October 14, 2015     /    Personal Trainer Marketing    /    Liam Thompson

I recorded the video above a few weeks ago about how being a specialist rather than a  generalist in the Personal Training Industry can help you attract more quality clients.

Below is the transcription if you would rather read it than watch the video.

I'm here on the lovely island of Ibiza. I'm just here for a week on holiday with my wife just chilling out. I'm doing a little bit of relaxing but I wanted to record a quick video for you guys and also because we recommend putting out content to grow your fitness business, that means we do the same to grow our business.

We practice what we preach

In terms of your personal trainer website, one of the biggest mistakes we see people making, is that they try and generalize themselves as personal trainers. Whereas, what you really should be doing in your personal training business is specializing, and having an avatar or a customer that you know that you're going out there and you're trying to attract.

The easiest way to do this is to pick a target demographic and pick something like, for example, when I was running my fitness business, we targeted 35 to 45-year-old females who wanted to lose weight who we knew were struggling with emotional eating. So, this was very easy for us to target them because we knew that, when one of these people landed on our website, we were talking to them directly.

Now, if you look at the amount of different people that might be possibly interested in your personal training services, it could be injury prevention, it could be weight loss, it could be muscle building, it could be posture, it could be sport specific, it could be flexibility, it could be any number of one of these things. So, the problem is that, when you try and attract all of these people and you try and be a jack-of-all-trades, then you end up not attracting anyone.

So, the thing is that you have to try and specialize. If you look at doctors as an example, a heart surgeon or a brain surgeon will generally earn more money than a GP. So, if you want to be able to charge more for your personal training services, then you need to specialize. You need to pick one target demographic and you need to solve their most pressing problem, whatever it is that keeps them up late at night. It stops them from sleeping. That's what you need to be able to try and solve as a personal trainer. If you get this person, and they land on your website, and you're speaking directly to them, you are guaranteeing that the chances of them becoming a client are a lot higher.

Let's be honest most personal trainers try and sell personal training. But, we know from our experience, and we know that people aren't looking for personal training, or at least the majority of people aren't looking for personal training.  Yeah, you will get one or two people that land on your website that will be ready to buy, probably 3% – 4%. But, these people, they might be looking for personal training but, actually, what they really want is a result. So, they want to drop a dress size or a jeans size?  They might have a wedding to try and get into shape for that.


Now there's another great niche that you could go for, brides who three months before the weddings have decided that they need to somehow lose weight and fit into the wedding dress. You could charge a fortune for that because there's an emotional aspect based on that and its a pressing problem that you can solve for them

So, yes, they want to lose weight. So, yes, they're looking for personal training, but they're looking for personal training to lose weight. Yes, they're looking to lose weight, but there is more of an emotional aspect. They want to lose weight to get to somewhere. So, they want to feel better about themselves. They want to maybe fit into the wedding dress. They maybe just don't want to be fat friends when they go out with their friends, that they're sick of.

They might have comments that people make about them when they go out. The only way that you can know about this is to choose your avatar, or your target market, or your niche, or whatever you want to call it, and then go and do your research.

Find out what it is their problems are and what it is that they need help with. Now, this is one of the first tasks that we ask people to do on our SWAT program. We call it the Avatar Build. We get our clinets to really look at them and build out their avatar.

We actually get them to give this person a name.

So, lets say her name is Sheila. She's 35.

She's got two kids.

She works every day.

She doesn't think she has time to exercise.

She's been to Weight Watchers for example.

She may have been on diets and none of them have worked.

So, what we were able to do is we were able to address all her problems and put them down onto our sales page.

That meant that we were more likely to get these people in as a client. Yes, of course we were going to turn off the people who weren't that person. We never got body builders into our studio. We never got sports specific people into our studio because we were very, very clear that that wasn't who we were trying to help. But, we were very clear who we did want to try and help. So, make sure you know who you're trying to target on your website and you will become more attractive to them.

Okay, guys. I'm going to get back to my holiday here. I'm going to go and get some sun and I will chat to you guys later. If you want to find out a little bit more about what we do, you can check out our SWAT Personal Trainer Website System


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