All marketing is a lie!

That’s right, everything you have learned and know about marketing is a lie. Lose thirty pounds in thirty days, lie. Lose weight quickly, lie. Lose weight without having to exercise, lie.  As consumers we have bought into the greatest lie of all which is the lie we tell ourselves when we buy into these bold face marketing fibs.

What we are really buying is the story. The story of how much better our lives would be if we were the perfect weight. We would magically be happier and life would be glorious, another lie. So why do we lie to ourselves? Because we like to feel better and confirm that we are right about the stories we tell ourselves.

Old school marketing or lie marketing says that if you need to attract more clients you should identify a market niche and target the needs of that niche. I myself have told many business clients that this is what they need to do. What I’ve discovered is that it goes deeper then seeing or identifying a need and then satisfying this need. It’s about wants and what those wants say about completing a persons story.

I want to earn a million dollars.  I want to earn a million dollars because I want to live in a big house, shop at expensive stores, eat at fine restaurants and travel the world. I want the feeling of freedom to do and go whenever and wherever I please and not have to worry about money. Now if you have something to sell me that has me achieving this want, then I’m all ears. Tell me the story of how your product or service will bring me one step closer to completing my story and I will open my wallet and give you my money.

There’s one caveat here, your story has to be authentic or I won’t buy your product. If you tell me that I can earn a million dollars but you are driving around in a rusty old beat up car I won’t believe you. You must walk the talk and show me that you’ve lived this story.

My story starts about twenty years ago. I didn’t start exercising until I was in my early twenties. I lost both my parents before my twenty fifth birthday. My mom died of cancer and my father passed away after suffering a major heart attack. I knew that if I didn’t change my unhealthy ways I would quickly follow in their footsteps. The road to health was difficult. I grew up on chocolate cake and cookies for breakfast so I didn’t have the best eating habits. I didn’t know what it was like to sweat and believe it or not I failed grade ten gym.

I started exercising in my little 500 sq.ft. apartment in Montreal to an exercise program on TV. It was only thirty minutes long. Five minutes into the program I collapsed from exhaution. Did I mention I was a smoker too. It took me about a year to get into shape and eventually I joined a community centre health club. It was another two years before I took my certifications and training to become a fitness instructor and then a personal trainer.

I understand from firsthand experience how hard it is to change everything that is familiar in order to become something else. It’s not an easy path and there’s always the fear of reverting back to that unhealthy lifestyle. However, something inside you says you got to keep going, so you do.

My greatest pleasure in becoming a personal trainer was helping others on their journey towards health. I shared my story with clients and the knowledge I’d gained a long the way. My hope was to make the path less bumpy and a little more enjoyable for my clients. They understood that they didn’t need to do it alone. In the process I kept a lot more mothers and fathers around for their children so they wouldn’t have the same experience I had. I did this successfully for over fifteen years.

Now I help other fitness professionals build their businesses so they can be successful in helping many people the way I used. I can reach further into the community by assisting fitness professionals be successful. So if you are looking to tell your story, connect with your customer, attract new clients then I can teach you how from the experience I’ve gained and through the systems I’ve created.

That’s my story. There are no lies to tell. Just the plain truth about how I got started in the industry, what I went through to get to where I am today and how I can help you get where you are going. Plain, simple and to the point. If you want to make your business successful because you view this success as leading to a holiday in Fiji or earning a decent living without having to work 80 hours then you may phone me up to find out what I did to complete my story.

So don’t fall into the trap of telling marketing lies. Instead tell your story. It’s unique, authentic and interesting.