copywriting

I have yet to meet a personal trainer that had copywriting listed high on their list of important skills to be a successful personal trainer or fitness professional. However take it from me, the very words you’re using on your website, in your articles, videos and marketing campaigns may be the exact cause of their massive success or epic failures.

Though copywriting does come more naturally to some more than others anyone can become a much more effective copywriter than they currently are.

Until you get the hang of it (and then maybe still even when you do) it helps to have a pattern to follow to write your copy. My favourite pattern to follow comes from a presenters at a previous conference. It’s a blend of styles from Alex Moroko and Frank Kern but it gives me a set and effective pattern that makes sense any time I try to address my audience.

Note that it will be much easier to use this copywriting strategy or any other if you have completed the Most Likely Customer or Customer Avatar exercise first.

Headline – Your headline needs to be exciting, attractive, compelling and on point.

“If you could have an inside, all access pass behind the scenes tour of a multiple six-figure fitness business and receive specific instructions on how to build your personal training business from scratch to six or multiple six figures in as little as 90 days, would you listen?”

Identify the “Big Ass Problem” – As people we are not looking to buy a product or service, we are looking for answers to our seemingly insurmountable problems.

“Most personal training certifications have one measly little chapter on business and marketing. What’s worse is the client attraction strategies are based on outdated corporate strategies that are more likely to leave a trainer broke and looking for a job than with the growing fitness business that they deserve. “

It’s time to “Twist the Knife” – Next validate the big ass problem with third party information if possible and then emotionally identify with your reader why this problem affects them directly, and just how bad it could be.

“More than half the people certified this year will be out of the industry by the time of their first renewal. The industry rate of attrition is more than 50% and at a time when the general public needs fitness professionals more than ever. The obesity epidemic continues to rise, uneducated people are spending billions of dollars on fad weight loss diets and invasive surgeries yet personal trainers struggle to earn an income that often doesn’t even exceed the poverty line. “

Next you need to empathize with your reader in effort to nurture your relationship and earn their trust.

“It’s not your fault; the certification organizations have continually focused on improving the technical knowledge of their students. These are necessary skills and all while the rapid growth of the Internet and the onslaught of social media is radically changing the way large companies and small effectively market and predictably attract new customers on a cost effective basis. Now more than ever there is no set standard as to the “best” way to easily and inexpensively attract new clients. This is both frustrating and encouraging, let me explain.”

Tell your story on how you found the solution.

“Like you I struggled for years to make it as a fitness professional, and then I attended on a whim this crazy conference led by internet marketers. They showed me how social media was evolving and changing the behaviors of people and how they make decisions. I didn’t want to believe it, but as I listened to what they said I could relate to it in the way I acted before I made purchases. This realization lead me an idea, an idea on how I could adapt what they said both online and offline, how I could create tonnes of value and a strong win-win of always making people feel like they were being given a gift or the offer that was too good to be true, but actually was true. This led me to create my super duper client attraction widget.”

Now you want to validate your solution with social proof before you present the offer of your product. Give real examples of the success you’ve had with this product or strategy and of course even better is when you can share testimonials and the results of others. We know that people will say almost anything to get us to buy, but it still feels right if someone else gives us their review of the item or service we’re interested.

Once you’ve validated your product with social proof it’s time to present your offer.

Your offer should always be high value, remember the more you give the more you get! Do you want multiple customers? If I could promise you, absolutely guarantee you any amount of customers you wanted what would you be willing to give in return?

“I’d like to show you how you can attract 10, 20, 30 or even more clients in the next 30 days. I’m going to provide you all the tools and resources that you need, every script and ad necessary all you need to do is commit 1 hour per day to this plan. Do we have a deal? If so click the buy now button below and get your super duper client attraction widget for just $97.”

Now follow it up with a Risk Reversal or Guarantee, after all if you truly believe in what you’re offering what do you have to lose?

“I’m so certain that this super duper client attraction widget will work for you that I absolutely guarantee it. If it lets you down ever simply return the product for a 100% full money back guarantee.”

And last but not least overcome the final bit of consumer procrastination by explaining “why now?”

“Listen if you’ve read this far, looked at all the success stories then you can buy my super duper client attraction widget, worry free and start building the business you want and earning the income you deserve or you can keep doing what your doing. Each week that goes by will be same as the last, if you’ve read this whole page there’s no doubt that you’re frustrated just as I was because the outdated and broken marketing strategies you were taught aren’t working. I don’t want to see you leave the fitness industry; people need you more than ever. What do you have to lose? Either next week is the same as the last and you ask for your money back or you begin to easily attract new clients and together we change people’s lives, what do you say?”

Did you find this copy compelling? Whether you did or you didn’t hopefully this helps you to improve the effectiveness of all your marketing mediums and at the very least using a consistent pattern will help you identify further how you may yet still communicate more effectively with your audience.