The Voice for Fitness Professionals Podcast

10 Parts of the Ultimate Free Consultation to Get More Clients

If you offer a free consultation to get more clients, you may have any one of these problems:

  • Getting people to book sessions
  • Getting people to show up for sessions
  • Making a sale from the consultation

Then there’s what if you don’t make a sale at the consultation, if that was the purpose of it, what you do next with that lead.

Stop the Anti-Sales Chatter

Let’s be clear that I totally understand none of us wants to be salesy, pushy or sleazy. So, since I didn’t even mention that ‘til now, I want you to do a selfcheck here on how you even feel about this whole episode title and the topic of sales. Unless you’re going to work for someone else, and even then, if you can’t sell, you’ll never be in charge of your own destiny. People who can sell, run the world. The people you can help need to buy your services.

Improving your success at any step of your consultations will help your business. Improve your success at every step will boost your business significantly.

>>If you aren’t a part of a mastermind or a sales and marketing strategy group so you review: how you get leads

  • how you convert leads to customers
  • how you get more value from every customer
  • how you renew and keep customers
  • how you get more new customers from current customers

…it’s time to be sure this is a part of your business, every week. The earlier in your business you start, the sooner you realize, if you didn’t ask anybody to become a client today, no one can say yes.

Before you even take any of the suggestions I’ll list in this episode, I highly recommend that you start tracking your statistics. Look at your insights. Listen, you can do that on a platform like Facebook or Instagram that you don’t even own, so if you’re not looking at every move you make in your own business, what are you doing?

free consultation to get more clients

Track these things:

  • Month/week/day
  • Number of consultations booked
  • Number of consultations conducted
  • Number of sales from consultations
  • Number of sales from prior consultations
  • Number of “no” at consultations
  • Reasons for every missed sale
  • Number of total sales

You or Your Team?

If you personally don’t do every – or any – free consultation to get new clients for your business track anyone on your team who does.

Should they be? Or should they have additional training? Average closing percentages in the business are about 40% for consultations. But if you do a good job of preparing people before they get there, I believe they should never be lower than 50%.

Look, most of us did not go to school to learn sales, or persuasive language, or copywriting. I’ll bet that the courses and continuing education that you’re taking are all about conditions, and training strategies, or joints, or something you feel lacking in as opposed to something that will help you get the clients you want to train with that knowledge.

Don’t be the best kept most educated secret.

It takes sales: do well at marketing and the sales is easy

If you’re not a part of a group of people supporting you to grow your business, your profit and identify how to keep the money you make by being smarter about expenses – so that you don’t out-educate yourself, instead of marketing yourself, find a way to fix that. If you want to be in charge of your own future, and the revenue and profit you make, you know how to sell. You’re good at it and you enjoy it. If you’re not there you can learn. It’s the path to helping people. If you have a money relationship that is damaged, you’ve got to fix it and that’s another episode.

If I could have shared that message in thousands of trainers that I’ve met from university teaching, managing personal training department, and presenting internationally, it would be that. Yes, of course, you’re passionate about the workouts and the learning more as you should be, but the presenters you envy and love … don’t even have the life and freedom you want. Make sure you’re following someone who both loves their life and has built the business.

Is a free consultation to get clients a good idea?

It is if it works. But look closely at who books and how long they’ve followed you and been looking. A free consultation is a big, huge, first step for someone who is intimidated, feels like a failure, and doesn’t want to be judged. So that leaves about 15% of the population who are already quick decision makers and they’re ready that will be most likely to book a session.

If you’re not careful with them, you could talk them out of it. They’re already annoyed that they can’t get started and couldn’t figure out how to buy what they wanted.

So, it’s clear you have to be clear. What is your objective for the free consultation? And what is the message you send the potential customer about this free consultation? If you don’t send them a message about this being the time when they decide WHICH way they’re going to work with you and take care of all the details of getting enrolled, but that’s what you intend? Then they may expect a free session that will show them what they need and how to workout so they can do it on their own.

free consultation to get more clientsWhat Happens If They Feel Misled?

Imagine how they feel if they don’t get that. Not likely that if you shock them at the session and there’s no exercise, or assessment, that they don’t get what they wanted they’re going to be excited about working with you after that.

Imagine instead that you’ve asked exactly what they want at the session, so that you can give it to them. What if you share with them the exact process of how the meeting happens and the objective, and what they’ll leave with before the meeting. Then you remind them of how you’ll spend time during the consultation during the first few minutes, and then you summarized the session at the end. How will they feel after a session like that?

If you’re nodding your head, you get it. We all like to know. Clear expectations make a huge difference in our satisfaction of an experience. So, those big signs and invitations for a free consultation with a trainer or a health coach or nutritionist are a big mistake. Give them some description. Start with who this is for, who it’s not for, what you’ll learn, and what you’ll take away.

10 Parts of a Free Consultation to Get Clients

1 Free vs Fee

Paid – flat

Paid – and applied to first purchase

2 Preview & Screen

A survey before they can book

3 Reminder

Email, text

You’ll contact if they don’t arrive on time

4 Overview

The way these sessions go…

Ask permission

5 Middle

The more they talk the better



6 Pre-Close

If I could …

Would you like help with that…

7 Close

Would you like my help with that?

Take care of the details

Here’s what to expect next

Many of my customers ask to add ___, do you want to do that too? If you’d like to I’ll add that for ____ off. Or you can get it later, if you want to think about it, at the regular rate.

8 Follow Up – immediate

Same day for either a thank you, or for the links to complete transaction

9 Follow Up – a couple days

A down sell for those that didn’t purchase and a check in for those that did

It wasn’t the right time to do ____, I do have this group/program, starting and I have some spots left, and I thought of you

10 Follow Up – long term nurture

Is now a better time?

Are you still interested?

There you have it the free consultation process.

Is Passive Revenue Too Good to Be True? Affiliate Marketing

Make money in your jammies, they said. Passive revenue, they said. Are you participating in affiliate marketing yet? or unsure of how to get started?

Have you begun to do any affiliate marketing yet? Affiliate marketing for health & fitness coaches is a natural, especially now! It’s probably easier for you to list the clients who didn’t want to know what they needed for home exercise than to list those that did not ask you.

I’m in the process of reviewing all sources of revenue – something I do before the last quarter of the year to determine what I need to do more of, less of, start or stop in the next year. But now given we’ve all got to do taxes I’m diving deeper into revenue sources outside of my products, services, consulting fees, and speaking fees.

Free and Easy Passive Revenue

Passive revenue is not too good to be true. Every month it’s so nice to have that extra money drop in. It’s not like I have a specific revenue goal, unless I’m helping an affiliate with a specific launch and they are doing it through me and only me. And that’s rare.

Early during the pandemic I rounded up a blog post of all my favorites. I shot video of those items explaining why I liked them, what they were helpful for, and how to use them. Amazon was sending me gift cards (my choice for payment) regularly. I also gained a lot of subscribers by layering the YouTube videos in the blog and pointing from each individual item back to the blog. It was relevant and timely.

passive revenueChoose Affiliate Marketing Partners Wisely

That’s exactly what every one of the affiliate partners I choose is. Skincare you may be thinking, how is that relevant? Well, in my book I talk about hormone disruptors that interfere with fitness efforts. If you’re putting a lot of toxins on and around your body, they’re going to sabotage my audience. So, it’s very relevant. At least for my brand.

If you’re gorgeous or have amazing skin… your people may be asking what you use. That makes it relevant too.

I encourage you to make a list. If you are your demographic, list the things you use on a daily basis. If you are not your ideal customer, then list the things you wish they would use, and need to know. And know, sooner or later someone will ask if you want to partner with them.

I always ask two things before I say yes:

  1. Does spending time doing this take me off my mission?
  2. Is this really something that I know, like, trust and feel good about putting on my site?

My Favorite Things: Affiliate Marketing or Not!

These are just a few but some of my favorite products to share with clients. Everything you see here and I share, I know, love, and trust it before I share. I use it, own it, and or know the program and the company – often the owner has been on the Flipping 50 podcast.

I also share programs that serve my clients:

Remember again that the whole point of sharing anything – including programs with your customers and audience is to HELP THEM! Customers are already trying to crack the code… on something! Hormones, emotional eating, or for you and I Instagram, or YouTube ads, and I don’t do it all. I teach marketing strategy, consistency, and messaging. If you want an expert to teach you how to create an ad or get the best engagement on Instagram you want an expert!

If you work with seniors for instance, you might be sharing senior cell phones, alert buttons, chair lifts, and yes, they are online and if they’re not the sons and daughters seeking solutions for them are.

Start with Amazon?

An easy first step to get started with an Amazon store front as an Amazon affiliate. For me and likely for you when you find yourself answering the same questions over and over, it’s best to create a page. They ask you what scale you use, what weighted vest, what tubing or bands, or if there’s a brand you like.

I share it all on a resources page. Not all things there are affiliate, some are simply things I love and use or am asked about so very often I share them there.

Test Options for Passive Revenue

I also love to share the process I use with clients to get them better results and derive a better program for them. I do DNA test result overviews and lab overviews. It’s important to stay within your scope of practice. I tell clients the purpose is to teach them how results can help them make decisions, help me create specific questions for their health care provider, and what it might mean for exercise based on other clients results and examples.

Things That Didn’t Work or I Said No

Even passive income shouldn’t make you compromise your mission. There have definitely been some failed items sent to me to try that either weren’t successful or weren’t something I could even speak positively about. My agreement with a company is always to offer negative feedback to them and positive feedback if it’s right for me to promote.

Some of those products include: a lower back support, a painful pair of sandals, an equally painful pressure point mat.

Lesson Learned

The biggest lesson I learned and I’ll pass on to you is that if you’re not sure, I’d pass. The lack of authenticity if you don’t love it, will deem it ineffective. And it takes time to vet those things. So I would definitely pass if you aren’t going to promote it a lot or you don’t love it.

If you want to go and look at some of your affiliate marketing options, you can also start at an affiliate center – it’s like a hub for affiliates. Some of your favorites and mine like Power Systems, Perform Better, and Road Runner or JumpSportfor instance use the platform to operate their affiliate programs.

5 Easy Organic Ways to Start Affiliate Marketing Now You’ll Love 

  • Add a resources page to your website
  • Create gift guides for specific holidays
  • Create a top 5 list cheat sheet
  • Insert a link or image into a relevant blog
  • Link to items in recipes or workouts

Sure it can really be passive revenue and it will be less than if you put a little thought into it. But overall, it doesn’t take a lot of effort to bring a lot of good to your customers and to your business.

Some months I have a few hundred and others it’s a few thousand extra dollars to the bottom line. Like anything you do want to plan your promotions to make the most of it. In the mastermind group we’re running this year, I’m sharing exactly the things I use, especially the ones that help my clients solve problems they’re asking me about.

Your Own Affiliate Program Creating Passive Income for Others

The flip side of affiliate marketing for someone else is creating your own affiliate marketing program. Do you sell a program or package that you can afford to gift a percentage of to a partner? Consider if you had to advertise for that customer what the cost would have been and that if the referral comes from a friend it’s likely to be a great customer.

Don’t give your time away however. A small percent is given if you’re giving away your time coaching or training. On digital programs the percentage is usually 40-50%, or sometimes a flat fee. You may not yet be ready but think about who you would partner with if you were. Start building relationships now.

Learn more about getting started in the Mastermind at one of 3 levels while this crazy perfect storm is yours.


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Is Imposter Syndrome Stopping You From Fitness Marketing?

So, imposter syndrome. First of all, let’s define it, it’s that feeling when you’re ready to go live but you have this feeling or thought of what’s everybody gonna think? what are they going to think when they see this? What if they knew that I don’t know all the answers? What if I’m live and somebody asks a question that I can’t answer? Those are just a few of the questions actually that came up this week.

In the last six days I’ve been doing a build your business boot camp for fitness professionals, primarily females helping other females in midlife that may not be your niche, but the things I’m about to talk about with imposter syndrome belong to all of us.

You’re Not Alone

No matter what level you’re at, one of the things that I want to assure you of before I go any further and help you break through the imposter syndrome that we can all feel is that everyone does experiencing it, everyone experiences it at every level. And what I mean by that is if you’re teasing yourself and imagining that when I get to that place, maybe you’re looking at someone else who appears to have all of it together, or all have their shit together. And you’re thinking when I’m in that place in that position, then, then I’ll have confidence, then I won’t have that imposter syndrome because really that’s what imposter syndrome is all about. You lack the confidence in yourself.

You Do Deserve It

Somewhere deep down you don’t believe that you deserve it. Now, that’s a topic for a lot more than a 20-minute podcast, and there’s really one I give you here is something really short and sweet to take away, and some tips to maybe listen to, or habits and routines and rituals to get into before you go live. That will get you up. Excited enthusiastic and remind you, who you are. It actually is very helpful to talk about a topic that makes your blood boil a little pain. If you feel that there’s an injustice.

The World Needs Your Voice

Among those fitness, quote, unquote, professionals who really aren’t qualified, who really can’t help, who are making mistakes because of not intentionally, but because of a lack of education. Do you know, quick fix, crackerjack box certification that really is a weekend certificate. That doesn’t allow them to really be working with some of the people who’ve got special injuries special conditions and need TLC. And you know, that what’s between you and helping that client. And the person who got them, who’s helping that client is very likely being in the right place at the right time with the right message that my friend is marketing.

Get Angry

So, if it upsets you that someone who’s unqualified can win that customer because they have the better marketing strategy. Okay then think about that before you go live. Because if you don’t get your message out there. Strong enough, you don’t get your message out there, frequently enough. And you don’t get your message out there with enough heartfelt clear conviction. You can’t win clients.

And if you can’t win clients you can’t help clients, and if you can’t win and help clients, you can’t win revenue, and you will then convince yourself that you are an imposter you can’t make any money doing this and you have to get a quote unquote real job. Is that where you want to go. So, wow, that went downhill quickly didn’t it.

Everyone Has Imposter Syndrome

So let’s back up, back to this place. First of all, everybody feels imposter syndrome, on a regular basis. I would guess, daily, if they’re actually putting themselves out there and listen here’s the thing, maybe this is the gauge of whether or not you are actively doing enough in your business. And that is if you don’t feel imposter syndrome on a regular basis, you’re probably not working hard enough

At outgrowing your current comfort level.

Get Uncomfortable

You’re not stretching yourself, you’re not reaching new people, you’re not being the first one to walk into the room and stick your hand out and be the one approaching someone instead of waiting to be approached. And what I encourage you to do is if you’ve got a mentor somebody that you really respect and you can open up to about questions you’ve got, knowing you don’t have to have all the answers without certain person. I would ask them, Do you ever feel this way?

Everyone Has Imposter Syndrome

Here’s what I know, from mentors. When I first began spending the kind of money that I do now for masterminds. When I first plunked down my first $20,000 for a mastermind on an annual basis. First of all, I had never joined a mastermind for anything less. I just went right for the top, pretty much the way I went from doing a sprint triathlon to doing an Ironman distance, most people work their way up. I was all in.

And when I did that, the first day of the first mastermind of the year. I walked into the room, and I literally met that coach at the door and I said, Okay. Have you ever felt like a really small fish in a really big sea? And she said, all the time, she said I put myself there on purpose, said My goal is to always be the most naive person in the room. I want to be surrounded by people who were smarter than me, who I can learn from it doesn’t do you any good to be surrounded by people who know less than you do, or who know just the same as you do so that you can share ideas back and forth.

To Grow

You have to be surrounded by people who have a difference of opinion, who have different experiences, and who can help you grow and stretch, because they don’t always think that everything you say, is correct. And it’s very uncomfortable, but I still do that, and it’s now five years later, I’m reaching out to even more groups and doing the very same thing. So being the quiet person on the call or on the video really doesn’t help you at all.

Getting Over Imposter Syndrome

How do you get over it though, because saying you’re not alone, not so much helpful when it goes to the lights on, that cameras pointed at you, and somebody is waiting for you to talk. I want you to remember this, that it’s about them. And I first gave you that one tip, if you can think about something that gets you upset.

Like, There are so many marketers out there, winning people over by their quick fixes by their fast game z sales the, this is going to work and you’re going to lose 14 pounds in 14 days, you know there’s a lot of that out there in January, but listen there’s 11 more months in the year and it happens all year round and you know it, and soda why. Think about those things.

What’s Your Why

Because if you don’t speak up, if we don’t have more voices out there saying the right thing, then it is the squeaky wheel, right, get the grease. It’s true. The message people hear over and over and over again. Are is the one that they’re going to respond to. If you go dark and you go quiet. There’s not much response on the other end right?

It’s About Them

So, think about those things and then remember, it’s about them. When you’re about to go live if you start all getting up in your own head about what are they going to think, you know, are they going to think you’re trying to be some big thing you’re in your own head. You’re in your own ego worried about little old you and your quote unquote reputation will listen sister, maybe brother, I don’t know who’s listening, but maybe you think a little bit too much of yourself.

Maybe you don’t have a reputation and maybe they’re not even thinking about you in the first place. And the whole goal of you going live is not about you. It’s not whether your hair is actually bleached as blonde as you want it, or your teeth are as white or your hair is combed correctly or not sticking up. It’s about the message that you’re about to tell them how strong, are your conviction in that message and getting it across.

Be Human

Do you know that it doesn’t really even matter if you get a little tongue tied, while you’re on a live video, because that’s human people actually need to be able to relate to you. So if you take 10 takes to get it perfect. You’re probably never going to be satisfied with any one of them. You’re always going to be imperfect, that will never be good enough. And all those messages my friend said gently with respect, are about something in your past, somebody didn’t think you were good enough and gave me that message. Somebody was always critical of you. I don’t know who it was, but they’re not here anymore.

What Do They Need?

And now it’s up to you to shake that off and think about the people on the other side of the camera, and make it about them. What is it that they need to hear from you. What is it that they need to hear from you right now today before they go sit down on the couch instead of taking a walk before they go to the cupboard and get something with a barcode, instead of going to the refrigerator to get something that was recently alive, what do they need to hear from you.

Right now, today.

Define You’re Why

The next thing to help you get out of that imposter syndrome is really to think about what is your why. And a little secret. So I’ll share a little piece of one little inkling that we did on the five day build your boot camp challenge. And that was having a riveting go on and talk about their why. Because, what is your why is the reason that you will be there in the first place, you’ll be reminding yourself as you reconnect with your audience, they need to like you. Yes, but more so they need to believe that they’re a little bit like you that you’re like them.

You can’t be up on a pedestal and perfect. Isn’t that ironic. The reason that you’re going to stop yourself that you’re feeling imposter syndrome is because you feel like you have to be perfect, you have to know the answers to every question in the universe that a client might possibly ask you. And if you don’t, or if you don’t have a degree and you don’t have a certification in this and that thing you feel like oh I’m not quite ready I can’t really do that, you know, it’s crazy, because nobody has all those things.

You’ll Never Have All the Answers

Nobody ever knows all the answers in every instance in every situation. And you wouldn’t expect that of anyone. Think about your mentors, the people you most respected, whether they were your professors or your major. Professors you’re maybe

parents maybe they were friends of your parents. Maybe it was someone in your church, those people that you really respected in your life Do they really have all the answers. Did you ever hear them saying you know I’ll have to find out. I’m not sure about that one but I will get back to you, because that’s a logical answer for intelligent people, to give.

You’ll never have all the answers, and you don’t have to be doing it perfectly. listen. Didn’t you have an overweight coach at some point during junior high or high school or even call it mean, they weren’t perfect, but yet that didn’t mean that they couldn’t be a winning coach. Remember your role. you are not there to do it perfectly. You’re there to interpret it perfectly for someone else.

Find a System, a Method, a Blueprint

It’s called Personal Training, it’s called health coaching but it’s one on one. And that really means you’re not telling them the way you did it, or how you would do it and what would work for you. You’re telling them the path the blueprint to get them there. So it takes the pressure off of your need for perfection. But let’s come back to the number two thing that I gave you. Number one was it’s all about them number two is, what’s your why go into that tell it. Why are you here, why are you not a teacher or a plumber or a nurse or a doctor or a foot salesman bicycle repair.

Tell Your Story

Why are you not one of those things instead of a health coach or a personal trainer. If you can get into that mindset about well here’s my why this is my why, because I know you’ve got one, you’ve got one is probably emotional. Maybe it’s because of what fitness did for you how it lifted you up when things are dark. Maybe it’s about saving the life of someone that you love. Maybe it’s that someone you love with sick, and with the right help and how they have this information they wouldn’t have been, I don’t know what your, why is.

But I know you’ve got one.

What If You Never Do It?

And if you could tap into that right before you go on, even tap into that as the first thing you do when you go on, you introduce yourself you tell them what you’re going to talk about. You tell them your why and then you launch into what you’re going to do. Okay, number three. I want you to think about this. This is putting fear in you. For something that could happen. If you don’t do this. So this is what I call that could have been me.

You don’t want to be in those shoes of somebody who, in a year or two or three or five see someone else who took a risk who took a chance. And look at them and say, that should have been me. You don’t want to be in those shoes. But unless you get out there, take a risk put yourself out there and start getting clear on what your unique and distinct messages.

You’re the Only You

Look, we all may be talking about core exercise or functional movement, but you’re going to describe it in your own unique way with a unique tone of voice that is a mind. It isn’t somebody else’s. And you’re going to resonate with someone listening, because it’s you. So if you ever heard Marie Forleo heard of Marie Forleo. She’s a fantastic marketer. She’s a fantastic motivator. But one of the things she will say, in her show in her preamble and her PostScript is that you’re sharing, only the gifts or the gifts that only you can share. And that is the whole point.

Don’t Miss Out

But if you don’t get started, potentially, you will still be there in that moment you felt that haven’t you somebody invents something and you think, Oh my gosh, I had that idea so long ago. I should have done that I should have done something with that could have been me or you see another trainer. And they’ve established some kind of credibility or maybe sense of sense of shame, however big or small it is, but you might just have a little bit of envy or jealousy.

Well, harness that that’s a piece of your that could have been me, or that should have been me and you don’t want to be that person in five years thinking. Had I done this, that could have been me.

Review imposter syndrome

Number one, remember this, we all have it. And you have it now. And you will when you level up, because as you level up, you will sure you’ll gain competence, but you’ll only have the competence when you’re looking down as you’re looking up to the people and the peers and people you aspire to be, like, later you will still feel like I don’t quite belong here yet. And there will always be just a little bit of that.

  • it’s about them.
  • what’s your why.
  • remember that that could have been me, that should have been me. And you can stop that from happening.
  • Remember the thing that makes your blood boil, what gets you going.

Got Comments?

All right, if you’ve gotten comments or questions, or you just want to admit that right along with me. You too, sometimes have imposter syndrome. But you’re going to commit to not letting it stop you from doing what you need to do to help the people that you know you can help.

Leave a comment below the show link at Fitness marketing, forward slash imposter. What are you waiting for, the world needs us right now, more than ever.

Need help getting your message out? Learn More About this Fitness Mastermind

How to Get Results on Instagram without Wasting Time

Trying to get results on Instagram? The platform that’s becoming a search engine, a resource for answers your clients are looking for?

My guest is the founder of Capture Social Group and the Social Butterfly course. She’s become a social influencer with a message and created a proven way to do it over and over again for her clients. Theresa Depasquale is a prior fitness pro and gets you. She’s been where you are and understands the day to day list you have.

CEO and founder of Capture Social Group, Theresa began her career as an entrepreneurial fitness expert. In 2012 She started her Instagram page and used her business acumen and marketing skills to quickly dominate the social media space by successfully building multiple large, revenue-generating brand pages on Instagram. Her own personal brand page @TheresaDepasquale has over 230k followers and is still growing today due to its motivational and educational content.

With over 10 years of online branding and social media experience she’s worked hard to master the art of online branding and social media strategy and has become the go-to for many high-level clients and companies providing one-on-one consulting and programs to help them successfully build their brand online and to grow their reach and credibility.

In this podcast we answer:

  • What’s the magic of Instagram?
  • Who is on Instagram?
  • How does anyone ever keep up with changes?

So if you:

  • want to build a brand online but don’t have time to figure it out
  • want to gain credibility and establish yourself as an expert
  • want to use social media to positively impact your business
  • are willing to get out of your comfort zone and commit to a system that works
  • Then hop below to the link in this podcast to learn more about the upcoming program.

Learn more about the next course:

Do you pay yourself first? | Fitness Business Practices

Do you pay yourself first? Meaning both do you pay yourself a wage and do you give yourself time off to recover and time you plan to workout exactly the way you’d tell your clients to?

This post is just for you. Because most trainers who have started their business in 2020 don’t yet have the business side of things down. How to pay themselves, how much, when, whether that’s moving money from one account to the other or it’s a business check… first steps first. Let’s talk about how much the job you’re doing is worth and how can show up to do it best.

Pay Yourself First

As a fitness entrepreneur I would bet you fall into one of two categories.

1 – You don’t pay yourself enough. You take a payment from your business only if you make money and you move it to your personal account when you need it.

You pay yourself less than you would pay anyone else for the same job you do. You will workout before anything else, there’s no way you skip that but you’re not as disciplined when it comes to running your business

2 – You don’t give yourself the same disciplined exercise and nutrition support as you do your clients to get. You get caught at your computer, returning emails and phone calls and writing your programs … and don’t eat, don’t get up often enough, don’t workout the way you should, drink too much coffee…. And you promise yourself that tomorrow will be better, that when you catch up, or when you make enough money it will be different.

If they’re not perfect descriptions for you, they’re very close.

How do I know? 37 years of doing it myself. One or the other or both. And even if I have made huge leaps and bounds… 2020 put me right back a few steps.

In fact, today… this year I’m committing to two things myself, I pay myself first… 1)with workouts. No more .. work straight through from 5am to 11am or noon and miss the workout I wanted to do.

… and 2) with support staff. I paid myself crap for much of 2020. As we all did, I cut expenses everywhere I could to balance the months where panic was evident and spending from customers was down. But… as business took off (and it definitely did) I continued to do jobs that could have been done by someone for $10-15 an hour instead of the value that I have in the company.

You Can Afford It: You Can’t Afford Not To

You may have always wanted to hear this from someone… the sun rises and sets with you. But in your business, it’s true. Yet, it’s not the podcast production, or the blog posts or the scheduling of clients or social media posting… it’s in the vision and the programs and products only you can make and the team of support that only you can lead.

No one else on your team should see themselves as a visionary of your business. You’ve got a problem if that’s true. You hire a team to implement the things that you can’t. Within their scope of practice – say technology – they can tell you what’s possible when you’ve described to them what you want, but YOU and only you, call the shots.

So.. if you aren’t sure how to not do it all… and you aren’t sure

  • if how you spend time is the BEST use of your time
  • how to create systems and schedules that fit with the growth you want
  • how to be more than a fitness instructor or health coach with a “certification” or collection of them

Then let’s change that.

Now Is the Time

If you have the skills, the heart, and the desire to help without the marketing and sales skills your business will be just a dream. Or a nightmare… lots of time money and energy but not much to show for it.

It’s something you like to call a business but truly couldn’t survive if that’s all you had to depend on to survive.

I know how that feels. And I know the mistakes… I’ve made them. You don’t need another certification. Even after you get it, or another degree, you need to market, to sell, to have visibility and a voice.

You’re Invited

Meet me Thursday evening January 7th. Whether you want to work with women in midlife where I’ve made my niche, or you have a niche you love, the ability to

  • create an offer,
  • increase the number of customers you sell it to or
  • increase the amount of that sale, and
  • save on expenses that are unnecessarily killing your profit

…are skills every fitness entrepreneur needs.

I’m going to host a 5-day challenge so you can grow your social media reach – organically – you won’t spend a dime on it unless you choose to. Stay posted on that… it happens in the next two weeks.

Paying Yourself First: Where do you start?

For paying yourself you’ve got to look at what you’d get paid if you were working at another comparable employer. If you buy your own insurance or would if you didn’t have a spouse you were covered under, you want to factor that in, too.

Look around a little as if you were seeking a job. What are the offers you’d consider? Is it hourly? Salary? Commission? What is the compensation package and then determine if you’re paying yourself that kind of wage for the time that you’re putting in. If not, something has to change, my friend.

You need to raise your rates.

You need to sell to more people (that is if you have the time)

You need to create an online program that stands alone or that is a compliment to your one-on-one training

Or you want to do a combination of all of the above

You Won’t Lose Clients

Now don’t panic. If the best answer for you is raise your rates because you’re out of time, and the reason is you’re in demand, there’s a good chance that when you raise your rates you not only get better clients, but you also get a bigger waiting list.

It’s just how it works. Everyone wants the best. If your marketing messages your quality and that matches the rate you position yourself with, it can work beautifully.

You’ll find potentially you’re no longer attracting those most likely to drop out. You’re attracting business owners, lawyers and realtors who are busy. They do the work, and they show up for appointments.

Making Time for Your Self Care

This one is going to require delegating. Either someone who does it faster than you, or can do for less per hour than you’re worth what you can do.

For you to remember what it’s like not to be tied to your phone or have a laptop constantly with you, you’ve got to give up some control. That’s it right? That’s the reason you won’t delegate.

Because if you go back to the hourly rate you’re worth – whether it’s $30 on average or it’s $50 or $95 that you could be earning in a session and instead you’re creating graphics for social media posts? That’s crazy when you could hire someone to do that for $8 – 15.

But you’re saying they won’t do it the way you want them to. They could. If you create ONE important piece of content called a Style Guide.

Resources Mentioned in this Episode: Scroll down to the style guide template to download

Flipping 50 Fitness Specialist

10 Fitness Business Podcasts to Grow Your Fitness Business in 2021

In this episode I share top episodes to grow your fitness business in 2021. From solving superficial problems you can handle today to identifying where you can change bigger systems and strategies for the long game, you’ll find a trove of answers.

Every one of these episodes I’m sharing was released during the pandemic and relates to the “new now” in our fitness industry. It doesn’t matter if you’re totally digital, you’re offline or you’re doing a hybrid, you’ll find marketing and other strategies at the foundation are very similar.

Flipping 50 Fitness Specialist & Mastermind Details

When You Can’t Get Fitness Clients    

I share 7 questions to ask yourself when you can’t get clients. I also shared the mistakes I made early in my career when I wasn’t getting the clients I wanted. And trust me I still make that mistake occasionally. In fact, fairly recently, a 20-minute consult turned into an hour-long session and I knew in the first 10 minutes it wasn’t going to work out. But I was so mystified I let her keep controlling the conversation. That’s a story for another day.

If you’re not consistently turning those interested people into customers I share why that’s probably true and what to do about it.

Branding for Fitness Professionals | Personal Trainers  

In this episode.. and if you like it, you should join me in an upcoming fitness pros master class to learn more about playing the long game. You don’t develop a brand with pictures. Or a logo. You do it with a message. One that breaks through the repetitious crap that people are tuning out because they hear it so often.

I had a great time talking with a photographer who CAN however get you killer photos and can do the whole package. We dished all things branding and building the business that stands out… instead of blends in. If you find yourself buying the same tights and the same jackets and doing the same poses… as everyone else… are you being you? Cause everyone else is taken. You are just throwing yourself under the bus.

There’s only one you. Identify what and who that is. Pssst… you’re going to have to be real, be who you are when you haven’t showered and made up sometimes.

No Time to Build Your Fitness Business? Step- by- Step

There is never going to be enough time to do all the things you add to your to do list. You can’t do them all and have a life and love it. So you have to work hard and focused when you’re working. Then you have to stop working and have the life you’re doing the work for. Sadly, if your work becomes your life or you hold yourself back from a career you really want saying you can’t because of your family, will you train boys to love strong women or girls to follow their dreams?

In this episode there’s no judgment about what you want but before you listen I encourage you to be honest with yourself. It’s easy to use your family as an excuse not to go for it. That way you don’t have to put yourself out there, you don’t have to worry about what people will think or if you’ll fail or make mistakes. You don’t have to learn it all and ask questions and feel vulnerable.

But you also won’t satisfy that you inside that knows you have something… you have a purpose and this is it.

Are the Words You Use Costing You Customers?

Of all the podcasts to help you grow your business in 2021 this is one of my favorite. Words, meaning the ones you use in copywriting matter. And copywriting is everything. It’s what you say, what you write. It’s the way you start an email and the way you finish it. It’s the words you write in a text. It’s the way you introduce yourself and tell someone what you do.

  • Are you a personal trainer? Or do you say something that peaks interest uniquely?
  • Do you use words that turn would-be customers off?
  • Do you know how to create an ally in your customers?
  • Do you know the difference between a positive and negative and neutral title in your subject line and how it influences your open rate?

If you’re not testing it all and looking at the analytics, you should. What would 10% greater open rate do for you? What would more smiles at the front desk do if you’re in a brick-and-mortar business? That greeting is copy. You’re either using it or not.

Listen to this episode and you’ll get curious about why you love certain restaurants. It may not just be the food. They may train their staff so well that you’re feeling the effects of copywriting.

Taking Care of You | Personal Trainer & Coach Business  

To grow your fitness business in 2021 you have to work smart and so you are simultaneously taking care of yourself. Have you figured that out while you’re getting up early, training over lunch and in the evening?

There are 3 parts to planning your business success. And that three-legged stool requires them all.

Start and Grow Your Menopause Coaching Services in 2021    

You can and should know every detail about hormones and exercise. You need to know why exactly late day high intensity is likely to throw a menopausal woman under the bus.

But without the knowledge of how to attract, and keep her for the long run you’ll never build a sustainable profitable business. And look, what’s the point of having a fitness career that doesn’t even pay the bills if it were all you had to rely on? It’s too many hours, starting early and going late, squeezing your own workouts into minutia to really be a healthy lifestyle for many trainers who really make it a career instead of a hobby.

And yet it’s too easy to make a living equivalent to a hobby. So listen to this ‘cast about what you need to know how to reach them, enroll them, and how to measure your success.

grow your business in 2021

Steps to Create Fitness Marketing Videos

If you want to grow your fitness business in 2021 you’re going to create video.

You’re going to create videos for programs, for courses, for passive revenue streams that make clients more successful when they work with you. You’re going to create video ads, and live video to talk to your clients. You’re going to create coaching videos and interview videos and demonstration videos.

If you’re afraid of the camera or don’t have a plan, this tactile episode will help you do the things that make a video better even before you turn on the camera.

The Dirty World of Fitness Conference Content             

Here’s what you have to ask yourself when you go to a fitness conference, read an article, post or listen to a podcast just like this one. Has this person – the source of the information – done what I want to do? In similar situations to mine? Consistently over time?

What proof do you have of it?

I revealed some interesting tidbits from behind the scenes of fitness presenters that are only too happy to get up on stage and teach business of how to make more money. Yet, they have never had to make the money, they’ve always collected a paycheck. So if you’re a trainer who wants to create money where there never was money, you are going to want to make sure you have a legit business success teaching you how to do it.

That is not one who’s not made mistakes, one who has, and has stood back up and can help you see the path because of it.

Past Fear | Grow Your Personal Training Business in 2021        

Does fear stop you from pursuing your fitness career dreams? You want to present internationally? You want to be a fitness influencer? You want to be the one they think of when they think of your niche? You want to earn more? You want to offer that unique program? You want to run your own business?

But you don’t know how? And that scares you so you don’t take actions to learn it, share the dream, speak the things no one else is willing to say.

If you see something that you know isn’t working and you think you could do it better, you have a solution, and you know it… but you’re quiet? Who can you help?

If you know these feelings and thoughts… thinking… that should have been me. That could be me. Then listen to this episode.

The State of Fitness During the Pandemic |Business in 2020    

This episode released in October may have surprised you. We thought everyone had gained 15 pounds and been watching Netflix eating chips and drinking more wine.

But not everyone, in fact not a lot of everyone. I can vouch for our Flipping 50 members. Many of them are in better shape now (and were in October than when Covid19 began).

But there are things we should be worried about since the pandemic. My guest shares information from a poll of over 10,000 people about their exercise during the pandemic.

There you have it, 10 short listens to help you grow your fitness business in 2021.

Need support?

For more support all year, learn about the fitness business mastermind designed for heart-centered, skilled trainers and health coaches who are tired of not being the one that did it. The one that said yes to now being the best time to start.

This moment is not coming back. This one post- pandemic, new year, new awareness of the need for health, immunity, fitness and mental wellness.. through fitness.

My Systematic New Fitness Client Process | Onboarding Futures Success

We’re approaching that time of year when every personal trainer who is committed to a career in fitness needs a new fitness client process. You need a system or a method. And you need to measure whether it works.

After 37 years in fitness, and 33 as a one-to-one trainer or health coach I’ve definitely made my share of mistakes. But actually, thanks to my ex-husband and friend, back in 1992 I developed a process and I have used it over and over to describe how I work with clients, to start clients, and to continue with clients.

My first session follows several steps.

Consultation with New Fitness Client Process

More and more with each book published, media appearance, TEDx talk, keynote speech, clients will apply to work with me without ever doing a consultation.

But still 50% of the time, I will consult with a customer not sure if we’re a match or with questions about how it works. Even during this consultation, I share the steps of how I work with clients from beginning to next. We all like to know what to expect. Setting expectations should be a part of your process.

Following enrollment there is Pre-First Session Homework for the New Client
They’ve filled out all the pre-questionnaires, history, inclusive of health, fitness, hormones, and awareness.

Documents are Turned In

Homework is Turned in 24 or more hours before I meet with a client. That guarantees I have time to go through them and start identifying an ideal lifestyle plan.

That plan however is never the actual starting point. Literally, never.

We’re working with real life humans with a history of habits and preferences and a reality that has to be a part of the step-by-step change we help them make.

Books to read for supporting you in supporting them:

Identify Questions for First Session

I’ll pick one, two or three areas where I want to ask questions.

If I don’t see an obvious ONE THING to start with and ask if the client agrees, I’ll ask them which feels like a bigger pain point for them so we’re co-collaborating on a starting point. I never turn a client’s world upside down or assign an arbitrary goal out of the blue. They are somewhere before we met. That’s our starting point for deciding where to go next and for deciding what turn to take.

I have a template that I use for those meetings. I use a checklist. I list the follow up questions I need to ask to collect all the data I need. Those questions are qualitative and quantitative both.

The answers to those questions that I’ll use to finalize the actual proposed plan for week 1. In my mind I’ve got week 2, 3, 4 also plotted. That’s creating an ideal. There is always a change to it based on data and feedback from week 1.

Flipping 50 Master Class 

Platforms for meeting:

  • Tele-conference calls
  • Skype
  • Facetime
  • Zoom

Follow up connections with clients:

Start Your Sessions Systematically

Ditch the small talk and the, how are you? Seriously, catch your clients when they throw that back to you. Yes, it’s polite and conditioned but it’s trite. This is about them. The purpose of this call is not to open up how you are.

I’ve got their session prep form in front of me when we talk. But I always ask, is there anything else you want to add to this list or is it complete? And: Is there anything unusual coming up for you in the next week I should know about so as we talk I can take that into account so you’re next week’s plan makes the most sense for you?  

I ask if the client wants to go through things from top to bottom or if there’s a highest priority item they want to start with.

Give Choices

All of that is about putting the client in charge. Listen, we’re co-collaborating here it’s not a dictatorship. My job is not to make someone co-dependent, it’s to help them rely on their own judgment and take charge. It’s more about that than taking responsibility. A client who’s reached out to you is extremely responsible.

My view is the client is an expert. No one knows them better than they do. My expertise is hormone balancing fitness, kinesiology, movement, and behavior change that sticks. We have to do this together.

End Sessions Systematically

One of the important things for you to do is pad your sessions. I learned this the hard way. When I would have calls with 3 clients in a row and then have the day take off like a runaway train, getting back to send homework and summarize the session and give recordings to clients became really hard to do.

So, I leave 10 minutes minimum and I’m also taking notes (keyboard right into their call transcript). You can also transcribe it with otter.ia but you will have to go through and edit that or have someone on your team do so.

That way I send homework, recordings, any additional resources to a client before I start anything else. It’s so much less time consuming done this way.

A part of the session end for my new fitness client process is letting them know when we have 10 more minutes in this session. It’s a good time to ask, is there anything additionally that you want to make sure we talk about today, or do you want to continue on the track we’re on?


There is always a next step. I want clients to know that even as I keep the steps small in the beginning there will be bigger ones that I may believe they’re capable of even before they do. I’ll plant seeds about their progress, their goals, and about our working together and what next steps are.

You want to make sure you have a next step. What will your clients need or want next? If you can’t keep a customer or client and keep them on track with life goals you’ll also jeopardize your business. Find a way to always be thinking, what’s next for this client? How can I serve them in their next step? Often those options don’t require that one-on-one attention. That then provides a new opportunity for both them and your business growth.

That’s the sign of a business with longevity.

Other episodes you might like:

Are the Words You Use Costing You Customers?

4 Steps to Create Fitness Marketing Videos

Personal Trainers: How to Optimize Your Organic Reach Right Now

Optimize your organic reach right now for fitness business success in the coming months. No matter when you’re listening (reading) this, it’s time to do this. If you haven’t started early and aren’t already 60 days into your pre-launch for the new year (as I create this early December 2020) then put on your calendar RIGHT NOW to start October 1, 2021 preparing for Jan 1 2022.

For now? Let’s roll up our sleeves and start making what you’re doing now matter more.

Need help? I’ll get you lift off AND 10 months of branding, marketing, and selling strategies if you’re working with women in midlife.

Use key words.

Distribute key words in three places:

  • title
  • content
  • meta description

If you’re on word press, use a tool called Yoast, even on the free level to help you know when you’ve done this.

Before that you need to do some homework.

Do you know the words you want to be “found for”? These are words that you deliver on. These are the problems your clients come to you with, in their words not yours. Key words are a part of the transformation your clients want. Your key words are a mixture of the problem and the solution that your ideal customer wants.

So before key words even? You need to know what your favorite customers of all time, who made the most progress, and loved working with you, say they want. What do they say they’re grateful for?

Because you and I could say we give our clients muscle mass and strength. But even in 2020 when I write about it constantly and you’re reading about it as the way to help and support them, it still is not what they ask “Dr. Google” at 8pm on their couch watching Hallmark movies. It’s not what they search for at 2pm when they should be working but they’re distracted by feelings of bloat or discomfort in clothes that don’t fit any more.

How to Improve Your Organic Reach (Homework exercise)

What are those words? Take a moment and come to the show notes later and do this homework because it’s big.


#1 Way my client describes her problem:

#2 Way my client describes her problem:


#1 Way my client describes what she wants:

#2 Way my client describes what she wants:

Personal Condition

#1 Word or phrase that describe my client’s status (in her words)

#2 Word or phrase that describe my client’s status (in her words)

Some combination of problem or solution plus condition are your key words. Do your homework.

The Mistake that Fails Your Organic Reach

Does this sound familiar? You know you need to post regularly on social media. So you set aside time to do it, create the graphics, a quote, or take a picture, even invest 30 minutes in creating a REELS. But do you go into action doing that before you even think about what your ideal client is thinking or feeling right now?

No judgment here. I’ve done it too. Not that long ago I spent hours on Sunday creating my week’s posts for the week, cueing them up as scheduled on platforms and wa-la, done! (I’m typing wa-la thinking I don’t even know if that’s a word!)

Them vs You

Here’s the deal…. If your posts are pushing your content and information that you think people NEED out there… it will fail to get you traction. It’s a conversation. When you do that it’s like sitting across from someone who is talking and instead of listening, you’re thinking about what to say next.

You may have the answer to their problem but it’s not going to resonate with them if you deliver it like what they just said doesn’t matter.

How Do You Know If You’re Falling Short?

Look at what you’ve been doing. How well has it been working? If you continue to do more of it… how will you get different results? If your reach over the last 3 weeks has not gone UP, it’s time to change.

On a blog post, use all of the previously mentioned. The same goes for your show notes if you’re podcasting. What about social media? Both YouTube and now Instagram even are becoming more like search engines. So if you’re not doing the same with title, description, tags on YT and using hashtag strategy that works on Instagram, you’ll fail.

Instagram is Good for Your Organic Reach, Too, Done Right

Instagram strategy is not posting daily. It includes the right hashtags based on research, the right number of hashtags, relevant hashtags for your content, the right use of images, graphics, memes, quotes, and your content matters. Are you telling stories? It’s social remember. So longer posts that describe who you are, and why anyone will care about what you say are important. Ask questions.

Use your timeline, stories, IGTV and REELS as well as lives. Encourage DMs to communicate. Especially when you’re smaller, it’s possible to generate leads and customers so long as you’re not selling on social.

Your Organic Reach vs Paid Traffic

Know that once you begin using paid advertising your organic reach will go down significantly. A platform that knows you’ll pay to play will begin to require it. A good rule of thumb though is that if your organic reach isn’t going up, you don’t want to pay for it to reach more people who won’t respond! Always look at how something does organically first, then build on that momentum. It’s the same way January is a busy month in fitness, right? It’s the month you should be advertising the most.

There you have it. Not so secret secrets… and the biggest one of all is doing these consistently.

Links mentioned in this episode will be in the show notes at fitnessmarketingmastery-dot-com/organic-reach


10-month mastermind

7 Fitness Professionals Social Media Marketing Mistakes (and the fix!)

Posting feverishly without getting results? Fitness professionals social media efforts generally either fall into one of two categories: definitely work or definitely failing. If you’re spending money for someone to do your social media, or you’re spending time doing it yourself, it’s expensive to get zero results.

With more ears and eyes on social media than ever, this is for you. Any one of these 7 fitness professionals social media mistakes can hurt you. Fixing any one of them is definitely a step in the right direction. Let’s dive in.

Episode Sponsor

Flipping 50 Fitness Specialist 2.0 – includes the 10-month branding, influencing, and positioning support for growing your fitness business with the help of social media. You get it all including the hormone balancing fitness prescription you need for working with women in menopause. More here. (open for enrollment during December). 

#1 Posting before you have a strategy

Imagine a pee-wee soccer league. If you don’t have kids of your own, you may have coached, you’ve got a niece or nephew, or you’ve just watched this. A 5-year old cares more about treats than the minutes they play. But inevitably one kid will finally get the ball and run with it to score the perfect goal… for the other team. If you are consistently posting without results, you too may be running in the opposite direction. Now, are you helping your competition directly? Not exactly, but you are using time and energy where it is not paying off. Before you post…

  • What is the reason for your post?
  •             How is this tied to your customer journey?
  •             What’s your Hansel & Gretel plan for getting home?

#2 Posting without a message & mission

  • What do you want the listener, viewer, reader to do, think, or feel?
  • Why do you want that?

Fitness professionals social media posts should be in alignment with the message and the stand they take everywhere. It can’t be the same as every other fitness professional. What do you stand for? What do you stand against? In 2020 we’ve been presented with a number of challenges that we may never have thought would polarize our audience, but have. From masks to vaccines, to quarantine, to racism, there have been reasons to address these things that may have been listed in your style guide as “never talks about.”

(If you don’t have a style guide, you need one. It will force you to know your message and your mission in a way that everyone you work with knows clearly what’s in and out of bounds.) Learn more about Style Guide creation.

#3 Missing hashtag strategy in Instagram

Fitness professionals social media mistakes on Instagram are many, but the biggest ones involve hashtags. If you’re not aware of the number of hashtags you need on social media, the place you want to put them and don’t, and the range of the hashtag popularity to use based on the size of your current following, you’re wasting time.

Being consistent is about doing the right thing consistently. If you want to get in on some of the secrets that make your Instagram not just grow your following but grow it authentically with people who want what you’re selling, it’s a part of the Flipping 50 Fitness Specialist program.

#4 Not supporting (specific) others and engaging

Social media is meant to be social. You can use social media to create relationships. Give to others. Identify 100 people who are doing what you want to do or related to what you want to do in a complimentary way. Follow them. Take time regularly to comment and post and DM them. That should be as much a part of what you’re doing and not random. List those people out specifically. If you’re tempted to copy, don’t. People smell a copycat.

Notice how larger accounts post. They don’t post their freebies. They post content that organically connects to their freebies. You have to have an engagement first. If you haven’t got eyeballs on your content, back up. Connect. Start looking at your insights. 

#5 Neglecting to Use Insights

Insights are free! Fitness professionals social media mistakes center around this one on every platform. Not using insights is like ignoring your friends when they call. Eventually they are going to stop calling. Fitness owners and managers have almost cultivated this bad habit when they didn’t know enough about social media and turned the process over entirely to a young member of their team that they assumed “know more about social media than I do.”

The only way you can create more effective messages that resonate with your audience is to measure what matters. Set up a weekly “weigh in” and start looking objectively at whether you increased or decreased engagement, which posts, what type of posts, and what content works. Do more of what works and less of what doesn’t.

Yes, it takes time to get traction but if you’re still posting to a handful of people after months it’s time to change your strategy.

#6 Forgetting how your customer feels

Preaching doesn’t work. Teaching works sometimes. Talking to people works. Listening works best. Are you ever asking questions? So often fitness professionals social media posts probably feel condescending to your clients. Imagine how they feel and post based on that. When someone is frustrated and in despair, they don’t need to read a post about getting steps in. Maybe they need to read a post about how hard it can be to start when you feel the road is long. Tell a story about when you felt this way.

If you look super fit, and your customer is not, you need to relate to them somehow. That’s not to say you have to have been fat or out of shape at some point in your life, but you need to relate to struggle.

#7 Not telling your why

You could be a plumber, teacher, lawyer or doctor. Why are you a personal trainer or health coach? Fitness professionals social media accounts are often void of the backstory. That’s like getting to a movie 10 minutes late, or not reading the text on the screen so you know the significance of the story. I can relate because last week we were watching a Tarzan movie and I was admittedly multitasking on my laptop. My son rewound and said, “Are you reading this?”

Much of the movie would have had less meaning to me if I hadn’t read those screens.

The same is true for you. Periodically, you have to share your story again. Introduce yourself. Tell them who you are, your rags to riches story, the story that makes you relatable and unique. What is it? What makes you cry, cringe, sing, dance and celebrate?

There you have it – fitness professionals social media mistakes, why they hurt, and how to fix them.

Links to mentions in this podcast:

How to Avoid the Biggest Mistakes Training (and reaching) Women in Menopause – masterclass

Style Guide step-by-step (SCROLL DOWN on the page)

My Social Media Book from Healthy Learning


Are the Words You Use Costing You Customers? | Fitness Pros

This post explores words you use costing you customers! No one wants that from time and energy spent writing articles or doing podcasts!

Create a Common Enemy

For us all in 2020 it’s been COVID19.

For the first time in the history of the world we all have a common enemy. No matter who you might blame or back or what you do or don’t agree with about how it’s been handled, we are just people. We’re daughters and sons, parents, siblings, significant others who care about the health and well-being of our own.

It doesn’t matter if someone speaks your language or is across the street or across the globe, we’ve experienced a moment in time connecting to others.

If all workplaces communicate their mission so much that teams hold take not just the mission but the obstacles to achieving that mission personally, they’d thrive. If entire teams come together fighting the same cause – as opposed are pitted against each other – there will be fewer internal rivals and more job satisfaction.

There are Plenty of Bad Guys

And if you can harness a villain – be it age, or bone loss, or cancer, or sedentary jobs, or misinformation about fitness for midlife women… you can then become a part of a team with your audience and tribe.

You fight with them, instead of preaching or teaching.

It feels very different.

Teaching, without intending to, can feel like judgment.

If you instead are sending your message to “them” or to “the cancer” or “the menopause” or the “stigma”… then you’re fighting the battle with your audience.

Read/Listen to these two headlines:

Why What You’re Doing Is Not Working for Midlife Women/Clients

How to Harness the Power of Misleading Information

Feel the difference?

In the first there is a hook and it’s more negative. Like, you are doing it wrong! Don’t make this mistake. There’s definitely something to be said for it. There is certainly a large percent of population that will be more likely to click on that than something giving them content.

In the second example, however, there’s no blame on you the reader. It still suggests something is wrong, yet it implies that I’m going to give you the secret to be a part of the solution instead of telling you you’re a part of the problem.

They’re both potential subject lines or titles for a blog or podcast. Which one speaks to you more? Which one would you click on first?

This Very Post’s Title

There’s a time and place for either a negative or positive title. And the best way for you to decide which you use is to test it. I’ve found many times that say, 3 Biggest Mistakes, will get more clicks than 3 Biggest Secrets. But… don’t guess. Start testing, even if only by looking at your statistics on traffic to your blog, or on popularity of YouTube videos.

I’ll let you in on a secret. I considered variations of two subject lines and narrowed it down to these two before choosing:

Are the Words You Use Attracting More Customers?

Are the Words You Use Costing You Customers?

Obviously, I chose the latter. Because it’s more urgent. Do you feel that when you hear it (or read it if you’re at the show notes)? Pay attention to how it feels. And remember every one of your customers is going to experience responses unique to their life, sense of humor, prior experience about the topic. When in doubt, run your titles by some of your customers.

Come up with at least 10 if not 20 variations of titles. Narrow it down to a few good titles. Use a tool like Headline Analyzer to see how well you’re doing. Be conscious of key words in your title you want to use throughout your post text too for S.E.O.

Did I just lose you with SEO and the importance of key words? If you want step-by-step support for doing this and treating your content like part of a real business, that attracts real customers I’ll link to how to learn more about the 10-month Flipping 50 Fitness Specialist. It’s open now for a limited number of trainers and health coaches and only for a limited time. You want to leverage your content to stand out in the noise.

So, let’s explore some words that are dripping with emotion and how you can use them. I’ll give you some examples of how I have used them recently.

Avoid Words You Use Costing You Customers with These Examples

Gambling (In my TEDx talk after I revealed the poor statistics on science for women and exercise I mentioned it’s like “gambling… with really bad odds.”

That makes listeners who are impacted, angry.

Crap (Sit ups are Stupid, Crunches are Crap is the title of a book by a recent Flipping 50 podcast guest. Brilliant and I wish I’d thought of it myself!

The title is important because crap, doo-doo, or the actual word, conveys very succinctly that something stinks. Not you but it.


Everything Women in Menopause Learned About Exercise May Be a Lie was the title of my TEDx talk. I’ve used it again in blog posts and podcasts. The word lies conveys strong emotion, and certainly brings us together if I’m revealing lies to you that you didn’t yet know about. Then I’m going to give you solutions for revenge in the content.

Not telling the truth

“I haven’t been telling the truth, I was doing it wrong, we’ve all been doing it wrong.” These words, some exactly this and some implied were also a part of that TEDx talk. Let me also make something clear, you don’t create a talk and then move on and create another. Your signature story is your signature story.

You go to a Bruce Springsteen concert and expect (or demand) to hear Born to Run, right? James Taylor had better play Shower the People. They may weave in new content, but audiences want and need repetition. Before you start talking about a topic, make sure that in a year and 5 and 10 you still want to be talking about it!


I’ve used phrases like betrayed by your body and betrayed by the fitness industry and even medical community in blogs and presentations. It evokes a strong emotion, right? So it’s not the same as if you’d been betrayed by a spouse, but betrayal by anyone or anything can make your content memorable, or remarkable.

And to stand out, be something liked, shared, commented on that’s exactly what you want.

What they don’t tell you…

This one would be easy to insert into a post. What they don’t tell you is…

When I talk about stress with clients, especially when I’d first published You Still Got It, Girl! I would point out that though our parents probably all had the sex talk with us, what they didn’t tell you was that we were going to feel stressed. They didn’t give us the ways to abstain from that or to a morning-after solution if we did have stress. There wasn’t a stress-talk like the sex talk.

In talking about it like that I made it not their fault. And I made them think back to that moment when they had the 5thgrade health session where parents come to talk about puberty and all the things. It got personal because of a memory.

More Words You’re Not Using (and That’s Costing You Customers!)


I’m about to publish a post for my Flipping 50 community about Misleading Fitness Studies and Poll Results from an annual trends report. I do it every year and yet it always a hot topic among both fitness professionals and midlife women seeking intelligent fitness tips.

So think about how you can look at 5 of your recent titles and see how you could have put an emotional hook in the title.


This is used commonly in titles and it’s almost always a winner. The only exception is if you over use it or it’s not an emotionally enough charged title directed at a narrow enough audience.

Weight loss Myth-Busting

Debunking Weight Loss Myths

Those are both potential titles. Yet, they’re pretty general.

Change to Menopause Weight Loss Myths or to Debunking the Menopause Weight Loss Myths in 3 Recent Fitness Magazine Articles – now you’ve got something specific, targeted at an audience, and timely with some urgency.

Two More Empowering Words  

These last two words- and by no means this is an exhaustive list – you may realize you do have emotional words in your posts, emails and conversations already. This podcast is just going to give you more of them to use strategically.

These two words are ones you could use in titles and in copy to provide a solution when you might start talking about your program or service.


Here’s an example of a title: How to Reclaim the Muscle You’ve Been Losing Since 30

That would peak curiosity for one, if women are like, wait a minute! I’ve been losing muscle? And it gives a solution for them too, and gives a solution to someone who you may already have informed of muscle losses that start after 25.

Here’s an example of using that word in the body of an article or email:

You can reclaim that muscle and in doing so boost your metabolism.

Get back

This is another way to say reclaim. Try them both out, or use them both. Because remember you’re going to be writing, and talking, and creating video about your topic for a long time. You’ll want to use different words to appeal to different customers as you do it.

There you are! Some specific examples of how to avoid words you use costing you customers!

It’s Not To Late!

Remember it’s not too late to change titles of YouTube videos. If it’s not getting traction and you know it’s good, go revise it. If you really haven’t had any traffic to your website articles, and you’re sure S.E.O. is something you’ve never thought about?

I’d go in and change it. Then from here on out think about your title, the key words in your title you want to be found for (these are words and phrases your customers say and search for frequently), before you post.

For now, what I want you to do is go back and look at your content and title. Are you repeating the words you want to be found for? For instance, the words you use costing you customers is the phrase I’m using in this post. Did you hear/see what I did there? I just inserted the phrase again in the post.

Words You Use Costing You Customers (and relationships)

Really, this works two ways. The words you use, and the words you don’t use could both be costing you customers. And it’s no surprise. Because if you’ve got a family, whether it’s kids, a spouse or parents and siblings, it’s HOW you say anything that gets the results you want, right?

So, try on everything!

Read your Instagram posts! Do they sound preachy and teachy? Instead of the motivating and inspiring you were shooting for? That’s good homework. Then as you begin to weave in some of these emotion-laded words you’ll begin to engage even more.

Resources mention in this post:

Flipping 50 Fitness Specialist FREE masterclass

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