One of the most effective tools in your fitness marketing toolbox is your own personal story.

Your “origin” story explains how and WHY you got into the fitness business, how and why you are where you are today.

And it’s got to be deeper than, “I just want to help people.”

Everyone has an origin story, but most don’t bother to tell it.

And that’s a mistake.

Remember, people do business with people they know, like and trust.

Telling your story bonds you to your prospects. It creates a much deeper emotional connection.

It makes you a REAL person in their eyes, and distinguishes you from the cold, sterile ‘business’ world they encounter every day.

The most compelling thing you can ever do is be authentic.

People crave authenticity, desperately want to connect, and need to trust.

Help them do that by sharing your story.

Start by writing it down. Don’t censor yourself, just let it spill out onto the paper (or word doc).

Write your entire story.

Then set it aside for a day or two.

Come back to it with fresh eyes and begin to edit it down and tighten it up.

Then post it to your website’s “About” section. (Parts of your story can be weaved into all your sales copy, too.)

I also suggest you have someone video tape you telling your story and include that on your site and in your youtube channel.

If you’d like to see how I did this for myself, go here:

http://www.howtosellfitness.com/about.html

That was written almost four years ago and definitely needs to be tweaked and polished, but you can see how I’ve incorporated some elements of my origin story into the “about me” section of my original website.

Your “about” page will generally be one of the most visited pages on your website, so you want to invest the time to make the information there interesting, authentic and compelling.

BIG TIP: Since we know the “about” page gets a lot of visits (because people always want to know WHO they will be doing business with should they choose you), it’s vital you have at least the first two elements listed below on your “about” page, in addition to your story:

1. Good pictures – not just the traditional head shot, but also more personal/interesting pics. You saw how I used a picture of me with my shirt off, a pic of me presenting, and a pic of me with the Fitness Together folks in Cancun.  Remember, authenticity.

2. Lead generation – at the bottom of my about Eric Ruth page, you see how I offer the Special Report. You need to be doing the same, but also including a consultation optin form. Remember, after reading your origin story, if done correctly, people will feel strongly about you at this point, and more inclined to take the next step.

3. Video – a great place for you to bond with video is on this page. Just be sure to include a call to action at the end.

Be a fitness marketing maniac,

Eric Ruth

P.S. Write your origin story tonight. People do business with people they know, like and trust. So let them get to know the real you.

Here’s another personal trainer marketing post you may enjoy.