Do you incorporate a version of your bio in your marketing materials – brochures, flyers, business cards? Do you use aspects of “why your became a personal trainers” when you are networking or when someone asks you what you do for a living? If yes, what do you say? And does this help you create a new client or professional connection for potential referrals?
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 create 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.
YES, I totally use my story to connect with my potential clients.
1) Most of my marketing is done via social media and website (not print ad etc). I use a sales page on my website that lets my future clients know who they are dealing with and why I would be the trainer to meet their needs.
2) People buy from emotion…I use personal videos where I tell my story and how I will help them have success. VIDEO marketing #1 way to connect with prospects.
3) All my clients come from social networking sites like twitter (10,000+ followers), Facebook Fan page, and blog/website–so they are constantly hearing my story and the success others have had.
YOUR story is compelling…definitely use it 😉
I hope this helps.
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.