The 60 Year Old Swagmamma
I’m going to tell you how Louie Guarino gets clients that refuse to train with anybody else in the world.
When he wanted to start a group training program as a test to begin to scale his training and work with more people, he filled it.
Louie is not good at marketing — at least not the kind of marketing that you probably think of when you think about marketing.
And that’s today’s lesson moo-chacho.
Marketing is more than Facebook ads, sales copy, fancy webpages, email opt-ins, Ebooks, and all that other stuff that has its place, but can never replace personality.
One of Coach Lou’s clients is the 60-year old Swagmamma. She’s a Grandma. If she messages to say “I don’t think I’m doing well”, Lou responds, addresses the issue, and ends the email with,
“Don’t worry! We gucci, girl!”
A hip hop fan and natural bodybuilder with hair that changes colour every week and a new tattoo that seemingly appears as soon as the most recent one heals, Lou’s love for the world of hip-hop influences everything that he does.
His language permeates his social media promotion, his client-only Facebook group, and his emails with clients.
**Clients almost always resign at least once and there is never any negative impact on their enjoyment.**
Language Breeds Community
Loosen up, be yourself, and have some fun.
Evolve your own language for your own clients. While not specific to online training, Mark Fisher Fitness (MFF) is another example of a facility, and community, that has developed their own language.
No joke, they have a document that they give to all new staff to study because their members have come to expect a ton of made up words throughout sessions. Part of training a new staff member involves indoctrinating them into the MFF cult, and being in a cult means that you need to speak the same language as everybody else.
Mark Fisher Fitness is a gym in New York City that landed spot #312 on the Inc list of fastest growing companies in the United States in 2015. Fun matters. Actually, Mark said it best: “Fun is a long-term behavioral change lubricant.”
Language matters. Experience matters. Community matters.
The 60 year old Swagmamma knows what a swagmamma is. I don’t, and you don’t either, and that’s just the point.
-Jon
