How To Provide Proof

The first thing we need understand as fitness business owners and marketers is that our prospect doesn't believe us (and they don't necessarily want to believe us, because that means they'll end up spending money). People have been scammed and smooth talked enough times to look at advertising through the skeptical glasses of mistrust.

To overcome our prospects skepticism we need to provide proof of the results we claim to achieve, proof that we're a real person, proof that we are who we say we are and that we do what we say we do.

Here are a few different elements of proof that can dramatically increase your response rates:

Testimonials ( video, audio, and text) - Testimonials are one of the best ways to supply proof that you're legit and your service works. You can talk to someone about your service until you're blue in the face and your prospect will take everything you say with a grain of salt. But if you can get other people to do the talking for you, you're prospect is much more likely to listen. Video testimonials are best, but audio and text testimonials including pictures work well too. I find the best is a combination… some video, some text and possibly some audio.

Before-and-After Pics - Provide pictures of the results your clients get. Since you claim to produce a specific result, provide proof of your clients getting this result.

Demo Shots and Videos - Provide action shots and videos of you or your staff (if you have one) working with clients. This will further provide proof that you are who you claim to be and not some fly-by-night scam artist.

Signature - Provide a scanned image of your signature in at the bottom of your copy.

Test Results - If you can provide test results from actual clients by all means do so. This can be graphs showing your clients body composition changing over time, weekly before and after pics of clients taken from when they started with you until they achieved their goals or any other kind of measurable result you can show in images, video, charts, graphs and numbers.

Awards, Seal of Approvals or Certifications - Any kinds of certifications, awards you've achieved or seals of approval ( like BBB logo)  you can display should help your conversions. It makes you look much more credible.

Far too many trainers think that just because someone see an advertisement that says "Personal Training" or "Best Personal Trainer Around" that the person is going to automatically going to call. This just isn't the case. A solid personal training marketing strategy needs to be founded on solid principles of persuasion.

There are many things you need to do when someone picks up one of your personal training and fitness marketing pieces, and providing proof that you are who you say you are and get the results you claim to get is one of the most important factors in this equation.