Friday 4 - What Are Acceptable Marketing Habits in This "New Normal?" 4/3/20

Published: Fri, 04/03/20

Thanks for opening up this edition of the Friday Four. Let's get things started by sharing one of my more popular blog posts in recent years:

Taxes, Fees & Expenses Not Included - Budgeting For Gym Ownership - When I consider early stage gym ownership in hindsight I'm typically surprised by just how many unanticipated expenses we encountered. This post touches on an interesting handful of them.

My Friday FOUR:

Four pieces of content I've consumed this past week that will influence my future blog material and challenge me to think differently about how I manage Cressey Sports Performance. As always, I'm looking to bring you some business-specific information from outside of the world of fitness. Enjoy:

'We're All in This Together'? Why Brands Have so Little to Say in the Pandemic - Feeling completely lost on messaging strategy and the tone of your advertising during this strange time? Well you can take comfort in knowing that some of the biggest advertising agencies and brands in the world are as uncertain of their approach as you are. This FastCompany article took a look at the formula that some of the biggest advertising spenders on the planet are currently employing.

How Paycheck Protection Loans Are Different Than Traditional 7(a) SBA Loans - It looks like some good news may be on the horizon for those of you who are scraping and clawing to keep your team assembled and continue making payroll as business has essentially gone off of a cliff. This article helps you to understand the paycheck protection loans and what it's going to take for your borrowed funds to be forgiven.

B2B Sales: Know Your Client Before Selling - The title of this article makes it obvious that the information is geared toward B2B marketing, but I am struck by how similar the lessons shared are to my experience in selling fitness. The primary takeaway is that the power in these sales discussions has shifted dramatically in the favor of the buyer in recent years. According to this article, somewhere between 60-90% of all potential buyers have already made their decision as to whether or not they'll be spending with you before even making a call. With this in mind, we've got to be very deliberate about the social media content we share, the blogs we publish, and the information we put on our websites.

To Find Meaning in Your Work, Change How You Think About It - It's very easy to say that finding purpose in your day-to-day job is simply a matter of shifting mindset. Thankfully, this Harvard Business Review article takes it a step further and gives you a couple of concrete ways to make this shift while chasing a craftsman's mindset.

Make sure to let me know if you come across any material that you think I'd enjoy. More importantly, have a great weekend.

- Pete