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What's Wrong With Your Website

How many people who visited your site last month booked an NSI? Most gym owners have no idea. But if I asked 500 gym owners, “Who has a great website?” almost all of them would put up their hands. Here’s why most of them are wrong. Your website should not be judged on its art. The purpose of a website is to convert your lead traffic to in-person consultations. Your website’s purpose is not to showcase your creativity. It’s not to list your options or tell your prices or share your schedule or brag about your equipment. It’s not even to show your coaches’ bios. Prospects don’t care about any of that stuff, even though you do. People care about themselves. Your website should tell them how you’re going to solve their problem. Think of your website as a boat in the middle of the ocean. You bring fish to the boat using paid ads, word-of-mouth, Affinity marketing, and all of your other attraction media. Then the boat brings the fish to dock. Then you eat. Any messaging, pictures or videos on your website that don’t serve that purpose? They’re extra weight. Sometimes they sink the boat. Your site should give just enough information to lead a client to book a No-Sweat Intro. That includes a few testimonials, and a description of how you’ll solve their problem. That’s it. In fact, our head of marketing, John Franklin, argues that most gym websites shouldn’t even list their programs. Listing “CrossFit, BootCamp, CrossFit Lite, SweatRx…” and other options actually stops a prospective client from clicking through, because the site is asking them to figure out what they need before they decide. That’s backward. A client should ask her coach what to do. Clients aren’t interested in your “playground”. No one’s googling “best gym community in Middleton”. Cut your website back to the bare bones; say less; tell them how you’ll solve their ...
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What Sticks?

Kids are sponges.   Last night, a friend texted me about her son’s experience at baseball camp. The boy is a very active, athletic seven-year-old. He’s bright and fun, and loves to play “shark tag” with me at Catalyst. He swims, climbs ropes, does pull-ups and wanted to try baseball.   In the middle of his first practice, a coach asked him, “Why do you run like that?”   “It’s how I run,” he said.   The coach laughed. “All the kids from Catalyst run like that.”   The boy told his mom later, “The coach made fun of how I run.” He’s not going back. Even if the coach was joking, kids don’t understand adult sarcasm. So professional coaches don’t use sarcasm with kids.   I was lucky enough to get some bad coaching early in life.   I can still hear a baseball coach telling me, “We get three outs in an inning. You got out twice this inning. Think about it.” I quit baseball soon afterward, and wouldn’t tell my parents why.   I can see a hockey coach standing over me while I tied my skates on the ice saying, “Hurry up, I know you’re faking a loose skate to get out of this drill.” Sure, he was a volunteer. And heck–it might have been true. I don’t remember. But 35 years later, I still remember the comment.   No one will remember what you say, but they’ll always remember how you made them feel. And when you make them feel bad, they’ll also remember how you did it.   I say I was “lucky” to get bad coaching as a kid, because the volunteers who coached me meant well. They were good people. They probably coached 12-15 kids in their free time after work, when they were tired and hungry. Their minds were probably elsewhere. But I do it for a living. I’ve coached thousands ...
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TwoBrain Marketing Episode 6: Oskar Johed

 Two Brain Marketing Episode 6: Oskar Johed   Today we are joined by Oskar Johed of CrossFit Medis. While growing up in Sweden, Oskar was very involved in sports and soon after graduating from college, entered the corporate world. It wasn’t until tearing his ACL that he came in contact with CrossFit and was instantly hooked! While recovering from his injury, the CrossFit Journal was all he had access to for killing time and keeping him going. It was soon after that he decided to quit his job as a banker and open his own CrossFit Gym. Today Oksar splits his time between his gym and traveling the work as a member of the CrossFit HQ Seminar Staff.    Today we dive into a range of topics including how Oskar spent around $15,000 last year which generated over $200,000 dollars in front end sales!     Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!   Contact Oskar: http://www.crossfitmedis.se/ https://www.facebook.com/people/Oskar-Johed/100005979647357 https://www.linkedin.com/in/oskar-johed-5768892/?originalSubdomain=se oskar@twobrainbusiness.com   Timeline: 1:32 – Introduction to Oskar Johed  4:21 – Changes in Oskar’s Gym before and after Two Brain Mentorship 8:44 – What originally prompted Oskar to sign up for mentorship 12:13 – The immediate changes as a result of the Two Brain Mentorship Program 14:22 – Holding a commitment with your Client and Staff 18:22 – How to retain Quality Control with your coaches 20:21 – Spending $15,000 on ads in one year! 23:49 – How to ensure successful conversion of leads 27:52 – The Key to Success for Oskar’s Gym Announcer:                            00:02                       Welcome everyone to Two-Brain radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discovered the very best practices to achieve perfect ...
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Time & Space

If you like team sports, this is a great time of year. The NHL and NBA playoffs are rolling; baseball has begun; and soccer is heating up.   That makes it a great time of year for sports analogies in business. You’ve heard these old cliches, right? “It’s in my wheelhouse” – baseball “It’s a slam dunk” – basketball “It’s a hail-mary” – football   While the Harvard Business Review and I agree that most sports analogies for business are bad, I do think that entrepreneurs are a lot like athletes–on the playing field, and off. Both perform best when they’re in the “flow state” of optimal focus. Both need to improve their skills to play at higher levels. And, when at work, both athletes and entrepreneurs are most effective when given time and space to operate.   If you’re a hockey fan like I am, you’ve seen Alex Ovechkin sit “in his office” — on the left wing, just off the face-off dot — and wait for a pass. He scored 50 times this year when the opposition gave him enough time and space to get a shot away. And I’ve heard basketball coaches bark over and over at their players: “Take away her time and space!”   We even teach it to eight-year-olds playing man-to-man defense: “Get in close! Make him throw it away! Take away his time and space!”   The best way to make an athlete ineffectual is to take away their time and space: to force them to make a move NOW. To make them react instead of calling the play. To force them out of their zone, out of their office, and off their game.   Give Stephen Curry a full second to shoot, and he’s going to sink it. Get in really close, block his view, and threaten to steal the ball? He’ll probably pass. Or sometimes he’ll shoot and miss. And he’s ...
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Episode 164: Chris Cooper's New Book, "Founder, Farmer, Tinker, Thief"

Greg:                                          00:02                       Welcome everyone to Two-Brain Radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth. Announcer:                            00:26                       This episode is brought to you by Incite Tax. Incite tax is founded by John Briggs, a crossfitter, great big tall guy with a fantastic sense of humor and John is like a coach for your books. These guys are not just pencil pushing number crunchers. These guys will actually help you get towards your perfect day if you’re a member of our gross stage part of the mentoring program, you’re familiar with John’s videos on 10 99 versus w two contractors. See John used to work for the IRS. He’s seeing the other side of labor law and he knows exactly where the line is drawn. Don’t believe everything you read, but on the tax side, John can actually help you plan to take home more money every year and save more money on taxes because John is a certified profit first accountant. If you’ve listened to this podcast before, you know that I’m a big fan of Mike Michaoliwz’ profit first system and John at InciteTax and his staff can help you plan backward from profit to get to where you need to go. It’s helped members of the Two-Brain family buy houses in the first year that they’ve implemented profit first. It’s helped people save more money, take home more money and make the business do what it’s supposed to do, which is pay you. Greg:                                          01:35                       All right. Hey, everybody listening to Two-Brain radio. I want to welcome back a used to be host, still hosting Chris Cooper. We’re going to talk about the book that will be open for preorders on Amazon as of right ...
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How To Get Lucky

In late 2016, I travelled to Toronto to see Seth Godin speak at Archangel. Godin was part of an all-star lineup including Gary Vaynerchuk, and the day was so packed that there was no scheduled lunch break. So my wife and I looked for an unfamiliar name on the schedule and planned to run out for a sandwich when they came onstage.   The name we chose was Dan Martell. When Martell was introduced, we began heading for the exit. But his story was so compelling–a car chase, a drawn gun, fireworks exploding in a living room–that we stayed. When we went for lunch later with local friend and box owner Alex Cibiri, I remember telling him that I couldn’t take any pictures of Vaynerchuk because my phone was dead. We enjoyed the afternoon and headed for the airport.   But when I plugged my phone in to charge, there was a voice mail from Dan Martell on it. He had just purchased shares in a CrossFit gym, heard I was in the audience, and wanted me to come backstage to meet everyone. The voice mail was three hours old. I called Dan back right away and we spoke for an hour. That was the start of a two-year mentorship during which Two-Brain Business grew 8x.   I’ve always had, in the words of Jim Collins, great “Who luck”. The right people sometimes seem to drop into my life at precisely the right moment. Dani Brown started as a client, and then happened to sell her gym just as Two-Brain needed more mentors. Jay Williams did the same, and then brought his new coach to the Summit–Mike Lee, who quickly became the COO at Two-Brain. Eden Watson became CSM after her husband–who was my first hire at Catalyst back in 2005–mentioned she didn’t like her job. I met my wife when we were drafted to the same Intramural House in ...
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