ASK NICK: the Maltese Sea of Sameness

The Question

Nick, I’m struggling to get new clients. I post on Instagram and Facebook but the few enquiries I get say I’m 'too expensive.' Malta feels so small and competitive—how do I market my business without spending a fortune on ads?" 

​The Answer

​First, let’s clear up a massive misconception about Malta...you do not need a massive advertising budget to win here. 

​Malta has one of the highest Facebook usages per capita, per day in the world? Because this island is so small and interconnected, you can reach your exact target audience through local groups and organic content without spending on paid ads. 

​So why aren't your posts working? ​Probably because you look exactly like every other trainer on the island. 

​I actively research the Maltese fitness market every single day and honestly? Most of the PT marketing I see makes me roll my eyes. It is all so incredibly generic, bland and outdated. It’s the same old 'wishy-washy' formula... 'Look at me, I'm a personal trainer, look at my muscles in this photo, come train with me.' 

​If I'm bored looking at it for research, imagine how bored the people who actually have money to spend are. 

​To stand out in Malta, you have to be different. You have to stop trying to please everyone. When you try to appeal to every single person on the island, you end up diluting your service and appealing to nobody.

You need to pick a specific niche, double down on your actual expertise and be willing to take a risk with your content. Yes, you might not please some people...but you don't want 'everyone.' You only want the specific people who value your expertise and are ready to pay for it. 

​And as for the people telling you that you’re 'too expensive'? ​Unless your prices are completely detached from your actual skill level, that isn't a pricing problem, it’s a client quality problem. They are just cheap, flaky clients looking for a bargain and frankly, you are much better off without them anyway. 

​Stop blending into the background. If your marketing is bland, your bank account will be too.

 ​If you're tired of posting content that gets ignored and want to learn how to position your business so high value clients actively seek you out, let’s fix it. 

​I help personal trainers find their unique niche, stand out from the generic noise in Malta, and build a brand that attracts premium clients who never argue about price. 

​Ready to stop being invisible? DM me the word 'STANDOUT' and let’s talk about your positioning."