I’ve noticed something on almost every fitness and Personal Trainer website I visit.
An ‘About Us’ section.
Stop.
I’m not trying to hurt your feelings, but your prospective clients don’t care about you. Not yet, anyway.
What they care about is whether you can solve their problems.
Read that again. Because 90% of what you need to know about marketing is right there.
Can you communicate, clearly and simply, that you can solve their problems?
They’re not interested in the ‘boxing for fitness’ course you did. They don’t need to see a tough-looking photo of you with crossed arms. They don’t need to know your reason for starting the business or your life story.
They need to know you can solve their problems.
So instead of an About Us section, you should have an About You section. And here is how it should look (I’ve included some screenshots from websites I’ve built, so you see what this looks like in action).
1. Define your avatar
Start by describing the person you want to work with.
For example:
Are you the sort of person who needs an individualised approach to fitness?
(potential client: ‘why yes, yes I am’).
When people feel seen and understood, they keep reading.
2. List their problems and how you solve them
Write down the main pain points your target client has. The things that keep them up at night.
Then rewrite each one as a solution.
If the pain point is:
I’m scared about starting a new exercise program.
Your copy might say:
We specialise in helping people build confidence when starting a new exercise program.
If the pain point is:
I work weird hours and can’t get to most gym class times.
Your copy might say:
We remove barriers to exercise with convenient and varied class times.
3. Only talk about yourself when it helps them
Once you’ve clearly defined your client and shown how you solve their problems, then and only then you can talk about yourself.
But keep it directly tied to solving their problems.
For example, after writing about flexible class times, you could say:
Generation Fitness runs over 100 classes every week, with 12 different class types.
That’s the only time your story matters: when it shows how you help them.
4. Shift the focus
Your website (like your marketing in general) should talk about the people you want to attract.
Define who they are.
Show that you understand their problems.
Empathise with their challenges.
They’ll hire you because you’ve shown them you get them, not because you’ve told them your life story.
Marketing is not about you. It’s about them.
