Fit pro success: email marketing basics
“When you try to speak to ALL people you’ll end up missing YOUR people. They won’t be able to find you.
The truth is that you don’t need ALL people, you only need YOUR people. So get specific and speak/write directly to them.”
-Ericka Thomas
Transcript
Ep 210
Fit pro email marketing basics
Mastering the give and the ask
For new fit pros fresh off certification it can be very scary building a student base from scratch. Most certs don’t teach you how to do that. So a lot of us end up working for someone else and getting churned and burned out of the industry because it’s almost impossible to make a living wage from only instructor hourly pay from big box gyms. Not to say it can’t be done. But let’s just say that’s why for so many fit pros the fitness gig is the ultimate side gig and never really rises to the level of a career.
But what if you want more than a side gig? What if you need more? What if you’re ready to elevate your professional credibility to a long and fulfilling career? That’s our Work IN today. Email marketing for the fit pro specifically mastering the give and the ask to build income business.
Before we dive in I want to frame this conversation because I don’t want to lead anyone astray. This conversation is for fit pros who are ready to embrace the idea that they work for themself the solo-preneur. It’s a leap of faith that requires a lot of self awareness as well as a greater understanding of business in general and the fitness industry specifically and the marketing work that goes into it.
Fit pros can work in lots of different ways. Solo-preneur, independent contractor or employee.
Independent Contractor
The most common is the Independent Contractor
Employers like this because they can pay cash and don’t need to do payroll taxes for every instructor they hire.
It’s great for fit pros because you get the entire payment amount. But you are then required to keep track and file your own quarterly taxes on your own. (which is why it good to think of yourself as a business from day one)
The Employee
Most of us have been one of these at one point or another in or out of the fitness industry. This is great for employers in some cases because there’s loyalty and stability. For the fit pro there’s more security and if you hate the tax thing can be less complicated. Depending on the employer you may be able to really thrive.
The Solo-preneur
This is the fit pro who has multiple income streams. One might be an employee for one gym, independent contractor at another and have your own clients privately. This can be the ultimate freedom and if I’m honest it’s both terrifying and exhilarating. This is the path that if you take it intentionally can give you a really rewarding career. This is the path that requires getting out of your shell and mastering the give and the ask in email marketing. That skill is paramount if you want to grow your fit pro business.
When you work for another company as an IC or employee you can’t market to their members. It’s bad form to steal clients or sell other stuff to them. For that reason you can ask for a higher pay rate as an independent contractor or employee if you intend to stay an IC or employee. Nothing wrong with that. Especially if you add value to that company with specialty skills.
Having been on both sides of that equation it’s a balancing act. There is a line of expectation between a wellness employer and the fit pro at the front of the room that we want to respect. When you’re hired by a wellness company you work FOR THEM, you represent THEM, not yourself. Even as an independent contractor. So it's important for you to know what that company stands for, make sure they align with who you are, and know what your purpose is there. It’s your responsibility to be very clear on what those expectations are. If you aren’t clear on that or if the company isn’t clear, that relationship isn’t going to last very long. For example, is there an expectation that you will sell class packages or training packages? Are you there to build relationships with students? Are you going to be compensated accordingly? Or is there an expectation that you will build your own classes? Are you expected to bring in students? All these things and more change the dynamic between the fit pro and the employer. And they matter.
Today were going to stay focused on the solopreneur. Th Fit pro who wants to uplevel their fitness business savvy with some email marketing skills. Specifically the Give and the Ask.
Basics of email marketing
Building your list*
This is something I started way too late in my career. So it’s one of my #1 bit of advice for new instructors. If you do anything for free, for exposure, GET AN EMAIL and start writing. We’ve talked about energy exchange before and when you are growing your community you need to have a way to reach them these days that’s usually email. So when you do a free class or demonstration, or put out a free video, or recipe, make sure they give you an email. Then start writing.
The Nurture sequence
Set up an automated or manual email sequence of 3 - 5 emails that go out after whatever your free offer is. These emails are going to follow the give, give, give ask model of email marketing.
Give them a quick win.
Be clear and relevant to that free offer.
Show who you are. (The KNOW, LIKE & TRUST factor)
The weekly newsletter
(Get over yourself, you aren’t bothering anyone…)
I am on lots of email marketing lists. I don’t open all of them. The ones I do read have several things in common.
They’re helpful, entertaining and/or thought provoking.
There’s an invitation to engage, not a hard sell.
I feel a personal connection in other words it’s not all business. The”sales only” emails get unsubscribed.
They wanted that information or free class. And you are letting them get to know you. Building that “know, like and trust” factor.
What will you do with that trust? Will you continue to build a relationship with them or leave them hanging?
There’s a person on the other end of that email address. Something about you and/or your freebie convinced that person to give you their email and hit subscribe. you are staying engaged with your people. You’re building a tribe.
The ASK is an invitation
Once you have your ideal client and free thing (opt in) dialed in, you know who your people are and you’re giving them value, when you tell them that you have this great new class starting next month they’ll be all in. We want people on our email list that are not just meh. We want folks who are a “Hell, YEAH!”. It takes time to cultivate that.
Where to start
When you’re new to the fitness industry it’s tempting to try to be all things to all people because let’s face it, who doesn’t need to be healthier. While that may be true it can be very detrimental to your personal business. When you try to speak to ALL people you’ll end up missing YOUR people. Your people won’t be able to find you.
The truth is that you don’t need ALL people, you only need your people. So get specific and speak/write directly to them. Like you would to your best friend.
Think about what interests you, those things will interest your people. Your people aren’t all that different from you. Things to ask yourself…
What are you offering? Give a sample of that
Who are you offering it to? Give them your attention
How would you want to receive that offer? Give them guidance to get the most out of it
Ask for them to join you.
That’s it, those are the basics. Literally anyone can use them to build a fit pro business in the wild.
And if that’s you - being a solopreneur doesn’t mean you have to go it alone. Head over to
savagegracecoaching.com/theworkin you’ll find all the show notes for this and other episodes plus lots of free resources.including link to book a 30 min fit pro success strategy call with me. And of course I’d be ever so grateful if you would take a moment to like and subscribe to this podcast wherever you’re listening.
Until next time, stop working out and start working in
Hey there!
I’m your host Ericka Thomas. I'm a health coach and trauma informed yoga professional bringing real world resilience and healing to main street USA.
I offer trauma release + yoga + wellness education for groups and individuals…regular people like you.
Book a call to learn how I can help.