Q&A 006: JC Deen, Owner of JCD Fitness

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This week’s guest on The Fitness Marketing Q&A Show™ is JC Deen of JCD Fitness. He’s got a lot of great stuff going on so I’m thrilled that he was able to take some time to talk to me.

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About JC Deen

JC Deen is the creator of JCDFitness.com and author of LGN365, his complete body-recomposition course.. He started this site back in 2008 without any real idea of where he wanted it to go, but soon found his passion in helping others achieve their fitness goals through education and coaching.

He currently lives in Nashville, Tennessee and splits his time working as a fitness writer/consultant and coach at Next Level Fitness.

You can find more of  his articles in other places, such as ZenHabits.net, The Alan Aragon Research Review, FitnessBlackBook.com, Bodybuilding.com, Problogger.net, WannaBeBig.com, TheChangeBlog.com, and many other outlets.

If you want an in-depth story of his life over the last few years, and want to be inspired, I suggest you read his personal story shared at TheChangeBlog titled How Extreme Focus Can Change Your Life.

Follow JC on Twitter, Facebook, YouTube and Google+. Check out his and Roger Lawson’s FitSmart podcast.  

Rather read than listen? Please note that the transcript is as conversational as the audio with no editing except for format. Catch it here….

Lisa Shaughnessy: I’m excited to introduce this week’s guest, JC Deen. JC’s got a lot going on. He has his fitness website, JCDFitness.com, a podcast he does with Roger Lawson called FitSmart, he’s been featured in publications such as Forbes, LiveStrong and BodyBuilding.com, and he’s just released a new book called LGN 365: Look Good Naked, about fat loss, muscle gain and well looking good naked. Hey, JC. Thanks for being my guest on the Fitness Marketing Q&A Show. I’m really honored and excited that you’re taking the time to talk with me today.

JC Deen: Thanks for having me. It’s a thrill to be here.

Lisa: Let’s start with you and how you got started in fitness.

JC: Sure. So I’ll make a long story really, really short. I started weight training for athletics when I was about 13 years old and that’s what began what is now an obsession with strength sports and training and body building and just the overall goal of looking and feeling better. So initially I got started in the industry in kind of an accident in 2008 when I started a fitness blog called JCDFitness.com. I didn’t really have a direction or I didn’t really have any idea what I was going to do. All I wanted to do was just write about fitness and kind of collect my ideas and put them in one place.

And I happened to be pretty active on some fitness forums and my articles kind of started spreading through that medium. So from there I started to kind of build an audience and I was like well, I really like this, I hate my job, so I’m going to start training people. I got certified and continued writing articles, started getting published and kept going. I finally quit my desk job I guess in February of 2010 and I’ve just been working strictly in fitness since then.

Lisa: Wow, nice. What were you doing before?

JC: Actually, I worked in an inbound call center. So when your iPhone or your Samsung was not working correctly, you would call and you would yell at me.

Lisa: I can see how you’d be glad to get away from that. So you started your own fitness business, JCDFitnesscom, that’s the home base for your business. Do you offer in person training or just online coaching?

JC: I do both. Right now I’m hanging out in Boston for a week and I travel a lot. But the majority of the time, I stay in Nashville. I train at a gym called Next Level Fitness which is central to downtown and that’s where I train clients in person. Of course I do a lot of online consulting, and I do a lot of program design and nutritional counseling, so I have clients virtually all over the world now. It’s pretty cool. I can be spending time here in Boston and still take care of all my clients that way. I do offer both. I spend most of my time in Nashville so handling clients there is definitely doable for me.

Lisa: So who are your target customers for both online coaching and your in person training?

JC: My target audience is primarily people, ordinary average Joes that have a life outside of fitness. I’ve coached people who are getting into body building. I’ve coached figure girls. But it’s not who I like to work with and I don’t mind it but the most people I work with are students, corporate office people, people that run businesses, have ordinary lives but there just like hey, I want to look better, I want to feel better, I want to get strong. So that’s primarily who I work with.

Now for online clients, there are certain levels of experience that has to be there before I can take someone on. And of course the easiest example is if you’re a complete beginner, never touched a weight in your life or never been in a weight room much, obviously you can’t teach someone how to do a deadlift over email. So my online clients are all pretty experienced people and they have a general knowledge of training and nutrition. I can take beginners if I want to and sometimes I do in person. So that’s the main difference from online and in person training.

Lisa: You want them to have a certain level of knowledge and experience before taking them on.

JC: In the online world, yes, because essentially it’s a waste of their money to pay me if they don’t have the fundamentals. And while I would love to teach them over Skype or over email, it’s just proven to be very difficult and it’s not necessarily the best method I find. I think hands on is better for pure beginners.

Lisa: Right. Since your business is strictly online, what was your biggest marketing challenge starting out getting people to know about you and to know what you have to offer for them?

JC: The biggest challenge starting out is being in a sea of fitness people. I don’t know, in the fitness world, there are fitness blogs starting up all the time and it’s just ridiculous. I remember when I first started out I didn’t know any of this. I just thought I’m just going to start a website and it’s going to be easy, I’m going to drive traffic, blah, blah, blah, blah, blah. It’s not really that easy. So the biggest struggle starting out was getting people to notice me, and how was I going to be different than every other trainer or coach out there.

And something that John Romaniello said one time is that all of our information is very similar. You can look at my training programs, you can look at Roman’s programs, you can look at Roger Lawson’s programs. They may differ a little bit but it’s all generally the same stuff. We all write about the same stuff. We all get to the end goal in a similar fashion. He had a really interesting statement that says people don’t buy training or coaching, they buy coaches. So basically I had to figure out how I’m going to make myself appear different and be a name in this sea of people.

And what I just did was I tried to find unique ways to talk about certain things and talk about certain subjects. One of those subjects, I always say this kind of laughing but it’s true. I have an article that I put out in 2010 about clean eating and that kind of put me on the map because it pissed a ton of people off, but it resonated with a lot of people too. So it was spread all over and that was initially what turned a lot of people on to my work.

Ever since then it’s all been about okay so that pushed a few buttons, what else can I do to cause a similar response. Now I don’t write to piss people off. I don’t write to make people mad. I don’t write to get clicks, I don’t like make headlines to get clicks. But I try to do things in a way that’s interesting and that people are going to resonate with. I would say how I overcame that was just I found my way of doing things and I’m now more creative in saying pretty much the same stuff that all the other fitness pros are doing.

Lisa: Right. So everybody should find their own voice, speak authentically as they always say in the marketing world. Be true to yourself. Don’t try to be someone else. Don’t try to be Roman or Eric Cressey or JC Deen. Be yourself and people will want to train with you because of who you are.

JC: That’s essentially right. Finding your own voice is great and people ask me all the time, how do you find your voice. And I’m like how many words have you written? How many articles have you written? And they’re like two or three. And I’m like you need to write a bunch more. And then you need to figure out, what is in your life other than fitness that other people can relate with. If you look at Roger’s writing, I love it he’s one of my best friends. He writes a lot about video games because growing up he was a big nerd and he loved video games. So he writes about that stuff and he connects with people on that level.

I write about my previous experiences with fitness and some of the mistakes that I made and a lot of people can relate to that. Steve Kamb of NerdFitness writes about some of the craziest nerdiest stuff that I’ve never even heard of and I consider myself to be somewhat of a nerd. So it’s about finding that way that you can relate to someone outside of fitness and then entertaining them and then educating them, and I think that that will ultimately set you apart from everyone else.

Lisa: I agree. That’s great advice. So what has been your most successful marketing tactic?

JC: I think one of the most successful things is kind of a culmination of stuff but writing in a way that is unique to me, that’s my own. A lot of people say that my writing is very down to earth, very easy to understand and approachable. I think you’ll find that most people, I think a lot of people that read my stuff know that they can email me and they can expect a response. A lot of times I’ll get emails and I’ll respond within an hour or the day, and people write back and they’re like wow, you really responded. This is crazy. And I’m like it doesn’t sound that crazy to me.

This is just what I do, but evidently there are people out there that don’t respond to their emails and that kind of saddens me. But that’s one thing I do to set myself apart. No matter how busy I am, no matter what I’m doing. If I’m getting on a plane and I see an email from a new reader, if I can squeeze it in and I can answer it really quick, I’ll do it.

Lisa: That’s great. More people should definitely be doing that, connecting with their audience. So online, where else are you online? Twitter, Facebook, YouTube, one of the ten people on Google Plus?

JC: Yes. I’m most active on Twitter and Facebook. I’m starting to put more things on YouTube, starting to use video a lot more to educate and to explain my ideas. I am on G-Plus, I’m still trying to figure that out.

Lisa: Me too.

JC: It seems like a really cool tool but I’m still trying to figure that out. I’m also on Fitocracy. If you’re interested in a social network that is all about fitness, Fitocracy is probably one of the best places to go and I’m pretty active there.

Lisa: Fitocracy, so that’s not just a place to log your workouts? Explain a little bit more about that.

JC: I was talking to Richard Talen a couple of days ago, I’ve been friends with him for a while and we were talking about just where Fitocracy is going. And they recently did a brand new redesign of their website and it’s really awesome. It’s just amazing. It’s so great how they changed everything. Yes, it originally started out like this is where you go to log your workouts and you get points and you level up. So that was basically what put them on the map, getting people addicted to fitness.

But what they found from what I gather from our conversation is that people are actually gathering there to connect and to encourage each other and to share. If youíve used it before but you haven’t logged in for a while, I encourage you to log in because you’ll see the interface is much different, it’s more user friendly, and it encourages conversation. I actually just posted a question on my wall yesterday and I got a lot of responses. I’m actually going to use it for an article. So it’s by far, I like to think of it like a Facebook of fitness. It’s where everybody gathers and everybody wants to hang out.

Lisa: I’ll check that back out. I know you use email marketing because we’ve had email conversations about email marketing. How often are you sending emails to your subscribers and would you recommend that other fitness professionals use email marketing. I know a lot don’t. They’re either not sure what to do with it or they don’t have the time. But would you say that email marketing is worth the time?

JC: Yes. It’s absolutely worth the time. A long time ago I was like well I probably don’t need an AWeber account; I’ll just use FeedBurner or whatever. That’s a rookie mistake. If there’s anyone listening, fitness pros that are in anyway averse to marketing, please send me a personal email, I will set you straight. I usually email my subscribers; I try to do it once a month. I try not to do it more than three or four times unless there’s just something really freakin important that I need them to know about. For instance, last week I released my first ever fitness product.

Other than that, I usually email them about once a month and let them know hey these are the most recent things I’ve published in case I did a guest post somewhere or in case I’m in Forbes or any other major outlet online. I always include that and say hey, check this out if you’d like to. I usually send out some links of my friends that have written good articles; things I think they might be interested in. Yeah – email marketing is key I think if you want to do this long term and you want to maintain a relationship with your readers.

Lisa: So if you don’t mind me asking, how many email subscribers do you have?

JC: I don’t remember. Last time I looked it was something like 7,000 I think, something like that.

Lisa: Wow. So with the click of the button you can reach 7,000 people. That’s powerful.

JC: As long as my subject line is cool enough for them to want to click on, yeah, for the most part.

Lisa: That is one of the toughest things is thinking what subject line should I use. What should I put in the content? I know it can be a little overwhelming for people who aren’t used to writing to decide what to put there.

JC: Yep, I’m still trying to figure it out. I’m no expert but I’m working on it.

Lisa: So speaking of articles, you’ve written for Forbes, LiveStrong and other places. I know a lot of trainers want to get their articles published on websites and in magazines. How did you get into that and do you have any recommendations for others who are trying to write for other publications?

JC: Sure. So first let me make just one correction. I’ve never written for Forbes, I was interviewed for Forbes. And Roger and I were actually featured in Forbes back in February. So a quick bit of advice in terms of that happening is you have to make friends. If you’re starting out and you’re writing articles and you don’t really know anyone, getting your articles read from a guest post perspective, so if you’re submitting articles to someone and they’ve never heard of you, they’ve never met you, they have no idea who you are and you send them a request to write a guest article or you write one and you send it to them, 9 times out of 10 they’re probably going to look at your email, and they’re either just going to archive it and forget about it, or they’re going to look and they’re going to be like okay, who is this guy and they’re going to check you out and chances are they’re still not going to publish you anyway.

Back in the day when I was just doing this, I screwed up a bunch and sent out a bunch of cool emails to my favorite bloggers and said hey, I’m this awesome fitness guy and I want you to publish my work, and that’s the worst way to do it. You should make friends with people, and if you really do appreciate their work, send them an email and tell them. You’re basically letting them know who you are and letting them know that you’re a real person and that you’re a reader and that you do like their stuff. In my opinion it’s the best way to make friends.

You want to work with those that you’re friends with. Chances are of writing a guest blog for your friends or getting into a publication because your friend knows a friend is a lot better when you make those contacts rather than you just say oh, I’m going to submit an article to Zen Habits, or I’m going to submit an article to Men’s Health or LiveStrong. Those people that have huge readerships get so many submissions that if they don’t know you they’re not going to open your email and if they do, they’re probably not going to give you a shot.

Lisa: Great advice. Would you recommend people even reaching out maybe on Twitter and Facebook initially?  Commenting on some tweets or responding? Do you think that is a good way or do you think people should stay away from that?.

JC: No. I think it’s perfectly cool. What I do, I’ve made a lot of friends on Twitter and if you follow me you know that I cut up a lot and I might offend some people and if I do I apologize. I wouldn’t say that I tweet with no filter but I’m kind of careless. But I’ve made some really good friends on Twitter and I’ve gained some readers on Twitter. I actually remember some of my initial contact with a really good friend of mine now, John Romaniello, some of our initial contact was through Twitter. And we actually, I believe, exchanged numbers through Twitter because I was going to New York last November and that’s where I first met him in person.

So I really went to New York last year without knowing anyone really except for the people I’ve met online and the people I’ve become friends with. And I went to New York strictly to, I spent 8 days there. I went strictly to shake hands with fitness pros like John, like Kenneth Yim who runs FitID.com. I went to hang out with the founders of Fitocracy, Brian and Dick, I went to hang out with them, spend time with them. And going and making those connections literally was one of the best things I ever did for my business.

And looking back and looking at those connections that I made, if you read the opening section of my new book, LGN365, you’ll see that John Romaniello wrote the foreword. If I never made that trip and I never made that contact with John and never exchanged those messages with him on Twitter initially, I can’t say, I don’t know if I would be as good a friends with him now as if I didn’t participate on those social mediums. It’s truly hard to say but I’m glad that I put that time in.

Lisa: Yeah. That is very cool. I’ve actually made very good connections over Twitter as well and followed up and met people in person as well, and it’s awesome. So speaking of your book, LGN365. That’s exciting right. Your first one?

JC: Yes. First one.

Lisa: So how did you get the word out about that?

JC: Well I did it very last minute. Probably not the most ideal way. But what I initially did was I told my readers, I said hey guys, I know that I started a project back in December and I recruited about 80 of you and you guys helped me out with testing out my methods and going through the program. I’m finally done, I finally got my butt in gear and I finally put it together. I initially let my readers know and then I told a few other fitness pros in the industry. Anyone listening this is totally backwards. You want to do this way before but I did the last minute.

I sent everybody my product the night before I launched it. So this didn’t really give anyone a chance to really read through it and say oh, this is really good or this really sucks. But I was confident enough in it that it was going to be good. So far all the feedback has been awesome and I’m extremely thankful for that. John read through the initial getting started manual and he wrote the foreword, he had a lot of good things to say. That was like kind of how I got the word out and people talked about it on Facebook and Twitter. Some people devoured it within a day. They read everything, watched all the videos, I got a lot of good feedback in just like the first 24 to 48 hours about the book itself. It’s pretty cool.

I got quite a bit of feedback from people who purchased it and wrote me and said how the heck did you cram all this in here for $65, which was the price at the time, and now it’s moved up to $85, the sale is over. But they were like how did you cram all this in here for that price and I’m like I don’t know, I just worked my butt off for quite a while and I just wanted to make something really awesome. So it was shared on Twitter, shared on Facebook. Of course I sent out emails. So using all those mediums helped.

John promoted it. A couple of other fitness pros in the industry actually promoted it as well. I did an interview with Anthony Mychal who runs a fitness website AnthonyMychal.com. We did about an hour long interview that kind of explains what’s in it and the process that I went through in creating it. So a lot I guess traditional in the internet world of spreading information, but if I could go back and do it again I would wait probably a month before releasing it and then I would send it to everyone and I would say hey if you want to do affiliate promotions cool, if you don’t, honestly I don’t really care, I just wanted the word to get out. So if you thought this was valuable, share it. If not, no big deal. It doesn’t matter.

Cool things came out. It maybe could have went a little bit differently if I had been a little more structured with the approach. But I’ve been working on this for almost 8 months now and I was just ready to let go.

Lisa: Right. And lessons learned too. Next product you’ll probably have a little bit more structure to it from everything you’ve learned from launching this one.

JC: Yeah. I’ll definitely make some changes, but live and learn. If I never did it I would never learn. So I had to do it.

Lisa: Exactly. You just have to get yourself out there and do it. Start somewhere. Social media. Promoting on social media. I’m of course all over Twitter, Facebook, and I see people that will tweet a thousand times a day about their product or service and others who maybe you hear from them once a month. What do you find is the best way to do it or how often to let people know over social media about your products and services?

JC: I think this is really tough. I don’t believe anybody can be a true social media expert because things are changing all the time and I think it’s really hard to measure the value of the tweet or the reach of a tweet, or I think it’s hard to really measure the ROI on that. So I can’t really say what I think is like expert advice or whatever, but what I do is I talk about my services and book like every once in a while and then I just tweet a bunch of random crap most of the other times, and then I like share fitness articles whenever I think it’s necessary.

If you view my twitter feed, you probably have a good idea of what my personality is like in person which is pretty outgoing, pretty ADD, and pretty spontaneous and kind of random. I think this works for me. I think it helps people realize that I’m not a guru; I’m not this untouchable, somebody that you can’t contact, fitness, super-duper expert. I’m not that person. I’m just somebody who wants to help other people and I’m running a business and I want to touch other people’s lives.

I want to help people change for the better and improve their lives. So I think if you look at my social feeds, you’ll see that I’m just another guy. I just want to be your friend. That’s worked for me, and I like where this is going so until it stops working I’m going to keep being friendly and just keep being who I am.

Lisa: That’s great. It’s called social media, social networking for a reason. Mostly what I hear is the 80/20 rule, 80% just general information, valuable content, getting out there and just talking to people, and 20% selling. So it sounds like you’ve got a good mix. What advice would you give others in the fitness field on how to market and get people to spread the word about them, especially people just starting out trying to get their feet on solid ground and establishing their fitness business?

JC: I think the first thing you have to do is try to remove yourself from what everyone else is doing. I know thatís hard to do but think about it from the standpoint of okay, if you’re going to be a fitness pro, if you’re backed by evidence, evidence based training, evidence based nutrition, you’ve already got that covered so cool. But a lot of other people have that covered too. So first, figure out how are you going to differentiate? Why should people listen to you? If I’m going to sit down in a room with you and I need training, why do I need you? I think you have to figure out what’s your USP, what’s your unique selling proposition.

You don’t have to be some super charismatic person; you don’t have to be this crazy outgoing person. But you have to have something that’s going to differentiate you. Itís kind of exactly what we were talking about earlier, we all have our own voice, we all have these unique things about us that make people like us. So I think one, figure that out, figure out what you have to offer and how you can give people value, even if they’re not paying you. How can you give them value on a daily and weekly basis from your work? And if you do that, start making friends. Reach out to other people.

I can’t even tell you how any people that Roger and I have come in contact with for the simple fact that they reached out to us and said hey, we like your writing or an email I’ve been following you, can you help me with this. 9 times out of 10, if that person is genuine, Roger and I will go out of our way to hang out and to meet them or to talk with them, and we’ll help them. As a result of that, that’s how our businesses were built. We became our own person, we became unique, we gained attention, and people were like okay cool, this guy’s fun, this guy has unique views or ideas or whatever. And then we would either reach out to them or they would reach out to us and if they like you, if they like your stuff, chances are they’re going to share it.

And if something’s worth sharing I’m going to share it, I don’t care who you are. So that’s the whole thing. That’s how I feel. I know that’s kind of a vague answer but when it all comes down to it, there’s no real equation of A + B = C. That may have been okay 10 years ago but I think with social media and the way things are so much in the open, I just don’t think it’s that simple anymore. But if you would just be yourself and figure out what you can offer people and then just make friends, I think that’s the starting point.

Lisa: You mentioned Roger Lawson, I just want to circle back to the podcast that you guys do together called FitSmart, how long have you been doing it and what made you decide to start it.

JC: Sure, our first episode came out in January of this year so we’ve been doing it since January. We had talked a lot about doing a podcast and we kind of polled some readers and some of our audience and they all seemed interested. So we did the first few episodes and it really seemed to be a hit so we continued to do them. You probably notice there hasn’t been an episode uploaded in the last month or so but that is going to change very soon.

Lisa: Oh cool. What topics do you cover?

JC: Pretty much whatever people ask us about. It can be anything from strength training to nutrition to mindset to various training methods for various goals. We covered fat loss training, hypertrophy. We’ve had various guests on the show talk about their experience in the fitness industry. It’s a pretty broad range of topics because I think our audience is pretty broad in terms of general fitness, and we don’t just focus on one specific goal or anything.

Lisa: Would you suggest that fitness professionals use this as a way to get their name out there?

JC: Sure, yeah. Podcasting I think is a great way to get your name out there simply for the fact that you are getting exposed to a different audience. You’re also getting exposed to a different type of consumer or somebody who maybe doesn’t read a lot of fitness material; they might listen to a lot of podcasts. It’s kind of like you have your three different learners. You have audio, visual and then you have people who want to read. So me and Roger found out that a lot of people would rather not read our stuff, they’d rather just listen to us talk and then we have vice versa. So you kind of expose yourself to a different subset of audience.

Lisa: Yeah – nice. You can capture everybody. I like that. Is it on iTunes? How can people get to it and subscribe to it?

JC: For right now, we have it primarily on iTunes, so unless you are not an iTunes subscriber we actually have a feed as well.

Lisa: So what’s next for you? Any other books or projects you have coming up?

JC: Yeah, I have a project with of my friends across town back home in Nashville. We actually have a small group of people that we’re working with now. We don’t really have a fancy name for it but we’re calling it the Skinny Guy Project for now. I reached out to my readers a couple of months ago and me and Steve are putting together some training and nutrition stuff specifically for this demographic. That’s really all I can say now because we’re just getting that going, starting that little group.

Other than that, right now I’m just focusing on writing my content. I’ve got some really cool stuff coming out on the blog. I’ve got more travels coming up and I’m just going to be the best content provider I can be and support my LGN365 customers and keep making videos and just keep doing what I’m doing and trying to help people as much as I can. That’s within the next year and who knows what will happen between now and then.

Lisa: That’s awesome. Sounds great. So videos, real quick, I know I didn’t ask before but what is your YouTube channel?

JC: My YouTube channel is very original. It’s JCDFitness and right now it’s kind of sparse. I’m throwing stuff up there as much as I can when I get the time. But I think if you poke around there you’ll find some funny videos that me and Rog and Andrew Griffin have made. So feel free to poke around there and have some laughs.

Lisa: Awesome, I’ll have to check it out. Well JC before we wrap up is there anything else you wanted to cover? Anything else you wanted to let your listeners know about?

JC: Sure. If you are a fit pro, one thing I want to just say is whatever you’ve learned, whatever you think about traditional marketing from a standpoint of like selling on the internet, don’t fall into this idea that everything has to be a certain mold. There’s a certain group of people that I think believe things have to be a certain way, and because of that they’ve kind of formed a negative view about marketing on the internet.

I just want to encourage you, and you can reach out to me if you’d like, if you have negative feelings, but we’re all marketing every single day. Any time we have a conversation with someone, we are essentially selling something. We’re selling ourselves, we’re selling our ideas. The reason I’m saying this is because I know a lot of trainers, especially those who are getting started and wanting to put their work out there online, they’re afraid of marketing. They’re afraid that people are going to think bad of them or whatever.

But in the end when it all comes down to it, a good marketer is going to share really good information, and they’re going to meet the need of whoever they’re marketing to. So in saying that, please just keep an open mind when it comes to marketing yourself online because if you do it correctly and you do it in a way that’s effective, I think you’ll reach a lot of people and you’ll please a lot of people at the same time.

Lisa: I think you’re right. People equate marketing with sleazy sales tactics and not with being helpful and providing valuable information which is marketing. I think maybe some people in the fitness professions and other creative fields feel like they’re not keeping it real or they’re selling out if they let people know what they do and what they can offer them. So that’s great that you’re telling people that because you can market without being sleazy.

JC: It’ s so true. One of the main things that people commented on when it came to marketing LGN 365 was I got tweets about this and I got emails and people were like wow the product is really good, the product is really cool, and your marketing and your sales pages are…it’s the same value. They’re really good. It’s nothing promising something that you’re not going to get, or it’s not hype or it’s not sleazy in any way.

So I took a lot of pride on that. I wrote my sales pages with the intent of giving people what they want and not selling them anything that they don’t want. I’ve even told people that the product is probably not for you, depending upon their circumstances and the stuff that they wrote to me. And at the end of the day I just want to sleep and I want to know that I’m providing a good service. To me that’s above all, that’s the most important.

Lisa: You did have a beautiful sales page. You’re right; you hit all the right things.

JC: And I designed it by the way and I’m not available for web design because people ask me all the time. But I’m not available.

Lisa: Well JC, it’s been great talking with you today about what you’re doing for your business and all the things that you have coming up. Thanks again for being my guest on the Fitness Marketing Q&A Show. Best of luck with your book.

JC: Thanks a lot.