Don't Sell FITNESS On Your

website ..... SELL Chocolate

Scott Hodson

Director of OFSOFTWARE & Founder of Fit Biz Builders

Have you ever wondered why your fitness website isn’t generating the amounts of leads you thought it would or not working like what your local web designer hood winked you into believing?

Now I want to paint a little picture that will hopefully provide you with a change in focus for your website and mindset which will start generating extra leads for you straight away!

The first thing I want to do is shock you with saying that people NEVER buy fitness… that’s right the thing we are trying to sell is the exact thing people don’t want to buy… please bare with me on this one as you are probably going to put up a little resistance at first but hopefully I will be able to convince you that this principle is true and a slight change in approach will help your success.

Why would people buy “fitness”? its hot, sweaty, hard work, sometimes boring, sometimes arduous, it takes effort, dedication, continued motivation and can be expensive on your time and wallet. So what does actually convince people to part with said time and money?

It’s because they have been convinced that they are either going to get an experience that they WANT (not need) or they will achieve a desired result. When people buy from you they are using the perception of “fitness” to get either an experience or a result.

So don’t sell push ups and crunches sell lifestyle, an enormous sense of wellbeing or a challenge…

Don’t sell squats and road running sell weight loss, improved performance or the body you have always wanted.

Just like the clever guys who sell Chocolate… they don’t sell sugar, cocoa and fruity bits they sell indulgence, naughtiness and dreams.

Let’s go straight on to another lesson we can take from the genius’s that work in confectionery… how do those trixy guys gets us hooked?

They first spend most of their time showing us the experience we will have when consuming those little drops of sunshine. They educate us on the benefits of tasting the sweet nectar not how its prepared and then they provide you a valuable free sample or a special promotion to get you to take your first bite…. From then on you will always go back to that chocolate bar when you want to feel indulgent, naughty, or even just to enjoy the smooth texture and pleasure of eating it.

Now at this point I don’t suggest giving away free sessions willy nilly as this can be very expensive and you will get a lot of time wasters…but what I would say is provide someone with a taster of the experience or result that people want. This can be provided as a template training program, a video tutorial, tips guide or top secret report on how to fast track them to their desired experience or result.

You now have the opportunity to educate them about the benefits you can provide and the experience they can expect or the result that they desire…but remember stay true to the principle of not to sell fitness at this point as most people forget…. talk about the things people want and how they can benefit from the advice you are giving… then you will see that selling what you have to sell becomes easy, fun and manageable and your website will start to generate more leads.

So in conclusion:

Don’t sell fitness sell an experience or a result. Spend most of your time on your website content telling people what’s in it for them and how they can benefit (trust me they don’t give a hoot about burpees and bench presses) Then provide people with a little taster of your expertise in a free gift which again is used to demonstrate you know what you’re talking about and that you are proven in delivering the promised experience or result. This framework will allow you to generate leads and move people closer to a sale automatically.

For more help and guidance on how to turn your website into an online sales machine check out my web guide at www.ofsoftware.biz/blog

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Alis
Posts: 1

An interesting take...
Reply #1 on : Mon June 13, 2011, 14:48:23

---

I agree. The picture that tends to come with "Fitness" and "Exercise", particularly for most people looking to buy a weight-loss product, is sweat, hard work, feeling uncomfortable etc. Definitely talk more about benefits, such as improved lung capacity, more energy, longer life, fat loss etc. rather than the perceived 'hard work' involved! ;-)

You're right- people that sell chocolate don't talk about sugar and fat, they talk about indulgence, naughtiness and pleasure.

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