With over 350 websites, 1,400+ marketing campaigns and multiple online businesses under his belt, he has a wealth of industry specific knowledge for PT's.
What You'll Learn In this lesson you'll learn why you need an appealing product, like an eBook, how to create one step-by-step to reach out to more ideal clients and how to set it up.
Why is This Important? An eBook is one of the simplest ways to both position yourself as an expert and gain new leads for your personal training business.
In the digital age, an eBook is the perfect product with which you can help your prospective clients on the way to achieving their fitness goals. An eBook can be read on any mobile device so your clients need never be without it. It can communicate richly detailed information in an accessible and easy to digest form.
It takes a little while to write an eBook but overhead production costs are virtually non-existent and you don’t have to worry about printing, binding, storing or shipping it.
It can represent a lucrative revenue stream for you while also establishing you as a knowledgeable authority in the world of fitness and build value in your brand. It also helps you to hone and refine your own knowledge and apply it with a focus that reignites your passion for fitness.
Let’s look at the steps which will set you on the path to fitness eBook success.
Step 1: Survey Your Clients' Needs, Goals and Frustrations
In order for your eBook to resonate with your target clientele (and make money for you if you choose to sell it), it needs to be explicitly tailored to the needs of your clients. Keep in mind that your prospective clients will likely have tried one or even a number of fitness solutions and been met with frustration and failure at every turn.
Thus, if you tell your clients what they need rather than asking them, there’s a strong chance that they won’t embrace your product as readily or find that it doesn’t help them to achieve their specific goals.
So, take the time to carry out some extensive market research among your existing clients. What problems do they encounter that you can help them with? What frustrations seem to impede their progress as they pursue the path of fitness? What goals do they have yet keep struggling to attain?
Try and look for patterns and trend. Focus on one specific problem (e.g. stubborn belly fat) that you see popping up time after time when your clients relate their concerns and frustrations to you.
The more specific and focused your approach, the easier it will be to target clients with this specific problem and elevate yourself above the competition who are less focused. This will make your eBook easier to promote and make it far easier for it to find its audience.
Step 2: Write Your Product with an Emphasis on the Client’s Needs
Now that you’ve chosen a particular problem to focus on, it’s time to start writing.
Remember to maintain a clear focus on the client’s needs. Remember that while many readers will be seasoned fitness buffs, or at the very least this won’t be their first rodeo, there are some for whom this will be their first attempt to achieve their goals. Thus, you need to make everything easy to understand. Jargon and technical terms must be clearly explained and you should make use of images wherever you can to make the eBook easy to follow.
Address the reader directly and try and strike a helpful and companionable tone which will help them remember that you are working with them to achieve their goals. You should also take steps to debunk popular myths and misconceptions which can actually get in the way of them achieving their goals.
If you’re unsure of how to structure your eBook, this is a useful structure that should keep your user’s needs at the forefront of your mind;
Identify what the problem is and why it happens (e.g. why belly fat can be so hard to shift).
List things that many people think are effective solutions that aren’t (e.g. doing lots of sit ups).
Identify methods that do work and delineate them for the reader in easy to understand terms (e.g. Combining weight training with high intensity cardio to boost metabolism, taking steps to increase production of human growth hormone, diet and meal planning).
Step 3: Include an Example Workout and/or Nutrition Plan
Your eBook should dive deep on the theory behind what will make your plan work. You should walk the line between including enough detail to establish your knowledge and authority while also keeping your writing clear and concise.
However, when you’ve clearly explained your solution to the problem, you should also include an example workout and / or nutrition plan. This will give them context and a framework around which to build their newfound knowledge in practical terms. Your eBook shouldn’t be too prescriptive, however. Your example should provide a starting point for them to make the program their own. If they see the results and feel like it fits around their needs well, it builds more value in the program and helps to guarantee that your clients will remain loyal to you (and maybe even recommend others to try your program).
Step 4: Name Your eBook
Now that you have the content down, you’ll need to come up with a name for your eBook. By all means indulge your creative side a little, but be sure that your eBook does exactly what it says on the proverbial tin. Try and build your title around the problem at hand and your target audience, e.g. 5 Belly Blasting Tips For Busy Moms or 3 Fat Loss Tips For Office Workers.
Step 5: Design a Cover
Your next step will be to design a cover for your eBook. It should be attractive and eye catching while also hinting at the contents therein. Be sure to use royalty free images and brush up on the psychology behind different colors when making aesthetic choices.
If you’re feeling less than confident about designing your cover, we heartily recommend using a tool like Canva. It makes designing a compelling cover quick easy and intuitive.
Step 6: Get Your eBook Edited
Once your ebook is complete you’ll need to cast a fresh pair of eyes over it. Get a friend or someone you trust to cast an editorial eye over the book. They should keep an eye out for typos and lapses in grammar but they should also provide insights into how the book feels for a reader.
As they work through your book, ask them;
Does it make sense?
Does it flow well?
Are technical terms clearly explained?
Does it motivate and inspire?
Is there anything that comes across as too difficult or unapproachable?
Is there anything they didn’t understand?
Is there anything that made them feel bored as they were reading?
Their insights will make the book more succinct and user friendly as well as grammatically correct.
Step 7: Create a Landing Page
Now it’s time to create a landing page for your ebook. This will essentially be your sales pitch and encourage users to buy or perhaps (at the very least) download a free sample so that they can test the goods.
A successful landing page should contain;
A catchy title (again, address their problems and frustrations).
A value proposition (lead with why the reader can benefit with your ebook).
Persuasive subheadings (use these to shape your text and reinforce your message).
Images (show them an image that represents them as they’ve always wanted to be).
A compelling Call To Action (e.g. Get Yours Today).
Step 8: Create an Upsell
If your landing page has been successful, you’ll have ignited a fire in the reader. However, leave it too long and that fire will sputter out. To capitalize on reader interest, it’s a good idea to integrate a one time offer in to your thank you page so that they can pull the trigger on a service while they’re feeling inspired and motivated by your eBook.
Want to Sell Your eBook
You can’t expect people to simply find your eBook. Or rather, you shouldn’t rely exclusively on this. You also need to get proactive. Sell to people who showed interest before release like your PT clients.
Perhaps you might want to arrange an exclusive discount to your faithful existing clients or even give links to free copies to fitness bloggers and influencers. Needless to say you should give the book a page of its own on your website and include links and /or glowing reviews of your books in your email signature.
Finally, Keep Your Expectations in Check
Let’s be realistic here. Your eBook won't sell millions. Sales may well be slow (at least at first), some people won't get their eBook on payment, and some people may request a refund... Which you should totally give to them.
But your eBook was never supposed to get you on the bestseller list. It’s a tool that will build value in your brand, make you seem way more knowledgeable and trustworthy, while also making a few extra dollars.
And if you look at it in that respect… You have absolutely nothing to lose!