The P-Factor:

Proper planning prevents poor performance.

You’ve probably heard that a few times.

And you know from your own life experiences just how true it is.

But I’ll tell you what - one of the biggest, if not THE biggest mistake we see fitness professionals making consistently, is failing to create and implement an effective marketing plan.

For many, probably including you, creating a marketing plan is like asking you to write Chinese. You just don’t know how to do it right.

And most books and software out there only help you create ‘corporate’ style business plans, not hard-core, nuts-n-bolts, direct response marketing plans.

But there is one book - the best available on this topic - I urge you to study.

It’s Dan Kennedy’s Ultimate Marketing Plan.

And now you can have the Executive Summary ‘cliffs notes’ on this book.

You don’t have to read the entire 187 page book to get all the ‘juicy bits’ and pin-point direction you need to sit down and whip off a rock-solid fitness marketing plan this weekend.

Because everything that’s essential is included in the Ultimate Marketing Plan executive summary we’re giving you free (along with four others) just for taking 3 minutes to complete our NPE survey here:

http://www.NPEMembersurvey.com

(you don’t have to be a Member to participate and get all five Executive Summaries).

Here’s the sub-title to Dan’s book:

“Find Your Most Promotable Competitive Edge, Turn It Into A Powerful Marketing Message, And Deliver It To The Right Prospects”

That, my friend, is the name of the marketing game. And Dan shows you how to play like a pro in this 8-page Executive Summary of his book.

Get it now, nothin to buy:

http://www.NPEMemberSurvey.com

Have a great weekend,
Eric Ruth

P.S. Speaking of your fitness marketing plan, Sean and I have some VERY big news on that front coming next week. Now is the time for you to get ‘grounded’ in the principles of proper planning, because you know that’s what prevents poor performance. And soon we’ll be showing you how to take that to a whole other level.

As Robert Ringer says, “ACTION: Nothing happens until something moves!” And that’s absolutely true, but the difference between just making things happen…and making the RIGHT things happen…lies in the planning.  As all real business strategists know - the real money is made in the planning.

Keep your eyes peeled for BIG announcements next week.  Until then, complete the survey and get Dan’s Ultimate Marketing Plan executive summary here:

http://www.NPEMemberSurvey.com

Hope you’ve recovered from the holiday weekend.

I spent the first part of the weekend in Phoenix
meeting with a key business partner of ours.

Then got home late Sunday, and spent Monday playing horseshoes and eating some great BBQ at Eric’s house.

Hope you got to spend some quality time with your friends and family as well.

Life’s too short to not take some downtime.

And if you’re overdue, I encourage you to plan a few days off soon.

You can’t work yourself day-in-day-out forever.

And frankly that’s not a healthy, nor effective way to grow your business.

Alright, I’ll get right to the point this morning.

You’ve heard of the Dream 100, right?

If not, then let me bring you up to speed…

The “Dream 100″ is strategy talked about by many marketers which basically means to:

“Make a consistent and constant effort to secure the business of your top 100 ideal customers.”

It’s a VERY powerful concept and strategy that is known by many, but used by few.

Why?

I think for most it’s because they either:

A) Don’t know how to really do it

B) Have no plan of how to implement it

C) Don’t know how integrate this strategy with everything else they’re already currently doing to grow their fitness biz.

D) Do it once, get little to no results, and think it doesn’t work so they give up… going onto the next “shiny thing” they hope will magically save their business and help them get more clients.

Sounds kinda like the clients you see struggle over and over again with their fitness goals, right?

Same thing here.

Putting the Dream 100 strategy to work for you is NOT a difficult thing to do.

And frankly it’s one of the easiest low-cost marketing strategies to implement, when you get a good system of how to do it and block the time to get it done.

If you’re lazy, can’t really help you there.

But if you just need a simple plan and system for getting this going then I recommend you read a book called “The Ultimate Sales Machine” by Chet Holmes.

It’s a great book, easy read, and in his book Chet breaks into down implementation of the Dream 100 strategy into just 6 simple steps.

I’ll tell you that it’s NOT rocket science, and anyone can do this.

If you don’t have the book, we’re giving away the executive summary right now when you complete our survey at:

http://www.NPEMemberSurvey.com

We’ve had this (and 4 other book summaries we’re giving away) up online for a week now and will be taking it down for non-members after this Friday.

So if you haven’t completed the survey yet and grabbed your copy of the book summary, make sure you get on this pronto.

Building relationships with your Dream 100 takes some effort, work, and patience on your part.

But when done right, it can catapult your business to warp speed like nobody’s business.

So if you’re in this thing for the long haul, then take the time to read up on this and get it going in your biz.

It’s all there and yours for the taking!

Best Regards,
Sean

P.S. We’re taking down the survey and gifts for non-members after Friday. Make sure you get on over and grab your copy of the “The Ultimate Sales Machine” summary and the 4 others we’re giving away at:

http://www.NPEMemberSurvey.com

We spent a thousand bucks on you.

I’m not kidding - we spent a grand.

On you.

We went out and got the rights to the ‘cliffs-notes’ versions of five of greatest marketing books ever written.

They’re what’s called ‘Executive Summaries.’  And they give you ALL the critical, really meaningful info and most powerful ideas from each book, condensed down into 8 pages.

And now you can have them. For nothing but 3 minutes of your time.

You don’t pay a penny. Not one.

I love to read - and I read a lot. I’d estimate about a quarter of my day is spent reading.

But there’s so much to read - so much good stuff out there - it’s easy to fall victim to information overload.

That’s why these Executive Summaries are so valuable.

Now you don’t have to spend 3-4 hours (or more) slaving over each of these marketing masterpieces. Because you can get every bit of the best stuff from each in just 8 pages.

I know it may sound a little hard to believe - an entire book CLASSIC distilled down to just 8 pages without losing any of the vital info - but it’s true.

And I love these things - LOVE ‘EM!

Here’s what we’ve got for you:

Executive Summary #1:

The 22 Immutable Laws of Marketing by Al Ries and Jack Trout

Ries and Trout are the godfathers of ‘positioning’ - which is how you are perceived by your clients and prospects. In this landmark book, they show you the 22 marketing laws that govern success or failure. Violate or ignore them at your own risk. You must learn these laws and work within their framework…or they will work against you.

Executive Summary #2:

The Ultimate Sales Machine by Chet Holmes

Chet Holmes is a legendary business ‘turn-around’ artist. Basically, he can take any troubled business and ‘fix’ it in record time. He’s also a 3rd or 4th degree black belt in Karate, I believe (possibly Tae Kwan Do).

We teach his ‘Dream 100′ concept in our Platinum and VIP groups, and his direct mail sequencing is something to behold (all revealed in this summary). Chet focuses on 12 key strategies in this book, from brilliant marketing to Dream 100 to brilliant sales to goal setting/achievement.  Each one is distilled down - so you get just the MEAT.

Executive Summary #3:

Scientific Advertising by Claude Hopkins

Universally regarded as one of the top 3-4 direct response marketing and advertising classics of all time, this book is simply amazing.  And even if you own already, or have read it in the past, now you’ll have the ‘cheat sheet’ for everything Mr. Hopkins teaches in just 8 easy to read and digest pages.  Absolutely killer!

Executive Summary #4:

The Ultimate Marketing Plan by Dan Kennedy

You probably already know just how revered Dan Kennedy is by Sean and me - and every other direct response marketer on the planet. He’s a living legend.

In this book, Dan shows you how to find your most promotable competitive edge, turn it into a powerful marketing message and deliver it to the right prospects.  And that, ladies and gentlemen, is the name of the marketing game!

Executive Summary #5:

Getting Everything You Can Out of All You’ve Got by Jay Abraham

Jay is one of the three guys most responsible for my own marketing education - and a man I respect tremendously. He is certainly the most articulate, insightful and eloquent speaker and writer in the DM field. And he may be the most gifted marketing strategist of all time.

Here Jay shows you 21 ways you can out-think, out-perform and out-earn the competition. If you’re after BIG breakthroughs in your fitness business, this 8-page Executive Summary shows you how to get them.

So, there you have it, five of the greatest marketing books of all time, condensed into 8-page Executive Summaries just for you - giving you everything you need to get maximum results in miminum time from each.

They cost us one thousand bucks to get.

And now you can have them - completely f.r.e.e.

No cost. Not a penny. Gratis. On the house.

You can print them out and read them all this Memorial Day weekend.

And on Tuesday, you’ll know PRECISELY what needs to be done to ramp up your client acquisition and cash flow in a New York minute.

These are classics. Real classics.

Sean and I want you to have them, study them, learn from them and apply what you learn.

Here’s all you need to do to get all five right now, in downloadable PDFs:

Just take 3 minutes to complete our NPE subscriber survey by going here:

http://www.NPEMemberSurvey.com

You don’t have to be a NPE Member to take the survey and get the Executive Summaries. If you’re reading this email/blog post right now - you qualify.

So, go grab these masterpieces immediately by completing the survey here:

http://www.NPEMemberSurvey.com

As soon as you complete the survey, you’ll be taken to a page where you can download the Executive Summaries.

And it’ll take you all of three minutes to do. So do it now, while this is fresh on your mind, so you don’t forget and miss out on this one grand gift from us to you.

We wish you a wonderful holiday weekend,
Eric Ruth

P.S. Pay attention to the survey as you go through it and make some mental notes. You should be surveying your clients and prospects, too. There’s tremendous value in doing so. Now you can see how we do it, and model the process for your business.  Click on this link, or copy and paste it into your browser window to take the survey and get the Executive Summaries:

http://www.NPEMemberSurvey.com

One of my favorite books of all time is “Getting Everything You Can Out Of All You’ve Got” by Jay Abraham.

If you haven’t read it, it’s a marketing classic.

And it should absolutely go on your reading list for this summer.

Abraham is one of the sharpest marketing minds of all time, and both Eric and I big fans of his.

Anyway, one of the key concepts Abraham talks about is how to “Multiply Your Maximum”.

What does that mean?

Well, just like the title suggests it’s about squeezing all the opportunity you can out of everything that is around you right now.

It’s about doing SMART work on your business.

And getting the leverage that comes from clear thinking, focused goals, and consistent disciplined action.

But this is not just a book about how to “think better”. That’s only the start.

Abraham then gives you 9 strategies on HOW to do it.

Concerned about business slowing down over the summer?

If you apply these 9 strategies, there is no way your business can’t THRIVE this summer.

We’re giving away the book summary right now as a thank you gift for completing our member survey at:

http://www.NPEMemberSurvey.com

It’ll just take a few minutes of your time, then the book summary (great easy reading for this weekend) is all your’s for the taking.

Check it out- and enjoy.

You’ll be glad you did.

Regards,
Sean

P.S. Abraham’s book is just one of the summaries we’re giving away right now as a thank you to all our members for sharing a little more about you and your business with us. Both Eric and I want you to know that we appreciate you as a subscriber and wish you and your family all the best for the upcoming holiday weekend.

Complete the survey and grab these great business gifts now at:

http://www.NPEMemberSurvey.com

If you’ve been an NPE member for any length of time, you’ve heard us talk about the “power of the list”.

Getting good data on WHO your customer is and WHAT their unique challenges are is very important for the success of your business.

Heck, it’s the basis for designing all your marketing campaigns to both:

1) Get more clients and

2) Continue to develop new product and service offerings to better serve your current customers.

And because we’re the type of guys who practice what we preach over here, we’re launching a special survey to all our members to learn more about you and your business.

It will take about 5 minutes for you to complete, and for taking the time to do it we’d like to give you 5 book summaries of a few books you should have in your library.

Here are the book summaries you’ll get for completing the survey:

- The Ultimate Sales Machine by Chet Holmes

- Getting Everything You Can Out Of All You’ve Got by Jay Abraham

- The Ultimate Marketing Plan by Dan Kennedy

- Scientific Advertising by Claude Hopkins

- 22 Immutable Laws of Marketing by Al Ries & Jack Trout

If you haven’t read these yet, you’ll love the summaries. It’s like getting the notes and outlines on the book with all the important details you need to know… in just a few pages.

Get them now when you complete the member survey at:

http://www.NPEMemberSurvey.com

Take a minute to go there now and complete it.

We appreciate your help in learning more about you, your business, and how we can help you grow!

To your success,
Sean Greeley

P.S. When you complete the survey, you’ll immediately get these 5 book summaries via digital download. Plus, you’ll also be entered into a Grand Prize drawing for $500 we’ll be completing at the end of this month. Take 5 minutes and complete it now at:

http://www.NPEMemberSurvey.com

One of the problems we consistently hear from many folks is how business is always up and down.

One month it’s booming…

…then the next it’s slow as could be.

Nobody’s requesting more information on the website.

Nobody’s calling to request a consultation.

And no new prospects are walking through the door.

How can that be?

Why is the health and fitness industry at an all time high… yet, so many needlessly struggle with keeping their “pipeline” full?

There can be quite a few contributing factors, but I’d say that overall most people who struggle have no PLAN to market their business whatsoever.

New clients are catch-as-catch-can.

If someone happens to refer a friend or family member that month, great.

If word of mouth slows down, business is in the hole.

So how can you fix this problem?

You get the right systems, tools, and coaching you need to flood your business with new clients each and every month that’s how!

When you finally get a good plan of action in place, and take consistent disciplined action on your plan, you get “over the hump” once and for all.

I’ll tell you that after working with LOTS of top fitness professionals and studio owners the past few years it’s no surprise for me to always find the BEST and MOST CONSISTENT business owners all work from a marketing plan and calendar.

They don’t wake up and say “hey, what can I do to get more clients this month?”

They’ve got a plan, in writing, they’ve created that tells them exactly WHAT they need to do and WHEN they need to do it.

Then the only questions they ask themselves on a monthly basis are, “what do the tracking numbers look like?” and “how can i continue improving my marketing results for next month?”

Those are the questions folks at the top ask themselves.

And they ask themselves those questions, the RIGHT questions, because they’ve already invested the time in getting a solid plan of action on paper that guides them each and every month.

After quite a bit of discussion the last few weeks, Eric and I realized that so few people have a marketing calendar and plan… that it’s time we showed you how to make one, walked you through the process, and helped you get this set!

So we decided to put together a BONUS 2-hour webinar on Wednesday May 28th at 2pm for all our Gold Plus members to do just that.

If you’re not yet a Gold Plus member, you can register now at:

http://www.NPEGoldPlus.com

We’ll save you a seat to the show, plus have all the worksheets, materials, and such you need available for download on our new membership website.

Can’t make this special webinar live?

No problem, we’ll also have a DVD and workbook mailed to you after the call.

But you’ve got to be a Gold Plus member to get access to this.

Membership has it’s privileges, and we reward those who make the commitment to their themselves and their business to get the coaching they need.

Get on board and get the right systems, tools, and coaching you need to grow your fitness business at:

http://www.NPEGoldPlus.com

To your success,
Sean

P.S. NPE Gold Plus is like the V.I.P. club for all the top fitness business owners around the world. You won’t find any whiners in our camp. This is where the serious folks come to get sh*t done. Find out what it’s all about at:

http://www.NPEGoldPlus.com

Sounds like a riddle…

“You sell it, but do you buy it?”

But it’s not a riddle, it’s a very serious question.

Think back on the most influential people in your life.

Chances are, each one of them ‘coached’ you in some way or another.

I know that’s the case for me.

Vaughn, my high school chemistry teacher and volleyball coach, coached me how to think analytically and critically, lead a team and play within myself.

My mom coached me how to love unconditionally (sappy, but true!)

My copywriting mentor, Lynne Sheridan, coached me on developing story, creating urgency and arousing curiosity.

My older brother, Mike, coached me how to shotgun a beer

Actually, when he wasn’t ridiculing me for the way I combed my hair (yes, I DID have hair back in the day) he was most influential in coaching me how to be independent and self-reliant.

Phyllis, the old Piano Shop diva, coached me how to sell.

Halbert, Kennedy and Abraham coached me how to market strategically.

My good friend, Ron, coached me how to influence and persuade.

My dad coached me how to be a man, get things done and always take responsibility.

Those are the BIG impact coaches I’ve had in my life, but there are many, many more coaches who influenced me.

Five years ago, when Brandy and I got interested in real estate, we got coached by an investment expert.

Right now, we’re going through coaching with a financial planner.

I get coaching from Sean and Dick on organization, time management and systemization.

I’m being coached by the best in the business on a specific technology (mind-mapping) that I’m trying to master (had a class yesterday) so I can keep up with Sean.

The list goes on.

Why do we invest in coaching?

Why do your clients come to YOU for coaching?

To leverage your expertise, right? To get speed and efficiencies, to get results faster and with greater certainty.

You sell it, but do you buy it?

Brandy and I want to learn ballroom dancing. We could go buy a book or dvd, but that’s not as efficient as finding a good instructor and getting coached by an expert. We want to be proficient quickly, so we’ll get the coach.

Who have your coaches been? Who are they now?

When we’re younger, we get coached on just about everything. But after we get out of school, for a lot of people, the coaching ends.

Not necessarily because they don’t appreciate the value, but usually because of a price rationalization.

What’s interesting is that there’s probably no greater ROI than coaching.

It’s how breakthroughs are achieved.

You know that - you see it in your clients every day.

If you were/are a competitive athlete, in many cases it’s the quality of coaching that helped you reach the next higher level.

WHAT’S THAT WORTH?

I’m on mission to get back into competitive sports. I used to play A-level volleyball, but haven’t since I moved down to Raleigh. Now I’m going to pick up tennis. I’m searching for a coach - not a book or dvd or even a playing partner…a great coach.

Because I want to get good…fast.

And nothing’s more valuable to me than my time.

What about yours - how valuable is your time?

What’re speed and leverage worth to you?

You sell it, but do you buy it?

Maybe a better way to say that is…

“You sell it, but do you BELIEVE it?”

You believed it was necessary for your technical training - so you got certified.

Do you believe it’s necessary for your business training?

I hope so, because the reality is any fool can make soap, but it takes a clever person to sell it.

Fitness service providers are a dime a dozen.

Even really great fitness experts are not hard to find.

What’s hard to find are great fitness experts who are also great fitness business owners.

If you’re passionate about helping people, as I believe you are, then you’re probably an excellent TECHNICIAN of your trade - an excellent coach.

That and a nickel will get you a stick of gum.

The only thing that keeps you in business and gives you the lifestyle and freedom you want, is mastering the business side of fitness. THAT skill will buy you anything you desire.

If you want to be an excellent technician AND an excellent fit-biz owner, then doesn’t it make sense to get coached by someone like Sean Greeley who built a 650+ client fit-biz, created the most successful fitness sales system in the history of this industry (AUTOCLOSER) and the fit-biz management system that ‘clones’ you (DUPLICATOR)? He not only created them, he is the primary implementation coach for those systems, too.

You think you could learn a few things from him?

You think the ROI would be pretty significant?

You think there would be real speed and leverage there?

If you’re a doubting thomas, check out the success stories and ‘hall of fame’ on our website at:

http://www.FitnessMarketingSystems.com

I challenge you to find anyone - ANYONE - else in this industry who has the quantity and quality of testimonials - of PROOF - we do that what we teach actually works…actually puts muney in your pockets, not takes it out.

You sell it, but do you buy it? Do you actually believe you can achieve the business breakthrough you want with the right coaching and guidance - just as you tell your prospects and clients they can achieve their fitness breakthrough by working with you?

If you do, that business breakthrough begins by registering for the f.r.e.e. NPE Membershp Orientation we’re doing today (Wednesday) at 2 p.m. eastern time.

You’ll learn all about us, what we do, how we do it and how we can help you get to where you want to go…fast!

And you’ll get to see the inside of our ‘command central’ NPE Membership Site. It’s an awesome ‘virtual’ mastermind of very serious fit-biz owners.

Register for the orientation here:

http://www.NPEMembershipSite.com

I look forward to speaking with you later today,

Eric Ruth

P.S. We’ve got almost 120 more testimonials and success stories we’ll be adding to the site over the coming month. They fly in so fast and furious, it’s hard to post them quick enough. You can stay on the sidelines and watch us pile up more and more success stories from other fit-pros as long as you want, but one thing’s for certain…you only score if you’re in the game.

Get registered, and get in the game - let us coach you up - and watch your fit-biz explode. It really is just that simple. You’ll see that on the orientation webinar today. Register for it here:

http://www.NPEMembershipSite.com

P.P.S. This orientation is for NPE Members AND non-Members alike. If you’re a Member, this is your chance to learn how to take full advantage of all the great stuff on the Membership site, if you’re a non-Member, this is your chance to get ‘behind the curtains’ and see how we do things so you can make an informed decision about us, without pressure or obligation.

Hope you had a good weekend.

I just returned this morning from a weekend trip to Washington, D.C. where I attended a Crossfit Certification.

Those of you who know me already, know that I’ve talked quite a bit about finding Crossfit almost a year ago and it is my personal fitness program of choice.

For 2 days I got to learn more about the Crossfit core concepts, movements, philosophies and also get to meet the founder of the program, Greg Glassman, which was a great treat.

Coach Glassman’s work is having a profound effect on how fitness is defined and what it really means.

And his programing has now become the staple of top athletes, military, and first responder organizations around the world.

This weekend there were about 50 people in attendance, and I’d say at least 60% of the room was military.

In fact, I set next to a great guy named Bo who’s in the Air Force, works at the Pentagon, and flies an F-16.

Very cool stuff.

Anyway, one of Coach’s great sayings is:

“Raincoats Off, Rulers Out”

And he uses it in the context of putting everything out in the open, for the world to see, and then seeing once and for all who’s got the biggest [insert-male-body-part-here] in the room.

Coach is a VERY results oriented guy, and so is the entire Crossfit community.

Everyone times and measures their workouts, and posts their results to the web for the world to see.

Good, bad, and ugly.

EVERYTHING is out in the open.

That is something that we’re committed to as well in NPE.

We’re not hiding behind smoke and mirrors over here.

We’re open and upfront with everyone about what it really takes to achieve success in your fitness business.

And the reality is it takes hard work.

That’s not for everyone, for sure.

But what I think is even more important than hard work, is SMART work.

Sure, you must bring energy, enthusiasm, and commitment to serve others to the table as a fitness business owner.

But then you must ALSO apply the right SYSTEMS (or programming) to achieve success.

And if you apply the WRONG programming, well, you really can’t get very far at all.

Success in business is just like success in fitness.

Showing up to the gym, being motivated, and working hard IS a requirement for success, but it is only the foundation.

If you really want to become an ELITE ‘business owner’ then you’ve got to apply the right programing (SYSTEMS), the right equipment (TOOLS), and get good COACHING from people who know more than you do.

Without those 3 things in place, in the right order and configuration, your progress will be very short lived and you’ll quickly hit a plateau in your growth.

We’re going to be talking more about this, and showing you what OUR programming looks like over here on Wednesday’s NPE membership site webinar taking place this Wednesday at 2pm EST.

Registration at:

http://www.NPEMembershipSite.com

If you haven’t registered for it already, then I encourage you to do so.

You’ll learn more about what it really takes to succeed in the fitness industry, and how to become an ELITE business owner.

I look forward to speaking with you Wednesday,

Sean

P.S. Both Eric and I practice what we preach. And we’re going to take ‘raincoats off, rulers out’ in terms of what our members are doing, how they are doing it, and the results they are getting on Wednesday’s webinar. This event will not be reposted for playback, so if you’re serious about growing your fitness business then I encourage you to join us live on the call. Complete your registration at:

http://www.NPEMembershipSite.com

In case you didn’t get to watch Eric’s video the other day, let me tell you the big news:

We’ve spent the last several months building a VERY special resource to explode your fitness business.

And next Wednesday at 2pm EST, we’re going to do the ‘big reveal’.

Both Eric and I would like to invite you to attend (we’ll have some special gifts for everyone who attends the webinar live).

RSVP and grab your spot at:

http://www.NPEMembershipSite.com

On this webinar you’ll learn:

- How you can get sample ads, sales letters, and more tools (and get critiques on your own before you run them) in our new ‘user share’ section of the site

- Why the NPE membership site differs from everything else you’ve ever seen offered to the fitness community- this is strictly business related for you!

- What the NPE program is all about- and how it can help you explode your fitness business growth! (if you’re not yet a member, you’ll get all the details and benefit revealed to you here!)

- And some other VERY special and secret ‘bells’ and ‘whistles’ we’ve put together just for you (details to follow on Wednesday’s webinar)

Grab your spot and we’ll look forwards to speaking with you next week!

http://www.NPEMembershipSite.com

Best Regards,
Sean

Next week we’re having a special party and you’re invited (both members and non-members). Watch the video below for all the details then go to http://www.NPEMembershipSite.com to RSVP. We’ve got some new toys to show off and since many people have asked us questions about membership at NPE, we’re going cover all the details on what membership includes and how it can help you explode your fitness business.

Podcast: Play in new window