The hard part of becoming a personal trainer isn’t learning which muscle does what. There are plenty of study guides and anatomy books to help an aspiring trainer to get a Certificate IV in Fitness.

No, the hard part is the art of telling a story that people you hope will sign up for your training want to believe. The hard part is standing out amongst all of the other trainers who understand the theory too.

It turns out that the mechanics, the thing we think will be the uphill struggle is actually the easy part. And yet that’s where we focus all our energy. Getting the piece of paper, coding the app and writing the copy.

There is no formula for the hard part. No checklist for telling a story that moves people to act and draws them to you. That’s why it’s scarce and exactly where you should put your focus.

Image by JRP.