JUNE/JULY 2018
4WAYSTO GROWYOUR BUSINESS AND LIFE
LESSONS FROM CHIANTI, ITALY
“The grape’s fate is as deep as the roots of its planting.” –Franca
or life?” And then create an action plan for that. The best lessons in life or business have absolutely zero value unless they are put into action. Here we go …
In this special edition, I have some business-building and life-mastery lessons from my recent vacation to Chianti and Florence, Italy, where the food and wine are on another level, and the ancient traditions are not dead yet. Instead, people are fighting to preserve them. Everywhere you go in the world — anytime you step outside your door, get on a plane, or travel to places you’ve never been — you will find at least one thing to open your mind to the possibilities. All you need to have is a growth mindset, and you can find hidden nuggets and clues of growth tucked in the most seamless of conversations, the tiniest of stores, the breaking of bread. Anna and I make travel abroad a must almost every year. In the last five years, we only skipped it the year we bought our house. We shall see what happens the first year Lucca is born. But it’s a must and a goal for us because everywhere you look in the world today, there are gems of value that can help make your business unique, create the breakthrough you need, or just add depth and more fabric to life. Let’s get right into some of the top notes I took from this trip that I want you to ponder over some wine or a good coffee. But don’t just ponder them; ask yourself, “How can I do this in my business
Mimma and Franca explaining roots that run deep
1. Grow Deep Roots, Not Shallow Ones.
In Italy, in the Chianti region, you’re not allowed to water the grapes, unless in a serious drought. That definitely took me by surprise. Until Franca and Mimma (the Mammas) explained why. They taught us that when you water the grapes, it gives them easy access to the
Continued on page 2 >>>
1
Fitnesspreneur Life • www.vitolafata.com
Published by The Newsletter Pro • www.NewsletterPro.com
>>> Continued from cover
be monetized and turned into a business so that you can create the ideal lifestyle and day-to-day operation you dream of.
water, which causes the roots to not have to dig deep, so they run across under the ground, staying near the surface because water is easily given to them. This keeps the roots shallow instead of letting them run deep. When roots run shallow, they can be lost quickly. Whereas when you actually stress the vines by not watering them, it forces the roots to go deep to look for water and sustenance, and it allows the grapes to soak up more minerals, increasing the quality of the wine. It also makes the vines stronger and more resistant to nature. I sat back while they shared this, sipping on a wine that I could taste was of the earth, thinking, how does this simple lesson apply to all of us who are out planting the “seeds” and growing the “vines” of our businesses? It was something I pondered because of how often we all look for the easy solution (I know I have at different times of my life) and it’s actually a detriment to our long-term growth. It might produce a good harvest for a little while, but over the long haul, it can lead to more losses the moment things get tough and the easy solution isn’t there. Whereas if we allow ourselves to actually embrace being “stressed” to grow and go deep with our roots, we increase our ability to endure, be strong, and have richer, deeper roots in our lives and work. I see this in so many people on social media and in business, where they want the quick wins, the likes, and the engagement because it feels good on the surface, versus going deep with their people, challenging them to grow, and nurturing them like wine growers. In my career, I never had the biggest list, the most likes, or the popularity of others, but I did do one thing above all others — nurture the people who I do have. I’ve consistently added value and content, created solutions, and dug into my people so that they can grow into good “grapes” and make good “wine” of their own. My challenge for you is to think about where you can dig deeper with your best people, allow yourself to be challenged more, and be okay with the “stress” of your development because it makes
I do this with my Vision in the Vineyard clients, where I help pull out their deepest vision and passion, and together, we craft it into a business model. I saw a prime example of this during my trip in Tuscany this Spring, where I met Franca and Mimma, two sisters who, at 81 and 83 years old, are still going and have created their brand based on a simple love of food, wine, and bringing people together at the table. For Italians, there is a saying at dinner time, “tutti a tavola,” which means, “everyone to the table.” My grandmother used to yell it from the back porch every time we had the whole family over for the typical massive Sunday lunches that lasted hours. Franca and Mimma, also known as “the Mammas,” who have their own app at 83 years old (Don’t ever say it’s too late in life.) are a perfect case study of what you can create your dream life to be. Having spent much of their lives mastering simple cooking, they have a belief that simple ingredients make delicious foods. They shared that while everyone is relying on sauces to make things taste better and covering their food in it, they believe that simple is what the world needs to get back to. Their attention to detail was as meticulous as using ribbed pasta because the sauce sticks better. No wonder rigatoni is my favorite! Who knew? These Mammas are on a mission to preserve the culture they love. They have traveled the world and been part of cooking competitions, wine competitions, and cooking classes. And they’ve been asked to take their “tutti a tavola” concept and make it bigger. I even tried when I was part of their cooking class during our stay at their country villa, because it’s near impossible for me to NOT say something when I see that there is a business opportunity right there. These two “fantastico” women created an amazing experience. They took you to market, taught you how to shop for simple ingredients, bring them back, prepare them, time it, and tell stories while sitting with family. For Italians, everything is about “la storia” — the story. Mimma and Franca would argue like sisters as they prepared the food. Mimma always wanted to tell the story behind it, while Franca tried to make sure the class stayed on time with cooking. It was amazing. We sat with an Australian couple and my two friends from Switzerland and had delicious wine and global conversation and got our hands into the cooking experience. For $165 per person and with six of us there, they had a $1,000 night doing something they love for a few hours. They do this more than four times a month in season, Now, there I was, seeing that simple belief turned into a wonderful business.
you stronger so that you can reap deep, rich harvests of success in your life.
2. Tutti a Tavola.
You can monetize any passion you have in the world. One of my favorite things to do is to teach you that anything you love doing and are good at can
Menu for the night
2
Continued on page 10 >>>
Published by The Newsletter Pro • www.NewsletterPro.com
Vito Lafata • www.vitolafata.com
GIRL SCOUT SELLS 300 BOXES OF COOKIES IN UNDER 5 HOURS
If you have an offer for tennis players, does it make more sense to blanket Facebook or to place a print ad in your local paper? Or does it make more sense to place the ad in Tennis Illustrated or Tennis Digest, or to target market fans of tennis on Facebook?
Taken from GKIC newsletter, “A Girl Scout in San Diego sold a staggering 300 boxes of cookies in under five hours by placing herself and her sales table outside a marijuana dispensary. Brilliant.” What does this mean for you and your business? We can learn a valuable marketing lesson from this savvy youngster: Put your offer and your sales efforts in front of the RIGHT PEOPLE at the RIGHT PLACE.
If you have a new solution for runners that can help them deal with recurring knee pain, is it smarter to conduct a talk at your gym or to host it at a local running store and ask them to share the invite with their list of already-interested potential buyers — people who have already bought running attire and shown interest in the world of runners? If you said, “Host a monthly talk at local running
There are a lot of ways to fail at sales, and one of the most common is misuse of the right place.
In my Brand Building Playbook Course, I teach a simple, principled formula (meaning it does not change with fad, social media, or evolving times — it is law, like gravity) for marketing that states this:
The Trifecta of Marketing: Put the right message (offer) in front of the right market (audience) in the right place (media) and you will SELL MORE, SELL FASTER, and SELL EASIER. It is so simple a Girl Scout nailed it without any formal marketing or business training. Who knows if she has super smart parents or friends who helped her figure this out, but that’s how smart marketing is done.
shop so that the RIGHT PEOPLE (runners), hear the RIGHT MESSAGE (how to avoid knee pain while running) using the RIGHT MEDIA (running store/list),” then you see the power in the Trifecta of Marketing! The right eyeballs seeing your targeted ads is the smart way to increase your sales, increase your opt-ins, make more money, and do it faster, just like our savvy young Girl Scout who knew to put her cookies in front of stoners.
Here’s an action step for you: What offer (free or paid) do you need to put in the right place so you can make more sales and help the right people?
PEARL JAM CANTEACHYOUTO STRENGTHENYOUR FAN CLUB 5 WAYS
Why am I sharing this?
I got a notice in my inbox that my Pearl Jam Fan Club membership auto-payment had failed.
Would your members panic if they got a notice that their membership dues failed and they could lose their place in line or access to the privileges you provide?
I literally panicked. You only have seven days to fix it before you lose your membership number and your place in “line” and have to sign up again with a higher number. I’m member 264,232. That might not seem good. But this is a band that’s been around nearly 30 years. There are millions in the fan club. So that number means I’ve been in the Fan Club since 1995 or so.
With Pearl Jam, our membership has privileges.
1. We get two priority-seat tickets to every show.
Continued on page 4 >>>
3
Fitnesspreneur Life • www.vitolafata.com
Published by The Newsletter Pro • www.NewsletterPro.com
>>> Pearl Jam continued from page 3
They get $20 per year from each Fan Club member for these privileges — $20 a year might not seem like a lot, but the power is always in the numbers.
Lesson: Butts in seats means more merchandise sold, hence added revenue from most loyal fans.
What are you doing to intentionally get your best people to show up to everything you do?
Let’s say they have 1 million people in the fan club (they do); what’s the math?
2. We can order ahead of the public, and they reserve X number of seats at each show just for their fans.
That’s $20 million a year, direct to the band. No paying the record companies. No middle man.
Lesson: Convenience is a reward today.
It’s safe to say that covers more than their overhead and gives the band members consistent income every year.
How are you creating the convenience factor and making sure your best people know about it?
3. We get to pay them directly, so we get the best pricing, versus having to pay ticketing agencies.
Lesson: Passed-on savings to fans, which creates loyalty.
How can you pass on savings to your lifers, even from your affiliates, vendors, etc.?
4. The earlier you were a fan (hence my panic), the higher priority you get for the best seating among the fans.
Lesson: Reward the lifers in your business.
And this doesn’t even account for merchandise, record sales, etc.
How can you create a “fan club” membership for your most rabid fans?
It’s how a band creates continuity. So good, right?
Hmmm ... Is your mind spinning? It should be.
5. You get free music that’s only released to Fan Club members and not to the public.
“What’s the moral of this story, Vito?” you say.
Lesson: Exclusivity is a reward for your fans.
Figure out a way to get a little money from a lot of people by giving them something special that they panic about if you are going to cancel their spot in line.
How can you create unique offers only your fans get?
Let’s talk about the economics of how brilliant a fan club is for a band like Pearl Jam (and for you in your business), which is not competing for awards, nominations, gold records, etc.
This is basic stuff we’re always talking about in our trainings at vip.vitolafata.com/sales-page-1703796917432134.
Here’s to building your fan club!
4
Published by The Newsletter Pro • www.NewsletterPro.com
Vito Lafata • www.vitolafata.com
SHOCKING DISCOVERIES
INSIDE A BUSINESS AUDIT
In March, I went to a tennis and training club to conduct a fitness business audit. The gift of outside eyes on your business is a powerful one. We can so often (myself included) stop seeing some of the holes in our own businesses. And we can so often turn a blind eye to things because of how busy we are. It’s not a good practice for any of us.
• Is every new customer who comes into your place of business greeted?
• Are they taken on a tour?
• Is contact information gathered?
The question becomes are you checking to see if everyone who works for you is competent in the places where the money is actually made? What goes on when you’re not there? It is almost without fail that you will make shocking discoveries if you mystery- shop your phones, sales people, staff, and facilities;
• Are sales processes choreographed and scripted?
if you have cameras, videos, and recordings installed; and even if you just openly role-play with the people you have engaging with your clients and customers. With the many hats a small business or growing entrepreneur can wear, it is the policing that most people like least and therefore neglect or simply refuse to do. I’ve coached several businesses that operate in the brick-and-mortar space to go to this level of depth in order to squeeze every drop of profit and efficiency out of their existing business before trying to pour more people in. It often falls on deaf ears or gets filed away in the “good idea” category but not the “done” column. If you think about it, there are so many places in front of our eyes where steps and processes are policed and discretion is not allowed or people die — like pilots, soldiers, and surgeons. They don’t get to operate their practice with an “I don’t feel like it” attitude. Otherwise, people die.
These four simple things can create a dramatic uptick in your sales and the quality of your business without spending a dime on advertising.
A good chunk of my business is now spent helping business owners put money into marketing that delivers them leads, prospects, and customers. Our goal is to not pour it into a mess and throw good money after bad strategies. What’s the point of driving in leads to phones that go unanswered? Or having staff who ignore customers at the front desk and don’t work to convert them to the maximum amount they can? Sloppy systems or, worse, no systems are one of the biggest gaps that drain a small business of viability. Yet those are the type of problems you can fix the cheapest and fastest.
Maybe you don’t feel your business is life or death; I would say it is. We carry the future, health, and economy of this country on our backs, for one. And two, your business is a matter of life and death for the health of your family. So, here’s a simple checklist of things (not in full) to look at in your business:
Question: How serious are you about doing it right? How serious are you about having a business with maximum ROI?
Continued on page 6 >>>
5
Fitnesspreneur Life • www.vitolafata.com
Published by The Newsletter Pro • www.NewsletterPro.com
Shocking Discoveries continued from page 5 >>>
experience to race with other drivers. Each step is another paid option that increases the lifetime value (and satisfaction) of every Ferrari buyer who comes into the brand. It’s also how Ferrari is making one sale that equals four sales! It’s why they are one of the richest car brands in the world without having to sell millions of cars. They get a lot of money from a few people by staging more frequent sales. Smart.
A classic error I see time and time again in many businesses is the driving of leads into short promotions, like a feeder program, yet after initial purchase, there is no long-tail on the backside where the customer is sold something that is the next logical and appealing step. And then the next. And so forth. Which means there is no upsell, no upgrade options, and no ascension ladder directly connected to initial promotion. It’s wasted money, wasted opportunity. Look at this article (reprinted with highlights) about what Ferrari is doing to create more than a car sale and how they’re doing it. Considering how much a Ferrari costs, they decided that one sale of a Ferrari was not enough for the brand. So, what did they do?
What does this mean for your business?
If you know the data that 5–20 percent will say yes to the upgrade or upsell or agree to keep going along the “next path” or ascend every time, in every situation, then you simply have to have a process to ask and offer!
As the business owner, you have one responsibility above all others: Focus on profit.
Without profit, you cannot pay yourself, let alone others, and you cannot grow your vision to serve more people. Simple as that.
Don’t be lured into the thinking that “we simply serve.” Yes, of course we do, but without a constant vigilance for profit and a constant development for a deeper business model, your business dries up, and you serve no one. I’ve also witnessed many businesses that look healthy on the outside, but the owners are barely paying themselves. If you want results, you must manage for and by results, and not by anything else. If you want results, you must manage for and by creating ascension for your best customers so they can have the experience they truly want — as long as you have the courage to lay it in front of them and ask for the sale. Too many business owners are too often trying to add more (advertising, media, customers, salespeople) rather than focusing on doing more with the assets they already have. In most businesses, there is as much harvest being uncollected as there is being collected. Why add more water to a leaking bucket?
A.) Not allow the sale right out of the gate. First, you must lease a pre-owned and find the “right one” for you. (This is tantamount to a promotional offer for Ferrari. )
B.) Join the Tailor Made program, which allows customization of your car. (This is an upgrade option for Ferarri.)
C.) Ask what the real motivation for their customer is — learning how to drive a Ferrari on a race track. So they created an upsell where a Ferrari owner can experience Ferrari driving school. (This is the next logical step in their sales process.)
D.) Ask what the next appealing step is. Why, of course they want to compete in a Ferrari racetrack with other drivers. So they offer the
6
Published by The Newsletter Pro • www.NewsletterPro.com
Vito Lafata • www.vitolafata.com
STRATEGIES TO
3. Get better control of their ability to market on social media and finally grow other marketing streams so they are not living and dying by social media. 4. Know how to craft content that matches each offer so it creates a progression of how their unique tribe moves from one offer to the next. 5. Identify their tribe and the unique expertise they have to offer so they can create the solutions that solve their tribe’s unique spoken and unspoken problems and get paid for it!
I had a thread with a fitness coach that I thought would help you. Her question to me was about how to get people to take her “shit” seriously. I think we all get that she means the hard work she’s putting out to help serve the world, like the videos you produce, the posts you make, the emails you write, blogs you post, etc. That can often feel like crap, not because you’re not good, but simply because you’re not doing the right things to create the No. 1 thing you need in order for people to take you seriously…
There it is. If you want to be taken seriously, do those things. Do them consistently.
... and that’s authority.
Authority in the market is what makes you the expert. People take experts seriously. If you want to BE an expert, do what experts do.
If you do that, you can also design a personal brand business that lets you automate the whole process.
If you want to own a skill set like that and be in control of how you get paid more and get taken more seriously, then the “Personal Brand Building Playbook” is designed to help you, because in it we teach you ...
Content marketing and how to understand the principles of authority-building for social media and for your overall marketing.
Continued on page 8 >>>
Experts do this:
1. Elevate their authority so more people take them seriously and buy from them.
2. Have an automated system for educating prospects so they join their programs and community (without being a slave to manual responses).
7
Fitnesspreneur Life • www.vitolafata.com
Published by The Newsletter Pro • www.NewsletterPro.com
5 Strategies Continued from page 7 >>>
Content marketing that builds your authority is a fundamental and essential element of growth. Hard truth — if you don’t learn marketing, you’re always going to be prey to whims of social media. That is not a safe or consistent way to build your business. The mission for all of you should be to get more consistent high-quality content by using education-based marketing (We teach this Week 1) to nurture your prospects so you can build more automated education instead of you having to personally respond all the time. Time suck! Also, for your growth ... you want to start understanding the Trifecta of Marketing (We teach this Week 3). This is such an easy oversight that people miss, especially the MEDIA match. Market-Message-Media match is how you multiply your conversions by 20, if you do it right. (See my point on the Trifecta of Marketing in this newsletter.) You want to know your marketing by knowing how to build bridges from clients’ problems to their solutions and designing your offers using the TPS Framework (Week 2), because the Tribe-Problem-Solution framework is how your offers and content progress people along so they become aware of three things:
2. What are the solutions?
3. Why you?
Your content and funnel need to match relevant offers so you’re building authority by targeting your tribe in the stages they need help. Make sense? In the playbook, we’re going to break down those four steps from the “How to Build Your Personal Brand in 10 Minutes” deeper, and start mapping that out. We’re going to tack on the next layer of the marketing knowledge you need to get better control of your content funnel, and there’s a bonus social media generator course for you guys to work on your Social Media game!
So, if that is what you’re looking for, then it’s the right next step.
Hope to see you there!
Let’s shift the potential of your dreams.
1. What’s the problem?
Recently someone asked me, “How did you get to where you are? You look like you get to work whatever schedule you want, from home. You and your wife work together. I’ve seen on social media how much you travel, your business is still running, and you planted a vineyard. That’s not normal for the fitness industry. WTF.” THE PRICE OF
THE GOOD LIFE
... I did what most people in the fitness industry either hate to do (biz, marketing, and sales) or are not simply aware they should do yet:
1. I study and love selling.
2. I study and love marketing.
I abbreviated that last part to keep it clean. Why? I don’t know — just don’t want to offend any cursing sensitivities. I must be finally growing up.
3. I study business all the time.
I gave this woman the hard answer, the truth, the actionable answer, not a fluffed-up motivation answer. After all, if you’re truly in pursuit of the good life, you have to know the price to pay for the good life. Nothing in life is free or easy. The thief of your money who tells you that should be shunned.
4. I was evolutionary, meaning I was not afraid to let go of how I did things to see how I NEED to do things.
5. I got online faster than most.
6. I built up “off the floor” passive revenue streams earlier than most.
Here are the steps I told her I took. I prefaced it by telling her ...
7. I put out a lot of content and have automated campaigns running my business.
8. I focused on a niche I love to serve, went deep, stayed focused, and then branched out.
9. I invested deeply in my personal and professional development instead of just my fitness expertise.
10. I’m constantly surrounded by people who challenge me.
Continued on page 9 >>>
8
Published by The Newsletter Pro • www.NewsletterPro.com
Vito Lafata • www.vitolafata.com
Price of the Good Life continued from page 8 >>>
11. I accept tough love.
She looked at me kind of like I was crazy, and with big eyes, she was like, “You do all that?”
12. I utilize masterminds and coaching programs.
And I said, “Yup, that’s the price of the good life.”
13. I build relationships.
I even told her that these are the things I teach in my courses, and if she wanted access to the fast track on how to develop those things, she could get started. The toughest choice is realizing that you have to get started studying something new and that, in the fitness industry, the gateway to the good life is through business, marketing, and sales development.
14. I seek to give and serve before I ask.
15. I do what I teach.
16. I am a teacher who learns from my students.
17. I’m willing to be wrong.
I know, I said you have to accept tough love and be willing to be evolutionary, right?
18. I’m willing to be imperfect all the time.
19. I love testing concepts, ideas, and offers so I can get data and try to do better.
I teach people in my Clear Vision Planner (clearvisionplanner.com) the foundation of getting started with marketing in the fitness industry so they can pump up their weak marketing muscles and get more revenue streams with my “Off the Floor Income” training videos. These two started me down the good life.
20. I test faster and more often than most.
21. I’m always looking forward.
Start curling those business weights, get your “marketing reps” in, and you will start the march to your good life.
22. I study high performance and human behavior; after all, we are all dealing with people.
23. I don’t care about people’s opinions and judgments.
24. I have mentors.
25. I geek out on all of the above.
9
Fitnesspreneur Life • www.vitolafata.com
Published by The Newsletter Pro • www.NewsletterPro.com
>>> Cover continued from page 2
brand, which is private coaching for $30,000 a year, so that led to an additional projected revenue of $120,000 year.
as they own a set of villas and a vineyard (podereciona.com). They create the environment for guests to be at their villas, then offer them the cooking class as an upsell, and it makes the experience a whole other memory, so great that I’m telling you about it. Look at this ... They make the first sale by getting the guest to rent the villa and the second sale by getting them to upgrade to the cooking class and the third sale by getting them to the vineyard!
That’s over six figures from only six people. I’m sharing this with you so that you can see what’s possible — not because my numbers are great. They pale in comparison to some of my mentors’ numbers, but I’m in the game, and we started evolving how we do business.
You can get a lot of money from a few people.
Two little old (smart) ladies in Italy with no formal marketing training figured out the power of ascension offers!
You can get a little money from a lot of people. (See the Pearl Jam Fan Club piece in this issue.)
How can you do this? Your mission as a growing entrepreneur and business owner is to always be thinking of the additional offers you can make and how to create the high-end offers you can monetize doing the thing you love doing most. Let me give you another example. When I first started learning about creating high-end immersion experience offers as a way to compliment my online business, it took place about six months ago when I created Vision in the Vineyards. The idea was birthed because I saw more and more of these intimate high-end experiences being offered, and I asked only two questions: “Why not us?” and “Why not now?” Anna and I dreamed this up in Cabo because we love helping people build their online brands, we love exposing people to good food, good wine, getting out to wine country, and going home with their brand map in place. Now, while some people love learning through online courses, some people want a deeper, more intimate experience. That’s why you just have to have an offer for them. Five to 10 percent of your market would take an exclusive experience if you offer it. Ex: If you are a weight loss expert, you could have clients spend a week or weekend with you and you create an immersion experience with cooking classes, workouts, learning to shop, teaching them journaling, working on their relationships, helping them with strategies when they are at work, etc. Ex: If you’re a high-performance coach or other life of or business- style coach, you can create a weekend immersion experience where you mastermind with your guests, treat them to dinner conversations, help them break through in areas of your expertise, create workshops for them, etc. Here’s how you can do it: 1. Decide what the ultimate experience of what you offer can be.
I teach my students to have both, but that’s a matter of preference.
Ex: You are the weight loss expert. You can charge $2500 per weekend in our example above. And after the weekend, you can offer $1000-per-month private coaching remotely with you for one year or until the client achieves their end result. Ex: You are a business coach. You can charge $5000 per head for a five-person mastermind at your house and then offer a continuing mastermind for a year or even private coaching for $2000 per month. You have to choose the life you want, the income you want, and how you earn it based on what you love doing and what kind of freedom you want in your life. But anything you are really good at can be turned into a high-end experience you can monetize that lets your creative juices flow, surrounds you with your favorite people – the ones who are really interested in the result you offer. Notice I said the result you offer, not just the product or service you sell. That’s why step 3 is ... This is the final piece. Get clear on what you offer people as an end result. People are after a transformation and/or experience in life. You just have to know what it is that you offer. At Vision in the Vineyards, I offer a road map for my guests’ personal brands where they walk away with their three signature offers of a low-tier course, their core offer, and a membership site mapped out so they know what goes in it, how to set it up, and how each of the three products flow from one to the next so they can plan for the next year — a linear line of progression of what to build first, second, and third so their brand fits together in the right flow. No more confusion. No guessing. The offers are in alignment with the guests’ passions and skills, what we like to call their superpowers. And then it’s right to work. Clarity. Plain and simple. The clearer you can get about what end result you offer, the more you can build this offer properly. The Mamma’s offered a “classic traditional Tuscan” cooking and living experience that would send us home with a menu that could delight our friends, impress our family, and become a tradition we pass to our children while feeling we are living like Tuscans of old. As an Italian-American who doesn’t want to 3. Get clarity about the result you offer.
2. Decide on your numbers.
We started offering Vision in the Vineyards in December of 2017, and we have sold six of them in seven months at $5000 each for an additional $30,000 in revenue for six weekends of our year. And four of those guests took our one-year fast track to building an online
Continued on page 11 >>>
10
Published by The Newsletter Pro • www.NewsletterPro.com
Vito Lafata • www.vitolafata.com
>>> Cover continued from page 10
he brought this light blue jacket that was made of ultra-thin fabric and moved well, so when my arms went up and down, it was not tight on the chest, wasn’t bulky, and wouldn’t make me sweat too much. That was a $500 add-on because he listened and wasn’t afraid to sell. Yes, Danielli took pride in the clothes he sold, and he wasn’t afraid to keep going. Take pride in what you offer. He talked about belts, shirts, pants, and even socks by the end. He laid things out and made bundles, things like, “These four pants can go with these four shirts and those two jackets, so you have a combination of 10-plus outfits just from these core pieces.” Bundling is how you can sell more and up your ticket price at point of purchase just by educating the client about how and when more is better. And guess what? I wasn’t pissed he sold me more. I didn’t curse him, fear him, or hate him. No. I’m writing about him because he took good care of me. Selling is all about taking care of the person in front of you. If you sold more to your clients because your business had better bundling, more upsells, and ways to ask questions and listen, could your business hit a new level? If you sold more with a smile and took pride in selling, could your business revenue go up so you could pay yourself more at the end of the day? Take a cut out of Danielli’s approach and ask more questions, listen more, deepen your offers, and never be afraid to say, “And you could also use this.” 4. How You Can Get to Travel and Do What You Love But Still Make Money I get asked a lot how Anna and I get to travel and have the lifestyles we busted ass to earn. It’s simple, clear, and revealed all the time. You just have to do it. I figured in this newsletter I’d bullet point it out for you, just in case you’re new around here or you need a billy-club beating to the head until you get it.
Shopping at Boggi
lose my heritage as my parents pass away, this was the result we were after.
You see, anything you love teaching can be monetized when you speak to the right people. You can do this too.
3. The Italian Craft of Selling.
One of my favorite clothing lines of all time is Boggi. It’s a modern Italian design that is unique, makes a statement, has great use of color, and fits. I discovered it in Verona, Italy, a year and a half ago. Since they don’t have it in the States yet, I always look for it when I’m in Italy to stock up. In Florence, we found one of their top stores, and I met Danielli. I take notice of great sales people who know their craft and do it with pride, honor, and skill. I came just to try on a jacket or two, with my wife helping coordinate — yes, I need her. I have some skills in fashion, but she makes the final decisions.
As we were trying on clothes, Danielli started doing what any great salesman should do: asking questions.
1. Have passive income streams.
He asked what I needed the clothes for: Was it for an event? Daily use? Work? From that information, he started making suggestions.
You need money coming in that doesn’t need you to be present. My best method for this my Beachbody business that I’ve had for eight years and consistently brings in five figures a month.
What he did next was key as well if you want to make more sales (and I hope you do, because no sales means no business). But Danielli started listening to my conversations with Anna as we were commenting on things. And he took that listening and turned it into new suggestions. Ex: He heard me say these are clothes for when I present and do video work, so I didn’t want them to feel heavy because I would sweat more. So he came out with a smile (always a great selling tool) and said, “I heard you talking, and I have a special suggestion for you.” And
2. Have work you did once that gets you paid over and over.
Create info products that can teach others while you’re traveling so that your influence is still being felt. I built a four-product suite that runs all the time, has people working while I’m off traveling, and brings in income each month, whether I’m running them live or not. You can package your content and expertise into info products this year and get in the game.
Continued on page 12 >>>
11
Fitnesspreneur Life • www.vitolafata.com
Published by The Newsletter Pro • www.NewsletterPro.com
37980 Avenida Bravura, Temecula CA 92592 www.vitolafata.com
INSIDE THIS
ISSUE
4 Ways to Grow Your Business and Life
1
The Trifecta of Marketing
3
What You Can Learn From Pearl Jam
3
Shocking Discoveries Inside a Business Audit
5
5 Strategies to Get People to Take Your Shit Seriously
7
The Price of The Good Life
8
>>> Continued from page 11
3. Have automated content working for you.
next content and offers, all on auto-pilot, while you’re off doing whatever makes your heart sing.
Have your blog, website, email, and social media working for you around the clock. With automated posting, repurposing, and automation software, you can educate and run ads to your content while you’re off sipping wine and taking cooking classes in Tuscany. That means your list and authority are growing while you enjoy life. Just by setting up that content in No. 3 to run to offers, you have money coming in because you took the time to set up campaigns that run from one to the next because you mapped them out ahead of time and set the triggers in place so that by the time someone gets on your list, if they don’t take one offer, it can lead to the 4. Have evergreen funnels.
5. Have relationships working for you.
Strong relationships with the right people who can help leverage you mean that even if you’re not active in growing your business yourself, others are doing it for you. I have my team, my affiliates, and my network all working on strategies we start before I leave and keep going while I’m gone. I see people underutilizing this all the time. They still rely only on their own efforts, when building up their affiliates and networks can help them grow while they are not there. I suggest starting on these sooner rather than later. You getting any younger? -Vito Lafata
12
Published by The Newsletter Pro • www.NewsletterPro.com
Vito Lafata • www.vitolafata.com
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12Made with FlippingBook - Online catalogs