Stop choosing to be confusing.
One of the main reasons online personal trainers find it hard to get more clients is that their marketing message is confusing.
They choose to confuse their audience.
They do this by consistently posting general health and fitness advice.
One day they post about a particular training method.
The next day they post about blood pressure.
The next day they post about their training program
The next day they post about back pain.
The next day they post about sleep.
The next day they post about supplements.
Each day is a different topic, and it's confusing.
I get it. I posted general health and fitness advice for years. These things are important in the holistic health picture, but they're not going to generate client leads.
Here's why...
There are millions of online personal trainers posting the same general advice. How can you possibly stand out? Your content gets lost in a sea of sameness.
Nobody really know what you do? Who you serve? Or how you can help them? People are not looking for general fitness advice. They are looking for a specialist who can solve their problem.
Being a personal trainer is not about you. It's about your clients. Your content positions you as the HERO. But your clients are the hero's, and you must show up as a GUIDE who can help them.
Your client cares less about you and more about how you can help them win the day.
We often choose to confuse because we're not willing to choose the hard work.
Do you honestly believe that posting random information to everyone is the best way to build an online career?
In the words of Seth Godin (author and marketing guru):
"Everyone is not your customer"
"The key to failure is trying to please everyone."
"When you speak to everyone, you actually speak to no one."
We all know posting general fitness advice doesn't make sense. And yet, personal trainers are doing it every day because more posting content is better right?
"More is better?" Hmmm...
A lot of so-called "marketing experts" and "career coaches" will argue that you need to be posting more and more content. But, I'm going to tell you to STOP confusing your audience and get clear on your marketing message.
Clarity will always outperform complexity.
The truth is, it's a lot easier to post general fitness advice than it is to choose a specific client niche. But, it's a lot harder to generate value, build trust and create a sustainable online career.
So why do personal trainers continue to confuse their audience with random content?
They're people-pleasing - I'm trying to be all things to all clients. I can help anybody with any goal.
Imposter syndrome - I don't believe I have the experience or knowledge to be a specialist personal trainer.
Financial fear - will I be able to find enough clients and make enough money by narrowing down my audience?
However, if you can create clarity in your messaging, you can make decisions that will push your career forward and develop your character.
By narrowly defining the audience, you can create marketing messaging that reaches and connects with individuals, which is far more powerful than speaking to everybody.
Your message can address a specific problem the person is experiencing, but you need to understand who you're talking to be effective.
The online personal trainers who are having the most impact do not choose to confuse. They know who they serve and what problem they help their clients solve.
Their marketing message created clarity, not confusion.
Here's the thing, if you wanted to remove the confusion and create clarity in your marketing message, what would you do?
I bet the answer comes to you immediately.
You would choose a client niche and get to know their wants, needs and desires.
Your marketing content would speak directly to your niche audience.
You would stop posting general fitness advice.
You would position yourself as a specialist who can help your client solve a specific problem.
You would make your client the HERO.
Stop putting it off. Stop making excuses about why you don't have a client niche.
When you choose a client niche you:
Stop competing against the millions of online personal trainers posting the same general advice.
People know who you serve and how you can help them.
Your content positions your clients as the HERO and you as the GUIDE
You can charge more for your specialised service.
You also stop trying to please everyone.
When you have a specific client niche, you position yourself as a specialist personal trainer. This allows you to grow in confidence as your experience and knowledge are tailored to your client niche.
You stop pretending to "know it all" because you don't need to. You only need the experience and knowledge to serve your client niche, not everyone.
When you choose not to confuse, you become a valuable online personal trainer that clients are willing to invest in.
A lot of online personal trainers have trouble explaining what they offer. They’re afraid to narrow down their audience because they think they’ll lose clients.
So, I've created a three-step sales pitch framework to help online personal trainers grow their business by clarifying their marketing message. When they do, clients engage.
It’s the fastest way to confidently build a sustainable online career.
I'm inviting you to a live coaching event on Wednesday 15th of December 10th at 6:30 pm AEST to show you how to create an irresistible offer by making your clients the HERO.
After the 90minute live stream, you'll know exactly what you need to do to attract more clients without spending money on ads.
It won't even feel like selling.
