No . . . No . . . Not GREEN!
live in a fast moving world of changing technology and insufferable
overkill. A trend
can become an explosion in a matter of days.
If the green movement is becoming an explosive platform
infiltrating society’s collective focus, if you want to
get noticed in an ever-growing sea of green, it’s time to
fly a glowing flag . . . and not a green one!
Beatles in 1962 had unremarkable crew cuts. In 1963 they sported D.A. haircuts (playfully
abbreviating a duck’s back end), the popular style of the
day. In 1964 they appeared on the Ed Sullivan Show
with unprecedented mop top haircuts and a pop culture explosion
began. Was it the hair? No, but everyone watching that television show
knew these four guys were different.
They sounded different, and they looked different.
of ZZ Top. Do you
think of guitars, or do you think of beards? They play gritty rock n roll, but what put them
over the edge in their video heyday were the beards. They looked different. They became outstanding.
miss my point. The
Beatles, ZZ Top, and everyone who has found extended stand-alone
fame for a period of time by sporting a remarkable look
also brings talent to the table, but there is clearly something
to be said for being different, even at first glance. (continued
a personal trainer. That’s
cool, that’s noble, and that’s commendable, but are you
you’ve got your expertise, your client fans, and your preferred
methodologies for transforming bodies, but are you different?
More importantly, does the marketplace recognize
Toyota Prius was different.
It was a hybrid. It didn’t look as boxlike as previous hybrids.
It emerged at an ideal time. It emerged at a time when the playing field
changed. Gas prices
went through the roof. People
bought the Prius. Sure, they were
doing something that helps the environment, but that altruistic
act was spurred by a selfish motive.
They didn’t want to be victimized by gas prices that
threatened to eat up any disposable income.
the green movement is more aggressive than ever, but Prius sales are making way for SUV’s. Why? Have
we abandoned the infectious commitment to the preservation
of the ozone layer? No. Nobody would be that brash, but we do have to
recognize an element of human nature.
The selfish nature of the human animal often trades
global benefit for selfish reward or pleasure when it comes
the tie-in between ecologically supportive auto purchases
and personal training? The
tie-in comes down to a recognition of the marketplaces shifting
awareness, a recognition of the wave of marketing infiltrating
many industries. To be noticed, many companies are playing off
the green theme.
health club chains are investing lots of green in opening
“green” facilities. They
believe the market will recognize their commitment to the
health of our planet and will find appeal justifying membership
companies are coming out with green products. Bottled water is being sold with an “eco” twist,
some major players switching their labels to green in color. It’s a socially acceptable marketing message.
Even Macintosh is promoting the green benefit of
their new line of laptops.
So shouldn’t personal trainers follow suit?
they should. It is
not for me to judge. What
I can tell you without doubt however is, if you plant green
flowers in a field of green nobody will notice the beauty
of the flowers. If
you put green paint on a green wall it becomes invisible. If you pour green liquid into a green drink
nobody notices the change.
In a field of green, if you want to stand out, you
want to be something other than green.
make two points in this article.
even if you are environmentally conscious, and make your
own decisions with the environment in mind, it is not going
to make you a more saleable trainer.
Your prospective clients will consider your services
not because of what you do for the environment, but because
of what you can do for them.
Remember, they may buy affordable cars that promise
not to hurt the environment, but they’ll buy them only if
they perceive personal benefit in doing so.
They may buy bottled water with an eco label that
uses less plastic for the container, but only because they’re
thirsty and the water is readily accessible.
They will invest in a personal trainer for one reason
and one reason only. They
believe the trainer will help them move toward physical
second point relates to uniqueness. If everyone else is sporting a D.A., grow a mop
top, or if “hair bands” are all the rage, be a beard band. If everyone else is painting green on a green
backdrop, be unique, be remarkable, and develop your own
marketing message that is a stand alone.
as people will read this article, ignore my intentions,
and decide erroneously that I am against the green movement,
people will react, and when they react, at least you have
their attention. If those same people come to know me, they’ll
find the message goes deeper than the knee jerk response,
and it is possible to be aligned with a common mission without
being painted into an ordinary message.
suggest that if your intention is to grow your business,
unlike a food vendor, a seller of cardboard items, or a
manufacturer of plastics, you don’t have anything significant
to gain by being green.
your focus on the client, and if you want to stand out,
tell people you’re not interested in the same shade of green
as the rest of the field.
You’re going to stand alone. You’re going to go RED (an acronym):