Want more ideas for content? Get my weekly curated media links

April 4, 2018

Join these fitpros, gym owners & online coaches who get my #Mondaymediaroundup emails✅

If you struggle for content ideas – or just always welcome more! – this is a no-brainer.

✅ weekly email of ready-made “hooks” for your content
✅curated by me (all you need to do is click the link)
✅ free advice on HOW to use the stories as a hook for your content or a discussion point in your group

= WHY? =
I used to be a journalist (writing health and fitness features for magazines) so I still have access to press releases, media stories, news databases.

YOU need this info (probably more than I do!) but I can’t sign you up to these resources or send you the log in. (Trust me, I’ve tried on behalf of clients – no press card, no access!)

So –  every Monday, I email a round up of relevant news stories, press releases, and other “hooks” for your content that week. Use them for email content, FB and Insta posts, blog posts…etc.

I gather the stories, curate the best, and code in all the links. All you need to do is pick the most useful ones, and let them spark off some content ideas.
.
Want the emails? Sign up via this link, or message me on Insta.

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.

 

 

Advertisements

Storytelling for fitness business marketing: The Quest

April 4, 2018

It’s time for the third and final type of story in my series….

The Quest

“The Quest”-type stories come after “Rags to Riches” stories in Christopher Booker’s famous list.

The protagonist (and usually some companions) bravely strike out to unknown lands – either to find or win back some very important object, or to finally reach a meaningful location.

The journey is long, tiring, and littered with every kind of hazard you can imagine.

Of course, the hero faces temptations, obstacles, dangers, and perils along the way (it can’t be too easy, can it?!) But he or she ultimately returns home to tell the tale, usually with riches/reward/new status to show for it.

If you’ve heard of The Hero’s Journey, you’ll recognise this classic narrative arc. (If you haven’t – go to my blog and search Hero’s Journey for an explanation of this fundamental trope.)

Think Lord of the Rings, Harry Potter, The Wizard of Oz, and – the film that scarred me for life – Watershed Down.

For examples in advertising, look at the Kia 2017 advert for the Niro, or Chipotle’s 2014 The Scarecrow.

Perhaps the most famous Quest in advertising is Apple’s story – with Bill Gates inventing (rather than finding) a valuable object and overcoming obstacles on his way to success. Aesop’s 2017 Brand Storytelling Survey listed Apple in the number one spot – for the 5th year running.

OK, but how can you use The Quest type stories in your fitness business marketing?

  • What obstacles and challenges did you battle to bring your vision into reality?
  • You learned a lot along the way – how can you share these lessons and educate your reader?
  • How do the values of your brand do good in the world?
  • Show how your product delivers on its promises to support your clients on their quest towards a better life.

Unlike many consumer brands, you – as a fitpro – are selling something that actually delivers positive results. You’re not selling the idea of something, or the promise of a feeling. You’re selling real, measurable, positive improvements in people’s lives.

What are the most effective stories for your brand? And how can you share them?

Let me know if you need any help with this stuff.

=

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.


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.


%d bloggers like this: