On Monetizing Your Blog
Blogging frequently emits an alluring but somewhat artificial scent: A scent that naturally baits two brands of people.
The first brand is chiefly folks of the common store bought variety, plain as a bowl of corn flakes. Their gross desire for an easy opt-out of the human comedy is surpassed only by their colossal lack of true ambition. Quite simply, they hate to work, and so are lured into blogging by the fishy smells of the charlatans, the quacks, and the counterfeits.
If what I have just detailed describes you, even distantly, then I must encourage you to pass on. I am not capable of helping you.
Look, I’m not discouraging you or anything like that. There are many bloggers who rake a king’s ransom in the business of swindling. And if I have something to say to these jackals, it’s not to scorn them for sucking in the intellectually underprivileged—that, I leave to God. Rather, it’s to ridicule them for any and all lack of ingenuity in how they go about their business. Insofar as I can tell, the cheats, tricksters, and charlatans have been using the same old, horribly overworked devices since the dawn of this republic. All I’m saying, really, is that it’d be nice to see a quack with some freshness about him.
But here I go off at a tangent. Let us get back to where we were.
The second brand is that of the artist. This person is marked intrinsically by fire in perpetuum. This is what keeps his blood boiling over, his legs on the trot—and his spirit pushing forward—stopping never at dead ends or dog shit. He understands that security is a false and limiting crutch, and seeks nothing of the sort. His appetite is whetted only for accomplishment.
The artist does not know it all—but has the proclivity to learn it all, to suck it in ad infinitum. And his chief purpose is to contribute to a whole greater than himself—if you’re a rationalist you may call it the cosmos—spiritualists would perhaps say it’s celestial—and hippies would probably call it life-force, or something like that. Truthfully it doesn’t matter what you call it, because the net effect is the same: The artist creates.
Are his actions largely money driven? The answer to various degrees is often yes. Sometimes this is in part, other times it is in whole. Either way, the artist is scarcely propelled by anything rooted in altruism. In form, this may appear to be the case, but in substance human essence remains predominantly self-interested. This means little, though, because the true artist—whatever his motives otherwise—invariably aims to create something that is good. And so he thoroughly intends to improve the earthly balance sheet—to strike the asset account with a hard debit.
What I have defined is the artist. But what I have redefined is the entrepreneur: The person who generates value. This is to say the person who helps persons.
If what I have just detailed describes you, then I can help. I can help you to get the word out about the value you create, and I can help you to make a fair return on it.
Our “One Page Business Plan”
Now if there is one more lesson to be learned before we begin, let it be this: There is no good purpose to be served in promoting crap. Doing so—as any practiced marketer will tell you—only hastens the rate at which people find out you suck. To wit: You ought to be the absolute best at what you do before you start saying you’re any good.
Just something to keep in mind, that’s all.
Now rather than tell you what you should do, I’d like to show you what I do. That is, what I’ve done well, or what’s worked well for me. You may take whatever you’d like—and if you’d like to work closer with me on all this stuff, then I encourage you to investigate our Killing It With Ketllebells Certification, where Som and I will help you to develop and implement your own marketing and business plan (online, offline, or both), and teach you how to run large group kettlebell bootcamps.
For ease, I will fill out a “one-page business plan”, answering the three following questions:
1. What Do I Sell (and How Much Do I Charge)?
2. Who Do I Sell It To?
3. How Do I Get The Word Out?
I’ll answer the first question now, and save the other two for a later post.
What Do We Sell and How Much Do We Charge?
I’ll start with what we do offline.
My Killing It With Kettlebells bootcamp business is run out of The Dragon Gym in Exton, PA. I have largely opted out of personal training as a service offering. Instead, I run six large group classes a week: Mondays and Wednesdays at 12pm, Tuesdays and Thursdays at 7:30pm, and Wednesdays and Fridays at 5:30am.
Pricing for our bootcamps ranges from $149-199/month depending on the level of membership.
We also host multiple workshops and seminars throughout the year. [ I suppose now would be as good a time as any to shamelessly plug Strength Fest. ]
Pricing for workshops and seminars ranges anywhere from $99-999 depending on the event.
Lastly, we offer our Killing It With Kettlebells Instructor Level Certification and Fitness Business Development Program. This is where Som and I teach you how to teach large group kettlebell bootcamps. We also show you the ins and outs of our kettlebell business, and help you to create and implement your own business and marketing plan. We limit the group to 12 candidates. This is not a beginner kettlebell course. This is a course for those who are interested in learning to coach large group kettlebell classes, and for those who are already in, or are seriously considering opening their own fitness business. In short, we help you to do what you love and make good money doing it.
This is our most expensive offering, but I’ve heard it’s really worth it. If you think you might be a good candidate for this certification, email me at PatFlynn@ChroniclesOfStrength.com with the subject line of “KIWK” and I will send you a series of questions for you to answer so that we may figure that out. We can even get on the phone and chat about it, if you’d like. No obligation. Promise.
Pricing for our Killing It with Kettlebells Certification ranges from $997-1997 depending on when you register.
There are a few other things I do offline, but those are my major profit centers. So let us move now to what I do online.
Our online business is a mix of bigger ticket items, lower end entry points, and continuity programs. We’ll start with the latter.
The Chronicles of Strength Inner Circle and the Chronicles of Strength Print newsletter is my current continuity program—that is, this is a program where membership is billed monthly.
The Chronicles of Strength Inner Circle includes a full print newsletter mailed out to members every month. This is quite frankly my best work. I put more time into that newsletter than I do anything else, and I love doing it.
Additionally, members of the Inner Circle get private email coaching access to me, coaching call-in days with me, monthly training webinars, monthly recipes, monthly workouts, programming, you name it. The Inner Circle members are my best and most loyal customers, so I do everything I can to help them succeed—to provide them with value far above and beyond what they pay to be a member each month. As an entrepreneur or business owner, your aim should always be to exceed all expectations. Unless of course your aim to run a mediocre business.
Pricing for my Inner Circle members ranges from $19-39/month depending on the level of membership and whether or not they live inside North America (postage is a killer).
*If you are not yet an Inner Circle member, I’d love it if you tried it out for a month. You can cancel anytime, so there’s no risk when you sign up.*
On the lower end of the pricing spectrum there mostly sits a selection of eBooks and ePrograms. The Birth of a Hero Vol 2 stands tall at the top of the charts, sells like ice in Hell.
These range from $27-99 depending on the product.
The bigger ticket items include private coaching with either Som or me (we offer both business and fitness coaching), training webinars, and specialized programs.
The pricing for these ranges from $299-699.
If you are interested in private coaching and would like to know more about what we can help you with, email me at PatFlynn@chroniclesofstrength.com with the subject line of “coaching”.
Effectively, that is the sum of it all. Effectively enough, anyways.
PS – If you have any questions about any of this, please post them in the comment section. I’m here to help.
The Century – 100 Rep Bodyweight Workout
Assuming I made no misinterpretations, the task is as follows:
40 x squat
30 x push up
20 x hanging knee raise
10 x pull up
40 x squat
30 x knee push up
20 x hanging knee raise
10 x australian pull up
I think I passed. Som did pretty good too, but I think he may have missed a rep on the squats. That’s OK, though, because he’s ninja.
Kettlebell Workout of the Week:
Episode 69 – The Big Four
Rock out as many rounds as you can in 15 min.
Will You Answer Me This? Please?
Anyways, I wanted to get your feedback on something. Got a minute?
If I could answer any one fitness question for you in this book, what would it be?
Please post your feedback in the comment section. I don’t care how relevant you think it is, I just want to hear from you.
There may be some prizes for the most thoughtful answers…