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.

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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: 4 Weeks In

November 26, 2017

I’m blogging because it’s Sunday… but I don’t honestly have an update for you. I was just on the phone to my Mum and she kind of reminded me that I needed to write a Vegan Month update, and she asked me what I was going to say.

(Mum) “Are you finding it difficult?”

(Me) “No, not really. I’m enjoying all the cooking, and I like the things I eat.”

(Mum) “So you’re finding it easy?”

(Me) “Um… well, it’s just fine. Neither one thing or the other really. I’m not desperate for it to end, but I imagine I’ll be glad to eat a bit of salmon or something.”

(Mum) “Are you getting bored of the food?”

(Me) “No… well, yes maybe a bit. It’s not so much that I’m bored of what I am eating – because I genuinely enjoy lentils and all that kind of thing. But there have been a couple of times this week when I’ve just wanted… something different. Nothing specific.

(Mum) “I imagine that it would be different if you knew you’d never be eating fish/meat/eggs ever again…”

(Me) “Yes definitely. I actually think the ‘wanting something different’ feelings I’ve had this week are a bit of a throwback to bodybuilding prep. It’s not that you physically want anything specific. You just sometimes feel like you want to kick out against the ‘rules’.”

(Mum) “Anyway darling, so when you come up to watch “Hay Fever” in December, Liz might come with you. Ooh and I thought we could do some Christmas shopping that afternoon?”

(Me) “I should probably stop typing this phone call onto my blog now.”

So, to summarise that fictionalised account of a real phone call:

  • nothing to report
  • I’m still eating mostly the same kinds of foods I have been this whole time: lots of “curry type” concoctions with tofu, veg, and lentils/split peas
  • I discovered fava beans (obviously not alongside liver) – they’re really nice. I cook them like red lentils (with turmeric, garlic, red chili etc) into a kind of daal
  • In terms of training/bodybuilder life, I don’t know that this vegan diet is optimal, but I also can’t say that it’s been detrimental. I’m training really hard at the moment – 6 times a week, “legs” 3 times a week. I’m recovering fine, and someone in the gym commented that I’ve “lost weight” (I haven’t in terms of scale weight, but perhaps a slight bit of body recomp?)

So, only 4 days remain of Vegan Month! Am I planning a specific meal or snack for the 1st December? No. A salmon fillet fell out of the freezer earlier, and the thought was appealing. So maybe I’ll have that on the 1st, but then again maybe I won’t.

Let’s run through a list of non-vegan foods and see how I feel about them right now:

Milk: bleugh. o/10 I should add that I’ve been off the idea of dairy for ages, not just since Vegan Month.

Yoghurt: not fussed, would rather go without. 2/10

Cottage cheese: I used to love it, so I’m going to say 4/10 but the idea doesn’t appeal at all right now.

Cheese: depends what kind. A sharp hard cheese would be 8/10 but I’m not fussed on anything else (my family will disown me for this) I actually think the vegan cheeses are fine. They’re much more expensive than regular cheese.

Fish: I do miss fish. 10/10 for oily fish. 7/10 for anything else. 8/10 for tinned fish because it’s so convenient.

Chicken: meh. 2/10 I know it’s convenient and can be tasty but I can’t say I’m eagerly awaiting my first bite.

Red meat: yeah. 8/10. I think I will enjoy a bit of steak, and cooking beef mince dishes again.

Liver: hm, had to think hard about this one. 10/10 for the actual eating of it. But – and this surprises me – 2/10 for buying it, handling it, cooking it. I’ve never given this a second thought before.

One more thing before I sign off on this incredibly boring update. Seitan. I’m going to make it.

A friend challenged me to make it from scratch, and I said sure (assuming I wouldn’t be able to get hold of vital gluten or whatever the key ingredient is called). Well, more fool me because the local health food shop is going to order it in for me. It arrives on Wednesday (the 29th). So I shall be ending Vegan Month in a flourish of over-achievement: making seitan from scratch.

Got any good seitan recipes? Hit me up!

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.


Vegan Baking With Protein Pow’s Pea Cooking Mix

November 15, 2017

Banana & Cacao Nib Squares (Vegan – obvs – and Gluten Free)

I couldn’t let Vegan Month go by without attempting some baking. I used to bake “protein” things all the time: bars, cookies, muffins etc. But over the past few years of bodybuilding prep, I’ve got out of the habit (bored of it, I think!)

So my recipe-creating skills were a little rusty for inventing a vegan baking recipe!

Add to that the twin challenges of 1) no eggs allowed and 2) only the scrapings out of the bottom of the coconut oil tub remaining… and things were about to get interesting. (For “interesting”, read “probably dry and crumbly”).

However, I forged ahead with my zero eggs and probably-10g-if-that oil.

  • I knew I wanted to make a banana bread type creation
  • I knew I didn’t want it to be too sweet (just not my thing)
  • And I knew I wanted to use Protein Pow’s Pea Protein Cooking Mix as the base (because it’s awesome, and vegan, and does half the work for me!)

The Protein Pow “Pea Protein Pow Mix” is gluten free, vegan, and contains just five ingredients: pea protein powder, GF oats, coconut flour, coconut sugar, and vanilla beans. I’ve been using it during Vegan Month to make mug cakes, and as an addition to breakfast oats. But I was keen to bake with it, since that’s really its forte.

Here’s what I made: Vegan Pea Protein Banana & Cacao Nib Squares

Ingredients:

  • 2 large bananas (240g, FYI) – mashed
  • 25g ground flax mixed with water to make a “flax egg” (apparently that’s a thing)
  • 2 tsp baking powder
  • 300g Protein Pow Pea Protein Cooking/Baking Mix
  • 1 tsp cinnamon
  • 40g cacao nibs
  • 300ml almond milk (that much because the batter was really dry… !)
  • 10g coconut oil (the batter reeeeally needed more, but I had the end of a tub so I microwaved that and used what I could pour out) (then gave the empty tub to the dog)

Instructions:

  1. Make the flax “egg” by mixing the flax with water and leaving it aside
  2. Mash the bananas in a bowl
  3. Combine the Protein Pow mix, cinnamon, and baking powder in a big bowl
  4. Mix the cacao nibs through the dry mix
  5. Mix the flax egg into the mashed banana
  6. Add the banana/flax to the dry mix and form a batter (add the milk as you go)

I used a silicone baking tray but you could use muffin cases or whatever you want. Pour the batter into whatever you’re using and bake for about 30 mins at 180*C. Let it cool in the tray then cut into 9 squares.

It looked a bit dry but kind of firmed up as it cooled. The squares held their shape just fine once I cut it into 9 portions.

The verdict? Tasty, actually surprisingly moist and un-crumbly, not too sweet, perfect for a snack with a coffee. The fibre is pretty high (oats, coconut flour, cacao nibs…) so I probably wouldn’t have one before training, but they’d be good for after. I made nine squares out of this recipe but they are pretty big (espresso-cup saucer below for scale… what do you mean you don’t have espresso cup saucers?) – you could definitely cut them into 12 (for fewer cals per bar) or leave out the cacao nibs (?) if you wanted.

Nutrition per 1/9 recipe:
Cals 202
Pro 13.4g
Carb 24.3g
Fat 6.8g

Have you baked or cooked anything with the Protein Pow Pea Mix? Let me know – I’ve got more here and am keen to 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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