How do you utilize the "why you became a personal trainer" into your marketing/promotional messages?

Dont' you love it when people start off by saying: it depends.

No, I do not put aspects of my biography into my marketing materials, particularly not when I do not know who will be picking them up.

However, when I know my audience, I may tailor the relevant parts of my biography towards them.

To give an example: Before becoming a personal trainer, I worked in the corporate world and had a desk job like many others. At that time, I had to find time to exercise, also while traveling. When I talk to somebody who is in that situation now, I certainly make a point of mentioning it because it immediately narrows the gap between us.

In other words, I try to find that part of my own life that corresponds best to the audience I am addressing. Since I always cerates my own materials, I may alter them as appropriate.

But here is another "however": I have talked to a support group for people with fibromyalgia. I made a point of saying: "I cannot even imagine where you are on a day-to-day basis." Simply because I cannot even though I had educated myself about this condition. But this opening statement also narrowed that gap and gave me an attentive audience.

This is what I use in marketing pieces when appropriate.

"Debra is a dedicated, wife, mother and personal trainer. With a full schedule she knows what it takes to juggle life and stay committed to her fitness. Debra’s philosophy is to “be the tortoise” instead of the hare because with consistency and dedication to a goal you can achieve anything."


I have found more people instantly connect to me (men and women) because they know I "get it."

I do use a version of my "why did I get into this industry" in my marketing materials. I think that whether you do this or not depends a lot on "why" you would do it. My reasoning for doing this is to show my perspective clients that I am passionate about what I do, that I bring a sense of purpose to my work, that I have an extensive background in what I can offer them, and for me, most importantly that I am in this profession through choice. To my mind, I'm not sure that you can completely separate the "who you are/why you became a personal trainer" from your business model. After all, we are PERSONAL trainers. I think that by including some of who you are in your marketing materials, you show your perspective clients that you are a real person.

That's my two cents! I hope this helps.

LaRue, MHA, JD, CSCS
www.lecfitness.com
lecftiness@yahoo.com

I only get into the how and not so much the why. And, I usually only put that on a profile I'm marketing. Everything in print is simple, to the point, and (I think) more effective on the potential clients attention span for advertisements.