The Three Step Fitness Marketing System
95% of all personal trainers are making a huge mistake in their fitness marketing strategy.
Specifically there is one major mistake fitness professionals are making and that’s trying to promote your fitness business without knowing who your best leads are, how to best communicate with them, and why they should choose to work with you over your competitors.
Unless you figure this formula out you’re never going to get what you want out of your fitness business. What you want is to identify the most competitive advantage that you have and then turn it into your most compelling fitness marketing message then make it available to your prospects as in irresistible offer, one that they simply can’t refuse. But for that to happen you have to have three things dialed in.
MARKET: Who is your ideal client? Is it the housewife at home or the busy executive? What are their biggest fears, frustrations, and desires? What problem do they have that you can solve? The more you know about your target marketing the easier it will be to get personal training clients. One thing to remember is that people don’t buy on logic they buy on emotion so it’s only more important that you find their hot button before going to the next fitness marketing step.
MESSAGE: This is the part that can get a little sticky. Once you know who your marketing is you can’t just simple send out a random marketing message. You message need to convey two things.
The first is your USP or unique selling proposition and the second is an irresistible offer. Your USP answers this question: what makes you unique compared to your competitors (hint: your USP needs to be benefit rich). The right message to the right marketing is critical. Here’s an example from Dominos pizza: “hot fresh pizza delivered in 30 minutes or less or it’s free”, remember that?
Your irresistible should be a hook. It should get the target market’s attention and get them to want to pick up the phone and call you. Once you have your USP and irresistible offer down you can move on to the last step.
MEDIA: How do you plan to deliver your message? The options are limitless; direct mail, print ads, website, search engine ranking, email, radio and TV, referrals, telephone scripts? The answer is simple you’ve got to test which way your market wants to receive your message. Often time’s personal trainers will want to buy local mailing address by the 1,000 or more and just mail out a letter or postcard. That’s fine IF you know that your marketing piece will perform but if it doesn?t then you just lost a bunch of money. My advice is to test fist with 200-300 addresses and then roll out to bigger numbers if it the test was a success. This goes for all of your fitness marketing strategies.
Competition in the fitness industry is growing. You’ve got to be a better, smarter, and more organized with your fitness marketing system if you want the upper hand.
About the Author
Get more fitness marketing ideas, tips, videos, and articles to grow your personal training business. Bedros Keuilian is a personal trainer marketing expert and author.
Personal Training Marketing: Five Steps to Success
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