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There are those who don’t work out. And those who do. If you’re in the sports and fitness industry, whether as a personal trainer or gym/studio owner, then you know how difficult it can be to convert the don’ts to do’s.
A sports and fitness copywriter who understands the challenge you’re up against can create marketing copy that delivers your message with the same energy and enthusiasm you show your clients.
While you may get plenty of referrals from existing clients, to build and sustain a successful health and fitness business, you need to do marketing. Word-of-mouth advertising just isn’t enough.
According to the Total Coaching blog, “Personal training is a business. As trainers, we know it is about more than just coming up with kick-butt workouts and being a good motivator. Trainers have to market and sell themselves, something many people are not comfortable with!”
Fortunately, that doesn’t mean you need to do some sleazy pandering for clients. Nobody likes that. But you do have to let people know your business exists and the many benefits they’ll realize — lose weight, get healthy, look fit — from working with you.
To build and sustain a fitness-related business, you’ll need to do some marketing. First, you need a website. That’s where you’ll build your brand, promote your services and potentially market any products you endorse.
A fitness copywriter can help you start with the basics, such as a Home page that gives a brief overview about what you do and an About page that explains your impressive background and the passion you have for your work. And don’t forget to include a photo so the reader can start to get to know you.
Then the copywriter can assist you in adding pages about the services you offer and any fitness products you represent.
If you’ve been working with clients, be sure to ask them for testimonials and either put them on a page by themselves or sprinkle them throughout your website, giving prominence to the ones that best support your brand’s desired image. Third-party endorsements can often be the tipping point in converting a prospect to a customer.
Finally, do you give any freebies? How about a first training session or 30-minute consultation or even a quick evaluation of a person’s fitness level? These types of try-before-you-buy special offers are incentives that can persuade a hesitant prospect.
You start with your website because it’s the primary marketing tool. You need a website for credibility and to establish your brand. From there, you can decide what marketing tools best fit your needs.
Of course, you’ll want to include your website address on any of these other marketing components. In all you do, keep driving traffic to that website because it’s the most comprehensive, persuasive selling tool you have.
A fitness copywriter can assist you in crafting a brochure, blog, email campaign, press releases, ads, Facebook page or other social media (Twitter, Instagram, YouTube, LinkedIn, etc.). These materials will help position you as an authority on fitness, someone to trust for advice.
They’ll also help build your brand. According to Samantha Marketing, “Your personal brand is what makes you unique when trying to stand out from competitors.”
Samantha recommends taking the time to identify your unique selling proposition, which is based on your own life story, talents or personality traits. “Think about the look and feel of your brand when it is put in front of your ideal customers.”
Written materials, all written and designed in keeping with your brand, can go a long way in boosting your perceived authority, which is how you want to be seen.
According to the PTDC (Personal Trainer Development Center), “When you become an expert, people go out of their way to train with you and talk about you. Publishing written material–be it in a pamphlet that you hand out at your gym, on your blog, or even in a weekly email that you send to clients–act as marketing materials.”
If you’re a DIY-type, you can write the content yourself for these marketing materials, but first consider whether you have the necessary expertise and if it’s the best use of your time. Similar to your work with clients, to be effective, copy for your business must motivate people to act.
Fortunately, freelance copywriters are affordable–much less costly than a marketing or advertising agency–and if their copy is successful in helping you land clients, you’ll see a solid return on your investment.
As a professional in a the fitness industry, you’re offering a much-needed service. You have only to look at 2020 fitness statistics from the U.S. Department of Health and Human Services to realize how big your target market is.
Did you know…
So what do all these statistics mean to you and your industry? The potential market for your fitness products or services is huge! Now you just need to get in front of people and persuade them to step onboard the get-in-shape train!
The sports and fitness industry is continually growing. It’s important to find a niche that’s right for you. You might even decide to include several specialties in your business, ensuring you always have a full roster of clients.
Once you know the direction you want to pursue, consider working with a copywriter. After all, what good is a specialty if nobody knows about it? A fitness copywriter can help you differentiate yourself from the competition and promote any of the following business ventures and more:
Much like fitness training, marketing your business takes time, a consistent effort and hard work.
The sooner you begin promoting your offerings, the sooner you’ll fill your client roster and be on the road to fulfilling your potential. Like someone thinking about getting into shape, there are 100 excuses why the timing isn’t right at the moment, but that’s not how you succeed.
As you’ve probably told your clients many times, you don’t have to be great to start but you do need to start to be great.