Wednesday, October 10, 2007
How Personal Trainers Can Create the Remarkable
A buzzword currently circulating among marketing gurus on the Web is "remarkable." That is, what is it that you're doing which causes your audience, clients, customers, whoever to talk about you (and not like a dog.) An interesting post over on Remarkable Communication describes two hot dog street vendors, and made me start to look at this whole "remarkability" factor in my environment.
Of course, it's easier to talk about other people's remarkability rather than one's own. So I'll write a bit about an idea I had today: How personal trainers can increase their remarkability.
The idea's blindingly simple. Every so often - at least once a week - email your clients individually. Find something remarkable in their previous workout session and tell them about it. Guide them to an interesting article online. Encourage them to keep up with their diet/nutrition plan. The key is to come up with something encouraging and positive for each client - and not a canned missive that they'll trash without a moment's thought. Tailor the message to the person.
This may seem to be a lot of work, but it can be done with some planning* - and jotting down notes on the client's chart.
I worked out all last year with personal trainers, and none of them were shy, reserved, quiet and self-effacing people. They were fun, energetic, supportive, exciting people. None of them, though, made a point of extending their presence into my thoughts once I left the gym.
My idea would start them down the road to remarkability, since I don't think many trainers do this.
After they get comfortable with this idea, then they can start blogging! (Hot Dog Impresario Biker Jim has a blog - after all, people will talk about anything.)
*Whenever I think of planning, that Monty Python sketch (Episode 4) about "defending yourself against attack from fresh fruit" comes to mind:
Self-Defense Instructor (SDI): Come on, come on you worm...you miserable little man. Come at me then...come on, do your worst, you worm.
(third man runs at him; the SDI steps back and pulls a lever; a sixteen-ton weight falls upon the man)
SDI: If anyone ever attacks you with a raspberry, simply pull the lever...and a sixteen-ton weight will drop on his head. I learnt that in Malaya.
Student: Suppose you haven't got a sixteen-ton weight?
SDI: Well that's planning, isn't it?