#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.

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#1 – 7 Ways Copywriting Is Crucial For Your Fitness Business (Website Copy)

October 16, 2017

Over the next seven days, I’ll talk about seven ways that copywriting is crucial for your fitness business.

Today: website copy.

What is website copy?

It simply means the words on your website. Whether it’s the home page, product/services page, contact us, your bio, the “our story” or “about us” bit, or a more salesy page like a squeeze page, landing page, or long form sales page. Any words on your website is “copy”.

Why does your website need copy?

Well, it would look pretty bare with just images and graphics. Even a headline or a call to action box is “copy”.

The words on your website need to persuade the reader to do something. Sign up, join up, get in touch, engage, order, buy!

Of course a website will also have information on it (who you are, what you offer).

But it shouldn’t really be about you. It should mostly be about THEM. Why are you the right person to help them, and why now? How well do you understand them, and how will you solve their problems?

Whether it’s just a simple landing page, or a full website with products and services, stories and social proof, blogs and a members’ area…your website needs copywriting.

Here are a few examples of web copy I’ve written:

Web copy for a Personal Trainer Tony Cottenden at Top Condition PT
Web copy for online Fitness Coach Kirk Miller
And online Coach Adam Cam
Web copy for sports nutrition Bulk Powders
Web copy for a sports NGB Swim Wales

For more fitness industry copywriting chat, join me on Facebook – and stay tuned here for the other six 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.


Fitpros: Do You Know How To Use Info From Press Releases For Your Own Content Marketing?

August 22, 2016

fitness pro use press release for content ideas

The other day, I shared a press release I’d been sent in a fitpro marketing Facebook group. Some of the fitpros in the group asked me how they should use the info in that press release. Here’s what I told them.

First up: what’s a press release?

A press release (or news release) is a document sent out from a business to members of the media. Any business or organisation with news to announce can send one: brand, business, organisation, charity, NGB, sole trader, or the PR people who look after them.

Press releases are typically sent to journalists (in house and freelance), editors, and bloggers. But there are plenty of ways to access them (or get them delivered to your inbox) if you’re a business owner who writes their own content.

There is tons of info online about how to write your own press release. But what about using other people’s press releases as a useful prompt for your own content? With 26 gazillion (<< estimated figure) press releases being generated every day, why not use the info! Here’s how – and why – you should.

What kind of press releases have useful data/stats in them?

Most press releases will be about product news or business announcements. But some will be story-led (particularly in the fitness industry), and others will use data/research/stats as the “hook”. These are going to be the most useful ones for you as a fitpro in constant need of content ideas!

But I’m not a journalist or content writer like you… how can I access press releases?

Here are some resources – visit the sites, see if they distribute press releases in your industry (but do think outside the box, too), and sign up

e releases
PR newswire
PR web
PR genie
ResponseSource
Sport4Media

I’d also recommend signing up to email/newsletter lists. Fitpros could try signing up for latest news from NGBs (national governing bodies) in sport, sports organisations like UKActive and Sport England. PT and fitness training companies are another great source (the type that deliver training to fitpros). It is also worth trying to get on the email list of leading sport and fitness PR companies (like Promote PR) as they will regularly send out useful news about clients and industry research.

Finding your own best sources of industry news is a bit like building a great swipe file. It takes time. You’ll need to keep an eye out for sources, and then bookmark/sign up to them. It will be an ongoing process. But stick at it and before too long you’ll have a valuable resource.

OK. Got it. So how, when, and why would I use “stats” type press release info?

As a fitpro, you need to generate content, right? (PS If you don’t have time, or hate doing it, I can help << click 😉 ) Blog posts, Facebook posts, ideas for emails, newsletter articles. Every hook and idea helps.

Most of the press releases you’ll get won’t be helpful in this regard. But some will contain stats (from a study or survey), data, or industry insights. And you can use those as a hook for your own content.

Here’s an example:

You get a press release from a PT training company who are promoting their qualification for training older gen pop. As a hook for that press release, they have done a survey into attitudes and misconceptions about fitness. In the release, they give a load of stats from their in house survey.

>> 75% of women over the age of 55 have never gone into the free weights area of the gym. 63% of over-60s believe that lifting weights overhead will damage the spine.<> “Did you know that 75% of women over the age of 55 have never even set foot in the free weights area of a gym? That’s according to new researched published by XX Training Company, who recently surveyed XX men and women aged 50-70.”<<

(Then you'd add your own content, about how you can help older people train safely and with confidence… or whatever it is you do.)

You need to credit the course, and say where the stats are from. All the information you'll need will be on the press release.

Is that helpful? If you have any questions about using press release information for your own content, or about writing and circulating your own press releases, get in touch. I can help!

TheFitWriter Nicola Joyce on Facebook

Fitpros: Do You Know How To Use Info From Press Releases For Your Own Content Marketing? is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


12 Years In Business (Part 2)

June 3, 2016

Sorry for the cliffhanger!

1st June 2004 was when I set up in business as a freelance copywriter. So, 2 days ago, I wrote a quick blog post about how I got to that point in my life and career.

Recap here if you need to catch up.

So there I was, in 2003. I’d just been made redundant from my Conference Production job. And I was ready to move out of London.

I made my way to Southampton (long story involving a man, which is another story for another day, preferably over a gin & tonic please… although you could read this if you can bear it!)

Once there, I took a role via a recruitment agency. Trouble is, their geographical knowledge of the south coast wasn’t great. And my knowledge about the A-road system in that part of the world was nonexistent. As a result, my new job turned out to be a couple of hours away. My heart wasn’t in it from the start. Quite honestly, I was terrible, and I made no effort to be better. I sometimes wonder if I wanted to be sacked? Anyway, I was.

In hindsight, I should never have taken another “real job”.

I should have made the leap right away.

But I guess I needed to be certain….

I’d always wanted to write as a career. As a kid, I wrote (terrible) short stories, meticulously hand-written in A4 hardcover notebooks. One of my clearest memories of primary school is when a local author came in to give us a talk. I studied English and critical writing for both my BA and Masters degrees. And my 32-year streak of keeping a journal recently made it onto BBC Radio 4’s Women’s Hour.

At the time, I was training to swim the English Channel. I thought to myself, look, if I can’t get a foot in the door as a sport and fitness journalist with a first-person feature story about swimming the bloody English Channel, then I clearly can’t pitch, can’t sell, and can’t spot a good story. I’ll give it a go.

And that’s what started it all.

From that initial feature, I struck up good relationships with the Editorial teams at various sport and fitness magazines. Over the years, my journalism career grew, and I’ve now written for consumer magazines, trade journals, the membership magazines of NGBs, the Washington Post, and books published by The Observer and by Weider/Muscle and Fitness.
nicola joyce journalist
Early on, I realised that I would struggle to build a business on journalism alone. I wanted to be more commercial, to deal with clients, to have a scalable business, and to make more money.
nicola joyce copywriter
So I took on copywriting work for local businesses. My journalism skills and experience were a useful foundation.

I networked relentlessly. I put myself out there at fitness industry events (Paul Mort’s FEB was pivotal for me). I took training courses with industry bodies and with independent copywriting coaches. I studied sales, marketing, advertising. I branded myself, walked the talk, and grafted hard to deliver good work.

And now it’s 2016. I can’t quite tell you how I got here. A strong brand, good quality work, focusing on a nice. Tenacity, consistency, and enjoying what I do.

A lot of exciting things are happening at The Fit Writer towers. Business is changing, and I’ll be rolling out at least one new service soon.

But copywriting for the fitness industry will always be at the core of what I do. I love it.

…I’m so glad I was made redundant in 2003!

See you at:
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12 Years In Copywriting Business: Part 2 is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


12 years in business! (Or “Why Being Made Redundant Was The One Of The Best Terrible Events In My Life”)

June 1, 2016

nicola joyce freelance copywriter the fit writer

12 years ago today, I officially set up in business as a freelance copywriter.

In 1999, I left Uni after hanging about for an extra year doing a Masters (partly because I wasn’t ready to leave).

I worked in admin for a holiday company in my University’s city (mostly because I wasn’t ready to leave) and then made my way to…where else… London.

I lived in a houseshare in Archway with Uni mates. I shared a house in the wilds of South Woodford with one Uni mate, our very old landlord, and his disgusting German Shepherd dog. I lived in a beautiful house with my new London friends (and – randomly – a friend from secondary school) in Tulse Hill. We said we lived in Dulwich.

I worked in “conference production”, which these days would probably be called Content Development & Offline Marketing For Corporate Events (or something).

The company was owned by a huge publishing brand. My job involved interviewing very high-level execs, extracting research information from them, and writing it up into various formats (including the titles, topics, and structure of the conference, as well as the copy for the conference brochure, promotional web copy, and letters).

This was before email was widely used in marketing. And long before social media was big enough to be a marketing tool.

I went in at the very lowest level, and eventually became a Lead Producer in two different conference departments.

The in-house training was market leading at the time. It set the blueprint for various conference companies which followed it its footsteps.

It taught me…

** to think VERY quickly and commercially.

** to come up with themes, topics, and titles against tight deadlines, and to write them in the most compelling way. Our events lived and died by delegate bookings. Not enough sales? Your event would be cancelled, and you lost money (for the firm, and for yourself).

** to be fearless about picking up the phone and asking strangers to give me their thoughts about industry trends.

** how to write for the web, for email, for direct mail, for marketing and sales, for post-sales.

** how to use my curious mind to learn just enough about a lot of topics in a very short amount of time.

Then I was made redundant.

But it was OK. Around that time, I’d met the guy who would be my husband (then my ex-husband), and I was training to swim the English Channel. I was growing, and I’d outgrown the conference world. Truth be told, my mind was already out of there.

You might think that’s when I set up “thefitwriter” and went freelance.

You’d be wrong. I had one more lesson to learn…

Keep up with me on social media
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12 years in business! (Or “Why Being Made Redundant Was The One Of The Best Terrible Events In My Life”) is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


Your A-Z of Powerlifting jargon

March 7, 2016

With my recent foray into the world of powerlifting, the content of my blog posts has changed. Just as you lot got used to “mandatory posing” and “bikini bite”, I’m throwing you for a loop with talk of “openers” and “bombing out”. Here’s my A-Z of powerlifting lingo.

(You might also like The A-Z of Bodybuilding Lingo and the weeing-into-a-cup content of The Grime Behind The Glam).

Attempt
The name for each “go” at a lift. In full power (see below) powerlifting, every lifter has three attempts for the squat, then three for the bench and then three for the deadlift. You have to declare your weight for each opener at weigh in or registration. And then you declare your second attempt weight after you lift your opener, and your third attempt weight directly after you lift your second attempt.

Arch
The funny posture powerlifters get into when they set up for benchpress. Why do they do it? Because it reduces the distance between point A and B. As long as you follow the rules of your federation (usually head and bum on bench, feet flat on the floor), you can have as big an arch as you can manage. The higher the arch, the less distance the bar has to travel to the chest.

Bar’s loaded
What the referee will call out when your bar has been loaded with your desired weight. That means it’s time to get on the platform (see below) and get ready to lift.

Bench
Benchpress – the second lift of a powerlifting event. The one most people will ask about when you tell them that you go to the gym. (aka “how much can you bench press?”) Also the name of the thing you lie on to do the benchpress.

Belt
One of the few bits of kit all powerlifters will wear. Unequipped (or “raw”) usually means you can only wear a belt and wrist straps (as well as your singlet and shoes, obvs). Equipped is a whole different world, involving bench shirts and other things I know very little about.

Bombing out
If you fail all three attempts, you bomb out. You can’t continue the competition, and that’s the end for you. So if you bomb out on squat (if you fail all three of your squat attempts), that’s it. Home time for you.

Carbohydrates
What powerlifters eat a lot of.

Cardio
Anything more than 5 reps in training.

Chalk
Either liquid chalk, or big blocks of chalk. Powerlifters rub it on their palms (to assist with grip, and to minimise the effect of sweating), and you can also rub it across your back where your squat bar will sit, and on your upper back and bum to help you stay in place on the bench.

Collars
The silver things that go on the end of the bar, after your plates (see below). Collars are different to clips (clips are the things you probably use on your bars in the gym). Their weight is taken into account as part of the weight on your bar.

Commands
What the referee will call out during all lifts. You will be given red lights if you fail to respond appropriately. Commands include “squat” and “rack” for squat. “Start” and “press” for bench.

Deadlift
The third and final lift of a powerlifting comp. The one which looks the least technical, but is often the most demanding. You can lift conventional (narrower stance hands outside your legs) or sumo (wide stance, toes turned out, hands inside your legs). The bar is on the floor. You walk up to it, and pick it up until you are standing up straight. The one which usually results in the most epic facial expression in the photos.

Depth
What you must hit on your squats. It’s deeper than you think. The top of your hip-crease must be below the top of your knee. Try it next time you squat.

Dumping the bar
What you mustn’t do if you fail your squat. Dumping the bar means throwing it from your back onto the floor. This is dangerous (to you and to the spotters) and could get you disqualified. Instead, let the spotters do their job. They will know that you’ve failed the lift and will take the bar from you. No harm done.

Flight
The term for a “batch” of lifters. Similar to “wave” in triathlon.

Full power
The name for powerlifting competitions where the lifters do all three lifts. You can also have push/pull events (bench and deadlift) or single lift.

Good lift
3 (or 2) white lights show after your lift. Hooray!
Hitch
One of the few ways you can fail a deadlift. Hitching refers to the small movements a lifter sometimes makes when the deadlift bar gets to mid-thigh. It’s a small stop-start movement to inch the bar up the thighs.

Hole (The)
The “hole” is the term given to the very bottom of the squat, when you hit depth. You need to be powerful out of the hole (so to speak) to successfully squat the weight back up.

Lock out
The final bit of each lift, where you make it clear that you’ve finished the lift. Particularly important for deadlift.

Lifter
You.

No lift
2 red lights, or 3 red lights. Sometimes a no lift is obvious (the person got stuck at the bottom of the squat, couldn’t press the bar, or couldn’t lock out their deadlift). Sometimes it’s less obvious (they didn’t quite hit depth on the squat).

Nose tork
Ammonia in a little bottle (essentially very strong smelling salts). Lifters sometimes waft it under their nostrils before a max attempt.

Openers
Your first lift of each exercise. Choosing your weights for openers is strategic and challenging! Open too light and you might risk having to jump up by too much weight in your subsequent lifts. Open too heavy and you risk failing the lift.

Pause
What you have to do with the bar during the bench press. It’s only a short pause (long enough for the referees to see that the bar is at your chest, and for the referee to call out “press”) but it’s very different to touch-and-go style benching.

Plate
The name for the large weights that go on the bar.

Platform
Where you lift. Usually just a small area of special flooring (to take the impact of weights). The platform will have squat rack or bench, bars, and spotters on it waiting for you to step up and make your attempt.

Rack
The bit of kit that holds your squat bar, ready for you to unrack, walk out (see below) and wait for the squat command.

Rack height

Squat racks can be adjusted. You need to go and squat the bar a couple of times after you weigh in, find out your rack height, and tell the officials so they can adjust it when it’s your attempt.

Raw
Another word for “unequipped”, this means powerlifting with no additional kit. Just a belt and wrist wraps (as well as your clothes and shoes, obviously).

Singlet
The delightful outfit lifters wear.

Squat
The first lift of a powerlifting competition. You get under the bar, put the bar on your back (not too low, as per the rules), walk out, wait for the “squat” command, squat down (to depth of course), and stand back up. Do not move your feet until you hear the “rack” command.

Talc
Just regular talc, but you put it on your thighs before deadlifts to help the bar slide up smoothly and to avoid the need to hitch (see above). There’s a technique to talcing up – after all, you don’t want to get it on your palms or on the soles of your deadlift shoes!

Total
The all-important number you get when you add up your heaviest squat, bench and deadlift of the day. If you compete full power, this is then number that matters.

Walk out
Part of the set up for the squat. The bar will be in a rack. You get underneath it and stand up to lift the bar from the rack. You then need to walk backwards so you have free space to squat down. This little walk is called the walk out. The ideal walk out is three steps: back, back, side.

Weigh in
The bit where you find out whether you should have laid off the ice-cream for a few more weeks before comp. As long as you are within your weight category, it’s OK. (For example, I lift as a “70” lifter, which doesn’t mean under-70. It means 70… or under. So if I was 70 on the day, that’s fine.) If you weigh in heavy, you have the opportunity to go and go a bit of cardio (or a poo) and try again. Or you can just lift in the next category up. If you weigh in light, you can’t move down a category.

White lights
The sight every lifter really wants to see after each attempt. There are three referees, and each of them has a “red” or “white” light button. They will press a button after your lift, to signal whether they assessed your lift as good or a fail. White lights are good. Reds are a fail. You need 3 white lights or 2 (of 3) for it to be a good lift. 2 red lights, or 3 red lights, is no lift.

9/9

How you’d describe your meet if you got all 9 lifts (3 attempts in squat, bench, deadlift) successfully.

Your A-Z of Powerlifting Jargon is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


Send Your Social Proof Hero On Fiction’s Most Famous 12-Stage Journey

January 13, 2016

the-heros-journeyThe “hero journey” concept (or “monomyth”) is central to story telling. It’s been described by Jung, Joseph Campbell, and plenty of others.

Think about the latest film you saw, or TV series you watched, then take a look at the 12 stages on this image. The “hero’s journey” is present in the best, most compelling, most memorable stories.

And it’s SO relevant to the fitness industry, isn’t it?

Do you use the idea of a “hero’s journey” in your content?

It could be for your own story or – more likely – your clients’ stories.

Here are the 12 stages of the “hero journey” (with my own thoughts about how it applies to fitness industry content):

1 = Ordinary World

Where your client is before he finds you. He’s safe, but bored and oblivious of what awaits him on his journey. We get to know all the details about him at this stage. He’s human.

2 = Call To Adventure

Something happens to launch our hero onto his adventure (journey/transformation). Is it a threat to his health? A wake up call? It’s something that disrupts the safety and comfort of his Ordinary World. What is the challenge or quest that presents itself?

3 = Refusal Of The Call

Your hero might want to accept the challenge, but he’s got fears/doubts. There are barriers. He refuses the call… and suffers (again) in some way. Does his health suffer? Or his self-confidence? How do things get worse (and why did he refuse)?

4 = Meeting The Mentor

Here’s where you come in! Your hero needs expert guidance… and finds it. For the fitness world, the “mentor” he meets is in the form of advice, training, and practical guidance. He now has the strength and courage to go on his journey.

5 = Crossing The Threshold

Our hero is ready to go on his journey to better health and fitness. He crosses the threshold from his old, familiar world, to this new one: the fitness lifestyle. What actions does he take to signify his commitment? Where does he go?

6 = Tests, Allies & Enemies

The middle of the story. He’s out of his comfort zone but he’s not yet at his destination. There’s plenty to threaten him, tempt him and derail him. External sources (environment, foods, lack of supportive peers) and internal (self-doubt, dip in motivation, lack of self-belief). What tests does he face? What obstacles? Which os his skills are tested? How does he overcome (and how do you help him)? He finds out who can be trusted (…you!)

7 = Approach To The Innermost Cave

The “inmost cave” in our fitness context could be mindset, belief, eating issues, prior failures with diet or training. It will be a huge internal conflict and something which lots of your readers will also recognise in their own story. As he approaches the mouth of the cave, your hero once again faces his biggest personal battles. He’ll need to call on everything he’s learned. This is a chance for a pause in the story to recap on where he’s come from, how he got here, and what he learned.

8 = Ordeal

This is the ultimate test in your hero’s journey. It could be a big physical test (useful for fitness stories) or a massive emotional/psychological crisis. His biggest fear, or his most terrifying enemy. He needs to face it, and he needs to face it now. It’s time. Through this ordeal, he will be “reborn” and the new version revealed. This is the high point of the story, but everything is on the line.

9 = Reward

The enemy (within or without!) has been defeated. Your hero has been transformed (<<< ooh, what does THAT remind you of in the fitness industry?) He emerges stronger. And with a reward. The reward in our context could be better health, improved home life, or a better body (very visual and easy to use as social proof).

10 = The Road Back

Your hero is ready to return victorious. He’s not anticipating any threats or battles. Instead he is looking forward to some form of vindication. What would that be for your hero?

11 = Resurrection

Oops, there’s one more challenge for your hero to overcome before the end of his journey. He will face up to something bigger than himself, and the victory will have far-reaching consequences that leave an impact beyond his own journey. Your readers need to feel part of this: his success (or potential failure) will have a real emotional impact on them.

12 = Return With The Elixir

Your hero is back home, a changed person. He’s grown (maybe literally, in our fitness context). He’s learned plenty. He’s changed. He is the person he always dreamed of being. He is a hero. What does his journey mean to others? Hope? A solution? Proof of what is possible?

Remember the structure of the “hero journey” next time you’re writing some story-style content. If I can help you brainstorm ideas, structure content, or write copy, get in touch.
Chat with TFW on social media
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Send Your Hero On Fiction’s Most Famous Journey is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


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