It’s a beautiful crisp autumn morning here on Bondi Beach, the air is a little smoky today though (I think they must be back-burning the National Parks around Sydney).
Anyways… This week I’ve been reading the Boron letters by the late great marketing expert Gary Halbert.
Inside his book he tells a story that is so simple, yet so powerful… especially for the fitness industry.
He asks his students…
“if you and I both owned a hamburger stand and we were in a contest to see who would sell the most hamburgers, what advantages would you most like to have on your side?”
The answers vary; some people choose the freshest meat, others the best sesame seed buns, others mention location and some say being able to offer the lowest prices.
He then goes on to say…
“O.K, I’ll give you every single advantage you asked for. I, myself, only want one advantage and, if you will give it to me, I will whip the pants off of all of you when it comes to selling burgers!”
“The only advantage I want?… Is a STARVING CROWD!”
Like it or not, the fitness industry is full of trends.
It’s no use fighting these trends, you can’t stop them.
You have two options;
1. To profit from them
2. To not profit from them
You can’t stop a wave the by standing in front of it, much better to jump on a surfboard and ride that sucker in.
Now, I’m not saying you should promote every whiz-bang fitness gadget being promoted on the shopping channel.
And, if certain trends don’t align with your values, that’s no good either.
But, being tuned in to what your market is ALREADY buying will make you boatload of cash.
So… observe your market and find your starving crowd.
• Is it online training programs?
• Is it keto diets?
• Is it functional fitness workouts?
• Is it body transformation programs?
Mmmm… I’ve just had an idea – how bout selling an online body transformation program that combines the keto diet and functional training workouts?
Might be a winner?
I don’t know, but it’s worth testing.
Every market is different.
What works in the US will be different to what works in Australia and will be different to what works in Europe.
Everything goes in cycles and the cycle you’re in depends on the market you’re in.
What people say they buy, and what they actually buy are two different things.
So don’t ask them.
See what ads your competition are running. If you see ads over and over there’s a very a good chance they’re profitable.
And, what’s profitable for them… could be profitable for you.
This one tip IF APPLIED will make you a ton of money and keep you one step ahead of the game.