Storytelling is an art that has been around since the dawn of human civilization. It also happens to be an extremely powerful tool when it comes to marketing your services.
Today, we’ll talk about The Hero’s Journey. There are endless variations to this formula, so we’ll share an abbreviated version that we use often at FMA with great success. I’ll also tailor it to the fitness industry to offer as much immediate value to you as possible.
Every personal trainer worth their salt knows that fad diets and exercise programs don’t work. According to a Business Insider report by Chris Weller, this is primarily because in most cases, the science behind these so-called revolutionary fitness hacks have been either blown way out of proportion or optimized to make a certain eating plan or workout appear more effective than they actually are. Unfortunately, these quick fixes are what sell and some personal trainers have started using them to build a solid client base more quickly. But is sacrificing your integrity for the sake of getting more clients really a good idea? Well, the short answer is no—and here’s why:
I recently sat down with a trainer that works part-time and was frustrated that she was not as busy as she wanted to be. When I spoke about her schedule and availability, I spoke that her hours of “9-1” Tuesday and Thursday and Saturday from 8-1 weren’t “ideal” but that is not an excuse to not be busy during those times.
So I asked her how she is spending her time from 10-1 (she has a session at 9 am) to be productive. Her response baffled me: “I workout for an hour and then I run errands.”
So I said, “How is this going to help you get sessions?”
To which she replies, “If it’s not going to pay me, I can’t justify spending time working on stuff for FREE anymore.”
Over time, branding has evolved to have a variety of meanings. But when trying to think about creating YOUR brand, a great place to start is looking at why Nike, Adidas, Starbucks, Apple, and even Disney stand out from the rest. What makes a consumer or client lean towards one product or service more than another? The answer is marketing, but more specifically, it is the power of branding. It is the idea of both tangible and intangible characteristics that make the brand unique. It is developing an image, even a promise, with successful results.
Every company needs a brand or even a persona of its own, but it is important for YOU, the entrepreneur, to build and define that brand yourself before it gets defined for you. You get to choose how you portray your company/business – so it would be smart to take some dedicated time to really cultivate what you want.
An image is everything. After all, the reason people probably turn to fitness professionals in the first place is to improve their image. As the professional, you should be maintaining and improving your image as well, and presenting yourself in a professional manner.
Being a personal trainer, life coach, nutritionist, or bodybuilding posing coach means that you run a small business. Running your own small business means that you wear many hats. Besides being the fitness specialist, you also wear hats for accounting, marketing, billing, and scheduling. In order to continue to grow your business, you will need to do marketing. For most in the fitness industry, your own body is your number one asset and the calling card that you have with you all the time. Everywhere you go, there are opportunities for people to see you and say, “Wow! You look great I wish I could look that good!” You have the chance to sell yourself.
Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.
It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.
We all self-promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.
It is an epic time to be a fitness professional! From joining in to make a difference in the war on health epidemics like obesity and depression, to harnessing technology advancements to deliver fitness services across the globe, our field is exploding with opportunity. Here you stand, ready with a solid education and the heart of a champion, determined make a difference. But with scores of people joining the fitness industry every day, how will YOU stand out?
Regardless of the path, you pursue as a fit pro, it is your brand that will make you identifiable. Think you’ve got it covered with a striking logo and website? Think again… that’s just skimming the surface. Your brand can be so much more! You say you’ve got a fierce drive, determination, and an unmatched work ethic? Awesome, but go bigger!
For years, marketers all over the world have been to trying and get the right messages to the right customers at the right time. The marketing method to reach this goal has been relatively consistent until now. The digital age has drastically changed the methods of client reach for marketers. In the digital age, the buyers have the power to do their own product research and are no longer reliant on the carefully constructed product descriptions that marketers have always provided.
Here are three practices that progressive marketers have embraced in order to adapt to the digital age and the resulting evolution of buyer behavior.
Concept image of the six most common questions and answers on a signpost.
When you generate leads for your fitness business properly…you learn something about them.
You learn that they’re dealing with back pain or they are planning a wedding and need a quick fix or they’re interested in running their first marathon.
You learn these things by using Lead Magnets.
A Lead Magnet is a small chunk of value given in exchange for a prospect’s contact information. A well-performing Lead Magnet will solve a specific problem with a specific solution for a specific segment of your market.
You got it…specificity is so important that I mentioned it three times.
Hi Fit Pros,
Happy Spring 20215! TrainerLisa here with an important post that absolutely never gets old year after year and can only give you new ideas, new business, new income levels and that is Client Acquisition (woohoo!!)!
Whether you’re new to our wonderful industry or a seasoned pro, Client Acquisition is how you acquire and get clients, for your Personal Training, Group Ex, Pilates or any type of fitness, health or wellness programs that you’re doing.
This month, we will address how to get clients in different areas whether your online, gym, mobile training, in home or outdoor training.
There are various ways to get clients, but being the fitness industry (and often on a limited budget), we’re going to look at some of the most inexpensive way to acquire new clients as well as too retain your current clients and perhaps get back some of your former clients.
Fitness Professional Online (FPO) is the online hub for fitness professionals, personal trainers, group fitness instructors, and others working in the fitness industry.
We provide information on continuing education, how to be a trainer, training a trainer, and getting a personal training certification.
Fitness Professional Online
529 E. Gutteriez
Santa Barbara, CA 93103
(805) 500-6893
