Section A, Attract

How to get people to engage who otherwise wouldn't using free and discount promotions.

Lost Chapter AuthorNit.

I cut the next three chapters from $100 million money models because they were a little too theoretical.

Although I love theory, concepts, and frameworks, I don't think a lot of people need them.

People just need to know what to do.

But if you like understanding the principles I cycle through to create promotions that crush, these next three

chapters are for you.

Free

March 2016

I stood to the side of the stage. I looked back at the thousands in the crowd. No one knew me.

I was 26 at the time. Most were older than me. I checked the clock.

I was up soon. My heart thumped so loud I could hear it in my ears. The MC read his notes

to introduce me. I planned to talk about how I pre-sold each of my gyms to full capacity before opening

with no money out of pocket. I repeated my talking points in my head. Please welcome to the stage.

Alex Hormosey! My name snapped me into focus. I was up. I stepped on stage, the bright light shone in my eyes. One thought calmed me. At least I only have to talk about something I know. I began. My slides were bare, black and white text with a few images. I felt silly seeing all the other speakers' presentations. They were also professional, and here I was, a kid in a neon green fitness t-shirt who had been broke only a few years before. So, I explained the same process I had outlined in the beginning of the $100 million money models book about our free six-week challenge. How it worked, and the numbers behind it. I'll told everyone exactly what we did and how we did it. I'm pretty sure I did my speech with, so yeah, that's it. When I got off stage, I exhaled a side of relief. As I tried to exit the venue, everyone was leaving, too. To my surprise, I got mobbed. The talk transformed me from an unknown kid to someone worth listening to. People surrounded me several rows deep, firing questions. Do you have a course? Do you have a coaching program? Can you do what you just went over at my gym? My friend is a gym. Is there something of yours I can send him? It was unlike anything I'd ever experienced. It took me 60 minutes to make it from the door of the venue to the men's lavatory 30 feet away. And even there, someone followed me and asked me questions while I was peeing. My answer remained the same. Nope, I'm only a gym owner. This is what I do. I don't teach it. That's not my business. Sorry. For the next two days, people asked an unending stream of questions about my presentation. Every time I found myself alone, a new person would dart over. Got a sec? It felt pretty cool. No one ever paid me that much attention. And as far as I was concerned, I didn't know anyone else like this stuff. The marketing world was so new to me. To this day, I still don't know why folks at that conference took so much interest in me. But I was on my own. I had nothing else scheduled, and it was nice to be recognized as good at this. It was the first sign there could be something more for me here. The event was my first big exposure. It also went hand-in-hand with what my mentor at the time had suggested I do. You should be teaching other people how to do what you do. I walked away from the event with a pocket overflowing with business cards and tons of new contacts saved in my phone. John M. The guy with the base jacket, supplements, and Marcy owns weight loss clinics, Texas. Once I got home, I plugged all the names into a spreadsheet. There were over 100. I had no idea what I was doing, but I knew I could probably help them. So I reached out to them in a week or two after the event. Many of them were in adjacent industries like chiropractors or dentists. Some were selling supplements online. Others had online fitness businesses. I didn't know anything about that at the time. I just knew how to help gyms. Ironically, the concept of selling a course or program seemed very foreign to me. I'd always sold services, but I had no idea how I would do that here.

So I created my first offer that I would later become gym lunch by giving something

away for free.

Me.

I'll fly out to your gym.

I'll spend my own money on marketing.

I'll work your leads.

...