Fitness is not a hard sell these days. Between the popularity of CrossFit, boot camps, boxing gyms, marathoning, Iron Man training, Zumba, and martial arts, there is something for everyone out there and it seems like everyone knows it. People are fighting back against the bulge in a big way and there is no shortage when it comes to ways to keep moving. But that leaves you, the fitness professional, in a bit of a tough spot. When the world is at the customer’s fingertips, how can you make sure that you stand out from the crowd? Here are some tested tips to make sure you beat out the competition – and get top-paying clients – every time.
1. Use a Simple Formula to Make Your Ads Effective
Here are the steps for marketing for personal trainers:
A) Grab your target’s attention. Photos and images are king. We’re not here to tell you how to attract eyes to your personal training marketing materials, but you are in the business of skin, so 
to speak, and a little sex appeal never hurt any marketing campaign. Even when people come to a trainer partially for healthy reasons, they also usually wouldn’t mind improving their appearance. So one built-in attention grabbing device you can employ on your flyers, postcards, business cards, brochures, website, and other marketing materials is a hot body… or two, or three. It makes sense. Not your style? That’s okay. Try a humorous image instead.
B) Hold your target’s interest. So you’ve got the target’s eye. Now what do you want to do with it? Your postcard or flyer should contain something that causes intrigue in the reader. Do you have a technique no one else has? Do you have a title (“Number one ranked personal training service by blah blah”), a certification, or a claim (“clients lose an average of 10 percent body fat in six months”) that sets you apart? Use it to hold interest.
C) Create desire. Use sensory words like “touch,” “feel,” “taste,” and “see.” Tell the potential client that other people have this great thing but they don’t … yet. Don’t they want it? Of course they do. Use your ad to arouse desire and you will have no problem when you…
D) Call the client to action. They want what you have. Now make it easy for them. Give the potential client one easy way to take advantage of what you’ve got. “Come in for a free fitness assessment,” or “Call and schedule your first session. Get it half off when you mention this ad.”
2. Don’t Skim
p on Marketing Time
It may seem counterintuitive that you need to spend less time personal training in order to build your personal training business. But it’s fact. You need to build your clientele by luring in new people. This means building a Facebook site, getting those flyers printed, handing them out in person and delivering your personal charm along the way, crafting good deals, building a web page and making sure it’s SEO optimized, sending out Every Door Direct Marketing Campaign postcards, and more. If you do all this, at the end of the day you will have more clients than you can handle, yes. And that is a very, very good thing. That means you can start hiring trainers to train for you, which means you’ll take a cut of everything they make. This is how you make a killing in the field of personal training.
3. Use Online Marketing Too
Print ads are crucial, but in today’s world you’d be silly to ignore the potential lead generation of Facebook, Craigslist, and even websites like Meetup.com, where you can offer a free class that might generate follow up clients. Use your flyers, postcards and EDDM marketing materials to direct people to your Facebook, blog, and website, and your marketing efforts will work in perfect synchronicity to gain you clients.
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About Terrell HammelTerrell is a professional with years of experience in marketing, and management. At EliteFlyers.com he handles content curation among many other responsibilities including customer service, business development and other administrative functions.
