Home » The gymOS Podcast » Episode 20: Stop Throwing Marketing Money Down The Drain with Josef Newton, Sales Pros

“The keyword here is storytelling. How can you communicate the story to your other potential members?

 

Episode 20:

Stop Throwing Marketing Money Down The Drain with Josef Newton, Sales Pros

About Josef:

Josef Newton is the CEO of Sales Pros, a company that helps business build their brands and communities, as well as the host of the SaaS CMO Show. Josef has a passion for marketing and the benefits that it can bring to your business.

On this episode, Josef gets into the nitty gritty of what marketing can do for your gym or fitness studio, the best ways to implement strategies for beginners and businesses on a budget, as well as how to create the most authentic content and even better utilize customer testimonials!

Selected Links From the Episode

Links to interesting items (books, podcasts, fitness, food, and the occasional adult beverage) 

Connect with Josef: Facebook | YouTube | LinkedIn
The SaaS CMO Show
Facebook Live
Instagram Live
Open Broadcaster Software
The Gary Vee Audio Experience
GP Fitness and Health Performance Testimonial Example
GP Fitness and Health Performance Gym Owner Story

Show Notes

  • Who is Josef Newton? [4:00]

  • What is the role of Chief Marketing Officer (CMO)? [5:22]

  • Let’s break down the idea of growth hacking. [6:30]

  • Facebook vs. Instagram vs. TikTok: What could work best for gyms? [9:27]

  • Understand your audience! [10:43]

  • What can a gym owner do RIGHT NOW to start marketing? [16:35]

  • The best way to do content is to be authentic. [21:16]

  • Content creation framework. [25:17]

  • Why you need to develop a framework for collecting reviews from customers. [28:10]

  • The keyword here is storytelling. [31:17]

  • What’s the best way to learn about marketing? [34:48]

  • Sales vs. Marketing. [39:00]

Full Episode Transcript

Dan Uyemura  [0:05]  
Welcome to The gymOS Podcast. I’m your host Dan Uyemura, CEO of PushPress. Each episode I bring the best and the brightest in the business world straight to your gym and we tease out actionable steps and strategies that you can implement immediately become a better business owner.

What’s up everybody? Welcome to another episode of The gymOS Podcast where we’re working on making fitness professionals better business professionals one episode at a time. Today we got a special guest Josef Newton from SalesPro. Joseph is a pretty established b2b business to business sales marketer. So he understands the whole marketing angle and how to attract people into your business. We decided to talk to him today and twist that into a b2c which is what you are business to consumer Marketing angle and how to attract more eyeballs to pay attention to your gym. How to get people in your community to understand that your gym is there, understand what your brand stands for how you can help them and why they want to work with your business. He runs a podcast called the SaaS CMO show that’s software as a service CMO show if you guys don’t know what CMO is, that’s fine. It isn’t really used in our world in the gyms that means chief marketing officer and whether you like it or not, you are the probably the CMO of your gym. The CMO’s job is basically to get more people to understand that your businesses there and how they can help them. So in today’s podcast, we talk with Joseph about a few things, how to use social media to get more exposure for your fitness facility, studio or gym, how to leverage some of the less used things like Facebook and Instagram Live to do so. We kind of dive into how to get customers to record reviews for you and I thought one of the one of the interesting parts of that is we kind of dove into getting video, testimonials and why it’s much more important than just getting written testimonials. We are going to kind of explain a little framework on how to get those video testimonials. And then how to really leverage those for marketing and potentially even get to get reviews for your gym, which will, of course amplify your marketing reach. So what you’ll kind of see is like, we’re kind of creating a marketing stack, right? So you’re gonna you’re gonna stack on things you can record reviews from your customers, get those reviews to populate are testimonials to populate reviews on things like Google or Facebook, and get those things out on your website so that people can understand you have more credibility and authority in your community to do what you got to do. All right, so check out this episode. Let me know what you think on the other side of it. I’ll catch you there. Alright guys, welcome back another episode of The gymOS Podcast, Dan Uyemura here once again bringing you the brightest and best minds from the business world into your gym. The objective here again is to try and turn you from a good fitness owner into a better business owner.

Today, we got Josef Newton here. Josef is from Sales Pros. What he kind of is is a b2b SaaS marketer in our world, that means he understands how to market to businesses. Now in your world, you’re a B to C, because you’re marketing to consumers. But lucky for you, Yosef understands how to market in general. And he’s here today to try and talk to you about the concepts of marketing, why it’s so important, what a lot of gym owners are doing wrong, and how you can kind of position yourself to be a better marketer. With that, hey Josef, why don’t you come on and introduce yourself and give our audience a quick rundown of who you are and what you do. Yeah.

Josef Newton  [4:00]  
So my name’s Joe from the UK. Like, you know, like Dan said, heavily involved in kind of the b2b SaaS world and you know, typically helping companies on the on the marketing side within b2b SaaS and software worlds. So, back in the day, I, you know, I done a bit of work Jim’s on the kind of marketing side and kind of seen, I think this is why I was excited when the podcast because I’d seen the opportunity for gyms to be really leveraging things, you know, like brand new, like branded content and a lot of the things that I think if a gym started doing and, you know, it could massively help them really build that brand within that area and kind of make them go to the gym. So yeah, excited to be here. 

Dan Uyemura  [4:42]  
Awesome. Thank you so much. Did I mispronounce your name too? Is it just Josef?

Josef Newton  [4:46]  
It’s Josef. A lot of people always say Yosef? Yeah, it’s just Josef. No worries. Don’t worry about it. Okay. 

Dan Uyemura  [4:52]  
Well, I have a running, I pretty much mispronounce everyone’s name or company at some point. So I’m still continuing that streak. Cool. So hey, one thing that I’m aware of being in the industry I’m in. But I don’t think a lot of gym owners are aware of this this term called a CMO. Now what that stands for is chief marketing officer. And I think it’s a role that when a lot of gym owners kind of look in the mirror, and they think of all these roles that they have to perform, they don’t think about that one. Can you kind of give us a rundown or the CMO would do in a typical SAS or b2b world?

Josef Newton  [5:31]  
Yeah. So I guess like the, the kind of CMO role in the in the kind of SaaS b2b world is someone who really takes kind of like the object of view. I always think the CMO is the person that’s flying, you know, way above the clouds, and it’s kind of looking at all the different strategies, all the different marketing, things that are happening within the business, to really push the needle forward, in in regards to kind of growing up and you know, user base. So the CMO really is someone who kind of like, I guess, looks over each strategy is kind of looking at Okay, Facebook is doing the best for us Instagrams not, and is someone that is, you know that that kind of top analyzer and is constantly looking at all the best performing channels and is is able to kind of understand, you know, by using different tools and you know, which which channels are really yielding the best results. So that’s that’s kind of what I think about CMO. 

Dan Uyemura  [6:24]  
Right now, a lot of people and gym owners might have heard of this term before it’s called growth hacking. How do you see the worlds of CMOs and growth hacking quote unquote colliding or converging? 

Josef Newton  [6:37]  
Yeah, so I mean, do you mean and kind of the in the in the kind of gym world would you mean just in listening? 

Dan Uyemura  [6:45]  
Yeah. Let’s talk in general for now, and then we can start migrating this in the gym speak after?

Josef Newton  [6:50]  
Yeah. So I guess, if you’re kind of talking about how does it How does growth hacking come together? So I think, you know, growth hacking is something that I mean, depending on the industry, and is something that, you know, I guess it can kind of come together with the CMO role. It’s not something that you know, I’m not especially myself i’m not i’m not big on growth hacking if I’m being completely honest. 

Dan Uyemura  [7:15]  
Can you just can you kind of just define it for the audience? 

 Josef Newton  [7:18]  
Yeah, a growth hacker is typically something that in the in the b2c world is probably used a lot more growth hacker is someone who you know, is able to, you know, use things for speaking about things like LinkedIn is able to get, you know, a high amount of reach. So he’s able to do a post on LinkedIn or to film a YouTube video or to just anyone that can use any kind of social channel or any kind of marketing channel is able to, I guess, I don’t like using this word, but it’s the only word I can think of exploit that channel in ways that allows them to get significant reach and significant you know, kind of audience audience reach without really a lot of time having to pay and heavily for that for that reach so it could be a case of that running, you know, they’ve they’ve created a YouTube video that’s blown up and they know how to do an SEO hack is someone who is able to just really understand the channel and understand how to kind of hack that channel to get you know, bigger reach hence the name.

Dan Uyemura  [8:15]  
Right now, yeah, in my dealing with a lot of marketers, they seem to have disdain for the idea of growth marketing, I’m going to say for the sake of this podcast, most gym owners are I’m what in my vision, what a growth hacker is is kind of what you were alluding to and that you understand the channel you understand how to how the reach works with it. And you’re kind of marketing for free because you don’t you’re not doing traditional paid ads or sponsorship type deals. You’re like figuring out how to get content or influence or something out there in exchange for publicity or marketing. And probably for most gym owners listening to that that’s like that is your marketing because you’re not dropping $100 a day on ad spend per se but you have figured out a way to leverage something within your realm of influence to reach your market. So let’s use kind of that because to me, CMO is gonna be way beyond what most gyms do but what I want a lot of gym owners to do is to look at this and start thinking like I need I need to also put on a CMO hat which also might be a growth hacker hat right now. Yeah. Okay, yeah. So in the in the world of gyms now what channels do these guys have access to that you think could be can perform well for them? 

Josef Newton  [9:35]  
Well, I think you know, obviously the the absolute core channels I think pretty much every gym owner or every gym is on and if you’re not, I think you essentially is obviously no Facebook, Instagram. And you know, I think channels like TikTok for me are really, really interesting, especially if you if you’re running maybe like, I’m thinking of CrossFit gyms where they’re running like a team class or like a kids class or anything. So I do think channels like TikTok could be very, very interesting. It’s something that, you know, especially maybe if you’re if you’re if you’ve got like an online segment for your gym, where you’re doing online training or and you’ve got multiple locations, I think channels like TikTok, to me are really, really interesting. Especially we’ll talk about growth hacking. Because you know, TikTok right now, it’s, it’s exponentially easier to get reach on there and to really have that kind of, you know, viral growth hacker effect. So, I think it’s really, you know, it’s start with your audience understand who they are, and then kind of work out from there. I think, for most gyms, you know, Facebook and Instagram are gonna be absolutely.

Dan Uyemura  [10:43]  
Yeah. So I think a lot of this goes back to understanding your audience, like you said, do you have any core advice to gym owners who are listening this right now about how they can identify who they want to talk to you and then and then figure out where to talk to them at from there? Like we’ve published an avatar builder which will link to in this show transcript. But I mean, do you do you have kind of like a set way of doing this? 

Josef Newton  [11:06]  
Yeah, so I mean look with with our clients, it’s something that can hundred percent be translated into the gym world. And it’s, it’s just looking at your current member base. And that sounds really, really basic. But you know, I think in all businesses, I’m going to assume covered in the gym world as well. Not enough people do it and no one really takes the time to just look at their current member base and go Okay, out of all the members that we have, who do we enjoy training the most, you know, who is like always who are our most valued members? That could be you know, the teacher, it could be the, you know, the corporate businessman or woman, like it’s just understanding you know, who you want to work with who you want to train Is it is it a very entrepreneurial person is it you know, a kind of laid back you know, family person, stay at home mom, who is it that you that you want to train and then really kind of especially if you currently got in that segment as a member is then just, you know, having a chat with them and just really understanding, you know, what, what made them want to, you know, sign up for the gym, what what are they really trying to achieve? And you’ll kind of figure out, you know, let’s say, you know, if a gentleman is listening to this right now and and, you know, for example, they want to, you know, they’ve got a member base and one of their, you know, most valued members is the stay at home mom, right? You know, go and go and talk to that segment. And chances are, they’re going to have you know, very similar reasons for wanting to go to the gym compared to the, you know, corporate businesswoman or businessman. So I think it’s just understanding who who you want to have as a member who is the ideal member, and then kind of working back from there and it’s honestly just a simple I think, I think people overcomplicate this it’s really as simple as just talking to them and just understanding number one, their goals, and you know, really why why did they want to sign up to sign up with you like what were the reasons behind the numbers, like I said, is easy. It’s just having a really quick conversation. 

Dan Uyemura  [13:06]  
Yeah, I mean, if you really think about you can probably break down all your clients into two to four buckets of people. Yeah. And then and then and then like Joseph said, you really want to start speaking to those clients in your gym, or in your community and understanding I think, I think the first thing you want understand is their pain point. Like why would they join? What what? What solution are you solving for them that that solves a pain. And then from there, you can figure out your message because you need to speak to that pain. And then And then from there, you need to figure out where they hang out, you know? Yeah, like if you’re if your avatar. I’ll give you example, one of the avatars we have for this podcast, we named her affectionately Lexie. Namely, because my business partner name was Lexie and this this persona or this avatar fits exactly into my business partner, Lexie, I love her so much. But, you know, kind of like somebody who was a little bit tired of her day to day job had a professional career, wanted to open a gym because she loved fitness so much in her heart was calling her to that house a couple kids doesn’t understand business so well but has a passion for fitness like that’s one of our avatars. So where does Lexie hang out? Not on Tick tock, right? She’s on Facebook, Instagram, probably more on Instagram than Facebook. Because she’s 30 something, right? So so when I, a lot of times when I’m building content, I’m thinking like, what does Lexie need help on? Right? Yeah, and that’s and that’s exactly who I speak to. So, one thing I found that was was cool about what you said was I’ve long thought TikTok was a good channel and everyone. A lot of people you know, or disagreement to that because they say like, my perfect client is, you know, 30 to 40 something, you know, professional doesn’t go on TikTok, that’s true, right? But if you’re doing a kid’s class, think of it this way you’re doing a kid’s class because I used to coach kids in my gym. If I could actually at the end of class spend five minutes and put together a tic Tock of them doing something funny to some music in a workout manner and then we published it and then they shared it with all their friends. That’s so easy to grow my kids class, like, yeah, I wish I had access to that. 

Josef Newton  [15:08]  
Then I think at that point there as well, like, especially if you’ve got like, you know, for example, like a teen class, for example, and they’re on you know, they’re all on tik tok. If, you know, if a kid who’s got 20,000 followers on Tick tock, you know, post a video of them in your gym, and they’re like, the cool kid in you know, the cool kid in the school, right? Like, the power that that has, he was a gym owner, if you’re running like a team plus is, it’s incredible, right? Because if that kid who is the cool kid and he’s at your gym, right? Every kid that’s in that school is then one goes to that gym, right?

 Dan Uyemura  [15:43]  
I would make the argument even if they weren’t the cool kid, like let’s say they’re not a cool kid. They still got a group of friends of like, 1010 not cool kids who are like, Oh, you go there and we can go there and like, find our identities together. You know? Yeah, like, Don’t underestimate Yeah. So I mean, hey, if you’re right like if you’re right Now listen to this and you’re running a teens class or a kids class or a, you know, youth sports class. Like that’s actually a really good I’m gonna call it a hack you can do is put aside the last three minutes or five minutes of class tell them at the beginning of class like, we at the end, we’re going to make a tic Tock after every class, we’re going to do a tic tock, pick the song you want to do. And then you guys caught in between breaks of movements. You guys can talk about what dance you want to do, like make it super fun. Yeah, recorded at the end post that tell them to share it and see what happens. Like I guarantee you you’re probably gonna get a little bit of pickup on that. That’s pretty cool.

Josef Newton  [16:31]
Yeah, yeah, of course. 

Dan Uyemura  [16:33] 
Um, okay, cool. So one thing I like to do in these podcasts is give gym owners like a really tactical thing they can take away that Tick Tock thing was one but that not that might not apply to every gym owner who doesn’t have a teen or youth class. In the in the marketing CMO growth hacking world, what’s something that you’re from the outside looking at what is something a gym owner can do to tomorrow or today to start picking up on some of this marketing stuff.

Josef Newton  [17:01] 
Yeah, I mean, you know, something that something that’s really interesting to me especially if you know, you’re you’re a relatively new gym and you haven’t got, you know, a big kind of marketing budget that you can look at an agency or you can look at Facebook ads, I think something that is that is very, very actionable, especially if we’re looking at Instagram. Again, I just don’t think a lot of gyms are really doing is it’s just going on to Instagram, you know, filtering it by your local area. And then just finding people you have under the hashtag of wherever you Wherever you’re located. So for example, I’m in Manchester in the UK, right? So I click on that hashtag. And then there are tons of people on Instagram that are using your local hashtag or your local, you know, apps area, and really just going into them people’s, you know, posts and commenting and going hey, you know, we’re this jam, we’d love to invite you for a free session and engaging them on social like that. I think so many gym owners, uh, from my perspective are too quick to use, things like that. Facebook advertising and you know, they they throw so much money down the drain too quickly. And I think there’s there’s lots of organic strategies, you know, things like Facebook Lives that they can I think Facebook Lives is a is an absolutely brilliant way to build your brand. But if you’re thinking about actionable lead generation tactics, I think things like that I just mentioned, you know, going into your local area on Instagram and just inviting people it kind of has that influencer effect. And so I think that’s in regards to like actionable strategies that that’s something that you can do today.

Dan Uyemura  [18:36]  
So one thing I do like is this concept of going Facebook Instagram Live. We’re actually recording this right in the middle of some of this Coronavirus stuff and gyms are carrying this out right now because they have to right. So let’s go you know, rewind back a month or fast forward six months or however long this takes but what are some things like like, you can’t just go on Facebook and Instagram Live and just babble You need to have a topic you need to have a format. It’s just like this podcast like, you know, there needs to be some format and value add that you’re bringing to get people to watch, you probably want to keep it within a certain like, what, five minutes, three minutes, whatever the certain time frame, I guess, depending what the topic is, what is something that like? I guess the I guess the way my mind is trying to approach this because again, I didn’t I haven’t done this before, is like, what’s my end goal? Am I trying to get a lead? Am I trying to get a follower? What is it like? And then how do you build a content backwards from there?

Josef Newton  [19:28]  
Yeah, I think I think content especially like Facebook Lives, and they are really, really interesting because it’s kind of it’s kind of twofold In my opinion, because it obviously is on the brand side it is on the content side, and just kind of building your awareness but it is also if you structure it correctly. It’s also great for you know, lead generation and bring in a new member. So I think if when you’re approaching Facebook Lives a great way to do it. Going back to that kind of ideal customer profile. I do remember so, you know, really understanding You know, what is Jane? The single mom? You know, who wants to come to the gym? Who is your ideal member? Like, what is like, Why does she want to join the gym? What is she trying to achieve? So it’s really going back to, you know, what, uh, what are some of the problems that she is kind of experiencing right now and then really structuring your Facebook Lives and content around that, right? So for example, you know, maybe she’s struggling with her nutrition, right? And she’s just it’s, it’s not working for right so then you know, do a set of Facebook Lives where you singular and kind of really double down on, you know, how to plan a nutria how to how to find you, on your nutrition on a on a budget, for example, right, and really creating content for just that type of person. Right. And really, really kind of, that’s how I that’s personally how I would approach and really not like you said, not just babbling on and creating random pieces but actually trying to create relevant content. And I think I think the reason why going live is important because it’s, it’s really authentic. Right? It’s too easy if you just post you know, a video or an image on Facebook, you know, too many gyms do that, and kind of look at content as this thing that you’ve got to do, you know,  the best way to do content is to be authentic, right? And the most authentic you’re going to be is going to be alive because there’s no time for you know, filming it 10 times trying to get it perfect. It’s just it’s there. You know, people watch it people join in my mind local plastic surgeon, he does like a he does like a like a Wednesday and Friday Facebook live, where he gets like women to kind of comment on it and kind of ask him questions about surgeries that they want to have and, you know, he’ll kind of answer them live and it’s just again, it’s a really, really good concept because what what you get a lot of the time with this as you get your ideal customers commenting on these Facebook Lives, you know, kind of Asking key questions about you know, about kind of questions that they have that may be like objections in the sales process. So it’s kind of, I think, I think yeah, I think I think doing Facebook Lives is just is really, really important. And just getting that content out there and really structuring your Facebook Lives around the pains and problems of your customers and ideal members.

Dan Uyemura  [22:22]  
Right. And don’t forget about Instagram Live too. That’s kind of a new channel that’s been popping up and we’ve been sent again, since we’re in the middle of Coronavirus stuff. We’ve been noticing there’s actually some inconsistency between Facebook Live and Instagram Live even though they’re owned by Facebook both like Facebook won’t let you stream music over it as of today. Yeah. And Instagram for some reason is so strict like Yeah, exactly. Like I think they’re trying to promote Instagram and being a little more lacks over there. But you know, there are differences. Cool. I’m actually I’m gonna give I’m gonna give everyone a little hack here. So So what Joseph have said is really true. Being actually physically live and talking to people live and there are there there’s a framework to doing this too. Like for instance, when you start the live, you want to greet everyone that comes through Hey, john, hey, Jimmy, Hey, what’s up? What you know? Like, how is that coffee shop that I know you work out and stuff like that, like really interact and make it personable, ask them questions to make them interact with you. For a live stream, these are things you’re going to want to do. Ideally, you’ve planned it out. So at the end of the episode, or end of the live broadcast, you’ve got something you’re going to give and you know that ahead of time, so you might say like, Hey, what’s up for everyone who sticks around to the end of this live broadcast, I’m actually going to give you the link to download this recipe that I’m going to cook in front of you today. Right? So you’re telling them that there’s a give at the end, stay to the end. I’m going to sit here and cook this whole thing. You can watch how to make this food I’m going to teach you how to be you know have better nutrition. And at the end of this live thing I’m going to give I’m going to put the link in so you can download a PDF to make this yourself at home.

Josef Newton  [23:57]  
I think sorry. I think one Another thing that you can do that I’ve seen, I think I saw one gym owner doing this, again, one of my local gyms, and they always go live when their gym was completely full when they were doing what they do like a, like a weekly competition, I think if you can, if you can, if you can go live on Facebook, and you can like, you know, show maybe you doing like, first like CrossFit, like competitions all the time. If you can, if you can go live when your gym is completely full. Everyone’s laughing, everyone’s having fun. You know, everyone’s you’re doing this competition, I think in terms of tapping into that kind of FOMO I think that’s it, you know, make sure that it makes sure you’re not just going live for them, you know, singular pieces of content, but also make sure make sure you’re kind of you know, use an opportunity when you’re Jimmy school to really showcase that. And the people who are who are thinking about joining a kind of seeing that content. 

Dan Uyemura  [24:52]  
Right. Yeah, that’s a good point.I’m gonna ask you a question on your feelings on something. There’s a software out there that I found a while ago that I haven’t leveraged much as I probably should, and that’s called OBS. Are you familiar with OBS? 

Josef Newton  [25:03]  
Yeah, yeah, it’s like a live stream software.

 Dan Uyemura  [25:05] 
Yeah, so one of the cool features of OBS is you can actually stream a video to Facebook Live that’s been pre recorded. Are you familiar with that?

 Josef Newton  [25:13]  
Ah, I didn’t know I wasn’t.

 Dan Uyemura  [25:15] 
Yeah, so. So one big problem with producing content, especially if you’re gonna go live is like, you’ve got to predict you can’t just go on and just say, say things, right, you’ve got to produce it, you’ve got to think through what you want to say. And that can be very time consuming for a gym owner who has a million other things on their plate. Something that we’re deploying here, and that we’re trying to get gym owners to do is a content creation framework. So it’s basically like, you know, for the first three hours of every Monday, spend it creating content or whatever your framework might be, but you, you shoehorn everything into that you build out a library of content that you can drip out over time. And that way, you’re not like every day creating content, right? Yeah,

Josef Newton  [25:53]  
Yeah, of course.

Dan Uyemura  [25:54]  
So one thing that could be cool for you if you find yourself like kind of nervous at the idea of like, having fun On Facebook live every day or whatever, is you can record, you could take an hour and record like 10 five minute segments to video. Of course, you’re gonna have to spend an hour before that kind of like bullet pointing out what you want to say for each of them what topic is but record 10 five minute segments. And then you can use a software like OBS to stream them live whenever you want down the road. Right.

Josef Newton  [26:22]  
Yeah, I think I think especially, The only caveat I’d have there is is you know, I think if the reason why I really like Facebook Lives is because of that kind of interaction. Yeah, people can comment you can answer live, they can get their questions answered live, which I guess you can still do if people are commenting. And But yeah, I think for me, the kind of interactive side is really important. So I think why we say there is, that’s great, but just make sure that when you are by even if you’ve previously recorded it, make sure that you that you are interacting because that’s the whole point of going live, right. Yeah, having that interaction. So just make sure you are doing that.

Dan Uyemura  [27:00]  
So there probably are ways to semi hack this right so you’d like like Joseph said, you can actually be on Facebook while this live recording is playing answering questions that people are typing. And if you’re if you figure this out well enough you can even say like, Hey, what’s up everybody in the chat if you have any questions about this recipe I’m gonna make hit me up in the thing and I’m gonna I’m gonna answer as we go, you know where Yeah, the thing is, they’re gonna see that you’re not typing that’s fine and you can’t say like, hey, john, welcome from so and so that’s fine. But you can still make it interactive to some point where it’s still okay and it’s like middle ground right?

 Josef Newton  [27:35]  
Yeah, of course. Yeah. I think I would just I would just say to you know, make sure that you that you if you’re going to do that just don’t lose that interaction side. Yeah.

 Dan Uyemura  [27:46]  
And and on and I always, I always gravitate towards being honest. So you can even start your episode by saying like, Hey, what’s up guys? I know normally I’m on live this was pre recorded cuz I’ve been swamped with things. But I am here in this chat with you. So I’ll respond to stuff but I pre record Did this you know? Really? I got it. Yeah, yeah. Cool. Another another big topic, we’re gonna close with this one because it’s kind of a big one. Um, another big topic that I find gym owners have a hard time for is figuring out. So I’m all about frameworks and systems and that’s what kind of I’m trying to teach gym owners to do, figuring out a framework for collecting, collecting reviews from customers. And to me, that’s kind of like the back end to marketing because the reviews become part of your marketing, right? And it also has to connect with your clients and know who you’re doing well, well with not you have a framework that you suggest or recommend people put in place to actually get in front of people and ask for reviews.

Josef Newton  [28:43]  
Yeah, I think the first thing I’d say is make sure you’re getting video testimonials. Because then it’s something that like you said, you can relate it back into your marketing, the most powerful form of marketing is always using like your ideal, you know, member that you’ve been working with for A few months and then you know either promoting it with Facebook ads or promoting it with Instagram ads and really kind of, you know, distributing that video you know to again your other ideal kind of you know members so I think the first thing I’d say is really really making sure that you’re that you’re using video testimonials. I think written reviews are a thing of really I think the past now and i think you know, I think there’s this there’s kind of two ways that you that you can kind of approach testimony about video testimonials you can kind of go with the more authentic one where it’s, you know, Sally’s in the gym and you get her to just say a quick 32nd you know, explanation of why she’s enjoyed it and all that. I think a better way to do it and it’s something that is probably going to involve you bringing in you know, videographer and is doing why cool like documentary style testimonials and it doesn’t have to be an hour long video. It can be a quick 510 minute video, and I can I can probably do you have like a link to this podcasts I can probably link you on this is one of the best ones I’ve ever seen do this, but there was a gym that I that’s kind of quite local to me. And they had a story of this woman who, you know, she was massively overweight. I think she was facing, I think she, I think she had like some kind of brain tumor because she got so overweight, and was just really, really, really unwell. And this pts, you know, he helped us I think he got it for free. And we’re going to spend about 12 months she, you know, she, she’d lost a huge amount of way, right. And so what they did is they, you know, they kind of brought in a videographer, and they just really kind of documented the story of this woman who would, you know, completely transformed herself was in a much better position. And it was just, you know, you could see it in her face, she was just so much happier. And I think, if you if you can lie, and obviously you’re not gonna be doing that every single member that you’ve got, but if you can, if you can kind of highlight your top three to five members that you’ve kind of got results for and then really doing them kind of deep testimonials where you really get into the backstory of, of, you know, the really understanding, you know, where their life was before, you know, did they not have a boyfriend because they were so you know, they were so insecure about themselves like, the I think the key word here is storytelling. Right? Yeah. It’s, it’s, it’s really how can you How can you communicate the story, you know, to your other potential members of what this person’s done. So yeah, I think the key word was really just storytelling.

Dan Uyemura  [31:31]  
Yeah, that’s such a good point. I mean, it’s, it’s something that’s so universally known. I think it’s lost upon people just how to do it. We’ve actually just launched a section on PushPress recently called Gym Story, where we are showcasing and it’s not even PushPress clients. It’s just gyms and studios and their backstory and why they did it and how they overcame some problem. It’s just their typical Hollywood Story, right. You know, you got you have your what protagonists and you Got a problem in front of them and you know, they fall down and then they figure out how to get up and then they go, right. So that’s a story framework, right? Your members, you easily can use pop one up for your gym called client story or a member story or whatever. And it’s just like bring them in. Where were they when they started? What was the big pain point they had? What was what was the big obstacle in the way how did you help them overcome it? And now where are they today? And how happy are they today? Like film that? Yeah, it like just set up a tripod, film them talking to you ask them key questions. And then the key The cool thing about filming like I think that’s a great advice to film it because you can always transcribe that to audio so by taking video you have audio to and you have and you have text, right? So you have all formats from video.

Josef Newton  [32:44]  
Yeah, and it’s then something like you said that you can you can then relate back into your marketing. So if you’re running a Facebook ad campaign, you can then here start promoting these testimonials. Like I say, that is the best form of marketing right when you can get your current members or current customers to explain to your potential customers, how you’ve been like the best you matter and how you solve that problem. And yeah, like yeah, always.

Dan Uyemura  [33:07]  
Yeah, that’s money so and then you’ll probably get better with this over time as you do these but there will be some like hard hitting questions that you can get the quote the money quote out of them for so what you want is like, you know, a video of this guy explaining how crappy his life was because his doctor was telling he was going to die. And then six months later, he’s coming on the other side of this and new person, new life, new everything. You get that little soundbite and that video bite in a 32nd clip and you put that on Facebook ad, like that emotion that that person is feeling will resonate all the way through the screen.

Josef Newton  [33:40]  
Yeah, I think again, the key word there is really storytelling. I think too many I mean, this goes for all businesses, but I you know, I see all these testimonials where it’s like, Is this like music in the background, the camera shake and everywhere. It’s just, you know, you’ve got Sally babbling on about why the gym is so gray and it’s just, I think just taking the time You know, highlight three to five members. Yeah, if you can create really, you know, three to five solid testimonials when you put time into them, it will be so much better than, you know 30 random testimonials of just people, you know, in the gym while it was not going on the background, so I think just highlight in three to five, and then making them like your standout testimonials.

Dan Uyemura [34:21]
Yeah, that’s a great point. Yeah, that sounds like some pillar content that I need to build where so we build content here on how to execute some of these playbooks. And I think creating a video testimonial playbook for gyms is going to be one I need to build next. Let’s go on to close. Yeah. All right, Joseph, we’ll wrap it up with that with with that question I like to ask. We’re kind of in the business here of spreading knowledge and helping gym owners become more well rounded business people. Are there any blogs or reading suggested reading that you pay attention to that you would think a gym owner could benefit from?

Josef Newton  [34:57]  
I listened to lots of different marketing podcasts. I think Think, as I always say, like, I think the best, the best way to learn about marketing, the best way to kind of understand it and to implement it is to just watch, right it’s to it’s to look at the brands that we’re doing it to look at, you know, a great way to do it is to go and look at bigger agencies and look at what they’ve done for clients and I think just you know, looking at different things that are happening so you know, for example in the in the fitness space, look at some of the bigger franchises How are they approaching their marketing and how are they doing it? I think that’s the best way to go and really just studying and watching and yeah, and then and then kind of you know, strip kind of structuring your marketing around you know, what what what the winners are actually doing rather than you know, reading blogs and stuff I think so yeah. Looking at what the Titans are doing them and then just not copying. But yeah, it yourself.

Dan Uyemura  35:53  
And I think a huge thing to take away from this. What I noticed with people is a lot of people go through life and they let them Like marketing is everywhere it’s hit, it’s bombarding you all day long. And some things are very obvious. So it just kind of bounces off you and you notice it, there’s some things that are very subtle, where the position or the message or the tone or something has been very purposefully done in such a way that you probably don’t even notice. And what I like to do is go through life, and I’m inquisitive about everything. So if you’re a gym owner, and you’re not analyzing everything that you see, you probably should start there. Because you’re not going to catch the best marketing messages and the best sales techniques and the best, you know, everything that’s out there, because they’re going to be so good. You don’t even realize it’s happening until you start questioning everything that you see and everything you experience. 

Josef Newton  [36:39]  
Exactly. looking at what’s already there. And then looking back yeah.

Dan Uyemura  [36:42]  
Yeah. So you have to kind of turn on this this part of your brain where everything that comes your way you’re analyzing it, like why did that happen? Why was I presented with this message? What was their intention behind it? And you’re gonna grow leaps and bounds if you start doing that, I promise ya later. Do you have anything you want to try? And what about your podcast? That’s something that gym owners would would work for? Is this a little bit beyond the scope of a gym owner? 

Josef Newton [37:09]
Yeah, I mean, look, the SaaS CMO Show is, I guess more for the b2b, you know, software. So if you’re in b2b software, then, you know, that’s, that’s probably the word for you. But look, we bring on some really, really big, you know, guests doing really good stuff in the country to the world, you know, massive CMOs of really, really big, you know, software companies. So, and honestly, like, if you’re looking for actionable strategies, then I would 100% check it out. I think I always say b2b and b2c very much the same. It’s just, you know, just different industries, in my opinion. So yeah, I think if you’re if you’re looking for actionable real world strategies, then go check it out.

 Dan Uyemura  [37:48]  
And once again, that’s the SaaS CMO Show, correct?

Josef Newton  [37:51]  
Yeah, correct. Yeah.

 Dan Uyemura  [37:53]  
All right, cool. Any other any other books, audio books, or other podcasts that I would recommend gym owners So again, the persona here is the gym owner who realizes they’re not dialed in on the business end of things and they’re trying to figure that out. Any other any other directions you want to send them on that.

 Josef Newton  [38:13]  
I listened to people like I think I think the best people in this space is probably it’s gonna sound cliche, but Gary Vee, I love his content. I think it’s just so actionable. And I think he’s, if there’s one person that just goes and just implements and is one of the best people to watch, I think he’s probably gonna be some of the stuff he comes out with is genius. Yeah, I would go check out his podcast.

Dan Uyemura  [38:35]  
Yep. And Gary Vee, his content framework is like something to model everything around it. And it does start with videos like we were talking about earlier. So yeah, all that informations out there. Okay, cool. All right, guys. Thank you, once again for tuning in to the GMOs podcast. And thank you, Joseph Newton for coming on and dropping some marketing knowledge. Oh, one last question. Actually, that was on top my head that I forgot to ask. Before we get out of here. from my vantage point, sales in sales and marketing teams are always at odds. Is that true? Or is that just my perception? Sorry. So again, sales and sales divisions and marketing division seem to be at odds. Yeah, I think there’s a natural tension there between those two.

Josef Newton  [39:18]  
Yeah, no, I agree. I think the more I would say the more than them two worlds and departments can come together, the better. Okay. Right. So yeah.

Dan Uyemura  [39:27]  
So from your vantage point, which is more important sales or marketing for a gym owner.

Josef Newton  [39:35]  
That’s a hard question, and that’s a very hard question. Probably marketing because if your marketing is good enough, on the front end, if you’ve built if you can build that brand I yeah, I think you don’t have to worry about sales as much.

Dan Uyemura  [39:48]  
Okay. Yeah. I mean, I think sales is really important, but I think you’re right, like if you can market correctly and build your brand correctly. You probably can be weak at sales and still get clients but if you don’t Don’t have any type of outward presence in any way of getting new people in the door then it doesn’t matter how good at sales you are. Okay. Yeah. I would agree with that. All right, thank you again so much Josef Newton, from Sales Pro for coming on The gymOS Podcast and explaining to gym owners once again how to approach marketing. We didn’t really get in dig into building brand we had meant to but we can maybe we can say that for another show how to build a brand around your gym. And until next time, guys, keep on grinding on those businesses. And I’ll see you later.

Boom, there we go. Another episode of The gymOS Podcast done. Thank you once again to our special guest, Josef Newton. I will actually be reciprocating and being on his podcast on the other side of this this Friday, in a couple days. One cool thing Have you guys ever start podcasts and you’ll start to notice is you get to do reciprocal podcasts with people which means not only do you get to bring somebody from your community into your podcast to talk to your clients and your members and provide some value to them. them. But you’ll get to do the same, you’ll get to go on the other side of the equation, go help them on their podcast and talk to their members, which means maybe there’s some people on the other side of of the podcast reciprocation that need help from your service as well. I don’t really expect anyone from his podcast and need gym management software solutions, but you know what I will get out of it, I will get an SEO link back from him, we will get a little bit of marketing plug and we will of course marketing’s marketing will get more eyeballs on push press. So that’s something you need to consider if you do end up starting your own podcast like it does open the door to a lot of networking opportunities for people that you wouldn’t have otherwise. And I think that’s one of the hidden benefits to starting a podcast. So if you’re on the fence for doing that, you probably should we actually just recorded another podcast with a guest explaining how to do so just that. So something to check out. Anyways, what do you think any actionable ideas you can take away there? We had a couple tidbits in there that you can actually start to deploy today in terms of getting some marketing going, how to do some phases. Facebook, Instagram Live stuff. If you’re running a kids or teens class, I thought that tik tok mentioned was a huge one. I kind of wish I was back teaching my teens right now. I think not only would they love doing a tick tock at the end of every class, but it would have been a huge marketing opportunity for the gym to get in front of a bunch of other teams via tic toc. Member testimonial review and recording I think that’s another big one. So we got a bunch of good tidbits you can actually take away from today. Hopefully you got something good. Or at least it opened your mind to how you can deploy some of these things in your studio or gym and get some marketing flowing for you. As always, if you found some something of importance or something of value from this episode, I really really would appreciate it if you would leave us a review. Of course five star reviews are gladly accepted here and if you could actually even type a review letting other gym, not gym owners Know what type of content we’re providing or how it might have helped you. You’re just gonna be helping another gym owner down the road. Make sure you subscribe to this podcast, wherever you’re listening to it. We’re on Apple podcasts or on Spotify and we’re on every other my other network major or minor, that that is publishing podcasts. That way you can get these things as they come out and you don’t have to hunt them down. makes it much easier. We’re now releasing these podcasts on Friday to our subscribers so you can get them early and then publishing them to the world on Monday. So if you want to listen to the news podcast before the weekend hits or during the weekend, that’s how you do it. You got to subscribe. Alright guys, thank you so much again for checking us out and paying attention. We are here once a week at the minimum trying to help you become a better business owner and excel in your gym or fitness studio business. Thank you again for tuning in. And I’ll catch you on the next episode of The gymOS Podcast.

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