Know what it is?
Know what one thing you MUST be able to answer and answer brilliantly if you ever want your fitness business marketing to be a success?
It’s funny, most fitness professionals NEVER ask this question and fewer still are even aware that they should be.
They think about geographics, demographics, psychographics and all other kinds of stuff but they never ask this…
“What Do I Actually Sell?”
Most personal trainers and bootcamp instructors make the age-old mistake of thinking that they already know the answer to this, so they never really take the time to think about whether their answer is correct or not and, unless they’re one of the tiniest minority of successful fitness business owners, their answer will undoubtedly be wrong.
See, most people have fallen into the habit of selling their services like commodities.
They sell workouts by the hour.
They sell bootcamps by the ‘course’.
They sell assessments.
They sell nutrition plans.
Maybe you do too?
But answer me this; Do any of your clients WANT any of these things?
Your first response may be to answer ‘yes’ but you’d be wrong.
They don’t WANT any of them. What they want, what they hope for, what they desire most is the RESULT that having the assessment, having the nutrition program and having the workout will hopefully deliver to them.
They want the result.
And this is where most fitness professionals go wrong.
They sell everything but the result. Worse, they themselves aren’t clear on what results they should be selling!
Are you??
Prove it. Right now.
See if you can put down in words EXACTLY what you sell to your clients. In other words, what’s the ‘Big Idea’ behind you and your fitness business.
My own London personal training business has at it’s core the big idea that you’ll lose at least a clothing size in 21 days or receive a double-your-money-back refund.
www.personaltrainersuccess.ning.com has as its big idea the creation of a free community where fitness professionals can meet and share ideas that will help develop themselves and their businesses.
My goal achievement program The MAGIC Hundred is built around the big idea that you can achieve 100 goals in 100 days is you follow my simple strategy.
See how it works?
See how this differs from selling a workout?
The ‘Big Idea’ answers the number one question in your prospects mind. “What do I get when I invest in this?” or, to use a more common term “What’s in it for me?”
There’s nothing ‘in it’ for them to buy a workout from you.
They don’t want the workout.
They want the result.
What results do YOU sell?
Dax Moy
Fitness Marketing Made Simple
P.S – If you DO know what you sell, why not include a link to your website in the comments below so that we can all see how you make sure you’re answering THE most important fitness marketing question there is…
Tags: dax moy fitness marketing personal trainer training, personal trainer fitness marketing dax moy
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It is an interesting question – right to the bone! I have a multifarious business with many different types of clients, running a club with group sessions, PT, and small groups. BUT I had a long think about it recently as I wanted to come up with a catchy tag line to run under the Club name (”Gym & Tonic”). It used to be ‘the Spirit of Fitness’ (geddit?!), but did not really reflect what I thought we offered enough. I found my answer by looking at my ads and literature – I was always saying ‘ask for more’ – so in other words I like to think we offer WAY more that other Clubs. So the new catch phrase is “Gym & Tonic Health Club – DEMAND MORE!” and I use it on everything (except the website as yet!!). It is up to the client to interpret it as “we demand more from them or they can demand more from us!!” Either way is good!
I think I’m on it, but I’d like your oppinion Dax.