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Branding Through Your Email Signature For Personal Trainers
Time and time again, I hear consulting clients tell me that they are failing to grow their personal training business. They are stuck at a certain level of success with their bootcamps and can’t figure out why. Their services are higher quality and provide more personal attention than the bigger box companies. So what are they doing wrong?
The answer is usually the little things that make the difference. On the one hand, they are trying to make a brand out of a commodity. Not possible. The public now sees personal trainers, bootcamps and challenges offered around every corner. Every magazine cover and every Facebook timeline is filled with opportunities for free and paid access to these services. They are generic.
When this is true, all a customer has to do is compare based on their needs. If your location is better, your price is right, or you’re physically less intimidating, for example, you might get a chance. These are random results. You want predictable.
If someone finds you on the internet using a Google search, will they find what they are looking for in you? Few people go to Google to search for bootcamps nearby. Frustrated woman not looking for a personal trainer at night at the computer.
People are looking for solutions. They have problems. These problems somehow become urgent. It could be a wedding, a reunion, or the summer season that makes them suddenly feel urgent. They help you find the answer by using questions that someone types into Google.
What would you write if you were a 47-year-old woman who wanted to lose weight? What would you give as suggestions for diets that work for fast fat loss? Using these specific words on your website, business card, and in your email signature will help someone believe you are their answer.
Instead of listing your alphabet soup, pick the most prestigious certification you have and list it. If they want a full resume, they can find it on your website. Instead of getting carried away, include a website or blog URL. Make it a live link. Have a way for the customer to find content that adds value when they get there.
Create more than one signature in your emails. To communicate with personal trainers who are looking for a marketing coach, for example, I provide the address of my personal fitness professional’s blog and website where someone can learn about coaching. To communicate with my post-50 female market, I am listing my wellness webinar page and the URL of my book aimed at that market.
By seeing that I’m providing information to people moving into fitness in their 50s, the prospect immediately knows that I have a solution for them. They don’t care what credentials or experience I have. As long as my personal fitness clients know I have the answers to their fitness marketing mastery, they don’t care what degrees or certifications I have. Most of them have them too! They just don’t have the marketing, branding and business background to get their business revenue where they want it.
Decide who you serve or want to serve. Determine what is important to them. Then look at your email signature. You get one shot. By the time they contact you via email, they are interested. Tell them right away that you are about them and not about your own promotion. Your knowledge should show rather than you having to tell them.
Your formula for branding:
1. Your name and two or three key credentials
2. Your contact details
3. A title that is not a commodity. Personal trainer is accepted. What else do you have? Are you a change agent? A weight loss coach?
4. Something for the customer. This is the URL where they can get a video, an article, learn more about you on your website, take a quiz, or get tools to help them solve their problem.
5. Make it easy to read. Include less, not more. Narrow your focus. Use color or colons or separate lines.
6. Make live links. No one will love you enough to copy your URL into their browser and go find out more.
That may not seem like much. Every little thing matters. The more educated, articulate and business savvy your target customer is, the more they will feel the lack of confidence that the credentials need to provide. The less educated your audience is, the easier and faster they need to get your solution. The bottom line in both cases is that it has to be about them.
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