Quick Marketing Tips For Fitness Pros, Part 3

Fitness Professional Marketing Tip Number 21: You need a concise statement that describes your marketing strategy. This is called a positioning statement. This simple statement should clearly describe who your target client is, and how you want your business and service to appear to them. Remember – everything you do needs to be considered from the viewpoint of your potential client. Their perception of you is directly related to their willingness to hand over the cash.

Fitness Professional Marketing Tip Number 22: You need to be creative. Easy to say – but how can you ‘become’ creative? You need a problem. In the fitness industry this is easy because you are there to fix a problem. The creativity comes not in identifying a problem but in identifying a novel solution. How can you solve this problem the way no one else has ever thought about solving it?

Fitness Professional Marketing Tip Number 23: Marketing Gurus often describe marketing as ‘the whole firm, taken from the customer’s point of view’. Marketing your PT business is as basic as looking at it from the customer’s point of view. Your impression of the business means nothing. Theirs means everything. How do customers perceive your business? Is this how you want it perceived? No? Then change something.

Fitness Professional Marketing Tip Number 24: Give you marketing stopping power. Your initial message in any external marketing should make people STOP. The message needs to be so powerful and unexpected that your potential clients need to stop and read it again. Does your marketing message make people stop? How can you re-work it so it does?

Fitness Professional Marketing Tip Number 25: Never send any correspondence to a client or a potential client without some form of marketing. It doesn’t have to be an ‘in your face’ special offer – but if you’re contacting them anyway it’s a good opportunity for you to acquire, convert or up sell. Spreading the word is hard enough without missing easy opportunities.

Fitness Professional Marketing Tip Number 26: Your potential clients are smart. They can spot your attempts to appear professional if you’re not. A professional image is easy – just pay someone to create a dynamic visual brand. Logos, stationary, advertising material. Easy, but not cheap. In fact – expensive. If you cant afford the design work and you’re not a hot designer, don’t pretend to be. Keep your brand simple. Keep it concise. Get your message across.

Fitness Professional Marketing Tip Number 27: Ask yourself four questions. What type of client do you target? What can you do for that client? How do you do it? How do you do it better than your competitors? Try putting your answers to these questions into one succinct statement. This is your positioning statement and everything you do should be a reflection of it.

Fitness Professional Marketing Tip Number 28: Does your PT marketing strategy make sense? Can you explain your business to someone who knows nothing about you? Can you do it quickly? Your potential clients wont hang around for you to get your message across. Practice telling someone everything you want them to know about you and your business in less than 10 seconds.

Fitness Professional Marketing Tip Number 29: Have you thought about market expansion? Is there an area where your service is needed? Even more importantly, is there a different area where your QUALITY is needed? It doesn’t have to be the same service you are providing currently. If your principles and philosophies are exceptional, they will lend themselves well to any enterprise. Stay in the fitness industry, but experiment with deviations from your primary service.

Fitness Professional Marketing Tip Number 30: Personal training is a service driven industry. You business should give people what they need and want – not what you THINK they need and want. So what’s the best way to find out what they need and want? ASK THEM! This is a vital though rarely performed step in marketing your business. You know lots of people – so ask for their advice. Ask them what it is they’re after, THEN develop a product and a way of delivering it to them. 

Dan Williams's picture

Dan Williams

Dan Williams is the Founder and Director of Range of Motion. He is an Accredited Exercise Physiologist and Exercise Scientist with a Bachelor of Science and a Bachelor of Exercise Rehabilitation Science. Dan is a CrossFit Coach (at CF Games Level) and four time CrossFit Regionals Athlete.