My personal trainer brother Benjamin hit me up today with a question:
“I’m filling out my Google Business account and was thinking instead of the generic ‘we are a community gym’ stuff I should write a customer-centric description with lots of ‘you’ in it. Can you help me? I would normally look for others to model off but nobody else has this as far as I’m aware.”
I told him not to bother.
Specifically, not to bother spending a lot of time on it.
Because the honest truth is, a “Google My Business” description is NOT a big needle-mover in his business.
But he still needed something, so on the spot I came up with a template he could use.
Here’s what I suggested:
Aether Gym is the <gym?> for <prospect description> who want <benefit 1>, <benefit 2> and/or <benefit 3>, without <unpleasant thing(s)>. Unlike other gyms, we don’t <sucky thing other people do>. Instead, we use <unique process you use> to make sure you get <what they want> faster than ever before. Interested? Book your free intro appointment by <whatever they have to do next>
Nothing ground-breaking, especially if you know copywriting:
You call out your prospect … offer them the benefits they want … show off how you’re different from your competitors … and call them to action.
It’s short, sweet, simple, and won’t take up more than 2 minutes of his time.
Now I have no idea how other people do their Google My Business descriptions. And maybe if I researched it more I’d find out some better ways to do it.
But again … it’s not a needle-mover.
So feel free to copy, steal, swipe or adapt the above for your business as you see fit.
And when you need help with some copy that actually moves the needle — like sales pages or emails like this one …
If I work with you, I guarantee you’ll get <benefit 1> and <benefit 2> without the <problem> that most <customer profile> like you have with other copywriters!