Why is it that finding new clients can seem like such an elusive task?
Finding and getting people to come train with you can feel a bit like one of those claw machines you see in the arcade. You know the the one’s with toys at the bottom and the big claw that you control to grab the toy of your choice.
It seems like you should be able to easily get a toy. Simple follow the steps:
- Step 1: Move claw over the toy you want.
- Step 2: Press button to deploy claw.
- Step 3: Claw pick up toy and deposits it in the chute for you to collect.
But the reality is, it rarely works. Why?
The Claw Isn’t Strong Enough
In this metaphor the claw machine represents the marketing tactic you’re pumping time or money into. It might be something you’re copying that you’ve seen someone else do or it might be from a cheap marketing guide you bought through an ad on Instagram.
Moving the claw over the toy you want represents your efforts at using this tactic and the claw itself is how well your marketing grabs the attention of a potential client.
Now someone who is an expert with the claw machine might be able to get toy after toy. But for most of us the seriously underpowered claw will stop us from getting anything.
In your marketing efforts, forget the latest tactic or trend (unless you plan on dedicating a lot of time to becoming an expert on it) and instead focus on one thing:
Improving the strength of your claw.
Fitness Marketing That Grabs Clients Attention (In The Right Way)
In this next part of the article I’m going to share with you my top 5 ways to improve your marketing as a personal trainer. All of these are going to focus on creating something that resonates with your prospective client and makes it really easy for them to get started.
They’re going to upgrade the hell out of your claw.
This isn’t a complete step-by-step system though. That would be beyond the scope of this article, but it will help you very quickly identify where your claw might be weak.
1. Identify Who You Want To Train
If your marketing efforts are getting crickets, this is where you should start.
You’ve probably heard: ‘If you’re marketing to everyone, you’re marketing to no one.’ Generic marketing doesn’t get anyone excited or interested.
Start by getting super clear about who you want to train. Who are they? What do they like? What do they dislike?
Don’t fret about boxing yourself in to a small niche, you can always change directions later.
2. Engage In Your Community As A Local Business
This is a must if you mostly run group fitness classes.
Schools, churches and sporting groups are always looking for members of the community to help out. It might be volunteering your services or sponsoring an event with money or a free package.
Keep an eye out for events you can help out with. This is a great way to get your name out there when you are just starting out.
3. Have Simple Prices And Packages
Don’t offer everything under the sun when it comes to pricing your products. This only serves to confuse people. When people have too many choices they often choose to not make a decision at all.
So if you have lot’s of prices and options on your website, it’s possible you’re losing potential clients because they’re getting overwhelmed. 2-4 pricing options is optimal.
If you want to offer lot’s of different services then at least offer a Starter Package that all new members and clients go through.
4. Keep Engagement High
Have you ever had someone sign up who never came back? No? Everyone loves your classes?
Well think of all of people who join the gym in January only to become ghosts in February.
Marketing doesn’t end when someone begins a client. Making people feel good about their decision to be more active and live healthier is just as important. Plus, this style of marketing is way cheaper than going out and finding new clients.
Some great ways to do this are:
- through your email newsletter
- welcome email series
- online community
- during workouts
- with milestone awards
5. Make Marketing Part of Your Week
The key to finding more clients is to be consistent. Don’t wait until you desperately need clients to start marketing. Instead, make some time each week (even just an hour) to work on your current marketing efforts.
This might look like putting together a special offer at the start of each month or simply showing up in your marketing channels each week.
How Do YOU Market Best?
Going back to my metaphor with the claw machine, the claw itself is all about how your marketing interacts with others. The better the grip, the more your marketing resonates with your ideal client.
And while focusing on your ideal client is important for that, it’s also important that you are marketing in a way that you enjoy and that employs your natural gifts. The more you enjoy the marketing you do, the more it will magnetise people.
If you’re unsure what style of marketing comes naturally to you, this will help. I’m a big fan of using Human Design for working this out because it cuts through the noise in your head to who you are.
Use Your Profile Numbers
Look up your profile numbers and then see if the following marketing strategies resonate (if they don’t, that’s okay, just take what does for now and let the rest simmer):
- It’s important to you to be able to back up your claims with your own research. Take the time to get accredited in the areas of fitness/health you teach and find good mentors to continue to learn from. This will give you more confidence when marketing what you do.
- The nickname for the 2 is the ‘Hermit’. Time alone is super important to you as this. You have a natural genius and should stick to marketing efforts that come naturally to you.
- I often say that you should have a plan when it comes to marketing. Well if you have a 3 you can throw that out the window because you learn best through trial and error. You’ll find magic with marketing in sharing your failures and successes with others. The fastest way for you to success is through failure, give yourself permission to go there.
- You’ve probably found in life that a lot of your opportunities have come through people you know. Double down on this for your marketing by connect with others and bringing up your work in conversation. It’s not about selling, simply sharing with others and looking for ways to collaborate with people that you click with.
- You have a unique gift for being able to see solutions to problems. Your marketing efforts will go best if you can show others how you can solve their problems.
- This number is unique in that your best marketing strategy will change depending on your age. If you’re under 30, operating like a 3 will be best. From 30-50 it’s all about observing and you’ll find good marketing tractions through sharing your observations of fitness trends and fads. If you’re over 50 you’re here to be a mentor and guide to the rest of us. Trust that as you share your wisdom it will resonate with the right people.
My profile is 2/4 which means I tend to oscillate between spending time alone to come up with ideas and then time out with friends and peers making connections and sharing what I do. The best marketing strategies for me are the one’s that come naturally to me and where I can partner with friends and people I like.
Coming up in the next month or two I’m releasing a new course for fitness trainers on using email newsletters to drive excited engagement among your current clients and to market your services to your wider community.
So if marketing is an area you feel you could use some help with, this is for you.
Here’s an overview of what’s in the course:
- How to craft great emails that get read
- The best practices for sending email newsletters from subject lines to what to include to how they should look
- Practical exercises to help you find your unique voice when writing
- An over the shoulder look at how to set up everything to do with your newsletter
- Access to me to ask questions and get support along the way
It’s totally self-paced so you complete it at your own speed. Use the form below to register your interest.
Kyle Wood created Bootcamp Ideas in 2010 when he was hunting around on the internet for workout ideas. He ran a successful bootcamp in Victoria, Australia and spends his spare time managing this site, adventuring (or lazying) with his wife and find new ways to make bootcamps even better.