Are your blogs and articles about the “average” person -why they should be

 In Attracting Clients, Marketing

IF SHE CAN DO IT, I CAN DO IT!

That’s the effect you want a story, a testimonial or an image to have.

There’s no mistake that using an in-the-news headline about a celebrity or juicy story may get your email read and shared. Yet, writing about that celebrity, unless you’re a celebrity trainer in NYC or Burbank, isn’t necessarily going to make you connect with your customer in _______________. (insert your local)

What does your average person – your usual client –  worry about?

  • What’s for dinner
  • How to eat well if she’s going to a party
  • What she’s going to wear
  • Whether she can make it to the gym 3 times this week
  • Whether her feet will hurt if she tries to do the walking she knows will help her lose weight
  • How to eat real food so she can tailgate, go out for dinner, do the trip to Mexico with friends…

So if you’re sharing stories (or only stories … or a great percent of stories) in your blogs or articles that are about people not relevant to 80% of your target market, how will they relate.

If you’re writing about 80year olds who are doing things you’re not doing and you’re 28? or 40? how will your customer relate to the story and get to the…”If she did that, I can do that!” conclusion that is your goal.

Find examples, not on different continents, or across the nation…

  1. in your own state or region
  2. in your neighborhood
  3. in your gym community
  4. clients and customers

and yes, that list above went from least (1) to most relevant (4).

Talk about someone alive! Better yet, let someone else do the talking, The person themselves, or a person who knows them and is inspired by them.

There needs to be some sort of…. do this… “so that you can” conclusion …where you connect the dots. People won’t always get it.

These stories are so valuable. Much more so that you ending a post or blog with “our personal trainers would love to talk with you” or “not is the time for you to work with our trainers.” When you do that you take a testimonial story and reduce its value.

It should be able to speak for itself. An annotation (clickable link) using words that are simple for someone who wants to take action is all you need. The right people will click. The wrong people will not but they also will not be offended by your salesy pitch.

When you choose to use your words to connect with customers, you get but a few chances. If you don’t give them something valuable, tangible, impactful… they’ll stop reading. Meaningful words get actions. Useless words about things a prospect can’t relate to moves them further from you.

Who is a great example of your target market? Start listing people who are 10% or 20% ahead of the game. Then find 30-40% better or more unique than others. A “call” to Facebook fans or your email list will reach them. Ask them privately then to share their story. This is your hotline to the customers you want to attract. Don’t go searching for a 1 in a million…when you may have the example that a million customers could relate to in front of you.

~Debra