Category: Uncategorized

Why Grandparents Are Your IDEAL Client and How To Attract Them

Grandparents

Marketing to the 50+ population is all about making connections and building relationships. It is important that you try to find ways to get a positive emotional response up front so that you can then deliver the factual information more effectively (this approach is what I call Whole Brain Marketing). One of the most powerful and positive emotional connections that most Boomers and Seniors have is with their grandchildren. It is a connection that you want to leverage in some of your marketing strategies – email, blog, newsletter, direct mail, personal conversations, etc.

Consider these facts and points (source: The Grandparent Economy by Lori K. Bitter)
• The median age is 50 for first time grandmothers and 54 for first time grandfathers (psst, that’s not very old)
• Today’s grandparents are highly educated and working (75%)
• Boomers will benefit financially from the greatest transfer of wealth (from their parents and grandparents) than any other generation in history (yes the wealthy Boomers are going to become even wealthier)
• Boomers want to leave a legacy by transferring their values on to the next generations but they don’t want to wait until they die to leave their legacy. They want to create their legacy by creating memories with their grandchildren right now.
• The biggest motivation for Boomers to use social media and texting is to stay connected with their grandchildren
• Today’s grandparents have a strong desire to provide experiences for and with their grandchildren rather than just stuff (although they still buy a lot of stuff for them too)
• Nearly 70% of grandparents live within 50 miles of their grandchildren
• Grand parenting stands out as the most positive life stage in later life.
• “They take better care of themselves so they can be in their grandchildren’s lives for a long time. Their own health and wellness becomes important.”

How does these facts impact your marketing and sales strategies?

For one, realize that while older adults still want to look better they are not going to be nearly as motivated by aesthetic changes as they are ability changes. A big motivator is to live long enough to fully invest in the lives of their grandchildren AND to be physically capable of creating all sorts of fun memories with them. From the big moments like riding rides all day at Disney World to the small moments like taken them to the park and swinging or sliding down the slides with them. We use the Trajectory Sales SystemTM in our business and teach it to our coaching clients as a way to communicate the incredible improvement and extension of functional abilities with our training program.

Grandma at Disney World

Secondly, figure out how to communicate the benefits of your fitness program or training for their grand parenting. Instead of simply telling them that they will get stronger, describe to them how they will be able to swing their grandbabies around or go biking with them without getting tired. This is the emotional connection that you want to utilize. It is very likely that they have already started to hear that little voice in their head when they lay down at night telling them that they might not be around to see their grandkids graduate school or get married. The worry that their grandkids will think they are boring and uninteresting because they can’t physically play with them will keep them up at night. These are real pain points. Pains that you have a solution for. Solutions that they are interested in.

Thirdly, in all of this, remember the NLW Marketing. What do they NEED to do? What do they LIKE to do? What do they WANT to do? Once you understand what these three answers are for your ideal Boomer clients then you can start proactively addressing these in your marketing messages and sales approaches. Spending active time with their grandchildren falls squarely into the LIKE and WANT categories for sure but in their mind it is also viewed as a NEED just like the most basic activities of life. They have a strong NEED to spend time with their grandchildren because that is how they are going to create a legacy. That, in their minds, is not optional.

I encourage you to consider how you can connect with potential clients through the strong emotional connection they have with their grandchildren. Mastering this aspect will lead to more effective marketing that drives a higher number of qualified leads and more effective sales processes that closes 9/10 (or more) consults.

Join us at the 2017 Functional Aging Summit.

Pofile_DanRitchie

 

How Fitness Professionals Can Engage Boomers Online

Boomers on FacebookBy far the most cost effective and efficient way to attract Boomer clients is through your online presence – website, blog, newsletter/email and Facebook page.  Not only are they the largest and wealthiest age group they are also the Web’s largest constituency making up over 30% of internet users in the U.S.  Not surprisingly the 50+ population is the Internet’s fastest-growing group.

Boomers are using the Internet to research both online and offline purchases and are spending money online at an incredible rate.  They spend more money online than any other age group.  Over 75% of Boomers regularly buy online and are making it their “go to” resource for all types of purchases – including fitness memberships, group fitness programs and personal training.  In fact, it has become an essential part of their life with about 40% of Boomers using a search engine daily from their computers, tablets and smartphones.

However, just knowing that they are online and even knowing where they are online isn’t enough.  In order to be successful you have to be able to meaningfully engage with them in the online environment.  According to the authors of Dot Boom you have to know WHY they are online.  It is important to remember that Boomers are online to fulfill a need.  Identifying that need is paramount.  Then the real work of figuring out how to engage with them effectively so that you become the solution in their mind begins.

You can learn how to optimize ads, build a website, create Low Barrier Offers (LBO’s), generate leads and set up a great looking Facebook profile…but if you don’t know how to engage with Boomers through all of these different methods then your Return On Investment (ROI) will be minimal.  In fact, you may end up wasting a lot of time and money only to one day sit back in disgust, throw your hands up and say “This stuff doesn’t work!”  The method is only a means to an end and that end is to give you the opportunity to engage with a potential customer.

Here are some key insights from Dot Boom by Weigelt and Boehman that can make your online marketing much more successful with this key demographic.  Keep in mind that many of these points are not specific to Boomers per se.  Rather they are specific to all of us as we get older (50+) because they are based on human development.  It just so happens that there is this big population (e.g. the Boomers) that are growing through this lifestage but it will be just as applicable to the following generations.

Lead with the Right; Follow with the Left

 

Whole Brain

Mature consumers (especially women) have brains that are a little different than their younger counterparts.  They tend to see the big picture better and have a better grasp of how many different factors work together.  They also tend to see the world from what I call a “whole brain” perspective.  The right side of the brain is very emotional.  The left side of the brain is very factual.  To engage with Boomers you will need to appeal to both sides of their brain.  Use an emotional appeal (image, headline, story, etc.) to grab their attention and create a connection with them.  This will satisfy their Right Brain.  Then follow through by delivering all (or at least just enough) of the necessary factual information that goes along with it.  This will satisfy their Left Brain.  “Research has shown that if you make an emotional connection with an older consumer first, they will not only absorb the logistical information later, but they will generally consume more information than their younger counterparts.”

The Fastest Way to a Boomer’s Wallet is Through their Values

All human behavior is motivated by the need to fulfill five core values:  Identity; Relationship; Purpose; Adaptation; and Energy.  These values become increasingly important as we get older.  Your challenge is to figure out how your fitness program or product can help fulfill one or more of these core values.  In fact, I often have coaching clients write down and then tell the group how their program does just that in each of these five areas.  What you will realize is that your particular program is more focused on some rather than others.  In order to attract more clients, however, you need to be able to communicate effectively how your program meets each of these values.  Why?  Because…“These values are present in all people at all times but in varying shades of priority.”

Identity values involve self-preservation, self-awareness, and self-image

Relationship values involve connections to others, institutions and beliefs

Purpose values involve meaning and validation of one’s life and actions

Adaptation values involve the skills and knowledge necessary to negotiate life

Energy values involve health, well-being and functionality

The Trust Factor

You may have heard the popular phrase used in marketing circles stating that your job is to get potential clients to “Know, Like and Trust” you.  This is true tenfold for the older consumer.  When we combine the trust factor with their respect for persons of authority then we start to think about becoming a “Trusted Authority”.  But older consumers also have the preference/need to be involved in decision-making processes (i.e. not just told what to do) which shifts our positioning to the role of “Trusted Advisor”.  This is a powerful position to be in AND CAN HAPPEN WITHOUT PERSONALLY MEETING OR KNOWING THE OTHER PERSON.

How can this be?  Think about it.  Why are actors used in commercials?  Because we know, like and trust them through their movie roles and TV personas.  We don’t actually know them and have probably never met them.  Yet we still accept their advice as valid (most of the time).  Through your online presence you can easily become the Trusted Advisor in the minds of Boomers in your community and everywhere.  Weigelt and Boehman offer these specific tips to help build the trust factor with older consumers:

  1. Make a commitment to be transparent
  2. Do not assume you can control the information your audience can access
  3. Recognize that social media users feel a sense of ownership
  4. If you say you want feedback, mean it, and respond to it

Being everywhere online is one thing.  Knowing how to meaningfully engage with older consumers online is quite another.  By taking the time to learn more about how to develop meaningful online engagement your presence in cyber space will be much more effective leading to more clients to help and more revenue for your business.

Want to really take your business to the next level?  CLICK HERE

Pofile_CodySipe

Get More Boomer Clients with These Keys

Man fixing bike

“How Leading Edge Boomers and Seniors think – that’s the real key to successfully marketing to them” says Dan Kennedy (No B.S. Marketing to Leading Edge Boomers and Seniors, 2013) and he couldn’t be more right.  The biggest mistake I see trainers, and especially younger trainers, make when trying to attract older clients into their programs is not fully understanding how these potential clients think about fitness.  It is a HUGE barrier but not necessarily their fault.

You see I know that the fitness industry has basically tried to brainwash trainers into thinking about fitness through the eyes of the 20-30 year old who wants to get fit.

I also know that society has continued to perpetuate ageist stereotypes and myths that have skewed our perspective of old age.

Well put the two together and you’ve got yourself a recipe for disaster.

Internationally renowned marketing genius and author, Dan Kennedy, sheds some light on how these Leading Edge Boomers (age 62-70) and Seniors (age 70-80) think.  Not just about fitness but about products, programs and services that they want and/or need.  I’ve selected just a few of his insights that I want to expand upon with some of my own thoughts that will help you in your marketing and sales efforts to LEB/S:

  • Slow Down!  “Sleeping on it”, “thinking about it” and “praying over it” are not flimsy excuses.  They are, in actuality, a part of their purchase decision-making process.  Instead of fighting it, create a process that capitalizes on it.  Here’s the rub.  If you pressure them into making a quick decision on the first meeting they will more than likely resent it in some way.  However, if you give them the information and resources they need to come to a decision in their own time they will likely end up being even more committed because they now feel in their heart that it was the right decision.
  • Women and Men are STILL different!  Too often we think about older adults as one homogenous group.  This couldn’t further from the truth.  They vary widely on many factors making it very difficult to pigeon-hole them or create a one-size-fits-all marketing and sales approach.  A huge difference exists between sexes.  While men and women both go through similar age-related and lifestyle changes as they grow older their perspective on these experiences and their condition is vastly different.  Their motivations, responses to relationships, responses to appearance and even their worries about finances tend to differ greatly.  However, it is becoming increasingly clear that the LEB/S women are the ones in control of the money AND the majority of the household purchase decisions.  The take-away is that your BEST marketing approach will be to appeal to women more than men.
  • When I Was Your Age…!  Contrary to popular belief LEB/S do NOT wish they still lived in the 40’s or 50’s when “life was simpler”.  While they may have fond memories (as we all do of the past) they are perfectly happy living in today’s world.  They might not be picking up on technology and social media as quickly as the teenagers but they are adopting these new aspects of life eagerly.  Grandparents are learning to text and Skype just to stay in touch with their grandchildren.  Older women are the fastest growing demographic on Facebook (relationships remember).  It isn’t necessary to create an “old school” environment complete with pictures of Marilyn Monroe on the wall and Elvis Presley on the speakers.  In fact, the chances are good that this modern wave of mature adults will think you are out of touch and ageist if you do.
  • Give Me Something Different!  LEB/S are not looking for the same old same old.  When comparing similar products or services they are looking for differences that matter to them.  Each potential mature client is subconsciously thinking “What’s In It For Me” (WIIFM)?  This isn’t because they are selfish but because they were the first generation to grow up with the luxury of even asking that question; they were catered to their whole lives; and now that they have a wealth of experience behind them they know much more about what they want and what they don’t want (And why waste time on what I don’t want when time is wasting?).  You must clearly differentiate yourself in the market and communicate very clearly how this benefits them.  Become a category of one.  An effective way to do this is to write a book.  We have very successfully used a strategy to get our certified Functional Aging Specialists published quickly and use their author-status as a great way to get, close and keep tons of clients.

Kennedy’s book is filled with lots of great facts, insights and strategies that you can use to attract more Leading Edge Boomers and Seniors.  It is an easy read and is a resource we recommend for all trainers.  It is so good we give it to all of our FAI Mastermind Coaching clients.

If you are really serious about growing your fitness business with some of the 80 million aging Boomers CLICK HERE.

Pofile_CodySipe

Cody Sipe, PhD

Functional Training…It’s not what you think

Functional Training…It’s not what you think

 

There are many perspectives on functional training and frankly a lot of confusion in the fitness industry about what it is and what it isn’t.  The “anti-functional” training faction would argue that the functional training movement is a fraud and that all exercise done properly is functional.  Certainly there is some evidence that many fitness professionals have taken the concept of functional training way too far.  We have all witnessed silly exercises being performed in the name of “functional training”.  I would add that the fitness equipment manufacturers have perpetuated a lot of misinformation regarding functional training in order to sell their wares.  To my dismay it has also been my experience that some presenters at fitness conferences often have a weak understanding of what functional training is really all about (some that are paid spokespeople for the aforementioned equipment companies).  However, to say that all a person needs to do is to perform basic strength exercises with good form fails to recognize the inherent complex nature of physical function.

 

Note:  I do not intend to imply that everyone who promotes a particular piece of fitness equipment is in this category.

 

Studying physical function and disability in the older population from a scientific and academic perspective coupled with training a diverse mix of clients for the past 20 years has given me many insights and “aha” moments regarding this issue of functional training.  It is impossible to address all of the nuances of this subject in one topic so I simply want to make three primary points related to functional training:

 

#1 – Functional training is an outcome…not a method

Strength or Function?

 

The proof is in the pudding they say and the proof of whether an exercise program is functional or not is determined by whether or not the client’s physical function improves.  An example I often use is the basic bicep curl.  Most functional training paradigms would argue that this is not a functional exercise.  But is that always true?  What about an 80 year old who struggles to lift their groceries because they have lost so much muscle strength in their arms as they have gotten older and have been inactive?  What about the 20 year old who just spent six weeks in a cast after breaking their arm?  In both these cases even the lowly bicep curl will improve the person’s ability to perform daily tasks because muscle strength is the limiting factor.  For these individuals and in these situations the bicep curl is indeed a functional exercise.

 

Once bicep strength reaches a certain level however (called the “threshold effect”) then further improvements in muscle strength will most likely not yield any more improvements in functional ability (unless the requirements of the task change).  Simply ask the question “Will improving bicep muscle strength improve the ability to perform a particular task?”  For most healthy, able-bodied adults the answer would probably be no because their bicep strength is adequate for the job at hand.

 

But answering this question appropriately requires that we have a full understanding of physical function.  While strength is certainly a component of function it is only one component.  Traditional exercise programs have over-emphasized the role that muscle strength plays in function for most client types – including sports performance.  Many trainers would argue that you can never be too strong.  I would, in some ways, disagree.  Once a client has enough strength to do the things required of them then further strength gains will not likely result in any further functional gains.  Continuing to focus on muscle strength at this point would take unnecessary time and energy away from focusing on many other aspects of function that need to be improved.

 

What are the components of physical function that need to be addressed?  This is the basic model of functional ability that we use in the Functional Aging Training Model that is at the core of the Functional Aging Specialist Certification.  Understanding the role of each of these domains – musculoskeletal, neuromuscular, balance, mobility, cognitive/emotional and cardiorespiratory – is helpful to understand how complex physical function truly is.

Training Model

 

Of course each of these domains can be even further divided into more specific components than what is presented here.  The point being that there are many physiological systems that are required (oftentimes many we take for granted) in order to perform activities properly.

 

#2 – Functional training will NOT be the same for every person

 

Function is person and context-dependent.  What is more “functional” for one person may be less “functional” for another based on their individual capabilities and the tasks that are required of them.  Refer back to the previous example of the bicep curl.

 

I find it helpful to remember the NLW approach.  The goal of functional training should be to help a person do the things they Need to do, Like to do and Want to do easier, better and with less discomfort.  In fact, this is the mission of the FAI certified Functional Aging Specialist.  So the first task should be to determine what those things are.  Needs can be classified as ADL’s (Activities of Daily Living) and include tasks such as bathing, dressing and shopping.  Likes can be classified as the activities that give them pleasure – golfing, gardening, hiking, working, etc.  Wants are those activities to which they aspire.  These include that which they can no longer do (and want to do again) or things they have never been able to do.  Before we can start to create a “functional” exercise program we need to understand what it is that the client needs, likes and wants to do.

 

The second task should be to determine which areas of function are deficient so those can be addressed (and prioritized) in their training.  This is especially true for older adults who vary widely in both their functional abilities AND the components (or domains) of function that have become deficient.  The aging process does not affect everyone the same way and is contingent upon many factors such as genetics, chronic disease conditions and lifestyle (nutrition, physical activity, etc.).  Treating older adults as one group, and therefore training them all the same, is one of the biggest mistakes a trainer can make.

 

Obviously the only way to determine areas of deficiency is to assess them.  How are you to know if a person is lacking in a specific area of balance control, such as vestibular function, and therefore needs vestibular training without assessing it?  The same is true of all of the functional domains.

 

As an individual progresses and areas of deficit improve then the training methods will change according to the components that still need to be addressed.  So what is most “functional” for the client right now may not be what is most “functional” for them later.  The program will need to adapt as the client progresses.

 

#3 – The Evidence Should Drive Our Training Choices

Airex Balance Pad

 

It seems that too often trainers make training decisions without fully understanding the connection between the exercise movements, techniques and equipment they use and the functional outcome they seek.  We all need to do a better job at following the scientific evidence about what works and what doesn’t instead of what we think works or what we think should work.

 

The scientific evidence on power training for older adults is a great example.  Building muscle strength through traditional slow-velocity strength training typically improves function to a moderate degree.  However, muscle power is more highly correlated to function than muscle strength and power training (high-velocity strength training) improves function to a greater degree than traditional strength training.  Several recent systematic reviews over the past several years attest to this.  However, my experience tells me that you will find very few trainers using this with their older clients.

 

Conversely, (and in my personal opinion) the use of unstable surfaces is one of the most misunderstood, abused and over-utilized techniques in the industry that has very little scientific support.  In fact, there is concern that some of the uses of unstable surfaces are actually “dysfunctional” – by that I mean that their usage creates altered neuromechanics and muscle activation patterns that can inhibit effective and efficient movement patterns while on a stable surface (see example below).  It is also probably the primary reason functional training gets such a bad rap by traditional exercise purists.  Trainers promote all sorts of “creative” exercise movements while standing on an inflated domed surface in the name of functional training.  Oftentimes I wonder if fitness professionals ask themselves “Can we?” more than they ask themselves “Should we?”.  Just because we can doesn’t always mean we should.

 

Note:  The scientific research cannot always keep up with current trends in training methodology and equipment but we must do our best to stay true to the evidence that is available.

 

Don’t Throw the Baby Out With the Bath Water

In general I would agree that integrated strengthening movements are going to help most people improve their functional abilities more than isolated strengthening movements.  A rowing pattern is a good example of this.  Sitting on a seated row machine with a chest pad will definitely help maximize upper back strength.  The support of the machine allows the user to focus all of their force into the rowing movement.  However, there really isn’t much else that is worked.  In contrast, a standing one arm cable row will not maximize upper back strength because the limiting factor will no longer be the upper back muscles but rather will come from somewhere else in the kinetic chain.  In addition to working the upper back muscles though many other muscle groups are engaged isometrically including the low back extensors, abdominals, glutes, quads, hamstrings and calves.  In addition, this will create a transverse and sagittal plane force that the trunk and lower body musculature must handle which is much more akin to real-life movement patterns.  Following the principle of specificity then it is much more likely that the one arm row is going to yield functional improvements compared to the seated row.

 

However, I see this concept taken way too far many times (as mentioned earlier).  Will performing the one arm cable row while standing on one leg on a highly unstable surface increase the “functionality” of this movement pattern?  I think not.  Yes it becomes more difficult to do but what does it accomplish?  The vast majority of us spend 95% of our time (or more) on a stable surface called the floor.  Therefore, we must train ourselves how to appropriately handle ground reaction forces, create stability in a stable environment (statically and dynamically) and respond to perturbations while on a stable surface (which follows the principle of specificity).  It has been said that the instability fires up the proprioceptors but our proprioceptors get fired up on a stable surface too when external forces (like the cable) or perturbations are applied to the body.  Plus unstable surfaces decrease force production capabilities because more energy must be diverted to co-contraction and there is not a stable base to apply force to in order to counteract a large force at the top of the body (the cable).  And if the argument is that the unstable surface improves balance then you are only partially correct.  Balance is a complex, multi-dimensional concept that can be broken down into many parts (center of gravity control, multisensory, etc.).  Unstable surface training can play a role in effective balance training but ONLY for very specific components of balance.

 

Let’s not make the mistake of assuming a movement is more “functional” simply because it is more difficult to do.  At the same time let’s not make the opposite, but equally dangerous mistake, of not seeing the functional value of many traditional, basic movements.  Since function is person and context-dependent and since functional training is not going to look the same for every person then the truth of functional training lies somewhere in between the two perspectives.

 

Cody Sipe, PhD

Associate Professor

Co-Founder, Functional Aging Institute

 

The Functional Aging Specialist Certification teaches trainers how to develop exercise programs for older clients that maximize physical function.  It is based on the evidence-based Functional Aging Training Model.  Go to www.functionalaginginstitute.com to learn more.

How to Use Identity Values to Get More Mature Clients

Dr. Cody Sipe explains about how you can use identity values to train more mature clients.  Listen to hear the difference between how the identity values of a younger client versus the mature client.  Cody talks about how they change and evolve over time and how your program can help them.  Cody shares how these qualities define them.  To find out more about becoming a Functional Aging Specialist, click on the tab above.

Partners

Become a Member

Join FAI to take advantage of exclusive benefits and discounts.

Scroll to Top