You may have even used this strategy yourself.

And if you did I wouldn’t be surprised because since I introduced Human Billboard Marketing to the fitness industry, it has arguable been the most widely used marketing strategy in our industry.

It still kinda feels weird to hear the term used from Los Angles to the UK.

But I’m not sure if I ever told you HOW, or WHY I invented Human Billboard Marketing.

I figure, knowing how it came to be may help you to use it to get more clients in ways you’ve never thought of before.

HOW and WHY I invented Human Billboard Marketing

Back in 2000 I opened up my first personal training studio.

Before I opened the doors, and it was just an empty shell, I went to all the big chain gyms in the area and met with the trainers that I thought would want to come on board (This was before craigslist.com)

It was pretty crazy actually.

After scoping out the top trainers (or so I thought) I would walk up to them and tell them about this bad ass opportunity I had for them, and that they can do way better then they’re doing now.

Then we would meet outside in my truck, and I would get them on board this gym that I didn’t even have yet.

Fast forward a few months and the studio was built out, the doors were open, and I was ready to DOMINATE!

I had 30 trainers ready to go – they would all be paying me rent plus splitting the monthly debits for the client I gave them.

I was going to be instantly rich (or so I though)

As it turns out, 28 out of the thirty trainers backed out by week two, and I had just spent all my savings plus took out a small loan on my house – Basically I was DEAD ASS BROKE and rent was due in a few weeks.

It felt like got kicked in the nuts!

So I did two things…

First I freaked out for a good ten to twenty minutes, then I had an idea.

If I can dramatically change the lives of 50 people, for free,  they’ll love me enough to tell their friends about me and I can charge their friends for training.

I called EVERY single person I knew.

I talked to a minimum of 25 people I didn’t know a day.

I asked all my past clients and friends who was the most influence person they knew.

And by day 14 I had 50 Human Billboards.

I treated EVERY SINGLE one of my Human Billboards like GOLD.

I went to their houses and helped organize their kitchens.

I took them food shopping.

I went to their parties and social events.

I visited them at their work.

I invited them to my house for Taco Tuesday Nights.

I DID WHAT EVER IT TOOK to get into their lives…

Exactly two months later I had over 75 solid, full price paying clients.

And Human Billboard Marketing was born.

But you don’t have to have FREE Human Billboards to use my Human Billboard tactics to blow up your fitness business.

Here’s a few things you can do to get massive amounts of new leads and clients into your boot camp.

• Ask where all of your clients and HB’s get their hair cut and the name of their hair stylist.Visit the salon and offer to do a “Biggest Loser” challenge for all of their staff and clientele.

  Charge them a very small entry fee to pay for the grand prize which is a 50 inch flat screen TV that you put in the salon with a big red bow on it right under the sign up sheet for the program.

  Do this with 10 to 20 salons and watch you business blow up!

• Find out where all of your clients and HB’s work, and if it’s a big company.If it is, visit your clients at their work, have them introduce you to all of their co-workers and then talk to the HR person about doing a health talk or a biggest loser challenge.

  Just like with the salons, charge them a very small enter fee to pay for the grand prize which is a 50 inch flat screen TV.

• Ask all of your clients and HB’s if they have any connections in the media.
• Find out where all of your Human Billboard and clients tan.Tanning salons usually have massive email lists.

All the questions you need are in the new Human Billboard 2.0 questionnaire below.

I trimmed it up to make it more user friendly and effective for both Human Billboards and your paying clients.

However, always have them fill out the questionnaire at your boot camp.

Never email it to them or let them take it home because you’ll never see it again.

Enjoy the new Human Billboard 2.0 Questionnaire

Human Billboard Questionnaire 2.0

Warning: The video you are about to see contains violence.
Watch at your own risk.

Click here to view the embedded video.

So as you can clearly see, fitness marketing can be a pretty dangerous job but I’m not gonna stop.

Not now, not EVER!

Oh, and btw, this is the last day of the 82% off Boot Camp Formula 5 Blow Out Sale

I’m going to show you five things you should be doing right now in your boot camp to 2012 with a bang!

Aaaand here we go…

#1 – Be cool!

Make absolutely sure that you are extra cool to people this year.

Surround yourself with POSITIVE people who support and believe in you.

If you have any toxic negative people in your life that try to get you to join their pity party just CUT THEM OUT.

Because when you feel good you attract good stuff, when you feel bad you attract bad stuff.

#2 – Build your email list!

As you may have seen on my Facebook wall, I’ve received dozens of text messages from coaching clients, Boot Camp Formula 5 members and Fit Body Boot Camp owners saying their boot camps were flooded with new clients from sending out my email promo’s.

In face, I even got an email from someone saying they got over 100 new client from blasting out a single on of my email promos.

Here is one I shared on my blog last year called the 16 Day Sexy Slim Down that produced over $800,000 in new revenue for trainers.

It’s my new years gift to you to use…

The 16 Day Sexy Slim Down

When prospects call to register, get their credit card info over the phone to reserve their spot and pay the $67… If they do not have their credit card on them tell them they can bring it in but you do not take cash or check, so they have to bring it to participate.

Once they come in on day one, have them pick the program that they will automatically continue on should they choose to stay on board after the 16 days are over.

Send email 1 out on Monday, send email 2 out on Wednesday and send email 3 out on Friday (The program starts on Monday) then send Email 4 out a week from Monday.

This email lets them know about your awesome new program…

Send this out on Monday (Email 1)

NOTE:  Be sure to ad the DATE, LOCATION and YOUR NUMBER in the places indicated below.

Subject: (Embarrassing) her pants fell off

Recently I did a little fat loss experiment with a few of my
clients and something REALLY EMBARRASSING happened
to one of them.

She was using both hands to carry a hot casserole dish to
her car when she felt her jeans begin to slip off.

Since both of her hands were holding the heavy casserole
dish, all she could do was hope to make it to her car before
her pants fell off.

Whelp, she DIDN’T make it and had to waddle to her car
the last five feet with her pants around her ankles before
she could set the hot dish down and pull them back up.

Luckily, no one saw.

But it WASN’T HER FAULT.

She was a “victim” of the rapid fat loss workout
I recently developed.

It’s called the “16 Day Sexy Slim down.”

The way it works is you do 3-5 high intensity boot camp
style workouts and follow some very LOOSE but EFFECTIVE
eating guidelines for 16 days.

You can expect to lose 8-12 LBS and up to two pants sizes.

The 16 Day Sexy Slim Down starts next Monday (date)
at (location) at (schedule).

Just call xxx-xxx-xxxx and I’ll get you all dialed in.

Oh, and the best part is that I’ve discounted it to just
67 bucks…

…and if you bring a friend, I’ll let both of you split the cost
(so it would end up being just $33.50 each)

Fair warning though, you can expect to lose up to two pants
sizes so don’t get caught carrying a hot casserole dish
- loose pants have been known to fall off

(Signature)

Ps.  I only have about 20 spots so if you want “in” on the
16 Day Sexy Slim Down, be sure to reach out to me at xxx-xxx-xxxx.

************************************

This email tells them again about your awesome new program…

Send this out on Wednesday (Email 2)

NOTE:  Be sure to ad the DATE, LOCATION and YOUR NUMBER in the places indicated below.

Subject:  Re:  Your 16 Day Sexy Slim Down

I emailed you Monday about my super fast fat loss
program called the “16 Day Sexy Slim Down”.
It’s pretty amazing really…

You just workout with me 3-5 days a week and follow some
very “loose” nutritional guidelines for 16 days.

Over the 16 days you can expect to lose
8-12 pounds and up to 2 pants sizes.

Since I sent out the email on Monday,
12 out of the 20 spots have been filled.

So to get “in”, Just reach out to me at xxx-xxx-xxxx
and I’ll reserve a spot for you.

It’s starting next Monday.

And best of all is that I’ve discounted the whole thing to
just 67 bucks.

Or if you bring a friend, I’ll let both of you split the cost
(so it would end up being just $33.50 each)

Like I said, the 16 Day Sexy Slim Down starts next
Monday (date) at (location) at (schedule).

So just call xxx-xxx-xxxx and I’ll get you all dialed in.

(Your signature)

BTW – Just to get you off your bum and give you
no excuses, I’m guaranteeing this thing works or
your money back.

But you can’t get results if you don’t take one little step
and reserve your spot by calling me at xxx-xxx-xxxx.

************************************************

This email pushes them a little harder to take action…
Send this out on Friday (Email 3)

NOTE:  Be sure to ad the DATE, LOCATION and YOUR NUMBER in the places indicated below.

Subject:  Ok, see you Monday

Hey, I sent you a couple of emails about the

“16 Day Sexy Slim Down” starting Monday.

I have two spots left and I wanted to make
sure you got in.

16 days from now you’re going to be a new
sexier, slimmer you…

And you’re gonna LOVE IT!

NO MORE EXCUSES!

Like I said, the 16 Day Sexy Slim Down starts
Monday (date) at (location) at (schedule).

So just call xxx-xxx-xxxx and I’ll get you all dialed in.

Just picture stepping on that scale and being 8-12 LBS

Lighter…

Fitting back into your “skinny jeans”…

And seeing the new sexier, slimmer YOU in the mirror

Ah, you’re going to feel so PROUD of yourself

Anyone can commit to just 16 days, right?

Besides, I’ve discounted the whole thing to
just 67 bucks.

Or if you bring a friend, I’ll let both of you split the cost
(so it would end up being just $33.50 each)

Don’t you owe it to yourself to see how this amazing
new system can help you achieve the body you deserve?

So just take two seconds and call me at xxx-xxx-xxxx and
I’ll get you scheduled in for Monday.

You’ll be so glad you did.

(Signature)

***********************

#3 – Know more about your boot camp members

When I first started off as a personal trainer I didn’t know much about marketing.

So I would just find out everything I could about my clients like where they worked, who they knew and where they went.

Because of this I ended up meeting dozens of salon owners and hair stylists.

I got tons of clients from visiting my boot camp member’s workplace and meeting their coworkers.

And I met high level influences that my clients knew.

It didn’t take long before I had my first multiple six-figure business at age 24.

Here is a little questionnaire that I came up with that helped me.

Where do you get your hair cut?

What is your hair stylist’s name?

What is your hair stylist’s phone number?

Where do you get massages?

What is your massage therapist’s name?

What is your massage therapists phone number?

Where do you get chiropractic treatments?

What is your Chiropractors’ name?

Where do you work (company name)

What does your company do?

If it’s in an office, how many employees work there?

If I wanted to do a health, nutrition and exercise talk, whom would I speak to?

Please list any (local) clubs, organizations, teams, or groups that you belong to?

Please list any businesses or business owners that you know who would be a good “fit” for me to network with

Please think hard, and write down a few people who are “connected” with a lot of people or organizations in the community – In other words, those people who seem to know “everyone” (Name, phone number, email)

1            Name:

2            Name:

3            Name:

Please list any knowledge, skills, connections, organizations, etc that you can think of that are not listed above that may help drive new members into my boot camp/group training program.

************

#4 – Raise your ENERGY!

It happens every time I workout at 24 hour fitness which is about 7 days a week…

I see a trainer (most of them) with low energy relying on their “education” to “change lives” and stuff like that blah blah blah.

That’s nice except for the fact that YOU NEED TO INSPIRE someone to change their life and give them the kind of experience that makes them grab everyone of their friends by the hand and drag them to your program.

What I’m trying to say is that if you want to be the best at something you have to BRING IT every time!

Pretend you are on a show like American Idle except instead of singing, you’re putting on a boot camp session.

Imagine that 5 million people are going to vote for whoever puts on the best performance.

THAT’S how you have to be ever workout.

With THAT energy and excitement.

You gotta WOW your clients each and every workout… No exceptions .

And #5 – BE MORE PRODUCTIVE!

This one is simple, if ya commit to it (Which I know you will because you’re success minded.

Work off lists.

Just get a steno note pad, draw a vertical line down the middle.

On one side write “do” and on the other side write “delegate”.

Now before you go to bed each night write down all the most important things you have to do to move your business forward.

And on the delegate side write down all the things that you need to out source.

Every day, as soon as your but hits the chair, start knock out your list.

Get in the habit of doing setting your list every night and plowing through it every morning and you’ll be more productive than ever.

And if you’re not “in the know” then you’re in danger of missing out on massive revenue opportunities.

I didn’t become the undisputed boot camp marketing authority by staying behind the curve, and if you want to get all the clients, money and freedom that you deserve from your boot camps, then you’ll follow this top 10 check list.

1.  Facebook Viral Marketing – Grow your email list using the “Facebook Suck Out Method”.

Importing from Facebook is super simple.

1- Click to go to Yahoo’s Email Address Import Tool and click the Facebook icon.

2- Click ‘Okay’ for “Do you want to share your contacts with Yahoo!”

3- All your Facebook emails are now in Yahoo.

4 – Export contacts from Yahoo and upload them to your email blast service.

This is one of the easiest ways to grow your email list by the hundreds for free each month.

2. Monthly email promotions – Now that you’re using the Facebook Suck Out Method to grow your email list, you should do an email promo every month.

One of my coaching clients and FBBC owner Marcia Inoue got 104 new boot campers in 72 hours with my Holiday Fat Buster email series.

So get out your 2012 Calendar, begin with January, and plan out 12 promos for for 2012.

3.  Use companies like Groupon and Living Social to boost your client base.

Now, you’ll hear some people saying, “Don’t do it, those deal sites suck.”

Well, frankly I’m fine with them thinking that, more for the people I coach.

But the truth is, if you run your deal right it’s like hitting a grand slam home run.

YOU HAVE to get the discount people’s credit card before they come in.

And on their first day, you HAVE to get them to commit to a program unless they cancel.

Do it this way, and you’ll be LOVING the deal of the day sites, do it another way and you may be in for  a nightmare.

4.  Learn from the best – Each year my pal Bedros puts on the business exploding event of the year called the Fitness Business Summit where the top dominators in the fitness industry share their most powerful client getting strategies, tactics and systems.

The most serious success minded fitness professionals from all around the world will be here to get the most cutting edge advantages to quantum leap their businesses forward in 2012.

5.  Focus “on” your boot camp more than “in” your boot camp – One of the first lessons I learned from my first mentor what the difference between working “in” your business and working “on” it.

When you’re working “in” your business you’re doing things like training clients, processing contracts, updating email lists, paying bills and stuff like that.

When you are doing those things you ARE NOT growing your business…

In fact, my first mentor taught me that a REAL BUSINESS can run without you, otherwise you own a job, which is better than working for someone, but it’s not a business.

Working “on” your business consists of doing things that either GROW or AUTOMATE your boot camp.

These are pretty much activities like, marketing, forming strategic relationships, selling and training employees.

Most trainers focus 95 percent of their time in their business and only like 5 percent of their time growing it – No wonder their business does NOT explode like they want it to.

6.  Ultimate productivity in 2012 – It’s simple really.

Get a steno notepad, divide the page down the middle, and write “do” on the left and “delegate” on the right.

Before you go to bed, write down your top things you need to do, and delegate to slingshot your business forward.

When you wake up in the morning, hit the ground running and start knocking out your list.

First outsource everything on your delegate list so your peeps can get to work right away, then get your stuff done.

I use this simple method to run my seven figure organization and it will work for you too.

7.  Have at least one “game changer” experience in 2012 -  A game changer event is when you absorb success skills, knowledge and strategies from someone who is currently further along than you.

Commit to getting around these people at lease in 2012, it may just be the game changer you’re looking for.

8.  Set your goals – Set your goals BEFORE 2012…

Keep them simple, where you are now (clients, revenue, locations) and where you want to be by the end of the year.

Then break the year down to quarterly goals.

9.  Get uncomfortable - Make 2012 your most uncomfortable year.

Why? because you grow when you are outside of your comfort zone.

Turn towards your fear, look it in the eye, and say bring it on M@#$#$F#$@#R!

10 - Like I said at the beginning of this post, BE IN THE KNOW, stay way ahead of the curve, and get the most cutting edge business strategies and systems for massive boot camp success on the planet to take your 2012 to massive success.

And if you want a HUGE advantage when it comes to success, take a look at this. <–

Well lucky for you it’s pretty simple when ya know what to do.

So to answer the first question, let’s start with the two most common objections you may get when selling fitness during the holidays.

The most common objections are, “I want to wait until January first to sign up for your boot camp.”, or “I’ve spent too much during the holidays and I have to wait until January.”

Those are probably the most common objections and here’s how to overcome them.

When a prospect tells you they want to wait until January to sign up, offer to train them at a special 70 percent off  “holiday” rate for 30 days…

So instead of paying %197 a month, their first month is only $59.

Of course they will sign up for your 12 month agreement that goes to full price after the first discounted month.

And if for some reason THAT doesn’t work, it’s worth it to offer to train them for free until January as long as they sign up today with all their credit card details and are set to be debited in January.

This way you don’t have to compete against all the crazy first of the year specials.

So that’s how to sell fitness during the holidays, now here’s how to KEEP your clients during the holidays.

Just like the two most common objections when selling fitness, the two most common objections for clients staying during the holidays are pretty much the same.

They say that they are either too busy and want to take a break until after new years, or they have spent too much money and need to take a break until after new years.

This is what you do to overcome this.

IMPORTANT: DO NOT EMAIL OR FACEBOOK THIS!

For boot campers who want to take a “holiday break”, on an individual basis, tell them that they can train for the next 30 days at half off.

It that doesn’t work offer them one month at 70 percent off.

And if THAT doesn’t work, and they are a really good client, offer to train them for the next month free.

Why offer this?

Because just like objects in motion tend to stay in motion, clients that workout tend to KEEP working out.

Don’t let them “break the habit” by taking a break, most of the time they don’t come back.

9 times out of 10, the reason you may be “undercharging” has nothing to do with anything else but YOU.

In other words, you may SAY that you KNOW your boot camp has MASSIVE VALUE and that people wont pay higher rates but that’s almost never true…

I’ll prove it to you.

Let’s say you’re changing $97 bucks a month for you boot camp because supposedly that’s all folks in your area can afford.

Now imagine if Jillian Michaels from the Biggest Loser opened a boot camp in your town and said that she only had 50 spots and she was charging $297 a month…

Do you think 50 people in your city would jump on that?

Hmmm… So they CAN afford it after all.

Now, I’m NOT saying to jack up your prices to double tomorrow and I’m NOT saying to raise the rates of your current boot camp clients either.

But you can raise the rates on your NEW clients slowly.

Here’s how…

I call this my “Momentum Method”

Since raising your rates has everything to do with your CONFIDENCE, you do it in small increments.

For example, after the next 5 sign ups, raise your rates by 10 bucks for new clients.

Then after the next 10 sign ups, raise your rates by 10 bucks for new clients again.

Keep doing this until get stuck.

And don’t worry because if you have to drop your rates here and there to close a deal, you can always find a reason to do so.

Now, there are four things that I HIGHLY recommend you when you raise your prices to increase client retention and happiness.

1.  Raise your ENERGY! You’d be so surprised how just raising your energy get you a ton more referrals and help you keep your clients 5x’s longer.

2.  Take lots of pics of your clients working out and tag them on Facebook. When you take cool pics (and funny pics) of your clients working out and tag them on Facebook and leave a super awesome comment it makes them feel special.

It’s such a small thing but IT WORKS so do it!

3.  Send your clients love texts. Let your clients know how much you appreciate them and how proud you are of them by texting them.

But DO NOT send a group text.

Group texts are the kiss of death.

There’s nothing that says, “You’re not so special” then a mass text.

4.  Send random thank you cards. Every so often, send a random thank you card in the mail with a little gift card, like a ten dollar Starbucks card.

Just tell them how awesome they are and how lucky you are to have such an amazing client.

You’d be SHOCKED how much this can mean to your clients and how much love you’ll get back for it.

Way before I started getting referred to as the world’s undisputed boot camp marketing authority, I had a little problem…

Ya see, I opened a personal training center and since I spent all my cash reserves, I needed to figure out a way to get clients fast or I would be screwed when it came time to pa the rent.

So I got 40 Human Billboards (This was before I named Human Billboards, Human Billboards) and asked ONE VERY, VERY IMPORTANT QUESTION.

It was, “Where do you work?”

This one little question CHANGED My LIFE.

Ya see, it turned out that 11 out of my 25 Human Billboards worked at offices that ranged from 20 to 1000 employees.

Now, fast forward 30 days later and I had over 27 FULL PRICED clients and here’s the EXACT FORMULA for how I did it (and you can do the same)

Step 1. Ask EVERY one of your clients, Human Billboards and promo people what they do for work.

Step 2. Be VERY interested in what they do… FORCE yourself to be interested if you have to.

Step 3. Ask how many employees their company has.

Step 4. Tell them that you would love to stop by sometime and visit (set a date to visit)

Step 5.  Visit their office and ask them to introduce you to their co-workers and tell them that they will earn half off their next month for anyone who joins your program that they introduce you to.

Also, if it’s a big company, ask then to introduce you to the HR (Human Resource) person for future corp fitness promos.

Step 6. Have a pad and pen ready so when they introduce you to their co-workers, and their co-workers say, “I really need to lose some weight.” or, “I really need to workout.” you tell them that you have a special 16 Day Sexy Slim Down program and ask them for the best number to text them the details.

Congratulations, now you have the phone number of your new prospect.

Step 7. When you’re done, incentive your client by telling them that any of their co-workers who signs up will earn him half off his next month of boot camp.

It wasn’t uncommon for me to get about 5 new clients for every 20 employees that I met.

So I would average about 20 new clients from companies with 100 employees.

Pretty sweet huh?

So remember, one of the most powerful client getting questions to ask is, “What do you do for work?”

Ps.  I have a new product coming out called the Fitness Cash Machine, head over here if ya want to “beta” test it for FREE…

Click here to view the embedded video.

I’m willing (for a limited time) to do a 30 minute 1-on-1 free strategy call with you to help put the Boot Camp Freedom Wheel in to action.

In fact, I’m more than just willing, I’m totally pumped to help you!

Please schedule my free 1-on-1 strategy call

Click here to view the embedded video.

If you’ve been following what I’ve been up to for a while, then you know that having the “do what I want when I want” lifestyle is one of my core values.

In other words I like to have my freedom, don’t you?

But can you really be “free” if your boot camp depends on YOU to train all the clients.

If you REALLY want freedom, then you have to replace yourself with a super awesome trainer.

In fact, my coaching client and FBBC owner Octavio Fortia sent me the video above of him interviewing a potential trainer so I can give him my two cents.

But before you INTERVIEW a trainer, you first have to FIND a trainer.

Here are 4 ways to find trainers:

Way #1 – Post an ad in Craigslist under the Salon/Spa/Fitness section.

Way #2 - My all time favorite way to find a trainer is to convert one of my top clients into a trainer.

Way #3 – You can go to your local college and ask the head of the physical education dept. if you can offer internships to the undergrads.

Way #4 – You can go to the local huge chain gym, scout out the top trainer, and ask them to come to your boot camp to give you their “feedback”.

Once you get them to your boot camp, you can make them an offer to “upgrade” their job by working for you.

How to do a trainer interview…

Invite the trainer to your boot camp to participate in the workout before the interview.

Here are some things to look for.

Did they show up ON TIME (or early)

Do they have positive energy?

Do they take direction well?

Did they get along with your clients?

Are they in-shape?

A few questions to ask the trainer after the workout…

One more thing….

Before ya go, be sure to watch the video above of Octavio interviewing a trainer and tell us what YOU think.

Click here to view the embedded video.

With out a doubt, one of the biggest reasons behind my success was that out sourced EVERYTHING that wasn’t directly related to marketing, selling, motivating and delegating.

I’d love to hear your thoughts on this when it comes to your business.