Fitness professionals often don’t understand what their ideal client really wants, which often results in missed opportunities to make sales and get new members.
This is important for any marketing you produce for your fitness business, or any business for that matter.
Having a clear understanding of who your ideal client is allows you to get into their head. The aim of clearly understanding your ideal client is to figure out exactly what they want.
You may understand the demographics of your ideal client – age, gender, location, etc. However, the most important thing in content marketing is the psychological stuff that goes on in your audiences head.
Once you understand the pains they are living with, you can use this to get into their mind by offering a solution, and constructing a path to lead them down.
If you can write content that makes your reader go “wow, I feel like this is written for me!” You’re not going to have a problem making sales.
“Sales copy is not written, it’s put together by various pieces of understanding your ideal client.” Joey Percia, Copywriter
Before writing any content for your fitness business or gym, ask yourself these simple questions:
With the answers to these questions you can start hitting pain points in your marketing which shows your audience that you understand the problems they are living with.
Creating marketing content that speaks directly to your ideal client makes them feel special. But most importantly, it makes you and your business stand out from your competition by showing that you understand who you work with and that you have a solution to their problem.
Liam is a co-founder of Active Fitness Marketing. He has been working in the fitness industry for over 20 years. Author of The Clarity Project: 4 steps to simplifying your sales message and attracting more clients online. Liam lives in Cheshire in the UK with his wife and son.