Fitness Business Lies: The Know Like and Trust Myth

What’s the Know, Like, and Trust Myth? The fitness business lies you’ve been told weren’t always lies. They’re often carefully hidden in a partial truth. At one time they may have been true. Right now, during corona, and in the future after the pandemic is under control, there is one specific myth I want to tackle here. It’s this:

Customers need to know, like, and trust you.

If you’ve been in business and done a little marketing homework, that’s what you’ve been told.

But what’s replaced it most recently is another kind of like.

The customers who will buy from you need to believe they are like you or you are like them. They have to see themselves in you. Even if they aren’t there now, if you ignite or reignite some desire they have, then you are closer to creating a fan, a follower, and a customer. 

Three Types of Customers

  • The Know, Like, and Trust You A Lot Already!
  • The Know, Like and Trust You a Little
  • The Longest Nurture Relationship

This last group needs a lot of nurturing. It’s your job to make sure you have content for each of those types of avatars. The first group is ready to join you and take action. They want to start you just need to give them a simple point of entry.

How do you increase your “Like” Factor Faster?

Share you. Business is getting personal. Think about it. You’re in people’s living rooms, kitchens, and ears. With the increased likelihood you’re doing business online if you’re going to stay in business, you need your content to feel like it’s on that intimate level too.

A cold, quote unquote, professional presentation is not going to warm up a cold audience.

A Story about Getting Personal

I had a customer last year reach out to me. She wanted to join my membership site but she couldn’t afford the single payment. She wanted to know if I could split it so she could do the more economical annual payment but split in two. She explained her circumstance. She had a young adult daughter with Down’s Syndrome, she was working full time and trying to juggle selfcare with it all. I called her personally.

Her daughter heard me leave the voicemail and ran upstairs to tell the mom that someone called, and she thought she recognized the voice as someone she knew. It turns out the daughter was also doing the workouts with her mom. You may or may not know Down’s Syndrome patients also have weight issues that predispose them to health risks.

That’s the kind of personal reach you want to have. If you ever called and talked to customers live they feel like they know you personally, not just as some authority figure.

Ways to do this:

  • Do a quick home tour.
  • Show your morning routine.
  • Show what’s in your gym bag or your fanny pack when you go for a hike
  • Prep meals for the week in a live video
  • Share a “10 things you didn’t know about me”

Leave your professional, cold voice at home. No one wants it today. They need connection with people not a business. If you’ve done okay doing it your way with cold, professional, made-up, dressed-up content before this, try getting real. You’ll accelerate the connection and improve your know, like, and trust factor in a much more authentic way.

Last Note

You may have imposter syndrome and think you have to convince people of your qualifications and justify why you by being falsely “professional.” For others it’s potentially not the first thing of importance. They want connection.


Flipping 50 Fitness Specialist

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