Sue hit the nail on the head when she wrote, “What sells best is what you do best.”
Determine what you have the most passion for, the most interested in. If it’s working with the deconditioned person, what would you want to say to them? How would you help them? How would you treat them?
The better you can determine your niche in your own mind, the more the marketing will become clear. What works for me may not work for you, but I’m successful because my message is one of inclusion, compassion, and welcoming. I’m approachable.
the average de-conditioned person would prefer not to exercise at all which is why they carry those adjectives. They are also usually intimidated by the standard recommendations of 150 minutes of exercise per week which sounds like a lot when you not doing anything at all.
I find that encouraging people to start with small steps can get a foot in the door. A message like ‘The journey of 1000 miles starts with a single step’ tends to be reassuring. It may also be a of importance to allied health professional to know that they are not throwing their patients into the arms of a ‘no pain, no gain’ type of trainer. Since you are NASM certified, you could also explain the OPT model.
You’ve already received some good advice with regard to finding your niche with the wording of your brochure, and that is great.
I’d like to add two more ideas:
1. Include images in your brochure. Nothing is more powerful than a picture. It speaks a thousand words and people can automatically relate to it. Do you have any photographs of you helping your clients who may be overweight and/or deconditioned? Potential clients may relate to you (and perhaps be motivated) if they happen to see you at work helping someone in a compassionate and caring way.
2. Think about adding some testimonials from your clients. This will give potential clients actual results they can see–and word of mouth is one of your best marketing tools.
Just a thought! Good luck with your brochure.