From RAGS To RICHES – storytelling for fitness business marketing

April 3, 2018

I’ve been talking about storytelling recently – and the most effective “categories” of story for fitness businesses like yours.

Let’s look at another type of story (as identified in Christopher Booker’s 2004 book “Why We Tell Stories“).

Rags To Riches

We can all name several rags to riches stories from fairytales through Disney and beyond. Think Cinderella, Aladdin, Pretty Woman, Forrest Gump, Slumdog Millionaire, and Rocky (yep, him again – I know I mentioned him in the “Overcoming The Monster” post but this is why boxing movies get us so hard in the feels – they are impeccable examples of storytelling).

You know how the R2R story goes. Poor (yet plucky) hero faces incredible challenges despite all the odds being against him. He usually has a loyal sidekick or just one person championing them. Our hero gains something, loses it, then gets it back again – but not until they’ve overcome a situation, learned something important, or become “better” somehow.

There is conflict and drama. The narrative has ups and downs (it would be pretty boring otherwise). The hero always loses something (or someone), or has to leave something behind in order to progress.

So how can you use R2R in your marketing?

Two ways…

1️ For social proof
Client case studies don’t need to be as dramatic as a movie plot, but they do need to show clear progress – with the client overcoming the odds and triumphing in the end. Build the story around contrast: what was life like before, what happened during the journey, and what is life like now? How will your products or services bring “riches” (health, happiness, confidence, fitness) into their life? What are the “rags” they so desperately want to leave behind?

2 Your own story
Intelligent and subtle use of R2R in your own storytelling can really help you connect and resonate with your target market. Do this clumsily, and you’ll come across as cheesy or – worse – insincere. But get it right, and it can create a deep connection which showcases your empathy. Where did you start from? What obstacles did you overcome along the way? What did you learn? How can your story inspire and encourage potential clients who are further back in the process?

Some examples of Rags To Riches in sports and fitness advertising: remember the Nike Golf ad (2016) where Tiger Woods inspired young Rory McIlroy to greatness? Fantastic example – watch it on Youtube to remind yourself.

Or Gatorade’s ‘Rise Up’, ‘Greatness is Taken’, and ‘The Secret to Victory’ campaigns: “Every athlete loses. It’s part of the game. But what separates the good from the great is how they bounce back.”

Want to know HOW to use stories like these in your own business content marketing? Just get in touch – happy to help!

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 14 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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Help Your Client Overcome Their MONSTER (story telling for fitness business marketing)

April 3, 2018

You already know that your content needs to engage people on an emotional level – and that doesn’t mean steering clear of negative emotions. Yes, joy, wonder, and curiosity are valuable. But so are fear, frustration, and disappointment.

In my previous post, I talked about “types” of story you can use in your copy.

It’s widely accepted (thanks to Christopher Booker’s 2004 book “Why We Tell Stories“) that every story ever told falls into one of seven categories: Comedy, Tragedy, Voyage and Return, Rebirth, Overcoming the Monster, Rags to Riches and The Quest. Fun fact: he worked on the book for over 30 years.

The book looks at why humans are psychologically programmed to imagine stories this way – and why we react so strongly to them.

I want to talk to you about three of them – the three I think are most useful for fitness businesses and brands.

Up first – “Overcoming The Monster”

What barrier is your reader facing? What stands in the way of where they are, and where they want to be (or what they know, and what they want to know)?

And how can you provide the solution – get them from A-B?

Your client is the underdog of this story – and they need to “win”. Your job is to make them the hero.

In OCM stories, our hero sets out to challenge and destroy an antagonist. It can be an individual or a force, but it’s usually bigger or seemingly greater than them, and it threatens him/her, the family, the community, or the entire future.

It will take a lot of courage and strength for the protagonist to Overcome The Monster – they will often face difficult choices, decisions, losses, and will experience painful growth along the way.

They are never the same at the end of the story.

>> Think Star Wars, Terminator, most Westerns, Rocky (and most boxing films) David (of defeating Goliath fame), and – if you remember your mythology – Perseus and Theseus.

= For your purposes, the “monster” is unlikely to be a physical creature looming into town. It’s going to be your client’s fears, anxieties, biggest dread, self-doubt, self-sabotage, or perhaps the words of someone who has told them not to bother, or that they will never be sporty or that “everyone in this family is fat” =

>> Some examples to Overcoming The Monster in fitness advertising: Under Armour’s “I Will What I Want” campaign…. and pretty much anything Nike has ever done since they created the “Just Do It” call to arms in 1988.

There are five stages to an OTM type story – and you can use these to structure your copy…

1. Anticipation and Call
What is the monster? Why does it seem powerful? What type of threat does it pose? This is where your hero needs to accept the challenge.
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2. Dream
Your hero prepares to battle whilst they are still some distance away (think about all those training montages set to music!)
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3. Frustration
The monster shows itself, and its power is revealed. Has our hero bitten off more than they can chew? It all hangs in the balance.
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4. Nightmare
The battle is on. At first, our hero seems to be getting crushed by the monster. It looks bleak. But there’s no giving up. It looks like it’s all over for the hero…. but hang on, what’s this? The battle is about to take a turn.
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5. Escape from Death, and Death of the Monster.
Hooray! Our hero wins (of course). Monster is defeated, hero is victorious, and he/she gets presented with riches or some kind of reward and returns home the conquering hero.

==

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 14 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.


Where Does Storytelling Fit Into Your Marketing Activity?

April 3, 2018

NJ 18.50.00

Fitness business owners – have you ever told your audience why you came up with the idea for your business?
Why you do what you do?
Where you were when you had the flash of inspiration: were you alone, or chatting with a friend? Were you outside in nature, or stuck in your office?

If not – why not?

Stories matter.

People DO want to hear the story behind your brand, your business, your flagship product, and your newest service.

Storytelling is one of the oldest and most natural ways for us to share ideas and make sense of the world.

And, these days, consumers care more about the stories behind the businesses they trust.

Your story builds connections, fosters trust, and nurtures relationships.

The more people know about your brand story, the more they will feel invested in you – and loyal to you.

🔻Why Is Storytelling Important?🔻

Emotional connection matters – perhaps even more than customer satisfaction. Clients and consumers will forgive a great deal if they like you.

That’s not to say that you shouldn’t (over) deliver excellent products with absolute passion. But if people “know” you – through your story – then you can be human, too.

And emotionally connected customers are more valuable – on a long term basis – than those who are satisfied with your product, but don’t care about you.

Stories can help your audience find common touchpoint – reasons to engage with you. Excuses to reach out without feeling weird about it. If and when they meet you in person, the ice will already have been broken.

( 🐶 That’s one reason I always try to get my dog involved in Skype calls with new or prospective clients – or at least have him in the background. Dog people like dog people!)
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➡️In my next post, I’d like to tell you about the three most useful types of stories for fitness businesses to use. Would that be helpful?
==
Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 14 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.


My SBS Radio podcast interview: Vegan Month revisited

January 28, 2018

Just a quick one to say that I’m on the Shredded By Science podcast – SBS Radio.

Lawrence Judd invited me on as part of their “Vegan January” focus, to talk about the Vegan Month I did last year. Have a listen – it’s on iTunes or Spotify at this link.

The episode after mine features Melody Schoenfeld – an actual real proper vegan! – who’s been vegan for 20+ years, trains, and does various strength sports. So if you’re interested in Veganism and strength/hypertrophy, give her interview a listen too.

Thanks Shredded By Science for having me on the podcast!

Don’t forget you can find all of my Vegan Month posts here and find me on Instagram here.

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.


Favourite Fitness & Nutrition Podcasts 2017

December 11, 2017

I like podcasts. Maybe you do, too. We should talk about that.

It’s been ages since I did a favourite podcasts post (my first podcast round-up was back in 2011 if you want a LOL, and then I wrote one in 2013 and later in 2013).

Many of those podcasts have departed to the great audio booth in the sky, and some are still around but either they’ve changed direction of (more likely) I have.

Either way, it’s time for an update. Here’s what I listen to on the regular.

(Most are about training and/or nutrition, but I’ve included some of my favourite business / personal development ones, too. You can only listen to so much industry chat, you know, however good the content and solid the banter!)

Got any recommendations for me? Leave me a comment.

Shredded By Science
(Lawrence Judd & the SBS team)

The SBS podcast is hosted by Lawrence Judd with regular input from Patrick (of Eat, Train, Progress) and SBS head honcho Luke Johnson. This podcast is mainly aimed at fitness professionals, but don’t have to be one to get a lot from it. If you’re interested in training, nutrition, and how the industry is changing, you’ll learn a lot (and laugh a lot!) They discuss great topics and have some brilliant guests. And Lawrence’s very dry humour often has me literally LOLing (awkward since I listen to podcasts when I’m out walking the dog)

3D Muscle Journey
(Andrea Valdez & the 3DMJ team)

3DMJ are kind of the OGs of the “flexible dieting” world, and the collected wisdom of host Andrea Valdez, Brad Loomis, Jeff Alberts, Alberto Nunez, and Eric Helms packs a punch. The 3DMJ podcast is firmly aimed at natural bodybuilding competitors, but anyone who is interested in training and eating for body recomp will get something from it. By the way, I’m #TeamJeff.


Muscle Box Radio
(Team Box)

The Muscle Box podcast will at any one time feature two or more of Team Box’s six coaches. Sometimes you even get all of them, which is equal parts hilarity and knowledge overload. This podcast will interest you if you’re into flexible dieting, training for hypertrophy, competing, and staying one step ahead of industry BS. Each of the coaches brings their own experience to the topics, and you’ll get plenty of clear advice to cut through diet and fitness confusion. Oh – you must like puns if you listen to this podcast. Sorry, I can’t decide which #TeamBoxCoach I am. That’s like asking me to choose my favourite member of Take That.


Push Pull Legs podcast
(Dan Meek and Tom Hall)

A second mention for Dan Meek (who is one of the Team Box coaches). The PPL podcast will interest you if you’re more into training as well as nutrition, since co-host Tom Hall is a powerlifting coach. As the name suggests, there’s plenty of training and programming talk on the PPL podcast, plus myth busting and the regular “Stupid Things We’ve Seen On The Internet”.

Sigma Nutrition Radio
(Danny Lennon)

If you’re into sports/performance nutrition, you’ll want to listen to Danny Lennon’s Sigma Nutrition show. It can sometimes be heavy going, but this is not designed to be magazine-style fluff. He has some outstanding guests on and discusses latest research, and his hosting style is really engaging. Listen to this podcast and you will be more clued-up than the majority of the people in the industry.

Mastery podcast
(Mark Coles)

M10’s Mark Coles is back with a new podcast that gives unmissable content on business mindset and personal development. He puts out some very short weekly content, aimed at getting you focused and fired up for the week ahead. And his longer episodes delve deeper into the key personal development topics that Mark is known for throughout the fitpro industry. I love listening to this on a Monday morning dog walk.

Mindset With Muscle
(Jamie Alderton)

Anyone who has the kind of attitude to life that means he will run backwards for 24 hours to raise money for charity is worth listening to (yes, Jamie did that). This podcast is packed with his trademark no-nonsense, practical, motivational content about business, personal development, and self-improvement. There’s something here for everyone. I deny you not to get fired up. (Although you might not go out and run backwards for 24 hours… but that’s OK.)

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.


“Where Did I Get My Protein?” As A Vegan…

December 3, 2017

This is a post-script to my Vegan Month blogs. Someone asked me to blog about the various protein sources I ate during Vegan Month. So – here they are!

The obvious ones

Tofu

I mostly used firm plain tofu for slicing/chopping and putting into dishes. I used Cauldron brand, but I’m sure there are others. I bought their marinaded chunks of tofu a couple of times (good for putting on salads etc) but the macros are surprisingly high.

Beans and pulses

I went with cooking my own from dried. It doesn’t take long (well, it does, but you just leave them cooking), and I think they turn out much nicer than canned. Plus, you know, less packaging to throw away. I did a weekly batch of chickpeas, red lentils, and split peas (usually with some spices and/or a stock cube in the water).  I also discovered fava beans for the first time – a real favourite! They don’t need pre-soaking. I cook them with turmeric, chilli flakes or fresh chilli, black pepper, and maybe a bit of garlic. Just let it all cook until the water has disappeared. Delicious.

Grains

Now, obviously there is some protein in almost everything. So I’m not going to list everything that “gave me protein” during Vegan Month because that would end up including broccoli etc. I’ll just mention the things I used to try and keep my protein high. Quinoa and buckwheat were two things I introduced that I don’t usually eat. I used buckwheat for savoury dishes (like you would use rice), and for sweet (like porridge). Both very easy to cook and store for a few days too.

“Alternative” pastas

I ate pastas made from green pea, chickpea flour, lentil flour, and soybean. These aren’t cheap, but they are a good way to “rethink” a meal – making the formerly carb aspect (pasta) the protein, and the formerly protein aspect (the sauce) carb. So I’d have one of these pastas with a veggie topping, maybe with some chickpeas and/or tofu in it. All of these pastas are tasty. You can get a green pea one and a red lentil one from most supermarkets (the rest I got from health food shops or online). This is one brand I found, but a couple of supermarkets have started doing their own brand (usually in the Free From bit).

Protein powder

I was sent a couple of big bags of Bulk Powders’s Vegan Complete protein which was a godsend. It’s a blend of plant-based protein powders and very tasty. I used it in place of whey in my morning porridge, and had it after training. I won’t be going back to whey protein now. I will continue to use a vegan protein blend, or a pea protein powder. Protein powder is an obvious way to get your protein up without carbs or fats. There are a lot of vegan protein powders and protein blends available these days.

Quorn

Now then! I had no idea that not all Quorn products are vegan – thank you to my friend who pointed this out, otherwise I probably would have picked up a load of products without realising. You have to look for the ones which are clearly labeled as vegan on the front. The others contain egg. I used the Quorn chunks (which are actually decent, in a pasta sauce etc).

Soy/meat free mince

Don’t use the Quorn brand version which is not vegan. I used supermarket own brand, but you do have to check that it doesn’t contain egg. I also used dry soya mince a few times but it’s not the best. You have to use it in a bolognese type affair and season the living daylights out of it.

Yoghurts

I’ve gone right off the idea of yoghurt for some reason, but there were a couple of times that I really fancied something different and sweet. So I had the little fruity Alpro yoghurts – the multipack with “banana and something” and “pear and something” is nice.

And an honourary mention for

My homemade seitan. I did tell you that I made seitan from scratch, didn’t I? Oh, good. 😉

Hope that helps with ideas for vegan protein (from a temporary vegan!)

All the Vegan Month posts can be found here >> Vegan Month experiment <<.

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.


My Vegan Month: The Round-Up

December 1, 2017

So Vegan Month has come to an end, and we need a round-up post. I would have written this yesterday but, you know, I was too busy making seitan from scratch… 😉

So. Let’s revisit my first post and answer my own questions…

Did I feel any healthier eating 100% vegan?

Hm. Yes, on balance I did. I always eat a lot of veggies anyway, cook all my own food, rarely if ever get takeaway etc. But what I noticed during Vegan Month is that I just bought less snacky sweet “excess” stuff. This was mostly because I couldn’t be bothered to read the labels on everything. I know there’s vegan chocolate, vegan icecream, etc. But I just kind of couldn’t be bothered. As a result, the amount of unplanned snacking definitely went down. I also ate a lot less in the way of sauces and dressings (because so many of them have milk/cream/egg). My diet was a lot simpler as a vegan.

Did I sleep better?

No change here. My sleep is largely dictated by the noise levels of my neighbours.

Has my body changed at all (composition and/or size?) 

Weight has stayed the same, but then again I did make an effort to eat the same calories as previously, so I wouldn’t expect a change. I do think I look a bit leaner, but this could be because of training frequency which has increased these past few weeks.

Is my training performance affected at all (better/worse)?

I’ve been training hard and feeling good. The only times I’ve felt shit in training is when I’ve been exhausted (see above re: noisy neighbours).

Did I feel hungrier?

No, not at all. In fact maybe less hungry?

How easy (or not) was it to hit my normal macros? 

My protein went down and carbs went up. It was difficult to hit higher protein (because vegan protein is all mixed in with carbs), and difficult not to eat higher carb (same reason). I was hitting around 250g carbs a day with no effort at all – just because carbs are kind of everywhere with a vegan way of eating. This is fine by me, by the way, I have no issue with carbohydrate! I felt/performed/look much the same or perhaps a bit better. Protein wasn’t low (lowest was something like 125g) but lower than pre-vegan diet.

What kind of recipes/meals did I end up cooking, and will I keep any of them in my regular diet?

Sorry, did I mention that I made seitan from scratch? I did? Oh. Well I also made lots of curry-type things with tofu and/or pulses. (Some of the recipes are here.) And I discovered fava beans, which I made into a kind of daal with turmeric and spices. I really enjoyed everything I made (I guess it would be odd if I didn’t, given that I made them?!) and will keep them in my regular diet. I will actually make seitan again!

Will I carry on with all or any of my vegan food choices after 30th November?

Definitely. No milk or yoghurt – the thought had been making me feel a bit “ick” for a long time before I did this vegan experiment. I’ll carry on using non-dairy milk. I doubt I’ll want yoghurt but if I do, there’s Alpro. I really dislike honey. I suspect I’ll go back to regular cheese. I will eat eggs and egg whites again. As for meat? I will eat it again, but I don’t have any specific plans. I didn’t get any meat out of the freezer last night ready to eat today. And I haven’t eaten any today. I am looking forward to a bit of salmon and – oddly – tinned tuna.

I hope you’ve enjoyed following this month-long eating experiment. If you have any questions for me, please ask and I’ll do some follow up posts.

All the Vegan Month posts can be found here >> Vegan Month experiment <<.

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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