Gone are the days when personal trainers could put up a flyer saying –
“Lose weight now!” or “Drop a dress size” and get fully booked in an instant.
Unfortunately, the PT and gym markets are flooded, as everyone seems to be on a health kick, worried about their weight, and looking for an expert to show them the way.
And that means, as a fitness professional, you have to stand out.
Doing a good job is by far the best way to pick up clients and win business.
But what help is being great at what you do if no one knows about it?
The solution is to get good at copywriting.
What is “Copy”?
Copy is anything designed to sell a service or product, and while the word “marketing” is often frowned upon, that’s what you have to do if you want to get busier and attract clients.
We’re not talking about making any false claims, targeting vulnerable markets with get-rich-quick schemes, or selling your soul to Herbalife. Rather, make yourself sound interesting, personable, and use words to enable potential clients to see how much you can benefit them.
Doing a great job is secret #1.
Getting better at telling people that is #2.
Tell Your Story
People love stories.
Think about it – look how well fiction books sell, and how, every weekend, millions of us flock to the cinema or watch films on TV to see the latest action-packed, out of this world, enthralling blockbusters.
The general public don’t really care about sarcoplasmic and myofibrillar hypertrophy.
They don’t care about clean eating versus flexible dieting.
And they definitely don’t care about bench presses and burpees!
What they care about is knowing that you’re a person, just like them, who’s been on a journey, experienced struggles, and come out the other side as a stronger, fitter, healthier person.
Never be afraid to get personal, and talk about your own story, whatever it may be.
Show your weaknesses, your human side and your flaws.
Write What You Read
A top copywriting tip I was given was to copy, by hand, adverts and sales pages that I found compelling.
That meant scanning magazines to find ads of products I wanted to buy, and then rewriting the text.
When you physically write something with a pen and paper, it goes into your brain far easier, and you start to pick out what makes the copy so intriguing and triggers that response to buy.
On this note, as much as you might loathe and detest them … watch TV infomercials.
P90X and Slim in 6 may make your stomach turn, but they sell, and we can all learn from their approach.
Don’t Talk About Fitness
This relates back to tip 1, but again, the average Joe or Jane on the street doesn’t have an interest in fitness.
They want to know how you can take them from where they are now (i.e. miserable, out of shape and unhappy) to where they want to be.
Where they want to be is not necessarily 12 pounds lighter, or physically fitter either.
They want to be happier.
They want to be more confident.
They want to feel sexy and desirable.
The weight loss, the strength and the fitness might be what brings about those emotional changes, but you need to appeal more to the mind-set transformation that the physical one.
Hire a Copywriting Coach
Your clients hire you as a trainer, so why don’t you hire a copywriting coach?
It’s an expense, but in my opinion, it’s well worth the investment.
Personally, I’ve had four copywriting coaches, and each one has brought something different to the table.
Not only does it give you an experienced, objective third eye to show your ideas to, oftentimes, we’re not the best at talking about ourselves.
We either try to say we’re the bee’s knees, and come across as looking arrogant, or we downplay how good we are, and don’t sell enough.
A coach can help you get over this.
If you can’t afford a coach, then just ask a friend to read your copy out loud.
Do YOU want to buy what you’re offering?
If so, chances are others will too.
If not, it’s back to the drawing board.
I don’t mean giving away free sessions or free memberships here, but you do need to give potential clients something.
And that comes by way of free tips and advice within your copy.
Rather than thinking of a piece of marketing as an advert, think of it as a mini article, where you tell a bit of a story, give the reader something useful and actionable that they can use right there and then, before finishing with a soft pitch.
If people see you’re willing to help out for free, they’re far more likely to want to pay to see what else you can offer.
A top tip for both trainers and gym owners is to hand out leaflets to members on topics such as –
“The benefits of eating more protein.”
“Weekly meal plan on a budget.”
“Tasty ways to get more veggies into your diet”
And so on.
Even if you don’t win any business from these, you’re helping people, and that’s what we all got into this industry for in the first place.
To connect with Mike and read more of his articles, head over to http://www.healthylivingheavylifting.com/blog/