Answered by Jason Odell, founder of RiseForIt
Flashy workouts get you watched. Fixing problems gets you hired. There's two people. There's this guy with $4,000 worth of camera equipment.
And then there's you, with an iPhone 6, recording in the gym. He's got pristine quality. You're recording in 720p with your phone microphone. Who do you think gets the most clients? A or B?
Well, it's actually not enough information to decide. Because it's about the type of content you post. Trainers look good, right? But looking good is a byproduct of the job. The job is solving people's problems.
If he just posts himself working out, it might be the best workout in the world. But he's not giving value. He'll probably get more likes just from the equipment. But if his content is only him working out, he's not likely to get more clients than you making content that solves people's problems.
So if you're in better shape than most trainers, why post talking-heads? Because it's not about the camera, and it's not about the format. It's about whether the video solves somebody's problem. Nobody ever booked a consult because the lighting was nice. They booked because the trainer sounded like he'd already fixed their exact problem a hundred times. If you want a quick way to know if your page builds the kind of trust that gets you clients, look at it like a stranger would.
If they landed on it cold, what would they say you fix? If the answer is 'he does cool workouts,' they might watch you, but they won't call you. You want them to say: that's the knee pain trainer. That's the post-baby belly coach. That's the one who fixes a stalled bench press.
Pick one specific thing, the thing your clients already come to you for, so people know exactly who to send your way. Then post the fix again and again, from every angle. Show them why it happens. Show them how to tell if it's them. Then show them what to do about it this week.
Your workouts can stay. Just make each one fix something for that person. Every video where you fix that one thing builds the case that you're the one to call. It's like the old stonecutter story.
He hits the rock a hundred times and nothing, not even a crack, and on the hundred and first hit it splits in two. It wasn't that last hit that did it, it was all the ones before. Your hundredth knee pain video is the one that makes them call, but only because of the ninety-nine before it.
And when somebody in their life has that problem, they don't send them a cool workout. They send your page. If people can't say what you fix, they'll send their friends to a trainer they can. So here's your challenge for this week: write it down in one line. 'I'm the trainer who fixes blank.'
That's your lane, that's your pond. Instead of trying to look impressive to everybody out in the ocean, you're now the first name people think of when that problem shows up. If you can't fill in that blank on your own, stop guessing and work with me - we'll nail down your lane together, because it decides everything that comes after it. But a video that fixes something only goes so far. People watch, nod, and scroll.
It's built on this one, so don't go anywhere yet.
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