#2 BUSINESS BREAKDOWNS: The Plague Of The PT...

Today, we’ll take a look at a fairly established PT, who’s achieved great results for herself and her clients. She’s clearly a great coach… but the marketing needs a little work.

And that’s okay, because if she ever sees this, she’ll can apply all the simple changes in one afternoon!

And let me tell you, the mistakes are abundant… yet the solutions are so easy I can’t imagine how much money she could add to her bottom line with just a few fixes.

Also, unfortunately, she’s caught the plague that's spreading the online business world like wildfire.

What is it?

You’ll see in just a moment. It’s pervasive, and a real sales killer!

Let’s start with the first page:

It starts off pretty well…

She’s got her 4.5 star trust pilot reviews on the top right. 37 reviews. 

Pretty good.

What she does is pretty clear. She clearly targets those with menopause considering her program. 

PLUS, you need to register. A bit of exclusivity to the program. 

SO far so good.

However, there is just one issue.

Most wouldn’t notice it, but it’s actually very important.

CORE UNDERSTANDING #1:

If the dream is too far-fetched, you’ll lose potential customers.

Meaning, if there’s a woman in menopause who wants to lose weight, and they see her picture on the right with amazing abs, lifting weights etc, it could have a counter effect on the reader.

Instead of setting authority, she’ll actually drive readers away, because they don’t believe they can get there themselves. 

The dream is simply just too unimaginable.

If I was her, I would have put a before and after picture on the front page. That would seem much more realistic and help the viewers visualise the possibility.

Now, let me reveal the plague…

The plague of the (G)PT.

She has an about us section just after the front page. This is great stuff.

And as you know, the about us should build… KNOW… LIKE… AND TRUST.

Yet this about us, and I could be wrong, is the job of chatgpt. 

I’ve used ChatGPT enough times (never to write… before you skeptics chime in!!) to know what it sounds like.

Here, even if she wrote from the heart, like she was telling her story to a friend…

It would sound infinitely better.

And, I want to give you a little tip, because I can’t teach you copywriting in just 1 second.

But, I can give you a little exercise which helped me in the beginning, and it’s something EVERYONE can do today. (I got this from the legendary direct response marketer John Carlton!)

Exercise #1:

Speak to your friend, or just into a mic about your story, and what you do now to help others. 

Transcribe it. Cut out the ummmmss, ahhsss, and filler words. 

And voila! There’s your pitch.

Pretty easy right?

Onwards…

Oh, and look what we have here…

Her transformation!

Amazing. 

But Jen, if you’re reading this, why have you hidden this amazing result?

Let me tell you, I know from experience that this stuff is invaluable.

Readers will be immediately hooked by this transformation, and you will build instant trust.

I was reading Dan Kennedy’s book the other day, and he told the story of how a weight loss coach would literally bring human sized posters of client transformations when meeting new potential clients.

Why? Because it’s UNDENIABLE proof. 

You don’t need words or anything to show that you can get the job done.

So, the point is… move this stuff up. ESPECIALLY in the weight loss industry.

It’s highly competitive, and you need every edge to consistently and predictably grow your business.

Also, excellent client testimonials too. 

See, if the initial part of your page is good, I don’t mind these being lower down.

However, it’s always great to test.

Split test two pages and see which one converts better. One with testimonials lower down the page, and vice versa.

See which one wins. I can’t give you guarantees with placement of testimonials, but what I can guarantee is this…

Here’s a problem that keeps cropping up.

There’s no way for a scanner (a term for those who scan the page), to ever read these amazing testimonials.

In this case, the picture is great and attention grabbing, but as I said, you want every edge to win.

So… Add a headline. Like this:

“I have lost 18 lbs in 3 months!”

Will do wonders!

It doesn’t matter if the headline isn’t actually part of the testimonial. It’s not unethical. 

In fact, here are some guidelines on how much you can edit a testimonial:

• You can edit, as long as the client says it’s okay. 

• You can edit the testimonial as long as it doesn’t change the meaning.

So I couldn’t just go… WOOW, BEST EVER… I’ve lost 30lbs. Yadda yadda. 

You can even cut parts out and replace it with “…”. 

Or you can edit their stuff to make it sound better, and as the clients for permission to use it.

Most clients will say that’s completely fine. Why? Because…

Firstly, they want themselves to sound as good as possible. 

Secondly, most of the time they will be more than willing to give back if you have delivered them great results.

I mean, who wouldn’t? 

For the next part…

I mean, don’t put three buttons back to back… with some even pulling your customers AWAY from the site!

If customers have “something to say,” just put it in a gallery.

If you have transformation photos, plug them in.

If you want them to see the plans, just put that button keeping one CTA per section. 

The reason is pretty self-explanatory here.

If they click on the trust pilot reviews, they’re now pulled out of your site. Not good.

There’s a reason social media companies do everything in their power to keep people on the platform… even downgrading posts that have external links.

That’s because, although it seems fairly benign, when viewers reach into the thousands and above, you will lose a substantial amount of customers in the long run.

Anyway, that was a great breakdown…

I think I’ll stop there.

Next, we’ll take a look at some sales pages AND emails.

You’ll find those extremely useful, especially if you don’t have any setup yet.

After all, the real sales are made through your email list and the product sales pages…

Yet most small businesses neglect it completely.

Before I finish, here’s a little checklist:

1. Move your proof further up… A/B split test pages if you want clearer data on what works best

2. Don’t paint a dream that could be too far-fetched for your target market. This kills belief…which kills the SALE!

3. If you’re a PT, a before/after picture is your best friend!

4. Don’t say… SHOW! (A recurring message in these breakdowns at this point!)

5. And… you’re going to love this one, I’m sure…!

If you want to learn the ins and outs of building marketing funnels that have the highest chance of converting a prospect… Check out Red-Hot Reports by clicking [HERE]!

Funnels include: Website, sales pages, facebook ads and so on…

See you soon!

Efe