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What Personal Trainers Can Learn From Howard Stern
Guest Post by Jim Labadie
Here's a guest post from my buddy the master closer Jim Labadie. In it, Jim talks about Howard Stern, and Howard is a character I feel we can all learn a lot from… ESPECIALLY from a marketing stand-point. He doesn't care if ya love him or hate, he has a voice, he has created a "place" for his audience to hang out, he tells it like it is, and he understands EXACTLY what his audience wants and gives to them.
Shocking. Controversial. Abrasive. Funny. Original.
There are plenty of other words I could use to describe the "King of All Media", but you get the idea. And most people think one of the above words – or a combination of – explain his success.
But I don't think any of them is the real reason. And if you've ever listened to the show you'll probably agree with me.
So how did he do it? How did he go from a tall, dorky guy that nobody liked in high school to one of the most popular radio personalities in history?
Transparency.
Now if you want to talk about a lame ass buzz word that is just now going through the Internet Marketing community this is the word.
Everyone is now talking about how "transparent" they are.
What a load of complete horseshit.
If you want to see and hear transparency you need to listen to Stern for a couple of hours.
The entire show – and Howard's crazy ass pay day from Sirius – is a result of brutal honesty and nothing being kept private from listeners.
NOTHING.
They talk about…
Problems with Fred's wife
Howard's small penis
Robin's colonics
Artie's stints in rehab
Gary's giant teeth
And the list goes on and on.
Look, I know the show might not be your cup of tea. You might hate him. You might love him.
Doesn't matter because you cannot argue with his success.
If you want to see how a business has been built on REAL transparency and a community of rabid fans The Howard Stern Show cannot be ignored.
So what happens from here? Well, most trainers will ignore this lesson and rant about how much they love him or hate him.
But SOME trainers will take this concept and get really, really rich from it.
Which trainer are you?
If you'd like to learn more about Jim Labadie and learn some of his ninja fitness sales and marketing techniques, then definitely check out his new blog at PatNickandJim.com
Let me know what you think…
Seriously, I wanna know what you think… just leave a comment…
Comments on What Personal Trainers Can Learn From Howard Stern
Great post Jim….and Chris.
Sort of subliminal.
I like it.
Boh
Jim,
Strong point mate. I don't hate, I just don't watch much and only cuz I dun really think about it. I spoke with Scott Tosuignant yesterday and we talked about Transparency. If you are in any way pretending or projecting something that is not real and is not you.. I mean REALLY isn't then you will get found out and lose your audience. FEAR always comes into it and by that I mean throwing yourself out there and fearing people may not accept you. If you're honest and no b.s. they will… maybe not all ppl… but as we learn from your good self Jim we don't want everyone to love us… and that's something out of your control anyway.
Chris McCombs is an example… As we know.. and as he has told us.. Hey I been in Jail for this and this.. some people may not like that and as a result not tune in.. guess what? plenty of us do.. and were are the beneficiaries of constant Killer content..
cheers fellas
Adam Toohey
Oh and Chris… if you missed it on Twitter…. LOVE the New Layout…
I listen to Howard every day. I couldn't agree with you more in regards to the transparency…Jedd
Great post Jim—and so true. We are a voyeuristic society and people want to hear about other peoples' lives. I will see you at "Fast Track" in May (and possibly Ozworth if you will be there?)
Kevin
Interesting that you are modeling after Howard Stern, because that is exactly what I have begun doing!
Having moved into a 600 home HOA community where I am trying to utilize a 35,000 sq ft recreation center with NO cooperation from a lame committee of volunteers who have been empowered with running this 10 million dollar facility right into the ground… I have resorted to the HOWARD STERN approach.
I am sending out my own newsletter postally and online, plus I have put up a "craigslist" site and open source community forum. This is helping me create a voice so that I can become more transparent to more residents who want and need my services.
Meanwhile, I am not sitting home holding my breath waiting for things to change overnight. I am concentrating on my live-in-fitness business to support me. Once my Internet marketing has me fully booked, I probably won't be so concerned with petty officers of the HOA, but I will still enjoy my Howard Stern tactics to keep them in line. My transparent publications keep the community informed on MY take on things and like Howard…they will love or hate it.
i never listened to that kind of ugly talk show…. lol plus, he turns me off. i like someone like rush limbaugh! he has a better speech and better personality!
Hey Jim,
Here's what I think…you're right. Transparency is flying around our industry right like a bat out or hell.
Pretty soon people are going to be using and thinking of transparency the same way the do with "Love" and "Hate". The two most incorrectly used words in the world.
Thanks for the post!
Chris, I love the new look of the site!
Donovan "DFitnessguy" Owens
Great article Jim!
You could've easily substituted Martha Stewart, Oprah, Rush Limbaugh or Bozo the Clown for Howard Stern… ALL of these people built their 'celebrity status' around what comes most natural to them: their own personality.
I have yet to meet anyone in the fitness-biz who doesn't have a unique story. The real trick to becoming famous for who you are is simple… be YOURSELF! Most people try to hide those things that make them "different". Have fun with your particular quirks, interests, hobbies, criminial record, perversions, etc. You don't need to stop being 'human' to be a "fitness pro".
..and that's all I have to say about that.
-JS-
I think the key to this "transparency" issue is Truth. In the absence of truth, transparency is just gimmick. When you are a bold and outspoken force of truth (as you see it), it is compelling and inspirational. When you are pushing shock under the guise of truth, you're just a carnival sideshow with a short shelf life.
Thanks for the insight,
Jonathan Aluzas
http://www.arenafitness.com
Good stuff man… dead on about the transparency stuff. Howard is the man when it comes to that. He may have a little dick, but his balls are HUGE. keep it rolling brother!
Gotta love Howard! Yup, it's always good to look at the people who have his kind of following and examine what they're doing right.
We've already moved from the information age into the entertainment age. If you can't entertain your audience, like Chris does an amazing job of, well, it's a whole lot tougher to thrive in this biz.