Pain is your friend!

No I don’t mean as a trainer inflicting physical pain on your clients is good, although it is fun. What I am talking about is the emotional pain that drives people to make the unconfortable step of coming to see you in your personal training business.

When it comes to personal training marketing and advertising, probable the biggest mistake that people make is advertising to the masses about the features of what they do. Nobody cares about your equipment or latest training techniques, what they do care about is how you are going to help them avoid their pain and help them gain pleasure. For that to happen you need to know alot about the people you are advertising to. Example, if you have on an advert or business card that you do weight loss and muscle building or beginners and athletes the weight loss person is thinking I don’t want to build muscle and the athlete is thinking if you have to train beginners you must not be very good and the beginner is thinking they will start out with someone that only does beginners.

Before you print or send anything ask yourself this. Who is this going to attract? Who is this going to scare off? What specific emotional pain have I related to?

Then you have to start looking at all the other parts of the ad, but it is a good start…