I speak to a lot of persona trainers who struggle with the concept of getting new clients. It is not easy to get clients but it can be simple. The first method I would recommend is knowing your audience before embarking on a marketing strategy. This is not new information but is very often missed in any industry.
It is particularly important in the fitness industry as a lot of clients that need our help can be in a place where they are very low on self esteem. This is the first important consideration of marketing to this type of client. What do you believe that these individuals expect? This is key as it should be the basis of your message.
The problem with communication is that a lot of people are genetically hard wired to talk about themselves. I have worked very hard on this but I still struggle with it. Marketing is just another form of communication and we should pay close attention to whether we are talking about ourselves or talking to the client. If we have a website where we have a picture of ourselves looking buff then this may not appeal to the typical client that needs our help. I can understand why people do this as I have done it and it takes a lot of discipline and reflection to tailor your marketing to include the benefits of what you do rather than what YOU are.
I suggest trying this when communicating in your marketing and see how you get on. Think about your audience and then adjust your message to meet that need. I must admit, before I became a personal trainer, I wanted to tell everyone about me and how I lose weight. This is important as long as I use this experience to help others rather than preach from the roof tops.
To build confidence in others, we must connect with people on a human level rather than try and impress people. I the quote “If you need to tell others what you are, then you aren’t”
Hi I’n John Hill, personal trainer for Inspiring Fitness. I am also a key member of the support team and I specialize in marketing, client relationship building and recruitment.
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