I could start and end this post with one word.
But first let me tell you a short story.
Once upon a time....
Nope, it's not that kind of story, just seeing if you were paying attention.
A while back I was in my office AKA Pret getting a coffee and one of the team members there asked me how long it took me to get six pack abs.
I was both flattered and a little concerned that this chap had been paying my semi naked pics so much attention.
But in any case I answered him.
The look of disappointment on his face was clear to see. It was as though I'd taken a sip of his carefully crafted coffee masterpiece and spat it back in the cup.
My answer that had caused such distress was "34 years"
You see, in fitness marketing nobody wants to tell you the truth about a product or service because if you really knew how long something would take you'd never buy the product.
To be honest it's fairly easy to sniff out the BS.
It usually starts with hitting a pain point ie belly fat and tells you how you can shred this stubborn fat without much effort in 6 weeks or so.
Pain point, empathy, time frame and minimal effort.
All boxes are ticked right there.
But Steve why are you selling a 21 day plan and an 8 week plan for that matter? You fraud.
Well firstly I run a business and I fully intend to get people the results that they sign up for.
I'm realistic in what I can offer and guarantee. I offer 100% money back guarantee if you're not happy with your experience on the proviso that you put the work in.
It's unlikely that beach body abs will be attained in 6 weeks or that you'll have a butt to rival J-Lo in 8 weeks.
But you will have stared the process of becoming aware of the small steps you can take to make dramatic changes in the long run.
Small habits accumulate and produce extraordinary results years down the line.
We all know this of course, especially if you've read any of my emails.
The trick I suppose is choosing the right habits, adopting them and sticking to them.
And that word that I was talking about at the start of the email? Consistency.
Building those small habits and sticking to them consistently makes the difference between those who succeed and those who just like the idea of being fit and healthy.
And that's why accountability is so important.
I don't trust myself to stay on course, do you?
You can have a trainer to help with this or you could simply post on social media your intentions and by implication ask your friends to hold you accountable.
Initiating the process of change is not easy and requires taking some bold steps into unknown territory.
The best time to have started that was possibly 5 years ago, the second best time?
Yup, Today
It's Friday, Be Brave, make those first steps today.
Have a great weekend.
