Fitness Copywriting

You’re The Expert… But It’s Not Enough

When you first started out, you weren’t much better than a rookie. 

You knew the basics and not much more. So you made mistakes, kept learning, and found out what works and what doesn’t.

Over time, you got better and better results for people and become more than just another trainer or a coach. You became an expert.

These days, your clients know just how good you are. But for everyone else looking to shape up or lean down, you’re just one option in a crowd of them. When they jump onto Google or scroll through Instagram, they see dozens of look-alikes, each offering to “jumpstart your health and fitness in just 6 weeks!”.

If you want to bring in more clients, you need marketing that moves beyond the generic, boring and “flabby” copy most of your competitors use.

So… how do you stand apart?

4 Rules Fitness Marketing Forgets

Fitness is a different industry, and that means the rules of marketing change. Unfortunately, too much fitness marketing forgets this, which is why it often sounds suspiciously the same…
1. Fitness is a conversion game

A strong brand is important, but finding clients is more important.

That’s why marketing for fitness businesses is a conversion game first and foremost. Having marketing and copy that pulls in people is the priority… but one that gets overlooked too often.

2. “Features and benefits” don’t cut it

Yes, your copy should talk about the benefits of what you offer. And it has to explain the features of what your service or facilities can give them. But that’s Copywriting 101.

The real desire — and this goes double for fitness — is the transformation your potential clients get working with you. And beyond some basic before & after photos, it’s something that gets left behind on waaaaaay too many fitness promotions.

3. More than just messaging

Copy’s a big part of your marketing, but there’s something just as important: an incredible offer.

Super copy takes a good offer and “multiplies” its magnetism, but it can’t compensate for a second-rate offer that people shrug at when they see it. Your copywriter has to know your offer inside and out, and perhaps even be ready to help shape it before you start selling.

So, make sure your copywriter’s able to help shape and “package” your offers BEFORE you start selling them.

4. Leaders stand out differently

Even the rawest coach, trainer or gym manager has paper credentials they can boast about. Many have years of experience. Some specialise in certain areas.

With the competition so fierce, leaders in fitness today have to do more to stand out from the pack. How you position yourself and your business is vital in getting people to notice you… which is half the battle.

Fitness Marketing That Finds Your Edge

Trainers, coaches and fitness experts that work with me don’t do so because they want to free up time or need a “wordsmith” to write clever copy. (Even though they get both of those anyway.)

They’re searching for one thing: marketing that helps them grow their business with more leads, customers and sales.

In many cases, they want a partner who won’t just create the copy, but…

  • Design lead generation or sales funnels for them
  • Give advice on how best to frame or package an offer
  • Help with testing to find the most successful ideas and angles

These are all things I’ve done for clients. While my speciality is copywriting, I know that handing over a Word document and waving goodbye is exactly what a lot of businesses don’t want. Marketing is more than words, and copy not used properly can cost you big time.

To Win, You Have To Play By The Rules…

The global fitness market was worth $94 billion in 2018. That sounds like a lot of money… until you realise that much of that is unevenly shared, with way more businesses struggling than flourishing. And the #1 reason: the big companies know the marketing rules that help them win.

Every copywriter learns about their client, does research, writes copy and then edits it. I do the same, but that doesn’t deliver anything special. It’s by my knowing the rules to follow and doing things differently that gets you bigger, better results…

  • Narrow in on your ideal audience, then speak directly to encourage action (i.e. enquiries and sales)
  • Tweak your offer to make it irresistible for your crowd
  • Understand the transformation that your audience wants to do (that you’ll help them with)
  • Create copy and content that highlights your authority in a crowded market
Dean did some fantastic work for me on an online course sales page. My goal was 30 sign ups over 3 intakes for the year, and the first intake netted 19 signups for an expensive course. I found him an absolute pleasure to work with – he is creative, attentive, punctual and overall just very helpful in coaxing out ideas and refining details. It’s easy to get burned when hiring people online, but I’d absolutely recommend Dean without hesitation.

– Luke Tulloch, Lucid Health Coaching

Where Can Your Fitness Marketing Shape Up?

SHAPE UP STRATEGY

$485 USD

Solid strategy is at the heart of any good marketing, and fitness copy is just one (albeit an important) cog in your marketing machine. The Shape Up Strategy package gives you that guidance to know exactly what you need to up your marketing to bring in more clients, and how you’re going to do that.

  • Consult Call: To start, we talk for an hour so I can learn about your business and challenges, as well as answer your early questions.
  • Detailed Research: I dive into your existing marketing to see what’s working well and what could be tweaked for big gains.
  • Strategy Report: All my findings go into a report that acts as your marketing blueprint, with recommendations around your future moves.
  • Messaging Guide: To show how to better connect with potential customers, you’ll get messaging and copy examples around things like websites, landing pages, and ads.
  • “What’s Next” Debrief: A final 30-minute review to clarify your next steps, so you know exactly what to do going forward.

LOADED LEADS

$885 USD

Sales are your ultimate goal, but you can’t sell anything if people don’t know, like and trust you. The Loaded Leads package loads up your prospect pipeline by getting the word out, changing onlookers to interested leads, and building a relationship where they trust you.

  • Pre-Funnel Call: Before anything happens, we talk for 45-60 minutes so I can learn about your business and your plans, and you can ask early questions.
  • 3 Social Media Ads: Ads can get your message out to a wider audience and pull in people that would never have heard of you otherwise.
  • Landing Page: Give your audience something valuable for free and grab their email.
  • Thank You Page: Keep building the relationship with your leads and give them a next step.
  • 3 Nurture and Sales Emails: continue to give your leads value while showing them what you can do for them, raising their interest in both you and what you offer
  • Two Rounds Of Revision: To hone your funnel copy to where it cuts through objections and makes your offer irresistible, we’ll review and revise every word twice before it’s ready for launch.
  • Optional Extras: help creating your “freebie” for the landing page, upsell pages that you can offer extras to “hot” customers just after they’ve bought. (Additional costs apply.)

STRONG SALES

$2,185 USD

Attracting leads is super-important, but sales are the lifeblood of your business. Get a complete sales funnel for your business that not just pulls in new leads, but guides them through the entire journey to becoming a customer.

  • Pre-Funnel Call: Before anything happens, we talk for 45-60 minutes so I can learn about your business and your plans, and you can ask early questions.
  • 5 Social Media Ads: Ads can get your message out to a wider audience and pull in people who would never have heard of you otherwise.
  • Landing Page: Give your audience something valuable for free and grab their email.
  • Thank You Page: Start building the relationship with your leads right away and give them a next step.
  • 5 Nurture and Sales Emails: Keep giving your prospects value while showing what you can do for them, raising their interest in both you and your offer.
  • Sales Page: You’ve caught their interest, developed a relationship, and now it’s time to spell out what you can do for them. This is where you sell your course, program, service or product to prospects.
  • Two Rounds Of Revision: To hone your funnel copy to where it cuts through objections and makes your offer irresistible, we’ll review and revise every word twice before it’s ready for launch.
  • Conversion Review: just like you wouldn’t show someone an exercise once and leave them to it, funnels perform best when you review and tweak things. That’s what I’ll do here: after 6 weeks, we’ll look at how things are going, and I’ll make any changes we agree on.
  • Optional Extras: help creating your “freebie” for the landing page, upsell pages that you can offer extras to “hot” customers just after they’ve bought. (Additional costs apply.)

Looking for something not mentioned above? Get in touch and let’s discuss what your next project needs.

Dean created sales copy for an online course landing page. Before starting the project, Dean spent several hours researching the niche and asking the right questions in order to fully understand the industry and audience. By the end, he created a highly authoritative and persuasive landing page, which exceeded my expectations.

– Avi Silverberg, Team Canada Powerlifting Coach

Transform your copy into a lean, muscular marketing machine that attracts more leads, clients and sales.