Lean, mean, marketing machines: promoting yourself is key to improving your business - Clip `N' Post

American Fitness, May-June, 2002 by Debra Atkinson

1. Increase your exposure and create relationships with potential clients by conducting adult education classes at local schools. For example, teach a class on weight training, flexibility or running a 10K race.

2. Let your clients know you are available to provide a program for their organization. Volunteer to do the same at a retirement community or school group.

3. For audience feedback, follow up speaking engagements and presentations with a survey. Ask questions like "Did the topic interest you? Was the information new or useful? Would you recommend the speaker? Are you interested in a free consultation to learn more about programs available through (your name)?" Also, include an area for their name, contact information and additional comments.

4. Keep your business cards and letterhead simple--one color and one sided. Computer generated letterhead can also be useful. Present yourself as a solid, no-nonsense trainer. Deliver excellent service and your clients will appreciate the lack of flash in your business card and letterhead.

5. Be creative with programming. The old saying goes, "Necessity is the mother of invention." Rather than investing more on equipment, use what you already have in a new way.

6. Promote self-care by reinforcing your clients' decisions to continue training. Encourage their exercise commitment and listen to their affirmations.

7. Encourage gratitude. Draw your client's focus to what they have versus what has been lost or how they are cutting back. Keep them present.

8. Offer small group or partner training--both you and your clients will benefit. Guarantee satisfaction for all by choosing clients who have similar goals.

9. Seek continuing education to stay current, motivated and provide a way to network with other like-minded professionals. Keep travel and accommodations expenses low, so every dollar goes towards your continuing education. Be aware of local workshop opportunities and correspondence courses.

10. Follow through. Make the effort to service the clients and contacts you already have. Retaining these clients and receiving commitment from those who have expressed interest is easier than marketing cold.

Debra Atkinson has been a group exercise instructor and personal trainer for 18 years. She holds an M.S. degree in Sports and Exercise Psychology and currently teaches applied fitness courses for exercise science majors at Iowa State University. She owns Midwest Fitness, a personal training business servicing clients primarily in their homes.