The Profile That Gets Leads Workbook

Step 1 of 6 · Learn it

Pick your pond

If your bio says "fitness coach," you're up against every trainer on the app. A stranger only follows when they see themselves in your first line.

How to do it

1. Write down the one group you most like to coach. Add a detail that makes it smaller, like an age, a job, a sport, or a life stage.
2. List the results that group asks you for, in their words, not your certification's words.
3. List the things they hate or fear about getting there, like long workouts, diets, or getting hurt.
4. Circle one result and one thing they hate. You'll use them on the next page.
5. Run the pond test at the bottom. If it fails, make the group smaller.

Your turn on the next page →

Step 2 of 6 · Learn it

Write your one-sentence bio

Most trainer bios read like a résumé: certified coach, dog dad, coffee lover. None of that tells a stranger if you can help them, so they scroll on.

How to do it

1. Fill in the frame: I help [who] get [result] without [the thing they hate]. Use what you circled on page 1.
2. Write one line of real proof. It must be something you've lived. Mine is that I went from $0 and borderline homeless to managing a team of personal trainers with a full book of clients. Yours might be your own transformation, your years on the gym floor, or the group you love to coach.
3. Write one next step that points to your link, like "Tap below for a free 7-day plan."
4. Cut everything else. If a stranger wouldn't care about it before deciding to trust you, delete it. Instagram gives you about 150 characters, so short wins.
5. Read it out loud like you've never heard of yourself. Fix any line that only makes sense to a fan.

Your turn on the next page →

Step 3 of 6 · Learn it

Plan your four highlights

After your bio, a new visitor taps your highlights. If they're vague names with busy covers, the visitor leaves with no answers and no reason to message you.

How to do it

1. Write your Start Here video using the script below. Keep it short: who you help, why you, what to do next.
2. For Proof, list real client wins, your own story, and lessons you've lived. No client results yet? Don't fake them. Show your own journey and how you coach.
3. For How It Works, show where they hurt now and where they'll land. Sell the vacation, not every step in between.
4. For Ask Me, list the questions people already DM you: online or in person, schedule, who it's not for.
5. Keep covers plain and names readable. A stranger should know what's inside before they tap.

Your turn on the next page →

Step 4 of 6 · Learn it

Pick three posts to pin

Your pinned posts are the next thing people see after your bio. If they're a gym selfie, a quote, and a meme, they don't answer the only question a new visitor has: is this person for me?

How to do it

1. Pin 1, who you are: why you coach this group.
2. Pin 2, how you think: one way you think about training for them.
3. Pin 3, a real fix: a simple answer to the thing they always ask you about.
4. Look through your grid first. If a post already does the job, use it. If not, write the idea down and make it this week.
5. Check all three together. A stranger who reads them should know if you're for them.

Your turn on the next page →

Step 5 of 6 · Learn it

Point your link and captions at one next step

A profile with three links and no clear ask leaves the stranger guessing, and they leave. A lead who waits a week for your reply usually moves on.

How to do it

1. Pick one simple way to talk to you, like a free plan sent by DM or a short form. Point your bio link at only that.
2. Pick one comment word that matches it, like PLAN or HILLS.
3. Write one caption to one person: name one problem, give your real fix, tell them one thing to do today, then ask them to comment the word.
4. Write the DM reply you'll send when they comment, so you can answer that same day.
5. Write it like you're talking to one client. Not "hey guys."

Your turn on the next page →

Step 6 of 6 · Learn it

Pick your hashtag set

Giant tags like #fitness and #personaltrainer put you next to every gym selfie on the app. You are what you stand next to.

How to do it

1. Remember the post does most of the work. Hashtags just help label it.
2. Write tags for the problem you solve.
3. Write tags for the people you serve.
4. If you train in person, add your city.
5. Keep only the few you'd be proud to be linked with, and use the same set every time so people connect you with them.

Your turn on the next page →

The plan

Your next 7 days

One small job a day. By day 7 a stranger can tell in five seconds who you help and what to do next.

Your answers, in one place

One small job a day