Fitness, Business, Fitness Business, & Achieving Life Goals

One of the most important things you can do to market your business is to establish yourself as an expert in the field. Speaking/presenting to local groups is, not only a way to achieve that, but also to create rapport and trust.

Now I realize that it’s not as simple as that for many people. The fear of speaking in public is one of the greatest fears out there. Technically called glossophobia (for trivia’s sake), this condition can significantly limit how you can get public exposure for yourself and/or your business.

So, how do you get started, what do you speak on, and who do you speak to? Well, if you are uncomfortable speaking to large groups (or even small groups) you may want to take a public speaking class. Toastmasters is a renowned organization that has classes everywhere. There may be other classes near you as well. Beyond taking a class, look to speak to small groups. Maybe invite a few of your clients for an informal talk.

The topic should always be something that your audience will benefit from hearing about and that you are interested in talking about. If you’re bored with the topic, your audience will be too. What are the demographics of your group? Are they all trying to lose weight? Improve low back health? Increase function for daily activities? Target your topic to fit them.

As I said, you can start by speaking to existing clients, or you can seek out local groups like Weight Watchers, TOPS, PTOs, Rotary Clubs, the Chamber of Commerce, etc. They all look for local speakers to add value to their groups. When you present to these groups, give them something of real value that they can take away and use immediately. I’ve heard certain fitness pros say that you never give the audience answers and that if they want answers, they can sign up with you after the talk. I couldn’t disagree more. I would rather you give them something they really appreciate and start to create a relationship with them. However, you do want to get them on your contact list if you can so you can continue the relationship that the presentation started. You could get them to sign up for your newsletter (or helpful tips e-blasts, etc.) Or, you could offer a giveaway for those giving you their email addresses.

So get out there, share your knowledge, establish your expertise. Start small and build as you get more confident.

Note: It helps to video record you presentations. You can use these recordings to critique how you did and/or post them (or parts of them) online to help promote yourself as the go to person for fitness information.

Personal Trainers, how many of you give public presentations? One of the best ways to reach your target audience is to present your ideas to them. If you are not getting your message out to them, how do you expect to be able to influence their lives in a positive way? Not everyone is going to knock on your door seeking your wisdom.

If you’re never presented in the past, how do you get started?
First determine what the message is you want to get out to people? What do feel strongly about? Let’s face it, we should all be health and wellness evangelists and get out to spread the gospel of fitness and activity. But what aspect in particular do you feel is your mission?

Next, who are the people that would most benefit from this message? Kids? Seniors? Families? Athletes? Where do they gather? Look in the yellow pages, in print and online. I can find churches, PTOs, Sports Booster clubs, Alumni Associations, Rotary Clubs, Elks Clubs, Chamber of Commerce, Public Library groups, etc. Anywhere people gather is a possible venue and this includes online social networks. Look up (often online) who the leader is and contact them either by phone or email and explain what it is you feel passionately about and why speaking to their group would be beneficial to them. Many will be happy to have you come speak to their group. Then what?

Ask how much time you will be allowed to present (shorter is better for your first presentations, i.e. 10-15min.). Arrange a mutually agreeable time/date that gives you plenty of time to prepare. And PREPARE!

This talk doesn’t have to have PowerPoint, projectors, laser pointers, or anything else other than your passion for the topic.

Script it! I don’t want you to get hung up on reading it or sounding like you’re reading it. But writing it all out helps you to think it though and remember the high points. Write it out numerous times.
It should:
State/give an example of a problem by telling stories about it that touch an emotional chord
State/give an example of a solution (even better if it’s a continuation of the initial stories)
Summarize problem and solution and how helping people achieve those results is what you do.
Finish with a call to action, the thing they need to do now. i.e. “Don’t wait until…Take that step now”. This can often be tagged with “I would be happy to talk to anyone further about this…. and can be contacted by…”
Now practice it, practice, practice, practice, to yourself, to your friends, to your dog.
Make sure you keep it to the allotted time. Show respect for their time.

Call to confirm your time/date as deadline gets closer.
Dress appropriately. (This is usually a slightly dressier version of what the group will wear. If you under or over dress they won’t feel you can relate to them.)
Get there early. Again, show respect for their time.
Don’t get nervous. Focus on how wonderful it is to be able to share your passion with those that can be helped by it and enjoy yourself.
Thank the group/organization for allowing you to speak.
Leave them topic information bullet sheet (not promotional material) with your contact information included.

Good luck, and ahem… as a business coach for Personal Trainers, I help trainers learn to reach their emotional and financial goals through helping others. If I can be of any help in getting you out there and in touch with your audience, please contact me at: mark@marknutting.com ;-)