Create content and establish expertise

Everything you take for granted is probably valuable information for your potential clients

As gymowners and coaches, it is very easy to underestimate our knowledge and to overestimate others people´s knowledge. Some of the things that we consider basic knowledge is perhaps not known at all to many of our potential clients. That is why publishing content is so valuable for you as an owner and that is also why you should stop trying to overdo it all the time!

As a mentor in Two Brain Business, and as one of the persons behind Coaches Congress, I often talk to gym onwers who want to get more clients through their doors. One of the best and easiest strategies is to publish more content and establish expertise in your area. Every gymowner “knows” this and claim to understand it but so many of them hesitate to publish, prioritate other things or claim to struggle in doing it. There are so many excuses…

  • I don´t have a good enough camera so I can´t publish films or photos
  • I don´t know HOW to write so I always get stuck
  • I don´t know WHAT to write so I always get stuck
  • I don´t know enough to post, there are so many other experts out there that write better stuff
  • I can´t find the time
  • My dog ate my computer…😉
  • I don´t get any leads from it anyway so what´s the point?

The thing is;

It will always be hard until you start doing it.

There will always be someone posting more advanced stuff than you

Some of your content will always be “basic” for someone and “ advanced” for someone else

It will always be easy “being busy being busy” so you need to plan your days and what to focus on

Establishing expertise is always going to be “playing the long game” and you never know when that will give you a new client or how that can help someone

Just as with training, you need to START in order to be able to get better. How come it´s so easy saying things like this to your clients but so hard following your own advice? As a gymowner and coach, you must have had TONS of questions from clients, coaches, friends etc around training, fitness, health, nutrition, habits, weight loss, injuries and much more?

Every question could be the start of a new text or a new film. If you hear members talking about struggling with something, create content around it. If you know that people struggle with finding the time to workout, ask some of your motivated members how THEY do and share their advice.

Don´t overdo it, just start publishing! What could you write about, or make a video about, today?


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