Want to make prospecting and retention easy? Give up the cape and make your people the hero.
It’s tempting to make ourselves the hero. After all, why not? We’ve poured our blood sweat and tears into our work.
To be fair, it IS important to tell that story. But…if we truly want to help people, we need them to see themselves as the hero under our guidance.
We are supported.
We provide the tools.
We illuminate the path.
They are the heroes. We are the hero makers. Here’s why that’s so important.
When all of our marketing and social media points to the US as the hero, it’s difficult for our future prospects to identify with what we do. They’ll be bombarded with thoughts like “working out is easy for them, it’s their job.” “I could never look like that.” “They’ve been in shape their whole lives.” Even if none of these are true, (most likely) it sparks an internal battle between getting to the gym, and never even starting.
How many fitness websites have you seen with coaches’ photos in dark lighting, mostly naked and with a grim “murder you with exercise” facial expression? OK, honestly those photos are kinda cool, they’re just in the wrong place. If you truly want to connect with your prospects and encourage them to reach out, they have to believe that you can make THEM the hero.
Put up pictures of real clients, and write a copy that communicates how THEY win by hiring you as their coach. Use social proof and testimonies that communicate how their lifestyle changed once they became the hero of their own story. Not only will this catch your prospect’s attention but celebrating your members gives them something to share with their friends and family.
When a prospect can look at your materials and think “hey that kinda looks like me!”, “she looks my age”, “that looks fun”, you’ll put them in the right headspace to take the next step – seeking out their hero maker.