I want to show you a video. It’s short, and I’ll even point out the exact spots in the video to pay CLOSE attention to (the ones where the BIG secrets are revealed).

This is a video of last night’s Bill O’Reilly interview with former CNN anchorman Lou Dobbs about why he resigned from CNN.

And it contains one of the most important client-attraction marketing secrets…ever.

Like him or not, Bill O’Reilly is the single most successful cable TV personality in history.

His show on Fox has been #1 for 108 consecutive months – a staggering achievement on TV today. His market share is greater than all his competitors…combined.

So even if you disagree with him ideologically, it would be silly of you to ignore the lessons you can learn from this man. He’s undeniably demonstrated that he knows how to attract and keep an audience, and sell to them: both is point of view and his books and other products.

Watch this short video (the good stuff all occurs within the first 4.5 minutes).

Pay particular attention to these points in the interview:

Minute 1:20

Minute 2:50

Minute 3:20 (the most important bit)

Minute 4:00

Minute 4:24

After you watch, I’ll discuss these points below after you watch the video (you can stop it after 5 minutes)

Bill O’Reilly Interviews Lou Dobbs

The important points:

1:20 Dobbs talks about opinion/advocacy journalism

2:50 “Objective presentation”

3:20 “EVERY SHOW THAT DOESN’T HAVE AN OPINION IS DYING!”

4:00 “Opinion is what works”

4:24 “…move towards a purely neutral presentation”

The biggest mistake you can make in your communications with your “house list” sphere of influence is doing a “purely neutral presentation” of fitness and nutrition.

If you’re not giving your OPINION and infusing that opinion with passion, hard core advocacy and personality and take-no-prisoners, absolute BELIEF in what you say and that your way is THE WAY, then there is no good reason for people to listen.

Because then you’re just another “reporter.”

How we passionately promote our opinion to you

Sean, Dick, Camelia and I would never be characterized as “shrinking violets”.

We have strong opinions, based in fact and proven principles, that we are not shy about sharing and advocating strongly.

Opinions like:

>> Comfort makes cowards of us all

>> If you’re not growing, you’re dying

>> Timid salesmen have skinny kids

>> The only “magic bullet” is divesified, integrated and mostly automated fitness marketing, i.e. I-AM RAINMAKER

>> Don’t be a slave to your fitness business: strong management with a clear vision, organizational chart, and chain of command is the path to freedom

>> Systems, Systems, Systems

>> Don’t chase gimmicks, fads and get rich quick B.S. Focus on your CORE business: getting and keeping clients, maximizing their lifetime value

>> Integrity, honesty, commitment, hard work and personal responsibility – you are exactly where you want to be. If you don’t like where you are, it’s almost certainly because of a breakdown with one of these

>> Give to get – to make your clients valuable to you, you must give them maximum value FIRST

In the next few days, we’ll be introducing you to the biggest and most significant opportunity to GIVE TO GET that you have ever been exposed to. It can revolutionize your fitness business and bring you more eager, local, motivated and predisposed fitness leads…FOR FREE…than anything you’ve ever done, and more than any paid advertising could ever produce.

You are going to be given the opportunity to be part of something that is destined to become possibly the most significant “grassroots” fitness movement in history…part of something that can fundamentally and forever position you as the most influential and in-demand fitness business owner in your city…and help more people become fitness fanatics…while helping children with life-threatening illness at the same time.

COMING SOON: PUSHUPS FOR CHARITY™

Stay tuned…

Eric

Here’s another personal trainer marketing post you may enjoy.