An important part of any personal trainer’s marketing strategy should be an effective USP (unique selling proposition). Crafting a great USP that sets you apart from the other thousands of trainers out there will help convince potential clients to sign up for your services. In their book A Personal Trainer’s Guide to Wealth Creation, Brad Sheppard and Jason Urbanowicz outline a few steps you need to work through to develop a USP that will market your personal brand…
- Define your target customer
Think of the specific niche that you want to target. Identify their individual needs, frustrations, desires, concerns, goals and opportunities.
- Write down your customers’ problems
Focus on your customers’ thoughts and self-image. You need to make them feel great about themselves.
- Write down how you can solve these problems
Brainstorm ways in which you can actually tackle customers’ problems.
- Be unique and different
You need to stand out from the crowd. You need to be yourself, an expert in your niche.
- What can you guarantee?
Make sure this is something that you can provide all your customers. Every personal training business should have some type of guarantee.
- Condense your USP into a clear, concise sentence.
It needs to grab the attention of potential clients and work well in any conversation when you’re trying to sell your services.
- Use your USP on all your marketing materials.