Stronger Sundays
Dominate your fitness business with this weekly collection of strategies, tips, and tricks. By trainers, for trainers.
04/18/2024
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âShowing up and making a difference doesnât go on the resumĂ©. It goes in the eulogy.
A resumĂ© is nice for slapping down on a desk and telling a person youâre worthy of a position. The eulogy tells the world why you should never be forgotten.
Certainly, focus on both. But know which is more important.â Â Â Â Â Â Â Â Â Â Â Â Â
 - From Attempts: Essays on Fitness, Health, Longevity, and Easy Strength, by Dan John
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Watch for this newsletter from the Personal Trainer
Development Center each Sunday.
In this issue:
- Why smart people make stupid decisions
- How to produce high-quality content
- The right (and wrong) way to hustle (Online Trainer Show recap)
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1. Why smart people make stupid decisions â Jonathan Goodman Knowledge creates three types of
people:
- Those who know what they know and are confident enough to admit what they donât know
- Those who know what they know but have no idea what they donât know
- Those who go to extreme lengths to justify what they know
I want to talk about people in the third category, the ones who only want to hear what they already know, or already believe to be true.
Itâs not that theyâre uninformed. In many cases theyâre more informed than the rest of us. They quote experts weâre not familiar with and cite studies from journals weâve never heard of. They can argue circles around us.
At the same time, they know all about the experts we respect and defer to. Theyâre familiar with every study we consider important.
But what they know is why those experts are biased, if not nakedly corrupt, and why those journals are engaged in a grand
conspiracy to block the information that would validate their own beliefs.
These people are almost always wrong. But then again, so are we. Almost all of us are wrong almost all the time.
Being wrong is a fact of life. As screenwriter William Goldman famously said about the movie industry, âNobody knows anything.â
Maybe youâve heard that quote. But you probably havenât heard the rest of it:
âNot one person in the entire motion picture field knows for a certainty what's going to work. Every time out it's a guess and, if you're lucky, an educated one.â
Thatâs the important part. Itâs not that we canât know things. Itâs that we canât have certainty. All we can do is make the most informed choices possible, and hope it works out.
The best way to make a stupid choice is to block out much of the information that would help you make a smart one.
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2. How to produce high-quality content â Alex Cartmill Alex is head coach of the Online Trainer Academy.
How much content you produce matters much less than the quality of your content.
Thatâs the opposite of what some gurus are teaching right now. But donât be fooled. More isnât better. Producing more only helps if the content has a purpose.
Volume serves a purpose if each piece supports your previous content and builds a foundation for future content.
How often your readers hear from you is far less important than how they feel when they see your latest post or email. They should expect two
things from your content:
- Something familiar
- Something new
Familiarity begins with your unique voice and personality. And your audience should know, before they begin reading, that your content will provide direct value to them. It should relate to their lives and address the hurdles they want to overcome.
âNewâ doesnât mean a completely original message each time. Most of your content should reinforce what youâve already said, without repeating it word for word.
How do you know if your content is worth sharing? Run each new piece through these basic filters:
- Does my personality shine through? Or could this come from just about anyone?
- Why would my audience care about this? Does it help them follow through on their health and fitness goals? Does it make my clients more likely to succeed with my program? Does it convince fence-sitting prospects to become clients?
- If I saw this post in my timeline from someone else, would I stop to read it? Or would I keep scrolling?
You can meet all those standards and still post a lot of content. But if you begin with quantity as the goal, you wonât build a foundation for future content, and you wonât build an audience interested in what you have to say.
Play the long game, my friends.
Go deeper:
-->Â Ten Proven Ways to Win More Readers
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3. The right (and wrong) way to hustle Hereâs what podcast cohosts Jonathan Goodman, Carolina Belmares, and Ren Jones talked about this week on the Online Trainer Show:
Ren opens Episode 19, The Secret to High-Quality Online Assessments, with a few words about the infestation of âsix-figure business coachesâ relentlessly spamming fitness pros on social media.
âHereâs what I hate the worst,â he says. âI do a video probably every five seconds online. And somebody will message me, âHey, let me know when you start doing video.â Itâs the internet, for gosh sakes! You can know everything about a person before you pitch them. Do a little reading.â
âIâve got no problem with cold prospecting,â Jon adds. âI respect the hustle. Itâs hard. My issue is that these accounts are sending me messages that appear to come from one person when they donât.â
All that comes before the team gets anywhere close to the subject of the podcast: How to assess a new client without testing them in person.
As Jon notes, you first have to let go of the idea that the majority of in-person assessments
are useful or accurate. He tells you what you really need to know before you start training that client.
In Episode 20, Convert More Clients by Understanding These Two Things, Jon explains the key to client conversion: âEmotion sells, logic justifies.â
Thatâs why your marketing begins with the benefits of your serviceâthe parts that speak directly to your customersâ pain and frustration.
The features of your program are what you do to achieve those benefitsâthe parts that help the client justify their decision to hire you.
The better you communicate the benefits, âthe less theyâre going to care about how you achieve that goal,â he says.
Youâll find every episode here:
-->Â The Online Trainer Show
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P.S. Whenever youâre ready, here are 3 ways we can help you: 1. Grab a free copy of The Wealthy Fit Proâs Guide to Online Training Itâs your blueprint to building a fitness or nutrition business online. --> Click here
2. Join the Online Trainers Unite Group and connect with other online trainers  Itâs our Facebook community where fitness and nutrition pros like you can share insights and advice about starting or running a successful coaching business online. --> Click here
3. Join the Online Trainer Academy Our world-class certification course is everything you need to responsibly and
profitably coach fitness or nutrition online. --> Click here
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Can you really become a certified online trainer for just $87/mo? YOU CAN! Because the Online Trainer Academyâthe first and only serious educational model for online trainersâis now available in all-digital format, for just $87/mo for 12
months. Â
-->Click here to enroll in the Online Trainer Academy. (Start for $87.)
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