Be Different
Don’t ever do what everyone else is doing… or you’ll get what everyone else is getting.
I gotta get something of my chest.
This is a soapbox moment.
But it’s one of the best marketing lessons you can ever get.
Periodically my products get knocked off, plagiarized, and even repackaged and sold in other industries.
The same thing happens with my ads, sites, and squeeze pages.
It sucks… and we address it when it happens.
One time a pretty popular online training site (though not as popular as Hitech Trainer) scraped our website source code and in the process somehow added our analytics code to their site.
It was actually pretty funny to see THEIR analytics on our stats. What’s even funnier is when I called them on it they denied it… until I showed them the analytics.
My point, however, is this. While others are trying to figure out what I’m doing now, I’m already working on what’s next.
In my personal training business I realized that everyone else was selling single sessions and small blocks so I started selling six and twelve month results oriented programs and only accepted clients who were willing to commit to these programs.
Everyone else was taking checks and cash each month and chasing the money. I put all my clients on EFT (auto debit) and made it easier for them and more convenient and consistent for me.
Everyone else was offering 60 minute sessions so I went to 30 minute sessions – I charged less, and the client got an extra 30 minutes of their day back.
Everyone else treated their facility like a medical office – sterile, quite, stuffy and serious. I made sure that my clients had fun, that my trainers were high energy, and that you could FEEL the enthusiasm when you walked in through the doors.
Here’s the formula for success in anything you do: 
Be different. See what everyone else is doing and do the opposite.
DO NOT FOLLOW THE HERD. Beat your own path.
McDonalds was the first “fast food drive through” when others thought it was a stupid idea.
Starbucks took coffee to a new level by making it an experience.
Southwest airlines (the only one that still made money after 9/11) gets you to look past their lack of comfort and unassigned seating by making flying fun (as can be) and affordable.
Facebook made social media something your mom and grandma can get into and now myspace and the other social platforms are wondering what hit them.
Google made search fun, easy, and unique and added a little personality to it. Yahoo! who?
Apple kicked the CD walkman in the nuts with the ipod while everyone else was trying to make a better CD walkman. And now if you’re not rock’in a macbook or Iphone you’re just not cool.
Be different. Stand out. Don’t follow the herd. Beat your own path.
Find the vacuum in the industry and fill it.
Oh, and there is one more thing to being successful…
… work your ass off. Because I’ve discovered that the harder I work the luckier I get. I bet it’s the same with you 
And if you’re ready to take your fitness business to the top in 2010 then try out Fitness Marketing Manifesto because you can test drive an issue, plus get a killer bonus DVD for only $9.95.
Comments on Be Different »
Alex @ 4:24 pm
I learned this lesson the hard way….
Thanks bedros.
-Alex
Rick Watson @ 2:13 am
Bedros
It’s posts like this that make you the best in the business. I know I definately try to put my original stamp on my business, but it’s hard not to follow great leaders like yourself.
Thanks for the inspiration.
Rick
Kat Millar @ 5:47 am
I get so excited reading about how important it is to make Personal Training fun for our clients.
When I choose a trainer for myself, it’s almost always on how much fun I have, while still working my butt off - it’s all about the personality of the trainer - I don’t care about their quals (just as long as they have some lol - and know how to listen and motivate me)
Facebook has truly changed the way we do business! And I’d be lost without my Mac and Ipod
Truly, to stand out - you need to be different, and be quality and fun.
Thanks for the reminder
Kat
Joshua Carter @ 9:09 am
“Apple kicked the CD walkman in the nuts” … Love it.
JC
Ron Smith @ 9:27 am
I was lucky enought to figure this out fairly early in the game. Your right, now I have other camps that have been around 4x as long running to try and catch up with me. Never be afraid to take a walk on the wild side and remember others can and will copy you, just stay one or two steps ahead of them!
B - awesome sh*t.
CB gave me great advice a lil over a yr ago when I saw all these peeps copying a lot of my work.
He said f**k it, keep moving faster and faster so they can’t even keep up with me, let alone copy!
On that note, peace!
back 2 work!
-z-
Servando Dominguez @ 10:17 am
I think, the most important thing for people that work with us is the feeling that they get when they leave.
I make it a goal to make sure all my clients leave happier and more relaxed than when they walked in.
I do have some problems make it personal with bootcamps any tips?
Doug Seamans @ 10:36 am
I’ve always been a “Black Sheep”…and always will be.
Trainers in my area wonder how I got successful in my first 6 months and I did it by not doing what they did, working for a big gym, spending money on expensive equipment and doing the same stupid advertising.
Thanks for keeping me motivated to keep doing what I’m doing and not doing what everyone else is doing.
Doug Seamans
PRIDE Conditioning
http://www.prideconditioning.com
Aussie Mick @ 10:54 am
Bedros, so what you’re saying is that strapping a cassette player to my arm while I work out isn’t cool anymore? Damn it!!!
What about fluro green lycra when I do my group classes?
Next you’re going to tell me my Bedros bobble doll is so last month! NNNNNNOOOOOOOOO!!!!
Big fella you’ll always be the original and the best.
Keep on truckin!
Now where’s that headband?
‘Aussie Mick’
Aussie Mick! Dude you are funny… and you know what I’ll rock that cassette player with you when I come out there.
Aussie B
Right on Doug! Black Sheeps all the way!
B
Z dog! right on the money dude! Just move faster. That CB comes up with a good one from time to time…lol!
B
John Thompson @ 12:18 pm
Bedros!!!!!!!
Right on bortha- So true.
The only thing I’m not so sure about is this hole “kicking our competitors in the nuts” thing. But hey, everything else you’ve ever told me has worked. So I’m on it!!!
I’ll call if I need to be bailed out of jail- but I already know the guy I am starting with.
John
Bakersfield Fit Body Bootcamp
Right on again Bedros. Sort of sweet to see competitors copy you and then see that you’ve moved onto something even better!
Belton Lubas @ 2:12 pm
Yo B-man,
Great analogies and great blog.
I would hate to be a CD player right now…
Great Post Bedros! Couldn’t agree more! It’s so easy to get caught up in what everyone else is doing that sometimes we forget our own Identity. I know I’m different than the other guys and that’s what makes me better so why would I try to be like them?! Thanks for the reminder! You ROCK!
James Simpson @ 2:26 am
If people would just decide to be a chief instead of an indian for once in their life and do som friggin work this wouldn’t be an issue but the haters i see as motivators so keep em coming. Great Post Bedros
Getting Fit @ 8:38 am
Great post. I totally agree. The harder I work the luckier I get. I get more clients, new opportunities and so on. Most personal trainers are just lazy.
Ben at Train For Top Dollar @ 2:09 pm
LOL. That photo rocks. Bedros where *do* you find your photos? I need your secrets, man.
Come on B,
You know already that imitation is the highest form of flattery.
Keep doing what you doing brotha.
As you said before let haters catch the vapors.
When you are on top you don’t have time to look back to see what’s behind you.
Yo B
Spot on Champ!
Setting up a plan to do exactly this going into 2010…
Be diffrent by raising the standards within yourself, your business and the service you provide for your clients.
ALWAYS be raising the standards
Cheers
AT
Temecula Personal Trainer @ 8:21 pm
Great post Bedros. Well, if they are going to steal, at least they are stealing from the best.
Dale Buchanan @ 9:12 am
Every time i make as new video or blog post i get more clients not from the info but the energy that I give out is coming back