| Financial FitnessWhat would you say if I
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| | anyway. Leave this stuff to the big gyms
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| told you that you have the potential as a
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| | or you'll be trodden underfoot by the
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| personal trainer to earn 40, 50 or even
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| | running herd of new members they've just
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| in excess of £60,000 per year?If you're
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| | created - at a huge cost.Quite simply,
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| thinking 'That's impossible!' then you're
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| | there will ALWAYS be someone out there
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| right, for you the likelihood of reaching
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| | with more money to spend on marketing
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| anything near these sums is impossible.
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| | than you so you'll always be playing
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| You may as well stop reading this article
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| | 'catch up' to someone with deeper
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| right now and save yourself the bother of
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| | pockets. Obviously, this isn't a sound
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| even contemplating the material.If, on
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| | way to market your business. You'll go
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| the other hand, you think to yourself '
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| | broke in no time!The answer to creating a
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| Yes, that's for me' then read on and pay
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| | memorable, client-winning marketing
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| close attention, because what you read
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| | message lies within how you present
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| over the following pages is GUARANTEED to
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| | yourself to your target market. You do
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| take you closer to realising your
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| | have a target market right? If you don't,
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| financial potential - BUT ONLY IF YOU
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| | you're committing the first cardinal sin
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| ACTUALLY USE THE INFORMATION. You'll get
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| | of marketing; failing to identify the end
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| absolutely zero benefit if all you do is
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| | user of your service. This is like firing
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| read this article.You see, unlike many
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| | a shotgun from a hundred yards and still
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| other 'marketing experts', I'm not going
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| | expecting to hit your target every time.
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| to tell you how to design your business
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| | Sure, you may hit the target on occasion
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| cards, how to write press releases or how
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| | but it'll be a haphazard process that you
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| to 'close the sale' with your prospective
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| | won't be able to reproduce. Conversely,
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| client. At least, not yet anyway.As
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| | having a specific market to aim your
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| interesting as some of this information
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| | promotions at is like shooting with a
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| may be, I regard all of it as being of
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| | sniper rifle. Every time you take a shot
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| little importance to the Personal Trainer
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| | you know it'll hit the right target and
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| who is trying to build his/her business.
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| | that, my friends is what marketing is all
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| Why? Because in order to be able to use
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| | about!You see, when you direct your
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| these marketing tools you need prospects
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| | efforts toward a specific target market
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| who are receptive to them in the first
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| | you can do so much more than simply
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| place! Therefore, this article (and those
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| | market your services. You have a great
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| that follow) aims to teach you how to
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| | opportunity to establish yourself as a
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| develop the marketing skills to attract
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| | specialist. An expert. And let's face
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| clients to your services, keep them
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| | it everyone prefers dealing with experts,
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| long-term and create parallel revenue
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| | even when the cost is higher. A good
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| streams from your business that will
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| | example of this is seen in the world of
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| bring in money even when you are not
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| | medicine. People will pay through the
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| working.Understanding your
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| | nose to see the top orthopaedic or heart
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| competitionEvery month I have the great
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| | surgeons because they perceive that the
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| pleasure of lecturing to trainee personal
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| | service they receive will be so much
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| trainers and sports therapists at one of
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| | better and yield better results.Why then
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| the UK's top training establishments. At
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| | should well-trained personal trainers
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| the start of the lecture I often ask
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| | settle for marketing themselves as
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| students 'What makes you so special? What
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| | 'Personal Trainer'? This title tells your
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| would make me, as a potential client,
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| | prospects nothing about who you are, what
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| seek out your services?' The answer
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| | you do or how you differ from your
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| always makes me laugh, not because of its
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| | competition. Instead the well trained
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| content but because of the naïveté of
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| | fitness professional needs to capitalise
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| the response, 'Well, I'm trained as a
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| | on their strengths by marketing
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| therapist, personal trainer, I can give
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| | themselves as an expert in one area.For
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| nutritional advice and rehabilitate
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| | example, if you have an established
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| injuries. I'm an all rounder who can deal
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| | clientele of tennis players (or even have
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| with almost any client that is presented
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| | a strong background in the sport
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| to me'. Sounds good? Sure, but consider
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| | yourself) you could market yourself as a
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| this; this person is part of a class of
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| | 'Tennis Conditioning Specialist'. Doing
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| 20-30 individuals, a new class starts
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| | so identifies you to prospects who may
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| every 4-6 weeks and there are 18 training
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| | have never hired a 'Personal Trainer' to
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| establishments around the country for
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| | help them with their sports preparation.
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| this one company alone!Let's face it;
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| | See the difference? Who would YOU rather
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| competition for your services is fierce.
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| | hire?If Tennis isn't your thing you could
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| In the above example we see that one
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| | just as easily create a niche for
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| company alone is producing over 2500 new
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| | yourself in any of the following areas:*
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| trainers to the industry every year. All
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| | Corrective exercise* Performance
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| with the same training as you, same
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| | enhancement* Kinetic Chain
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| skills as you and many living and working
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| | Specialist* Strength Conditioning* Ante
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| in the same area as you. So you see,
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| | Post natal fitness* Back
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| simply marketing yourself on the strength
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| | rehabilitation* Core conditioning* Golf
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| of your certifications is a fairly
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| | conditioning* Sports
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| limited endeavour which is guaranteed to
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| | conditioning* Or ANY area where you have
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| see your marketing material buried
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| | specialist knowledge or interestNow, I'm
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| amongst that of your competitors, leading
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| | not suggesting you simply create a title
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| to frustration for you and confusion for
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| | and market yourself as an expert in an
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| your prospects.So what should we be
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| | area. Doing so would be unethical and
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| doing? How do we differentiate ourselves
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| | unprofessional and besides, you'd soon be
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| from our competitors and create
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| | found out by your client (I know of
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| successful businesses that yield enough
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| | several PT's who marketed themselves as
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| income to produce the financial freedom
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| | specialists in various areas who were
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| we desire?
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| | later caught out when the athletes they
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| The answer lies within you!THE ONE AND
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| | took on realised that they didn't really
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| ONLY YOUYou are unique. This is a proven
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| | understand their sports at all. Not only
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| FACT. It is indisputable. Regardless of
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| | did they not keep the athletes as clients
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| the training, lifestyle and education
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| | but they also lost many clients when word
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| that another person receives, they will
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| | got out that they were 'faking
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| never be the same as you. They will never
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| | it').Instead, try to build upon your
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| have your exact philosophies, your drive,
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| | existing knowledge by:* Attending
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| your ambition, your life force.Why then,
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| | workshops, seminars and lectures in your
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| with this uniqueness do we tend to
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| | area of interest.* Buying books,
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| gravitate toward the grey 'sameness' of
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| | magazines and periodicals to stay at the
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| our industry competitors when it comes to
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| | cutting edge of your field.* Seeking out
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| marketing ourselves? Why will 9 out of 10
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| | those who are already earning a living
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| trainers carry similar business cards,
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| | from your chosen specialisation and get
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| print similar flyers and write similar
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| | them to mentor you. If they won't (they
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| websites? Quite frankly, this is
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| | may see you as direct competition) then
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| marketing suicide!You see, when prospects
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| | PAY them for a series of appointments and
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| are faced with products that are all
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| | learn from them that way instead.* Giving
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| similar, the tendency is to go either
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| | small presentations to other fitness
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| with the cheapest or the one that looks
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| | professionals or members of the public.
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| the best. What does this mean to you?
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| | This means that you really have to learn
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| Well, your hourly rate had better match
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| | your stuff to a high degree but it also
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| (or be cheaper) than that of your
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| | confirms to others that you are the
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| competition or you will need to spend
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| | expert you profess to be.Make no mistake;
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| more than your competitors in order for
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| | creating a unique market identity (UMI)
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| your materials to look better than
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| | is one of the most important things that
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| theirs.In truth, neither of these
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| | any entrepreneur can do to gain marketing
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| strategies is acceptable, at least, not
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| | momentum. This simple yet highly
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| in the long term. I mean, who wants to
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| | effective step will assist you in
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| have their hourly rate determined by
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| | creating specific marketing messages that
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| their competition? What if they drop
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| | sing out to prospects that are looking
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| their fees to undercut you? Will you drop
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| | for specific help within a specific area
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| yours again to match theirs? As you can
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| | thereby positioning you as an 'expert'
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| see, this strategy is flawed and should
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| | within your field.And let's face it; when
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| be avoided at all costs. NEVER let your
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| | was the last time you heard of a poor
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| competition determine your value.What
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| | expert?Dax Moy is a Master Personal
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| about paying for glossier, flashier
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| | Trainer, Corrective and Performance
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| marketing materials? That works right?
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| | Exercise Specialist and Educator working
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| WRONG! You can have the nicest looking,
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| | in London. Voted one of the UK's Top
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| glossiest, all the 'flashes bangs and
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| | Fitness Experts in 2002, Dax provides
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| whistles' marketing materials and still
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| | specialist training to Personal Trainers,
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| never get the client response you desire.
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| | Physiotherapists, and osteopaths.Visit
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| Why? Because 'Image marketing' simply
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| | to subscribe to Dax's FREE PT Success
|
| doesn't work. Not on the small scale
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| | Newsletter.
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