Stop putting people to sleep – Spice up your program descriptions

Something I’ve noticed in the fitness industry is that program descriptions whether written for a leisure guide, website, flyer or brochure tend to be as unappealing and bland as watered down chicken soup. Where’s the spice? Where’s the pizzazz? What’s going to entice a prospect to want to pick up the phone or email for more information about your program? There’s no fire, no passion and certainly no creativity in most program descriptions. They are boring!

If you really want to attract more people into your programs or to buy your services then you have to start thinking about adding spice to your program descriptions. Make them sizzle and pop so people drool with anticipation. Sorry for the visual there but you get my meaning.

Here’s an example of a program description that lacked any spice.

BEFORE

At PURE Conditioning we encourage you to passionately pursue your fitness and recreational pursuits by providing workouts that inspire, energize and revitalize.

True Training

(one on one and partner training)

Do you want to be faster, stronger, leaner, or more muscular?

We’ll train you to be in the condition that enables you to live your optimal lifestyle.

AFTER

PURES’ Epic Journey to Peak Conditioning

At PURE Conditioning we help you reach your peak physical condition. Whether you are just starting your journey, looking to improve your fitness or desire to reach the summit of your own personal performance, our coaches are here to guide you to the top.

Level 1 – Base Camp TM

At Base Camp we welcome new and returning exercisers looking to build a solid foundation of fitness before ascending to level two. Your journey takes you through five distinct stages.

• Stage one: Building the endurance of your heart and lungs
• Stage two: Improving body composition
• Stage three: Fuelling your body for optimal energy and performance
• Stage four: Flexibility training to increase joint range of motion and decrease risk of injury
• Stage five: Developing muscle tone and strength

Level 2 –The Ascent TM

Now that you have a solid foundation of fitness your next step before reaching the summit is to incorporate intermediate skills such as speed, coordination, agility and balance training.  These skills coupled with your base fitness will bring you another step closer to reaching your quest for peak conditioning.

Level 3 – Reaching the Summit TM

You’re almost there. All that’s left to do is to push yourself past your comfort zone, reach for the top, plant your flag and bag your peak. During this stage of your training we refine your program to include advanced skills such as plyometrics and high intensity intervals so that you can enjoy the PURE air at the top of your fitness journey.

As you can see this was a complete overhaul of what and how they are offering their personal training services. I coached these trainers to think about developing their own unique program. I used their logo as a starting point.

The image of the runner working their way up to the top of the mountain was my inspiration for developing the program. I created three different steps in the program for a variety of fitness levels. The vision of climbing Mount Everest was a strong influence. Then I used language specific to mountaineering like, base camp, ascent, summit, peak, reach the top, plant your flat, bag your peak, guide and journey.

Don’t you find it makes reading about the program a lot more interesting then what they had before? I know that most personal trainers are not writers. That’s okay but my suggestion is, don’t try and write your own program descriptions. If your descriptions don’t entice people because they have no meaning and are bland then find someone to help you spice it up.

Send me one of your program descriptions and I will take a look at it. I can offer suggestions on how you can make them sizzle and perhaps bring more clients into your programs.