Four Ways To Better Promote Your Brand Through Your Bio
Properly communicating the unique qualities of your brand within your bio and online presence can mean the difference between catching a potential clients eye and inspiring them to connect with you, or falling prey to the deadly ‘swipe’ as they go to their next option. Since 2004, at DIAKADI Fitness in San Francisco, I have seen first hand which methods tend to prove successful in matching trainers to their ideal clients. I recommend using the advice below to adjust your bio and list of specialties messaging, in order to boost your success in both attracting and closing the sale with your niche customer.
YOUR BIO
Your biography is going to be the first personal connection you make with a client. The information you provide should be current, concise and relatable.
GET PERSONAL
Be brave in sharing personal experiences and your own journey through health and fitness. The important step that many trainers miss is connecting their life stories with their client’s needs. Be sure to explain how your experiences will directly relate to your ability to assist your ideal client with achieving their goals.
A heartfelt message on how you will transform not only their body, but lifestyle creates a deeper connection even before speaking with them. Natalie Carey, DIAKADI trainer, shares her message to future clients on how they will achieve their goals through positivity and empowerment.
“Through sharing my own battles with body image, I’ve found that I’m better able to serve others who are up against similar struggles. I support my clients’ pursuits of any physical transformations that create stronger, healthier versions of themselves, but more importantly, after participating in my programs, they’ll discover that they have renewed love and appreciation for their bodies, and a positive and empowered outlook on life.”
– Natalie Carey, DIAKADI Trainer
DIFFERENTIATE YOURSELF
When clients are shopping for a new trainer, they will be looking at a lot of trainer bios and options, so you must be specific in explaining how you are:
Uniquely different from all of their other options
The market leader in providing your unbeatable products and services
The BEST FIT for your niche client’s specific needs in order to help them achieve their goals efficiently and successfully
Take a good look at your bio. Then read the bios of your leading competitors. Then use the three bullet points above as your checklist for making sure you are clear and exact in WHY you are the best fit for their needs.
BE A LITTLE UNEXPECTED
As I mentioned, your potential customers are going to be reading A LOT of trainer bios. So you must make sure that your bio connects with them in an unexpected and standout way, rattling their cage a bit and ‘breaking the script’ of what they would expect to read in a trainer’s bio. This unexpected quality will help you stand out just enough to get them to take the next step in finding out more information about you. The challenge is to do this while staying ‘on-brand’ with your voice, inspiring your clients without offending them and staying professional.
For example, if your target client is coming to your for physique improvements, instead of saying that you will help them ‘achieve their ideal body fat’, say this in a way that paints a very specific picture for their goals - Like ‘be the hottest guy at your class reunion’ or ‘fit into your old pair of skinny jeans’ or ‘be confident taking off your shirt at a dance festival’. The more vivid you can be with describing the results that you can bring to them, the more tangible your services will feel to them.
AREAS OF SPECIALTY
In addition to your bio, showcasing your areas of specialty in an organized and detailed manner will boost credibility and connection.
There are a common set of keywords that many clients search for, such as ‘Weight Loss’ or ‘Strength Training’. By elaborating on your exact skillset for these main topics, potential clients will better understand HOW you’re going to help them with reaching these goals. For example, instead of simply listing ‘Strength Training’, elaborate on your specific type of strength programming. Are you strength training for injury prevention? If so, what are the specific injuries where you have the most experience? Be brave with being specific and then fully communicate these details.
For example, one of my female trainer TBM clients was using a generic bio listing with the standard 1 – 2 word specialties (shown below on the left in red). During the entire first year of her practice, she established just 1 new client. We reworked her webpage to attract more clients by better presenting the differentiators of her practice in both her bio and specialities (shown below on right in green). In doing so, she has established 6 new clients in less than 3 months.
Original Listing
Reworked Version
Using the well known buckets (i.e. Weight Loss) with the addition of your unique angle and more exact details (i.e. through Intermittent Fasting), will set you apart from your competitors and clearly present the differentiators of your programming style.
GLOW IN PHOTOS
Not everyone loves being in front of the camera. But having the correct photos can make or break your chance at an immediate client connection. First off, your clients want to be able to see themselves as the clients in your photos and think, “I want to KICK ASS just like that!” Secondly, they want to catch a glimpse of your personality and think, “I want that to be my coach!”
Sebastian Hagemeyer, DIAKADI Performance Coach
Include:
A professional, yet friendly headshot. Give them that genuine smile!
I recommend using a half body crop instead of a tiny shot of just your face. Folks want to get a good idea of who they would be working with.
Aurora Bellone, DIAKADI Strength Coach
Individual workout and lifestyle photos which will inspire clients not intimidate them.
Demonstrate what movements you are doing in your own workouts as well as your active lifestyle.
Randy Miranda, DIAKADI Sports Performance Trainer
Client interaction photos showing a sample of your favorite and most common exercises.
Use these as an opportunity to demonstrate your interactive style of coaching and teaching.
Jenna Newgard, DIAKADI Trainer
A true client connectivity and ‘GLOW’picture of you and your client having FUN, celebrating a success, and enjoying your time together in whatever form matches your style of session.
PRICING
As a small fitness business owner you have the luxury of setting your own rates. There is an ideal range you want to competitively fall within, so knowing your market will help you find the perfect rate and establish flexible offerings. For more advice in this area, Billy Polson’s blog ‘How to Successfully Set + Raise Your Client’s Rates’ offers valuable advice and tips.
In no way, should you ever under charge for the quality of service that you provide. Charging a low ball rate to your clients not only cheapens your product but also lowers the bar for your entire fitness market. But realize that many clients are on a budget and aren’t aware of how much of an investment personal training will be. When presenting your rates and packages be open to discussing economical options for the client. You do not need to lower your rate for these options, you simply need to be creative with offering 30-minute Personal Training sessions, self-sufficient program design packages, or Monthly Subscriptions. From my experience trainers have established more long-term clients by offering flexible options both on their website, as well as in person.
When finalizing your marketing, present your brand in a standout format that you yourself would choose to work with. Providing excellent service and implementing these key components above will enhance your market and attract your perfect client.
