If I asked a client of yours to describe you in one sentence and one sentence only, what do you think they would say?
Would they say something like, “A great trainer,” or would they say, “A great friend who helps me train?”
Both of these responses don’t appear to be bad, but which do you think is better?
Honestly, it all depends.
It all depends on who you want to be and, more importantly, who your clients want you to be.
Because who you are, or at the very least, the person your clients think you are, should really be more an aspect of your marketing plan than your personality.
You should be genuine, but you should also be the person you want your clients to perceive. If you behave with a particular personality based on what your clientele will respond to, you will get you more clients and you will get your clients more results.
If you don’t believe me or aren’t sure what I mean, here’s an example:
What comes to mind if I mention a brand like, say, Starbucks? Your mind was probably just flooded with images of roasting beans, the smell of brewing coffee, the sound of espresso machines, maybe even the colors green and brown— you see a complete image of this brand based on your personal experience with them.
But if Starbucks’ PR team has done their job right, you should also instantly think of certain ideologies and philosophies, like community, independent thinking, sustainability, moral and ethical business practices; all these ideals are associated with Starbucks because of who they proclaim to be and the presence they exude within the global business community.
In other words, Starbucks has created a complete brand image, both in and out of their locations, that has been burned into our minds. And this image continues to attract a certain kind of customer.
And I know, drawing a comparison between you, an individual, and one of the world’s largest companies, is a bit of a stretch. But my point here is that it’s possible to create a brand image, a conception of you within your client’s minds, that will make you a more successful trainer.
So how exactly can you apply this principle to your business?