Crafting Your Irresistible Offer
Another kick ass fitness marketing post
Hey, Bedros Keuilian here, I hope you’re good and that you fitness business is rock’in! 
Check this out, the other day I asked my Facebook friends for some blog post ideas and Rafael Moret came up with one that I thought was killer.
He wants to know how to craft an irresistible offer without giving away the kitchen sink.
You know what? I say give way the kitchen sink and the whole kitchen.
I’ll explain what I mean in just a second.
These days people are skeptical.
They don’t trust you.
And they automatically assume that you’re out to get them until you prove that you’re a decent person. It used to be the other way around, rememeber?
And that’s why your offers have gotta be more dialed in than ever before.
Running an ad in the local paper for a free personal training session is lame. That used to work… like five years ago.
And a business card with all your credentials on it and the alphabet soup peppered after your name – useless.
A crafty logo and tag line? Forget about it.
What consumers want today BEFORE they buy are these four things:
1. A promise that you’re the solution to a problem they have.
2. Proof that your REALLY are the solution for that problem.
3. A RISK FREE opportunity to “test drive” your solution.
4. And tremendous value – in other words they want to know they are getting WAY more then they are paying for.
And that’s the formula for a KILLER irresistible offer.
So lets break it down and check out some real life examples.
Last year, my buddy Josh Carter, who’s also one of my top coaching clients, crafted an offer where he gave away two weeks of personal training or just $1 and if they liked the training they got in those two weeks they automatically rolled into a regular training program with Josh’s team of trainers.
Josh also peppered the postcard with tons of before and after pictures of actual clients giving further credibility and proof that he is a bad ass trainer who delivers results.
It goes without saying that this offer BLEW up for him and got him a ton of clients.
Another coaching client and friend, Sam “seven figure Sam” Bakhtiar ran with the same two weeks for a buck offer, but we added another level of irresistibleness to it.
He also crafted the agreement where your first two weeks were for a $1 and if you chose to stay on board you’d automatically roll into a discount ongoing program, BUT he further removed all risk by offering a 30 day money back guarantee if you were not satisfied with the results your were getting.
Talk about an irresistible offer right?
Sam also offered double your money back guarantee. Why? Because his competitors don’t and that says LOT to the prospect.
Here’s the deal. You’re in one of the few businesses where you can charge people relatively large sums of money on a recurring basis. Take advantage of that fact and give away the kitchen sink.
Even if you made such a killer offer that you broke even the first month (or heck, even lost money the first month), you should know that as long as you delivered the results as promised, and have the client committed to a monthly recurring payment that you’re gonna make a lot of money on future months.
And that’s the name of the game.
****Side Note****
I was gonna post images that went along with this post (like I usually do), but honestly I couldn’t find anything that worked. So instead I went with these weird and funny pictures. Hope you liked them as much as I did 
Comments on Crafting Your Irresistible Offer »
Bedros, you killed it with this post. Looks like I found a way to sell a new bootcamp .
Bedros,
This is so true, thanks for the reminder. I seem to remember Craig Ballantyne at the mastermind meeting saying that he sometimes sells the same videos that he posts on youtube. Once someone likes and trusts you they will by from you no matter what!
Dustin
Bedros - great post, have an awesome trip up North!
This may be slightly off-topic, but I remember talking to Sam Bakhtiar at your birthday party when I asked him “what’s the 1 thing that you feel made the most impact on your business?”
And he answered by saying that practically EVERYTHING is a force-multiplier.
Just hearing that alone from him made me think in a different way. And now when I create offers I make sure to use as many force-multipliers as possible ($1 entry, 100% money back guarantee, discount offer, free videos, skinny jean bonus, nutrition coaching, etc, etc)
Btw, in the 1st pic, that kid with the red bag looks like his heart just got broken
Holly @ 5:20 pm
Thanks Bedros..
Got the wheels spinning for sure!
Servando Dominguez @ 5:28 pm
Great stuff Bedros!
What I do after they try the class I give them 2 weeks free but I charge them right there and then for the month.
Example:
Miss x tries out the class and loves it. Instead of just having her continue coming for 2 weeks for free. I close her to sign up for the month and get 2 weeks for $1 or in other words 1/2 off. T
That way she pays me $97 that day and if she decides to stay it goes to $197. I haven’t really try the 2 full weeks free and then charge way.
Do you think that’s a good way to offer the 2 weeks for $1?
John Thompson @ 5:31 pm
Awesome B!
I’m a big fan of giving up (or Losing) money that first month to build that trust, so I can make thousands of dollars on that client for the remainder of their training.
Killer Post
John
The Duivis! You and Sam are 100% right. Everything is a force multiplier of the other.
Rock on!
B
Right on John! That’s the right way to think… the life time client value.
B
Servando, if that’s working for you then stick with it. But I bet a lower barrier offer like letting them try the two weeks for a buck first will get more people into your funnel.
B
Lawrence Ragos @ 6:16 pm
Killer blog post! I will definitely apply it very very soon! Thanks Bedros!
Gail Cort @ 6:50 pm
Informative and spot-on as always!
Tony Maslan @ 7:17 pm
Great topic! Thanks for sharing your ideas. I believe it all starts with the offer. People like to get “a deal”. We all love to buy, but we hate to “be sold”. If we are able to put together and offer that the prospect is thrilled to buy, once they get a chance to experience the service they will be thrilled to buy the next step.
The biggest challenge most trainers face is getting people in the front door. Once the client is there, we have the opportunity to “wow” them with our service. Our main focus is always “What can we do to get more people in the door”.
Keys I have learned when presenting my offers:
1) Always show the full price value of what they are getting.
2) Show the prospect how much money they save off the full price with your special offer. They can do the math, but save them the time and put the savings in big, bold numbers, right there in front of them.
3) Pile on as much as you can (newsletter, bonus classes, email coaching if they have questions during their trial period (I have only had 2 people EVER actually use this, but it adds value to the offer),etc.)
Thanks again for sharing the ideas Bedros!
Tony, awesome tips dude! Like you said we all love to buy but hate to be sold.
B
Jonathan Lerner @ 8:50 pm
Going with what Tony said about people hating to be sold. I know I always hated random people coming up and trying to sell to me and that’s why I think I hated it when I first started doing it.
But if you can craft your script or marketing piece in a way where it doesn’t seem like you are trying to sell them (presenting the problem, aggravating it, hitting their ‘hot buttons’, and providing the solution) they don’t feel as if they are being sold. They feel like they are making the decision to buy themselves.
Bedros, if your vacation up to the Vancouver area is not strictly family time I’d love to meet up and grab a drink with you. When will you be up here? If your interested send me an email at [email protected]
Jonathan Lerner @ 9:00 pm
Or we can find out how good you are on the slopes… Think that might be a challenge for a race!
Hey J I’ll let you know if I can make it for that beer
you never know …
B
Margarite @ 9:30 pm
Sounds great! I hadn’t checked in for awhile ~ holiday crazy has gotten us all wrapped around with fun stuff; but, slowed down some of the client traffic. Nonetheless, looking forward to a very busy year ahead ~ thanks to the newsletter and many of the tips and tricks you’ve shared here, Bedros ~
Thanks always ~
bryan chan @ 12:46 am
hey bedros!
i managed to secure a stadium to train my bootcamp yesturda thanks to you chris n steve!
but when i told the owner of the stadium my marketing plan. basically steves human billboard plan. he told me it wont work lol man is he mis informed.
he was one of those. just sell pt and nothing else types. he even told me to start charging people straight off the bat!pff
ill quickly show him !
keep em coming guys!!
bryan chan
les @ 1:22 am
Yep great post B,
To be honest I have offered a FREE session on posters, newsletters, etc. It just does not work where I am!
So just to be clear here, A trainer may end up providing two weeks, 6 hours for free? If the prospect walks away after the freebies!
If they sign up after the 2 weeks they are not charged for this right??
Jerry @ 4:02 am
Give them what they want…PERIOD! On my website, if I get a request then it will become a future post and I provide the answer they were looking for. Fitness is a passion but it must be passed along to the people who want to learn how to apply it!
Yo Bedros..
That last picture with Steve Hochman during his football days was hilarious!
Just wanted to say thanks for everything! I am only working “in” my business about 10 hours a week - I don’t really have a choice because of family things…. BUT the funny thing is I make more money today than I did when I was working 10+ hours every DAY!
This next year is going to be off the hook!!!
FitPro has over 500 members and growing.
HiTech has Recurring monthly clients
I have 3 trainers part time.
I get daily emails from my bank with deposits (which is a trip) - I’m 100% EFT…
#1 on most search engines.
And I’m just getting started!Haven’t even done any marketing yet!
I’m gonna set some freakkky scary goals for 2010 and then hold on!
Long Live King Bedros!
JJ Robertson
John H. Davis Jr. CPT @ 7:35 am
Bedros Great Idea
I think if you have a client that’s great. People are never going to buy your services if you never have any clients. People love excitement!!! I think the money back guarantee is a have to marketing idea. I spend a lot of money per month on Northern Indiana phone book ads plus internet ads. Bedros you are so right people sell people.
Dave @ 11:21 am
Bedros
It makes perfect since, you gotta give to get. I unfortunatly keep looking at the short term, yet at the same time I see all you guys profiting in the long term.
GOTTA DO IT
Dee @ 11:47 am
Bedros, I can say with confidence that this does work. I ran a non-traditional campaign this Wed “16 classes for $16″, by this Fri morning, 49 people bought-it. If you don’t believe me go to weeklyplus.com/denver (this will expire by 12/22) and scroll down until you see W8trainher Fitness.
I started as an independent trainer just this summer, started the bootcamp only this month (with this offer). Now I have a waiting list. My phone and email have been off the hook and it feels good. Like Tony said, the hardest part is getting them in the door. And when they get in, my plan is to offer them a recurring discount like Sam did, just for being my human billboards. Then of course insert the plastic gift card referral program. Thanks Steve! It’s all about being creative and willing to invest in yourself. I know the money will come.
2010 is going to be an awesome year! Thanks Bedros & Steve. And thanks to all of the seasoned trainers/business owners who are willing to share their stories. These help a lot.
I found a 100% money back guarantee to be a great motivator too. If people see that you stand behind what you have to offer, they have nothing to lose. Thanks for the other tips too B, always top notch!
Great stuff Bedros! Thanks for breaking it down so simply! You are the man!
Aja Davis @ 2:50 pm
I love the kitten.
Wow…Thanks Bedros..I read it last night! I got to tell you, a lot of my success this year has come from tips from you and Steve and all the info you provide.
A few weeks ago things started going SOUTH, for lack of a better word, and I was even ready to maybe turn in the bag. But after reading the Club 33 post last week..I said no way!
In my area (South Florida) over delivering is easy, cause no one is doing it…Yes I’ll be giving away the kitchen!
Thanks, Rafael
Hi Bedros,
As always, another killer post. I was very impressed with member JJ Robertson’s post. I am also planning on going 100% with my training/nutrition biz. Do you have any suggestions on how I can get EFT setup? Any tips on this would be greatly apprecaited, Thanks Bedros!
Coach Steve Loder
Ben at Train For Top Dollar @ 7:26 am
My “irresistible offers” started to get even more irresistible when I began splitting EVERYBODY into a sublist. Makes for highly, highly, highly qualified audiences…you don’t want your “six pack” people getting your “learn to swim better” posts.
Temecula Personal Trainer @ 5:12 pm
Great post Bedros. Giving away a few sessions of training to obtain a client will almost always have a better ROI than buying expensive ads.
This is a post showing just how important it is to over deliver. Nowadays it’s really easy to over promise and under deliver but the real champs under promise and over deliver everyday for the clients and prospects.
Jacob Mcluskie @ 6:38 pm
Another great post!
In reply to Les. You have to bear in mind that everyone these days (myself included) offers a free session. Perhaps that is why it is not working on your marketing material. You need to offer something that none of your competitors are prepared to. Whether that be a money back guarantee or 2 free weeks or both is besides the point. If you are willing to put your money where your mouth is people will respond. Do a good job and that 2 weeks you give away for free will turn in to 2 years of income.
Thanks Bedros, your info is always helpful!