Whether you were at Mega Training in person, or watched the Member of the Year presentations via live stream, you saw some amazing stories from our seven finalists.

The majority of you felt Tony Maslan’s was the best.

I want to share one of the reasons why Tony won the contest that wasn’t necessarily obvious to you from his presentation.

To explain, I need to back up to Friday, the first day of Mega Training.

On Friday afternoon I delivered my 5 Golden Rules of Maximum Response Marketing presentation.

During Rule #3 (“It IS about WHO You Know”) I discussed how to get more new clients who fit your ideal client profile by really getting to know who your ideal client is and WHY they buy.

And I showed an example of an advertisement you could use to “call out” to a specific target market, in this case it was folks who have a gym/health club membership but don’t get any value from it because they rarely, if ever go (which is the majority).

If you know that many of your existing clients were former health club members who weren’t getting results because they didn’t go (you know this because you asked them, “why did you come to us?”), then it makes sense to target that specific “niche” market, right?

And you could target them with an ad headline like the one I showed during my presentation…

“Do You Get Your Credit Card Whacked Every Month By The Gym…But Never Go?”

This point really hit home with folks in the audience. It was a nice A-HA moment.

And that’s great. It’s what I was shooting for.

But it’s what happened after my presentation was over that is REALLY instructive.

And shows why Tony has grown his fitness business at a scorching pace in the last 3 years.

Tony came up to me after my presentation and told me he really liked the headline hook, and then went on to describe how he was going to structure and irresistible offer around that hook which eliminated all the risk to the prospect and made it brain-dead simple for them to say “Yes.”

It was a deceptively simple, yet brilliant idea.  And no, it wasn’t just about offering a guarantee.

The lesson here is that Tony took what I gave him, thought about it, and then added his own unique twist to it. He “plussed” it.

And the even larger lesson is that I’m willing to bet a hundred bucks right now that Tony will have this implemented and bringing him new clients within 30 days.

Compressing the time from idea to implementation…actually putting things IN ACTION and getting results…is one of Tony’s hallmarks, and certainly one of the things that contributes to his astronomical growth, and to winning NPE Member of the Year.

Because even if Tony hadn’t come up with a nice creative twist to the advertisement I showed, he could just go with what I provided, as some others probably will, and get very nice results.

But with his little twist, he’ll probably get even better results…get even more new clients.

It’s really a pleasure and an honor having Tony in NPE.  He makes stuff happen, and he is contstantly giving back. In fact, it won’t surprise me to see him posting to the VIP forum and sharing his idea with the other VIPs.

Thanks for all you do, Tony, and congratulations on the big win.

Enjoy the car,
Eric

P.S. If you want to see my 5 Rules presentation and all the other amazing content from Mega Training, you can get the DVDs delivered right to your mailbox by going here.

Here’s another health club marketing post you may enjoy.