I'm Just Trying To Not Be Sh*t

So much of the marketing in the fitness industry is about showing why you’re the ‘best’

Therefore, why working with you is the ‘best choice’

But your audience aren’t actually trying to make the most optimal decision

They’re trying not to make a bad one.

This is a really big difference

Loss aversion research shows that the pain of losing £100 is felt approximately 2-3 times more intensely than the pleasure of gaining £100.

In coaching, this means a prospect’s fear of wasting money will always outweigh their excitement about potential results - unless you actively reverse that risk

Most coaches sell like they’re in a competition.

‘Here’s why I’m the best.’ ‘Here’s my results.’ ‘Here’s why you should pick me over everyone else.’

But your buyer isn’t optimising for “best.”

They’re optimising for “safe.”

They’re thinking:

‘Will this waste my money?’ ‘Will I look stupid if this doesn’t work?’ ‘Can I justify this to myself later?’

Loss aversion runs deep.

So instead of proving you’re the best choice they’ll ever make…

Prove you’re not a bad one.

Make it feel safe to say yes.

That’s how guarantees work

But you can also show realistic testimonials, that highlight struggle and progress

Give your success a number (e.g. 92% of my clients achieve their goal)

Explain that other client’s worry about wasting their money, that they were the problem so they couldn’t change

That’s a much easier sell.