In the Gym Secrets podcast, Alex discusses the significance of the 'big promise' in marketing, drawing inspiration from Frank Kern's principles. He emphasizes that while many businesses can sell the dream of making more money, getting more customers, and working less, the true differentiator is fulfillment. Alex argues that the success of a business hinges on the customer's belief in the business's ability to deliver on its promises. He highlights the importance of creating an exceptional customer experience, fostering a sense of community and identity, and engineering positive emotional responses. Alex concludes by underscoring the power of conviction and identity in driving customer loyalty and justifying premium pricing, and offers resources for gym owners looking to differentiate their services and increase revenue.
"And one of the things that I want to talk about today is a concept of a big promise."
This quote sets the stage for the discussion, indicating the focus on the "big promise" concept and its significance in marketing and business.
"So the big promise is basically what you're promising every one of your prospects. And this works in any vertical, okay?"
Alex explains that the big promise is a universal marketing strategy that applies to all business sectors.
"But I feel like selling is really just painting a picture of a dream."
This quote suggests that the act of selling is about creating a compelling vision for the prospect to aspire to.
"And I think the reason for that is because of the big elephant in the room when it comes to business is fulfillment."
Alex points out that fulfillment is the key issue in business that many overlook but is essential for real success.
"People don't really care about results. I mean, they do, but it's going to be the experience and the relationship that's also going to matter."
This quote emphasizes that while results are important, the customer experience and relationship play a crucial role in business retention and success.
"When you have an exceptional fulfillment, then you actually do have this business that starts to proliferate on its own."
The quote emphasizes the importance of delivering exceptional service to foster organic growth and customer referrals.
"So if every single service provider in your area says you're going to lose weight, you're going to feel better, you're going to sleep better, you're going to have more energy, you're going to be able to play with your kids. Like, you're not unique in that, right?"
This quote highlights the commonality of promises made by service providers and the difficulty in standing out based solely on these promises.
"The extent to which a business is successful is the extent to which a prospect has conviction in the ability of the provider to fulfill that promise."
The quote underscores the idea that customer belief in a business's capability to deliver on its promises is fundamental to success.
"I 100% believe that. If we sign you up, we know that you will make more money with us in the next eight weeks than you will pay us, usually by four or five x straight up."
This quote reflects the speaker's confidence in their service's value proposition, based on past successful outcomes.
"Hey, if you're a return listener and you have not rated or reviewed the show, I want you to know that you should feel absolutely terrible about yourself and everything else in the world. I'm kidding."
This quote, delivered in jest, is an attempt to encourage listeners to engage with the show by leaving ratings and reviews.
"But it would mean the absolute world."
"To me if you guys would go."
"Ahead and do that. And you don't even have to pause the show."
These quotes convey the hosts' sincere appreciation for listener support and the importance of ratings and reviews to the show's success, while also making it easy for listeners by suggesting they can do it without interrupting their listening experience.
ith your thumb right now. It'll take you less than 60 seconds. And like I said, the only way that podcast grows through word of mouth, and this is you joining hands with me and helping as many entrepreneurs as we possibly can, because no one is coming to save us.
The quote underscores the simplicity and rapid action listeners can take to promote the podcast, emphasizing the collective effort required for its growth and the overarching mission to support entrepreneurs.
It's just us. All right?
This quote signifies a rallying call to the listeners, implying that they are solely responsible for their success and must work together to achieve their goals.
Right? And so you have to ask yourself, if you are in the gym space, not only how certain are you that you can get someone results, which is cool, but everyone kind of produces. Everyone has before and after pictures on their page. That doesn't make you special, right?
The quote addresses gym owners, challenging them to think beyond the typical selling points and consider what truly distinguishes their service, implying that results alone are not enough to stand out.
How can you make it as easy, as pain free, as engaging as possible? So look at the six human needs, right? You have status, you have connection... So how many of these human needs can we fulfill at our facilities while getting people to stay?
This quote prompts business owners to consider how they can address various human needs to make their offerings more attractive and engaging, which in turn can foster loyalty and community among customers.
If I say that you're the MVP of the workout for today, how likely is it that you're going to attend your next workout? Pretty high, right?... And so how many of these experiences can we engineer so that people get these hits of dopamine, get these hits of serotonin where they feel good about themselves, feel like they are important, right?
The quote explains the psychological impact of recognition and how it can be leveraged to encourage repeat behavior, suggesting that businesses should create experiences that provide emotional rewards and foster a sense of importance among customers.
Because over time, we know that if someone keeps working out for three years and eating and making healthier decisions, right, meal plan or not, macros are not periodization or not, they're going to probably look pretty good in three years, right?... But if I can change someone's life, I have to make it a part of their identity, and that is a malaria process.
This quote highlights the necessity of a long-term perspective in creating lasting change, suggesting that for success, the service must become an integral part of the customer's sense of self, rather than just a temporary fix.
Your conviction becomes rock solid, right? And then your prices will reflect that conviction that you have.
This quote emphasizes the direct relationship between the firm belief in the effectiveness of one's services and the confidence to charge accordingly for those services.
Because what you're doing is you're giving someone truly a new life because you're changing who they are, not changing their body, you're changing their mind, which is far more valuable.
Alex is highlighting the profound impact of altering someone's mindset as opposed to just their physical appearance, suggesting that this deeper change is what justifies a higher price point.
Because ultimately most prospects that walk into a gym have already heard the same pitch... But it's how likely and what systems do you have in place to ensure that I actually get there and that it sticks.
This quote points out the commonality of generic sales pitches in the fitness industry and stresses the importance of having reliable systems that ensure lasting results, which in turn builds trust and attracts more clients.
Like she's cripplingly sore and feels like she's starving all the time. Is that sustainable? Probably not, right?
Alex discusses the common pitfalls of unsustainable fitness regimens that focus on short-term results, which may lead to negative experiences and are unlikely to be maintained by clients.
Well, not mid six figures, 100 200,000 a month in revenue using the systems that we have to separate them from the marketplace, break the price, product link or competitive link.
The quote outlines the potential financial success gym owners can achieve by implementing systems that distinguish their services from the competition, thereby allowing them to command higher prices and increase revenue.
And you can download free case study@gymlessecrets.com quiz or go to I don't hatemoney.com.
Alex provides a call to action for gym owners, directing them to resources that can help them enhance their business and differentiate themselves in the market.