Create Massive Value and Income Out of Thin Air

How your fitness business, product or service is perceived by your customer, not the actual product or service itself, is what determines how much you'll be able to charge.

I know some personal training business owners and trainers who are amazing at getting people into incredible shape, yet they don't reflect this at all in their marketing or differentiate themselves from their competitors in anyway, so they are only able to charge industry standard fees. Yet I know other personal trainers who aren't nearly as good yet position themselves as THE go-to expert in their area, and these guys are able to charge top dollar.

Your customers perception of how value your service is will ultimately determine what they're willing to pay to for it.

How do you improve this perception? Well, there's a number of ways, but one is to pull value right out of thin air.

A few years ago I really wanted to be more in-demand in my area and be able to charge premium rates. So here's what I did…

I went out and found a bunch of figure models in my area, ya know, women who get paid to take pictures on the beach in their bathing suits. I told them I would train them for free if they would let me use their pictures along with some testimonials in my marketing.

Next thing ya know I'm known in my local area as the guy who gets women into figure model shape. People see me training these beautiful women and think 'If he trains her he must know what he's doing"

Now nothing had actually changed about my service at all, yet because I was positioned as the guy who got women into amazing shape, and because this caused a shift in the way my prospects perceived me, I was able to almost double my rates and became more in-demand at the same time.

Another way to do this is instead of just calling your service "personal training", give it some kind of name that differentiates you from everyone else. Something that tells the prospect that your service does something none of the others do.

Or …

Create a name for the workout programs you design.

Appoint yourself as The Fitness Expert of your area. Example, if your business is in San Diego, you are now The San Diego Fitness Expert. I don't care if you've only been in business for a day, no one is going to question your position or authority, but no one will appoint you as the expert either, that's your job.

If you've ever worked with a celebrity, use their picture and testimonial in your advertising.

Interview experts and book authors and have the interviews transcribed into articles for your blog. In your prospects mind, you're on the level with the expert you interviewed

Take before and after pictures of your clients and award whoever makes the most dramatic changes. Give your contest a name.

If you've ever won any kind of award, use it in your advertising.

If you've ever been published in a magazine, use it in your advertising.

The point is, there a lot of things you can do to position yourself as the best in your industry or local area. Now these things I mentioned above don't necessarily add any real value to your service, but they do add a ton of value in your prospects mind, and by doing so you can charge a whole lot more money.

What your customer thinks about your service is a lot more important than the service itself and will ultimately determine how much you'll be able to charge and how much money you'll make.

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