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Branding Through Your Email Signature For Personal Trainers

Over and over again, I heard consulting clients telling me that they couldn't get their personal training business to grow. They are stuck to a certain level of success with their bootcamp and they can't figure out why. Their services are higher and they pay more attention than big box companies. So what did they do wrong?

The answer is usually the little things that make all the difference. For one, they are trying to create a brand out of a commodity. That's impossible. People are now seeing personal trainers, bootcamps and challenges offered in every corner. Every cover of every magazine and every timeline of Facebook is filled with opportunities for free and paid access to this service. They're generic.

When it's true the only thing customers are left to do is compare to their needs. If your location is better, your price is right, or you're physically less intimidated, for example, you might get a shot. They are random results. You want to predict.

If someone went to find you on the internet through their Google search, would they find what they were looking for in you? Some people go to Google to find a bootcamp nearby. A disappointed woman does not look for a personal trainer at night on her computer.

People are looking for a solution. They have a problem. The problem is somehow being urgent. It may be a wedding, a reunion, or a summer that makes them feel instantaneous. Use the questions that someone typed into Google to help you become the answer they found.

What would you type if you were 47 years old who wanted to lose weight? What would you recommend for a diet that works to lose fat fast? Using specific words on your website, your business card and your signature on your email will help someone believe you are their answer.

Instead of listing your soup alphabet, choose the most prestigious certification you have and list it. If they want a full resume, they can find it on your website. List the website or URL of the blog instead of being taken. Make it a direct link. There is a way for customers to find content that adds value when they get there.

Create more than one signature on your email. To communicate with a personal trainer looking for a marketing coach, for example, I've listed the URL of my personal fitness professional blog and a web page where someone can learn about coaching. In order to communicate with the 50 women markets after me, I included my wellness website and the URL for my book targeting that market.

By seeing that I was providing information to people navigating fitness after 50, prospective customers knew right away that I had a solution for them. They didn't care so much what qualifications or experience I had. Until my personal fitness professional clients know I have the answer to their fitness marketing mastery they don't care what my degree or certification is. Most of them have them too! They do not have the marketing, branding and business background to earn the business income they want.

Determine who you serve or want to serve. Decide what is important to them. Then look at your email signature. You'll get one shot. By the time they reach you via email they are interested. Tell them immediately about yourself and not about promoting yourself. Your knowledge should be shown instead of telling them.

Your formula for branding:

1. Your name, and two or three major qualifications

2. Your contact information

3. Non-commodity titles. Personal trainers are taken. What else do you get? Are you a change agent? A weight loss coach?

4. Something for the customer. This is the URL where they can find videos, articles, find out more about you on your website, get a quiz or tool to help solve their problem.

5. Easy reading. Includes approximately. Minimize your focus. Use different colors or collars or lines.

6. Create a direct link. No one will love you enough to copy your URL into their browser and search for more information.

This may look small. Every little thing is important. The more educated, articulated and business your target customers are, the more they can kiss the lack of confidence that shows the need to create a trust list. Uneducated viewers are easier and faster, they need to find your solution. The end result in any case is that it should be about them.


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