Consumers have become oblivious to most traditional forms of advertising, but your fitness business or organization still needs to generate prospects and money. One of the best and most impressive ways to improve sales and simultaneously boost your club's credibility is to write a book. Not just any book, but your club's book. Confused? Let me explain.
A book creates instant credibility, status and publicity. When done correctly, it also becomes a powerful form of social proof, which is what many prospects need to push them out of the "I want to think about it" mode into the buying mode.
Back when I owned a fitness franchise in 2006, this book strategy became one of the most successful sales generators for our franchisees in two different countries. Today, with the explosion of Amazon Kindle and Create Space, a website that provides self-publishing tools and services, publishing a book is easier than ever. Sure, it takes some work, but the payoff is incredible. Furthermore, the book becomes an evergreen product, which means that it can be a successful sales tool for years. Seven years after the book was published and six years after the franchise was sold, we still sell cases of books to former franchisees because it is still working for them.
When it comes to self-publishing, it's important to know how to identify your topic and title, how to write your book as quickly and painlessly as possible, and how to maximize the Kindle platform and tools. You also must understand how to take your book and leverage it into a powerful Internet marketing tool that can be used in a plethora of ways to drive even more prospects through your club doors.
In my session, "Publishing: How to Generate Leads and Cashing Using Kindle & Create Space," from 2:30 p.m. to 3:45 p.m. on Wednesday, Oct. 23, at the Club Industry Conference and Exposition, I will walk you through the strategy you need to follow to write and publish your book. In addition, I will show you exactly how I have used Kindle for one of my book projects in the past year and share with you the strategies you can duplicate and the pitfalls you want to avoid.
Casey Conrad has been in the health and fitness industry for 25 years. She is the author of Selling Fitness, the complete guide to selling health club memberships, and has produced more than 25 other sales and marketing products for the club business. She is a featured speaker and columnist worldwide and provided health club operators around the world with sales and marketing tips through her Club Sales Secrets and Smart Club Marketing newsletters (www.healthclubsalestraining.com, www.SmartClubMarketing.com). She is the founder and creator of the Take It Off Weight Loss Program (www.TakeItOffWeightLoss.com), a licensed health club product offered throughout the United States and Canada.