Words sell. Even in the modern world like YouTube, Snapchat, Instagram and Netflix, where images come to us from all sides, the written (or spoken) word is still the most powerful tool you have as a coach to sell…
Selling doesn’t mean having someone buy your product or hire you to train it.
You are good at what you do, aren’t you?
Are you getting results?
And you know that if people sign up with you, they will lose their pounds, get fitter, look better, and ultimately live longer, feel happier, and be more confident.
But it’s hard to get that across to the average person who thinks fitness is just a chore…so hard.
With a number of quick fixes and cliched diets out there, the common people on standby, their lie radars on the alert, and for them you might just be another charlatan, ready to make easy money with these weight loss issues…
So how is a real, credible and reputable coach like you or yourself supposed to show people how great their lives would be if they invested in us?
Tip #1 – Use Emotion
People don’t sign up with a personal trainer because they want to lose 5 pounds, run a half marathon, or lift 300 pounds.
They signed up because they wanted to feel the confidence losing weight would give them, cajole their friends to complete a half marathon, and be proud of lifting those 300 pounds.
You don’t sell fitness. You sell the feelingYou are What comes from being in good shape.
Tip 2: Pain instead of pleasure
People are twice as likely to do something because it relaxes them because it gives them pleasure.
A potential customer reading your sales copy might feel nervous, angry because it looks out of place, or even embarrassed about their bodies.
You need to highlight that pain, harness how to use it as motivation, and then show how you can make them happy.
Tip #3 – Benefits, Not Features
You can sell several features of your business:
- 30-minute exercise sessions;
- Delicious nutrition plan.
- New equipment including bells and free weights.
Someone reading this might just be thinking ‘So what? For all of the above.’
You want them to know exactly why they are doing something. Say what benefit they will get.
Tip #4 – Give Free Gifts
This does not mean that you have to provide free exercises, but it is always a good idea to include free and useful information and instructions in your text.
You don’t have to offer high value free gifts, but you do have to offer something useful to your target customers.
The ethical dilemma of writing
Many fitness professionals suffer from selling out. This is normal. You don’t want to turn yourself into another sleazy internet marketer, but at the same time, you have to eat.
But there’s no reason why you can’t write ethical ads, especially if you use the four tips we just covered.
Above all, remember that you know your job. You know how to help people lose weight, get fit, live longer, and become better parents, friends, husbands or wives.
You know how to change life for the better, and this is something worth selling. Copywriting helps you do this.
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