How to Attract Tons of Qualified Clients with Your Copy

On your website, or other fitness marketing pieces, if you really want to attract a lot of qualified prospects, you need to know exactly who your ideal client is. 

For starters, you'll want to know things like:

Are they male or female?

Where do they live?

What kind of house do they live in?

How much income do they make?

Are they single or married?

Do they have kids?

What magazines do they subscribe to?

What T. V. shows do they watch? 

And most importantly, you really want to know:

What keeps them up at night?

What are they afraid of?

What irrational fears do they have?

What are they emotionally in pain about?

What are their desires?

What problem are they looking to solve?

And why?

What do they want out of life?

When they're searching on the internet and land on your site, what is the conversation that is going on in their head?

What are they thinking about?

What hesitations do they have?

What are they guarded or defensive about?

What makes them nervous?

What makes them passionate?

What do they really want?

You want to dig as deep as you can and get a clear cut picture of exactly who your ideal client is, and then you need to speak specifically to that person about what keeps them up at night. Talk to their fears and their pain. As Robert Collier said, you want to continue the conversation already going on in their head.

What's made them seek you out?

After you identified and addressed in your copy the exact problem your ideal client is looking to solve, then you want to show them how you can help them alleviate that problem.

There's a formula that works extremely well popularized by Dan Kennedy. It goes:

• Problem
• Agitate
• Solve

Get their attention by addressing their problem, agitate the problem by speaking on an emotional level about it, and solve the problem by positioning yourself as the solution.

If you try to attract everyone with your message, then you're going to turn everyone off. People want someone who understands them and specializes in fixing their particular problem. They don't want someone who's trying to be all things to all people.

They want someone who really understands what they're going through.

Before you write one line of copy for your website, I suggest you sit down, close your eyes and really get into the mind of your prospect. Experience the world through their eyes, feel their pains, fears and frustrations. Really get into it and literally BE them.

Then I'd either mind map or list out everything about them you know, especially the psychological stuff, so you can have a clear cut picture of exactly what you want to address in your copy.

Position your fitness business as a speciality service.

Bottom Line:  Identify your ideal client, especially what's going on in their head.

Write your copy to address that problem, let them know you understand what they're going through, and then show them how what you have to offer is the solution they're looking for.

Instead of trying to be everything to everyone, just help your client sleep better at night, and you've won the game.

 

By Chris McCombs

Chris McCombs is a Health Club marketing and Mixed Martial Arts marketing expert, Chris has also owned his own personal training business for years in Southern California. Chri's focus is on helping people in the health and fitness industry who serve local markets to make more while working less.