The $14,000 Email and Why Haters Get Vaporized

I’ve got a killer referral generation tactic for you today.

It actually made one of my clients over $14,000 this month. And he was kind enough to let me share it with you.

But first I need to get up on my soap box for a minute and get something off my chest.

Before I do that I want to thank the dozens of fitness professionals who emailed me and stood up for me on blogs, facebook and twitter last Sunday and the early part of this week.


hater-21It’s awesome to know that so many cool people from the U.S. Canada and UK got my back 🙂

Okay… here’s the deal.

I’m so FREAK’IN tired of the haters!

All they put out is piss and vinegar.

They cry like little babies, put out inflammatory emails, and then go back and do damage control when they realize they F’ed up…

To the haters I say don’t let the door hit you in the ass on your way out!

What pisses me off even more is most of these clowns who claim to be fitness marketing guru have never owned or operated a successful personal training business.

Shit, some haven’t even sold a single freak’in session – but they manage to give themselves GURU status.

WTF does that mean anyway!?!


It’s one of three things with these Jokers…

They either have ZERO industry experience and chose the fitness industry as a good target to position themselves as gurus… and since anyone can proclaim guru status on the internet – they do.)

Or they knock off other people’s products and/or create their own shitty products and attempt to sell them out of their one bedroom ghetto apartment…err… I mean corporate office.

Or they catch the vapors and get VAPORIZED when someone is actually delivering great products and services to the industry and they go into HYPER HATER-ISM mode and spew their venom.

hater-1I’m not saying I’m some guru… I think that’s stupid!

Yeah, I know my stuff. And I’m REALLY good at what I do.

I’ve earned what I have because before I became who I am I was ACTUALLY making it happen as a personal trainer.

I’ve been in the trenches…

At the peak of my personal training career I was PERSONALLY selling over 20,000 personal training sessions a year. I did that for over five years straight. (that’s gotta be some kind of record)

(You can see proof of my selling prowess at the top of

I’ve owned my own SUCCESSFUL training facilitates…

I’ve helped grow two of America’s largest personal training companies to over $21,000,000/year (yep million) and over 60 location each.

I’ve created multiple SEVEN FIGURE EARNING personal trainers. (One will be presenting at FBS09 and others will be attending.)

I’m not saying any of this to toot my own horn or to impress you. Most of you reading this already know this stuff.

I’m telling you this to impress upon you that the fitness industry, like all industries has its good, bad, and ugly.

My advice to you… BEWARE OF THE SKINNY CHEF.

And NEVER EVER be a hater.

If you aren’t good at something, either get good at it or get the F#%K out and choose another industry.

Because haters never prosper.

Okay, where were we before the haters interrupted?…

Right… the referral generation email.

I don’t know of any one personal trainer marketing system that can get you one hundred new clients. But I do know one hundred ways to get you one new client.

The formula for marketing your fitness business is ridiculously simple:

Do more of the things that work. And less of the thing that don’t.

Never rely on ONE holy grail fitness marketing system because it doesn’t exist and anyone who tries to tell you otherwise if full of crap.

When you distill your personal trainer marketing down to its bare bones it all comes down to one simple thing; having many poles in the water.

One of my mentorship clients recently got $123,000 of personal trainer sales in the first four and a half weeks of this year off a direct response letter we crafted together.

Yeah, it worked like gang busters. But I’d be STUPID to suggest to him that direct mail should be his ONLY source of marketing.

Several other of my mentorship clients got between 21 and 32 new clients in a matter of ten days by using my buddy Steve Hochman’s Human Billboard phone script.

But again I’d be STUPID to suggest to them that this should serve as their main or only personal trainer marketing tactic.

If you want a consistent flow of qualified leads you need many poles in the water…

… and that means:

  • Direct mail letters
  • Lead generation postcards
  • Lead boxes in strategic places
  • High ranking/converting website
  • Craigs list/kijiji/backpage listings
  • Pay Per Click
  • Blogging
  • Social networking sites
  • Email marketing
  • Internal referral systems
  • External referral systems
  • Grocery store tours
  • Professional joint ventures
  • Networking groups
  • Doctor referrals
  • Free Seminars

You get the point…

With that in mind let me show you another fitness marketing systems that recently produced $14,000 in new clients for Andrew Voris, another one of my clients.

What I love most about this system is that is brilliantly simple… free… and produces almost instant results.

Here’s the low down.

It’s an internal email based referral generation system that kicked butt. And Andrew was kind enough to let me share it with you.

In fact here is the email I got from him the other day.



Here’s an email I sent out that brought me over 14K this month alone!

I knew how to do this because I have been using your programs for years! Thanks for the years of guidance!

EMAIL SUBJECT LINE: Referral Rewards


I just wanted to let you know that I try to mainly use referrals as marketing for my business and like to reward for referrals! As a new client you will always be rewarded with 2 free sessions once someone you refer to us purchases training.

If you know anyone that may be interested please send them to our website Better yet you can email them about us and our services and c.c. me at

I usually wait until clients have seen results before asking for referrals but I am very confident you will get great results and want to continue training and tell all of your pals! Keep me informed about your progress and how your training is going by emailing me anytime you wish whether you are training with me or one of my trainers!

Thanks for being one of our clients!

Andy Voris, BodyForm Personal Training

refer-2Let me break down Andrew’s email referral generation system down for you, because while it’s surprisingly simple there’s actually a lot going on here.

In fact there are four very specific action DRIVERS I want to point out to you.

–First, his email subject is not hypey. In fact it’s exactly what the body of the email goes into but it’s still compelling (Referral Rewards).

–Second, he makes it a point to state that referral generation is his MAIN marketing system. This makes the client feel a greater sense of obligation and more committed to giving him a referral… after all it’s his MAIN marketing system.

–Third, he makes “giving a referral a CONDITION OF DOING BUSINESS WITH HIM”. He does this by asking for a referral while the client is NEW and has not picked up any bad habits – like not referring.

Plus, a new client is much more likely to refer because they’re still HOT. They’re excited about the program and want to share it with other… Andrew is just giving them a reason to do that by offering them more of what they want – free training sessions.

–Finally he gives them SPECIFIC directions on what to do next. He asks them to send the person to his website (and then tells them what he really wants) or better yet, to email their friend and to CC him on the email.

Basically the new clients would be making an introduction by doing this. And that action alone makes the deal W-A-Y easier to close for Andrew.

Kinda cool, eh?

What do you think? Leave me your thoughts and comments below…