Scroll through Instagram and count how many coaches say they help people “get fit and feel confident.”
It’s everyone. It’s no one.
When you sound like every other trainer, potential clients can’t tell why they’d pick you. So they don’t pick anyone. Or they pick whoever’s cheapest.
The fix isn’t being louder or posting more. It’s being more specific.
Specific about who.
Not “busy professionals.” Try “new dads who used to be athletes and haven’t touched a weight in three years.”
Not “women who want to get stronger.” Try “women in their 40s training for their first pull-up.”
The narrower you go, the more people think: that’s me.
Specific about what.
Don’t just say you do nutrition coaching. Say you help people stop the weekend binge-restrict cycle without tracking every macro forever.
Don’t say you build custom programs. Say you design 30-minute workouts for people who hate being in the gym longer than necessary.
Specific about how you’re different.
Maybe you check in daily. Maybe you don’t do meal plans at all. Maybe your whole thing is teaching people to coach themselves eventually.
Whatever it is — name it.
Here’s the thing most coaches get backwards: specificity doesn’t limit your audience. It makes the right people feel like you’re talking directly to them.
And that’s what gets someone to DM you instead of scrolling past.
Try this: rewrite your bio in one sentence. Include who you help, what problem you solve, and one thing that makes your approach different.
If it could describe any trainer, keep going.
