Cars or Car Lot
You’re probably wondering what do cars have to do with a fitness management blog? Ever see the car commercial where the individual on the screen is the car lot owner and after painfully sitting through their 30 seconds of fame you’re thinking that surely they could have done a better job at presenting their product? In the end you’re left with the feeling that they were more interested in getting themselves noticed then their product. So many times I have seen the smaller gym owner make the same mistake. Of course were not talking about television commercials (most small gym owners do not have that kind of budget) but in their on-line presence, their website.
I visited one site that only had 8 different pages and had a total of 12 pictures of the owner/operator. What, the first 4 pictures we didn’t know what you looked like? If the only product you’re selling is yourself then maybe (and this is a big maybe) can I understand this level of self promotion, but rarely is this the case. Most times you’re selling a much broader product; one that involves not only yourself but your support staff, your equipment, your programs, etc. Unless you have been able to create a “cult like following” to your persona, rarely are people going to buy “you”. They are more interested in how you’re going to change the way they look, feel and function. They may not even want to look like you so don’t fool yourself into thinking that just because you like the way you look so will other people.
Most importantly, don’t ever false advertise. This is the one where you were training for a competition oh say, 5 years ago, and still have those pictures on your site. Of course since then you may have slowed down just a bit or refocused your energy into building your business or your priorities may have changed all together. What ever the case, make sure whatever you’re selling is up-to-date so that when new clients come through your door they are not surprised that what was advertised is no longer the case.
In the end, people care more about the car they are shopping for then the car lot or car salesperson.
