working right now (and what’s not) and our focus will be on actionable strategies that you can take away and use in your business right now.

Key Points From This Episode

2:45 – Intro to Richard’s story

5:35 – What made Richard start a Fitness Studio at 17

8:47 – How he grew and sold his studio

11:17 – How he created the largest wellness company from his bedroom

15:10 – How to be true to your uniqueness

16:33 – Intro to Ev. Head of Digital Brand at COM

19:00 – What does working at a Church have to do with marketing?

23:35 – Why Proximity is important for businesses

27:01 – Intro to Nolan our mostly regular guest

29:34 – Overcoming the Shiny Object Syndrome

31:25 – Capitalising on the studio/crossfit craze.

CONNECT WITH US

COM Marketing

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Richard Toutounji

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Evielyn Chapman

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Nolan Fisher

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Competition in business will always exist – but what if you could ensure that you never had to compete again? Just a long line of leads and clients who know, like and trust you.

It’s actually possible, when you are marketing from your Position of Power.

What is a Position Of Power?

Your position of power is that thing that makes you unique in the marketplace. It’s the thing that no one can beat you on. For KFC it was their secret sauce. For Michael Jordan it was that one slam dunk move.

We’re not talking about just saying I’m the best trainer. Cause anyone could essentially say that. What makes you the best trainer? Have you had the MOST amount of people lose weight through your programming? Where you the first to train a certain way. That is your real position of power and here’s how you find it.

Step 1: What Are You?

The question to ask yourself in order to find your position of power as a fitness professional is are you the only, the first, the most experienced, the strongest. We call these your USP’s – Unique Selling Propositions. Write a list of all these things so that you can use them as your position of power.

If you’re struggling to find something that you’re the first, the biggest, the longest at try adding up or counting how long you have been training for (eg. 20 years), or how many sessions in total you have run (eg. 1000 hours of training).

STEP 2: Why You?

The second thing to ask yourself to find your position of power is why do you do what you do? Why do your clients come to train with you? This is a great indication of your position of power. The best way to do this is to actually just ask you clients – they are the ones who will tell you the truth.

STEP 3: Write Down Your Statement/Vision

Now that you have a good idea what your position of power is, it’s time to write your ‘signature statement.’ This is the one line that you can use when speaking to people or in your marketing to showcase your position.

This might sound something like… The only trainer in Sydney who consistently get results for our clients every week… guaranteed. Sounds much better than just ‘we get results for our clients’ right? And that’s why we call it a position of power.

STEP 4: Market It

Now that you are clear on your position of power it’s time to put it out there to the world. Use it on social media, your facebook, paint it on the wall in your gym. Even better, create a badge or icon that represents your new position of power and use it EVERYWHERE.

Your position of power will elevate you from just another trainer in your area… to the only trainer that people want to come and train with.

Every next level of your business requires something different from you. What got you to where you are now is not going to be OK to get you to your next level. Whether that is going from outdoor training, to in a gym, or maybe opening up a new facility or going into a larger facility.

Next levels always require more of you. Today in this episode of Quick Wins With COM, Richard talks with Tony Menillo from Better Than Ever in Adelaide. Tony has been a part of our COM Ninja Program for the past 8 months and in that time gone from operating in a small studio in Adelaide where he couldn’t fit everyone in – to fitting out a brand new warehouse space and filling it to capacity before he even moved in!

Tony’s story is that he has owned this warehouse space in Adelaide for around 10 years but was fearful to make the jump from his small comfortable studio space, into this larger space. It’s not an easy feat to move into a new space. Not only do you have to worry about council planning, architects, engineers, and all the business side of things. You have to make sure that it’s still convenient for your current clients to get to and it’s in the right location, etc.

Fast forward a few months and Tony has moved fitted out his brand new location, moved in and sold 100 NEW foundation memberships (not including his old clients). It’s an amazing result for someone who one year ago was help captive by fear.

Tony joins Richard for this episode of Quick Wins With COM to give his four points for stretching and moving to new levels in your fitness business.

 

1. Believe In Yourself

Ah Mindset. You can have all the training in the world, but unless you have the right mindset you will find it very hard to move to the next level in business and do something that you’ve never done before.

Tony’s biggest tip is to just Believe In Yourself. Believe that you are the number 1 trainer in your local area. Believe that you make a difference to your clients. Believe that you are worth it.

This is very much easier said than done. You may need to speak your affirmations to yourself each morning. Maybe you need to write down in a vision board what you want? There are many things you can do to upgrade your belief in yourself and your business.

Start to talk to yourself and tell yourself that YOU CAN DO IT.

 

2. Know Your Numbers

It’s all well and good to believe in yourself but at some point you need to make sure you are making GOOD decisions. Get yourself good advisers around your business in accounting, marketing, sales, retention, etc. Talk about your ideas with those people and get their advice.

They can very easily help you to set about a plan to make your goals a reality – but without them you might make some big errors – so make sure you have great people around you who can help you to push forward.

A good accountant will be able to work through with you how much your expenses are, how much your income is and reduce the stress on yourself making all these decision without really knowing exactly where you are at right now.

 

3. Get The Right Structures In Place

Now that you believe in yourself, and you’ve got the advice of good business people around you. You really need to make sure you have the operational systems in place to be able to scale.

This comes down to writing things down, making sure that your business can run without you.

It may require you to bring on trainers, scale your business to an online model, or start franchising. Whatever scale looks like to you it’s going to require that you get the right structures in place. This might mean writing down what it is you do, how you do it, WHY you do it that way. It will mean getting contracts in place – systems for training, nutrition, etc.