The Fitness Zone
By James Fenwick, NSW Fitness Coach
Maybe you’re new to the industry or maybe you’ve been in the industry a while but you’ve lost some clients; regardless, there are a lot of reasons why you will need to find and keep new clients.
Gaining a lot of clients over a short period of time is a numbers game. That’s easy - ask everyone and do whatever it takes to fill your diary. Unfortunately, this isn’t conducive to the long-term success of your business.
Gaining the same number of quality clients (worth keeping) in the same amount of time is a whole different story.
To do this you will need to define your areas of skill, the things you love about fitness and training and solidify your position as an expert in these fields.
Once you’ve done this, outline and follow a simple marketing plan that will allow you to play to your strengths.
Great at talking to people? Awesome, talk to people!
Social media savvy? Amazing! Use cross platform promotion to link Instagram, Facebook, YouTube etc. and begin a consistent flow of well thought out, well-positioned content and messaging.
Simplicity works. So set and follow a plan like the example below:
· What do I do best?
· Who do I want to train (my target market)?
· How are they best contacted?
· What do they want to see?
· What do I want to showcase?
· How will they contact me to book in?
· Why will they contact me to book in?
Now you’ve answered those questions or created your own set of parameters, look at how your promotions are put together. Do they send the message you really want people to see/hear/understand?
For example: “Get fit for $10 a week!” What does this say?
Pretty straight forward, right? But what is the message? Does it inspire you? Does it say you’re going to get the best possible care and attention from us? Does it help you understand the commitment and dedication it requires to achieve something and how great it feels to genuinely EARN an exceptional end result?
In contrast: “Be the best version of yourself!”
Again, simple, but emotive! It speaks to that inner voice of people looking to be better, looking to feel better. Try and hit people who are open to being the best version of themselves and understand it will not be easy to get there.
We can manipulate the message once we see how powerful it can be: “Be the best version of YOURSELF for as little as $60 a week!”
Now we have put a monetary value on it, we’ve laid a subtle guarantee that for the price we’ve set, you WILL get to be the best version of yourself.
In summation, think about your voice to the world, that’s marketing...
What you say, how you say it, where you say it, who hears it and how they perceive it.
Once you figure that out you’ll have the confidence to add quality clients to your database, instead of panicking and trying to train anyone and everyone.
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