It’s never been more difficult to get clients as a fitness professional.
10 years ago, it was a walk in the park.
Throw your certificate in front of someone, tell them you were a trainer, or give them some advice on nutrition, and they’d hire you, there and then.
Nowadays?
With the growth of Instagram and social media, the very low barriers of entry to the fitness industry, and the fact every guy with a six-pack or girl with defined glutes seems to be an ‘online trainer,’ it’s exceptionally difficult to grow a fitness business.
Not just that, but it’s difficult to stand out, and to charge the rates you know your expertise is worth.
But imagine if you could …
If even just one of these appeals to you, then I urge you to read on. Just 5 minutes invested today could change the course of your fitness career, for life.
Let me tell you a short story …
“I’m on the Brink of Quitting.
I’m thinking of throwing in the towel and looking for a 9-5.”
My gut dropped like a stone as I saw those words land in my inbox.
They were from a friend of mine, AJ.
For a number of years, AJ had a thriving fitness business.
Between working out of a studio, and coaching clients online, he really did have a lifestyle of freedom, with no financial worries.
He only worked with clients he enjoyed spending time with, he more or less dictated his own schedule, and he loved his work.
But the last couple of years, things had been getting harder and harder.
AJ didn’t notice it at first.
When his first few clients dropped off, he figured it was just a lull. He didn’t have any concerns over signing up new people to fill their spots.
But, as the weeks went by, and enquiries were few and far between, he started to get a little uptight and edgy.
For the past 3 years, his marketing had been simple –
The odd post on Facebook, an email to his list once a week or so, and lots of word of mouth marketing meant he didn’t have too much to worry about.
Provided he delivered a good service, he was okay. He figured that if he got results for people, those results would speak for themself, and getting (and keeping) business wouldn’t be an issue.
He’d noticed more and more people popping up advertising themselves as online trainers, but hadn’t really spent much time thinking about them.
He knew he was better educated and more caring than those flashy Instagram trainers, and knew his clients would realise this.
A new bootcamp had set up in the area, but again, he hardly gave it a second though.
45-minute sessions in the cold and wet of the local park with 25 other people, spent mostly jumping up and down, running around and getting muddy?
That wasn’t competition for him.
Sure, the bootcamp might only have been $10 per session compared to his $60, but he knew the extra value he provided, and was sure his clients would too.
Unfortunately though, that wasn’t the case.
30-day, 100% money-back guarantee.
He sat at his desk, looking over his accounts.
While he wasn’t one to expect his income to increase every month, he hadn’t expected this.
His clients had been dropping like flies, leaving him with barely enough to cover his basic monthly expenses.
Worse still was the fact he had no new leads.
He’d increased his content frequency, but no one as biting.
He’d been playing around with recording videos and taking more care with his photos. But no dice.
He’d even started emailing more, and asking current clients for referrals.
Yet aside from a few vague – “Sure, I’ll see if any of my friends are interested” – he got nothing.
AJ was staring into a big, black business hole … and he had no idea how to get out of it.
Swallowing his pride, AJ decided to reach out to the clients who’d left him in the past few months to ask why.
He was curious, and while he’d never been one to come across as pushy or intrusive, he knew he simply had to discover why his once thriving business was now scrabbling around in the dirt, leaving him barely able to keep his head above water.
The responses came back thick and fast –
“You’re a great trainer AJ, but this new bootcamp came along and it was so much cheaper, I just couldn’t pass the offer up.”
“Sorry AJ, I loved our sessions, but my friend had been doing this home workout she bought from some girl on Instagram who has millions of followers. I thought it would be fun to do that for a while.”
“It was just finances really. I did like coming to you, but what with the baby on the way, I couldn’t justify 2 sessions a week anymore. You’ll be pleased though, I am still training. I joined that bootcamp in the park just across the road.”
“Nothing against you at all AJ. I loved what you helped me do. I just felt it was time for something new, so signed up for a 3-month challenge with this guy I’ve been following on IG.”
That was just a taste of what came back.
On the one hand, AJ was slightly encouraged – Every past client told him they’d enjoyed working with him, and that he was a good trainer.
On the other hand, he was devastated.
AJ’s problems boiled down to 2 things –
That was when AJ messaged me.
“MIke –
I don’t know what to do, man.
My business was flying 6 months ago, but now it’s on its knees.
I’ve tried free challenges, emailing more, posting more, reaching out to old clients, and I’ve even offered discounted rates, but nothing’s working.
I’m on the Brink of Quitting.
I’m thinking of throwing in the towel and looking for a 9-5.”
That was the last thing I wanted for AJ.
He was a great trainer, super passionate about his work, amazingly knowledgeable, and he actually cared about his clients.
I hated the fact he was being forced out of business by cut price competitors, sleazy marketing tactics, and people with bigger advertising budgets than him.
I knew what he needed to do. But first, I needed to explain something to him …
AJ’s problem was that he thought if he did a good job and posted out helpful advice, he’d never struggle for clients.
This is where he was DEAD WRONG.
But this myth is the pitfall of many a fitness professional.
We’re always told how important it is to be great trainers, continue our education, and deliver a great service to clients.
And there’s no doubt this is critical.
Phrases like – ‘Content is King’ – are thrown around, and we see a deluge of ‘5 tips for a better squat,’ or ‘10 best slow-digesting carbs’ and ‘Debunking the clean eating myth’ articles out there.
But this was of marketing is old, outdated and defunt.
If you did this back in the mid-2000s, you’d have been laughing.
Even 5 years ago, you could build a thriving offline or online business simply by consistently creating content, offering advice, and posting the odd testimonials.
These days, doing that will leave you beaten, broke, and struggling for business.
The ONLY 2 Ways You Can Successfully Market a Fitness Business
The first way is the ‘Influencer’ way of doing things.
It involves spending thousands and thousands of dollars on traffic.
It involves staying in incredible shape 365 days a year, keeping visible abs, and being extremely photogenic.
It involves documenting your entire life, taking a video camera with you everywhere. Photographing your meals out, videoing your workouts, your vacations, and everything in between.
You’re also going to need tens of thousands (if not hundreds of thousands) of followers.
And when you get here, you can probably do pretty well in selling low to mid-price products and services –
$50 courses, $10 ebooks, or, at most, $100 a month coaching packages.
It’s very, VERY difficult to sell anything at a higher price. Here’s why …
Go with me here, because this may seem slightly odd at first. But I promise you, it’ll make sense.
You’ve been told that you have a trapped nerve in your spine, and that, scarily, if you don’t have an operation, the consequences could be dire.
You’re given 2 options for the surgery –
The first option is a general surgeon.
He/ she is very good, and will likely do just fine. But they’ll be working on you after they’ve performed a hip replacement on a 73-year old man, and right before they treat a 17-year old girl with an appendicitis.
The second option is a consultant who only does this exact type of surgery you need.
He/ she doesn’t do any other operations at all, and has been practicing this for over 25 years.
Their fee is 10 times that of the first surgeon.
Who do you choose?
I’m going out on a limb here, and guess it’s the second person, because you have complete confidence that they can get you the result they want.
Their market is much much smaller, but their fee is much much higher, because they have a specific skill-set, and provide incredibly high value.
See how this relates to a fitness business?
Instead of trying to target anyone and everyone (i.e. the influencer method,) you become a specialist, and attract a very niche market of clients, at much higher fees.
When I used this analogy with AJ, it was like a lightbulb going off –
“I know where I’ve been going wrong.
I’ve been trying to appeal to everyone because I thought I needed a bigger audience.
My services have been high value, but I’ve not been showing that.
Okay Mike, I hear you. But how do I actually start showing people that I’m worth my fees. And how do I start attracting the perfect type of client, with every piece of marketing?”
I smiled.
I had just the thing AJ needed …
Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
Every action you take in your marketing has the power to bring people toward you, or repel them away from you.
I can’t stress how important this is.
Most fitness professionals lack key skills that mean they often end up blending in with the crowd, and don’t make themselves stand out as a high-value trainer.
This is where copywriting comes in.
It doesn’t matter how much you know about –
X Facebook ads
X Email marketing
X Social media algorithms
X Training and nutrition
If you can’t communicate your value, how you’re different to your competition, and the fact you actually care to your potential clients – they will go with a cheaper trainer over you.
That’s just the harsh reality of the world we live in.
By learning copywriting however, conveying your value becomes easily.
Being able to write powerful emails, sales pages, or even social media posts, you stand head and shoulders above any competition, and become the obvious choice for the clients you need.
Before I tell you more about copywriting though, let me lift the lid on one of the fitness industry’s dirty little secrets …
Fitness marketing is BIG business.
Marketers are aware of how desperate fit pros are for clients, and how the competition is heating up.
Unfortunately, that means there’s a whole lot of crappy advice out there, just waiting to trip up any unsuspecting fitness professional.
Email marketing can be incredibly effective. But a big list alone is not enough.
You can have a list of thousands, but if –
You will always struggle for business.
Yet if you know how to write powerfully, persuasively and emotively, you can have a perfectly profitable, sustainable business, delivering all the clients you need with a relatively small (circa. 200-400) email list.
Like email, Facebook ads can be highly profitable … IF you know how to write those ads correctly.
Far too many fitness professionals only ever sell in their ads, or announce they have ‘5 free spots’ or ‘limited openings.’
Again, this is dated, defunct marketing.
For an ad to work, you have to know how to write it correctly. In a way that shows you to be unique, highly valuable, very specialist, and demonstrates your care, compassion and personality.
I met with a fitness influencer last year.
He had a combined following of 1.1 million followers between his Facebook and Instagram accounts.
Want to know how much he’d made online the previous year?
£25,000. (That’s about $31,400.)
That’s not to be sniffed at. But it works out to about £0.03 ($0.04) earned per follower.
By focusing solely on posting pictures, recording workouts, and giving out the exact same advice as everyone else, he was making less than the average person’s salary.
This story is not unusual.
I’ve attended events with fitness celebrities with 6 and 7-figure followings who’ve asked me why they can’t get clients, or why no one will ever spend more than $20 with them.
It all comes down to positioning, influence, and how you communicate your value, your expertise, and your worth.
Lots of ‘experts’ talk about how to sell over the phone … About the strategies they use … And they talk of ‘closes’ all the time.
When you know how to write copy, you don’t need any of that stuff.
All the hard-sells and pressure selling go out the window.
You don’t even need to pick up the phone.
You can sell high-price programs and products, without a single phone call, because you know exactly how to communicate your value and stand out from the competition.
Posting content worked great back in 2013.
Nowadays, there are so many coaches and trainers, and ALL of them are posting 5 or more times every single day.
You’ll never stand out just by posting content …
It has to be the right content.
Written the right way.
With the right methods of persuasion, positioning and influence.
We’d love it if this could be the case, right?
And sure, if you do a good job, you will get some referrals and recommendations.
But this will never be enough to build a truly profitable, scalable business … especially if you’re working online.
30-day, 100% money-back guarantee.
This is the only course for online coaches, personal trainers and facility owners who want to know how to sell high-priced products and services with their words.
X No cheesy, outdated marketing ‘hacks.’
X It doesn’t rely on an ever-changing social media algorithm.
X You don’t need to get comfortable posing in half-nude positions and posting what is essentially softcore porn all over Instagram.
X No more sales calls.
X You can forget about constantly selling. Once you’ve been through the course, you’ll never need to hard-sell, or blast people with offers – People will come to you, asking how they can pay you for your help.
The bottom line is that most fitness marketing programs rely on you being okay with going through the shame and embarrassment of doing multiple sales calls.
They ask you to get completely out of your comfort zone, and plaster yourself and your offers all over social media.
And they can often mean you alienate your friends and family.
What’s worse – Once you’re in their program, you’re asked to spend thousands more on ads, software, and equipment.
With Copywriting for Fitness Pros, you won’t do any of that,
You’ll market yourself in a genuine, authentic way, but build a following and a client base you love you for life, and can’t wait to work with you.
And you can get started (and profitable) with just a social media account and a free email list software.
Once a day for 30 days, you’ll get an email into your inbox taking you through a very specific lesson.
It might be on targeting the exact right client.
It may be on writing home-run emails.
It could even be taking you through a powerful sales sequence, that’s proven to turn even the most splintery-arsed fence-sitters into bonafide buyers.
They key thing is, it is extremely simple to follow.
Here’s just a taster of what else you’ll discover:
But don’t just take my word for it …
The bottom line is this –
Let me say that again –
It’s easy to assume that the successful trainers have clients purely because of luck, or their physique, but that simply isn’t true.
It’s perfectly possible to predict how humans will react, and to take advantage of that with your copy.
When you know the right hot buttons to press …
The right stories to tell …
The right dreams and desires to talk about …
And how to completely debunk the competition …
Failure is not an option. You have a proven process for getting clients time, after time, at the price you want.
My journey started as a personal trainer back in 2009.
After 18 very unsuccessful months working out of a commercial gym in London, I decided to give my fitness dream one last go.
I placed a small ad in a local paper, not expecting anything to come from it.
Within a week though, I had 3 new clients.
A couple of weeks later, that had doubled.
Within a year, I was fully booked, conducting over 50 sessions every single week.
2 years of this though, left me feeling beaten, broken and on the brink of burnout at just 23 years old, and I realised there must be a better way to work in the fitness industry.
That’s when I discovered online coaching.
Simply using the power of the written word, I maxed out my online client base to 60, and was getting 10+ new enquiries every single week.
Not just that, but I created a 6-figure passive revenue stream through digital products and ebooks, without ever doing a single sales call, or spending a penny on ads.
These days, I’m a full-time copywriter, and have sold in excess of $161 million worth of online products and services for clients.
I’ve also worked with some of the biggest names in the health and fitness industry.
How much do you think it would cost to hire a professional copywriter to piece together a sales page or an email sequence for you?
$500?
$1,000?
Try $10,000+.
If you were looking at hiring someone like me, the fee would be in the 5-figure range. And that’s just for a sales page and an email sequence – that’s not even taking into account any coaching, which would be $1,000 a month.
Even a rookie copywriter would be around 30% of that … and there’s no way you’d be guaranteed any kind of result with them.
Thing is, copywriting is a vital skill to learn.
So you have 2 choices:
I’ll be 100% honest with you here:
£495 is not pocket change.
I’m well aware that it can feel like a sizeable investment. But look at it like this –
With the skills you’ll learn, you’ll be able to command at least £300 per month from every single client you take on.
Even you only get 1 new client (which is, quite frankly ridiculous to think you’d only get one,) and even if that client only stays for 3 months (which is extremely conservative,) you’ve brought in £900.
That’s a profit of £400.
Obviously, you will have to do the work.
I’m not going to say it’s easy, or won’t take any effort on your part. In fact, if you’re expecting to make millions overnight, or want to increase your income without following any of the lessons, I want you close this page now.
Seriously.
I don’t want to be dealing with emails from people who’ve simply not bothered to put in the work, or aren’t prepared to at least do the bare minimum for the next 30 days.
But, if you’re thinking this is something you’d be interested in, but you’re still on the fence, how about this …
Intrigued?
Well, initially the course was just that – a course.
The lessons themselves were highly valuable, and I had no doubt that everyone who applied them would have great success.
But something was missing.
I wanted to take out all the guesswork, and not just teach theories, but walk you through, step-by-step, exactly what’s needed for a high-converting sales page and autoresponder.
That’s why I’m also giving you
Was $629 … Now FREE
An email autoresponder is one of the most powerful way to turn someone from a lurker, to a raving fan, and paying client.
BUT SO MANY FITNESS PROFESSIONALS DO THEIR AUTORESPONDERS WRONG.
Even if they’ve taken courses in the past, or subscribed to email lists themselves, I see the same mistakes show up time and time again, that don’t just mean they miss out on clients – they actually harm their business.
That’s why I’m adding in my tried-and-tested autoresponder template, that’s previously sold for $629.
Was $629 … Now FREE
How do you convert people from website visitors into buyers?
Answer: A sales page.
Sales pages are super tough to put together though, and one bad headline, one wrong word, or one missing section, and you’ve lost someone … potentially for good.
Like the autoresponder, I’ve spent hundreds of hours and thousands of dollars testing and tweaking different sales page formats, and come up with one that I know works, time and time again.
With the template, creating an amazing, client-grabbing sales page goes from hours and hours of struggle and frustration, to a 60-minute, stress-free task, that you have total confidence in being the piece of marketing material that brings in all the clients you ever need.
30-Day Course = £495 ($626)
Autoresponder Template = $629
Sales Page Template = $629
Total = $1,884
Price Through This Page = £495
If you spent £495 on ads, and didn’t get any results, how would you feel?
What about £495 on a new piece of gym equipment?
Or £495 a weekend course covering mobility, or nutrition?
Chances are, you wouldn’t even think about it.
You might be a bit bummed if it wasn’t exactly what you wanted, but you’d write it off as experience, and a lesson in what not to do again.
Well, I don’t know anyone who’s ever regretted learning to write copy.
For a fitness professional, it’s as essential a skill as knowing how to program for strength training, or being able to advise a client on calories and food choices.
Unfortunately, competition is only getting tougher and tougher, and we’re up against multiple enemies –
The ONLY ways to hit the income you desire, and live the lifestyle you want are to –
If you want to be profitable in an ethical way, and have the fitness business of your dreams, click any of the buttons on this page to order. You’ll be taken to a payment page, and within 5 minutes will have access to the first day of the course. From then, you’ll receive an email every day for 30 days, taking you through a unique lesson. These will typically take 30-60 minutes each, though if you need to skip a day or two here and there, rest assured you’ll have access to everything for as long as you need.
You’ll also be able to email me at any time, with any questions, and I’ll respond as soon as I can.
I don’t want you to be alone, and so I’m happy to help out with whatever you need over the 30 days.
Whenever I talk to people about the power of copywriting, they get excited, but they always want to know one thing:
“But Mike, isn’t copywriting hard?”
My response:
“Only if you can’t read and write.”
The best copywriters are NEVER the most natural writers.
In fact, I myself hated writing at school with a passion, and never saw myself as a full-time writer.
But these days, I love it.
There’s nothing like having the ability to write persuasive, emotive words, knowing you’re making a difference, changing people’s lives, AND achieving your own dreams at the same time.
This is an important note:
When you write copy the way I teach in the course, you’re going to have an exceptionally powerful marketing message.
Your levels of persuasion and influence go through the roof.
It’s for that reason, that I want to make very sure this is only for trainers who truly value their clients, want to make a real difference in the world, and actually get results.
If you sell crappy supplements, want to give cookie cutter programs to every single client, or are only in the fitness industry to get rich … THIS IS NOT FOR YOU.
The first choice is to stay struggling.
To keep trying different marketing approaches, not sure whether or not they’re going to work.
To keep wasting ad dollars, and precious time sending emails, writing blogs, and posting on social media, frustrated that none of your efforts seem to be bringing in business, jealous of the top trainers who seem to do this easily, and wondering what the hell you have to do to make this work …
Or you can make the decision to change this, once and for all.
To learn a proven method for building relationships, increasing your authority, demonstrating you’re a highly valuable trainer, and never struggling for business again.
30-day, 100% money-back guarantee.
Because I don’t ever want any coach or trainer to feel like they didn’t get what they were promised, I’m offering a 30-day, 100% money-back guarantee.
If for any reason, you do the work and DON’T feel like you got the returns you were expecting, just contact me any time for a full refund.
Got questions?
Great, here’s the Copywriting for Fitness Pros FAQ:
Absolutely. We all have to start somewhere, right?
If you’re a newbie copywriter, that’s great. You won’t have picked up any bad habits, and so we can start completely from scratch.
If you’ve already had some experience writing copy, that’s fine too. We certainly cover more advanced materials in the course.
You get an email a day, for 30 straight days.
There’s not really any kind of fitness professional it doesn’t work for. Like I said, if you sell detox supplements, seaweed wraps, or are looking for a way to dupe people out of their money though, I’d really rather you didn’t purchase.
When you learn copywriting, your messaging becomes extremely powerful, and I’d much rather only honest, ethical fitness professionals who actually get results for their clients had access to this.
Legally, I can’t say you get access for life. But you get access for as long as you need, and unless you contact me asking specifically not to have access, the course portal won’t be going anywhere anytime soon.
Nope.
Obviously the more channels you have, the more it helps. But I’ve worked with plenty of fitness professionals who’ve got incredible results using just their Facebook or Instagram.
I would however recommend starting an email list with a free provider such as Mailchimp or Aweber.
Zero. Everything is delivered via email.
Nope. Just a one-time payment. You’re not tied into anything.
I get asked this a lot. And there is a specific reason for it.
Getting 30 day’s worth of content in a single day is like drinking from a firehose. I know, from my own personal experience, it can be overwhelming, and you’re not really sure where to start.
Having tested this extensively, I know people get better results receiving one lesson each day.
If, however, you have a pressing need for extra content, or, say, have a weekend where you’d like 4 lessons instead of 2, contact me and I’ll see what I can do.
Nothing.
I’m not into hard sells, or high scarcity closes.
Even if you don’t decide to invest in the course today, I trust you’ve found this page useful, and it’s given you the impetus to up your copy game, and look a little deeper into the power of words.
Thanks for reading.
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