What Jillian Michaels knows… But Can’t Sell!
So, I admit it. I’m a Jillian Michaels fan. She whips my butt at least twice a week with her FatBlasting videos. I buy magazines she’s featured in, new videos when they come out, occasionally read her blog… and really enjoy her no-excuses approach to weight loss.
Now, if you’re UNfamiliar with this superstar of the weight loss industry, you should know that she’s built an empire selling things like workout videos, nutrition supplements, books, etc. Yet, it was the recent interview of her that SELF magazine published that really caught my eye.
They asked her which part of her health / fitness routine she would never do without. (I’m paraphrasing.) She responded that she ran THREE MILES every time she went to the gym. Why? Because that’s what keeps her thin.
She didn’t point to the cleanses, or the supplements, or the home videos… She pointed to the simplest solution that she found she couldn’t do without (and still maintain her desired body.) I love that. And have been running 5-6 times a week since I read that article. But that’s not the point.
I’m sure she – FOR YEARS - told people to run to lose weight. I’m sure she – for years – tried to shout her tried and true solution from the rooftops… for anyone who would listen. But, let’s face it: running every day is a lot less sexy (to her market) than special cleanses, exercise routines, and recipe books. Because everyone’s looking for the magic bullet. And in our quest for the “little blue pill”, we often ignore the TRUTH of the SIMPLISTIC solution staring us in the face.
Here’s a random list of magic blue pills we’ve been chasing in business:
Networking (speed networking, business networking, regular networking, etc.)
Social Media Strategy (on platforms that continue to expand, change, and increase!)
Media (Get my name “out there” please!)
I don’t need to tell you that I use some of these things in my own business, and recommend some of them too. I’m not dismissing them as solutions for you. (The same as Jillian uses and believes in what she sells as well!) But, if you ask me what ONE THING I couldn’t do without in my business.… If you ask me what I work with my clients on most consistently… If you ask me what is responsible for inflating my bottom line more than any other single action.. My answer would be: the CONVERSATION. The ART of the conversation.
It’s what I do. It’s what I depend upon. It’s the single most important marketing “tool” I use. And I tell everyone my simple little secret. Most gloss over it… dismiss it as too simple… as I’m sure thousands glossed over Jillian’s own 3-mile rule. To their own peril.
So, what’s YOUR simple little secret for business success? What works for you more than anything else?