Fitness business owners – have you ever told your audience why you came up with the idea for your business?
Why you do what you do?
Where you were when you had the flash of inspiration: were you alone, or chatting with a friend? Were you outside in nature, or stuck in your office?

If not – why not?

Stories matter.

People DO want to hear the story behind your brand, your business, your flagship product, and your newest service.

Storytelling is one of the oldest and most natural ways for us to share ideas and make sense of the world.

And, these days, consumers care more about the stories behind the businesses they trust.

Your story builds connections, fosters trust, and nurtures relationships.

The more people know about your brand story, the more they will feel invested in you – and loyal to you.

Why Is Storytelling Important?

Emotional connection matters – perhaps even more than customer satisfaction. Clients and consumers will forgive a great deal if they like you.

That’s not to say that you shouldn’t (over) deliver excellent products with absolute passion. But if people “know” you – through your story – then you can be human, too.

And emotionally connected customers are more valuable – on a long term basis – than those who are satisfied with your product, but don’t care about you.

Stories can help your audience find common touchpoint – reasons to engage with you. Excuses to reach out without feeling weird about it. If and when they meet you in person, the ice will already have been broken.

(  That’s one reason I always try to get my dog involved in Skype calls with new or prospective clients – or at least have him in the background. Dog people like dog people!)

In my next post, I’d like to tell you about the three most useful types of stories for fitness businesses to use. Would that be helpful?
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Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 14 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.