"Healthy Marketing" - a webinar for the National Wellness Institute.

1. Healthy
Marketing
Angela Broderick Bedell, MA
A webinar for the National Wellness Institute
June, 2010

2. About Angela

3. • Studio owner
• Program director of large
health club; hospital-based
wellness program
• Vice President of 13-location
fitness center business
• 25 years as group exercise
and yoga instructor; CEC
provider
• Developer of curriculum for
personal trainers, medical
students, family medicine
residents
About Angela

4. Wellness business success:
Community
Mindset
Education
About Angela

5. Lessons today aren’t all
success stories.
“…bad decisions.”
Malcolm Forbes

6. Today:
1.Profiting on Principle
2.Personal Branding
3.FIT Marketing
4.Sales

7. Today:
“How to market yourself like
Lady Gaga”

8. Profiting on
Principle
(or, “How to NOT be a
Slimeball”)

9. Profiting on
Principle
“Authenticity
is the new
cool”

10. Profiting on principle
1. Assume intelligence.
Operate on this fundamental principle:
people are reachable.

11. Profiting on principle
2. Assume that everyone else's time is
as precious as yours.
Get to the point.

12. Profiting on principle
3. Speak very directly about the
benefits.
80% simple language and 20% poetry and
flash.
Share science to back up results; do not
use technical jargon that alienates.

13. Profiting on principle
4. Be transparent about why you
created or believe in the program.

14. Profiting on principle
5. Test out your product.
Focus groups, labs, critical editors, guinea
pigs, beta users -- work a customer trial
period into your launch plan.

15. Profiting on principle
6. Test out your sales copy.
Have at least five people give you their
reactions.

16. Profiting on principle
7. Give us the details.
Sneak peaks with substance, juicy
overviews, visuals.

17. Profiting on principle
8. Trust people.

18. Profiting on principle
9. Feel good about your guarantees.

19. Profiting on principle
10. Prove it!

20. Profiting on principle
11. Don't try to incite fear or panic.
That said…

21. Profiting on principle
12. Do create a sense of excitement
and exclusivity.

22. Personal Branding =
Self Promotion

23. Self Promotion
Why do you hate it?

24. Self Promotion –
Why do you hate it?
Because...you're shy?
a) Get over it.
b) Let someone else do the selling for you.
c) Pray that your good intentions will
attract customers and prosperity.
(This tact, on it's own, never ever works.)

25. Self Promotion –
Why do you hate it?
Because it’s not a “strength” of yours?

26. Self Promotion – HOW
Give yourself credit by telling stories.
Go to the trouble of spelling it out.

27. Self Promotion – HOW
1. Use social media (wisely)
2. YourName.com – do you own it?
3. Write notes, sign your name on flyers,
take photos of you and your
students/clients

28. What makes an
experience with
you different?

29. To build your brand and
increase job satisfaction:
play to your strengths

30. ?
Your Brand

31. ?
Your Personal Mission
Statement

32. Your mission statement:
What do I do and why?
Achieve clarity
To achieve success one must achieve clarity.

33.  What do I enjoy?
 When was I most successful?
 Whoenjoys my teaching/training the
most?
Play to your strengths

34. Brand =
Mission =
Strengths

35. FIT Marketing
 Frequency
 Intensity
 Time

36. FIT Marketing
Frequency – how often do I communicate
with my audiences

37. FIT Marketing
Intensity – how compelling are my
marketing messages?

38. FIT Marketing
Time – how you manage communication
with your audiences over time
◦ CRM
◦ Intention and point in time of
decision/action/goal

39. FIT Marketing
Frequency
Connect often.
 Don’t let it take all your time.
 Check out apps on Twitter, FB that
automatically cross-post
Prioritize & Delegate, Maximize.

40. FIT Marketing
Intensity – how compelling are my
marketing messages?
Compelling message:
 DO promise instant gratification
 Do NOT preach or go down the self
improvement path
 Do share stories, specific quotes

41. FIT Marketing – compelling
messages
Typical quotes:
“The classes at St. Joseph’s Wellness
Center are awesome.”
“This is a great program.”

42. FIT Marketing – compelling
messages
Be specific.
“After six failed attempts losing
weight, the employee fitness center
WORKED!”

43. FIT Marketing – compelling
messages
When you ask people for a quote,
write it for them!

44. FIT Marketing – compelling
messages
Gather data so you can later sell
results.

45. FIT Marketing – compelling
messages
39% of participants say they sleep
better after three weeks in this
program

46. Reinforce their innate
power
NOT
“I’m going to show you how to
improve your sorry self”

47. Feature: Benefit:
Previous generation Fastest laptop on the planet
Intel® Core™ i7-
920XM processor
Extreme Edition
Angela Broderick

48. Compelling message
Must address emotion

49. Emotion
Angela Broderick

50. FIT Marketing
Time – how you manage communication
with your audiences over time
◦ CRM
◦ Intention and point in time of
decision/action/goal

51. FIT Marketing -- Time
Give your clients
something to JOIN.
Angela Broderick

52. Give your clients
something to JOIN.

54. Sales 501

55.  Myers-Briggs Dichotomy
Extravert Intravert
Sensing Intuition
Thinking Feeling
Judging Perceiving
Speak to their style

56. Urgent Steady
Unstructured Precise
Direct Indirect
Reserved Outgoing
Insight Inventory

57.  Experiential
 Emotional
 Intelligent
Selling an intangible;
selling a service

58. Traditional Sales
 Networking
 Prospecting
 Referrals
Sales

59. Networking --- Connecting
Prospecting --- Engaging
Building referrals --- Community
Sell Teach

60. Open the
relationship.

61. Feed the pipeline.

62. Prospects
Qualify prospects
Close the sale
Sales 501

63. Community
building &
education
Signing up
Current
student/client
relationships
John Jantsch: the marketing hourglass

64. Community 1.Signature talk
building &
education 2.Specific follow
Signing up up – “bookend”
Current
student/client 3.Clubs, parties,
relationships celebrations.
John Jantsch: the marketing hourglass

65. Sales 501
Sell Agreements, not Sessions
 Minimize the number of times you have to
do a sales transaction
 Include “make up” policy

66. Sales 501
Focus your:
Energy
Efforts
Resources (money)

67. Sales 501
Focus – Use the 80/20 rule.
Who are the clients who make up the 80%
of your revenue base?
◦ Where did you find them?
◦ What do they have in common?

68. Email me for:
 Reasons to have a website
 Reasons to NOT have a website
 Blogs and blogging
Angela@angelabroderick.com

69. Market Yourself
Like Lady Gaga
1.Get out there
2.Have a consistent
image (brand)
3.Don’t be afraid to
stand out

70. Market Yourself
Like Lady Gaga
Break the
rules.

71. Market Yourself
Like Lady Gaga
Community

72. Exercise:
Define a marketing goal for
next month.
(i.e. two new clients, four
new people in a class)

73. Exercise:
Write down three do-able
tactics to support your
goal.

74. Goal:
Attract 10 new potential
clients to an event so I can
introduce them to my
program/service.
(event – party)

75. Tactics:
1. Send current clients invite and
offer prize for bringing a friend.
2. Post on FB, email and blog regularly
for four weeks before event.
3. Serve good food, have goodie bags
and secure attendance by three high-
profile clients.

76. Email me your three tactics and I will
respond with feedback and ideas for
possible enhancements.
angela@angelabroderick.com

77. Email your questions to:
angela@angelabroderick.com
Connect with me on LinkedIn
for these slides (and other
marketing presentations).
Angela Broderick Bedell
Fb: Angela Broderick Bedell
T: @angelabroderick
AngelaBroderick.com
Thank you!