Join The 21-day Content Creation Challenge

November 30, 2017

Fitpro-ho-hos! (Too early?)

Who wants to do a MASSIVE push on content in December?

I’m running a free, informal 21-day content creation challenge.

Want to join in?

  • accountability
  • practical support
  • help with ideas
  • feedback and critique from me
  • a boost in visibility and activity

Plus you’ll get..

…BETTER at writing
…MORE CONFIDENT about posting
…and PAST the annoying procrastination you have about content

All you have to do is commit to posting ONCE per day from 1st-21st December. Yes, we start tomorrow. If you’re in, you’re in! Just get started – I’ll help with the rest.

It can be on FB, Insta, your blog, to your email list… whatever is most relevant to your audience.

This is for you if:

– you’re a fitness professional
– who wants a big push on content in December
– to get ahead of the “New Year rush”

Get in touch on Facebook, or leave a comment here, and I’ll message you with the next steps.

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Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 13 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.

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7 Ways Copywriting Is Crucial To Your Fitness Business – Sales Pages

October 28, 2017

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Number seven in this mini series is the big Daddy…

Sales letters

Got something to sell? Then you’re going to need a sales letter (sales page).

But before I get into the elements of what makes a great sales letter (and the things you MUST include), I want to make sure your head is straight.

So put your pen down. Focus.

You Need The Right Attitude To Write A Sales Letter

Writing a great sales letter starts with YOU. Your self confidence, your beliefs about selling, and your pride in what you do.

Selling is NOT pushy or unethical.

At least it shouldn’t be. Think about it like this. You’re in the fitness industry, right? You are in the business of getting people healthier, stronger, happier.

If your product or service makes a real positive difference to people’s lives, solves a problem, and is something they’re already looking for…where’s the problem?

You Owe It To Them!

You’re in business, nobody is arguing with that. And if you believe in yourself, your product, and your service, and if you correctly identify and target people who NEED you, then it’s actually important that you DO sell to those people.

You have a duty to let them know about you, and give them the opportunity to make a decision!

OK. So How Do I Write This Damn Sales Letter?
There’s an art to sales letters, but here are some elements you need to focus on…

  • an *amazing* headline
  • a succinct, descriptive, attention grabbing intro
  • who it’s for…and who it is not for
  • proof that you really get them and their problems, and you’re the right person to help
  • benefits and value
  • the problems you can solve
  • exactly how your solution will help them
  • what they can expect – what will they receive, how will they use it
  • how life will feel/look after they’ve used your solution
  • precisely what action you want them to take next
  • Q&A or another form of objection handling
  • strong call to action/s
  • social proof
  • your story or the story of the product

Sales pages can be daunting but I promise they don’t need to be.

Start with complete confidence and pride in your product and take it from there.

P.S all 7 of these mini guides are together on this page.

For more fitness industry copywriting chat, join me on Facebook.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who has been writing content and direct response copy for the fitness industry since 2004. Get in touch via Facebook, or by sending a message here.


#6 – 7 Ways Copywriting Is Crucial For Your Fitness Business (About Me profiles)

October 26, 2017
Today: writing your About Me page (or any kind of profile/bio).
(Check out the posts about videos and video scripts, emails and email marketing, blog posts, website copy and ebooks.

Isn’t Writing “About Me” Easy? I Just Talk About…. Me…. No?

Do you want to bore your readers straight off the page and leave them with absolutely no idea of what life would be like working with you?

Then no, ideally not.

Yes, if you run a business, you do need to tell people about yourself (especially if you are the face of the brand). You might do this on your website, in your social media bios, within sales pages, and as an author bio when you write guest blog posts.

But how much thought do you put into those little “about me” profiles?

“About Me” Is A Marketing Tool Too

Stop thinking of about me/profiles as a footnote and start thinking of them as a key part of your marketing and brand awareness.

It can be challenging to get all the key points into an “about me” section, especially on social media, but that’s good practice. Make your bio sharp and succinct, interesting, and on brand.

9 Things To Remember

If you’re struggling to write an engaging profile/bio/about me section that doesn’t bore people to death, bear these points in mind:

  1. know who you’re talking to. The messaging, tone, and language of your bio should change according to your audience, just like any other bit of copy should.
  2. don’t just include facts and boring info (tip: nobody cares about you, they care about what you can do for them)
  3. make your about me/profile be about the reader. I know, sounds weird. But it needs to be about you in the context of what you do for other people.
  4. share your values, character, and what makes you different. Why should the reader work with you?
  5. tell the story of your professional journey. People love stories, and this is the best way to get all that boring info in without just listing a load of facts.
  6. show how you’ve provided solutions in the past, and how you can help the reader now. This is another creative way of getting those boring facts in, but in story form.
  7. give a sense of what it’s like to work with you. Do this through stories, language, and tone.
  8. build a sense of connection, familiarity, and trust
  9. add a call to action or at the very least a way to contact you

Here are a few examples of About Me/profiles I’ve written

Kirk Miller About Me page

Boldanic (supplements) About Us/company story page

Tony Cottenden Top Condition PT About Me page

Adam Cam About Me page

For more fitness industry copywriting chat, join me on Facebook– and stay tuned here for the final post in the series.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who has been writing content and direct response copy for the fitness industry since 2004. Get in touch via Facebook, or by sending a message here.

 


#5 – 7 Ways Copywriting Is Crucial For Your Fitness Business (Video Scripts)

October 23, 2017

Number 5 in this blog series about ways you should be using copywriting in your fitness business is videos (well, video scripts).

(Check out the posts about emails and email marketing, blog posts, website copy and ebooks).

Video Scripts? Why Would I Use Them?

You’ve probably heard marketing type people say things like “Google loves video content”,  and “people prefer watching video to reading copy”.

Video content is a really important part of your marketing strategy. You need video on your website, and you might need to use it as part of your sales funnel.

But it’s not all about off-the-cuff Insta lives and Snapchat stories. That kind of spontaneous, selfie-style video content definitely has its place. But we’re talking about video as a marketing tool here, rather than video as consistent content.

You can (and should) use video for

  • your website home page
  • as a sales tool
  • to welcome clients to a member site
  • to summarise who you are
  • to showcase your products
  • …in fact anything that you’d also do in writing.

But just because it’s video, don’t think you shouldn’t write it first.

Videos are valuable. People won’t hang around to watch them if they are boring, clumsy, or take ages to get to the point. Your videos need to be clear, concise, engaging, AND make people take some sort of action. That’s a lot to leave to chance.

So script it.

You can rewrite your video script as many times as you need. There’s no pressure. Take time to get it right.

  • video sales letters
  • home page videos
  • video bios
  • product videos
  • Q&A/objection handling videos

Have you got video on your website, members’ area site, or in your product bundles? If not – why not?

For more fitness industry copywriting chat, join me on Facebook – and stay tuned here for the next five posts in this series.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who has been writing content and direct response copy for the fitness industry since 2004. Get in touch via Facebook, by sending a message here.


#4 – 7 Ways Copywriting Is Crucial For Your Fitness Business (Emails)

October 20, 2017

Number 4 in this blog series about ways you should be using copywriting in your fitness business is: emails.

(Check out the posts about blog posts, website copy and ebooks).

Do You Just Mean Sending Emails To My Clients?

Not exactly. Email marketing is (as the name suggests) a marketing tool. So your “email marketing” emails are different to the regular individual emails you send to clients for check-ins etc.

Email marketing is mass emailing your list (or breaking your list into segments to send more specific messages): for daily or weekly “newsletter” style emails, or to market/sell a product or service.

I Heard Email Marketing Is Dead

Yeah, no, it’s not. Obviously you need to get it right – and that starts way back before you send an email. It starts with putting out consistent valuable content, then successfully asking people to hand over their email address so you can build a list.

But once you’ve got a list, and something useful and truly valuable to tell them about, email is a great way to talk directly to prospective clients in a one-on-one way. It’s almost like a conversation between the two of you.

And that is exactly how it should feel to the person reading your emails.

Remember when I said that you should always write as if you’re talking to just one person? After all, your reader will most likely be alone when they read your copy.

Emails are a great way to remind yourself of this point. When you write emails to your list, imagine one single individual receiving that email: on their phone (probably), or maybe at their desk during a quick coffee break.

How To Use Email Marketing In A Fitness Business

  • daily/weekly regular emails to give value and build familiarity
  • pre launch emails to warm people up for a new product or service
  • as an entire sales sequence
  • post sign-up/thank you/welcome emails
  • to measure results with certain splits/sub sections of your list
  • for retargeting purposes

Make Sure Your Emails Do Their Job!

Spend plenty of time crafting great subject lines (so the damn email gets opened in the first place!), body copy that entertains/informs/educates, and then (when relevant) a strong call to action (CTA).

For more fitness industry copywriting chat, join me on Facebook – and stay tuned here for the next five posts in this series.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who has been writing content and direct response copy for the fitness industry since 2004. Get in touch via Facebook, by sending a message here.


#3 – 7 Ways Copywriting Is Crucial For Your Fitness Business (blog posts)

October 18, 2017

Today’s post about seven ways you can use copywriting in your fitness business is…blog posts! (Like this one 😉 )

Check out the posts about website copy and ebooks if you missed them.

What does “blog” mean, anyway?

Fun fact: “blog” originally meant “web log” – designed to be a kind of online diary which is regularly updated. (As an aside: I have a VERY retro story about my first use of a “web log”, which I might tell you one day…in the meantime, big up my friend David for updating said “web blog” from the boat as I was swimming the Channel… It all seemed very high tech in 2004!)

Blogs for fitness businesses

These days, blogs can mean a standalone blog (like this one), a blog page on your website, or it can even refer to blog-type content on Facebook.

Blog posts are a classic example of “content marketing”. Your blog articles are working hard for your brand, but they’re not explicitly promoting your services, or selling anything directly. But they have an important role to play, building up content consistently so your audience gets familiar with you, starts to know your voice, and sees what you’re interested in (and good at).

You need to blog because…

  • you can refine your tone of voice (and familiarise people with it)
  • it’s a solid form of consistent content (which you can repurpose, too)
  • you can give real value to potential customers long before you ask them to part with any money
  • your blog posts will help boost SEO for your key words and for your name
  • blogs will position you as an expert on niche topics for a specific audience
  • plus…you get to write about things you really care about! Blogging is fun!

Fun… but still marketing 

Although blogs are more informal and chatty than some other forms of copy, you still need to think about them. Blogs need a great headline and subheads, formatting, good body copy, and use of tools like quotes, questions, stories, facts & figures to help them stand out.

Here are just a few blog posts I’ve written for clients:

For fitness training course provider HFE.

For supplement companies including Bulk Powders and Lean Greens.

For Holland and Barrett‘s Health Hub.

For gym kit provider Escape Fitness.

For the Lift Big, Eat Big blog.

For Fit Pro client recipes.

For running4women‘s blog.

For online coaches like Adam Parr.

And Facebook-post style blog posts for Top Condition PT.

Do you blog? If not – why not? (Seriously, tell me – I’d love to help you start blogging).

For more fitness industry copywriting chat, join me on Facebook – and stay tuned here for the next five posts in this series.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 13 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.


#2 – 7 Ways Copywriting Is Crucial For Your Fitness Business (ebooks)

October 17, 2017

fitness writer ebook copywriting editing

This week, we’re talking about seven ways that copywriting helps fitness businesses like yours stand out.

Yesterday was website copy.
Today: ebooks.

What are ebooks?

An ebook is a book in electronic form, although it doesn’t have to worthy of a Booker Prize nomination. Fitness businesses use ebooks as lead magnets, for data capture, as a way to give free content or (occasionally) as a digital product to sell.

However you use your ebook, it will help with authority, visibility, and expert status.

You already know that you need to give value long before you ask people to buy from you. An ebook is a great way to package up the best of your content and give it away, in return for an email address. They get some genuinely helpful info which solves one or more of their problems, and you get to add some data to your list. Win/win!

There are other reasons to produce an ebook…

  • it establishes you as an authority and elevates your expert status…
  • ebooks stay relevant for longer. Blog posts come and go, but an ebook has (virtual) thud-factor…
  • you can create a buzz around an ebook which will energise the rest of your marketing efforts
  • and the best bit? You’ve probably already written nearly an ebook’s worth of content already! It shouldn’t be a massive task.

I’ve ghostwritten and/or copyedited ebooks for:

Mike Samuels of HLHL (who said this…)

I asked Nic to edit my first e-book.

The level of service I received, and the quality of her work well above and beyond what I’d hoped for, and as such, every single project and book I’ve created since, I’ve not even bothered going to anyone else.

If you want top quality work – go straight to Nic!

Juggy Sidhu (who said this…)

I had worked hours on my ebook and I was at the point where I knew something was missing! Nicola came on board and made a massive impact on the words I had put together and really made them come to life. I look forward to working with Nicola in the future!

Ru Anderson of High Performance Living (whose book held the #1 spot in Amazon for its category)
Martijn Koevoets of The Powerlifting University (one of the books I helped him with also became an Amazon best seller!)
…and plenty of others (I LOVE working on ebooks!)

For more fitness industry copywriting chat, join me on Facebook – and stay tuned here for the next five posts in this series.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 13 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.