Too often when I review promotional emails, scripts, copy or ideas from new coaching clients I read emails that are full of detail and devoid of emotion, reason or fulfill the question of, why?

As fitness professionals we're so focused on what we do we forget what actually leads people to the decision to take action. Simply it's emotional storytelling.

As people in my opinion, we have one really massive strength and one really big weakness; and they happen to be the same thing. We're governed by our emotions.

Passion, excitement, inspiration, fear all lead us to immediate action whether it be saving someone's life or finally getting off the couch to get in shape. As consumers trying to make purchasing decisions once we become emotional we either:

A. Make an impulse buy followed by buyer's remorse or
B. We never decide because we're so conflicted between emotion and reason.

That gap is bridged by the "story." I believe that 90% of effective marketing is really effective storytelling. It's no longer enough to cover off features and benefits in hopes of enticing would be clients into making a purchase. It's critical that we identify with them, what their emotional, fearful and uncomfortable about and lead them on the journey of why. If logic and reason match the emotional feeling then a purchasing decision is easily made, if they don't match prepare to be met with, "I need to think about it."

What I love most about the world today is, since everything happens darn near instantaneously, that it seems raw authenticity rules the day. When I'm writing promotional copy I really try hard to relate to everyday situations, that you want to come to my boot camp because I think it's horrible that each morning you stand in front of your closet and feel instantly sad each time you look at the pile of jeans knowing that on the bottom there's your favorite pair you've hung onto for years but can't wear. Or talking about being in line at Starbucks and feeling awkward when you catch a look from someone else that makes you feel like they were looking at you; and not because they find you attractive. These are real self-esteem issues that I think all of us have felt at one time or another that your clients likely feel more often than most. These are the "why's" of why I want you to come see me.

Avoid writing feature and benefit copy, rather place yourself in someone's shoes, write from the heart, always be real and explain the why. Do this and you will truly be in a category of one!

After struggling for eight years as a personal trainer, Cabel McElderry challenged the typical gym setup and created quite a reputation for himself. His 7 figure studio, now five years old, has won multiple awards for business excellence. Cabel has been recognized as one of the top 100 fitness entrepreneurs in North America and is currently one of 50 nominees for Optimum Nutrition's Canadian Trainer of the Year. He now mentors fitness professionals worldwide in an effort to help them achieve similar or better results than his own. Cabel's advice and writing can be found amongst some of the biggest blogs online and he is constantly called upon to offer his advice and strategies at some the largest fitness events

Topic: Entrepreneur Web Column

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