Messages That Find Clients

It is about to get tough out there. The industry is filling up with personal trainers, nutritionists and life coaches all fighting for attention on social media. Picture the flood: people stood in front of flip charts and white walls, over-explaining an exercise, sharing what to eat, how to detox, and endless offers to get you fit.

To stand out in that noise, you have to work to find you. Copying what is already out there only helps you blend into the rest of the industry. To be you, you need to find your truth and be specific with every word, sentence, paragraph and story beat in everything you put out.

Why I coach this

I have been in the industry since 1994 and hold an MSc in Sports Science. I have also spent years as a touring improviser and sketch writer. That mix matters: it is exactly what helps you deliver your message in your own way, using your own sense of humour and your own truth, at the right time and in the right medium.

I co-teach this with Joanne Groves, who trained to degree level as an actress and has taken the fitness industry by storm, starting on reception in a health club and going on to present internationally at IDEA World. Between us we help you find your space in the market and generate real work. We do all of this online.

12 things to do consistently

Do these consistently, and preferably in a group, and you will stand out from the industry and grow your following, your client base, your prices and your reputation.

• Use a group of friends to help you find your specific thoughts on the industry.
• Define your personal and business character traits, wants, needs and the issues you hold most important.
• Using feedback and regular writing, identify the parts of your character, wants and needs that make your clients love you.
• Define your company's and your own points of view.
• Develop a 12-month plan of messages.
• Build the skill of writing a clear premise for every post before you write it.
• Define your company's clear difference, which is your niche and your truth.
• Define each individual post's clear difference, again its niche and truth.
• Set the goal for each post and make sure every sentence reinforces it.
• Build posts with layers of action that support the goal message.
• Define the stakes for each series of posts, so they feel important to read.
• Build content through a real process: finding your truth, then enhancing it for delivery using lists, definitions, refined writing, editing and production.

The common thread

Notice what runs through all twelve: none of it is about chasing the algorithm or mimicking a trainer whose content is doing well. It is about knowing exactly who you are, what you believe, and who you are talking to, then saying it with intent. That is what makes a message land, and what turns attention into clients who stay.

If you want clarification on any of these, I am happy to chat. Drop me an email at John@fasterglobal.com.