What’s the one skill every fitness & health coach needs? Copywriting.
Copywriting for fitness & health coaches is not taught in school or in traditional certification courses. It’s definitely not taught in English lit and it’s not taught in communications 101.
Yet, now more than ever, you’re going to connect with a client online first. So, with everything from your social post, your business page, or your website before you’ll ever get a chance to talk in person – what you say is the difference between it being you and someone else that they hire.
That is copywriting.
It’s not an accident. [Or if you’ve gotten lucky, it’s time to nail down just exactly why that’s true so you can repeat it on purpose over and over.]
Your business may have shut down, been closed during 2020, but your emails and your social media wasn’t. If you didn’t have MORE engagement on your social media and higher email opens and clicks, something needs attention right now. If they’d depended on you for health and fitness tips and knowledge before the pandemic and then stranded at home they no longer did? You need to look hard at why they wouldn’t have.
- Did you miss the opportunity to nurture them when they needed guidance and connection?
- Did you miss the opportunity to share resources and solutions to new problems during the pandemic?
- Did you, in not knowing what to say, stay quiet?
So many fitness pros did one or more of those things. But others stepped in and stepped up. And you can still make a comeback.
Whether you are trying to survive and make that comeback, or you’ve transitioned during the pandemic and want to make this your best year, you need copywriting skills.
You Can Delegate, Once You Know What to Manage
Even if you think, someday you’ll hire a copywriter. Because no one will ever know your customers the way you do.
I’ve hired Facebook ad managers and then took back the copywriting because he didn’t know a clue about the words to use and how to use them. In doing so, we had a 80% return on ad investment in the last 3 months. I want to do that all day every day.
What’s New and True Now
The world has changed. What you did pre-pandemic will not work. Problems you solved before are not the same problems people face now. Will weight loss always be a thing? Yes. But if you miss the fact that we’re post- pandemic and the incentives, motives, the what people are willing to do has changed dramatically, you’re message is old and it is ineffective.
If your ads simply speak to the need to exercise but ignore the emotional reasons your customers each uniquely get started, you’ll lose. Even if you have the better program. You have to give them what they want, based on the emotional reasons they want it.
If you’re going to continue to sell the same service (as pre-pandemic) only simply “online” and think that’s a post pandemic model, copywriting changes alone may not be the only change your business can use. But it’s a start.
What is the one thing every fitness & health coach must have in order to connect with potential customers?
Copywriting.
There’s no way around it. You’re doing it. You’re either doing it well or doing it with room for improvement. It’s like nutrition, though. Every bite on the end of that fork either moves you closer to health or to illness. There’s no “neutral.”
If you think because someone didn’t “unsubscribe” from your email or unfollow you, that you’re doing well, you’re mistaken. You want two things from every email:
- sales
- unsubscribes
You want and need to clear your list of people who just sit there and don’t want additional services.
Gym owner? You want your “members” on a separate list from your selling emails. From that large list, you want segments of interests so you send people ONLY what triggers them. If you have someone in charge of your email communications who doesn’t know how to segment your email lists? They need training in how to use your CRM, or they need to be replaced. They’re killing your relationships with your members and leaving money on the table.
When you know how to:
- connect with prospects looking for solutions
- build rapport with those seeking support
- make yourself approachable
- position yourself as the credible expert guide
- provide ethical emotional pull that moves someone to action
….you remove almost all obstacles to growing your business.
You may need to be in front of more eyeballs but that is an easy fix. Before you do it, you have to know what you say is working.
- Your social media posts get engagement.
- Your emails get open. Your videos get watched.
- Next steps to work with you get taken.
Before you read further, one question:
Do you believe what you do improves the quality of life for the people you want to work with?
If yes, then … this really IS for you.
Think about the most important moments in your life.
- Will you…
- I do.
- I’m pregnant.
- He’s gone.
- I’m so sorry.
- I love you.
- You’re the love of my life.
- He’s perfect.
Pivotal moments in life are defined by words.
Answer these questions:
Do you serve women?
Do you want to know them better than your competition?
Do you want to be more confident when you push “send” that you wrote a strong message your audience will love?
Do you want to know exactly how to increase your sales, your social proof, and your following?
If you said yes, then I have something for you.
Five years ago I had a small email list and a small monthly revenue of about $5000. I don’t know if $5k sounds good to you or not, but considering my rent was $3000/mo, it wasn’t pretty.
I had started O-V-E-R at 49. Let me be clear, literally started over. This wasn’t a hobby, I had no spouse to rely on, no “real” job (I quit), and that first year I invested a lot more money than I made, to the tune of putting my house up for sale. It was dire straights. Can you imagine pawning jewelry at 49 to pay for Facebook ads? Did that. Saw a therapist for the first time, who asked if I’d thought of committing suicide. (I hadn’t, and since she waited until the second session to ask, I thought, hmmm…. wouldn’t that have been a good 1st session question? and stopped my therapy sessions with her immediately).
So, if you’re thinking, well that worked for her, but it won’t for me, or it was easy for her, she’s been doing this so long… Think again. Yes, I’ve been a fitness pro for 37 years, but I gutted my life and my professional income in 2013. And I wasn’t born with a silver spoon trust fund either. I had $13,000 in my bank account at one point, and zero assets except my car left. Scary AF.
And today I can say I make 6 figures a month. Read that again.
What I did isn’t rocket science, it’s copywriting.
I love my customers. And if you feel the same about your customers – more than “what you do” it’s got to be about them – then you can create ANYTHING.
I’m going to teach you how to connect, build rapport, move into action…. ethically in a way only you can… so you can stand out and have a unique relationship no one else can copy. (They’ll try. Trust me they’ll try. The ones who don’t have copywriting skills will copy when they see what’s working, but they can’t steal the things I’m going to teach you).
For the first time I’m teaching content from a book (to be published later this year) on Marketing to Women for Health & Fitness Professionals. It’s called Copywriting for Marketing to Women and happens July 21, 2021.
This is a bonus training workshop for the Flipping50 Specialist Mastermind. I’m opening it up to you because there has never been a more important time to dial in your message. Not in your words, but HERS.
No woman buys something unless she feels the right thing before a purchase.
Here’s what I’ll teach you in this 3-part workshop:
(I promise the time will fly and you’ll wish it was all day)
- 5 Profiles of Female buyers
- 12 Emotional word families that work (ethically) to move women to action with you
- How to Write Copy Others Want to Copy but Can’t (you have something no one else does)
- How to write sales pages, emails, social posts, craft titles, subject lines (and to tweak existing copy so it performs better)
Here’s What You’ll Get:
=>5 Templates for infinite use
- Emails
- Sales Pages
- Social Media posts
- Titles
- Subject lines
=>3 Hours of Workshop time (so you can write that sales letter in session, not leave confused or overwhelmed)
=>Real time feedback during the session (block your calendar so you are there live!)
…So that you’re confident your emails touch lives, and evoke emotions that make your ideal customers want to take action… with YOU.
…So you can stop doubting whether the world needs one more trainer or health coach and whether you can really do this with your definition of success.
Click the button and register. Seriously, I made this crazy to say no to. How much do you charge per hour? Do a session and make this work. A $97 workshop that up levels every single message you write, speak, post, email, and video? Could make you a million dollars. If you need help realizing that, I’ll work on your mindset too.
Limited… Don’t Miss Out
I’m only going to take a limited size group to join my mastermind members so everyone can get feedback about their content during the session. Save your seat right now.
If you already have copy, you can bring that and tweak it. If it’s not performing, you’ll learn how to get it to perform. If it’s good, you’ll learn how to make it great. If you don’t have copy, you’ll create some that is rockstar out of the gate.
And you’ll learn how to systematically review all of your copy to attract more of your ideal customers.
