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.

==

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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#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.


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.


Help! A Local Newspaper Has Asked Me To Write For Them!

February 5, 2016

fitpro writing for local newspaper

A local newspaper has asked me to contribute regular articles. Help! What do I do next?

I had a call from a fitpro today who was asking for my urgent advice. Months ago, he’d contacted various local newspapers and magazines, offering to write one-off or regular editorial. Life got in the way, he didn’t follow up. (Hey, at least he pitched them! It’s more than most fitpros do!)

And then, today… after all these months… one of those local newspapers emailed him. “Hi, if you’re still interested in writing for us, we’d love you to contribute fitness articles…”

Here’s the advice I gave to that fitpro.

What To Do If A Newspaper, Magazine Or Online Publication Asks You To Write Something For Them

(PS: Dont’ forget, I wrote a blog post about exactly how fitpros can get featured in their local lifestyle magazine)

1. Do a happy dance
2. Email them back.
Say something like:

“Hi [name],

Thanks very much – yes, I’d be delighted to write for [publication name] and would be able to supply great content every [week/fortnight/month*] to meet your deadline.

For this first article, can you let me know:

– word count
– deadline
– do you have any topic in mind? or would you like me to send a couple of ideas?

Moving forward, I’d be happy to send you over a few ideas at the start of every month if that would help with your editorial schedule.

Best wishes,

[you]

*depends on whether it’s a weekly/monthly/other publication

3. Wait for them to get back to you. If you haven’t heard within 24 hours, give them a call. It’s fine, after all they offered you this opportunity, so they’ll want to hear from you.

4. If they ask for ideas before you submit your article, think about
– the readership
– the other kind of content they cover in the publication
– topics relevant to the area and community (assuming it’s a local magazine)
– wider topics (health and fitness awareness days, health and fitness topics in the news)
If it’s a weekly publication, remember that they’ll like things which are as timely as possible, or which are pegged to something which has happened or been discussed very recently

5. Once you’ve got the go-ahead, make sure you submit your article:
– on time (never ever miss their deadline)
– with minimal fuss
– in the exact format they require (if you are sending it as an attachment, don’t label the document “Article for paper.doc” or “Fitness article.doc”. Name it the agreed title of the article.
– with any extras they’ve asked for (high res image, headshot, your biog)

6. Don’t send them something you’ve already published elsewhere (like on your own blog or your Facebook page). Use your own blog posts as ideas, sure. But don’t duplicate. If the publication happens to be following your blog, and see the duplicated content, they might feel it devalues their own published article.

7. Don’t forget a call to action. Obviously you won’t be able to put in a strong sales-type CTA. But add something at the end of your article: a question, an invitation to leave a comment or engage with you (or the newspaper) on Facebook, or something to make the reader take some action – even if that action is pondering a question you’ve posed.

8. Send as much of a biog as you can. Be a bit cheeky here – include your name, business name, title “local weight loss expert” or “town-name’s top personal trainer”, and even include your website and social media links. They can always leave them out, but they won’t put them in fi you don’t send them.

9. Ask if it will also be used online or on their Facebook page. Then keep an eye out for it and like, share, tag and link – make the most of that online content.

10. Get hold of a copy of the article. Consider scanning it in and using it on your website or social media. Or just keep it and build up a portfolio.

11. Don’t use it to line the guinea pig’s cage.

Help! A Local Newspaper Has Asked Me To Write For Them! 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.


Easy ways to generate content for your business blog

July 24, 2014

Do you struggle to find things to blog about? If you’re a sole trader, owner/manager, or the person responsible for marketing, chances are you have a business blog (if you don’t… start one!)

One of the biggest grumbles I hear from people with work-related blogs is “I don’t know what to blog about!”

Yes, you do. And I’m going to tell you how to uncover it.

professional blog content writer

I’ll aim this at fitpros and brands/businesses within the fitness and wellness worlds, cos that’s who I work with. But, really, this advice could apply to anyone in any sector. I’ve actually written something similar – based on a presentation I delivered to a local business networking group (none of whom were fitpros) – you might like to read my advice for small businesses – why write in your authentic voice

Here’s a professional copywriter’s advice on how to generate blog content every single day (your only problem after reading this will be finding the time to blog it all. Hint: get in touch with me 😉 )

What are your clients talking about?
– you see your clients regularly, and you have a good relationship with them. You’re not just a fitpro to them, you’re a sounding board, a therapist, a friend. They tell you what they’re worried about, what they’re excited about, what confuses and intrigues them about health and fitness. They are your eyes and ears – listen to them and they’ll tell you what your next potential client is almost certainly thinking about.

What do your clients ask you?
– what do your clients actually ask you? What exact questions do they come to you for, looking for an expert answer? In their eyes, you’re the expert, and that’s how your blog is going to position you, too. Take those questions, and blog with an answer to them. Chances are, someone is actually Googling that question. SEO, my friend, SEO…

What’s hot in your industry right now?
– You know what’s creating waves in your industry. Regardless of how seriously you take the latest discussion/argument, or how long you think the next fad is going to stick around, these things are on your prospects’ radar, too. So blog about it. Your opinion, your advice, your experiences.

Use the news
– Had a news story broken which affects or feeds off the fitness industry somehow? The news is a great resource for your own blog posts. There’s something in the news every day which somehow refers back to health, fitness, weight loss, wellness. Use news, stats, research. Local news (great if you’re trying to dominate your local area) and national news. Link back to the story for better SEO.

Memes and infographics

– Content is about more than just words. It’s becoming increasingly more visual. Consider making memes and infographics to illustrate your blog posts and to give you another angle on creating compelling content which your followers are likely to share and engage with.

Numbered lists and top 10s
– Stuck for a blog post? Here’s an easy way to break your writer’s block: choose a topic, and do a “top ten reasons why….” or “ten easy ways to…” type post. Easy to write, easy to read, great to share.

Create a theme
– Use regular themes within your blog: perhaps a mindset/motivation post on a Monday, a workout type post on a Wednesday, a healthy recipe on a Friday. Not only will this make blogging easier for you, but your readers will come to expect the content and will look forward to their favourite posts from your blog.

And here are some practical tips (because it’s all very well having all those fabulous ideas, but you’re busy and likely to forget them)

carry a notepad and pen with you at all times. Or have a note-taking function on your phone/tablet. If a brilliant idea for blog content strikes whilst you’re rushing between clients, setting up your circuit class stations, or making a coffee… make sure you can make a note of it

Just do it. Don’t procrastinate. The nice thing about blogging is that you can do it quickly and get it out there. And it’s a medium that lends itself well to being time-sensitive and reaction. So… just get on with it

Reuse and recycle your content. Once you’ve written your blog post, use that bad boy! Push it out via your Facebook, Twitter, Google+ and any other social media (personal and business). Put it in an email and send it to your list (with links to your website of course). Use the first paragraph in your digital customer newsletter with a juicy enticement to click through. Add it as a Facebook note. Consider using it as part of that ebook you’ve been meaning to write for a year. You get the idea

– have an editorial schedule. Treat writing, and blogging, as part of your business strategy (because it is)

– set aside regular time for blogging, just as you schedule in time for other business matters

– and… outsource! If you can’t do it yourself, or don’t want to, contact me. Writing content (including blog content) for people just like you is exactly what I do as a job. You have no idea how many of the fitness industry blog posts out there were written by me!

Easy ways to generate content for your business blog 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.


Fitness Writers at FitPro Live 2014

July 20, 2014

fitness writer fitpro liveThanks to membership organisation The Fitness Writers’ Association (please note the impeccable use of apostrophe!), I got a VIP pass to FitPro Live, and popped along on Friday.

Here’s a quick round up of what I did, saw, heard and took away with me:

I spent most of the day in the educational talks rather than at the expo. Room 8 turned out to be where it was at for all things marketing, digital and content. My kinda place to be!

I listened to sales specialist Lesley Aitken talk about how digital is rapidly changing the customer journey (particularly in the fitness industry). Fascinating stuff. Clients, are you aware of just how much research your potential customers are able to do about your business, brand and products… before they even visit your website, shop or facility? What’s out there online about you? And how do you control and optimise it? Lesley told us about “ZMOT”, which pretty much defines how the customer decision-making and buying process has changed due to digital/online. She talked about the ongoing importance of big data but, more than that, what to do with it. Don’t let it languish (80% is never used, apparently). Segment, drill down, utilise “pen portraits”… and then make sure your message (content!) is specific, relevant and targeted. The right message, at the right place, at the right time.

Here are my take away points from Lesley’s talk:
– pitch to the customer journey (understand what that really is, not what you think/hope/assume it is)
– collect data… but use it!
– the future of sales, marketing and comms is going to be much more integrated (hooray)
– plan for conversion and retention (this includes your content strategy)
– social is huge, and it’s not going away. Social marketing, advertising and selling… don’t get left behind (because your future customers are already ahead of you)
– become a publisher of content in some way and on some level
– get your content out there, position yourself as an expert, build trust, engage people and then nurture them. Yes – all through content (but I would say that 😉 )

Next up was Jon Lipsey of Jon Lipsey Media and the man behind the new (and fantastic) Iron Life Mag (have you got your free download yet?) He spoke about how fitpros can use Twitter more strategically to get more customers. It was really interesting for me to sit in on this and hear the barriers and challenges PTs, coaches, facilities managers etc face (or think they face) to using social media. Most were things I hear from my clients on the regular: not enough time, not sure how to structure a message, not sure how to achieve the desired tone of voice, how to put together a strategy rather than just being on social media for the sake of it.

Jon gave some real gems of research into Twitter use, and left the fitpros with some useful questions to ask themselves:

– how active are your targets on social media?
– how much time/money per week are you willing to spend on social media content creation, upload, management?
– what is your strategy?
– how will you track and measure success?
– why would someone follow you and engage with you?
– and why would they want to stay connected?
– why would they engage with you, and not your competition?
– what do you offer (what’s unique)?
– why would someone want to share your content?
– what message do you want followers to take away?

I really liked his advice on putting together an authentic Tweet which does the job: ask a question (be specific), push people’s buttons, be subtle and genuine, and always reply!

I then sat in on a talk about the future of exercise and nutrition by Dr John Berardi of Precision Nutrition. It was a real pleasure to hear John talk “in real life”, he doesn’t come over the UK often so there was no way I was missing this! I was a total cliche at this point… yes, I sat listening to Dr Berardi of Precision Nutrition whilst I ate turkey and green beans out of a plastic tub 😉 There was a great deal to take away from his talk and it was fascinating for me to listen to a leading name in the industry talk about future trends, challenges and opportunities.

I think the bit which resonated with me most was John’s prediction that the fitness industry will shift more and more towards a holistic consultative role, helping people with stress management, sleep and all the lifestyle and behavioural barriers they present. It’s going to be about change management before exercise and nutrition plans.

I then…er…did a Metcon class! Yes, me! It was fun actually, I’d forgotten how much I like classes 😀 I don’t do them at all any more but I was really into classes at one time. The presenter reminded me of one of my friends (who also presents fitness classes), the music was bangin’, I worked up a right old sweat, and I jumped in the air! As in, with both feet off the ground at the same time! :-O I KNOW RITE!

This was, by the way, on the hottest day of the year. I then got stuck in horrendous traffic driving home (from London, at rush hour on a Friday… no sh*t). But never fear, because I had left my coolbox in my car, so I popped my (still frozen) icepacks on my legs and drove home like this.

1941116_551845241591358_172473679_n

Did you go to FitPro Live? What were your highlights and take-homes?

Fitness Writers at FitPro Live 2014 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.