"Client success stories (case studies) prove you’re great at what you do in a very organic way." - Kristen West
By Kristen West
So, you’re pursuing a career as a personal trainer! Whether you’re a seasoned veteran or a newbie looking to land your first clients, you’ve clearly got a passion for helping people be healthier and happier.
Here’s a tried-and-true method for showing customers you’re the fitness pro they need: customer success story marketing.
If you’re here, chances are you’re interested in growing your personal training business with the power of content-marketing. You want to give your website visitors all the helpful information you can, so that they’ll know you’re an expert in your field.
Case studies, more simply called “customer success stories,” fall under the content-marketing umbrella and they’re a great way to show new potential clients why you’re the personal trainer for them.
If you’re not familiar with how case studies work, here’s the gist: A case study shares the experience of one of your training clients.
But rather than ending with a brief quote like a testimonial, case studies detail the client’s experience with your services from start to finish: from why the person chose you, to the journey you’ve been on together, and the results you’ve helped them achieve.
Long story short: they prove you’re legit, and they do it well.
Case studies have been proven time and time again to boost credibility, more so than testimonials alone – it’s social proof on a high protein diet. The reason is simple: Human beings are drawn to good stories! Encountering a good story has been proven to boost oxytocin in the brain, fostering a sense of trust.
But the strongest tenet of customer success story marketing is its authenticity: when you share how you’re helping real people, your prospective clients don’t have to do any guesswork when deciding to invest in your services.
Related Article: The Science of Storytelling
As you already know, personal trainers provide a very intimate service, and for many people, it takes a lot of courage to hire one in the first place!
Reading other clients’ success stories can make someone realize, “Wow, if these people can achieve the results they want, so can I.”
This is one of the few industries (outside the medical world) that actively involves the human body, and your potential clients could be struggling with a number of insecurities surrounding their body image. They want to know they can trust you — to know what you’re doing, obviously -- but also to get them the results they want in a non-judgmental environment.
It’s a career path where your good character will play a big role in your success, so you want to showcase that in the most authentic way possible. Compelling customer success stories are the “proof in the pudding,” so to speak; they're a great tool for sharing who you are and the great work you’re doing.
Here are a couple of tips for getting your case-study library started: