#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.

BodPod and fitness industry talk

March 3, 2011

On Monday, I was up in London. My day started with a BodPod assessment – the good folk at Ki Performance on Margaret Street heard about my contest prep and invited me along to have a body composition analysis in the BodPod (thank you, guys!)

Have you heard of the BodPod? It’s generally recognised to be one of the most accurate ways of analysing body composition (fat % and lean %), short of having a DEXA scan (or an autopsy!) I’m a bit of a numbers geek, and in the midst of a body recomposition challenge, so I jumped at the chance of having my mass analysed by BodPod.

Here’s the blurb (there’s plenty more – including published research – on the website if you’re interested):

The BodPod uses densitometry to assess body density. It measures body mass and divides this figure by body volume to calculate body density. Body volume is measured using air displacement plethysmography; a technique that uses changes in air pressure to work out the volume of an object.

Based on population specific equations, the BodPod system then calculates the percentage of fat and lean mass for the individual.

In addition to the general volume calculation, the BodPod system also adjusts the volume measurements to take into account the slight differences in air pressure where the air is in close proximity to the skin and is therefore warmer than the air around it.

BodPod is suitable for nearly everyone. It’s a really easy test to administer and doesn’t require the subject to do anything difficult. The BodPod chamber also accommodates a wide range of body shapes so really obese individuals can be tested with ease.

You need to be BodPodded in a fasted state. So I couldn’t eat from 10pm Sunday night until after my test – the horror! I also had to minimise liquids and just had a couple of sips of water that morning. I packed plenty of food in my bag to devour ASAP after the test! You have to wear minimal clothing and what you do wear has to be thin and tight – a swimsuit is ideal (I have a few of those 😉 ) You also need to don a simply beautiful swimcap type hat (not pictured!) Here is me in the pod

And fooling around before my test.

Anna Holder, BodPod’s Senior Performance Manager, weighed me and explained the test before shutting me in the pod and setting the thing going. I felt a little bit like I was going into space, enclosed in a futuristic capsule, sitting on a little seat with a series of lit-up buttons in front of me. A few seconds later, the door opened but it wasn’t ET’s face peering in at me, just Anna. “Two more tests to go,” she said (BodPod runs three tests, each about 30 seconds long). All I had to do was sit there, try not to move, and breathe normally. There were a series of pops and hisses as pressurised air was pumped in around me, but it was all completely painless.

Off I went to get changed and I was just stuffing my breakfast in my mouth (not the first time I’ve been in a sports changing room eating food from a tupperware, and I’m sure it won’t be the last) when Anna knocked on the door. “Erm, I’m really sorry but can I run the test again?” she asked. “The reading seems very low and I think I might have put your data in wrong.” Poor Anna looked so concerned that I told her the results of other recent body composition tests (bio impedence and hand-held unit) and she relaxed a bit and said they were along the same lines as the BodPod‘s readings.

So we did the test again and I returned to the changing room to finish my tupperware breakfast, before joining Anna in the meeting room where she asked me a few more questions and promised to get my results to me ASAP.

From there, I jumped on the tube to head up to Premier Training in Finsbury Park where the FIA (Fitness Industry Association) were hosting their monthly Communications Forum. I’d been asked to attend as a guest speaker and talk on the topic of “how to engage with freelance fitness journalists and bloggers”. I think my talk went down well! It was great to meet so many people involved in the marketing, PR and development of various sport and fitness brands. Would anyone like me to post the notes from my talk? If so, I will do. Basically though it covered:

– my background and who I’ve written for
– my niche and my personal approach to sport and fitness
– what’s the process behind a magazine commission? (pitched/commissioned)
– who does a freelance journalist work with? (Editors, PRs, marketeers, owners and entrepreneurs)
– how can you make the most of freelance journalists? (a few dos and don’ts)
– the importance of relationships
– what makes a good press release?
– what kind of news interests us?
– what do we need from PRs/marketeers?
– how to find a journalist or commission

On my train home, Anna’s email came through with my BodPod results – 12.2% body fat. I find that hard to believe but I suppose it’s always difficult to assess yourself objectively, and I guess that’s the point of having a BodPod test done!

Monday was a full and busy day but a really rewarding one. Now I’m playing catch-up after a day out of the office. Thank you to Ki Performance for the BodPod test and to the FIA for inviting me to speak at the Comms Forum.

Have you had a BodPod assessment or any other kind of body composition reading?

Do you have any questions about how to make the maximise contact with freelance journalists, copywriters or bloggers?

BodPod and fitness industry talk is a post from The Fit Writer blog.

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