7 Marketing Lessons I Learned From the Muscleheads at Golds Gym

Can I share a secret with you?

I love working out. So much that several years ago I considered a career in fitness. I modeled for Reebok and Ironman magazine, made it to the final round for hosting a fitness TV show, and I moonlit as an aerobics instructor and personal trainer for several years while I figured out how to get out of my day job in publishing.

Now that I make a great living online as The E-zine Queen, I still make time for my health. And I'm lucky to live close to the most famous gym in the world: Gold's Gym at Venice Beach, California. On a daily basis, I'm surrounded by bodybuilding legends like Lou Ferrigno and various men named "Gunther," athletes like Kobe Bryant and Jennifer Capriati, and celebs like "The Rock". The place is an absolute circus, and I enjoy the entertainment factor.

When I first joined Gold's two years ago, I didn't pay much attention to the "muscleheads" - the professional bodybuilders. But I've come to realize they can teach us a lot about marketing and business success. Here are 7 lessons we can all learn from.

1. Hang around people whom you want to be like.
Bodybuilders and aspiring bodybuilders from all over the area come to the Venice Gold's because it's the home of bodybuilding. I know a few bodybuilders who drive almost an hour just to work out there. Sure, they could exercise at their neighborhood Ballys, but instead they make the trip to their Mecca every day through the arduous Los Angeles traffic.

Why? They know that when you hang around people who are doing what you want to do, you automatically have a much greater chance of success. The furious energy at Gold's is undeniable as soon as you walk in the door. You're surrounded by world-class competitors, gold medalists, and celebrities. It's not only motivating and inspiring, but there's a wealth of knowledge surrounding you as well.

Who are YOU hanging around? (Think about it.)

2. Consistency is the key for long-term success.
Bodybuilders know that a body is built over a long term. And even if they take some time off, they'll bounce back quickly because of all the training they've done over the years. It's called "muscle memory" - your body remembers your shape and snaps back into place.

In the same way, our clients and customers have "marketing memory." That is, as long as we're in front of them on a regular basis, they'll remember who we are - even if we take a break. (And there's no better way to stay in front of them than publishing an e-zine!)

3. Ups and downs are a part of the process.
Bodybuilders know that success comes in cycles. It's physically damaging for them to try to be on "full force" more than a few times every year. They know their limits, and they push them, but they don't break them.

Marketing has cycles as well. You can hit it hard for a while, then ease back for a bit. Don't worry when there's a "down." Just make sure to immediately follow it with an "up". Get back on your marketing schedule or mix it up and do something different.

4. Hard work is part of the game.
Bodybuilders don't wake up and say, "I don't feel like working out today." They just do it. It becomes part of their schedule, part of their life. And that ensures their success.

How many of us secretly wish our success would be handed to us on a silver platter? I'm all about attracting success on whatever level we can, but hey, let's realize there is work involved. The solution is to make the hard work FUN by doing what you love to do and delegating what you don't.

5. Model others who are already doing what you want to do.
Bodybuilders don't try to invent their own training programs from scratch. They look at what the top competitors are doing, and they do the same thing. From weightlifting to cardio to diet, they've got it down to a precise formula.

Don't reinvent the wheel when there are others who are already racing along. Find other business owners who are doing what you want to do, and model them. Important: Don't model ones who are doing it half-assed. Model the best, the ones who are experiencing the immense success that you dream of!

6. Find a mentor or coach for faster results.
I don't know of any champion who got to where he/she did alone. Every bodybuilding competitor hires a trainer or a coach who has been there before and can walk them through every step of the way. Does this cost them a lot of money? You bet. But they don't look at what it costs. They look at what it's WORTH. They're fast forwarding their success, and that is priceless.

I know many entrepreneurs who have wasted thousands or even tens of thousands of dollars on websites, programs, and training that got them nowhere or pointed them in the wrong direction. Don't make that mistake - I've been there. Stop struggling and invest in someone to show you the way - the right way - the first time.

7. Show off what you've got!
You can be sure the bodybuilding gurus at Gold's aren't meek about their successes. They show off their hard work with outfits that emphasize their assets. (Oh, the stories I could tell you about some of the costumes there! Lace catsuit, anyone?)

Even if you don't have it all (yet), show off what you DO have. Strut your best stuff and toot your own horn. You're doing the world a disservice if you don't let us all know what you and your business can offer.

© 2004 Alexandria K. Brown

ABOUT THE AUTHOR

Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual, "Boost Business With Your Own E-zine." To learn more about her book and sign up for more FREE tips like these, visit her site at http://EzineQueenTutorial.com/

---

What to Look for in Display Graphics and Trade Show Graphics

Display graphics are graphic images used for illustration or "display"... Read More

Attract More Clients by Raising Your Profile

One of the most common issues I'm asked about is... Read More

Ten Tips for Creating a Winning Proposal ? Part 1

If you want your business to grow and attract new... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 1

In the following 'special report,' I will reveal some very... Read More

The Six-Step Process That Grows Your Business

1. Examine your clientele and define your ideal client. Of... Read More

Data Map Charting for Mobile Businesses

As we study the demographic regional variations for small service... Read More

The A-Z of Exhibiting Overseas

Exhibiting overseas is one of the fastest and most cost... Read More

Direct Mail Marketing Done Correctly, Cannot Fail

So how do you do it?Direct mail marketing. When it... Read More

8 BIG Benefits To Selling Big Ticket Items

Ok, before we get down to the benefits of... Read More

Target Market - 3 Big Reasons You Need To Know Yours

Rule Number One when writing marketing materials is "Know Your... Read More

Deceptive Marketing and Procrastination

Procrastination is every marketers worst nightmare.This applies on three fronts.Firstly... Read More

Did Jesus Get Killed for Practicing Interruption Marketing?

I'm reading Seth Godin's Permission Marketing and he brings up... Read More

Design Does Matter

The idea that good design can improve how people perceive... Read More

How to Up-Sell Change

As Freud cautioned, it's insanity to keep doing the same... Read More

10 Surefire Ways to Add Sizzle to Your Brochures

Businesses rely on brochures as their front line in communicating... Read More

Are Your Brochures Worth The Paper Theyre Printed On?

Brochures are one of the oldest marketing weapons in the... Read More

20 Power Marketing Tips

Use these powerful yet simple tips from the national best-seller,... Read More

An Internet Marketing Strategy that Works

You can't put up a beautiful (or any) web site... Read More

Mail Can Make You Money

Are you still waiting for business to turn around before... Read More

Postcards ? Picture Perfect Promotion

There is a simple but almost mystical law which governs... Read More

Trade Shows Are Not a Waste!

According to the Center for Exhibition Industry Research (the trade... Read More

Census Data Mapping for Small Business

When studying the demographics of an area for a business... Read More

Marketing, Lead Generation, and Research: A 3-in-1 Solution

I Hate Cold CallsLong before I started my business, I... Read More

5 Tips to Heat Up Your On-Line Marketing Using Off-Line Tactics

The internet of course brings a huge arena of marketing... Read More

Make More Sells With Colors

How Colors Effect Our Emotions?One of the most interesting things... Read More

Universal Principals That Guide Business Growth

Universal principals are those "self-evident" truths that have guided brilliant... Read More

The Art Of Writing Classified Ads

The writing of good classified ads truly is an art... Read More

A Complaint? It?s a Compliment! - 7 Tips for Dealing with Complaints at Trade Shows

A Complaint? It's a Compliment!What made you mad last week?In... Read More

How Well Do You Know Your Prospects? Find Out With This 10-Point Quiz

It's crucial to know your prospects if you want to... Read More

How To Go From Under Dog to Top Dog by Unleashing The Power Of a Postcard

The Tale of Two Dentists...Dr. Namel and Dr. Ivory are... Read More

Refresh Your Web Site

So you have a Web site. And so does most... Read More

Are You Overlooking Your Hidden Profit Centers?

There are other names given to "Back-End Selling". You may... Read More

Fax Marketing : Reaching a New Niche of Customers

Traditional marketing and advertising assumes that all of your customers... Read More