Hey My PT Hub family!
It’s me again, Jonah, from FitMedia Co.
Today I’m offering our Top 5 Tips on Attracting Your Ideal Clients.
As a personal trainer, you’re in the business of getting people in shape. As a result, it’s one of the special few businesses that everyone in the world can benefit from.
However, as that’s quite a broad (and large) pool of people to work with, the most successful personal trainers are those that have focused their efforts on serving just one specific group of people – and becoming their expert.
But how exactly do you do this?
Well, here’s our short and sweet top 5 tips to help get you on your way and start attracting your ideal clients from now onwards.
1. Buyer persona
Our first tip is to understand your buyer persona.
A buyer persona is a semi-fictional representation of your ideal customer, based on market research conducted on your existing customers or based on the traits you imagine your ideal customer to have.
To develop your buyer persona, you should consider things such as age, gender, interests, behaviour patterns, motivations and goals. The more specific you are, the better.
Once you have this in place, you can then use that to produce more relevant content, targeted offers and so on – naturally attracting people that are a close match to the semi-fictional character you created.
2. Time for a re-jig
Our second top tip kind of follows on from the first, and that is to consider how your current content, branding and general marketing is (or isn’t) attracting your new buyer persona.
The reason we include this is if you haven’t previously considered your ideal customer, then the chances are that your current marketing is doing very little to attract any particular group of people. Let alone your “ideal” group of people.
So, now would be a good time to freshen things up and make sure the content you are producing is relevant, your branding represents what you’re about and everything else, big or small, is in line with reaching and serving this ideal customer. Make it your mission!
If you’d like to discuss some specific ideas around how you could do this in your business, then I’d be more than happy to arrange a free 30-minute call with you.
3. Transformations and testimonials
Thirdly, as simple as this one might be, it’s also very powerful.
And that is to share transformations and success stories from ideal customers you have worked with in the past.
Let’s paint a picture…
Imagine being a busy, working professional who believes that they don’t have the time or resources to get in decent shape. No matter what you try or do, nothing seems to work. And then one night, whilst scrolling through Instagram, you start seeing these success stories from other busy, working professionals who shared the same limiting beliefs you have, but overcame them through working with a particular coach.
Would you not feel drawn towards the idea of working with that same coach? Would you follow them or make an enquiry if you felt they really were the expert that every busy, working professional needs to get in shape? I think I would!
4. Benefits > features
Our fourth point is one that is often overlooked.
When marketing their service online, lots of PTs will simply list their features, rather than the specific benefits someone might experience as a result of the service.
When you simply list the features of your service (i.e 3 personal training sessions per week and a meal plan) then it becomes too generalised, whereas, when you highlight the benefits of your service, and why someone might choose you as their trainer, then potential clients are able to make sense of your offer much, much better. You give them something to relate to!
You can then also tailor those benefits around common needs and wants that your ideal clients share.
For example, one benefit might be the fact that you offer sessions in people’s homes, or that you specialise in working with a certain gender, for example.
5. Consider a referral program
When you work with a particular group of people, the chances of those people knowing other people who are ALSO in that same group is quite high.
So, this is where a referral program could (and would) give a great reason for your existing clients to refer their friends and colleagues to you, too.
Exactly what this referral program looks like would depend on your offer, pricing and business model, however, we really don’t suggest overthinking it at all. In fact, keeping it simpler is often much better!
In fact, each customer you have is said to be worth approximately 7.5 referrals over their lifetime with you. Imagine currently having 10 clients and then growing your business to 80 clients JUST through word of mouth and the people you already know? Kinda crazy, huh?
That sums up our Top 5 Tips for Attracting Your Ideal Client as a Personal Trainer. Of course, there are many other things you can do to attract more ideal clients, but these are a few of our favourites. We hope you found value in this short post.
All the best,