I was curious to learn about the topic so I looked it up on Wikipedia. I wanted to find out what the actual clinical definition was. Here’s what I found.

A midlife crisis is experienced between the ages of 40 and 60. It was first identified by the psychologist Carl Jung and is a normal part of the maturing process. Most people will experience some form of emotional transition during that time of life. A transition that might cause you to take stock in where you are in life and make some needed adjustments to the way you live your life. Most seem to come through the process smoothly without making major life changes.

For some, a midlife crisis is more complicated. It can be an uncomfortable time emotionally which can lead to depression and the need for psychotherapy. Those who have a hard time with this transitional stage might experience a range of feelings such as:

• Unhappiness with life and the lifestyle that may have provided them with happiness for many years.
• Boredom with people and things that may have been of interest to them before.
• Feeling a need for adventure and change.
• Questioning the choices, they have made in their lives and the validity of decisions they made years before.
• Confusion about who they are and where they are going.
• Anger at their spouse and blame for feeling tied down.
• Unable to make decisions about where they want to go with their life.
• Doubt that they ever loved their spouse and resentment over the marriage.
• A desire for a new and passionate, intimate relationship

Hands up, how many of you can identify with some of the points above? My hand is up. It’s funny because I never gave my age much thought until this year. I love my birthday because people call you, you’re the centre of attention and there are always presents.

I turned forty last year which was no big deal and then forty one this year, piece of cake. I feel like a teenager, without the raging hormones and acne. Over the years I’ve worked hard to stay in shape. But there have been changes this year which I can’t deny are probably due to a mid-life maturation.

I notice I’m more concerned with my appearance and my health. My joints aren’t as forgiving to downhill trail running as they used to be. It takes me longer to recover from a night on the town, and I started really paying attention to my nutrition (except for those nights on the town).

I got hair extensions because I missed my long locks. Purchased a good skin care program to keep my face looking sweet and am spending more time with family and friends which seems more important to me now.

Then it hit. I’m sure I’m not the only one who is feeling the need for change. There are lots of people out there probably going through the same thing and are looking for some help especially in changing their diet, exercise and overall health. I bet they are confused about what to do, where to go and who to see.

You could be that personal trainer who specializes in people going through their mid-life maturation. I know this may sound a little out there but since most people go through the process of change at some point in their life this could be an opportunity for you to focus on this niche.

As a matter of fact you could use the information from Wikipedia as part of your marketing to attract these clients. Here’s what it may look like.

Mid-life crisis got you down?

Tired of your flabby, out-of-shape body and want to start feeling energized and sexy again?

Feel like you need a change?

Did you know that it’s common for people between the ages of 40-60 to go through a mid-life crisis?

Are you…

• Unhappy with your current lifestyle and want to shake things up?
• Bored with people and things you found interesting before?
• In need of adventure and change?
• Questioning the choices you’ve made about your health?
• Confused about what you can do to make changes?
• Feeling tired, stressed and less energetic?
• Longing for a new and improved you?

Make a Change Now

You can make a change now and turn your life around. Start feeling energized, sexy, vibrant and full of life again. Go on that trip you’ve always wanted to take or buy that bikini or pair of size 4 jeans you’ve always wanted to fit into but never could.

Take this opportunity today while you’re going through your mid-life transformation to create a new and improved version of yourself.

Take Your First Step

Your first step starts with a consultation where I show you what you need to do, how to do it and best of all we can get started right away so you can be on your way to feeling your best.

I think it would be interesting to focus on this market niche because clearly everyone reaches a point in their lives where they just need to shake things up. As long as there are no psychological issues to deal with, the right personal trainer would be an asset to anyone going through the physical changes.

As for me, well I don’t know how this maturation/transformation will all turn out. I know I feel good about myself and ready to tackle new challenges and adventures in my life. It seems like life is only getting better and the years go by. I have a great husband, loving family and supportive friends like you who keep reading my writing. Thanks for that by the way.

If you want to explore this niche a bit further and see if it may work for you as a personal trainer, feel free to drop me an email and we can strategize on how you can tap into this market.

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.

A couple of days ago I spoke to a group in Human Resources. The topic was how to take action on your goals. It made me realize that taking action is such a needed topic because too many people set goals, really want to achieve them but for whatever reason don’t. This group was no exception. They each shared how frustrating it was to set a goal and not attain it. We laughed at how easy it is to make big lists of things to do and never get through it all. There’s always something on the list that never gets done.

If you’re really serious about achieving a specific goal then here’s what I recommend you try.

1)     Find one action word to anchor what you’re trying to accomplish.

2)     Write 1-3 goals related to your word.

3)     Create a very short list of action steps to do on a daily basis to achieve your goal.

Last year I picked the word “perform”. The reason I picked perform was because I wanted to add more performance elements in my presentations. All year long I attended workshops and seminars on how to improve performance. I read books, watched videos and joined an acting class. The word itself became my anchor and all the decisions I made over the course of the year focussed on improving my performance.

My measurement tools were the evaluation forms from the conferences, emails received from delegates, spin-off work from presentations and comments from conference organizers. I even had one person from a session ask me if I was a comedian and another ask me if I was an actress. In 2008 and 2009, I was named top ten presenter at the Athletic Business Conference. How’s that for results.

The results happened because I focussed on one action. I created goals around that action and did what needed to be done on a daily basis to make it all real. I had purpose and clarity of vision. If an opportunity came my way or I had to decide where to spend my money I was able to ask myself, “Is this going to add to my goal or not?”  It also made my life a lot easier and less stressful because I didn’t feel like I was sprinting in different directions to make everything happen.

So what’s your one word that will anchor you? Maybe it’s to grow, connect or earn. Once you can identify what that one word is then you’re ready to set some goals. If you picked grow as your anchor word then what are some goals you can set around growing your business? For example maybe you need to attract ten more clients in the next month, add a new program or move into your own studio. Once you know what your goals are you can set the plan in motion by identifying what things you need to do on a daily basis to get you to your goal of growing your business.

If you’re not sure what that one word is then you need to talk it out with someone until you find it. There were a few people in the group who didn’t know what their one word was so they chose to use clarity. They needed to find clarity in their vision and purpose for their business. This became their anchor word and they would need to do a lot of soul searching and research to find their next word.

You don’t have to do this work alone. Everyone at some point in their lives and especially when running a business needs a teacher, mentor or coach. I guarantee that you will see results happen a lot quicker when you have help. Isn’t that why people hire you as a personal trainer? To help them get results quicker?

The Offer

I really want you to find your anchor word and here’s what I’m prepared to do. For the first ten personal trainers who read this article and respond I’m going to coach you for free until you identify the word, three goals and daily action steps. If you’re committed to the journey then I want to help you. All I want in return is to be able to share your story with other people, (we can change your name if you like). I believe that people learn best from the experiences of others. So if you want some help and are willing to share your story with others then contact me and together we’ll find your anchor word and set your business on the right path.

Does this sound like you?

It’s Monday morning and your 6:00am appointment called to cancel at 6:05. Then at 8:00am your 12:00pm calls and cancels and your 7:00pm client isn’t feeling well so they’re rescheduling. You started the day with eight hours of training and ended up working and getting paid for only six. Plus, you had a ton of down time but were feeling so bummed out because of the all the cancellations you just sat around being unmotivated and unproductive. To make matters worse two clients who were supposed to renew sessions decided to take a break and now you’re down $1500 a month in revenue and have no prospects lined up.

Just as things were starting to look up in your business and you were about to expand you’re now having second thoughts. This isn’t the first time you’ve been in this situation. It’s like a ping pong match. You go back and forth from making all the money you want, having a full schedule and wanting to grow the business to having everything fall apart and getting knocked off balance.

As your income drops you go into panic mode trying to find new clients. You hunt for referrals, try a hundred different marketing tactics but nothing works. You’re getting desperate for money and you start to get agitated at your clients who cancel even though they give you 24hrs notice. You’re tired of working long hours and frustrated that your income doesn’t seem to be stable. The more you run towards money the more elusive it becomes.

Did this scenario sound a little too familiar? Every trainer goes through this at some point in their career and then the fortunate ones learn to stop chasing money. When times are tough it’s natural to start to panic and look for ways to make more money. But when you panic you start to chase money. Money has a funny way of disappearing especially when you need and want it the most. It buries itself deep in the sand and the more you want it and search for it the more elusive it becomes.

This brings you more stress, frustration and utter lack of control. Do you ever notice that when things are running smoothly the money just flows? Or when you’re working with a sense of purpose and passion you always seem to have enough clients. Money emerges, surrounds you and once again flows like champagne.

In tough times and when money is tight it’s natural to want to down-size your business. Like money, it’s easy to bury our heads in the sand and wait for things to get better.  But consider this, maybe you just needed to right-size your business and the fact that you continue to have tough times is because you haven’t created a business strong enough to sustain you.

Your business is like a boat. Boats are made to float and in calm seas they do just that. Build a solid boat and it will stay afloat even in the most violent of storms. Let’s not think Titanic here. It’s the same with your business. If you’re personal training business is a dingy instead of a luxury liner then you’ll capsize at the slightest breeze, ripple or wave that passes your way. You’ll spend all your time just trying to keep that dingy from capsizing and you’ll have to do it again and again.

Instead, why not hop on that luxury liner. Take the time to ensure your business has been built on a solid platform that allows you to right-size and grow so that when the seas do get rough you’ll stay buoyant. By doing this you’ll free yourself from stress and start enjoying being your own boss. You’ll appreciate the flexibility in being able to make your own hours and the financial freedom that being a personal trainer can bring. But most importantly you can concentrate of what you enjoy doing the most which is training and teaching people to lead a healthier and more vibrant life which is the reason you got into this business in the first place.

If you’re interested in finding out more about how to get off your dingy and into a luxury liner then call to receive this

Free 4-Point Fitness Business Profile

In only 15 minutes, I will show you:

1. What you should be expecting from your personal training business.
2. The key obstacles that are getting in your way.
3. The specific strategies that will keep you a float.
4. The time frame in which you should expect a measurable difference.

With absolutely no obligation or commitment!

Vancouver is buzzing with excitement over the Olympics and it’s hard not to catch Olympic fever. I’m mesmerized watching the athletes perform and feel so inspired. They’ve all worked so hard to get to the Olympics and some with very little financial support from their countries or their sport. It takes years of training, hard work and dedication to develop as an athlete and they don’t do it alone. They have a team of coaches, therapists, psychologist and plenty of family support to get them to their Olympic dream.

Alex Bilodeau, winner of the Olympic Gold in men’s mogul freestyle, is a perfect example. In an interview with Randy Starkman of the Toronto Star, Bilodeau spoke of all the people who helped him realize his Olympic dream but it’s his brother, Frederic that’s had the greatest impact in his life.  Bilodeau believes his brother’s attitude has rubbed off on him.

“I’m pretty sure I wouldn’t have the same perseverance if I didn’t grow up with him,” said the 22-year-old from Montreal. “I’m someone who never quits, even in training. I’m going to fight until the last moment, until I crash really bad.

“In training, it’s just like competition and I’m fighting until I can’t go any more and until I’m on one ski or something. Even then, I try to pull it back. I grew up with the mentality, `If my brother would have that chance, would he take it? Would he try more?’ I always – I always – come to that same answer and it’s, `Yes, he would try more.’ That’s why I can do it.”

While not all athletes win Olympic gold they all strive to earn a spot on the podium and realize their Olympic dream. As a personal trainer you can appreciate the dedication it takes to make that happen. It’s that same dedication and work that will get your business to earn gold.

A few concerns I’ve heard over the years as a fitness educator and business coach is that independent personal trainers often feel isolated. They find it difficult to juggle training clients, run their business and still find time for a personal life.  If you step back from the situation and analyze why these businesses are not performing as top athletes you would likely find the following reasons;

1)      Lack of clear focus and direction – Businesses that lack focus and direction wander all over the place and often times down the wrong path. Imagine an athlete taking a wrong turn on a cross-country skiing course. It’s hard to find the finish line when you aren’t even on the right trail. This often happens when trainers try too many different approaches to marketing, zig-zagging from one strategy to the next before achieving any results. The secret to winning a gold medal in business is to “pick your course” and focus on one task at a time.

For example, if you want to improve traffic to your website and turn clicks into clients, then this becomes your focus and project for the year. All your business decisions will centre on optimizing your website and you won’t wander off course.

2)      High expectations and unrealistic goals – Does this one sound familiar? Clients have this issue all the time when it comes to exercise and believe it or not, so do personal trainers. It’s like an athlete expecting to win gold but not understanding how to train properly for the event. These high expectations and unrealistic goals relate to marketing and attracting clients.

For example, trainers post a website and expect people will instantly flock to their site and sign up. However, they may not have taken the time to learn how to best optimize their website to increase traffic, how to write web-copy that converts clients and has a call to action. Without understanding all the intricacies of how prospects surf the internet, trainers are often disappointed with their results.

3)      Spend too much time “working in” the business rather then “working on” the business. Trainers like to train and that’s why they go into the industry. However, it takes as much time and dedication to build a business as it does to train clients. Neglecting this side of the business will cause it to lose momentum which means less clients and less revenue.  If all an athlete did was train their bodies and not work on their mental game, nutrition or injury management how likely would they be to earn a top spot at the Olympics? It’s a fine balancing act between doing the work you love and having to do the work to keep it going.

To help keep you balanced between training and business here are a few tips.

1. For every hour of training book 30 minutes of office time.
2. Block-off office hours in your non-training hours and stick to it.
3. At the start of your office hours pick only one or two tasks you will accomplish for that day. Let your to-do list of a hundred items go. You’ll never get them all done and it just feels overwhelming.
4. Make time in your schedule for yourself and your workouts.

4)      Trying to do things on your own. Earlier in this article I stressed that no athlete makes it to the podium on their own.  They have a team of people helping them in every aspect you can think of. When it comes to running a successful personal training business there are plenty of resources available today that didn’t exist five, ten and even fifteen years ago. There are books, magazines, periodicals, courses, workshops, CD’s, DVD’s and business coaches to help ease the stress of running a personal training business and teach you how to make it successful.

A trainer who tries to go it alone is like an athlete learning to train themselves. While some may make it many more will quit before the race has even begun. It’s been my experience as a fitness educator and business coach that only 10% of people who start a personal training business achieve enough financial success that they stay in the industry. That means that approximately 90% of trainers leave the industry because they can’t earn enough money to support themselves.  I find that statistic to be quite alarming especially because all it would take for many of these trainers to succeed is some help.

I’ve given you the four obstacles most personal trainers and their businesses face now all you have to do is navigate your course in the right direction and turn sharply in the direction of success.  There’s no doubt that to get your business on the podium and earning a gold medal will take a lot of hard work, a clear focus and dedication. But it’s worth it when you hear the anthem being played and you know it’s because you’ve earned it. Go Canada Go!

If you’ve used this sentence or one like it to paraphrase a statement, concern, objection, comment or suggestion then you could be sending a message to your client that you are not listening. You were probably told the best way to understand and connect with a prospect is to listen actively and paraphrase what you’ve heard. I’m sure you never gave it a second thought. But there’s a better way to communicate AND ensure your client knows you really understand their issue.

Have you ever paraphrased something a prospect said and didn’t get it right? Imagine how frustrating that is for the prospect who took their time to communicate their issue to you.  Instead of feeling like they’ve been heard they now have to spend more time explaining it again. How embarrassing is that for you to have to be re-told something you should have paid more attention to in the first place? This can significantly impact your ability to establish a connection and gain that prospect as a client.

It’s not that paraphrasing is a terrible thing to do. And your prospects won’t run out of the room screaming but there’s a better way to communicate that you’ve heard what they said. Plus you’ll create more feelings of empathy and understanding from your prospect allowing you to make a greater connection.  And most importantly there’s no chance of you “getting it wrong”. Are you dying to know what it is? Drum role please………

“Repeat their words back to them”

Here’s an example;

Prospect: I really want to lose ten pounds I’ve gained over the summer. I know I eat all the wrong foods plus I don’t exercise.  My schedule is so hectic I don’t even know when I’m going to find the time to fit it in.

Paraphrasing: So what you are saying is you’re unhappy with your weight, need some help with nutrition and time management skills.

Repeating their words:  You want to lose ten pounds, avoid eating the wrong foods and find the time to fit it in, is that right?

From this example can you pick out the difference between paraphrasing and repeating their words? In the paraphrasing sentence the personal trainer presumes the person is unhappy although they never state it.  The trainer is actually projecting their own emotion onto the prospect. The prospect may not be feeling unhappy but experiencing other emotions like frustration, anger or even resentment. The personal trainer may have gotten the emotion all wrong.  Subconsciously the prospect may be thinking, “that’s not it at all, this trainer doesn’t understand me”.

While it’s true that the prospect does need help with nutrition and time management the trainer doesn’t state what the exact issue is for them. Their paraphrasing was too general and the prospect will be thinking, “ I hope this trainer understands what I need.”

In the repeating their words example, three specific issues were brought to the attention of the trainer and then the trainer reiterated them back to the prospect. This was followed by the question, is that right? Since you are using their exact words to express their issue, the prospect will feel like you really understood them and say, “yes that’s right.” Repeating their words back is a much better way to communicate that you were listening and understand their problem.

One caveat I must mention. Don’t become a parrot and keep repeating back everything they say. Remember when you were a kid and you used to repeat every word someone said? How annoying was that?

Try using this technique of repeating their words when appropriate and take note of the response you get. Don’t forget to ask the question, “Is that right?” or a version of it to demonstrate to the prospect that you are really listening and understand their issues.

When the brain is faced with a question it works overtime to find an answer. It’s an involuntary, spontaneous reaction. It instantly goes to work in search of an answer. I know many of you have experienced this effect when you couldn’t remember the name of a movie and then suddenly, hours or even days later you remember it. What you are experiencing is the profound effect questions have on the subconscious of the brain. The brain will just keep working away at the question until it comes up with an answer. Whether the answer is right or wrong doesn’t matter, the brain won’t rest until it finds a resolution.

Is the question still burning in your brain about what Dr. Oz, Dr. Zeus and climbing Mount Everest has in common? Your brain will have to stew a little longer before I tell you.

If you blog, email or create newsletters for your personal training business you always include a title in the subject line. The more effective those titles are the greater the likelihood that people will read your content. I’m sure you spend a lot of time creating your information so getting people to read it is important. Attention-grabbing headlines are even more significant to your readers then the body of your emails, blog or newsletters. Asking a question in your headline will cause the brain to start the thinking process. It’s like having a brain itch which won’t be satisfied until the question has been answered. This is why people will click on your email to read further. They can’t help themselves. They have to scratch the itch.

Here’s an exercise I want you to do right now to see if we can get your brain to itch. Go to your inbox and scan the subjects. I know you receive a ton of email every day. You probably sort through them like this;

• You open emails from people you know first.
• Then you open emails from potential customers.
• Finally you open emails that catch your interest or attention.

Now go to your inbox and look at all the subject headings particularly the ones that ask a question. Notice which ones cause your brain to itch and which don’t. Be conscious of which ones you can’t wait to open to find out the answer to the question. Also notice in the body of the content when the question gets answered. If it’s in the first paragraph and the brain is satisfied you might not read the whole article. This is a good clue as to where you should and should not be placing the answer to the question. Avoid putting it at the beginning of your article.

According to David Ogilvy, founder of the Ogilvy & Mather advertising agency and author of Confessions of an Advertising Man (rev. ed., Atheneum ,1988) and Ogilvy on Advertising (Wiley, 1983), “On average five times as many people read the headlines as read the body copy. Unless your headline sells your services in a meaningful way 90% of your time will be wasted because people won’t even bother to read your email or newsletter. Isn’t that incredible? All that time and effort wasted because people don’t find your headlines interesting enough to click and read further.

Here’s a plan for you to follow when writing headlines.

Step 1. Write a lot of headlines. Thirty to fifty and then decide which one you are going to use.

Step 2. Leave it for a day or two and then come back to it. See your headlines with fresh eyes. Ask others to take a look at your headlines and give you feedback on which ones grab their attention. Send the headlines to yourself in an email and notice which ones you would have clicked on.

Step 3. Never be satisfied. Always look for ways to keep improving on the headline. Tweak it constantly keeping your objective in mind and your target audience. Be especially sensitive to how the headline helps to sell your service.

BONUS: When you receive a good headline in your inbox, create a separate folder and keep those headlines handy. You can always make them your own by changing some of the wording as long as they are relevant to your target audience.

Now back to the headline that started this whole article. What do you think Dr. Oz, Dr. Zeus and climbing Mount Everest have in common? If you guessed that it was a question that caused your brain to itch you would be right. Keep in mind that the headline of your article should relate to the content. Otherwise people will feel duped and not read any further communications from you. If you go for shock value without substance you will lose your audience. Hopefully I’ve made my point on how powerful an attention-grabbing, brain itching, headline can be.

Here’s your home work assignment should you choose to do it. Send me your headlines and I will critique their effectiveness. You can send me up to ten headlines preferably in one email and I will let you know which ones I would have opened.

Just to relieve your brains tension and just in case you didn’t catch it. Dr. Oz, Dr. Zeus and climbing Mount Everest don’t really have anything in common. I just used this as an example on how to catch people’s attention so your brain can rest easy now. Send me your homework.

Donna Hutchinson

Owner On The Edge Fitness

Author of the “HowtoGuide- Starting a Personal Training Business”. Business and marketing coach for fitness industry professionals. To buy your copy now www.edgefit.ca

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For a F.R.E.E. report on 25 words to avoid using on you website, send a blank email to edgefit@shaw.ca and write in the subject line “send me your F.R.E.E. report on the 25 words to avoid using when writing web copy.”

Why is a series of three so powerful?

It might be because three is the most abbreviated way to convey a spectrum—such as in the threesomes of good, better, best; morning, noon, night;  thoughts, words, actions; minimum, maximum, optimum; birth, life, death. The spectrum, which also delineates a continuum, then affords us a sense of completion, and anything more would be superfluous. We get the whole picture already, albeit in shorthand.

Another reason might be because three is the minimum number that human perception considers a pattern. If something happens once, it’s merely a fluke. If it happens twice, it’s a coincidence. But if it happens three times, people begin to draw conclusions.

Our brains are wired to respond to threes because three represents a digestible bite. It’s also easy to remember a sequence of three. This may be due to the oral tradition by which information was handed down long before the age of the written word. We can remember the joke about the rabbi, the priest, and the minister walking into a bar, but if we add a fourth guy, he may fall just outside the parameters of our memory and tends to weaken the impact of the triad altogether.

Create a compelling argument

When selling your personal training services present three irrefutable arguments and in this way you cause a subtle shift in the brain of your prospect. Create an emotional experience since people buy on emotion and justify their purchases with logic. When your prospects are prompted to give a reason why they bought your personal training services it would be easy for them to declare, “I had three good reasons,” and then recite them quite effortlessly.  When they recite their three good reasons to others it also alleviates any tension the prospect may have had about purchasing personal training and affirms that they made a correct decision.

It’s powerful stuff and now that you are aware of the power of three you can start to create copy where you provide three benefits for people who are contemplating purchasing your personal training services. Use the power of three anywhere you market your personal training business and you will surely discover how effective it is.

The Web Copy Mastery Program that I’ve developed has a complete section on creating your own power of three. It’s a three step (are you surprised there are three steps?) formula that I share with you. Each step triggers the brain on a different level. When you present your concept in three specific ways, each one appealing to a different sensibility or intelligence, you make your concept stick in the minds of your prospects. They will be more likely to embrace and relate to your offering. It’s, tricky stuff but once you master the simple formula it’s much easier to understand the process and then duplicate it.

• The power of three is the most powerful tool you can use when writing your marketing material for grabbing people’s attention and stopping them dead in their tracks.
• 83% of people who started using the power of three formula in their marketing saw results within days because it was easy-to-use and effortless to implement.
• In less than 15 minutes and with the greatest of ease you can create your own powerful three copy and instantly compel people to take action but you must know the formula to make it work.

It’s so exciting to discover new ways to speak to your prospects and in a language they can relate to. The power of three is just one of those ways. Not only that but it makes selling your personal training services to much easier because it sells itself. Imagine that!

Earlier this week I shared with you some words to avoid using in your web copy and in your marketing. This article is an extension of that. My hope is that you see the value in what I’m sharing with you and come and join me for the full deal which is the Web Copy Mastery Program.

If you have a website, put out flyers, brochures or even write a regular newsletter, the value of being able to write copy that attracts more business is priceless. After all, why do you go to the expense, time and bother to produce these materials if you aren’t looking to attract more business? You don’t have to be frustrated that your marketing material gets you little to any results.

Have you ever created a direct-mail campaign or placed an ad in the paper? What kind of results did you see? The typical response rate for direct-mail is less than 1%. Placing an ad in the paper isn’t much better. How much money did you spend? Your lack of response was likely due to ineffective copy. You no longer have to suffer this fate in your marketing or lose any more money.

Your easily digestible remedy is simple. The investment you will make on registering for the Web Copy Mastery Program is less than $.80 a day. You can’t even get a decent cup of coffee for $.80 but you can get a great education.  Think about what your business would be like if you wrote a flyer or changed your website and started immediately attracting more business. What would you do with the extra money you will earn?

I know what I would do and I’m doing it. I’m spending a month on holidays in El Salvador all because of how I changed a few words in my web copy. Do you see why I’m so eager to share it with you? I’ve seen the results first hand.

Those of you who have been following my articles know me pretty well. When I get passionate about something I become consumed by it and take it to the extreme. That’s what I’ve done here by learning more about the internet and writing web copy. I’ve dedicated my life to helping others achieve health and wellness and to serving the fitness professionals in our community. I want you to learn what I can teach you so you can start making some real money. I’ve heard too many stories from personal trainers and other health professionals who struggled to make a decent living in this industry and it doesn’t have to be that way.

Get in on this great offer now before it’s too late. Remember I’ve sent it to my VIP list only because we have a connection but time is running short. If you don’t send me your interest by February 1^st I’m going to open it to the public. Because of the hands on nature of the workshop I have to limit seating to 30 people. Be the one of first people to get in on the Web Copy Mastery Program and your investment will only be a fraction of the cost others are going to pay.

The results are unmistakable;

• Website traffic keeps going up on my website and continues to rise daily. This is vital in any business and something you need to see happen in order to keep your business from slowing down. Especially in the slow periods of personal training which cause a lot of trainers stress because of lower earnings.
• Conversion rates have increased and are continuing to see steady growth. It doesn’t matter how great your website is if all people do is look and leave. Stop them from leaving by stopping them in their tracks. You created a website for a reason and it wasn’t just to be a static brochure. It’s supposed to bring clients to you and that’s what great copy does.
• Customer inquiries have risen and I’m having trouble keeping up to the demand. You can have this problem too. Some of you offer boot camp programs, are they all full? Do you want to run more? Then you have to get people to communicate with you. Your web copy helps you do that but only if done right.
• I’ve had to turn some business away because I’ve been overwhelmed by the response. Another good problem to have and one that you can create for yourself by being smart and getting a web copy education.

The clock is ticking. You have until February 1^st to make up your mind and give yourself an education on how to write web copy and marketing copy. All you have to do to get in on the Web Copy Mastery Program is simply send me an email and in the subject line put “Register me for the Web Copy Mastery Program”. I will send you the details including the date, time and location.

Remember your investment for the program is a fraction of the cost because you’re on my VIP list. It’s a one-time offer.

When you register you will also get these incredible bonuses;

For no extra charge you will receive the complete audio package of the workshop.  I’m only offering this to my VIP. Others will pay $65.00 for the Audio Edition of the Web Copy Mastery Program.

• FREE report on 25 words that have impact when writing web copy to share with you when you register. I will send you the report after you register and you can start to use them right away.
• FREE web copy consultation after the course. This is a $225 value just for you because I want you to experience the same great results on your website. You will have an opportunity to ask questions about your own web copy and website after the workshop. I will help you perfect the technique of writing web copy for your website and spend time helping you so it comes out perfect.
• Register by Friday, January 29^th and receive an additional one hour of FREE business coaching which is a $225 value.

Send me an email now and start an education that will start putting money in your bank account and ease your financial situation now. Email “Register me for the Web Copy Mastery Program” and I will send you the details and all your FREE goodies.

I know I’m obsessed about email.  I’m hooked on pressing send/receive and checking email every two minutes if I can. This is not an exaggeration but a confession. Being away from home and with limited access, I can’t hide my obsessive behavior any longer. I’m faced with the fact that checking email every few minutes is an unproductive habit and one that can easily stall any progress. Without the distraction email my productivity for writing has increased exponentially.  I’ve written ten articles in fifteen days. At home and with the distraction of email it would have taken two months to generate this kind of content.

I’ve been contemplating why and how the obsession first began.  I can only surmise that it probably started off very innocently and then the habit crept up over time. I work from home which can be very isolating as I’m sure many of you can relate. I guess I just needed to connect with the outside world and every time an email came through I felt like I was in touch with someone.

I pride myself on how responsive I am and I’ve often been complimented on how fast I get back to people. This positive reinforcement has been great and it’s helped me build a successful business. Let’s face it most businesses don’t even have the courtesy of returning phone calls in a timely manner let alone emails. This has been a point of differentiation for my business as I value responsiveness so I deliver it. The sticky situation here is that this responsiveness has also led to feeding the habit. I will have to find a way to be both responsive and productive. I’m pretty resourceful so I’m sure I will figure it out.

I know I’m not alone in my habits. I’m sure there are some of you that spend your time chasing your tail. You may have one or two or maybe even more habits that cause you to be unproductive like multi-tasking for example. Many people pride themselves on being able to do multiple tasks at once. This is probably one of the most unproductive ways to work. When you divide your focus like, talking on your cell phone, responding to emails on your blackberry while driving your car drinking your Starbucks you split your attention. I don’t want to be the driver on that highway when you are busy “getting things done” and attempting to “be productive”.

It would be fun to create a support group for those of us that have a habit of chasing our tail. We would have to come up with a cute name. I’m sure some of you probably have just hearing the name. I implore you to look at your own habits and be honest about how productive or unproductive they are.  If you need support just email me.

So do your customers a favour and make it easy for them to get a clear understanding of how you differ from everyone else out there. To start, think about what is special and unique about you. Now before you answer, really take the time to think about it. What is different about what you do or provide that would make a customer notice and spend their hard earned money with you? What could you shout out from the roof tops to let customers know you are unique? Your first step is to do some soul searching and find out. To assist you in this task finish the statement below.  It’s not an easy activity and it may take some time to figure it out but when you do you will know what sets you apart from the rest.

I am the only one that…

Here’s an example to help you along.

At On The Edge Fitness we are the only fitness education provider that can take students from earning their personal training certification right into business start-up.  The educational experience is tailored to match your schedule, preferred style of learning, business and career objectives. Your needs are carefully reviewed and met by our diverse team of fitness and business professionals who provide their unique combination of experiences in order to help you learn, grow and thrive in the fitness industry.

If you position yourself uniquely in the marketplace you will be able to carve out a special place in the customer’s mind so that loyalty is not only created but also has a long life. As one of only a handful of fitness business coaches in Canada I can attest to the value of being different. When you clearly know where you are positioned in the market, and what unique talents you have to offer, it makes it easy for customers to make the decision to do business with you.

If you are a personal trainer one way to differentiate yourself is to be clear about what target market you serve. Being a generalist doesn’t have the differentiation factor needed to stand-out. Decide what market you want to go after and then become the expert in serving that market.

Discover as much as you can about the people within that market by becoming a market detective. Get to know every intimate detail of the wants, needs and desires of the customer. Then and only then can you start to create some strategies around serving these customers.  How do you find out their needs? It’s simple. Talk to your customers.  Take every opportunity to learn as much as you can about them and what they value. Here’s an example of how a trainer talked to me about a client named Bob.

Bob is a 35 year old account executive. He is married with two children, a dog, a cat and a bird. Bob spends ninety minutes a day commuting to work everyday. He travels a few times a month for business and on weekends and plays hockey with the boys.  He enjoys the camaraderie of the boys as they drink beer and eat fried foods. He often talks to this trainer about his games during the session. He complains of being tired from his multitude of responsibilities. The trainer has been with Bob for six months.

Based on the case study above, does it sound like this trainer knows a lot about the client? If you answered yes, then you are incorrect. There is so much more the trainer should know about Bob after six months of training. What is his wife’s name, how about the names of the children and pets? What does he do while he drives to work? What kind of beer does he drink? Why is he so tired? What else is on his plate? What type of house does Bob live in? What kind of car does he drive?

Now you might be thinking, “Do I really need to know all this to trainer him?” No, but if you want to differentiate yourself you may want to use customer service as a way of standing out from the crowd. How can you use the information you learn about Bob to do that? Well since his commute is so long maybe you can make him a mixed CD of his favourite music or suggest he listen to podcasts while he drives. You could offer a package of pet grooming services with training so he can get his workout while the pets get cleaned up. There are many mobile pet spaws available. This would save him time. You could create a workout for the family where everyone gets to play together. I’m sure he doesn’t have a lot of time to spend with his family so this would be a bonus to him and his wife.

In order to be different you have to think differently. If you go down the same road where everyone else travels you have less chance of getting noticed. The secret to differentiate or die is to grab people’s attention, be different and take a risk. Otherwise you are just the same.

In the movie Madagascar 2, Escape from Africa the eclectic group of run-a-way animals find themselves in Africa.  On the plains of Africa they stumble upon herds of animals just like them. Marty, the zebra thinking he was unique finds out that he was just like everyone else in the herd. Once he was amongst the crowd he was no different and even his best friend Alex the Lion couldn’t pick him out. Obviously Marty was very upset by this because he thought he was special and not like everyone else. He was devastated to discover there was nothing special about him at all. However, as the movie progresses we learn that Marty really is unique because he was willing to do something the others in the herd wouldn’t willing to do which was take a risk and break away from the herd. The others were content to remain as they were.

Which zebra do you want to be, the one that steps out and, takes a risk and dares to be different or just another member of the herd?